Journal articles: 'Department stores Corporations' – Grafiati (2024)

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‘The first and perhaps most compelling attribute of the modern social structure which we inhabit’, according to James Coleman, ‘is the asymmetry of a large portion of its relations’. What is striking about modern society, however, is not the asymmetry of relations as such. Western societies have often been, and to some extent still are, highly asymmetric; think, for example, of the relations between feudal lords and their serfs, between factory owners and workers, between men and women. What is striking about the modern asymmetry is that the parties involved are completely different classes of entities, natural persons and complex organizations. Our (great) grandparents had to rely for their income, housing and the supply of goods and services mostly on independent employers, landlords, shopkeepers and artisans. We, on the other hand, are dealing with corporations, welfare institutions, public services, housing associations, building societies, banks and department stores. These organizations are not just rational, person-like servants, waiting quietly in the corners of society to be called upon. They also, and predominantly, act on their own account. Complex organizations are a new and powerful breed of social actors; they are corporate actors alongside the traditional, human actors.

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The T Eaton company, considered the world's first department store, was named after its founder Timothy Eaton. In 1869, it as a small dry goods business in Toronto. By 1907, at the death of its founder, it was a giant retail store, with a branch in Winnipeg, alongside a country-wide mail-order business. Innovative practices established during his time included sales for cash only and satisfaction guaranteed or money refunded. Eaton's successors extended the Eaton empire across Canada, continuing the tradition of quality goods, prices, customer service and also fair labour practices. It became a Canadian institution. Eaton's filed for protection from its creditors in February 1997 and once again in August 1999 (see Appendix 1 for a chronology of events) under the federal Companies' Creditors Arrangement Act and the Ontario Business Corporations Act (Closings). The restructuring that followed the first bankruptcy was only partially successful. However, it had a significantly positive impact on Eaton's operations, and seemed to turn things around. Were it not for bad economic news and misfortune in mid-to-late 1998 (CNW 3 and CNW 5), the plan might have worked. Store-closings, employee terminations, and a huge liquidation sale followed the second bankruptcy declared in August 1999, as did the suspension of the trading of Eaton's stock (Chron). Sears Canada Inc. agreed to purchase 16 of the Eaton's stores in September 1999 (Sears 1; Material 1). These will open by the fall of 2000 (Material 2; Sears 1). A compromise was made with Eaton's creditors (including the employees) to give them approximately $0.50 on the dollar (Olijnyk 1). A compromise was also arrived at with Eaton's shareholders whereby the latter would be given participation units in exchange for their common shares (on a one-for-one trade) (Amended; Trachuk). These participation units are to be used in a contingent and conditional settlement based upon the possible utilization of tax credits by Sears acquired as a result of Eaton's $390 million in losses since 1996 (Receivership; Amended; Trachuk). These settlement monies might or might not be realized by the former shareholders (Amended; Trachuk). Today, Eaton's is no more. In its place are many great memories by a former generation of Canadians who used to go to the Eaton's stores to buy big things that were always of high quality. "Agnes Lunn, who was visiting [Edmonton, Calgary,] from Dartmouth, N.S., said she will miss the chain because of its trustworthiness. "If you bought something from Eaton's, you knew it was worth having, you knew it would be quality," she said (Auction)." Perhaps having six of the Eaton's stores open up this fall with the Eaton's name on them will rekindle a loyalty in a new generation of Canadians?

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Opening ParagraphWithin the past decade, several major fires involving key government establishments have occurred in Nigeria. These included fires at: the 10-storey Federal Ministry of Education building (5 September 1980); the 11-storey Republic Building of the Ministry of External Affairs (14 December 1981); the 37-storey External Communication Building, NECON House (24 January 1983); the 13th floor of the 23-storey building housing the Defence Ministry (27 October 1983); the Accounts Department of the Cabinet Office (19 March 1984); the Finance and Accounts Division of the Post and Telegraphs (Ministry of Communications) headquarters (4 December 1984); and the 32-storey Cocoa House in Ibadan (8 January 1985). The latest of these fires engulfed the Nigerian National Petroleum Corporation (NNPC) Headquarters in Lagos on 12 April 1986.

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Abstract Availability of platelets (plts) is severely limited by shelf life in some military as well as civilian settings. Additionally, some bleeding, thrombocytopenic patients do not have a therapeutic response to a standard plt transfusion. Methods for cryopreservation of apheresis plts for up to two years in 6% DMSO at <-65°C (CPP) have been developed and evaluated by in vitro assays and by in vivo infusions in non-human primates, in a few controlled human trials, and in field military operations. However, FDA has not yet approved CPP for routine use. Autologous radiolabeled CPP in healthy volunteers (n=32) had average plt recoveries of 33 ± 10% and survivals of 7.5 ± 1.2 days, and these results were 52 ± 12% and 89 ± 15%, respectively, of the same volunteers' fresh radiolabeled plts. The in vitro phenotype of CPP showed higher granule secretion, phosphotidylserine expression, and plt microparticles and poorer responses to common plt agonists compared to standard room temperature stored plts. These data suggest that transfused CPP might lead to an accelerated and enhanced clotting process in vivo. Our objective was to evaluate the safety of transfused CPP in a Phase-1 dose escalation trial. Eligibility criteria were hospitalized thrombocytopenic hematology/oncology patients with active World Health Organization (WHO) Grade 2 or greater bleeding that was, in most patients, uncontrolled by standard plts, no history of unprovoked thrombotic events, and no indication of active DIC. Fifty-nine patients consented and 28 were transfused with ½ CPP unit (n=5), one CPP unit (n=7), two CPP units (n=6), and three CPP units (n=6). One thawed single apheresis CPP unit contained 2.5 x 1011 ± 4.2 x 1010 plts in 50 ± 4 ml. In addition, one standard apheresis plt unit was randomly given to patients enrolled in each cohort (n=4). The study conformed to the Declaration of Helsinki and was listed on clinical trials.gov (NCT02078284). Patients were monitored for six days post-transfusion for adverse events (AEs) including clinical assessments for signs or symptoms of thrombosis and specific laboratory assays: prothrombin time (PT), partial thromboplastin time (aPTT), D-dimer, fibrinogen, prothrombin fragments 1 + 2 (F1+2), antithrombin, thrombin antithrombin (TAT), thrombin generation (TGT), and thromboelastography (TEG). All safety data were reviewed by an independent data safety monitoring committee prior to escalation to the next higher dose cohort. No thrombotic events occurred after transfusion of CPP units. Five serious AEs were reported, and none were associated with the CPP transfusion but, rather, were related to worsening of the patients' underlying medical conditions. Of 38 AEs, 5 were, at least, possibly related to a CPP transfusion and included DMSO skin odor following a ½ CPP unit and three CPP units (n=2), mild fever and chills in the same patient after one CPP unit (n=2), and moderate headache the next day following transfusion of three CPP units (n=1). As expected in this clinically-ill patient population, D-dimer, fibrinogen, F1+2, aPTT, and TAT averaged higher than the upper limit of normal prior to transfusion and remained similar following transfusion. TGT and TEG were suppressed pre-transfusion and were improved towards normal levels following transfusion of either CPP or standard plts. There was no induction of a post-transfusion hypercoagulable state in any patient based on laboratory results. Modest increases in corrected plts count increments (x 103/mm3) were observed following CPP transfusion (one CPP unit gave CCI's of 2.3 ± 3.5; two CPP units 4.2 ± 2.8; and three CPP units 5.6 ± 2.3) compared with 21.1 ± 3.6 after one unit of standard apheresis plts. Notably, all patients had stabilization or improvement of their bleeding following a CPP transfusion including one patient with Grade 4 CNS bleeding who had resolution of neurologic symptoms with no further plt transfusions, and four patients (17%) had WHO bleeding downgraded. In conclusion, the infusion of up to three sequential units of CPP in patients with severe thrombocytopenia and active bleeding was safe without any evidence of thrombotic complications despite CPP having a procoagulant phenotype resulting from the cryopreservation process. CPP may be efficacious to stop bleeding in thrombocytopenic patients as suggested by stabilization or downgrading of WHO bleeding grades. Phase 2/3 efficacy clinical trials are now indicated. Disclosures Slichter: NHLBI / NIH: Research Funding; Genentech: Research Funding; Cerus Corporation: Research Funding; Terumo BCT: Research Funding; Cellphire: Research Funding; Department of Defense / US Army Medical Research and Material Command: Research Funding; Megakaryon: Consultancy, Membership on an entity's Board of Directors or advisory committees, Other: Stock options. Dumont:US Army Medical Research and Material Command (Award W81XWH-15-C-0047) / Department of Defense: Research Funding. Cancelas:New Health Sciences, Inc.: Membership on an entity's Board of Directors or advisory committees; US Army Medical Research and Material Command (Award W81XWH-15-C-0047) / Department of Defense: Research Funding; National Institutes of Health: Research Funding; Terumo BCT: Research Funding; Cerus Corporation: Research Funding; Haemonetics, Inc.: Research Funding; Citra Labs, Inc.: Research Funding; Cellphire, Inc.: Membership on an entity's Board of Directors or advisory committees; William & Lawrence Hughes Foundation: Research Funding; Leukemia & Lymphoma Society of North America: Research Funding. Gernsheimer:Department of Defense: Research Funding; NHLBI / NIH: Research Funding. Szczepiorkowski:Fresenius Kabi: Consultancy, Membership on an entity's Board of Directors or advisory committees; Grifols: Consultancy, Research Funding; Terumo BCT: Consultancy; Cerus Corporation: Research Funding; Erydel: Research Funding; Citra Labs: Research Funding; US Army Medical Research and Material Command (Award W81XWH-15-C-0047) / Department of Defense: Research Funding; American Association of Blood Banks: Other: President-Elect. Dunbar:Verax Biomedical: Membership on an entity's Board of Directors or advisory committees; US Army Medical Research and Material Command (Award W81XWH-15-C-0047) / Department of Defense: Research Funding. Jones:US Army Medical Research and Material Command (Award W81XWH-15-C-0047) / Department of Defense: Research Funding. Rugg:US Army Medical Research and Material Command (Award W81XWH-15-C-0047) / Department of Defense: Research Funding. Prakash:US Army Medical Research and Material Command (Award W81XWH-15-C-0047) / Department of Defense: Research Funding. Hmel:US Army Medical Research and Material Command (Award W81XWH-15-C-0047) / Department of Defense: Research Funding. Ransom:US Army Medical Research and Material Command (Award W81XWH-15-C-0047) / Department of Defense: Research Funding.

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Abstract Background: Trauma surgeons have suggested that the optimal transfusion support for actively bleeding patients may be a 1:1:1 ratio of red cells, plasma and platelets (plts). Therefore, the only reason to give component therapy - rather than whole blood (WB) - for these patients may be because of the poor post-transfusion survivals of plts stored at 4°C. However, for trauma/surgical patients, even short plt survivals may be sufficient to allow the surgeon enough time to repair the injury. We report the "first ever" data on the post-storage viability of plts stored at 4°C beyond 3 days. In the studies to be reported here, plts were stored within WB for up to 22 days at 4°C. Study Design/Methods: Normal subjects donated a unit of WB that was stored at 4°C either for 12 days with mixing only at the end of storage or for 10, 15, or 22 days with end-over-end rotation of the WB throughout storage. After storage, a plt concentrate was prepared from the WB using standard centrifugation procedures. At the end of WB storage, the donor donated a 40 ml blood sample from which fresh plts were prepared. The autologous stored and fresh plts were radiolabeled with 111In or 51Cr, respectively, before simultaneous transfusion into their donor. Serial post-transfusion blood samples were collected to determine stored versus fresh plt recoveries and survivals. Our pre-defined acceptance criteria were: 1) stored plt recoveries should average ≥50% of the same donor's fresh plt recoveries; and 2) plt survivals should average ≥1 day. Results/Findings: When the WB was mixed only at the end of storage, plt yields in the WB were just 48% of baseline values with average plt counts of 4.6 ± 2.0 x 1010. This amount of plt loss was considered unacceptable (Table). In contrast, with continuous end-over-end rotation of the WB during storage, plt yields after 15 days were 76% of baseline values and plt counts averaged 7.6 ± 1.4 x 1010 (well within FDA guidelines that require 5.5 x 1010 plts/concentrate prepared from WB). Radiolabeled autologous plt recoveries averaged 27 ± 11% (49 ± 16% of fresh) and survivals averaged 1.2 ± 0.4 days (16 ± 1% of fresh); i.e., our pre-defined plt acceptance criteria were met. Storage for 22 days gave unacceptable results. Conclusion: Plt concentrates stored at 4°C for up to 3 days have been FDA approved for use in thrombocytopenic patients since the 1970's. These plts had autologous plt recoveries of 40 ± 5% and survivals of 1.0 ± 0.1 days (S.E.) (Br J Haematol 1976;34:403-419). The FDA has recently approved the use of 3-day 4°C stored apheresis plts for actively bleeding patients. Our data may suggest that plts stored within WB at 4°C for up to 15 days may provide similar post-storage plt viability as plt concentrates or apheresis plts stored for ≤3 days. Red cells and plasma derived from CP2D WB stored for 21 days at 4°C are already licensed. Therefore, for actively bleeding patients who need all three components (red cells, plasma, and plts), WB stored for up to 15 days may provide effective quantities of all the needed components. Table 1. AUTOLOGOUS YIELDS, RECOVERIES, AND SURVIVALS OF PLATELETS STORED IN WHOLE BLOOD AT 4°C Storage Time (Days) N Rotation WB PLT COUNTS x 1010 Post-Storage Yield(% of Baseline) PLT RECOVERIES (%) PLT SURVIVALS (Days) Baseline Post-Storage Fresh Stored % of Fresh Fresh Stored % of Fresh 12 7 Mixed at end of storage* 9.4 ± 2.4 4.6 ± 2.0 48 ± 12 50 ± 15 22 ± 8 48 ± 29 8.3 ± 1.6 1.8 ± 0.6 23 ± 10 10 10 Continuously during storage** 9.5 ± 2.1 7.2 ± 1.6 77 ± 10 50 ± 10 26 ± 7 51 ± 7 8.1 ± 1.1 1.3 ± 0.3 16 ± 4 15 10 Continuously during storage** 10.0 ± 1.0 7.6 ± 1.4 76 ± 10 55 ± 11 27 ± 11 49 ± 16 8.0 ± 0.1 1.2 ± 0.4 16 ± 1 22 3 Continuously during storage** 12.9 ± 1.9 9.2 ± 0.7 73 ± 15 56 ± 12 14 ± 4 25 ± 5 7.7 ± 0.6 0.8 ± 0.3 10 ± 3 Data reported as average ±1 S.D. *WB units were hand mixed only at the end of storage before plt counting. **WB units were continuously rotated end-over-end during storage. Disclosures Slichter: Cellphire, Inc.: Research Funding; Cerus Corporation: Research Funding; Terumo BCT: Research Funding; Department of Defense: Research Funding; Genentech: Research Funding.

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AbstractIntroductionHospitals are meant to be places for respite and healing; however, technological advances and reliance on monitoring alarms has led to the environment becoming increasingly noisy. The coronary care unit (CCU), like the emergency department, provides care to ill patients while being vulnerable to noise pollution. The World Health Organization (WHO; Geneva, Switzerland) recommends that for optimum rest and healing, sound levels should average approximately 30 decibels (dB) with maximum readings less than 40 dB.ProblemThe purpose of this study was to measure and analyze sound levels in three different locations in the CCU, and to review alarm reports in relation to sound levels.MethodsOver a one-month period, sound recorders (Extech SDL600; Extech Instruments; Nashua, New Hampshire USA) were placed in three separate locations in the CCU at the West Roxbury Veterans’ Administration (VA) Hospital (Roxbury, Massachusetts USA). Sound samples were recorded once per second, stored in Comma Separated Values format for Excel (Microsoft Corporation; Redmond, Washington USA), and then exported to Microsoft Excel. Averages were determined, plotted per hour, and alarm histories were reviewed to determine alarm noise effect on total noise for each location, as well as common alarm occurrences.ResultsPatient Room 1 consistently had the lowest average recordings, though all averages were >40 dB, despite decreases between 10:00pmand 7:00am. During daytime hours, recordings maintained levels >50 dB. Overnight noise remained above recommended levels 55.25% of the period in Patient Room 1 and 99.61% of the same time period in Patient Room 7. The nurses’ station remained the loudest location of all three. Alarms per hour ranged from 20-26 during the day. Alarms per day averaged: Patient Room 1-57.17, Patient Room 7-122.03, and the nurses’ station - 562.26. Oxygen saturation alarms accounted for 33.59% of activity, and heart-related (including ST segment and pacemaker) accounted for 49.24% of alarms.ConclusionThe CCU cares for ill patients requiring constant monitoring. Despite advances in technology, measured noise levels for the hospital studied exceeded WHO standards of 40 dB and peaks of 45 dB, even during night hours when patients require rest. Further work is required to reduce noise levels and examine effects on patient satisfaction, clinical outcomes, and length of stay.RyanKM,GagnonM,HannaT,MelloB,FofanaM,CiottoneG,MolloyM.Noise pollution: do we need a solution? An analysis of noise in a cardiac care unit.Prehosp Disaster Med.2016;31(4):432–435.

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Abstract Abstract 2905 Poster Board II-881 Vascular complications are the major causes of morbidity in myeloproliferative neoplasms (MPN) like essential thrombocythemia (ET) and polycythemia vera (PV), and their pathogenesis is likely multifactorial. Granulocyte activation may promote thrombogenesis through multiple interactions with both platelets and vessel wall, and granulocytes from patients with ET and PV were previously shown to be functionally activated as indicated by increased values of LAP expression. LAP is stored in intracellular secretory vesicles, which following granulocyte activation fuse into a tubular system communicating with the plasma membrane, thus exporting LAP to the cell surface. A direct relationship between granulocyte LAP expression and JAK2 (V617F) mutant allele burden has been previously documented in PV [Passamonti et al, Blood. 2006 May 1;107(9):3676-82]. The identification of the unique JAK2 (V617F) mutation in more than 70% of patients with MPN has prompted the development of JAK2 inhibitors for treatment of these disorders. INCB018424, a selective inhibitor of JAK1 and JAK2, is currently being evaluated in a phase II trial in patients with ET or PV refractory or intolerant to hydroxyurea (ClinicalTrials.gov Identifier: NCT00726232). The Department of Hematology Oncology, Fondazione IRCCS Policlinico San Matteo & University of Pavia, Pavia, Italy, has enrolled 23 patients in this clinical trial. To investigate the effect of INCB018424 on granulocyte activation, we measured LAP expression levels on circulating granulocytes of these patients (13 cases of ET and 10 cases of PV). LAP expression was evaluated by flow cytometry immunophenotyping (Beckman Coulter, Milan Italy) before study entry and then after one and three months of treatment. The anti-LAP monoclonal antibody was employed according to the manufacturer's instructions (PharMingen-Becton Dickinson, Milan Italy). Results were expressed as mean fluorescence intensity (MFI) ratio, defined as the ratio between the mean fluorescence of the specific marker tested to the mean fluorescence of the negative control included in the assay. Given that patients with ET and PV had different peripheral granulocyte counts, results were adjusted for this parameter. In the 23 patients with MPN enrolled in the clinical trial NCT00726232, the median value of granulocyte LAP expression was 11 MFI (range, 3.7-34.1) at baseline, 7.3 MFI (range, 4.3-24.1) after one month, and 8.6 MFI (range, 3.9-29.9) after three months of treatment with INCB018424. The Mann-Whitney U test indicated that there was a significant reduction in granulocyte LAP expression with INCB018424 treatment (P = .04). We further investigated the time course (slope) of LAP expression by applying general linear models for repeated measurements with diagnosis (ET vs PV), JAK2 status (V617F vs wild type), hematologic response to treatment with INCB018424 (complete or partial response vs no response), and aspirin treatment as covariates. This analysis showed that the reduction in granulocyte LAP expression was independent from diagnosis, JAK2 status, hematologic response to INCB018424, and aspirin administration (P = .00009). Interestingly, three patients who were temporarily interrupted from INCB018424 treatment because of anemia displayed an increase in LAP expression after interruption. In conclusion, our observations suggest that INCB018424 treatment is able to decrease LAP expression on circulating granulocytes in patients with ET or PV, which likely reflects a decrease in granulocyte activation. Disclosures: Passamonti: Incyte Corporation: Membership on an entity's Board of Directors or advisory committees. Vaddi:Incyte Corporation: Employment, Equity Ownership.

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-Stephen J. Appold, Heidi Dahles ,Tourism and small entrepreneurs; Development, national policy, and entrepreneurial culture: Indonesian cases. Elmsford, New York: Cognizant Communication Corporation, 1999, vi + 165 pp., Karin Bras (eds) -Jean-Pascal Bassino, Peter Boothroyd ,Socioeconomic renovation in Vietnam; The origin, evolution and impact of Doi Moi. Singapore: Institute of Southeast Asian Studies, 2001, xv + 175 pp., Pham Xuan Nam (eds) -Peter Boomgaard, Patrick Vinton Kirch, The wet and the dry; Irrigation and agricultural intensification in Polynesia. Chicago: The University of Chicago Press, 1994, xxii + 385 pp. -A.Th. Boone, Chr.G.F. de Jong, De Gereformeerde Zending in Midden-Java 1931-1975; Een bronnenpublicatie. Zoetermeer: Boekencentrum, 1997, xxiv + 890 pp. [Uitgaven van de Werkgroep voor de Geschiedenis van de Nederlandse Zending en Overzeese Kerken, Grote Reeks 6.] -Okke Braadbaart, Colin Barlow, Institutions and economic change in Southeast Asia; The context of development from the 1960s to the 1990s. Cheltenham: Edward Elgar, xi + 204 pp. -Freek Colombijn, Abidin Kusno, Behind the postcolonial; Architecture, urban space, and political cultures in Indonesia. London: Routledge, 2000, xiv + 250 pp. -Raymond Corbey, Michael O'Hanlon ,Hunting the gatherers; Ethnographic collectors, agents and agency in Melanesia, 1870s -1930s. Oxford: Bergahn Books, 2000, xviii + 286 pp. [Methodology and History in Anthropology 6.], Robert L. Welsch (eds) -Olga Deshpande, Hans Penth, A brief histroy of Lan Na; Civilizations of North Thailand. Chiang Mai: Silkworm Books, 2000, v + 74 pp. -Aone van Engelenhoven, I Ketut Artawa, Ergativity and Balinese syntax. Jakarta: Badan Penyelenggaran Seri NUSA, Universitas Katolik Indonesia Atma Jaya, 1998, v + 169 pp (in 3 volumes). [NUSA Linguistic Studies of Indonesian and Other Languages in Indonesia 42, 43, 44.] -Rens Heringa, Jill Forshee, Between the folds; Stories of cloth, lives, and travels from Sumba. Honolulu: University of Hawai'i Press, 2001, xiv + 266 pp. -Roy E. Jordaan, Marijke J. Klokke ,Fruits of inspiration; Studies in honour of Prof. J.G. de Casparis, retired Professor of the Early History and Archeology of South and Southeast Asia at the University of Leiden, the Netherlands on the occasion of his 85th birthday. Groningen: Egbert Forsten, 2001, xxiii + 566 pp. [Gonda Indological Studies 11.], Karel R. van Kooij (eds) -Gerrit Knaap, Germen Boelens ,Natuur en samenleving van de Molukken, (met medewerking van Nanneke Wigard). Utrecht: Landelijk Steunpunt Educatie Molukkers, 2001, 375 pp., Chris van Fraassen, Hans Straver (eds) -Henk Maier, Virginia Matheson Hooker, Writing a new society; Social change through the novel in Malay. Leiden: KITLV Press (in association with the Asian Studies Association of Australia), 2000, xix + 492 pp. -Niels Mulder, Penny van Esterik, Materializing Thailand. Oxford: Berg, 2000, xi + 274 pp. -Jean Robert Opgenort, Ger P. Reesink, Studies in Irian Languages; Part II. Jakarta: Badan Penyelenggara Seri NUSA, Universitas Katolik Indonesia Atma Jaya. [NUSA Linguistic Studies of Indonesian and Other Languages in Indonesia 47.] 2000, iv + 151 pp. -Gerard Termorshuizen, Kester Freriks, Geheim Indië; Het leven van Maria Dermoût, 1888-1962. Amsterdam: Querido, 2000 (herdurk 2001), 357 pp. -Donald Tuzin, Eric Kline Silverman, Masculinity, motherhood, and mockery; Psychoanalyzing culture and the naven rite in New Guinea. Ann Arbor: University of Michigan Press, 2001, vi + 243 pp. -Alexander Verpoorte, Jet Bakels, Het verbond met de tijger; Visies op mensenetende dieren in Kerinci, Sumatra. Leiden: Research School of Asian, African, and Amerindian Studies (CNWS), 2000, XV + 378 pp. [CNWS Publications 93.] -Sikko Visscher, Twang Peck Yang, The Chinese business elite in Indonesia and the transition to independence, 1940-1950. Kuala Lumpur: Oxford University Press, 1998, xix + 372 pp. -René Vos, Gerard Termorshuizen, Journalisten en heethoofden; Een geschiedenis van de Indisch-Nederlandse dagbladpers, 1744-1905. Amsterdam: Nijgh en Van Ditmar, Leiden: KITLV Uitgeverij, 2001, 862 pp. -Edwin Wieringa, Marijke J. Klokke, Narrative sculpture and literary traditions in South and Southeast Asia. Leiden: Brill, 2000, xiv + 127 pp. [Studies in Asian Art and Archaeology (continuation of: Studies in South Asian Culture) 23.] -Catharina Williams-van Klinken, Mark Donohue, A grammar of Tukang Besi. Berlin: Mouton de Gruyter, 1999, xxvi + 576 pp. [Mouton Grammar Library 20.] -Kees Zandvliet, Thomas Suárez, Early mapping of Southeast Asia. Singapore: Periplus Editions, 1999, 280 pp. -Claudia Zingerli, Bernhard Dahm ,Vietnamese villages in transition; Background and consequences of reform policies in rural Vietnam. Passau: Department of Southeast Asian Studies, University of Passau, 1999, xiv + 224 pp. [Passau Contributions to Southeast Asian Studies 7.], Vincent J.H. Houben (eds)

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That murmur, soon replies, “God doth not need Either man’s work or his own gifts; who best Bear his mild yoke, they serve him best. His state Is Kingly. Thousands at his bidding speed And post o’er Land and Ocean without rest: They also serve who only stand and wait.”1 1John Milton, Sonnet 19 The COVID-19 Pandemic has brought out most of the best (and some of the worst) in us. Much has been said, shared, even sung about health care workers as frontline heroes. Whether we indeed form the frontline, or man the last line of defense, due credit is being given to all “front-liners” – essential-service workers, drivers and delivery personnel, security guards, the military and police who literally serve in the trenches of this invisible war. Indeed, it is heartening to read the inspiring messages, hear the encouraging words, listen to the uplifting (sometimes funny) music and songs, witness the moving memes and cartoons, watch the refreshing dances and tributes, and receive the healing blessings and prayers on various media and social media platforms. Indeed, we are motivated to continue to work, so that others may safely stay home. Some of us have even been called upon to die, so that others may live. But so much less is and has been said about those who make our battle possible, who selflessly and silently took it upon themselves to clothe us with personal protective equipment, feed us, transport us, and even shelter us as we engage the unseen enemy. It is these heroes I wish to thank today. I certainly cannot thank them all, but I sincerely hope that those I do mention will represent the many others I cannot. Early on, my brother Elmer Lapeña and his Team Twilight group of “golfing enthusiasts and friends” (“company owners, executives, managers, engineers, technicians, entrepreneurs, and expats in the electronics, semiconductor, metalworking, automotive, aerospace, and packaging manufacturing industries”) responded to the call for better protection for frontliners with door-to-door deliveries of Personal Protective Equipment (PPE) to over 40 hospitals in the National Capitol Region, Rizal, Cavite, Laguna and Batangas including the Philippine General Hospital (PGH).2 On a personal note, Elmer and my sister-in-law Annette were closely monitoring our situation, going out of their way to obtain difficult-to-find PPEs for my wife Josie and myself, and our respective Departments of Family and Community Medicine (DFCM) and Otorhinolaryngology (ORL) at the PGH. For her part, our very dear friend Gigi Bautista Rapadas organized Project #HelpCovid19Warriors(HCW), to “go where the virus goes” and “help where help is needed and requested,” harnessing donations from ‘family, friends, and friends of friends” to procure PPE (as well as disinfectants, even canned goods) that were distributed “from Metro Manila to the provinces: Tuguegarao, Bataan, Bulacan, La Union, Nueva Vizcaya, Cavite,” moving from hospitals and health centers to correctional institutes.3 It is because of them that our PGH Department of ORL obtained very expensive but essential respirator hoods for added protection from aerosolized virus when conducting airway procedures, in addition to head-to-foot PPEs for use of the PGH DFCM in attending to PGH staff at the UP Health Service. Meanwhile, without fanfare, our dear friends Popot and Agnes (also my DLSU ’79 classmate) Lorenzana provided cooked meals for 1,000 persons daily. Working with on-the-ground social workers and with the 2KK Tulong sa Kapwa Kapatid Foundation, their Feeding Program “A thousand meals for poor communities” reached Payatas, Talayan, Pinyahan, Smokey Mountain, Maisan, Bagong Silang, Old Balara, Tatalon, Sta. Teresita, Sampaloc, and Sta. Ana, among more than 50 other communities. They generously responded to my wife’s request to provide meals for her community patients of the Canossa Health Center in Tondo. They have also provided meals for hospital staff of Amang Rodriguez Memorial Medical Center, the Medical City Hospital, Veterans Memorial Medical Center, Dr. Jose Fabella Memorial Hospital, Dr. Jose Rodriquez Memorial Hospital, Quezon City General Hospital, the San Lazaro Hospital, Valenzuela City Emergency and Lung Center of the Philippines. They continue this service which to date has provided for more than 32,000 meals, with corporate partners and private individuals joining the effort.4 Other De La Salle University (DLSU) College ‘79 batchmates who wish to remain anonymous obtained board approval of their endorsem*nt to channel all the social development funds of their Maritime Multipurpose Cooperative for the next 3 years to the Philippine General Hospital. Adding their personal funds (and those solicited by their daughter and nephew), they took on the daunting task of sourcing and proving Powered Air Purifying Respirators (PAPRs) for our use. Another DLSU batchmate has been providing PPEs to various hospitals including PGH through their family corporation, Nobleland Ventures, Inc. Even their high school batch ’75 of Saint Jude Catholic School has donated boxes and boxes of PPEs to the PGH and other hospitals. Other DLSU ’79 classmates Bel and Bong Consing, and Timmy, Joy (and Tita Linda) Bautista have personally donated PPEs and funds for our COVID-19 operations, while classmate Fritz de Lange even sent over sweet mangoes for us to enjoy with our fellow frontliners. Generous donations also poured in from La Salle Green Hills (LSGH) High School ’76 friends Cris Ibarra, Norman Uy, Class 4E, and batchmates Tito and Pepper who wish to remain anonymous, as well as Menchit Borbon and her St. Theresa’s College Quezon City (STCQC) - Section 1 classmates. We even received overseas support from my LSGH 4B classmate Bingo Pantaleon from Yangon; my mom Libby, brother Bernie and Lilli, and friend Soyanto from Singapore, and sister Sabine from Germany. And how can we forget the regular frozen food deliveries of Jollibee chicken drumsticks and home-made Bulgogi and Tapa from our dear friends Ed and Aning Go? Perhaps the most touching gifts of all came from my eldest and youngest daughters Melay and Jica, who lovingly prepared and delivered much-appreciated meals to us, and middle child Ro-an, who with our son-in-law Reycay serenaded us with beautiful music that was appreciated by no less than Vice President Leni Robredo and featured by the Philippine Philharmonic Orchestra.5 Their musical fund-raising campaign started with another haunting piece featuring my sister Nina and brother-in-law Kiko.6 As if that was not enough, Ro-an bakes cookies to raise funds for our ongoing COVID-19 operations at PGH, while Melay and Jica keep asking us what we want to eat next. These three count among those who have least, yet “put in everything ” from what little they have.7 These are but a few examples of those known personally to me- my family and friends. And there are many more. In the same way, every other doctor and front liner will have their own stories to tell, of friends, family even mere acquaintances who have come out of the shadows to help, to care, to share in whatever way they can, in fighting this battle with us. Let this be their tribute as well. Those of us who serve in the Philippine General Hospital have been called People Giving Hope.8,9 I believe that we do give hope because others give us hope in turn. I like to think that the inscription in the PGH lobby “They Also Serve Who Care and Share” honors these others in a special way who go over and beyond the call of duty. With apologies to John Milton, our heroes go way over and beyond “they also serve who only stand and wait.”

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In this article, the author critically analyzes the Supreme Court of Canada’s decision in Peoples Department Stores Inc. v. Wise. This decision interpreted s. 122(1) of the Canada Business Corporations Act in a way so as to declare that it was “obvious” that the duty of care placed on directors and officers is owed to a broad range of beneficiaries, including creditors. The author argues that the decision, while defensible, was neither “obvious” nor was it appropriate. The amendments to the Ontario Business Corporations Act may come closer to the intentions of Parliament in passing the Canada Business Corporations Act. Furthermore, the rules of statutory interpretation are employed to demonstrate that the broadened duty of care found by the Supreme Court may actually cause directors and officers to be more self-interested, rather than putting the interests of the corporation ahead of their own. Such a change in approach may lead to statutory absurdity or a violation of the presumption against tautology. Therefore, a narrower duty of care, owed only to the corporation, as enacted by the Ontario legislature, should be recognized.

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This article examines shoplifting from department stores and variety chain stores in interwar America and Britain. Patterns of shoplifting show strong similarities—with stores facing a predominantly female, and disproportionately affluent, army of amateur shoplifters, together with a much smaller corps of professional thieves. The incidence and characteristics of shoplifting are explored, together with the stores’ legal and other strategies to deter shoplifters. The article also examines why apparently prosperous women had the highest propensity to shoplift. Britain and the United States had strong commonalities in terms of open display retail formats, the methods used to deter shoplifters, and typical legal penalties. However, America had one critical difference—the much higher incidence of a type of store criminal who specialized in deliberately getting apprehended in order to sue the store for false arrest and, often, false imprisonment, slander, and a range of related charges. This reflected the higher damages typically awarded by U.S. courts compared with their British counterparts, inflated by local antagonism to retail corporations, together with a system—at least in some U.S. cities—whereby corrupt lawyers and judges connived in shoplifting acquittals that paved the way for lawsuits.

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This article considers the implications of the recent Supreme Court of Canada decision in Peoples Department Stores v. Wise for the law of directors' fiduciary duties. The Court’s decision is attacked on two grounds. First, the author criticizes the Court’s interpretation and treatment of the phrase "the best interests of the corporation" as found in the Canada Business Corporations Act. It is argued that the decision in Wise rejects the traditional interpretation of this phrase which was previously accepted to mean "the best interests of the shareholders collectively. " This rejection raises the spectre of the debate between the "shareholder primacy " model of directors' duties and broader "pluralist" alternatives. By undercutting the lynchpin of the "shareholder primacy" model, the author suggests that the Court has left a vacuum in the law because the Court failed to outline what is to replace this traditional interpretation, or even to acknowledge the substantive change being made. At the level of process, it is equally suggested that the revision of important principles in corporate law exclusively through the judiciary is fundamentally undesirable, where the law of directors' duties has such a large element of public policy attached to it. The author also proposes that the decision in Wise has resulted in an unacceptable level of uncertainty in the law, and that this uncertainty was neither necessary nor advisable to resolve the case before the Court. Second, the author criticizes the Court's comments indicating that a breach of fiduciary duty requires mala fides on the part of directors. It is argued that this is inconsistent with pre-existing case law.

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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 circ*mscribes 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>.

