Journal articles: 'Industrial management Corporate culture Corporate state Vakverenigingen' – Grafiati (2024)

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Background - Industrial revolution 4.0 make competition between countries will be more competitive. This competition was also felt by PT sem*n Indonesia (Persero) Tbk, which is the market leader in the cement industry in Indonesia. Company that implement corporate culture very well, was reached hundred times growth that companies that don’t consider corporate culture s main concern. Aim – This study aims to mapping the organization culture through OCAI (Organizational Culture Assessment Intstrument. Design / methodology / approach - The sampling technique uses the proportionate stratified random sampling method which consists of 6 General Managers, 20 Senior Managers, 34 Head Section, 33 Head Teams and 13 Staffs. The instrument used in this study was the Organizational Culture Assessment Intstrument (OCAI), which maps organizational culture into four types of organizational culture through six-dimensional measurement, namely dominant characteristics, organizational leadership, employee management, organizational adhesives, and success criteria. Data collection techniques used are questionnaires. Finding - The results of the research show that the dominant culture now perceived is hierarchical culture, and the expected dominant culture is clan culture. The results of the validation from the expert stated that as a state-owned corporation that has a global go vision, the clan culture adopted by employees is irrelevant. Culture that is applied to be more suitable for going global is market culture as the main culture or common culture. Whereas the second culture or dominant sub-culture is a type of cultural hierarchy. Research implication - The existence of this mapping is expected to be an input to management, how management can create a more dominant competitive culture and unite employees with a culture that has been determined by management.

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Purpose: This paper is an exploratory work focusing on university administration in practice. The study interrogates ethics and practice of university administration in Nigeria, vis-à-vis service-delivery. It captures and exemplifies the nature and elements of university administration as experienced in the contemporary Nigerian polity, making references to aspects of industrial and organizational psychology, human factor psychology, and others, in the context of diverse interrelationships between theory and practice. It reverts to antecedents of administrative practice, tracing the primal formation of organizational styles to the colonial era in British tropical dependencies, and deftly concludes that the contemporary administrative policies were direct derivatives from the political culture of the colonial masters who sought to enforce “law and order” and through a self-imposed dual mandate sophistry. It concludes by drawing attention to observed infractions in the contemporary practice, and emphasized on the need to upgrade ethics, practice and corporate governance. Contributions on the socio-politics of corporate practice in Nigerian universities is paltry, and more research could be initiated in this area to complement our effort. Methodology: The research design is descriptive, focusing on answering the how, what, when and where, (i.e. in addition to why) thus, providing rooms for examination of historical evidences, theoretical relevance and practical algorithms. The study used qualitative research method to properly describe the research problem and analyzed the problem based on observed characteristics, behaviours and reactions. The researcher being an active participant in the system, used the instruments of interactive sessions, seminars, workshops and interviews. The study was carried out among a cross-section of administrative class who are employees in renowned government-run public universities in Nigeria and are being governed by the same regulations under the jurisdiction of the National Universities Commission and the Federal Government of Nigeria.The target population of the work are the academic administrators, the professional administrators, as well as scholars of educational studies in HEIs. A survey is conducted to validate our stance on compromised standards, and to posit measures that re-assert good practice, using the qualitative research method to succinctly describe the research problem by observing the dialectical nuances of the work environment and drawing far-reaching conclusions on the contemporary state of management and administration in our universities. The research is hinged on social exchange theory (SET) which overtly describes the relationship between an organization and its employees in a social context (Blau, 1964; Molm and Cook, 1995; Azim, 2016), while at the same time, extending the social interface description to the individual level to describe relationships between supervisors and subordinates in a leader-member exchange (LMX theory) background (Manzoni and Barsoux, 2002). Results: The study revealed that ethics and corporate culture have become compromised due to decades of abstruse practices, and that there was the need to urgently revamp work ethics, re-align values and re-orient practice in order to catch up with the meteoric speed of the global space. The nuances and intricacies involved in creating and maintaining standards, and the necessity of recreating a virile work culture is incontestable, not forgetting that our colonial antecedent also provided a skewed background for the practice. Unique contribution to theory, policy and practice: It was recommended that negatives like excessive bureaucracy should be jettisoned, and open-door policies should displace shoehorned policies of government. Our universities should be nurtured and encouraged to self-regulate, while modern management technique should be entrenched in the system. In order to be able to effectively deliver on their triadic mandates of teaching, research and community services, the workforce in the universities should be adequately motivated and a strong reward system should be put in place to galvanize excellence. The National Policy of Education should be constantly reviewed in tandem with new-age realities, while aggressive digitization should be introduced to simplify operations, reduce stress, and maximize service-delivery.

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In the past decade, talent management (TM) research has mainly focused on (large) organizations in a for-profit context. From this, it has been established that it is important to apply a contingency perspective since ‘organizations develop talent systems which reflect particular organizational objectives in the context of the strategic constraints which they face’ (Vaiman & Collings 2013). Furthermore, Vaiman & Collings (2013) state that future research thus should aim to connect the talent management policy of an organization to the corporate culture and business strategy. In addition, Thunissen et al. (2013a) acknowledge that the approach to talent is not only determined by the management of an organization but also by other stakeholders (e.g. employees and society). This article aims to contribute to these concerns in the literature by using the contextually based human resource theory (CBHRT) of Paauwe (2004) in a public sector context. The CBHRT tries to explain the choice for an HR policy by looking at several dimensions in the (institutional) environment of an organization and by taking into account the influence of stakeholders. Furthermore, by focusing on the Flemish government, this article meets the call to further research on TM in underexplored research areas.

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The specifics of human resource management primarily consider the work with the personnel of enterprises and organizations, and the basic concept that existed earlier said that the human resource and personnel of enterprises and organizations are some expenses that need to be constantly repaid. Now, personnel-human resources are considered as the resources of the enterprise, and this approach is used to increase the understanding of the belonging of employees and more effective use of their competencies in the organization system. Respectively, as resources are one of the most important characteristics of the enterprise and personnel should be attributed to the resources necessary for the sustainable development and functioning of the enterprise. The general concept of human resource management provides for a set of certain beliefs and suggestions that are formed and focused in one company, so you can talk about the corporate culture, about specific factors that are accepted in the company, and are, in turn, also a certain resource. The aim of the study is to form an up-to-date approach to improving the efficiency of human resource management at an industrial enterprise. Materials and methods. As part of the materials and methods, it is necessary to note the analysis of approaches, methods and models of human resource management presented in the scientific and technical literature, as well as the results of their implementation in the practice of industrial enterprise management. Results. The article substantiates the main scientific provisions and the need to form a general strategy for personnel development, which forms employees' self-determination in the organizational structure of the enterprise and the vector of their development, and the management has a clear idea in the development of personnel management decisions. Conclusion. A vague formulation, the absence of a personnel development strategy or its inconsistency with the general strategy of the enterprise and the dynamics of the influence of external and internal factors creates some uncertainty, which further leads to the “turnover” of personnel and does not allow achieving the goals set by the management of the enterprise.

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The article explores the sources and factors of forming the competitive advantages and competitiveness of companies based on the systematic implementation of intellectual leadership. The methodological basis of the research includes the theory of competency-based approach, innovative and strategic management. The research information base includes the official data from the Federal State Statistics Service, Russian manufacturing companies and the own scientific research findings. The research results include systematizing the new competitive advantages of companies formed on the basis of intellectual leadership (corporate culture, managing a knowledge system about key stakeholders, smart manufacturing, artificial intelligence) and key competencies. The pyramid of intellectual leadership is presented, which allows companies to build a personnel management strategy taking into account the gradual transition from the business management to collective management, and then to the spiritual leadership. The key competencies are identified and analyzed; they allow to increase the innovative activity of industrial enterprises (Research and Production Corporation United Wagon Company, PJSC; Novolipetsk Metallurgical Plant, PJSC; Red October, PJSC). It has been found that in Russia the large metallurgical and car manufacturing companies, food production companies are actively using modern digital technologies (electronic trading platforms, online stores, electronic document management, electronic procurement, online services for customers, electronic procurement for the needs of the enterprise, etc.) for developing their key competencies. In modern conditions digitalization of business processes is becoming an increasingly independent production resource and a key competency of companies contributing to the achievement of strategic development goals. There are considered the operating and emerging clusters in the field of information technologies that can contribute to solving the problems of accelerated digitalization of the economy in the Novgorod region, in the Perm Territory, in the Republic of Tatarstan, and the cluster of information and communication technologies in the Rostov Region.

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Workplace wellness programs raise the question: Who owns the health and sickness of the employee? Once, they belonged to the person and his/her doctor, in a kind of binary health relationship. Now companies have made it a triangular relationship. But actually, it's rectangular - the government is also shaping this relationship by occupying a fourth corner. As Nikolas Rose (1989) points out in his exploration of the place of individual in the corporate state, history suggests that it might be the government whose corner is dominant. Rose notes that "Taylorism", the scientific pursuit of maximum efficiency of human labour which was fashionable early last century, is now seen not just as the creation of industrialists like Henry Ford. Much more broadly, it reflected a philosophy current in the western industrialised nations like the US, UK and Germany. Achieving optimum output from men and machines was "part of a wide family of political programmes that sought to use scientific knowledge to advance national efficiency through making the most productive use of material and human resources." Reflecting prevailing political climates, national governments had already begun to introduce legislation which regulated the relationship between capital and labour. Ostensibly, these laws were intended to protect the rights of workers, but Rose suggests that their ultimate motivation was to ensure the nation received social dividends from the labour market. That was then. Now, social dividends from employment may be different but governments are still pursuing them. It was a labour government in Australia in the 1980s which first required employees to fund their own aged pensions (by trading off pay increases for superannuation). In another manifestation of their worry about the costs of an ageing population, governments are now prodding workers to become their own health managers, through the agency of wellness programs at work. Wellness programs really began to flourish in the last 20 years, most visibly in the Unites States where pressure from the employee health insurance system and high participation targets set by the Federal Government have made them the rule. "As a result, work-site health promotion programs are becoming increasingly prevalent. In 1985, 65 percent of work sites with 50 or more employees offered at least one health promotion activity. The [Government's] Healthy People 2000 goals aim to increase this proportion to 85 percent and to increase employee participation in these programs." (Meurer et al. 1997, p. 384) In other countries, pressure from insurance/litigation may be weaker, but employers have increasingly seen workplaces as suitable locations for health campaigns targeted at their employees, and governments have become supportive of such programs because of the public health benefits and convenience. They might be viewed as privatised community health promotion. In Australasia: "The idea of using workplaces as sites to promote health is attractive from a public health point of view. It provides an opportunity for adults to gain access to health promotion initiatives and enables them to participate in programs planned according to their needs in a familiar physical and social setting. It also provides an opportunity for health promotion efforts to extend to the worker's home and involve his/her family." (Williams 1991, p. 490) From an employer's perspective, workers' sickness has always been a matter of interest because of the duty of care. In the distinctive social environment of work, their health has belonged at least partly to the company, but the wellness programs may be further stripping away the autonomy of health. Moral philosopher R S Downie and his co-writers (1990) believe that health promotion is not value-free. "It endeavours to persuade people to adopt certain lifestyles.") It attempts to transfer to the employees values held by the organisation, promoting a particular lifestyle - in this case, a healthy one. Participation in wellness programs provides benefits which flow in two directions. The company donates the resources which allow the employees to avoid sickness and to live healthier lives. The employees donate a longer and more productive working life to the company and society. In this way, these programs conform with the dominant current management philosophy describing the relationship between employee and employer. Just as Hirschhorn (1988) describes how workers won social freedoms in exchange for psychological "unfreedoms" (the work ethic) in the industrial revolution , so Rose describes how modern, caring management practice is all about "aligning the wishes, needs and aspirations of each individual who works for the organisation with the successful pursuit of its objectives". A win-win situation? In some organisations, some employees may not see it that way. The fact that wellness programs are declared "voluntary" may not necessarily rectify a perception of compulsion. Employees may believe that nothing is truly voluntary at work. With these concerns in mind, Stokols et al. (1995) advocate ethical guidelines to prevent job discrimination based on health status and related potential conflicts of interest. They say that the bottom-line benefits to management of health-promotion campaigns cannot legitimately include discriminating against employees who refuse to make healthy lifestyle choices. Discrimination might exist on another level. What is the company to make of workers who choose to continue an unhealthy lifestyle which may put them at greater risk of a succumbing to a health hazard at work? The most well-known of such consequences is the predisposition to bronchial illness caused by smoking. Of course, there are two sources of sickness at work; self-induced and work-induced. Smoking cigarettes may cause self-induced sickness. Mining asbestos may cause work-induced sickness. If it was once clear who was responsible for which sickness, the advent of workplace wellness programs has reduced the clarity. Such health promotion can make it seem that the employer has taken responsibility for both self-induced and work-induced sickness, or perhaps the worker has. Wellness programs are culturally ambiguous. Their very introduction signifies the employer's care for employees' health, but the function of the program is to teach the employees how to take responsibility for it. So Blewett and Shaw (1995) wonder whether health promotion programs change the balance of responsibility between employer and employee. The origin of this issue, they suggest, is in the World Health Organisation's 1986 Ottawa Charter for Health Promotion, which describes health promotion as "the process of enabling individuals and communities to increase control over the determinants of health and thereby improve their health." (cited in Blewett & Shaw 1995, p. 462) The writers argue that the health promotion rhetoric is increasingly focused on promoting 'self-responsibility' for health in the workplace, and the skills of health self-care. If governments value wellness programs, and business likes them, is the workplace a conducive cultural setting for wellness to be marketed? Do workplace health promotion programs obviate the well-documented communication barriers from which community programs suffer? It seems they might. "Worksites afford a high degree of leverage for influencing the health of the population," according to Stokols et al. (1995, p. 1136) "Leverage" is a reference to the big percentage of the population (the employed) they reach, as well as the power of persuasion in a workplace. The persuasion can derive from the corporate culture which employers strive to create in their organisations - a mono-culture whose values are aligned with those of all members. It can also derive from company rules - all members of the organisation, whether value-sharers or value-rejectors, are captured by the requirement to conform with wellness objectives. Thus, in western industrial democracies, where smoking is banned it is usually because they are places of work. It is necessary to ask the question: Do employees exposed to health promotion at work make good use of self-care skills. Williams (1991) notes that the uptake of health promotion campaigns, not at work but in the broad community, is greatest among those who least need the benefits - that is, it correlates with socio-economic status. Wellness programs in industrial settings provide opportunities for health promotion to reach lower-paid trades and "blue-collar" employees not well served by these community campaigns. However, poor health behaviours are based on life-long habits, usually reinforced by people's lifestyles, reference groups and family structure. These habits take time and persistence to counteract. It is only in the long term that participation gives employees positive benefits, and therefore positive reinforcement for their healthy efforts. Noblet and Murphy (1995, p. 18) report that "early workplace programs relied heavily on behaviour change techniques as their health promotion strategy." Therefore, many failed to produce lasting change because they did not take advantage of the complex social and cultural structure that exists within each workplace. The writers suggest that recently "activities have expanded beyond risk reduction strategies to a settings approach that addresses the social, organisational, environmental and cultural factors." (Noblet and Murphy 1995, p. 18) In conclusion, it is likely that the motivation for companies to run health promotion campaigns will increase, but wellness may be a concept which fits somewhat awkwardly in the employer-employee relationship. Perhaps care for employees is the factor which will bring outcomes beneficial to all. Farnell (1987) expresses such care this way: An organisation's health comprises three components, its financial health, its organisational health (openness, trust, morale, etc) and the personal health of its members. No employer should consider the organisation in good shape without addressing each component. References Blewett, V. and Shaw, A. "Health promotion, handle with care." Journal of Occupational Health and Safety Australia and New Zealand 11 (1995): 461-5. Downie, R., Fyfe, C. and Tannahill, A. Health Promotion - Models and Values, Oxford UP: Oxford,1990. Farnell, L."Corporate culture change - the healthy way." Journal of Occupational Health and Safety Australia and New Zealand 3 (1987): 46-52. Hirschhorn, L. The workplace within: psychodynamics of organizational life. Cambridge, Mass: M.I.T. Press,1988. Leigh, J. and Harrison, J. "Reduction of Ischaemic heart disease risk factors following direct probabilistic risk communication in the workplace.", Journal of Occupational Health and Safety Australia and New Zealand 7 (1991): 467-72. Meurer, L., Meurer, J. and Holloway, R. "New models of health care in the home and in the work site.", American Family Physician 56 (1997): 384-7. Noblet, A.J. and Murphy, C. "Adapting the Ottowa Charter for Health Promotion to the Workplace Setting." Health Promotion Journal of Australia 5 (1995): 18-22. Rose, N. Governing the soul: the shaping of the private self. London: Routledge, 1989. Stokols, D., Pelletier, K. and Fielding, J. "Integration of medical care and worksite health promotion.", Journal of the American Medical Association 273 (1995): 1136-42. Williams, P. 1991, "Planning factors contributing to on-going health promotion programs." Journal of Occupational Health and Safety Australia and New Zealand 7 (1991): 489-94.

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Currently, e-government is one of the important tools to improve the efficiency of state management and the quality of public services. E-government applications contribute to meeting the requirements of modern governance, such as publicity, transparency, accountability, timeliness of public administration and citizen participation. Therefore, e-government is being developed and applied by various countries in the world including Vietnam. Keywords: E-government, Digital Government, Open Government, Governance, State Governance. References: [1] ADB (2005), Governance: Sound Development Management Governance, tại https://www.adb.org/sites/default/files/institutional-document/32027/govpolicy.pdf, truy cập ngày 18/12/2018.[2] Sabri Boubaker, Duc Khuong Nguyen (editors), Corporate Governance and Corporate Social Responsibility: Emerging Markets Focus, World Scientific Publishing Co Pte Ltd, 2014, tr. 377. Dẫn theo Nguyễn Văn Quân, Nguồn gốc và sự phát triển của quản trị tốt, trong cuốn “Quản trị tốt: Lý luận và thực tiễn”, Vũ Công Giao, Nguyễn Hoàng Anh, Đặng Minh Tuấn, Nguyễn Minh Tuấn (đồng chủ biên), NXB Chính trị Quốc gia, 2017.[3] Michiel Backus., “e-Governance and Developing Countries: Introduction and examples”, Research Report ; No. 3, April, 2001, Xem: https://bibalex.org/baifa/Attachment/Documents/119334.pdf, truy cập ngày 18/12/2018.[4] S. Bhatnagar, “e-government: from vision to implementation: a practical guide with case studies” New Delhi ; Thousand Oaks, Calif. : Sage Publications, 2004.[5] Vũ Công Giao, Nguyễn Hoàng Anh, Đặng Minh Tuấn, Nguyễn Minh Tuấn (đồng chủ biên) “Quản trị tốt: Lý luận và thực tiễn”, NXB Chính trị Quốc gia, 2017.[6] World Bank (2006), Making PRSP Inclusive, tại http://siteresources.worldbank.org/DISABILITY/Resources/280658-1172608138489/MakingPRSPInclusive.pdf, truy cập ngày 18/12/2018.[7] Global Agenda Council on the Future of Government - World Economic Forum (2011), The Future of Government Lessons Learned From Around The World, Xem: http://www3.weforum.org/docs/EU11/WEF_EU11_FutureofGovernment_Report.pdf –[8] Hanna, Nagy., Transforming Government and Building the Information Society: Challenges and Opportunities for the Developing World, Nagy Hanna & Peter T. Knight editors, Springer, NY, 2010.[9] Heeks, R., “iGovernment : Understanding e-Governance for Development”, Working Paper Series : Paper No. 11, Institute for Development Policy and Management, Xem: http://unpan1.un.org/intradoc/groups/public/documents/NISPAcee/UNPAN015484.pdf, truy cập ngày 18/12/2018.[10] Richard Heeks, “Most e-Government-for-Development Projects Fail How Can Risks be Reduced, 2003, Xem: http://unpan1.un.org/intradoc/groups/public/documents/cafrad/unpan011226.pdf, truy cập ngày 18/12/2018.[11] J. Guida, and M. Crow “e-government and e-governance”, in Unwin, T. (ed.), ICT4D: International and Communication Technology for Development, Cambridge University Press 2009. Xem: https://www.itu.int/ITU-D/cyb/app/docs/e-gov_for_dev_countries-report.pdf, truy cập ngày 18/12/2018.[12] Bob Jessop, The State Past, Present, Future, Polity, 2016, tr.166-169, tại http://www.ritsumei.ac.jp/acd/re/k- rsc/hss/book/pdf/vol07_08.pdf[13] S. Joseph. Jr. Nye and D. John (2000), Governance in a globalizing world, Brookings Institution Press.[14] Joseph Stiglitz, “Globalization And The Economic Role Of The State In The New Millennium”, Journal Of Industrial and Corporate Change, 2003.[15] Báo Lao động, Xây dựng chính phủ điện tử, rào cản nào?, xem: https://laodong.vn/thoi-su/xay-dung-chinh-phu-dien-tu-rao-can-nao-631923.ldo, truy cập ngày 18/12/2018.[16] Phạm Tiến Luật, Những thách thức trong xây dựng chính phủ điện tử ở Việt Nam, Tạp chí Quản lý nhà nước, số 264 (1/2018).[17] D. Nute, “Net eases Government Purchasing Process”, The American City & County Journal, 117 (1), 2002; K.A. O’Connell, “Computerizing Government: The Next Generation”, The American City & County Journal, 118 (8), 2003.[18] OECD (2004), Principles of Corporate Governance, tại: http://www.oecd.org/corporate/ca/corporategovernanceprinciples/31557724.pdf, truy cập ngày 18/12/2018.[19] United Nation (2002), World Public sector report Globalization and the State, tại: https://publicadministration.un.org/publications/content/PDFs/E-Library%20Archives/World%20Public%20Sector%20Report%20series/World%20Public%20Sector%20Report.2001.pdf , truy cập ngày 11/11/2018.[20] United Nations Economic and Social Commission for Asia and the Pacific, What is Good Governance?, tại: https://www.unescap.org/sites/default/files/good-governance.pdf ., truy cập ngày 18/12/2018.[21] UNDP (1997), Governance & Sustainable Human Development. A UNDP Policy Document. New York United Nations Development Programme, 1997.[22] Jim Macnamara, The Quadrivium of Online Public Consultation: Policy, Culture, Resources, Technology, Dẫn theo Nguyễn Đức Lam, Quản trị tốt: những chuẩn mực chung, tài liệu đã dẫn. Vũ Công Giao, Nguyễn Hoàng Anh, Đặng Minh Tuấn, Nguyễn Minh Tuấn (đồng chủ biên) “Quản trị tốt: Lý luận và thực tiễn”, NXB Chính trị Quốc gia, 2017.[23] United Nations : Department of economic and Social Affairs, Division for Public Administration and Development Management, “The Global e-Government Survey 2008”, xem: https://publicadministration.un.org/egovkb/portals/egovkb/Documents/un/2008-Survey/unpan028607.pdf, truy cập ngày 18/12/2018.

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The main focus in the development of socio-economic formations, and in particular industrial production, is shifted to the use of fundamentally new progressive technologies (built on the principles of the active use of environmentally friendly materials, safe ways of disposing of production and human wastes, non-waste production, material and energy efficiency and etc.), modern outputs with new consumer properties. The need to accelerating the processes of digitalization and digital transformation of the economy is proved in order to achieve competitive positions in the emerging digital space of the new world economy. At the theoretical and methodological level, it has been proved that the development and implementation of mechanisms for controlling the technical and technological component of innovation in the context of the digital transformation of socio-economic systems will contribute to increasing the strategic potential of subjects of the real sector of the economy, increasing their adaptive capabilities and strengthening competitive advantages. In the new economic conditions, all domestic economic entities aiming at stable functioning are forced to go through the process of digital transformation, which is understood as the introduction of modern technologies into the business processes of socio-economic systems at all levels. It implies not only the installation of modern equipment or software, but also fundamental changes in approaches to management, corporate culture, and external communications. As a result, the profitability and business activity of the enterprise increase and it gains a reputation as a progressive and modern organization. Digitalization issues for the innovative development of Ukrainian industry are the number one priority. They find a place in specifying the development strategies of the leading sectors of the national economy, especially export-oriented ones. They provide the flow of processes based on digital technologies. More and more digital products are emerging that provide digital, computing, telecommunications, and networking devices. At the same time, the digital economy is increasingly seen as a set of social relations that are formed as a result of the use of electronic technologies, as well as technologies to ensure the analysis of large volumes of information to optimize the processes of forecasting, planning, output and consumption of science intensive and high-tech products, as well as increasing the level of economic development of the country. The systematization of scientific work in the field of studying the factors influencing the innovative activity of an enterprise made it possible to develop the following classification of factors influencing the effectiveness of innovative processes, as well as to justify groups of factors (barriers) that impede the development and implementation of technological innovations in the context of structural changes in the global economy caused by its digitalization. A very important stage in the development of relevant indicators is the formation of the information area on which they are defined. First of all, it is about the content of the initial indicators and their indicators, which are able to assess the effectiveness of the implementation of technical and technological innovations in enterprises of the real sector of the economy, while they should be objective characteristics of the relevant influence factors and can be obtained on the basis of official statistical information. The definition of the integrated performance index for the introduction of technical and technological innovations in enterprises of the real sector of the economy in the context of structural changes in the world economy caused by its digitalization and the corresponding sub-indices in its structure is based on a four-level hierarchical model, i.e., the integrated performance indicator is a vector with the types of sub-indices components on influence factors. The developed hierarchical model allows us to build several types of sub-indices, differentially by hierarchy levels, for a deeper analysis of the current level of effectiveness of the introduction of technical and technological innovations in enterprises of the real sector of the economy in the context of structural changes in the world economy caused by its digitalization. This approach provides an opportunity to accurately determine the main factors (and the degree of their impact) that affect the effectiveness of the introduction of technical and technological innovations in enterprises of the real sector of the economy in the context of structural changes in the world economy caused by its digitalization and justify management decisions in the structure of the corresponding management mechanism. The practical implementation of the methodology for assessing the effectiveness of the innovative economy activating in the context of structural changes in the world economy caused by its digitalization is based on statistical data on the value of the relevant indicators (financial, economic, socio-economic, technical, technological, institutional and legal factors) for a certain period of time. This involves the use of official materials of the State Statistics Service of Ukraine, namely: structural statistics indicators for business entities, indicators of cost, availability and condition of fixed assets of enterprises of Ukraine by type of economic activity, capital investment by type and source of formation, indices of industrial products produced and sold and other technical and economic indicators of industrial enterprises. As the main directions of enhancing and development of technical and technological innovations of enterprises in the real sector of the economy in the context of structural changes in the world economy caused by its digitalization we should consider: effective state support of innovative programs for the development of production enterprises (especially export-oriented), attraction of venture capital , increasing the financial stability of the enterprise, increasing the flexibility of production processes, the use of advanced methods of organizing production, labor and enterprise management.

