Journal articles: 'Food styling' – Grafiati (2024)

Abstract:

Black women with tightly coiled hair are faced with the unique health challenge of abstaining from exercise or other self-care behaviors to maintain hairstyles that are often expensive, time consuming, and conform with Eurocentric standards of beauty. However, recent YouTube natural hair vlogs have emerged to provide a counter-narrative on “do it yourself” hair care practices for highly textured hair. Through a thematic content analysis of the top 20 viewed natural hair YouTube vlogs, findings suggest that Black women vloggers demonstrate product selection through detangling, shampooing, moisturizing, and styling their tightly coiled hair on camera, using their own lived experiences, as both peer and expert to viewers. These vloggers took the role of digital storytellers to describe their personal experiences with self-care in the forms of exercise, eating healthy food, drinking water, medication use, and stress management while maintaining healthy and stylish natural hair. Black female natural hair vloggers disrupt the myths about tightly coiled natural hair and are credible conduits for the distribution of health information aimed at reaching large masses of Black women through sisterhood supported wellness.

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Komunitas Doodle Art Surabaya adalah komunitas universal yang mengakomodasi seniman dan semua orang yang tertarik pada seni corat-coret. Tetapi komunitas ini masih belum memiliki tempat yang layak bagi anggotanya untuk melakukan kegiatan sehari-hari, seperti acara atau lokakarya. Karena itu, rencana desain ruang untuk mendukung kebutuhan dan kegiatan masyarakat, ini dilaksanakan dengan pendekatan service-learning. Pendekatan ini adalah bagian dari langkah 'mengamati' dalam metode berpikir desain, sebagai metode untuk memahami kegiatan sehari-hari anggota dengan lebih baik melalui wawancara dan mengambil bagian dalam rutinitas kegiatan mereka. Hasil dari proses desain keseluruhan adalah desain basecamp komunitas dengan konsep atmosfer jalan Kota Surabaya. Fasilitas yang dirancang meliputi area pameran, area istirahat dan curah pendapat, area bengkel, dan area stasiun makanan. Selain itu produk akhir dalam bentuk stan pameran dirancang oleh tim desainer dengan bantuan anggota masyarakat, sebagai cara untuk membantu promosi komunitas ke masyarakat.Surabaya’s Doodle Art Community is a universal community that accommodates artists and everyone who is interested in the art of doodling. But this community still doesn’t have the proper place for their members to do their daily activities, such as occasional events or workshops. Hence, to support the community’s needs and activities, a design plan is created using the approach of service learning. This approach is part of the ‘observe’ step in design thinking method, as a method to understand the member’s daily activities better through rounds of interviews and taking part in their routines. The results of the overall design process are the community's basecamp design with the concept of Surabaya’s City streets atmosphere. The following facilities included such as display area, break and brainstorming area, workshop area, and food station area. Also the final product in the form of a booth designed by the designer's team with the help of community members, as a way to help with the promotion of the community.

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This research was made to redesign the packing of Burayot, a typical snack from Garut. Food packaging, in addition to serving as a food protector, can also be a medium for communicating related food product information, brand, positioning and product differentiation. Burayot is a typical snack of Garut made from raw rice flour, brown sugar and coconut milk. In its development appeared other flavors, such as pandanus, black rice, menthol, strawberries, sesame and cheese. Generally, families in the area of Leles Garut can make burayot, but not every family sells it as commercial product. There are some small medium enterprises (SME) that produce burayot as commercial snack with different brands, such as Mak Ijoh, Saboga and Bu Lilis. However, those SMES haven’t made packaging design as one of their concern in doing their business, yet. Saboga has fairly good sales distribution, the products can be easily found in several gift shops in Garut and Bandung. But, as mentioned before, this brand has not been considering the packaging design. Its packaging hasn’t shown strong visual identities to distinguish it from other products, and it also hasn’t contained information needed for a packaging. This research method is qualitative by using experimental approach in the form of packaging design through design stages, visual studies and visual styling. Several trials of packaging materials are constrained by the content of cooking oil in the burayot confectionery that is widely absorbed in paper materials. The addition of paper material to the packaging structure has not been successful, so the experiment focuses more on the packaging label appearance. The results of this study are expected to help SME producers, especially Sabay burayot snacks can have packaging with a strong identity and clear information, so that consumers are easier to distinguish with other gifts.

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A commercial food stylist comes to terms with the morality and ethics of having animals slaughtered for the sake of photographing them. The issue is addressed in the context of broader food waste issues surrounding the business of photographing food for commercial advertising purposes.

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The defining characteristics of the traditional Sub-Saharan Africa (SSA) cuisine have been the richness in indigenous foods and ingredients, herbs and spices, fermented foods and beverages, and healthy and whole ingredients used. It is crucial to safeguard the recognized benefits of mainstream traditional foods and ingredients, which gradually eroded in the last decades. Notwithstanding poverty, chronic hunger, malnutrition, and undernourishment in the region, traditional eating habits have been related to positive health outcomes and sustainability. The research prevailed dealing with food availability and access rather than the health, nutrition, and diet quality dimensions of food security based on what people consume per country and on the missing data related to nutrient composition of indigenous foods. As countries become more economically developed, they shift to “modern” occidental foods rich in saturated fats, salt, sugar, fizzy beverages, and sweeteners. As a result, there are increased incidences of previously unreported ailments due to an unbalanced diet. Protein-rich foods in dietary guidelines enhance only those of animal or plant sources, while rich protein sources such as mushrooms have been absent in these charts, even in developed countries. This article considers the valorization of traditional African foodstuffs and ingredients, enhancing the importance of establishing food-based dietary guidelines per country. The crux of this review highlights the potential of mushrooms, namely some underutilized in the SSA, which is the continent’s little exploited gold mine as one of the greatest untapped resources for feeding and providing income for Africa’s growing population, which could play a role in shielding Sub-Saharan Africans against the side effects of an unhealthy stylish diet.

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AbstractThe styli, often called the aristae, of the antennae of adult Sepedon fuscipennis Loew (Diptera: Sciomyzidae) are shown to possess mechanosensilla, the number and arrangement of which differ between the sexes. It is suggested that the mechanosensilla provide sensory input to the female regarding the touching, or appositioning, of her styli by the male with his forelegs during copulation. Among the Sciomyzidae, S.fuscipennis males are unique in appositioning the antennae of the female during mating. Large clusters of pollen found on the styli of both sexes suggest that mechanosensilla and chemosensilla also provide sensory information about potential sources of food such as nectar (i.e., carbohydrates).

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Abstract This essay studies scenes that focus on food and eating in the films Chocolat (2000) and I Served the King of England (Obsluhoval jsem anglického krále, 2006). To assess whether or not they constitute food p*rn we compare and contrast such scenes with the description of an unwholesome recipe for cannibalistic eating in Titus Andronicus, which anticipates our contemporary food obsession. At its most basic (and controversial), food p*rn names the alluring visualisation of certain foodstuffs, which renders food the object of erotically tinged desire. Serving different purposes in the two films, such eroticisation of food can be more than self-referential insofar as it indicates human interactions framed as power relations. Showing chocolate making and eating, in Chocolat, actually visualises a woman’s exertion of power over the women and their husbands in a bigoted French village in 1959, intended to awaken the people’s benumbed desire. Not food proper is the object of desire in the Czech film, but the young woman served up as ocular side dish to the moguls dining in a stylish Prague restaurant before the outburst of WWII. By contrast, food eroticisation is completely absent in Shakespeare; at stake is a verbal (and implicitly visual) concern with the transformation of flesh and body parts into ingredients for seemingly festive consumption. Visualising food, in Titus, implicitly visualises the reclaim and exertion of power in the fictional Roman polity. In all these cases, the concern with food vectorises power relations and may fluidise gendered hierarchies, an issue which food p*rn scholarship rarely addresses.

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In 1935 Fortune magazine published a series of articles on “Women in Business” whose true subject was the absence of women in business. Published anonymously but written by Archibald MacLeish, the articles distinguished between the relatively few women in “general business” or “business proper” and the greater number “engaged in the business exploitation of femininity.” MacLeish asserted that this was “not merely an arbitrary” distinction, for businesses dominated by men were “vital industries.” Vital is a significant adjective from a man known to choose his words carefully, with its connotations of fundamental, indispensable, robust, animate, and, not least, virile. Unlike men's efforts in business, said MacLeish, “feminine success in the exploitation of women proves nothing but the fact that women are by nature feminine.” That is, women's ventures in cosmetology, fashion and styling, department store buying, advertising to women, and the women's press resulted from a state of being, not a will to action. As MacLeish put it, “Elizabeth Arden is not a potential Henry Ford. She is Elizabeth Arden. It is a career in itself but it is not a career in industry.”

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Differences in environmental cultures lead to changes in behavior and lifestyle Post-returning ex-TKW. They tend to bring the culture from abroad like consumptive behavior, and lifestyles that follow the trend, though not all so. So they forget the main purpose to fulfill the needs of the household or to open a new business, they are more concerned with personal desire to behave consumptive follow the trend. This research was conducted in Polorejo Village of Ponorogo Regency. Qualitative descriptive research method, determination of informant snow ball sampling method to ex-TKW, to search data using observation, interview and documentation with data analysis Interactive Model Analysis and data validation with triangulation method. The purpose of the study describes the Changes of Consumptive Behavior and Change of Lifestyle of Full-time Female Workers (TKW) in Polorejo Village of Ponorogo Regency. Result of research Consumptive behavior change done by TKW full is influenced by hegemony of society perception that TKW success have much money, assuming they can increase self esteem in society. As a result TKW behaved consumerism, a simple lifestyle that turned into a lifestyle that tends to follow the trend. Lifestyle changes include clothing, housing, and food. Clothing is everything in use from head to toe, whereas the housing is everything that is perceived to be a necessity like home, electronic equipment and gadgets, and the last is food that includes tastes to the habit of eating a stylish fast food modern.

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The production of such footwear as riding boots requires additional equipment like a special mold for the formation of bootlegs, which are made using intermediate frame parts to ensure rigidity and preserving shape. The special mold of riding boots is a stylized shape of the leg from its foot to knee. The lower part corresponding to the shoe last is designed based on the parameters of the average foot, taking into account the requirements of biomechanics, physiology, and aesthetic features of the shoe style. The upper part repeats the parameters of the shin and has a specifi c asymmetrical shape, which ensures a stylish and perfect form of the riding boot. To obtain the initial data for designing the mold, there were performed anthropometric measurements of the shins of young women whose feet sizes correspond to the average ones in the selected sample. Designing of the lower part of the mold was carried out on the basis of the average parameters of the foot in Crispin LastMaker software complex using the method of reverse engineering. Designing of the general shape was performed in the PowerShape software environment by means of the features of surface, solid, and hybrid modeling. This type of boots must be made with several width-girth parameters, and the possibility to make boots with diff erent designs must be provided. Therefore, in order to e ff ectively use the molding means (a boot-tree), in the work, there was proposed the transforming mold, which allows making boots of diff erent widths and with diff erent shapes of the toe part due to its struc ture consisting of four parts changing the relative position and individual elements due to which it is possible to achieve multipurpose usage. Objective. Development of an improved shape, design, and method of designing a boot-tree molding means based on the foot 3d scan and shin measurements using the features of modern CAD software.Topicality of the work is based on the need to equip footwear production with the advanced lasts and molding means taking into account the requirements of ergonomics and fashionable design. Novelty. The proposed structure of the boot-tree developed on the basis of foot measurements is designed using a combination of reverse and direct modeling of the shape, which allows achieving the ideal and unique 3D shape combining ergonomic features and beautiful design. Such design method allows using the available digital equipment to obtain the initial data.

Abstract:

HUBUNGAN PENGETAHUAN, PERSEPSI, DAN SIKAP DENGAN INTENSITAS PERILAKU MEROKOK PADA MAHASISWA AKADEMI FARMASI DAN MAKANAN (AKAFARMA) YAYASAN HARAPAN BANGSA BANDA ACEH TAHUN 2016 Aris Winandar 1.Fakultas Kesehatan Masyarakat Universitas Serambi Mekkah Banda Aceh Email korespondensi : ( ariswinandar@serambimekkah.ac.id) Abstrak Latar Belakang : Intensitas perilaku merokok juga menimbulkan dampak negatif bagi perokok pasif. Berdasarkan studi pendahuluan yang penulis lakukan di Akademi Farmasi dan Makanan (Akafarma) Yayasan Harapan Bangsa Banda Aceh tahub 2016 jumlah mahasiswa sebanyak 150 orang, sebagian mahasiswa terutama laki-laki mengkonsumsi rokok dalam kesehariannya, penyebab mahasiswa mengkonsumsi rokok karena ingin tampil gaya, alasan mereka jika merokok membuat pikaran jadi lebih tenang, selain itu sikap mahasiswa yang tidak mengetahui bahwa jika merokok membuat mereka mudah terkena penyakit, selain itu kurangnya pengetahuan tentang rokok juga merupakan salah satu penyebab mahasiswa tidak memperdulikan keesehatannya..(Tujuan) untuk mengetahui hubungan pengetahuan, persepsi, dan sikap dengan intensitas perilaku merokokpada remaja putra di Akademi Farmasi dan Makanan (Akafarma) Yayasan Harapan Bangsa Banda Aceh Tahun 2016. Metode : bersifat deskriptif analitik dengan pendekatan crossectional study.Hasil : ada hubungan yang bermakna antara pengetahuan dengan intensitas perilaku merokokdengan p value=0,000 (p<0,05), persepsi p value=0,004 (p<0,05), dan sikap dengan p value=0,002 (p<0,05) dengan intensitas perilaku merokok pada mahasiswa di Akademi Farmasi dan Makanan (Akafarma) Yayasan Harapan Bangsa Banda Aceh.Kesimpulan : Pengetahuan, Persepsi, Dan Sikap ada hubungan yang sangat bermakna dengan intensitas perilaku merokok pada mahasiswa di Akademi Farmasi dan Makanan (Akafarma) Yayasan Harapan Bangsa Banda Aceh Kata kunci: Perilaku Merokok, remaja Abstract Background: The intensity of smoking behavior also has a negative impact on passive smoking. Based on preliminary study which the author did at Academy of Food and Pharmacy (Akafarma) Harapan Bangsa Foundation Banda Aceh in 2016 the number of students as many as 150 people, some students, especially men consume cigarettes in their daily life, the cause of students consuming cigarettes because they want to look stylish, their reasons if smoking makes the plateau so calm, besides the attitude of students who do not know that if smoking makes them susceptible to disease, other than that the lack of knowledge about cigarettes is also one cause the students do not care about his health ..(Goal) to know the relationship of knowledge, and attitudes with the intensity of smoking behavior in young men at the Akademi Academy of Pharmacy and Food (Akafarma) Harapan Bangsa Foundation Banda Aceh Year 2016. Method: analytical descriptive with cross-sectional approach. Result: there is a significant correlation between knowledge and intensity of smoking behavior with p value = 0,000 (p <0,05), perception p value = 0,004 (p <0,05), and attitude p value = 0,002 (p <0,05) with intensity of smoking behavior among students at Akademi Academy of Pharmacy and Food (Akafarma) Harapan Bangsa Foundation Banda Aceh. Conclusion: Knowledge, Perception, And Attitude There is a very meaningful relation with intensity of smoking behavior in students at the Akpararma Akademarma dan Food (Akafarma) Foundation of Harapan Bangsa Banda Aceh Keywords: Smoking Behavior, adolescents

Abstract:

Social media and review websites such as Trip Advisor are emerging as important platforms for restaurant reviews. The tendency of consumers to seek out electronic word of mouth before deciding where to dine has increased rapidly, with online content being shown to significantly impact purchasing decisions. Practitioners have indicated they are keenly aware of the importance of online reviews, but there is almost no research that looks at this phenomenon in the New Zealand context, and no research that compares traditional, print-based reviews with online content. In order to address this gap, a recent Auckland University of Technology master’s thesis applied content analysis to compare online and published restaurant reviews of restaurants in Auckland, New Zealand. Three hundred reviews from TripAdvisor website, Cuisine Magazine and the New Zealand Herald newspaper were analysed, and some results are presented here. Traditional print reviews (Cuisine and the Herald) tend towards a more ‘specialist’ approach, including detailed information about the chefs, the owners and the restaurants’ histories. They also use more ‘fancy’ language in their food descriptions, including very detailed menu ingredients. TripAdvisor reviews, by contrast, tend towards non-specialist, ‘plain language’ reviews, with simple menu descriptor words and little attention on ingredients. When discussing price, print reviews take an ‘objective’ stance, listing the price but rarely making a personal judgement about value; whereas the online reviews feature prominent personal judgements about value for money. In addition, online reviews emphasise the social aspects of dining (who they are dining with, the social nature of the event, e.g. birthday, interactions throughout the meal), often spending as much time discussing their companions as the products and service involved in the experience. By contrast, print reviews tend to focus more on the ‘physical’ aspects of dining (the wine, the food, the decor). Finally, both platforms strongly emphasise food and service as the main criteria for judgement, accounting for almost half the word counts in both styles of reviews. What can the practitioner take from this research? Firstly, the fact that food and service are the predominant criteria for both online and professional reviewers serves as a reminder for restaurant operators that, no matter how exquisite or stylish the restaurant is, well-cooked food and attentive service are significantly emphasised as the primary criteria by reviewers. Moreover, both review formats stress that the reliability of the booking system and efficiency of the service staff tended to enhance all reviewers’ satisfaction. However, there are clear differences in the review styles that represent the different audiences they are addressing. Each format attempts to recognise the perceived social identity of their audience, with the print reviews taking the ‘insider expert’ voice and appearing to speak to a more sophisticated upmarket, product-focussed audience. The print reviews also assume their readers are less sensitive to price, rarely discussing the perceived value of the meal. By contrast, the online reviews are more ‘plain language’, discuss value directly and are socially driven. By being aware of these differences in reviewing approaches, restaurant operators’ can finesse their marketing strategies. By reading and reflecting on the link between the contrasting review styles and the social identity of the respective readers, practitioners can consider how their offering ‘fits’ with their target markets. Finally, as online review platforms become increasingly important, practitioners should engage with the content they find there, ensuring they take time for reading, reflecting and responding. If you would like to read the original thesis this article is based on, please email: david.williamson@aut.ac.nz Corresponding author Ziye is an emerging researcher in the field of hospitality management. She received her bachelor’s degree from Beijing Union University in 2015 and her master’s degree from Auckland University of Technology in 2017, majoring in international hospitality management. Her research focusses on user-generated content in restaurant reviews, a relatively new data source for analysis in this area. Ziye also researches electronic word-of-mouth, online restaurant reviews and writers’ criteria for restaurant measurement. Ziye Zhang can be contacted at: ziye0927@outlook.com

Abstract:

Purpose This study aims to analyze the current practices of food and beverage (F&B) photography and styling through the eyes of professionals involved in the food business. Design/methodology/approach A phenomenological research approach was used and empirical data were collected via a series of semi-structured interviews with professional food photographers. Purposive and snowballing sampling methods were used and the participants of this study consisted of 26 F&B photographers and stylists who were actively and professionally working in this field. Content analysis was applied to the empirical data. Findings The research findings reveal several key themes in F&B photography and styling: emotional appeal, key trends, career opportunities, required skills and abilities and interventions and ethical considerations. Three specific roles were identified in F&B photography and styling: food and beverage photographer, food and beverage stylist and prop stylist. Research limitations/implications This study offers discussions on the pros and cons of F&B photography beginners and professionals and the food business. Originality/value This is one of the first studies to offer empirical findings and discussions on the concept of F&B photography and styling.

Abstract:

Marketers frequently style food to look pretty (e.g., in advertising). This article investigates how pretty aesthetics (defined by classical aesthetic principles, such as order, symmetry, and balance) influence healthiness judgments. The author proposes that prettier food is perceived as healthier, specifically because classical aesthetic features make it appear more natural. In a pilot, six main studies and four supplemental studies (total N = 4,301) across unhealthy and healthy, processed and unprocessed, and photographed and real foods alike, people judged prettier versions of the same food as healthier (e.g., more nutrients, less fat), despite equal perceived price. Even given financial stakes, people were misled by prettiness. In line with the proposed naturalness process, perceived naturalness mediated the effect; belief in a “natural = healthy” connection moderated it; expressive aesthetics, which do not evoke naturalness, did not produce the effect (despite being pretty); and reminders of artificial modification, which suppress perceived naturalness, mitigated it. Given that pretty food styling can harm consumers by misleading healthiness judgments for unhealthy foods, managers and policy makers should consider modification disclaimers as a tool to mitigate the “pretty = healthy” bias.

Abstract:

Introduction Sharing food is central to culture. Indeed, according to Montanari, “food is culture” (xii). Ways of sharing knowledge about food, such as the exchange of recipes, give longevity to food sharing. Recipes, an important cultural technology, expand the practice of sharing food beyond specific times and places. The means through which recipes, and information about food, is shared has historically been communicated through whatever medium is available at the time. Cookbooks were among the first printed books, with the first known cookbook published in 1485 at Nuremberg, which set a trend in which cookbooks were published in most of the languages across Western Europe by the mid 16th century (Mennell). Since then, recipe collections have found a comfortable home in new and emerging media, from radio, to television, and now, online. The proliferation of cookbooks and other forms of food-related media “can be interpreted as a reflection of culinary inexperience, if not also incompetence—otherwise why so much reliance on outside advice?” (Belasco 46). Food-related media has also been argued to reflect both what people eat and what they might wish they could eat (Neuhaus, in Belasco). As such, cookbooks, television cooking shows, and food websites help shape our identity and, as Gallegos notes, play “a role in inscribing the self with a sense of place, belonging and achievement” (99). Food writing has expanded beyond the instructional form common to cookbooks and television cooking shows and, according to Hughes, “has insinuated itself into every aspect of the literary imagination” (online) from academic writing through to memoir, fiction, and travel writing. Hughes argues that concerns that people are actually now cooking less that ever, despite this influx of food-related media, miss the point that “food writing is a literary activity […] the best of it does what good writing always does, which is to create an alternative world to the one you currently inhabit” (online). While pragmatic, this argument also reinforces the common perception that food writing is a professional pursuit. It is important to note that while cookbooks and other forms of food-related media are well established as a means for recipes to be communicated, recipes have a longer history of being shared between individuals, that is, within families and communities. In helping to expand recipe-sharing practices, food-related media has also both professionalised and depersonalised this activity. As perhaps a reaction to this, or through a desire to re-establish communal recipe-sharing traditions, blogging, and specifically food blogging, has emerged as a new and viable way for people to share information about food in a non-professional capacity. Blogging has long been celebrated for its capacity to give “ordinary” people a voice (Nilsson). Due to their social nature (Walker Rettberg) and the ability for bloggers to create “networks for sharing ideas, trends and information” (Walker Rettberg 60), blogs are a natural fit for sharing recipes and information about food. Additionally, blogs, like food-related media forms such as cookbooks, are also used as tools for identity building. Blogger’s identities may be closely tied to their offline identity (Baumer, Sueyoshi and Tomlinson), forged through discussions about their everyday lives (Lövheim) or used in a professional capacity (Kedrowicz and Sullivan). Food blogs, broadly defined as blogs primarily focused on food, are one of the most prominent means through which so-called “ordinary” people can share recipes online, and can be seen to challenge perceptions that food writing is a professional activity. They may focus specifically on recipes, restaurant reviews, travel, food ethics, or aesthetic concerns such as food styling and photography. Since food blogs began to appear in the early 2000s, their number has steadily increased, and the community has become more established and structured. In my interview with the writer of the popular blog Chocolate & Zucchini, she noted that when she started blogging about food in 2003 there were perhaps a dozen other food bloggers. Since then, this blogger has become a professional food writer, published author, and recipe developer, while the number of food bloggers has grown dramatically. It is difficult to know the precise number of food blogs—as at July 2012, Technorati ranked more than 16,000 food blogs, including both recipe and restaurant review blogs (online)—but it is clear that they are both increasing in number and have become a common and popular blog genre. For the purposes of this article, food blogs are understood as those blogs that mostly feature recipes. The term “recipe blog” could be used, but food bloggers make little distinction between different topic categories—whether someone writes recipes or reviews, they are referred to as a food blogger. As such, I have used the term “food blog” in keeping with the community’s own terminology and practices. Recipes published on blogs reach a wider audience than those shared between individuals within a family or in a community, but are not as exclusive or professional, in most instances, as traditional food-related media. Blogging allows for the compression of time and space, as people can connect with others from around the world, and respond and reinvigorate posts sometimes several years after they have been written. In this sense, food blogs are more dynamic than cookbooks, with multiple entry points and means for people to discover them—through search engines as well as through traditional word of mouth referrals. This dynamism allows food bloggers to form an active community through which “ordinary” people can share their passion for food and the pleasures of cooking, seek advice, give feedback, and discuss such issues as seasonality, locality, and diet. This article is based on research I conducted on food blogs between 2010 and 2012, which used an ethnographic, cultural studies approach to online community studies to provide a rich description of the food blogging community. It examines how food blogging provides insight into the eating habits of “ordinary” people in a more broad-based manner than traditional food-related media such as cookbooks. It looks at how food blogging has evolved from a subcultural activity to an established and recognised element of the wider food-related media ecology, and in this way has been transformed from a hobbyist activity to a cottage industry. It discusses how food blogs have influenced food-related media and the potential they have to drive food trends. In doing so, this research does not consider the Internet, or online communities, as separate or distinct from offline culture. Instead, it follows Richard Rogers’s argument for a new approach to Internet studies, in which “one is not so much researching the Internet, and its users, as studying culture and society with the Internet” (29). A cultural studies approach is useful for understanding food blogs in a broader historical and cultural context, since it considers the Internet as “a rich arena for thinking about how contemporary culture is constituted” (Hine et al. 2). Food Blogging: From Hobbyist Activity to Cottage Industry Benkler argues that “people have always created their own culture” (296); however, as folk culture has gradually been replaced by mass-produced popular culture, we have come to expect certain production values in culture, and lost confidence in creating or sharing it ourselves, for fear of it not meeting these high standards. Such mass-produced popular culture includes food-related media and recipes, as developing and sharing recipes has become the domain of celebrity chefs. Food blogs are created by “ordinary” people, and in this way continue the tradition of community cookbooks and reflect an increased interest in both the do-it-yourself phenomena, and a resurgence of a desire to share and contribute to folk culture. Jenkins argues that “a thriving culture needs spaces where people can do bad art, get feedback, and get better” (140-1). He notes that the Internet has drastically expanded the availability of these spaces, and argues that: "some of what amateurs create will be surprisingly good, and some artists will be recruited into commercial entertainment or the art world. Much of it will be good enough to engage the interest of some modest public, to inspire someone else to create, to provide new content which, when polished through many hands, may turn into something more valuable down the line" (140-1). Food blogs provide such a space for amateurs to share their creations and get feedback. Additionally, some food bloggers, like the artists to whom Jenkins refers, do create recipes, writing, and images that are “surprisingly good”, and are recruited, not into commercial entertainment or the art world, but into food-related media. Some food bloggers publish cookbooks (for example, Clotilde Dusoulier of Chocolate & Zucchini), or food-related memoirs (for example, Molly Wizenberg of Orangette), and some become food celebrities in their own right, as guests on high profile television shows such as Martha Stewart (Matt Armendariz of mattbites) or with their own cooking shows (Ree Drummond of The Pioneer Woman Cooks). Others, while not reaching these levels of success, do manage to inspire others to create, or recreate their, recipes. Mainstream media has a tendency to suggest that all food bloggers have professional aspirations (see, for example, Phipps). Yet, it is important to note that, many food bloggers are content to remain hobbyists. These food bloggers form the majority of the community, and blog about food because they are interested in food, and enjoy sharing recipes and discussing their interest with like-minded people. In this way, they are contributing to, and engaging with, folk culture within the blogging community. However, this does not mean that they do not have a broader impact on mainstream food-related media. Food-Related Media Response As the food blogging community has grown, food-related media and other industries have responded with attempts to understand, engage with, and manage food bloggers. Food blogs are increasingly recognised as an aspect of the broader food-related media and, as such, provide both competition and opportunities for media and other industries. Just as food blogs offer individuals opportunities for entry into food-related media professions, they also offer media and other industries opportunities to promote products, reach broader audiences, and source new talent. While food bloggers do not necessarily challenge existing food-related media, they increasingly see themselves as a part of it, and expect to be viewed as a legitimate part of the media landscape and as an alternative source of food-related information. As such, they respond positively to the inclusion of bloggers in food-related media and in other food-related environments. Engaging with the food blogging community allows the wider food-related media to subtly regulate blogger behaviour. It can also provide opportunities for some bloggers to be recruited in a professional capacity into food-related media. In a sense, food-related media attempt to “tame” food bloggers by suggesting that if bloggers behave in a way that they deem is acceptable, they may be able to transition into the professional world of food writing. The most notable example of this response to food blogs by food-related media is the decision to publish blogger’s work. While not all food bloggers have professional aspirations, being published is generally viewed within the community as a positive outcome. Food bloggers are sometimes profiled in food-related media, such as in the Good Weekend magazine in The Sydney Morning Herald (Karnikowski), and in MasterChef Magazine, which profiles a different food blogger each month (T. Jenkins). Food bloggers are also occasionally commissioned to write features for food-related media, as Katie Quinn Davies, of the blog What Katie Ate, who is a regular contributor to delicious magazine. Other food bloggers have been published in their own right. These food bloggers have transitioned from hobbyists to professionals, moving beyond blogging spaces into professional food-related media, and they could be, in Abercrombie and Longhurst’s terms, described as “petty producers” (140). As professionals, they have become a sort of “brand”, which their blog supports and promotes. This is not to say they are no longer interested in food or blogging on a personal level, but their relationship to these activities has shifted. For example, Dusoulier has published numerous books, and was one of the first food bloggers to transition into professional food-related media. However, her career in food-related media—as a food writer, recipe developer and author—goes beyond the work of a petty producer. Dusoulier edited the first English-language edition of I Know How To Cook (Mathiot), which, first published in 1932 (in French), has been described as the “bible” of traditional French cookery. Her work revising this classic book reveals that, beyond being a high-profile member of the food blogging community, she is a key figure in wider food culture. Such professional food bloggers achieve a certain level of celebrity both within the food blogging community and in food-related media. This is reflective of broader media trends in which “ordinary” people are “plucked from obscurity to enjoy a highly circ*mscribed celebrity” (Turner 12), and, in this way, food bloggers challenge the idea that you need to be an “expert” to talk publicly about food. Food Blogging as an Established Genre Food blogs are often included alongside traditional food-related media as another source of food-related information. For example, the site Eat your books, which indexes cookbooks, providing users with an online tool for searching the recipes in the books they own, has begun to index food blogs as well. Likewise, in 2010, the James Beard Foundation announced that their prestigious journalism awards had “mostly abolished separate categories based on publishing platforms”, although they still have an award for best food blog (Fox online). This inclusion reflects how established food blogging has become. Over time, food blogs have co-evolved and converged with food-related media, offering greater diversity of opinion. Ganda Suthivarakom, a food blogger and now director of the SAVEUR website, says that “in 2004, to be a food blogger was to be an outsider in the world of food media. Today, it couldn’t be more different” (online). She argues that “food blogs leveled the playing field […] Instead of a rarefied and inaccessible group of print reviewers having a say, suddenly thousands of voices of varying skill levels and interests chimed in, and the conversation became livelier” (Suthivarakom online). It is worthwhile noting that while there are more voices and more diversity in traditional food-related media, food blogging has also become somewhat of a cliché: it has even been satirised in an episode of The Simpsons (Bailey and Anderson). As food blogging has evolved it has developed into an established and recognised genre, which may be nuanced to the bloggers themselves, but often appears generic to outsiders. Food blogging has, as it were, gone mainstream. As such, the thousands of voices are also somewhat of an echo chamber. In becoming established as a genre, food blogs reflect the gradual convergence of different types of food-related media. Food blogs are part of a wider trend towards user-generated, food-related online content. It could also be argued that reality shows take cues from food blogs in terms of their active audiences and use of social media. MasterChef in particular is supported by a website, a magazine, and active social media channels, reflecting an increasing expectation of audience participation and interactivity in the delivery of food-related information. Food bloggers have also arguably contributed to the increasingly image-driven nature of food-related media. They have also played a key role in the popularity of sharing photos of food through platforms such as Instagram and Pinterest. Food Blogs and Food Trends Food blogs, like cookbooks, can be seen to both reflect and shape culture (Gallegos). In addition to providing an archive of what “ordinary” people are cooking on a scale not previously available, they have potential to influence food trends. Food bloggers are essentially food enthusiasts or “foodies”. According to De Solier, “most foodies see themselves as culturalists rather than materialists, people whose self-making is bound up in the acquisition of cultural experiences and knowledge, rather than the accumulation of material things” (16). As foodies, food bloggers are deeply engaged with food, keen to share their knowledge and, due to the essential and convivial nature of food, are afforded many opportunities to do so. As such, food blogs have influence beyond the food blogging community. For example, food bloggers could be seen to be responsible, in part at least, for the current popularity of macarons. These sweet, meringue-based biscuits were featured on the blog A la cuisine! in 2004—one of the earliest examples of the recipe in the food blogging community. Its popularity then steadily grew throughout the community, and has since been featured on high-profile and popular blogs such as David Lebovitz (2005), The Traveller’s Lunchbox (2005), and La Tartine Gourmand (2006). Creating and posting a recipe for macarons became almost a rite of passage for food bloggers. At a food blogging conference I attended in 2011, one blogger confided to me that she did not feel like a proper blogger because she had not yet made macarons. The popularity of macarons then extended beyond the food blogging community. They were the subject of a book, I Love Macarons (Ogita), first published in Japanese in 2006 and then in English in 2009, and featured in a cooking challenge on MasterChef (Byrnes), which propelled their popularity into mainstream food culture. Macarons, which could have once been seen as exclusive, delicate, and expensive (Jargon and Passariello) are now readily available, and can even be purchased at MacDonalds. Beyond the popularity of specific foods, the influence of food bloggers can be seen in the growing interest in where, and how, food is produced, coupled with concerns around food wastage (see, for example, Tristram). Concerns about food production are sometimes countered by the trend of making foods “from scratch,” a popular topic on food blogs, and such trends can also be seen in wider food culture, such as with classes on topics ranging from cheese making to butchering (Severson). These concerns are also evident in the growing interest in organic and ethical produce (Paish). Conclusion Food blogs have demonstrably revitalised an interest in recipe sharing among “ordinary” people. The evolution of food blogs, however, is just one part of the ongoing evolution of food-related media and recipe sharing technologies. Food blogs are also an important part of food culture, and indeed, culture more broadly. They reflect a renewed interest in folk culture and the trend towards “do-it-yourself”, seen in online and offline communities. Beyond this, food blogs provide a useful case study for understanding how our online and offline lives have become intertwined, and showcase the Internet as a part of everyday life. 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"Politicians’ Blogs: Strategic Self-Presentations and Identities." Identity: An International Journal of Theory and Research 12.3 (2012): 247–65. Ogita, Hisako. I Love Macarons. San Francisco: Chronicle Books LLC, 2009. Paish, Matt. "Ethical Food Choices Influencing Product Development, Research Finds." Australian Food News 21 Dec. 2011. ‹http://www.ausfoodnews.com.au/2011/12/21/ethical-food-choices-influencing-product-development-research-finds.html›. Peltre, Béatrice. “Macarons or Victim of a Food fashion—Les macarons ou victime d’une mode culinaire.” La Tartine Gourmande. 10 Dec. 2006. 21 Apr. 2013. ‹http://www.latartinegourmande.com/2006/12/10/macarons-or-victim-of-a-food-fashion-les-macarons-ou-victime-dune-mode-culinaire/›. Phipps, Catherine. "From Blogs to Books." The Guardian (2011). 6 June ‹http://www.guardian.co.uk/lifeandstyle/wordofmouth/2011/jun/06/from-blogs-to-books›. Quinn Davies, Katie. "Brunch Time." delicious. 2012: 98–106. Rogers, Richard. 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Abstract:

Introduction Many destinations promote culinary encounters. Foods and beverages, and especially how these will taste in situ, are being marketed as niche travel motivators and used in destination brand building across the globe. While initial usage of the term culinary tourism focused on experiencing exotic cultures of foreign destinations by sampling unfamiliar food and drinks, the term has expanded to embrace a range of leisure travel experiences where the aim is to locate and taste local specialities as part of a pleasurable, and hopefully notable, culinary encounter (Wolf). Long’s foundational work was central in developing the idea of culinary tourism as an active endeavor, suggesting that via consumption, individuals construct unique experiences. Ignatov and Smith’s literature review-inspired definition confirms the nature of activity as participatory, and adds consuming food production skills—from observing agriculture and local processors to visiting food markets and attending cooking schools—to culinary purchases. Despite importing almost all of its foodstuffs and beverages, including some of its water, Singapore is an acknowledged global leader in culinary tourism. Horng and Tsai note that culinary tourism conceptually implies that a transferal of “local or special knowledge and information that represent local culture and identities” (41) occurs via these experiences. This article adds the act of reading to these participatory activities and suggests that, because food writing forms an important component of Singapore’s suite of culinary tourism offerings, taste contributes to the cultural experience offered to both visitors and locals. While Singapore foodways have attracted significant scholarship (see, for instance, work by Bishop; Duruz; Huat & Rajah; Tarulevicz, Eating), Singapore food writing, like many artefacts of popular culture, has attracted less notice. Yet, this writing is an increasingly visible component of cultural production of, and about, Singapore, and performs a range of functions for locals, tourists and visitors before they arrive. Although many languages are spoken in Singapore, English is the national language (Alsagoff) and this study focuses on food writing in English. Background Tourism comprises a major part of Singapore’s economy, with recent figures detailing that food and beverage sales contribute over 10 per cent of this revenue, with spend on culinary tours and cookery classes, home wares such as tea-sets and cookbooks, food magazines and food memoirs additional to this (Singapore Government). This may be related to the fact that Singapore not only promotes food as a tourist attraction, but also actively promotes itself as an exceptional culinary destination. The Singapore Tourism Board (STB) includes food in its general information brochures and websites, and its print, television and cinema commercials (Huat and Rajah). It also mounts information-rich campaigns both abroad and inside Singapore. The 2007 ‘Singapore Seasons’ campaign, for instance, promoted Singaporean cuisine alongside films, design, books and other cultural products in London, New York and Beijing. Touring cities identified as key tourist markets in 2011, the ‘Singapore Takeout’ pop-up restaurant brought the taste of Singaporean foods into closer focus. Singaporean chefs worked with high profile locals in its kitchen in a custom-fabricated shipping container to create and demonstrate Singaporean dishes, attracting public and media interest. In country, the STB similarly actively promotes the tastes of Singaporean foods, hosting the annual World Gourmet Summit (Chaney and Ryan) and Pacific Food Expo, both attracting international culinary professionals to work alongside local leaders. The Singapore Food Festival each July is marketed to both locals and visitors. In these ways, the STB, as well as providing events for visitors, is actively urging Singaporeans to proud of their food culture and heritage, so that each Singaporean becomes a proactive ambassador of their cuisine. Singapore Food Writing Popular print guidebooks and online guides to Singapore pay significantly more attention to Singaporean food than they do for many other destinations. Sections on food in such publications discuss at relative length the taste of Singaporean food (always delicious) as well as how varied, authentic, hygienic and suited-to-all-budgets it is. These texts also recommend hawker stalls and food courts alongside cafés and restaurants (Henderson et al.), and a range of other culinary experiences such as city and farm food tours and cookery classes. This writing describes not only what can be seen or learned during these experiences, but also what foods can be sampled, and how these might taste. This focus on taste is reflected in the printed materials that greet the in-bound tourist at the airport. On a visit in October 2013, arrival banners featuring mouth-watering images of local specialities such as chicken rice and chilli crab marked the route from arrival to immigration and baggage collection. Even advertising for a bank was illustrated with photographs of luscious-looking fruits. The free maps and guidebooks available featured food-focused tours and restaurant locations, and there were also substantial free booklets dedicated solely to discussing local delicacies and their flavours, plus recommended locations to sample them. A website and free mobile app were available that contain practical information about dishes, ingredients, cookery methods, and places to eat, as well as historical and cultural information. These resources are also freely distributed to many hotels and popular tourist destinations. Alongside organising food walks, bus tours and cookery classes, the STB also recommends the work of a number of Singaporean food writers—principally prominent Singapore food bloggers, reviewers and a number of memoirists—as authentic guides to what are described as unique Singaporean flavours. The strategies at the heart of this promotion are linking advertising to useful information. At a number of food centres, for instance, STB information panels provide details about both specific dishes and Singapore’s food culture more generally (Henderson et al.). This focus is apparent at many tourist destinations, many of which are also popular local attractions. In historic Fort Canning Park, for instance, there is a recreation of Raffles’ experimental garden, established in 1822, where he grew the nutmeg, clove and other plants that were intended to form the foundation for spice plantations but were largely unsuccessful (Reisz). Today, information panels not only indicate the food plants’ names and how to grow them, but also their culinary and medicinal uses, recipes featuring them and the related food memories of famous Singaporeans. The Singapore Botanic Gardens similarly houses the Ginger Garden displaying several hundred species of ginger and information, and an Eco(-nomic/logical) Garden featuring many food plants and their stories. In Chinatown, panels mounted outside prominent heritage brands (often still quite small shops) add content to the shopping experience. A number of museums profile Singapore’s food culture in more depth. The National Museum of Singapore has a permanent Living History gallery that focuses on Singapore’s street food from the 1950s to 1970s. This display includes food-related artefacts, interactive aromatic displays of spices, films of dishes being made and eaten, and oral histories about food vendors, all supported by text panels and booklets. Here food is used to convey messages about the value of Singapore’s ethnic diversity and cross-cultural exchanges. Versions of some of these dishes can then be sampled in the museum café (Time Out Singapore). The Peranakan Museum—which profiles the unique hybrid culture of the descendants of the Chinese and South Indian traders who married local Malay women—shares this focus, with reconstructed kitchens and dining rooms, exhibits of cooking and eating utensils and displays on food’s ceremonial role in weddings and funerals all supported with significant textual information. The Chinatown Heritage Centre not only recreates food preparation areas as a vivid indicator of poor Chinese immigrants’ living conditions, but also houses The National Restaurant of Singapore, which translates this research directly into meals that recreate the heritage kopi tiam (traditional coffee shop) cuisine of Singapore in the 1930s, purposefully bringing taste into the service of education, as its descriptive menu states, “educationally delighting the palate” (Chinatown Heritage Centre). These museums recognise that shopping is a core tourist activity in Singapore (Chang; Yeung et al.). Their gift- and bookshops cater to the culinary tourist by featuring quality culinary products for sale (including, for instance, teapots and cups, teas, spices and traditional sweets, and other foods) many of which are accompanied by informative tags or brochures. At the centre of these curated, purchasable collections are a range written materials: culinary magazines, cookbooks, food histories and memoirs, as well as postcards and stationery printed with recipes. Food Magazines Locally produced food magazines cater to a range of readerships and serve to extend the culinary experience both in, and outside, Singapore. These include high-end gourmet, luxury lifestyle publications like venerable monthly Wine & Dine: The Art of Good Living, which, in in print for almost thirty years, targets an affluent readership (Wine & Dine). The magazine runs features on local dining, gourmet products and trends, as well as international epicurean locations and products. Beautifully illustrated recipes also feature, as the magazine declares, “we’ve recognised that sharing more recipes should be in the DNA of Wine & Dine’s editorial” (Wine & Dine). Appetite magazine, launched in 2006, targets the “new and emerging generation of gourmets—foodies with a discerning and cosmopolitan outlook, broad horizons and a insatiable appetite” (Edipresse Asia) and is reminiscent in much of its styling of New Zealand’s award-winning Cuisine magazine. Its focus is to present a fresh approach to both cooking at home and dining out, as readers are invited to “Whip up the perfect soufflé or feast with us at the finest restaurants in Singapore and around the region” (Edipresse Asia). Chefs from leading local restaurants are interviewed, and the voices of “fellow foodies and industry watchers” offer an “insider track” on food-related news: “what’s good and what’s new” (Edipresse Asia). In between these publications sits Epicure: Life’s Refinements, which features local dishes, chefs, and restaurants as well as an overseas travel section and a food memories column by a featured author. Locally available ingredients are also highlighted, such as abalone (Cheng) and an interesting range of mushrooms (Epicure). While there is a focus on an epicurean experience, this is presented slightly more casually than in Wine & Dine. Food & Travel focuses more on home cookery, but each issue also includes reviews of Singapore restaurants. The bimonthly bilingual (Chinese and English) Gourmet Living features recipes alongside a notable focus on food culture—with food history columns, restaurant reviews and profiles of celebrated chefs. An extensive range of imported international food magazines are also available, with those from nearby Malaysia and Indonesia regularly including articles on Singapore. Cookbooks These magazines all include reviews of cookery books including Singaporean examples – and some feature other food writing such as food histories, memoirs and blogs. These reviews draw attention to how many Singaporean cookbooks include a focus on food history alongside recipes. Cookery teacher Yee Soo Leong’s 1976 Singaporean Cooking was an early example of cookbook as heritage preservation. This 1976 book takes an unusual view of ‘Singaporean’ flavours. Beginning with sweet foods—Nonya/Singaporean and western cakes, biscuits, pies, pastries, bread, desserts and icings—it also focuses on both Singaporean and Western dishes. This text is also unusual as there are only 6 lines of direct authorial address in the author’s acknowledgements section. Expatriate food writer Wendy Hutton’s Singapore Food, first published in 1979, reprinted many times after and revised in 2007, has long been recognised as one of the most authoritative titles on Singapore’s food heritage. Providing an socio-historical map of Singapore’s culinary traditions, some one third of the first edition was devoted to information about Singaporean multi-cultural food history, including detailed profiles of a number of home cooks alongside its recipes. Published in 1980, Kenneth Mitchell’s A Taste of Singapore is clearly aimed at a foreign readership, noting the variety of foods available due to the racial origins of its inhabitants. The more modest, but equally educational in intent, Hawkers Flavour: A Guide to Hawkers Gourmet in Malaysia and Singapore (in its fourth printing in 1998) contains a detailed introductory essay outlining local food culture, favourite foods and drinks and times these might be served, festivals and festive foods, Indian, Indian Muslim, Chinese, Nyonya (Chinese-Malay), Malay and Halal foods and customs, followed with a selection of recipes from each. More contemporary examples of such information-rich cookbooks, such as those published in the frequently reprinted Periplus Mini Cookbook series, are sold at tourist attractions. Each of these modestly priced, 64-page, mouthwateringly illustrated booklets offer framing information, such as about a specific food culture as in the Nonya kitchen in Nonya Favourites (Boi), and explanatory glossaries of ingredients, as in Homestyle Malay Cooking (Jelani). Most recipes include a boxed paragraph detailing cookery or ingredient information that adds cultural nuance, as well as trying to describe tastes that the (obviously foreign) intended reader may not have encountered. Malaysian-born Violet Oon, who has been called the Julia Child of Singapore (Bergman), writes for both local and visiting readers. The FOOD Paper, published monthly for a decade from January 1987 was, she has stated, then “Singapore’s only monthly publication dedicated to the CSF—Certified Singapore Foodie” (Oon, Violet Oon Cooks 7). Under its auspices, Oon promoted her version of Singaporean cuisine to both locals and visitors, as well as running cookery classes and culinary events, hosting her own television cooking series on the Singapore Broadcasting Corporation, and touring internationally for the STB as a ‘Singapore Food Ambassador’ (Ahmad; Kraal). Taking this representation of flavor further, Oon has also produced a branded range of curry powders, spices, and biscuits, and set up a number of food outlets. Her first cookbook, World Peranakan Cookbook, was published in 1978. Her Singapore: 101 Meals of 1986 was commissioned by the STB, then known as the Singapore Tourist Promotion Board. Violet Oon Cooks, a compilation of recipes from The FOOD Paper, published in 1992, attracted a range of major international as well as Singaporean food sponsors, and her Timeless Recipes, published in 1997, similarly aimed to show how manufactured products could be incorporated into classic Singaporean dishes cooked at home. In 1998, Oon produced A Singapore Family Cookbook featuring 100 dishes. Many were from Nonya cuisine and her following books continued to focus on preserving heritage Singaporean recipes, as do a number of other nationally-cuisine focused collections such as Joyceline Tully and Christopher Tan’s Heritage Feasts: A Collection of Singapore Family Recipes. Sylvia Tan’s Singapore Heritage Food: Yesterday’s Recipes for Today’s Cooks, published in 2004, provides “a tentative account of Singapore’s food history” (5). It does this by mapping the various taste profiles of six thematically-arranged chronologically-overlapping sections, from the heritage of British colonialism, to the uptake of American and Russia foods in the Snackbar era of the 1960s and the use of convenience flavoring ingredients such as curry pastes, sauces, dried and frozen supermarket products from the 1970s. Other Volumes Other food-themed volumes focus on specific historical periods. Cecilia Leong-Salobir’s Food Culture in Colonial Asia: A Taste of Empire discusses the “unique hybrid” (1) cuisine of British expatriates in Singapore from 1858 to 1963. In 2009, the National Museum of Singapore produced the moving Wong Hong Suen’s Wartime Kitchen: Food and Eating in Singapore 1942–1950. This details the resilience and adaptability of both diners and cooks during the Japanese Occupation and in post-war Singapore, when shortages stimulated creativity. There is a centenary history of the Cold Storage company which shipped frozen foods all over south east Asia (Boon) and location-based studies such as Annette Tan’s Savour Chinatown: Stories Memories & Recipes. Tan interviewed hawkers, chefs and restaurant owners, working from this information to write both the book’s recipes and reflect on Chinatown’s culinary history. Food culture also features in (although it is not the main focus) more general book-length studies such as educational texts such as Chew Yen f*ck’s The Magic of Singapore and Melanie Guile’s Culture in Singapore (2000). Works that navigate both spaces (of Singaporean culture more generally and its foodways) such Lily Kong’s Singapore Hawker Centres: People, Places, Food, provide an consistent narrative of food in Singapore, stressing its multicultural flavours that can be enjoyed from eateries ranging from hawker stalls to high-end restaurants that, interestingly, that agrees with that promulgated in the food writing discussed above. Food Memoirs and Blogs Many of these narratives include personal material, drawing on the author’s own food experiences and taste memories. This approach is fully developed in the food memoir, a growing sub-genre of Singapore food writing. While memoirs by expatriate Singaporeans such as Cheryl Lu-Lien Tan’s A Tiger in the Kitchen: A Memoir of Food and Family, produced by major publisher Hyperion in New York, has attracted considerable international attention, it presents a story of Singapore cuisine that agrees with such locally produced texts as television chef and food writer Terry Tan’s Stir-fried and Not Shaken: A Nostalgic Trip Down Singapore’s Memory Lane and the food memoir of the Singaporean chef credited with introducing fine Malay dining to Singapore, Aziza Ali’s Sambal Days, Kampong Cuisine, published in Singapore in 2013 with the support of the National Heritage Board. All these memoirs are currently available in Singapore in both bookshops and a number of museums and other attractions. While underscoring the historical and cultural value of these foods, all describe the unique flavours of Singaporean cuisine and its deliciousness. A number of prominent Singapore food bloggers are featured in general guidebooks and promoted by the STB as useful resources to dining out in Singapore. One of the most prominent of these is Leslie Tay, a medical doctor and “passionate foodie” (Knipp) whose awardwinning ieatŸishootŸipost is currently attracting some 90,000 unique visitors every month and has had over 20,000 million hits since its launch in 2006. An online diary of Tay’s visits to hundreds of Singaporean hawker stalls, it includes descriptions and photographs of meals consumed, creating accumulative oral culinary histories of these dishes and those who prepared them. These narratives have been reorganised and reshaped in Tay’s first book The End of Char Kway Teow and Other Hawker Mysteries, where each chapter tells the story of one particular dish, including recommended hawker stalls where it can be enjoyed. Ladyironchef.com is a popular food and travel site that began as a blog in 2007. An edited collection of reviews of eateries and travel information, many by the editor himself, the site features lists of, for example, the best cafes (LadyIronChef “Best Cafes”), eateries at the airport (LadyIronChef “Guide to Dining”), and hawker stalls (Lim). While attesting to the cultural value of these foods, many articles also discuss flavour, as in Lim’s musings on: ‘how good can chicken on rice taste? … The glistening grains of rice perfumed by fresh chicken stock and a whiff of ginger is so good you can even eat it on its own’. Conclusion Recent Singapore food publishing reflects this focus on taste. Tay’s publisher, Epigram, growing Singaporean food list includes the recently released Heritage Cookbooks Series. This highlights specialist Singaporean recipes and cookery techniques, with the stated aim of preserving tastes and foodways that continue to influence Singaporean food culture today. Volumes published to date on Peranakan, South Indian, Cantonese, Eurasian, and Teochew (from the Chaoshan region in the east of China’s Guangdong province) cuisines offer both cultural and practical guides to the quintessential dishes and flavours of each cuisine, featuring simple family dishes alongside more elaborate special occasion meals. In common with the food writing discussed above, the books in this series, although dealing with very different styles of cookery, contribute to an overall impression of the taste of Singapore food that is highly consistent and extremely persuasive. This food writing narrates that Singapore has a delicious as well as distinctive and interesting food culture that plays a significant role in Singaporean life both currently and historically. It also posits that this food culture is, at the same time, easily accessible and also worthy of detailed consideration and discussion. In this way, this food writing makes a contribution to both local and visitors’ appreciation of Singaporean food culture. References Ahmad, Nureza. “Violet Oon.” Singapore Infopedia: An Electronic Encyclopedia on Singapore’s History, Culture, People and Events (2004). 22 Nov. 2013 ‹http://infopedia.nl.sg/articles/SIP_459_2005-01-14.html?s=Violet%20Oon›.Ali, Aziza. Sambal Days, Kampong Cuisine. Singapore: Ate Ideas, 2013. Alsagoff, Lubna. “English in Singapore: Culture, capital and identity in linguistic variation”. World Englishes 29.3 (2010): 336–48.Bergman, Justin. “Restaurant Report: Violet Oon’s Kitchen in Singapore.” New York Times (13 March 2013). 21 Nov. 2013 ‹http://www.nytimes.com/2013/03/17/travel/violet-oons-kitchen-singapore-restaurant-report.html?_r=0›. Bishop, Peter. “Eating in the Contact Zone: Singapore Foodscape and Cosmopolitan Timespace.” Continuum: Journal of Media & Cultural Studies 25.5 (2011): 637–652. Boi, Lee Geok. Nonya Favourites. Singapore: Periplus Editions, 2001. Boon, Goh Chor. Serving Singapore: A Hundred Years of Cold Storage 1903-2003. Singapore: Cold Storage Pty. Ltd., 2003. Chaney, Stephen, and Chris Ryan. “Analyzing the Evolution of Singapore’s World Gourmet Summit: An Example of Gastronomic Tourism.” International Journal of Hospitality Management 31.2 (2012): 309–18. Chang, T. C. “Local Uniqueness in the Global Village: Heritage Tourism in Singapore.” The Professional Geographer 51.1 (1999): 91–103. Cheng, Tiong Li. “Royal Repast.” Epicure: Life’s Refinements January (2012): 94–6. Chinatown Heritage Centre. National Restaurant of Singapore. (12 Nov. 2012). 21 Nov. 2013 ‹http://www.yoursingapore.com›.Duruz, Jean. “Living in Singapore, Travelling to Hong Kong, Remembering Australia …: Intersections of Food and Place.” Journal of Australian Studies 87 (2006): 101–15. -----. “From Malacca to Adelaide: Fragments Towards a Biography of Cooking, Yearning and Laksa.” Food and Foodways in Asia: Resource, Tradition and Cooking. Eds. Sidney C.H. Cheung, and Tan Chee-Beng. London: Routledge, 2007: 183–200. -----. “Tastes of Hybrid Belonging: Following the Laksa Trail in Katong, Singapore.” Continuum: Journal of Media & Cultural Studies 25.5 (2011): 605–18. Edipresse Asia Appetite (2013). 22 Nov. 2013 ‹http://www.edipresseasia.com/magazines.php?MagID=SGAPPETITE›. Epicure. “Mushroom Goodness.” Epicure: Life’s Refinements January (2012): 72–4. Epicure: Life’s Refinements. (2013) 1 Jan. 2014 ‹http://www.epicureasia.com›. Food & Travel. Singapore: Regent Media. 1 Jan. 2014 ‹http://www.regentmedia.sg/publications_food&travel.shtml›. f*ck, Chew Yen. The Magic of Singapore. London: New Holland, 2000. Guile, Melanie. Culture in Singapore. Port Melbourne: Heinemann/Harcourt Education Australia, 2003. Hawkers Flavour: A Guide to Hawkers Gourmet in Malaysia and Singapore. Kuala Lumpur: S. Abdul Majeed & Co., 1998. Henderson, Joan C., Ong Si Yun, Priscilla Poon, and Xu Biwei. “Hawker Centres as Tourist Attractions: The Case of Singapore.” International Journal of Hospitality Management 31.3 (2012): 849–55. Horng, Jeou-Shyan, and Chen-Tsang (Simon) Tsai. “Culinary Tourism Strategic Development: An Asia‐Pacific Perspective.” International Journal of Tourism Research 14 (2011): 40–55. Huat, Chua Beng, and Ananda Rajah. “Hybridity, Ethnicity and Food in Singapore.” Changing Chinese Foodways in Asia. Eds. David Y. H. Wu, and Chee Beng Tan. Hong Kong: The Chinese University of Hong Kong, Hong Kong, 2001: 161–98. Hutton, Wendy. Singapore Food. Singapore: Martin Cavendish, 1989/2007. Ignatov, Elena, and Stephen Smith. “Segmenting Canadian Culinary Tourists.” Current Issues in Tourism 9.3 (2006): 235–55. Jelani, Rohani. Homestyle Malay Cooking. Singapore: Periplus Editions, 2003. Knipp, Peter A. “Foreword: An Amazing Labour of Love.” The End of Char Kway Teow and Other Hawker Mysteries. Leslie Tay. Singapore: Epigram Books, 2010. viii–ix. Kong, Lily. Singapore Hawker Centres: People, Places, Food. Singapore: National Environment Agency, 2007 Kraal, David. “One and Only Violet Oon.” The Straits Times 20 January (1999). 1 Nov 2012 ‹http://www.straitstimes.com› LadyIronChef. “Best Cafes in Singapore.” ladyironchef.com (31 Mar. 2011). 21 Feb. 2014 ‹http://www.ladyironchef.com/2011/03/best-cafes-singapore› -----. “Guide to Dining at Changi Airport: 20 Places to Eat.” ladyironchef.com (10 Mar. 2014) 10 Mar. 2014 ‹http://www.ladyironchef.com/author/ladyironchef› Leong-Salobir, Cecilia. Food Culture in Colonial Asia: A Taste of Empire. Abingdon UK: Routledge, 2011. Lim, Sarah. “10 of the Best Singapore Hawker Food.” (14 Oct. 2013). 21 Feb. 2014 ‹http://www.ladyironchef.com/2013/10/best-singapore-hawker-food›. Long, Lucy M. “Culinary Tourism: A Folkloristic Perspective of Eating and Otherness.” Southern Folklore 55.2 (1998): 181–204. Mitchell, Kenneth, ed. A Taste of Singapore. Hong Kong: Four Corners Publishing Co. (Far East) Ltd. in association with South China Morning Post, 1980. Oon, Violet. World Peranakan Cookbook. Singapore: Times Periodicals, 1978. -----. Singapore: 101 Meals. Singapore: Singapore Tourist Promotion Board, 1986. -----. Violet Oon Cooks. Singapore: Ultra Violet, 1992. -----. Timeless Recipes. Singapore: International Enterprise Singapore, 1997. -----. A Singapore Family Cookbook. Singapore: Pen International, 1998. Reisz, Emma. “City as Garden: Shared Space in the Urban Botanic Gardens of Singapore and Malaysia, 1786–2000.” Postcolonial Urbanism: Southeast Asian Cities and Global Processes. Eds. Ryan Bishop, John Phillips, and Yeo Wei Wei. New York: Routledge, 2003: 123–48. Singapore Government. Singapore Annual Report on Tourism Statistics. Singapore: Singapore Government, 2012. Suen, Wong Hong. Wartime Kitchen: Food and Eating in Singapore 1942-1950. Singapore: Editions Didier Millet & National Museum of Singapore, 2009. Tan, Annette. Savour Chinatown: Stories, Memories & Recipes. Singapore: Ate Ideas, 2012. Tan, Cheryl Lu-Lien. A Tiger in the Kitchen: A Memoir of Food and Family. New York: Hyperion, 2011. Tan, Sylvia. Singapore Heritage Food: Yesterday’s Recipes for Today’s Cooks. Singapore: Landmark Books, 2004. Tan, Terry. Stir-Fried and Not Shaken: A Nostalgic Trip Down Singapore’s Memory Lane. Singapore: Monsoon, 2009. Tarulevicz, Nicole. Eating Her Curries and Kway: A Cultural History of Food in Singapore. Champaign, IL: U of Illinois P, 2013. Tay, Leslie. ieat·ishoot·ipost [blog] (2013) 21 Nov. 2013 ‹http://www.ieatishootipost.sg›. ---. The End of Char Kway Teow and Other Hawker Mysteries. Singapore: Epigram Books, 2010. Time Out Singapore. “Food for Thought (National Museum).” Time Out Singapore 8 July (2013). 11 Nov. 2013 ‹http://www.timeoutsingapore.com/restaurants/asian/food-for-thought-national-museum›. Tully, Joyceline, and Tan, Christopher. Heritage Feasts: A Collection of Singapore Family Recipes. Singapore: Miele/Ate Media, 2010. Wine & Dine: The Art of Good Living (Nov. 2013). 19 Nov. 2013 ‹http://www.wineanddine.com.sg›. Wine & Dine. “About Us: The Living Legacy.” Wine & Dine (Nov. 2013). 19 Nov. 2013 ‹http://www.wineanddine.com.sg/about-us› Wolf, E. “Culinary Tourism: A Tasty Economic Proposition.” (2002) 23 Nov. 2011 ‹http://www.culinary tourism.org›.Yeong, Yee Soo. Singapore Cooking. Singapore: Eastern Universities P, c.1976. Yeung, Sylvester, James Wong, and Edmond Ko. “Preferred Shopping Destination: Hong Kong Versus Singapore.” International Journal of Tourism Research 6.2 (2004): 85–96. Acknowledgements Research to complete this article was supported by Central Queensland University, Australia, under its Outside Studies Program (OSPRO) and Learning and Teaching Education Research Centre (LTERC). An earlier version of part of this article was presented at the 2nd Australasian Regional Food Networks and Cultures Conference, in the Barossa Valley in South Australia, Australia, 11–14 November 2012. The delegates of that conference and expert reviewers of this article offered some excellent suggestions regarding strengthening this article and their advice was much appreciated. All errors are, of course, my own.