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"It's a poor sort of memory that only works backwards," the Queen remarked. "What sort of things do you remember best?" Alice ventured to ask. "Oh, things that happened in the week after next," the Queen replied in a careless tone. Lewis Carroll, Through the Looking Glass. It would seem, odd as the notion may appear at first glance, that memory can in fact be thought of as working in two directions: both backwards and forwards. Take, for example, the commonly enough expressed sentiment that one should avail of every opportunity that life presents to "learn from experience". Isn't to do so, in fact, a projection into the future of the 'memory' that has been gained in the past, and stored in the present? Isn't the implication that, with a little careful observation of last week, one can begin to 'remember' what happened in the week after next? Consider now the development of a revolutionary new communications technology. Who are its pioneers? Experience has taught that there are at least three categories of person (or organisation) which are to be found wherever tomorrow is being actualised. They are the visionaries, the enthusiasts, and the entrepreneurs -- though some may argue that this last category would better be called economic opportunists. Of course, these are not, and shouldn't be thought of as, completely distinct categories, separated by impermeable barriers; one can be in all three as easily as not. The early days of Radio fit this model. As an infant technology it was fostered by visionaries like Marconi, enthusiasts like the many around the world who cobbled together their own home-made transmitters and receivers, and entrepreneur/opportunists like Frank Conrad of Westinghouse, whose 8XK transmitted periodically during the first world war to test equipment made by the company for the American military (Mishkind). The emergence of interactive networked computing, and ultimately of the Internet, fits this model too. There were early visionaries like Douglas Engelbart, and the MIT professor J.C.R. Licklider, who were among the first to see a potential for more than simply large scale number crunching in the fledgling electronic computing industry (Rheingold 65-89). Enthusiasts include the North Carolina students who created Usenet, and the Chicago hobbyists who "triggered the worldwide BBS movement because they wanted to transfer files from one PC to another without driving across town" (Rheingold 67). As for entrepreneur/opportunists, well, organisations like Netscape, Yahoo!, and Amazon.com leap to mind. When revolutionary development is underway the potential for change is seen to be boundless. Radio was quickly recognised as a means to cross vast distances, and difficult terrain. It became a lifeline to ships in distress, bridging the dreadful isolation of the unforgiving oceans. It was put to use as a public service: the US Agriculture Department's broadcasting of weather reports as early as 1912 being some of the earliest radio broadcasts in that country (White). Similarly, Westinghouse's 8XK, along with many other fledgling stations, broadcast the results of the US presidential election on the night of November 2nd, 1920 (Mishkind). The "wireless" telegraph helped to join that huge nation together, and having done so, went on to inform and entertain it with news, concerts, lectures and the like. The democratising potential of the new medium and its easily disseminated information was soon recognised and debated: "Will Radio Make People the Government" demanded a 1924 headline in Radio Broadcast, an early industry magazine (Lappin). All this inevitably gave rise to questions of control; for a free medium could also be seen, depending on one's point of view, as a dangerous, anarchic medium. Perhaps those who pay for it should control it; but who is to pay for it, and with what? For a long time there was no clear vision anywhere of how the medium could be made to turn a dollar. In England a tax on the sale of radio hardware was introduced to fund the newly formed, and government owned, British Broadcasting Corporation. Such a model was rejected in the US, however, where large corporations -- among them AT&T, Westinghouse and General Electric -- gradually gained the upper hand. The system they put in place at first involved the leasing of airtime on large networks to commercial 'sponsors', which subsequently grew into direct on-air advertising. It won't have escaped the notice of many, I'm sure, that much of this could just as easily be about the Internet in the 1990s as Radio in the 1920s. And this is where memory comes into play. Certainly there are many, and profound, differences between the two media. The very nature of the Internet may seem to many to be just too decentralised, too anarchic, to ever be effectively harnessed -- or hijacked if you prefer -- by commercial interests. But it was, at one time, also impossible to see how Radio could ever show a profit. And sure, commercial Radio isn't the only kind of Radio out there. Radio National in Australia, for example, is a publicly funded network that does many of the good things a relatively uncoerced technology can do; but is this aspect of the medium central or marginalised, and which do we want it to be? Robert Mc Chesney considers that "to answer the question of whither the Internet, one need only determine where the greatest profits are to be found". This is a fairly bleak view but it may well be true. To find out for yourself where the Internet is likely to go, exercise the memory of the past, and you might remember the future. References Carroll, Lewis. Through the Looking Glass and What Alice Found There: The Annotated Alice. Ed. Martin Gardner. Harmondsworth: Penguin, 1965. 166-345. Lappin, Todd. "Deja Vu All Over Again." Wired. 11 Aug. 1998 <http://www.wired.com/wired/3.05/features/dejavu.php>. McChesney, Robert. "The Internet and US Communication Policy-Making in Historical and Critical Perspective." Journal of Computer Mediated Communication 1.4 (1995). 30 May 1998 <http://www.ascusc.org/jcmc/vol1/issue4/mcchesney.php>. Mishkind, Barry. "Who's On First?" 20 Aug. 1995. 11 Aug. 1998 <http://www.oldradio.com/archives/general/first.php>. Radio Museum. 11 Aug. 1998 <http://home.luna.nl/~arjan-muil/radio/museum.php>. Rheingold, Howard. The Virtual Community: Surfing the Internet. London: Minerva, 1995. Surfing the Aether. 11 Aug. 1998 <http://www.northwinds.net/bchris/index.htm>. White, Thomas H. "United States Early Radio History." 25 Jul. 1998. 11 Aug. 1998 <http://www.ipass.net/~whitetho/index.php>. Citation reference for this article MLA style: Paul Mc Cormack. "Remembering the Week after Next." M/C: A Journal of Media and Culture 1.2 (1998). [your date of access] <http://www.uq.edu.au/mc/9808/week.php>. Chicago style: Paul Mc Cormack, "Remembering the Week after Next," M/C: A Journal of Media and Culture 1, no. 2 (1998), <http://www.uq.edu.au/mc/9808/week.php> ([your date of access]). APA style: Paul Mc Cormack. (1998) Remembering the week after next. M/C: A Journal of Media and Culture 1(2). <http://www.uq.edu.au/mc/9808/week.php> ([your date of access]).

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Figure 1: Jacket Art, AWAKE: A Dream from Standing Rock (2017), featuring Floris White Bull and used with permission from Bullfrog Films.AWAKE follows the dramatic rise of the historic #NODAPL Native-led peaceful resistance at the Standing Rock Sioux Reservation, North Dakota, which captured the world’s attention.Thousands of activists converged from around the country to stand in solidarity with the Water Protectors (activists) protesting the construction of the $3.7 billion Dakota Access Pipeline (DAPL), which is intended to carry fracked oil from North Dakota’s Bakken oil fields through sovereign land and under the Missouri River, the water source for the Standing Rock reservation and 17 million people downstream. Pipeline leaks are commonplace. Since 2010, over 3,300 oil spills and leaks have been reported.The film is a collaboration between Indigenous filmmakers, Director Myron Dewey and Executive Producer Doog Good Feather, and Oscar-nominated environmental filmmakers Josh Fox and James Spione. Each of the three sections of the film tells the story of the Standing Rock protests in the unique perspective and style of the filmmaker who created it.The Water Protectors at Standing Rock have awakened the nation and forever the way we fight for clean water, the environment and the future of our planet.Synopsis of AWAKE: A Dream from Standing Rock, courtesy of Bullfrog FilmsFloris White Bull (Floris Ptesáŋ Huŋká) is a member of the Standing Rock Lakota Nation, an activist and a writer and advisor for the film, AWAKE: A Dream from Standing Rock. Despite being led as a peaceful protest, White Bull and many others at the 2017 protests at Standing Rock witnessed local police and private security forces accosting Water Protectors and journalists with militarized tactics, dogs, rubber bullets, mace, tear gas, and water cannons. People were illegally detained and forcibly removed from sovereign Native American land. In fact, during the protest White Bull was held in a cage with the number 151 marked on her forearm in permanent marker. While the protest was marred with acts of violence by police and security, it also was – and continues to be – a site of hope, where many lessons have been learned from the Standing Rock activist community.We were initially contacted by the distributors of AWAKE to provide a film review. However, we felt it was necessary for the voice of the filmmakers and the people involved in the protest – especially those Indigenous voices – to continue to be heard. As such, for this feature article in M/C Journal we invited Floris White Bull to answer a few questions on protest and the film. Due to the word constraints for M/C Journal, we limited ourselves to four questions. What follows is a very poignant and personal statement not only on the importance of events at Standing Rock, but also on protest in general. In light of this, the content of this exchange has not been edited from its original format. (Ben Hightower and Scott East)What is the role of the documentary in relation to protest? (BH & SE)The opposition to the Dakota Access Pipeline was and continues to be about human rights, water rights, and the rights of nature. It is about the right for our children to drink clean water. This film, as well as any other films or reporting that have come out of Standing Rock, serves as documentation. It acts as a way to preserve the moment in time, but also to uphold and promote the freedom of the press and the integrity of journalism. It allows us to tell our own story – to create our own narrative. So often, the role media has played throughout history has been to justify human rights violations through vilification of entire races/nations/peoples. This had taken place at Standing Rock by local media Bismarck Tribune and KFYR. They would publish stories perpetuating stereotypes and old fear mongering tactics accusing our people of killing livestock in the area, shooting arrows at the airplane that circled the camp continually at low altitudes. As a tribal member of the Standing Rock Lakota Nation, my people and I have somewhat coexisted with the residents of Bismarck/Mandan and the small towns outlying. There was always racial tension that existed but it came to a head when the Indigenous voices opposing the pipeline – a pipeline that was also opposed by the residents upstream from us – was quickly met with unabashed public oppressive colonial shaming.Take for example an article that ran in the Bismarck Tribune the day that access to the main road between Standing Rock and Mandan was blocked off.Kirchmeier said the protest has become unlawful as a result of criminal activity. He said his officers have been threatened and heard gunshots. The agency has gotten reports of pipe bombs, assaults on private security personnel, fireworks and vandalism.In the interest of public safety, North Dakota Department of Transportation and Highway Patrol has established a traffic control point on Highway 1806 south of the North Dakota Veterans Cemetery. Only emergency vehicles and local traffic will be allowed through. Other vehicles will be detoured to Highway 6. (Grueskin)There were no pipebombs, gunshots or threats to the lives of officers. If there were, wouldn’t you think there would have been more than enough cause to come in and clear the camps at that point? We were not a danger to the public. In fact, the gathering of support also brought a great deal of money into the economy locally.Everyone that came to our camps did so because they felt the need to come. They brought with them their gifts and talents. Some people came and were great cooks, some were strong and helped chop wood, some were builders. Journalists and photographers brought their cameras and documented the human rights violations and helped to share our story with the world.Our film is about honoring those people and the way we all came together. It’s about telling our truth. (FWB)What are some of the lessons learned from Standing Rock? (BH & SE)Standing Rock became a blueprint for the world to show what we are able to accomplish unified. It is a testament to the ingenuity and capability of the human race to collectively change the path that we are headed down … a path led by fossil fuels and corporations with only their bottom-line in mind.There were many lessons learned. We learned to avoid the game of “who is the leader” – instead, it is important to have clear objectives focused on the collective so that if one leader has to step away, the movement continues. We learned to have foresight … to look past the goals we’ve set and move forward in optimism. We learned what self-government and self-determination looks like. Historically our people governed themselves but we have not been able to practice this in over a hundred years. This aspect, like every other aspect of our way of life had been oppressed. We know that this way of life is possible, the wheels are just rusty. Our movement needs to be self-sustaining and to evolve so that we can model this return to traditional ways for the world. It is the evolution of our understanding for this to be about what we are trying to build and model for the world.We continue to learn from this fight. A great deal of people are hurting now, processing through PTSD and other traumas. The importance of self-care is a journey for us all. (FWB)What is the continued legacy of the Standing Rock protest? (BH & SE)A beautiful community of our hopes and dreams that we were always told wasn’t possible. A place where over 300 Indigenous nations came together, where traditional enemies stood side by side to begin fighting a common enemy. Unification of all races and faiths. Freedom.Those of us who lived there breathed freedom. Our time was not dictated by clocks or calendars. The power of the people is the continued legacy. This is the beauty of the human spirit and our ability to put our differences aside to build something better for future generations. Taking responsibility for the world we leave. The amazing diversity of Indigenous nations – our songs, languages, stories and dances that define us. Our love for the lands and stories and histories that tie us to the land we are indigenous to. Everything that Indigenous people have come through, doing it with dignity, continuing to hold on to the things that define us is what is going to heal the world. The Indigenous people of this land mass have endured attempted genocide and oppression for hundreds of years. The diversity of our languages and stories make us distinct, but the respect in which we view and treat the earth is our commonality. It is the respect we treat ourselves and one another with that welcomed weary souls back to the circle. Compassion and generosity are a few of the keystone values that ground our people yet, are lacking in the world. Our legacy is love. Love for our future generations, our Mother Earth, one another, and our willingness to sacrifice out of love. (FWB)Looking back on one year of Trump's office and the signing of Dakota Access (and Keystone XL) executive orders, what developments have arisen and what is the path forward in terms of resistance? (BH & SE)Racism and colonial governmental decisions are nothing new to the Indigenous nations. The path forward is the same as it has always been – holding on to our goals, values and dignity with resilience. Our people came through states putting bounties on our scalps, armies hunting us down, having our children kidnapped by law, abuses suffered at the hands of the schools those children were taken to in attempt to “Kill the Indian, Save the Man”, starvation periods, forced sterilization. We are not strangers to colonial government oppression. New laws passed in attempt to oppress unity are nothing compared to the love we have for the future generations. (FWB)ReferencesGrueskin, Caroline. “Construction Stops, Traffic Restricted Due to Dakota Access Pipeline Protest.” Bismarck Tribune, 17 Aug. 2016. <https://bismarcktribune.com/news/state-and-regional/construction-stops-traffic-restricted-due-to-dakota-access-pipeline-protest/article_80b8ef24-7bf3-507c-95f9-6292795a7ed4.html>.

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IntroductionIn 2011, Four Corners — the flagship current affairs program of the Australian national broadcaster, ABC (Australian Broadcasting Corporation) — aired an investigative report on the conditions in Indonesian slaughterhouses. Central to the report was a focus on how Australian cows were being killed for human consumption. Moral outrage ensued. The Federal Government responded with a temporary ban on the live export of cattle to Indonesia. In 2010 the Australian Government initiated legal action in the International Court of Justice (ICJ) opposing Japanese whaling in the Southern Ocean, following a sustained period of public opposition. This article pays close attention to expressions of public opposition to the killing of what have come to be referred to as our cows and our whales, and the response of the Federal Government.Australia’s recent history with the live export of farmed animals and its transformation into an anti-whaling nation provides us with a foundation to analyse these contemporary disputes. In contrast to a focus on “Australian cow making” (Fozdar and Spittles 76) during the live export controversy, this article investigates the processes through which the bodies of cows and whales became sites for the mapping of Australian identity and nationhood – in other words, a relational construction of Australianness that we can identify as a form of animal nationalism (Dalziell and Wadiwel). What is at stake are claims about desired national self-image. In what we might consider as part of a history of cows and whales is in many ways a ‘history of people with animals in it” (Davis 551). In other words, these disputes are not really about cows and whales.The Live Export IndustryAustralia is the largest exporter of live farmed animals, primarily sheep and cows, to the Middle East and Southeast Asia respectively (Phillips and Santurtun 309). The live export industry is promoted and supported by the Federal Government, with an explicit emphasis on the conditions experienced by these farmed animals. According to the Government, “Australia leads the world in animal welfare practices … [and] does not tolerate cruelty towards animals and will not compromise on animal welfare standards” (Department of Agriculture and Water Resources). These are strong and specific claims about Australia’s moral compass. What is being asserted is the level of care and concern about how Australia’s farmed animals are raised, transported and killed.There is an implicit relationality here. To be a ‘world leader’ or to claim world’s best practice, there must be some form of moral or ethical measure to judge these practices against. We can locate these more clearly and directly in the follow-up sentence on the above claim: “Our ongoing involvement in the livestock export trade provides an opportunity to influence animal welfare conditions in importing countries” (Department of Agriculture and Water Resources). The enthusiasm expressed in this statement manifests in explicitly seeking to position Australia as an exporter of moral progress (see Caulfield 76). These are cultural claims about us.In its current form the Australian live export industry dates back to the early 1960s, with concerns about the material conditions of farmed animals in destination countries raised from the outset (Caulfield 72; Villanueva Pain 100). In the early 1980s animal activists formed the Australian Federation of Animal Societies to put forward a national unified voice. Protests and political lobbying lead to the formation of a Senate Select Committee on Animal Welfare, reflecting what Gonzalo Villanueva has referred to as a social and political landscape that “appeared increasingly favourable to discussing animal welfare” (Transnational 89-91).The Select Committee’s first report focussed on live export and explicitly mentioned the treatment of Australian farmed animals in the abattoirs of destination countries. The conditions in these facilities were described as being of a lower “standard of animal welfare” to those in Australia (Senate Select Committee on Animal Welfare xiii). These findings directly mirror the expressions of concern in the wake of the 2011 controversy.“A Bloody Business”On 30 May 2011, Four Corners aired a report entitled ‘A Bloody Business’ on the conditions in Indonesian slaughterhouses. The investigation followed-up on footage provided by Animals Australia and Royal Society for the Prevention of Cruelty to Animals (RSPCA Australia). Members from these groups had travelled to Indonesia in order to document conditions in slaughterhouses and prepare briefing notes which were later shared with the ABC. Their aim was to increase public awareness of the conditions Australian farmed cattle faced in Indonesia, provide a broader indictment of the live export industry, and call for an end the practice. The nationwide broadcast which included graphic footage of our cows being killed, enabled broader Australia to participate from the comfort of their own homes (see Della Porta and Diani 177-8).The program generated significant media coverage and public moral outrage (Dalziell and Wadiwel 72). Dr Bidda Jones, Chief Scientist of RSPCA Australia, referred to “28,000 radio stories, 13,000 TV mentions and 3,000 press stories” making it one of the top five national issues in the media for five weeks. An online petition created by the activist organisation GetUp! collected more than 260,000 signatures over a period of three days and $300,000 was raised for campaign advertising (Jones 102). Together, these media reports and protest actions influenced the Federal Government to suspend live exports to Indonesia. A front-page story in The Age described the Federal Government as having “caved in to public and internal party pressure” (Willingham and Allard). In her first public statement about the controversy, Prime Minister Julia Gillard outlined the Government’s intent: “We will be working closely with Indonesia, and with the industry, to make sure we can bring about major change to the way cattle are handled in these slaughter houses” (Willingham and Allard).The Prime Minister’s statement directly echoed the claims made on the Department of Agriculture and Water Resources website introduced above. Implicit is these statements is a perceived ability to bring about “major change” and an assumption that we kill better. Both directly align with claims of leading the world in animal welfare practices and the findings of the 1985 Select Committee report. Further, the controversy itself was positioned as providing an “opportunity to influence animal welfare conditions in importing countries” (Department of Agriculture and Water Resources).Four Corners provided a nationwide platform to influence decision-makers (see Della Porta and Diani 168-9). White, Director of Strategy for Animals Australia, expressed this concisely:We should be killing the animals here under Australian conditions, under our control, and then they should only be shipped as meat products, not live animals. (Ferguson, Doyle, and Worthington)Jones provided more context, describing the suffering experienced by “Australian cattle” in Indonesia as “too much,” especially when “a clear, demonstrated and successful alternative to the live export of animals” was already available (“Broader”; Jones 188). Implicit in these calls for farmed cows to be killed in Australia was an inference to technical and moral progress, evoking Australia’s “national self-image” as “a modern, principled culture” (Dalziell and Wadiwel 84). The clean, efficient and modern processes undertaken in Australia were relationally positioned against the bloody practices conducted in the Indonesian facilities. In other words, we kill cows in a nicer, more humane and better way.Australia and WhalingAustralia has a long and dynamic history with whaling (Salter). A “fervently” pro-whaling nation, the “rapidly growing” local industry went through a modernisation process in the 1950s (Day 19; Kato 484). Operations became "clean and smooth,” and death became "instant, swift and painless”. As with the live export controversy, an inference of a nicer, more humane and better way of killing was central the Australian whaling industry (Kato 484-85). Enthusiastic support for an Australian whaling industry was superseded within three decades by what Charlotte Epstein describes as “a dramatic historical turnabout” (Power 150). In June 1977, the International Whaling Commission (IWC) came to Canberra, and protests were organised across Australia to coincide with the meeting.The IWJ meeting was seen as a political opportunity. An IWC meeting being held in the last English-as-first-language nation with a commercial whaling operation provided an ideal target for the growing anti-whaling movement (Epstein, Power 149). In parallel, the opportunity to make whaling an electoral issue was seen as a priority for locally based activists and organisations (Pash 31). The collective actions of those campaigning against the backdrop of the IWC meeting comprised an array of performances (Tarrow 29). Alongside lobbying delegates, protests were held outside the venue, including the first use of a full-sized replica inflatable sperm whale by anti-whaling activists. See Image 1. The symbol of the whale became a signifier synonymous for the environment movement for decades to follow (see Epstein, Power 110-11). The number of environmental organisations attending exceeded those of any prior IWC meeting, setting in place a practice that would continue for decades to follow (M’Gonigle 150; Pash 27-8).Image 1: Protest at Australia’s last whaling station August 28, 1977. Photo credit: Jonny Lewis Collection.Following the IWC meeting in Canberra, activists packed up their equipment and prepared for the long drive to Albany in Western Australia. Disruption was added to their repertoire (Tarrow 99). The target was the last commercial whaling operation in Australia. Two months later, on August 28, demonstrations were held at the gates of the Cheynes Beach Whaling Company. Two inflatable Zodiac boats were launched, with the aim of positioning themselves between the whales being hunted and the company’s harpoon vessels. Greenpeace was painted on the side — the first protest action in Australia under the organisation’s banner (Pash 93-94).In 1978, Prime Minister Fraser formally announced an Inquiry into the future of whaling in Australia, seeking to position Australia as being on the right side of history, “taking a decisive step forward in the human consciousness” (Epstein, World 313). Underpinning announcement was a (re)purposing of whales bodies as a site for the mapping of relational constructions of Australian identity and nationhood:Many thousands of Australians — and men, women and children throughout the world — have long felt deep concern about the activities of whalers… I abhor any such activity — particularly when it is directed against a species as special and intelligent as the whale.(Qtd. in Frost vii)The actions of those protesting against whaling and the language used by Fraser in announcing the Inquiry signalled Australia’s becoming as the first nation in which “ethical arguments about the intrinsic value of the whale” displaced “scientific considerations of levels of endangerment” (Epstein, Power 150). The idea of taking action for whales had become about more than just saving their lives, it was an ethical imperative for us.Standing Up for (Our) WhalesThe Inquiry into “whales and whaling” provided specific recommendations, which were adopted in full by Prime Minister Fraser:The Inquiry’s central conclusion is that Australian whaling should end, and that, internationally, Australia should pursue a policy of opposition whaling. (Frost 206)The inquiry found that the majority of Australians viewed whaling as “morally wrong” and as a nation we should stand up for whales internationally (Frost 183). There is a direct reference here to the moral values of a civilised community, what Arne Kalland describes as a claim to “social maturity” (130). By identifying itself as a nation on the right side of the issue, Australia was pursuing a position of moral leadership on the world stage. The Whale Protection Act (1980) replaced the Whaling Act (1960). Australia’s policy of opposition to whaling was “pursued both domestically and internationally though the IWC and other organizations” (Day 19).Public opposition to whaling increased with the commencement of Japan’s scientific research whaling program in the Southern Ocean, and the dramatic actions of Greenpeace and Sea Shepherd Conservation Society. The Daily Telegraph which ran a series of articles under the banner of “our whales” in June 2005 (see, for example, Hossack; Rehn). The conservative Federal Government embraced the idea, with the Department of the Environment and Heritage website including a “Save Our Whales” page. Six months out from the 2007 federal election, opposition leader Kevin Rudd stated “It's time that Australia got serious when it comes to the slaughter of our whales” (Walters). As a “naturally more compassionate, more properly developed” people, we [Australians] had a duty to protect them (Dalziell and Wadiwel 84).Alongside oft-repeated claims of Australia’s status as a “world leader” and the priority placed on the protection of whales nationally and internationally, saveourwhales.gov.au wristbands were available for order from the government website — at no charge. By wearing one of these wristbands, all Australians could “show [their] support for the protection of whales and dolphins” (Department of the Environment and Heritage). In other words, the wearer could join together with other Australians in making a clear moral and ethical statement about both how much whales mean to us and that we all should stand up for them. The wristbands provided a means to individually and collectively express this is what we do in unobtrusive everyday way.Dramatic actions in the Southern Ocean during the 2008/09 whaling season received a broader audience with the airing of the first season of the reality TV series Whale Wars, which became Animal Planets most viewed program (Robé 94). As with A Bloody Business, Whale Wars provided an opportunity for a manifestly larger number of people to eyewitness the plight of whales (see Epstein, Power 142). Alongside the dramatised representation of the risky and personally sacrificial actions taken by the crew, the attitudes expressed reflected those of Prime Minister Fraser in 1977: protecting special and intelligent whales was the right and civilised thing to do.These sentiments were framed by the footage of activists in the series. For example, in episode four of season two, Lockhart McClean, Captain of the MV Gojira referred to Japanese whalers and their vessels as “evil” and “barbaric”, and their practices outdated. The drama of the series revolved around Sea Shepherd patrolling the Southern Ocean, their attempts to intervene against the Japanese fleet and protect our whales. The clear undercurrent here is a claim of moral progress, situated alongside an enthusiasm to export it. Such sentiments were clearly echoed by Bob Brown, a respected former member of federal parliament and spokesperson for Sea Shepherd: “It’s just a gruesome, bloody, medieval, scene which has no place in this modern world” (Japanese Whaling).On 31 May 2010 the Federal Government initiated proceedings against Japan in the ICJ. Four years later, the Court found in their favour (Nagtzaam, Young and Sullivan).Conclusion, Claims of Moral LeadershipHow the 2011 live export controversy and opposition to Japanese whaling in the Southern Ocean have unfolded provide us with an opportunity to explore a number of common themes. As Dalziell and Wadiwell noted with regard to the 2011 live export controversy, our “national self-image” was central (84). Both disputes encompass claims about us about how we want to be perceived. Whereas our cows and whales appear as key players, both disputes are effectively a ‘history of people with animals in it” (Davis 551). In other words, these disputes were not really about the lives of our farmed cows or whales.The Federal Government sought to reposition the 2011 live export controversy as providing (another) opportunity "to influence animal welfare conditions in importing countries,” drawing from our own claimed worlds-best practices (Department of Agriculture and Water Resources). The “solution” put forward by White and Jones solution was for Australian farmed cows to be killed here. Underpinning both was an implicit claim that we kill cows in a nicer, more humane and better way: "Australians are naturally more compassionate, more properly developed; more human” (Dalziell and Wadiwel 84).Similarly, the Federal Government’s pursuit of a position of world-leadership in opposing whaling was rooted in claims of our moral progress as a nation. Having formally recognised the specialness of whales in the 1970s, it was our duty to pursue their protection internationally. We could individually and collectively express national identity on our wrists, through wearing a government-provided saveourwhales.gov.au wristband. Collectively, we would not stand by and let the "gruesome, bloody, medieval” practice of Japanese whaling continue in our waters (“Japanese”). Legal action undertaken in the ICJ was the penultimate pronouncement.In short, expressions of concerns for our cows whales positioned their bodies as sites for the mapping of relational constructions of our identity and nationhood.Author’s NoteFor valuable comments on earlier drafts, I thank Talei Vulatha, Ben Hightower, Scott East and two anonymous referees.References“Broader Ban the Next Step: Animal Group.” Sydney Morning Herald, 8 June 2011. 11 July 2018 <https://www.smh.com.au/environment/conservation/broader-ban-the-next-step-animal-group-20110608-1frsr.html>.Caulfield, Malcolm. Handbook of Australian Animal Cruelty Law. North Melbourne: Animals Australia, 2009.Dalziell, Jacqueline, and Dinesh Joseph Wadiwel. “Live Exports, Animal Advocacy, Race and ‘Animal Nationalism’.” Meat Culture. Ed. Annie Potts. Brill Academic Pub., 2016. 73-89.Day, David. The Whale War. Random House, Inc., 1987.Della Porta, Donatella, and Mario Diani. Social Movements: An Introduction. Malden, MA: Blackwell, 2006.Department of Agriculture and Water Resources. “Live Animal Export Trade.” Canberra: Australian Government, 2015. 15 May 2018 <http://www.agriculture.gov.au/animal/welfare/export-trade/>.Department of the Environment and Heritage. “Save Our Whales.” Canberra, Australian Government, 2007. 31 May 2017 <https://web.archive.org/web/20070205015403/http://www.environment.gov.au/coasts/species/cetaceans/intro.html>.Epstein, Charlotte. The Power of Words in International Relations: Birth of an Anti-Whaling Discourse. Cambridge, MA: MIT P, 2008.———. “WorldWideWhale. Globalisation/Dialogue of Cultures.” Cambridge Review of International Affairs 16.2 (2003): 309-22.Ferguson, Sarah, Michael Doyle, and Anne Worthington. “A Bloody Business Transcript.” Four Corners, 2011. 30 May 2018 <http://www.abc.net.au/4corners/4c-full-program-bloody-business/8961434>.Fozdar, Farida, and Brian Spittles. “Of Cows and Men: Nationalism and Australian Cow Making.” Australian Journal of Anthropology 25 (2014): 73-90.Frost, Sydney. Whales and Whaling. Vol. 1 Canberra: Australian Government Publishing Service, 1978.Hossack, James. “Japan Vow to Go It Alone on Culling — Save Our Whales.” Daily Telegraph, 2005: 4.“Japanese Whaling Fleet Kills Minke Whales in Southern Ocean Whale Sanctuary, Sea Shepherd Says.” ABC News, 6 Jan. 2014. 16 May 2018 <http://www.abc.net.au/news/2014-01-06/sea-shephard-says-japan-whaling-fleet-inside-sanctuary/5185942>.Jones, Bidda. Backlash: Australia’s Conflict of Values over Live Exports. Braidwood, NSW: Finlay Lloyd Publishers, 2016.Kalland, Arne. “Management by Totemization: Whale Symbolism and the Anti-Whaling Campaign.” Arctic 46.2 (1993): 124-33.Kato, Kumi. “Australia’s Whaling Discourse: Global Norm, Green Consciousness and Identity.” Journal of Australian Studies 39.4 (2015): 477-93.M’Gonigle, R. Michael. “The Economizing of Ecology: Why Big, Rare Whales Still Die.” Ecology Law Quarterly 9.1 (1980): 119-237.Nagtzaam, Gerry. “Righting the Ship?: Australia, New Zealand and Japan at the ICJ and the Barbed Issue of ‘Scientific Whaling’.” Australian Journal of Environmental Law 1.1 (2014): 71-92.Pash, Chris. The Last Whale. Fremantle P, 2008.Phillips, C.J., and E. Santurtun. “The Welfare of Livestock Transported by Ship.” Veterinary Journal 196.3 (2013): 309-14.Rehn, Alison. “Winning a Battle But Not the War — Save Our Whales.” Daily Telegraph, 2005: 4.———. “Children Help Sink Japanese — Save Our Whales.” Daily Telegraph, 2005: 4.———. “Japan’s Vow: You Won’t Stop Us Killing Your Whales — Save Our Whales.” Daily Telegraph, 2005: 1.———. “Another Blow for Japanese — IWC Rejects Coastal Hunts — Save Our Whales.” Daily Telegraph, 2005: 10.Robé, Christopher. “The Convergence of Eco-Activism, Neoliberalism, and Reality TV in Whale Wars.” Journal of Film and Video 67.3-4 (2015): 94-111.Salter, Colin. “Opposition to Japanese Whaling in the Southern Ocean.” Animal Activism: Perspectives from Australia and New Zealand. Ed. Gonzalo Villanueva. Sydney: Sydney UP, forthcoming.Senate Select Committee on Animal Welfare. Export of Live Sheep From Australia: Report By the Senate Select Committee on Animal Welfare. Canberra: Australian Government Publishing Service, 1985.Tarrow, Sidney G. Power in Movement: Social Movements and Contentious Politics. New York: Cambridge UP, 2011.Villanueva, Gonzalo. “‘Pain for Animals. Profit for People’: The Campaign against Live Sheep Exports.” Animals Count: How Population Size Matters in Animal-Human Relations. Eds. Nancy Cushing and Jodi Frawley. Routledge, 2018. 99-109.———. "A Transnational History of the Australian Animal Movement 1970-2015." Palgrave Studies in the History of Social Movements. Eds. S. Berger and M. Boldorf. London: Palgrave Macmillan, 2018.Walters, Patrick. “Labor Plan to Board Whalers.” The Australian, 2007.Willingham, Richard, and Tom Allard. “Ban on Live Cattle Trade to Indonesia.” The Age, 2011: 1.Young, Margaret A., and Sebatisan Rioseco Sullivan. “Evolution through the Duty to Cooperate: Implications of the Whaling Case at the International Court of Justice”. Melbourne Journal of International Law 16.2 (2015): 1-33.