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Our thesis is that the city’s ambience is now an unstable dialectic in which we are watchers and watched, mirrored and refracted in a landscape of iPhone auteurs, eTags, CCTV and sousveillance. Embrace ambience! Invoking Benjamin’s spirit, this article does not seek to limit understanding through restriction to a particular theme or theoretical construct (Buck-Morss 253). Instead, it offers snapshots of interactions at the dawn of the postmodern city. That bricolage also engages how people appropriate, manipulate, disrupt and divert urban spaces and strategies of power in their everyday life. Ambient information can both liberate and disenfranchise the individual. This article asks whether our era’s dialectics result in a new personhood or merely restate the traditional spectacle of ‘bright lights, big city’. Does the virtualized city result in ambient anomie and satiation or in surprise, autonomy and serendipity? (Gumpert 36) Since the steam age, ambience has been characterised in terms of urban sound, particularly the alienation attributable to the individual’s experience as a passive receptor of a cacophony of sounds – now soft, now loud, random and recurrent–from the hubbub of crowds, the crash and grind of traffic, the noise of industrial processes and domestic activity, factory whistles, fire alarms, radio, television and gramophones (Merchant 111; Thompson 6). In the age of the internet, personal devices such as digital cameras and iPhones, and urban informatics such as CCTV networks and e-Tags, ambience is interactivity, monitoring and signalling across multiple media, rather than just sound. It is an interactivity in which watchers observe the watched observing them and the watched reshape the fabric of virtualized cities merely by traversing urban precincts (Hillier 295; De Certeau 163). It is also about pervasive although unevenly distributed monitoring of individuals, using sensors that are remote to the individual (for example cameras or tag-readers mounted above highways) or are borne by the individual (for example mobile phones or badges that systematically report the location to a parent, employer or sex offender register) (Holmes 176; Savitch 130). That monitoring reflects what Doel and Clark characterized as a pervasive sense of ambient fear in the postmodern city, albeit fear that like much contemporary anxiety is misplaced–you are more at risk from intimates than from strangers, from car accidents than terrorists or stalkers–and that is ahistorical (Doel 13; Scheingold 33). Finally, it is about cooption, with individuals signalling their identity through ambient advertising: wearing tshirts, sweatshirts, caps and other apparel that display iconic faces such as Obama and Monroe or that embody corporate imagery such as the Nike ‘Swoosh’, Coca-Cola ‘Ribbon’, Linux Penguin and Hello Kitty feline (Sayre 82; Maynard 97). In the postmodern global village much advertising is ambient, rather than merely delivered to a device or fixed on a billboard. Australian cities are now seas of information, phantasmagoric environments in which the ambient noise encountered by residents and visitors comprises corporate signage, intelligent traffic signs, displays at public transport nodes, shop-window video screens displaying us watching them, and a plethora of personal devices showing everything from the weather to snaps of people in the street or neighborhood satellite maps. They are environments through which people traverse both as persons and abstractions, virtual presences on volatile digital maps and in online social networks. Spectacle, Anomie or Personhood The spectacular city of modernity is a meme of communication, cultural and urban development theory. It is spectacular in the sense that of large, artificial, even sublime. It is also spectacular because it is built around the gaze, whether the vistas of Hausmann’s boulevards, the towers of Manhattan and Chicago, the shopfront ‘sea of light’ and advertising pillars noted by visitors to Weimar Berlin or the neon ‘neo-baroque’ of Las Vegas (Schivelbusch 114; Fritzsche 164; Ndalianis 535). In the year 2010 it aspires to 2020 vision, a panoptic and panspectric gaze on the part of governors and governed alike (Kullenberg 38). In contrast to the timelessness of Heidegger’s hut and the ‘fixity’ of rural backwaters, spectacular cities are volatile domains where all that is solid continues to melt into air with the aid of jackhammers and the latest ‘new media’ potentially result in a hypereality that make it difficult to determine what is real and what is not (Wark 22; Berman 19). The spectacular city embodies a dialectic. It is anomic because it induces an alienation in the spectator, a fatigue attributable to media satiation and to a sense of being a mere cog in a wheel, a disempowered and readily-replaceable entity that is denied personhood–recognition as an autonomous individual–through subjection to a Fordist and post-Fordist industrial discipline or the more insidious imprisonment of being ‘a housewife’, one ant in a very large ant hill (Dyer-Witheford 58). People, however, are not automatons: they experience media, modernity and urbanism in different ways. The same attributes that erode the selfhood of some people enhance the autonomy and personhood of others. The spectacular city, now a matrix of digits, information flows and opportunities, is a realm in which people can subvert expectations and find scope for self-fulfillment, whether by wearing a hoodie that defeats CCTV or by using digital technologies to find and associate with other members of stigmatized affinity groups. One person’s anomie is another’s opportunity. Ambience and Virtualisation Eighty years after Fritz Lang’s Metropolis forecast a cyber-sociality, digital technologies are resulting in a ‘virtualisation’ of social interactions and cities. In post-modern cityscapes, the space of flows comprises an increasing number of electronic exchanges through physically disjointed places (Castells 2002). Virtualisation involves supplementation or replacement of face-to-face contact with hypersocial communication via new media, including SMS, email, blogging and Facebook. In 2010 your friends (or your boss or a bully) may always be just a few keystrokes away, irrespective of whether it is raining outside, there is a public transport strike or the car is in for repairs (Hassan 69; Baron 215). Virtualisation also involves an abstraction of bodies and physical movements, with the information that represents individual identities or vehicles traversing the virtual spaces comprised of CCTV networks (where viewers never encounter the person or crowd face to face), rail ticketing systems and road management systems (x e-Tag passed by this tag reader, y camera logged a specific vehicle onto a database using automated number-plate recognition software) (Wood 93; Lyon 253). Surveillant Cities Pervasive anxiety is a permanent and recurrent feature of urban experience. Often navigated by an urgency to control perceived disorder, both physically and through cultivated dominant theory (early twentieth century gendered discourses to push women back into the private sphere; ethno-racial closure and control in the Black Metropolis of 1940s Chicago), history is punctuated by attempts to dissolve public debate and infringe minority freedoms (Wilson 1991). In the Post-modern city unprecedented technological capacity generates a totalizing media vector whose plausible by-product is the perception of an ambient menace (Wark 3). Concurrent faith in technology as a cost-effective mechanism for public management (policing, traffic, planning, revenue generation) has resulted in emergence of the surveillant city. It is both a social and architectural fabric whose infrastructure is dotted with sensors and whose people assume that they will be monitored by private/public sector entities and directed by interactive traffic management systems – from electronic speed signs and congestion indicators through to rail schedule displays –leveraging data collected through those sensors. The fabric embodies tensions between governance (at its crudest, enforcement of law by police and their surrogates in private security services) and the soft cage of digital governmentality, with people being disciplined through knowledge that they are being watched and that the observation may be shared with others in an official or non-official shaming (Parenti 51; Staples 41). Encounters with a railway station CCTV might thus result in exhibition of the individual in court or on broadcast television, whether in nightly news or in a ‘reality tv’ crime expose built around ‘most wanted’ footage (Jermyn 109). Misbehaviour by a partner might merely result in scrutiny of mobile phone bills or web browser histories (which illicit content has the partner consumed, which parts of cyberspace has been visited), followed by a visit to the family court. It might instead result in digital viligilantism, with private offences being named and shamed on electronic walls across the global village, such as Facebook. iPhone Auteurism Activists have responded to pervasive surveillance by turning the cameras on ‘the watchers’ in an exercise of ‘sousveillance’ (Bennett 13; Huey 158). That mirroring might involve the meticulous documentation, often using the same geospatial tools deployed by public/private security agents, of the location of closed circuit television cameras and other surveillance devices. One outcome is the production of maps identifying who is watching and where that watching is taking place. As a corollary, people with anxieties about being surveilled, with a taste for street theatre or a receptiveness to a new form of urban adventure have used those maps to traverse cities via routes along which they cannot be identified by cameras, tags and other tools of the panoptic sort, or to simply adopt masks at particular locations. In 2020 can anyone aspire to be a protagonist in V for Vendetta? (iSee) Mirroring might take more visceral forms, with protestors for example increasingly making a practice of capturing images of police and private security services dealing with marches, riots and pickets. The advent of 3G mobile phones with a still/video image capability and ongoing ‘dematerialisation’ of traditional video cameras (ie progressively cheaper, lighter, more robust, less visible) means that those engaged in political action can document interaction with authority. So can passers-by. That ambient imaging, turning the public gaze on power and thereby potentially redefining the ‘public’ (given that in Australia the community has been embodied by the state and discourse has been mediated by state-sanctioned media), poses challenges for media scholars and exponents of an invigorated civil society in which we are looking together – and looking at each other – rather than bowling alone. One challenge for consumers in construing ambient media is trust. Can we believe what we see, particularly when few audiences have forensic skills and intermediaries such as commercial broadcasters may privilege immediacy (the ‘breaking news’ snippet from participants) over context and verification. Social critics such as Baudelaire and Benjamin exalt the flaneur, the free spirit who gazed on the street, a street that was as much a spectacle as the theatre and as vibrant as the circus. In 2010 the same technologies that empower citizen journalism and foster a succession of velvet revolutions feed flaneurs whose streetwalking doesn’t extend beyond a keyboard and a modem. The US and UK have thus seen emergence of gawker services, with new media entrepreneurs attempting to build sustainable businesses by encouraging fans to report the location of celebrities (and ideally provide images of those encounters) for the delectation of people who are web surfing or receiving a tweet (Burns 24). In the age of ambient cameras, where the media are everywhere and nowhere (and micro-stock photoservices challenge agencies such as Magnum), everyone can join the paparazzi. Anyone can deploy that ambient surveillance to become a stalker. The enthusiasm with which fans publish sightings of celebrities will presumably facilitate attacks on bodies rather than images. Information may want to be free but so, inconveniently, do iconoclasts and practitioners of participatory panopticism (Dodge 431; Dennis 348). Rhetoric about ‘citizen journalism’ has been co-opted by ‘old media’, with national broadcasters and commercial enterprises soliciting still images and video from non-professionals, whether for free or on a commercial basis. It is a world where ‘journalists’ are everywhere and where responsibility resides uncertainly at the editorial desk, able to reject or accept offerings from people with cameras but without the industrial discipline formerly exercised through professional training and adherence to formal codes of practice. It is thus unsurprising that South Australia’s Government, echoed by some peers, has mooted anti-gawker legislation aimed at would-be auteurs who impede emergency services by stopping their cars to take photos of bushfires, road accidents or other disasters. The flipside of that iPhone auteurism is anxiety about the public gaze, expressed through moral panics regarding street photography and sexting. Apart from a handful of exceptions (notably photography in the Sydney Opera House precinct, in the immediate vicinity of defence facilities and in some national parks), Australian law does not prohibit ‘street photography’ which includes photographs or videos of streetscapes or public places. Despite periodic assertions that it is a criminal offence to take photographs of people–particularly minors–without permission from an official, parent/guardian or individual there is no general restriction on ambient photography in public spaces. Moral panics about photographs of children (or adults) on beaches or in the street reflect an ambient anxiety in which danger is associated with strangers and strangers are everywhere (Marr 7; Bauman 93). That conceptualisation is one that would delight people who are wholly innocent of Judith Butler or Andrea Dworkin, in which the gaze (ever pervasive, ever powerful) is tantamount to a violation. The reality is more prosaic: most child sex offences involve intimates, rather than the ‘monstrous other’ with the telephoto lens or collection of nastiness on his iPod (Cossins 435; Ingebretsen 190). Recognition of that reality is important in considering moves that would egregiously restrict legitimate photography in public spaces or happy snaps made by doting relatives. An ambient image–unposed, unpremeditated, uncoerced–of an intimate may empower both authors and subjects when little is solid and memory is fleeting. The same caution might usefully be applied in considering alarms about sexting, ie creation using mobile phones (and access by phone or computer monitor) of intimate images of teenagers by teenagers. Australian governments have moved to emulate their US peers, treating such photography as a criminal offence that can be conceptualized as child p*rnography and addressed through permanent inclusion in sex offender registers. Lifelong stigmatisation is inappropriate in dealing with naïve or brash 12 and 16 year olds who have been exchanging intimate images without an awareness of legal frameworks or an understanding of consequences (Shafron-Perez 432). Cameras may be everywhere among the e-generation but legal knowledge, like the future, is unevenly distributed. Digital Handcuffs Generations prior to 2008 lost themselves in the streets, gaining individuality or personhood by escaping the surveillance inherent in living at home, being observed by neighbours or simply surrounded by colleagues. Streets offered anonymity and autonomy (Simmel 1903), one reason why heterodox sexuality has traditionally been negotiated in parks and other beats and on kerbs where sex workers ply their trade (Dalton 375). Recent decades have seen a privatisation of those public spaces, with urban planning and digital technologies imposing a new governmentality on hitherto ambient ‘deviance’ and on voyeuristic-exhibitionist practice such as heterosexual ‘dogging’ (Bell 387). That governmentality has been enforced through mechanisms such as replacement of traditional public toilets with ‘pods’ that are conveniently maintained by global service providers such as Veolia (the unromantic but profitable rump of former media & sewers conglomerate Vivendi) and function as billboards for advertising groups such as JC Decaux. Faces encountered in the vicinity of the twenty-first century pissoir are thus likely to be those of supermodels selling yoghurt, low interest loans or sportsgear – the same faces sighted at other venues across the nation and across the globe. Visiting ‘the mens’ gives new meaning to the word ambience when you are more likely to encounter Louis Vuitton and a CCTV camera than George Michael. George’s face, or that of Madonna, Barack Obama, Kevin 07 or Homer Simpson, might instead be sighted on the tshirts or hoodies mentioned above. George’s music might also be borne on the bodies of people you see in the park, on the street, or in the bus. This is the age of ambient performance, taken out of concert halls and virtualised on iPods, Walkmen and other personal devices, music at the demand of the consumer rather than as rationed by concert managers (Bull 85). The cost of that ambience, liberation of performance from time and space constraints, may be a Weberian disenchantment (Steiner 434). Technology has also removed anonymity by offering digital handcuffs to employees, partners, friends and children. The same mobile phones used in the past to offer excuses or otherwise disguise the bearer’s movement may now be tied to an observer through location services that plot the person’s movement across Google Maps or the geospatial information of similar services. That tracking is an extension into the private realm of the identification we now take for granted when using taxis or logistics services, with corporate Australia for example investing in systems that allow accurate determination of where a shipment is located (on Sydney Harbour Bridge? the loading dock? accompanying the truck driver on unauthorized visits to the pub?) and a forecast of when it will arrive (Monmonier 76). Such technologies are being used on a smaller scale to enforce digital Fordism among the binary proletariat in corporate buildings and campuses, with ‘smart badges’ and biometric gateways logging an individual’s movement across institutional terrain (so many minutes in the conference room, so many minutes in the bathroom or lingering among the faux rainforest near the Vice Chancellery) (Bolt). Bright Lights, Blog City It is a truth universally acknowledged, at least by right-thinking Foucauldians, that modernity is a matter of coercion and anomie as all that is solid melts into air. If we are living in an age of hypersocialisation and hypercapitalism – movies and friends on tap, along with the panoptic sorting by marketers and pervasive scrutiny by both the ‘information state’ and public audiences (the million people or one person reading your blog) that is an inevitable accompaniment of the digital cornucopia–we might ask whether everyone is or should be unhappy. This article began by highlighting traditional responses to the bright lights, brashness and excitement of the big city. One conclusion might be that in 2010 not much has changed. Some people experience ambient information as liberating; others as threatening, productive of physical danger or of a more insidious anomie in which personal identity is blurred by an ineluctable electro-smog. There is disagreement about the professionalism (for which read ethics and inhibitions) of ‘citizen media’ and about a culture in which, as in the 1920s, audiences believe that they ‘own the image’ embodying the celebrity or public malefactor. Digital technologies allow you to navigate through the urban maze and allow officials, marketers or the hostile to track you. Those same technologies allow you to subvert both the governmentality and governance. You are free: Be ambient! References Baron, Naomi. Always On: Language in an Online and Mobile World. New York: Oxford UP, 2008. Bauman, Zygmunt. 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Castells, Manuel. “The Urban Ideology.” The Castells Reader on Cities and Social Theory. Ed. Ida Susser. Malden: Blackwell, 2002. 34-70. Cossins, Anne, Jane Goodman-Delahunty, and Kate O’Brien. “Uncertainty and Misconceptions about Child Sexual Abuse: Implications for the Criminal Justice System.” Psychiatry, Psychology and the Law 16.4 (2009): 435-452. Dalton, David. “Policing Outlawed Desire: ‘hom*ocriminality’ in Beat Spaces in Australia.” Law & Critique 18.3 (2007): 375-405. De Certeau, Michel. The Practice of Everyday Life. Berkeley: University of California P, 1984. Dennis, Kingsley. “Keeping a Close Watch: The Rise of Self-Surveillance and the Threat of Digital Exposure.” The Sociological Review 56.3 (2008): 347-357. Dodge, Martin, and Rob Kitchin. “Outlines of a World Coming into Existence: Pervasive Computing and the Ethics of Forgetting.” Environment & Planning B: Planning & Design 34.3 (2007): 431-445. Doel, Marcus, and David Clarke. “Transpolitical Urbanism: Suburban Anomaly and Ambient Fear.” Space & Culture 1.2 (1998): 13-36. Dyer-Witheford, Nick. Cyber-Marx: Cycles and Circuits of Struggle in High Technology Capitalism. Champaign: U of Illinois P, 1999. Fritzsche, Peter. Reading Berlin 1900. Cambridge: Harvard UP, 1998. Gumpert, Gary, and Susan Drucker. “Privacy, Predictability or Serendipity and Digital Cities.” Digital Cities II: Computational and Sociological Approaches. Berlin: Springer, 2002. 26-40. Hassan, Robert. The Information Society. Cambridge: Polity Press, 2008. Hillier, Bill. “Cities as Movement Economies.” Intelligent Environments: Spatial Aspects of the Information Revolution. Ed. Peter Drioege. Amsterdam: Elsevier, 1997. 295-342. Holmes, David. “Cybercommuting on an Information Superhighway: The Case of Melbourne’s CityLink.” The Cybercities Reader. Ed. Stephen Graham. London: Routledge, 2004. 173-178. Huey, Laura, Kevin Walby, and Aaron Doyle. “Cop Watching in the Downtown Eastside: Exploring the Use of CounterSurveillance as a Tool of Resistance.” Surveillance and Security: Technological Politics and Power in Everyday Life. Ed. Torin Monahan. London: Routledge, 2006. 149-166. Ingebretsen, Edward. At Stake: Monsters and the Rhetoric of Fear in Public Culture. Chicago: U of Chicago P, 2001. iSee. “Now More Than Ever”. 20 Feb 2010 ‹http://www.appliedautonomy.com/isee/info.html›. Jackson, Margaret, and Julian Ligertwood. "Identity Management: Is an Identity Card the Solution for Australia?” Prometheus 24.4 (2006): 379-387. Jermyn, Deborah. Crime Watching: Investigating Real Crime TV. London: IB Tauris, 2007. Kullenberg, Christopher. “The Social Impact of IT: Surveillance and Resistance in Present-Day Conflicts.” FlfF-Kommunikation 1 (2009): 37-40. Lyon, David. Surveillance as Social Sorting: Privacy, Risk and Digital Discrimination. London: Routledge, 2003. Marr, David. The Henson Case. Melbourne: Text, 2008. Maynard, Margaret. Dress and Globalisation. Manchester: Manchester UP, 2004. Merchant, Carolyn. The Columbia Guide to American Environmental History. New York: Columbia UP, 2002. Monmonier, Mark. “Geolocation and Locational Privacy: The ‘Inside’ Story on Geospatial Tracking’.” Privacy and Technologies of Identity: A Cross-disciplinary Conversation. Ed. Katherine Strandburg and Daniela Raicu. Berlin: Springer, 2006. 75-92. Ndalianis, Angela. “Architecture of the Senses: Neo-Baroque Entertainment Spectacles.” Rethinking Media Change: The Aesthetics of Tradition. Ed. David Thorburn and Henry Jenkins. Cambridge: MIT Press, 2004. 355-374. Parenti, Christian. The Soft Cage: Surveillance in America. New York: Basic Books, 2003. Sayre, Shay. “T-shirt Messages: Fortune or Folly for Advertisers.” Advertising and Popular Culture: Studies in Variety and Versatility. Ed. Sammy Danna. New York: Popular Press, 1992. 73-82. Savitch, Henry. Cities in a Time of Terror: Space, Territory and Local Resilience. Armonk: Sharpe, 2008. Scheingold, Stuart. The Politics of Street Crime: Criminal Process and Cultural Obsession. Philadephia: Temple UP, 1992. Schivelbusch, Wolfgang. Disenchanted Night: The Industrialization of Light in the Nineteenth Century. Berkeley: U of California Press, 1995. Shafron-Perez, Sharon. “Average Teenager or Sex Offender: Solutions to the Legal Dilemma Caused by Sexting.” John Marshall Journal of Computer & Information Law 26.3 (2009): 431-487. Simmel, Georg. “The Metropolis and Mental Life.” Individuality and Social Forms. Ed. Donald Levine. Chicago: University of Chicago P, 1971. Staples, William. Everyday Surveillance: Vigilance and Visibility in Postmodern Life. Lanham: Rowman & Littlefield, 2000. Steiner, George. George Steiner: A Reader. New York: Oxford UP, 1987. Thompson, Emily. The Soundscape of Modernity: Architectural Acoustics and the Culture of Listening in America. Cambridge: The MIT Press, 2004. Wark, Mackenzie. Virtual Geography: Living with Global Media Events. Bloomington: Indiana UP, 1994. Wilson, Elizabeth. The Sphinx in the City: Urban Life, the Control of Disorder and Women. Berkeley: University of California P, 1991. Wood, David. “Towards Spatial Protocol: The Topologies of the Pervasive Surveillance Society.” Augmenting Urban Spaces: Articulating the Physical and Electronic City. Eds. Allesandro Aurigi and Fiorella de Cindio. Aldershot: Ashgate, 2008. 93-106.