Abstract:

Food is increasingly central to consumer culture today. From fine dining restaurants to farmers’ markets, stainless steel kitchenware to celebrity chef cookbooks, there is a stylish array of culinary commodities available for fashioning our identities. Yet this occurs at a time when commodity consumption more generally is under greater question as a site of self-making, with the rise of anti-consumerist sentiment. This article examines how people negotiate these issues in their identity formation, by focusing on those for whom food is central to their sense of self: ‘foodies’. I draw on theories of consumption, identity and material culture, in particular the work of Daniel Miller, to examine ethnographic research undertaken with foodies in Melbourne, Australia.

Abstract:

The purpose of this design concept was to create a stylish diabetic sneaker for individuals with diabetes. The creation of a sneaker design to accommodate diabetic foot conditions is a distinct need in the special footwear industry. Health-related preventive measures that would make a sneaker more comfortable yet fashionable for communities of people of colour who have diabetes were explored. By promoting awareness of preventions that can be undertaken to improve the quality of life for individuals with diabetes, this sneaker design concept, which incorporates health-related features, will help change the direction of sneaker design for individuals with diabetes in the Black community and will enhance their efforts to be more physically active.

Abstract:

“Oh, look at the size of that abalone!”“The beef looks really tasty!”“I really want to eat some!” I am standing in front of a glass case framing the entrance of a food court at Incheon International Airport, South Korea (henceforth Korea). I overhear these exclamations as I watch three teenage girls swarm around me to press their faces against the glass. The case is filled with Korean dishes served in the adjacent food court with brief descriptions and prices. My mouth waters as I lay my eyes on dishes such as bibimbap (rice mixed with meat, vegetables, and a spicy pepper paste called gochujang) and bulgogi (thinly sliced marinated beef) over the teenagers’ shoulders. But alas, we are all deceived. The dishes we have been salivating over are not edible. They are in fact fake, made from plastic. Why have inedible replicas become normalized to stand in for real food? What are the consequences of the proliferation of fake food models in the culinary landscape? And more importantly, why do plastic foods that fall outside the food cycle of production, preparation, consumption, and waste have authority over the way we produce, prepare, and consume food? This paper examines Korean plastic food models as tastemakers that standardize food production and consumption practices. Plastic food both literally and figuratively orders gustatory and aesthetic taste and serves as a tool for social distinction within Korean culinary culture. Firstly, I will explore theoretical approaches to conceptualizing plastic food models as tastemakers. Then, I will examine plastic food models within the political economy of taste in Korea since the 1980s. Finally, I will take a close look into three manufacturers’ techniques and approaches to understand how plastic foods are made. This analysis of the Korean plastic food model industry is based on a total of eight months of fieldwork research and semi-structured interviews conducted from December 2011 to January 2012 with three of the twelve manufacturers in Seoul, South Korea. To protect the identity of my informants, I refer to them as the Pioneer (37 years of experience), Exporter (20 years of experience), and Franchisor (10 years of experience). The Pioneer, a leading food model specialist, was one of the first Korean manufactures who produced Korean models for domestic consumption. His models can be found in major museums and airports across the country. The Exporter is famous for inventing techniques and also producing for a global market. Many of her Korean models are displayed in restaurants in North America and Europe. The Franchisor is one of the largest producers for mid-range chain restaurants and cafes around the nation. His models are up-to-date with current food trends and are showcased at popular franchises. These three professionals not only have gained public recognition as plastic food experts through public competitions, mass media coverage, and government commissioned work but also are known to produce high-quality replicas by hand. Therefore, these three were not randomly selected but chosen to consider various production approaches, capture generational difference, and trace the development of the industry since the late 1970s. Plastic Food Models as Objects of Inquiry Plastic foods are created explicitly for the purpose of not being eaten, however, they impart “taste” in two major ways. Firstly, food models regulate the perception of gustatory and aesthetic taste by communicating flavors, mouth-feel, and visual properties of food through precise replicas. Secondly, models influence social behavior by defining what is culturally and politically appropriate. Food models are made with a variety of materials found in nature (wood, metal, precious stones, and cloth), edible matter (sugar, marzipan, chocolate, and butter), and inedible substances (plastic and wax). Among these materials, plastic is ideal because it creates the most durable and vivid three-dimensional models. Plastic can be manipulated freely with the application of heat and requires very little maintenance over time. Plastic allows for more precise molding and coloring, producing replicas that look more real than the original. Some may argue that fake models are mere hyper-real objects since the real and the simulation are seamlessly melded together and reproductions hold more power over the way reality is experienced (Baudrillard). Post-modern scholars such as Jean Baudrillard and Umberto Eco argue that the production of an absolute fake to satisfy the need for the real results in the rise of simulacra, which are representations that never existed or no longer have an original. I, however, argue that plastic foods within the Korean context rely heavily on originals and reinforce the authority of the original. The analysis of plastic food models can be conceptualized within the broader theoretical framework of uneaten food. This category encompasses food that is elaborately prepared for ritual but discarded, and foods that are considered inedible in different cultural contexts due to religion, customs, politics, and social norms (Douglas; Gewertz and Errington; Harris et al.; Messer; Rath). Analyzing plastic food models as a part of the uneaten food economy opens up analysis of the interrelationship between the physical and conceptual realms of food production and consumption. Although plastic models fall outside the bounds of the conventional food cycle, they influence each stage of this cycle. Food models can act as tools to inform the appropriate aesthetic characteristics of food that guide production. The color and shape can indicate ripeness to inform farming and harvesting methods. Models also act as reference points that ultimately standardize recipes and cooking techniques during food preparation. In restaurants displaying plastic food, kitchen staff use the models to ensure consistency and uniform presentation of dishes. Models often facilitate food choice by offering information on portion size and ingredients. Finally, as food models become the gold standard in the production, preparation, and consumption of food, they also dictate when to discard the “incorrect” looking food. The primary power of plastic food models as tastemakers lies in their ability to seamlessly stand in for the original. Only fake models that are spitting images of the real have the ability to completely deceive the viewer. In “The Work of Art in the Age of Mechanical Reproduction,” Walter Benjamin asserts that for reproduction to invoke the authentic, the presence of the original is necessary. However, an exact replication is impossible since the original is transformed in the process of reproduction. Benjamin argues, “The technique of reproduction detaches the reproduced object from the domain of tradition. By making many reproductions it substitutes a plurality of copies for a unique existence and, in permitting the reproduction to meet the beholder or listener in his own particular situation, it reactivates the object reproduced” (221). Similarly, plastic models of Korean food are removed from the realm of culinary tradition because they deviate from the conventional food cycle but reinforce culinary culture by regulating aesthetic values and food related practices. The notion of authenticity becomes central in determining the strength of plastic food models to order culinary culture by setting visual and social standards. Plastic food models step in to meet the beholder on various occasions, which in turn solidifies and even expands the power of the original. Despite their inability to impart taste and smell, plastic models remain persuasive in their ability to reinforce the materiality of the original food or dish. Plastic Food Models and the Political Economy of Taste in South Korea While plastic models are prevalent all around the world, the degree to which they hold authority in influencing production and consumption practices varies. For example, in many parts of the world, toys are made to resemble food for children to play with or even as joke objects to trick others. In America and Europe, plastic food models are mainly used as decorative elements in historical sites, to recreate ambiance in dining rooms, or as props at deli counters to convey freshness. Plastic food models in Korea go beyond these informative, decorative, and playful functions by visually ordering culinary properties and standardizing food choice. Food models were first made out of wax in Japan in the early 20th century. In 1932, Takizo Iwasaki founded Iwasaki Bei-I, arguably the first plastic food model company in the world. As the plastic food model industry flourished in Japan, some of the production was outsourced to Korea to decrease costs. In the late 1970s, a handful of Japanese-trained Korean manufacturers opened companies in Korea and began producing for the domestic market (Pioneer). Their businesses did not flourish until their products became identified as a tool to promote Korean cuisine to a global audience. Two major international sporting events triggered the growth of the plastic food model industry in Korea. The first was the 1988 Seoul Olympics and the second was the 2002 World Cup. Leading up to these two high-profile international events, the Korean government made major efforts to spruce up the country’s image for tourists and familiarize them with all aspects of Korean culture (Walraven). For example, the designation of kimchi (fermented pickled vegetable) as the national dish for the 1988 Olympics explicitly opened up an opportunity for plastic food models to represent the aesthetic values of Korean cuisine. In 1983, in preparation for showcasing approximately 200 varieties of kimchi to the international community, the government commissioned food experts and plastic model manufacturers to produce plastic replicas of each type. After these models were showcased in public they were used as displays for the Kimchi Field Museum and remain as part of the exhibit today. The government also designated approximately 100 tourist-friendly restaurants across the country, requiring them to display food models during the games. This marked the first large-scale production of Korean plastic food. The second wave of food models occurred in the early 2000s in response to the government’s renewed interest to facilitate international tourists’ navigation of Korean culinary culture during the 2002 World Cup. According to plastic food manufacturers, the government was less involved in regulating the use of plastic models this time, but offered subsidies to businesses to encourage their display for tourists (Exporter; Franchisor). After the World Cup, the plastic food industry continued to grow with demand from businesses, as models become staple objects in public places. Plastic models are now fully incorporated into, and even expected at, mid-range restaurants, fast food chains, and major transportation terminals. Businesses actively display plastic models to increase competition and communicate what they are selling at one glance for tourists and non-tourists alike (Exporter). These increased efforts to reassert Korean culinary culture in public spaces have normalized plastic models in everyday life. The persuasive and authoritative qualities of plastic foods regulate consumption practices in Korea. There are four major ways that plastic food models influence food choice and consumption behavior. First, plastic food models mediate between consumer expectation and reality by facilitating decision-making processes of what and how much to eat. Just by looking at the model, the consumer can experience the sensory qualities of eating the dish, allowing decisions to be made within 30 seconds (Franchisor). Second, plastic models guide what types of foods are suitable for social and cultural occasions. These include during Chuseok (the harvest festival) and Seollal (New Year), when high-end department stores display holiday gift sets containing plastic models of beef, abalone, and pine mushrooms. These sets align consumer expectation and experience by showing consumers the exact dimension and content of the gift. They also define the propriety of holiday gifts. These types of models therefore direct how food is bought, exchanged, and consumed during holidays and reassert a social code. Third, food models become educational tools to communicate health recommendations by solidifying types of dishes and portions appropriate for individuals based on health status, age, and gender. This helps disseminate a definition of a healthful diet and adequate nutrition to guide food choice and consumption. Fourth, plastic food models act as a boundary marker of what constitutes Korean food. Applying Mary Douglas’s notion of food as a boundary marker of ethnicity and identity, plastic food models effectively mark Koreanness to reinforce a certain set of ingredients and presentation as authentic. Plastic models create the ideal visual representation of Korean cuisine that becomes the golden standard, by which dishes are compared, judged, and reproduced as Korean. Plastic models are essentially objects that socially construct the perception of gustatory, aesthetic, and social taste. Plastic foods discipline and define taste by directing the gaze of the beholder, conjuring up social protocol or associations. Sociologist John Urry’s notion of the tourist gaze lends insight to considering the implication of the intentional placement and use of plastic models in the Korean urban landscape. Urry argues that people do not gaze by chance but are taught when, where, and how to gaze by clear markers, objects, events, and experiences. Therefore, plastic models construct the gaze on Korean food to teach consumers when, where, and how to experience and practice Korean culinary culture. The Production Process of Plastic Food Models Analysis of plastic models must also consider who gets to define and reproduce the aesthetic and social taste of food. This approach follows the call to examine the knowledge and power of technical and aesthetic experts responsible for producing and authorizing certain discourses as legitimate and representative of the nation (Boyer and Lomnitz; Krishenblatt-Gimblett; Smith). Since plastic model manufacturers are the main technical and aesthetic experts responsible for disseminating standards of taste through the production of fake food, it is necessary to examine their approaches and methods. High-quality food models begin with original food to be reproduced. For single food items such as an apple or a shrimp, liquid plastic is poured into pre-formed molds. In the case of food with multiple components such as a noodle soup, the actual food is first covered with liquid plastic to replicate its exact shape and then elements are added on top. Next, the mold goes through various heat and chemical treatments before the application of color. The factors that determine the preciseness of the model are the quality of the paint, the skill of the painter, and the producer’s interpretation of the original. In the case of duplicating a dish with multiple ingredients, individual elements are made separately according to the process described above and assembled and presented in the same dishware as that of the original. The producers’ studios look more like test kitchens than industrial factories. Making food models require techniques resembling conventional cooking procedures. The Pioneer, for instance, enrolled in Korean cooking classes when he realized that to produce convincing replicas he needed to understand how certain dishes are made. The main mission for plastic food producers is to visually whet the appetite by creating replicas that look tastier than the original. Since the notion of taste is highly subjective, the objective for plastic food producers is to translate the essence of the food using imagination and artistic expression to appeal to universal taste. A fake model is more than just the sum of its parts because some ingredients are highlighted to increase its approximation of the real. For example, the Pioneer highlights certain characteristics of the food that he believes to be central to the dish while minimizing or even neglecting other aspects. When making models of cabbage kimchi, he focuses on prominently depicting the outer layers of neatly stacked kimchi without emphasizing the radish, peppers, fermented shrimp paste, ginger, and garlic that are tucked between each layer of the cabbage. Although the models are three-dimensional, they only show the top or exterior of the dishes from the viewer’s perspective. Translating dishes that have complex flavor profile and ingredients are challenging and require painstaking editing. The Exporter notes that assembling a dish and putting the final touches on a plate are similar to what a food stylist does because her aim, too, is to make the viewer’s mouth water. To communicate crispy breaded shrimp, she dunks pre-molded plastic shrimp into a thin plastic paste and uses an air gun to make the “batter” swirl into crunchy flakes before coloring it to a perfect golden brown. Manufacturers need to realistically capture the natural properties of food to help consumers imagine the taste of a dish. For instance, the Franchisor confesses that one of the hardest dishes to make is honey bread (a popular dessert at Korean cafes), a thick cut of buttered white toast served piping hot with a scoop of ice cream on top. Convincingly portraying a scoop of ice cream slowly melting over the steaming bread is challenging because it requires the ice cream pooling on the top and running down the sides to look natural. Making artificial material look natural is impossible without meticulous skill and artistic expression. These manufacturers bring plastic models to life by injecting them with their interpretations of the food’s essence, which facilitates food practices by allowing the viewer to imagine and indulge in the taste of the real. Conclusion Deception runs deep in the Korean urban landscape, as plastic models are omnipresent but their fakeness is difficult to discern without conscious effort. While the government’s desire to introduce Korean cuisine to an international audience fueled the increase in displays of plastic food, the enthusiastic adoption of fake food as a tool to regulate and communicate food practices has enabled integration of fake models into everyday life. The plastic models’ authority over daily food practices is rooted in its ability to seamlessly stand in for the real to influence the production and consumption of food. Rather than taking plastic food models at face value, I argued that deeper analysis of the power and agency of manufacturers is necessary. It is through the manufacturers’ expertise and artistic vision that plastic models become tools to articulate notions of taste. As models produced by these manufacturers proliferate both locally and globally, their authority solidifies in defining and reinforcing social norms and taste of Korean culture. Therefore, the Pioneer, Exporter, and Franchisor, are the true tastemakers who translate the essence of food to guide food preference and practices. References Baudrillard, Jean. Simulacra and Simulation. Anne Arbor, MI: University of Michigan Press, 1995. Benjamin, Walter. The Work of Art in the Age of Mechanical Reproduction. New York: Penguin, 1968. Boyer, Dominic, and Claudio Lomnitz. “Intellectuals and Nationalism: Anthropological Engagements.” Annual Review of Anthropology 34 (2005): 105–20. Douglas, Mary. Purity and Danger. London: Routledge, 1966. Eco, Umberto. Travels in Hyperreality. Orlando, FL: Harcourt Bruce & Company, 1983. Exporter, The. Personal Communication. Seoul, South Korea, 11 Jan. 2012. Franchisor, The. Personal Communication. Seoul, South Korea, 9 Jan. 2012. Gewertz, Deborah, and Frederick Errington. Cheap Meat: Flap Food Nations in the Pacific Islands. Berkeley: University of California Press, 2010. Han, Kyung-Koo. “Some Foods Are Good to Think: Kimchi and the Epitomization of National Character.” Korean Social Science Journal 27.1 (2000): 221–35. Harris, Marvin, Nirmal K. Bose, Morton Klass, Joan P. Mencher, Kalervo Oberg, Marvin K. Opler, Wayne Suttles, and Andrew P. Vayda. “The Cultural Ecology of India’s Sacred Cattle [and Comments and Replies].” Current Anthropology (1966): 51–66. Kirshenblatt-Gimblett, Barbara. “Theorizing Heritage.” Ethnomusicology 39.3 (1995): 367–80. Messer, Ellen. “Food Definitions and Boundaries.” Consuming the Inedible: Neglected Dimensions of Food Choice. Eds. Jeremy MacClancy, C. Jeya Henry and Helen Macbeth. New York: Berghahn Books, 2007. 53–65. Pioneer, The. Personal Communication. Incheon, South Korea. 19 Dec. 2011. Rath, Eric. Food and Fantasy in Early Modern Japan. Berkeley: University of California Press, 2010. Smith, Laura Jane. Uses of Heritage. London: Routledge, 2006. Urry, John. The Tourist Gaze: Leisure and Travel in Contemporary Societies. London: Sage Publications, 2002.Walraven, Boudewijn. “Bardot Soup and Confucians’ Meat: Food and Korean Identity in Global Context”. Asian Food: The Global and Local. Eds. Katarzyna Cwiertka, and Boudewijn Walraven. Honolulu: University of Hawai’i Press, 2001. 95–115.

