Journal articles: 'Rationalism – Collected works' – Grafiati (2024)

Abstract:

The documentary Tierra en movimiento (2014) is an audiovisual essay realized in collaboration with the Chilean poet German Carrasco. In it the counterpoint of sounds, texts and a narrative voice-over (in other words, its intermedial condition), allows to establish a poetic reflection on the material and concrete experience of living in a territory devastated by an earthquake. The remnants of what survived is collected to talk about memory and the present, opposing at the same time to the monumentality of memory and to neoliberal rationality.

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The vampire is a phenomenon in western literature and culture. As many literary works featuring vampire are produced every year and continue to interest of the audiences, the creature becomes even embedded in the heart of not only western people, but also most people in the world. Currently, the researches on the creature either as a part of the myth or a character in literary works is so booming. They conclude that there is transformation of vampire both in myth and literary work. The research on literary works mostly generalizes vampire and Dracula as similar terms referring to blood sucker in general. In fact, those two terms actually refer to different signifieds. Therefore, this research aims to discuss specifically the development of literary works, especially films featuring the Dracula character since Stoker’s story is still adapted in the current era. The discussion focuses on the conventions and inventions of Dracula films in the early twenty first century and how those new formulas are related to the social background. This research is qualitative research and data are collected from the library. In addition, the basic theory used is genre analysis which situates texts within textual and social contexts. In the field of American Studies, such analysis is relevant to McDowell’s theory of “past, present and future” which supports interdisciplinary studies of time development.As the finding of the research on twenty four films produced during 2000 to 2014 the researcher concludes that most of them mix the elements of some genres. There are eleven pure horror Dracula films, eight horror action, two horror drama, one horror adventure, one horror sci-fi, and one horror romance. Furthermore, the researcher found five formula inventions including: 1. the shifting themes which include the emergence of science and the blurring of sexuality; 2. the variation of the stereotypical characters which includes the turn of the villain into hero and the challenge of women as heroes; 3. the changing motive; 4. the variation of setting, and 5. the replacement of properties. In the further analysis, the development of the formulas is certainly the result of the mixing genres, and also the response to two major issues flourishes in today’s era such as the issue of modernity and rationality and the phenomenon of ‘New Women’ and ‘Now Women.’Keywords: vampire, Dracula, formula, convention, invention

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In recent years, a small but growing tributary of thought has begun to re-theorise the gendered nature of undeclared work by transcending the conventional ‘thin’ depiction of undeclared work as profit-motivated market-like exchange and constructing ‘thicker’ representations that recognise the presence of multifarious work relations and motives in this sphere. Given the paucity of empirical accounts that have sought to develop a nuanced theorisation of the gender variations in undeclared work based on such thicker readings, the aim of this paper is to report a study of the gendering of undeclared work in the post-socialist society of Ukraine. Analysing data collected from 600 face-to-face interviews conducted during late 2005 and early 2006 that unravel the work relations and motives involved when men and women engage in undeclared work in Ukraine, the finding is that whilst over two-thirds (68 per cent) of men's undeclared work in this post-socialist society is composed of various types of profit-motivated market-like work, nearly three-quarters (72 per cent) of women's undeclared work is undertaken for friends, neighbours and kin under work relations more akin to unpaid mutual aid and for rationales other than purely financial gain. The consequent argument is that representing undeclared work in conventional ‘thin’ terms as profit-motivated market-like endeavour depicts such work more through the lens of men's lived practices rather than women's experiences. The paper therefore concludes by calling not only for a re-theorisation of undeclared work and its gendered nature in a wider range of societies and regions of the world but also for a critical evaluation of the validity of depicting monetary transactions as always market-like and profit-motivated.

Abstract:

Este trabalho de cunho qualitativo se propôs compreender como se entrelaçam as racionalidades substantiva e instrumental no cotidiano dos gestores de primeira linha de uma multinacional e alguns funcionários de alto escalão de um órgão público na região do quadrilátero ferrífero em Minas Gerais. A coleta de dados ocorreu por meio da entrevista semiestruturada, que foram gravadas, transcritas e posteriormente analisadas via Análise de Conteúdo de Bardin (2006). A base teórica que fomentou as análises foram os trabalhos de Guerreiro Ramos (1981) e Maurício Serva (1996). Diante disso foi possível identificar 11 rubricas previstas por Serva (1996), entendidas nas análises como unidades de sentido; estas foram classificadas por proporção conforme sua aparição nos relatos; são elas: valores e objetivos, satisfação individual, reflexão, controle, tomada de decisão, divisão do trabalho, hierarquia e normas, conflito, ação social, relações interpessoais e dimensão simbólica. A presença da racionalidade instrumental ainda é latente no cotidiano analisado, sendo necessária alguma evolução para que esse modelo reificado do ser humano se altere. Todavia, tal pesquisa se mostra relevante, pois permitiu verificar uma manifestação considerável da racionalidade substantiva em um ambiente supostamente instrumental. This qualitative study was proposed to understand how the substantive and instrumental rationalities are interwoven in the daily life of first-line managers of a multinational and some high-ranking officials from a public agency in the iron quadrilateral region of Minas Gerais. The data were collected through semi-structured interviews, which were recorded, transcribed and analyzed through Bardin Content Analysis (2006). A theoretical basis that fostered as analyzes were the works of Guerreiro Ramos (1981) and Maurício Serva (1996). Thus, it was possible to identify 11 items predicted by Serva (1996), understood in the analyzes as units of meaning; These were classified by proportion according to their appearance in the reports; are they: values and objectives, individual satisfaction, reflection, control, decision making, division of labor, hierarchy and norms, conflict, social action, interpersonal relations and symbolic dimension. The presence of instrumental rationality is still latent in the daily analyzed, and some evolution is necessary for this reified model of the human being to change. However, such research is relevant because it has allowed us to verify a considerable manifestation of substantive rationality in a supposedly instrumental environment.

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As one of the most popular destinations for international tourists, Bali has attracted a sizeable and growing labor force in the tourism sector of the economy. This fact has triggered Balinese labor force to participate in such a service industry. As a supplier of tourism labor force Bali has been increasingly successful in promoting the number of workers to be employed in cruise tourism industry. The participation rate of Balinese labor in cruise tourism industry over the last years has dramatically increased. The growth of Balinese labor who works on cruise ships in the past four years reached more than 18 percent. It is happening because they have been prepared themselves in accordance to the competencies and qualifications needed in cruise tourism industry. The Balinese labor’s participation in cruise tourism industry employment has brought major implications for their life and culture. The present study aimed to analyze the multiplier effect of Balinese labor works in cruise tourism industry overview from economic and socio-cultural perspective. The research subjects were Balinese labor who used to or were still working in the cruise tourism industry. This research used qualitative data. The collected data started from one Balinese labor having experience in the cruise tourism industry and then spread to the other workers. To answer the research questions, data collection was conducted through observation and deep interviews. The data were analyzed by qualitative analysis. In analyzing the data of economic and socio-cultural perspective of Balinese labor who work in the cruise tourism industry in the environment of life, it was done through the processing and interpretation of the data which is a series of periodic review, grouping, systematization, interpretation and reification of data so that a phenomenon has social academic and scientific value. The data analysis was conducted to find the hidden reasons behind the actions of the perpetrators of social action or geared towards social significance of social phenomena. The focus is to find what kind of mindset that glows behind a social phenomenon or to find the rationality that lies behind the social phenomena. The multiplier effect of Balinese labor working in cruise tourism industry was overviewed from economic and socio-cultural perspectives. The economic perspective likes: Balinese labor working on cruise ship able to improve the family economy, and employment for the community directly or indirectly in the cruise tourism industry. The socio-cultural perspective likes: by working on cruise ships able to motivate the other Balinese labor to works on cruise ships, with working on cruise ships can open the horizons and the way of thinking society, increase the personal discipline, make clean and healthy in their live, and then improve the science and technology in tourism especially at cruises, able to strengthen the unity of nation, anticipation for disintegration, and growth the awareness to conserve the cultural after seeing the variety of cultures in the word. Based on the conclusions above, the following suggestion can be made: the government should pay attention to the existence of Balinese labor, who work in cruise ships, to the protection of their rights as well as the relevant acts should be made clear, knowing that they serve as ambassadors of the nation that generate income for the country; and the government should provide support to Balinese laborers in accordance with their potential

Abstract:

PurposeUntil now, most scholars have used one of four competing theories to explain undeclared work. Political economy theories explain undeclared work as resulting from the exclusion of workers from formal work and welfare, neo-liberal theories explain such work as a voluntarily chosen rational economic decision and neo-institutionalist and post-structuralist theories explain those engaging as social actors who disagree with the formal rules or seek to help others out respectively. Recognising that each theory focuses upon different employment relationships, this paper evaluates the proposition that these different theories are more explanations of different types of undeclared work.Design/methodology/approachTo evaluate this, data reported is collected in 2019 across 28 European countries (the 27 member states of the European Union and the United Kingdom) in special Eurobarometer survey 92.1 involving 27,565 interviews.FindingsOf the 3.6% of citizens participating in undeclared work, 10% engage in undeclared waged employment, 42% in undeclared self-employment and 48% in undeclared paid favours. Reporting their rationales, 7% state purely political economy exclusion-driven reasons, 19% solely neo-liberal rational economic actor reasons, 20% purely social actor reasons and 54% mixed motives. A logistic regression analysis finds those engaging in undeclared waged employment significantly more likely to state purely exclusion-driven rationales, those engaging in undeclared self-employment significantly more likely to state neo-liberal rational economic actor and neo-institutionalist social actor rationales and those engaging in undeclared paid favours post-structuralist social actor motives.Practical implicationsThis finding suggests that the policy initiatives required to tackle undeclared work will vary according to the type of undeclared work addressed. These are outlined.Originality/valueEvidence is provided that a different weighting needs to be given to different theories when explaining each type of undeclared work.

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Carty, R. Kenneth, William Cross and Lisa Young. Rebuilding Canadian Party Politics. By Miriam Lapp 631Broadbent, Edward, ed. Democratic Equality: What Went Wrong? By Rodney Haddow 633Boyd, Susan S., Dorothy E. Chunn and Robert Menzies, eds. (Ab)Using Power: The Canadian Experience. By Audrey Doerr 635Pal, Leslie A., ed.. How Ottawa Spends 2000-2001: Past Imperfect, Future Tense. By Nelson Wiseman 636Chennells, David. The Politics of Nationalism in Canada: Cultural Conflict since 1760. By Richard Vengroff 638Helly, Denise et Nicolas Van Schendel. Appartenir au Québec. Citoyenneté, nation et société civile. Enquête à Montréal, 1995. Par Guy Chiasson 639Rose, Alex. Spirit Dance at Meziadin: Chief Joseph Gosnell and the Nisga'a Treaty. By Michael J. Prince 640Cardinal, Linda, en collaboration avec Caroline Andrew et Michèle Kérisit. Chroniques d'une vie politique mouvementée. L'Ontario francophone de 1986 à 1996. Par Simon Langlois 642Kreinin, Mordechai, ed. Building a Partnership: The Canada-United States Free Trade Agreement. By Stephen Clarkson 643Clingermayer, James C. and Richard C. Feiock. Institutional Constraints and Policy Choice: An Exploration of Local Governance. By John J. Kirlin 645Muxel, Anne. L'expérience politique des jeunes. Par Marc Molgat 647Sowerwine, Charles. France since 1870: Culture, Politics and Society. By Robert Elgie 650Sniderman, Paul M., Pierangelo Peri, Rui J. P. de Figueiredo, Jr. and Thomas Piazza. The Outsider: Prejudice and Politics in Italy. By Stephen Hellman 651Gardet, Claudie, avec une préface de Marie-Claire Bergère. Les relations de la République populaire de Chine et de la République démocratique allemande (1949-1989). Par André Laliberté 653Katsiaficas, George, ed. After the Fall: 1989 and the Future of Freedom. By Barbara J. Falk 655Quesney, Chantale. Kosovo, les mémoires qui tuent. La guerre vue sur Internet. Par Dany Deschênes 657Moser, Robert G. Unexpected Outcomes: Electoral Systems, Political Parties, and Representation in Russia. By Jody Baumgartner 660Powers, Nancy R. Grassroots Expectations of Democracy and Economy: Argentina in Comparative Perspective. By Jeffery R. Webber 661Kymlicka, Will. La citoyenneté multiculturelle. Une théorie libérale du droit des minorités. Par France Gagnon 663Kymlicka, Will. Politics in the Vernacular: Nationalism, Multiculturalism, and Citizenship. By Ciaran Cronin 665Schmid, Carol L. The Politics of Language: Conflict, Identity, and Cultural Pluralism in Comparative Perspective. By Ines Molinaro 667Merad, Ali. La tradition musulmane. Par Chedly Belkhodja 668Kaufman, Stuart J. Modern Hatreds: The Symbolic Politics of Ethnic War. By Crawford Young 671Baum, Gregory. Le nationalisme: perspectives éthiques et religieuses. Par Frédérick Boily 672Keating, Michael and John McGarry, eds. Minority Nationalism and the Changing International Order. By Stefan Wolff 674Gurr, Ted Robert. Peoples versus States: Minorities at Risk in the New Century. By John A. Hall 676Biggar, Nigel, ed. Burying the Past: Making Peace and Doing Justice after Civil Conflict. By Steven M. Delue 677Kruks, Sonia. Retrieving Experience: Subjectivity and Recognition in Feminist Politics. By Lorraine Code 679Kinzer, Bruce L. England's Disgrace? J. S. Mill and the Irish Question. By Samuel V. Laselva 681Kahan, Alan S. Aristocratic Liberalism: The Social and Political Thought of Jacob Burkhardt, John Stuart Mill, and Alexis de Tocqueville. By Brian Richardson 682Passet, René. L'illusion néo-libérale. Par Marcel Filion 684Andrew, Edward G. Conscience and Its Critics: Protestant Conscience, Enlightenment Reason, and Modern Subjectivity. By Jason Neidleman 687Villa, Dana, ed. The Cambridge Companion to Hannah Arendt. By Robert Pirro 689Pirro, Robert C. Hannah Arendt and the Politics of Tragedy. By Pamela S. Leach 691Davis, Arthur and Peter C. Emberley, eds. Collected Works of George Grant:Vol. 1: 1933-1950. By Ron Dart 692Owen, J. Judd. Religion and the Demise of Liberal Rationalism: The Foundational Crisis of the Separation of Church and State. By Emily R. Gill 694Gray, John. Two Faces of Liberalism. By Brian Donohue 695Lom, Petr. The Limits of Doubt: The Moral and Political Implications of Skepticism. By Craig Beam 696Parekh, Bhikhu. Rethinking Multiculturalism: Cultural Diversity and Political Theory. By Jonathan Quong 698Heath, Joseph. Communicative Action and Rational Choice. By Bryce Weber 699Franke, Mark F. N. Global Limits: Immanuel Kant, International Relations, and Critique of World Politics. By Brian Orend 702Philpott, Daniel. Revolutions in Sovereignty: How Ideas Shaped Modern International Relations. By Chris Brown 703Aleinikoff, T. Alexander and Douglas Klusmeyer, eds. Citizenship Today: Global Perspectives and Practices. By Patrizia Longo 705Sommier, Isabelle. Les nouveaux mouvements contestataires à l'heure de la mondialisation. Par Christian Poirier 706Harris, Paul G., ed.. The Environment, International Relations, and U.S. Foreign Policy. By Robert Boardman 709Burgerman, Susan. Moral Victories: How Activists Provoke Multilateral Action. By Phil Degruchy 711

Abstract:

In the modern era, infinite selfless behavior patterns of employees play a central role in founding a great place of work. But it is hard to expect altruistic behaviors from employees as the game of business is frolicked in a dynamic and competitive arena. Surprisingly, most employees were concerned only about themselves and over-utilized the COVID-19 catastrophe to rationalize their egotistic behaviors. However, scholars found that employees who demonstrate altruistic behaviors are more likely to be optimistic and cheerful than egocentric employees. Hence, employers need to discover appropriate strategies to nurture altruistic behaviors at the workplace. Nowadays, employees have an inner desire to accept tasks, duties, and responsibilities which add more meaning to their work lives. No matter what the situation is, meaningful work can maintain the employee’s momentum even during a crisis. Scholars have proved that meaningful work is a significant contributor to altruistic behavior in the workplace. Hence, this study investigated the impact of meaningful work on altruistic behavior with special reference to private sector banking employees in Sri Lanka. Researchers conducted this study in a quantitative perspective along with the positivism philosophy, deductive approach, and survey strategy. Through convenience sampling, data were collected from 149 private sector banking employees in Sri Lanka. Based on the regression analysis, researchers proved that meaningful work could create 34.1% of an effect on employee’s altruistic behavior. Hence, it is evidenced that when employees receive meaningful work, they are intrinsically inspired to exhibit altruistic behaviors at the workplace. Keywords: Altruistic Behavior, Meaningful Work, Private Sector Banking Employees, Sri Lanka

Abstract:

The “permanently temporary” Palestinian refugee community, present in Lebanon since 1948 with no solution in sight, has the highest rate of abject poverty within all five areas of operation of United Nations Relief and Works Agency for Palestinians in the Near East (UNRWA), and it still occupies the same limited geographic space it did 72 years ago. This harsh reality stems from the refugees' statelessness but is also worsened by the local conditions imposed by the Lebanese legislation and (non)settlement policy aimed at preventing refugees from becoming permanent. Within this situation, we look at practices of agency enacted by camp dwellers to provide lacking life necessities and improve living conditions in the camps. This paper will identify and analyze coping mechanisms and homemaking practices undertaken by Palestinian refugees in Lebanon, operating within the framework set by Brun and Fábos (2015), which conceptualized home and homemaking for people in protracted displacement through identifying a refugee's “home, Home and HOME.” Building on Donna Haraway's concept of situated knowledge, this paper uses data collected from participant observations, interviews, ethnographic and autoethnographic recordings analyzed through the lens of my own positioned rationality as a Palestinian refugee from Lebanon. Further, the paper will explore how Palestinian refugees establish camp spaces as a “home-Home-HOME,” despite their uncertain futures, through vertical expansion of buildings, stories and family bonding, in addition to trading and micro-markets. The paper will also deduce how refugees' informal coping mechanisms offer a way of strengthening community bonds, making home in those, otherwise, uncomfortable “waiting zones,” and finally, envisioning new ideas for restructuring the camp beyond the rule of formal institutions.