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Abstract:

Postmodernism is supposed to identify the conditions of contemporary cultural production when human affairs in general, and the dissemination of prevailing ideas in particular, have become fully enmeshed in relations of commodity exchange. (Martin 2002, p. 30) The accumulation of capital within industrial economies keyed on the surplus value derived from the production of raw materials into mass manufactured products, and their subsequent exchange in the capitalist marketplace. Within what Poster (1990) described as the contemporary mode of information , surplus capital is generated from the manufacturing of product’s symbolic values, which in turn substantiate their use and ultimately exchange values within the consumer market. This, in essence, is the centrifugal process undermining the brand (Klein 1999), promotional (Wernick 1991), or commodity sign (Goldman and Papson 1996), culture that characterizes contemporary capitalism: Through the creative outpourings of “cultural intermediaries” (Bourdieu 1984) working within the advertising, marketing, public relations, and media industries, commodities—routinely produced within low wage industrializing economies—are symbolically constituted to global consuming publics. This postmodern regime of cultural production is graphically illustrated within the sporting goods industry (Miles 1998) where, in regard to their use value, highly non-differentiated material products such as sport shoes are differentiated in symbolic terms through innovative advertising and marketing initiatives. In this way, oftentimes gaudy concoctions of leather, nylon, and rubber become transformed into prized cultural commodities possessing an inflated economic value within today’s informational-symbolic order (Castells 1996). Arguably, the globally ubiquitous Nike Inc. is the sporting brand that has most aggressively and effectively capitalized upon what Rowe described as the “culturalization of economics” in the latter twentieth century (1999, p. 70). Indeed, as Nike Chairman and CEO Phil Knight enthusiastically declared: For years, we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool. What I mean is that marketing knits the whole organization together. The design elements and functional characteristics of the product itself are just part of the overall marketing process. (Quoted in (Willigan 1992, p. 92) This commercial culturalization of Nike has certainly sparked considerable academic interest, as evidenced by the voluminous literature pertaining to the various dimensions of its practices of cultural production (Donaghu and Barff 1990; Ind 1993; Korzeniewicz 1994; Cole and Hribar 1995; Boje 1998; Goldman and Papson 1998; Lafrance 1998; Armstrong 1999; Denzin 1999; Penaloza 1999; Sage 1999; Lucas 2000; Stabile 2000). Rather than contribute to this body of work, our aim is to engage a sporting shoe company attempting to establish itself within the brand universe defined and dominated by Nike. For this reason we turn to German-based Puma AG: a dynamic brand-in-process, seeking to differentiate itself within the cluttered sporting landscape, through the assertion of a consciously fractured brand identity designed to address a diverse range of clearly-defined consumer subjectivities. Puma’s history can be traced to post-war Germany when, in 1948, a fraternal dispute compelled Rudolf Dassler to leave Adidas (the company he founded with his brother Adi) and set up a rival sports shoe business on the opposite bank of the Moselle river in Herzogenaurach. Over the next three decades the two companies vied for the leadership in the global sports shoe industry. However, the emergence of Nike and Reebok in the 1980s, and particularly their adoption of aggressive marketing strategies, saw both Adidas and Puma succumbing to what was a new world sneaker order (Strasser and Becklund 1991). Of the two, Puma’s plight was the more chronic, with expenditures regularly exceeding moribund revenues. For instance, in 1993, Puma lost US$32 million on sales of just US$190 million (Saddleton 2002, p. 2). At this time, Puma’s brand presence and identity was negligible quite simply because it failed to operate according to the rhythms and regimes of the commodity sign economy that the sport shoe industry had become (Goldman and Papson 1994; 1996; 1998). Remarkably, from this position of seemingly terminal decline, in recent years, Puma has “successfully turned its image around” (Saddleton 2002, p. 2) through the adoption of a branding strategy perhaps even more radical than that of Nike’s. Led by the company’s global director of brand management, Antonio Bertone, Puma positioned itself as “the brand that mixes the influence of sport, lifestyle and fashion” (quoted in (Davis 2002, p. 41). Hence, Puma eschewed the sport performance mantra which defined the company (and indeed its rivals) for so long, in favour of a strategy centered on the aestheticization of the sport shoe as an important component of the commodity based lifestyle assemblages, through which individuals are encouraged to constitute their very being (Featherstone 1991; Lury 1996). According to Bertone, Puma is now “targeting the sneaker enthusiast, not the guy who buys shoes for running” (quoted in (Davis 2002, p. 41). While its efforts to “blur the lines between sport and lifestyle” (Anon 2002, p. 30) may explain part of Puma’s recent success, at the core of the company’s turnaround was its move to diversify the brand into a plethora of lifestyle and fashion options. Puma has essentially splintered into a range of seemingly disparate sub-brands each directed at a very definite target consumer (or perceptions thereof). Amongst other options, Puma can presently be consumed in, and through: the upscale pseudo-Prada Platinum range; collections by fashion designers such as Jil Sander and Yasuhiro Mihara; Pumaville, a range clearly directed at the “alternative sport” market, and endorsed by athletes such as motocross rider Travis Pastrana; and, the H Street range designed to capture “the carefree spirit of athletics” (http://www.puma.com). However, Puma’s attempts to interpellate (Althusser 1971) a diverse array of sporting subjectivies is perhaps best illustrated in the “Nuala” collection, a yoga-inspired “lifestyle” collection resulting from a collaboration with supermodel Christy Turlington, the inspiration for which is expressed in suitably flowery terms: What is Nuala? NUALA is an acronym representing: Natural-Universal-Altruistic-Limitless-Authentic. Often defined as "meditation in motion", Nuala is the product of an organic partnership that reflects Christy Turlington's passion for the ancient discipline of Yoga and PUMA's commitment to create a superior mix of sport and lifestyle products. Having studied comparative religion and philosophy at New York University, model turned entrepreneur Christy Turlington sought to merge her interest in eastern practices with her real-life experience in the fashion industry and create an elegant, concise, fashion collection to complement her busy work, travel, and exercise schedule. The goal of Nuala is to create a symbiosis between the outer and inner being, the individual and collective experience, using yoga as a metaphor to make this balance possible. At Nuala, we believe that everything in life should serve more than one purpose. Nuala is more than a line of yoga-inspired activewear; it is a building block for limitless living aimed at providing fashion-conscious, independant women comfort for everyday life. The line allows flexibility and transition, from technical yoga pieces to fashionable apparel one can live in. Celebrating women for their intuition, intelligence, and individuality, Nuala bridges the spacious gap between one's public and private life. Thus, Puma seeks to hail the female subject of consumption (Andrews 1998), through design and marketing rhetorics (couched in a spurious Eastern mysticism) which contemporary manifestations of what are traditionally feminine experiences and sensibilities. In seeking to engage, at one at the same time, a variety of class, ethnic, and gender based constituencies through the symbolic advancement of a range of lifestyle niches (hi-fashion, sports, casual, organic, retro etc.) Puma evokes Toffler’s prophetic vision regarding the rise of a “de-massified society” and “a profusion of life-styles and more highly individualized personalities” (Toffler 1980, pp. 231, 255-256). In this manner, Puma identified how the nurturing of an ever-expanding array of consumer subjectivities has become perhaps the most pertinent feature of present-day market relations. Such an approach to sub-branding is, of course, hardly anything new (Gartman 1998). Indeed, even the sports shoe giants have long-since diversified into a range of product lines. Yet it is our contention that even in the process of sub-branding, companies such as Nike nonetheless retain a tangible sense of a core brand identity. So, for instance, Nike imbues a sentiment of performative authenticity, cultural irreverence and personal empowerment throughout all its sub-brands, from its running shoes to its outdoor wear (arguably, Nike commercials have a distinctive “look” or “feel”) (Cole and Hribar 1995). By contrast, Puma’s sub-branding suggests a greater polyvalence: the brand engages divergent consumer subjectivities in much more definite and explicit ways. As Davis (2002, p. 41) emphasis added) suggested, Puma “has done a good job of effectively meeting the demands of disparate groups of consumers.” Perhaps more accurately, it could be asserted that Puma has been effective in constituting the market as an aggregate of disparate consumer groups (Solomon and Englis 1997). Goldman and Papson have suggested the decline of Reebok in the early 1990s owed much to the “inconsistency in the image they projected” (1996, p. 38). Following the logic of this assertion, the Puma brand’s lack of coherence or consistency would seem to foretell and impending decline. Yet, recent evidence suggests such a prediction as being wholly erroneous: Puma is a company, and (sub)brand system, on the rise. Recent market performance would certainly suggest so. For instance, in the first quarter of 2003 (a period in which many of its competitors experienced meager growth rates), Puma’s consolidated sales increased 47% resulting in a share price jump from ?1.43 to ?3.08 (Puma.com 2003). Moreover, as one trade magazine suggested: “Puma is one brand that has successfully turned its image around in recent years…and if analysts predictions are accurate, Puma’s sales will almost double by 2005” (Saddleton 2002, p. 2). So, within a postmodern cultural economy characterized by fragmentation and instability (Jameson 1991; Firat and Venkatesh 1995; Gartman 1998), brand flexibility and eclecticism has proven to be an effective stratagem for, however temporally, engaging the consciousness of decentered consuming subjects. Perhaps it’s a Puma culture, as opposed to a Nike one (Goldman and Papson 1998) that best characterizes the contemporary condition after all? Works Cited Althusser, L. (1971). Lenin and philosophy and other essays. London: New Left Books. Andrews, D. L. (1998). Feminizing Olympic reality: Preliminary dispatches from Baudrillard's Atlanta. International Review for the Sociology of Sport, 33(1), 5-18. Anon. (2002, December 9). The Midas touch. Business and Industry, 30. Armstrong, K. L. (1999). Nike's communication with black audiences: A sociological analysis of advertising effectiveness via symbolic interactionism. Journal of Sport & Social Issues, 23(3), 266-286. Boje, D. M. (1998). Nike, Greek goddess of victory or cruelty? Women's stories of Asian factory life. Journal of Organizational Change Management, 11(6), 461-480. Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. Cambridge: Harvard University Press. Castells, M. (1996). The rise of the network society: Blackwell Publishers. Cole, C. L., & Hribar, A. S. (1995). Celebrity feminism: Nike Style - Post-fordism, transcendence, and consumer power. Sociology of Sport Journal, 12(4), 347-369. Davis, J. (2002, October 13). Sneaker pimp. The Independent, pp. 41-42. Denzin, N. (1999). Dennis Hopper, McDonald's and Nike. In B. Smart (Ed.), Resisting McDonalidization (pp. 163-185). London: Sage. Donaghu, M. T., & Barff, R. (1990). Nike just did it: International subcontracting and flexibility in athletic footwear production. Regional Studies, 24(6), 537-552. Featherstone, M. (1991). Consumer culture and postmodernism. London: Sage. Firat, A. F., & Venkatesh, A. (1995). Postmodern perspectives on consumption. In R. W. Belk, N. Dholakia & A. Venkatesh (Eds.), Consumption and Marketing: Macro dimensions (pp. 234-265). Cincinnati: South-Western College Publishing. Gartman, D. (1998). Postmodernism: Or, the cultural logic of post-Fordism. Sociological Quarterly, 39(1), 119-137. Goldman, R., & Papson, S. (1994). Advertising in the age of hypersignification. Theory, Culture & Society, 11(3), 23-53. Goldman, R., & Papson, S. (1996). Sign wars: The cluttered landscape of advertising. Boulder: Westview Press. Goldman, R., & Papson, S. (1998). Nike culture. London: Sage. Ind, N. (1993). Nike: Communicating a corporate culture. In Great advertising campaigns: Goals and accomplishments (pp. 171-186). Lincolnwood: NTC Business Books. Jameson, F. (1991). Postmodernism, or, the cultural logic of late capitalism. Durham: Duke University Press. Klein, N. (1999). No Logo: Taking aim at brand bullies. New York: Picador. Korzeniewicz, M. (1994). "Commodity chains and marketing strategies: Nike and the global athletic footwear industry." In G. Gereffi & M. Korzeniewicz (Eds.), Commodity chains and global capitalism (pp. 247-265). Westport: Greenwood Press. Lafrance, M. R. (1998). "Colonizing the feminine: Nike's intersections of postfeminism and hyperconsumption." In G. Rail (Ed.), Sport and postmodern times (pp. 117-142). New York: State University of New York Press. Lucas, S. (2000). "Nike's commercial solution: Girls, sneakers, and salvation." International Review for the Sociology of Sport, 35(2), 149-164. Lury, C. (1996). Consumer culture. Cambridge: Polity Press. Martin, R. (2002). On your Marx: Rethinking socialism and the left. Minneapolis: University of Minnesota Press. Miles, S. (1998). Consumerism: As a way of life. London: Sage. Penaloza, L. (1999). "Just doing it: A visual ethnographic study of spectacular consumption behavior at Nike Town." Consumption, Markets and Culture, 2(4), 337-400. Poster, M. (1990). The mode of information: Poststructuralism and social context. Chicago: University of Chicago Press. Puma.com. (2003). Financial results for the 1st quarter 2003. Retrieved 23 April, from http://about.puma.com/ Rowe, D. (1999). Sport, culture and the media: The unruly trinity. Buckingham: Open University Press. Saddleton, L. (2002, May 6). How would you revive a flagging fashion brand? Strategy, 2. Sage, G. H. (1999). Justice do it! The Nike transnational advocacy network: Organization, collective actions, and outcomes. Sociology of Sport Journal, 16(3), 206-235. Solomon, M. R., & Englis, B. G. (1997). Breaking out of the box: Is lifestyle a construct or a construction? In S. Brown & D. Turley (Eds.), Consumer research: Postcards from the edge (pp. 322-349). London: Routledge. Stabile, C. A. (2000). Nike, social responsibility, and the hidden abode of production. Critical Studies in Media Communication, 17(2), 186-204. Strasser, J. B., & Becklund, L. (1991). Swoosh: The unauthorized story of Nike and the men who played there. New York: Harcourt Brace Jovanovich. Toffler, A. (1980). The third wave. New York: William Morrow. Wernick, A. (1991). Promotional culture: Advertising, ideology and symbolic expression. London: Sage. Willigan, G. E. (1992). High performance marketing: An interview with Nike's Phil Knight. Harvard Business Review(July/August), 91-101. Links http://about.puma.com/ http://www.puma.com Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Grainger, Andrew D. and Andrews, David L.. "Postmodern Puma" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/08-postmodernpuma.php>. APA Style Grainger, A. D. & Andrews, D. L. (2003, Jun 19). Postmodern Puma. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/08-postmodernpuma.php>

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On 19 January 1975, Australia’s first youth station 2JJ (Double Jay) launched itself onto the nation’s airwaves with a NASA-style countdown and You Only Like Me ‘Cause I’m Good in Bed by Australian band Skyhooks. Refused airtime by the commercial stations because of its explicit sexual content, this song was a clear signifier of the new station’s intent—to occupy a more radical territory on Australian radio. Indeed, Double Jay’s musical entrée into the highly restrictive local broadcasting environment of the time has gone on to symbolise both the station’s role in its early days as an enfant terrible of radio (Inglis 376), and its near 40 years as a voice for youth culture in Australia (Milesago, Double Jay). In this paper we explore the proposition that Double Jay functioned as an outlet for youth counterculture in Australia, and that it achieved this even with (and arguably because of) its credentials as a state-generated entity. This proposition is considered via brief analysis of the political and musical context leading to the establishment of Double Jay. We intend to demonstrate that although the station was deeply embedded in “the system” in material and cultural terms, it simultaneously existed in an “uneasy symbiosis” (Martin and Siehl 54) with this system because it consciously railed against the mainstream cultures from which it drew, providing a public and active vehicle for youth counterculture in Australia. The origins of Double Jay thus provide one example of the complicated relationship between culture and counterculture, and the multiple ways in which the two are inextricably linked. As a publicly-funded broadcasting station Double Jay was liberated from the industrial imperatives of Australia’s commercial stations which arguably drove their predisposition for formula. The absence of profit motive gave Double Jay’s organisers greater room to experiment with format and content, and thus the potential to create a genuine alternative in Australia broadcasting. As a youth station Double Jay was created to provide a minority with its own outlet. The Labor government committed to wrenching airspace from the very restrictive Australian broadcasting “system” (Wiltshire and Stokes 2) to provide minority voices with room to speak and to be heard. Youth was identified by the government as one such minority. The Australian Broadcasting Commission (ABC) contributed to this process by enabling young staffers to establish the semi-independent Contemporary Radio Unit (CRU) (Webb) and within this a youth station. Not only did this provide a focal point around which a youth collective could coalesce, but the distinct place and identity of Double Jay within the ABC offered its organisers the opportunity to ignore or indeed subvert some of the perceived strictures of the “mothership” that was the ABC, whether in organisational, content and/or stylistic terms. For these and other reasons Double Jay was arguably well positioned to counter the broadcasting cultures that existed alongside this station. It did so stylistically, and also in more fundamental ways, At the same time, however, it “pillaged the host body at random” (Webb) co-opting certain aspects of these cultures (people, scheduling, content, administration) which in turn implicated Double Jay in the material and cultural practices of those mainstream cultures against which it railed. Counterculture on the Airwaves: Space for Youth to Play? Before exploring these themes further, we should make clear that Double Jay’s legitimacy as a “counterculture” organisation is observably tenuous against the more extreme renderings of the concept. Theodore Roszak, for example, requires of counterculture something “so radically disaffiliated from the mainstream assumptions of our society that it scarcely looks to many as a culture at all” (5). Double Jay was a brainchild of the state: an outcome of the Whitlam Government’s efforts to open up the nation’s airwaves (Davis, Government; McClelland). Further, the supervision of this station was given to the publicly funded Australian national broadcaster, the ABC (Inglis). Any claim Double Jay has to counterculture status then is arguably located in less radical invocations of the term. Some definitions, for example, hold that counterculture contains value systems that run counter to culture, but these values are relational rather than divorced from each other. Kenneth Leech, for example, states that counterculture is "a way of life and philosophy which at central points is in conflict with the mainstream society” (Desmond et al. 245, our emphasis); E.D. Batzell defines counterculture as "a minority culture marked by a set of values, norms and behaviour patterns which contradict those of the dominant society" (116, our emphasis). Both definitions imply that counterculture requires the mainstream to make sense of what it is doing and why. In simple terms then, counterculture as the ‘other’ does not exist without its mainstream counterpoint. The particular values with which counterculture is in conflict are generated by “the system” (Heath and Potter 6)—a system that imbues “manufactured needs and mass-produced desires” (Frank 15) in the masses to encourage order, conformity and consumption. Counterculture seeks to challenge this “system” via individualist, expression-oriented values such as difference, diversity, change, egalitarianism, and spontaneity (Davis On Youth; Leary; Thompson and Coskuner‐Balli). It is these kinds of counterculture values that we demonstrate were embedded in the content, style and management practices within Double Jay. The Whitlam Years and the Birth of Double Jay Double Jay was borne of the Whitlam government’s brief but impactful period in office from 1972 to 1975, after 23 years of conservative government in Australia. Key to the Labor Party’s election platform was the principle of participatory democracy, the purpose of which was “breaking down apathy and maximising active citizen engagement” (Cunningham 123). Within this framework, the Labor Party committed to opening the airwaves, and reconfiguring the rhetoric of communication and media as a space of and for the people (Department of the Media 3). Labor planned to honour this commitment via sweeping reforms that would counter the heavily concentrated Australian media landscape through “the encouragement of diversification of ownership of commercial radio and television”—and in doing so enable “the expression of a plurality of viewpoints and cultures throughout the media” (Department of the Media 3). Minority groups in particular were to be privileged, while some in the Party even argued for voices that would actively agitate. Senator Jim McClelland, for one, declared, “We say that somewhere in the system there must be broadcasting which not only must not be afraid to be controversial but has a duty to be controversial” (Senate Standing Committee 4). One clear voice of controversy to emerge in the 1960s and resonate throughout the 1970s was the voice of youth (Gerster and Bassett; Langley). Indeed, counterculture is considered by some as synonymous with a particular strain of youth culture during this time (Roszak; Leech). The Labor Government acknowledged this hitherto unrecognised voice in its 1972 platform, with Minister for the Media Senator Doug McClelland claiming that his party would encourage the “whetting of the appetite” for “life and experimentation” of Australia’s youth – in particular through support for the arts (160). McClelland secured licenses for two “experimental-type” stations under the auspices of the ABC, with the youth station destined for Sydney via the ABC’s standby transmitter in Gore Hill (ABCB, 2). Just as the political context in early 1970s Australia provided the necessary conditions for the appearance of Double Jay, so too did the cultural context. Counterculture emerged in the UK, USA and Europe as a clear and potent force in the late 1960s (Roszak; Leech; Frank; Braunstein and Doyle). In Australia this manifested in the 1960s and 1970s in various ways, including political protest (Langley; Horne); battles for the liberalisation of censorship (Hope and Dickerson, Liberalisation; Chipp and Larkin); sex and drugs (Dawson); and the art film scene (Hope and Dickerson, Happiness; Thoms). Of particular interest here is the “lifestyle” aspect of counterculture, within which the value-expressions against the dominant culture manifest in cultural products and practices (Bloodworth 304; Leary ix), and more specifically, music. Many authors have suggested that music was pivotal to counterculture (Bloodworth 309; Leech 8), a key “social force” through which the values of counterculture were articulated (Whiteley 1). The youth music broadcasting scene in Australia was extremely narrow prior to Double Jay, monopolised by a handful of media proprietors who maintained a stranglehold over the youth music scene from the mid-50s. This dominance was in part fuelled by the rising profitability of pop music, driven by “the dreamy teenage market”, whose spending was purely discretionary (Doherty 52) and whose underdeveloped tastes made them “immune to any sophisticated disdain of run-of-the-mill” cultural products (Doherty 230-231). Over the course of the 1950s the commercial stations pursued this market by “skewing” their programs toward the youth demographic (Griffen-Foley 264). The growing popularity of pop music saw radio shift from a “multidimensional” to “mono-dimensional” medium according to rock journalist Bruce Elder, in which the “lowest-common-denominator formula of pop song-chat-commercial-pop-song” dominated the commercial music stations (12). Emblematic of this mono-dimensionalism was the appearance of the Top 40 Playlist in 1958 (Griffin-Foley 265), which might see as few as 10–15 songs in rotation in peak shifts. Elder claims that this trend became more pronounced over the course of the 1960s and peaked in 1970, with playlists that were controlled with almost mechanical precision [and] compiled according to American-devised market research methods which tended to reinforce repetition and familiarity at the expense of novelty and diversity. (12) Colin Vercoe, whose job was to sell the music catalogues of Festival Records to stations like 2UE, 2SER and SUW, says it was “an incredibly frustrating affair” to market new releases because of the rigid attachment by commercials to the “Top 40 of endless repeats” (Vercoe). While some air time was given to youth music beyond the Top 40, this happened mostly in non-peak shifts and on weekends. Bill Drake at 2SM (who was poached by Double Jay and allowed to reclaim his real name, Holger Brockmann) played non-Top 40 music in his Sunday afternoon programme The Album Show (Brockmann). A more notable exception was Chris Winter’s Room to Move on the ABC, considered by many as the predecessor of Double Jay. Introduced in 1971, Room to Move played all forms of contemporary music not represented by the commercial broadcasters, including whole albums and B sides. Rock music’s isolation to the fringes was exacerbated by the lack of musical sales outlets for rock and other forms of non-pop music, with much music sourced through catalogues, music magazines and word of mouth (Winter; Walker). In this context a small number of independent record stores, like Anthem Records in Sydney and Archie and Jugheads in Melbourne, appear in the early 1970s. Vercoe claims that the commercial record companies relentlessly pursued the closure of these independents on the grounds they were illegal entities: The record companies hated them and they did everything they could do close them down. When (the companies) bought the catalogue to overseas music, they bought the rights. And they thought these record stores were impinging on their rights. It was clear that a niche market existed for rock and alternative forms of music. Keith Glass and David Pepperell from Archie and Jugheads realised this when stock sold out in the first week of trade. Pepperell notes, “We had some feeling we were doing something new relating to people our own age but little idea of the forces we were about to unleash”. Challenging the “System” from the Inside At the same time as interested individuals clamoured to buy from independent record stores, the nation’s first youth radio station was being instituted within the ABC. In October 1974, three young staffers—Marius Webb, Ron Moss and Chris Winter— with the requisite youth credentials were briefed by ABC executives to build a youth-style station for launch in January 1975. According to Winter “All they said was 'We want you to set up a station for young people' and that was it!”, leaving the three with a conceptual carte blanche–although assumedly within the working parameters of the ABC (Webb). A Contemporary Radio Unit (CRU) was formed in order to meet the requirements of the ABC while also creating a clear distinction between the youth station and the ABC. According to Webb “the CRU gave us a lot of latitude […] we didn’t have to go to other ABC Departments to do things”. The CRU was conscious from the outset of positioning itself against the mainstream practices of both the commercial stations and the ABC. The publicly funded status of Double Jay freed it from the shackles of profit motive that enslaved the commercial stations, in turn liberating its turntables from baser capitalist imperatives. The two coordinators Ron Moss and Marius Webb also bypassed the conventions of typecasting the announcer line-up (as was practice in both commercial and ABC radio), seeking instead people with charisma, individual style and youth appeal. Webb told the Sydney Morning Herald that Double Jay’s announcers were “not required to have a frontal lobotomy before they go on air.” In line with the individual- and expression-oriented character of the counterculture lifestyle, it was made clear that “real people” with “individuality and personality” would fill the airwaves of Double Jay (Nicklin 9). The only formula to which the station held was to avoid (almost) all formula – a mantra enhanced by the purchase in the station’s early days of thousands of albums and singles from 10 or so years of back catalogues (Robinson). This library provided presenters with the capacity to circumvent any need for repetition. According to Winter the DJs “just played whatever we wanted”, from B sides to whole albums of music, most of which had never made it onto Australian radio. The station also adapted the ABC tradition of recording live classical music, but instead recorded open-air rock concerts and pub gigs. A recording van built from second-hand ABC equipment captured the grit of Sydney’s live music scene for Double Jay, and in so doing undercut the polished sounds of its commercial counterparts (Walker). Double Jay’s counterculture tendencies further extended to its management style. The station’s more political agitators, led by Webb, sought to subvert the traditional top-down organisational model in favour of a more egalitarian one, including a battle with the ABC to remove the bureaucratic distinction between technical staff and presenters and replace this with the single category “producer/presenter” (Cheney, Webb, Davis 41). The coordinators also actively subverted their own positions as coordinators by holding leaderless meetings open to all Double Jay employees – meetings that were infamously long and fraught, but also remembered as symbolic of the station’s vibe at that time (Frolows, Matchett). While Double Jay assumed the ABC’s focus on music, news and comedy, at times it politicised the content contra to the ABC’s non-partisan policy, ignored ABC policy and practice, and more frequently pushed its contents over the edges of what was considered propriety and taste. These trends were already present in pockets of the ABC prior to Double Jay: in current affairs programmes like This Day Tonight and Four Corners (Harding 49); and in overtly leftist figures like Alan Ashbolt (Bowman), who it should be noted had a profound influence over Webb and other Double Jay staff (Webb). However, such an approach to radio still remained on the edges of the ABC. As one example of Double Jay’s singularity, Webb made clear that the ABC’s “gentleman’s agreement” with the Federation of Australian Commercial Broadcasters to ban certain content from airplay would not apply to Double Jay because the station would not “impose any censorship on our people” – a fact demonstrated by the station’s launch song (Nicklin 9). The station’s “people” in turn made the most of this freedom with the production of programmes like Gayle Austin’s Horny Radio p*rn Show, the Naked Vicar Show, the adventures of Colonel Chuck Chunder of the Space Patrol, and the Sunday afternoon comic improvisations of Nude Radio from the team that made Aunty Jack. This openness also made its way into the news team, most famously in its second month on air with the production of The Ins and Outs of Love, a candid documentary of the sexual proclivities and encounters of Sydney’s youth. Conservative ABC staffer Clement Semmler described the programme as containing such “disgustingly explicit accounts of the sexual behaviour of young teenagers” that it “aroused almost universal obloquy from listeners and the press” (35). The playlist, announcers, comedy sketches, news reporting and management style of Double Jay represented direct challenges to the entrenched media culture of Australia in the mid 1970s. The Australian National Commission for UNESCO noted at the time that Double Jay was “variously described as political, subversive, offensive, p*rnographic, radical, revolutionary and obscene” (7). While these terms were understandable given the station’s commitment to experiment and innovation, the “vital point” about Double Jay was that it “transmitted an electronic reflection of change”: What the station did was to zero in on the kind of questioning of traditional values now inherent in a significant section of the under 30s population. It played their music, talked in their jargon, pandered to their whims, tastes, prejudices and societal conflicts both intrinsic and extrinsic. (48) Conclusion From the outset, Double Jay was locked in an “uneasy symbiosis” with mainstream culture. On the one hand, the station was established by federal government and its infrastructure was provided by state funds. It also drew on elements of mainstream broadcasting in multiple ways. However, at the same time, it was a voice for and active agent of counterculture, representing through its content, form and style those values that were considered to challenge the ‘system,’ in turn creating an outlet for the expression of hitherto un-broadcast “ways of thinking and being” (Leary). As Henry Rosenbloom, press secretary to then Labor Minister Dr Moss Cass wrote, Double Jay had the potential to free its audience “from an automatic acceptance of the artificial rhythms of urban and suburban life. In a very real sense, JJ [was] a deconditioning agent” (Inglis 375-6). While Double Jay drew deeply from mainstream culture, its skilful and playful manipulation of this culture enabled it to both reflect and incite youth-based counterculture in Australia in the 1970s. References Australian Broadcasting Control Board. Development of National Broadcasting and Television Services. ABCB: Sydney, 1976. Batzell, E.D. “Counter-Culture.” Blackwell Dictionary of Twentieth-Century Social Thought. Eds. Williams Outhwaite and Tom Bottomore. Oxford: Blackwell, 1994. 116-119. Bloodworth, John David. “Communication in the Youth Counterculture: Music as Expression.” Central States Speech Journal 26.4 (1975): 304-309. Bowman, David. “Radical Giant of Australian Broadcasting: Allan Ashbolt, Lion of the ABC, 1921-2005.” Sydney Morning Herald 15 June 2005. 15 Sep. 2013 ‹http://www.smh.com.au/news/Obituaries/Radical-giant-of-Australian-broadcasting/2005/06/14/1118645805607.html›. 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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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I consider that the golden rule requires that if I like a program I must share it with other people who like it. Software sellers want to divide the users and conquer them, making each user agree not to share with others. I refuse to break solidarity with other users in this way. I cannot in good conscience sign a nondisclosure agreement or a software license agreement. Richard Stallman (GNU Manifesto) There is much more to Stallman’s Manifesto […] Suffice it to say that on the surface, it read like a socialist polemic, but I saw something different. I saw a business plan in disguise. Michael Tiemann (72) The current discourse surrounding the rapid development and deployment of “free” and “open source” software and operating systems is framed by an undeniably utopian impulse. The “openness” of open source software is informed by concerns both practical (freedom from oppressive software production and licensing/copyright schemes) and ideological (the valorisation of anarchic organizational forms, communal production, and public property rights). The utopian impulse that underwrites this discourse is important for many reasons, but what I want to trace here is the trajectory from ideological position to practical action as it relates to differing forms of utopianism. The initial anarcho-socialist utopian move initiated by Richard Stallman’s GNU (GNU’s Not UNIX) Project and Free Software Foundation (FSF) is currently being transformed into an organizational utopia in the form of the Open Source Movement (OSM). The purpose here is not to take sides in the philological/philosophical debate over the definitions and relative merits of “free” versus “open source” software or to lament the passing of a missed opportunity, but to address the intimations of hope and deprival (with apologies to Grant) that can be gleaned from the relationship between utopianism and socio-technological practices. The popularity of open source development ideals and practices indicates a certain dissatisfaction with corporate technoculture on the part of some (many?) of those who work in these institutions. This dissatisfaction is clearly evident in Richard Stallman’s GNU Manifesto wherein he critiques the shift from public domain to copyrighted software development that has occurred in the last three decades. Recalling Brian Winston’s theorization of technological development, the move toward copyrighted software appears to have come as a result of the increasing diffusion of computing hardware in the 1980’s and the practical realization of software development as an economically rationalized for-profit enterprise. Prior to the broad commodification of software, programmers shared knowledge and code without worrying about software licenses and copyrights, institutionally commodified intellectual property, and non-disclosure agreements (at least according to Stallman’s experience). Stallman’s heroic effort to create the GNU system is thus not only a direct attack on commodified software production, but a consciously utopian attempt to recapture the “open” communal programming practices that existed during the 1960’s and 70’s. The utopian impulse found in this open form of software development is significant precisely because it underwrites recent efforts to reject current copyright regimes and, by extension, techno-industrial oligarchies. This potential is enabled by newly available forms of grassroots software development (code sharing and development via the Internet being the most obvious example). Stallman introduced and encouraged a licensing system that expressly prohibited the copyrighting of software developed using GNU software protocols and standards (termed “copyleft”). The lag between the initial deployment of Stallman’s early software efforts and their uptake by the wider computing community came as increases in computer literacy, technology markets, affordable personal computing power, and broadband CMC networks came along in the 1990’s. The OSM’s recent mobilization around Linux continues and parallels Stallman’s efforts via the adoption of the GNU license and copyleft. While the hallmarks of Stallman’s communal software production system remain, the overall nature of Open Source software is framed by a rather different notion of utopian openness than is evident in Stallman’s manifesto. This brings me to the broader notion of an anarcho-utopianism framed by what Bookchin has identified as the twin goals of individual liberty and social democracy. Claims are already being made that practices related to open source software development and its emergent virtually interconnected organizational form may provide the basis for (re)imagining systems of social governance while simultaneously providing the practical infrastructure by which these new forms may be manifested: The experience of open source development, or even just the acceptance of its value as a model for others, provides a real-life practice for the deeper change in perspective required if we are to move into a more networked and emergent understanding of our world. The local community must be experienced as a place to implement policies, incrementally, that will eventually have an effect on the whole. (Rushkoff 61) Suggestions that the FSF’s and OSM’s methods of software development may serve as a model for more open and democratic policy making resonates with political theory in general, and social democracy and anarchism in particular. But neither the OSM nor the FSF is a political platform. They are simply modalities of software production which find their foundations in communal forms of decision making, intellectual labour, and dissemination. A utopian impulse is nonetheless revealed in the typically vague invocations of political anarchism and social democratic ideals that accompany the discursive promotion and legitimization of these modalities. The FSF advocates a broadly social anarchistic approach allied with a desire to overturn entirely commodified software production. The OSM, on the other hand, is more concerned with a kind of lifestyle anarchism that focuses on increasing programmer and user freedom within existing frameworks of software production and use. For Bookchin, the latter form of anarchism is positive insofar it advocates individual liberty, but it ultimately undermines the broader goals of anarchism by focusing on transient notions of individualism. The result is a situation wherein “the word anarchy will become part of the chic bourgeois vocabulary of the coming century — naughty, rebellious, insouciant, but deliciously safe” (3). It is interesting to note in passim the various discursive entanglements of anarchism and the Internet that have occurred since 1995, the time of Bookchin’s statement. The utopian discourse that weaves its way through the non-technical discussions surrounding GNU, Linux, and other Open Source projects is certainly strong, but it begs the question of exactly what kinds of utopias are being offered ? Henri Lefebvre was rather suspicious of utopian thought because it is so frequently allied with efforts to legitimize nationalistic and totalitarian organizational practices. While suggesting that utopian thought was useful, he would only go so far as to warn that any such thought must avoid notions of a revolution that would simply substitute one state-sanctioned form of organized production with another, arguing instead for a “transformation of society [that] presupposes a collective ownership and management of space [we could say “society’ or even “software” here in place of “space] founded on the permanent participation of the ‘interested parties’, with their multiple, varied and even contradictory interests” (422). For Lefebvre, any useful form of utopianism is not a matter of coming up with alternative state apparatuses, but of somehow creating the conditions through which an open orientation to future possibilities might allow for the foundation of a more socially democratic society. The FSF comes closest to fulfilling this ideal—at least within the realm of computing—insofar its attendant communities are involved less in the creation of a new institutional form than in the propagation of practices and desires for more open forms of software development. As such, the FSF seems to deploy the kind of utopian thinking and practice that Lefebvre finds useful. There is hope (social and computational) in this kind of utopian orientation because its socio-institutional functioning is left forever open-ended by way of its locating productive practices in communal formations. The FSF offers an idealized mode of communally open software development while refusing to provide an overarching and institutionalized organizational form by which it is to be utilized. Borrowing heavily from the FSF’s ideals and practices, the OSM’s efforts to integrate practices of communal software development into contemporary techno-capitalism is not simply an intimation of deprival — a moment to lament the passing of the FSF’s utopian ideals — rather, the OSM constitutes what Deleuze and Guattari refer to as a moment of actualization whereby the virtual (and utopian) potential future(s) of communal software development cross the practico-material threshold to become manifest practices. Stallman’s GNU existed in the rather rarefied realm of hardcore coders for years before Torvald’s Linux took open/free software principles into the mainstream. The moment of actualization was not simply technical (available hardware, software, programmers, networks, etc.): it was the recognition that communal “copylefted” programming could “find a place” in the everyday structures of IT industries, services, and markets. It is the moment when Tiemann sees a business plan in Stallman’s “socialist polemic”. At this point that the utopian orientation and ideals promoted by the FSF transforms into an organizational utopia spearheaded by the OSM. The debate over this transformation shows few signs of abating any time soon. Stallman feels that Eric Raymond’s (the spiritual “leader” of the OSM) promotion of a potentially massive, and certainly for-profit, industry founded on the implementation and support of open source software defeats the basic (utopian) principles of free software. Echoing Bookchin’s concerns about lifestyle anarchism, Stallman worries that the OSM will simply result in the re-introduction of all of those things that drove him out of institutional software development in the first place: “the rhetoric of ‘open source’ focuses on the potential to make high quality, powerful software, but shuns the ideas of freedom, community and principle” (1999:70) . The FSF’s social utopianism thus appears to provide the productive content, but not the political form, for the more practically minded utopianism of the OSM, which offers an organizational utopia more akin to the “substitutive” utopias disavowed by Lefebvre. As Martin Parker argues, utopian thought and practice tends to be organizational in nature: “most, if not all, fictional and actual utopias rely on a re-formulation of principles of social order. They are in that sense organized, though often on different principles to the market managerial hegemony” (217-218). Stallman’s open anarcho-utopianism commits to an avoidance of market managerial hegemony. The OSM, however, not only cooperates with market hegemony, it seeks to find a place within it. This is a crucial difference. The openness introduced by the FSF is incorporated by the OSM only at the level of software production itself, thus containing and integrating its communal practices in the service of existing market needs and structures. The OSM is thus likely only a threat to Microsoft, and this only because it proffers a new business model. Indeed, the popular appeal of the OSM’s version of open source as a metaphor and model for businesses suggests that it may be an easily, and safely, appropriated set of practices. On the other hand, the FSF’s promotion of a more “socialist” approach to software production and use is based on the same basic programming practices and it will therefore be rather difficult to exact some sort of industrial control of copyright and/or intellectual property where open source software is concerned. Whether or not these two approaches are compatible, or if users will push their development into as yet unseen directions, is by no means clear at this point. With open source development poised on the verge of being the “next big thing”, the manifest expression of its anarchic utopian impulse in the form of treatises and essays is somewhat limited insofar as the community is primarily composed of programmers rather than social theorists. Nevertheless, the utopian impulse is becoming more clearly expressed where it perhaps matters most: as an emergent set of practices in the domain of software production and use. The “kernel” of openness introduced by both the FSF and the OSM thus needs to be addressed in detail, and sooner rather than later, because it is in the struggle between these two forms of anarchic utopianism that the broader sociopolitical implications of a radically different form of software production will be played out. About the Author Dale Bradley is an Assistant Professor in the Dept. of Communications, Popular Culture, and Film at Brock University, Canada. His research interests include the discursive analysis of contemporary technoculture and the historical emergence of cybersociety. Email: dbradley@brocku.ca Works Cited Bookchin, Murray. Social Anarchism or Lifestyle Anarchism. San Francisco: AK Press, 1995. Deleuze, Gilles & Felix Guattari. A Thousand Plateaus. Minneapolis: U of Minnesota Press, 1987. Grant, George. Technology and Empire: Perspectives on North America. Toronto: House of Anansi, 1969. Lefebvre, Henri. The Production of Space. Trans. Donald Nicholson-Smith. Oxford UK: Blackwell, 1991. Parker, Martin. ‘Utopia and the Organizational Imagination: Eutopia’. Utopia and Organization. Ed. Martin Parker. Oxford UK: Blackwell, 2002. Rushkoff, Douglas. Open Source Democracy. London: Demos, 2003. Full text available under open source licensing at: http://www.demos.co.uk/catalogue/opensourcedemocracy_page292.aspx http://www.gnu.org/gnu/manifesto.html Stallman, Richard. ‘The GNU Operating System and the Free Software Movement’. Open Sources: Voices from the Open Source Revolution. Eds. Chris DiBona, Sam Ockman & Mark Stone. Sebastopol CA: O’Reilly & Associates,1999. Tiemann, Michael. ‘Future of Cygnus Solutions: An Entrepreneur’s Account’. Open Sources: Voices from the Open Source Revolution. Eds. Chris DiBona, Sam Ockman & Mark Stone. O’Reilly & Associates, Sebastopol CA: 1999 Winston, Brian. Misunderstanding Media. Harvard U Press, Cambridge MA: 1986 For a brief overview of the debate between Stallman and Raymond, see ‘Whence the Source: Untangling the Open Source/Free Software Debate’ at: http://opensource.oreilly.com/news/scoville_0399.html) Citation reference for this article MLA Style Bradley, Dale. "Open Source, Anarchy, and the Utopian Impulse" M/C: A Journal of Media and Culture <http://www.media-culture.org.au/0406/03_Bradley.php>. APA Style Bradley, D. (2004, Jul1). Open Source, Anarchy, and the Utopian Impulse. M/C: A Journal of Media and Culture, 7, <http://www.media-culture.org.au/0406/03_Bradley.php>

