Journal articles: 'Metaphor Visual fields' – Grafiati (2024)

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This study is a result of literature review of visual metaphors in the fields of linguistics and advertising. The collected fifty papers came from CNKI. It provided an overview of previous literature, in terms of multi-modal studies of visual metaphor in advertising, the typologies of visual rhetoric and the verbalization of visual metaphor. Based on the identified research gaps, this study proposed suggestions for future research to enrich the theoretical framework of visual metaphor. The review found that the study of visual metaphors remain insufficient in three aspects. Firstly, the relevant studies are mostly in the field of marketing, and lack of extension in linguistics. Secondly, most studies concerned about the cognitive effects of visual metaphor in advertising, but the cognitive processing form of visual metaphor was less focused. Furthermore, although some studies have proved that verbalization is necessary for the comprehension of visual metaphors, there is still no clear conclusion regarding the specific verbalization forms of different types of visual metaphors. Specifically, three syntactic structures have been hypothetically proposed for fusion-structured visual metaphors, as “A is like B, A is B, A with B”, but no empirical evidence suggests which is the most effective in conceptual representation of fusion-structured visual metaphors in advertising. Through the analysis of the differences between these syntactic structures, the author proposed that the verbalization form “A is B” should be the most effective in representing fusion-structured visual metaphors in the context of advertising for its basic metaphorical structure, easily comprehensible form and strong transformational effect.

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This study focused on metaphor comprehension in a poetic text in terms of the concepts of “semantic field,” “semantic restructuring,” and “perceptual restructuring.” Three poetic texts, differentiated in terms of the number of semantic fields and in the degree of their interaction, were given to readers of English language and literature. They were asked to analyze a number of metaphors appearing within the context of each text and also to rate them along a number of scales (such as Concrete-Abstract). Specific semantic fields could be derived from the written responses. Furthermore, consistent relationships were found between these ratings and the degree of interaction of these semantic fields. The results lend further support for a Gestalt-Interaction theory of metaphor.

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Ever since Big Data became a mot du jour across social fields, optical metaphors such as the microscope began to surface in popular discourse to describe and qualify its epistemological impact. While the persistence of optics seems to be at odds with the datafication of vision, this article suggests that the optical metaphor offers an opportunity to reflect about the material consequences of the modes of seeing and knowing that currently shape datafied worlds. Drawing on feminist new materialism, the article investigates the optical metaphor as a material-discursive practice that actively constitutes the world, as metaphors imply modes of thinking, knowing and doing that have material enactions. Expanding visual culture theories, the notion of ‘optical unconscious’ is taken up to discuss the tensions between displacement and persistence of optics within datafied worlds, that is, how optical vision is displaced but also mobilised and repurposed by data-driven knowledge. In dialogue with feminist science and technology studies and speculative ethics, I suggest that the datafication of vision offers a chance to reconceptualize the sense of sight towards a sensorial engagement with Big Data premised on responsibility, care, and an ethics of unknowability. Within this framework, vision may be conceived differently, perhaps not only as enhancement and control, but as generator of new possibilities. Ultimately, the article proposes that the visual theories after which Big Data is being imagined matter not only for our understanding of Big Data's epistemic potential, but also for the possibility of shaping emerging data worlds.

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Abstract Rich literature on the representation of women in advertising has repeatedly concluded a message in keeping with a GDP-promoting agenda: with economic development and modernization, women’s status has been elevated and they appear in professional and other settings beyond domesticity. Amid this optimism, the present study cautions that women’s elevated status and transformed roles should not give way to the exuberance on display in many sectors. Motivated by the unusual persistence of women’s decorative role against the background of pro-egalitarian industrialization and modernity, this study, drawing on advertising discourse in Cosmopolitan, the world’s leading women’s magazine, aims to investigate the gender ideology that dehumanizes women by exploring the various dehumanizing metaphors and the visual and linguistic codes deployed to construct the metaphors. In identifying and analyzing two major dehumanizing metaphors – WOMEN ARE OBJECTS and WOMEN ARE ANIMALS – this study outlines a critical metaphorical landscape that goes beyond the warfare metaphor which is popular in various fields (e.g. women, health care, and economy), and highlights HUMAN BEINGS ARE THINGS metaphors as a major instrument in constructing dehumanizing discourse and ideology.