Abstract:

This paper focuses on the influence exercised by the gender and social and cultural factors over women’s speech in the communicative situation of small talk, one of the main situations of the Victorian female discourse. The following structural elements are found to be constant in terms of their cultural dependence: language (standard English of the mid-to-late 19th century), communication mode (everyday discourse), addresser (a female representative of the upper / middle classes), aim (establishing and maintaining contact), tone (neutral) and place (social events). It is proved that the small talk topics arrangement – weather, travelling, arts, literature, food, household items, etc. – depends on the type of communication, a mono- or a cross-gender one. The topics of stylish entertainment, pastimes and health are characteristic of the former and entertainment, pastimes and arts are typical for the latter while “the weather” and “clothes” are mentioned by the Victorian woman least of all in the corresponding communicative situations. Another feature stipulated by the character of the situation under study is the component of only secondary social groups in its symmetrical and asymmetrical variants where the woman has a role of a socialite. On the whole, the communicative situation under consideration is aimed at implementing a positive politeness strategy of “Presuppose, raise, assert common ground” and establishing a community of interacting individuals. The strategy is explicated in the woman’s speech with the help of vocabulary and syntactical units (including formulaic expressions) that denote discussed subjects.

Abstract:

IntroductionNordic mythology, also known as Norse mythology, is a term used to describe Medieval creation myths and tales of Gods and otherworldly realms, told and retold by Northern Germanic and Scandinavian tribes of the ninth century AD (see for example Gaiman).I discuss a new type of Nordic mythology that is being created through popular culture, social media, books, and television shows. I am interested in how contemporary portrayals of the Nordic countries has created a kind of mythological place called Scandinavia, where things, people, and ideas are better than in other places.Whereas the old myths portray a fierce warrior race, the new myths create a utopian Scandinavia as a place that is inherently good; a place that is progressive and harmonious. In the creation of these new myths the underbelly of the North is often neglected, producing a hom*ogenised representation of a group of countries that are in actuality diverse and inevitably imperfect.ScandimaniaGenerally the term Scandinavia always refers to Denmark, Norway, and Sweden. When including Finland and Iceland, it is more accurate to refer to the five as the Nordic countries. I was born and grew up in Denmark. My observations are skewed towards a focus on Denmark, rather than Scandinavia as a whole. Though I will use the term Nordic and Scandinavia throughout the article, it is worth noting that these definitions describe a group of countries that despite some commonalities are also quite different in geography, and culture.Whether we are speaking strictly of Scandinavia or of the Nordic countries as a whole, one thing is certain: in recent years there has been a surge of popularity in all things Nordic. Scandinavian design has been popular since the 1950s, known for its functionality and simplistic beauty, and globalised through the Swedish furniture chain IKEA. Consequently, Nordic interior design has become a style widely praised and emulated, as has Nordic fashion, architecture, and innovation.The fact that Scandinavian people are often represented as being intelligent and beautiful adds to the notion of stylish and aesthetically pleasing ideals. This is partly why sperm from Danish sperm donors is the most sought after and widely distributed in the world: perhaps prospective parents find the idea of having a baby of Viking stock appealing (Kale). Nordic countries are also known for their egalitarian societies, which are described as “the holy grail of a healthy economy and society” (Cleary). These are countries where the collective good is cherished. Tax rates are high (in Denmark between 55 per cent and 60 per cent of income), which leads to excellent welfare systems.In recent years other terms have entered the collective Western vocabulary. New Nordic Cuisine describes a trend that has taken the culinary world by storm. This term refers to food that is created with seasonal, local, and foraged ingredients. The emphasis being a renewed connection to nature and old ways. In 2016 the Danish word hygge was shortlisted by the Oxford Dictionary as word of the year. A word, which has no direct English translation, it means “a quality of cosiness and comfortable conviviality that engenders a feeling of contentment or well-being (regarded as a defining characteristic of Danish culture)”. Countless books were published in the United Kingdom, and elsewhere, explaining the art of hygge. Other Scandinavian words are now becoming popular, such as the Swedish lagom, meaning “just enough”.In the past two years, the United Nations’ World Happiness Report listed Denmark and Norway as the happiest places on earth. Other surveys similarly put the Nordic countries on top as the most prosperous places on earth (Anderson).Mythologies and Discursive FormationsThe standard definition of myth is a “traditional story, especially one concerning the early history of a people or explaining a natural or social phenomenon, and typically involving supernatural beings or events.” Or “A widely held but false belief or idea” (Oxford Dictionaries, Myth).During what became known as the “discursive turn”, both Barthes and Foucault expanded the conception of myth by placing it within a wider socio-political and historical contexts of power and truth. “Discursive formations” became a commonly accepted way of describing a cluster of ideas, images, and practices that define particular “truths” within a given cultural context (Hall 6). In other words, myths serve specific purposes within given socio-cultural constructions.I argue that the current idolisation of Scandinavia is creating a common global narrative of a superior society. A mythical place that has “figured it out”, and found the key to happiness. The mythologised North is based on an array of media stories, statistics, reports, articles, advertising, political rhetoric, books, films, TV series, exhibitions, and social media activity. These perpetuate a “truth” of the Nordic countries as being especially benign, cultured, and distinguished. The Smiling PolicemanIn his well-known essay Myth Today, Barthes analyses an image of a North African boy in uniform saluting the French flag on the front cover of a magazine. Barthes argues that by analysing the semiotic meaning of the image in two stages, one can identify the “myth”.The first level is the signifiers (what we see), a dark skinned boy, a uniform, a raised arm, a flag. The signified is our recognition of these as a North African boy raising his arm to the French flag. The second level of interpretation is the wider context in which we understand what we see: the greatness of France is signified in the depiction of one of her colonial subjects submitting to and glorifying the flag. That is to say, the myth generated by the image is the story of France as a great colonial and military nation.Now take a look at this image, which was distributed the world over in newspapers, online media, and in turn social media (Warren; Kolff). This image is interesting because it epitomises much of what is believed about Scandinavia (the new myths). If we approach the image through the semiotic lens of Barthes, we firstly describe what is seen in the picture (signifiers): a blonde policeman, a girl of dark complexion, a road in the countryside, a van in the distance, and some other people with backpacks on the side of the road. When we put these elements together in context, we understand that the image to be depicting a Danish policeman, blonde, smiling and handsome, playing with a Syrian refugee girl on an empty Danish highway, with her fellow refugees behind her.The second level of interpretation (the myth) is created by combining the elements into a story: A friendly police officer is playing with a refugee girl, which is unusual because policemen are commonly seen as authoritarian and unfriendly to illegal immigrants. This policeman is smiling. He is happy in his job. He is healthy, good-looking, and compassionate.This fits the image of Scandinavian men as good fathers (they have paternity leave, and often help equally with child rearing). The image confirms that the happiest people on earth would of course also have happy, friendly policemen. The belief that the Scandinavian social model is one to admire would appear to be endorsed.The fact that this is in a rural setting with green landscapes adds further to the notion of Nordic freshness, naturalness, environmentalism, and food that comes from the wild. The fact that the policeman is well-groomed, stylish, well-built, and handsome reinforces the notion that Scandinavia is a place of style and taste, where the good Viking gene pool produces fit and beautiful people.It makes sense that in a place with a focus on togetherness and the common good, refugees are also treated well. Just as the French image of a dark-skinned boy saluting the French flag sent out messages of French superiority, this image sends out messages of inherent Nordic goodness in a time where positive images of the European refugee crisis are few and far between.In a discursive discussion, one asks not only what meanings does this image convey, but why is this image chosen, distributed, shared, tweeted, and promoted over other images? What purpose does its proliferation serve? What is the historical context in which it is popularised? What is the cultural imagination/narrative that is served? In the current often depressing socio-political situation in Europe, people like to know that there is a place where compassion and play exists.Among other news stories of death, despair, and border protection, depictions of an idealised North can help calm anxieties by implying the existence of a place that is free of conflict. Jakob Stougaard-Nielsen writes:The flood of journalistic and popular ethnographic explorations of the Nordic region in the UK is an expression, perhaps, of a search for a lost sense of identity, a nostalgic longing for an imagined past society more in tune with pre-Thatcherite welfarist values, by way of consuming, appropriating and exoticising proximate cultural identities such as the now much hyped Danish or Nordic utopias. (Nordic Noir, 6)In The Almost Nearly Perfect People, British writer Michael Booth wonders: “one thing in particular about this new-found love of all things Scandinavian … which struck me as particularly odd: considering all this positive PR, and with awareness of the so-called Nordic miracle at an all-time high, why wasn’t everyone flocking to live here [in Denmark]?” (7).In actuality not many people in the West are interested in living in the Nordic countries. Rather, as Barbara Goodwin writes: “utopias hold up a mirror to the fears and aspirations of the time in which they were written” (2). In other words, in an age of anxiety, where traditional norms and stabilities are shifting, to believe that there is a place where contemporary societies have found a way of living in happiness and togetherness provides a sense of hope. People are not flocking to live in Scandinavia because it is not in their interests to have their utopian ideals shattered by the reality that, though the North has a lot to offer, it is inevitably not a utopia (Sougaard-Nielsen, The Truth Is).UnderbellyParadoxically, in recent years, Scandinavia has become well known for its “Nordic Noir” crime fiction and television. In the documentary TV series Scandimania, British TV personality Hugh Fearnley-Whittingstall travels through Denmark, Sweden, and Norway, exploring the culture, scenery, and food. He finds it curious that Denmark has become so famous for its sombre crime series, such as The Killing and The Bridge, because it seems so far removed from the Denmark he experiences riding around the streets of Copenhagen on his bike.Fearnley-Whittingstall ponders that one has to look hard to find the dark side of Denmark, and that perhaps it does not actually exist at all. This observation points to something essential. Even though millions of viewers worldwide have seen shows such as The Killing, which are known for their dark story lines, bleak urban settings, complex but realistic characters, progressive gender equality, and social commentary, the positive mythologising of Scandinavia remains so strong that it engenders a belief that the underbelly shown in Nordic Noir is perhaps entirely fictional.Stougaard-Nielsen (see also Pitcher, Consuming Race) argues that perhaps the British obsession with Nordic Noir (and this could be applied to other western countries) can be attributed to “a more appropriate white cosmopolitan desire to imagine rooted identities in an age of globalisation steeped in complex identity politics” (Nordic Noir, 8). That is to say that, for a segment of society which feels overwhelmed by contemporary multiculturalism, there may be a pleasure in watching a show that is predominantly populated by white Nordic protagonists, where the homes and people are stylish, and where the Nordic model of welfare and progressive thinking provides a rich identity source for white people as a symbolic point of origin.The watching/reading of Nordic Noir, as well as other preoccupations with all things Nordic, help build upon a mythological sense of whiteness that sets itself apart from our usual notions of race politics, by being an accepted form of longing for the North of bygone ages: a place that is progressive, moral, stylish, and imbued with aspirational ways of living, thinking, and being (Pitcher, Racial Politics).The image of the Danish police officer and the refugee girl fits this ideal of a progressive society where race relations are uncomplicated. The policeman who epitomises the Nordic ideal is in a position of power, but this is an authority which is benevolent. The girl is non-threatening in her otherness, because she is a child and female, and therefore does not fit the culturally dreaded Muslim/terrorist stereotype. In this constellation the two can meet beautifully.The reality, of course, is that the race relations and issues surrounding immigration in Denmark, and in other Nordic countries, are as complicated and often messy and hateful as they are in other countries. In Sweden, as Fearnley-Whittingstall touches upon in Scandimania, there are escalating problems with integration of the many new Swedes and growing inequalities in wealth. In Norway, the underlying race tensions became acutely topical in the aftermath of the 2011 massacre, where right-wing extremist Anders Breivik killed 77 people. Denmark has one of the harshest anti-immigration laws in Europe, laws that are continuously being tightened (Boserup); and whenever visiting Denmark I have been surprised to see how much space and time discussions about immigration and integration take up in the news and current affairs.If we contrast the previous image with the image above, taken within a similar timeframe on the same Danish highway, we can see the reality of Danish immigration policies. Here we are exposed to a different story. The scene and the location is the same, but the power dynamics have shifted from benign, peaceful, and playful to aggressive, authoritarian, and conflict ridden. A desperate father carries his daughter, determined to march on towards their destination of Sweden. The policeman is pulling his arm, attempting to detain the refugees so that they cannot go further, the goal being to deport the Syrians back to their previous place of detention, just over the border in Germany (Harticollis). While the previous image reflects the humanity of the refugee crisis, this image reflects the politics, policies, and to a large extent public opinion in Denmark, which is not refugee-friendly. This image, however, was not widely distributed, partly because it feeds into the same depressing narrative of an unsolvable refugee crisis seen so often elsewhere, and partly because it does not fit into the narrative of the infallible North. It could not be tweeted with the hashtag #Humanity, nor shared on Facebook with a smiley face and liked with an emoji heart.Another image from Denmark, in the form of a politically funded billboard, shows that there are deep-seated tendencies within Danish society that want to promote and retain a Denmark which adheres to its traditional values and ethnic whiteness. The image was displayed all over the country, at train stations, bus stops, and other public spaces when I visited in 2016. It was issued by Dansk Folkeparti (the Danish People’s Party); a party which is anti-immigration and which was until recently the country’s second largest party. The title says “Our Denmark”, while the byline cleverly plays with the double meaning of passe på: it can mean “there is so much we need to take care of”, but also “there is so much we need to beware of.” In other words, the white working-class family needs to take care of their Denmark, and beware of anyone who does not fit into this norm. Though hugely contested and criticised (Cremer; see a counter-reaction designed by opponents below), the fact that thinly veiled anti-immigration propaganda can be so readily distributed speaks of an underbelly in Danish society that is not made of the dark murder mysteries in The Killing, but rather of a quietly brewing distain for the foreigner that reigns within stylishly designed living rooms. ConclusionMyths are stories cultures tell and retell until they form a belief system that becomes a natural part of our collective narrative. For Barthes, these stories were intrinsically connected to our understanding of language and our ability to read images, films, artifacts, and popular culture more generally. To later cultural theorists, the notion of discursive formations expands this understanding, to see myth within a broader network of socio-political discourses placed within a certain place and time in history. When connected, small narratives (images, advertising, film, music, news stories, social media sharing, scientific evidence, etc.) come together to form a common narrative (the myth) about how things are and should be in relation to a particular topic. The culminating popularity of numerous Nordic themes (Nordic television/film, interior design, fashion, cuisine, architecture, lifestyle, sustainability, welfare system, school system, gender equality, etc.) has created a grand narrative of the Nordic countries as a type of utopia: one that shows the rest of the world that an egalitarian society of togetherness and progressive innovation is possible. This mythologisation serves to quell anxieties about the flux and uncertainty of contemporary times, and may also serve to legitimise a yearning for a simple, benign, and progressive whiteness, where we imagine Nordic families sitting peacefully at their beechwood dining tables, candles lit, playing board games. This is a projected yearning which is otherwise largely disallowed in today’s multicultural societies.ReferencesAnderson, Elizabeth. “The Most Prosperous Countries in the World, Based on Happiness and Financial Health.” The Telegraph, 2 Nov. 2015. <http://www.telegraph.co.uk/finance/economics/11966461/The-most-prosperous-countries-in-the-world-based-on-happiness-and-financial-health.html>.Barthes, Roland. Mythologies. London: Vintage, 2000 [1957].———. “Myth Today.” Mythologies. London: Vintage, 2000 [1957].Booth, Michael. The Almost Nearly Perfect People. London: Jonathan Cape, 2014.Boserup, Rasmus Alenius. “Denmark’s Harsh New Immigration Law Will End Badly for Everyone.” Huffington Post. <https://www.huffingtonpost.com/rasmus-alenius-boserup/denmark-immigration-law_b_9112148.html>.Bridge, The. (Danish: Broen.) Created by Hans Rosenfeldt. Sveriges Television and DR, 2013-present.Cleary, Paul. “Norway Is Proof That You Can Have It All.” The Australian, 15 July 2013. <http://www.theaustralian.com.au/life/norway-is-proof-that-you-can-have-it-all/news-story/3d2895adbace87431410e7b033ec84bf>.Colson, Thomas. “7 Reasons Denmark Is the Happiest Country in the World.” The Independent, 26 Sep. 2016. <http://www.independent.co.uk/news/world/europe/7-reasons-denmark-is-the-happiest-country-in-the-world-a7331146.html>.Cremer, Justin. “The Strangest Political Story in Denmark Just Got Stranger.” The Local, 19 May 2016. <https://www.thelocal.dk/20160519/strangest-political-story-in-denmark-just-got-stranger>.Dregni, Eric. “Why Is Norway the Happiest Place on Earth?” Star Tribune, 11 June 2017. <http://www.startribune.com/the-height-of-happy/427321393/#1>.Foucault, Michel. The History of Sexuality: The Will to Knowledge. London: Penguin Books, 1998 [1976]. Gaiman, Neil. “Neil Gaiman Retells Classic Norse Mythology.” Conversations. Radio National 30 Mar. 2017.Goodwin, Barbara, ed. The Philosophy of Utopia. London: Frank Cass, 2001.Hall, Stuart, ed. Representation: Cultural Representations and Signifying Practices. London: Sage, 1997.Hartocollis, Anemona. “Traveling in Europe’s River of Migrants.” New York Times, 9 Sep. 2015. <https://www.nytimes.com/interactive/projects/cp/reporters-notebook/migrants/denmark-refugees-migrants>.Helliwell, J., R. Layard, and J. Sachs. World Happiness Report 2017. New York: Sustainable Development Solutions Network, 2017.Kale, Sirin. “Women Are Now Pillaging Sperm Banks for Viking Babies.” Vice, 2 Oct. 2015. <https://broadly.vice.com/en_us/article/3dx9nj/women-are-now-pillaging-sperm-banks-for-viking-babies>.Killing, The. (Danish: Forbrydelsen.) Created by Søren Sveistrup. DR, 2007-2012.Kolff, Louise. “Part III: The Hunk & the Refugee.” Perspectra, 3 Dec. 2015. <https://perspectra.org/2015/12/03/danish-police-and-refugee-girl/>.Oxford Dictionaries. “Hygge.” <https://en.oxforddictionaries.com/definition/hygge>.Oxford Dictionaries. “Myth.” <https://en.oxforddictionaries.com/definition/myth>.Pitcher, Ben. Consuming Race. London: Routledge, 2014.———. “The Racial Politics of Nordic Noir.” Mecetes, 9 April 2014. <http://mecetes.co.uk/racial-politics-nordic-noir/>.Scandimania. Featuring H. Fearnley-Whittingstall. Channel 4, 2014.Sougaard-Nielsen, Jacob. “Nordic Noir in the UK: The Allure of Accessible Difference.” Journal of Aesthetics & Culture 8.1 (2016). 1 Oct. 2017 <http://www.tandfonline.com/doi/full/10.3402/jac.v8.32704>.———. “The Truth Is, Scandinavia Is Neither Heaven nor Hell.” The Conversation, 19 Aug. 2014. <https://theconversation.com/the-truth-is-scandinavia-is-neither-heaven-nor-hell-30641>.Warren, Rossalyn. “The Touching Moment a Policeman Sat Down to Play with a Syrian Refugee.” BuzzFeed News, 15 Sep. 2015. <https://www.buzzfeed.com/rossalynwarren/the-adorable-moment-a-policeman-sat-down-to-play-with-a-syri?utm_term=.qjzl2WEk7#.kgZXOp76M>.

Abstract:

Memory is everywhere. We remember, more often than not, who and what we are, recognise friends and acquaintances, remember (hopefully) birthdays and anniversaries, and don't forget, as much as we'd sometimes like to, our everyday tasks and duties. But that's just the tip of the iceberg: we also speak of computer memory (usually in the context of needing more to run the latest Microsoft-made memory hog), of digital archives where we store what we don't want to bother our braincells with, and of those storerooms of human knowledge -- libraries -- which are gradually moving from analogue to digital storage as they join the new global memory that is the Internet (according to the visionaries). And then there are the alternatives to this 'official' memory: repressed memories, oppositional views of history, new discoveries that challenge our ideas of the past. It is in this wide field of possible cultural interaction that this, the second issue of M/C operates. At a time when half the world remembers the first anniversary of Princess Diana's death, with the other half trying desperately to avoid the tabloids' crocodiles' tears, at a time when most of us are looking forward to forgetting all about the White House sex scandals, and at a time, finally, when cultural commentators the world over are beginning to sort out which events of the past decade, century, and millennium will have been worth remembering, we review the idea of 'memory' from a variety of angles -- some broad, some narrow, some focussed on individual human memory, some on the memory of humanity as such. Our featured M/C guest writer, Canadian scholar Paul Attallah, opens this issue. In his article "Too Much Memory", he covers a lot of ground -- from the growing nostalgia for cultural products of the past to the recovery of political memory of past wrongs, to the memory of Princess Diana and other deceased celebrities. The media, he writes, are today in the business of creating 'pseudo-events' -- but the public are getting better at looking behind the façades: they might come to reject this constant stream of too much (fake) memory. As P. David Marshall writes, the problem becomes even more complicated if you're in Australia, at some distance from the centres of mainstream cultural production. As publicity leaks across the Internet and similar channels, Australians collect 'anticipatory memories' of those pseudo-events created by the media -- before the events even take place in the local channels of popular culture. The result of this phenomenon, Marshall suggests, may be an even stronger hegemonic grip of American broadcast standards. Adam Dodd takes us from memories of events in the immediate future to repressed memories -- of alien abductions. He points out that whatever the truth behind abduction stories, we should take note of the fact that these stories are reported as truth, and promptly rejected by the scientific establishment. This raises age-old questions of the nature of 'reality' in a postmodern world where objectivity has come to be recognised as an unattainable dream. Continuing the extraterrestrial theme, Nick Caldwell turns to the possible revival of 1950s science fiction iconography. After the cynical 80s with its dark and dirty SF designs, fond memories of the curvy, stylish interstellar dreams of post-war times are beginning to emerge again -- at a time of frantic artistic recycling of works from all eras, and at the dawn of a new millennium where again everything seems possible, perhaps now the rocketship designs of the 50s can finally come true. Axel Bruns returns the focus earth-wards, but remains on the topic of modern technology. He points to the opportunities and threats brought about by Internet archives such as Deja News -- with every newsgroup article at every user's fingertips, the potential for abuse is immense. As the perfect digital memory offered by Deja News is becoming a favourite search tool, it is high time to question the ethical implications of archiving the ephemeral. Paul Mc Cormack's article offers some more general thoughts on the future of the Internet. Comparing what still are the early days of this new medium with the first decades of radio, he suggests that we may 'remember' the future of the Net by learning from the past. The commercialisation of radio after its 'anarchic' childhood may be what's in store for the Internet, too -- despite the obvious differences between the two media. Finally, in her article on "Memory and the Media", Felicity Meakins closes the circle by returning to an issue touched on by Paul Attallah -- the death of Princess Diana. She describes how since Diana's demise the media's rhetoric has changed profoundly to consist almost exclusively of forms of eulogy. Using Speech Act Theory, Meakins identifies the performative function of this rhetoric, and points out how it has influenced our memories of Diana. Finally, in her article on "Memory and the Media", Felicity Meakins closes the circle by returning to an issue touched on by Paul Attallah -- the death of Princess Diana. She describes how since Diana's demise the media's rhetoric has changed profoundly to consist almost exclusively of forms of eulogy. Using Speech Act Theory, Meakins identifies the performative function of this rhetoric, and points out how it has influenced our memories of Diana. Citation reference for this article MLA style: Axel Bruns. "Editorial: 'Memory'." M/C: A Journal of Media and Culture 1.2 (1998). [your date of access] <http://www.uq.edu.au/mc/9808/edit.php>. Chicago style: Axel Bruns, "Editorial: 'Memory'," M/C: A Journal of Media and Culture 1, no. 2 (1998), <http://www.uq.edu.au/mc/9808/edit.php> ([your date of access]). APA style: Axel Bruns. (199x) Editorial: 'memory'. M/C: A Journal of Media and Culture 1(2). <http://www.uq.edu.au/mc/9808/edit.php> ([your date of access]).