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

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Abstract:

Did you see the videos where the cat jumps in the box, attacks the printer or tries to leap from the snowy car? As the availability and popularity of watching videos on the Internet has risen rapidly in the last decade, so has the prevalence of cat videos. Although the cuteness of YouTube videos of cats might make them appear frivolous, in fact there is a significant irony at their heart: online cat videos enable corporate surveillance of viewers, yet viewers seem just as oblivious to this as the cats featured in the videos. Towards this end, I consider the distinguishing features of contemporary cat videos, focusing particularly on their narrative structure and mode of observation. I compare cat videos with the “Aesthetic of Astonishment” of early cinema and with dog videos, to explore the nexus of a spectatorship of thrills and feline performance. In particular, I highlight a unique characteristic of these videos: the cats’ unselfconsciousness. This, I argue, is rare in a consumer culture dominated by surveillance, where we are constantly aware of the potential for being watched. The unselfconsciousness of cats in online videos offers viewers two key pleasures: to imagine the possibility of freedom from surveillance, and to experience the power of administering surveillance as unproblematic. Ultimately, however, cat videos enable viewers to facilitate our own surveillance, and we do so with the gleeful abandon of a kitten jumping in a tissue box What Distinguishes Cat Videos? Cat videos have become so popular, that they generate millions of views on YouTube, and the Walker Art Center in Minneapolis now holds an annual Internet Cat Video Festival. If you are not already a fan of the genre, the Walker’s promotional videos for the festival (2013 and 2012) provide an entertaining introduction to the celebrities (Lil Bub, Grumpy Cat, and Henri), canon (dancing cats, surprised cat, and cat falling off counter), culture and commodities of online cat videos, despite repositioning them into a public exhibition context. Cats are often said to dominate the internet (Hepola), despite the surprise of Internet inventor Tim Berners-Lee. Domestic cats are currently the most popular pet in the world (Driscoll), however they are already outnumbered by smartphones. Cats have played various roles in our societies, cultures and imaginations since their domestication some 8-10,000 years ago (Driscoll). A potent social and cultural symbol in mythology, art and popular culture, the historical and cultural significance of cats is complex, shifting and often contradictory. They have made their way across geographic, cultural and class boundaries, and been associated with the sacred and the occult, femininity and fertility, monstrosity and domesticity (Driscoll, Rogers). Cats are figured as both inscrutable and bounteously polysemic. Current representations of cats, including these videos, seem to emphasise their sociability with humans, association with domestic space, independence and aloofness, and intelligence and secretiveness. I am interested in what distinguishes the pleasures of cat videos from other manifestations of cats in folklore and popular culture such as maneki-neko and fictional cats. Even within Internet culture, I’m focusing on live action cat videos, rather than lolcats, animated cats, or dog videos, though these are useful points of contrast. The Walker’s cat video primer also introduces us to the popular discourses accounting for the widespread appeal of these videos: cats have global reach beyond language, audiences can project their own thoughts and feelings onto cats, cats are cute, and they make people feel good. These discourses circulate in popular conversation, and are promoted by YouTube itself. These suggestions do not seem to account for the specific pleasures of cat videos, beyond the predominance of cats in culture more broadly. The cat videos popular on the Internet tend to feature several key characteristics. They are generated by users, shot on a mobile device such as a phone, and set in a domestic environment. They employ an observational mode, which Bill Nichols has described as a noninterventionist type of documentary film associated with traditions of direct cinema and cinema verite, where form and style yields to the profilmic event. In the spirit of their observational mode, cat videos feature minimal sound and language, negligible editing and short duration. As Leah Shafer notes, cat videos record, “’live’ events, they are mostly shot by ‘amateurs’ with access to emerging technologies, and they dramatize the familiar.” For example, the one-minute video Cat vs Printer comprises a single, hand-held shot observing the cat, and the action is underlined by the printer’s beep and the sounds created by the cat’s movements. The patterned wallpaper suggests a domestic location, and the presence of the cat itself symbolises domesticity. These features typically combine to produce impressions of universality, intimacy and spontaneity – impressions commonly labelled ‘cute’. The cat’s cuteness is also embodied in its confusion and surprise at the printer’s movements: it is a simpleton, and we can laugh at its lack of understanding of the basic appurtenances of the modern world. Cat videos present minimalist narratives, focused on an instant of spectacle. A typical cat video establishes a state of calm, then suddenly disrupts it. The cat is usually the active agent of change, though chance also frequently plays a significant role. The pervasiveness of this structure means that viewers familiar with the form may even anticipate a serendipitous event. The disruption prompts a surprising or comic effect for the viewer, and this is a key part of the video’s pleasure. For example, in Cat vs Printer, the establishing scenario is the cat intently watching the printer, a presumably quotidian scene, which escalates when the cat begins to smack the moving paper. The narrative climaxes in the final two seconds of the video, when the cat strikes the paper so hard that the printer tray bounces, and the surprised cat falls off its stool. The video ends abruptly. This disruption also takes the viewer by surprise (at least it does the first time you watch it). The terse ending, and lack of resolution or denouement, encourages the viewer to replay the video. The minimal narrative effectively builds expectation for a moment of surprise. These characteristics of style and form typify a popular body of work, though there is variation, and the millions of cat videos on YouTube might be best accounted for by various subgenres. The most popular cat videos seem to have the most sudden and striking disruptions as well as the most abrupt endings. They seem the most dramatic and spontaneous. There are also thousands of cat videos with minor disruptions, and some with brazenly staged events. Increasingly, there is obvious use of postproduction techniques, including editing and music. A growing preponderance of compilations attests to the videos’ “spreadability” (Jenkins, Ford, and Green). The conventional formal structure of these videos effectively hom*ogenises the cat, as if there is a single cat performing in millions of videos. Indeed, YouTube comments often suggest a likeness between the cat represented in the video and the commenter’s own cat. In this sense, the cuteness so readily identified has an hom*ogenising effect. It also has the effect of distinguishing cats as a species from other animals, as it confounds common conceptions of all (other) animals as fundamentally alike in their essential difference from the human (animal). Cat videos are often appreciated for what they reveal about cats in general, rather than for each cat’s individuality. In this way, cat videos symbolise a generic feline cuteness, rather than identify a particular cat as cute. The cats of YouTube act “as an allegory for all the cats of the earth, the felines that traverse myths and religions, literature and fables” (Derrida 374). Each cat swiping objects off shelves, stealing the bed of a dog, leaping onto a kitchen bench is the paradigmatic cat, the species exemplar. Mode of Spectatorship, Mode of Performance: Cat Videos, Film History and Dog Videos Cat videos share some common features with early cinema. In his analysis of the “Aesthetic of Astonishment,” which dominated films until about 1904, film historian Tom Gunning argues that the short, single shot films of this era are characterised by exciting audience curiosity and fulfilling it with visual shocks and thrills. It is easy to see how this might describe the experience of watching Cat vs Printer or Thomas Edison’s Electrocution of an Elephant from 1903. The thrill of revelation at the end of Cat vs Printer is more significant than the minimal narrative it completes, and the most popular videos seem to heighten this shock. Further, like a rainy afternoon spent clicking the play button on a sequence of YouTube’s suggested videos, these early short films were also viewed in variety format as a series of attractions. Indeed, as Leah Shafer notes, some of these early films even featured cats, such as Professor Welton’s Boxing Cats from 1894. Each film offered a moment of spectacle, which thrilled the modern viewer. Gunning argues that these early films are distinguished by a particular relationship between spectator and film. They display blatant exhibitionism, and address their viewer directly. This highlights the thrill of disruption: “The directness of this act of display allows an emphasis on the thrill itself – the immediate reaction of the viewer” (Gunning “Astonishment” 122). This is produced both within the staging of the film itself as players look directly at the camera, and by the mode of exhibition, where a showman primes the audience verbally for a moment of revelation. Importantly, Gunning argues that this mode of spectatorship differs from how viewers watch narrative films, which later came to dominate our film and television screens: “These early films explicitly acknowledge their spectator, seeming to reach outwards and confront. Contemplative absorption is impossible here” (“Astonishment” 123). Gunning’s emphasis on a particular mode of spectatorship is significant for our understanding of pet videos. His description of early cinema has numerous similarities with cat videos, to be sure, but seems to describe more precisely the mode of spectatorship engendered by typical dog videos. Dog videos are also popular online, and are marked by a mode of performance, where the dogs seem to present self-consciously for the camera. Dogs often appear to look at the camera directly, although they are probably actually reading the eyes of the camera operator. One of the most popular dog videos, Ultimate dog tease, features a dog who appears to look into the camera and engage in conversation with the camera operator. It has the same domestic setting, mobile camera and short duration as the typical cat video, but, unlike the cat attacking the printer, this dog is clearly aware of being watched. Like the exhibitionistic “Cinema of Attractions,” it is marked by “the recurring look at the camera by [canine] actors. This action which is later perceived as spoiling the realistic illusion of the cinema, is here undertaken with brio, establishing contact with the audience” (Gunning “Attractions” 64). Dog videos frequently feature dogs performing on command, such as the countless iterations of dogs fetching beverages from refrigerators, or at least behaving predictably, such as dogs jumping in the bath. Indeed, the scenario often seems to be set up, whereas cat videos more often seem to be captured fortuitously. The humour of dog videos often comes from the very predictability of their behaviour, such as repeatedly fetching or rolling in mud. In an ultimate performance of self-consciousness, dogs even seem to act out guilt and shame for their observers. Similarly, baby videos are also popular online and were popular in early cinema, and babies also tend to look at the camera directly, showing that they are aware of bring watched. This emphasis on exhibitionism and modes of spectatorship helps us hone in on the uniqueness of cat videos. Unlike the dogs of YouTube, cats typically seem unaware of their observers; they refuse to look at the camera and “display their visibility” (Gunning “Attractions,” 64). This fits with popular discourses of cats as independent and aloof, untrainable and untameable. Cat videos employ a unique mode of observation: we observe the cat, who is unencumbered by our scrutiny. Feline Performance in a World of Pervasive Surveillance This is an aesthetic of surveillance without inhibition, which heightens the impressions of immediacy and authenticity. The very existence of so many cat videos online is a consequence of camera ubiquity, where video cameras have become integrated with common communications devices. Thousands of cameras are constantly ready to capture these quotidian scenes, and feed the massive economy of user-generated content. Cat videos are obviously created and distributed by humans, a purposeful labour to produce entertainment for viewers. Cat videos are never simply a feline performance, but a performance of human interaction with the cat. The human act of observation is an active engagement with the other. Further, the act of recording is a performance of wielding the camera, and often also through image or voice. The cat video is a companion performance, which is part of an ongoing relationship between that human and that other animal. It carries strong associations with regimes of epistemological power and physical domination through histories of visual study, mastery and colonisation. The activity of the human creator seems to contrast with the behaviour of the cat in these videos, who appears unaware of being watched. The cats’ apparent uninhibited behaviour gives the viewer the illusion of voyeuristically catching a glimpse of a self-sufficient world. It carries connotations of authenticity, as the appearance of interaction and intervention is minimised, like the ideal of ‘fly on the wall’ documentary (Nichols). This lack of self-consciousness and sense of authenticity are key to their reception as ‘cute’ videos. Interestingly, one of the reasons that audiences may find this mode of observation so accessible and engaging, is because it heeds the conventions of the fourth wall in the dominant style of fiction film and television, which presents an hermetically sealed diegesis. This unselfconscious performance of cats in online videos is key, because it embodies a complex relationship with the surveillance that dominates contemporary culture. David Lyon describes surveillance as “any focused attention to personal details for the purposes of influence, management, or control” (“Everyday” 1) and Mark Andrejevic defines monitoring as “the collection of information, with or without the knowledge of users, that has actual or speculative economic value” (“Enclosure” 297). We live in an environment where social control is based on information, collected and crunched by governments, corporations, our peers, and ourselves. The rampancy of surveillance has increased in recent decades in a number of ways. Firstly, technological advances have made the recording, sorting and analysis of data more readily available. Although we might be particularly aware of the gaze of the camera when we stand in line at the supermarket checkout or have an iPhone pointed at our face, many surveillance technologies are hidden points of data collection, which track our grocery purchases, text messages to family and online viewing. Surveillance is increasingly mediated through digital technologies. Secondly, surveillance data is becoming increasingly privatised and monetised, so there is strengthening market demand for consumer information. Finally, surveillance was once associated chiefly with institutions of the state, or with corporations, but the process is increasingly “lateral,” involving peer-to-peer surveillance and self-surveillance in the realms of leisure and domestic life (Andrejevic “Enclosure,” 301). Cat videos occupy a fascinating position within this context of pervasive surveillance, and offer complex thrills for audiences. The Unselfconscious Pleasures of Cat Videos Unselfconsciousness of feline performance in cat videos invites contradictory pleasures. Firstly, cat videos offer viewers the fantasy of escaping surveillance. The disciplinary effect of surveillance means that we modify our behaviour based on a presumption of constant observation; we are managed and manipulated as much by ourselves as we are by others. This discipline is the defining condition of industrial society, as described by Foucault. In an age of traffic cameras, Big Brother, CCTV, the selfie pout, and Google Glass, modern subjects are oppressed by the weight of observation to constantly manage their personal performance. Unselfconsciousness is associated with privacy, intimacy, naivety and, increasingly, with impossibility. By allowing us to project onto the experience of their protagonists, cat videos invite us to imagine a world where we are not constantly aware of being watched, of being under surveillance by both human beings and technology. This projection is enabled by discourse, which constructs cats as independent and aloof, a libertarian ideal. It provides the potential for liberation from technologized social surveillance, and from the concomitant self-discipline of our docile bodies. The uninhibited performance of cats in online videos offers viewers the prospect that it is possible to live without the gaze of surveillance. Through cat videos, we celebrate the untameable. Cats model a liberated uninhibitedness viewers can only desire. The apparent unselfconsciousness of feline performance is analogous to Derrida’s conception of animal nakedness: the nudity of animals is significant, because it is a key feature which distinguishes them from humans, but at the same time there is no sense of the concept of nakedness outside of human culture. Similarly, a performance uninhibited by observation seems beyond humans in contemporary culture, and implies a freedom from social expectations, but there is also little suggestion that cats would act differently if they knew they were observed. We interpret cats’ independence as natural, and take pleasure in cats’ naturalness. This lack of inhibition is cute in the sense that it is attractive to the viewer, but also in the sense that it is naïve to imagine a world beyond surveillance, a freedom from being watched. Secondly, we take pleasure in the power of observing another. Surveillance is based on asymmetrical regimes of power, and the position of observer, recorder, collator is usually more powerful than the subject of their gaze. We enjoy the pleasure of wielding the unequal gaze, whether we hit the “record” button ourselves or just the “play” button. In this way, we celebrate our capacity to contain the cat, who has historically proven conceptually uncontainable. Yet, the cats’ unselfconsciousness means we can absolve ourselves of their exploitation. Looking back at the observer, or the camera, is often interpreted as a confrontational move. Cats in videos do not confront their viewer, do not resist the gaze thrown on them. They accept the role of subject without protest; they perform cuteness without resistance. We internalise the strategies of surveillance so deeply that we emulate its practices in our intimate relationships with domestic animals. Cats do not glare back at us, accusingly, as dogs do, to remind us we are exerting power over them. The lack of inhibition of cats in online videos means that we can exercise the power of surveillance without confronting the oppression this implies. Cat videos offer the illusion of watching the other without disturbing it, brandishing the weapon without acknowledging the violence of its impact. There is a logical tension between these dual pleasures of cat videos: we want to escape surveillance, while exerting it. The Work of Cat Videos in ‘Liquid Surveillance’ These contradictory pleasures in fact speak to the complicated nature of surveillance in the era of “produsage,” when the value chain of media has transformed along with traditional roles of production and consumption (Bruns). Christian Fuchs argues that the contemporary media environment has complicated the dynamics of surveillance, and blurred the lines between subject and object (304). We both create and consume cat videos; we are commodified as audience and sold on as data. YouTube is the most popular site for sharing cat videos, and a subsidiary of Google, the world’s most visited website and a company which makes billions of dollars from gathering, collating, storing, assessing, and trading our data. While we watch cat videos on YouTube, they are also harvesting information about our every click, collating it with our other online behaviour, targeting ads at us based on our specific profile, and also selling this data on to others. YouTube is, in fact, a key tool of what David Lyon calls “liquid surveillance” after the work of Zygmunt Bauman, because it participates in the reduction of millions of bodies into data circulating at the service of consumer society (Lyon “Liquid”). Your views of cats purring and pouncing are counted and monetised, you are profiled and targeted for further consumption. YouTube did not create the imbalance of power implied by these mechanisms of surveillance, but it is instrumental in automating, amplifying, and extending this power (Andrejevic “Lateral,” 396). Zygmunt Bauman argues that in consumer society we are increasingly seduced to willingly subject ourselves to surveillance (Lyon “Liquid”), and who better than the cute kitty to seduce us? Our increasingly active role in “produsage” media platforms such as YouTube enables us to perform what Andrejevic calls “the work of being watched” (“Work”). When we upload, play, view, like and comment on cat videos, we facilitate our own surveillance. We watch cat videos for the contradictory pleasures they offer us, as we navigate and negotiate the overwhelming surveillance of consumer society. Cat videos remind us of the perpetual possibility of observation, and suggest the prospect of escaping it. ReferencesAndrejevic, Mark. “The Work of Being Watched: Interactive Media and the Exploitation of Self-Disclosure.” Critical Studies in Media Communication 19.2 (2002): 230-248. Andrejevic, Mark. “The Discipline of Watching: Detection, Risk, and Lateral Surveillance.” Critical Studies in Media Communication 23.5 (2006): 391-407. Andrejevic, Mark. “Surveillance in the Digital Enclosure.” The Communication Review 10.4 (2007): 295-317. Berners-Lee, Tim. “Ask Me Anything.” Reddit, 12 March 2014. 29 Apr. 2014 ‹http://www.reddit.com/r/IAmA/comments/2091d4/i_am_tim_bernerslee_i_invented_the_www_25_years/cg0wpma›. Bruns, Axel. Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage. New York: Peter Lang, 2008. Derrida, Jacques. The Animal That Therefore I Am. New York: Fordham University Press, 2008. Project MUSE, 4 Mar. 2014. 29 Apr. 2014 ‹http://muse.jhu.edu/›. Driscoll, Carlos A., et al. "The Taming of the Cat." Scientific American 300.6 (2009): 68-75. Foucault, Michel. Discipline and Punish: The Birth of the Prison. Trans. Alan Sheridan. New York: Random House, 1995. Fuchs, Christian. “Web 2.0, Prosumption, and Surveillance.” Surveillance & Society 8.3 (2011): 288-309. Gunning, Tom. “An Aesthetic of Astonishment: Early Film and the Incredulous Spectator.” Viewing Positions: Ways of Seeing Film. Ed. Linda Williams. New Brunswick, NJ: Rutgers UP, 1995. 114-133. Gunning, Tom. "The Cinema of Attractions: Early Film, Its Spectator and the Avant-Garde." Wide Angle 8.3-4 (1986): 63-70. Hepola, Sarah. “The Internet Is Made of Kittens.” Salon, 11 Feb 2009. 29 Apr. 2014 ‹http://www.salon.com/2009/02/10/cat_internet/›. Jenkins, Henry, Sam Ford, and Joshua Green. Spreadable Media: Creating Value and Meaning in a Network Culture. New York: NYU Press, 2013. Lyon, David. “Liquid Surveillance: The Contribution of Zygmunt Bauman to Surveillance Studies.” International Political Sociology 4 (2010): 325–338 Lyon, David. “Surveillance, Power and Everyday Life.” In Robin Mansell et al., eds., Oxford Handbook of Information and Communication Technologies. Oxford: Oxford Handbooks, 2007. 449-472. 29 Apr. 2014 ‹http://www.sscqueens.org/sites/default/files/oxford_handbook.pdf›. Nichols, Bill. Introduction to Documentary. 2nd ed. Bloomington: Indiana University Press, 2010. Rogers, Katharine. The Cat and the Human Imagination: Feline Images from Bast to Garfield. Ann Arbor, MI: University of Michigan Press, 2001. Shafer, Leah. “I Can Haz an Internet Aesthetic?!? LOLCats and the Digital Marketplace.” Paper presented at the Northeast Popular/American Culture Association Conference, St. John Fisher College, Rochester, New York, 2012. 5 Mar. 2014 ‹http://fisherpub.sjfc.edu/cgi/viewcontent.cgi?article=1094&context=nepca›.