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

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A same-but-different dichotomy has recently been encapsulated within the US Food and Drug Administration’s ill-defined concept of “substantial equivalence” (USFDA, FDA). By invoking this concept the genetically modified organism (GMO) industry has escaped the rigors of safety testing that might otherwise apply. The curious concept of “substantial equivalence” grants a presumption of safety to GMO food. This presumption has yet to be earned, and has been used to constrain labelling of both GMO and non-GMO food. It is an idea that well serves corporatism. It enables the claim of difference to secure patent protection, while upholding the contrary claim of sameness to avoid labelling and safety scrutiny. It offers the best of both worlds for corporate food entrepreneurs, and delivers the worst of both worlds to consumers. The term “substantial equivalence” has established its currency within the GMO discourse. As the opportunities for patenting food technologies expand, the GMO recruitment of this concept will likely be a dress rehearsal for the developing debates on the labelling and testing of other techno-foods – including nano-foods and clone-foods. “Substantial Equivalence” “Are the Seven Commandments the same as they used to be, Benjamin?” asks Clover in George Orwell’s “Animal Farm”. By way of response, Benjamin “read out to her what was written on the wall. There was nothing there now except a single Commandment. It ran: ALL ANIMALS ARE EQUAL BUT SOME ANIMALS ARE MORE EQUAL THAN OTHERS”. After this reductionist revelation, further novel and curious events at Manor Farm, “did not seem strange” (Orwell, ch. X). Equality is a concept at the very core of mathematics, but beyond the domain of logic, equality becomes a hotly contested notion – and the domain of food is no exception. A novel food has a regulatory advantage if it can claim to be the same as an established food – a food that has proven its worth over centuries, perhaps even millennia – and thus does not trigger new, perhaps costly and onerous, testing, compliance, and even new and burdensome regulations. On the other hand, such a novel food has an intellectual property (IP) advantage only in terms of its difference. And thus there is an entrenched dissonance for newly technologised foods, between claiming sameness, and claiming difference. The same/different dilemma is erased, so some would have it, by appeal to the curious new dualist doctrine of “substantial equivalence” whereby sameness and difference are claimed simultaneously, thereby creating a win/win for corporatism, and a loss/loss for consumerism. This ground has been pioneered, and to some extent conquered, by the GMO industry. The conquest has ramifications for other cryptic food technologies, that is technologies that are invisible to the consumer and that are not evident to the consumer other than via labelling. Cryptic technologies pertaining to food include GMOs, pesticides, hormone treatments, irradiation and, most recently, manufactured nano-particles introduced into the food production and delivery stream. Genetic modification of plants was reported as early as 1984 by Horsch et al. The case of Diamond v. Chakrabarty resulted in a US Supreme Court decision that upheld the prior decision of the US Court of Customs and Patent Appeal that “the fact that micro-organisms are alive is without legal significance for purposes of the patent law”, and ruled that the “respondent’s micro-organism plainly qualifies as patentable subject matter”. This was a majority decision of nine judges, with four judges dissenting (Burger). It was this Chakrabarty judgement that has seriously opened the Pandora’s box of GMOs because patenting rights makes GMOs an attractive corporate proposition by offering potentially unique monopoly rights over food. The rear guard action against GMOs has most often focussed on health repercussions (Smith, Genetic), food security issues, and also the potential for corporate malfeasance to hide behind a cloak of secrecy citing commercial confidentiality (Smith, Seeds). Others have tilted at the foundational plank on which the economics of the GMO industry sits: “I suggest that the main concern is that we do not want a single molecule of anything we eat to contribute to, or be patented and owned by, a reckless, ruthless chemical organisation” (Grist 22). The GMO industry exhibits bipolar behaviour, invoking the concept of “substantial difference” to claim patent rights by way of “novelty”, and then claiming “substantial equivalence” when dealing with other regulatory authorities including food, drug and pesticide agencies; a case of “having their cake and eating it too” (Engdahl 8). This is a clever slight-of-rhetoric, laying claim to the best of both worlds for corporations, and the worst of both worlds for consumers. Corporations achieve patent protection and no concomitant specific regulatory oversight; while consumers pay the cost of patent monopolization, and are not necessarily apprised, by way of labelling or otherwise, that they are purchasing and eating GMOs, and thereby financing the GMO industry. The lemma of “substantial equivalence” does not bear close scrutiny. It is a fuzzy concept that lacks a tight testable definition. It is exactly this fuzziness that allows lots of wriggle room to keep GMOs out of rigorous testing regimes. Millstone et al. argue that “substantial equivalence is a pseudo-scientific concept because it is a commercial and political judgement masquerading as if it is scientific. It is moreover, inherently anti-scientific because it was created primarily to provide an excuse for not requiring biochemical or toxicological tests. It therefore serves to discourage and inhibit informative scientific research” (526). “Substantial equivalence” grants GMOs the benefit of the doubt regarding safety, and thereby leaves unexamined the ramifications for human consumer health, for farm labourer and food-processor health, for the welfare of farm animals fed a diet of GMO grain, and for the well-being of the ecosystem, both in general and in its particularities. “Substantial equivalence” was introduced into the food discourse by an Organisation for Economic Co-operation and Development (OECD) report: “safety evaluation of foods derived by modern biotechnology: concepts and principles”. It is from this document that the ongoing mantra of assumed safety of GMOs derives: “modern biotechnology … does not inherently lead to foods that are less safe … . Therefore evaluation of foods and food components obtained from organisms developed by the application of the newer techniques does not necessitate a fundamental change in established principles, nor does it require a different standard of safety” (OECD, “Safety” 10). This was at the time, and remains, an act of faith, a pro-corporatist and a post-cautionary approach. The OECD motto reveals where their priorities lean: “for a better world economy” (OECD, “Better”). The term “substantial equivalence” was preceded by the 1992 USFDA concept of “substantial similarity” (Levidow, Murphy and Carr) and was adopted from a prior usage by the US Food and Drug Agency (USFDA) where it was used pertaining to medical devices (Miller). Even GMO proponents accept that “Substantial equivalence is not intended to be a scientific formulation; it is a conceptual tool for food producers and government regulators” (Miller 1043). And there’s the rub – there is no scientific definition of “substantial equivalence”, no scientific test of proof of concept, and nor is there likely to be, since this is a ‘spinmeister’ term. And yet this is the cornerstone on which rests the presumption of safety of GMOs. Absence of evidence is taken to be evidence of absence. History suggests that this is a fraught presumption. By way of contrast, the patenting of GMOs depends on the antithesis of assumed ‘sameness’. Patenting rests on proven, scrutinised, challengeable and robust tests of difference and novelty. Lightfoot et al. report that transgenic plants exhibit “unexpected changes [that] challenge the usual assumptions of GMO equivalence and suggest genomic, proteomic and metanomic characterization of transgenics is advisable” (1). GMO Milk and Contested Labelling Pesticide company Monsanto markets the genetically engineered hormone rBST (recombinant Bovine Somatotropin; also known as: rbST; rBGH, recombinant Bovine Growth Hormone; and the brand name Prosilac) to dairy farmers who inject it into their cows to increase milk production. This product is not approved for use in many jurisdictions, including Europe, Australia, New Zealand, Canada and Japan. Even Monsanto accepts that rBST leads to mastitis (inflammation and pus in the udder) and other “cow health problems”, however, it maintains that “these problems did not occur at rates that would prohibit the use of Prosilac” (Monsanto). A European Union study identified an extensive list of health concerns of rBST use (European Commission). The US Dairy Export Council however entertain no doubt. In their background document they ask “is milk from cows treated with rBST safe?” and answer “Absolutely” (USDEC). Meanwhile, Monsanto’s website raises and answers the question: “Is the milk from cows treated with rbST any different from milk from untreated cows? No” (Monsanto). Injecting cows with genetically modified hormones to boost their milk production remains a contested practice, banned in many countries. It is the claimed equivalence that has kept consumers of US dairy products in the dark, shielded rBST dairy farmers from having to declare that their milk production is GMO-enhanced, and has inhibited non-GMO producers from declaring their milk as non-GMO, non rBST, or not hormone enhanced. This is a battle that has simmered, and sometimes raged, for a decade in the US. Finally there is a modest victory for consumers: the Pennsylvania Department of Agriculture (PDA) requires all labels used on milk products to be approved in advance by the department. The standard issued in October 2007 (PDA, “Standards”) signalled to producers that any milk labels claiming rBST-free status would be rejected. This advice was rescinded in January 2008 with new, specific, department-approved textual constructions allowed, and ensuring that any “no rBST” style claim was paired with a PDA-prescribed disclaimer (PDA, “Revised Standards”). However, parsimonious labelling is prohibited: No labeling may contain references such as ‘No Hormones’, ‘Hormone Free’, ‘Free of Hormones’, ‘No BST’, ‘Free of BST’, ‘BST Free’,’No added BST’, or any statement which indicates, implies or could be construed to mean that no natural bovine somatotropin (BST) or synthetic bovine somatotropin (rBST) are contained in or added to the product. (PDA, “Revised Standards” 3) Difference claims are prohibited: In no instance shall any label state or imply that milk from cows not treated with recombinant bovine somatotropin (rBST, rbST, RBST or rbst) differs in composition from milk or products made with milk from treated cows, or that rBST is not contained in or added to the product. If a product is represented as, or intended to be represented to consumers as, containing or produced from milk from cows not treated with rBST any labeling information must convey only a difference in farming practices or dairy herd management methods. (PDA, “Revised Standards” 3) The PDA-approved labelling text for non-GMO dairy farmers is specified as follows: ‘From cows not treated with rBST. No significant difference has been shown between milk derived from rBST-treated and non-rBST-treated cows’ or a substantial equivalent. Hereinafter, the first sentence shall be referred to as the ‘Claim’, and the second sentence shall be referred to as the ‘Disclaimer’. (PDA, “Revised Standards” 4) It is onto the non-GMO dairy farmer alone, that the costs of compliance fall. These costs include label preparation and approval, proving non-usage of GMOs, and of creating and maintaining an audit trail. In nearby Ohio a similar consumer versus corporatist pantomime is playing out. This time with the Ohio Department of Agriculture (ODA) calling the shots, and again serving the GMO industry. The ODA prescribed text allowed to non-GMO dairy farmers is “from cows not supplemented with rbST” and this is to be conjoined with the mandatory disclaimer “no significant difference has been shown between milk derived from rbST-supplemented and non-rbST supplemented cows” (Curet). These are “emergency rules”: they apply for 90 days, and are proposed as permanent. Once again, the onus is on the non-GMO dairy farmers to document and prove their claims. GMO dairy farmers face no such governmental requirements, including no disclosure requirement, and thus an asymmetric regulatory impost is placed on the non-GMO farmer which opens up new opportunities for administrative demands and technocratic harassment. Levidow et al. argue, somewhat Eurocentrically, that from its 1990s adoption “as the basis for a harmonized science-based approach to risk assessment” (26) the concept of “substantial equivalence” has “been recast in at least three ways” (58). It is true that the GMO debate has evolved differently in the US and Europe, and with other jurisdictions usually adopting intermediate positions, yet the concept persists. Levidow et al. nominate their three recastings as: firstly an “implicit redefinition” by the appending of “extra phrases in official documents”; secondly, “it has been reinterpreted, as risk assessment processes have … required more evidence of safety than before, especially in Europe”; and thirdly, “it has been demoted in the European Union regulatory procedures so that it can no longer be used to justify the claim that a risk assessment is unnecessary” (58). Romeis et al. have proposed a decision tree approach to GMO risks based on cascading tiers of risk assessment. However what remains is that the defects of the concept of “substantial equivalence” persist. Schauzu identified that: such decisions are a matter of “opinion”; that there is “no clear definition of the term ‘substantial’”; that because genetic modification “is aimed at introducing new traits into organisms, the result will always be a different combination of genes and proteins”; and that “there is no general checklist that could be followed by those who are responsible for allowing a product to be placed on the market” (2). Benchmark for Further Food Novelties? The discourse, contestation, and debate about “substantial equivalence” have largely focussed on the introduction of GMOs into food production processes. GM can best be regarded as the test case, and proof of concept, for establishing “substantial equivalence” as a benchmark for evaluating new and forthcoming food technologies. This is of concern, because the concept of “substantial equivalence” is scientific hokum, and yet its persistence, even entrenchment, within regulatory agencies may be a harbinger of forthcoming same-but-different debates for nanotechnology and other future bioengineering. The appeal of “substantial equivalence” has been a brake on the creation of GMO-specific regulations and on rigorous GMO testing. The food nanotechnology industry can be expected to look to the precedent of the GMO debate to head off specific nano-regulations and nano-testing. As cloning becomes economically viable, then this may be another wave of food innovation that muddies the regulatory waters with the confused – and ultimately self-contradictory – concept of “substantial equivalence”. Nanotechnology engineers particles in the size range 1 to 100 nanometres – a nanometre is one billionth of a metre. This is interesting for manufacturers because at this size chemicals behave differently, or as the Australian Office of Nanotechnology expresses it, “new functionalities are obtained” (AON). Globally, government expenditure on nanotechnology research reached US$4.6 billion in 2006 (Roco 3.12). While there are now many patents (ETC Group; Roco), regulation specific to nanoparticles is lacking (Bowman and Hodge; Miller and Senjen). The USFDA advises that nano-manufacturers “must show a reasonable assurance of safety … or substantial equivalence” (FDA). A recent inventory of nano-products already on the market identified 580 products. Of these 11.4% were categorised as “Food and Beverage” (WWICS). This is at a time when public confidence in regulatory bodies is declining (HRA). In an Australian consumer survey on nanotechnology, 65% of respondents indicated they were concerned about “unknown and long term side effects”, and 71% agreed that it is important “to know if products are made with nanotechnology” (MARS 22). Cloned animals are currently more expensive to produce than traditional animal progeny. In the course of 678 pages, the USFDA Animal Cloning: A Draft Risk Assessment has not a single mention of “substantial equivalence”. However the Federation of Animal Science Societies (FASS) in its single page “Statement in Support of USFDA’s Risk Assessment Conclusion That Food from Cloned Animals Is Safe for Human Consumption” states that “FASS endorses the use of this comparative evaluation process as the foundation of establishing substantial equivalence of any food being evaluated. It must be emphasized that it is the food product itself that should be the focus of the evaluation rather than the technology used to generate cloned animals” (FASS 1). Contrary to the FASS derogation of the importance of process in food production, for consumers both the process and provenance of production is an important and integral aspect of a food product’s value and identity. Some consumers will legitimately insist that their Kalamata olives are from Greece, or their balsamic vinegar is from Modena. It was the British public’s growing awareness that their sugar was being produced by slave labour that enabled the boycotting of the product, and ultimately the outlawing of slavery (Hochschild). When consumers boycott Nestle, because of past or present marketing practices, or boycott produce of USA because of, for example, US foreign policy or animal welfare concerns, they are distinguishing the food based on the narrative of the food, the production process and/or production context which are a part of the identity of the food. Consumers attribute value to food based on production process and provenance information (Paull). Products produced by slave labour, by child labour, by political prisoners, by means of torture, theft, immoral, unethical or unsustainable practices are different from their alternatives. The process of production is a part of the identity of a product and consumers are increasingly interested in food narrative. It requires vigilance to ensure that these narratives are delivered with the product to the consumer, and are neither lost nor suppressed. Throughout the GM debate, the organic sector has successfully skirted the “substantial equivalence” debate by excluding GMOs from the certified organic food production process. This GMO-exclusion from the organic food stream is the one reprieve available to consumers worldwide who are keen to avoid GMOs in their diet. The organic industry carries the expectation of providing food produced without artificial pesticides and fertilizers, and by extension, without GMOs. Most recently, the Soil Association, the leading organic certifier in the UK, claims to be the first organisation in the world to exclude manufactured nonoparticles from their products (Soil Association). There has been the call that engineered nanoparticles be excluded from organic standards worldwide, given that there is no mandatory safety testing and no compulsory labelling in place (Paull and Lyons). The twisted rhetoric of oxymorons does not make the ideal foundation for policy. Setting food policy on the shifting sands of “substantial equivalence” seems foolhardy when we consider the potentially profound ramifications of globally mass marketing a dysfunctional food. If there is a 2×2 matrix of terms – “substantial equivalence”, substantial difference, insubstantial equivalence, insubstantial difference – while only one corner of this matrix is engaged for food policy, and while the elements remain matters of opinion rather than being testable by science, or by some other regime, then the public is the dupe, and potentially the victim. “Substantial equivalence” has served the GMO corporates well and the public poorly, and this asymmetry is slated to escalate if nano-food and clone-food are also folded into the “substantial equivalence” paradigm. Only in Orwellian Newspeak is war peace, or is same different. It is time to jettison the pseudo-scientific doctrine of “substantial equivalence”, as a convenient oxymoron, and embrace full disclosure of provenance, process and difference, so that consumers are not collateral in a continuing asymmetric knowledge war. References Australian Office of Nanotechnology (AON). Department of Industry, Tourism and Resources (DITR) 6 Aug. 2007. 24 Apr. 2008 < http://www.innovation.gov.au/Section/Innovation/Pages/ AustralianOfficeofNanotechnology.aspx >.Bowman, Diana, and Graeme Hodge. “A Small Matter of Regulation: An International Review of Nanotechnology Regulation.” Columbia Science and Technology Law Review 8 (2007): 1-32.Burger, Warren. “Sidney A. Diamond, Commissioner of Patents and Trademarks v. Ananda M. Chakrabarty, et al.” Supreme Court of the United States, decided 16 June 1980. 24 Apr. 2008 < http://caselaw.lp.findlaw.com/cgi-bin/getcase.pl?court=US&vol=447&invol=303 >.Curet, Monique. “New Rules Allow Dairy-Product Labels to Include Hormone Info.” The Columbus Dispatch 7 Feb. 2008. 24 Apr. 2008 < http://www.dispatch.com/live/content/business/stories/2008/02/07/dairy.html >.Engdahl, F. William. Seeds of Destruction. Montréal: Global Research, 2007.ETC Group. Down on the Farm: The Impact of Nano-Scale Technologies on Food and Agriculture. Ottawa: Action Group on Erosion, Technology and Conservation, November, 2004. European Commission. Report on Public Health Aspects of the Use of Bovine Somatotropin. Brussels: European Commission, 15-16 March 1999.Federation of Animal Science Societies (FASS). Statement in Support of FDA’s Risk Assessment Conclusion That Cloned Animals Are Safe for Human Consumption. 2007. 24 Apr. 2008 < http://www.fass.org/page.asp?pageID=191 >.Grist, Stuart. “True Threats to Reason.” New Scientist 197.2643 (16 Feb. 2008): 22-23.Hochschild, Adam. Bury the Chains: The British Struggle to Abolish Slavery. London: Pan Books, 2006.Horsch, Robert, Robert Fraley, Stephen Rogers, Patricia Sanders, Alan Lloyd, and Nancy Hoffman. “Inheritance of Functional Foreign Genes in Plants.” Science 223 (1984): 496-498.HRA. Awareness of and Attitudes toward Nanotechnology and Federal Regulatory Agencies: A Report of Findings. Washington: Peter D. Hart Research Associates, 25 Sep. 2007.Levidow, Les, Joseph Murphy, and Susan Carr. “Recasting ‘Substantial Equivalence’: Transatlantic Governance of GM Food.” Science, Technology, and Human Values 32.1 (Jan. 2007): 26-64.Lightfoot, David, Rajsree Mungur, Rafiqa Ameziane, Anthony Glass, and Karen Berhard. “Transgenic Manipulation of C and N Metabolism: Stretching the GMO Equivalence.” American Society of Plant Biologists Conference: Plant Biology, 2000.MARS. “Final Report: Australian Community Attitudes Held about Nanotechnology – Trends 2005-2007.” Report prepared for Department of Industry, Tourism and Resources (DITR). Miranda, NSW: Market Attitude Research Services, 12 June 2007.Miller, Georgia, and Rye Senjen. “Out of the Laboratory and on to Our Plates: Nanotechnology in Food and Agriculture.” Friends of the Earth, 2008. 24 Apr. 2008 < http://nano.foe.org.au/node/220 >.Miller, Henry. “Substantial Equivalence: Its Uses and Abuses.” Nature Biotechnology 17 (7 Nov. 1999): 1042-1043.Millstone, Erik, Eric Brunner, and Sue Mayer. “Beyond ‘Substantial Equivalence’.” Nature 401 (7 Oct. 1999): 525-526.Monsanto. “Posilac, Bovine Somatotropin by Monsanto: Questions and Answers about bST from the United States Food and Drug Administration.” 2007. 24 Apr. 2008 < http://www.monsantodairy.com/faqs/fda_safety.html >.Organisation for Economic Co-operation and Development (OECD). “For a Better World Economy.” Paris: OECD, 2008. 24 Apr. 2008 < http://www.oecd.org/ >.———. “Safety Evaluation of Foods Derived by Modern Biotechnology: Concepts and Principles.” Paris: OECD, 1993.Orwell, George. Animal Farm. Adelaide: ebooks@Adelaide, 2004 (1945). 30 Apr. 2008 < http://ebooks.adelaide.edu.au/o/orwell/george >.Paull, John. “Provenance, Purity and Price Premiums: Consumer Valuations of Organic and Place-of-Origin Food Labelling.” Research Masters thesis, University of Tasmania, Hobart, 2006. 24 Apr. 2008 < http://eprints.utas.edu.au/690/ >.Paull, John, and Kristen Lyons. “Nanotechnology: The Next Challenge for Organics.” Journal of Organic Systems (in press).Pennsylvania Department of Agriculture (PDA). “Revised Standards and Procedure for Approval of Proposed Labeling of Fluid Milk.” Milk Labeling Standards (2.0.1.17.08). Bureau of Food Safety and Laboratory Services, Pennsylvania Department of Agriculture, 17 Jan. 2008. ———. “Standards and Procedure for Approval of Proposed Labeling of Fluid Milk, Milk Products and Manufactured Dairy Products.” Milk Labeling Standards (2.0.1.17.08). Bureau of Food Safety and Laboratory Services, Pennsylvania Department of Agriculture, 22 Oct. 2007.Roco, Mihail. “National Nanotechnology Initiative – Past, Present, Future.” In William Goddard, Donald Brenner, Sergy Lyshevski and Gerald Iafrate, eds. Handbook of Nanoscience, Engineering and Technology. 2nd ed. Boca Raton, FL: CRC Press, 2007.Romeis, Jorg, Detlef Bartsch, Franz Bigler, Marco Candolfi, Marco Gielkins, et al. “Assessment of Risk of Insect-Resistant Transgenic Crops to Nontarget Arthropods.” Nature Biotechnology 26.2 (Feb. 2008): 203-208.Schauzu, Marianna. “The Concept of Substantial Equivalence in Safety Assessment of Food Derived from Genetically Modified Organisms.” AgBiotechNet 2 (Apr. 2000): 1-4.Soil Association. “Soil Association First Organisation in the World to Ban Nanoparticles – Potentially Toxic Beauty Products That Get Right under Your Skin.” London: Soil Association, 17 Jan. 2008. 24 Apr. 2008 < http://www.soilassociation.org/web/sa/saweb.nsf/848d689047 cb466780256a6b00298980/42308d944a3088a6802573d100351790!OpenDocument >.Smith, Jeffrey. Genetic Roulette: The Documented Health Risks of Genetically Engineered Foods. Fairfield, Iowa: Yes! Books, 2007.———. Seeds of Deception. Melbourne: Scribe, 2004.U.S. Dairy Export Council (USDEC). Bovine Somatotropin (BST) Backgrounder. Arlington, VA: U.S. Dairy Export Council, 2006.U.S. Food and Drug Administration (USFDA). Animal Cloning: A Draft Risk Assessment. Rockville, MD: Center for Veterinary Medicine, U.S. Food and Drug Administration, 28 Dec. 2006.———. FDA and Nanotechnology Products. U.S. Department of Health and Human Services, U.S. Food and Drug Administration, 2008. 24 Apr. 2008 < http://www.fda.gov/nanotechnology/faqs.html >.Woodrow Wilson International Center for Scholars (WWICS). “A Nanotechnology Consumer Products Inventory.” Data set as at Sep. 2007. Woodrow Wilson International Center for Scholars, Project on Emerging Technologies, Sep. 2007. 24 Apr. 2008 < http://www.nanotechproject.org/inventories/consumer >.

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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 advertisem*nts 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>

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Abstract:

Introduction For migrants, the dream of a better life is often expressed by the metaphor of the journey (Papastergiadis 31). Propelled by a variety of forces and choices, migrant life narratives tend to revolve around movement from one place to another, from a homeland associated with cultural and spiritual origins to a hostland which offers new opportunities and possibilities. In many cases, however, their dreams of migrants are deferred; migrants endure hardships and make sacrifices in the hope of a better life for their children. Many studies have explored the social and economic outcomes of the “second” generation – the children of migrants born and raised in the new country. In Australia studies have found, despite some notable exceptions (Betts and Healy; Inglis), that the children of migrants have achieved the economic and social integration their parents dreamed of (Khoo, McDonald, Giorgas, and Birrell). At the same time, however, research has found that the second generation face new challenges, including the negative impact of ethnic and racial discrimination (Dunn, Blair, Bliuc, and Kamp; Jakubowicz, Collins, Reid, and Chafic), the experience of split identities and loyalties (Butcher and Thomas) and a complicated sense of “home” and belonging (Fabiansson; Mason; Collins and Read). In this articles, we explore what the dream of a better life means for second generation migrants, and how that dream might reshape Australia’s multicultural identity. A focus on this generation’s imaginings, visions and hopes for the future is important, we argue, because its distinctive experience, differing from that of other sections of the Australian community in some important ways, needs to be recognised as the nation’s multicultural identity is refashioned in changing circ*mstances. Unlike their parents, the second generation was born into what is now one of the most diverse countries in the world, with over a quarter (26%) of the population born overseas and a further 23% having at least one parent born overseas (Australian Bureau of Statistics). Unlike their parents, they have come of age in the era of digitally-enabled international communication that has transformed the ways in which people connect. This cohort has a distinctive relationship to the national imaginary. The idea of “multicultural Australia” that was part of the country’s adoption of a multicultural policy framework in the early 1970s was based on a narrative of “old” (white Anglo) Australians “welcoming” (or “tolerating”) “new” (immigrant) Australians (Ang and Stratton; Hage). In this narrative, the second generation, who are Australian born but not “old” Australians and of “migrant background” but not “new” Australians, are largely invisible, setting them apart from both their migrant parents and other, overseas born young Australians of diverse backgrounds, with whom they are often grouped (Collins, Reid, and Fabiansson; Ang, Brand, Noble, and Sternberg; Collins, Reid, and Fabiansson; Harris).In what follows, we aim to contribute to calls for a rethinking of Australian national identity and “culture of interaction” to better reflect the experiences of all citizens (Levey; Collins, Reid, and Fabiansson) by focusing on the experiences of the second generation. Taking our cue from Geoffrey Levey, we argue that “it is not the business of government or politicians to complete the definition of what it means to be Australian” and that we should instead look to a sense of national identity that emerges organically from “mundane daily social interaction” (Levey). To this end, we adopt an “everyday multiculturalism” perspective (Wise and Velayutham), “view[ing] situations of co-existence ... as a concrete, specific context of action, in which difference comes across as a constraint ... and as a resource” (Semi, Colombo, Comozzi, and Frisina 67). We see our focus on the second generation as complementary to existing studies that have examined experiences of young Australians of diverse backgrounds through an everyday multiculturalism prism without distinguishing between newly arrived young people and those born in Australia (Ang, Brand, Noble, and Sternberg; Collins, Reid, and Fabiansson; Harris). We emphasise, however, after Mansouri and Johns, that the second generation’s distinctive cultural and socio-structural challenges and needs – including their distinctive relationship to the idea of “multicultural Australia” – deserve special attention. Like Christina Schachtner, we are cognisant that “faced with the task of giving meaning and direction to their lives, the next generation is increasingly confronted with a need to reconsider the revered values of the present and the past and to reorientate themselves while establishing new meanings” (233; emphasis ours). Like her, we recognise that in the contemporary era, young adults often use digital communicative spaces for the purpose of giving meaning to their lives in the circ*mstances in which they find themselves (Schachtner 233). Above all, we concur with Hopkins and Dolic when they state that “understanding the processes that inform the creation and maintenance of ... ethnic minority and Australian mainstream identities amongst second-generation young people is critical if these young people are to feel included and recognised, whilst avoiding the alienation and social exclusion that has had such ugly results in other parts of the world (153).In part one, we draw on initial findings from a collaborative empirical study between Swinburne University and the Victorian Multicultural Commission to outline some of the paradoxes and contradictions encountered by a particular – well-educated (currently or recently enrolled at university) and creative (seeking jobs in the media and cultural industries) – segment of the second generation in their attempts to imagine themselves within the frame of “multicultural Australia” (3 focus groups, of 60-90 minutes duration, involving 7-10 participants were conducted over 2018 and 2019). These include feeling more Australian than their parents while not always being seen as “really” Australian by the broader community; embracing diversity but struggling to find a language in which to adequately express it; and acknowledging the progress being made in representing diversity in the mainstream media while not seeing their stories and those of their parents represented there.In part two, we outline future research directions that look to a range of cultural texts and mediated forms of social interactions across popular culture and media in search of new conversations about personal and national identity that could feed into a renewal of a more inclusive understanding of Australian identity.Living and Talking DiversityOur conversations with second generation young Australians confirmed many of the paradoxes and contradictions experienced by young people of diverse backgrounds in the constant traversing of their parents’ and Australian culture captured in previous research (Ang, Brand, Noble, and Sternberg; Harris). Emblematic of these paradoxes are the complicated ways they relate to “Australian identity,” notably expressed in the tension felt between identifying as “Australian” when overseas and with their parent’s heritage when in Australia. An omnipresent reminder of their provisional status as “Aussies” is questions such as “well I know you’re Australian but what are you really?” As one participant put it: “I identify as Australian, I’m proud of my Australian identity. But in Australia I’m Turkish and that’s just because when someone asks I’m not gonna say ‘oh I’m Australian’ ... I used to live in the UK and if someone asked me there, I was Australian. If someone asks me here, I’m Turkish. So that’s how it is. Turkish, born in Australia”The second generation young people in our study responded to these ambiguities in different ways. Some applied hyphenated labels to themselves, while others felt that identification with the nation was largely irrelevant, documented in existing research (Collins, Reid, and Fabiansson; Harris). As one of our participants put it, “I just personally don’t find national identity to be that important or relevant – it’s just another detail about me – I [don’t] think it should affect anything else.” The study also found that our participants had difficulty in finding specific terms to express their identities. For some, trying to describe their identities was “really confusing,” and their thinking changed from day to day. For others, the reason it was hard to express their identities was that the very substance of mundane, daily life “feels very default”. This was the case when many of our participants reported their lived experiences of diversity, whether related to culinary and sport experiences, or simply social interactions with “the people I talk to” and daily train trips where “everyone [of different ethnicities] just rides the train together and doesn’t think twice about it”. As one young person put it, “the default is going around the corner for dinner and having Mongolian beef and pho”. We found that a factor feeding into the ambivalence of articulating Australian identity is the influence – constraining and enabling – of prevailing idioms of identity and difference. Several instances were uncovered in which widely circulating and highly politicised discourses of identity had the effect of shutting down conversation. In particular, the issue of what was “politically correct” language was a touchstone for much of the discussion among the young people in our study. This concern with “appropriate language” created some hesitancy and confusion, as when one person was trying to describe white Australians: “obviously you know Australia’s still a – how do you, you know, I guess I don’t know how to – the appropriate, you know PC language but Australia’s a white country if that makes sense you know”. Other participants were reluctant to talk about cultural groups and their shared characteristics at all, seeing such statements as potentially racist. In contrast to this feeling of restricted discourse, we found many examples of our participants playing and repurposing received vocabularies. As reported in other research, the young people used ideas about origin, race and ethnicity in loose and shifting ways (Back; Butcher). In some cases, in contrast to fears of “racist” connotations of identifying individuals by their cultural background, the language of labels and shorthand descriptors was used as a lingua franca for playful, albeit not unproblematic, negotiations across cultural boundaries. One participant reported being called one of “The Turks” in classes at university. His response expressed the tensions embedded in this usage, finding it stereotyping but ultimately affectionate. As he expressed it, “it’s like, ‘I have a personality, guys.’ But that was okay, it was endearing, they were all with it”. Another finding highlighted more fraught issues that can be raised when existing identity categories are transposed from contexts strongly marked by historically specific circ*mstances into unrelated contexts. This was the case of a university classmate saying of another Turkish participant that he “was the black guy of the class because … [he] was the darkest”. The circulation of “borrowed” discourses – particularly, as in this case, from the USA – is notable in the digital era, and the broader implications of such usage among people who are not always aware of the connotations of a discourse that is deeply rooted in a particular history and culture, are yet to be fully examined (Lester). The study also shed some light on the struggles the young people in our study encountered in finding a language in which to describe their identities and relationship to “Australianness”. When asked if they thought others would consider them to be “Australian”, responses revealed a spectrum ranging from perceived rejection to an ill-defined and provisional inclusion. One person reported – despite having been born and lived in Australia all their life – that “I don’t think I would ever be called Australian from Australian people – from white Australian people”. Another thought that it was not possible to generalise about being considered Australians by the broader community, as “some do, some don’t”. Again, responses varied. While for some it was a source of unease, for others the distancing from “Australianness” was not experienced negatively, as in the case of the participant who said of being singled out as “different” from the Anglo-Celtic mainstream, “I actually don’t mind that … I’ve got something that a lot of white Australians males don’t have”.A connected finding was the continuing presence of, often subtle but clearly registered, racism. The second generation young people in the study were very conscious of the ways in which experiences of racism they encountered differed from – and represented an improvement on – that of their parents. Drawing an intergenerational contrast between the explicit racism their parents were often subjected to and their own experiences of what they frequently referred to as microaggressions, they mostly saw progress occurring on this front. Another sign of progress they observed was in relation to their own propensity to reject exclusionary thinking, as when they suggested that their parents’ generation are more likely to make “assumptions about culture” based on people’s “outward appearance” which they found problematic because “everyone’s everywhere”. While those cultural faux pas were judged as “well-meaning” and even justified by not “growing up in a culturally diverse setting”, they are at odds with young people’s own experiences and understanding of diversity.The final major finding to emerge from the study was the widespread view that mainstream media fails to represent their lives. Again, our participants acknowledged the progress that has been made over recent decades and applauded moves towards greater representation of non-Anglo-Celtic communities in mainstream free-to-air programming. But the vast majority reported that their experiences are not represented. The sentiment that “I’d love to see someone who looks like me on TV more – on a really basic level – I’d like to see someone who looks like my Dad” was shared by many. What remained missing – and motivated many of the young people in our study to embark on filmmaking careers – was content that reflected their local, place-based lifestyles and the intergenerational dynamics of migrated families that is the fabric of their lives. When asked if Australian media content reflected their experience, one participant put it bluntly: “if I felt like it did, I wouldn’t be actively trying to make documentaries and films about it”.Dreaming DiversityThe findings of the study confirmed earlier research highlighting the ambiguities encountered by second generation Australians who are demographically, emotionally and culturally marked by their parents’ experiences of migration even as they forge their post-migration futures. On the one hand, they reported an allegiance to the Australian nation and recognised that in many ways that they are more part of its fabric than their parents. On the other hand, they reported a number of situations in which they feel marginalised and not “really” Australian, as when they are asked “where are you really from” and when they do not see their stories represented in the mainstream media. In particular, the study highlighted the tensions involved in describing personal and Australian identity, revealing the struggle the second generation often experience in their attempts to express the complexity of their identifications and sense of belonging. As we see it, the lack of recognition of being “really” Australian felt by the young people in our study and their view that mainstream media does not sufficiently represent their experience are connected. Underlying both is a status quo in which the normative Australian is Anglo-Celtic. To help shift this prevailing view of the normative Australian, we endorse earlier calls for a research program centred on analyses of a range of cultural texts and mediated forms of social interactions in search of new conversations about Australian identity. Media, both public and commercial, have the potential to be key agents for community building and identity formation. From radio and television programs through to online discussion forums and social media, media have provided platforms for creating collective imagination and a sense of belonging, including in the context of migration in Australia (Sinclair and Cunningham; Johns; Ang, Brand, Noble, and Sternberg). By supplying symbolic resources through which cultural differences and identities are represented and circulated, they can offer up opportunities for societal reflection, scrutiny and self-interpretation. As a starting point, for example, three current popular media formats that depict or are produced by second-generation Australians lend themselves to such a multi-sited analysis. The first is internet forums in which second generation young people share their quotidian experiences of “bouncing between both cultures in our lives” (Wu and Yuan), often in humorous forms. As the popularity of Subtle Asian Traits and its offshoot Subtle Curry Traits have indicated, these sites tap into the hunger among the Asian diaspora for increased media visibility. The second is the work of comedians, including those who self-identify as of migrant descent. The politics of stereotyping and racial jokes and the difference between them has been a subject of considerable research, including into television comedy productions which are important because of their potential audience reach and ensuing post-viewing conversations (Zambon). The third is a new generation of television programs which are set in situations of diversity without being heralded as “about” diversity. A key case is the television drama series The Heights, first screened on the Australian Broadcasting Corporation in Australia in 2019, which explores the relationships between the residents of a social housing tower and the people who live in the rapidly gentrifying community that surrounds it in the melting pot of urban Australia. These examples represent a diverse range of cultural expressions – created informally and spontaneously (Subtle Asian Traits, Subtle Curry Traits), fashioned by individuals working in the entertainment industry (comedians), and produced professionally and broadcast on national TV networks (The Heights). What unites them is an engagement with the novel forms of belonging that postwar migration has produced (Papastergiadis 20) and an attempt to communicate and represent the lived experience of contemporary Australian diversity, including negotiated dreams and aspirations for the future. We propose a systematic analysis of the new languages of identity and difference that their efforts to represent the evolving patterns and circ*mstances of diversity in Australia are bringing forth. Conclusions To dream in the context of migration implies, more often than not, the prospect of a better material life in an adopted country. Instead, through the notion of “dreaming diversity”, we foreground the dreams, expectations and imaginations for the future of the Australian second generation which centre on carving out their cultural place in the nation.The empirical research we presented paints a picture of the second generation's paradoxical and contradictory experiences as they navigate the shifting landscape of Australia’s multicultural society. It gives a glimpse of the challenges and hopes they encounter as well as the direction of their attempts to negotiate their place within “Australian identity”. Finally, it highlights the need for a more expansive conversation and language in which that identity can be expressed. A language in which to talk – not just about the many cultures that make up the nation, but also to each other from within them – will be crucial to facilitate the deeper intercultural understanding and engagement many young people aspire to. Our ambition is not to codify a register of approved terms, and even less to formulate a new official discourse for use in multicultural policy documents. It is rather to register, crystalise and expand a discussion around difference and identity that is emerging from everyday interactions of Australians and foster a more committed conversation attuned to contemporary realities and communicative spaces where those interactions take place. In search of a richer vocabulary in which Australian identity might be reimagined, we have identified a research program that will explore emerging ways of talking about difference and identity across a range of cultural and media formats about or by the second generation. While arguing for the significance of the languages and idioms that are emerging in the spaces that young people inhabit, we recognise that, no less than other demographics, second-generation Australians are influenced by circulating narratives and categories in which (national) identity is discussed (Harris 15), including official conceptions and prevailing discourses of identity politics which are often encountered online and through popular culture. Our point is that the dreams, visions and imaginaries of second generation Australians, who will be among the key actors in fashioning Australia’s multicultural futures, are an important element of reimagining Australia’s multiculturalism even if those discourses may be partial, ambivalent or fragmented. We see this research program as building on and extending the tradition of sociological and cultural analyses of popular culture, media and cultural diversity and contributing to a more robust and systematic catalogue of multicultural narratives across different popular formats, genres, and production arrangements characteristic of the diversified media landscape. We have focused on the Australian “new second generation” (Zhou and Bankston), coming of age in the early 21st century, as a significant but under-researched group in the belief that their narratives of aspirations and dreams will be a crucial component of discursive innovations and practical programs for social change.ReferencesAustralian Bureau of Statistics. “The Way We Live Now.” 2017. 1 Mar. 2020 <https://www.abs.gov.au/ausstats/abs@.nsf/mf/2024.0>.Ang, Ien, Jeffrey E. Brand, Greg Noble, and Jason Sternberg. Connecting Diversity: Paradoxes of Multicultural Australia. Artarmon: Special Broadcasting Service Corporation, 2006.Back, L., P. Cohen, and M. Keith. “Between Home and Belonging: Critical Ethnographies of Race, Place and Identity.” Finding the Way Home: Young People’s Stories of Gender, Ethnicity, Class and Places in Hamburg and London. Ed. N. Räthzel. Göttingen: V&R Unipress, 2008. 197–224.Betts, Katherine, and Ernest Healy. “Lebanese Muslims in Australia and Social Disadvantage.” People and Place 14.1 (2006): 24-42.Butcher, Melissa. “FOB Boys, VCs and Habibs: Using Language to Navigate Difference and Belonging in Culturally Diverse Sydney.” Journal of Ethnic and Migration Studies 34.3 (2008): 371-387. DOI: 10.1080/13691830701880202. Butcher, Melissa, and Mandy Thomas. “Ingenious: Emerging Hybrid Youth Cultures in Western Sydney.” Global Youth? Hybrid Identities, Plural Worlds. Eds. Pam Nilan and Carles Feixa. London: Routledge, 2006.Collins, Jock, and Carol Reid. “Minority Youth, Crime, Conflict, and Belonging in Australia.” International Migration & Integration 10 (2009): 377–391. DOI: 10.1007/s12134-009-0112-1.Collins, Jock, Carol Reid, and Charlotte Fabiansson. “Identities, Aspirations and Belonging of Cosmopolitan Youth in Australia.” Cosmopolitan Civil Societies Journal 3.3 (2011): 92-107.Dunn, K.M., K. Blair, A-M. Bliuc, and A. Kamp. “Land and Housing as Crucibles of Racist Nationalism: Asian Australians’ Experiences.” Geographical Research 56.4 (2018): 465-478. DOI: 10.1111/1745-5871.12313.Fabiansson, Charlotte. “Belonging and Social Identity among Young People in Western Sydney, Australia.” International Migration & Integration 19 (2018): 351–366. DOI: 10.1007/s12134-018-0540-x.Hage, Ghassan. White Nation: Fantasies of White Supremacy in a Multicultural Society. Sydney: Pluto Press, 1998.Heights, The. Matchbox Pictures and For Pete’s Sake Productions, 2019.Harris, Anita. Young People and Everyday Multiculturalism. New York: Routledge, 2013.Hopkins, Liza, and Z. Dolic. “Second Generation Youth and the New Media Environment.” Youth Identity and Migration: Culture, Values and Social Connectedness. Ed. Fethi Mansouri. Altona: Common Ground, 2009. 153-164.Inglis, Christine. Inequality, Discrimination and Social Cohesion: Socio-Economic Mobility and Incorporation of Australian-Born Lebanese and Turkish Background Youth. Sydney: U of Sydney, 2010. Jakubowicz, Andrew, Jock Collins, Carol Reid, and Wafa Chafic. “Minority Youth and Social Transformation in Australia: Identities, Belonging and Cultural Capital.” Social Inclusion 2.2 (2014): 5-16.Johns, Amelia. “Muslim Young People Online: ‘Acts of Citizenship’ in Socially Networked Spaces.” Social Inclusion 2.2 (2014):71-82.Khoo, Siew-Ean, Peter McDonald, Dimi Giorgas, and Bob Birrell. Second Generation Australians. Canberra: Department of Immigration and Multicultural and Indigenous Affairs, Australian Centre for Population Research and Research School of Social Sciences, and the Australian National University and Centre for Population and Urban Research, 2002.Levey, Geoffrey. “National Identity and Diversity: Back to First Principles.” Who We Are. Eds. Julianne Schultz and Peter Mares. Griffith Review 61 (2018).Mason, V. “Children of the ‘Idea of Palestine’: Negotiating Identity, Belonging and Home in the Palestinian Diaspora.” Journal of Intercultural Studies 28.3 (2007): 271-285.Papastergiadis, Nikos. The Turbulence of Migration: Globalization, Deterritorialization and Hybridity. Cambridge: Polity, 2000.Schachtner, Christina. “Transculturality in the Internet: Culture Flows and Virtual Publics.” Current Sociology 63.2 (2015): 228–243. DOI: 10.1177/0011392114556585.Semi, G., E. Colombo, I. Comozzi, and A. Frisina. “Practices of Difference: Analyzing Multiculturalism in Everyday Life.” Everyday Multiculturalism. Eds. Amanda Wise and Selvaraj Velayutham. UK: Palgrave Macmillan, 2009. Sinclair, Iain, and Stuart Cunningham, eds. Floating Lives: The Media and Asian Diasporas. Lanham: Rowman & Littlefield, 2001.Wise, Amanda, and Selvaraj Velayutham, eds. Everyday Multiculturalism. UK: Palgrave Macmillan, 2009. DOI: 10.1057/9780230244474.Wu, Nicholas, and Karen Yuan. “The Meme-ification of Asianness.” The Atlantic Dec. 2018. <https://www.theatlantic.com/technology/archive/2018/12/the-asian-identity-according-to-subtle-asian-traits/579037/>.Zambon, Kate. “Negotiating New German Identities: Transcultural Comedy and the Construction of Pluralistic Unity.” Media, Culture and Society 39.4 (2017): 552–567. Zhou, Min, and Carl L. Bankston. The Rise of the New Second Generation. Cambridge: Polity, 2016. DOI: 10.1177/0163443716663640.AcknowledgmentsThe empirical data reported here was drawn from Zooming In: Multiculturalism through the Lens of the Next Generation, a research collaboration between Swinburne University and the Victorian Multicultural Commission exploring contemporary perspectives on diversity among young Australians through their filmmaking practice, led by Chief Investigators Dr Glenda Ballantyne (Department of Social Sciences) and Dr Vincent Giarusso (Department of Film and Animation). We wish to thank Liam Wright and Alexa Scarlata for their work as Research Assistants on this project, and particularly the participants who shared their stories. Special thanks also to the editors of this special issue and the anonymous reviewers for their insightful feedback on an earlier version of this article. FundingZooming In: Multiculturalism through the Lens of the Next Generation has been generously supported by the Victorian Multicultural Commission, which we gratefully acknowledge.