Abstract:

The latest reality program about weight loss makeover, Australian Channel Seven’s Bringing Sexy Back maintained the dominant frame of fat as bad, shameful and unsexy. Similar to other programs’ point of view, only slim bodies could claim to be healthy and sexy. Conversely the Fat Acceptance movement presents fat as beautiful, sexy, and healthy. But what did online audiences in 2014 think about Bringing Sexy Back? In this article online-viewer-generated comments are analysed to find out: a) whether audiences challenged and contested the dominant framing; and b) what phrases did they use to do this. The research task is a discourse analysis in which key words and phrases are highlighted and colour coded as categories and patterns begin to emerge. My intention is to represent the expressions of the participants responding to the articles and or online forums about the program. The focus is on the ‘language-in-use’ (Gee 34), in particular their gut reactions to the idea of whether only slim people can be sexy and their experience of viewing the program. Selected television websites, online television forums and blogs will be analysed. Introduction The latest makeover television program drawing on the obesity-epidemic discourse Bringing Sexy Back (BSB) promises the audience that by the end of the program participants will have bought their sexy back. Sexy in the program is equated with one’s younger and slimmer self; the program host Samantha Armytage (from Sunrise the national Australian morning show) tells viewers sexy can be reclaimed if participants (from their late 30s and up to 51 years) drop kilos, commit to a strenuous exercise regime, and re-style their wardrobe. Experts, the usual suspects, are bought in—the medical machinery, the personal trainer, the stylist, and the hairdresser etc.—to assess, admonish, advise and appraise the participants. At the final reveal the audience—made up of family, friends and the local community—show enthusiasm for the aesthetic desirability of the participants slimmer sexier body as evidenced by descriptors such as “wow”, and “oh my God” as well as an outpouring of emotion such as crying and squeals of delight. Previous researchers of fat-shaming television programs have found audience’s reactions divided: some audience members see it as motivating; others see it as humiliating; and others see it as what the contestants deserve (Holland, Blood and Thomas; Rodan, Ellis and Lebeck; Sender and Sullivan)! I want to find out if online and social media audiences of the relatively tame makeover program BSB, which features individual Australians and couples who are overweight and obese, challenge and contest the dominant framing. In my analysis of the phrases online audiences’ have used about BSB, posters mostly found the program inspiring and motivating. From this inauspicious first strike, I will push onto examine the phrases posters have used to respond to the program. The paper begins with a short background about the program. The key elements of the makeover television genre are then discussed. Following this, I provide an analysis of the program’s official BSB Facebook site, and unofficial viewer-generated sites, such as the bubhub, TVTONIGHT, MamaMia, The Hoopla and the hashtag #sexybackau on Twitter. Posters to these sites were regular, infrequent or intermittent viewers. My approach to the analysis of these online forums and social media sites is a discourse analysis that examines “language-in-use”—as well as other elements such as values, symbols, tools and thinking styles—so as to identify and track tacit knowledge—that is, meanings emerging from obesity-epidemic discourse (Gee 34, 40–41). Such a method is apt given its capacity to analyse contributors’ spontaneous statements of their feelings—in particular their gut reactions to the program and the participants. The paper ends with my findings and conclusions. Bringing Sexy Back: Background Information Screened in 2014, season one of BSB format consists of a host Samantha Armytage, fitness trainer Cameron Byrnes and stylist Jules Sebastian and her team of hairdresser, groomers etc. Undoubtedly, part of the program’s construction is to select participants who appeal to a broad range of viewers. Participants’ ages range from 21 years (Courney Gollings) to 51 years (Vicki Gollings). The individuals or couples who make up the series include: Ned (truck driver), Sam and Gary (parents of two boys), Lisa Wilson (single mother and hairdresser), Vicki and Courtney Golling (mother and daughter), Livio Caldarone (pizza/small restaurant owner), and Paula Beckton (mother of four), The first episode was aired on Australia’s Channel Seven on 12 August 2014 and the final episode on 13 January 2015. This particular series consisted of 9 episodes. In this paper I focus on the six episodes that were aired in 2014. Generally each individual episode consisted of: the intervention, presenting medical facts about participant’s weight; the helper figures setting training and diet regimes; the trials leading to transformation; and the happy ending evident in the reveal. Essentially, these segments illustrate that the program series is highly contrived and they also demonstrate the program’s method of challenging participants to lose weight. Makeover Television I now provide a further construct to assist the reader’s understanding of ‘what is going on’ in the BSB program, which fits within the genre of makeover program. As reflected in the literature, makeover television has some or all of the following ingredients: personal fitness trainer as expertstylist and grooming expertsfamily members and contestant’s reflexivity (reflect on their own behaviour)new self-celebrated photo shootscontestant winning challengessymbols, such as the dream outfit, and before and after photographstransformation before the ‘big reveal’ Moreover, makeover programs are about the ordinary person on television. According to Redden, identities on these programs are individual rather than collective in that they serve to show a type of “individuality” as if it exists irrespective of any social or cultural group (156). And what is the role of the expert? Redden points out the expert on makeover programs interprets the “life situation of the given person, who may represent a certain social category of ordinary person” (153). So while makeover programs purport to be about the ordinary person and make claims about the actuality of the ordinary person’s life (Skeggs and Wood 559; Stagi 138), they also depict a hierarchy of social categories. The participants’ class also features in makeover programs like BSB. Class is evident in that participants who are selected to be on the program are often from lower-middle class backgrounds. Most participants have non-professional occupations—truck driver (Ned), hairdresser (Lisa), pizza/small restaurant owner (Livio), body caster, a person who makes body casts (Paula). Similar to The Biggest Loser (2004–2014) on American NBC, and Australia Network Ten, the participants in BSB were also mainly from lower–middle class backgrounds (Rodan; Sender and Sullivan 575) Several researcher’s show that makeover television promises advancement for lower–middle class citizens (Fraser 188–189; Miller 589; Redden 155; Skeggs and Wood 561) based on the proposition that contestants have the power to transform themselves (Bratich 17; Ouellette and Hay 471–472; Lewis 443; Sender and Sullivan 581). Like other makeover programs BSB takes advantage of the aspirations of working and lower-middle class participants. And, not surprisingly, the desired transcendence is something most participants/viewers from lower-middle and working class backgrounds cannot strive to achieve without participating in the program (Miller 589). Transcendence in BSB comes from losing weight, and acquiring new gym equipment, gym clothing, access to a personal trainer, gym membership, holiday at a health retreat, new wardrobe, new haircut, and new gym clothes. These acts to transform oneself are often “presented” as the middle class “standard,” taste and specific ongoing “intimate practices” of the “middle class” (Skeggs and Wood 561; Redden 155). But clearly much of the sprucing up (such as a private gym at home, personal trainers) are expensive and beyond the budget of even an Australian middle-class family. Analysis Posters on the official BSB Channel Seven Facebook forum overall were the most positive about the program—they found the program motivating and inspiring. Several posters on Facebook asked how they might apply to be on the program. After the airing of the reveal, posters on all the online forums and social media analysed consistently used adjectives such as fantastic, awesome, congratulations, stunning, amazing, gorgeous, wow, incredible, look sensational, look hot, look great, champion effort, fabulous, impressive, beautiful, inspirational. Fat-Shaming In BSB fat-shaming works through the use of medical machines and imagery, which measure weight and body fat percentage (BMI) using the DXA scanner and X-ray machine. Even though many physicians object to BMI measurement, it has become an “infallible marker of dangerous risk-saturated obesity” (Morgan 205) in Health Department campaigns, insurance company policies and on makeover television. Participants’ current weight is compared to the weight of their 20 year-old self. The program also induces fat-shaming through visuals of food and drink stashes found in participant’s bedroom cupboards (Ned), remnants of take-away packaging in rubbish bins (Lisa), processed foods in pantry cupboards (Vicki and Courtney), and pizza cartons at work (Livio). Here food amounts are quantified for audiences to gasp with shock and horror reinforcing the stereotype that people are fat because they have insufficient willpower and overeat (Farrell 34), thus perpetuating the view that obese people are undisciplined, sloppy and “less likely to do productive work” (Greenberg et al.). Banners are produced of participants’ photographs in their 20s; the photographs chosen have been taken when participants were slim and looked hot at the beach or night clubbing. These banners are juxtaposed with a banner of participant’s current self—appearing overweight in unflattering short crop top and underwear. Both banners are flashed onto the screen during the program especially in the final reveal presumably as a visual measurement to shame participants for “letting themselves go”. Even though host Samantha provides reasons for participants gaining weight—such as the stress of being a single parent, having a busy life as a mother of four, work commitments etc—the visual banners powerfully signify more than the presenter’s dialogue. Katrina Dowd on Facebook suggests it is the banners that signified the truth about participants’ lifestyles when she comments: Absolutely. Amazing how people whom follow unhealthy eating patterns for years with lack of exercise get congratulated because they’ve lost weight. Should never have let yourself get to that stage. Using your children and work commitments as excuses for why you got that way is a big “fail”. Some social media participants on Twitter and online forum posters saw the participants as “Bogan” ( a white working-class person who lacks fashion sense, is uncouth unsophisticated and invokes disgust), lazy, slobs as represented in the following comments: “Bogan Hunters Makeover” (tvaddict); “STILL A f*ckING FAT BOGAN […] JUST STOP EATING” (Al_Mack); “Stop being a lazy bitch […] Seriously lazy slobs” (Dutchess of Tweet St); “learn to cook lazy cow” (Gidgit VonLaRue). Thus, for Katrina and the posters above, it is the “fat body” that is seen as the “uncivilized body” that lacks the self-control of the thin body (Richardson 80). Inspirational and Motivational I discovered that many online forum and social media participants found the program BSB inspiring and motivating. A similar finding to my study of The Biggest Loser online viewers (Rodan), as well as other researchers who interviewed audiences about The Biggest Loser (Readdy and Ebbeck). For instance, Twitter posters said the BSB inspires “everyday women” (Sharon@Shar0n) and “inspires me that I can do the same” (Sharon@KeepitRealV), “another great show #inspiring” (miss shadow). On Facebook most of the posters talked about how inspired they were by the show and or by the individual participants, for instance: Hi Lisa, I think I see a lot of me in you, I pretty much cried through the whole show. You have inspired me, much admiration for sharing your story with Australia. (Haigh) Many posters on Facebook identified with Lisa as a single mother (Jenkins) and her declaration that she was “an emotional eater” (McTavish). This may account for Lisa Wilson (5,824 likes) receiving the most likes on Facebook. There were those who identified with individual participants, such as Paula, who were attempting to lose weight. On the forum the bubhub, a forum for parents established in 2002, the administrator BH-bubhub started a thread titled “Need some motivation to shift those kilos? Our pal Paula is here to help hubbers!” Paula was the participant on BSB who lost the most weight, and was invited onto the forum to answer forum members’ questions. On this forum, disparaging, negative, demotivating comments were removed from public viewing (see caveat BH-bubhub). Overall, online forum posters on the bubhub expressed positive feelings about BSB as a weight loss program. Participants comments included “Awesome work Paula, I have no doubt you will inspire many and I look forward to hearing all your tips” (Mod-Uniquey) “and … you look fabulous” (BH-KatiesMum), “Wow, you must be so proud of yourself! That is an amazing effort and you look great” (Curby), “What an inspirational story!” (Mod-Nomsie). Facebook posters on the BSB official forum found the show motivating and evidence of others finding the same are: “I feel great after watching #sexybackau” (Freeburn), “an uplifting hour” (Hustwaite), “feeling motivated now to change a lot of things about myself” (McDonald). However, online posters rarely commented that the program inspired or motivated them to take specific actions about their own body size or lifestyle. For some, as other researchers have found about makeover programs, it is a form of televisual escapism (Holland, Blood and Thomas; Readdy and Ebbeck 585)—that is, the pleasure of watching others’ emotions in achieving their goal. For many others, identifying with the participants’ struggle, and seeing them overcome daily challenges and obstacles to losing weight, gave posters insights about themselves and how to change their own lifestyle. But maintaining weight-loss and a lifestyle that supports it—as Facebook posters frequently suggest—is very challenging for most people who are overweight. The transformations and reveals make for fairy-tale endings (the essence of makeover television), but the reality of losing weight is persistence, perseverance and hard work. Criticisms of the Program Posters on Facebook were censored more than some of the other online forums and social media. Facebook criticisms about the program BSB were dealt with swiftly by other posters—that is, posters were pressured to only express positive feelings about the program. For instance, Lynne Nicholas in response to Peter Thomson’s criticism that the program is “exploiting these people for cheap television entertainment” (Facebook, 14 August 2014) posted on Facebook: If you don’t like the show then don’t come on the page and comment. Channel 7 gives these people a chance to change their life and inspire others to do the same. (Facebook, 14 Aug. 2014) And in response to criticisms about the amount of processed food Cam discarded from participants Vicki and Courtney’s cupboard, Emily McCabe commented: If you don’t enjoy the concept of the program, feel free to change the channel and keep your negative comments to yourself. (Facebook, 2 Sep. 2014) Nevertheless, a lot of criticism appeared on the various online and social media outlets ranging from: the commercial aspects (matúš; Hales); the constant use of the word “fat” by the host (Spencer); the sponsorship and advertisem*nts by a take-away food company (Daisy Murray; Patriot); the “irresponsible/unsafe training!” (M_Gardner; Ashton); the insufficient number of “diet tips” (Pedron-Peggs); and “sick of seeing all that food thrown away!!” (Barkla; Dunell; Robbie; Martin; Coupland). As noted above, some of the sites were censored. Criticisms of the program were only aired if the online forum and social media allowed people to vent their feelings and express their opinion. Allowing viewers to express their concerns about mainstream television programs such as BSB counters the argument made by other researchers suggesting that makeover programs do the work of audiences becoming “self-managing” and self-governing citizens (see Stagi; Ouellette and Hay 471-472; Sender and Sullivan 581; Ringrose and Walkerdine); and makeover programs perpetuate the myth that obesity is solely an individual behavioural problem (Yoo). Such critical comments (above) reveal that some viewers do question the show’s premises, and as a consequence they do not accept the dominant framing. Thus the hypothesis that all viewers of makeover programs are pliable and docile cannot be supported in my analysis. Findings and Conclusion Most BSB posters said they found the program inspiring and motivating. It seems many of the online posters identified with the participants’ struggle to lose their weight, and stay motivated to keep it off. So there was little fat-shaming from posters on Facebook and the online forums. The posters on Facebook expressed the most positive comments about the BSB program and the participants; however, the Facebook site was the official BSB social media site. It seems that many of the Facebook and online forum discussants were makeover television fans who had acquired a taste for the makeover genre – that is the transformation and the big reveal at the end, the re-styled self, the symbols as well as the tips, information and ideas about how to lose weight and change their lifestyle. Questions were often asked by posters about the participants’ eating plan, exercise regime, maintenance program etc., as well as how they (the posters) could apply to be on the show. Very few social media or online posters questioned and challenged the makeover genre, the advertising during the program, the quality and number of diet and nutrition tips, and the time as well as financial cost required to maintain the new self. References Al_Mack. “STILL A f*ckING FAT BOGAN.” 26 Aug. 2014, no time. Tweet. Al_Mack. “JUST STOP EATING.” 26 Aug. 2014, no time. Tweet. Ashton, Susan. “Bringing Sexy Back.” 13 Jan. 2015, 17:56. Facebook comment. Barkla, Michelle. “Bringing Sexy Back.” 9 Sep. 2014, 18:39. Facebook comment. BH-bubhub Administrator. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 March 2015. 15:27. BH-KatiesMum. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 Mar. 2015 19:26. Bratich, Jack Z. “Programming Reality: Control Societies, New Subjects and the Powers of Transformation.” Ed. Dana Heller. Makeover Television: Realities Remodelled. London: I.B. Tauris, 2007. 6-22. Coupland, Allison. “Bringing Sexy Back.” 2 Sep. 2014, 17:55. Facebook comment. Curby. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 Mar. 2015, 19.30. Dowd, Katrina. “Bringing Sexy Back.” 19 Aug. 2014, 21:07. Facebook comment. Dunell, Meredith. “Bringing Sexy Back.” 9 Sep. 2014, 17:54pm. Facebook comment. Dutchess of Tweet St (Appy_Dayz). “Seriously lazy slobs feeling sorry for themselves on #SexyBackAu are just bloody annoying.” 19 Aug. 2014, no time. Tweet. Farrell, Amy E. Fat Shame: Stigma and the Fat Body in American Culture. New York: New York University Press, 2011. Fraser, Kathryn. “‘Now I Am Ready to Tell How Bodies Are Changed into Different Bodies…’ Ovid, The Metamorphoses.” Ed. Dana Heller. Makeover Television: Realities Remodelled. London: I.B. Tauris, 2007. 177-92. Freeburn, Tim (TimBurna). “I feel great after watching #sexybackau I would’ve felt better if I didn’t eat all that Lindt chocolate while watching it though.” 19 Aug. 2014, no time. Tweet. Gee, James Paul. An Introduction to Discourse Analysis: Theory and Method. 3rd ed. New York: Routledge, 2010. Gidgit VonLaRue. “You want to eat crap nightly fine, it’s your body – but not fair to your poor kid. Learn to cook lazy cow.” 19 Aug. 2014, no time. Tweet. Greenberg, B., M. Eastin, L. Hofschire, K. Lachlan, and K.D. Brownell. “Portrayals of Overweight and Obese Individuals on Commercial Television.” American Journal of Public Health 93.8 (2003): 1324–48. Haigh, Renee J. “Bringing Sexy Back.” 26 Aug. 2014, 18:47. Facebook comment. Hales, Wendy. “Bringing Sexy Back.” 26 Aug. 2014, 18:38. Facebook comment. Holland, Kate, R., Warwick Blood, and Samantha Thomas. “Viewing The Biggest Loser: Modes of Reception and Reflexivity among Obese People.” Social Semiotics 25.1 (2015): 16-32. Hustwaite, Megan. “What an uplifting hour @BSBon7 is! @sam_armytage shines and @julessebastian is a talent #sexybackau.” 19 Aug. 2014, no time. Tweet. Jenkins, Yohti. “Bringing Sexy Back.” 26 Aug. 2014, 18:45. Facebook comment. Lewis, Tanya. “Introduction: Revealing the Makeover Show.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 441-46. M_Gardner (MSGardner_1). “This show has just trumped biggestloser for irresponsible/unsafe training! Do not try at home people #SexyBackAu.” 12 Aug. 2014, no time. Tweet. Martin, Tania. “Bringing Sexy Back.” 2 Sep. 2014, 18:41. Facebook comment. matúš (MattLXS). “Sales are going to increase now for the fit bit flex thanks to #sexybackau sorry jaw bone up.” 19 Aug. 2014, no time. Tweet. McCabe, Emily. “Bringing Sexy Back.” 2 Sep. 2014, 21:01. Facebook comment. McDonald, Christine (Clubby_R8). “Watching #sexyback I’m really feeling motivated now to change a lot of things about myself. Although the smoking thing is a tough call.” 26 Aug. 2014, no time. Tweet. McTavish, Karen. “Bringing Sexy Back.” 26 Aug. 2014, 18:51. Facebook comment. Miller, Toby. “Afterword: The New World Makeover.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 585-90. miss shadow (Miss_Shadow). “another great show #inspiring.” 26 Aug. 2014, no time. Tweet. Mod-Nomsie. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 4 Mar. 2015. 11:47. Mod-Uniquey. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 Mar. 2015, 17:46. Morgan, Kathryn Pauly. “Foucault, Ugly Ducklings, and Technoswans: Analyzing Fat Hatred, Weight-Loss Surgery, and Compulsory Biomedicalized Aesthetics in America.” Journal of Feminist Approaches to Bioethics 4.1 (2011): 188-220. Murray, Daisy. “Bringing Sexy Back.” 2 Sep. 2014, 18:27. Facebook comment. Nicholas, Lynne. “Bringing Sexy Back.” 14 Aug. 2014, 20:08. Facebook comment. Ouellette, Laurie, and James Hay. “Makeover Television, Governmentality and the Good Citizen.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 471-84. Patriot (THEbitchiestgay). “Why is a weight loss show sponsored by a chicken company? Chicken is fattening.” 12 Aug. 2014, no time. Tweet. Pedron-Peggs, Peta. “Bringing Sexy Back.” 16 Sep. 2014, 17:38. Facebook comment. Readdy, Tucker, and Vicki Ebbeck. “Weighing In on NBC’s The Biggest Loser: Governmentality and Self-Concept on the Scale.” Research Quarterly for Exercise and Sport 83.4 (2012): 579-86. Redden, Guy. “Makeover Morality and Consumer Culture.” Ed Dana Heller. Makeover Television: Realities Remodelled. London: I.B. Tauris, 2007. 150-64. Richardson, Niall. Transgressive Bodies: Representations in Film and Popular Culture. Farnham, UK: Ashgate Publishing, 2010. Ringrose, Jessica, and Valerie Walkerdine. “The TV Make-Over as Site of Neo-Liberal Reinvention toward Bourgeois Femininity.” Feminist Media Studies 8.3 (2008): 227-46. Robbie, Tina. “Bringing Sexy Back.” 5 Sep. 2014, 16:46. Facebook comment. Rodan, Debbie. “Technologies of the Self: Remaking the Obese ‘Self’ in The Biggest Loser: Couples (Australia).” Proceedings of the Australian and New Zealand Communication Association on Media Democracy and Change Conference. Ed. K. McCallum. Canberra, 2010. Rodan, Debbie, Katie Ellis, and Pia Lebeck. Disability, Obesity and Ageing: Popular Media Identifications. London: Ashgate, 2014. Sender, Katherine, and Margaret Sullivan. “Epidemics of Will, Failures of Self Esteem: Responding to Fat Bodies in The Biggest Loser and What Not to Wear.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 573-84. Sharon (Shar0n). “Watched #SexyBackAu for the first time tonight; a top show to motivate and inspire everyday women to be healthier and set achievable goals.” 26 Aug. 2014, no time. Tweet. Sharon (KeepitRealV). “#SexyBackAu watching another single mum challenge herself and change her life really inspires me that I can do the same!” 26 Aug. 2014, no time. Tweet. Skeggs, Beverley, and Helen Wood. “The Labour of Transformation and Circuits of Value ‘around’ Reality Television.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 559-72. Spencer, Amby. “Bringing Sexy Back.” 17 Aug. 2014, 13:55. Facebook comment. Stagi, Luisa. “Lifestyle Television and Diet: Body Care as a Duty.” Italian Journal of Sociology of Education 6.3 (2014): 130-52. Thomson, Peter. “Bringing Sexy Back.” 14 Aug. 2014, 20:03. Facebook comment. Tvaddict. “Bringing Sexy Back.” TV Tonight 13 Aug. 2014, 18:17. Yoo, Jina. “No Clear Winner: Effects of The Biggest Loser on Stigmatization of Obese Persons. Health Communication 28 (2013): 294-303.