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According to the ABC television program Four Corners, “Parliament House in Canberra is a hotbed of political intrigue and high tension … . It’s known as the ‘Canberra Bubble’ and it operates in an atmosphere that seems far removed from how modern Australian workplaces are expected to function.” The term “Canberra Bubble” morphed to its current definition from 2001, although it existed in other forms before this. Its use has increased since 2015, with Prime Minister Scott Morrison regularly referring to it when attempting to deflect from turmoil within, or focus on, his Coalition government (Gwynn). “Canberra Bubble” was selected as the 2018 “Word of the Year” by the Australian National Dictionary Centre, defined as “referring to the idea that federal politicians, bureaucracy, and political journalists are obsessed with the goings-on in Canberra (rather than the everyday concerns of Australians)” (Gwynn). In November 2020, Four Corners aired an investigation into the behaviour of top government ministers, including Attorney-General Christian Porter, Minister Alan Tudge, and former Deputy Prime Minister and leader of the National Party Barnaby Joyce; entitled “Inside the Canberra Bubble”. The program’s reporter, Louise Milligan, observed: there’s a strong but unofficial tradition in federal politics of what happens in Canberra, stays in Canberra. Politicians, political staff and media operate in what’s known as ‘The Canberra Bubble’. Along with the political gamesmanship, there’s a heady, permissive culture and that culture can be toxic for women. The program acknowledged that parliamentary culture included the belief that politicians’ private lives were not open to public scrutiny. However, this leaves many women working in Parliament House feeling that such silence allows inappropriate behaviour and sexism to “thrive” in the “culture of silence” (Four Corners). Former Prime Minister Malcolm Turnbull, who was interviewed for the Four Corners program, acknowledged: “there is always a power imbalance between the boss and somebody who works for them, the younger and more junior they are, the more extreme that power imbalance is. And of course, Ministers essentially have the power to hire and fire their staff, so they’ve got enormous power.” He equates this to past culture in large corporations; a culture that has seen changes in business, but not in the federal parliament. It is the latter place that is a toxic bubble for women. A Woman Problem in the Bubble Louise Milligan reported: “the Liberal Party has been grappling with what’s been described as a ‘women problem’ for several years, with accusations of endemic sexism.” The underrepresentation of women in the current government sees them holding only seven of the 30 current ministerial positions. The Liberal Party has fewer women in the House of Representatives now than it did 20 years ago, while the Labor Party has doubled the number of women in its ranks. When asked his view on the “woman problem”, Malcolm Turnbull replied: “well I think women have got a problem with the Liberal Party. It’s probably a better way of putting it … . The party does not have enough women MPs and Senators … . It is seen as being very blokey.” Current Prime Minister Scott Morrison said in March 2019: “we want to see women rise. But we don’t want to see women rise, only on the basis of others doing worse” (Four Corners); with “others” seen as a reference to men. The Liberal Party’s “woman problem” has been widely discussed in recent years, both in relation to the low numbers of women in its parliamentary representation and in its behaviour towards women. These claims were evident in an article highlighting allegations of bullying by Member of Parliament (MP) Julia Banks, which led to her resignation from the Liberal Party in 2018. Banks’s move to the crossbench as an Independent was followed by the departure from politics of senior Liberal MP and former Deputy Leader Julie Bishop and three other female Liberal MPs prior to the 2019 federal election. For resigning Liberal MP Linda Reynolds, the tumultuous change of leadership in the Liberal Party on 24 August 2018, when Scott Morrison replaced Malcolm Turnbull as Prime Minister, left her to say: “I do not recognise my party at the moment. I do not recognise the values. I do not recognise the bullying and intimidation that has gone on.” Bishop observed on 5 September: “it’s evident that there is an acceptance of a level of behaviour in Canberra that would not be tolerated in any other workplace.” And in her resignation speech on 27 November, Banks stated: “Often, when good women call out or are subjected to bad behaviour, the reprisals, backlash and commentary portrays them as the bad ones – the liar, the troublemaker, the emotionally unstable or weak, or someone who should be silenced” (Four Corners). Rachel Miller is a former senior Liberal staffer who worked for nine years in Parliament House. She admitted to having a consensual relationship with MP Alan Tudge. Both were married at the time. Her reason for “blowing the whistle” was not about the relationship itself, rather the culture built on an imbalance of power that she experienced and witnessed, particularly when endeavouring to end the relationship with Tudge. This saw her moving from Tudge’s office to that of Michaelia Cash, eventually being demoted and finally resigning. Miller refused to accept the Canberra bubble “culture of just putting your head down and not getting involved”. The Four Corners story also highlighted the historical behaviour of Attorney-General Christian Porter and his attitude towards women over several decades. Milligan reported: in the course of this investigation, Four Corners has spoken to dozens of former and currently serving staffers, politicians, and members of the legal profession. Many have worked within, or voted for, the Liberal Party. And many have volunteered examples of what they believe is inappropriate conduct by Christian Porter – including being drunk in public and making unwanted advances to women. Lawyer Josh Bornstein told Four Corners that the role of Attorney-General “occupies a unique role … as the first law officer of the country”, having a position in both the legal system and in politics. It is his view that this comes with a requirement for the Attorney-General “to be impeccable in terms of personal and political behaviour”. Milligan asserts that Porter’s role as “the nation’s chief law officer, includes implementing rules to protect women”. A historical review of Porter’s behaviour and attitude towards women was provided to Four Corners by barrister Kathleen Foley and debating colleague from 1987, Jo Dyer. Dyer described Porter as “very charming … very confident … Christian was quite slick … he had an air of entitlement … that I think was born of the privilege from which he came”. Foley has known Porter since she was sixteen, including at university and later when both were at the State Solicitors’ Office in Western Australia, and her impression was that Porter possessed a “dominant personality”. She said that many expected him to become a “powerful person one day” partly due to his father being “a Liberal Party powerbroker”, and that Porter had aspirations to become Prime Minister. She observed: “I’ve known him to be someone who was in my opinion, and based on what I saw, deeply sexist and actually misogynist in his treatment of women, in the way that he spoke about women.” Foley added: “for a long time, Christian has benefited from the silence around his conduct and his behaviour, and the silence has meant that his behaviour has been tolerated … . I’m here because I don’t think that his behaviour should be tolerated, and it is not acceptable.” Miller told the Four Corners program that she and others, including journalists, had observed Porter being “very intimate” with a young woman. Milligan noted that Porter “had a wife and toddler at home in Perth”, while Miller found the incident “quite confronting … in such a public space … . I was quite surprised by the behaviour and … it was definitely a step too far”. The incident was confirmed to Four Corners by “five other people, including Coalition staffers”. However, in 2017 the “Public Bar incident remained inside the Canberra bubble – it never leaked”, reports Milligan. In response to the exposure of Nationals MP Barnaby Joyce’s relationship with a member of his staff, Malcolm Turnbull changed the Code of Ministerial Standards (February 2018) for members of the Coalition Government (Liberal and National Parties). Labelled by many media as the “bonk ban”, the new code banned sexual relationships between ministers and their staff. Turnbull stopped short of asking Joyce to resign (Yaxley), however, Joyce stepped down as Leader of the National Party and Deputy Prime Minister shortly after the code was amended. Turnbull has conceded that the Joyce affair was the catalyst for implementing changes to ministerial standards (Four Corners). He was also aware of other incidents, including the behaviour of Christian Porter and claims he spoke with Porter in 2017, when concerns were raised about Porter’s behaviour. In what Turnbull acknowledges to be a stressful working environment, the ‘Canberra bubble’ is exacerbated by long hours, alcohol, and being away from family; this leads some members to a loss of standards in behaviour, particularly in relation to how women are viewed. This seems to blame the ‘bubble’ rather than acknowledge poor behaviour. Despite the allegations of improper behaviour against Porter, in 2017 Turnbull appointed Porter Attorney-General. Describing the atmosphere in the Canberra bubble, Miller concedes that not “all men are predators and [not] all women are victims”. She adds that a “work hard, play hard … gung ho mentality” in a “highly sexualised environment” sees senior men not being called out for behaviour, creating the perception that they are “almost beyond reproach [and it’s] something they can get away with”. Turnbull observes: “the attitudes to women and the lack of respect … of women in many quarters … reminds me of the corporate scene … 40 years ago. It’s just not modern Australia” (Four Corners). In a disclaimer about the program, Milligan stated: Four Corners does not suggest only Liberal politicians cross this line. But the Liberal Party is in government. And the Liberal politicians in question are Ministers of the Crown. All ministers must now abide by Ministerial Standards set down by Prime Minister Scott Morrison in 2018. They say: ‘Serving the Australian people as Ministers ... is an honour and comes with expectations to act at all times to the highest possible standards of probity.’ They also prohibit Ministers from having sexual relations with staff. Both Tudge and Porter were sent requests by Four Corners for interviews and answers to detailed questions prior to the program going to air. Tudge did not respond and Porter provided a brief statement in regards to his meeting with Malcolm Turnbull, denying that he had been questioned about allegations of his conduct as reported by Four Corners and that other matters had been discussed. Reactions to the Four Corners Program Responses to the program via mainstream media and on social media were intense, ranging from outrage at the behaviour of ministers on the program, to outrage that the program had aired the private lives of government ministers, with questions as to whether this was in the public interest. Porter himself disputed allegations of his behaviour aired in the program, labelling the claims as “totally false” and said he was considering legal options for “defamation” (Maiden). However, in a subsequent radio interview, Porter said “he did not want a legal battle to distract from his role” as a government minister (Moore). Commenting on the meeting he had with Turnbull in 2017, Porter asserted that Turnbull had not spoken to him about the alleged behaviour and that Turnbull “often summoned ministers in frustration about the amount of detail leaking from his Cabinet.” Porter also questioned the comments made by Dyer and Foley, saying he had not had contact with them “for decades” (Maiden). Yet, in a statement provided to the West Australian after the program aired, Porter admitted that Turnbull had raised the rumours of an incident and Porter had assured him they were unfounded. In a statement he again denied the allegations made in the Four Corners program, but admitted that he had “failed to be a good husband” (Moore). In a brief media release following the program, Tudge stated: “I regret my actions immensely and the hurt it caused my family. I also regret the hurt that Ms. Miller has experienced” (Grattan). Following the Four Corners story, Scott Morrison and Anne Ruston, the Minister for Families and Social Services, held a media conference to respond to the allegations raised by the program. Ruston was asked about her views of the treatment of women within the Liberal Party. However, she was cut off by Morrison who aired his grievance about the use of the term “bonk ban” by journalists, when referring to the ban on ministers having sexual relations with their staff. This interruption of a female minister responding to a question directed at her about allegations of misogyny drew world-wide attention. Ruston went on to reply that she felt “wholly supported” as a member of the party and in her Cabinet position. The video of the incident resulted in a backlash on social media. Ruston was asked about being cut off by the Prime Minister at subsequent media interviews and said she believed it to be “an entirely appropriate intervention” and reiterated her own experiences of being fully supported by other members of the Liberal Party (Maasdorp). Attempts to Silence the ABC A series of actions by government staff and ministers prior to, and following, the Four Corners program airing confirmed the assumption suggested by Milligan that “what happens in Canberra, stays in Canberra”. In the days leading to the airing of the Four Corners program, members of the federal government contacted ABC Chair Ita Buttrose, ABC Managing Director David Anderson, and other senior staff, criticising the program’s content before its release and questioning whether it was in the public interest. The Executive Producer for the program, Sally Neighbour, tweeted about the attempts to have the program cancelled on the day it was to air, and praised ABC management for not acceding to the demands. Anderson raised his concerns about the emails and calls to ABC senior staff while appearing at Senate estimates and said he found it “extraordinary” (Murphy & Davies). Buttrose also voiced her concerns and presented a lecture reinforcing the importance of “the ABC, democracy and the importance of press freedom”. As the public broadcaster, the ABC has a charter under the Australian Broadcasting Corporation Act (1983) (ABC Act), which includes its right to media independence. The attempt by the federal government to influence programming at the ABC was seen as countering this independence. Following the airing of the Four Corners program, the Morrison Government, via Communications Minister Paul Fletcher, again contacted Ita Buttrose by letter, asking how reporting allegations of inappropriate behaviour by ministers was “in the public interest”. Fletcher made the letter public via his Twitter account on the same day. The letter “posed 15 questions to the ABC board requesting an explanation within 14 days as to how the episode complied with the ABC’s code of practice and its statutory obligations to provide accurate and impartial journalism”. Fletcher also admitted that a senior member of his staff had contacted a member of the ABC board prior to the show airing but denied this was “an attempt to lobby the board”. Reportedly the ABC was “considering a response to what it believes is a further attack on its independence” (Visentin & Samios). A Case of Double Standards Liberal Senator Concetta Fierravanti-Wells told Milligan (Four Corners) that she believes “values and beliefs are very important” when standing for political office, with a responsibility to electors to “abide by those values and beliefs because ultimately we will be judged by them”. It is her view that “there is an expectation that in service of the Australian public, [politicians] abide by the highest possible conduct and integrity”. Porter has portrayed himself as being a family man, and an advocate for people affected by sexual harassment and concerned about domestic violence. Four Corners included two videos of Porter, the first from June 2020, where he stated: “no-one should have to suffer sexual harassment at work or in any other part of their lives … . The Commonwealth Government takes it very seriously”. In the second recording, from 2015, Porter spoke on the topic of domestic violence, where he advocated ensuring “that young boys understand what a respectful relationship is … what is acceptable and … go on to be good fathers and good husbands”. Tudge and Joyce hold a conservative view of traditional marriage as being between a man and a woman. They made this very evident during the plebiscite on legalising same-sex marriage in 2017. One of Tudge’s statements during the public debate was shown on the Four Corners program, where he said that he had “reservations about changing the Marriage Act to include same-sex couples” as he viewed “marriage as an institution … primarily about creating a bond for the creation, love and care of children. And … if the definition is changed … then the institution itself would potentially be weakened”. Miller responded by confirming that this was the public image Tudge portrayed, however, she was upset, surprised and believed it to be hypocrisy “to hear him … speak in parliament … and express a view that for children to have the right upbringing they need to have a mother and father and a traditional kind of family environment” (Four Corners). Following the outcome to the plebiscite in favour of marriage equality (Evershed), both Tudge and Porter voted to pass the legislation, in line with their electorates, while Joyce abstained from voting on the legislation (against the wishes of his electorate), along with nine other MPs including Scott Morrison (Henderson). Turnbull told Milligan: there’s no question that some of the most trenchant opponents of same-sex marriage, all in the name of traditional marriage, were at the same time enthusiastic practitioners of traditional adultery. As I said many times, this issue of the controversy over same-sex marriage was dripping with hypocrisy and the pools were deepest at the feet of the sanctimonious. The Bubble Threatens to Burst On 25 January 2021, the advocate for survivors of sexual assault, Grace Tame, was announced as Australian of the Year. This began a series of events that has the Canberra bubble showing signs of potentially rupturing, or perhaps even imploding, as further allegations of sexual assault emerge. Inspired by the speech of Grace Tame at the awards ceremony and the fact that the Prime Minister was standing beside her, on 15 February 2021, former Liberal staffer Brittany Higgins disclosed to journalist Samantha Maiden the allegation that she had been raped by a senior staffer in March 2019. Higgins also appeared in a television interview with Lisa Wilkinson that evening. The assault allegedly occurred after hours in the office of her boss, then Minister for Defence Industry and current Minister for Defence, Senator Linda Reynolds. Higgins said she reported what had occurred to the Minister and other staff, but felt she was being made to choose between her job and taking the matter to police. The 2019 federal election was called a few weeks later. Although Higgins wanted to continue in her “dream job” at Parliament House, she resigned prior to her disclosure in February 2021. Reynolds and Morrison were questioned extensively on the matter, in parliament and by the media, as to what they knew and when they were informed. Public outrage at the allegations was heightened by conflicting stories of these timelines and of who else knew. Although Reynolds had declared to the Senate that her office had provided full support to Higgins, it was revealed that her original response to the allegations to those in her office on the day of the media publication was to call Higgins a “lying cow”. After another public and media outcry, Reynolds apologised to Higgins (Hitch). Initially avoiding addressing the Higgins allegation directly, Morrison finally stated his empathy for Higgins in a doorstop media interview, reflecting advice he had received from his wife: Jenny and I spoke last night, and she said to me, "You have to think about this as a father first. What would you want to happen if it were our girls?" Jenny has a way of clarifying things, always has. On 3 March 2021, Grace Tame presented a powerful speech to the National Press Club. She was asked her view on the Prime Minister referring to his role as a father in the case of Brittany Higgins. Morrison’s statement had already enraged the public and certain members of the media, including many female journalists. Tame considered her response, then replied: “It shouldn’t take having children to have a conscience. [pause] And actually, on top of that, having children doesn’t guarantee a conscience.” The statement was met by applause from the gallery and received public acclaim. A further allegation of rape was made public on 27 February 2021, when friends of a deceased woman sent the Prime Minister a full statement from the woman that a current unnamed Cabinet Minister had raped her in 1988, when she was 16 years old (Yu). Morrison was asked whether he had spoken with the Minister, and stated that the Minister had denied the allegations and he saw no need to take further action, and would leave it to the police. New South Wales police subsequently announced that in light of the woman’s death last year, they could not proceed with an investigation and the matter was closed. The name of the woman has not been officially disclosed, however, on the afternoon of 3 March 2021 Attorney-General Christian Porter held a press conference naming himself as the Minister in question and vehemently denied the allegations. In light of the latest allegations, coverage by some journalists has shown the propensity to be complicit in protecting the Canberra bubble, while others (mainly women) endeavour to provide investigative journalistic coverage. The Outcome to Date Focus on the behaviour highlighted by “Inside the Canberra Bubble” in November 2020 waned quickly, with journalist Sean Kelly observing: since ABC’s Four Corners broadcast an episode exploring entrenched sexism in Parliament House, and more specifically within the Liberal Party, male politicians have said very, very, very little about it … . The episode in question was broadcast three weeks ago. It’s old news. But in this case that’s the point: every time the issue of sexism in Canberra is raised, it’s quickly rushed past, then forgotten (by men). Nothing happens. As noted earlier, Rachel Miller resigned from her position at Parliament House following the affair with Tudge. Barrister Kathleen Foley had held a position on the Victorian Bar Council, however three days after the Four Corners program went to air, Foley was voted off the council. According to Matilda Boseley from The Guardian, the change of council members was seen more broadly as an effort to remove progressives. Foley has also been vocal about gender issues within the legal profession. With the implementation of the new council, five members held their positions and 16 were replaced, seeing a change from 62 per cent female representation to 32 per cent (Boseley). No action was taken by the Prime Minister in light of the revelations by Four Corners: Christian Porter maintained his position as Attorney-General, Minister for Industrial Relations, and Leader of the House; and Alan Tudge continued as a member of the Federal Cabinet, currently as Minister for Education and Youth. Despite ongoing calls for an independent enquiry into the most recent allegations, and for Porter to stand aside, he continues as Attorney-General, although he has taken sick leave to address mental health impacts of the allegations (ABC News). Reynolds continues to hold the position of Defence Minister following the Higgins allegations, and has also taken sick leave on the advice of her specialist, now extended to after the March 2021 sitting of parliament (Doran). While Scott Morrison stands in support of Porter amid the allegations against him, he has called for an enquiry into the workplace culture of Parliament House. This appears to be in response to claims that a fourth woman was assaulted, allegedly by Higgins’s perpetrator. The enquiry, to be led by Kate Jenkins, Australia’s Sex Discrimination Commissioner, is focussed on “how to change the culture, how to change the practices, and how to ensure that, in future, we do have the best possible environment for prevention and response” (Murphy). By focussing the narrative of the enquiry on the “culture” of Parliament House, it diverts attention from the allegations of rape by Higgins and against Porter. While the enquiry is broadly welcomed, any outcomes will require more than changes to the workplace: they will require a much broader social change in attitudes towards women. The rage of women, in light of the current gendered political culture, has evolved into a call to action. An initial protest march, planned for outside Parliament House on 15 March 2021, has expanded to rallies in all capital cities and many other towns and cities in Australia. Entitled Women’s March 4 Justice, thousands of people, both women and men, have indicated their intention to participate. It is acknowledged that many residents of Canberra have objected to their entire city being encompassed in the term “Canberra Bubble”. However, the term’s relevance to this current state of affairs reflects the culture of those working in and for the Australian parliament, rather than residents of the city. It also describes the way that those who work in all things related to the federal government carry an apparent assumption that the bubble offers them immunity from the usual behaviour and accountability required of those outside the bubble. It this “bubble” that needs to burst. With a Prime Minister seemingly unable to recognise the hypocrisy of Ministers allegedly acting in ways contrary to “good character”, and for Porter, with ongoing allegations of improper behaviour, as expected for the country’s highest law officer, and in his mishandling of Higgins claims as called out by Tame, the bursting of the “Canberra bubble” may cost him government. References ABC News. “Christian Porter Denies Historical Rape Allegation.” Transcript. 4 Mar. 2021. 4 Mar. 2021 <https://www.abc.net.au/news/2021-03-03/christian-porter-press-conference-transcript/13212054>. Boseley, Matilda. “Barrister on Four Corners' Christian Porter Episode Loses Victorian Bar Council Seat.” The Guardian 11 Nov. 2020. 10 Dec. 2020 <https://www.theguardian.com/law/2020/nov/12/barrister-on-four-corners-christian-porter-episode-loses-victorian-bar-council-seat>. Buttrose, Ita. “The ABC, Democracy and the Importance of Press Freedom.” Lecture. Ramsay Centre for Western Civilisation. 12 Nov. 2020. 10 Dec. 2020 <http://about.abc.net.au/speeches/the-abc-democracy-and-the-importance-of-press-freedom/>. Doran, Matthew. “Linda Reynolds Extends Her Leave.” ABC News 7 Mar. 2021. 7 Mar. 2021 <https://www.abc.net.au/news/2021-03-07/linda-reynolds-extends-her-leave-following-rape-allegation/13224824>. Evershed, Nick. “Full Results of Australia's Vote for Same-Sex Marriage.” The Guardian 15 Nov. 2017. 10 Dec. 2020. <https://www.theguardian.com/australia-news/datablog/ng-interactive/2017/nov/15/same-sex-marriage-survey-how-australia-voted-electorate-by-electorate>. Four Corners. “Inside the Canberra Bubble.” ABC Television 9 Nov. 2020. 20 Nov. 2020 <https://www.abc.net.au/4corners/inside-the-canberra-bubble/12864676>. Grattan, Michelle. “Porter Rejects Allegations of Inappropriate Sexual Behaviour and Threatens Legal Action.” The Conversation 10 Nov. 2020. 10 Dec. 2020 <https://theconversation.com/porter-rejects-allegations-149774>. Gwynn, Mark. “Australian National Dictionary Centre’s Word of the Year 2018.” Ozwords 13 Dec. 2018. 10 Dec 2020 <http://ozwords.org/?p=8643#more-8643>. Henderson, Anna. “Same-Sex Marriage: This Is Everyone Who Didn't Vote to Support the Bill.” ABC News 8 Dec. 2017. 10 Dec. 2020 <https://www.abc.net.au/news/2017-12-08/same-sex-marriage-who-didnt-vote/9240584>. Heurich, Angelika. “Women in Australian Politics: Maintaining the Rage against the Political Machine”. M/C Journal 22.1 (2019). https://doi.org/10.5204/mcj.1498. Hitch, Georgia. “Defence Minister Linda Reynolds Apologises to Brittany Higgins.” ABC News 5 Mar. 2021. 5 Mar. 2021 <https://www.abc.net.au/news/2021-03-05/linda-reynolds-apologises-to-brittany-higgins-lying-cow/13219796>. Kelly, Sean. “Morrison Should Heed His Own Advice – and Fix His Culture Problem.” Sydney Morning Herald 29 Nov. 2020. 10 Dec. 2020 <https://www.smh.com.au/politics/federal/morrison-should-heed-his-own-advice-and-fix-his-culture-problem-20201129-p56iwn.html>. Maasdorp, James. “Scott Morrison Cops Backlash after Interrupting Anne Ruston.” ABC News 11 Nov. 2020. 10 Dec. 2020 <https://www.abc.net.au/news/2020-11-11/scott-morrison-anne-ruston-liberal-party-government/12873158>. Maiden, Samantha. “Christian Porter Hits Back at ‘Totally False’ Claims Aired on Four Corners.” The Australian 10 Nov. 2020. 10 Dec. 2020 <https://www.news.com.au/entertainment/tv/current-affairs/christian-porter-hits-back-at-totally-false-claims-aired-on-four-corners/news-story/0bc84b6268268f56d99714fdf8fa9ba2>. ———. “Young Staffer Brittany Higgins Says She Was Raped at Parliament House.” News.com.au 15 Sep. 2021. 15 Sep. 2021 <https://www.news.com.au/national/politics/parliament-house-rocked-by-brittany-higgins-alleged-rape/news-story/>. Moore, Charlie. “Embattled Minister Christian Porter Admits He Failed to Be 'a Good Husband’.” Daily Mail 11 Nov. 2020. 10 Dec. 2020 <https://www.dailymail.co.uk/news/article-8936197/>. Morrison, Scott. “Doorstop Interview – Parliament House.” Transcript. Prime Minister of Australia. 16 Feb. 2021. 1 Mar. 2021 <https://www.pm.gov.au/media/doorstop-interview-australian-parliament-house-act-160221>. Murphy, Katharine. “Sex Discrimination Commissioner Kate Jenkins to Lead Review into Parliament’s Workplace Culture.” The Guardian 5 Mar. 2021. 7 Mar. 2021 <https://www.theguardian.com/australia-news/2021/mar/05/sex-discrimination-commissioner-kate-jenkins-to-lead-review-into-parliaments-workplace-culture>. Murphy, Katharine, and Anne Davies. “Criticism of Four Corners 'Bonk Ban' Investigation before It Airs 'Extraordinary', ABC Boss Says.” The Guardian 9 Nov. 2020. 10 Dec. 2020 <https://www.theguardian.com/media/2020/nov/09/abc-under-extreme-political-pressure-over-bonk-ban-investigation-four-corners-boss-says>. Neighbour, Sally. “The Political Pressure.” Twitter 9 Nov. 2020. 9 Nov. 2020 <https://twitter.com/neighbour_s/status/1325545916107927552>. Tame, Grace. Address. National Press Club. 3 Mar. 2021. 3 Mar. 2021 <https://www.youtube.com/watch?v=LJmwOTfjn9U>. Visentin, Lisa, and Zoe Samios. “Morrison Government Asks ABC to Please Explain Controversial Four Corners Episode.” Sydney Morning Herald 1 Dec. 2020. 10 Dec. 2020 <https://www.smh.com.au/politics/federal/morrison-government-asks-abc-to-please-explain-controversial-four-corners-episode-20201201-p56jg2.html>. Wilkinson, Lisa. “Interview with Brittany Higgins.” The Project. Channel 10. 15 Sep. 2021. 16 Sep. 2021 <https://www.youtube.com/watch?v=nyjkjeoO2o4>. Yaxley, Louise. “Malcolm Turnbull Bans Ministers from Sex with Staffers.” ABC News 15 Feb. 2018. 10 Dec. 2020 <https://www.abc.net.au/news/2018-02-15/turnbull-slams-joyce-affair-changes-to-ministerial-standards/9451792>. Yu, Andi. “Rape Allegation against Cabinet Minister.” The Canberra Times 27 Feb. 2021. 1 Mar. 2021 <https://www.canberratimes.com.au/story/7145324/rape-allegation-against-cabinet-minister/>.