Abstract:

El nivel de coherencia, cohesión y ortografía de los profesores de Educación Básica Regular de Lima Metropolitana The level of coherence, cohesion and spelling of Basic Education Teachers of Lima Miguel Gerardo Inga Arias, Pedro Rojas Silva y Fernando Varas Aroné Universidad Nacional Mayor de San Marcos DOI: https://doi.org/10.33017/RevECIPeru2015.0015/ Resumen Históricamente se ha considerado que el problema de la producción de textos tenía que ver, sobre todo, con la correcta escritura, limitándola a la buena ortografía o caligrafía. A partir de la lingüística textual, esta concepción ha sido superada, pues producir un texto implica, en primer lugar, un propósito, una intención, un qué reacción verbal o extraverbal espero lograr; para ello se recogen palabras, conceptos y toda información considerada importante para lograrlo. En segundo lugar, se produce la textualización, la cual consiste en relacionar ideas, que deben tener secuencia lógica, así como cantidad de información necesaria y suficiente que permita la propiedad, claridad y pertinencia del discurso, esto es, coherencia. Además, ensamblar adecuadamente las frases y construcciones lingüísticas para alcanzar la fluidez y evitar la redundancia, es decir, cohesión. También, debemos tener muy en cuenta al interlocutor, ya que todo acto comunicativo debe garantizar el nivel de código que sea accesible a las partes, en otras palabras, adecuación. En tercer lugar, recién se procede a la revisión formal del texto, tanto de los recursos lingüísticos como de los paralingüísticos: la ortografía, que es el revestimiento de las ideas; y espacios, márgenes, tipo de letras, entre otros. En consecuencia, esta investigación buscaba diagnosticar el nivel de dominio de la coherencia, cohesión y ortografía de los profesores de la Educación Básica Regular (EBR) para, posteriormente, proponer estrategias que les garanticen los niveles adecuados. Además, permitiría la capacitación focalizada en los puntos neurálgicos, con lo cual se racionalizarían tanto el tiempo como recursos económicos. La información se logró a través de la aplicación de instrumentos de evaluación a los participantes de las maestrías del primer ciclo de la Facultad de Educación, por ser una muestra muy representativa en la docencia de la EBR. Descriptores: Coherencia, cohesión, ortografía, comprensión lectora Abstract Historically it was thought that the problem of the production of texts had to do, especially with the correct spelling, limiting it to the correct spelling or handwriting. From textual linguistics , this conception has been overcome , it produce a text implies , first, a purpose, an intention, a verbal reaction or extraverbal what I hope to accomplish , for it is collected words , concepts and all information deemed important to achieve it. Second, contextualization occurs, which is to relate ideas, which should be logical and amount of information necessary and sufficient to enable the property, clarity and relevance of discourse, ie consistency. Furthermore, phrases and properly assemble linguistic constructs to achieve fluidity and avoid redundancy, ie cohesion. Also, we must take into account the speaker, as any communicative act should ensure code level that is accessible to the parties, in other words, adaptation. Third, just proceed to the formal review of the text, both the linguistic and the pralinguistic: spelling, which is the lining of ideas and spaces, margins, fonts, and more. Consequently, this research sought to assess the level of mastery of coherence, cohesion and spelling teachers Basic Education (EBR) to subsequently propose strategies that will ensure adequate level. Also allow training focused on the key points, which is both time and rationalize financial resources. The information is achieved through the application of assessment tools to participants of the masters of the first cycle of the Faculty of Education, being a very representative sample in the teaching of the EBR. Keywords: Coherence, cohesion, spelling, comprehension reading

Abstract:

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

Abstract:

This paper will use the popular television character, Dexter Morgan, to interrogate the relationship between self and persona, and unsettle the distinction between the two terms. This operation will enable me to raise a series of questions about the critical vocabulary and scholarly agenda of the nascent discipline of persona studies, which, I argue, needs to develop a critical genealogy of the term “persona.” This paper makes a modest contribution to such a project by drawing attention to some key questions regarding the discourse of authenticity in persona studies. For those not familiar with the show, Dexter portrays the life of a serial killer who only kills other serial killers. This is because Dexter, under the tutelage of his deceased father, develops a code that enables him to find a “socially useful” purpose for his homicidal impulses—by exclusively targeting other killers he rationalises his own deadly acts. Dexter necessarily leads a double life, which entails performing a series of normative social roles that conceal his true identity, and the murderous activities of his “dark passenger.” This apparent split between “true” self and “false” persona says a lot about popular conceptions of the performative nature of the self in contemporary culture, and provides a useful framework for unpacking some of the aporias generated by the concept of persona.My aim in the present context is to substantiate the argument that persona studies needs to engage with the philosophical discourse of “self” and “authenticity” if it is to provide a convincing account of the status and function of persona today. The term “persona” derives from the classical Latin word for mask, and has its roots in the theatre of ancient Greece. The Oxford English Dictionary defines the term thus:1. An Assumed character or role, especially one adopted by an author in his or her writing, or by a performer.2.a. as the aspect of a person’s character that is displayed to or perceived by others.b. Psychol. In Jungian psychology: the outer or assumed aspect of character; a set of attitudes adopted by an individual to fit his or her perceived social role. Contrasted with anima.For Jung the persona is “a complicated system of relations between individual consciousness and society, fittingly enough a kind of mask, designed on the one hand to make a definite impression upon others, and, on the other, to conceal the true nature of the individual” (305). We can see that all these usages share a theatrical or actorly dimension. Persona is something we adopt, display, or assume. Further, it is an external quality, which masks, presumably, that which is not assumed or displayed—the private self. Thus, persona is predicated on an opposition between inside and outside. Moreover, it is not a value neutral concept, but one, I will argue, that connotes a sense of “inauthenticity” through suggesting a division between self and role. The “self” is a complicated word with a wide range of usages and connotations. The OED notes that when used with reference to a person the word refers to an essential entity.3. Chiefly Philos. That which in a person is really and intrinsically he (in contradistinction to what is adventitious); the ego (often identified with the soul or mind as opposed to the body); a permanent subject of successive and varying states of consciousness.Of course both terms are further complicated by the way they function within specific specialised discourses. Jung’s use of the term “persona” is part of a complex psychological theory of personality, and the term “self” appears in a multitude of forms in a plethora of scholarly disciplines. The “self” is obviously a key concept in psychology and philosophy, where it is sometimes conflated with something called the subject, or discussed with reference to questions of personal identity. Michel Foucault’s project to track “the constitution of the subject across history which has led us up to the modern concept of the self” (202) is perhaps the most complex and rich body of work with which persona studies must reckon if it is to produce a distinctive account of the relationship between persona and self. In broad terms, this paper advocates a loosely Foucauldian approach to understanding the relationship between self and persona, but defers a detailed encounter with Foucault’s work on the subject (which requires a much larger canvas).For the moment I want to focus on the status of authenticity in the self/persona relationship with specific reference to world of Dexter, which provides an accessible forum for examining a contemporary manifestation of the self/persona relationship with specific reference to the question of authenticity. Dexter conveys the division between authentic inner self and persona through the use of a first person narrative voice that provides a running commentary on the character’s thoughts, and exposes the gap between Dexter’s various social roles and his real sociopathic self. Dexter Morgan is, of course, an unreliable narrator, yet he is acutely aware of how others perceive him, and his narrative voice-over functions as a device to bind the viewer to the character’s first-person perspective. This is important because Dexter is devoid of empathy—he lacks the ability to feel genuine emotion, and conform to the social conventions that govern everyday activities, yet he is focus of audience identification. This means the voice-over must perform the work of making Dexter sympathetic.The voice-over narration in Dexter is characterised by an obsession with the presentation of self, and the disparity between self and persona. In an early episode, Dexter’s narrative voice proclaims a love of Halloween because it is “the one time of year when everyone wears a mask—not just me. People think it's fun to pretend you're a monster. Me, I spend my life pretending I'm not. Brother, friend, boyfriend—all part of my costume collection” (Dexter “Let’s Give the Boy a Hand”).Dexter develops a series of social masks and routines to disguise his “real” self. He is compelled to develop a series of elaborate ruses to appear like a regular guy—a “normal” person who needs to perform a series of social roles. He thus becomes a studious observer of everyday life, and much of the show’s appeal lies in the way he dissects the minutiae of human behavior in order to learn how be normal. Indeed, because he does not comprehend emotion he must learn how to read the external signs that convey care, love, interest, concern and so on—“I just don't understand all that emotion, which makes it tough to fake,” he declares (Dexter, “Popping Cherry”). Each social role requires a considerable degree of actorly preparation, and Dexter demonstrates what we might call, with Erving Goffman, a dramaturgical approach to everyday life (2).For example, Dexter enters into a relationship with Rita, an ostensibly naïve, doe-eyed single mother of two children and a victim of domestic violence—he chooses her because he believes that she is as damaged as he is, and unlikely to challenge him too strongly—“Rita's ex-hubby, the crack addict, repeatedly raped her, knocked her around. Ever since then she's been completely uninterested in sex. That works for me!” (Dexter “Dexter”). Rita provides the perfect cover because she facilitates Dexter’s construction of himself as a normal, heterosexual family man. However, in order to play this most paradigmatic normative role, he must learn how to play with children, and feign affection and intimacy. J. M. Tyree observes that Dexter “employs a fake-it-till-you-make-it strategy for imitating normal life” (82). Of course, he cannot maintain the role too long before Rita becomes suspicious, and aware of Dexter’s repeated lies and evasions.In short, Dexter dramatises what Goffman calls impression management—the character of Dexter Morgan must consistently “give off” signs of normativity (80). Goffman argues that we are all compelled to perform social roles in the manner of Dexter, and this perhaps accounts for why the show appealed to such a wide audience. In many ways, Dexter exposes normative behavior as an “act” that nobody can sustain no matter how hard they try. Dexter’s struggle to decode the conventions that govern everyday life make him a sympathetic character despite his obviously sociopathic tendencies. In other words we are all a little bit like Dexter insofar we must all perform social roles we may not find comfortable. Of course, the whole question of impression management in Dexter becomes even more complex if one considers Michael C. Hall’s celebrity persona and his performance as the titular character, but I do not have the space to pursue this line of inquiry in the present context.So, Dexter is a consummate actor within his “everyday” world, and neatly, perhaps too neatly, confirms Goffman’s “dramaturgical” theory of the “self.” In his essay, “Letter to a Poor Actor” David E. R. George provides a fascinating critique of Goffman from the perspective of a theatre studies scholar. George provocatively claims that Goffman was attracted to theatrical metaphors because of the “anti-theatrical prejudice” embedded within the western tradition. George cites Jonash Barish’s authoritative tome on this topic, which argues “that with infrequent exceptions, terms borrowed from the theatre—theatrical, operatic, melodramatic, stagey, etc.—tend to be hostile or belittling” (1).Barish cites instances of this prejudice from Plato through to St Augustine and beyond, and George situates Goffman within this powerful tradition. He writes,the theatrum mundi metaphor has always been a recipe for paranoia, and in this respect Goffman appears merely to be continuing a long philosophical tradition: the actor-as-paranoiac puts on the maximum number of masks to protect a threatened and fragile self against the daily threat of intimacy, disrespect, deception. (353)It is hardly surprising, then, that Dexter, a paranoid sociopath, stands as an exemplary instance of Goffman’s dramaturgical conception of the self, for Dexter is a show that consistently presents narratives about the relationship between the need to protect the “fragile” self through the construction of various personae. George also argues, with Lyman and Scott, that a “dramatistic” approach to understanding the world produces a cynical perspective because drama is predicated on the split between appearance and reality, nothing is what it appears to be, and nobody is what they appear to be (7). The actor, traditionally, has always worn a mask in some form or another. From the literal masks worn by the actors in ancient Greece to the sophisticated make-up and prosthetic devices worn by today’s thespians, actors, even when they are supposedly playing themselves, expose the gap between self and persona. Arguably, the most challenging and provocative aspect of George’s theory of the actor for persona studies lies in his thesis about how the reviled art of the theatre, which has been pilloried for so many centuries, can function as a paradigm for authenticity. He cites Artaud and Grotowski as examples of two iconic figures that view the theatre as a sacred space that facilitates ‘close encounters of the authentic kind (George 361).George attempts to rescue an authentic core identity, which he perceives to be under siege from the likes of Goffman, who proffers an “onion” model of the self. In George’s reading, Goffman produces a self without an essential, authentic core. This is hardly surprising given Goffman’s background. As an advocate of symbolic interactionism, a school of sociology that proposes that the self is produced as a result of various acts of socialisation, Goffman’s dramaturgical account of the self reinforces George Herbert Mead’s belief that “when a self does appear it always involves an experience of another; there could not be an experience of the self simply by itself” (195).Dexter not only dramatises this self/other dynamic, but also underscores the extent to which we, to use the terminology of Benita Luckmann, inhabit a series of “small life-worlds.” In other words, we lead a series of part-time lives in part-time worlds—modern life, for Luckmann writing in 1970, unfolds on multiple stages that are not necessarily connected or operate according to the same regulatory principles. She writes,The multi-world existence of modern man requires frequent ‘gear-shifting.’ As he moves from one small world into the next, he is faced with at least marginally different expectations, requiring different role performances in concert with different sets of people. (590)Dexter must negotiate a variety of different social roles, each with different requirements and demands. He must, therefore, cultivate a professional persona as a blood-splatter analyst, and perform the personal roles of brother, lover, husband, and so on. Each of these roles occurs in a different “life world” and requires a different presentation of self. Luckmann’s analysis of modern life remains compelling despite being written more than 40 years ago, and she raises one of the most crucial questions for persona studies: what “self,” if any, functions as the executive “gear-shifter?” In Dexter, the narrative voice, the voice behind the masks implies such an essential entity—the true, authentic self, which is consistent with Jung’s account of the relationship between self and persona.Despite a welter of critical theory that debunks the possibility of an essential, self-identical, authentic self (from Adorno’s anti-Heideggerean argument in The Jargon of Authenticity to various post-structuralist theories of subjectivity, especially Judith Butler’s conception of performativity) the idea of sovereign self stubbornly persists in everyday discourse. One of the tasks of persona studies must be to examine these common notions of self and authenticity. On one level, most people experience the “self” as something that refers to what we might call a singular sense of being, and speak about when the feel “most like themselves.” For some, the self emerges within the private realm, the “backstage” areas to use Goffman’s terminology (3). Others speak of feeling most like themselves in executing a social role or some kind of professional occupation. For example, take this extract from a contemporary self-growth web site:Are you feeling like you don’t know who you are anymore? Or maybe you feel like you never really knew yourself. Perhaps you’ve gone through most of your life living by other people’s agendas or ideas of who you should be, and are just now realizing that you really don’t know yourself, your dreams, or your purpose. (Ewing 2013)From the Platonic exhortation to “know thyself” through to the advice dispensed by self-help gurus, the self emerges as a persistent, if elusive, trope in scholarly and everyday discourse. Persona studies needs to reckon with the scope and breadth of the deployment of the self. Indeed it is the very ubiquity of terms like self, authenticity, and persona that require genealogical analysis in the Foucauldian sense of the term. This task entails looking for and uncovering the conditions of possibility for talking about the self across a wide range of contexts.In summary, then, I contend that persona studies needs to carefully examine the relationship between various theories of self and the discourse of authenticity, and establish the extent to which Goffman’s apparently cynical account for the self challenges the assumed authenticity of the self in the Jungian paradigm. Of course, there are many other approaches one could take to this question. For example, Sartrean existentialism problematises any simple opposition between self and persona in its insistence that the self is the product of the others’ perceptions of the subject. This position is captured in his famous maxim that “hell is other people.” This is not because other people are inherently antagonistic or hostile, but that one’s sense of self is in the hands of others. Sartre dramatises this conundrum elegantly in his 1944 play, No Exit.Sartre’s philosophy also engages with the discourse of authenticity, which it borrows from Heidegger’s Being and Time. Existentialism, in its many guises, dominated continental philosophy up until the 1960s and popularised the idea of “authenticity” as an ideal, which enables one to avoid the tyranny of the “They” and avoid the pitfalls of living in bad faith. There is a possibility that the nascent discipline of Persona Studies, as articulated by P. David Marshall and others, risks ignoring the crucial relationship between the discourse of authenticity and the presentation of self by concentrating on the “presentational self” as a set of pragmatic, tactical techniques designed to maximise the impact of impression management within a variety of social and professional contexts (Marshall “Persona”; Barbour and Marshall “Academic”). A more detailed and direct engagement with Foucault’s account of the emergence and constitution of the modern subject, as well as with theories of performativity and authenticity that challenge the arguments and verities of Goffman, and Jung, can provide a richer account of how the concept of persona operates today with reference to, say, “the networked self” (Papacharissi; Barbour and Marshall).So, I would like to conclude by returning to Dexter and the question of authenticity. Dexter can never really manage to identify his authentic self—his “gear-changing” core.It’s there always, this Dark Passenger. And when he’s driving, I feel alive, half sick with the thrill of complete wrongness [...] lately there are these moments when I feel connected to something else... someone. It’s like the mask is slipping and things... people... who never mattered before are suddenly starting to matter. (Dexter, “An Inconvenient Lie”)In this speech, he paradoxically identifies his “dark passenger” as the driver (Luckmann’s “gear-changer”) but then feels “the mask” slipping. There is something beyond what he assumed to be his dark core—the innermost aspect of being that makes executive decisions. Moreover, the status of Dexter’s “dark passenger” is unclear in this speech—is he ‘”he self” or some external agent impelling Dexter to commit murder. Either way Dexter questions the motives and authenticity of this “dark passenger” and those of us with a stake in the nascent discipline of persona studies would do well to be equally skeptical about the status of our key terms.References Adorno, Theodor. The Jargon of Authenticity. Trans. Tarnowski, Knut and Will, Fredric. London and New York: Routledge, 2009.“An Inconvenient Lie.” Dexter. Season 2, Episode 3. DVD Showtime, 2007.Barbour K and Marshall P. D. “The Academic Online: Constructing Persona through the World Wide Web.” First Monday 17.9 (2012). 16 May 2014 http://firstmonday.org/ojs/index.php/fm/article/view/3969/3292.Barish, Jonas. The Anti-Theatrical Prejudice. University of California Press, 1981.Butler, Judith. Gender Trouble. London and New York: Routledge, 1990.“Dexter.” Dexter. Season 1, Episode 1. DVD Showtime, 2006.Ewing, Catherine. ‘Do You Feel Like a Stranger to Yourself?’ 17 April 2014 ‹ http://reawakenyourdreamer.com/2013/09/feel-like-stranger/ ›.Foucault, Michel. “About the Beginnings of the Hermeneutics of the Self: Two Lectures at Dartmouth.” Political Theory (1993): 198-227.George, David E.R. “Letter to a Poor Actor.” New Theatre Quarterly 2.8 (1986): 352-362.Goffman, Erving. The Presentation of Self in Everyday Life. New York: Doubleday, 1959.Heidegger, Martin. Being and Time. Trans. John Macquarie and Edward Robinson. London: Blackwell, 2006.Jung, Carl. Collected Works 7: Two Essays on Analytical Psychology. Princeton: Princeton University Press, 1972.“Let’s Give the Boy a Hand.” Dexter. Season 1, Episode 4. DVD Showtime, 2006.Luckmann, Benita. “The Small Life-Worlds of Modern Man.” Social Research 37.4 (1970): 580-596.Lyman, S. M., and Scott, M. B. The Drama of Social Reality. Oxford: Oxford University Presss, 1975.Marshall, P. David. “Persona Studies: Mapping the Proliferation of the Public Self.” Journalism 15 (2014): 153-170.Mead, George Herbert. Mind, Self and Society. Chicago: University of Chicago Press, 1934.Papacharissi, Zizi (ed.). A Networked Self: Identity, Community, and Culture on Social Network Sites. London and New York: Routledge, 2011.“persona, n.” OED Online. Oxford University Press, March 2014. 12 April 2014.“Popping Cherry.” Dexter. Season 1, Episode 3. DVD Showtime, 2006.Sartre, Jean-Paul. No Exit and Three Other Plays. Trans. Stuart Gilbert. New York: Vintage, 1989.“self, pron., adj., and n.” OED Online. Oxford University Press, March 2014. 13 April 2014.Tyree, J.M. “Spatter Pattern.” Film Quarterly 62.1 (2008): 82-85.