Abstract:

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

Abstract:

In a field of study as well-established as the Gothic, it is surprising how much contention there is over precisely what that term refers to. Is Gothic a genre, for example, or a mode? Should it be only applicable to literary and film texts that deal with tropes of haunting and trauma set in a gloomy atmosphere, or might it meaningfully be applied to other cultural forms of production, such as music or animation? Can television shows aimed at children be considered Gothic? What about food? When is something “Gothic” and when is it “horror”? Is there even a difference? The Gothic as a phenomenon is commonly identified as beginning with Horace Walpole’s novel The Castle of Otranto (1764), which was followed by Clara Reeve’s The Old English Baron (1778), the romances of Ann Radcliffe and Matthew Lewis’ The Monk (1796). Nineteenth-century Gothic literature was characterised by “penny dreadfuls” and novels such as Mary Shelley’s Frankenstein (1818) and Bram Stoker’s Dracula (1897). Frequently dismissed as sensational and escapist, the Gothic has experienced a critical revival in recent decades, beginning with the feminist revisionism of the 1970s by critics such as Ellen Moers, Sandra M. Gilbert and Susan Gubar. With the appearance of studies such as David Punter’s The Literature of Terror (1980), Gothic literature became a reputable field of scholarly research, with critics identifying suburban Gothic, imperial Gothic, postcolonial Gothic and numerous national Gothics, including Irish Gothic and the Gothic of the American South. Furthermore, as this special edition on Gothic shows, the Gothic is by no means limited to literature, with film, television, animation and music all partaking of the Gothic inflection. Indeed, it would be unwise to negate the ways in which the Gothic has developed to find fertile ground beyond the bounds of literature. In our media-centred twenty-first century, the Gothic has colonised different forms of expression, where the impact left by literary works, that were historically the centre of the Gothic itself, is all but a legacy. Film, in particular, has a close connection to the Gothic, where the works of, for instance, Tim Burton, have shown the representative potential of the Gothic mode; the visual medium of film, of course, has a certain experiential immediacy that marries successfully with the dark aesthetics of the Gothic, and its connections to representing cultural anxieties and desires (Botting). The analysis of Gothic cinema, in its various and extremely international incarnations, has now established itself as a distinct area of academic research, where prominent Gothic scholars such as Ken Gelder—with the recent publication of his New Vampire Cinema (2012)—continue to lead the way to advance Gothic scholarship outside of the traditional bounds of the literary.As far as cinema is concerned, one cannot negate the interconnections, both aesthetic and conceptual, between traditional Gothic representation and horror. Jerrold Hogle has clearly identified the mutation and transformation of the Gothic from a narrative solely based on “terror”, to one that incorporates elements of “horror” (Hogle 3). While the separation between the two has a long-standing history—and there is no denying that both the aesthetics and the politics of horror and the Gothic can be fundamentally different—one has to be attuned to the fact that, in our contemporary moment, the two often tend to merge and intersect, often forming hybrid visions of the Gothic, with cinematic examples such as Guillermo Del Toro’s Pan’s Labyrinth (2006) playing testament to this. Indeed, the newly formed representations of “Gothic Horror” and “Gothic Terror” alerts us to the mutable and malleable nature of the Gothic itself, an adaptable mode that is always contextually based. Film is not, however, the only non-literary medium that has incorporated elements of the Gothic over the years. Other visual representations of the Gothic abound in the worlds of television, animation, comics and graphic novels. One must only think here of the multiple examples of recent television series that have found fruitful connections with both the psychologically haunting aspects of Gothic terror, and the gory and grisly visual evocations of Gothic horror: the list is long and diverse, and includes Dexter (2006-2013), Hannibal (2013-), and Penny Dreadful (2014-), to mention but a few. The animation front —in its multiple in carnations —has similarly been entangled with Gothic tropes and concerns, a valid interconnection that is visible both in cinematic and television examples, from The Corpse Bride (2005) to Coraline (2009) and Frankenweeinie (2012). Comics and graphics also have a long-standing tradition of exploiting the dark aesthetics of the Gothic mode, and its sensationalist connections to horror; the instances from this list pervade the contemporary media scope, and feature the inclusion of Gothicised ambiences and characters in both singular graphic novels and continuous comics —such as the famous Arkham Asylum (1989) in the ever-popular Batman franchise. The inclusion of these multi-media examples here is only representative, and it is an almost prosaic accent in a list of Gothicised media that extends to great bounds, and also includes the worlds of games and music. The scholarship, for its part, has not failed to pick up on the transformations and metamorphoses that the Gothic mode has undergone in recent years. The place of both Gothic horror and Gothic terror in a multi-media context has been critically evaluated in detail, and continues to attract academic attention, as the development of the multi-genre and multi-medium journey of the Gothic unfolds. Indeed, this emphasis is now so widespread that a certain canonicity has developed for the study of the Gothic in media such as television, extending the reach of Gothic Studies into the wider popular culture scope. Critical texts that have recently focused on identifying the Gothic in media beyond not only literature, but also film, include Helen Wheatley’s Gothic Television (2007), John C. Tibbetts’ The Gothic Imagination: Conversation of Fantasy, Horror, and Science Fiction in the Media (2011), and Julia Round’s Gothic in Comics and Graphic Novels (2014). Critics often suggest that the Gothic returns at moments of particular cultural crisis, and if this is true, it seems as if we are in such a moment ourselves. Popular television shows such as True Blood and The Walking Dead, books such as the Twilight series, and the death-obsessed musical stylings of Lana Del Ray all point to the pertinence of the Gothic in contemporary culture, as does the amount of submissions received for this edition of M/C Journal, which explore a wide range of Gothic texts. Timothy Jones’ featured essay “The Black Mass as Play: Dennis Wheatley’s The Devil Rides Out” suggests that although scholarly approaches to the Gothic tend to adopt the methodologies used to approach literary texts and applied them to Gothic texts, yielding readings that are more-or-less congruous with readings of other sorts of literature, the Gothic can be considered as something that tells us about more than simply ourselves and the world we live in. For Jones, the fact that the Gothic is a production of popular culture as much as “highbrow” literature suggests there is something else happening with the way popular Gothic texts function. What if, Jones asks, the popular Gothic were not a type of work, but a kind of play? Jones uses this approach to suggest that texts such as Wheatley’s The Devil Rides Out might direct readers not primarily towards the real, but away from it, at least for a time. Wheatley’s novel is explored by Jones as a venue for readerly play, apart from the more substantial and “serious” concerns that occupy most literary criticism. Samantha Jane Lindop’s essay foregrounds the debt David Lynch’s film Mulholland Drive owes to J. Sheridan le Fanu’s Carmilla (1872) thus adding to studies of the film that have noted Lynch’s intertextual references to classic cinema such as Billy Wilder’s Sunset Boulevard (1950), Alfred Hitchco*ck’s Vertigo (1958) and Ingmar Bergman’s Persona (1966). Lindop explores not just the striking similarity between Carmilla and Mulholland Drive in terms of character and plot, but also the way that each text is profoundly concerned with the uncanny. Lorna Piatti-Farnell’s contribution, “What’s Hidden in Gravity Falls: Strange Creatures and the Gothic Intertext” is similarly interested in the intertextuality of the Gothic mode, noting that since its inception this has taken many and varied incarnations, from simple references and allusions to more complicated uses of style and plot organisation. Piatti-Farnell suggests it is unwise to reduce the Gothic text to a simple master narrative, but that within its re-elaborations and re-interpretations, interconnections do appear, forming “the Gothic intertext”. While the Gothic has traditionally found fertile ground in works of literature, other contemporary media, such as animation, have offered the Gothic an opportunity for growth and adaptation. Alex Hirsch’s Gravity Falls is explored by Piatti-Farnell as a visual text providing an example of intersecting monstrous creatures and interconnected narrative structures that reveal the presence of a dense and intertextual Gothic network. Those interlacings are connected to the wider cultural framework and occupy an important part in unravelling the insidious aspects of human nature, from the difficulties of finding “oneself” to the loneliness of the everyday. Issues relating to identity also feature in Patrick Usmar’s “Born To Die: Lana Del Rey, Beauty Queen or Gothic Princess?”, which further highlights the presence of the Gothic in a wide range of contemporary media forms. Usmar explores the music videos of Del Rey, which he describes as Pop Gothic, and that advance themes of consumer culture, gender identity, sexuality and the male gaze. Jen Craig’s “The Agitated Shell: Thinspiration and the Gothic Experience of Eating Disorders” similarly focuses on contemporary media and gender identity, problematising these issues by exploring the highly charged topic of “thinspiration” web sites. Hannah Irwin’s contribution also focuses on female experience. “Not of this earth: Jack the Ripper and the development of Gothic Whitechapel” focuses on the murder of five women who were the victims of an assailant commonly referred to by the epithet “Jack the Ripper”. Irwin discusses how Whitechapel developed as a Gothic location through the body of literature devoted to the Whitechapel murders of 1888, known as “Ripperature”. The subject of the Gothic space is also taken up by Donna Brien’s “Forging Continuing Bonds from the Dead to the Living: Gothic Commemorative Practices along Australia’s Leichhardt Highway.” This essay explores the memorials along Leichhardt’s highway as Gothic practice, in order to illuminate some of the uncanny paradoxes around public memorials, as well as the loaded emotional terrain such commemorative practices may inhabit. Furthering our understanding of the Australian Gothic is Patrick West’s contribution “Towards a Politics & Art of the Land: Gothic Cinema of the Australian New Wave and its Reception by American Film Critics.” West argues that many films of the Australian New Wave of the 1970s and 1980s can be defined as Gothic and that international reviews of such films tended to overlook the importance of the Australian landscape, which functions less as a backdrop and more as a participating element, even a character, in the drama, saturating the mise-en-scène. Bruno Starrs’ “Writing My Indigenous Vampires: Aboriginal Gothic or Aboriginal Fantastic” is dedicated to illuminating a new genre of creative writing: that of the “Aboriginal Fantastic”. Starrs’ novel That Blackfella Bloodsucka Dance! is part of this emerging genre of writing that is worthy of further academic interrogation. Similarly concerned with the supernatural, Erin Mercer’s contribution “‘A Deluge of Shrieking Unreason’: Supernaturalism and Settlement in New Zealand Gothic Fiction” explores the absence of ghosts and vampires in contemporary Gothic produced in New Zealand, arguing that this is largely a result of a colonial Gothic tradition utilising Maori ghosts that complicates the processes through which contemporary writers might build on that tradition. Although there is no reason why the Gothic must include supernatural elements, it is an enduring feature that is taken up by Jessica Balanzategui in “‘You Have a Secret that You Don’t Want To Tell Me’: The Child as Trauma in Spanish and American Horror Film.” This essay explores the uncanny child character and how such children act as an embodiment of trauma. Sarah Baker’s “The Walking Dead and Gothic Excess: The Decaying Social Structures of Contagion” focuses on the figure of the zombie as it appears in the television show The Walking Dead, which Baker argues is a way of exploring themes of decay, particularly of family and society. The essays contained in this special Gothic edition of M/C Journal highlight the continuing importance of the Gothic mode in contemporary culture and how that mode is constantly evolving into new forms and manifestations. The multi-faceted nature of the Gothic in our contemporary popular culture moment is accurately signalled by the various media on which the essays focus, from television to literature, animation, music, and film. The place occupied by the Gothic beyond representational forms, and into the realms of cultural practice, is also signalled, an important shift within the bounds of Gothic Studies which is bound to initiate fascinating debates. The transformations of the Gothic in media and culture are, therefore, also surveyed, so to continue the ongoing critical conversation on not only the place of the Gothic in contemporary narratives, but also its duplicitous, malleable, and often slippery nature. It is our hope that the essays here stimulate further discussion about the Gothic and we will hope, and look forward, to hearing from you. References Botting, Fred. Gothic: The New Critical Idiom. 2nd edition. Abingdon, UK: Routledge, 2014. Hogle, Jerrold. “Introduction: The Gothic in Western Culture”. The Cambridge Companion of Gothic Fiction, ed. Jerrold Hogle. Cambridge: Cambridge University Press, 2002. 1-20.

Abstract:

I knew all about places like the Hotel Tremaine…they are flops where you find the cheap ones, the sniffers and the gowed-up runts who shoot you before you can say hello Raymond Chandler, Mandarin's Jade. It is in such a city, of the derelict and the displaced, that film-goers once encountered the private eye. And while we recognise the private eye as naturally urban, the 'hard-boiled' guys of Chandler, David Goodis and their imitators rarely appeal as urbane. Dictionary advice offers a neatly-plotted resolution to such a puzzle, informing us that 'urbane' is dependent on 'urban' in the manner that 'humane' is connected unavoidably to 'human'. As with much of the information scattered across a mystery narrative, such deduction may be too neat. The varying linkages of 'urban' and 'urbane' can be queried in that classic tale of the twentieth-century city, the detective story. In what sense is the detective, as urbane male hero, dependent on the urban world in which he moves? Some years before the emergence of Chandler's Philip Marlowe as the classic 'dick', the private detective inhabited an urban setting and was, in his set of personal attributes, urbane. Sherlock Holmes, the most filmed character in the history of cinema did set out for the moors to entrap the Baskerville hound, but kept coming back to his bolt-hole in central London, right in the heart of the world's great empire. From here he explored London in all its complexity, moving effortlessly between contrasting milieus. He brought with him a mastery of codes and a charm in dealing with especially, female, clients. So proficient was Holmes in reading the city, that he perfected almost any disguise, penetrating in at least one tale, the opium-smokers' flophouses of the East End. In his character, urbane style emerged as a privilege of the educated and wealthy male, a distinguishing mark which somehow seemed to justify all the evasions required in his detection. Holmes's urbanity is thoroughly of London, the huge imperial city. As is that of his law-breaking alter ego, Raffles. E.W. Hornung's character, a gentleman turned thief, who came to the screen in silent films and later under Sam Wood's direction in the 1940 Raffles, with the impeccably urbane David Niven as hero. It is not immediately clear that this urbanity survived displacement from London to Southern California. The first noir era in crime film, claimed Mike Davis, exposed 'the epic dereliction of Downtown's Bunker Hill, which symbolized the rot at the heart of the expanding metropolis' (1992, 41). Davis recognised the class-conscious construction of the 'hard-boiled' detective, in which the tropes of aristocratic style were passed down from Raffles to Philip Marlowe. The detective, a representative of the threatened post-Depression urban middle class, employed stylistic markers to hold himself aloof from the poor, the working class and the marginal. In defending himself from their 'epic dereliction', the private eye depended on traces of the urbane inherited from a cycle of movies, which intervened between the Holmes stories and those of wartime noir, especially the first Saint and Falcon movies with George Sanders as hero. Indeed, that most urbane of all male stars of the 1940s, George Sanders ousted Philip Marlowe from his own mystery in The Falcon takes over [1942], a Chandler adaptation for which director Irving Reis inserted the urbane Falcon [Sanders]. Yet as the Falcon series wore on, crimes had to be set in distant and cosmopolitan locations, as if the city of the 1930s and '40s could not sustain the urbanity of the detective. In the later Falcon movies, the detective resorts to globe-trotting around fashionably exotic locations, as if his urbanity can no longer be demonstrated by imaginative daring but requires the prop of the cosmopolitan backdrop. While the subsequent noir cycle relied on fears of personal entrapment, the detective as urbane, was able to overcome dislocation. The solution of the crime is in effect an exteriorisation of inner order. The detective's languidness and characteristic dress, the male formal attire dissembled slightly for the rain-slicked street, has produced its own markers of the urbane, even if drawn from Casablanca rather than Los Angeles. The stylish detective, through dress, movement, and words, was able to remain aloof from the sufferings of the Hotel Tremaine. As Frank Kutnik pointed out, 'the impact of the American private-eye as a culturally iconized fantasy male derives from his role as a perpetually liminal self who can move freely among the diverse social worlds thrown up by the city, while existing on their margins' (1997, 90). What of the city in which the private eye resolves crime? In the transition from novel to movie, cities are regularly collapsed into a sequence of standard settings: night club, lounge, bar, office and most frequently, interior of the automobile. The city itself in its dissipation and disorder recedes into abstraction. A familiar range of shots and lighting, characteristic of noir, oblique angles, formalist patterning, low-key lights and extreme close-up, displaces the city of the written stories. In this first noir cycle, the detective-hero traverses an emerging urban disorder which, although he finds it despicable and degraded, remains a place in which he is at home. The urbanity of Holmes and the Saint has its terminal reflection in this command of localised and underworld codes and space. The private eye is defending a sense of self and self-worth from the degradation of urban life. Many of the noir films exaggerated this apartness by their use of low-key lighting to create an abstract order, redolent of psychological imbalance but nonetheless masking the jumbled city of the written detective fiction. To observe Jack Nicholson's Jake Gittes in Polanski's Chinatown [1974] is to see simultaneously the dissolving of the urbane self-containment of the detective and the fakery of his city. In Chinatown, Gittes is sleazy and foul mouthed and his attempts at wit fall short. He can't understand the crime narrative into which he has stumbled. Symbolically his nose is slit by a villain [he can't sniff out crime] and the mnemonic Chinatown is a model of the city as beyond knowledge; in which there are bad memories but no grasp of how the future might unfold. Perhaps even more removed from the urban and urbane is Gene Hackman's Harry Moseby, private eye as victim, in Arthur Penn's Night Moves [1975]. Like Jake he fails to rescue the female victim, his wit is rough rather than urbane, he dresses badly and has an unsuave background as professional sportsman . The old public school brigade in which the Saint, Raffles, the Falcon and indeed Chandler himself were all conjoined, had foresworn professional games in defence of the gifted amateur. Moseby drifts from the city to the Florida coast and then out to sea, the detective well and truly out of his depth. The first detectives took from the city an urbaneness parallel to the genteel detection of a country house whodunnit. In the neo-noir, the city is, despite Polanski's too careful reproduction [a simulacrum in itself] essentially uncoded and emptied. There is no milieu into which the detective can insinuate himself. Reservoir Dogs [1992] has characters with no names and is set in vacant industrial storage blocks. The best the characters can do for urbane conversation is to deconstruct Madonna. In Pulp Fiction, [1994] Tarantino's characters from the outset are presented to us as even more unsuave. They eat, crudely, in tinny diners and their understanding of the cosmopolitan is limited to European translations of 'Big Mac'. The urban world in which the languidly suave detective moved with ease and wit has degenerated into predictability. There are no codes to understand, no subject to remain self-contained. The detecting figure has in consequence come to be shaped more by Harry Callahan than by Holmes. No longer a knight errant struggling to maintain morality, Dirty Harry is barely distinguishable from the murderers he guns down. He hates urban diversity and the setting of the first film, in the monumental civic locations and tourism landscapes of San Francisco, ridicules any notion of architectural urbanity. In Dirty Harry [1971] the detective's nemesis is not the killer but the Mayor, who plays with urbanity, but in his foppish dress, over-tidy room and gold-embossed phone is a culpably weak fool. Harry in contrast is deliberately far from urbane. In the final scenes he even leaves the city itself for a Western-style setting of creek and antiquated machinery. With the urbane detective now a rarity on the screen, Los Angeles can be resurrected in urban theory as a crass land of simulacra, of theme parks and drive-in diners. Such hyper-reality would drive Marlowe to cynical disgust and Harry Callahan to wreak bloody revenge on both property developers and cultural theorists. Urbane, even cool, have come down it seems to, at best, 'street smart'. In the process, the urbanity inherited from a turn-of-the century aristocracy and passed down in cruder form to the declining middle class of Marlowe's California, has no significance. The people of the Hotel Tremaine have outlasted the detective. We don't have to see Los Angeles as the prototype of the 21st century city, even though a few geographers continue to insist that this is the case. But in the film story of detection, the urban of the twentieth- century city is a vacuum and urbane style means little. The male detective hero has dropped his guard. As dictionary detectives might have suspected, in these movies, humane is now absent from the human. References Davis, Mike (1992) City of Quartz: excavating the future in Los Angeles. Vintage. Krutnik, Frank (1997) 'Something more than night: tales of the noir city', in David B Clarke, ed., The cinematic city, Routledge. Citation reference for this article MLA Style McConville, Chris. "The private eye as urbane" M/C: A Journal of Media and Culture 5.2 (2002). [your date of access] < http://www.media-culture.org.au/0205/private_eye.php>. Chicago Style McConville, Chris, "The private eye as urbane" M/C: A Journal of Media and Culture 5, no. 2 (2002), < http://www.media-culture.org.au/0205/private_eye.php> ([your date of access]). APA Style McConville, Chris. (2002) The private eye as urbane. M/C: A Journal of Media and Culture 5(2). < http://www.media-culture.org.au/0205/private_eye.php> ([your date of access]).

Abstract:

Introduction In December 2010, Nespresso, the world’s leading brand of premium-portioned coffee, opened a flagship “boutique” in Sydney’s Pitt Street Mall. This was Nespresso’s fifth boutique opening of 2010, after Brussels, Miami, Soho, and Munich. The Sydney debut coincided with the mall’s upmarket redevelopment, which explains Nespresso’s arrival in the city: strategic geographic expansion is key to the brand’s growth. Rather than panoramic ubiquity, a retail option favoured by brands like McDonalds, KFC and Starbucks, Nespresso opts for iconic, prestigious locations. This strategy has been highly successful: since 2000 Nespresso has recorded year-on-year per annum growth of 30 per cent. This has been achieved, moreover, despite a global financial downturn and an international coffee market replete with brand variety. In turn, Nespresso marks an evolution in the coffee market over the last decade. The Nespresso Story Founded in 1986, Nespresso is the fasting growing brand in the Nestlé Group. Its headquarters are in Lausanne, Switzerland, with over 7,000 employees worldwide. In 2012, Nespresso had 270 boutiques in 50 countries. The brand’s growth strategy involves three main components: premium coffee capsules, “mated” with specially designed machines, and accompanied by exceptional customer service through the Nespresso Club. Each component requires some explanation. Nespresso offers 16 varieties of Grand Crus coffee: 7 espresso blends, 3 pure origin espressos, 3 lungos (for larger cups), and 3 decaffeinated coffees. Each 5.5 grams of portioned coffee is cased in a hermetically sealed aluminium capsule, or pod, designed to preserve the complex, volatile aromas (between 800 and 900 per pod), and prevent oxidation. These capsules are designed to be used exclusively with Nespresso-branded machines, which are equipped with a patented high-pressure extraction system designed for optimum release of the coffee. These machines, of which there are 28 models, are developed with 6 machine partners, and Antoine Cahen, from Ateliers du Nord in Lausanne, designs most of them. For its consumers, members of the Nespresso Club, the capsules and machines guarantee perfect espresso coffee every time, within seconds and with minimum effort—what Nespresso calls the “ultimate coffee experience.” The Nespresso Club promotes this experience as an everyday luxury, whereby café-quality coffee can be enjoyed in the privacy and comfort of Club members’ homes. This domestic focus is a relatively recent turn in its history. Nestlé patented some of its pod technology in 1976; the compatible machines, initially made in Switzerland by Turmix, were developed a decade later. Nespresso S. A. was set up as a subsidiary unit within the Nestlé Group with a view to target the office and fine restaurant sector. It was first test-marketed in Japan in 1986, and rolled out the same year in Switzerland, France and Italy. However, by 1988, low sales prompted Nespresso’s newly appointed CEO, Jean-Paul Gillard, to rethink the brand’s focus. Gillard subsequently repositioned Nespresso’s target market away from the commercial sector towards high-income households and individuals, and introduced a mail-order distribution system; these elements became the hallmarks of the Nespresso Club (Markides 55). The Nespresso Club was designed to give members who had purchased Nespresso machines 24-hour customer service, by mail, phone, fax, and email. By the end of 1997 there were some 250,000 Club members worldwide. The boom in domestic, user-friendly espresso machines from the early 1990s helped Nespresso’s growth in this period. The cumulative efforts by the main manufacturers—Krups, Bosch, Braun, Saeco and DeLonghi—lowered the machines’ average price to around US $100 (Purpura, “Espresso” 88; Purpura, “New” 116). This paralleled consumers’ growing sophistication, as they became increasingly familiar with café-quality espresso, cappuccino and latté—for reasons to be detailed below. Nespresso was primed to exploit this cultural shift in the market and forge a charismatic point of difference: an aspirational, luxury option within an increasingly accessible and familiar field. Between 2006 and 2008, Nespresso sales more than doubled, prompting a second production factory to supplement the original plant in Avenches (Simonian). In 2008, Nespresso grew 20 times faster than the global coffee market (Reguly B1). As Nespresso sales exceeded $1.3 billion AU in 2009, with 4.8 billion capsules shipped out annually and 5 million Club members worldwide, it became Nestlé’s fastest growing division (Canning 28). According to Nespresso’s Oceania market director, Renaud Tinel, the brand now represents 8 per cent of the total coffee market; of Nespresso specifically, he reports that 10,000 cups (using one capsule per cup) were consumed worldwide each minute in 2009, and that increased to 12,300 cups per minute in 2010 (O’Brien 16). Given such growth in such a brief period, the atypical dynamic between the boutique, the Club and the Nespresso brand warrants closer consideration. Nespresso opened its first boutique in Paris in 2000, on the Avenue des Champs-Élysées. It was a symbolic choice and signalled the brand’s preference for glamorous precincts in cosmopolitan cities. This has become the design template for all Nespresso boutiques, what the company calls “brand embassies” in its press releases. More like art gallery-style emporiums than retail spaces, these boutiques perform three main functions: they showcase Nespresso coffees, machines and accessories (all elegantly displayed); they enable Club members to stock up on capsules; and they offer excellent customer service, which invariably equates to detailed production information. The brand’s revenue model reflects the boutique’s role in the broader business strategy: 50 per cent of Nespresso’s business is generated online, 30 per cent through the boutiques, and 20 per cent through call centres. Whatever floor space these boutiques dedicate to coffee consumption is—compared to the emphasis on exhibition and ambience—minimal and marginal. In turn, this tightly monitored, self-focused model inverts the conventional function of most commercial coffee sites. For several hundred years, the café has fostered a convivial atmosphere, served consumers’ social inclinations, and overwhelmingly encouraged diverse, eclectic clientele. The Nespresso boutique is the antithesis to this, and instead actively limits interaction: the Club “community” does not meet as a community, and is united only in atomised allegiance to the Nespresso brand. In this regard, Nespresso stands in stark contrast to another coffee brand that has been highly successful in recent years—Starbucks. Starbucks famously recreates the aesthetics, rhetoric and atmosphere of the café as a “third place”—a term popularised by urban sociologist Ray Oldenburg to describe non-work, non-domestic spaces where patrons converge for respite or recreation. These liminal spaces (cafés, parks, hair salons, book stores and such locations) might be private, commercial sites, yet they provide opportunities for chance encounters, even therapeutic interactions. In this way, they aid sociability and civic life (Kleinman 193). Long before the term “third place” was coined, coffee houses were deemed exemplars of egalitarian social space. As Rudolf P. Gaudio notes, the early coffee houses of Western Europe, in Oxford and London in the mid-1600s, “were characterized as places where commoners and aristocrats could meet and socialize without regard to rank” (670). From this sanguine perspective, they both informed and animated the modern public sphere. That is, and following Habermas, as a place where a mixed cohort of individuals could meet and discuss matters of public importance, and where politics intersected society, the eighteenth-century British coffee house both typified and strengthened the public sphere (Karababa and Ger 746). Moreover, and even from their early Ottoman origins (Karababa and Ger), there has been an historical correlation between the coffee house and the cosmopolitan, with the latter at least partly defined in terms of demographic breadth (Luckins). Ironically, and insofar as Nespresso appeals to coffee-literate consumers, the brand owes much to Starbucks. In the two decades preceding Nespresso’s arrival, Starbucks played a significant role in refining coffee literacy around the world, gauging mass-market trends, and stirring consumer consciousness. For Nespresso, this constituted major preparatory phenomena, as its strategy (and success) since the early 2000s presupposed the coffee market that Starbucks had helped to create. According to Nespresso’s chief executive Richard Giradot, central to Nespresso’s expansion is a focus on particular cities and their coffee culture (Canning 28). In turn, it pays to take stock of how such cities developed a coffee culture amenable to Nespresso—and therein lays the brand’s debt to Starbucks. Until the last few years, and before celebrity ambassador George Clooney was enlisted in 2005, Nespresso’s marketing was driven primarily by Club members’ recommendations. At the same time, though, Nespresso insisted that Club members were coffee connoisseurs, whose knowledge and enjoyment of coffee exceeded conventional coffee offerings. In 2000, Henk Kwakman, one of Nestlé’s Coffee Specialists, explained the need for portioned coffee in terms of guaranteed perfection, one that demanding consumers would expect. “In general”, he reasoned, “people who really like espresso coffee are very much more quality driven. When you consider such an intense taste experience, the quality is very important. If the espresso is slightly off quality, the connoisseur notices this immediately” (quoted in Butler 50). What matters here is how this corps of connoisseurs grew to a scale big enough to sustain and strengthen the Nespresso system, in the absence of a robust marketing or educative drive by Nespresso (until very recently). Put simply, the brand’s ascent was aided by Starbucks, specifically by the latter’s success in changing the mainstream coffee market during the 1990s. In establishing such a strong transnational presence, Starbucks challenged smaller, competing brands to define themselves with more clarity and conviction. Indeed, working with data that identified just 200 freestanding coffee houses in the US prior to 1990 compared to 14,000 in 2003, Kjeldgaard and Ostberg go so far as to state that: “Put bluntly, in the US there was no local coffee consumptionscape prior to Starbucks” (Kjeldgaard and Ostberg 176). Starbucks effectively redefined the coffee world for mainstream consumers in ways that were directly beneficial for Nespresso. Starbucks: Coffee as Ambience, Experience, and Cultural Capital While visitors to Nespresso boutiques can sample the coffee, with highly trained baristas and staff on site to explain the Nespresso system, in the main there are few concessions to the conventional café experience. Primarily, these boutiques function as material spaces for existing Club members to stock up on capsules, and therefore they complement the Nespresso system with a suitably streamlined space: efficient, stylish and conspicuously upmarket. Outside at least one Sydney boutique for instance (Bondi Junction, in the fashionable eastern suburbs), visitors enter through a club-style cordon, something usually associated with exclusive bars or hotels. This demarcates the boutique from neighbouring coffee chains, and signals Nespresso’s claim to more privileged patrons. This strategy though, the cultivation of a particular customer through aesthetic design and subtle flattery, is not unique. For decades, Starbucks also contrived a “special” coffee experience. Moreover, while the Starbucks model strikes a very different sensorial chord to that of Nespresso (in terms of décor, target consumer and so on) it effectively groomed and prepped everyday coffee drinkers to a level of relative self-sufficiency and expertise—and therein is the link between Starbucks’s mass-marketed approach and Nespresso’s timely arrival. Starbucks opened its first store in 1971, in Seattle. Three partners founded it: Jerry Baldwin and Zev Siegl, both teachers, and Gordon Bowker, a writer. In 1982, as they opened their sixth Seattle store, they were joined by Howard Schultz. Schultz’s trip to Italy the following year led to an entrepreneurial epiphany to which he now attributes Starbucks’s success. Inspired by how cafés in Italy, particularly the espresso bars in Milan, were vibrant social hubs, Schultz returned to the US with a newfound sensitivity to ambience and attitude. In 1987, Schultz bought Starbucks outright and stated his business philosophy thus: “We aren’t in the coffee business, serving people. We are in the people business, serving coffee” (quoted in Ruzich 432). This was articulated most clearly in how Schultz structured Starbucks as the ultimate “third place”, a welcoming amalgam of aromas, music, furniture, textures, literature and free WiFi. This transformed the café experience twofold. First, sensory overload masked the dull hom*ogeny of a global chain with an air of warm, comforting domesticity—an inviting, everyday “home away from home.” To this end, in 1994, Schultz enlisted interior design “mastermind” Wright Massey; with his team of 45 designers, Massey created the chain’s decor blueprint, an “oasis for contemplation” (quoted in Scerri 60). At the same time though, and second, Starbucks promoted a revisionist, airbrushed version of how the coffee was produced. Patrons could see and smell the freshly roasted beans, and read about their places of origin in the free pamphlets. In this way, Starbucks merged the exotic and the cosmopolitan. The global supply chain underwent an image makeover, helped by a “new” vocabulary that familiarised its coffee drinkers with the diversity and complexity of coffee, and such terms as aroma, acidity, body and flavour. This strategy had a decisive impact on the coffee market, first in the US and then elsewhere: Starbucks oversaw a significant expansion in coffee consumption, both quantitatively and qualitatively. In the decades following the Second World War, coffee consumption in the US reached a plateau. Moreover, as Steven Topik points out, the rise of this type of coffee connoisseurship actually coincided with declining per capita consumption of coffee in the US—so the social status attributed to specialised knowledge of coffee “saved” the market: “Coffee’s rise as a sign of distinction and connoisseurship meant its appeal was no longer just its photoactive role as a stimulant nor the democratic sociability of the coffee shop” (Topik 100). Starbucks’s singular triumph was to not only convert non-coffee drinkers, but also train them to a level of relative sophistication. The average “cup o’ Joe” thus gave way to the latte, cappuccino, macchiato and more, and a world of coffee hitherto beyond (perhaps above) the average American consumer became both regular and routine. By 2003, Starbucks’s revenue was US $4.1 billion, and by 2012 there were almost 20,000 stores in 58 countries. As an idealised “third place,” Starbucks functioned as a welcoming haven that flattened out and muted the realities of global trade. The variety of beans on offer (Arabica, Latin American, speciality single origin and so on) bespoke a generous and bountiful modernity; while brochures schooled patrons in the nuances of terroir, an appreciation for origin and distinctiveness that encoded cultural capital. This positioned Starbucks within a happy narrative of the coffee economy, and drew patrons into this story by flattering their consumer choices. Against the generic sameness of supermarket options, Starbucks promised distinction, in Pierre Bourdieu’s sense of the term, and diversity in its coffee offerings. For Greg Dickinson, the Starbucks experience—the scent of the beans, the sound of the grinders, the taste of the coffees—negated the abstractions of postmodern, global trade: by sensory seduction, patrons connected with something real, authentic and material. At the same time, Starbucks professed commitment to the “triple bottom line” (Savitz), the corporate mantra that has morphed into virtual orthodoxy over the last fifteen years. This was hardly surprising; companies that trade in food staples typically grown in developing regions (coffee, tea, sugar, and coffee) felt the “political-aesthetic problematization of food” (Sassatelli and Davolio). This saw increasingly cognisant consumers trying to reconcile the pleasures of consumption with environmental and human responsibilities. The “triple bottom line” approach, which ostensibly promotes best business practice for people, profits and the planet, was folded into Starbucks’s marketing. The company heavily promoted its range of civic engagement, such as donations to nurses’ associations, literacy programs, clean water programs, and fair dealings with its coffee growers in developing societies (Simon). This bode well for its target market. As Constance M. Ruch has argued, Starbucks sought the burgeoning and lucrative “bobo” class, a term Ruch borrows from David Brooks. A portmanteau of “bourgeois bohemians,” “bobo” describes the educated elite that seeks the ambience and experience of a counter-cultural aesthetic, but without the political commitment. Until the last few years, it seemed Starbucks had successfully grafted this cultural zeitgeist onto its “third place.” Ironically, the scale and scope of the brand’s success has meant that Starbucks’s claim to an ethical agenda draws frequent and often fierce attack. As a global behemoth, Starbucks evolved into an iconic symbol of advanced consumer culture. For those critical of how such brands overwhelm smaller, more local competition, the brand is now synonymous for insidious, unstoppable retail spread. This in turn renders Starbucks vulnerable to protests that, despite its gestures towards sustainability (human and environmental), and by virtue of its size, ubiquity and ultimately conservative philosophy, it has lost whatever cachet or charm it supposedly once had. As Bryant Simon argues, in co-opting the language of ethical practice within an ultimately corporatist context, Starbucks only ever appealed to a modest form of altruism; not just in terms of the funds committed to worthy causes, but also to move thorny issues to “the most non-contentious middle-ground,” lest conservative customers felt alienated (Simon 162). Yet, having flagged itself as an ethical brand, Starbucks became an even bigger target for anti-corporatist sentiment, and the charge that, as a multinational giant, it remained complicit in (and one of the biggest benefactors of) a starkly inequitable and asymmetric global trade. It remains a major presence in the world coffee market, and arguably the most famous of the coffee chains. Over the last decade though, the speed and intensity with which Nespresso has grown, coupled with its atypical approach to consumer engagement, suggests that, in terms of brand equity, it now offers a more compelling point of difference than Starbucks. Brand “Me” Insofar as the Nespresso system depends on a consumer market versed in the intricacies of quality coffee, Starbucks can be at least partly credited for nurturing a more refined palate amongst everyday coffee drinkers. Yet while Starbucks courted the “average” consumer in its quest for market control, saturating the suburban landscape with thousands of virtually indistinguishable stores, Nespresso marks a very different sensibility. Put simply, Nespresso inverts the logic of a coffee house as a “third place,” and patrons are drawn not to socialise and relax but to pursue their own highly individualised interests. The difference with Starbucks could not be starker. One visitor to the Bloomingdale boutique (in New York’s fashionable Soho district) described it as having “the feel of Switzerland rather than Seattle. Instead of velvet sofas and comfy music, it has hard surfaces, bright colours and European hostesses” (Gapper 9). By creating a system that narrows the gap between production and consumption, to the point where Nespresso boutiques advertise the coffee brand but do not promote on-site coffee drinking, the boutiques are blithely indifferent to the historical, romanticised image of the coffee house as a meeting place. The result is a coffee experience that exploits the sophistication and vanity of aspirational consumers, but ignores the socialising scaffold by which coffee houses historically and perhaps naively made some claim to community building. If anything, Nespresso restricts patrons’ contemplative field: they consider only their relationships to the brand. In turn, Nespresso offers the ultimate expression of contemporary consumer capitalism, a hyper-individual experience for a hyper-modern age. By developing a global brand that is both luxurious and niche, Nespresso became “the Louis Vuitton of coffee” (Betts 14). Where Starbucks pursued retail ubiquity, Nespresso targets affluent, upmarket cities. As chief executive Richard Giradot put it, with no hint of embarrassment or apology: “If you take China, for example, we are not speaking about China, we are speaking about Shanghai, Hong Kong, Beijing because you will not sell our concept in the middle of nowhere in China” (quoted in Canning 28). For this reason, while Europe accounts for 90 per cent of Nespresso sales (Betts 15), its forays into the Americas, Asia and Australasia invariably spotlights cities that are already iconic or emerging economic hubs. The first boutique in Latin America, for instance, was opened in Jardins, a wealthy suburb in Sao Paulo, Brazil. In Nespresso, Nestlé has popularised a coffee experience neatly suited to contemporary consumer trends: Club members inhabit a branded world as hermetically sealed as the aluminium pods they purchase and consume. Besides the Club’s phone, fax and online distribution channels, pods can only be bought at the boutiques, which minimise even the potential for serendipitous mingling. The baristas are there primarily for product demonstrations, whilst highly trained staff recite the machines’ strengths (be they in design or utility), or information about the actual coffees. For Club members, the boutique service is merely the human extension of Nespresso’s online presence, whereby product information becomes increasingly tailored to increasingly individualised tastes. In the boutique, this emphasis on the individual is sold in terms of elegance, expedience and privilege. Nespresso boasts that over 70 per cent of its workforce is “customer facing,” sharing their passion and knowledge with Club members. Having already received and processed the product information (through the website, boutique staff, and promotional brochures), Club members need not do anything more than purchase their pods. In some of the more recently opened boutiques, such as in Paris-Madeleine, there is even an Exclusive Room where only Club members may enter—curious tourists (or potential members) are kept out. Club members though can select their preferred Grands Crus and checkout automatically, thanks to RFID (radio frequency identification) technology inserted in the capsule sleeves. So, where Starbucks exudes an inclusive, hearth-like hospitality, the Nespresso Club appears more like a pampered clique, albeit a growing one. As described in the Financial Times, “combine the reception desk of a designer hotel with an expensive fashion display and you get some idea what a Nespresso ‘coffee boutique’ is like” (Wiggins and Simonian 10). Conclusion Instead of sociability, Nespresso puts a premium on exclusivity and the knowledge gained through that exclusive experience. The more Club members know about the coffee, the faster and more individualised (and “therefore” better) the transaction they have with the Nespresso brand. This in turn confirms Zygmunt Bauman’s contention that, in a consumer society, being free to choose requires competence: “Freedom to choose does not mean that all choices are right—there are good and bad choices, better and worse choices. The kind of choice eventually made is the evidence of competence or its lack” (Bauman 43-44). Consumption here becomes an endless process of self-fashioning through commodities; a process Eva Illouz considers “all the more strenuous when the market recruits the consumer through the sysiphian exercise of his/her freedom to choose who he/she is” (Illouz 392). In a status-based setting, the more finely graded the differences between commodities (various places of origin, blends, intensities, and so on), the harder the consumer works to stay ahead—which means to be sufficiently informed. Consumers are locked in a game of constant reassurance, to show upward mobility to both themselves and society. For all that, and like Starbucks, Nespresso shows some signs of corporate social responsibility. In 2009, the company announced its “Ecolaboration” initiative, a series of eco-friendly targets for 2013. By then, Nespresso aims to: source 80 per cent of its coffee through Sustainable Quality Programs and Rainforest Alliance Certified farms; triple its capacity to recycle used capsules to 75 per cent; and reduce the overall carbon footprint required to produce each cup of Nespresso by 20 per cent (Nespresso). This information is conveyed through the brand’s website, press releases and brochures. However, since such endeavours are now de rigueur for many brands, it does not register as particularly innovative, progressive or challenging: it is an unexceptional (even expected) part of contemporary mainstream marketing. Indeed, the use of actor George Clooney as Nespresso’s brand ambassador since 2005 shows shrewd appraisal of consumers’ political and cultural sensibilities. As a celebrity who splits his time between Hollywood and Lake Como in Italy, Clooney embodies the glamorous, cosmopolitan lifestyle that Nespresso signifies. However, as an actor famous for backing political and humanitarian causes (having raised awareness for crises in Darfur and Haiti, and backing calls for the legalisation of same-sex marriage), Clooney’s meanings extend beyond cinema: as a celebrity, he is multi-coded. Through its association with Clooney, and his fusion of star power and worldly sophistication, the brand is imbued with semantic latitude. Still, in the television commercials in which Clooney appears for Nespresso, his role as the Hollywood heartthrob invariably overshadows that of the political campaigner. These commercials actually pivot on Clooney’s romantic appeal, an appeal which is ironically upstaged in the commercials by something even more seductive: Nespresso coffee. References Bauman, Zygmunt. “Collateral Casualties of Consumerism.” Journal of Consumer Culture 7.1 (2007): 25–56. Betts, Paul. “Nestlé Refines its Arsenal in the Luxury Coffee War.” Financial Times 28 Apr. (2010): 14. Bourdieu, Pierre. 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Abstract:

This paper argues that artist Dope Saint Jude is transforming South African hip-hop by queering a genre that has predominantly been male and heteronormative. Specifically, I analyse the opening skit of her music video “Keep in Touch” in order to unpack the ways which she revives Gayle, a gay language that adopted double-coded forms of speech during the apartheid era—a context in which hom*osexuals were criminalised. The use of Gayle and spaces close to the city centre of Cape Town (such as Salt River and Woodstock) speaks to the city as it was before it was transformed by the decline of industries due to the country’s adoption of neoliberal economics and, more recently, by the gentrification of these spaces. Dope Saint Jude therefore reclaims these city spaces through her use of gay modes of speech that have a long history in Cape Town and by positioning her work as hip-hop, which has been popular in the city for well over two decades. Her inclusion of transgender MC and DJ Angel Ho pushes the boundaries of hegemonic and binary conceptions of gender identity even further. In essence, Dope Saint Jude is transforming local hip-hop in a context that is shaped significantly by US cultural imperialism. The artist is also transforming our perspective of spaces that have been altered by neoliberal economics.Setting the SceneDope Saint Jude (DSJ) is a queer MC from Elsies River, a working class township located on Cape Town's Cape Flats in South Africa. Elsies River was defined as a “coloured” neighbourhood under the apartheid state's Group Areas Act, which segregated South Africans racially. With the aid of the Population Registration Act, citizens were classified, not merely along the lines of white, Asian, or black—black subjects were also divided into further categories. The apartheid state also distinguished between black and “coloured” subjects. Michael MacDonald contends that segregation “ordained blacks to be inferior to whites; apartheid cast them to be indelibly different” (11). Apartheid declared “African claims in South Africa to be inferior to white claims” and effectively claimed that black subjects “belonged elsewhere, in societies of their own, because their race was different” (ibid). The term “coloured” defined people as “mixed race” to separate communities that might otherwise have identified as black in the broad and inclusive sense (Erasmus 16). Racial categorisation was used to create a racial hierarchy with white subjects at the top of that hierarchy and those classified as black receiving the least resources and benefits. This frustrated attempts to establish broad alliances of black struggles against apartheid. It is in this sense that race is socially and politically constructed and continues to have currency, despite the fact that biologically essentialist understandings of race have been discredited (Yudell 13–14). Thanks to apartheid town planning and resource allocation, many townships on the Cape Flats were poverty-stricken and plagued by gang violence (Salo 363). This continues to be the case because post-apartheid South Africa's embrace of neoliberal economics failed to address racialised class inequalities significantly (Haupt, Static 6–8). This is the '90s context in which socially conscious hip-hop crews, such as Prophets of da City or Black Noise, came together. They drew inspiration from Black Consciousness philosophy via their exposure to US hip-hop crews such as Public Enemy in order to challenge apartheid policies, including their racial interpellation as “coloured” as distinct from the more inclusive category, black (Haupt, “Black Thing” 178). Prophets of da City—whose co-founding member, Shaheen Ariefdien, also lived in Elsies River—was the first South African hip-hop outfit to record an album. Whilst much of their work was performed in English, they quickly transformed the genre by rapping in non-standard varieties of Afrikaans and by including MCs who rap in African languages (ibid). They therefore succeeded in addressing key issues related to race, language, and class disparities in relation to South Africa's transition to democracy (Haupt, “Black Thing”; Haupt, Stealing Empire). However, as is the case with mainstream US hip-hop, specifically gangsta rap (Clay 149), South African hip-hop has been largely dominated by heterosexual men. This includes the more commercial hip-hop scene, which is largely perceived to be located in Johannesburg, where male MCs like AKA and Cassper Nyovest became celebrities. However, certain female MCs have claimed the genre, notably EJ von Lyrik and Burni Aman who are formerly of Godessa, the first female hip-hop crew to record and perform locally and internationally (Haupt, Stealing Empire 166; Haupt, “Can a Woman in Hip-Hop”). DSJ therefore presents the exception to a largely heteronormative and male-dominated South African music industry and hip-hop scene as she transforms it with her queer politics. While queer hip-hop is not new in the US (Pabón and Smalls), this is new territory for South Africa. Writing about the US MC Jean Grae in the context of a “male-dominated music industry and genre,” Shanté Paradigm Smalls contends,Heteronormativity blocks the materiality of the experiences of Black people. Yet, many Black people strive for a heteronormative effect if not “reality”. In hip hop, there is a particular emphasis on maintaining the rigidity of categories, even if those categories fail [sic]. (87) DSJ challenges these rigid categories. Keep in TouchDSJ's most visible entry onto the media landscape to date has been her appearance in an H&M recycling campaign with British Sri Lankan artist MIA (H&M), some fashion shoots, her new EP—Reimagine (Dope Saint Jude)—and recent Finnish, US and French tours as well as her YouTube channel, which features her music videos. As the characters’ theatrical costumes suggest, “Keep in Touch” is possibly the most camp and playful music video she has produced. It commences somewhat comically with Dope Saint Jude walking down Salt River main road to a public telephone, where she and a young woman in pig tails exchange dirty looks. Salt River is located at the foot of Devil's Peak not far from Cape Town's CBD. Many factories were located there, but the area is also surrounded by low-income housing, which was designated a “coloured” area under apartheid. After apartheid, neighbourhoods such as Salt River, Woodstock, and the Bo-Kaap became increasingly gentrified and, instead of becoming more inclusive, many parts of Cape Town continued to be influenced by policies that enable racialised inequalities. Dope Saint Jude calls Angel Ho: DSJ: Awêh, Angie! Yoh, you must check this kak sturvy girl here by the pay phone. [Turns to the girl, who walks away as she bursts a chewing gum bubble.] Ja, you better keep in touch. Anyway, listen here, what are you wys?Angel Ho: Ah, just at the salon getting my hair did. What's good? DSJ: Wanna catch on kak today?Angel Ho: Yes, honey. But, first, let me Gayle you this. By the jol by the art gallery, this Wendy, nuh. This Wendy tapped me on the shoulder and wys me, “This is a place of decorum.”DSJ: What did she wys?Angel Ho: De-corum. She basically told me this is not your house. DSJ: I know you told that girl to keep in touch!Angel Ho: Yes, Mama! I'm Paula, I told that bitch, “Keep in touch!” [Points index finger in the air.](Saint Jude, Dope, “Keep in Touch”)Angel Ho's name is a play on the male name Angelo and refers to the trope of the ho (whor*) in gangsta rap lyrics and in music videos that present objectified women as secondary to male, heterosexual narratives (Sharpley-Whiting 23; Collins 27). The queering of Angelo, along with Angel Ho’s non-binary styling in terms of hair, make-up, and attire, appropriates a heterosexist, sexualised stereotype of women in order to create room for a gender identity that operates beyond heteronormative male-female binaries. Angel Ho’s location in a hair salon also speaks to stereotypical associations of salons with women and gay subjects. In a discussion of gender stereotypes about hair salons, Kristen Barber argues that beauty work has traditionally been “associated with women and with gay men” and that “the body beautiful has been tightly linked to the concept of femininity” (455–56). During the telephonic exchange, Angel Ho and Dope Saint Jude code-switch between standard and non-standard varieties of English and Afrikaans, as the opening appellation, “Awêh,” suggests. In this context, the term is a friendly greeting, which intimates solidarity. “Sturvy” means pretentious, whilst “kak” means sh*t, but here it is used to qualify “sturvy” and means that the girl at the pay phone is very pretentious or “full of airs.” To be “wys” means to be wise, but it can also mean that you are showing someone something or educating them. The meanings of these terms shift, depending on the context. The language practices in this skit are in line with the work of earlier hip-hop crews, such as Prophets of da City and Brasse vannie Kaap, to validate black, multilingual forms of speech and expression that challenge the linguistic imperialism of standard English and Afrikaans in South Africa, which has eleven official languages (Haupt, “Black Thing”; Haupt, Stealing Empire; Williams). Henry Louis Gates’s research on African American speech varieties and literary practices emerging from the repressive context of slavery is essential to understanding hip-hop’s language politics. Hip-hop artists' multilingual wordplay creates parallel discursive universes that operate both on the syntagmatic axis of meaning-making and the paradigmatic axis (Gates 49; Haupt, “Stealing Empire” 76–77). Historically, these discursive universes were those of the slave masters and the slaves, respectively. While white hegemonic meanings are produced on the syntagmatic axis (which is ordered and linear), black modes of speech as seen in hip-hop word play operate on the paradigmatic axis, which is connotative and non-linear (ibid). Distinguishing between Signifyin(g) / Signification (upper case, meaning black expression) and signification (lower case, meaning white dominant expression), he argues that “the signifier ‘Signification’ has remained identical in spelling to its white counterpart to demonstrate [. . .] that a simultaneous, but negated, parallel discursive (ontological, political) universe exists within the larger white discursive universe” (Gates 49). The meanings of terms and expressions can change, depending on the context and manner in which they are used. It is therefore the shared experiences of speech communities (such as slavery or racist/sexist oppression) that determine the negotiated meanings of certain forms of expression. Gayle as a Parallel Discursive UniverseDSJ and Angel Ho's performance of Gayle takes these linguistic practices further. Viewers are offered points of entry into Gayle via the music video’s subtitles. We learn that Wendy is code for a white person and that to keep in touch means exactly the opposite. Saint Jude explains that Gayle is a very fun queer language that was used to kind of mask what people were saying [. . .] It hides meanings and it makes use of women's names [. . . .] But the thing about Gayle is it's constantly changing [. . .] So everywhere you go, you kind of have to pick it up according to the context that you're in. (Ovens, Saint Jude and Haupt)According to Kathryn Luyt, “Gayle originated as Moffietaal [gay language] in the coloured gay drag culture of the Western Cape as a form of slang amongst Afrikaans-speakers which over time, grew into a stylect used by gay English and Afrikaans-speakers across South Africa” (Luyt 8; Cage 4). Given that the apartheid state criminalised hom*osexuals, Gayle was coded to evade detection and to seek out other members of this speech community (Luyt 8). Luyt qualifies the term “language” by arguing, “The term ‘language’ here, is used not as a constructed language with its own grammar, syntax, morphology and phonology, but in the same way as linguists would discuss women’s language, as a way of speaking, a kind of sociolect” (Luyt 8; Cage 1). However, the double-coded nature of Gayle allows one to think of it as creating a parallel discursive universe as Gates describes it (49). Whereas African American and Cape Flats discursive practices function parallel to white, hegemonic discourses, gay modes of speech run parallel to heteronormative communication. Exclusion and MicroaggressionsThe skit brings both discursive practices into play by creating room for one to consider that DSJ queers a male-dominated genre that is shaped by US cultural imperialism (Haupt, Stealing Empire 166) as a way of speaking back to intersectional forms of marginalisation (Crenshaw 1244), which are created by “white supremacist capitalist patriarchy” (hooks 116). This is significant in South Africa where “curative rape” of lesbians and other forms of hom*ophobic violence are prominent (cf. Gqola; Hames; Msibi). Angel Ho's anecdote conveys a sense of the extent to which black individuals are subject to scrutiny. Ho's interpretation of the claim that the gallery “is a place of decorum” is correct: it is not Ho's house. Black queer subjects are not meant to feel at home or feel a sense of ownership. This functions as a racial microaggression: “subtle insults (verbal, nonverbal, and/or visual) directed toward people of color, often automatically or unconsciously” (Solorzano, Ceja, and Yosso 60). This speaks to DSJ's use of Salt River, Woodstock, and Bo-Kaap for the music video, which features black queer bodies in performance—all of these spaces are being gentrified, effectively pushing working class people of colour out of the city (cf. Didier, Morange, and Peyroux; Lemanski). Gustav Visser explains that gentrification has come to mean a unit-by-unit acquisition of housing which replaces low-income residents with high-income residents, and which occurs independent of the structural condition, architecture, tenure or original cost level of the housing (although it is usually renovated for or by the new occupiers). (81–82) In South Africa this inequity plays out along racial lines because its neoliberal economic policies created a small black elite without improving the lives of the black working class. Instead, the “new African bourgeoisie, because it shares racial identities with the bulk of the poor and class interests with white economic elites, is in position to mediate the reinforcing cleavages between rich whites and poor blacks without having to make more radical changes” (MacDonald 158). In a news article about a working class Salt River family of colour’s battle against an eviction, Christine Hogg explains, “Gentrification often means the poor are displaced as the rich move in or buildings are upgraded by new businesses. In Woodstock and Salt River both are happening at a pace.” Angel Ho’s anecdote, as told from a Woodstock hair salon, conveys a sense of what Woodstock’s transformation from a coloured, working class Group Area to an upmarket, trendy, and arty space would mean for people of colour, including black, queer subjects. One could argue that this reading of the video is undermined by DSJ’s work with global brand H&M. Was she was snared by neoliberal economics? Perhaps, but one response is that the seeds of any subculture’s commercial co-option lie in the fact it speaks through commodities (for example clothing, make-up, CDs, vinyl, or iTunes / mp3 downloads (Hebdige 95; Haupt, Stealing Empire 144–45). Subcultures have a window period in which to challenge hegemonic ideologies before they are delegitimated or commercially co-opted. Hardt and Negri contend that the means that extend the reach of corporate globalisation could be used to challenge it from within it (44–46; Haupt, Stealing Empire 26). DSJ utilises her H&M work, social media, the hip-hop genre, and international networks to exploit that window period to help mainstream black queer identity politics.ConclusionDSJ speaks back to processes of exclusion from the city, which was transformed by apartheid and, more recently, gentrification, by claiming it as a creative and playful space for queer subjects of colour. She uses Gayle to lay claim to the city as it has a long history in Cape Town. In fact, she says that she is not reviving Gayle, but is simply “putting it on a bigger platform” (Ovens, Saint Jude, and Haupt). The use of subtitles in the video suggests that she wants to mainstream queer identity politics. Saint Jude also transforms hip-hop heteronormativity by queering the genre and by locating her work within the history of Cape hip-hop’s multilingual wordplay. ReferencesBarber, Kristin. “The Well-Coiffed Man: Class, Race, and Heterosexual Masculinity in the Hair Salon.” Gender and Society 22.4 (2008): 455–76.Cage, Ken. “An Investigation into the Form and Function of Language Used by Gay Men in South Africa.” Rand Afrikaans University: MA thesis, 1999.Clay, Andreana. “‘I Used to Be Scared of the Dick’: Queer Women of Color and Hip-Hop Masculinity.” Home Girls Make Some Noise: Hip Hop Feminism Anthology. Ed. Gwendolyn D. Pough, Elain Richardson, Aisha Durham, and Rachel Raimist. California: Sojourns, 2007.Collins, Patricia Hill. Black Sexual Politics: African Americans, Gender, and the New Racism. New York: Routledge, 2005. Crenshaw, Kimberle. “Mapping the Margins: Intersectionality, Identity Politics, and Violence against Women of Color”. Stanford Law Review 43.6 (1991): 1241–299.Didier, Sophie, Marianne Morange, and Elisabeth Peyroux. “The Adaptative Nature of Neoliberalism at the Local Scale: Fifteen Years of City Improvement Districts in Cape Town and Johannesburg.” Antipode 45.1 (2012): 121–39.Erasmus, Zimitri. “Introduction.” Coloured by History, Shaped by Place. Ed. Zimitri Erasmus. Cape Town: Kwela Books & SA History Online, 2001. Gates, Henry Louis. The Signifying Monkey: A Theory of Afro-American Literary Criticism. Oxford: Oxford UP, 1988.Gqola, Pumla Dineo. Rape: A South African Nightmare. Johannesburg: Jacana, 2015.Hames, Mary. “Violence against Black Lesbians: Minding Our Language.” Agenda 25.4 (2011): 87–91.Hardt, Michael, and Antonio Negri. Empire. London: Harvard UP, 2000.Haupt, Adam. “Can a Woman in Hip Hop Speak on Her Own Terms?” Africa Is a Country. 23 Mar. 2015. <http://africasacountry.com/2015/03/the-double-consciousness-of-burni-aman-can-a-woman-in-hip-hop-speak-on-her-own-terms/>.Haupt, Adam. Static: Race & Representation in Post-Apartheid Music, Media & Film. Cape Town: HSRC Press, 2012. Haupt, Adam. Stealing Empire: P2P, Intellectual Property and Hip-Hop Subversion. Cape Town: HSRC Press, 2008. Haupt, Adam. “Black Thing: Hip-Hop Nationalism, ‘Race’ and Gender in Prophets of da City and Brasse vannie Kaap.” Coloured by History, Shaped by Place. Ed. Zimitri Erasmus. Cape Town: Kwela Books & SA History Online, 2001. Hebdige, Dick. Subculture: The Meaning of Style. London: Routledge, 1979.Hogg, Christine. “In Salt River Gentrification Often Means Eviction: Family Set to Lose Their Home of 11 Years.” Ground Up. 15 June 2016. <http://www.groundup.org.za/article/salt-river-gentrification-often-means-eviction/>.hooks, bell. Outlaw: Culture: Resisting Representations. New York: Routledge, 1994.Lemanski, Charlotte. “Hybrid Gentrification in South Africa: Theorising across Southern and Northern Cities.” Urban Studies 51.14 (2014): 2943–60.Luyt, Kathryn. “Gay Language in Cape Town: A Study of Gayle – Attitudes, History and Usage.” University of Cape Town: MA thesis, 2014.MacDonald, Michael. Why Race Matters in South Africa. University of Kwazulu-Natal Press: Scottsville, 2006.Msibi, Thabo. “Not Crossing the Line: Masculinities and hom*ophobic Violence in South Africa”. Agenda. 23.80 (2009): 50–54.Pabón, Jessica N., and Shanté Paradigm Smalls. “Critical Intimacies: Hip Hop as Queer Feminist Pedagogy.” Women & Performance: A Journal of Feminist Theory (2014): 1–7.Salo, Elaine. “Negotiating Gender and Personhood in the New South Africa: Adolescent Women and Gangsters in Manenberg Township on the Cape Flats.” Journal of European Cultural Studies 6.3 (2003): 345–65.Solórzano, Daniel, Miguel Ceja, and Tara Yosso. “Critical Race Theory, Racial Microaggressions, and Campus Racial Climate: The Experiences of African American College Students.” Journal of Negro Education 69.1/2 (2000): 60–73.Sharpley-Whiting, T. Denean. Pimps Up, Ho’s Down: Hip Hop’s Hold on Young Black Women. New York: New York UP, 2007.Smalls, Shanté Paradigm. “‘The Rain Comes Down’: Jean Grae and Hip Hop Heteronormativity.” American Behavioral Scientist 55.1 (2011): 86–95.Visser, Gustav. “Gentrification: Prospects for Urban South African Society?” Acta Academica Supplementum 1 (2003): 79–104.Williams, Quentin E. “Youth Multilingualism in South Africa’s Hip-Hop Culture: a Metapragmatic Analysis.” Sociolinguistic Studies 10.1 (2016): 109–33.Yudell, Michael. “A Short History of the Race Concept.” Race and the Genetic Revolution: Science, Myth, and Culture. Ed. Sheldon Krimsky and Kathleen Sloan. New York: Columbia UP, 2011.InterviewsOvens, Neil, Dope Saint Jude, and Adam Haupt. One FM Radio interview. Cape Town. 21 Apr. 2016.VideosSaint Jude, Dope. “Keep in Touch.” YouTube. 23 Feb. 2015. <https://www.youtube.com/watch?v=w2ux9R839lE>. H&M. “H&M World Recycle Week Featuring M.I.A.” YouTube. 11 Apr. 2016. <https://www.youtube.com/watch?v=f7MskKkn2Jg>. MusicSaint Jude, Dope. Reimagine. 15 June 2016. <https://dopesaintjude.bandcamp.com/album/reimagine>.