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Abstract:

Liquidate the entire rapacious monstrosity that is the global surf industry. Eradicate the gloating, insolent, overfed, carrion-feeding surf media altogether. Destroy the overweening, insidious and growing attraction that surf fashion is for common landlubbers. Dismantle, annihilate and devastate the whole swelling, putrescent edifice of surfing once and for all. There are too many people in the water and all I want to do is go surfing with my mates goddammit (Breuchie 26). Nick Breuchie’s letter to Tracks reflects an individual’s fight against the popularity of surfing, a popularity that he sees manifested in crowded surf line-ups boosted by the images and rhetoric found in surfing magazines. Beyond surfing magazines, surfing is currently enjoying an ultra-hip status in the world of popular culture: Hollywood has recently reinvigorated the surf movie genre that started with Gidget through putting “chicks on sticks in flicks” in the surfploitation film Blue Crush; surfing scenes open the most recent James Bond film, Die Another Day. Surf fashion is seemingly ubiquitous among youth and their baby boomer parents, and the global surf industry is worth “at least $US7.4bn,” most of which is generated through sales of apparel (Gliddon 20). No longer is surfing for youth; now it is about youth. Most importantly for Breuchie and others like him, surfing saturation in popular culture has resulted in more than an excess of representation: it has resulted in an excess of participation. For the “original” members of surfing subcultures, surfing has simply become too crowded, resulting in a frustration that is too often being expressed in aggressive behaviour and surf rage. >From any point of view, it is clear that surfing has become so popular that it is increasingly difficult to find a non-remote surf break that is not overcrowded. Carrol claims in The Association of Surfing Professionals Media Guide and Statistics Booklet that “everybody surfs – mums, dads, sisters, four-year-old groms, 80-year-old great grandparents” (21). As a result of this demand for waves, surf-travel to remote locations is experiencing massive growth and at the same time, as discussed below, intense localism is rampant. Although waves suitable for surfing in many parts of the world may be considered as a public territory where access is usually on a first-come-first-serve basis, local surfers tend to behave more dominantly at their home breaks. These surfers take what might be referred to in sporting terms as the home ground advantage. Increasingly, however, waves of the ocean are not public access spaces: these surf breaks are for exclusive use by guests of resorts that have negotiated deals with governments, traditional owners or other local authorities. Surfers, frustrated by crowds at breaks in the “surf slums” in the more populated areas of the world, are increasingly prepared to pay to play in such exclusive surf resorts as those now found in the Maldives, Indonesia and Fiji. Local enforcers guard the surf breaks of these resorts and, on behalf of the resort owners, ensure that the guests maintain the privilege of the exclusivity they have paid for. For a long time now, surfers at breaks around the world have been punching each other in the head while surfing magazines have been telling the world about the individuality, the brotherhood, the beauty and the spirituality of surfing as an “art,” “lifestyle,” “religion” and “sport.” One way of maintaining the perception of individualism and freedom of the surfing experience is through protecting the local break from newbies via localism: its advocates justify it as a means of keeping hierarchical law and order in a field where game rules do not officially exist. Viewed anthropologically, localism can be viewed as territorialism important to the self-preservation and well-being of the clan; it can also be a unifying force that may bond communities together to invest in, develop and protect common interests. Localism is one of the defining concepts of modern surfing. The mythology of surf localism is that it exists to instill order and respect in the water and provides people with a sense of belonging. Its main function for surfing communities, however, is to exclude surfers who are not from the immediate vicinity of a surfing spot. This version of localism is characterized by a masculinized, xenophobic territorialism and a hostility to outsiders that can both unite and fracture others through threatened or actual violence: it is about policing and protecting “our” waves and is enacted in the water by dominant males who “hassle” surfers who are not part of the local tribe. Surfing magazines and films often encourage the siege-like tribalism and aggressive expression of localism through advocating 'the rights' of local surfers: for example, the magazines will often not reveal the source location of surfing photographs “out of respect for the locals.” Blue Crush includes the apparently obligatory fight scene found in many Hollywood surfing films: locals who claim exclusivity to the surf fight the outsider—in this case, the kooky love interest of the film’s female star. The masculine aggressiveness of surfing argot that is extensively used in surfing magazines may be better suited to a misogynistic slasher movie than a sport—surfers ride thrusters, they carve, shred, slash, tear, pull out, perform re-entries, crack and rip filthy, sick pits, and request the male surf god Huey to make mother ocean pump. The language is more reflective of a fight with the waves than an expression of how to ride them for leisure and play. In the “age of rage” (Agbayani) localism in surfing at its most extreme is manifested through surf rage. Cralle defines a local as “anyone who’s been there a day longer than you” while localism is “territorial defiance in defence of a surf spot.” Agbayani argues that “the activity was born in 1779 when angry Hawaiians killed Captain James Cook at Kealakekua Bay.” The current CEO and President of the Association of Surfing Professionals and former world champion surfer, Wayne Bartholomew, somewhat confusingly writes that a beating he received from locals in the winter of 1976-1977 on the North Shore of Oahu in Hawaii reminded him of Captain Cook. “I don’t know what happened to Captain Cook but the scene that confronted me on the beach always reminds me of Captain Cook” (151). Bartholomew claims his selfish behaviour in the water so affronted the Hawaiians that “I was held under water, pounded round the back of the head, then pulled up and pounded in the face. They knocked all my teeth out and just flattened my nose, I had cuts all over my eyes and lips” (151). Discussing a fight with an American opponent during the 1966 world championships at San Diego, Nat Young wrote in his newspaper column: “I am afraid I lost my temper and did what most other Australians would have done—I hit him—and knocked him flat” (980). Young had his own face knocked flat after a fight with another surfer at Angourie in March 2000. Coming in from the surf, he was attacked on the beach by Michael Hutchinson, a rival longboarder, who hospitalized Young with two broken eye sockets, shattered cheekbones and destroyed sinuses. Both Young and Hutchison were locals. The incident was sparked by Young, who admitted to slapping Hutchison’s son for “bad behaviour” while out in the surf. (In a cathartic moment, Young subsequently published a book entitled Surf Rage that told stories of the pointlessness of fighting for waves). Beyond (but not unconnected to) localism, the increase in confrontations, aggression and fighting in the surf may also be partly attributable to the impact of technology upon surfing. Technology is having a significant influence on when and where people can go surfing. Readily available surf craft such as bodyboards and the (rediscovered) Malibu surfboard are allowing learners quick results in developing the ability to ride waves; warmer, more comfortable wetsuits are allowing year round surfing in cold water; and the leg rope allows people to fall off surfboards without having to swim to shore to retrieve rock-damaged foam and fibreglass. In addition to these technological developments, “surfcams” show surf conditions, and non-locals can look at real time conditions all over the world (see, for example http://www.coastalwatch.com, http://www.surf-news.com or http://www.baliwaves.com). These cameras are regularly vandalised to thwart the dissemination of this information to non-local surfers. Meanwhile, surf-forecasting services notify customers via mobile phone, pager or email when the conditions for surfing are good, so there is little chance of lonely surfs. The increasing number of surfboard riders, bodyboarders, windsurfers, surf ski riders, personal watercraft and kite surfers are straining a natural resource that is open to those who can grab a surf craft and get to the beach. The use of personal watercraft in crowded breaks to provide surfers with a technological advantage is also causing uneasiness and resentment in the water, as Chronicles (2003) notes: … I was out at Currumbin Alley the other arvo, sitting among a pack of around 50 guys and girls on shortboards, longboards and the occasional wave ski and bodyboard, when I noticed a group that wasn’t equal. With one guy driving a jet ski, four surfers were getting lifts back into the line up after every wave, doing away with the sometimes horrendous paddle-back at The Alley, which can take as along as ten or 15 minutes to get back to the line-up. After a wave, the surfer was dragged back to the top of the point by the ski. He was then dropped off a few metres from the line-up and rejoined the pack. Guys were, quite rightly, getting pissed off that they were jockeying for position on the next wave with a kid who had caught a wave not even five minutes ago. And all because one surfer could afford $12,000 or whatever it costs for a Yamaha three-seater Waverunner these days. Factors other than technology have also increased the number of surfers in the water. Baby boomers have not retired from the sport, and specialist surfing magazines such as Australian Longboarder and The Surfers Journal cater for those surfers older than thirty-five. News articles and surfing magazines are claiming that more girls and women are taking up surfing for pleasure and personal fitness, although to what degree this has occurred is contestable. Such claims seem to originate largely from the public relations departments of surfing companies, whose worldwide sales of female board shorts have grown significantly in the past three years: it would be interesting to determine whether such sales reflect growth in female participation in the sport or female consumption of its symbolic commodities. No longer viewed as a deviant subculture, surfing is marketed by surfing magazines as a global lifestyle that can be achieved through the consumption of global commodities. While the peak industry and surfing competition bodies continually espouse the need for the sport to grow, the remaining cottage industries creating commodities for use by surfers are being squeezed out by global corporations. Pop-out surfboards are being mass-produced in a Thailand factory to be sold in chain stores throughout the world. Non-paying surfers are excluded from “private” surf breaks, while wave pools and artificial reefs are being created to provide simulations of the “natural” surfing experience. The frustration expressed by Breuchie in relation to the (over)popularization of surfing is being felt in oceans around the world. Additionally, individual surfers fear that the accompanying violence and fighting may result in regulation, discipline and authoritarianism. Such regulation may manifest itself via licenses, liability insurance and other restrictions, and would regulate one of the few “free” activities that remain little affected by law. But continued fighting and surf rage may provide governments with few alternatives. Works Cited Agbayani, Caroline. Annotated Bibliography on the Age of Rage. Accessed 12 January, 2003. Bartholomew, Wayne, and Baker Tim. Bustin’ Down the Door. 2nd Edition. Sydney: HarperSports, 2002. Breuchie, Nick. Tracks, March. Sydney: EMAP Publishing, 2002. Carroll, Nick. The Association of Surfing Professionals Media Guide and Statistics Booklet. Coolangatta: Association of Surfing Professionals and Chilli Industries, 2002. Chronicles, Jonas. To Ski or not to Ski Real Surf. Accessed 9 January, 2003. Cralle, Trevor, ed. The Surfin’ary. Berkely, CA: Ten Speed Press, 2001. Gliddon, Joshua. “Mad Wax.” The Bulletin, Sydney: ACP Publishing, August 13, 2002. Young, Nat. “My punch-up at San Diego.” Sunday Telegraph, Sydney, 1966. ---. Surf Rage. Angourie: Nymboida Press, 2000. Links http://www.soc.hawaii.edu/leonj/409as2001/agbayani/report1.htm http://www.coastalwatch.com http://www.realsurf.com.au/news/newsitem.php?id=106 http://www.baliwaves.com http://www.surf-news.com Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Scott, Paul. "We shall Fight on the Seas and the Oceans…We shall " M/C: A Journal of Media and Culture 6.1 (2003). Dn Month Year < http://www.media-culture.org.au/0302/05-weshallfight.php>. APA Style Scott, P., (2003, Feb 26). We shall Fight on the Seas and the Oceans…We shall . M/C: A Journal of Media and Culture, 6,(1). Retrieved Month Dn, Year, from http://www.media-culture.org.au/0302/05-weshallfight.html

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The National Cultural Policy Discussion Paper—drafted to assist the Australian Government in developing the first national Cultural Policy since Creative Nation nearly two decades ago—envisages a future in which arts, cultural and creative activities directly support the development of an inclusive, innovative and productive Australia. "The policy," it says, "will be based on an understanding that a creative nation produces a more inclusive society and a more expressive and confident citizenry by encouraging our ability to express, describe and share our diverse experiences—with each other and with the world" (Australian Government 3). Even a cursory reading of this Discussion Paper makes it clear that the question of impact—in aesthetic, cultural and economic terms—is central to the Government's agenda in developing a new Cultural Policy. Hand-in-hand with the notion of impact comes the process of measurement of progress. The Discussion Paper notes that progress "must be measurable, and the Government will invest in ways to assess the impact that the National Cultural Policy has on society and the economy" (11). If progress must be measurable, this raises questions about what arts, cultural and creative workers do, whether it is worth it, and whether they could be doing it better. In effect, the Discussion Paper pushes artsworkers ever closer to a climate in which they have to be skilled not just at making work, but at making the impact of this work clear to stakeholders. The Government in its plans for Australia's cultural future, is clearly most supportive of artsworkers who can do this, and the scholars, educators and employers who can best train the artsworkers of the future to do this. Teaching Artsworkers to Measure the Impact of Their Work: The Challenges How do we train artsworkers to assess, measure and articulate the impact of what they do? How do we prepare them to be ready to work in a climate that will—as the National Cultural Policy Discussion Paper makes clear—emphasise measuring impact, communicating impact, and communicating impact across aesthetic, cultural and economic categories? As educators delivering training in this area, the Discussion Paper has made this already compelling question even more pressing as we work to develop the career-ready graduates the Government seeks. Our program, the Master of Creative Industries (Creative Production & Arts Management) offered in the Creative Industries Faculty at Queensland University of Technology in Brisbane, Australia, is, like most programs in arts and cultural management in the US, UK, Europe and Australia, offering a three-Semester postgraduate program that allows students to develop the career-ready skills required to work as managers of arts, cultural or creative organisations. That we need to train our graduates to work not just as producers of plays, paintings or recordings, but as entrepreneurial arts advocates who can measure and articulate the value of their programs to others, is not news (Hadley "Creating" 647-48; cf. Brkic; Ebewo and Sirayi; Beckerman; Sikes). Our program—which offers training in arts policy, management, marketing and budgeting followed by training in entrepreneurship and a practical project—is already structured around this necessity. The question of how to teach students this diverse skill set is, however, still a subject of debate; and the question of how to teach students to measure the impact of this work is even more difficult. There is, of course, a body of literature on the impact of arts, cultural and creative activities, value and evaluation that has been developed over the past decade, particularly through landmark reports like Matarasso's Use or Ornament? The Social Impact of Participation in the Arts (1997) and the RAND Corporation's Gifts of the Muse: Reframing the Debate about the Benefits of the Arts (2004). There are also emergent studies in an Australian context: Madden's "Cautionary Note" on using economic impact studies in the arts (2001); case studies on arts and wellbeing by consultancy firm Effective Change (2003); case studies by DCITA (2003); the Asia Pacific Journal of Arts and Cultural Management (2009) issue on "value"; and Australia Council publications on arts, culture and economy. As Richards has explained, "evaluation is basically a straightforward concept. E-value-ation = a process of enquiry that allows a judgment of amount, value or worth to be made" (99). What makes arts evaluation difficult is not the concept, but the measurement of intangible values—aesthetic quality, expression, engagement or experience. In the literature, discussion has been plagued by debate about what is measured, what method is used, and whether subjective values can in fact be measured. Commentators note that in current practice, questions of value are still deferred because they are too difficult to measure (Bilton and Leary 52), discussed only in terms of economic measures such as market share or satisfaction which are statistically quantifiable (Belfiore and Bennett "Rethinking" 137), or done through un-rigorous surveys that draw only ambiguous, subjective, or selective responses (Merli 110). According to Belfiore and Bennett, Public debate about the value of the arts thus comes to be dominated by what might best be termed the cult of the measurable; and, of course, it is those disciplines primarily concerned with measurement, namely, economics and statistics, which are looked upon to find the evidence that will finally prove why the arts are so important to individuals and societies. A corollary of this is that the humanities are of little use in this investigation. ("Rethinking" 137) Accordingly, Ragsdale states, Arts organizations [still] need to find a way to assess their progress in …making great art that matters to people—as evidenced, perhaps, by increased enthusiasm, frequency of attendance, the capacity and desire to talk or write about one's experience, or in some other way respond to the experience, the curiosity to learn about the art form and the ideas encountered, the depth of emotional response, the quality of the social connections made, and the expansion of one's aesthetics over time. Commentators are still looking for a balanced approach (cf. Geursen and Rentschler; Falk and Dierkling), which evaluates aesthetic practices, business practices, audience response, and results for all parties, in tandem. An approach which evaluates intrinsic impacts, instrumental impacts, and the way each enables the other, in tandem—with an emphasis not on the numbers but on whether we are getting better at what we are doing. And, of course, allows evaluators of arts, cultural and creative activities to use creative arts methods—sketches, stories, bodily movements and relationships and so forth—to provide data to inform the assessment, so they can draw not just on statistical research methods but on arts, culture and humanities research methods. Teaching Artsworkers to Measure the Impact of Their Work: Our Approach As a result of this contested terrain, our method for training artsworkers to measure the impact of their programs has emerged not just from these debates—which tend to conclude by declaring the needs for better methods without providing them—but from a research-teaching nexus in which our own trial-and-error work as consultants to arts, cultural and educational organisations looking to measure the impact of or improve their programs has taught us what is effective. Each of us has worked as managers of professional associations such as Drama Australia and Australasian Association for Theatre, Drama and Performance Studies (ADSA), members of boards or committees for arts organisations such as Youth Arts Queensland and Young People and the Arts Australia (YPAA), as well as consultants to major cultural organisations like the Queensland Performing Arts Centre and the Brisbane Festival. The methods for measuring impact we have developed via this work are based not just on surveys and statistics, but on our own practice as scholars and producers of culture—and are therefore based in arts, culture and humanities approaches. As scholars, we investigate the way marginalised groups tell stories—particularly groups marked by age, gender, race or ability, using community, contemporary and public space performance practices (cf. Hadley, "Bree"; Gattenhof). What we have learned by bringing this sort of scholarly analysis into dialogue with a more systematised approach to articulating impact to government, stakeholders and sponsors is that there is no one-size-fits-all approach. What is needed, instead, is a toolkit, which incorporates central principles and stages, together with qualitative, quantitative and performative tools to track aesthetics, accessibility, inclusivity, capacity-building, creativity etc., as appropriate on a case-by-case basis. Whatever the approach, it is critical that the data track the relationship between the experience the artists, audience or stakeholders anticipated the activity should have, the aspects of the activity that enabled that experience to emerge (or not), and the effect of that (or not) for the arts organisation, their artists, their partners, or their audiences. The combination of methods needs to be selected in consultation with the arts organisation, and the negotiations typically need to include detailed discussion of what should be evaluated (aesthetics, access, inclusivity, or capacity), when it should be evaluated (before, during or after), and how the results should be communicated (including the difference between evaluation for reporting purposes and evaluation for program improvement purposes, and the difference between evaluation and related processes like reflection, documentary-making, or market research). Translating what we have learned through our cultural research and consultancy into a study package for students relies on an understanding of what they want from their study. This, typically, is practical career-ready skills. Students want to produce their own arts, or produce other people's arts, and most have not imagined themselves participating in meta-level processes in which they argue the value of arts, cultural and creative activities (Hadley, "Creating" 652). Accordingly, most have not thought of themselves as researchers, using cultural research methods to create reports that inform how the Australian government values, supports, and services the arts. The first step in teaching students to operate effectively as evaluators of arts, cultural and creative activities is, then, to re-orient their expectations to include this in their understanding of what artsworkers do, what skills artsworkers need, and where they deploy these skills. Simply handing over our own methods, as "the" methods, would not enable graduates to work effectively in a climate were one size will not fit all, and methods for evaluating impact need to be negotiated again for each new context. 1. Understanding the Need for Evaluation: Cause and Effect The first step in encouraging students to become effective evaluators is asking them to map their sector, the major stakeholders, the agendas, alignments and misalignments in what the various players are trying to achieve, and the programs, projects and products through which the players are trying to achieve it. This starting point is drawn from Program Theory—which, as Joon-Yee Kwok argues in her evaluation of the SPARK National Mentoring Program for Young and Emerging Artists (2010) is useful in evaluating cultural activities. The Program Theory approach starts with a flow chart that represents relationships between activities in a program, allowing evaluators to unpack some of the assumptions the program's producers have about what activities have what sort of effect, then test whether they are in fact having that sort of effect (cf. Hall and Hall). It could, for example, start with a flow chart representing the relationship between a community arts policy, a community arts organisation, a community-devised show it is producing, and a blog it has created because it assumes it will allow the public to become more interested in the show the participants are creating, to unpack the assumptions about the sort of effect this is supposed to have, and test whether this is in fact having this sort of effect. Masterclasses, conversations and debate with peers and industry professionals about the agendas, activities and assumptions underpinning programs in their sector allows students to look for elements that may be critical in their programs' ability to achieve (or not) an anticipated impact. In effect to start asking about, "the way things are done now, […] what things are done well, and […] what could be done better" (Australian Government 12).2. Understanding the Nature of Evaluation: PurposeOnce students have been alerted to the need to look for cause-effect assumptions that can determine whether or not their program, project or product is effective, they are asked to consider what data they should be developing about this, why, and for whom. Are they evaluating a program to account to government, stakeholders and sponsors for the money they have spent? To improve the way it works? To use that information to develop innovative new programs in future? In other words, who is the audience? Being aware of the many possible purposes and audiences for evaluation information can allow students to be clear not just about what needs to be evaluated, but the nature of the evaluation they will do—a largely statistical report, versus a narrative summary of experiences, emotions and effects—which may differ depending on the audience.3. Making Decisions about What to Evaluate: Priorities When setting out to measure the impact of arts, cultural or creative activities, many people try to measure everything, measure for the purposes of reporting, improvement and development using the same methods, or gather a range of different sorts of data in the hope that something in it will answer questions about whether an activity is having the anticipated effect, and, if so, how. We ask students to be more selective, making strategic decisions about which anticipated effects of a program, project or product need to be evaluated, whether the evaluation is for reporting, improvement or innovation purposes, and what information stakeholders most require. In addition to the concept of collecting data about critical points where programs succeed or fail in achieving a desired effect, and different approaches for reporting, improvement or development, we ask students to think about the different categories of effect that may be more or less interesting to different stakeholders. This is not an exhaustive list, or a list of things every evaluation should measure. It is a tool to demonstrate to would-be evaluators points of focus that could be developed, depending on the stakeholders' priorities, the purpose of the evaluation, and the critical points at which desired effects need to occur to ensure success. Without such framing, evaluators are likely to end up with unusable data, which become a difficulty to deal with rather than a benefit for the artsworkers, arts organisations or stakeholders. 4. Methods for Evaluation: Process To be effective, methods for collecting data about how arts, cultural or creative activities have (or fail to have) anticipated impact need to include conventional survey, interview and focus group style tools, and creative or performative tools such as discussion, documentation or observation. We encourage students to use creative practice to draw out people's experience of arts events—for example, observation, documentation still images, video or audio documentation, or facilitated development of sketches, stories or scenes about an experience, can be used to register and record people's feelings. These sorts of methods can capture what Mihaly Csikszentmihalyi calls "flow" of experience (cf. Belfiore and Bennett, "Determinants" 232)—for example, photos of a festival space at hourly intervals or the colours a child uses to convey memory of a performance can capture to flow of movement, engagement, and experience for spectators more clearly than statistics. These, together with conventional surveys or interviews that comment on the feelings expressed, allow for a combination of quantitative, qualitative and performative data to demonstrate impact. The approach becomes arts- and humanities- based, using arts methods to encourage people to talk, write or otherwise respond to their experience in terms of emotion, connection, community, or expansion of aesthetics. The evaluator still needs to draw out the meaning of the responses through content, text or discourse analysis, and teaching students how to do a content analysis of quantitative, qualitative and performative data is critical at this stage. When teaching students how to evaluate their data, our method encourages students not just to focus on the experience, or the effect of the experience, but the relationship between the two—the things that act as "enablers" "determinants" (White and Hede; Belfiore and Bennett, "Determinants" passim) of effect. This approach allows the evaluator to use a combination of conventional and creative methods to describe not just what effect an activity had, but, more critically, what enabled it to have that effect, providing a firmer platform for discussing the impact, and how it could be replicated, developed or deepened next time, than a list of effects and numbers of people who felt those effects alone. 5. Communicating Results: Politics Often arts, cultural or creative organisations can be concerned about the image of their work an evaluation will create. The final step in our approach is to alert students to the professional, political and ethical implications of evaluation. Students learn to share their knowledge with organisations, encouraging them to see the value of reporting both correct and incorrect assumptions about the impact of their activities, as part of a continuous improvement process. Then we assist them in drawing the results of this sort of cultural research into planning, development and training documents which may assist the organisation in improving in the future. In effect, it is about encouraging organisations to take the Australian government at its word when, in the National Cultural Policy Discussion Paper, it says it that measuring impact is about measuring progress—what we do well, what we could do better, and how, not just success statistics about who is most successful—as it is this that will ultimately be most useful in creating an inclusive, innovative, productive Australia. Teaching Artsworkers to Measure the Impact of Their Work: The Impact of Our Approach What, then, is the impact of our training on graduates' ability to measure the impact of work? Have we made measurable progress in our efforts to teach artsworkers to assess and articulate the impact of their work? The MCI (CP&AM) has been offered for three years. Our approach is still emergent and experimental. We have, though, identified a number of impacts of our work. First, our students are less fearful of becoming involved in measuring the value or impact of arts, cultural and creative programs. This is evidenced by the number who chooses to do some sort of evaluation for their Major Project, a 15,000 word individual project or internship which concludes their degree. Of the 50 or so students who have reached the Major Project in three years—35 completed and 15 in planning for 2012—about a third have incorporated evaluation into their Major Project. This includes evaluation of sector, business or producing models (5), youth arts and youth arts mentorship programs (4), audience development programs (2), touring programs (4), and even other arts management training programs (1). Indeed, after internships in programming or producing roles, this work—aligned with the Government's interest in improving training of young artists, touring, audience development, and economic development—has become a most popular Major Project option. This has enabled students to work with a range of arts, cultural and creative organisations, share their training—their methods, their understanding of what their methods can measure, when, and how—with Industry. Second, this Industry-engaged training has helped graduates in securing employment. This is evidenced by the fact that graduates have gone on to be employed with organisations they have interned with as part of their Major Project, or other organisations, including some of Brisbane's biggest cultural organisations—local and state government departments, Queensland Performing Arts Centre, Brisbane Festival, Metro Arts, Backbone Youth Arts, and Youth Arts Queensland, amongst others. Thirdly, graduates' contribution to local organisations and industry has increased the profile of a relatively new program. This is evidenced by the fact that it enrols 40 to 50 new students a year across Graduate Certificate / MCI (CP&AM) programs, typically two thirds domestic students and one third international students from Canada, Germany, France, Denmark, Norway and, of course, China. Indeed, some students are now disseminating this work globally, undertaking their Major Project as an internship or industry project with an organisation overseas. In effect, our training's impact emerges not just from our research, or our training, but from the fact that our graduates disseminate our approach to a range of arts, cultural and creative organisations in a practical way. We have, as a result, expanded the audience for this approach, and the number of people and contexts via which it is being adapted and made useful. Whilst few of students come into our program with a desire to do this sort of work, or even a working knowledge of the policy that informs it, on completion many consider it a viable part of their practice and career pathway. When they realise what they can achieve, and what it can mean to the organisations they work with, they do incorporate research, research consultant and government roles as part of their career portfolio, and thus make a contribution to the strong cultural sector the Government envisages in the National Cultural Policy Discussion Paper. Our work as scholars, practitioners and educators has thus enabled us to take a long-term, processual and grassroots approach to reshaping agendas for approaches to this form of cultural research, as our practices are adopted and adapted by students and industry stakeholders. Given the challenges commentators have identified in creating and disseminating effective evaluation methods in arts over the past decade, this, for us—though by no means work that is complete—does count as measurable progress. References Beckerman, Gary. "Adventuring Arts Entrepreneurship Curricula in Higher Education: An Examination of Present Efforts, Obstacles, and Best pPractices." The Journal of Arts Management, Law, and Society 37.2 (2007): 87-112. Belfiore, Eleaonora, and Oliver Bennett. "Determinants of Impact: Towards a Better Understanding of Encounters with the Arts." Cultural Trends 16.3 (2007): 225-75. ———. "Rethinking the Social Impacts of the Arts." International Journal of Cultural Policy 13.2 (2007): 135-51. Bilton, Chris, and Ruth Leary. "What Can Managers Do for Creativity? Brokering Creativity in the Creative Industries." International Journal of Cultural Policy 8.1 (2002): 49-64. Brkic, Aleksandar. "Teaching Arts Management: Where Did We Lose the Core Ideas?" Journal of Arts Management, Law and Society 38.4 (2009): 270-80. Czikszentmihalyi, Mihaly. "A Systems Perspective on Creativity." Creative Management. Ed. Jane Henry. Sage: London, 2001. 11-26. Australian Government. "National Cultural Policy Discussion Paper." Department of Prime Minster and Cabinet – Office for the Arts 2011. 1 Oct. 2011 ‹http://culture.arts.gov.au/discussion-paper›. Ebewo, Patrick, and Mzo Sirayi. "The Concept of Arts/Cultural Management: A Critical Reflection." Journal of Arts Management, Law and Society 38.4 (2009): 281-95. Effective Change and VicHealth. Creative Connections: Promoting Mental Health and Wellbeing through Community Arts Participation 2003. 1 Oct. 2011 ‹http://www.vichealth.vic.gov.au/en/Publications/Social-connection/Creative-Connections.aspx›. Effective Change. Evaluating Community Arts and Community Well Being 2003. 1 Oct. 2011 ‹http://www.arts.vic.gov.au/Research_and_Resources/Resources/Evaluating_Community_Arts_and_Wellbeing›. Falk, John H., and Lynn. D Dierking. "Re-Envisioning Success in the Cultural Sector." Cultural Trends 17.4 (2008): 233-46. Gattenhof, Sandra. "Sandra Gattenhof." QUT ePrints Article Repository. Queensland University of Technology, 2011. 1 Oct. 2011 ‹http://eprints.qut.edu.au/view/person/Gattenhof,_Sandra.html›. Geursen, Gus and Ruth Rentschler. "Unravelling Cultural Value." The Journal of Arts Management, Law and Society 33.3 (2003): 196-210. Hall, Irene and David Hall. Evaluation and Social Research: Introducing Small Scale Practice. London: Palgrave McMillan, 2004. Hadley, Bree. "Bree Hadley." QUT ePrints Article Repository. Queensland University of Technology, 2011. 1 Oct. 2011 ‹http://eprints.qut.edu.au/view/person/Hadley,_Bree.html›. ———. "Creating Successful Cultural Brokers: The Pros and Cons of a Community of Practice Approach in Arts Management Education." Asia Pacific Journal of Arts and Cultural Management 8.1 (2011): 645-59. Kwok, Joon. When Sparks Fly: Developing Formal Mentoring Programs for the Career Development of Young and Emerging Artists. Masters Thesis. Brisbane: Queensland University of Technology, 2010. Madden, Christopher. "Using 'Economic' Impact Studies in Arts and Cultural Advocacy: A Cautionary Note." Media International Australia, Incorporating Culture & Policy 98 (2001): 161-78. Matarasso, Francis. Use or Ornament? The Social Impact of Participation in the Arts. Bournes Greens, Stroud: Comedia, 1997. McCarthy, Kevin. F., Elizabeth H. Ondaatje, Laura Zakaras, and Arthur Brooks. Gifts of the Muse: Reframing the Debate about the Benefits of the Arts. Santa Monica: RAND Corporation, 2004. Merli, Paola. "Evaluating the Social Impact of Participation in Arts Activities." International Journal of Cultural Policy 8.1 (2002): 107-18. Muir, Jan. The Regional Impact of Cultural Programs: Some Case Study Findings. Communications Research Unit - DCITA, 2003. Ragsdale, Diana. "Keynote - Surviving the Culture Change." Australia Council Arts Marketing Summit. Australia Council for the Arts: 2008. Richards, Alison. "Evaluation Approaches." Creative Collaboration: Artists and Communities. Melbourne: Victorian College of the Arts, University of Melbourne, 2006. Sikes, Michael. "Higher Education Training in Arts Administration: A Millennial and Metaphoric Reappraisal. Journal of Arts Management, Law and Society 30.2 (2000): 91-101.White, Tabitha, and Anne-Marie Hede. "Using Narrative Inquiry to Explore the Impact of Art on Individuals." Journal of Arts Management, Law, and Society 38.1 (2008): 19-35.