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IntroductionUtopian and forward looking in tenor, official narratives of urban renewal and development implicitly promote normative ideals of progress and necessary civic improvement. Yet an underlying condition of such renewal is frequently the very opposite of building: the demolition of existing urban fabric. Taking as its starting point the large-scale demolition of buildings proposed for the NSW Government’s Sydney Metro rail project, this article interrogates the role of literary treatments of demolition in mediating complex, and often contradictory, responses to transformations of the built environment. Case studies are drawn from literary texts in which demolition and infrastructure development are key preoccupations, notably Louis Aragon’s 1926 Surrealist document of a threatened Parisian arcade, Paris Peasant, and the non-fiction accounts of the redevelopment of London’s East End by British writer Iain Sinclair. Sydney UnbuiltPresently, Australia’s biggest public transport project according to the NSW Government website, the Sydney Metro is set to revolutionise Sydney’s rail future with more than 30 metro stations and a fleet of fully-automated driverless trains. Its impetus extends at least as far back as the Liberal-National Coalition’s landslide win at the 2011 New South Wales state election when Barry O’Farrell, then party leader, declared “NSW has to be rebuilt” (qtd in Aston). Infrastructure upgrades became one of the Coalition’s key priorities upon forming government. Following a second Coalition win at the 2015 election, the state of NSW, or the city of Sydney more accurately, remains today deep amidst widespread building works with an unprecedented number of infrastructure, development and urban renewal projects simultaneously underway.From an historical perspective, Sydney is certainly no stranger to demolition. This was in evidence in Demolished Sydney, an exhibition at the Museum of Sydney that captured the zeitgeist of 2016 with its historical survey of Sydney’s demolished architecture. As the exhibition media release pointed out: “Since 1788 Sydney has been built, unbuilt and rebuilt as it has grown from Georgian town to Victorian city to the global urban centre it is today” (Museum of Sydney). What this evolutionist narrative glosses over, however, is the extent to which the impact of Sydney’s significant reinventions of itself through large-scale redevelopment are often not properly registered until well after such changes have taken place. With the imminent commencement of Sydney Metro Stage 2 CBD works, the city similarly stands to lose a number of buildings that embody the civic urban ideals of an earlier era, the effects of which are unlikely to be fully appreciated until the project’s post-demolition phase. The revelation, over the past year, of the full extent of demolition required to build Sydney Metro casts a spotlight on the project and raises questions about its likely impact in reconfiguring the character of Sydney’s inner city. An Environmental Impact Statement Summary (EISS) released by the NSW Government in May 2016 confirms that 79 buildings in the CBD and surrounding suburbs are slated for demolition as part of station development plans for the Stage 2 Chatswood to Sydenham line (Transport for NSW). Initial assurances were that the large majority of acquisitions would be commercial buildings. Yet, the mix also comprises some locally-heritage listed structures including, most notably, 7 Elizabeth Street Sydney (Image 1), a residential apartment tower of 54 studio flats located at the top end of the Sydney central business district.Image 1: 7 Elizabeth Street Sydney apartment towers (middle). Architect: Emil Sodersten. Image credit: Ella Mudie.As the sole surviving block of CBD flats constructed during the 1930s, 7 Elizabeth Street had been identified by the Australian Institute of Architects as an example of historically significant twentieth-century residential architecture. Furthermore, the modernist block is aesthetically significant as the work of prominent Art Deco architect Emil Sodersten (1899-1961) and interior designer Marion Hall Best (1905-1988). Disregarding recommendations that the building should be retained and conserved, Transport for NSW compulsorily acquired the block, evicting residents in late 2016 from one of the few remaining sources of affordable housing in the inner-city. Meanwhile, a few blocks down at 302 Pitt Street the more than century-old Druids House (Image 2) is also set to be demolished for the Metro development. Prior to purchase by Transport for NSW, the property had been slated for a state-of-the-art adaptive reuse as a boutique hotel which would have preserved the building’s façade and windows. In North Sydney, a locally heritage listed shopfront at 187 Miller Street, one of the few examples of the Victorian Italianate style remaining on the street, faces a similar fate. Image 2. Druids House, 302 Pitt Street Sydney. Image credit: Ella Mudie.Beyond the bureaucratic accounting of the numbers and locations of demolitions outlined in the NSW Government’s EISS, this survey of disappearing structures highlights to what extent, large-scale transport infrastructure projects like Sydney Metro, can reshape what the Situationists termed the “psychogeography” of a city; the critical manner in which places and environments affect our emotions and behaviour. With their tendency to erase traces of the city’s past and to smooth over its textures, those variegations in the urban fabric that emerge from the interrelationship of the built environment with the lived experience of a space, the changes wrought by infrastructure and development thus manifest a certain anguish of urban dynamism that is connected to broader anxieties over modernity’s “speed of change and the ever-changing horizons of time and space” (Huyssen 23). Indeed, just as startling as the disappearance of older and more idiosyncratic structures is the demolition of newer building stock which, in the case of Sydney Metro, includes the slated demolition of a well-maintained 22-storey commercial office tower at 39 Martin Place (Image 3). Completed in just 1972, the fact that the lifespan of this tower will amount to less than fifty years points to the rapid obsolescence, and sheer disposability, of commercial building stock in the twenty first-century. It is also indicative of the drive towards destruction that operates within the project of modernism itself. Pondering the relationship of modernist architecture to time, Guiliana Bruno asks: can we really speak of a modernist ruin? Unlike the porous, permeable stone of ancient building, the material of modernism does not ‘ruin.’ Concrete does not decay. It does not slowly erode and corrode, fade out or fade away. It cannot monumentally disintegrate. In some way, modernist architecture does not absorb the passing of time. Adverse to deterioration, it does not age easily, gracefully or elegantly. (80)In its resistance to organic ruination, Bruno’s comment thus implies it is demolition that will be the fate of the large majority of the urban building stock of the twentieth century and beyond. In this way, Sydney Metro is symptomatic of far broader cycles of replenishment and renewal at play in cities around the world, bringing to the fore timely questions about demolition and modernity, the conflict between economic development and the civic good, and social justice concerns over the public’s right to the city. Image 3: 39 Martin Place Sydney. Image credit: Ella Mudie.In the second part of this article, I turn to literary treatments of demolition in order to consider what role the writer might play in giving expression to some of the conflicts and tensions, as exemplified by Sydney Metro, that manifest in ‘unbuilding’ the city. How might literature, I ask, be uniquely placed to mobilise critique? And to what extent does the writer—as both a detached observer and engaged participant in the city—occupy an ambivalent stance especially sensitive to the inherent contradictions and paradoxes of the built environment’s relationship to modernity?Iain Sinclair: Calling Time on the Grand Projects For more than two decades, British author Iain Sinclair has been mapping the shifting terrain of London and its edgelands across a spectrum of experimental fiction and non-fiction works. In addition to the thematic attention paid to neoliberal capitalist processes of urban renewal and their tendency to implode established ties between place, memory and identity, Sinclair’s hybrid documentary-novels are especially pertinent to the analysis of “writing demolition” for their distinct writerly approach. Two recent texts, Ghost Milk: Calling Time on the Grand Project (2011) and London Overground: A Day’s Walk around the Ginger Line (2015), highlight an intensification of interest on Sinclair’s part in the growing influence exerted by global finance, hyper consumerism and security fears on the reterritorialisation of the English capital. Written in the lead up to the 2012 London Olympics, Ghost Milk is Sinclair’s scathing indictment of the corporate greed that fuelled the large-scale redevelopment of Stratford and its surrounds ahead of the Games. It is an angry and vocal response to urban transformation, a sustained polemic intensified by the author’s local perspective. A long-term resident of East London, in the 1970s Sinclair worked as a labourer at Chobham Farm and thus feels a personal assault in how Stratford “abdicated its fixed identity and willingly prostituted itself as a backdrop for experimental malls, rail hubs and computer generated Olympic parks” (28). For Sinclair, the bulldozing of the Stratford and Hackney boroughs was performed in the name of a so-called civic legacy beyond the Olympic spectacle that failed to culminate in anything more than a “long march towards a theme park without a theme” (11), a site emblematic of the bland shopping mall architecture of what Sinclair derisorily terms “the GP [Grand Project] era” (125).As a literary treatment of demolition Ghost Milk is particularly concerned with the compromised role of language in urban planning rhetoric. The redevelopment required for the Olympics is backed by a “fraudulent narrative” (99), says Sinclair, a conspiratorial co-optation of language made to bend in the service of urban gentrification. “In many ways,” he writes, “the essential literature of the GP era is the proposal, the bullet-point pitch, the perversion of natural language into weasel forms of not-saying” (125). This impoverishment and simplification of language, Sinclair argues, weakens the critical thinking required to recognise the propagandising tendencies underlying so many urban renewal programs.The author’s vocal admonishment of the London Olympics did not go unnoticed. In 2008 a reading from his forthcoming book Hackney, That Rose-Red Empire (2009), at a local library was cancelled out of fear of providing a public platform for his negative views. In Ghost Milk Sinclair reflects upon the treatment of his not yet published docu-novel as “found guilty, with no right of reply, of being political but somehow outside politics” (115). Confronted with the type of large-scale change that underpins such projects as the Olympic Games, or the Sydney Metro closer to home, Sinclair’s predicament points to the ambiguous position of influence occupied by writers. On the one hand, influence is limited in so far as authors play no formal part in the political process. Yet, when outspoken critique resonates words can become suddenly powerful, radically undermining the authority of slick environmental impact statements and sanctioned public consultation findings. In a more poetic sense, Sinclair’s texts are further influential for the way in which they offer a subjective mythologising of the city as a counterpoint to the banal narratives of bureaucratised urbanism. This is especially apparent in London Overground: A Day’s Walk around the Ginger Line (2015), in which Sinclair recounts a single-day street-level pedestrian exploration of the 35-mile and 33-station circuit of the new London Overground railway line. Surveying with disapproval the “new bridges, artisan bakeries, blue-bike racks and coffee shops” (20) that have sprung up along the route of the elevated railway, the initial gambit of the text appears to be to critique the London Overground as a “device for boosting property values” (23). Rail zone as “generator for investment” (31), and driver of the political emasculation of suburbs like Hackney and Shoreditch. Yet as the text develops the narrator appears increasingly drawn to the curious manner in which the Overground line performs an “accidental re-mapping of London” (24). He drifts, then, in search of: a site in which to confront one’s shadow. In a degraded form, this was the ambition behind our orbital tramp. To be attentive to the voices; to walk beside our shadow selves. To reverse the polarity of incomprehensible public schemes, the secret motors of capital defended and promoted by professionally mendacious politicians capable of justifying anything. (London Overground 127)Summoning the oneiric qualities of the railway and its inclination to dreaming and reverie, Sinclair reimagines it as divine oracle, a “ladder of initiation” (47) bisecting resonant zones animated by traces of the visionary artists and novelists whose sensitivity to place have shaped the perception of the London boroughs in the urban imaginary. It is in this manner that Sinclair’s walks generate “an oppositional perspective against the grand projects of centralized planning and management of space” (Weston 261). In a kind of poetic re-enchantment of urban space, texts like Ghost Milk and London Overground shatter the thin veneer of present-day capitalist urbanism challenging the reader to conceive of alternative visions of the city as heterogeneous and imbued with deep historical time.Louis Aragon: Demolition and ModernityWhile London Overground was composed after the construction of the new railway circuit, the pre-demolition phase of a project is, by comparison, a threshold moment. Literary responses to impending demolition are thus shaped in an unstable context as the landscape of a city becomes subject to unpredictable changes that can unfold at a very swift pace. Declan Tan suggests that the writing of Ghost Milk in the lead up to the London Olympics marks Sinclair’s disapproval as “futile, Ghost Milk is knowingly written as a documentary of near-history, an archival treatment of 2012 now, before it happens.” Yet, paradoxically it is the very futility of Sinclair’s project that intensifies the urgency to record, sharpening his polemic. This notion of writing a “documentary of near-history” also suggests a certain breach in time, which in the case of Louis Aragon’s Paris Peasant is mined for its revolutionary energies.First published in book form in 1926, Paris Peasant is an experimental Surrealist novel comprising four collage-like fragments including Aragon’s famous panegyric on the Passage de l’Opéra, a nineteenth-century Parisian arcade slated for demolition to make way for a new access road to the Boulevard Haussmann. Reading the text in the present era of Sydney Metro works, the predicament of the disappearing Opera Arcade resonates with the fate of the threatened Art Deco tower at 7 Elizabeth Street, soon to be razed to build a new metro station. Critical of the media’s overall neglect of the redevelopment, Aragon’s text pays sympathetic attention to the plight of the arcade’s business owners, railing against the injustices of their imminent eviction whilst mourning the disappearance of one of the last vestiges of the more organic configuration of the city that preceded the Haussmann renovation of Paris:the great American passion for city planning, imported into Paris by a prefect of police during the Second Empire and now being applied to the task of redrawing the map of our capital in straight lines, will soon spell the doom of these human aquariums. (Aragon 14)In light of these concerns it is tempting to cast Paris Peasant as a classic anti-development polemic. However, closer interrogation of the narrator’s ambivalent stance points to a more complicated attitude towards urban renewal. For, as he casts a forensic eye across the arcade’s shops it becomes apparent that these threatened sites hold a certain lure of attraction for the Surrealist author. The explanatory genre of the guide-book is subverted in a highly imaginative inventory of the arcade interiors. Touring its baths, brothels and hair salon, shoe shine parlour, run-down theatre, and the Café Certa—meeting place of the Surrealists—the narrator’s perambulation provides a launching point for intoxicated reveries and effervescent flights of fancy. Finally, the narrator concedes: “I would never have thought of myself as an observer. I like to let the winds and the rain blow through me: chance is my only experience, hazard my sole experiment” (88). Neither a journalist nor an historian, Paris Peasant’s narrator is not concerned merely to document the Opera Arcade for posterity. Rather, his interest in the site resides in its liminal state. On the cusp of being transformed into something else, the ontological instability of the arcade provides a dramatic illustration of the myth of architecture’s permanency. Aragon’s novel is concerned then, Abigail Susik notes, with the “insatiable momentum of progress,” and how it “renders all the more visible what could be called the radical remainders of modernity: the recently ruined, lately depleted, presently-passé entities that, for better and for worse, multiply and accumulate in the wake of accelerated production and consumption in industrial society” (34). Drawing comparison with Walter Benjamin’s sprawling Arcades Project, a kaleidoscopic critique of commodity culture, Paris Vaclav similarly characterises Paris Peasant as manifesting a distinct form of “political affect: one of melancholy for the destruction of the arcades yet also of a decidedly non-conservative devotion to aesthetic innovation” (24).Sensitive to the contradictory nature of progress under late capitalist modernity, Paris Peasant thus recognises destruction as an underlying condition of change and innovation as was typical of avant-garde texts of the early twentieth century. Yet Aragon resists fatalism in his simultaneous alertness to the radical potential of the marvellous in the everyday, searching for the fault lines in ordinary reality beneath which poetic re-enchantment challenges the status quo of modern life. In this way, Aragon’s experimental novel sketches the textures and psychogeographies of the city, tracing its detours and shifts in ambience, the relationship of architecture to dreams, memory and fantasy; those composite layers of a city that official documents and masterplans rarely ascribe value to and which literary authors are uniquely placed to capture in their writings on cities. ConclusionUnable to respond within the swift publication timeframes of journalistic articles, the novelist is admittedly not well-placed to halt the demolition of buildings. In this article, I have sought to argue that the power and agency of the literary response resides, rather, in its long view and the subjective perspective of the author. At the time of writing, Sydney Metro is poised to involve a scale of demolition that has not been seen in Sydney for several decades and which will transform the city in a manner that, to date, has largely passed uncritiqued. The works of Iain Sinclair and Louis Aragon’s Paris Peasant point to the capacity of literary texts to deconstruct those broader forces that increasingly reshape the city without proper consideration; exposing the seductive ideology of urban renewal and the false promises of grand projects that transform multifaceted cityscapes into hom*ogenous non-places. The literary text thus makes visible what is easily missed in the experience of everyday life, forcing us to consider the losses that haunt every gain in the building and rebuilding of the city.ReferencesAragon, Louis. Paris Peasant. Trans. Simon Taylor Watson. Boston: Exact Change, 1994. Aston, Heath. “We’ll Govern for All.” Sydney Morning Herald 27 Mar. 2011. 23 Feb. 2017 <http://www.smh.com.au/nsw/state-election-2011/well-govern-for-all-20110326-1cbbf.html>. Bruno, Guiliana. “Modernist Ruins, Filmic Archaeologies.” Ruins. Ed. Brian Dillon. London: Whitechapel Gallery, 2011. 76-81.Huyssen, Andreas. Present Pasts: Urban Palimpsests and the Politics of Memory. Stanford: Stanford UP, 2003.Museum of Sydney. Demolished Sydney Media Release. Sydney: Sydney Living Museums 20 Oct. 2016. 25 Feb. 2017 <http://sydneylivingmuseums.com.au/2016/12/05/new-exhibition-demolished-sydney>.Paris, Vaclav. “Uncreative Influence: Louis Aragon’s Paysan de Paris and Walter Benjamin’s Passagen-Werk.” Journal of Modern Literature 37.1 (Autumn 2013): 21-39.Sinclair, Iain. Ghost Milk: Calling Time on the Grand Project. London: Penguin, 2012. ———. Hackney, That Rose Red Empire. London: Hamish Hamilton, 2009.———. London Overground: A Day’s Walk around the Ginger Line. London: Hamish Hamilton, 2015.Susik, Abigail. “Paris 1924: Aragon, Le Corbusier, and the Question of the Outmoded.” Wreck: Graduate Journal of Art History, Visual Art, and Theory 2.2 (2008): 29-44.Tan, Declan. “Review of Ghost Milk: Calling Time on the Grand Project by Iain Sinclair.” Huffington Post 15 Dec. 2011; updated 14 Feb. 2012. 21 Feb 2017 <http://www.huffingtonpost.co.uk/declan-tan/ghost-milk-ian-sinclair-review_b_1145692.html>. Transport for NSW, Chatswood to Sydenham: Environmental Impact Statement Summary. 25 Mar. 2017 <http://www.sydneymetro.info>. Sydney: NSW Government, May-June 2016.Weston, David. “Against the Grand Project: Iain Sinclair’s Local London.” Contemporary Literature 56.2 (Summer 2015): 255-79.