Abstract:

An elderly man of my acquaintance once told me that there was nothing much to recommend living beyond 90. Things have changed over the past two decades, however. These days all he'd need is a touch of Viagra, an attitude reorientation, a little bit of manifesting and he'd be feeling as fit as, as, well … as a man in his 60s. Had he been around now, as a knowledgeable nonagenarian, he need not have mourned the passing of the years. Instead, he could have concentrated on becoming daily younger. As Second Youth so blithely trumpets: "In your youth, your mind, body and spirit are capable of great recuperative powers but, as you get older, you believe that those powers diminish. Not true! As long as you have a will -- and a method -- to improve your life, you will find the power to make it happen." Lacking the method? Look no longer… Books entitled RealAge: Are You as Young as You Can Be? (Roizen 1999) appear at the top of the New York Times best seller list, arguing that some 70-year olds can have the health profile of average 44-year olds within three years of making the right choices. (www.RealAge.com) This is the book's manifesto: The whole point of RealAge is to promote old age. Healthy, vibrant and young old age. RealAge shows you how you can live at eighty with all the energy and vigor of a fifty-five year old, how you can be the ninety year old who still lives on your own, travels and forcefully expresses feisty opinions -- the person who leaves the 'kids' marveling, 'How does she do it?' Having respect for old age means wanting to end the suffering that so often goes along with it. No one wants to be bedridden, afflicted with heart disease, or undergoing cancer treatment. Everyone wants to be able to do all the things he or she has always done and more. [Italics, gendered language, original] (Roizen 1999, p. 10) This website-supported best seller is part of a burgeoning industry which includes Cassel and Vallasi (1999) The Practical Guide to Aging: What Everyone Needs to Know, and Perls and Silver (1999) Living to 100: Lessons in Living to Your Maximum Potential at Any Age. "‘People have gotten old before, but never this many people and never this many people with such a high level of education … [boomers] will become obsessed with health and prevention of all the infirmities that accompany aging’ predicts Russell." (Wetzstein 1999, citing Russell.) The hypothesis put forward by Russell, by Wetzstein (1999) and by others, is that this is an 'age and stage' issue. It represents a new generational perspective reflective of the mindset and the life experience of the post mid-1940s 'baby boomer'. This website-supported best seller is part of a burgeoning industry which includes Cassel and Vallasi (1999) The Practical Guide to Aging: What Everyone Needs to Know, and Perls and Silver (1999) Living to 100: Lessons in Living to Your Maximum Potential at Any Age. "‘People have gotten old before, but never this many people and never this many people with such a high level of education … [boomers] will become obsessed with health and prevention of all the infirmities that accompany aging’ predicts Russell." (Wetzstein 1999, citing Russell.) The hypothesis put forward by Russell, by Wetzstein (1999) and by others, is that this is an 'age and stage' issue. It represents a new generational perspective reflective of the mindset and the life experience of the post mid-1940s 'baby boomer'. Boomers refuse to see 40 as middle aged (Wetzstein 1999), and would perish the thought that the Rolling Stones would ever retire. They define 50s as ‘Second youth’. (Gabriel & Molli 1995) They continue to participate in adventure and encounter holidays and subscribe to complementary health care regimes and new age approaches to daily life. They sign up for www.lovinguniversity.net and marvel at how much younger 43-yr old founder Susan Bradley looks on her website than in a recent Who Weekly (2001, p. 71). This baby boomer refusal to age has manifested itself widely in general and specialist consumer magazines, in broadcast TV and radio shows concentrating on good health and super-fitness, and in other elements of popular culture. Even given the hype, however, this new perspective might have long-term beneficial health/medical effects. The aging of the boomer generation may not be accurately predictable from the data collected from other generations with other mindsets. The back cover of Second Youth proclaims: "Desperate and aging far too fast she staked everything on discovering a natural source of Young Women's Hormones. Now, her triumph gives you thirty extra years of Second Youth. Age moved backwards for this woman. Just as it can -- this very month -- for you". (Gabriel & Molli 1995, back cover) Did someone mention snake oil? Or Bluebeard? Coupled with an optimism that allows them to forecast health and happiness into double-digit decades, however, boomers have a demonstrable suspicion of conventional medical ‘authority’ and a willingness to do their own research on health topics of interest. According to Mycek (1999) "In 1998, the [US] bill for homeopathic remedies (chiropractic and massage therapy, vitamins, yoga, herbal remedies, hypnosis, acupuncture) exceeded the total gross domestic product of all [US] hospitals put together." For boomers, a greater emphasis on health is not going to mean more of the same health care products, delivered in the same way. It is going to mean doing things differently. But is this a healthy way for us to look at aging and (shall we mention the word) death? Is our desire/burning commitment to remain indefinitely young and healthy in some way 'sick'? It is eminently reasonable to hypothesise -- as many people approaching their 'middle years' do -- that baby boomers are aiming to reinvent the aging process. (Dychtwald, 1999) The past quarter century has seen the burgeoning growth of preventative/health promotion and complementary health promoting services including nutritionists, naturopaths, chiropractors, rebalancers, meditation teachers, physiotherapists, counsellors and life coaches. The oldest members of the richest, best informed, most numerous generation in history are turning 55. The boomers (born from 1946--1960) can't put off for any longer the fact that -- chronologically -- they are approaching middle age. But what does this mean to a generation with many members who would rather be dead than old? Does the denial of chronological age, and the espousal of 'physiological age' (the premise upon which the RealAge philosophy and empire is built) represent a sick fantasy to avoid accepting our mortality? Baby boomers are a specific, much researched, sociocultural phenomenon. Their aim is to move beyond actuarial projections to re-write expectations of aging. From the self-help movement to the success of the potency drug Viagra, there is ample evidence that boomers have plans and expectations for their own aging processes that differ radically from those adopted by their parents. People born into the prosperity and plenty of the early post-WWII years often police their health attitudes and behaviours in proactive ways. These patterns are likely to impact upon their health profiles in the future and to influence the creation of services tailored to meet different hopes, fears and expectations. Who says Cher can't look young forever? Most health care planning is based on actuarial data that examines past events and extrapolates from these events into the future. However, this is not likely to result in a valid prediction of the health and aging patterns of the boomer generation. Graham May is a futurologist. He suggests that (May 2000), in anticipating the future, we are attempting either to foresee it, to manage it, or to create it. The philosophical distinctions between these perspectives provide different rationales for those who wish to influence the future. Attempts to foresee, or predict, the future – for example by extrapolating trends – presuppose that in some very particular ways the future already exists and/or is closely related to the forces evident in the present and the past. Managing the present with the future in mind accepts that present actions and decisions influence the future, and suggests that the future does not exist and is capable of being influenced by our current choices. The creation of the future – through techniques such as ‘creative visioning’ – works on the basis that once situations that do not exist have been imagined they can be brought into existence. These three approaches, separately and in parallel, offer ways of negotiating the uncertainty and essential unpredictability of the future, and of longevity and fitness. The longevity and second youth approach combines the idea of managing the future and envisioning it: 'the manifestation' approach. Baby boomers have already created a different future for our society. They are credited with re-writing the institutions of marriage (via de factos, divorce, blended families, single parents, older pregnancies); marketing (psychodemographics rather than age, sex, socioeconomic status); religion (the decline of the Church and the rise of new age philosophies, faith healing, angels on demand); education (just-in-time learning, lifelong learning); work practices -- and health. The boomers are also rewriting what aging means for them, and to them. Using popular culture starting points, such as Second Youth and RealAge, it seems that a major boomer project of the next twenty years is working to defy/turn back the aging clock. This project is invested with the hopes, fears, dreams and expectations of millions of citizens in western societies. Boomers are practical, however, as well as ‘just in time’ and they know that a belief that they can do it is half the battle. Let's assume that although many boomers are already fitter and healthier than any generation before them at their age, others may be intending to ‘make a break’ for fitness as an early priority of their retirement. Boomers may also expect their retirement years to be years of health and plenty, and they seem to indicate that they're prepared actively to work with these goals in mind. However, not all will be successful in beating their biology. How do boomers expect to manage their own chronic ailments in the future: arthritis, failing hearing and sight, late onset diabetes, heart disease, incontinence, dementia etc? Will the stem cell implants solve all foreseeable problems? Excluding alternative and complementary medical strategies, the health care industry is one of the biggest sectors of the economy representing 8% GDP (and rising). As indicated by its growing place in popular culture, health is also a hobby, pastime and pleasure – and the contemporary obsession with health is … sick. Although the social advantage to be conferred by living as healthily as possible, and as well as possible, is self-evident, it may require a level of selfishness and self-absorption unparalleled in human history. More to the point, however, this approach to getting older brings problems of its own. Firstly, it is built on a fear of aging, and a wish to deny the aging process which may become more desperate as the years (and they will) take their toll. Far from increasing the pleasure and satisfaction of 'a good age' this dynamic, operating over the decades, is as likely to build frustration, depression and a sense of powerlessness. As a (breast) cancer patient once told me: 'It's bad enough having cancer without everyone else thinking it's my fault for not having a positive enough attitude!' Aging is going to happen -- will we go with the flow - or end up like King Canute, with wet feet, trying to turn back the tide? Secondly, this perspective is counter-productive in fetishising a numerical age. When we're so focused on chronological age, biological age and the celebrating of our first, second and third 'year younger' parties (with fruit and water, please) we're not coming to terms with what's real for us in our ecological niche. Humanity is comprised of sentient, vertebrate, mammals. Far better to know our life cycle, and plan our lives to fit within it, than to pretend it can be revered. Much better to accept that we can be a very fit seventy year old (or a very unfit seventy year old) than to persuade ourselves that 'That's just my chronology, my real age is 44.' I'm sure we'll all be able to tell the difference… If anyone seriously believed the hype of living 26 years younger, you'd have to feel more than sorry for them. You'd have to suspect that maybe, even if they were blissfully unaware of it, they're a little bit sick. I gather that there's a Centre for Positive Aging recently started up in Perth: that's something altogether healthier References Cassel, C. and Vallasi, G. The Practical Guide to Aging: What Everyone Needs to Know. New York: New York University Press, 1999. Dychtwald, K. 'Age power': how the new-old will transform medicine in the 21st century, Geriatrics, vol. 54, no. 12, 1999, 22—7. Gabriel, V. and Molli, J. Second Youth, Melbourne: Bookman Press, 1995. May, G. Worldviews, assumptions and typologies of the future, Journal of Future Studies, vol. 5, no. 2, November, 2000, 37—51 Mycek, S. We’re not in Kansas anymore, Trustee, vol. 52, no. 8, 1999, 20—4 Perls, T. and Silver, M. Living to 100: Lessons in Living to Your Maximum Potential at Any Age, New York: Basic Books, 1999. Roizen, M. RealAge: Are You as Young as You Can Be? London: Thorsons, 1999 Wetzstein, C. Boomers’ new quest: to be forever young, Insight on the News, vol. 15, no. 24, 28th June, 1999, 40 Who Weekly Love is in the air, no. 474, 2 April, 2001, 71

Abstract:

As a specialist in culture and communication studies, teaching in a school of business, I realised that the notion of interdisciplinarity is usually explored in the comfort of one's own discipline. Meanwhile, the practice of interdisciplinarity is something else. The very notion of disciplinarity implies a regime of discursive practices, but in the zone between disciplines, there is often no adequate language. This piece of writing is a brief analysis of an example of the language of business studies when business studies thinks about culture. It looks at how business studies approaches cultural difference in context of intercultural contact. Geert Hofstede's Cultures and Organizations: Software of the Mind (1991) This article is a brief and very selective critique of Geert Hofstede's notion of culture in Cultures and Organizations: Software of the Mind. Hofstede has been publishing his work on cross-cultural management since the 1960s. His work is routinely used in reference to cross/multi/intercultural issues in business studies (a term I use to include commerce, finance, management, and marketing). Before I begin, I must insist that Hofstede's Cultures and Organizations: Software of the Mind is a very useful text for business studies students, as it introduces them to useful concepts in relation to culture, like culture shock, acculturation (not enculturation -- I suppose managers are repatriated before that happens), and training for successful cross-cultural communication. It is worth including here a brief note on the subtitle of Cultures and Organizations: Software of the Mind. This "software of the mind" is clearly analogous to computer programming. However, Hofstede disavows the analogy, which is central to his thesis, saying that people are not programmed the way computers are. So they are, but not really. Hofstede claims that in order to learn something different, one "must unlearn ... (the) ... patterns of thinking, feeling, and potential acting which were learned throughout (one's) lifetime". And it is this thinking/feeling/acting function he calls the "software of the mind" (4). So, is the body the hardware? Thinking and feeling are abstract and could, with a flight of fancy, be seen as "software". However, acting is visible, tangible, and often visceral. I am suggesting that "acting" either represents or is just about all we have as culture. Acting (in the fullest sense, including speech, gesture, manners, textual production, etc.) is not evidence of culture, it is culture. Also, computer technology, like every other technology, is part of culture, as evident in this journal. Culture I share Clifford Geertz's concept of culture as a semiotic one, where interpretation is a search for meaning, and where meaning lies in social relations. Geertz writes that to claim that culture consists in brute patterns of behaviour in some identifiable community is to reduce it (the community and the notion of culture). Human behaviour is symbolic action. Culture is not just patterned conduct, a frame of mind which points to some sort of ontological status. Culture is public, social, relational, and contextual. To quote Geertz: "culture is not a power, something to which social events, behaviours, institutions, or processes can be causally attributed; it is a context" (14). Culture is not an ontological essence or set of behaviours. Culture is made up of webs of relationships. That Hofstede locates culture in the mind is probably the most problematic aspect of his writing. Culture is difficult for any discipline to describe because different disciplines have their own view of social reality. They operate in their own paradigms. Hofstede uses a behaviourist psychological approach to culture, which looks at what he calls national character and typical behaviours. Even though Hofstede is aware of being, as an observer of human behaviour, an integral part of his object of analysis (other cultures), he nevertheless continuously equates the observed behaviour to particular kinds of national thinking and feeling where national is often collapsed into cultural. Hofstede uses an empirical behaviourist paradigm which measures certain behaviours, as if the observer is outside the cultural significance attributed to behaviours, and attributes them to culture. Hofstede's Notion of Culture Hofstede's work is based on quantitative data gathered from questionnaires administered to IBM corporation employees in various countries. He looked at 72 national subsidiaries, 38 occupations, 20 languages, and at two points in time (1968 and 1972), and continued his commentary on that data into the 1990s. He claims that because the entire sample has a common corporate culture, the only thing that can account for systematic and consistent differences between national groups within a hom*ogeneous multinational organisation is nationality itself. It is as if corporate culture is outside, has nothing to do with, national culture (itself a complex and dynamic concept). Hofstede's work does not account for the fact that IBM is an American multinational corporation and, as such, whatever attributes are used to measure cultural difference, those found in American corporate culture will set the benchmark for whatever other cultures are measured. This view is supported in business studies in general where American management practices are seen as universal and normal, even when they are described as 'Western'. The areas Hofstede's IBM survey looked at are: 1. Social inequality, including the relationship with authority (also described as power distance); 2. The relationship between the individual and the group (also described as individualism versus collectivism); 3. Concepts of masculinity and femininity: the social implications of having been born as a boy or a girl (also described as masculinity versus femininity); 4. Ways of dealing with uncertainty, relating to the control of aggression and the expression of emotions (also described as uncertainty avoidance). These concepts are in themselves culturally specific and have become structurally embedded in organisational theory. Hofstede writes that these four dimensions of culture are aspects of culture that can be measured relative to other cultures. What these four dimensions actually do is not to combine to give us a four-dimensional (complex?) appreciation of culture. Rather, they map onto each other and reinforce a politically conservative, Eurocentric view of culture. Hofstede does admit to having had "a 'Western' way of thinking", but he inevitably goes back to "the mind" as a place or goal. He refers to a questionnaire composted by "Eastern', in this case Chinese minds ... [which] ... are programmed according to their own particular cultural framework" (171). So there is this constant reference to culturally programmed minds that determine certain behaviours. In his justification of using typologies to categorise people and their behaviour (minds?) Hofstede also admits that most people / cultures are hybrids. And he admits that rules are made arbitrarily in order to classify people / cultures (minds?). However, he insists that the statistical clusters he ends up with are an empirical typology. Such a reduction of "culture" to this kind of radical realism is absolutely anatomical and enumerative. And, the more Hofstede is quoted as an authority on doing business across cultures, the more truth value his work accrues. The sort of language Hofstede uses to describe culture attributes intrinsic meanings and, as a result, points to difference rather than diversity. Languages of difference are based on binaristic notions of masculine/feminine, East/West, active/passive, collective/individual, and so on. In this opposition of activity and passivity, the East (feminine, collectivist) is the weaker partner of the West (masculine, individualist). There is a nexus of knowledge and power that constructs cultural difference along such binaristic lines. While a language of diversity take multiplicity as a starting point, or the norm, Hofstede's hegemonic and instrumentalist language of difference sees multiplicity as problematic. This problem is flagged at the very start of Cultures and Organizations. 12 Angry Men: Hofstede Interprets Culture and Ignores Gender In the opening page of Cultures and Organizations there is a brief passage from Reginald Rose's play 12 Angry Men (1955). (For a good review of the film see http://www.film.u- net.com/Movies/Reviews/Twelve_Angry.html. The film was recently remade.) Hofstede uses it as an example of how twelve different people with different cultural backgrounds "think, feel and act differently". The passage describes a confrontation between what Hofstede refers as "a garage owner" and "a European-born, probably Austrian, watchmaker". Such a comparison flags, right from the start, a particular way of categorising and distinguishing between two people, in terms of visible and audible signs and symbols. Both parties are described in terms of their occupation. But then the added qualification of one of the parties as being "European-born, probably Austrian" clearly indicates that the unqualified party places him in the broad category "American". In other words, the garage owner's apparently neutral ethnicity implies a normative "American", against which all markers of cultural difference are measured. Hofstede is aware of this problem. He writes that "cultural relativism does not imply normlessness for oneself, nor for one's society" (7). However, he still uses the syntax of binaristic classification which repeats and perpetuates the very problems he is apparently addressing. One of the main factors that makes 12 Angry Men such a powerful drama is that each man carries / inscribes different aspects of American culture. And American culture is idealised in the justice system, where rationality and consensus overcomes prejudice and social pressure. Each man has a unique make-up, which includes class, occupation, ethnicity, personality, intelligence, style and experience. But 12 Angry Men is also an interesting exploration of masculinity. Because Hofstede has included a category of "masculine/feminine" in his study of national culture, it is an interesting oversight that he does not comment on this powerful element of the drama. People identify along various lines, in terms of ethnicities, languages, histories, sexuality, politics and nationalism. Most people do have multiple and varied aspects to their identity. However, Hofstede sees multiple lines of identification as causing "conflicting mental programs". Hofstede claims that identification on the gender level of his hierarchy is determined "according to whether a person was born as a girl or as a boy" (10). Hofstede misses the crucial point that whilst whether one is born female or male determines one's sex, whether one is enculturated as and identifies as feminine or masculine indicates one's gender. Sex and gender are not the same thing. Sex is biological (natural) and gender is ideological (socially constructed and naturalised). This sort of blindness to the ideological component of identity is a fundamental flaw in Hofstede's thesis. Hofstede takes ideological constructions as given, as natural. For example, in endnote 1 of Chapter 4, "He, she, and (s)he", he writes "My choice of the terms (soft feminine and hard masculine) is based on what is in virtually all societies, not on what anybody thinks should be (107, his italics). He reinforces the notion of gendered essences, or essences which constitute national identity. Indeed, the world is not made up of entities or essences that are masculine or feminine, Western or Eastern, active or passive. And the question is not so much about empirical accuracy along such lines, but rather what are the effects of always reinscribing cultures as Western or Eastern, masculine or feminine, collectivist or individualist. In an era of globalism and mass, interconnected communication, identities are multiple, and terms like East and West, masculine and feminine, active and passive, should be used as undecidable codes that, at the most, flag fragments of histories and ideologies. Identity East and West are concepts that did not come out of a political or cultural vacuum. They are categories, or concepts, that originated and flourished with European expansionism from the 17th century. They underwrote imperialism and colonisation. They are not inert labels that merely point to something "out there". East and West, like masculine and feminine or any other binary pair, indicate an imaginary relationship that prioritises one of the pair over the other. People and cultures cannot be separated into static Western and Eastern essences. Culture itself is always diverse and dynamic. It is marked by migration, diaspora, and exile, not to mention historical change. There are no "original" cultures. The sort of discourse Hofstede uses to describe cultures is based on an ontological and epistemological distinction made between East and West. Culture is not something invisible or intangible. Culture is not something obscure that is in the mind (whatever or wherever that is) which manifests itself in peculiar behaviours. Culture is what and how we communicate, whether that takes the form of speech, gestures, novels, plays, architecture, style, or art. And, as such, communication includes the objects we produce and exchange and the symbols to which we give meaning. So, when Hofstede writes that the Austrian watchmaker acts the way he does because he cannot behave otherwise. After many years in his new home country, he still behaves the way he was raised. He carries within himself an indelible pattern of behaviour he is attributing a whole range of qualities which are frequently given by dominant cultures to their cultural "others" (1). Hofstede attributes politeness, tradition, and, above all, stasis, to the European-Austrian watchmaker. The phrase "after many years in his new home country" is contradictory. If so many years have passed, why is "home" still "new"? And, indeed, the watchmaker might still behave the way he was raised, but it would be safe to assume that the garage owner also behaves the way he was raised. One of the main points made in 12 Angry Men is that twelve American men are all very different to each other in terms of values and behaviour. All this is represented in the dialogue and behaviour of twelve men in a closed room. If we are concerned with different kinds of social behaviour, and we are not concerned with pathological behaviour, then how can we know what anyone carries within themselves? Why do we want to know what anyone carries within themselves? From a cultural studies perspective, the last question is political. However, from a business studies perspective, that question is naïve. The radical economic rationalist would want to know as much as possible about cultural differences so that we can better target consumer groups and be more successful in cross-cultural negotiations. In colonial days, foreigners often wielded absolute power in other societies and they could impose their rules on it [sic]. In these postcolonial days, foreigners who want to change something in another society will have to negotiate their interventions. (7) Those who wielded absolute power in the colonies were the non-indigenous colonisers. It was precisely the self-legitimating step of making a place a colony that ensured an ongoing presence of the colonising power. The impetus behind learning about the Other in the colonial times was a combination of spiritual salvation (as in the "mission civilisatrice") and economic exploitation (colonies were seen as resources for the benefit of the European and later American centres). And now, the impetus behind learning about cultural difference is that "negotiation is more likely to succeed when the parties concerned understand the reasons for the differences in viewpoints" (7). Culture as Commerce What, in fact, happens, is that business studies simultaneously wants to "do" components of cross-cultural studies, as it is clearly profitable, while shunning the theoretical discipline of cultural studies. A fundamental flaw in a business studies perspective, which is based on Hofstede's work, is a blindness to the ideological and historical component of identity. Business studies has picked up just enough orientalism, feminism, marxism, deconstruction and postcolonialism to thinly disavow any complicity with dominant (and dominating) discourses, while getting on with business-as-usual. Multiculturalism and gender are seen as modern categories to which one must pay lip service, only to be able to get on with business-as-usual. Negotiation, compromise and consensus are desired not for the sake of success in civil processes, but for the material value of global market presence, acceptance and share. However, civil process and commercial interests are not easily separable. To refer to a cultural economy is not just to use a metaphor. The materiality of business, in the various forms of commercial transactions, is itself part of one's culture. That is, culture is the production, consumption and circulation of objects (including less easily definable objects, like performance, language, style and manners). Also, culture is produced and consumed socially (in the realm of the civil) and circulates through official and unofficial social and commercial mechanisms. Culture is a material and social phenomenon. It's not something hidden from view that only reveals itself in behaviours. Hofstede rightly asserts that culture is learned and not inherited. Human nature is inherited. However, it is very difficult to determine exactly what human nature is. Most of what we consider to be human nature turns out to be, upon close inspection, ideological, naturalised. Hofstede writes that what one does with one's human nature is "modified by culture" (5). I would argue that whatever one does is cultural. And this includes taking part in commercial transactions. Even though commercial transactions (including the buying and selling of services) are material, they are also highly ritualistic and highly symbolic, involving complex forms of communication (verbal and nonverbal language). Culture as Mental Programming Hofstede's insistent ontological reference to 'the sources of one's mental programs' is problematic for many reasons. There is the constant ontological as well as epistemological distinction being made between cultures, as if there is a static core to each culture and that we can identify it, know what it is, and deal with it. It is as if culture itself is a knowable essence. Even though Hofstede pays lip service to culture as a social phenomenon, saying that "the sources of one's mental programs lie within the social environments in which one grew up and collected one's life experiences" (4), and that past theories of race have been largely responsible for massive genocides, he nevertheless implies a kind of biologism simply by turning the mind (a radical abstraction) into something as crude as computer software, where data can be stored, erased or reconfigured. In explaining how culture is socially constructed and not biologically determined, Hofstede says that one's mental programming starts with the family and goes on through the neighbourhood, school, social groups, the work place, and the community. He says that "mental programs vary as much as the social environments in which they were acquired", which is nothing whatsoever like computer software (4-5). But he carries on to claim that "a customary term for such mental software is culture" (4, my italics). Before the large-scale changes which took place in the second half of the twentieth century in disciplines like anthropology, history, linguistics, and psychology, culture was seen to be a recognisable, determined, contained, consistent way of living which had deep psychic roots. Today, any link between mental processes and culture (formerly referred to as "race") cannot be sustained. We must be cautious against presuming to understand the relationship between mental process and social life and also against concluding that the content of the mind in each racial (or, if you like, ethnic or cultural) group is of a peculiar kind, because it is this kind of reductionism that feeds stereotypes. And it is the accumulation of knowledge about cultural types that implies power over the very types that are thus created. Conclusion A genuinely interdisciplinary approach to communication, commerce and culture would make business studies more theoretical and more challenging. And it would make cultural studies take commerce more seriously, beyond a mere celebration of shopping. This article has attempted to reveal some of the cracks in how business studies accounts for cultural diversity in an age of global commercial ambitions. It has also looked at how Hofstede's writings, as exemplary of the business studies perspective, papers over those cracks with a very thin layer of pluralist cultural relativism. This article is an invitation to open up a critical dialogue which dares to go beyond disciplinary traditionalisms in order to examine how meaning, communication, culture, language and commerce are embedded in each other. References Carothers, J.C. Mind of Man in Africa. London: Tom Stacey, 1972. Degabriele, Maria. Postorientalism: Orientalism since "Orientalism". Ph.D. Thesis. Perth: Murdoch University, 1997. Geertz, Clifford. The Interpretation of Cultures: Selected Essays. New York: Basic Books, 1973. Hofstede, Geert. Cultures and Organisations: Software of the Mind. Sydney: McGraw-Hill, 1991. Moore, Charles A., ed. The Japanese Mind: Essentials of Japanese Philosophy and Culture. Honolulu: East-West Centre, U of Hawaii, 1967. Patai, Raphael. The Arab Mind. New York: Scribner, 1983. Toffler, Alvin. Future Shock: A Study of Mass Bewildernment in the Face of Accelerating Change. Sydney: Bodley Head, 1970. 12 Angry Men. Dir. Sidney Lumet. Orion-Nova, USA. 1957. Citation reference for this article MLA style: Maria Degabriele. "Business as Usual: How Business Studies Thinks Culture." M/C: A Journal of Media and Culture 3.2 (2000). [your date of access] Chicago style: Maria Degabriele, "Business as Usual: How Business Studies Thinks Culture," M/C: A Journal of Media and Culture 3, no. 2 (2000), ([your date of access]). APA style: Maria Degabriele. (2000) Business as usual: how business studies thinks culture. M/C: A Journal of Media and Culture 3(2). ([your date of access]).

Abstract:

In Ireland today, we eat more pigmeat per capita, approximately 32.4 kilograms, than any other meat, yet you very seldom if ever see a pig (C.S.O.). Fat and flavour are two words that are synonymous with pig meat, yet scientists have spent the last thirty years cross breeding to produce leaner, low-fat pigs. Today’s pig professionals prefer to use the term “pig finishing” as opposed to the more traditional “pig fattening” (Tuite). The pig evokes many themes in relation to cuisine. Charles Lamb (1775-1834), in his essay Dissertation upon Roast Pig, cites Confucius in attributing the accidental discovery of the art of roasting to the humble pig. The pig has been singled out by many cultures as a food to be avoided or even abhorred, and Harris (1997) illustrates the environmental effect this avoidance can have by contrasting the landscape of Christian Albania with that of Muslim Albania.This paper will focus on the pig in Irish cuisine and culture from ancient times to the present day. The inspiration for this paper comes from a folklore tale about how Saint Martin created the pig from a piece of fat. The story is one of a number recorded by Seán Ó Conaill, the famous Kerry storyteller and goes as follows:From St Martin’s fat they were made. He was travelling around, and one night he came to a house and yard. At that time there were only cattle; there were no pigs or piglets. He asked the man of the house if there was anything to eat the chaff and the grain. The man replied there were only the cattle. St Martin said it was a great pity to have that much chaff going to waste. At night when they were going to bed, he handed a piece of fat to the servant-girl and told her to put it under a tub, and not to look at it at all until he would give her the word next day. The girl did so, but she kept a bit of the fat and put it under a keeler to find out what it would be.When St Martin rose next day he asked her to go and lift up the tub. She lifted it up, and there under it were a sow and twelve piglets. It was a great wonder to them, as they had never before seen pig or piglet.The girl then went to the keeler and lifted it, and it was full of mice and rats! As soon as the keeler was lifted, they went running about the house searching for any hole that they could go into. When St Martin saw them, he pulled off one of his mittens and threw it at them and made a cat with that throw. And that is why the cat ever since goes after mice and rats (Ó Conaill).The place of the pig has long been established in Irish literature, and longer still in Irish topography. The word torc, a boar, like the word muc, a pig, is a common element of placenames, from Kanturk (boar’s head) in West Cork to Ros Muc (headland of pigs) in West Galway. The Irish pig had its place in literature well established long before George Orwell’s English pig, Major, headed the dictatorship in Animal Farm. It was a wild boar that killed the hero Diarmaid in the Fenian tale The Pursuit of Diarmaid and Gráinne, on top of Ben Bulben in County Sligo (Mac Con Iomaire). In Ancient and Medieval Ireland, wild boars were hunted with great fervour, and the prime cuts were reserved for the warrior classes, and certain other individuals. At a feast, a leg of pork was traditionally reserved for a king, a haunch for a queen, and a boar’s head for a charioteer. The champion warrior was given the best portion of meat (Curath Mhir or Champions’ Share), and fights often took place to decide who should receive it. Gantz (1981) describes how in the ninth century tale The story of Mac Dathó’s Pig, Cet mac Matach, got supremacy over the men of Ireland: “Moreover he flaunted his valour on high above the valour of the host, and took a knife in his hand and sat down beside the pig. “Let someone be found now among the men of Ireland”, said he, “to endure battle with me, or leave the pig for me to divide!”It did not take long before the wild pigs were domesticated. Whereas cattle might be kept for milk and sheep for wool, the only reason for pig rearing was as a source of food. Until the late medieval period, the “domesticated” pigs were fattened on woodland mast, the fruit of the beech, oak, chestnut and whitethorn, giving their flesh a delicious flavour. So important was this resource that it is acknowledged by an entry in the Annals of Clonmacnoise for the year 1038: “There was such an abundance of ackornes this yeare that it fattened the pigges [runts] of pigges” (Sexton 45). In another mythological tale, two pig keepers, one called ‘friuch’ after the boars bristle (pig keeper to the king of Munster) and the other called ‘rucht’ after its grunt (pig keeper to the king of Connacht), were such good friends that the one from the north would bring his pigs south when there was a mast of oak and beech nuts in Munster. If the mast fell in Connacht, the pig-keeper from the south would travel northward. Competitive jealousy sparked by troublemakers led to the pig keepers casting spells on each other’s herds to the effect that no matter what mast they ate they would not grow fat. Both pig keepers were practised in the pagan arts and could form themselves into any shape, and having been dismissed by their kings for the leanness of their pig herds due to the spells, they eventually formed themselves into the two famous bulls that feature in the Irish Epic The Táin (Kinsella).In the witty and satirical twelfth century text, The Vision of Mac Conglinne (Aisling Mhic Conglinne), many references are made to the various types of pig meat. Bacon, hams, sausages and puddings are often mentioned, and the gate to the fortress in the visionary land of plenty is described thus: “there was a gate of tallow to it, whereon was a bolt of sausage” (Jackson).Although pigs were always popular in Ireland, the emergence of the potato resulted in an increase in both human and pig populations. The Irish were the first Europeans to seriously consider the potato as a staple food. By 1663 it was widely accepted in Ireland as an important food plant and by 1770 it was known as the Irish Potato (Mac Con Iomaire and Gallagher). The potato transformed Ireland from an under populated island of one million in the 1590s to 8.2 million in 1840, making it the most densely populated country in Europe. Two centuries of genetic evolution resulted in potato yields growing from two tons per acre in 1670 to ten tons per acre in 1800. A constant supply of potato, which was not seen as a commercial crop, ensured that even the smallest holding could keep a few pigs on a potato-rich diet. Pat Tuite, an expert on pigs with Teagasc, the Irish Agricultural and Food Development Authority, reminded me that the potatoes were cooked for the pigs and that they also enjoyed whey, the by product of both butter and cheese making (Tuite). The agronomist, Arthur Young, while travelling through Ireland, commented in 1770 that in the town of Mitchelstown in County Cork “there seemed to be more pigs than human beings”. So plentiful were pigs at this time that on the eve of the Great Famine in 1841 the pig population was calculated to be 1,412,813 (Sexton 46). Some of the pigs were kept for home consumption but the rest were a valuable source of income and were shown great respect as the gentleman who paid the rent. Until the early twentieth century most Irish rural households kept some pigs.Pork was popular and was the main meat eaten at all feasts in the main houses; indeed a feast was considered incomplete without a whole roasted pig. In the poorer holdings, fresh pork was highly prized, as it was only available when a pig of their own was killed. Most of the pig was salted, placed in the brine barrel for a period or placed up the chimney for smoking.Certain superstitions were observed concerning the time of killing. Pigs were traditionally killed only in months that contained the letter “r”, since the heat of the summer months caused the meat to turn foul. In some counties it was believed that pigs should be killed under the full moon (Mahon 58). The main breed of pig from the medieval period was the Razor Back or Greyhound Pig, which was very efficient in converting organic waste into meat (Fitzgerald). The killing of the pig was an important ritual and a social occasion in rural Ireland, for it meant full and plenty for all. Neighbours, who came to help, brought a handful of salt for the curing, and when the work was done each would get a share of the puddings and the fresh pork. There were a number of days where it was traditional to kill a pig, the Michaelmas feast (29 September), Saint Martins Day (11 November) and St Patrick’s Day (17 March). Olive Sharkey gives a vivid description of the killing of the barrow pig in rural Ireland during the 1930s. A barrow pig is a male pig castrated before puberty:The local slaughterer (búistéir) a man experienced in the rustic art of pig killing, was approached to do the job, though some farmers killed their own pigs. When the búistéirarrived the whole family gathered round to watch the killing. His first job was to plunge the knife in the pig’s heart via the throat, using a special knife. The screeching during this performance was something awful, but the animal died instantly once the heart had been reached, usually to a round of applause from the onlookers. The animal was then draped across a pig-gib, a sort of bench, and had the fine hairs on its body scraped off. To make this a simple job the animal was immersed in hot water a number of times until the bristles were softened and easy to remove. If a few bristles were accidentally missed the bacon was known as ‘hairy bacon’!During the killing of the pig it was imperative to draw a good flow of blood to ensure good quality meat. This blood was collected in a bucket for the making of puddings. The carcass would then be hung from a hook in the shed with a basin under its head to catch the drip, and a potato was often placed in the pig’s mouth to aid the dripping process. After a few days the carcass would be dissected. Sharkey recalls that her father maintained that each pound weight in the pig’s head corresponded to a stone weight in the body. The body was washed and then each piece that was to be preserved was carefully salted and placed neatly in a barrel and hermetically sealed. It was customary in parts of the midlands to add brown sugar to the barrel at this stage, while in other areas juniper berries were placed in the fire when hanging the hams and flitches (sides of bacon), wrapped in brown paper, in the chimney for smoking (Sharkey 166). While the killing was predominantly men’s work, it was the women who took most responsibility for the curing and smoking. Puddings have always been popular in Irish cuisine. The pig’s intestines were washed well and soaked in a stream, and a mixture of onions, lard, spices, oatmeal and flour were mixed with the blood and the mixture was stuffed into the casing and boiled for about an hour, cooled and the puddings were divided amongst the neighbours.The pig was so palatable that the famous gastronomic writer Grimod de la Reyniere once claimed that the only piece you couldn’t eat was the “oink”. Sharkey remembers her father remarking that had they been able to catch the squeak they would have made tin whistles out of it! No part went to waste; the blood and offal were used, the trotters were known as crubeens (from crúb, hoof), and were boiled and eaten with cabbage. In Galway the knee joint was popular and known as the glúiníns (from glún, knee). The head was roasted whole or often boiled and pressed and prepared as Brawn. The chitterlings (small intestines) were meticulously prepared by continuous washing in cool water and the picking out of undigested food and faeces. Chitterlings were once a popular bar food in Dublin. Pig hair was used for paintbrushes and the bladder was occasionally inflated, using a goose quill, to be used as a football by the children. Meindertsma (2007) provides a pictorial review of the vast array of products derived from a single pig. These range from ammunition and porcelain to chewing gum.From around the mid-eighteenth century, commercial salting of pork and bacon grew rapidly in Ireland. 1820 saw Henry Denny begin operation in Waterford where he both developed and patented several production techniques for bacon. Bacon curing became a very important industry in Munster culminating in the setting up of four large factories. Irish bacon was the brand leader and the Irish companies exported their expertise. Denny set up a plant in Denmark in 1894 and introduced the Irish techniques to the Danish industry, while O’Mara’s set up bacon curing facilities in Russia in 1891 (Cowan and Sexton). Ireland developed an extensive export trade in bacon to England, and hams were delivered to markets in Paris, India, North and South America. The “sandwich method” of curing, or “dry cure”, was used up until 1862 when the method of injecting strong brine into the meat by means of a pickling pump was adopted by Irish bacon-curers. 1887 saw the formation of the Bacon Curers’ Pig Improvement Association and they managed to introduce a new breed, the Large White Ulster into most regions by the turn of the century. This breed was suitable for the production of “Wiltshire” bacon. Cork, Waterford Dublin and Belfast were important centres for bacon but it was Limerick that dominated the industry and a Department of Agriculture document from 1902 suggests that the famous “Limerick cure” may have originated by chance:1880 […] Limerick producers were short of money […] they produced what was considered meat in a half-cured condition. The unintentional cure proved extremely popular and others followed suit. By the turn of the century the mild cure procedure was brought to such perfection that meat could [… be] sent to tropical climates for consumption within a reasonable time (Cowan and Sexton).Failure to modernise led to the decline of bacon production in Limerick in the 1960s and all four factories closed down. The Irish pig market was protected prior to joining the European Union. There were no imports, and exports were subsidised by the Pigs and Bacon Commission. The Department of Agriculture started pig testing in the early 1960s and imported breeds from the United Kingdom and Scandinavia. The two main breeds were Large White and Landrace. Most farms kept pigs before joining the EU but after 1972, farmers were encouraged to rationalise and specialise. Grants were made available for facilities that would keep 3,000 pigs and these grants kick started the development of large units.Pig keeping and production were not only rural occupations; Irish towns and cities also had their fair share. Pigs could easily be kept on swill from hotels, restaurants, not to mention the by-product and leftovers of the brewing and baking industries. Ed Hick, a fourth generation pork butcher from south County Dublin, recalls buying pigs from a local coal man and bus driver and other locals for whom it was a tradition to keep pigs on the side. They would keep some six or eight pigs at a time and feed them on swill collected locally. Legislation concerning the feeding of swill introduced in 1985 (S.I.153) and an amendment in 1987 (S.I.133) required all swill to be heat-treated and resulted in most small operators going out of business. Other EU directives led to the shutting down of thousands of slaughterhouses across Europe. Small producers like Hick who slaughtered at most 25 pigs a week in their family slaughterhouse, states that it was not any one rule but a series of them that forced them to close. It was not uncommon for three inspectors, a veterinarian, a meat inspector and a hygiene inspector, to supervise himself and his brother at work. Ed Hick describes the situation thus; “if we had taken them on in a game of football, we would have lost! We were seen as a huge waste of veterinary time and manpower”.Sausages and rashers have long been popular in Dublin and are the main ingredients in the city’s most famous dish “Dublin Coddle.” Coddle is similar to an Irish stew except that it uses pork rashers and sausage instead of lamb. It was, traditionally, a Saturday night dish when the men came home from the public houses. Terry fa*gan has a book on Dublin Folklore called Monto: Murder, Madams and Black Coddle. The black coddle resulted from soot falling down the chimney into the cauldron. James Joyce describes Denny’s sausages with relish in Ulysses, and like many other Irish emigrants, he would welcome visitors from home only if they brought Irish sausages and Irish whiskey with them. Even today, every family has its favourite brand of sausages: Byrne’s, Olhausens, Granby’s, Hafner’s, Denny’s Gold Medal, Kearns and Superquinn are among the most popular. Ironically the same James Joyce, who put Dublin pork kidneys on the world table in Ulysses, was later to call his native Ireland “the old sow that eats her own farrow” (184-5).The last thirty years have seen a concerted effort to breed pigs that have less fat content and leaner meat. There are no pure breeds of Landrace or Large White in production today for they have been crossbred for litter size, fat content and leanness (Tuite). Many experts feel that they have become too lean, to the detriment of flavour and that the meat can tend to split when cooked. Pig production is now a complicated science and tighter margins have led to only large-scale operations being financially viable (Whittemore). The average size of herd has grown from 29 animals in 1973, to 846 animals in 1997, and the highest numbers are found in counties Cork and Cavan (Lafferty et al.). The main players in today’s pig production/processing are the large Irish Agribusiness Multinationals Glanbia, Kerry Foods and Dairygold. Tuite (2002) expressed worries among the industry that there may be no pig production in Ireland in twenty years time, with production moving to Eastern Europe where feed and labour are cheaper. When it comes to traceability, in the light of the Foot and Mouth, BSE and Dioxin scares, many feel that things were much better in the old days, when butchers like Ed Hick slaughtered animals that were reared locally and then sold them back to local consumers. Hick has recently killed pigs for friends who have begun keeping them for home consumption. This slaughtering remains legal as long as the meat is not offered for sale.Although bacon and cabbage, and the full Irish breakfast with rashers, sausages and puddings, are considered to be some of Ireland’s most well known traditional dishes, there has been a growth in modern interpretations of traditional pork and bacon dishes in the repertoires of the seemingly ever growing number of talented Irish chefs. Michael Clifford popularised Clonakilty Black Pudding as a starter in his Cork restaurant Clifford’s in the late 1980s, and its use has become widespread since, as a starter or main course often partnered with either caramelised apples or red onion marmalade. Crubeens (pigs trotters) have been modernised “a la Pierre Kaufman” by a number of Irish chefs, who bone them out and stuff them with sweetbreads. Kevin Thornton, the first Irish chef to be awarded two Michelin stars, has roasted suckling pig as one of his signature dishes. Richard Corrigan is keeping the Irish flag flying in London in his Michelin starred Soho restaurant, Lindsay House, where traditional pork and bacon dishes from his childhood are creatively re-interpreted with simplicity and taste.Pork, ham and bacon are, without doubt, the most traditional of all Irish foods, featuring in the diet since prehistoric times. Although these meats remain the most consumed per capita in post “Celtic Tiger” Ireland, there are a number of threats facing the country’s pig industry. Large-scale indoor production necessitates the use of antibiotics. European legislation and economic factors have contributed in the demise of the traditional art of pork butchery. Scientific advancements have resulted in leaner low-fat pigs, many argue, to the detriment of flavour. Alas, all is not lost. There is a growth in consumer demand for quality local food, and some producers like J. Hick & Sons, and Prue & David Rudd and Family are leading the way. The Rudds process and distribute branded antibiotic-free pig related products with the mission of “re-inventing the tastes of bygone days with the quality of modern day standards”. Few could argue with the late Irish writer John B. Keane (72): “When this kind of bacon is boiling with its old colleague, white cabbage, there is a gurgle from the pot that would tear the heart out of any hungry man”.ReferencesCowan, Cathal and Regina Sexton. Ireland's Traditional Foods: An Exploration of Irish Local & Typical Foods & Drinks. Dublin: Teagasc, 1997.C.S.O. Central Statistics Office. Figures on per capita meat consumption for 2009, 2010. Ireland. http://www.cso.ie.Fitzgerald, Oisin. "The Irish 'Greyhound' Pig: an extinct indigenous breed of Pig." History Ireland13.4 (2005): 20-23.Gantz, Jeffrey Early Irish Myths and Sagas. New York: Penguin, 1981.Harris, Marvin. "The Abominable Pig." Food and Culture: A Reader. Eds. Carole Counihan and Penny Van Esterik. New York: Routledge, 1997. 67-79.Hick, Edward. Personal Communication with master butcher Ed Hick. 15 Apr. 2002.Hick, Edward. Personal Communication concerning pig killing. 5 Sep. 2010.Jackson, K. H. Ed. Aislinge Meic Con Glinne, Dublin: Institute of Advanced Studies, 1990.Joyce, James. The Portrait of the Artist as a Young Man, London: Granada, 1977.Keane, John B. Strong Tea. Cork: Mercier Press, 1963.Kinsella, Thomas. The Táin. Oxford: Oxford University Press, 1970.Lafferty, S., Commins, P. and Walsh, J. A. Irish Agriculture in Transition: A Census Atlas of Agriculture in the Republic of Ireland. Dublin: Teagasc, 1999.Mac Con Iomaire, Liam. Ireland of the Proverb. Dublin: Town House, 1988.Mac Con Iomaire, Máirtín and Pádraic Óg Gallagher. "The Potato in Irish Cuisine and Culture."Journal of Culinary Science and Technology 7.2-3 (2009): 1-16.Mahon, Bríd. Land of Milk and Honey: The Story of Traditional Irish Food and Drink. Cork:Mercier, 1998.Meindertsma, Christien. PIG 05049 2007. 10 Aug. 2010 http://www.christienmeindertsma.com.Ó Conaill, Seán. Seán Ó Conaill's Book. Bailie Átha Cliath: Bhéaloideas Éireann, 1981.Sexton, Regina. A Little History of Irish Food. Dublin: Gill and Macmillan, 1998.Sharkey, Olive. Old Days Old Ways: An Illustrated Folk History of Ireland. Dublin: The O'Brien Press, 1985.S.I. 153, 1985 (Irish Legislation) http://www.irishstatutebook.ie/1985/en/si/0153.htmlS.I. 133, 1987 (Irish Legislation) http://www.irishstatuebook.ie/1987/en/si/0133.htmlTuite, Pat. Personal Communication with Pat Tuite, Chief Pig Advisor, Teagasc. 3 May 2002.Whittemore, Colin T. and Ilias Kyriazakis. Whitmore's Science and Practice of Pig Production 3rdEdition. Oxford: Wiley-Blackwell, 2006.