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We need a clear, unified, and consistent voice to effect the complete dismantling, the abolition, of the mechanisms of animal exploitation.And that will only come from what we say and do, no matter who we are.— Gary L. Francione, animal rights theoristThe history of hashtags is relatively short but littered with the remnants of corporate hashtags which may have seemed a good idea at the time within the confines of the boardroom. It is difficult to understand the rationale behind the use of hashtags as an effective communications tactic in 2019 by corporations when a quick stroll through their recent past leaves behind the much-derided #qantasluxury (Glance), #McDstories (Hill), and #myNYPD (Tran).While hashtags have an obvious purpose in bringing together like-minded publics and facilitating conversation (Kwye et al. 1), they have also regularly been the subject of “hashtag takeovers” by activists and other interested parties, and even by trolls, as the Ecological Society of Australia found in 2015 when their seemingly innocuous #ESA15 hashtag was taken over with p*rnographic images (news.com.au). Hashtag takeovers have also been used as a dubious marketing tactic, where smaller and less well-known brands tag their products with trending hashtags such as #iphone in order to boost their audience (Social Garden). Hashtags are increasingly used as a way for activists or other interested parties to disrupt a message. It is, I argue, predictable that any hashtag related to an even slightly controversial topic will be subject to some form of activist hashtag takeover, with varying degrees of success.That veganism and the dairy industry should attract such conflict is unsurprising given that the two are natural enemies, with vegans in particular seeming to anticipate and actively engage in the battle for the opposing hashtag.Using a comparative analysis of the #Veganuary and #Februdairy hashtags and how they have been used by both pro-vegan and pro-dairy social media users, this article illustrates that the enthusiastic and well-meaning social media efforts of farmers and dairy supporters have so far been unable to counteract those of well-organised and equally passionate vegan activists. This analysis compares tweets in the first week of the respective campaigns, concluding that organisations, industries and their representatives should be extremely wary of engaging said activists who are not only highly-skilled but are also highly-motivated. Grassroots, ideology-driven activism is a formidable opponent in any public space, let alone when it takes place on the outspoken and unstructured landscape of social media which is sometimes described as the “wild West” (Fitch 5) where anything goes and authenticity and plain-speaking is key (Macnamara 12).I Say Hashtag, You Say Bashtag#Februdairy was launched in 2018 to promote the benefits of dairy. The idea was first mooted on Twitter in 2018 by academic Dr Jude Capper, a livestock sustainability consultant, who called for “28 days, 28 positive dairy posts” (@Bovidiva; Howell). It was a response to the popular Veganuary campaign which aimed to “inspire people to try vegan for January and throughout the rest of the year”, a campaign which had gained significant traction both online and in the traditional media since its inception in 2014 (Veganuary). Hopes were high: “#Februdairy will be one month of dairy people posting, liking and retweeting examples of what we do and why we do it” (Yates). However, the #Februdairy hashtag has been effectively disrupted and has now entered the realm of a bashtag, a hashtag appropriated by activists for their own purpose (Austin and Jin 341).The Dairy Industry (Look Out the Vegans Are Coming)It would appear that the dairy industry is experiencing difficulties in public perception. While milk consumption is declining, sales of plant-based milks are increasing (Kaiserman) and a growing body of health research has questioned whether dairy products and milk in particular do in fact “do a body good” (Saccaro; Harvard Milk Study). In the 2019 review of Canada’s food guide, its first revision since 2007, for instance, the focus is now on eating plant-based foods with dairy’s former place significantly downgraded. Dairy products no longer have their own distinct section and are instead placed alongside other proteins including lentils (Pippus).Nevertheless, the industry has persevered with its traditional marketing and public relations activities, choosing to largely avoid addressing animal welfare concerns brought to light by activists. They have instead focused their message towards countering concerns about the health benefits of milk. In the US, the Milk Processing Education Program’s long-running celebrity-driven Got Milk campaign has been updated with Milk Life, a health focused campaign, featuring images of children and young people living an active lifestyle and taking part in activities such as skateboarding, running, and playing basketball (Milk Life). Interestingly, and somewhat inexplicably, Milk Life’s home page features the prominent headline, “How Milk Can Bring You Closer to Your Loved Ones”.It is somewhat reflective of the current trend towards veganism that tennis aces Serena and Venus Williams, both former Got Milk ambassadors, are now proponents for the plant-based lifestyle, with Venus crediting her newly-adopted vegan diet as instrumental in her recovery from an auto-immune disease (Mango).The dairy industry’s health focus continues in Australia, as well as the use of the word love, with former AFL footballer Shane Crawford—the face of the 2017 campaign Milk Loves You Back, from Lion Dairy and Drinks—focusing on reminding Australians of the reputed nutritional benefits of milk (Dawson).Dairy Australia meanwhile launched their Legendairy campaign with a somewhat different focus, promoting and lauding Australia’s dairy families, and with a message that stated, in a nod to the current issues, that “Australia’s dairy farmers and farming communities are proud, resilient and innovative” (Dairy Australia). This campaign could be perceived as a morale-boosting exercise, featuring a nation-wide search to find Australia’s most legendairy farming community (Dairy Australia). That this was also an attempt to humanise the industry seems obvious, drawing on established goodwill felt towards farmers (University of Cambridge). Again, however, this strategy did not address activists’ messages of suffering animals, factory farms, and newborn calves being isolated from their grieving mothers, and it can be argued that consumers are being forced to make the choice between who (or what) they care about more: animals or the people making their livelihoods from them.Large-scale campaigns like Legendairy which use traditional channels are of course still vitally important in shaping public opinion, with statistics from 2016 showing 85.1% of Australians continue to watch free-to-air television (Roy Morgan, “1 in 7”). However, a focus and, arguably, an over-reliance on traditional platforms means vegans and animal activists are often unchallenged when spreading their message via social media. Indeed, when we consider the breakdown in age groups inherent in these statistics, with 18.8% of 14-24 year-olds not watching any commercial television at all, an increase from 7% in 2008 (Roy Morgan, “1 in 7”), it is a brave and arguably short-sighted organisation or industry that relies primarily on traditional channels to spread their message in 2019. That these large-scale campaigns do little to address the issues raised by vegans concerning animal welfare leaves these claims largely unanswered and momentum to grow.This growth in momentum is fuelled by activist groups such as the People for the Ethical Treatment of Animals (PETA) who are well-known in this space, with 5,494,545 Facebook followers, 1.06 million Twitter followers, 973,000 Instagram followers, and 453,729 You Tube subscribers (People for the Ethical Treatment of Animals). They are also active on Pinterest, a visual-based platform suited to the kinds of images and memes particularly detrimental to the dairy industry. Although widely derided, PETA’s reach is large. A graphic video posted to Facebook on February 13 2019 and showing a suffering cow, captioned “your cheese is not worth this” was shared 1,244 times, and had 4.6 million views in just over 24 hours (People for the Ethical Treatment of Animals). With 95% of 12-24 year olds in Australia now using social networking sites (Statista), it is little wonder veganism is rapidly growing within this demographic (Bradbury), with The Guardian labelling the rise of veganism unstoppable (Hancox).Activist organisations are joined by prominent and charismatic vegan activists such as James Aspey (182,000 Facebook followers) and Earthling Ed (205,000 Facebook followers) in distributing information and images that are influential and often highly graphic or disturbing. Meanwhile Instagram influencers and You Tube lifestyle vloggers such as Ellen Fisher and FreeLee share information promoting vegan food and the vegan lifestyle (with 650,320 and 785,903 subscribers respectively). YouTube video Dairy Is Scary has over 5 million views (Janus) and What the Health, a follow-up documentary to Cowspiracy: The Sustainability Secret, promoting veganism, is now available on Netflix, which itself has 9.8 million Australian subscribers (Roy Morgan, “Netflix”). BOSH’s plant-based vegan cookbook was the fastest selling cookbook of 2018 (Chiorando).Additionally, the considerable influence of celebrities such as Miley Cyrus, Beyonce, Alicia Silverstone, Zac Efron, and Jessica Chastain, to name just a few, speaking publicly about their vegan lifestyle, encourages veganism to become mainstream and increases its widespread acceptance.However not all the dairy industry’s ills can be blamed on vegans. Rising costs, cheap imports, and other pressures (Lockhart, Donaghy and Gow) have all placed pressure on the industry. Nonetheless, in the battle for hearts and minds on social media, the vegans are leading the way.Qualitative research interviewing new vegans found converting to veganism was relatively easy, yet some respondents reported having to consult multiple resources and required additional support and education on how to be vegan (McDonald 17).Enter VeganuaryUsing a month, week or day to promote an idea or campaign, is a common public relations and marketing strategy, particularly in health communications. Dry July and Ocsober both promote alcohol abstinence, Frocktober raises funds for ovarian cancer, and Movember is an annual campaign raising awareness and funds for men’s health (Parnell). Vegans Matthew Glover and Jane Land were discussing the success of Movember when they raised the idea of creating a vegan version. Their initiative, Veganuary, urging people to try vegan for the month of January, launched in 2014 and since then 500,000 people have taken the Veganuary pledge (Veganuary).The Veganuary website is the largest of its kind on the internet. With vegan recipes, expert advice and information, it provides all the answers to Why go vegan, but it is the support offered to answer How to go vegan that truly sets Veganuary apart. (Veganuary)That Veganuary participants would use social media to discuss and share their experiences was a foregone conclusion. Twitter, Facebook, and Instagram are all utilised by participants, with the official Veganuary pages currently followed/liked by 159,000 Instagram followers, receiving 242,038 Facebook likes, and 45,600 Twitter followers (Veganuary). Both the Twitter and Instagram sites make effective use of hashtags to spread their reach, not only using #Veganuary but also other relevant hashtags such as #TryVegan, #VeganRecipes, and the more common #Vegan, #Farm, and #SaveAnimals.Februdairy Follows Veganuary, But Only on the CalendarCalling on farmers and dairy producers to create counter content and their own hashtag may have seemed like an idea that would achieve an overall positive response.Agricultural news sites and bloggers spread the word and even the BBC reported on the industry’s “fight back” against Veganuary (BBC). However the hashtag was quickly overwhelmed with anti-dairy activists mobilising online. Vegans issued a call to arms across social media. The Vegans in Australia Facebook group featured a number of posts urging its 58,949 members to “thunderclap” the Februdairy hashtag while the Project Calf anti-dairy campaign declared that Februdairy offered an “easy” way to spread their information (Sandhu).Februdairy farmers and dairy supporters were encouraged to tell their stories, sharing positive photographs and videos, and they did. However this content was limited. In this tweet (fig. 1) the issue of a lack of diverse content was succinctly addressed by an anti-Februdairy activist.Fig. 1: Content challenges. (#Februdairy, 2 Feb. 2019)MethodUtilising Twitter’s advanced search capability, I was able to search for #Veganuary tweets from 1 to 7 January 2019 and #Februdairy tweets from 1 to 7 February 2019. I analysed the top tweets provided by Twitter in terms of content, assessed whether the tweet was pro or anti Veganuary and Februdairy, and also categorised its content in terms of subject matter.Tweets were analysed to assess whether they were on message and aligned with the values of their associated hashtag. Veganuary tweets were considered to be on message if they promoted veganism or possessed an anti-dairy, anti-meat, or pro-animal sentiment. Februdairy tweets were assessed as on message if they promoted the consumption of dairy products, expressed sympathy or empathy towards the dairy industry, or possessed an anti-vegan sentiment. Tweets were also evaluated according to their clarity, emotional impact and coherence. The overall effectiveness of the hashtag was then evaluated based on the above criteria as well as whether they had been hijacked.Results and FindingsOverwhelmingly, the 213 #Veganuary tweets were on message. That is they were pro-Veganuary, supportive of veganism, and positive. The topics were varied and included humorous memes, environmental facts, information about the health benefits of veganism, as well as a strong focus on animals. The number of non-graphic tweets (12) concerning animals was double that of tweets featuring graphic or shocking imagery (6). Predominantly the tweets were focused on food and the sharing of recipes, with 44% of all pro #Veganuary tweets featuring recipes or images of food. Interestingly, a number of well-known corporations tweeted to promote their vegan food products, including Tesco, Aldi, Iceland, and M&S. The diversity of veganism is reflected in the tweets. Organisations used the hashtag to promote their products, including beauty and shoe products, social media influencers promoted their vegan podcasts and blogs, and, interestingly, the Ethiopian Embassy of the United Kingdom tweeted their support.There were 23 (11%) anti-Veganuary tweets. Of these, one was from Dr. Jude Capper, the founder of Februdairy. The others expressed support for farming and farmers, and a number were photographs of meat products, including sausages and fry-ups. One Australian journalist tweeted in favour of meat, stating it was yummy murder. These tweets could be described as entertaining and may perhaps serve as a means of preaching to the converted, but their ability to influence and persuade is negligible.Twitter’s search tool provided access to 141 top #Februdairy tweets. Of these 82 (52%) were a hijack of the hashtag and overtly anti-Februdairy. Vegan activists used the #Februdairy hashtag to their advantage with most of their tweets (33%) featuring non-graphic images of animals. They also tweeted about other subject matters, including environmental concerns, vegan food and products, and health issues related to dairy consumption.As noted by the activists (see fig. 1 above), most of the pro-Februdairy tweets were images of milk or dairy products (41%). Images of farms and farmers were the next most used (26%), followed by images of cows (17%) (see fig. 2). Fig. 2: An activist makes their anti-Februdairy point with a clear, engaging image and effective use of hashtags. (#Februdairy, 6 Feb. 2019)The juxtaposition between many of the tweets was also often glaring, with one contrasting message following another (see fig. 3). Fig. 3: An example of contrasting #Februdairy tweets with an image used by the activists to good effect, making their point known. (#Februdairy, 2 Feb. 2019)Storytelling is a powerful tool in public relations and marketing efforts. Yet, to be effective, high-quality content is required. That many of the Februdairy proponents had limited social media training was evident; images were blurred, film quality was poor, or they failed to make their meaning clear (see fig. 4). Fig. 4: A blurred photograph, reflective of some of the low-quality content provided by Februdairy supporters. (#Februdairy, 3 Feb. 2019)This image was tweeted in support of Februdairy. However the image and phrasing could also be used to argue against Februdairy. We can surmise that the tweeter was suggesting the cow was well looked after and seemingly content, but overall the message is as unclear as the image.While some pro-Februdairy supporters recognised the need for relevant hashtags, often their images were of a low-quality and not particularly engaging, a requirement for social media success. This requirement seems to be better understood by anti-Februdairy activists who used high-quality images and memes to create interest and gain the audience’s attention (see figs. 5 and 6). Fig. 5: An uninspiring image used to promote Februdairy. (#Februdairy, 6 Feb. 2019) Fig. 6: Anti-Februdairy activists made good use of memes, recognising the need for diverse content. (#Februdairy, 3 Feb. 2019)DiscussionWhat the #Februdairy case makes clear, then, is that in continuing its focus on traditional media, the dairy industry has left the battle online to largely untrained, non-social media savvy supporters.From a purely public relations perspective, one of the first things we ask our students to do in issues and crisis communication is to assess the risk. “What can hurt your organisation?” we ask. “What potential issues are on the horizon and what can you do to prevent them?” This is PR101 and it is difficult to understand why environmental scanning and resulting action has not been on the radar of the dairy industry long before now. It seems they have not fully anticipated or have significantly underestimated the emerging issue that public perception, animal cruelty, health concerns, and, ultimately, veganism has had on their industry and this is to their detriment. In Australia in 2015–16 the dairy industry was responsible for 8 per cent (A$4.3 billion) of the gross value of agricultural production and 7 per cent (A$3 billion) of agricultural export income (Department of Agriculture and Water Resources). When such large figures are involved and with so much at stake, it is hard to rationalise the decision not to engage in a more proactive online strategy, seeking to engage their publics, including, whether they like it or not, activists.Instead there are current attempts to address these issues with a legislative approach, lobbying for the introduction of ag-gag laws (Potter), and the limitation of terms such as milk and cheese (Worthington). However, these measures are undertaken while there is little attempt to engage with activists or to effectively counter their claims with a widespread authentic public relations campaign, and reflects a failure to understand the nature of the current online environment, momentum, and mood.That is not to say that the dairy industry is not operating in the online environment, but it does not appear to be a priority, and this is reflected in their low engagement and numbers of followers. For instance, Dairy Australia, the industry’s national service body, has a following of only 8,281 on Facebook, 6,981 on Twitter, and, crucially, they are not on Instagram. Their Twitter posts do not include hashtags and unsurprisingly they have little engagement on this platform with most tweets attracting no more than two likes. Surprisingly they have 21,013 subscribers on YouTube which featured professional and well-presented videos. This demonstrates some understanding of the importance of effective storytelling but not, as yet, trans-media storytelling.ConclusionSocial media activism is becoming more important and recognised as a legitimate voice in the public sphere. Many organisations, perhaps in recognition of this as well as a growing focus on responsible corporate behaviour, particularly in the treatment of animals, have adjusted their behaviour. From Unilever abandoning animal testing practices to ensure Dove products are certified cruelty free (Nussbaum), to Domino’s introducing vegan options, companies who are aware of emerging trends and values are changing the way they do business and are reaping the benefits of engaging with, and catering to, vegans. Domino’s sold out of vegan cheese within the first week and vegans were asked to phone ahead to their local store, so great was the demand. From their website:We knew the response was going to be big after the demand we saw for the product on social media but we had no idea it was going to be this big. (Domino’s Newsroom)As a public relations professional, I am baffled by the dairy industry’s failure to adopt a crisis-based strategy rather than largely rely on the traditional one-way communication that has served them well in the previous (golden?) pre-social media age. However, as a vegan, persuaded by the unravelling of the happy cow argument, I cannot help but hope this realisation continues to elude them.References@bovidiva. “Let’s Make #Februdairy Happen This Year. 28 Days, 28 Positive #dairy Posts. From Cute Calves and #cheese on Crumpets, to Belligerent Bulls and Juicy #beef #burgers – Who’s In?” Twitter post. 15 Jan. 2018. 1 Feb. 2019 <https://twitter.com/bovidiva/status/952910641840447488?lang=en>.Austin, Lucinda L., and Yan Jin. Social Media and Crisis Communication. 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Abstract:

From elephants to ABBA fans, silicon to hormone, the following discussion uses a new research method to look at printed text, motion pictures and a teenage rebel icon. If by ‘print’ we mean a mechanically reproduced impression of a cultural symbol in a medium, then printing has been with us since before microdot security prints were painted onto cars, before voice prints, laser prints, network servers, record pressings, motion picture prints, photo prints, colour woodblock prints, before books, textile prints, and footprints. If we accept that higher mammals such as elephants have a learnt culture, then it is possible to extend a definition of printing beyond hom*o sapiens. Poole reports that elephants mechanically trumpet reproductions of human car horns into the air surrounding their society. If nothing else, this cross-species, cross-cultural reproduction, this ‘ability to mimic’ is ‘another sign of their intelligence’. Observation of child development suggests that the first significant meaningful ‘impression’ made on the human mind is that of the face of the child’s nurturer – usually its mother. The baby’s mind forms an ‘impression’, a mental print, a reproducible memory data set, of the nurturer’s face, voice, smell, touch, etc. That face is itself a cultural construct: hair style, makeup, piercings, tattoos, ornaments, nutrition-influenced skin and smell, perfume, temperature and voice. A mentally reproducible pattern of a unique face is formed in the mind, and we use that pattern to distinguish ‘familiar and strange’ in our expanding social orbit. The social relations of patterned memory – of imprinting – determine the extent to which we explore our world (armed with research aids such as text print) or whether we turn to violence or self-harm (Bretherton). While our cultural artifacts (such as vellum maps or networked voice message servers) bravely extend our significant patterns into the social world and the traversed environment, it is useful to remember that such artifacts, including print, are themselves understood by our original pattern-reproduction and impression system – the human mind, developed in childhood. The ‘print’ is brought to mind differently in different discourses. For a reader, a ‘print’ is a book, a memo or a broadsheet, whether it is the Indian Buddhist Sanskrit texts ordered to be printed in 593 AD by the Chinese emperor Sui Wen-ti (Silk Road) or the US Defense Department memo authorizing lower ranks to torture the prisoners taken by the Bush administration (Sanchez, cited in ABC). Other fields see prints differently. For a musician, a ‘print’ may be the sheet music which spread classical and popular music around the world; it may be a ‘record’ (as in a ‘recording’ session), where sound is impressed to wax, vinyl, charged silicon particles, or the alloys (Smith, “Elpida”) of an mp3 file. For the fine artist, a ‘print’ may be any mechanically reproduced two-dimensional (or embossed) impression of a significant image in media from paper to metal, textile to ceramics. ‘Print’ embraces the Japanese Ukiyo-e colour prints of Utamaro, the company logos that wink from credit card holographs, the early photographs of Talbot, and the textured patterns printed into neolithic ceramics. Computer hardware engineers print computational circuits. Homicide detectives investigate both sweaty finger prints and the repeated, mechanical gaits of suspects, which are imprinted into the earthy medium of a crime scene. For film makers, the ‘print’ may refer to a photochemical polyester reproduction of a motion picture artifact (the reel of ‘celluloid’), or a DVD laser disc impression of the same film. Textualist discourse has borrowed the word ‘print’ to mean ‘text’, so ‘print’ may also refer to the text elements within the vision track of a motion picture: the film’s opening titles, or texts photographed inside the motion picture story such as the sword-cut ‘Z’ in Zorro (Niblo). Before the invention of writing, the main mechanically reproduced impression of a cultural symbol in a medium was the humble footprint in the sand. The footprints of tribes – and neighbouring animals – cut tracks in the vegetation and the soil. Printed tracks led towards food, water, shelter, enemies and friends. Having learnt to pattern certain faces into their mental world, children grew older and were educated in the footprints of family and clan, enemies and food. The continuous impression of significant foot traffic in the medium of the earth produced the lines between significant nodes of prewriting and pre-wheeled cultures. These tracks were married to audio tracks, such as the song lines of the Australian Aborigines, or the ballads of tramping culture everywhere. A typical tramping song has the line, ‘There’s a track winding back to an old-fashion shack along the road to Gundagai,’ (O’Hagan), although this colonial-style song was actually written for radio and became an international hit on the airwaves, rather than the tramping trails. The printed tracks impressed by these cultural flows are highly contested and diverse, and their foot prints are woven into our very language. The names for printed tracks have entered our shared memory from the intersection of many cultures: ‘Track’ is a Germanic word entering English usage comparatively late (1470) and now used mainly in audio visual cultural reproduction, as in ‘soundtrack’. ‘Trek’ is a Dutch word for ‘track’ now used mainly by ecotourists and science fiction fans. ‘Learn’ is a Proto-Indo-European word: the verb ‘learn’ originally meant ‘to find a track’ back in the days when ‘learn’ had a noun form which meant ‘the sole of the foot’. ‘Tract’ and ‘trace’ are Latin words entering English print usage before 1374 and now used mainly in religious, and electronic surveillance, cultural reproduction. ‘Trench’ in 1386 was a French path cut through a forest. ‘Sagacity’ in English print in 1548 was originally the ability to track or hunt, in Proto-Indo-European cultures. ‘Career’ (in English before 1534) was the print made by chariots in ancient Rome. ‘Sleuth’ (1200) was a Norse noun for a track. ‘Investigation’ (1436) was Latin for studying a footprint (Harper). The arrival of symbolic writing scratched on caves, hearth stones, and trees (the original meaning of ‘book’ is tree), brought extremely limited text education close to home. Then, with baked clay tablets, incised boards, slate, bamboo, tortoise shell, cast metal, bark cloth, textiles, vellum, and – later – paper, a portability came to text that allowed any culture to venture away from known ‘foot’ paths with a reduction in the risk of becoming lost and perishing. So began the world of maps, memos, bills of sale, philosophic treatises and epic mythologies. Some of this was printed, such as the mechanical reproduction of coins, but the fine handwriting required of long, extended, portable texts could not be printed until the invention of paper in China about 2000 years ago. Compared to lithic architecture and genes, portable text is a fragile medium, and little survives from the millennia of its innovators. The printing of large non-text designs onto bark-paper and textiles began in neolithic times, but Sui Wen-ti’s imperial memo of 593 AD gives us the earliest written date for printed books, although we can assume they had been published for many years previously. The printed book was a combination of Indian philosophic thought, wood carving, ink chemistry and Chinese paper. The earliest surviving fragment of paper-print technology is ‘Mantras of the Dharani Sutra’, a Buddhist scripture written in the Sanskrit language of the Indian subcontinent, unearthed at an early Tang Dynasty site in Xian, China – making the fragment a veteran piece of printing, in the sense that Sanskrit books had been in print for at least a century by the early Tang Dynasty (Chinese Graphic Arts Net). At first, paper books were printed with page-size carved wooden boards. Five hundred years later, Pi Sheng (c.1041) baked individual reusable ceramic characters in a fire and invented the durable moveable type of modern printing (Silk Road 2000). Abandoning carved wooden tablets, the ‘digitizing’ of Chinese moveable type sped up the production of printed texts. In turn, Pi Sheng’s flexible, rapid, sustainable printing process expanded the political-cultural impact of the literati in Asian society. Digitized block text on paper produced a bureaucratic, literate elite so powerful in Asia that Louis XVI of France copied China’s print-based Confucian system of political authority for his own empire, and so began the rise of the examined public university systems, and the civil service systems, of most European states (Watson, Visions). By reason of its durability, its rapid mechanical reproduction, its culturally agreed signs, literate readership, revered authorship, shared ideology, and distributed portability, a ‘print’ can be a powerful cultural network which builds and expands empires. But print also attacks and destroys empires. A case in point is the Spanish conquest of Aztec America: The Aztecs had immense libraries of American literature on bark-cloth scrolls, a technology which predated paper. These libraries were wiped out by the invading Spanish, who carried a different book before them (Ewins). In the industrial age, the printing press and the gun were seen as the weapons of rebellions everywhere. In 1776, American rebels staffed their ‘Homeland Security’ units with paper makers, knowing that defeating the English would be based on printed and written documents (Hahn). Mao Zedong was a book librarian; Mao said political power came out of the barrel of a gun, but Mao himself came out of a library. With the spread of wireless networked servers, political ferment comes out of the barrel of the cell phone and the internet chat room these days. Witness the cell phone displays of a plane hitting a tower that appear immediately after 9/11 in the Middle East, or witness the show trials of a few US and UK lower ranks who published prints of their torturing activities onto the internet: only lower ranks who published prints were arrested or tried. The control of secure servers and satellites is the new press. These days, we live in a global library of burning books – ‘burning’ in the sense that ‘print’ is now a charged silicon medium (Smith, “Intel”) which is usually made readable by connecting the chip to nuclear reactors and petrochemically-fired power stations. World resources burn as we read our screens. Men, women, children burn too, as we watch our infotainment news in comfort while ‘their’ flickering dead faces are printed in our broadcast hearths. The print we watch is not the living; it is the voodoo of the living in the blackout behind the camera, engaging the blood sacrifice of the tormented and the unfortunate. Internet texts are also ‘on fire’ in the third sense of their fragility and instability as a medium: data bases regularly ‘print’ fail-safe copies in an attempt to postpone the inevitable mechanical, chemical and electrical failure that awaits all electronic media in time. Print defines a moral position for everyone. In reporting conflict, in deciding to go to press or censor, any ‘print’ cannot avoid an ethical context, starting with the fact that there is a difference in power between print maker, armed perpetrators, the weak, the peaceful, the publisher, and the viewer. So many human factors attend a text, video or voice ‘print’: its very existence as an aesthetic object, even before publication and reception, speaks of unbalanced, and therefore dynamic, power relationships. For example, Graham Greene departed unscathed from all the highly dangerous battlefields he entered as a novelist: Riot-torn Germany, London Blitz, Belgian Congo, Voodoo Haiti, Vietnam, Panama, Reagan’s Washington, and mafia Europe. His texts are peopled with the injustices of the less fortunate of the twentieth century, while he himself was a member of the fortunate (if not happy) elite, as is anyone today who has the luxury of time to read Greene’s works for pleasure. Ethically a member of London and Paris’ colonizers, Greene’s best writing still electrifies, perhaps partly because he was in the same line of fire as the victims he shared bread with. In fact, Greene hoped daily that he would escape from the dreadful conflicts he fictionalized via a body bag or an urn of ashes (see Sherry). In reading an author’s biography we have one window on the ethical dimensions of authority and print. If a print’s aesthetics are sometimes enduring, its ethical relationships are always mutable. Take the stylized logo of a running athlete: four limbs bent in a rotation of action. This dynamic icon has symbolized ‘good health’ in Hindu and Buddhist culture, from Madras to Tokyo, for thousands of years. The cross of bent limbs was borrowed for the militarized health programs of 1930s Germany, and, because of what was only a brief, recent, isolated yet monstrously horrific segment of its history in print, the bent-limbed swastika is now a vilified symbol in the West. The sign remains ‘impressed’ differently on traditional Eastern culture, and without the taint of Nazism. Dramatic prints are emotionally charged because, in depicting hom*o sapiens in danger, or passionately in love, they elicit a hormonal reaction from the reader, the viewer, or the audience. The type of emotions triggered by a print vary across the whole gamut of human chemistry. A recent study of three genres of motion picture prints shows a marked differences in the hormonal responses of men compared to women when viewing a romance, an actioner, and a documentary (see Schultheiss, Wirth, and Stanton). Society is biochemically diverse in its engagement with printed culture, which raises questions about equality in the arts. Motion picture prints probably comprise around one third of internet traffic, in the form of stolen digitized movie files pirated across the globe via peer-to-peer file transfer networks (p2p), and burnt as DVD laser prints (BBC). There is also a US 40 billion dollar per annum legitimate commerce in DVD laser pressings (Grassl), which would suggest an US 80 billion per annum world total in legitimate laser disc print culture. The actively screen literate, or the ‘sliterati’ as I prefer to call them, research this world of motion picture prints via their peers, their internet information channels, their television programming, and their web forums. Most of this activity occurs outside the ambit of universities and schools. One large site of sliterate (screen literate) practice outside most schooling and official research is the net of online forums at imdb.com (International Movie Data Base). Imdb.com ‘prints’ about 25,000,000 top pages per month to client browsers. Hundreds of sliterati forums are located at imdb, including a forum for the Australian movie, Muriel’s Wedding (Hogan). Ten years after the release of Muriel’s Wedding, young people who are concerned with victimization and bullying still log on to http://us.imdb.com/title/tt0110598/board/> and put their thoughts into print: I still feel so bad for Muriel in the beginning of the movie, when the girls ‘dump’ her, and how much the poor girl cried and cried! Those girls were such biartches…I love how they got their comeuppance! bunniesormaybemidgets’s comment is typical of the current discussion. Muriel’s Wedding was a very popular film in its first cinema edition in Australia and elsewhere. About 30% of the entire over-14 Australian population went to see this photochemical polyester print in the cinemas on its first release. A decade on, the distributors printed a DVD laser disc edition. The story concerns Muriel (played by Toni Collette), the unemployed daughter of a corrupt, ‘police state’ politician. Muriel is bullied by her peers and she withdraws into a fantasy world, deluding herself that a white wedding will rescue her from the torments of her blighted life. Through theft and deceit (the modus operandi of her father) Muriel escapes to the entertainment industry and finds a ‘wicked’ girlfriend mentor. From a rebellious position of stubborn independence, Muriel plays out her fantasy. She gets her white wedding, before seeing both her father and her new married life as hollow shams which have goaded her abandoned mother to suicide. Redefining her life as a ‘game’ and assuming responsibility for her independence, Muriel turns her back on the mainstream, image-conscious, female gang of her oppressed youth. Muriel leaves the story, having rekindled her friendship with her rebel mentor. My methodological approach to viewing the laser disc print was to first make a more accessible, coded record of the entire movie. I was able to code and record the print in real time, using a new metalanguage (Watson, “Eyes”). The advantage of Coding is that ‘thinks’ the same way as film making, it does not sidetrack the analyst into prose. The Code splits the movie print into Vision Action [vision graphic elements, including text] (sound) The Coding splits the vision track into normal action and graphic elements, such as text, so this Coding is an ideal method for extracting all the text elements of a film in real time. After playing the film once, I had four and a half tightly packed pages of the coded story, including all its text elements in square brackets. Being a unique, indexed hard copy, the Coded copy allowed me immediate access to any point of the Muriel’s Wedding saga without having to search the DVD laser print. How are ‘print’ elements used in Muriel’s Wedding? Firstly, a rose-coloured monoprint of Muriel Heslop’s smiling face stares enigmatically from the plastic surface of the DVD picture disc. The print is a still photo captured from her smile as she walked down the aisle of her white wedding. In this print, Toni Collette is the Mona Lisa of Australian culture, except that fans of Muriel’s Wedding know the meaning of that smile is a magical combination of the actor’s art: the smile is both the flush of dreams come true and the frightening self deception that will kill her mother. Inserting and playing the disc, the text-dominant menu appears, and the film commences with the text-dominant opening titles. Text and titles confer a legitimacy on a work, whether it is a trade mark of the laser print owners, or the household names of stars. Text titles confer status relationships on both the presenters of the cultural artifact and the viewer who has entered into a legal license agreement with the owners of the movie. A title makes us comfortable, because the mind always seeks to name the unfamiliar, and a set of text titles does that job for us so that we can navigate the ‘tracks’ and settle into our engagement with the unfamiliar. The apparent ‘truth’ and ‘stability’ of printed text calms our fears and beguiles our uncertainties. Muriel attends the white wedding of a school bully bride, wearing a leopard print dress she has stolen. Muriel’s spotted wild animal print contrasts with the pure white handmade dress of the bride. In Muriel’s leopard textile print, we have the wild, rebellious, impoverished, inappropriate intrusion into the social ritual and fantasy of her high-status tormentor. An off-duty store detective recognizes the printed dress and calls the police. The police are themselves distinguished by their blue-and-white checked prints and other mechanically reproduced impressions of cultural symbols: in steel, brass, embroidery, leather and plastics. Muriel is driven in the police car past the stenciled town sign (‘Welcome To Porpoise Spit’ heads a paragraph of small print). She is delivered to her father, a politician who presides over the policing of his town. In a state where the judiciary, police and executive are hijacked by the same tyrant, Muriel’s father, Bill, pays off the police constables with a carton of legal drugs (beer) and Muriel must face her father’s wrath, which he proceeds to transfer to his detested wife. Like his daughter, the father also wears a spotted brown print costume, but his is a batik print from neighbouring Indonesia (incidentally, in a nation that takes the political status of its batik prints very seriously). Bill demands that Muriel find the receipt for the leopard print dress she claims she has purchased. The legitimate ownership of the object is enmeshed with a printed receipt, the printed evidence of trade. The law (and the paramilitary power behind the law) are legitimized, or contested, by the presence or absence of printed text. Muriel hides in her bedroom, surround by poster prints of the pop group ABBA. Torn-out prints of other people’s weddings adorn her mirror. Her face is embossed with the clown-like primary colours of the marionette as she lifts a bouquet to her chin and stares into the real time ‘print’ of her mirror image. Bill takes the opportunity of a business meeting with Japanese investors to feed his entire family at ‘Charlie Chan’’s restaurant. Muriel’s middle sister sloppily wears her father’s state election tee shirt, printed with the text: ‘Vote 1, Bill Heslop. You can’t stop progress.’ The text sets up two ironic gags that are paid off on the dialogue track: “He lost,’ we are told. ‘Progress’ turns out to be funding the concreting of a beach. Bill berates his daughter Muriel: she has no chance of becoming a printer’s apprentice and she has failed a typing course. Her dysfunction in printed text has been covered up by Bill: he has bribed the typing teacher to issue a printed diploma to his daughter. In the gambling saloon of the club, under the arrays of mechanically repeated cultural symbols lit above the poker machines (‘A’ for ace, ‘Q’ for queen, etc.), Bill’s secret girlfriend Diedre risks giving Muriel a cosmetics job. Another text icon in lights announces the surf nightclub ‘Breakers’. Tania, the newly married queen bitch who has made Muriel’s teenage years a living hell, breaks up with her husband, deciding to cash in his negotiable text documents – his Bali honeymoon tickets – and go on an island holiday with her girlfriends instead. Text documents are the enduring site of agreements between people and also the site of mutations to those agreements. Tania dumps Muriel, who sobs and sobs. Sobs are a mechanical, percussive reproduction impressed on the sound track. Returning home, we discover that Muriel’s older brother has failed a printed test and been rejected for police recruitment. There is a high incidence of print illiteracy in the Heslop family. Mrs Heslop (Jeannie Drynan), for instance, regularly has trouble at the post office. Muriel sees a chance to escape the oppression of her family by tricking her mother into giving her a blank cheque. Here is the confluence of the legitimacy of a bank’s printed negotiable document with the risk and freedom of a blank space for rebel Muriel’s handwriting. Unable to type, her handwriting has the power to steal every cent of her father’s savings. She leaves home and spends the family’s savings at an island resort. On the island, the text print-challenged Muriel dances to a recording (sound print) of ABBA, her hand gestures emphasizing her bewigged face, which is made up in an impression of her pop idol. Her imitation of her goddesses – the ABBA women, her only hope in a real world of people who hate or avoid her – is accompanied by her goddesses’ voices singing: ‘the mystery book on the shelf is always repeating itself.’ Before jpeg and gif image downloads, we had postcard prints and snail mail. Muriel sends a postcard to her family, lying about her ‘success’ in the cosmetics business. The printed missal is clutched by her father Bill (Bill Hunter), who proclaims about his daughter, ‘you can’t type but you really impress me’. Meanwhile, on Hibiscus Island, Muriel lies under a moonlit palm tree with her newly found mentor, ‘bad girl’ Ronda (Rachel Griffiths). In this critical scene, where foolish Muriel opens her heart’s yearnings to a confidante she can finally trust, the director and DP have chosen to shoot a flat, high contrast blue filtered image. The visual result is very much like the semiabstract Japanese Ukiyo-e woodblock prints by Utamaro. This Japanese printing style informed the rise of European modern painting (Monet, Van Gogh, Picasso, etc., were all important collectors and students of Ukiyo-e prints). The above print and text elements in Muriel’s Wedding take us 27 minutes into her story, as recorded on a single page of real-time handwritten Coding. Although not discussed here, the Coding recorded the complete film – a total of 106 minutes of text elements and main graphic elements – as four pages of Code. Referring to this Coding some weeks after it was made, I looked up the final code on page four: taxi [food of the sea] bq. Translation: a shop sign whizzes past in the film’s background, as Muriel and Ronda leave Porpoise Spit in a taxi. Over their heads the text ‘Food Of The Sea’ flashes. We are reminded that Muriel and Ronda are mermaids, fantastic creatures sprung from the brow of author PJ Hogan, and illuminated even today in the pantheon of women’s coming-of-age art works. That the movie is relevant ten years on is evidenced by the current usage of the Muriel’s Wedding online forum, an intersection of wider discussions by sliterate women on imdb.com who, like Muriel, are observers (and in some cases victims) of horrific pressure from ambitious female gangs and bullies. Text is always a minor element in a motion picture (unless it is a subtitled foreign film) and text usually whizzes by subliminally while viewing a film. By Coding the work for [text], all the text nuances made by the film makers come to light. While I have viewed Muriel’s Wedding on many occasions, it has only been in Coding it specifically for text that I have noticed that Muriel is a representative of that vast class of talented youth who are discriminated against by print (as in text) educators who cannot offer her a life-affirming identity in the English classroom. Severely depressed at school, and failing to type or get a printer’s apprenticeship, Muriel finds paid work (and hence, freedom, life, identity, independence) working in her audio visual printed medium of choice: a video store in a new city. Muriel found a sliterate admirer at the video store but she later dumped him for her fantasy man, before leaving him too. One of the points of conjecture on the imdb Muriel’s Wedding site is, did Muriel (in the unwritten future) get back together with admirer Brice Nobes? That we will never know. While a print forms a track that tells us where culture has been, a print cannot be the future, a print is never animate reality. At the end of any trail of prints, one must lift one’s head from the last impression, and negotiate satisfaction in the happening world. References Australian Broadcasting Corporation. “Memo Shows US General Approved Interrogations.” 30 Mar. 2005 http://www.abc.net.au>. British Broadcasting Commission. “Films ‘Fuel Online File-Sharing’.’’ 22 Feb. 2005 http://news.bbc.co.uk/1/hi/technology/3890527.stm>. Bretherton, I. “The Origins of Attachment Theory: John Bowlby and Mary Ainsworth.” 1994. 23 Jan. 2005 http://www.psy.med.br/livros/autores/bowlby/bowlby.pdf>. Bunniesormaybemidgets. Chat Room Comment. “What Did Those Girls Do to Rhonda?” 28 Mar. 2005 http://us.imdb.com/title/tt0110598/board/>. Chinese Graphic Arts Net. Mantras of the Dharani Sutra. 20 Feb. 2005 http://www.cgan.com/english/english/cpg/engcp10.htm>. Ewins, R. Barkcloth and the Origins of Paper. 1991. 20 Feb. 2005 http://www.justpacific.com/pacific/papers/barkcloth~paper.html>. Grassl K.R. The DVD Statistical Report. 14 Mar. 2005 http://www.corbell.com>. Hahn, C. M. The Topic Is Paper. 20 Feb. 2005 http://www.nystamp.org/Topic_is_paper.html>. Harper, D. Online Etymology Dictionary. 14 Mar. 2005 http://www.etymonline.com/>. Mask of Zorro, The. Screenplay by J McCulley. UA, 1920. Muriel’s Wedding. Dir. PJ Hogan. Perf. Toni Collette, Rachel Griffiths, Bill Hunter, and Jeannie Drynan. Village Roadshow, 1994. O’Hagan, Jack. On The Road to Gundagai. 1922. 2 Apr. 2005 http://ingeb.org/songs/roadtogu.html>. Poole, J.H., P.L. Tyack, A.S. Stoeger-Horwath, and S. Watwood. “Animal Behaviour: Elephants Are Capable of Vocal Learning.” Nature 24 Mar. 2005. Sanchez, R. “Interrogation and Counter-Resistance Policy.” 14 Sept. 2003. 30 Mar. 2005 http://www.abc.net.au>. Schultheiss, O.C., M.M. Wirth, and S.J. Stanton. “Effects of Affiliation and Power Motivation Arousal on Salivary Progesterone and Testosterone.” Hormones and Behavior 46 (2005). Sherry, N. The Life of Graham Greene. 3 vols. London: Jonathan Cape 2004, 1994, 1989. Silk Road. Printing. 2000. 20 Feb. 2005 http://www.silk-road.com/artl/printing.shtml>. Smith, T. “Elpida Licenses ‘DVD on a Chip’ Memory Tech.” The Register 20 Feb. 2005 http://www.theregister.co.uk/2005/02>. —. “Intel Boffins Build First Continuous Beam Silicon Laser.” The Register 20 Feb. 2005 http://www.theregister.co.uk/2005/02>. Watson, R. S. “Eyes And Ears: Dramatic Memory Slicing and Salable Media Content.” Innovation and Speculation, ed. Brad Haseman. Brisbane: QUT. [in press] Watson, R. S. Visions. Melbourne: Curriculum Corporation, 1994. Citation reference for this article MLA Style Watson, Robert. "E-Press and Oppress: Audio Visual Print Drama, Identity, Text and Motion Picture Rebellion." M/C Journal 8.2 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0506/08-watson.php>. APA Style Watson, R. (Jun. 2005) "E-Press and Oppress: Audio Visual Print Drama, Identity, Text and Motion Picture Rebellion," M/C Journal, 8(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0506/08-watson.php>.