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A common criticism of the rhythm video games genre — including series like Guitar Hero and Rock Band, is that playing musical simulation games is a waste of time when you could be playing an actual guitar and learning a real skill. A more serious criticism of games cultures draws attention to the degree of e-waste they produce. E-waste or electronic waste includes mobiles phones, computers, televisions and other electronic devices, containing toxic chemicals and metals whose landfill, recycling and salvaging all produce distinct environmental and social problems. The e-waste produced by games like Guitar Hero is obvious in the regular flow of merchandise transforming computer and video games stores into simulation music stores, filled with replica guitars, drum kits, microphones and other products whose half-lives are short and whose obsolescence is anticipated in the annual cycles of consumption and disposal. This paper explores the connection between e-waste and obsolescence in the games industry, and argues for the further consideration of consumers as part of the solution to the problem of e-waste. It uses a case study of the PC digital distribution software platform, Steam, to suggest that the digital distribution of games may offer an alternative model to market driven software and hardware obsolescence, and more generally, that such software platforms might be a place to support cultures of consumption that delay rather than promote hardware obsolescence and its inevitability as e-waste. The question is whether there exists a potential for digital distribution to be a means of not only eliminating the need to physically transport commodities (its current 'green' benefit), but also for supporting consumer practices that further reduce e-waste. The games industry relies on a rapid production and innovation cycle, one that actively enforces hardware obsolescence. Current video game consoles, including the PlayStation 3, the Xbox 360 and Nintendo Wii, are the seventh generation of home gaming consoles to appear within forty years, and each generation is accompanied by an immense international transportation of games hardware, software (in various storage formats) and peripherals. Obsolescence also occurs at the software or content level and is significant because the games industry as a creative industry is dependent on the extensive management of multiple intellectual properties. The computing and video games software industry operates a close partnership with the hardware industry, and as such, software obsolescence directly contributes to hardware obsolescence. The obsolescence of content and the redundancy of the methods of policing its scarcity in the marketplace has been accelerated and altered by the processes of disintermediation with a range of outcomes (Flew). The music industry is perhaps the most advanced in terms of disintermediation with digital distribution at the center of the conflict between the legitimate and unauthorised access to intellectual property. This points to one issue with the hypothesis that digital distribution can lead to a reduction in hardware obsolescence, as the marketplace leader and key online distributor of music, Apple, is also the major producer of new media technologies and devices that are the paragon of stylistic obsolescence. Stylistic obsolescence, in which fashion changes products across seasons of consumption, has long been observed as the dominant form of scaled industrial innovation (Slade). Stylistic obsolescence is differentiated from mechanical or technological obsolescence as the deliberate supersedence of products by more advanced designs, better production techniques and other minor innovations. The line between the stylistic and technological obsolescence is not always clear, especially as reduced durability has become a powerful market strategy (Fitzpatrick). This occurs where the design of technologies is subsumed within the discourses of manufacturing, consumption and the logic of planned obsolescence in which the product or parts are intended to fail, degrade or under perform over time. It is especially the case with signature new media technologies such as laptop computers, mobile phones and portable games devices. Gamers are as guilty as other consumer groups in contributing to e-waste as participants in the industry's cycles of planned obsolescence, but some of them complicate discussions over the future of obsolescence and e-waste. Many gamers actively work to forestall the obsolescence of their games: they invest time in the play of older games (“retrogaming”) they donate labor and creative energy to the production of user-generated content as a means of sustaining involvement in gaming communities; and they produce entirely new game experiences for other users, based on existing software and hardware modifications known as 'mods'. With Guitar Hero and other 'rhythm' games it would be easy to argue that the hardware components of this genre have only one future: as waste. Alternatively, we could consider the actual lifespan of these objects (including their impact as e-waste) and the roles they play in the performances and practices of communities of gamers. For example, the Elmo Guitar Hero controller mod, the Tesla coil Guitar Hero controller interface, the Rock Band Speak n' Spellbinder mashup, the multiple and almost sacrilegious Fender guitar hero mods, the Guitar Hero Portable Turntable Mod and MAKE magazine's Trumpet Hero all indicate a significant diversity of user innovation, community formation and individual investment in the post-retail life of computer and video game hardware. Obsolescence is not just a problem for the games industry but for the computing and electronics industries more broadly as direct contributors to the social and environmental cost of electrical waste and obsolete electrical equipment. Planned obsolescence has long been the experience of gamers and computer users, as the basis of a utopian mythology of upgrades (Dovey and Kennedy). For PC users the upgrade pathway is traversed by the consumption of further hardware and software post initial purchase in a cycle of endless consumption, acquisition and waste (as older parts are replaced and eventually discarded). The accumulation and disposal of these cultural artefacts does not devalue or accrue in space or time at the same rate (Straw) and many users will persist for years, gradually upgrading and delaying obsolescence and even perpetuate the circulation of older cultural commodities. Flea markets and secondhand fairs are popular sites for the purchase of new, recent, old, and recycled computer hardware, and peripherals. Such practices and parallel markets support the strategies of 'making do' described by De Certeau, but they also continue the cycle of upgrade and obsolescence, and they are still consumed as part of the promise of the 'new', and the desire of a purchase that will finally 'fix' the users' computer in a state of completion (29). The planned obsolescence of new media technologies is common, but its success is mixed; for example, support for Microsoft's operating system Windows XP was officially withdrawn in April 2009 (Robinson), but due to the popularity in low cost PC 'netbooks' outfitted with an optimised XP operating system and a less than enthusiastic response to the 'next generation' Windows Vista, XP continues to be popular. Digital Distribution: A Solution? Gamers may be able to reduce the accumulation of e-waste by supporting the disintermediation of the games retail sector by means of online distribution. Disintermediation is the establishment of a direct relationship between the creators of content and their consumers through products and services offered by content producers (Flew 201). The move to digital distribution has already begun to reduce the need to physically handle commodities, but this currently signals only further support of planned, stylistic and technological obsolescence, increasing the rate at which the commodities for recording, storing, distributing and exhibiting digital content become e-waste. Digital distribution is sometimes overlooked as a potential means for promoting communities of user practice dedicated to e-waste reduction, at the same time it is actively employed to reduce the potential for the unregulated appropriation of content and restrict post-purchase sales through Digital Rights Management (DRM) technologies. Distributors like Amazon.com continue to pursue commercial opportunities in linking the user to digital distribution of content via exclusive hardware and software technologies. The Amazon e-book reader, the Kindle, operates via a proprietary mobile network using a commercially run version of the wireless 3G protocols. The e-book reader is heavily encrypted with Digital Rights Management (DRM) technologies and exclusive digital book formats designed to enforce current copyright restrictions and eliminate second-hand sales, lending, and further post-purchase distribution. The success of this mode of distribution is connected to Amazon's ability to tap both the mainstream market and the consumer demand for the less-than-popular; those books, movies, music and television series that may not have been 'hits' at the time of release. The desire to revisit forgotten niches, such as B-sides, comics, books, and older video games, suggests Chris Anderson, linked with so-called “long tail” economics. Recently Webb has queried the economic impact of the Long Tail as a business strategy, but does not deny the underlying dynamics, which suggest that content does not obsolesce in any straightforward way. Niche markets for older content are nourished by participatory cultures and Web 2.0 style online services. A good example of the Long Tail phenomenon is the recent case of the 1971 book A Lion Called Christian, by Anthony Burke and John Rendall, republished after the author's film of a visit to a resettled Christian in Africa was popularised on YouTube in 2008. Anderson's Long Tail theory suggests that over time a large number of items, each with unique rather than mass histories, will be subsumed as part of a larger community of consumers, including fans, collectors and everyday users with a long term interest in their use and preservation. If digital distribution platforms can reduce e-waste, they can perhaps be fostered by to ensuring digital consumers have access to morally and ethically aware consumer decisions, but also that they enjoy traditional consumer freedoms, such as the right to sell on and change or modify their property. For it is not only the fixation on the 'next generation' that contributes to obsolescence, but also technologies like DRM systems that discourage second hand sales and restrict modification. The legislative upgrades, patches and amendments to copyright law that have attempted to maintain the law's effectiveness in competing with peer-to-peer networks have supported DRM and other intellectual property enforcement technologies, despite the difficulties that owners of intellectual property have encountered with the effectiveness of DRM systems (Moore, Creative). The games industry continues to experiment with DRM, however, this industry also stands out as one of the few to have significantly incorporated the user within the official modes of production (Moore, Commonising). Is the games industry capable (or willing) of supporting a digital delivery system that attempts to minimise or even reverse software and hardware obsolescence? We can try to answer this question by looking in detail at the biggest digital distributor of PC games, Steam. Steam Figure 1: The Steam Application user interface retail section Steam is a digital distribution system designed for the Microsoft Windows operating system and operated by American video game development company and publisher, Valve Corporation. Steam combines online games retail, DRM technologies and internet-based distribution services with social networking and multiplayer features (in-game voice and text chat, user profiles, etc) and direct support for major games publishers, independent producers, and communities of user-contributors (modders). Steam, like the iTunes games store, Xbox Live and other digital distributors, provides consumers with direct digital downloads of new, recent and classic titles that can be accessed remotely by the user from any (internet equipped) location. Steam was first packaged with the physical distribution of Half Life 2 in 2004, and the platform's eventual popularity is tied to the success of that game franchise. Steam was not an optional component of the game's installation and many gamers protested in various online forums, while the platform was treated with suspicion by the global PC games press. It did not help that Steam was at launch everything that gamers take objection to: a persistent and initially 'buggy' piece of software that sits in the PC's operating system and occupies limited memory resources at the cost of hardware performance. Regular updates to the Steam software platform introduced social network features just as mainstream sites like MySpace and Facebook were emerging, and its popularity has undergone rapid subsequent growth. Steam now eclipses competitors with more than 20 million user accounts (Leahy) and Valve Corporation makes it publicly known that Steam collects large amounts of data about its users. This information is available via the public player profile in the community section of the Steam application. It includes the average number of hours the user plays per week, and can even indicate the difficulty the user has in navigating game obstacles. Valve reports on the number of users on Steam every two hours via its web site, with a population on average between one and two million simultaneous users (Valve, Steam). We know these users’ hardware profiles because Valve Corporation makes the results of its surveillance public knowledge via the Steam Hardware Survey. Valve’s hardware survey itself conceptualises obsolescence in two ways. First, it uses the results to define the 'cutting edge' of PC technologies and publishing the standards of its own high end production hardware on the companies blog. Second, the effect of the Survey is to subsequently define obsolescent hardware: for example, in the Survey results for April 2009, we can see that the slight majority of users maintain computers with two central processing units while a significant proportion (almost one third) of users still maintained much older PCs with a single CPU. Both effects of the Survey appear to be well understood by Valve: the Steam Hardware Survey automatically collects information about the community's computer hardware configurations and presents an aggregate picture of the stats on our web site. The survey helps us make better engineering and gameplay decisions, because it makes sure we're targeting machines our customers actually use, rather than measuring only against the hardware we've got in the office. We often get asked about the configuration of the machines we build around the office to do both game and Steam development. We also tend to turn over machines in the office pretty rapidly, at roughly every 18 months. (Valve, Team Fortress) Valve’s support of older hardware might counter perceptions that older PCs have no use and begins to reverse decades of opinion regarding planned and stylistic obsolescence in the PC hardware and software industries. Equally significant to the extension of the lives of older PCs is Steam's support for mods and its promotion of user generated content. By providing software for mod creation and distribution, Steam maximises what Postigo calls the development potential of fan-programmers. One of the 'payoffs' in the information/access exchange for the user with Steam is the degree to which Valve's End-User Licence Agreement (EULA) permits individuals and communities of 'modders' to appropriate its proprietary game content for use in the creation of new games and games materials for redistribution via Steam. These mods extend the play of the older games, by requiring their purchase via Steam in order for the individual user to participate in the modded experience. If Steam is able to encourage this kind of appropriation and community support for older content, then the potential exists for it to support cultures of consumption and practice of use that collaboratively maintain, extend, and prolong the life and use of games. Further, Steam incorporates the insights of “long tail” economics in a purely digital distribution model, in which the obsolescence of 'non-hit' game titles can be dramatically overturned. Published in November 2007, Unreal Tournament 3 (UT3) by Epic Games, was unappreciated in a market saturated with games in the first-person shooter genre. Epic republished UT3 on Steam 18 months later, making the game available to play for free for one weekend, followed by discounted access to new content. The 2000 per cent increase in players over the game's 'free' trial weekend, has translated into enough sales of the game for Epic to no longer consider the release a commercial failure: It’s an incredible precedent to set: making a game a success almost 18 months after a poor launch. It’s something that could only have happened now, and with a system like Steam...Something that silently updates a purchase with patches and extra content automatically, so you don’t have to make the decision to seek out some exciting new feature: it’s just there anyway. Something that, if you don’t already own it, advertises that game to you at an agreeably reduced price whenever it loads. Something that enjoys a vast community who are in turn plugged into a sea of smaller relevant communities. It’s incredibly sinister. It’s also incredibly exciting... (Meer) Clearly concerns exist about Steam's user privacy policy, but this also invites us to the think about the economic relationship between gamers and games companies as it is reconfigured through the private contractual relationship established by the EULA which accompanies the digital distribution model. The games industry has established contractual and licensing arrangements with its consumer base in order to support and reincorporate emerging trends in user generated cultures and other cultural formations within its official modes of production (Moore, "Commonising"). When we consider that Valve gets to tax sales of its virtual goods and can further sell the information farmed from its users to hardware manufacturers, it is reasonable to consider the relationship between the corporation and its gamers as exploitative. Gabe Newell, the Valve co-founder and managing director, conversely believes that people are willing to give up personal information if they feel it is being used to get better services (Leahy). If that sentiment is correct then consumers may be willing to further trade for services that can reduce obsolescence and begin to address the problems of e-waste from the ground up. Conclusion Clearly, there is a potential for digital distribution to be a means of not only eliminating the need to physically transport commodities but also supporting consumer practices that further reduce e-waste. For an industry where only a small proportion of the games made break even, the successful relaunch of older games content indicates Steam's capacity to ameliorate software obsolescence. Digital distribution extends the use of commercially released games by providing disintermediated access to older and user-generated content. For Valve, this occurs within a network of exchange as access to user-generated content, social networking services, and support for the organisation and coordination of communities of gamers is traded for user-information and repeat business. Evidence for whether this will actively translate to an equivalent decrease in the obsolescence of game hardware might be observed with indicators like the Steam Hardware Survey in the future. The degree of potential offered by digital distribution is disrupted by a range of technical, commercial and legal hurdles, primary of which is the deployment of DRM, as part of a range of techniques designed to limit consumer behaviour post purchase. While intervention in the form of legislation and radical change to the insidious nature of electronics production is crucial in order to achieve long term reduction in e-waste, the user is currently considered only in terms of 'ethical' consumption and ultimately divested of responsibility through participation in corporate, state and civil recycling and e-waste management operations. The message is either 'careful what you purchase' or 'careful how you throw it away' and, like DRM, ignores the connections between product, producer and user and the consumer support for environmentally, ethically and socially positive production, distribrution, disposal and recycling. This article, has adopted a different strategy, one that sees digital distribution platforms like Steam, as capable, if not currently active, in supporting community practices that should be seriously considered in conjunction with a range of approaches to the challenge of obsolescence and e-waste. References Anderson, Chris. "The Long Tail." Wired Magazine 12. 10 (2004). 20 Apr. 2009 ‹http://www.wired.com/wired/archive/12.10/tail.html›. De Certeau, Michel. The Practice of Everyday Life. Berkeley: U of California P, 1984. Dovey, Jon, and Helen Kennedy. Game Cultures: Computer Games as New Media. London: Open University Press,2006. Fitzpatrick, Kathleen. The Anxiety of Obsolescence. Nashville: Vanderbilt UP, 2008. Flew, Terry. New Media: An Introduction. South Melbourne: Oxford UP, 2008. Leahy, Brian. "Live Blog: DICE 2009 Keynote - Gabe Newell, Valve Software." The Feed. G4TV 18 Feb. 2009. 16 Apr. 2009 ‹http://g4tv.com/thefeed/blog/post/693342/Live-Blog-DICE-2009-Keynote-–-Gabe-Newell-Valve-Software.html›. Meer, Alec. "Unreal Tournament 3 and the New Lazarus Effect." Rock, Paper, Shotgun 16 Mar. 2009. 24 Apr. 2009 ‹http://www.rockpapershotgun.com/2009/03/16/unreal-tournament-3-and-the-new-lazarus-effect/›.Moore, Christopher. "Commonising the Enclosure: Online Games and Reforming Intellectual Property Regimes." Australian Journal of Emerging Technologies and Society 3. 2, (2005). 12 Apr. 2009 ‹http://www.swin.edu.au/sbs/ajets/journal/issue5-V3N2/abstract_moore.htm›. Moore, Christopher. "Creative Choices: Changes to Australian Copyright Law and the Future of the Public Domain." Media International Australia 114 (Feb. 2005): 71–83. Postigo, Hector. "Of Mods and Modders: Chasing Down the Value of Fan-Based Digital Game Modification." Games and Culture 2 (2007): 300-13. Robinson, Daniel. "Windows XP Support Runs Out Next Week." PC Business Authority 8 Apr. 2009. 16 Apr. 2009 ‹http://www.pcauthority.com.au/News/142013,windows-xp-support-runs-out-next-week.aspx›. Straw, Will. "Exhausted Commodities: The Material Culture of Music." Canadian Journal of Communication 25.1 (2000): 175. Slade, Giles. Made to Break: Technology and Obsolescence in America. Cambridge: Harvard UP, 2006. Valve. "Steam and Game Stats." 26 Apr. 2009 ‹http://store.steampowered.com/stats/›. Valve. "Team Fortress 2: The Scout Update." Steam Marketing Message 20 Feb. 2009. 12 Apr. 2009 ‹http://storefront.steampowered.com/Steam/Marketing/message/2269/›. Webb, Richard. "Online Shopping and the Harry Potter Effect." New Scientist 2687 (2008): 52-55. 16 Apr. 2009 ‹http://www.newscientist.com/article/mg20026873.300-online-shopping-and-the-harry-potter-effect.html?page=2›. With thanks to Dr Nicola Evans and Dr Frances Steel for their feedback and comments on drafts of this paper.

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Abstract:

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

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Introduction Almost all industries in Australia today have adopted digital media in some way. However, uses in large scale activities such as mining may seem to be different from others. This article looks at mining practices with a media studies approach, and concludes that, just as many other industries, mining and media have converged. Many Australian mine sites are adopting new media for communication and control to manage communication, explore for ore bodies, simulate forces, automate drilling, keep records, and make transport and command robotic. Beyond sharing similar digital devices for communication and computation, new media in mining employ characteristic digital media operations, such as numerical operation, automation and managed variability. This article examines the implications of finding that some of the most material practices have become mediated by new media. Mining has become increasingly mediated through new media technologies similar to GPS, visualisation, game remote operation, similar to those adopted in consumer home and mobile digital media. The growing and diversified adoption of digital media championed by companies like Rio Tinto aims not only ‘improve’ mining, but to change it. Through remediating practices of digital mining, new media have become integral powerful tools in prospective, real time and analytical environments. This paper draws on two well-known case studies of mines in the Pilbara and Western NSW. These have been documented in press releases and media reports as representing changes in media and mining. First, the West Angelas mines in the Pilbara is an open cut iron ore mine introducing automation and remote operation. This mine is located in the remote Pilbara, and is notable for being operated remotely from a control centre 2000km away, near Perth Airport, WA. A growing fleet of Komatsu 930E haul trucks, which can drive autonomously, traverses the site. Fitted with radars, lasers and GPS, these enormous vehicles navigate through the open pit mine with no direct human control. Introducing these innovations to mine sites become more viable after iron ore mining became increasingly profitable in the mid-2000s. A boom in steel building in China drove unprecedented demand. This growing income coincided with a change in public rhetoric from companies like Rio Tinto. They pointed towards substantial investments in research, infrastructure, and accelerated introduction of new media technologies into mining practices. Rio Tinto trademarked the term ‘Mine of the future’ (US Federal News Service 1), and publicised their ambitious project for renewal of mining practice, including digital media. More recently, prices have been more volatile. The second case study site is a copper and gold underground mine at Northparkes in Western NSW. Northparkes uses substantial sensing and control, as well as hybrid autonomous and remote operated vehicles. The use of digital media begins with prospecting, and through to logistics of transportation. Engineers place explosives in optimal positions using computer modelling of the underground rock formations. They make heavy use of software to coordinate layer-by-layer use of explosives in this advanced ‘box cut’ mine. After explosives disrupt the rock layer a kilometre underground, another specialised vehicle collects and carries the ore to the surface. The Sandvik loader-hauler-dumper (LHD) can be driven conventionally by a driver, but it can also travel autonomously in and out of the mine without a direct operator. Once it reaches a collection point, where the broken up ore has accumulated, a user of the surface can change the media mode to telepresence. The human operator then takes control using something like a games controller and multiple screens. The remote operator controls the LHD to fill the scoop with ore. The fully-loaded LHD backs up, and returns autonomously using laser senses to follow a trail to the next drop off point. The LHD has become a powerful mediator, reconfiguring technical, material and social practices throughout the mine. The Meanings of Mining and Media Are Converging Until recently, mining and media typically operated ontologically separately. The media, such as newspapers and television, often tell stories about mining, following regular narrative scripts. There are controversies and conflicts, narratives of ecological crises, and the economics of national benefit. There are heroic and tragic stories such as the Beaconsfield mine collapse (Clark). There are new industry policies (Middelbeek), which are politically fraught because of the lobbying power of miners. Almost completely separately, workers in mines were consumers of media, from news to entertainment. These media practices, while important in their own right, tell nothing of the approaching changes in many other sectors of work and everyday life. It is somewhat unusual for a media studies scholar to study mine sites. Mine sites are most commonly studied by Engineering (Bellamy & Pravica), Business and labour and cultural histories (McDonald, Mayes & Pini). Until recently, media scholarship on mining has related to media institutions, such as newspapers, broadcasters and websites, and their audiences. As digital media have proliferated, the phenomena that can be considered as media phenomena has changed. This article, pointing to the growing roles of media technologies, observes the growing importance that media, in these terms, have in the rapidly changing domain of mining. Another meaning for ‘media’ studies, from cybernetics, is that a medium is any technology that translates perception, makes interpretations, and performs expressions. This meaning is more abstract, operating with a broader definition of media — not only those institutionalised as newspapers or radio stations. It is well known that computer-based media have become ubiquitous in culture. This is true in particular within the mining company’s higher ranks. Rio Tinto’s ambitious 2010 ‘Mine of the Future’ (Fisher & Schnittger, 2) program was premised on an awareness that engineers, middle managers and senior staff were already highly computer literate. It is worth remembering that such competency was relatively uncommon until the late 1980s. The meanings of digital media have been shifting for many years, as computers become experienced more as everyday personal artefacts, and less as remote information systems. Their value has always been held with some ambivalence. Zuboff’s (387-414) picture of loss, intimidation and resistance to new information technologies in the 1980s seems to have dissipated by 2011. More than simply being accepted begrudgingly, the PC platform (and variants) has become a ubiquitous platform, a lingua franca for information workers. It became an intimate companion for many professions, and in many homes. It was an inexpensive, versatile and generalised convergent medium for communication and control. And yet, writers such as Gregg observe, the flexibility of networked digital work imposes upon many workers ‘unlimited work’. The office boundaries of the office wall break down, for better or worse. Emails, utility and other work-related behaviours increasingly encroach onto domestic and public space and time. Its very attractiveness to users has tied them to these artefacts. The trail that leads the media studies discipline down the digital mine shaft has been cleared by recent work in media archaeology (Parikka), platform studies (Middelbeek; Montfort & Bogost; Maher) and new media (Manovich). Each of these redefined Media Studies practices addresses the need to diversify the field’s attention and methods. It must look at more specific, less conventional and more complex media formations. Mobile media and games (both computer-based) have turned out to be quite different from traditional media (Hjorth; Goggin). Kirschenbaum’s literary study of hard drives and digital fiction moves from materiality to aesthetics. In my study of digital mining, I present a reconfigured media studies, after the authors, that reveals heterogeneous media configurations, deserving new attention to materiality. This article also draws from the actor network theory approach and terminology (Latour). The uses of media / control / communications in the mining industry are very complex, and remain under constant development. Media such as robotics, computer modelling, remote operation and so on are bound together into complex practices. Each mine site is different — geologically, politically, and economically. Mines are subject to local and remote disasters. Mine tunnels and global prices can collapse, rendering active sites uneconomical overnight. Many technologies are still under development — including Northparkes and West Angelas. Both these sites are notable for their significant use of autonomous vehicles and remote operated vehicles. There is no doubt that the digital technologies modulate all manner of the mining processes: from rocks and mechanical devices to human actors. Each of these actors present different forms of collusion and opposition. Within a mining operation, the budgets for computerised and even robotic systems are relatively modest for their expected return. Deep in a mine, we can still see media convergence at work. Convergence refers to processes whereby previously diverse practices in media have taken on similar devices and techniques. While high-end PCs in mining, running simulators; control data systems; visualisation; telepresence, and so on may be high performance, ruggedised devices, they still share a common platform to the desktop PC. Conceptual resources developed in Media Ecology, New Media Studies, and the Digital Humanities can now inform readings of mining practices, even if their applications differ dramatically in size, reliability and cost. It is not entirely surprising that some observations by new media theorists about entertainment and media applications can also relate to features of mining technologies. Manovich argues that numerical representation is a distinctive feature of new media. Numbers have always already been key to mining engineering. However, computers visualise numerical fields in simulations that extend out of the minds of the calculators, and into visual and even haptic spaces. Specialists in geology, explosives, mechanical apparatuses, and so on, can use plaftorms that are common to everyday media. As the significance of numbers is extended by computers in the field, more and more diverse sources of data provide apparently consistent and seamless images of multiple fields of knowledge. Another feature that Manovich identifies in new media is the capacity for automation of media operations. Automation of many processes in mechanical domains clearly occurred long before industrial technologies were ported into new media. The difference with new media in mine sites is that robotic systems must vary their performance according to feedback from their extra-system environments. For our purposes, the haul trucks in WA are software-controlled devices that already qualify as robots. They sense, interpret and act in the world based on their surroundings. They evaluate multiple factors, including the sensors, GPS signals, operator instructions and so on. They can repeat the path, by sensing the differences, day after day, even if the weather changes, the track wears away or the instructions from base change. Automation compensates for differences within complex and changing environments. Automation of an open-pit mine haulage system… provides more consistent and efficient operation of mining equipment, it removes workers from potential danger, it reduces fuel consumption significantly reducing greenhouse gas (GHG) emissions, and it can help optimize vehicle repairs and equipment replacement because of more-predictable and better-controlled maintenance. (Parreire and Meech 1-13) Material components in physical mines tend to become modular and variable, as their physical shape lines up with the logic of another of Manovich’s new media themes, variability. Automatic systems also make obsolete human drivers, who previously handled those environmental variations, for better or for worse, through the dangerous, dull and dirty spaces of the mine. Drivers’ capacity to control repeat trips is no longer needed. The Komatsu driverless truck, introduced to the WA iron ore mines from 2008, proved itself to be almost as quick as human drivers at many tasks. But the driverless trucks have deeper advantages: they can run 23 hours each day with no shift breaks; they drive more cautiously and wear the equipment less than human drivers. There is no need to put up workers and their families up in town. The benefit most often mentioned is safety: even the worst accident won’t produce injuries to drivers. The other advantage less mentioned is that autonomous trucks don’t strike. Meanwhile, managers of human labour also need to adopt certain strategies of modulation to support the needs and expectations of their workers. Mobile phones, televisions and radio are popular modes of connecting workers to their loved ones, particularly in the remote and harsh West Angelas site. One solution — regular fly-in-fly out shifts — tends also to be alienating for workers and locals (Cheshire; Storey; Tonts). As with any operations, the cost of maintaining a safe and comfortable environment for workers requires trade-offs. Companies face risks from mobile phones, leaking computer networks, and espionage that expose the site to security risks. Because of such risks, miners tend be subject to disciplinary regimes. It is common to test alcohol and drug levels. There was some resistance from workers, who refused to change to saliva testing from urine testing (Latimer). Contesting these machines places the medium, in a different sense, at the centre of regulation of the workers’ bodies. In Northparkes, the solution of hybrid autonomous and remote operation is also a solution for modulating labour. It is safer and more comfortable, while also being more efficient, as one experienced driver can control three trucks at a time. This more complex mode of mediation is necessary because underground mines are more complex in geology, and working environments to suit full autonomy. These variations provide different relationships between operators and machines. The operator uses a games controller, and watches four video views from the cabin to make the vehicle fill the bucket with ore (Northparkes Mines, 9). Again, media have become a pivotal element in the mining assemblage. This combines the safety and comfort of autonomous operation (helping to retain staff) with the required use of human sensorimotor dexterity. Mine systems deserve attention from media studies because sites are combining large scale physical complexity with increasingly sophisticated computing. The conventional pictures of mining and media rarely address the specificity of subjective and artefactual encounters in and around mine sites. Any research on mining communication is typically within the instrumental frames of engineering (Duff et al.). Some of the developments in mechanical systems have contributed to efficiency and safety of many mines: larger trucks, more rock crushers, and so on. However, the single most powerful influence on mining has been adopting digital media to control, integrate and mining systems. Rio Tinto’s transformative agenda document is outlined in its high profile ‘Mine of the Future’ agenda (US Federal News Service). The media to which I refer are not only those in popular culture, but also those with digital control and communications systems used internally within mines and supply chains. The global mining industry began adopting digital communication automation (somewhat) systematically only in the 1980s. Mining companies hesitated to adopt digital media because the fundamentals of mining are so risky and bound to standard procedures. Large scale material operations, extracting and processing minerals from under the ground: hardly to be an appropriate space for delicate digital electronics. Mining is also exposed to volatile economic conditions, so investing in anything major can be unattractive. High technology perhaps contradicts an industry ethos of risk-taking and masculinity. Digital media became domesticated, and familiar to a new generation of formally educated engineers for whom databases and algorithms (Manovich) were second nature. Digital systems become simultaneously controllers of objects, and mediators of meanings and relationships. They control movements, and express communications. Computers slide from using meanings to invoking direct actions over objects in the world. Even on an everyday scale, computer operations often control physical processes. Anti-lock Braking Systems regulate a vehicle’s braking pressure to avoid the danger when wheels lock-up. Or another example, is the ATM, which involves both symbolic interactions, and also exchange of physical objects. These operations are examples of the ‘asignifying semiotic’ (Guattari), in which meanings and non-meanings interact. There is no operation essential distinction between media- and non-media digital operations. Which are symbolic, attached or non-consequential is not clear. This trend towards using computation for both meanings and actions has accelerated since 2000. Mines of the Future Beyond a relatively standard set of office and communications software, many fields, including mining, have adopted specialised packages for their domains. In 3D design, it is AutoCAD. In hard sciences, it is custom modelling. In audiovisual production, it may be Apple and Adobe products. Some platforms define their subjectivity, professional identity and practices around these platforms. This platform orientation is apparent in areas of mining, so that applications such as the Gemcom, Rockware, Geological Database and Resource Estimation Modelling from Micromine; geology/mine design software from Runge, Minemap; and mine production data management software from Corvus. However, software is only a small proportion of overall costs in the industry. Agents in mining demand solutions to peculiar problems and requirements. They are bound by their enormous scale; physical risks of environments, explosive and moving elements; need to negotiate constant change, as mining literally takes the ground from under itself; the need to incorporate geological patterns; and the importance of logistics. When digital media are the solution, there can be what is perceived as rapid gains, including greater capacities for surveillance and control. Digital media do not provide more force. Instead, they modulate the direction, speed and timing of activities. It is not a complete solution, because too many uncontrolled elements are at play. Instead, there are moment and situations when the degree of control refigures the work that can be done. Conclusions In this article I have proposed a new conception of media change, by reading digital innovations in mining practices themselves as media changes. This involved developing an initial reading of the operations of mining as digital media. With this approach, the array of media components extends far beyond the conventional ‘mass media’ of newspapers and television. It offers a more molecular media environment which is increasingly heterogeneous. It sometimes involves materiality on a huge scale, and is sometimes apparently virtual. The mining media event can be a semiotic, a signal, a material entity and so on. It can be a command to a human. It can be a measurement of location, a rock formation, a pressure or an explosion. The mining media event, as discussed above, is subject to Manovich’s principles of media, being numerical, variable and automated. In the mining media event, these principles move from the aesthetic to the instrumental and physical domains of the mine site. The role of new media operates at many levels — from the bottom of the mine site to the cruising altitude of the fly-in-fly out aeroplanes — has motivated significant changes in the Australian industry. When digital media and robotics come into play, they do not so much introduce change, but reintroduce similarity. This inversion of media is less about meaning, and more about local mastery. Media modulation extends the kinds of influence that can be exerted by the actors in control. In these situations, the degrees of control, and of resistance, are yet to be seen. Acknowledgments Thanks to Mining IQ for a researcher's pass at Mining Automation and Communication Conference, Perth in August 2012. References Bellamy, D., and L. Pravica. “Assessing the Impact of Driverless Haul Trucks in Australian Surface Mining.” Resources Policy 2011. Cheshire, L. “A Corporate Responsibility? The Constitution of Fly-In, Fly-Out Mining Companies as Governance Partners in Remote, Mine-Affected Localities.” Journal of Rural Studies 26.1 (2010): 12–20. Clark, N. “Todd and Brant Show PM Beaconsfield's Cage of Hell.” The Mercury, 6 Nov. 2008. Duff, E., C. Caris, A. Bonchis, K. Taylor, C. Gunn, and M. Adco*ck. “The Development of a Telerobotic Rock Breaker.” CSIRO 2009: 1–10. Fisher, B.S. and S. Schnittger. Autonomous and Remote Operation Technologies in the Mining Industry: Benefits and Costs. BAE Report 12.1 (2012). Goggin, G. Global Mobile Media. London: Routledge, 2010. Gregg, M. Work’s Intimacy. Cambridge: Polity, 2011. Guattari, F. Chaosmosis: An Ethico-Aesthetic Paradigm. Trans. Paul Bains and Julian Pefanis. Bloomington: Indiana UP, 1992. Hjorth, L. Mobile Media in the Asia-Pacific: Gender and the Art of Being Mobile. Taylor & Francis, 2008. Kirschenbaum, M.G. Mechanisms: New Media and the Forensic Imagination. Campridge, Mass.: MIT Press, 2008. Latimer, Cole. “Fair Work Appeal May Change Drug Testing on Site.” Mining Australia 2012. 3 May 2013 ‹http://www.miningaustralia.com.au/news/fair-work-appeal-may-change-drug-testing-on-site›. Latour, B. Reassembling the Social: An Introduction to Actor-Network-Theory. Oxford: Oxford University Press, 2007. Maher, J. The Future Was Here: The Commodore Amiga. Cambridge, Mass.: MIT Press, 2012. Manovich, Lev. The Language of New Media. Cambridge, Mass.: MIT Press, 2001. McDonald, P., R. Mayes, and B. Pini. “Mining Work, Family and Community: A Spatially-Oriented Approach to the Impact of the Ravensthorpe Nickel Mine Closure in Remote Australia.” Journal of Industrial Relations 2012. Middelbeek, E. “Australia Mining Tax Set to Slam Iron Ore Profits.” Metal Bulletin Weekly 2012. Montfort, N., and I. Bogost. Racing the Beam: The Atari Video Computer System. Cambridge, Mass.: MIT Press, 2009. Parikka, J. What Is Media Archaeology? London: Polity Press, 2012. Parreira, J., and J. Meech. “Autonomous vs Manual Haulage Trucks — How Mine Simulation Contributes to Future Haulage System Developments.” Paper presented at the CIM Meeting, Vancouver, 2010. 3 May 2013 ‹http://www.infomine.com/library/publications/docs/parreira2010.pdf›. Storey, K. “Fly-In/Fly-Out and Fly-Over: Mining and Regional Development in Western Australia.” Australian Geographer 32.2 (2010): 133–148. Storey, K. “Fly-In/Fly-Out: Implications for Community Sustainability.” Sustainability 2.5 (2010): 1161–1181. 3 May 2013 ‹http://www.mdpi.com/2071-1050/2/5/1161›. Takayama, L., W. Ju, and C. Nas. “Beyond Dirty, Dangerous and Dull: What Everyday People Think Robots Should Do.” Paper presented at HRI '08, Amsterdam, 2008. 3 May 2013 ‹http://www-cdr.stanford.edu/~wendyju/publications/hri114-takayama.pdf›. 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Background “The sense of taste,” write Nelson and colleagues in a 2002 issue of Nature, “provides animals with valuable information about the nature and quality of food. Mammals can recognize and respond to a diverse repertoire of chemical entities, including sugars, salts, acids and a wide range of toxic substances” (199). The authors go on to argue that several amino acids—the building blocks of proteins—taste delicious to humans and that “having a taste pathway dedicated to their detection probably had significant evolutionary implications”. They imply, but do not specify, that the evolutionary implications are positive. This may be the case with some amino acids, but contemporary tastes, and changes in them, are far from universally beneficial. Indeed, this article argues that modern food production shapes and distorts human taste with significant implications for health and wellbeing. Take the western taste for fried chipped potatoes, for example. According to Schlosser in Fast Food Nation, “In 1960, the typical American ate eighty-one pounds of fresh potatoes and about four pounds of frozen french fries. Today [2002] the typical American eats about forty-nine pounds of fresh potatoes every year—and more than thirty pounds of frozen french fries” (115). Nine-tenths of these chips are consumed in fast food restaurants which use mass-manufactured potato-based frozen products to provide this major “foodservice item” more quickly and cheaply than the equivalent dish prepared from raw ingredients. These choices, informed by human taste buds, have negative evolutionary implications, as does the apparently long-lasting consumer preference for fried goods cooked in trans-fats. “Numerous foods acquire their elastic properties (i.e., snap, mouth-feel, and hardness) from the colloidal fat crystal network comprised primarily of trans- and saturated fats. These hardstock fats contribute, along with numerous other factors, to the global epidemics related to metabolic syndrome and cardiovascular disease,” argues Michael A. Rogers (747). Policy makers and public health organisations continue to compare notes internationally about the best ways in which to persuade manufacturers and fast food purveyors to reduce the use of these trans-fats in their products (L’Abbé et al.), however, most manufacturers resist. Hank Cardello, a former fast food executive, argues that “many products are designed for ‘high hedonic value’, with carefully balanced combinations of salt, sugar and fat that, experience has shown, induce people to eat more” (quoted, Trivedi 41). Fortunately for the manufactured food industry, salt and sugar also help to preserve food, effectively prolonging the shelf life of pre-prepared and packaged goods. Physiological Factors As Glanz et al. discovered when surveying 2,967 adult Americans, “taste is the most important influence on their food choices, followed by cost” (1118). A person’s taste is to some extent an individual response to food stimuli, but the tongue’s taste buds respond to five basic categories of food: salty, sweet, sour, bitter, and umami. ‘Umami’ is a Japanese word indicating “delicious savoury taste” (Coughlan 11) and it is triggered by the amino acid glutamate. Japanese professor Kikunae Ikeda identified glutamate while investigating the taste of a particular seaweed which he believed was neither sweet, sour, bitter, or salty. When Ikeda combined the glutamate taste essence with sodium he formed the food additive sodium glutamate, which was patented in 1908 and subsequently went into commercial production (Japan Patent Office). Although individual, a person’s taste preferences are by no means fixed. There is ample evidence that people’s tastes are being distorted by modern food marketing practices that process foods to make them increasingly appealing to the average palate. In particular, this industrialisation of food promotes the growth of a snack market driven by salty and sugary foods, popularly constructed as posing a threat to health and wellbeing. “[E]xpanding waistlines [are] fuelled by a boom in fast food and a decline in physical activity” writes Stark, who reports upon the 2008 launch of a study into Australia’s future ‘fat bomb’. As Deborah Lupton notes, such reports were a particular feature of the mid 2000s when: intense concern about the ‘obesity epidemic’ intensified and peaked. Time magazine named 2004 ‘The Year of Obesity’. That year the World Health Organization’s Global Strategy on Diet, Physical Activity and Health was released and the [US] Centers for Disease Control predicted that a poor diet and lack of exercise would soon claim more lives than tobacco-related disease in the United States. (4) The American Heart Association recommends eating no more than 1500mg of salt per day (Hamzelou 11) but salt consumption in the USA averages more than twice this quantity, at 3500mg per day (Bernstein and Willett 1178). In the UK, a sustained campaign and public health-driven engagement with food manufacturers by CASH—Consensus Action on Salt and Health—resulted in a reduction of between 30 and 40 percent of added salt in processed foods between 2001 and 2011, with a knock-on 15 percent decline in the UK population’s salt intake overall. This is the largest reduction achieved by any developed nation (Brinsden et al.). “According to the [UK’s] National Institute for Health and Care Excellence (NICE), this will have reduced [UK] stroke and heart attack deaths by a minimum of 9,000 per year, with a saving in health care costs of at least £1.5bn a year” (MacGregor and Pombo). Whereas there has been some success over the past decade in reducing the amount of salt consumed, in the Western world the consumption of sugar continues to rise, as a graph cited in the New Scientist indicates (O’Callaghan). Regular warnings that sugar is associated with a range of health threats and delivers empty calories devoid of nutrition have failed to halt the increase in sugar consumption. Further, although some sugar is a natural product, processed foods tend to use a form invented in 1957: high-fructose corn syrup (HFCS). “HFCS is a gloopy solution of glucose and fructose” writes O’Callaghan, adding that it is “as sweet as table sugar but has typically been about 30% cheaper”. She cites Serge Ahmed, a French neuroscientist, as arguing that in a world of food sufficiency people do not need to consume more, so they need to be enticed to overeat by making food more pleasurable. Ahmed was part of a team that ran an experiment with cocaine-addicted rats, offering them a mutually exclusive choice between highly-sweetened water and cocaine: Our findings clearly indicate that intense sweetness can surpass cocaine reward, even in drug-sensitized and -addicted individuals. We speculate that the addictive potential of intense sweetness results from an inborn hypersensitivity to sweet tastants. In most mammals, including rats and humans, sweet receptors evolved in ancestral environments poor in sugars and are thus not adapted to high concentrations of sweet tastants. The supranormal stimulation of these receptors by sugar-rich diets, such as those now widely available in modern societies, would generate a supranormal reward signal in the brain, with the potential to override self-control mechanisms and thus lead to addiction. (Lenoir et al.) The Tongue and the Brain One of the implications of this research about the mammalian desire for sugar is that our taste for food is about more than how these foods actually taste in the mouth on our tongues. It is also about the neural response to the food we eat. The taste of French fries thus also includes that “snap, mouth-feel, and hardness” and the “colloidal fat crystal network” (Rogers, “Novel Structuring” 747). While there is no taste receptor for fats, these nutrients have important effects upon the brain. Wang et al. offered rats a highly fatty, but palatable, diet and allowed them to eat freely. 33 percent of the calories in the food were delivered via fat, compared with 21 percent in a normal diet. The animals almost doubled their usual calorific intake, both because the food had a 37 percent increased calorific content and also because the rats ate 47 percent more than was standard (2786). The research team discovered that in as little as three days the rats “had already lost almost all of their ability to respond to leptin” (Martindale 27). Leptin is a hormone that acts on the brain to communicate feelings of fullness, and is thus important in assisting animals to maintain a healthy body weight. The rats had also become insulin resistant. “Severe resistance to the metabolic effects of both leptin and insulin ensued after just 3 days of overfeeding” (Wang et al. 2786). Fast food restaurants typically offer highly palatable, high fat, high sugar, high salt, calorific foods which can deliver 130 percent of a day’s recommended fat intake, and almost a day’s worth of an adult man’s calories, in one meal. The impacts of maintaining such a diet over a comparatively short time-frame have been recorded in documentaries such as Super Size Me (Spurlock). The after effects of what we widely call “junk food” are also evident in rat studies. Neuroscientist Paul Kenny, who like Ahmed was investigating possible similarities between food- and cocaine-addicted rats, allowed his animals unlimited access to both rat ‘junk food’ and healthy food for rats. He then changed their diets. “The rats with unlimited access to junk food essentially went on a hunger strike. ‘It was as if they had become averse to healthy food’, says Kenny. It took two weeks before the animals began eating as much [healthy food] as those in the control group” (quoted, Trivedi 40). Developing a taste for certain food is consequently about much more than how they taste in the mouth; it constitutes an individual’s response to a mixture of taste, hormonal reactions and physiological changes. Choosing Health Glanz et al. conclude their study by commenting that “campaigns attempting to change people’s perception of the importance of nutrition will be interpreted in terms of existing values and beliefs. A more promising strategy might be to stress the good taste of healthful foods” (1126). Interestingly, this is the strategy already adopted by some health-focused cookbooks. I have 66 cookery books in my kitchen. None of ten books sampled from the five spaces in which these books are kept had ‘taste’ as an index entry, but three books had ‘taste’ in their titles: The Higher Taste, Taste of Life, and The Taste of Health. All three books seek to promote healthy eating, and they all date from the mid-1980s. It might be that taste is not mentioned in cookbook indexes because it is a sine qua non: a focus upon taste is so necessary and fundamental to a cookbook that it goes without saying. Yet, as the physiological evidence makes clear, what we find palatable is highly mutable, varying between people, and capable of changing significantly in comparatively short periods of time. The good news from the research studies is that the changes wrought by high salt, high sugar, high fat diets need not be permanent. Luciano Rossetti, one of the authors on Wang et al’s paper, told Martindale that the physiological changes are reversible, but added a note of caution: “the fatter a person becomes the more resistant they will be to the effects of leptin and the harder it is to reverse those effects” (27). Morgan Spurlock’s experience also indicates this. In his case it took the actor/director 14 months to lose the 11.1 kg (13 percent of his body mass) that he gained in the 30 days of his fast-food-only experiment. Trivedi was more fortunate, stating that, “After two weeks of going cold turkey, I can report I have successfully kicked my ice cream habit” (41). A reader’s letter in response to Trivedi’s article echoes this observation. She writes that “the best way to stop the craving was to switch to a diet of vegetables, seeds, nuts and fruits with a small amount of fish”, adding that “cravings stopped in just a week or two, and the diet was so effective that I no longer crave junk food even when it is in front of me” (Mackeown). Popular culture indicates a range of alternative ways to resist food manufacturers. In the West, there is a growing emphasis on organic farming methods and produce (Guthman), on sl called Urban Agriculture in the inner cities (Mason and Knowd), on farmers’ markets, where consumers can meet the producers of the food they eat (Guthrie et al.), and on the work of advocates of ‘real’ food, such as Jamie Oliver (Warrin). Food and wine festivals promote gourmet tourism along with an emphasis upon the quality of the food consumed, and consumption as a peak experience (Hall and Sharples), while environmental perspectives prompt awareness of ‘food miles’ (Weber and Matthews), fair trade (Getz and Shreck) and of land degradation, animal suffering, and the inequitable use of resources in the creation of the everyday Western diet (Dare, Costello and Green). The burgeoning of these different approaches has helped to stimulate a commensurate growth in relevant disciplinary fields such as Food Studies (Wessell and Brien). One thing that all these new ways of looking at food and taste have in common is that they are options for people who feel they have the right to choose what and when to eat; and to consume the tastes they prefer. This is not true of all groups of people in all countries. Hiding behind the public health campaigns that encourage people to exercise and eat fresh fruit and vegetables are the hidden “social determinants of health: The conditions in which people are born, grow, live, work and age, including the health system” (WHO 45). As the definitions explain, it is the “social determinants of health [that] are mostly responsible for health iniquities” with evidence from all countries around the world demonstrating that “in general, the lower an individual’s socioeconomic position, the worse his or her health” (WHO 45). For the comparatively disadvantaged, it may not be the taste of fast food that attracts them but the combination of price and convenience. If there is no ready access to cooking facilities, or safe food storage, or if a caregiver is simply too time-poor to plan and prepare meals for a family, junk food becomes a sensible choice and its palatability an added bonus. For those with the education, desire, and opportunity to break free of the taste for salty and sugary fats, however, there are a range of strategies to achieve this. There is a persuasive array of evidence that embracing a plant-based diet confers a multitude of health benefits for the individual, for the planet and for the animals whose lives and welfare would otherwise be sacrificed to feed us (Green, Costello and Dare). Such a choice does involve losing the taste for foods which make up the lion’s share of the Western diet, but any sense of deprivation only lasts for a short time. The fact is that our sense of taste responds to the stimuli offered. It may be that, notwithstanding the desires of Jamie Oliver and the like, a particular child never will never get to like broccoli, but it is also the case that broccoli tastes differently to me, seven years after becoming a vegan, than it ever did in the years in which I was omnivorous. When people tell me that they would love to adopt a plant-based diet but could not possibly give up cheese, it is difficult to reassure them that the pleasure they get now from that specific co*cktail of salty fats will be more than compensated for by the sheer exhilaration of eating crisp, fresh fruits and vegetables in the future. Conclusion For decades, the mass market food industry has tweaked their products to make them hyper-palatable and difficult to resist. They do this through marketing experiments and consumer behaviour research, schooling taste buds and brains to anticipate and relish specific co*cktails of sweet fats (cakes, biscuits, chocolate, ice cream) and salty fats (chips, hamburgers, cheese, salted nuts). They add ingredients to make these products stimulate taste buds more effectively, while also producing cheaper items with longer life on the shelves, reducing spoilage and the complexity of storage for retailers. Consumers are trained to like the tastes of these foods. Bitter, sour, and umami receptors are comparatively under-stimulated, with sweet, salty, and fat-based tastes favoured in their place. Western societies pay the price for this learned preference in high blood pressure, high cholesterol, diabetes, and obesity. Public health advocate Bruce Neal and colleagues, working to reduce added salt in processed foods, note that the food and manufacturing industries can now provide most of the calories that the world needs to survive. “The challenge now”, they argue, “is to have these same industries provide foods that support long and healthy adult lives. And in this regard there remains a very considerable way to go”. If the public were to believe that their sense of taste is mutable and has been distorted for corporate and industrial gain, and if they were to demand greater access to natural foods in their unprocessed state, then that journey towards a healthier future might be far less protracted than these and many other researchers seem to believe. References Bernstein, Adam, and Walter Willett. “Trends in 24-Hr Sodium Excretion in the United States, 1957–2003: A Systematic Review.” American Journal of Clinical Nutrition 92 (2010): 1172–1180. Bhaktivedanta Book Trust. 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