Abstract:

Each year, The Economist magazine’s “Economist Intelligence Unit” ranks cities based on “healthcare, education, stability, culture, environment and infrastructure”, giving the highest-ranking locale the title of most ‘liveable’ (Wright). For the past six years, The Economist has named Melbourne “the world’s most liveable city” (Carmody et al.). A curious portmanteau, the concept of liveability is problematic: what may feel stable and safe to some members of the community may marginalise others due to several factors such as gender, disability, ethnicity or class.The subjective nature of this term is referred to in the Australian Government’s 2013 State of Cities report, in the chapter titled ‘Liveability’:In the same way that the Cronulla riots are the poster story for cultural conflict, the attack on Jillian Meagher in Melbourne’s Brunswick has resonated strongly with Australians in many capital cities. It seemed to be emblematic of their concern about violent crime. Some women in our research reported responding to this fear by arming themselves. (274)Twenty-nine-year-old Jill Meagher’s abduction, rape, and murder in the inner northern suburb of Brunswick in 2012 disturbs the perception of Melbourne’s liveability. As news of the crime disseminated, it revived dormant cultural narratives that reinforce a gendered public/private binary, suggesting women are more vulnerable to attack than men in public spaces and consequently hindering their mobility. I investigate here how texts written by women writers based in Melbourne’s inner north can latently serve as counter narratives to this discourse, demonstrating how urban public space can be benign, even joyful, rather than foreboding for women. Cultural narratives that promote the vulnerability of women oppress urban freedoms; this paper will use these narratives solely as a catalyst to explore literary texts by women that enact contrary narratives that map a city not by vicarious trauma, but instead by the rich complexity of women’s lives in their twenties and thirties.I examine two memoirs set primarily in Melbourne’s inner north: Michele Lee’s Banana Girl (2013) and Lorelai Vashti’s Dress, Memory: A memoir of my twenties in dresses (2014). In these texts, the inner north serves as ‘true north’, a magnetic destination for this stage of life, an opening into an experiential, exciting adult world, rather than a place haunted. Indeed, while Lee and Vashti occupy the same geographical space that Meagher did, these texts do not speak to the crime.The connection is made by me, as I am interested in the affective shift that follows a signal crime such as the Meagher case, and how we can employ literary texts to gauge a psychic landscape, refuting the discourse of fear that is circulated by the media following the event. I wish to look at Melbourne’s inner north as a female literary milieu, a site of boldness despite the public breaking that was Meagher’s murder: a site of female self-determination rather than community trauma.I borrow the terms “boldness”, “bold walk” and “breaking” from Finnish geographer Hille Koskela (and note the thematic resonances in scholarship from a city as far north as Helsinki). Her paper “Bold Walks and Breakings: Women’s spatial confidence versus fear of violence” challenges the idea that “fearfulness is an essentially female quality”, rather advocating for “boldness”, seeking to “emphasise the emancipatory content of … [women’s] stories” (302). Koskela uses the term “breaking” in her research (primarily focussed on experiences of Helsinki women) to describe “situations … that had transformed … attitudes towards their environment”, referring to the “spatial consequences” that were the result of violent crimes, or threats thereof. While Melbourne women obviously did not experience the Meagher case personally, it nevertheless resulted in what Koskela has dubbed elsewhere as “increased feelings of vulnerability” (“Gendered Exclusions” 111).After the Meagher case, media reportage suggested that Melbourne had been irreversibly changed, made vulnerable, and a site of trauma. As a signal crime, the attack and murder was vicariously experienced and mediated. Like many crimes committed against women in public space, Meagher’s death was transformed into a cautionary tale, and this storying was more pronounced due to the way the case played out episodically in the media, particularly online, allowing the public to follow the case as it unfolded. The coverage was visually hyperintensive, and particular attention was paid to Sydney Road, where Meagher had last been seen and where she had met her assailant, Adrian Bayley, who was subsequently convicted of her murder.Articles from media outlets were frequently accompanied by cartographic images that superimposed details of the case onto images of the local area—the mind map and the physical locality both marred by the crime. Yet Koskela writes, “the map of everyday experiences is in sharp contrast to the maps of the media. If a picture of a place is made by one’s own experiences it is more likely to be perceived as a safe ordinary place” (“Bold Walks” 309). How might this picture—this map—be made through genre? I am interested in how memoir might facilitate space for narratives that contest those from the media. Here I prefer the word memoir rather than use the term life-writing due to the former’s etymological adherence to memory. In Vashti and Lee’s texts, memory is closely linked to place and space, and for each of them, Melbourne is a destination, a city that they have come to alone from elsewhere. Lee came to the city after growing up in Canberra, and Vashti from Brisbane. In Dress, Memory, Vashti writes that the move to Melbourne “… makes you feel like a pioneer, one of those dusty and determined characters out of an American history novel trudging west to seek a land of gold and dreams” (83).Deeply engaging with Melbourne, the text eschews the ‘taken for granted’ backdrop idea of the city that scholar Jane Darke observes in fiction. She writes thatmodern women novelists virtually take the city as backdrop for granted as a place where a central female figure can be or becomes self-determining, with like-minded female friends as indispensable support and undependable men in walk-on roles. (97)Instead, Vashti uses memoir to self-consciously examine her relationship with her city, elaborating on the notion of moving from elsewhere as an act of self-determination, building the self through geographical relocation:You’re told you can find treasure – the secret bars hidden down the alleyways, the tiny shops filled with precious curios, the art openings overflowing onto the street. But the true gold that paves Melbourne’s footpaths is the promise that you can be a writer, an artist, a musician, a performer there. People who move there want to be discovered, they want to make a mark. (84)The paths are important here, as Vashti embeds herself on the street, walking through the text, generating an affective cartography as her life is played out in what is depicted as a benign, yet vibrant, urban space. She writes of “walking, following the grid of the city, taking in its grey blocks” (100), engendering a sense of what geographer Yi-Fu Tuan calls ‘topophilia’: “the affective bond between people and place or setting” (4). There is a deep bond between Vashti and Melbourne that is evident in her work that is demonstrated in her discussion of public space. Like her, friends from Brisbane trickle down South, and she lives with them in a series of share houses in the inner North—first Fitzroy, then Carlton, then North Melbourne, where she lives with two female friends and together they “roamed the streets during the day in a pack” (129).Vashti’s boldness not only lies in her willingness to take bodily to the streets, without fear, but also in her fastidious attention to her physical appearance. Her memoir is framed sartorially: chronologically arranged, from age twenty to thirty, each chapter featuring equally detailed reports of the events of that year as well as the corresponding outfits worn. A dress, transformative, is spotlighted in each of these chapters, and the author is photographed in each of these ‘feature’ dresses in a glossy section in the middle of the book. Koskela writes that, “if women dress up to be part of the urban spectacle, like 19th-century flâneurs, and also to mediate their confidence, they oppose their erasure and reclaim urban space”. For Koskela, the appearance of the body in public is an act of boldness:dressing can be seen as a means of reproducing power relations; in Foucaultian terms, it is a way of being one’s own overseer, and regulating even the most intimate spheres … on the other hand, interpreted in another way, dressing up can be seen as a form of resistance against the male gaze, as an opposition to the visual mastery over women, achieved by not being invisible or absent, but by dressing up proudly. (“Bold Walks” 309)Koskela’s affirmation that clothing can enact urban boldness contradicts reportage on the Meagher case that suggested otherwise. Some news outlets focussed on the high heels Meagher was wearing the night she was raped and murdered, as if to imply that she may have been able to elude her fate had she donned flats. The Age quotes witnesses who saw her on Sydney Road the night she was killed; one says she was “a little unsteady on her feet but not too bad”, another that she “seemed to be struggling to walk up the hill in her high heels” (Russell). But Vashti is well aware of the spatial confidence that the right clothing provides. In the chapter “Twenty-three”, she writes of being housebound by heartbreak, that “just leaving the house seemed like an epic undertaking”, so she “picked a dress a dress that would make me feel good … the woman in me emerged when I slid it on. In it, I instantly had shape, form. A purpose” (99). She and her friends don vocational costumes to outplay the competitive inner Melbourne rental market, eventually netting their North Melbourne terrace house by dressing like “young professionals”: “dressed up in smart op-shop blouses and pencil skirts to walk to the real estate office” (129).Michele Lee’s text Banana Girl also delves into the relationship between personal aesthetics and urban space, describing Melbourne as “a town of costumes, after all” (117), but her own style as “indifferently hip to the outside world without being slavish about it” (6). Lee’s world is East Brunswick for much of the book, and she establishes this connection early, introducing herself in the first chapter, as one of the “subversive and ironic people living in the hipster boroughs of the inner North of Melbourne” (6). She describes the women in her local area – “Brunswick Girls”, she dubs them: “no one wears visible make up, or if they do it’s not lathered on in visible layers; the haircuts are feminine without being too stylish, the clothing too; there’s an overall practical appearance” (89).Lee displays more of a knowingness than Vashti regarding the inner North’s reputation as the more progressive and creative side of the Yarra, confirmed by the Sydney Morning Herald:The ‘northside’ comprises North Melbourne, Carlton, Fitzroy, Collingwood, Abbotsford, Thornbury, Brunswick and Coburg. Bell Street is the boundary for northsiders. It stands for artists, warehouse parties, bicycles, underground music, lightless terrace houses, postmodernity and ‘awareness’. (Craig)As evidenced in late scholar John Maclaren’s book Melbourne: City of Words, the area has long enjoyed this reputation: “After the war, these neighbourhoods were colonized by migrants from Europe, and in the 1960s by the artists, musicians, writers, actors, junkies and layabouts whose stories Helen Garner was to tell” (146). As a young playwright, Lee sees herself reflected in this milieu, writing that she’s “an imaginative person, I’m university educated, I vote the way you’d expect me to vote and I’m a member of the CPSU. On principle I remain a union member” (7), toeing that line of “awareness” pithily mentioned by the SMH.Like Vashti, there are constant references to Lee’s exact geographical location in Melbourne. She ‘drops pins’ throughout, cultivating a connection to place that blurs home and the street, fostering a sense of belonging beyond one’s birthplace, belonging to a place chosen rather than raised in. She plants herself in this local geography. Returning to the first chapter, she includes “jogger by the Merri Creek” in her introduction (7), and later jokingly likens a friendship with an ex as “no longer on stage at the Telstra Dome but still on tour” (15), employing Melbourne landmarks as explanatory shorthand. She refers to places by name: one could physically tour inner North and CBD hotspots based on Lee’s text, as it is littered with mentions of bars, restaurants, galleries and theatre venues. She frequents the Alderman in East Brunswick and Troika in the city, as well as a bar that Jill Meagher spent time in on the night she went missing – the Brunswick Green.While offering the text a topographical authenticity, this can sometimes prove distracting: rather than simply stating that she goes to the library, she writes that she visits “the City of Melbourne library” (128), and rather than just going to a pizza parlour, they visit “Bimbo’s” (129) or “Pizza Meine Liebe” (101). Yet when Lee visits family in Canberra, or Laos on an arts grant, business names are forsaken. One could argue that the cultural capital offered by namedropping trendy Melburnian bars, restaurants and nightclubs translates awkwardly on the page, and risks dating the text considerably, but elevates the spatiality of Lee’s work. And these landmarks are important within the text, as Lee’s world is divided spatially. She refers to “Theatre Land” when discussing her work in the arts, and her share house not as ‘home’ but consistently as “Albert Street”. She partitions her life into these zones: zones of emotion, zones of intellect/career, zones of family/heritage – the text offers close insight into Lee’s personal cartography, with her traversing the map “stubbornly on foot, still resisting becoming part of Melbourne’s bike culture” (88).While not always walking alone – often accompanied by an ex-boyfriend she nicknames “Husband” – Lee is independently-minded, stating, “I operate solo, I pay my own way” (34), meeting up with various romantic and sexual interests through the text for daytime trysts in empty office buildings or late nights out in the CBD. She is adventurous, yet reminds that she was not always so. She recalls a time when she was still residing in Canberra and visited a boyfriend who was living in Melbourne and felt intimidated by the “alien city”, standing in stark contrast to the familiarity she demonstrates otherwise.Lee and Vashti’s texts both chronicle women who freely occupy public space, comfortable in their surroundings, not engaging on the page with cultural narratives and media reportage that suggest they would be safer off the streets. Both demonstrate what Koskela calls the “pleasure to be able to take possession of space” (“Bold Walks” 308) – yet it could be argued that the writer’s possession of space is so routine, so unremarkable that it transcends pleasure: it is comfortable. They walk the streets alone and catch public transport alone without incident. They contravene advice such as that given by Victorian Police Homicide Squad chief Mick Hughes’s comments that women shouldn’t be “alone in parks” following the fatal stabbing of teenager Masa Vukotic in a Doncaster park in 2015.Like Meagher’s death, Vukotic’s murder was also mobilised by the media – and one could argue, by authorities – to contain women, to further a narrative that reinforces the public/private gender binary. However, as Koskela reminds, the fact that some women are bold and confident shows that women are not only passively experiencing space but actively take part in producing it. They reclaim space for themselves, not only through single occasions such as ‘take back the night’ marches, but through everyday practices and routinized uses of space. (“Bold Walks” 316)These memoirs act as resistance, actively producing space through representation: to assert the right to the city, one must be bold, and reclaim space that is so often overlaid with stories of violence against women. As Koskela emphasises, this is only done through use of the space, “a way of de-mystifying it. If one does not use the space, … ‘the mental map’ of the place is filled with indirect descriptions, the image of it is constructed through media and the stories heard” (“Bold Walks” 308). Memoir can take back this image through stories told, demonstrating the personal connection to public space. Koskela writes that, “walking on the street can be seen as a political act: women ‘write themselves onto the street’” (“Urban Space in Plural” 263). ReferencesAustralian Government. Department of Infrastructure and Transport. State of Australian Cities 2013. Canberra: Commonwealth of Australia, 2013. 17 Jan. 2017 <http://infrastructure.gov.au/infrastructure/pab/soac/files/2013_00_infra1782_mcu_soac_full_web_fa.pdf>.Carmody, Broede, and Aisha Dow. “Top of the World: Melbourne Crowned World's Most Liveable City, Again.” The Age, 18 Aug. 2016. 17 Jan. 2017 <http://theage.com.au/victoria/top-of-the-world-melbourne-crowned-worlds-most-liveable-city-again-20160817-gqv893.html>.Craig, Natalie. “A City Divided.” Sydney Morning Herald, 5 Feb. 2012. 17 Jan. 2017 <http://www.smh.com.au/entertainment/about-town/a-city-divided-20120202-1quub.html>.Darke, Jane. “The Man-Shaped City.” Changing Places: Women's Lives in the City. Eds. Chris Booth, Jane Darke, and Susan Yeadle. London: Paul Chapman Publishing, 1996. 88-99.Koskela, Hille. “'Bold Walk and Breakings’: Women's Spatial Confidence versus Fear of Violence.” Gender, Place and Culture 4.3 (1997): 301-20.———. “‘Gendered Exclusions’: Women's Fear of Violence and Changing Relations to Space.” Geografiska Annaler, Series B, Human Geography, 81.2 (1999). 111–124.———. “Urban Space in Plural: Elastic, Tamed, Suppressed.” A Companion to Feminist Geography. Eds. Lise Nelson and Joni Seager. Blackwell, 2005. 257-270.Lee, Michele. Banana Girl. Melbourne: Transit Lounge, 2013.MacLaren, John. Melbourne: City of Words. Arcadia, 2013.Russell, Mark. ‘Happy, Witty Jill Was the Glue That Held It All Together.’ The Age, 19 June 2013. 30 Jan. 2017 <http://www.theage.com.au/victoria/happy-witty-jill-was-the-glue-that-held-it-all-together-20130618-2ohox.html>Tuan, Yi-Fu. Topophilia: A Study of Environmental Perception, Attitudes and Values. Englewood Cliffs: Prentice-Hall Inc, 1974.Wright, Patrick, “Melbourne Ranked World’s Most Liveable City for Sixth Consecutive Year by EIU.” ABC News, 18 Aug. 2016. 17 Jan. 2017 <http://www.abc.net.au/news/2016-08-18/melbourne-ranked-worlds-most-liveable-city-for-sixth-year/7761642>.

Abstract:

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