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Abstract:

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

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Along with all the other baggage the British brought with them to Port Jackson in 1788 were laws of ownership that were totally foreign to the original inhabitants. The particular law I'll consider here is that of copyright. The result of a few hundred years of evolution, moulded by the common law and acts of Parliament, copyright protects the intellectual property of writers and artists (Saunders). It has three requirements: originality, material form and identifiable author. However, superimposed on the creative practices of the original inhabitants of Australia, copyright has proved a dismal failure. Its inability to continue its evolution means that it does not serve Indigenous Australians, whose creative practices do not fit neatly within its confines. The notions of 'rights' or 'ownership' inherent in current copyright law do not reflect, and are therefore unable to protect, Indigenous intellectual property. The limits of protection are summed up by Janke et al: '[c]ommercial interests are protected … rather than interests pertaining to cultural integrity … [r]ights are valid for a limited period … whereas under Indigenous laws, they exist in perpetuity. Individual notions of ownership are recognised, rather than the Indigenous concept of communal ownership' (Janke 1997). Practical effects of these limitations are the loss of copyright of stories written down or electronically recorded by outsiders, and the absence of special consideration for, or protection of, secret or sacred material (Janke 1997). Mansell notes that Aboriginal intellectual property rights are poorly protected by current laws be they copyright, patent, plant breeders, design laws or trademarks where 'the creative customs and practices of Aborigines' are different to those of whites, who 'emphasise the individual and provide the mechanisms for the commercialisation of an individual's activity. The traditional base of Aboriginal art forms was not created with this in mind' (Mansell 196). Indigenous cultures have their own systems for the protection of intellectual property which are predicated not on the protection of commercial advantage but on the meaning and cultural integrity of the work of art (Janke 1996 15; 1998a 4). Some of these so-called works of art are, in fact, 'law bearers'; these 'Indigenous traditional cultural productions are … legal titles to clan land' (Morris 6). Ignoring this meaning of cultural productions is a little like your bank manager framing your mortgage document or rental agreement for its aesthetic qualities, and evicting you from your house. While copyright law does acknowledge legally-defined entities like corporations or government departments as copyright holders, it is too limited in its definitions to recognise the complex familial relationships and reciprocal responsibilities of Aboriginal society. Under Indigenous laws 'individuals are differentiated in their awareness of elements of the local culture and in the way they make use of those elements depending on such things as their sex, their moiety or skin group, and their initiatory status' (Johnson 10). Given the complex nature of Indigenous attitudes to rights in and ownership of intellectual property, those concerned with questions of fairness in the administration of copyright law must take a new perspective. While copyright law appears, in the main, to have been unable to deal with a system of law which pre-dates it by thousands of years, there have recently been some tentative steps towards a recognition of Indigenous concerns. Golvan, acknowledging that much work needs to be done 'to ensure that the legal system is meaningful to Aboriginal people', sees some aspects of the judgement in the Carpets Case1 which 'show a strong determination to seek to unite Western copyright principles with the need to deal with issues of indigenous cultural harm' (Golvan 10). And, in Foster v Mountford 1976 (discussed below), Justice Muirhead noted that 'revelation of the secrets [contained in the offending book] … may undermine the social and religious stability of [the] hard-pressed community' (quoted in McDonald 24). These examples show some willingness on the part of the courts to take into account matters which fall outside of common law. While there has as yet been very little litigation regarding copyright ownership of written works, there is no reason to assume that this situation will continue. The first case of infringement of Aboriginal copyright to surface in the media occurred in 1966, when David Malangi's painting 'The Hunter' was adapted without permission as part of the design for the new one-dollar note (Johnson 13). Ten years later, the Pitjantjatjara Council was involved in litigation with Dr Mountford, 'an anthropologist who had been given information by the Pitjantjatjara people … in 1940 … about tribal sites and objects, communal legends, secrets, paintings, engravings, drawings and totemic geography' (McDonald 23). Interestingly, this particular case relied not on copyright law but on a breach of confidence as 'the material … was not protected by copyright, being material in which copyright either did not subsist, or in which copyright had expired' (23). This is a good example of the lack of protection afforded by copyright law to intellectual property of religious and spiritual significance.2 At first glance, the implications of the 1992 Mabo land rights case for publishing in Australia today might seem remote. However, some of the implications of this historic case hold the potential for a new approach to intellectual property rights which may actually serve the interests of Indigenous artists and writers. The importance to intellectual property rights of the Mabo decision lies in the fact that 'the Court held that … local law remains in place except to the extent that it may be in conflict with British law, and until it is over-ruled by the colonisers' 3 (McDonald 26). This meant that not only the myth of terra nullius was repudiated, but with it any notion that Australia was 'either a wild and lawless place or a legal blank slate. Indigenous customary law … was thereby given both recognition and validity' (26). Gray goes further than this, and states in relation to native title and Aboriginal art: 'the two in fact are quite inseparable if not exactly the same' (Gray 12). This statement strongly emphasises Morris' concerns expressed above, regarding the diminution of authority of 'cultural productions' when they are perceived as merely artistic objects. Pearson, in discussing Mabo, talks of native title as the 'recognition space' 4 between common law and Aboriginal law (Pearson 154). He points out that Aboriginal law exists, is practised is in fact a 'social reality', and adds that 'it is fictitious to assume that Aboriginal law is extinguished where the common law is unable to recognise that law' 5 (155). Recently the Australian Society of Authors (Heiss) prepared two discussion papers and a checklist for non-Indigenous writers who want to write about Indigenous culture. One of the papers, 'Australian Copyright vs Indigenous Intellectual and Cultural Property Rights', reiterates the point that the Copyright Act 1968 'as it stands is unsuited to protecting Indigenous culture'. It briefly discusses the desirability of the sharing of copyright between the Indigenous storyteller or informant and their non-Indigenous collaborator an issue I will examine in greater depth in my thesis on cross-cultural editing. A problematic practice, shared copyright deals with 'ownership' in a way that satisfies white or western conceptions but may compromise the Indigenous sense of (Indigenous) communal title to the work. The importance of effective copyright law for Indigenous Australians goes beyond the earning of royalties or the commercial 'ownership' of creative work: it refers to the protection of their cultural heritage (Heiss). One solution suggested by Janke is an amendment to 'the Copyright Act to provide moral rights (rights of attribution, no false attribution and cultural integrity)' (in Heiss). Another possible, though longer term solution, may lie in the way common law itself develops. It has evolved over time, albeit slowly, to suit the needs of the particular environment economic, technological, cultural or other in which it has to operate. As Ginsberg remarks in the context of the introduction of moral rights law to two common law countries, the US and Australia, regarding the gradual adoption of moral rights: 'a Common Law approach to moral rights … slowly builds up to the general principle from gritty examples worked out fact-by-fact. This accretion method is familiar to both our countries' legal approaches' (Ginsberg 34). This same accretion method could be used to change copyright law so that it more adequately protects Indigenous intellectual property. Whatever solution is reached, at present the copyright laws are colour-blind when presented with the complex and alien nature of Indigenous cultural practice. In the interests of reconciliation, natural justice and the integrity of Indigenous culture, reform cannot come too soon. NOTES 1. Milpurrurru v Indofurn Pty Ltd, 1995; an Australian company copied and adapted various Indigenous works of art and had them woven into carpets in Vietnam, and imported into Australia. Permission to use the designs was never sought. An award of almost $200,000 was made to the 8 artists involved, and the offending carpets were withdrawn from sale. By 1996, Indofurn had been wound up and the director declared bankrupt: the artists have not received a cent. (Janke 1998b 9). 2. Fortunately for the Pitjantjatjara elders, the court held that Mountford's book did constitute a breach of confidence. 3. 'The Court held that the rights of Indigenous inhabitants of a colony are the same as the rights of a conquered nation: local law remains in place except to the extent that it may be in conflict with British law, and until it is over-ruled by the colonisers' (McDonald 26). 4. 'Native title is therefore the space between the two systems, where there is recognition. Native title is, for want of a better formulation the recognition space between the common law and the Aboriginal law which now afforded recognition in particular circ*mstances' (Pearson 154). 5. However, some cases subsequent to Mabo place limitations upon the recognition of Indigenous traditional law. Justice Mason in Coe v Commonwealth of Australia (1993, at 115) stated that 'Mabo … is at odds with the notion … that [Indigenous Australians] are entitled to any rights and interest other than those created or recognised by the law of the Commonwealth, the [relevant] State… and the common law' (McDonald 2627). References Coe v Commonwealth of Australia (1993) 68 ALJR 110 Ginsberg, J. (1992). Moral Rights in a Common Law System. Moral Rights in a Copyright System. P. Anderson and D. Saunders. Brisbane, Qld: Institute for Cultural Policy Studies, Griffith University. Golvan, C. (1996). 'Aboriginal Art and Copyright.' Culture and Policy 7(3): 512. Gray, S. (1996). 'Black Enough? Urban and non-traditional Aboriginal art and proposed legislative protection for Aboriginal art.' Culture and Policy 7(3): 29-44 Heiss, A. (2001). Australian Copyright vs Indigenous Intellectual and Cultural Property Rights, Australian Society of Authors. < http://www.asauthors.org/resources> Accessed 15.08.01. Janke, T. (1996). 'Protecting Australian indigenous arts and cultural expression.' Culture and Policy 7(3): 1327. Janke, T. (1998a). Editorial. Queensland Community Arts Network News 1: 45. Janke, T. (1998b). Federal Court awards record damages to Aboriginal artists. Queensland Community Arts Network News 1: 89. Janke, T., Frankel, M. & Company, Solicitors (1997). Proposals For The Recognition and Protection of Indigenous Cultural and Intellectual Property, AIATSIS for the Indigenous Cultural and Intellectual Property Project. <http://www.icip.lawnet.com.au/> Accessed 25.4.98. Johnson, V. (1996). Copyrites: Aboriginal art in the age of reproductive technologies. Sydney, NSW: NIAAA & Macquarie University. Mansell, M. (1997). Barricading our last frontier Aboriginal cultural and intellectual propery rights. Our land is Our Life: Land rights past, present and future. G. Yunupingu. St Lucia, Qld, UQP: 195209. Milpurrurru v Indofurn Pty Ltd (1995) 30 IPR 209. Morris, C. (1998). The Responsibility of Maintaining the Oldest Continuous Culture in the World. Queensland Community Arts Network News 1: 67. Pearson, N. (1997). The Concept of Native Title at Common Law. Our Land is Our Life: Land rights past, present and future. G. Yunupingu. St Lucia, Qld, UQP: 150162. Saunders, D. (1992). Early Modern Law of Copyright in England: Statutes, courts and book cultures. Authorship and Copyright. D. Saunders. London, Routledge: 3574. Links http://www.icip.lawnet.com.au/ http://www.asauthors.org/resources Citation reference for this article MLA Style McDonnell, Margaret. "The Colour of Copyright" M/C: A Journal of Media and Culture 5.3 (2002). [your date of access] < http://www.media-culture.org.au/0207/copyright.php>. Chicago Style McDonnell, Margaret, "The Colour of Copyright" M/C: A Journal of Media and Culture 5, no. 3 (2002), < http://www.media-culture.org.au/0207/copyright.php> ([your date of access]). APA Style McDonnell, Margaret. (2002) The Colour of Copyright. M/C: A Journal of Media and Culture 5(3). < http://www.media-culture.org.au/0207/copyright.php> ([your date of access]).

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“As the old technologies become automatic and invisible, we find ourselves more concerned with fighting or embracing what’s new”—Dennis Baron, From Pencils to Pixels: The Stage of Literacy Technologies What constitutes a computer, as we have come to expect it? Are they necessarily monolithic “beige boxes”, connected to computer monitors, sitting on computer desks, located in computer rooms or computer labs? In order for a device to be considered a true computer, does it need to have a keyboard and mouse? If this were 1991 or earlier, our collective perception of what computers are and are not would largely be framed by this “beige box” model: computers are stationary, slab-like, and heavy, and their natural habitats must be in rooms specifically designated for that purpose. In 1992, when Apple introduced the first PowerBook, our perception began to change. Certainly there had been other portable computers prior to that, such as the Osborne 1, but these were more luggable than portable, weighing just slightly less than a typical sewing machine. The PowerBook and subsequent waves of laptops, personal digital assistants (PDAs), and so-called smart phones from numerous other companies have steadily forced us to rethink and redefine what a computer is and is not, how we interact with them, and the manner in which these tools might be used in the classroom. However, this reconceptualization of computers is far from over, and is in fact steadily evolving as new devices are introduced, adopted, and subsequently adapted for uses beyond of their original purpose. Pat Crowe’s Book Reader project, for example, has morphed Nintendo’s GameBoy and GameBoy Advance into a viable electronic book platform, complete with images, sound, and multi-language support. (Crowe, 2003) His goal was to take this existing technology previously framed only within the context of proprietary adolescent entertainment, and repurpose it for open, flexible uses typically associated with learning and literacy. Similar efforts are underway to repurpose Microsoft’s Xbox, perhaps the ultimate symbol of “closed” technology given Microsoft’s propensity for proprietary code, in order to make it a viable platform for Open Source Software (OSS). However, these efforts are not forgone conclusions, and are in fact typical of the ongoing battle over who controls the technology we own in our homes, and how open source solutions are often at odds with a largely proprietary world. In late 2001, Microsoft launched the Xbox with a multimillion dollar publicity drive featuring events, commercials, live models, and statements claiming this new console gaming platform would “change video games the way MTV changed music”. (Chan, 2001) The Xbox launched with the following technical specifications: 733mhz Pentium III 64mb RAM, 8 or 10gb internal hard disk drive CD/DVD ROM drive (speed unknown) Nvidia graphics processor, with HDTV support 4 USB 1.1 ports (adapter required), AC3 audio 10/100 ethernet port, Optional 56k modem (TechTV, 2001) While current computers dwarf these specifications in virtually all areas now, for 2001 these were roughly on par with many desktop systems. The retail price at the time was $299, but steadily dropped to nearly half that with additional price cuts anticipated. Based on these features, the preponderance of “off the shelf” parts and components used, and the relatively reasonable price, numerous programmers quickly became interested in seeing it if was possible to run Linux and additional OSS on the Xbox. In each case, the goal has been similar: exceed the original purpose of the Xbox, to determine if and how well it might be used for basic computing tasks. If these attempts prove to be successful, the Xbox could allow institutions to dramatically increase the student-to-computer ratio in select environments, or allow individuals who could not otherwise afford a computer to instead buy and Xbox, download and install Linux, and use this new device to write, create, and innovate . This drive to literally and metaphorically “open” the Xbox comes from many directions. Such efforts include Andrew Huang’s self-published “Hacking the Xbox” book in which, under the auspices of reverse engineering, Huang analyzes the architecture of the Xbox, detailing step-by-step instructions for flashing the ROM, upgrading the hard drive and/or RAM, and generally prepping the device for use as an information appliance. Additional initiatives include Lindows CEO Michael Robertson’s $200,000 prize to encourage Linux development on the Xbox, and the Xbox Linux Project at SourceForge. What is Linux? Linux is an alternative operating system initially developed in 1991 by Linus Benedict Torvalds. Linux was based off a derivative of the MINIX operating system, which in turn was a derivative of UNIX. (Hasan 2003) Linux is currently available for Intel-based systems that would normally run versions of Windows, PowerPC-based systems that would normally run Apple’s Mac OS, and a host of other handheld, cell phone, or so-called “embedded” systems. Linux distributions are based almost exclusively on open source software, graphic user interfaces, and middleware components. While there are commercial Linux distributions available, these mainly just package the freely available operating system with bundled technical support, manuals, some exclusive or proprietary commercial applications, and related services. Anyone can still download and install numerous Linux distributions at no cost, provided they do not need technical support beyond the community / enthusiast level. Typical Linux distributions come with open source web browsers, word processors and related productivity applications (such as those found in OpenOffice.org), and related tools for accessing email, organizing schedules and contacts, etc. Certain Linux distributions are more or less designed for network administrators, system engineers, and similar “power users” somewhat distanced from that of our students. However, several distributions including Lycoris, Mandrake, LindowsOS, and other are specifically tailored as regular, desktop operating systems, with regular, everyday computer users in mind. As Linux has no draconian “product activation key” method of authentication, or digital rights management-laden features associated with installation and implementation on typical desktop and laptop systems, Linux is becoming an ideal choice both individually and institutionally. It still faces an uphill battle in terms of achieving widespread acceptance as a desktop operating system. As Finnie points out in Desktop Linux Edges Into The Mainstream: “to attract users, you need ease of installation, ease of device configuration, and intuitive, full-featured desktop user controls. It’s all coming, but slowly. With each new version, desktop Linux comes closer to entering the mainstream. It’s anyone’s guess as to when critical mass will be reached, but you can feel the inevitability: There’s pent-up demand for something different.” (Finnie 2003) Linux is already spreading rapidly in numerous capacities, in numerous countries. Linux has “taken hold wherever computer users desire freedom, and wherever there is demand for inexpensive software.” Reports from technology research company IDG indicate that roughly a third of computers in Central and South America run Linux. Several countries, including Mexico, Brazil, and Argentina, have all but mandated that state-owned institutions adopt open source software whenever possible to “give their people the tools and education to compete with the rest of the world.” (Hills 2001) The Goal Less than a year after Microsoft introduced the The Xbox, the Xbox Linux project formed. The Xbox Linux Project has a goal of developing and distributing Linux for the Xbox gaming console, “so that it can be used for many tasks that Microsoft don’t want you to be able to do. ...as a desktop computer, for email and browsing the web from your TV, as a (web) server” (Xbox Linux Project 2002). Since the Linux operating system is open source, meaning it can freely be tinkered with and distributed, those who opt to download and install Linux on their Xbox can do so with relatively little overhead in terms of cost or time. Additionally, Linux itself looks very “windows-like”, making for fairly low learning curve. To help increase overall awareness of this project and assist in diffusing it, the Xbox Linux Project offers step-by-step installation instructions, with the end result being a system capable of using common peripherals such as a keyboard and mouse, scanner, printer, a “webcam and a DVD burner, connected to a VGA monitor; 100% compatible with a standard Linux PC, all PC (USB) hardware and PC software that works with Linux.” (Xbox Linux Project 2002) Such a system could have tremendous potential for technology literacy. Pairing an Xbox with Linux and OpenOffice.org, for example, would provide our students essentially the same capability any of them would expect from a regular desktop computer. They could send and receive email, communicate using instant messaging IRC, or newsgroup clients, and browse Internet sites just as they normally would. In fact, the overall browsing experience for Linux users is substantially better than that for most Windows users. Internet Explorer, the default browser on all systems running Windows-base operating systems, lacks basic features standard in virtually all competing browsers. Native blocking of “pop-up” advertisem*nts is still not yet possible in Internet Explorer without the aid of a third-party utility. Tabbed browsing, which involves the ability to easily open and sort through multiple Web pages in the same window, often with a single mouse click, is also missing from Internet Explorer. The same can be said for a robust download manager, “find as you type”, and a variety of additional features. Mozilla, Netscape, Firefox, Konqueror, and essentially all other OSS browsers for Linux have these features. Of course, most of these browsers are also available for Windows, but Internet Explorer is still considered the standard browser for the platform. If the Xbox Linux Project becomes widely diffused, our students could edit and save Microsoft Word files in OpenOffice.org’s Writer program, and do the same with PowerPoint and Excel files in similar OpenOffice.org components. They could access instructor comments originally created in Microsoft Word documents, and in turn could add their own comments and send the documents back to their instructors. They could even perform many functions not yet capable in Microsoft Office, including saving files in PDF or Flash format without needing Adobe’s Acrobat product or Macromedia’s Flash Studio MX. Additionally, by way of this project, the Xbox can also serve as “a Linux server for HTTP/FTP/SMB/NFS, serving data such as MP3/MPEG4/DivX, or a router, or both; without a monitor or keyboard or mouse connected.” (Xbox Linux Project 2003) In a very real sense, our students could use these inexpensive systems previously framed only within the context of entertainment, for educational purposes typically associated with computer-mediated learning. Problems: Control and Access The existing rhetoric of technological control surrounding current and emerging technologies appears to be stifling many of these efforts before they can even be brought to the public. This rhetoric of control is largely typified by overly-restrictive digital rights management (DRM) schemes antithetical to education, and the Digital Millennium Copyright Act (DMCA). Combined,both are currently being used as technical and legal clubs against these efforts. Microsoft, for example, has taken a dim view of any efforts to adapt the Xbox to Linux. Microsoft CEO Steve Ballmer, who has repeatedly referred to Linux as a cancer and has equated OSS as being un-American, stated, “Given the way the economic model works - and that is a subsidy followed, essentially, by fees for every piece of software sold - our license framework has to do that.” (Becker 2003) Since the Xbox is based on a subsidy model, meaning that Microsoft actually sells the hardware at a loss and instead generates revenue off software sales, Ballmer launched a series of concerted legal attacks against the Xbox Linux Project and similar efforts. In 2002, Nintendo, Sony, and Microsoft simultaneously sued Lik Sang, Inc., a Hong Kong-based company that produces programmable cartridges and “mod chips” for the PlayStation II, Xbox, and Game Cube. Nintendo states that its company alone loses over $650 million each year due to piracy of their console gaming titles, which typically originate in China, Paraguay, and Mexico. (GameIndustry.biz) Currently, many attempts to “mod” the Xbox required the use of such chips. As Lik Sang is one of the only suppliers, initial efforts to adapt the Xbox to Linux slowed considerably. Despite that fact that such chips can still be ordered and shipped here by less conventional means, it does not change that fact that the chips themselves would be illegal in the U.S. due to the anticircumvention clause in the DMCA itself, which is designed specifically to protect any DRM-wrapped content, regardless of context. The Xbox Linux Project then attempted to get Microsoft to officially sanction their efforts. They were not only rebuffed, but Microsoft then opted to hire programmers specifically to create technological countermeasures for the Xbox, to defeat additional attempts at installing OSS on it. Undeterred, the Xbox Linux Project eventually arrived at a method of installing and booting Linux without the use of mod chips, and have taken a more defiant tone now with Microsoft regarding their circumvention efforts. (Lettice 2002) They state that “Microsoft does not want you to use the Xbox as a Linux computer, therefore it has some anti-Linux-protection built in, but it can be circumvented easily, so that an Xbox can be used as what it is: an IBM PC.” (Xbox Linux Project 2003) Problems: Learning Curves and Usability In spite of the difficulties imposed by the combined technological and legal attacks on this project, it has succeeded at infiltrating this closed system with OSS. It has done so beyond the mere prototype level, too, as evidenced by the Xbox Linux Project now having both complete, step-by-step instructions available for users to modify their own Xbox systems, and an alternate plan catering to those who have the interest in modifying their systems, but not the time or technical inclinations. Specifically, this option involves users mailing their Xbox systems to community volunteers within the Xbox Linux Project, and basically having these volunteers perform the necessary software preparation or actually do the full Linux installation for them, free of charge (presumably not including shipping). This particular aspect of the project, dubbed “Users Help Users”, appears to be fairly new. Yet, it already lists over sixty volunteers capable and willing to perform this service, since “Many users don’t have the possibility, expertise or hardware” to perform these modifications. Amazingly enough, in some cases these volunteers are barely out of junior high school. One such volunteer stipulates that those seeking his assistance keep in mind that he is “just 14” and that when performing these modifications he “...will not always be finished by the next day”. (Steil 2003) In addition to this interesting if somewhat unusual level of community-driven support, there are currently several Linux-based options available for the Xbox. The two that are perhaps the most developed are GentooX, which is based of the popular Gentoo Linux distribution, and Ed’s Debian, based off the Debian GNU / Linux distribution. Both Gentoo and Debian are “seasoned” distributions that have been available for some time now, though Daniel Robbins, Chief Architect of Gentoo, refers to the product as actually being a “metadistribution” of Linux, due to its high degree of adaptability and configurability. (Gentoo 2004) Specifically, the Robbins asserts that Gentoo is capable of being “customized for just about any application or need. ...an ideal secure server, development workstation, professional desktop, gaming system, embedded solution or something else—whatever you need it to be.” (Robbins 2004) He further states that the whole point of Gentoo is to provide a better, more usable Linux experience than that found in many other distributions. Robbins states that: “The goal of Gentoo is to design tools and systems that allow a user to do their work pleasantly and efficiently as possible, as they see fit. Our tools should be a joy to use, and should help the user to appreciate the richness of the Linux and free software community, and the flexibility of free software. ...Put another way, the Gentoo philosophy is to create better tools. When a tool is doing its job perfectly, you might not even be very aware of its presence, because it does not interfere and make its presence known, nor does it force you to interact with it when you don’t want it to. The tool serves the user rather than the user serving the tool.” (Robbins 2004) There is also a so-called “live CD” Linux distribution suitable for the Xbox, called dyne:bolic, and an in-progress release of Slackware Linux, as well. According to the Xbox Linux Project, the only difference between the standard releases of these distributions and their Xbox counterparts is that “...the install process – and naturally the bootloader, the kernel and the kernel modules – are all customized for the Xbox.” (Xbox Linux Project, 2003) Of course, even if Gentoo is as user-friendly as Robbins purports, even if the Linux kernel itself has become significantly more robust and efficient, and even if Microsoft again drops the retail price of the Xbox, is this really a feasible solution in the classroom? Does the Xbox Linux Project have an army of 14 year olds willing to modify dozens, perhaps hundreds of these systems for use in secondary schools and higher education? Of course not. If such an institutional rollout were to be undertaken, it would require significant support from not only faculty, but Department Chairs, Deans, IT staff, and quite possible Chief Information Officers. Disk images would need to be customized for each institution to reflect their respective needs, ranging from setting specific home pages on web browsers, to bookmarks, to custom back-up and / or disk re-imaging scripts, to network authentication. This would be no small task. Yet, the steps mentioned above are essentially no different than what would be required of any IT staff when creating a new disk image for a computer lab, be it one for a Windows-based system or a Mac OS X-based one. The primary difference would be Linux itself—nothing more, nothing less. The institutional difficulties in undertaking such an effort would likely be encountered prior to even purchasing a single Xbox, in that they would involve the same difficulties associated with any new hardware or software initiative: staffing, budget, and support. If the institutional in question is either unwilling or unable to address these three factors, it would not matter if the Xbox itself was as free as Linux. An Open Future, or a Closed one? It is unclear how far the Xbox Linux Project will be allowed to go in their efforts to invade an essentially a proprietary system with OSS. Unlike Sony, which has made deliberate steps to commercialize similar efforts for their PlayStation 2 console, Microsoft appears resolute in fighting OSS on the Xbox by any means necessary. They will continue to crack down on any companies selling so-called mod chips, and will continue to employ technological protections to keep the Xbox “closed”. Despite clear evidence to the contrary, in all likelihood Microsoft continue to equate any OSS efforts directed at the Xbox with piracy-related motivations. Additionally, Microsoft’s successor to the Xbox would likely include additional anticircumvention technologies incorporated into it that could set the Xbox Linux Project back by months, years, or could stop it cold. Of course, it is difficult to say with any degree of certainty how this “Xbox 2” (perhaps a more appropriate name might be “Nextbox”) will impact this project. Regardless of how this device evolves, there can be little doubt of the value of Linux, OpenOffice.org, and other OSS to teaching and learning with technology. This value exists not only in terms of price, but in increased freedom from policies and technologies of control. New Linux distributions from Gentoo, Mandrake, Lycoris, Lindows, and other companies are just now starting to focus their efforts on Linux as user-friendly, easy to use desktop operating systems, rather than just server or “techno-geek” environments suitable for advanced programmers and computer operators. While metaphorically opening the Xbox may not be for everyone, and may not be a suitable computing solution for all, I believe we as educators must promote and encourage such efforts whenever possible. I suggest this because I believe we need to exercise our professional influence and ultimately shape the future of technology literacy, either individually as faculty and collectively as departments, colleges, or institutions. Moran and Fitzsimmons-Hunter argue this very point in Writing Teachers, Schools, Access, and Change. One of their fundamental provisions they use to define “access” asserts that there must be a willingness for teachers and students to “fight for the technologies that they need to pursue their goals for their own teaching and learning.” (Taylor / Ward 160) Regardless of whether or not this debate is grounded in the “beige boxes” of the past, or the Xboxes of the present, much is at stake. Private corporations should not be in a position to control the manner in which we use legally-purchased technologies, regardless of whether or not these technologies are then repurposed for literacy uses. I believe the exigency associated with this control, and the ongoing evolution of what is and is not a computer, dictates that we assert ourselves more actively into this discussion. We must take steps to provide our students with the best possible computer-mediated learning experience, however seemingly unorthodox the technological means might be, so that they may think critically, communicate effectively, and participate actively in society and in their future careers. About the Author Paul Cesarini is an Assistant Professor in the Department of Visual Communication & Technology Education, Bowling Green State University, Ohio Email: pcesari@bgnet.bgsu.edu Works Cited http://xbox-linux.sourceforge.net/docs/debian.php>.Baron, Denis. “From Pencils to Pixels: The Stages of Literacy Technologies.” Passions Pedagogies and 21st Century Technologies. Hawisher, Gail E., and Cynthia L. Selfe, Eds. Utah: Utah State University Press, 1999. 15 – 33. Becker, David. “Ballmer: Mod Chips Threaten Xbox”. News.com. 21 Oct 2002. http://news.com.com/2100-1040-962797.php>. http://news.com.com/2100-1040-978957.html?tag=nl>. http://archive.infoworld.com/articles/hn/xml/02/08/13/020813hnchina.xml>. http://www.neoseeker.com/news/story/1062/>. http://www.bookreader.co.uk>.Finni, Scott. “Desktop Linux Edges Into The Mainstream”. TechWeb. 8 Apr 2003. http://www.techweb.com/tech/software/20030408_software. http://www.theregister.co.uk/content/archive/29439.html http://gentoox.shallax.com/. http://ragib.hypermart.net/linux/. http://www.itworld.com/Comp/2362/LWD010424latinlinux/pfindex.html. http://www.xbox-linux.sourceforge.net. http://www.theregister.co.uk/content/archive/27487.html. http://www.theregister.co.uk/content/archive/26078.html. http://www.us.playstation.com/peripherals.aspx?id=SCPH-97047. http://www.techtv.com/extendedplay/reviews/story/0,24330,3356862,00.html. http://www.wired.com/news/business/0,1367,61984,00.html. http://www.gentoo.org/main/en/about.xml http://www.gentoo.org/main/en/philosophy.xml http://techupdate.zdnet.com/techupdate/stories/main/0,14179,2869075,00.html. http://xbox-linux.sourceforge.net/docs/usershelpusers.html http://www.cnn.com/2002/TECH/fun.games/12/16/gamers.liksang/. Citation reference for this article MLA Style Cesarini, Paul. "“Opening” the Xbox" M/C: A Journal of Media and Culture <http://www.media-culture.org.au/0406/08_Cesarini.php>. APA Style Cesarini, P. (2004, Jul1). “Opening” the Xbox. M/C: A Journal of Media and Culture, 7, <http://www.media-culture.org.au/0406/08_Cesarini.php>

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Abstract:

The convergence of suburban homes and digital media and communications technologies is set to undergo a major shift as next-generation broadband infrastructures are installed. Embodied in the Australian Government’s National Broadband Network (NBN) and the delivery of fibre-optic cable to the front door of every suburban home, is an anticipated future of digital living that will transform the landscape and experience of suburban life. Drawing from our research, and from industry, policy and media documents, we map some scenarios of the NBN rollout in its early stages to show that this imaginary of seamless broadband in the suburbs and the transformation of digital homes it anticipates is challenged by local cultural and material geographies, which we describe as a politics of spectrum. The universal implementation of policy across Australia faces a considerable challenge in dealing with Australia’s physical environment. Geography has always had a major impact on communications technologies and services in Australia, and a major impetus of building a national broadband network has been to overcome the “tyranny of distance” experienced by people in many remote, regional and suburban areas. In 2009 the minister for Broadband, Communications and the Digital Economy (DBCDE), Stephen Conroy, announced that with the Government’s NBN policy “every person and business in Australia, no-matter where they are located, will have access to affordable, fast broadband at their fingertips” (Conroy). This ambition to digitally connect and include imagines the NBN as the solution to the current patchwork of connectivity and Internet speeds experienced across the country (ACCAN). Overcoming geographic difference and providing fast, universal and equitable digital access is to be realised through an open access broadband network built by the newly established NBN Co. Limited, jointly owned by the Government and the private sector at a cost estimated at $43 billion over eight years. In the main this network will depend upon fibre-optics reaching over 90% of the population, and achieving download speeds of up to 100 Mbit/s. The remaining population, mostly living in rural and remote areas, will receive wireless and satellite connections providing speeds of 12 Mbit/s (Conroy). Differential implementation in relation to comparisons of urban and remote populations is thus already embedded in the policy, yet distance is not the only characteristic of Australia’s material geographies that will shape the physical implementation of the NBN and create a varied spectrum of the experience of broadband. Instead, in this article we examine the uneven experience of broadband we may see occurring within suburban regions; places in which enhanced and collective participation in the digital economy relies upon the provision of faster transmission speeds and the delivery of fibre “the last mile” to each and every premise. The crucial platform for delivering broadband to the ’burbs is the digital home. The notion of the connected or smart or digital home has been around in different guises for a number of decades (e.g. Edwards et al.), and received wide press coverage in the 1990s (e.g. Howard). It has since been concretised in the wake of the NBN as telecommunications companies struggle to envision a viable “next step” in broadband consumption. Novel to the NBN imaginary of the digital home is a shift from thinking about the digital home in terms of consumer electronics and interoperable or automatic devices, based on shared standards or home networking, to addressing the home as a platform embedded within the economy. The digital home is imagined as an integral part of a network of digital living with seamless transitions between home, office, supermarket, school, and hospital. In the imaginary of the NBN, the digital home becomes a vital connection in the growing digital economy. Communications Patchwork, NBN Roll-Out and Infrastructure Despite this imagined future of seamless connectivity and universal integration of suburban life with the digital economy, there has been an uneven take-up of fibre connections. We argue that this suggests that the particularities of place and the materialities of geography are relevant for understanding the differential uptake of the NBN across the test sites. Furthermore, we maintain that these issues provide a useful model for understanding the ongoing process and challenges that the rollout of the NBN will face in providing even access to the imagined future of the digital home to all Australians. As of June 2011 an average of 70 per cent of homes in the five first release NBN sites have agreed to have the fibre cables installed (Grubb). However, there is a dramatic variation between these sites: in Armidale, NSW, and Willunga, SA, the percentage of properties consenting to fibre connections on their house is between 80-90 per cent; whereas in Brunswick, Victoria, and Midway Point, Tasmania, the take-up rate is closer to 50 per cent (Grubb). We suggest that these variations are created by a differential geography of connectivity that will continue to grow in significance as the NBN is rolled out to more locations around Australia. These can be seen to emerge as a consequence of localised conditions relating to, for example, installation policy, a focus on cost, and installation logistics. Another significant factor, unable to be addressed within the scope of this paper, is the integration of the NBN with each household’s domestic network of hardware devices, internal connections, software, and of course skill and interest. Installation Policy The opt-in policy of the NBN Co requires that owners of properties agree to become connected—as opposed to being automatically connected unless they opt-out. This makes getting connected a far simpler task for owner-occupiers over renters, because the latter group were required to triangulate with their landlords in order to get connected. This was considered to be a factor that impacted on the relatively low uptake of the NBN in Brunswick and Midway Point, and is reflected in media reports (Grubb) and our research: There was a bit of a problem with Midway Point, because I think it is about fifty percent of the houses here are rentals, and you needed signatures from the owners for the box to be put onto the building (anon. “Broadband in the Home” project). …a lot of people rent here, so unless their landlord filled it in they wouldn’t know (anon. “Broadband in the Home” project). The issue is exacerbated by the concentration of rental properties in particular suburbs and complicated rental arrangements mediated through agents, which prevent effective communication between the occupiers and owners of a property. In order to increase take-up in Tasmania, former State Premier, David Bartlett, successfully introduced legislation to the Tasmanian state legislature in late 2010 to make the NBN opt-out rather than opt-in. This reversed the onus of responsibility and meant that in Tasmania all houses and businesses would be automatically connected unless otherwise requested, and in order to effect this simple policy change, the government had to change trespass laws. However, other state legislatures are hesitant to follow the opt-out model (Grubb). Differentials in owner-occupied and rental properties within urban centres, combined with opt-in policies, are likely to see a continuation of the connectivity patchwork that that has thus far characterised Australian communications experience. A Focus on Cost Despite a great deal of public debate about the NBN, there is relatively little discussion of its proposed benefits. The fibre-to-the-home structure of the NBN is also subject to fierce partisan political debate between Australia’s major political parties, particularly around the form and cost of its implementation. As a consequence of this preoccupation with cost, many Australian consumers cannot see a “value proposition” in connecting, and are not convinced of the benefits of the NBN (Brown). The NBN is often reduced to an increased minimum download rate, and to increased ISP fees associated with high speeds, rather than a broader discussion of how the infrastructure can impact on commerce, education, entertainment, healthcare, and work (Barr). Moreover, this lack of balance in the discussion of costs and benefits extends in some instances to outright misunderstandings about the difference between infrastructure and service provision: …my neighbour across the road did not understand what that letter meant, and she would have to have been one of dozens if not hundreds in the exactly the same situation, who thought they were signing up for a broadband plan rather than just access to the infrastructure (anon. “Broadband in the Home” project) Lastly, the advent of the NBN in the first release areas does not override the costs of existing contracts for broadband delivered over the current copper network. Australians are often required to sign long-term contracts that prevent them from switching immediately to the new HSB infrastructure. Installation Logistics Local variations in fibre installation were evident prior to the rollout of the NBN, when the increased provision of HSB was already being used as a marketing device for greenfield (newly developed) estates in suburban Australia. In the wake of the NBN rollouts, some housing developers have begun to lay “NBN-ready” optic fibre in greenfield estates. While this is a positive development for those who a purchasing a newly-developed property, those that invest in brownfield “re-developments,” may have to pay over twice the amount for the installation of the NBN (Neales). These varying local conditions of installation are reflected in the contractual arrangements for installing the fibre, the installers’ policies for installation, and the processes of installation (Darling): They’re gonna have to do 4000 houses a day … and it was a solid six months to get about 800 houses hooked up here. So, logistically I just can’t see it happening. (anon. “Broadband in the Home” project) Finally, for those who do not take-up the free initial installation offer, for whatever reason, there will be costs to have contractors return and connect the fibre (Grubb; Neales). Spectrum Politics, Fibre in the Neighbourhood The promise that the NBN will provide fast, universal and equitable digital access realised through a fibre-optic network is challenged by the experience of first release sites such as Midway Point. As evident above, and due to a number of factors, there is a likelihood in supposedly NBN-connected places of varied connectivity in which service will range from dial-up to DSL and ADSL to fibre and wireless, all within a single location. The varied connectivity in the early NBN rollout stages suggests that the patchwork of Internet connections commonly experienced in Australian suburbs will continue rather than disappear. This varied patchwork can be understood as a politics of spectrum. Rod Tucker (13-14) emphasises that the crucial element of spectrum is its bandwidth, or information carrying capacity. In light of this the politics of spectrum reframes the key issue of access to participation in the digital economy to examine stakes of the varying quality of connection (particularly download speeds), through the available medium (wireless, copper, coaxial cable, optical fibre), connection (modem, antenna, gateway) and service type (DSL, WiFi, Satellite, FTTP). This technical emphasis follows in the wake of debates about digital inclusion (e.g., Warschauer) to re-introduce the importance of connection quality—embedded in older “digital divide” discourse—into approaches that look beyond technical infrastructure to the social conditions of their use. This is a shift that takes account of the various and intertwined socio-technical factors influencing the quality of access and use. This spectrum politics also has important implications for the Universal Service Obligation (USO). Telstra (the former Telecom) continues to have the responsibility to provide every premise in Australia with a standard telephone service, that is at least a single copper line—or equivalent service—connection. However, the creation of the NBN Co. relieves Telstra of this obligation in the areas which have coverage from the fibre network. This agreement means that Telstra will gradually shut down its ageing copper network, following the pattern of the NBN rollout and transfer customers to the newly developed broadband fibre network (Hepworth and Wilson). Consequently, every individual phone service in those areas will be required to move onto the NBN to maintain the USO. This means that premises not connected to the NBN because the owners of the property opted out—by default or by choice—are faced with an uncertain future vis-à-vis the meaning and provision of the USO because they will not have access to either copper or fibre networks. At this extreme of spectrum politics, the current policy setting may result in households that have no possibility of a broadband connection. This potential problem can be resolved by a retro-rollout, in which NBN fibre connection is installed at some point in the future to every premises regardless of whether they originally agreed or not. Currently, however, the cost of a retrospective connection is expected to be borne by the consumer: “those who decline to allow NBN Co on to their property will need to pay up to $300 to connect to the NBN at a later date” (Grubb) Smaller, often brownfield development estates also face particular difficulties in the current long-term switch of responsibilities from Telstra to the NBN Co. This is because Telstra is reluctant to install new copper networks knowing that they will soon become obsolete. Instead, “in housing estates of fewer than 100 houses, Telstra is often providing residents with wireless phones that are unable to connect to the Internet” (Thompson). Thus a limbo is created, where new residents will not have access to either copper or fibre fixed line connections. Rather, they will have to use whatever wireless Internet is available in the area. Particularly concerning is that the period of the rollout is projected to last for eight years. As a result: “Thousands of Australians—many of them in regional areas—can expect years of worse, rather than better, Internet services as the National Broadband Network rolls out across the country” (Thompson). And, given different take-up rates and costs of retro-fitting, this situation could continue for many people and for many years after the initial rollout is completed. Implications of Spectrum Politics for the Digital Home What does this uncertain and patchwork future of connectivity imply for digital living and the next-generation broadband suburb? In contrast to the imagined post-NBN geography of the seamless digital home, local material and cultural factors will still create varied levels of service. This predicament challenges the ideals of organisations such as the Digital Living Network, an industry body comprised of corporate members, “based on principles of open standards and home networking interoperability [which] will unleash a rich digital media environment of interconnected devices that enable us all to experience our favorite content and services wherever and whenever we want” (Vohringer). Such a vision of convergence takes a domestic approach to the “Internet of things” by imagining a user-friendly network of personal computing, consumer electronics, mobile technologies, utilities, and other domestic technologies. The NBN anticipates a digital home that is integrated into the digital economy as a node of production and consumption. But this future is challenged by the patchwork of connectivity. Bruno Latour famously remarked that even the most extensive and powerful networks are local at every point. Although he was speaking of actor-networks, not broadband networks, analysis of the Australian experience of high-speed broadband would do well to look beyond its national characteristics to include its local characteristics, and the constellations between them. It is at the local level, importantly, at the level of the household and suburb, that the NBN will be experienced in daily life. As we have argued here, we have reason to expect that this experience will be as disparate as the network is distributed, and we have reason to believe that local cultural and material factors such as installation policies, discussions around costs and benefits, the household’s own internal digital infrastructure, and installation logistics at the level of the house and the neighbourhood, will continue to shape a patchworked geography of media and communications experiences for digital homes. References Australian Communications Consumer Action Network (ACCAN). National Broadband Network: A Guide for Consumers. Internet Society of Australia (ISOC-AU) and ACCAN, 2011. Barr, Trevor. “A Broadband Services Typology.” The Australian Economic Review 43.2 (2010): 187-193. Brown, Damien. “NBN Now 10 Times Faster.” The Mercury 13 Aug. 2010. ‹http://www.themercury.com.au/article/2010/08/13/165435_todays-news.html›. Conroy, Stephen (Minister for Broadband, Communications and the Digital Economy). “New National Broadband Network”. Canberra: Australian Government, 7 April 2009. ‹http://www.minister.dbcde.gov.au/media/media_releases/2009/022›. Darling, Peter. “Building the National Broadband Network.” Telecommunications Journal of Australia 60.3 (2010): 42.1-12. Department of Broadband, Communications and the Digital Economy (DBCDE). “Impacts of Teleworking under the NBN.” Report prepared by Access Economics. Canberra, 2010. Edwards, Keith, Rebecca Grinter, Ratul Mahajan, and David Wetherall. “Advancing the State of Home Networking.” Communications of the ACM 54.6 (2010): 62-71. Grubb, Ben. “Connect to NBN Now or Pay Up to $300 for Phone Line.” The Sydney Morning Herald 15 Oct. 2010. ‹http://www.smh.com.au/technology/technology-news/connect-to-nbn-now-or-pay-up-to-300-for-phone-line-20101015-16ms3.html›. Hepworth, Annabel, and Lauren Wilson. “Customers May Be Forced on to NBN to Keep Phones.” The Australian 12 Oct. 2010. ‹http://www.theaustralian.com.au/national-affairs/customers-may-be-forced-on-to-nbn-to-keep-phones/story-fn59niix-1225937394605›. Howard, Sandy. “How Your Home Will Operate.” Business Review Weekly 25 April 1994: 100. Intel Corporation. “Intel and the Digital Home.” ‹http://www.intel.com/standards/case/case_dh.htm›. Latour, Bruno. Reassembling the Social: An Introduction to Actor-Network-Theory. Oxford: Oxford University Press, 2005. Neales, Sue. “Bartlett Looks at ‘Opt-out’ NBN.” The Mercury 28 July 2010. ‹http://www.themercury.com.au/article/2010/07/28/161721_tasmania-news.html›. Spigel, Lynn. “Media Homes: Then and Now.” International Journal of Cultural Studies 4.4 (2001): 385–411. Thompson, Geoff. “Thousands to Be Stuck in NBN ‘Limbo’.” ABC Online 26 April 2011. ‹http://www.abc.net.au/news/stories/2011/04/26/3200127.htm›. Tietze, S., and G. Musson. “Recasting the Home—Work Relationship: A Case of Mutual Adjustment?” Organization Studies 26.9 (2005): 1331–1352. Trulove, James Grayson (ed.). The Smart House. New York: HDI, 2003. Tucker, Rodney S. “Broadband Facts, Fiction and Urban Myths.” Telecommunications Journal of Australia 60.3 (2010): 43.1 to 43.15. Vohringer, Cesar. CTO of Philips Consumer Electronics (from June 2003 DLNA press release) cited on the Intel Corporation website. ‹http://www.intel.com/standards/case/case_dh.htm›. Warschauer, Mark. Technology and Social Inclusion: Rethinking the Digital Divide. Cambridge: MIT Press, 2003. Wilken, Rowan, Michael Arnold, and Bjorn Nansen. “Broadband in the Home Pilot Study: Suburban Hobart.” Telecommunications Journal of Australia 61.1 (2011): 5.1-16.

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Introduction The aim of this paper is to examine whether recent catastrophic tsunamis have driven a cultural shift in the awareness of Australians to the danger associated with this natural hazard and whether the media have contributed to the emergence of “tsunami” as a new Australian catastrophe. Prior to the devastating 2004 Indian Ocean Tsunami disaster (2004 IOT), tsunamis as a type of hazard capable of generating widespread catastrophe were not well known by the general public and had barely registered within the wider scientific community. As a university based lecturer who specialises in natural disasters, I always started my public talks or student lectures with an attempt at a detailed description of what a tsunami is. With little high quality visual and media imagery to use, this was not easy. The Australian geologist Ted Bryant was right when he named his 2001 book Tsunami: The Underrated Hazard. That changed on 26 December 2004 when the third largest earthquake ever recorded occurred northwest of Sumatra, Indonesia, triggering the most catastrophic tsunami ever experienced. The 2004 IOT claimed at least 220,000 lives—probably more—injured tens of thousands, destroyed widespread coastal infrastructure and left millions homeless. Beyond the catastrophic impacts, this tsunami was conspicuous because, for the first time, such a devastating tsunami was widely captured on video and other forms of moving and still imagery. This occurred for two reasons. Firstly, the tsunami took place during daylight hours in good weather conditions—factors conducive to capturing high quality visual images. Secondly, many people—both local residents and westerners who were on beachside holidays and at the coast at multiple locations impacted by the tsunami—were able to capture images of the tsunami on their cameras, videos, and smart phones. The extensive media coverage—including horrifying television, video, and still imagery that raced around the globe in the hours and days after the tsunami, filling our television screens, homes, and lives regardless of where we lived—had a dramatic effect. This single event drove a quantum shift in the wider cultural awareness of this type of catastrophe and acted as a catalyst for improved individual and societal understanding of the nature and effects of disaster landscapes. Since this event, there have been several notable tsunamis, including the March 2011 Japan catastrophe. Once again, this event occurred during daylight hours and was widely captured by multiple forms of media. These events have resulted in a cascade of media coverage across television, radio, movie, and documentary channels, in the print media, online, and in the popular press and on social media—very little of which was available prior to 2004. Much of this has been documentary and informative in style, but there have also been numerous television dramas and movies. For example, an episode of the popular American television series CSI Miami entitled Crime Wave (Season 3, Episode 7) featured a tsunami, triggered by a volcanic eruption in the Atlantic and impacting Miami, as the backdrop to a standard crime-filled episode ("CSI," IMDb; Wikipedia). In 2010, Warner Bros Studios released the supernatural drama fantasy film Hereafter directed by Clint Eastwood. In the movie, a television journalist survives a near-death experience during the 2004 IOT in what might be the most dramatic, and probably accurate, cinematic portrayal of a tsunami ("Hereafter," IMDb; Wikipedia). Thus, these creative and entertaining forms of media, influenced by the catastrophic nature of tsunamis, are impetuses for creativity that also contribute to a transformation of cultural knowledge of catastrophe. The transformative potential of creative media, together with national and intergovernmental disaster risk reduction activity such as community education, awareness campaigns, community evacuation planning and drills, may be indirectly inferred from rapid and positive community behavioural responses. By this I mean many people in coastal communities who experience strong earthquakes are starting a process of self-evacuation, even if regional tsunami warning centres have not issued an alert or warning. For example, when people in coastal locations in Samoa felt a large earthquake on 29 September 2009, many self-evacuated to higher ground or sought information and instruction from relevant authorities because they expected a tsunami to occur. When interviewed, survivors stated that the memory of television and media coverage of the 2004 IOT acted as a catalyst for their affirmative behavioural response (Dominey-Howes and Thaman 1). Thus, individual and community cultural understandings of the nature and effects of tsunami catastrophes are incredibly important for shaping resilience and reducing vulnerability. However, this cultural shift is not playing out evenly.Are Australia and Its People at Risk from Tsunamis?Prior to the 2004 IOT, there was little discussion about, research in to, or awareness about tsunamis and Australia. Ted Bryant from the University of Wollongong had controversially proposed that Australia had been affected by tsunamis much bigger than the 2004 IOT six to eight times during the last 10,000 years and that it was only a matter of when, not if, such an event repeated itself (Bryant, "Second Edition"). Whilst his claims had received some media attention, his ideas did not achieve widespread scientific, cultural, or community acceptance. Not-with-standing this, Australia has been affected by more than 60 small tsunamis since European colonisation (Dominey-Howes 239). Indeed, the 2004 IOT and 2006 Java tsunami caused significant flooding of parts of the Northern Territory and Western Australia (Prendergast and Brown 69). However, the affected areas were sparsely populated and experienced very little in the way of damage or loss. Thus they did not cross any sort of critical threshold of “catastrophe” and failed to achieve meaningful community consciousness—they were not agents of cultural transformation.Regardless of the risk faced by Australia’s coastline, Australians travel to, and holiday in, places that experience tsunamis. In fact, 26 Australians were killed during the 2004 IOT (DFAT) and five were killed by the September 2009 South Pacific tsunami (Caldwell et al. 26). What Role Do the Media Play in Preparing for and Responding to Catastrophe?Regardless of the type of hazard/disaster/catastrophe, the key functions the media play include (but are not limited to): pre-event community education, awareness raising, and planning and preparations; during-event preparation and action, including status updates, evacuation warnings and notices, and recommendations for affirmative behaviours; and post-event responses and recovery actions to follow, including where to gain aid and support. Further, the media also play a role in providing a forum for debate and post-event analysis and reflection, as a mechanism to hold decision makers to account. From time to time, the media also provide a platform for examining who, if anyone, might be to blame for losses sustained during catastrophes and can act as a powerful conduit for driving socio-cultural, behavioural, and policy change. Many of these functions are elegantly described and a series of best practices outlined by The Caribbean Disaster Emergency Management Agency in a tsunami specific publication freely available online (CDEMA 1). What Has Been the Media Coverage in Australia about Tsunamis and Their Effects on Australians?A manifest contents analysis of media material covering tsunamis over the last decade using the framework of Cox et al. reveals that coverage falls into distinctive and repetitive forms or themes. After tsunamis, I have collected articles (more than 130 to date) published in key Australian national broadsheets (e.g., The Australian and Sydney Morning Herald) and tabloid (e.g., The Telegraph) newspapers and have watched on television and monitored on social media, such as YouTube and Facebook, the types of coverage given to tsunamis either affecting Australia, or Australians domestically and overseas. In all cases, I continued to monitor and collect these stories and accounts for a fixed period of four weeks after each event, commencing on the day of the tsunami. The themes raised in the coverage include: the nature of the event. For example, where, when, why did it occur, how big was it, and what were the effects; what emergency response and recovery actions are being undertaken by the emergency services and how these are being provided; exploration of how the event was made worse or better by poor/good planning and prior knowledge, action or inaction, confusion and misunderstanding; the attribution of blame and responsibility; the good news story—often the discovery and rescue of an “iconic victim/survivor”—usually a child days to weeks later; and follow-up reporting weeks to months later and on anniversaries. This coverage generally focuses on how things are improving and is often juxtaposed with the ongoing suffering of victims. I select the word “victims” purposefully for the media frequently prefer this over the more affirmative “survivor.”The media seldom carry reports of “behind the scenes” disaster preparatory work such as community education programs, the development and installation of warning and monitoring systems, and ongoing training and policy work by response agencies and governments since such stories tend to be less glamorous in terms of the disaster gore factor and less newsworthy (Cox et al. 469; Miles and Morse 365; Ploughman 308).With regard to Australians specifically, the manifest contents analysis reveals that coverage can be described as follows. First, it focuses on those Australians killed and injured. Such coverage provides elements of a biography of the victims, telling their stories, personalising these individuals so we build empathy for their suffering and the suffering of their families. The Australian victims are not unknown strangers—they are named and pictures of their smiling faces are printed or broadcast. Second, the media describe and catalogue the loss and ongoing suffering of the victims (survivors). Third, the media use phrases to describe Australians such as “innocent victims in the wrong place at the wrong time.” This narrative establishes the sense that these “innocents” have been somehow wronged and transgressed and that suffering should not be experienced by them. The fourth theme addresses the difficulties Australians have in accessing Consular support and in acquiring replacement passports in order to return home. It usually goes on to describe how they have difficulty in gaining access to accommodation, clothing, food, and water and any necessary medicines and the challenges associated with booking travel home and the complexities of communicating with family and friends. The last theme focuses on how Australians were often (usually?) not given relevant safety information by “responsible people” or “those in the know” in the place where they were at the time of the tsunami. This establishes a sense that Australians were left out and not considered by the relevant authorities. This narrative pays little attention to the wide scale impact upon and suffering of resident local populations who lack the capacity to escape the landscape of catastrophe.How Does Australian Media Coverage of (Tsunami) Catastrophe Compare with Elsewhere?A review of the available literature suggests media coverage of catastrophes involving domestic citizens is similar globally. For example, Olofsson (557) in an analysis of newspaper articles in Sweden about the 2004 IOT showed that the tsunami was framed as a Swedish disaster heavily focused on Sweden, Swedish victims, and Thailand, and that there was a division between “us” (Swedes) and “them” (others or non-Swedes). Olofsson (557) described two types of “us” and “them.” At the international level Sweden, i.e. “us,” was glorified and contrasted with “inferior” countries such as Thailand, “them.” Olofsson (557) concluded that mediated frames of catastrophe are influenced by stereotypes and nationalistic values.Such nationalistic approaches preface one type of suffering in catastrophe over others and delegitimises the experiences of some survivors. Thus, catastrophes are not evenly experienced. Importantly, Olofsson although not explicitly using the term, explains that the underlying reason for this construction of “them” and “us” is a form of imperialism and colonialism. Sharp refers to “historically rooted power hierarchies between countries and regions of the world” (304)—this is especially so of western news media reporting on catastrophes within and affecting “other” (non-western) countries. Sharp goes much further in relation to western representations and imaginations of the “war on terror” (arguably a global catastrophe) by explicitly noting the near universal western-centric dominance of this representation and the construction of the “west” as good and all “non-west” as not (299). Like it or not, the western media, including elements of the mainstream Australian media, adhere to this imperialistic representation. Studies of tsunami and other catastrophes drawing upon different types of media (still images, video, film, camera, and social media such as Facebook, Twitter, and the like) and from different national settings have explored the multiple functions of media. These functions include: providing information, questioning the authorities, and offering a chance for transformative learning. Further, they alleviate pain and suffering, providing new virtual communities of shared experience and hearing that facilitate resilience and recovery from catastrophe. Lastly, they contribute to a cultural transformation of catastrophe—both positive and negative (Hjorth and Kyoung-hwa "The Mourning"; "Good Grief"; McCargo and Hyon-Suk 236; Brown and Minty 9; Lau et al. 675; Morgan and de Goyet 33; Piotrowski and Armstrong 341; Sood et al. 27).Has Extensive Media Coverage Resulted in an Improved Awareness of the Catastrophic Potential of Tsunami for Australians?In playing devil’s advocate, my simple response is NO! This because I have been interviewing Australians about their perceptions and knowledge of tsunamis as a catastrophe, after events have occurred. These events have triggered alerts and warnings by the Australian Tsunami Warning System (ATWS) for selected coastal regions of Australia. Consequently, I have visited coastal suburbs and interviewed people about tsunamis generally and those events specifically. Formal interviews (surveys) and informal conversations have revolved around what people perceived about the hazard, the likely consequences, what they knew about the warning, where they got their information from, how they behaved and why, and so forth. I have undertaken this work after the 2007 Solomon Islands, 2009 New Zealand, 2009 South Pacific, the February 2010 Chile, and March 2011 Japan tsunamis. I have now spoken to more than 800 people. Detailed research results will be presented elsewhere, but of relevance here, I have discovered that, to begin with, Australians have a reasonable and shared cultural knowledge of the potential catastrophic effects that tsunamis can have. They use terms such as “devastating; death; damage; loss; frightening; economic impact; societal loss; horrific; overwhelming and catastrophic.” Secondly, when I ask Australians about their sources of information about tsunamis, they describe the television (80%); Internet (85%); radio (25%); newspaper (35%); and social media including YouTube (65%). This tells me that the media are critical to underpinning knowledge of catastrophe and are a powerful transformative medium for the acquisition of knowledge. Thirdly, when asked about where people get information about live warning messages and alerts, Australians stated the “television (95%); Internet (70%); family and friends (65%).” Fourthly and significantly, when individuals were asked what they thought being caught in a tsunami would be like, responses included “fun (50%); awesome (75%); like in a movie (40%).” Fifthly, when people were asked about what they would do (i.e., their “stated behaviour”) during a real tsunami arriving at the coast, responses included “go down to the beach to swim/surf the tsunami (40%); go to the sea to watch (85%); video the tsunami and sell to the news media people (40%).”An independent and powerful representation of the disjunct between Australians’ knowledge of the catastrophic potential of tsunamis and their “negative” behavioral response can be found in viewing live television news coverage broadcast from Sydney beaches on the morning of Sunday 28 February 2010. The Chilean tsunami had taken more than 14 hours to travel from Chile to the eastern seaboard of Australia and the ATWS had issued an accurate warning and had correctly forecast the arrival time of the tsunami (approximately 08.30 am). The television and radio media had dutifully broadcast the warning issued by the State Emergency Services. The message was simple: “Stay out of the water, evacuate the beaches and move to higher ground.” As the tsunami arrived, those news broadcasts showed volunteer State Emergency Service personnel and Surf Life Saving Australia lifeguards “begging” with literally hundreds (probably thousands up and down the eastern seaboard of Australia) of members of the public to stop swimming in the incoming tsunami and to evacuate the beaches. On that occasion, Australians were lucky and the tsunami was inconsequential. What do these responses mean? Clearly Australians recognise and can describe the consequences of a tsunami. However, they are not associating the catastrophic nature of tsunami with their own lives or experience. They are avoiding or disallowing the reality; they normalise and dramaticise the event. Thus in Australia, to date, a cultural transformation about the catastrophic nature of tsunami has not occurred for reasons that are not entirely clear but are the subject of ongoing study.The Emergence of Tsunami as a “New Australian Catastrophe”?As a natural disaster expert with nearly two decades experience, in my mind tsunami has emerged as a “new Australian catastrophe.” I believe this has occurred for a number of reasons. Firstly, the 2004 IOT was devastating and did impact northwestern Australia, raising the flag on this hitherto, unknown threat. Australia is now known to be vulnerable to the tsunami catastrophe. The media have played a critical role here. Secondly, in the 2004 IOT and other tsunamis since, Australians have died and their deaths have been widely reported in the Australian media. Thirdly, the emergence of various forms of social media has facilitated an explosion in information and material that can be consumed, digested, reimagined, and normalised by Australians hungry for the gore of catastrophe—it feeds our desire for catastrophic death and destruction. Fourthly, catastrophe has been creatively imagined and retold for a story-hungry viewing public. Whether through regular television shows easily consumed from a comfy chair at home, or whilst eating popcorn at a cinema, tsunami catastrophe is being fed to us in a way that reaffirms its naturalness. Juxtaposed against this idea though is that, despite all the graphic imagery of tsunami catastrophe, especially images of dead children in other countries, Australian media do not and culturally cannot, display images of dead Australian children. Such images are widely considered too gruesome but are well known to drive changes in cultural behaviour because of the iconic significance of the child within our society. As such, a cultural shift has not yet occurred and so the potential of catastrophe remains waiting to strike. Fifthly and significantly, given the fact that large numbers of Australians have not died during recent tsunamis means that again, the catastrophic potential of tsunamis is not yet realised and has not resulted in cultural changes to more affirmative behaviour. Lastly, Australians are probably more aware of “regular or common” catastrophes such as floods and bush fires that are normal to the Australian climate system and which are endlessly experienced individually and culturally and covered by the media in all forms. The Australian summer of 2012–13 has again been dominated by floods and fires. If this idea is accepted, the media construct a uniquely Australian imaginary of catastrophe and cultural discourse of disaster. The familiarity with these common climate catastrophes makes us “culturally blind” to the catastrophe that is tsunami.The consequences of a major tsunami affecting Australia some point in the future are likely to be of a scale not yet comprehensible. References Australian Broadcasting Corporation (ABC). "ABC Net Splash." 20 Mar. 2013 ‹http://splash.abc.net.au/media?id=31077›. Brown, Philip, and Jessica Minty. “Media Coverage and Charitable Giving after the 2004 Tsunami.” Southern Economic Journal 75 (2008): 9–25. Bryant, Edward. Tsunami: The Underrated Hazard. First Edition, Cambridge: Cambridge UP, 2001. ———. Tsunami: The Underrated Hazard. Second Edition, Sydney: Springer-Praxis, 2008. Caldwell, Anna, Natalie Gregg, Fiona Hudson, Patrick Lion, Janelle Miles, Bart Sinclair, and John Wright. “Samoa Tsunami Claims Five Aussies as Death Toll Rises.” The Courier Mail 1 Oct. 2009. 20 Mar. 2013 ‹http://www.couriermail.com.au/news/samoa-tsunami-claims-five-aussies-as-death-toll-rises/story-e6freon6-1225781357413›. CDEMA. "The Caribbean Disaster Emergency Management Agency. Tsunami SMART Media Web Site." 18 Dec. 2012. 20 Mar. 2013 ‹http://weready.org/tsunami/index.php?Itemid=40&id=40&option=com_content&view=article›. Cox, Robin, Bonita Long, and Megan Jones. “Sequestering of Suffering – Critical Discourse Analysis of Natural Disaster Media Coverage.” Journal of Health Psychology 13 (2008): 469–80. “CSI: Miami (Season 3, Episode 7).” International Movie Database (IMDb). ‹http://www.imdb.com/title/tt0534784/›. 9 Jan. 2013. "CSI: Miami (Season 3)." Wikipedia. ‹http://en.wikipedia.org/wiki/CSI:_Miami_(season_3)#Episodes›. 21 Mar. 2013. DFAT. "Department of Foreign Affairs and Trade Annual Report 2004–2005." 8 Jan. 2013 ‹http://www.dfat.gov.au/dept/annual_reports/04_05/downloads/2_Outcome2.pdf›. Dominey-Howes, Dale. “Geological and Historical Records of Australian Tsunami.” Marine Geology 239 (2007): 99–123. Dominey-Howes, Dale, and Randy Thaman. “UNESCO-IOC International Tsunami Survey Team Samoa Interim Report of Field Survey 14–21 October 2009.” No. 2. Australian Tsunami Research Centre. University of New South Wales, Sydney. "Hereafter." International Movie Database (IMDb). ‹http://www.imdb.com/title/tt1212419/›. 9 Jan. 2013."Hereafter." Wikipedia. ‹http://en.wikipedia.org/wiki/Hereafter (film)›. 21 Mar. 2013. Hjorth, Larissa, and Yonnie Kyoung-hwa. “The Mourning After: A Case Study of Social Media in the 3.11 Earthquake Disaster in Japan.” Television and News Media 12 (2011): 552–59. ———, and Yonnie Kyoung-hwa. “Good Grief: The Role of Mobile Social Media in the 3.11 Earthquake Disaster in Japan.” Digital Creativity 22 (2011): 187–99. Lau, Joseph, Mason Lau, and Jean Kim. “Impacts of Media Coverage on the Community Stress Level in Hong Kong after the Tsunami on 26 December 2004.” Journal of Epidemiology and Community Health 60 (2006): 675–82. McCargo, Duncan, and Lee Hyon-Suk. “Japan’s Political Tsunami: What’s Media Got to Do with It?” International Journal of Press-Politics 15 (2010): 236–45. Miles, Brian, and Stephanie Morse. “The Role of News Media in Natural Disaster Risk and Recovery.” Ecological Economics 63 (2007): 365–73. Morgan, Olive, and Charles de Goyet. “Dispelling Disaster Myths about Dead Bodies and Disease: The Role of Scientific Evidence and the Media.” Revista Panamericana de Salud Publica-Pan American Journal of Public Health 18 (2005): 33–6. Olofsson, Anna. “The Indian Ocean Tsunami in Swedish Newspapers: Nationalism after Catastrophe.” Disaster Prevention and Management 20 (2011): 557–69. Piotrowski, Chris, and Terry Armstrong. “Mass Media Preferences in Disaster: A Study of Hurricane Danny.” Social Behavior and Personality 26 (1998): 341–45. Ploughman, Penelope. “The American Print News Media Construction of Five Natural Disasters.” Disasters 19 (1995): 308–26. Prendergast, Amy, and Nick Brown. “Far Field Impact and Coastal Sedimentation Associated with the 2006 Java Tsunami in West Australia: Post-Tsunami Survey at Steep Point, West Australia.” Natural Hazards 60 (2012): 69–79. Sharp, Joanne. “A Subaltern Critical Geopolitics of The War on Terror: Postcolonial Security in Tanzania.” Geoforum 42 (2011): 297–305. Sood, Rahul, Stockdale, Geoffrey, and Everett Rogers. “How the News Media Operate in Natural Disasters.” Journal of Communication 37 (1987): 27–41.