Abstract:

Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments. —Marshall McLuhan. What is visible and tangible in things represents our possible action upon them. —Henri Bergson. Introduction: Subjective Maps as ‘Contact Zones’ Maps feature heavily in a variety of media; they appear in textbooks, on television, in print, and on the screens of our handheld devices. The production of cartographic texts is a process that is imbued with power relations and bound up with the production and reproduction of social life (Pinder 405). Mapping involves choices as to what information is and is not included. In their organisation, categorisation, modeling, and representation maps show and they hide. Thus “the idea that a small number of maps or even a single (and singular) map might be sufficient can only apply in a spatialised area of study whose own self-affirmation depends on isolation from its context” (Lefebvre 85–86). These isolations determine the way we interpret the physical, biological, and social worlds. The map can be thought of as a schematic for political systems within a confined set of spatial relations, or as a container for political discourse. Mapping contributes equally to the construction of experiential realities as to the representation of physical space, which also contains the potential to incorporate representations of temporality and rhythm to spatial schemata. Thus maps construct realities as much as they represent them and coproduce space as much as the political identities of people who inhabit them. Maps are active texts and have the ability to promote social change (Pickles 146). It is no wonder, then, that artists, theorists and activists alike readily engage in the conflicted praxis of mapping. This critical engagement “becomes a method to track the past, embody memories, explain the unexplainable” and manifest the latent (Ibarra 66). In this paper I present a short case study of Bangalore: Subjective Cartographies a new media art project that aims to model a citizen driven effort to participate in a critical form of cartography, which challenges dominant representations of the city-space. I present a critical textual analysis of the maps produced in the workshops, the artist statements relating to these works used in the exhibition setting, and statements made by the participants on the project’s blog. This “praxis-logical” approach allows for a focus on the project as a space of aggregation and the communicative processes set in motion within them. In analysing such projects we could (and should) be asking questions about the functions served by the experimental concepts under study—who has put it forward? Who is utilising it and under what circ*mstances? Where and how has it come into being? How does discourse circulate within it? How do these spaces as sites of emergent forms of resistance within global capitalism challenge traditional social movements? How do they create self-reflexive systems?—as opposed to focusing on ontological and technical aspects of digital mapping (Renzi 73). In de-emphasising the technology of digital cartography and honing in on social relations embedded within the text(s), this study attempts to complement other studies on digital mapping (see Strom) by presenting a case from the field of politically oriented tactical media. Bangalore: Subjective Cartographies has been selected for analysis, in this exploration of media as “zone.” It goes some way to incorporating subjective narratives into spatial texts. This is a three-step process where participants tapped into spatial subjectivities by data collection or environmental sensing led by personal reflection or ethnographic enquiry, documenting and geo-tagging their findings in the map. Finally they engaged an imaginative or ludic process of synthesising their data in ways not inherent within the traditional conventions of cartography, such as the use of sound and distortion to explicate the intensity of invisible phenomena at various coordinates in the city-space. In what follows I address the “zone” theme by suggesting that if we apply McLuhan’s notion of media as environment together with Henri Bergson’s assertion that visibility and tangibility constitutes the potential for action to digital maps, projects such as Bangalore: Subjective Cartographies constitute a “contact zone.” A type of zone where groups come together at the local level and flows of discourse about art, information communication, media, technology, and environment intersect with local histories and cultures within the cartographic text. A “contact zone,” then, is a site where latent subjectivities are manifested and made potentially politically potent. “Contact zones,” however, need not be spaces for the aggrieved or excluded (Renzi 82), as they may well foster the ongoing cumulative politics of the mundane capable of developing into liminal spaces where dominant orders may be perforated. A “contact zone” is also not limitless and it must be made clear that the breaking of cartographic convention, as is the case with the project under study here, need not be viewed as resistances per se. It could equally represent thresholds for public versus private life, the city-as-text and the city-as-social space, or the zone where representations of space and representational spaces interface (Lefebvre 233), and culture flows between the mediated and ideated (Appadurai 33–36). I argue that a project like Bangalore: Subjective Cartographies demonstrates that maps as urban text form said “contact zones,” where not only are media forms such as image, text, sound, and video are juxtaposed in a singular spatial schematic, but narratives of individual and collective subjectivities (which challenge dominant orders of space and time, and city-rhythm) are contested. Such a “contact zone” in turn may not only act as a resource for citizens in the struggle of urban design reform and a democratisation of the facilities it produces, but may also serve as a heuristic device for researchers of new media spatiotemporalities and their social implications. Critical Cartography and Media Tactility Before presenting this brief illustrative study something needs to be said of the context from which Bangalore: Subjective Cartographies has arisen. Although a number of Web 2.0 applications have come into existence since the introduction of Google Maps and map application program interfaces, which generate a great deal of geo-tagged user generated content aimed at reconceptualising the mapped city-space (see historypin for example), few have exhibited great significance for researchers of media and communications from the perspective of building critical theories relating to political potential in mediated spaces. The expression of power through mapping can be understood from two perspectives. The first—attributed largely to the Frankfurt School—seeks to uncover the potential of a society that is repressed by capitalist co-opting of the cultural realm. This perspective sees maps as a potential challenge to, and means of providing emancipation from, existing power structures. The second, less concerned with dispelling false ideologies, deals with the politics of epistemology (Crampton and Krygier 14). According to Foucault, power was not applied from the top down but manifested laterally in a highly diffused manner (Foucault 117; Crampton and Krygier 14). Foucault’s privileging of the spatial and epistemological aspects of power and resistance complements the Frankfurt School’s resistance to oppression in the local. Together the two perspectives orient power relative to spatial and temporal subjectivities, and thus fit congruently into cartographic conventions. In order to make sense of these practices the post-oppositional character of tactical media maps should be located within an economy of power relations where resistance is never outside of the field of forces but rather is its indispensable element (Renzi 72). Such exercises in critical cartography are strongly informed by the critical politico-aesthetic praxis of political/art collective The Situationist International, whose maps of Paris were inherently political. The Situationist International incorporated appropriated texts into, and manipulated, existing maps to explicate city-rhythms and intensities to construct imaginative and alternate representations of the city. Bangalore: Subjective Cartographies adopts a similar approach. The artists’ statement reads: We build our subjective maps by combining different methods: photography, film, and sound recording; […] to explore the visible and invisible […] city; […] we adopt psycho-geographical approaches in exploring territory, defined as the study of the precise effects of the geographical environment, consciously developed or not, acting directly on the emotional behaviour of individuals. The project proposals put forth by workshop participants also draw heavily from the Situationists’s A New Theatre of Operations for Culture. A number of Situationist theories and practices feature in the rationale for the maps created in the Bangalore Subjective Cartographies workshop. For example, the Situationists took as their base a general notion of experimental behaviour and permanent play where rationality was approached on the basis of whether or not something interesting could be created out of it (Wark 12). The dérive is the rapid passage through various ambiences with a playful-constructive awareness of the psychographic contours of a specific section of space-time (Debord). The dérive can be thought of as an exploration of an environment without preconceptions about the contours of its geography, but rather a focus on the reality of inhabiting a place. Détournement involves the re-use of elements from recognised media to create a new work with meaning often opposed to the original. Psycho-geography is taken to be the subjective ambiences of particular spaces and times. The principles of détournement and psycho-geography imply a unitary urbanism, which hints at the potential of achieving in environments what may be achieved in media with détournement. Bangalore: Subjective Cartographies carries Situationist praxis forward by attempting to exploit certain properties of information digitalisation to formulate textual representations of unitary urbanism. Bangalore: Subjective Cartographies is demonstrative of a certain media tactility that exists more generally across digital-networked media ecologies and channels this to political ends. This tactility of media is best understood through textual properties awarded by the process and logic of digitalisation described in Lev Manovich’s Language of New Media. These properties are: numerical representation in the form of binary code, which allows for the reification of spatial data in a uniform format that can be stored and retrieved in-silico as opposed to in-situ; manipulation of this code by the use of algorithms, which renders the scales and lines of maps open to alteration; modularity that enables incorporation of other textual objects into the map whilst maintaining each incorporated item’s individual identity; the removal to some degree of human interaction in terms of the translation of environmental data into cartographic form (whilst other properties listed here enable human interaction with the cartographic text), and the nature of digital code allows for changes to accumulate incrementally creating infinite potential for refinements (Manovich 49–63). The Subjective Mapping of Bangalore Bangalore is an interesting site for such a project given the recent and rapid evolution of its media infrastructure. As a “media city,” the first television sets appeared in Bangalore at some point in the early 1980s. The first Internet Service Provider (ISP), which served corporate clients only, commenced operating a decade later and then offered dial-up services to domestic clients in the mid-1990s. At present, however, Bangalore has the largest number of broadband Internet connections in India. With the increasing convergence of computing and telecommunications with traditional forms of media such as film and photography, Bangalore demonstrates well what Scott McQuire terms a media-architecture complex, the core infrastructure for “contact zones” (vii). Bangalore: Subjective Cartographies was a workshop initiated by French artists Benjamin Cadon and Ewen Cardonnet. It was conducted with a number of students at the Srishti School of Art, Design and Technology in November and December 2009. Using Metamap.fr (an online cartographic tool that makes it possible to add multimedia content such as texts, video, photos, sounds, links, location points, and paths to digital maps) students were asked to, in groups of two or three, collect and consult data on ‘felt’ life in Bangalore using an ethnographic, transverse geographic, thematic, or temporal approach. The objective of the project was to model a citizen driven effort to subvert dominant cartographic representations of the city. In doing so, the project and this paper posits that there is potential for such methods to be adopted to form new literacies of cartographic media and to render the cartographic imaginary politically potent. The participants’ brief outlined two themes. The first was the visible and symbolic city where participants were asked to investigate the influence of the urban environment on the behaviours and sensations of its inhabitants, and to research and collect signifiers of traditional and modern worlds. The invisible city brief asked participants to consider the latent environment and link it to human behaviour—in this case electromagnetic radiation linked to the cities telecommunications and media infrastructure was to be specifically investigated. The Visible and Symbolic City During British rule many Indian cities functioned as dual entities where flow of people and commodities circulated between localised enclaves and the centralised British-built areas. Mirroring this was the dual mode of administration where power was shared between elected Indian legislators and appointed British officials (Hoselitz 432–33). Reflecting on this diarchy leads naturally to questions about the politics of civic services such as the water supply, modes of public communication and instruction, and the nature of the city’s administration, distribution, and manufacturing functions. Workshop participants approached these issues in a variety of ways. In the subjective maps entitled Microbial Streets and Water Use and Reuse, food and water sources of street vendors are traced with the aim to map water supply sources relative to the movements of street vendors operating in the city. Images of the microorganisms are captured using hacked webcams as makeshift microscopes. The data was then converted to audio using Pure Data—a real-time graphical programming environment for the processing audio, video and graphical data. The intention of Microbial Streets is to demonstrate how mapping technologies could be used to investigate the flows of food and water from source to consumer, and uncover some of the latencies involved in things consumed unhesitatingly everyday. Typographical Lens surveys Russell Market, an older part of the city through an exploration of the aesthetic and informational transformation of the city’s shop and street signage. In Ethni City, Avenue Road is mapped from the perspective of local goldsmiths who inhabit the area. Both these maps attempt to study the convergence of the city’s dual function and how the relationship between merchants and their customers has changed during the transition from localised enclaves, catering to the sale of particular types of goods, to the development of shopping precincts, where a variety of goods and services can be sought. Two of the project’s maps take a spatiotemporal-archivist approach to the city. Bangalore 8mm 1940s uses archival Super 8 footage and places digitised copies on the map at the corresponding locations of where they were originally filmed. The film sequences, when combined with satellite or street-view images, allow for the juxtaposition of present day visions of the city with those of the 1940s pre-partition era. Chronicles of Collection focuses on the relationship between people and their possessions from the point of view of the object and its pathways through the city in space and time. Collectors were chosen for this map as the value they placed on the object goes beyond the functional and the monetary, which allowed the resultant maps to access and express spatially the layers of meaning a particular object may take on in differing contexts of place and time in the city-space. The Invisible City In the expression of power through city-spaces, and by extension city-texts, certain circuits and flows are ossified and others rendered latent. Raymond Williams in Politics and Letters writes: however dominant a social system may be, the very meaning of its domination involves a limitation or selection of the activities it covers, so that by definition it cannot exhaust all social experience, which therefore always potentially contains space for alternative acts and alternative intentions which are not yet articulated as a social institution or even project. (252) The artists’ statement puts forward this possible response, an exploration of the latent aesthetics of the city-space: In this sense then, each device that enriches our perception for possible action on the real is worthy of attention. Even if it means the use of subjective methods, that may not be considered ‘evidence’. However, we must admit that any subjective investigation, when used systematically and in parallel with the results of technical measures, could lead to new possibilities of knowledge. Electromagnetic City maps the city’s sources of electromagnetic radiation, primarily from mobile phone towers, but also as a by-product of our everyday use of technologies, televisions, mobile phones, Internet Wi-Fi computer screens, and handheld devices. This map explores issues around how the city’s inhabitants hear, see, feel, and represent things that are a part of our environment but invisible, and asks: are there ways that the intangible can be oriented spatially? The intensity of electromagnetic radiation being emitted from these sources, which are thought to negatively influence the meditation of ancient sadhus (sages) also features in this map. This data was collected by taking electromagnetic flow meters into the suburb of Yelhanka (which is also of interest because it houses the largest milk dairy in the state of Karnataka) in a Situationist-like derive and then incorporated back into Metamap. Signal to Noise looks at the struggle between residents concerned with the placement of mobile phone towers around the city. It does so from the perspectives of people who seek information about their placement concerned about mobile phone signal quality, and others concerned about the proximity of this infrastructure to their homes due to to potential negative health effects. Interview footage was taken (using a mobile phone) and manipulated using Pure Data to distort the visual and audio quality of the footage in proportion to the fidelity of the mobile phone signal in the geographic area where the footage was taken. Conclusion The “contact zone” operating in Bangalore: Subjective Cartographies, and the underlying modes of social enquiry that make it valuable, creates potential for the contestation of new forms of polity that may in turn influence urban administration and result in more representative facilities of, and for, city-spaces and their citizenry. Robert Hassan argues that: This project would mean using tactical media to produce new spaces and temporalities that are explicitly concerned with working against the unsustainable “acceleration of just about everything” that our present neoliberal configuration of the network society has generated, showing that alternatives are possible and workable—in ones job, home life, family life, showing that digital [spaces and] temporality need not mean the unerring or unbending meter of real-time [and real city-space] but that an infinite number of temporalities [and subjectivities of space-time] can exist within the network society to correspond with a diversity of local and contextual cultures, societies and polities. (174) As maps and locative motifs begin to feature more prominently in media, analyses such as the one discussed in this paper may allow for researchers to develop theoretical approaches to studying newer forms of media. References Appadurai, Arjun. Modernity at Large: Cultural Dimensions of Globalisation. Minneapolis: U of Minnesota P, 1996. “Bangalore: Subjective Cartographies.” 25 July 2011 ‹http://bengaluru.labomedia.org/page/2/›. Bergson, Henri. Creative Evolution. New York: Henry Holt and Company, 1911. Crampton, Jeremy W., and John Krygier. “An Introduction to Critical Cartography.” ACME: An International E-Journal for Critical Geography 4 (2006): 11–13. Chardonnet, Ewen, and Benjamin Cadon. “Semaphore.” 25 July 2011 ‹http://semaphore.blogs.com/semaphore/spectral_investigations_collective/›. Debord, Guy. “Theory of the Dérive.” 25 July 2011 ‹http://www.bopsecrets.org/SI/2.derive.htm›. Foucault, Michel. Remarks on Marx. New York: Semitotext[e], 1991.Hassan, Robert. The Chronoscopic Society: Globalization, Time and Knowledge in the Networked Economy. New York: Lang, 2003. “Historypin.” 4 Aug. 2011 ‹http://www.historypin.com/›. Hoselitz, Bert F. “A Survey of the Literature on Urbanization in India.” India’s Urban Future Ed. Roy Turner. Berkeley: U of California P, 1961. 425-43. Ibarra, Anna. “Cosmologies of the Self.” Elephant 7 (2011): 66–96. Lefebvre, Henri. The Production of Space. Oxford: Blackwell, 1991. Lovink, Geert. Dark Fibre. Cambridge: MIT Press, 2002. Manovich, Lev. The Language of New Media Cambridge: MIT Press, 2000. “Metamap.fr.” 3 Mar. 2011 ‹http://metamap.fr/›. McLuhan, Marshall, and Quentin Fiore. The Medium Is the Massage. London: Penguin, 1967. McQuire, Scott. The Media City: Media, Architecture and Urban Space. London: Sage, 2008. Pickles, John. A History of Spaces: Cartographic Reason, Mapping and the Geo-Coded World. London: Routledge, 2004. Pinder, David. “Subverting Cartography: The Situationists and Maps of the City.” Environment and Planning A 28 (1996): 405–27. “Pure Data.” 6 Aug. 2011 ‹http://puredata.info/›. Renzi, Alessandra. “The Space of Tactical Media” Digital Media and Democracy: Tactics in Hard Times. Ed. Megan Boler. Cambridge: MIT Press, 2008. 71–100. Situationist International. “A New Theatre of Operations for Culture.” 6 Aug. 2011 ‹http://www.blueprintmagazine.co.uk/index.php/urbanism/reading-the-situationist-city/›. Strom, Timothy Erik. “Space, Cyberspace and the Interface: The Trouble with Google Maps.” M/C Journal 4.3 (2011). 6 Aug. 2011 ‹http://journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/370›. Wark, McKenzie. 50 Years of Recuperation of the Situationist International, New York: Princeton Architectural Press, 2008. Williams, Raymond. Politics and Letters: Interviews with New Left Review. London: New Left, 1979.