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IntroductionThe National School Chaplaincy and Student Welfare Program (NSCSWP) has been one of the most controversial Australian news topics in the past eight years. Newspaper representations of the NSCSWP have been prolific since the Program began in 2006/07. In my previous research into the NSCSWP, I found that initially the Program was well received. Following the High Court Challenge campaign, however, which began in late 2010, newspaper reports portrayed the NSCSWP in a predominantly negative light. These negative portrayals of the NSCSWP persisted in the lead up to the second High Court Challenge from 2013 until June 2014. During this time, newspaper representations portrayed the Program as an illegitimate form of counseling for state school students. However, I would argue that it was the newspaper representations of the NSCSWP that were in fact illegitimate. In this article, I contend that illegitimate representations of the NSCSWP became hegemonic because of a lack of evidence-based research conducted into the Program’s operation within state schools. Evidence-based research would have appropriately evaluated the Program’s progress and contributed to a legitimate and fair representation of chaplains in online newspapers. My analysis acknowledges the overwhelming prejudice against the NSCSWP. Whether chaplains were indeed a legitimate or illegitimate form of counseling is not my argument. My argument is that newspaper representations of the NSCSWP were illegitimate because news articles were presenting biased and incomplete information to the Australian community. Defining IllegitimacyIllegitimacy as a term has a long history dating back to early modern England, when it was commonly used to refer to children born out of wedlock (Pritchard 19). However, the definition of illegitimacy extends beyond this social phenomenon. Katie Pritchard states:The understanding of illegitimacy encompasses a kind of theoretical illegitimacy that is nothing to do with birth, referring to a kind of falseness or unsuitability that can be applied in many circ*mstances. (21)For this article, I will be using the term ‘illegitimate’ to describe how the newspaper representations of the NSCSWP were unsuitable because they were biased and lacked valuable information. Newspaper reports, which can be accessed online via the newspaper company’s website, include important authoritative voices. However, these voices expressed a certain opinion or concern, rather than delivering information that contributed to society’s understanding of the NSCSWP. Therefore, newspapers did not present legitimate facts, but instead a range of subjective opinions.The Illegitimacy of Newspaper ReportingThe ideological bias of newspapers has been recently examined regarding News Corp, the owner of national title The Australian, and many of the major Australian state newspapers: The Daily Telegraph; The Courier Mail, Herald Sun; The Advertiser; and Sunday Times. This organisation has recently been accused of showing bias in its newspaper articles (Meade). Meade quotes Mark Scott, the ABC Managing Director, who states:Given the aggressive editorial positioning of some of their mastheads and their willingness to adopt and pursue an editorial position, an ideological position and a market segmentation, you could argue that News Corporation newspapers have never been more assertive in exercising media power. (1)The market domination enjoyed by large organisations such as News Corp, and even Fairfax Media, leads to consistency in journalists’ writing on political, social, religious, and economic issues, which may predominate over the articles published by smaller newspapers. There is the concern that over time a particular point of view will be favoured. According to Mark Scott “a range of influential voices [is] essential to ensure a fair and open media” (Meade 1). Scott cites Rupert Murdoch who stated, back in 1967, that “freedom of the press mustn’t be one-sided just for a publisher to speak as he pleases, to try and bully the community” (Meade 1). Therefore, it has been acknowledged that a biased news article is illegitimate, and national news articles are to present facts, not the opinions of the newspaper.A Methodological Framework For this article I will utilise Norman Fairclough’s theory of Critical Discourse Analysis. Fairclough states:By ‘critical’ discourse analysis I mean discourse analysis which aims to systematically explore often opaque relationships of causality and determination between (a) discursive practices, events and texts and (b) wider social and cultural structures, relations and processes. (132-133)This method of analysis examines three assumptions: Existential, Propositional and Value. Existential assumptions make claims about what exists with regards to the problem, and refers to social phenomena such as globalisation or social cohesion (56). Propositional assumptions make predictions about what is or will be (55). Value assumptions simply evaluate things as good or bad, needed or not needed (57). These assumptions can be identified through analysis of the various direct quotes included within online newspaper articles.Direct quotations in newspaper articles available online often represent polarised views demonstrating whether people agree or disagree with the topic being discussed. The selection, or framing, of dominant voices within an article can be used to construct or re-present certain ideologies (Entman, 165). Entman explains that “we can define framing as the process of culling a few elements of perceived reality and assembling a narrative that highlights connections among them to promote a particular interpretation” (164). The framing of direct quotes within an article, therefore, assists the reader in identifying the article’s bias. The National School Chaplaincy and Student Welfare ProgramThe National School Chaplaincy Program was first established in 2006 by the Howard Government, and in 2011 Julia Gillard included secular youth workers, expanding it from 2012 to become the National School Chaplaincy and Student Welfare Program. According to the National School Chaplaincy and Student Welfare Guidelines, the Program aimed to “assist school communities to provide pastoral care and general spiritual, social and emotional comfort to all students, irrespective of their faith or beliefs” (6). Chaplaincy in Australia has been a predominantly Christian counseling service with Christianity being the most commonly practiced religion in Australia (Australian Bureau of Statistics). However, there have been chaplains representing other faiths such as Islam, Judaism and Buddhism (Australian Government 8). Chaplains were chosen by their respective schools and were partly funded by the Government to provide support to students and staff.State Newspaper Articles Online: Representations 2013-2014My sample of articles came from nine state newspapers with an online presence: The Sydney Morning Herald, Brisbane Courier Mail, Adelaide Advertiser, Melbourne Age, Northern Times, The Australian, The West Australian, The Daily Telegraph, and The Mercury. A total of 36 articles were collected, from the newspaper’s Website, for 2013 and 2014, and were divided into two categories.The two categories are Supportive (of the Program) and Unsupportive (of the Program). In 2013, two articles were supportive of the Program, whereas in 2014 there were four. In 2013 three articles were unsupportive of the Program, whereas in 2014 there were 27 unsupportive articles, representing the growing interest in the scheme in the final lead up to the High Court Challenge in 2014. An online newspaper article from 2013, which portrays the NSCSWP and in particular chaplains as illegitimate, is Call for Naked School Chaplain to Be Defrocked (Domjen). This article explains how an off-duty school chaplain was preaching naked in the main street of a country town in NSW. The NSW Teachers Federation President Maurie Mulheron, and Parents and Citizens Association publicity officer Rachael Sowden were quoted in this article. It is through their direct quotes that the illegitimacy of chaplaincy is framed. President Mulheron states:We believe the chaplaincy program is wrong and that money should be used for an increase in school-based counsellors. Obviously the right checks and balances are not in place. (1)When President Mulheron states “We” it is unclear to the reader as to whether he is referring to all NSW Teachers or the organisation’s administrators. The reader is left to make their own assumptions about whom he is referring to. The President also makes a value assumption that the money would be better spent on school-based counselors, thus expressing his own opinion that they are a better option. A propositional assumption is made when he claims that the “right checks and balances are not in place”, but is he basing his claim on this one incident or is there other research to support this assumption?Perhaps this naked chaplain appeared fine when the school hired him, perhaps he does not have a previous record of inappropriate behaviour, perhaps it was an isolated incident. The reader is not given any background information on this chaplain and is therefore meant to take the President’s assumptions as legitimate fact. Ms Sowden, representing the Parents’ and Citizens’ Association, also expresses the same assumptions and concerns. Ms Sowden states:We have great concerns about the chaplain scheme - many parents do. We are concerned about whether they go through the same processes as teachers in terms of working with children checks and their suitability to the position, and this case highlights that.Ms Sowden makes a propositional assumption that many parents and citizens are concerned about the Program. It would be interesting to know what the Parents and Citizens Association was doing about this, considering the choice to have a chaplain is a decision made by the school community? Ms Sowden also asks whether chaplains “go through the same processes as teachers in terms of working with children checks and their suitability to the position”. Chaplains do not go through the same process as teachers in their training as they have a different role in the school. However, chaplains do require a Certificate IV in Pastoral Care as well as a Working with Children Check because they are in close proximity to children, and are being paid for their school counseling service (Working with Children Check). Ms Sowden’s value assumption that chaplains are unsuitable for the position is based on her own limited understanding of their qualifications, which she admits to not knowing. In fact, to be appointed to represent parents and citizens and to even voice their concerns, but not know the qualifications of chaplains in her community, is an interesting area of ignorance.This article has been framed to evaluate the actions of all chaplains through the example of a publicly-naked chaplain, discussed without context in this article. The Program is portrayed as hiring unsuitable and thus illegitimate chaplains. However, the quotes are based on concerns and assumptions that are unfounded, and are fears presented as facts. Therefore the representation is illegitimate because it does not report any information that the public can use to better understand the NSCSWP, or even to understand the circ*mstances surrounding the chaplain who preached naked in the street. Another article from 2014, which represents chaplains as illegitimate, is Push to Divert Chaplain Cash to School Councillors (Paine). This article focuses on the comments of the Tasmanian Association of State School Organisations President Jenny Eddington, and the Australian Education Union President Angelo Gavrielatos. These dominant voices within the Tasmanian and Australian communities are chosen to express their opinion that the money once used for chaplains should now be used to fund psychologists in schools. AEU President Angelo Gavrielatos states: Apart from undermining our secular traditions, this additional funding should have been allocated to schools to better meet the educational needs of students with trained, specialist staff.Mr Gavrielatos makes a propositional assumption that chaplains are untrained staff and are thus illegitimate staff. However, chaplains are trained and specialise in providing counseling services. Thus, through his call for “trained, specialist staff” he aims to delegitimize the training of chaplains. Mr Gavrielatos also makes a value assumption when he claims that the funding put towards the NSCSWP undermines “our secular traditions”. “Secular traditions” is an existential assumption in positioning that Australians have secular traditions, and that these do not involve chaplaincy because the Australian Government is not supposed to support religion. The Australian Bureau of Statistics states:Enlightenment principles promoted a secular government, detached from the church, that encouraged tolerance and supported religious pluralism, including the right to practice no religion. By Federation, this diversity was enshrined in the Australian Constitution, which says that the Commonwealth shall not make any law for establishing any religion, or for imposing any religious observance, or for prohibiting the free exercise of any religion. (1)The funding of the Program was a contentious issue from the time of its inception; although it could be argued that it was the prerogative of the Government to support the practice of diverse cultural and religious beliefs by allowing schools to hire religious counselors of their choice. Given that not every student is Christian some would perhaps benefit from chaplains or counselors representing other faiths.These news articles have selected dominant voices to construct and promote an ideology of chaplains as an illegitimate resource for school communities. In these newspaper reports existential, propositional and value assumptions were expressed by dominant voices who expressed concern about the role and behaviour of chaplains in schools. However, research into the Program and its operation within each state may have avoided the representation of unfounded and illegitimate assumptions.Evidence-Based Research: Avoiding Illegitimacy Over the course of the Chaplaincy Program various resources, such as reports and journal articles attempted to provide evidence of how the NSCSWP was funded and operated within state schools.The Department of Education received frequent progress reports by state schools who hired chaplains, although this information was not made available to the public. However, in 2011 then Education Minister Peter Garrett released a discussion paper informing Australians about the current set up of the Program and how the community could have their say on the Program’s fulfillment from 2012-2014. The discussion paper was reported on by The Australian, which portrayed the Program as not catering to the needs of Australian youth because chaplains are predominantly Christian (Ferrari). The newspaper report focuses on the concerns of Australian communities regarding the funding, and qualifications of chaplains, and the cost of the Program. Thus, the Program appeared illegitimate and as though it could not cater to the Australian community’s expectations.Reports conducted by organisations external to the Education Department tried to examine schools communities’ expectations and experiences of the Program. One such report was written in 2009 by Dr Philip Hughes and Professor Margaret Sims from Edith Cowan University who aimed to examine how Australian schools evaluated the Program, and the role of chaplains, but their report excluded the state of NSW.Hughes and Sims state that chaplains’ “contribution was widely appreciated” by schools (6). This report attempted to provide a legitimate and independent account of the Program, however, the report was deemed biased by NSW Greens MLC, Dr John Kaye who remarked that the study was “deeply flawed” and lacked independence (Thielking & MacKenzie 1). According to critics, the study focussed on the positive benefits of chaplains, but the only benefit that was unique to them was that they were religious (The Greens). The study also neglected to report that Hughes was an employee of the Christian Research Association and that his background could impede his objectivity. In the same year, 2009, ACCESS ministries published a report titled: The value of chaplains in Victorian schools. The independent research conducted by Social Compass covers: “the value of chaplains; their social, spiritual and academic impacts; the difference made to the health, well being and quality of life of students; and the contributions made to strengthen communities” (2).This study promoted a positive view of chaplaincy within schools and tried to report on a portion of the community’s experiences with chaplains. However, it was limited in that it pertains only to Victorian schools and received very little media attention online. Even if this information were available online it would have only related to Victoria. Further research conducted into chaplaincy has been published in the Journal of Christian Education. This journal contains many articles on chaplaincy, but these are not easily available online as they require a subscription. The findings from these articles have not been published in newspaper articles online and have therefore not been made available to the general public. The Christian bias of the journal may have also contributed to its contents being neglected by news articles made available online, although they might have assisted in providing a more balanced representation of the NSCSWP.The extent of the research conducted into The National School Chaplaincy and Student Welfare Program has not been entirely delineated here, but these are some of the prominent resources. Nonetheless, the rigorous evaluation of the contribution of the NSCSWP was minimal, and the quality of its evaluation predominantly biased.Robert Slavin states that school program evaluations must “produce reliable, unbiased, and meaningful information on the strength of evidence behind each program” (1). Unfortunately, the research conducted into the Chaplaincy Program was not free from bias, consistent or properly designed in a way that legitimately evaluated the NSCSWP. According to Monica Thielking and David MacKenzie:The fact is that the provision of support services for students in Australian schools has never been subjected to serious research and evaluation, and any analysis is made more difficult by the fact that the various states and territories deploy somewhat different models. (1)Thus, the information on the Chaplaincy Program’s progress and the responsibilities of chaplains in schools was not comprehensive or accurate enough to be appropriately reported in newspapers available online. Therefore, newspaper articles used quotes and information based on a limited understanding of the Program, which in turn produced illegitimate representations of the NSCSWP.ConclusionNewspaper reports available online drew conclusions about the Program’s effectiveness, which had not been appropriately tested. If research had been made available to the public, or published within state-based media online, Australians would have had a more legitimate understanding of the Program’s operation within state education, even if that understanding could not have changed the High Court ruling.The Chaplaincy Program demonstrates how a lack of evidence-based research allows the media to construct illegitimate representations based on promoting the assumptions of dominant, and I would argue the loudest, voices, in society. The bias represented in a consistent approach adopted by newspapers owned by dominant media companies, is a factor in the re-presentation and promotion of certain ideologies. This was made evident by the fact that, in 2014, across nine state newspapers available online, 27 articles were unsupportive of the Program as opposed to only four articles that were supportive. Audiences need to be presented with facts rather than opinions, which are based on very little research. Hopefully newspaper reporting will change in the future to offer audiences a more legitimate representation of news events. ReferencesACCESS Ministries. The Value of Chaplains in Victorian Schools. NSW, 2009. Australian Bureau of Statistics. "Reflecting a Nation: Stories from the 2011 Census, 2012–2013." 2012. Australian Government. National School Chaplaincy Program: A Discussion Paper. Australia: Commonwealth of Australian, 2011. Chaplaincy Australia. "Training." n.d. Commonwealth of Australia. National School Chaplaincy and Student Welfare Program Guidelines. Australia: Australian Government, 2012. Domjen, Briana. “Call for Naked School Chaplain to Be Defrocked.” The Australian 3 Feb. 2013: 1.Entman, Robert. "Framing Bias: Media in the Distribution of Power." Journal of Communications 1 (2007): 163-73.Fairclough, Norman. Analysing Discourse: Textual Analysis for Social Research. London: Longman, 2003.Ferrari, Justine. "School Chaplains Not Representative." The Australian 12 Feb. 2011: 1.Hughes, Philip, and Margaret Sims. The Effectivess of Chaplaincy: As Provided by the National School Chaplaincy Association to Government Schools in Australia. Perth: Edith Cowan University, 2009.Meade, Amanda. "Mark Scott: News Corp Papers Never More Aggressive than Now." The Guardian 3 Oct. 2014: 1.Paine, Michelle. “Push to Divert Chaplain Cash to School Councillors.” The Mercury 21 Jun. 2014: 1.Pritchard, Katie. "Legitimacy, Illegitimacy and Sovereignty in Shakespeare’s British Plays." U of Manchester, 2011.Slavin, Robert. "Perspectives on Evidence-Based Research in Education: What Works? Issues in Synthesizing Educational Program Evaluations." Educational Researcher 37.1 (2008): 5-14. The Greens. "Chaplaincy Program Study 'Flawed and Biased': Conclusions Not Justified." n.d. Thielking, Monica, and David MacKenzie. “School Chaplains: Time to Look at the Evidence.” 2011. Working with Children Check. "Categories of Work." 2008.

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

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The first two months of 2021 saw Google and Facebook ‘go dark’ in terms of news content on the Australia versions of their platforms. In January, Google ran a so-called “experiment” which removed or demoted current news in the search results available to a segment of Australian users. While Google was only darkened for some, in February news on Facebook went completely dark, with the company banning all news content and news sharing for users within Australian. Both of these instances of going dark occurred because of the imminent threat these platforms faced from the News Media Bargaining Code legislation that was due to be finalised by the Australian parliament. This article examines how both Google and Facebook responded to the draft Code, focussing on their threats to go dark, and the extent to which those threats were carried out. After exploring the context which produced the threats of going dark, this article looks at their impact, and how the Code was reshaped in light of those threats before it was finally legislated in early March 2021. Most importantly, this article outlines why Google and Facebook were prepared to go dark in Australia, and whether they succeeded in trying to prevent Australia setting the precedent of national governments dictating the terms by which digital platforms should pay for news content. From the Digital Platforms Inquiry to the Draft Code In July 2019, the Australian Treasurer released the Digital Platforms Inquiry Final Report which had been prepared by the Australian Competition and Consumer Commission (ACCC). It outlined a range of areas where Australian law, policies and practices were not keeping pace with the realities of a digital world of search giants, social networks, and streaming media. Analysis of the submissions made as part of the Digital Platforms Inquiry found that the final report was “primarily framed around the concerns of media companies, particularly News Corp Australia, about the impact of platform companies’ market dominance of content distribution and advertising share, leading to unequal economic bargaining relationships and the gradual disappearance of journalism jobs and news media publishers” (Flew et al. 13). As such, one of the most provocative recommendations made was the establishment of a new code that would “address the imbalance in the bargaining relationship between leading digital platforms and news media businesses” (Australian Competition and Consumer Commission, Digital Platforms Inquiry 16). The ACCC suggested such a code would assist Australian news organisations of any size in negotiating with Facebook, Google and others for some form of payment for news content. The report was released at a time when there was a greatly increased global appetite for regulating digital platforms. Thus the battle over the Code was watched across the world as legislation that had the potential to open the door for similar laws in other countries (Flew and Wilding). Initially the report suggested that the digital giants should be asked to develop their own codes of conduct for negotiating with news organisations. These codes would have then been enforced within Australia if suitably robust. However, after months of the big digital platforms failing to produce meaningful codes of their own, the Australian government decided to commission their own rules in this arena. The ACCC thus prepared the draft legislation that was tabled in July 2020 as the Australian News Media Bargaining Code. According to the ACCC the Code, in essence, tried to create a level playing field where Australian news companies could force Google and Facebook to negotiate a ‘fair’ payment for linking to, or showing previews of, their news content. Of course, many commentators, and the platforms themselves, retorted that they already bring significant value to news companies by referring readers to news websites. While there were earlier examples of Google and Facebook paying for news, these were largely framed as philanthropy: benevolent digital giants supporting journalism for the good of democracy. News companies and the ACCC argued this approach completely ignored the fact that Google and Facebook commanded more than 80% of the online advertising market in Australia at that time (Meade, “Google, Facebook and YouTube”). Nor did the digital giants acknowledge their disruptive power given the bulk of that advertising revenue used to flow to news companies. Some of the key features of this draft of the Code included (Australian Competition and Consumer Commission, “News Media Bargaining Code”): Facebook and Google would be the (only) companies initially ‘designated’ by the Code (i.e. specific companies that must abide by the Code), with Instagram included as part of Facebook. The Code applied to all Australian news organisations, and specifically mentioned how small, regional, and rural news media would now be able to meaningfully bargain with digital platforms. Platforms would have 11 weeks after first being contacted by a news organisation to reach a mutually negotiated agreement. Failure to reach agreements would result in arbitration (using a style of arbitration called final party arbitration which has both parties present a final offer or position, with an Australian arbiter simply choosing between the two offers in most cases). Platforms were required to give 28 days notice of any change to their algorithms that would impact on the ways Australian news was ranked and appeared on their platform. Penalties for not following the Code could be ten million dollars, or 10% of the platform’s annual turnover in Australia (whichever was greater). Unsurprisingly, Facebook, Google and a number of other platforms and companies reacted very negatively to the draft Code, with their formal submissions arguing: that the algorithm change notifications would give certain news companies an unfair advantage while disrupting the platforms’ core business; that charging for linking would break the underlying free nature of the internet; that the Code overstated the importance and reach of news on each platform; and many other objections were presented, including strong rejections of the proposed model of arbitration which, they argued, completely favoured news companies without providing any real or reasonable limit on how much news organisations could ask to be paid (Google; Facebook). Google extended their argument by making a second submission in the form of a report with the title ‘The Financial Woes of News Publishers in Australia’ (Shapiro et al.) that argued Australian journalism and news was financially unsustainable long before digital platforms came along. However, in stark contrast the Digital News Report: Australia 2020 found that Google and Facebook were where many Australians found their news; in 2020, 52% of Australians accessed news on social media (up from 46% the year before), with 39% of Australians getting news from Facebook, and that number jumping to 49% when specifically focusing on news seeking during the first COVID-19 pandemic peak in April 2021 (Park et al.). The same report highlighted that 43% of people distrust news found on social media (with a further 29% neutral, and only 28% of people explicitly trusting news found via social media). Moreover, 64% of Australians were concerned about misinformation online, and of all the platforms mentioned in the survey, respondents were most concerned about Facebook as a source of misinformation, with 36% explicitly indicating this was the place they were most concerned about encountering ‘fake news’. In this context Facebook and Google battled the Code by launching a public relations campaigns, appealing directly to Australian consumers. Google Drives a Bus Across Australia Google’s initial response to the draft Code was a substantial public relations campaign which saw the technology company advocating against the Code but not necessarily the ideas behind it. Google instead posited their own alternative way of paying for journalism in Australia. On the main Google search landing page, the usually very white surrounds of the search bar included the text “Supporting Australian journalism: a constructive path forward” which linked to a Google page outlining their version of a ‘Fair Code’. Popup windows appeared across many of Google’s services and apps, noting Google “are willing to pay to support journalism”, with a button labelled ‘Hear our proposal’. Figure 1: Popup notification on Google Australia directing users to Google’s ‘A Fair Code’ proposal rebutting the draft Code. (Screen capture by author, 29 January 2021) Google’s popups and landing page links were visible for more than six months as the Code was debated. In September 2020, a Google blog post about the Code was accompanied by a YouTube video campaign featuring Australia comedian Greta Lee Jackson (Google Australia, Google Explains Arbitration). Jackson used the analogy of Google as a bus driver, who is forced to pay restaurants for delivering customers to them, and then pay part of the running costs of restaurants, too. The video reinforced Google’s argument that the draft Code was asking digital platforms to pay potentially enormous costs for news content without acknowledging the value of Google bringing readers to the news sites. However, the video opened with the line that “proposed laws can be confusing, so I'll use an analogy to break it down”, setting a tone that would seem patronising to many people. Moreover, the video, and Google’s main argument, completely ignored the personal data Google receives every time a user searches for, or clicks on, a news story via Google Search or any other Google service. If Google’s analogy was accurate, then the bus driver would be going through every passenger’s bag while they were on the bus, taking copies of all their documents from drivers licenses to loyalty cards, keeping a record of every time they use the bus, and then using this information to get advertisers to pay for a tailored advertisem*nt on the back of the seat in front of every passenger, every time they rode the bus. Notably, by the end of March 2021, the video had only received 10,399 views, which suggests relatively few people actually clicked on it to watch. In early January 2021, at the height of the debate about the Code, Google ran what they called “an experiment” which saw around 1% of Australian users suddenly only receive “older or less relevant content” when searching for news (Barnet, “Google’s ‘Experiment’”). While ostensibly about testing options for when the Code became law, the unannounced experiment also served as a warning shot. Google very effectively reminded users and politicians about their important role in determining which news Australian users find, and what might happen if Google darkened what they returned as news results. On 21 January 2021, Mel Silva, the Managing Director and public face of Google in Australia and New Zealand gave public testimony about the company’s position before a Senate inquiry. Silva confirmed that Google were indeed considering removing Google Search in Australia altogether if the draft Code was not amended to address their key concerns (Silva, “Supporting Australian Journalism: A Constructive Path Forward An Update on the News Media Bargaining Code”). Google’s seemingly sudden escalation in their threat to go dark led to articles such as a New York Times piece entitled ‘An Australia with No Google? The Bitter Fight behind a Drastic Threat’ (Cave). Google also greatly amplified their appeal to the Australian public, with a video featuring Mel Silva appearing frequently on all Google sites in Australia to argue their position (Google Australia, An Update). By the end of March 2021, Silva’s video had been watched more than 2.2 million times on YouTube. Silva’s testimony, video and related posts from Google all characterised the Code as: breaking “how Google search works in Australia”; creating a world where links online are paid for and thus both breaking Google and “undermin[ing] how the web works”; and saw Google offer their News Showcase as a viable alternative that, in Google’s view, was “a fair one” (Silva, “Supporting Australian Journalism”). Google emphasised submissions about the Code which backed their position, including World Wide Web inventor Tim Berners-Lee who agreed that the idea of charging for links could have a more wide-reaching impact, challenging the idea of a free web (Leaver). Google also continued to release their News Showcase product in other parts of the world. They emphasised that there were existing arrangements for Showcase in Australia, but the current regulatory uncertainty meant it was paused in Australia until the debates about the Code were resolved. In the interim, news media across Australia, and the globe, were filled with stories speculating what an Australia would look like if Google went completely dark (e.g. Cave; Smyth). Even Microsoft weighed in to supporting the Code and offer their search engine Bing as a viable alternative to fill the void if Google really did go dark (Meade, “Microsoft’s Bing”). In mid-February, the draft Code was tabled in Australian parliament. Many politicians jumped at the chance to sing the Code’s praises and lament the power that Google and Facebook have across various spheres of Australian life. Yet as these speeches were happening, the Australian Treasurer Josh Frydenberg was holding weekend meetings with executives from Google and Facebook, trying to smooth the path toward the Code (Massola). In these meetings, a number of amendments were agreed to, including the Code more clearly taking in to account any existing deals already on the table before it became law. In these meetings the Treasurer made in clear to Google that if the deals done prior to the Code were big enough, he would consider not designating Google under the Code, which in effect would mean Google is not immediately subject to it (Samios and Visentin). With that concession in hand Google swiftly signed deals with over 50 Australian news publishers, including Seven West Media, Nine, News Corp, The Guardian, the ABC, and some smaller publishers such as Junkee Media (Taylor; Meade, “ABC Journalism”). While the specific details of these deals were not made public, the deals with Seven West Media and Nine were both reported to be worth around $30 million Australian dollars (Dudley-Nicholson). In reacting to Google's deals Frydenberg described them as “generous deals, these are fair deals, these are good deals for the Australian media businesses, deals that they are making off their own bat with the digital giants” (Snape, “‘These Are Good Deals’”). During the debates about the Code, Google had ultimately ensured that every Australian user was well aware that Google was, in their words, asking for a “fair” Code, and before the Code became law even the Treasurer was conceding that Google’s was offering a “fair deal” to Australian news companies. Facebook Goes Dark on News While Google never followed through on their threat to go completely dark, Facebook took a very different path, with a lot less warning. Facebook’s threat to remove all news from the platform for users in Australia was not made explicit in their formal submissions the draft of the Code. However, to be fair, Facebook’s Managing Director in Australia and New Zealand Will Easton did make a blog post at the end of August 2020 in which he clearly stated: “assuming this draft code becomes law, we will reluctantly stop allowing publishers and people in Australia from sharing local and international news on Facebook and Instagram” (Easton). During the negotiations in late 2020 Instagram was removed as an initial target of the Code (just as YouTube was not included as part of Google) along with a number of other concessions, but Facebook were not sated. Yet Easton’s post about removing news received very little attention after it was made, and certainly Facebook made no obvious attempt to inform their millions of Australian users that news might be completely blocked. Hence most Australians were shocked when that was exactly what Facebook did. Facebook’s power has, in many ways, always been exercised by what the platform’s algorithms display to users, what content is most visible and equally what content is made invisible (Bucher). The morning of Wednesday, 17 February 2021, Australian Facebook users awoke to find that all traditional news and journalism had been removed from the platform. Almost all pages associated with news organisations were similarly either disabled or wiped clean, and that any attempt to share links to news stories was met with a notification: “this post can’t be shared”. The Australian Prime Minister Scott Morrison reacted angrily, publicly lamenting Facebook’s choice to “unfriend Australia”, adding their actions were “as arrogant as they were disappointing”, vowing that Australia would “not be intimidated by big tech” (Snape, “Facebook Unrepentant”). Figure 2: Facebook notification appearing when Australians attempted to share news articles on the platform. (Screen capture by author, 20 February 2021) Facebook’s news ban in Australia was not limited to official news pages and news content. Instead, their ban initially included a range of pages and services such as the Australian Bureau of Meteorology, emergency services pages, health care pages, hospital pages, services providing vital information about the COVID-19 pandemic, and so forth. The breadth of the ban may have been purposeful, as one of Facebook’s biggest complaints was that the Code defined news too broadly (Facebook). Yet in the Australian context, where the country was wrestling with periodic lockdowns and the Coronavirus pandemic on one hand, and bushfires and floods on the other, the removal of these vital sources of information showed a complete lack of care or interest in Australian Facebook users. Beyond the immediate inconvenience of not being able to read or share news on Facebook, there were a range of other, immediate, consequences. As Barnet, amongst others, warned, a Facebook with all credible journalism banned would almost certainly open the floodgates to a tide of misinformation, with nothing left to fill the void; it made Facebook’s “public commitment to fighting misinformation look farcical” (Barnet, “Blocking Australian News”). Moreover, Bossio noted, “reputational damage from blocking important sites that serve Australia’s public interest overnight – and yet taking years to get on top of user privacy breaches and misinformation – undermines the legitimacy of the platform and its claimed civic intentions” (Bossio). If going dark and turning off news in Australia was supposed to win the sympathy of Australian Facebook users, then the plan largely backfired. Yet as with Google, the Australian Treasurer was meeting with Mark Zuckerberg and Facebook executives behind closed doors, which did eventually lead to changes before the Code was finally legislated (Massola). Facebook gained a number of concessions, including: a longer warning period before a Facebook could be designated by the Code; a longer period before news organisations would be able to expect negotiations to be concluded; an acknowledgement that existing deals would be taken in to account during negotiations; and, most importantly, a clarification that if Facebook was to once again block news this would both prevent them being subject to the Code and was not be something the platform could be punished for. Like Google, though, Facebook’s biggest gain was again the Treasurer making it clear that by making deals in advance on the Code becoming law, it was likely that Facebook would not be designated, and thus not subject to the Code at all (Samios and Visentin). After these concessions the news standoff ended and on 23 February the Australian Treasurer declared that after tense negotiations Facebook had “refriended Australia”; the company had “committed to entering into good-faith negotiations with Australian news media businesses and seeking to reach agreements to pay for content” (Visentin). Over the next month there were some concerns voiced about slow progress, but then major deals were announced between Facebook and News Corp Australia, and with Nine, with other deals following closely (Meade, “Rupert Murdoch”). Just over a week after the ban began, Facebook returned news to their platform in Australia. Facebook obviously felt they had won the battle, but Australia Facebook users were clearly cannon fodder, with their interests and wellbeing ignored. Who Won? The Immediate Aftermath of the Code After the showdowns with Google and Facebook, the final amendments to the Code were made and it was legislated as the News Media and Digital Platforms Mandatory Bargaining Code (Australian Treasury), going into effect on 2 March 2021. However, when it became legally binding, not one single company was ‘designated’, meaning that the Code did not immediately apply to anyone. Yet deals had been struck, money would flow to Australian news companies, and Facebook had returned news to its platform in Australia. At the outset, Google, Facebook, news companies in Australia and the Australian government all claimed to have won the battle over the Code. Having talked up their tough stance on big tech platforms when the Digital Platforms Inquiry landed in 2019, the Australian Government was under public pressure to deliver on that rhetoric. The debates and media coverage surrounding the Code involved a great deal of political posturing and gained much public attention. The Treasurer was delighted to see deals being struck that meant Facebook and Google would pay Australian news companies. He actively portrayed this as the government protecting Australia’s interest and democracy. The fact that the Code was leveraged as a threat does mean that the nuances of the Code are unlikely to be tested in a courtroom in the near future. Yet as a threat it was an effective one, and it does remain in the Treasurer’s toolkit, with the potential to be deployed in the future. While mostly outside the scope of this article, it should definitely be noted that the biggest winner in the Code debate was Rupert Murdoch, executive chairman of News Corp. They were the strongest advocates of regulation forcing the digital giants to pay for news in the first place, and had the most to gain and least to lose in the process. Most large news organisations in Australia have fared well, too, with new revenue flowing in from Google and Facebook. However, one of the most important facets of the Code was the inclusion of mechanisms to ensure that regional and small news publishers in Australia would be able to negotiate with Facebook and Google. While some might be able to band together and strike terms (and some already have) it is likely that many smaller news companies in Australia will miss out, since the deals being struck with the bigger news companies appear to be big enough to ensure they are not designated, and thus not subject to the Code (Purtill). A few weeks after the Code became law ACCC Chair Rod Sims stated that the “problem we’re addressing with the news media code is simply that we wanted to arrest the decline in money going to journalism” (Kohler). On that front the Code succeeded. However, there is no guarantee the deals will mean money will support actual journalists, rather than disappearing as extra corporate profits. Nor is there any onus on Facebook or Google to inform news organisations about changes to their algorithms that might impact on news rankings. Also, as many Australia news companies are now receiving payments from Google and Facebook, there is a danger the news media will become dependent on that revenue, which may make it harder for journalists to report on the big tech giants without some perceptions of a conflict of interest. In a diplomatic post about the Code, Google thanked everyone who had voiced concerns with the initial drafts of the legislation, thanked Australian users, and celebrated that their newly launched Google News Showcase had “two million views of content” with more than 70 news partners signed up within Australia (Silva, “An Update”). Given that News Showcase had already begun rolling out elsewhere in the world, it is likely Google were already aware they were going to have to contribute to the production of journalism across the globe. The cost of paying for news in Australia may well have fallen within the parameters Google had already decided were acceptable and inevitable before the debate about the Code even began (Purtill). In the aftermath of the Code becoming legislation, Google also posted a cutting critique of Microsoft, arguing they were “making self-serving claims and are even willing to break the way the open web works in an effort to undercut a rival” (Walker). In doing so, Google implicitly claimed that the concessions and changes to the Code they had managed to negotiate effectively positioned them as having championed the free and open web. At the end of February 2021, in a much more self-congratulatory post-mortem of the Code entitled “The Real Story of What Happened with News on Facebook in Australia”, Facebook reiterated their assertion that they bring significant value to news publishers and that the platform receives no real value in return, stating that in 2020 Facebook provided “approximately 5.1 billion free referrals to Australian publishers worth an estimated AU$407 million to the news industry” (Clegg). Deploying one last confused metaphor, Facebook argued the original draft of the Code was “like forcing car makers to fund radio stations because people might listen to them in the car — and letting the stations set the price.” Of course, there was no mention that following that metaphor, Facebook would have bugged the car and used that information to plaster the internal surfaces with personalised advertising. Facebook also touted the success of their Facebook News product in the UK, albeit without setting a date for the rollout of the product in Australia. While Facebook did concede that “the decision to stop the sharing of news in Australia appeared to come out of nowhere”, what the company failed to do was apologise to Australian Facebook users for the confusion and inconvenience they experienced. Nevertheless, on Facebook’s own terms, they certainly positioned themselves as having come out winners. Future research will need to determine whether Facebook’s actions damaged their reputation or encouraged significant numbers of Australians to leave the platform permanently, but in the wake of a number of high-profile scandals, including Cambridge Analytica (Vaidhyanathan), it is hard to see how Facebook’s actions would not have further undermined consumer trust in the company and their main platform (Park et al.). In fighting the Code, Google and Facebook were not just battling the Australian government, but also the implication that if they paid for news in Australia, they likely would also have to do so in other countries. The Code was thus seen as a dangerous precedent far more than just a mechanism to compel payment in Australia. Since both companies ensured they made deals prior to the Code becoming law, neither was initially ‘designated’, and thus neither were actually subject to the Code at the time of writing. The value of the Code has been as a threat and a means to force action from the digital giants. How effective it is as a piece of legislation remains to be seen in the future if, indeed, any company is ever designated. For other countries, the exact wording of the Code might not be as useful as a template, but its utility to force action has surely been noted. Like the inquiry which initiated it, the Code set “the largest digital platforms, Google and Facebook, up against the giants of traditional media, most notably Rupert Murdoch’s News Corporation” (Flew and Wilding 50). Yet in a relatively unusual turn of events, both sides of that battle claim to have won. At the same time, EU legislators watched the battle closely as they considered an “Australian-style code” of their own (Dillon). Moreover, in the month immediately following the Code being legislated, both the US and Canada were actively pursuing similar regulation (Baier) with Facebook already threatening to remove news and go dark for Canadian Facebook users (van Boom). For Facebook, and Google, the battle continues, but fighting the Code has meant the genie of paying for news content is well and truly out of the bottle. References Australian Competition and Consumer Commission. 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