Abstract:

Introduction: Technology EnthusiasmEnthusiasts are people who have a passion, keenness, dedication or zeal for a particular activity or hobby. Today, there are enthusiasts for almost everything, from genealogy, costume dramas, and country houses, to metal detectors, coin collecting, and archaeology. But to be described as an enthusiast is not necessarily a compliment. Historically, the term “enthusiasm” was first used in England in the early seventeenth century to describe “religious or prophetic frenzy among the ancient Greeks” (Hanks, n.p.). This frenzy was ascribed to being possessed by spirits sent not only by God but also the devil. During this period, those who disobeyed the powers that be or claimed to have a message from God were considered to be enthusiasts (McLoughlin).Enthusiasm retained its religious connotations throughout the eighteenth century and was also used at this time to describe “the tendency within the population to be swept by crazes” (Mee 31). However, as part of the “rehabilitation of enthusiasm,” the emerging middle-classes adopted the word to characterise the intensity of Romantic poetry. The language of enthusiasm was then used to describe the “literary ideas of affect” and “a private feeling of religious warmth” (Mee 2 and 34). While the notion of enthusiasm was embraced here in a more optimistic sense, attempts to disassociate enthusiasm from crowd-inciting fanaticism were largely unsuccessful. As such enthusiasm has never quite managed to shake off its pejorative connotations.The 'enthusiasm' discussed in this paper is essentially a personal passion for technology. It forms part of a longer tradition of historical preservation in the United Kingdom and elsewhere in the world. From preserved railways to Victorian pumping stations, people have long been fascinated by the history of technology and engineering; manifesting their enthusiasm through their nostalgic longings and emotional attachment to its enduring material culture. Moreover, enthusiasts have been central to the collection, conservation, and preservation of this particular material record. Technology enthusiasm in this instance is about having a passion for the history and material record of technological development, specifically here industrial archaeology. Despite being a pastime much participated in, technology enthusiasm is relatively under-explored within the academic literature. For the most part, scholarship has tended to focus on the intended users, formal spaces, and official narratives of science and technology (Adas, Latour, Mellström, Oldenziel). In recent years attempts have been made to remedy this imbalance, with researchers from across the social sciences examining the position of hobbyists, tinkerers and amateurs in scientific and technical culture (Ellis and Waterton, Haring, Saarikoski, Takahashi). Work from historians of technology has focussed on the computer enthusiast; for example, Saarikoski’s work on the Finnish personal computer hobby:The definition of the computer enthusiast varies historically. Personal interest, pleasure and entertainment are the most significant factors defining computing as a hobby. Despite this, the hobby may also lead to acquiring useful knowledge, skills or experience of information technology. Most often the activity takes place outside working hours but can still have links to the development of professional expertise or the pursuit of studies. In many cases it takes place in the home environment. On the other hand, it is characteristically social, and the importance of friends, clubs and other communities is greatly emphasised.In common with a number of other studies relating to technical hobbies, for example Takahashi who argues tinkerers were behind the advent of the radio and television receiver, Saarikoski’s work focuses on the role these users played in shaping the technology in question. The enthusiasts encountered in this paper are important here not for their role in shaping the technology, but keeping technological heritage alive. As historian of technology Haring reminds us, “there exist alternative ways of using and relating to technology” (18). Furthermore, the sociological literature on audiences (Abercrombie and Longhurst, Ang), fans (Hills, Jenkins, Lewis, Sandvoss) and subcultures (Hall, Hebdige, Schouten and McAlexander) has also been extended in order to account for the enthusiast. In Abercrombie and Longhurst’s Audiences, the authors locate ‘the enthusiast’ and ‘the fan’ at opposing ends of a continuum of consumption defined by questions of specialisation of interest, social organisation of interest and material productivity. Fans are described as:skilled or competent in different modes of production and consumption; active in their interactions with texts and in their production of new texts; and communal in that they construct different communities based on their links to the programmes they like. (127 emphasis in original) Based on this definition, Abercrombie and Longhurst argue that fans and enthusiasts differ in three ways: (1) enthusiasts’ activities are not based around media images and stars in the way that fans’ activities are; (2) enthusiasts can be hypothesized to be relatively light media users, particularly perhaps broadcast media, though they may be heavy users of the specialist publications which are directed towards the enthusiasm itself; (3) the enthusiasm would appear to be rather more organised than the fan activity. (132) What is striking about this attempt to differentiate between the fan and the enthusiast is that it is based on supposition rather than the actual experience and observation of enthusiasm. It is here that the ethnographic account of enthusiasm presented in this paper and elsewhere, for example works by Dannefer on vintage car culture, Moorhouse on American hot-rodding and Fuller on modified-car culture in Australia, can shed light on the subject. My own ethnographic study of groups with a passion for telecommunications heritage, early British computers and industrial archaeology takes the discussion of “technology enthusiasm” further still. Through in-depth interviews, observation and textual analysis, I have examined in detail the formation of enthusiast societies and their membership, the importance of the material record to enthusiasts (particularly at home) and the enthusiastic practices of collecting and hoarding, as well as the figure of the technology enthusiast in the public space of the museum, namely the Science Museum in London (Geoghegan). In this paper, I explore the culture of enthusiasm for the industrial past through the example of the Greater London Industrial Archaeology Society (GLIAS). Focusing on industrial sites around London, GLIAS meet five or six times a year for field visits, walks and a treasure hunt. The committee maintain a website and produce a quarterly newsletter. The title of my paper, “If you can walk down the street and recognise the difference between cast iron and wrought iron, the world is altogether a better place,” comes from an interview I conducted with the co-founder and present chairman of GLIAS. He was telling me about his fascination with the materials of industrialisation. In fact, he said even concrete is sexy. Some call it a hobby; others call it a disease. But enthusiasm for industrial archaeology is, as several respondents have themselves identified, “as insidious in its side effects as any debilitating germ. It dictates your lifestyle, organises your activity and decides who your friends are” (Frow and Frow 177, Gillespie et al.). Through the figure of the industrial archaeology enthusiast, I discuss in this paper what it means to be enthusiastic. I begin by reflecting on the development of this specialist subject area. I go on to detail the formation of the Society in the late 1960s, before exploring the Society’s fieldwork methods and some of the other activities they now engage in. I raise questions of enthusiast and professional knowledge and practice, as well as consider the future of this particular enthusiasm.Defining Industrial ArchaeologyThe practice of 'industrial archaeology' is much contested. For a long time, enthusiasts and professional archaeologists have debated the meaning and use of the term (Palmer). On the one hand, there are those interested in the history, preservation, and recording of industrial sites. For example the grandfather figures of the subject, namely Kenneth Hudson and Angus Buchanan, who both published widely in the 1960s and 1970s in order to encourage publics to get involved in recording. Many members of GLIAS refer to the books of Hudson Industrial Archaeology: an Introduction and Buchanan Industrial Archaeology in Britain with their fine descriptions and photographs as integral to their early interest in the subject. On the other hand, there are those within the academic discipline of archaeology who consider the study of remains produced by the Industrial Revolution as too modern. Moreover, they find the activities of those calling themselves industrial archaeologists as lacking sufficient attention to the understanding of past human activity to justify the name. As a result, the definition of 'industrial archaeology' is problematic for both enthusiasts and professionals. Even the early advocates of professional industrial archaeology felt uneasy about the subject’s methods and practices. In 1973, Philip Riden (described by one GLIAS member as the angry young man of industrial archaeology), the then president of the Oxford University Archaeology Society, wrote a damning article in Antiquity, calling for the subject to “shed the amateur train drivers and others who are not part of archaeology” (215-216). He decried the “appallingly low standard of some of the work done under the name of ‘industrial archaeology’” (211). He felt that if enthusiasts did not attempt to maintain high technical standards, publish their work in journals or back up their fieldwork with documentary investigation or join their county archaeological societies then there was no value in the efforts of these amateurs. During this period, enthusiasts, academics, and professionals were divided. What was wrong with doing something for the pleasure it provides the participant?Although relations today between the so-called amateur (enthusiast) and professional archaeologies are less potent, some prejudice remains. Describing them as “barrow boys”, some enthusiasts suggest that what was once their much-loved pastime has been “hijacked” by professional archaeologists who, according to one respondent,are desperate to find subjects to get degrees in. So the whole thing has been hijacked by academia as it were. Traditional professional archaeologists in London at least are running head on into things that we have been doing for decades and they still don’t appreciate that this is what we do. A lot of assessments are handed out to professional archaeology teams who don’t necessarily have any knowledge of industrial archaeology. (James, GLIAS committee member)James went on to reveal that GLIAS receives numerous enquiries from professional archaeologists, developers and town planners asking what they know about particular sites across the city. Although the Society has compiled a detailed database covering some areas of London, it is by no means comprehensive. In addition, many active members often record and monitor sites in London for their own personal enjoyment. This leaves many questioning the need to publish their results for the gain of third parties. Canadian sociologist Stebbins discusses this situation in his research on “serious leisure”. He has worked extensively with amateur archaeologists in order to understand their approach to their leisure activity. He argues that amateurs are “neither dabblers who approach the activity with little commitment or seriousness, nor professionals who make a living from that activity” (55). Rather they pursue their chosen leisure activity to professional standards. A point echoed by Fine in his study of the cultures of mushrooming. But this is to get ahead of myself. How did GLIAS begin?GLIAS: The GroupThe 1960s have been described by respondents as a frantic period of “running around like headless chickens.” Enthusiasts of London’s industrial archaeology were witnessing incredible changes to the city’s industrial landscape. Individuals and groups like the Thames Basin Archaeology Observers Group were recording what they could. Dashing around London taking photos to capture London’s industrial legacy before it was lost forever. However the final straw for many, in London at least, was the proposed and subsequent demolition of the “Euston Arch”. The Doric portico at Euston Station was completed in 1838 and stood as a symbol to the glory of railway travel. Despite strong protests from amenity societies, this Victorian symbol of progress was finally pulled down by British Railways in 1962 in order to make way for what enthusiasts have called a “monstrous concrete box”.In response to these changes, GLIAS was founded in 1968 by two engineers and a locomotive driver over afternoon tea in a suburban living room in Woodford, North-East London. They held their first meeting one Sunday afternoon in December at the Science Museum in London and attracted over 130 people. Firing the imagination of potential members with an exhibition of photographs of the industrial landscape taken by Eric de Maré, GLIAS’s first meeting was a success. Bringing together like-minded people who are motivated and enthusiastic about the subject, GLIAS currently has over 600 members in the London area and beyond. This makes it the largest industrial archaeology society in the UK and perhaps Europe. Drawing some of its membership from a series of evening classes hosted by various members of the Society’s committee, GLIAS initially had a quasi-academic approach. Although some preferred the hands-on practical element and were more, as has been described by one respondent, “your free-range enthusiast”. The society has an active committee, produces a newsletter and journal, as well as runs regular events for members. However the Society is not simply about the study of London’s industrial heritage, over time the interest in industrial archaeology has developed for some members into long-term friendships. Sociability is central to organised leisure activities. It underpins and supports the performance of enthusiasm in groups and societies. For Fine, sociability does not always equal friendship, but it is the state from which people might become friends. Some GLIAS members have taken this one step further: there have even been a couple of marriages. Although not the subject of my paper, technical culture is heavily gendered. Industrial archaeology is a rare exception attracting a mixture of male and female participants, usually retired husband and wife teams.Doing Industrial Archaeology: GLIAS’s Method and PracticeIn what has been described as GLIAS’s heyday, namely the 1970s to early 1980s, fieldwork was fundamental to the Society’s activities. The Society’s approach to fieldwork during this period was much the same as the one described by champion of industrial archaeology Arthur Raistrick in 1973:photographing, measuring, describing, and so far as possible documenting buildings, engines, machinery, lines of communication, still or recently in use, providing a satisfactory record for the future before the object may become obsolete or be demolished. (13)In the early years of GLIAS and thanks to the committed efforts of two active Society members, recording parties were organised for extended lunch hours and weekends. The majority of this early fieldwork took place at the St Katherine Docks. The Docks were constructed in the 1820s by Thomas Telford. They became home to the world’s greatest concentration of portable wealth. Here GLIAS members learnt and employed practical (also professional) skills, such as measuring, triangulations and use of a “dumpy level”. For many members this was an incredibly exciting time. It was a chance to gain hands-on experience of industrial archaeology. Having been left derelict for many years, the Docks have since been redeveloped as part of the Docklands regeneration project.At this time the Society was also compiling data for what has become known to members as “The GLIAS Book”. The book was to have separate chapters on the various industrial histories of London with contributions from Society members about specific sites. Sadly the book’s editor died and the project lost impetus. Several years ago, the committee managed to digitise the data collected for the book and began to compile a database. However, the GLIAS database has been beset by problems. Firstly, there are often questions of consistency and coherence. There is a standard datasheet for recording industrial buildings – the Index Record for Industrial Sites. However, the quality of each record is different because of the experience level of the different authors. Some authors are automatically identified as good or expert record keepers. Secondly, getting access to the database in order to upload the information has proved difficult. As one of the respondents put it: “like all computer babies [the creator of the database], is finding it hard to give birth” (Sally, GLIAS member). As we have learnt enthusiasm is integral to movements such as industrial archaeology – public historian Raphael Samuel described them as the “invisible hands” of historical enquiry. Yet, it is this very enthusiasm that has the potential to jeopardise projects such as the GLIAS book. Although active in their recording practices, the GLIAS book saga reflects one of the challenges encountered by enthusiast groups and societies. In common with other researchers studying amenity societies, such as Ellis and Waterton’s work with amateur naturalists, unlike the world of work where people are paid to complete a task and are therefore meant to have a singular sense of purpose, the activities of an enthusiast group like GLIAS rely on the goodwill of their members to volunteer their time, energy and expertise. When this is lost for whatever reason, there is no requirement for any other member to take up that position. As such, levels of commitment vary between enthusiasts and can lead to the aforementioned difficulties, such as disputes between group members, the occasional miscommunication of ideas and an over-enthusiasm for some parts of the task in hand. On top of this, GLIAS and societies like it are confronted with changing health and safety policies and tightened security surrounding industrial sites. This has made the practical side of industrial archaeology increasingly difficult. As GLIAS member Bob explains:For me to go on site now I have to wear site boots and borrow a hard hat and a high visibility jacket. Now we used to do incredibly dangerous things in the seventies and nobody batted an eyelid. You know we were exploring derelict buildings, which you are virtually not allowed in now because the floor might give way. Again the world has changed a lot there. GLIAS: TodayGLIAS members continue to record sites across London. Some members are currently surveying the site chosen as the location of the Olympic Games in London in 2012 – the Lower Lea Valley. They describe their activities at this site as “rescue archaeology”. GLIAS members are working against the clock and some important structures have already been demolished. They only have time to complete a quick flash survey. Armed with the information they collated in previous years, GLIAS is currently in discussions with the developer to orchestrate a detailed recording of the site. It is important to note here that GLIAS members are less interested in campaigning for the preservation of a site or building, they appreciate that sites must change. Instead they want to ensure that large swathes of industrial London are not lost without a trace. Some members regard this as their public duty.Restricted by health and safety mandates and access disputes, GLIAS has had to adapt. The majority of practical recording sessions have given way to guided walks in the summer and public lectures in the winter. Some respondents have identified a difference between those members who call themselves “industrial archaeologists” and those who are just “ordinary members” of GLIAS. The walks are for those with a general interest, not serious members, and the talks are public lectures. Some audience researchers have used Bourdieu’s metaphor of “capital” to describe the experience, knowledge and skill required to be a fan, clubber or enthusiast. For Hills, fan status is built up through the demonstration of cultural capital: “where fans share a common interest while also competing over fan knowledge, access to the object of fandom, and status” (46). A clear membership hierarchy can be seen within GLIAS based on levels of experience, knowledge and practical skill.With a membership of over 600 and rising annually, the Society’s future is secure at present. However some of the more serious members, although retaining their membership, are pursuing their enthusiasm elsewhere: through break-away recording groups in London; active membership of other groups and societies, for example the national Association for Industrial Archaeology; as well as heading off to North Wales in the summer for practical, hands-on industrial archaeology in Snowdonia’s slate quarries – described in the Ffestiniog Railway Journal as the “annual convention of slate nutters.” ConclusionsGLIAS has changed since its foundation in the late 1960s. Its operation has been complicated by questions of health and safety, site access, an ageing membership, and the constant changes to London’s industrial archaeology. Previously rejected by professional industrial archaeology as “limited in skill and resources” (Riden), enthusiasts are now approached by professional archaeologists, developers, planners and even museums that are interested in engaging in knowledge exchange programmes. As a recent report from the British think-tank Demos has argued, enthusiasts or pro-ams – “amateurs who work to professional standards” (Leadbeater and Miller 12) – are integral to future innovation and creativity; for example computer pro-ams developed an operating system to rival Microsoft Windows. As such the specialist knowledge, skill and practice of these communities is of increasing interest to policymakers, practitioners, and business. So, the subject once described as “the ugly offspring of two parents that shouldn’t have been allowed to breed” (Hudson), the so-called “amateur” industrial archaeology offers enthusiasts and professionals alike alternative ways of knowing, seeing and being in the recent and contemporary past.Through the case study of GLIAS, I have described what it means to be enthusiastic about industrial archaeology. I have introduced a culture of collective and individual participation and friendship based on a mutual interest in and emotional attachment to industrial sites. As we have learnt in this paper, enthusiasm is about fun, pleasure and joy. The enthusiastic culture presented here advances themes such as passion in relation to less obvious communities of knowing, skilled practices, material artefacts and spaces of knowledge. Moreover, this paper has been about the affective narratives that are sometimes missing from academic accounts; overlooked for fear of snigg*rs at the back of a conference hall. Laughter and humour are a large part of what enthusiasm is. Enthusiastic cultures then are about the pleasure and joy experienced in doing things. Enthusiasm is clearly a potent force for active participation. I will leave the last word to GLIAS member John:One meaning of enthusiasm is as a form of possession, madness. Obsession perhaps rather than possession, which I think is entirely true. It is a pejorative term probably. The railway enthusiast. But an awful lot of energy goes into what they do and achieve. Enthusiasm to my mind is an essential ingredient. If you are not a person who can muster enthusiasm, it is very difficult, I think, to get anything out of it. On the basis of the more you put in the more you get out. In terms of what has happened with industrial archaeology in this country, I think, enthusiasm is a very important aspect of it. The movement needs people who can transmit that enthusiasm. ReferencesAbercrombie, N., and B. Longhurst. Audiences: A Sociological Theory of Performance and Imagination. London: Sage Publications, 1998.Adas, M. Machines as the Measure of Men: Science, Technology and Ideologies of Western Dominance. Ithaca: Cornell UP, 1989.Ang, I. Desperately Seeking the Audience. London: Routledge, 1991.Bourdieu, P. Distinction: A Social Critique of the Judgement of Taste. London: Routledge, 1984.Buchanan, R.A. Industrial Archaeology in Britain. 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Abstract:

Introduction Figure 1 The counter-Terrorism advertising campaign of London’s Metropolitan Police commodifies some everyday items such as mobile phones, computers, passports and credit cards as having the potential to sustain terrorist activities. The process of ascribing cultural values and symbolic meanings to some everyday technical gadgets objectifies and situates Terrorism into the everyday life. The police, in urging people to look out for ‘the unusual’ in their normal day-to-day lives, juxtapose the everyday with the unusual, where day-to-day consumption, routines and flows of human activity can seemingly house insidious and atavistic elements. This again is reiterated in the Met police press release: Terrorists live within our communities making their plans whilst doing everything they can to blend in, and trying not to raise suspicions about their activities. (MPA Website) The commodification of Terrorism through uncommon and everyday objects situates Terrorism as a phenomenon which occupies a liminal space within the everyday. It resides, breathes and co-exists within the taken-for-granted routines and objects of ‘the everyday’ where it has the potential to explode and disrupt without warning. Since 9/11 and the 7/7 bombings Terrorism has been narrated through the disruption of mobility, whether in mid-air or in the deep recesses of the Underground. The resonant thread of disruption to human mobility evokes a powerful meta-narrative where acts of Terrorism can halt human agency amidst the backdrop of the metropolis, which is often a metaphor for speed and accelerated activities. If globalisation and the interconnected nature of the world are understood through discourses of risk, Terrorism bears the same footprint in urban spaces of modernity, narrating the vulnerability of the human condition in an inter-linked world where ideological struggles and resistance are manifested through inexplicable violence and destruction of lives, where the everyday is suspended to embrace the unexpected. As a consequence ambient fear “saturates the social spaces of everyday life” (Hubbard 2). The commodification of Terrorism through everyday items of consumption inevitably creates an intertextuality with real and media events, which constantly corrode the security of the metropolis. Paddy Scannell alludes to a doubling of place in our mediated world where “public events now occur simultaneously in two different places; the place of the event itself and that in which it is watched and heard. The media then vacillates between the two sites and creates experiences of simultaneity, liveness and immediacy” (qtd. in Moores 22). The doubling of place through media constructs a pervasive environment of risk and fear. Mark Danner (qtd. in Bauman 106) points out that the most powerful weapon of the 9/11 terrorists was that innocuous and “most American of technological creations: the television set” which provided a global platform to constantly replay and remember the dreadful scenes of the day, enabling the terrorist to appear invincible and to narrate fear as ubiquitous and omnipresent. Philip Abrams argues that ‘big events’ (such as 9/11 and 7/7) do make a difference in the social world for such events function as a transformative device between the past and future, forcing society to alter or transform its perspectives. David Altheide points out that since September 11 and the ensuing war on terror, a new discourse of Terrorism has emerged as a way of expressing how the world has changed and defining a state of constant alert through a media logic and format that shapes the nature of discourse itself. Consequently, the intensity and centralisation of surveillance in Western countries increased dramatically, placing the emphasis on expanding the forms of the already existing range of surveillance processes and practices that circ*mscribe and help shape our social existence (Lyon, Terrorism 2). Normalisation of Surveillance The role of technologies, particularly information and communication technologies (ICTs), and other infrastructures to unevenly distribute access to the goods and services necessary for modern life, while facilitating data collection on and control of the public, are significant characteristics of modernity (Reiman; Graham and Marvin; Monahan). The embedding of technological surveillance into spaces and infrastructures not only augment social control but also redefine data as a form of capital which can be shared between public and private sectors (Gandy, Data Mining; O’Harrow; Monahan). The scale, complexity and limitations of omnipresent and omnipotent surveillance, nevertheless, offer room for both subversion as well as new forms of domination and oppression (Marx). In surveillance studies, Foucault’s analysis is often heavily employed to explain lines of continuity and change between earlier forms of surveillance and data assemblage and contemporary forms in the shape of closed-circuit television (CCTV) and other surveillance modes (Dee). It establishes the need to discern patterns of power and normalisation and the subliminal or obvious cultural codes and categories that emerge through these arrangements (Fopp; Lyon, Electronic; Norris and Armstrong). In their study of CCTV surveillance, Norris and Armstrong (cf. in Dee) point out that when added to the daily minutiae of surveillance, CCTV cameras in public spaces, along with other camera surveillance in work places, capture human beings on a database constantly. The normalisation of surveillance, particularly with reference to CCTV, the popularisation of surveillance through television formats such as ‘Big Brother’ (Dee), and the expansion of online platforms to publish private images, has created a contradictory, complex and contested nature of spatial and power relationships in society. The UK, for example, has the most developed system of both urban and public space cameras in the world and this growth of camera surveillance and, as Lyon (Surveillance) points out, this has been achieved with very little, if any, public debate as to their benefits or otherwise. There may now be as many as 4.2 million CCTV cameras in Britain (cf. Lyon, Surveillance). That is one for every fourteen people and a person can be captured on over 300 cameras every day. An estimated £500m of public money has been invested in CCTV infrastructure over the last decade but, according to a Home Office study, CCTV schemes that have been assessed had little overall effect on crime levels (Wood and Ball). In spatial terms, these statistics reiterate Foucault’s emphasis on the power economy of the unseen gaze. Michel Foucault in analysing the links between power, information and surveillance inspired by Bentham’s idea of the Panopticon, indicated that it is possible to sanction or reward an individual through the act of surveillance without their knowledge (155). It is this unseen and unknown gaze of surveillance that is fundamental to the exercise of power. The design and arrangement of buildings can be engineered so that the “surveillance is permanent in its effects, even if it is discontinuous in its action” (Foucault 201). Lyon (Terrorism), in tracing the trajectory of surveillance studies, points out that much of surveillance literature has focused on understanding it as a centralised bureaucratic relationship between the powerful and the governed. Invisible forms of surveillance have also been viewed as a class weapon in some societies. With the advancements in and proliferation of surveillance technologies as well as convergence with other technologies, Lyon argues that it is no longer feasible to view surveillance as a linear or centralised process. In our contemporary globalised world, there is a need to reconcile the dialectical strands that mediate surveillance as a process. In acknowledging this, Giles Deleuze and Felix Guattari have constructed surveillance as a rhizome that defies linearity to appropriate a more convoluted and malleable form where the coding of bodies and data can be enmeshed to produce intricate power relationships and hierarchies within societies. Latour draws on the notion of assemblage by propounding that data is amalgamated from scattered centres of calculation where these can range from state and commercial institutions to scientific laboratories which scrutinise data to conceive governance and control strategies. Both the Latourian and Deleuzian ideas of surveillance highlight the disparate arrays of people, technologies and organisations that become connected to make “surveillance assemblages” in contrast to the static, unidirectional Panopticon metaphor (Ball, “Organization” 93). In a similar vein, Gandy (Panoptic) infers that it is misleading to assume that surveillance in practice is as complete and totalising as the Panoptic ideal type would have us believe. Co-optation of Millions The Metropolitan Police’s counter-Terrorism strategy seeks to co-opt millions where the corporeal body can complement the landscape of technological surveillance that already co-exists within modernity. In its press release, the role of civilian bodies in ensuring security of the city is stressed; Keeping Londoners safe from Terrorism is not a job solely for governments, security services or police. If we are to make London the safest major city in the world, we must mobilise against Terrorism not only the resources of the state, but also the active support of the millions of people who live and work in the capita. (MPA Website). Surveillance is increasingly simulated through the millions of corporeal entities where seeing in advance is the goal even before technology records and codes these images (William). Bodies understand and code risk and images through the cultural narratives which circulate in society. Compared to CCTV technology images, which require cultural and political interpretations and interventions, bodies as surveillance organisms implicitly code other bodies and activities. The travel bag in the Metropolitan Police poster reinforces the images of the 7/7 bombers and the renewed attempts to bomb the London Underground on the 21st of July. It reiterates the CCTV footage revealing images of the bombers wearing rucksacks. The image of the rucksack both embodies the everyday as well as the potential for evil in everyday objects. It also inevitably reproduces the cultural biases and prejudices where the rucksack is subliminally associated with a specific type of body. The rucksack in these terms is a laden image which symbolically captures the context and culture of risk discourses in society. The co-optation of the population as a surveillance entity also recasts new forms of social responsibility within the democratic polity, where privacy is increasingly mediated by the greater need to monitor, trace and record the activities of one another. Nikolas Rose, in discussing the increasing ‘responsibilisation’ of individuals in modern societies, describes the process in which the individual accepts responsibility for personal actions across a wide range of fields of social and economic activity as in the choice of diet, savings and pension arrangements, health care decisions and choices, home security measures and personal investment choices (qtd. in Dee). While surveillance in individualistic terms is often viewed as a threat to privacy, Rose argues that the state of ‘advanced liberalism’ within modernity and post-modernity requires considerable degrees of self-governance, regulation and surveillance whereby the individual is constructed both as a ‘new citizen’ and a key site of self management. By co-opting and recasting the role of the citizen in the age of Terrorism, the citizen to a degree accepts responsibility for both surveillance and security. In our sociological imagination the body is constructed both as lived as well as a social object. Erving Goffman uses the word ‘umwelt’ to stress that human embodiment is central to the constitution of the social world. Goffman defines ‘umwelt’ as “the region around an individual from which signs of alarm can come” and employs it to capture how people as social actors perceive and manage their settings when interacting in public places (252). Goffman’s ‘umwelt’ can be traced to Immanuel Kant’s idea that it is the a priori categories of space and time that make it possible for a subject to perceive a world (Umiker-Sebeok; qtd. in Ball, “Organization”). Anthony Giddens adapted the term Umwelt to refer to “a phenomenal world with which the individual is routinely ‘in touch’ in respect of potential dangers and alarms which then formed a core of (accomplished) normalcy with which individuals and groups surround themselves” (244). Benjamin Smith, in considering the body as an integral component of the link between our consciousness and our material world, observes that the body is continuously inscribed by culture. These inscriptions, he argues, encompass a wide range of cultural practices and will imply knowledge of a variety of social constructs. The inscribing of the body will produce cultural meanings as well as create forms of subjectivity while locating and situating the body within a cultural matrix (Smith). Drawing on Derrida’s work, Pugliese employs the term ‘Somatechnics’ to conceptualise the body as a culturally intelligible construct and to address the techniques in and through which the body is formed and transformed (qtd. in Osuri). These techniques can encompass signification systems such as race and gender and equally technologies which mediate our sense of reality. These technologies of thinking, seeing, hearing, signifying, visualising and positioning produce the very conditions for the cultural intelligibility of the body (Osuri). The body is then continuously inscribed and interpreted through mediated signifying systems. Similarly, Hayles, while not intending to impose a Cartesian dichotomy between the physical body and its cognitive presence, contends that the use and interactions with technology incorporate the body as a material entity but it also equally inscribes it by marking, recording and tracing its actions in various terrains. According to Gayatri Spivak (qtd. in Ball, “Organization”) new habits and experiences are embedded into the corporeal entity which then mediates its reactions and responses to the social world. This means one’s body is not completely one’s own and the presence of ideological forces or influences then inscribe the body with meanings, codes and cultural values. In our modern condition, the body and data are intimately and intricately bound. Outside the home, it is difficult for the body to avoid entering into relationships that produce electronic personal data (Stalder). According to Felix Stalder our physical bodies are shadowed by a ‘data body’ which follows the physical body of the consuming citizen and sometimes precedes it by constructing the individual through data (12). Before we arrive somewhere, we have already been measured and classified. Thus, upon arrival, the citizen will be treated according to the criteria ‘connected with the profile that represents us’ (Gandy, Panoptic; William). Following September 11, Lyon (Terrorism) reveals that surveillance data from a myriad of sources, such as supermarkets, motels, traffic control points, credit card transactions records and so on, was used to trace the activities of terrorists in the days and hours before their attacks, confirming that the body leaves data traces and trails. Surveillance works by abstracting bodies from places and splitting them into flows to be reassembled as virtual data-doubles, and in the process can replicate hierarchies and centralise power (Lyon, Terrorism). Mike Dee points out that the nature of surveillance taking place in modern societies is complex and far-reaching and in many ways insidious as surveillance needs to be situated within the broadest context of everyday human acts whether it is shopping with loyalty cards or paying utility bills. Physical vulnerability of the body becomes more complex in the time-space distanciated surveillance systems to which the body has become increasingly exposed. As such, each transaction – whether it be a phone call, credit card transaction, or Internet search – leaves a ‘data trail’ linkable to an individual person or place. Haggerty and Ericson, drawing from Deleuze and Guattari’s concept of the assemblage, describe the convergence and spread of data-gathering systems between different social domains and multiple levels (qtd. in Hier). They argue that the target of the generic ‘surveillance assemblage’ is the human body, which is broken into a series of data flows on which surveillance process is based. The thrust of the focus is the data individuals can yield and the categories to which they can contribute. These are then reapplied to the body. In this sense, surveillance is rhizomatic for it is diverse and connected to an underlying, invisible infrastructure which concerns interconnected technologies in multiple contexts (Ball, “Elements”). The co-opted body in the schema of counter-Terrorism enters a power arrangement where it constitutes both the unseen gaze as well as the data that will be implicated and captured in this arrangement. It is capable of producing surveillance data for those in power while creating new data through its transactions and movements in its everyday life. The body is unequivocally constructed through this data and is also entrapped by it in terms of representation and categorisation. The corporeal body is therefore part of the machinery of surveillance while being vulnerable to its discriminatory powers of categorisation and victimisation. As Hannah Arendt (qtd. in Bauman 91) had warned, “we terrestrial creatures bidding for cosmic significance will shortly be unable to comprehend and articulate the things we are capable of doing” Arendt’s caution conveys the complexity, vulnerability as well as the complicity of the human condition in the surveillance society. Equally it exemplifies how the corporeal body can be co-opted as a surveillance entity sustaining a new ‘banality’ (Arendt) in the machinery of surveillance. Social Consequences of Surveillance Lyon (Terrorism) observed that the events of 9/11 and 7/7 in the UK have inevitably become a prism through which aspects of social structure and processes may be viewed. This prism helps to illuminate the already existing vast range of surveillance practices and processes that touch everyday life in so-called information societies. As Lyon (Terrorism) points out surveillance is always ambiguous and can encompass genuine benefits and plausible rationales as well as palpable disadvantages. There are elements of representation to consider in terms of how surveillance technologies can re-present data that are collected at source or gathered from another technological medium, and these representations bring different meanings and enable different interpretations of life and surveillance (Ball, “Elements”). As such surveillance needs to be viewed in a number of ways: practice, knowledge and protection from threat. As data can be manipulated and interpreted according to cultural values and norms it reflects the inevitability of power relations to forge its identity in a surveillance society. In this sense, Ball (“Elements”) concludes surveillance practices capture and create different versions of life as lived by surveilled subjects. She refers to actors within the surveilled domain as ‘intermediaries’, where meaning is inscribed, where technologies re-present information, where power/resistance operates, and where networks are bound together to sometimes distort as well as reiterate patterns of hegemony (“Elements” 93). While surveillance is often connected with technology, it does not however determine nor decide how we code or employ our data. New technologies rarely enter passive environments of total inequality for they become enmeshed in complex pre-existing power and value systems (Marx). With surveillance there is an emphasis on the classificatory powers in our contemporary world “as persons and groups are often risk-profiled in the commercial sphere which rates their social contributions and sorts them into systems” (Lyon, Terrorism 2). Lyon (Terrorism) contends that the surveillance society is one that is organised and structured using surveillance-based techniques recorded by technologies, on behalf of the organisations and governments that structure our society. This information is then sorted, sifted and categorised and used as a basis for decisions which affect our life chances (Wood and Ball). The emergence of pervasive, automated and discriminatory mechanisms for risk profiling and social categorising constitute a significant mechanism for reproducing and reinforcing social, economic and cultural divisions in information societies. Such automated categorisation, Lyon (Terrorism) warns, has consequences for everyone especially in face of the new anti-terror measures enacted after September 11. In tandem with this, Bauman points out that a few suicidal murderers on the loose will be quite enough to recycle thousands of innocents into the “usual suspects”. In no time, a few iniquitous individual choices will be reprocessed into the attributes of a “category”; a category easily recognisable by, for instance, a suspiciously dark skin or a suspiciously bulky rucksack* *the kind of object which CCTV cameras are designed to note and passers-by are told to be vigilant about. And passers-by are keen to oblige. Since the terrorist atrocities on the London Underground, the volume of incidents classified as “racist attacks” rose sharply around the country. (122; emphasis added) Bauman, drawing on Lyon, asserts that the understandable desire for security combined with the pressure to adopt different kind of systems “will create a culture of control that will colonise more areas of life with or without the consent of the citizen” (123). This means that the inhabitants of the urban space whether a citizen, worker or consumer who has no terrorist ambitions whatsoever will discover that their opportunities are more circ*mscribed by the subject positions or categories which are imposed on them. Bauman cautions that for some these categories may be extremely prejudicial, restricting them from consumer choices because of credit ratings, or more insidiously, relegating them to second-class status because of their colour or ethnic background (124). Joseph Pugliese, in linking visual regimes of racial profiling and the shooting of Jean Charles de Menezes in the aftermath of 7/7 bombings in London, suggests that the discursive relations of power and visuality are inextricably bound. Pugliese argues that racial profiling creates a regime of visuality which fundamentally inscribes our physiology of perceptions with stereotypical images. He applies this analogy to Menzes running down the platform in which the retina transforms him into the “hallucinogenic figure of an Asian Terrorist” (Pugliese 8). With globalisation and the proliferation of ICTs, borders and boundaries are no longer sacrosanct and as such risks are managed by enacting ‘smart borders’ through new technologies, with huge databases behind the scenes processing information about individuals and their journeys through the profiling of body parts with, for example, iris scans (Wood and Ball 31). Such body profiling technologies are used to create watch lists of dangerous passengers or identity groups who might be of greater ‘risk’. The body in a surveillance society can be dissected into parts and profiled and coded through technology. These disparate codings of body parts can be assembled (or selectively omitted) to construct and represent whole bodies in our information society to ascertain risk. The selection and circulation of knowledge will also determine who gets slotted into the various categories that a surveillance society creates. Conclusion When the corporeal body is subsumed into a web of surveillance it often raises questions about the deterministic nature of technology. The question is a long-standing one in our modern consciousness. We are apprehensive about according technology too much power and yet it is implicated in the contemporary power relationships where it is suspended amidst human motive, agency and anxiety. 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