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Agnèès Varda is a veteran of both documentary and feature production. This visually gorgeous essay-film, shot on digital video, shows her elegant eye and supple mind in top form. Gleaning, the practice of picking up crops left behind by hired pickers, is an ancient institution, and Varda makes it a powerful metaphor. Modern gleaners find nourishment in oyster beds, potato fields, street markets, and dumpsters. In Varda's collection of gleaned images, we encounter people (including famous artists), paintings, insights into our wasteful agribusiness system, and playful visual poems. The film's warmth and ingenuity made it surprisingly popular; it's now on DVD with a sequel revisiting Varda's subjects two years later.

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Family tree diagrams are a specific type of visual representation of time that serve a range of purposes. This research considers their semiosic development across western cultures using cases from the earliest extant copies of the eighth century to current online versions. Cases are taken from the fields of religion, genealogy, history, anthropology, genetics, and popular culture. The paper begins with a general model of tree design based upon the linguistic representation of time, or tense, and then discusses in case study fashion, how each design was composed to support its use. Composition is discussed using the visual variables of the direction of time on the page, the key reference point, scale, alphanumeric and pictorial symbols, symbol positions, and the size, colour, tone, and texture of symbols and graphic elements. The paper argues that choices for the direction of time flow in a tree (e.g. left-to-right, right-to-left, top-down, etc.) depend upon many factors, which are the use of the diagram, the amount of information that needs to fit onto the page, patterns of reading and writing, aesthetic needs, the linguistic metaphor of descent, cultural values, and the “ideal-real” continuum that exists along the vertical axis for some types of graphics.

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A recurring strand over the past few years in New Theatre Quarterly has been the relationship between the nature of theatricality and scientific conceptions rooted in quantum mechanics – notably Chaos Theory and Heisenberg's Uncertainty Principle. This approach is questioned by scientists, who doubt the possibility of bridging the scientific and the literary uses of the metaphorical language being deployed. Michael Frayn's recent play, Copenhagen, used the crucial wartime visit paid by Heisenberg to Niels Bohr, his fellow architect of the Uncertainty Principle, to explore the scientific concepts involved through the work's own form and content. Victoria Stewart here assesses the nature and the success of Frayn's techniques in relation to the wider uncertainties of live theatrical performance as well as to the relationship between the scientific and artistic use of metaphor. The outcome, she concludes, is ‘a dialogue between two fields of discourse – science and theatre – which reveals that both necessarily deal in ambiguity and uncertainty of outcome’. Victoria Stewart lectures in English and Drama at the University of the West of England, Bristol.

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‘An actor is seen as if through crystals’, wrote Artaud in 1925, and Janne Risum here uses the analogy of the prism within which to discuss the range of inter-reflecting and interpenetrating analogies the theatre has borrowed from the other arts and from life in its attempts to define itself – analyzing also why it seems impelled to do so through the use of metaphor. Drawing upon the work of major theatre practitioners including Decroux, Stanislavsky, Craig, Meyerhold, Lecoq, Mnouchkine, and Barba, she explores terms which have sometimes been sharply redefined, sometimes allowed to remain indeterminate but allusive. She concludes that ‘in acting, many crystals are possible. There is an infinite number of ways to cut your own crystal, and some pieces of basic advice. There is only one condition: you have to cut one.’ Janne Risum teaches in the Institut for Dramaturgi at Aarhus University, Denmark, and is also an active participant in the International School for Theatre Anthropology. She has published widely in the fields of acting, theatre history, and women in theatre, and contributed ‘The Voice of Ophelia’, a study of the performance of Julia Varley in The Castle of Holstebro, to NTQ38 (May 1994).

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Human perception about beauty always mirrors civilization, and is embodied in their built environment. In other words, what people sees as beautiful plays a crucial role towards how nature/landscape is developed. This paper intentions are to rethink on contemporary aesthetic value in landscape design, to evaluate current aesthetic paradigm, and to find landscape design strategies that can promote sustainable goals. Using qualitative method, this paper first shows historical review on how landscape form through many centuries in both western and eastern civilization. Later, it examines on how contemporary landscapes are built. In the discussion, it is found that -using Chinese foot binding tradition as a metaphor– our contemporary landscape is designed to be unusable, unhealthy, unproductive ‘small feet’. Landscape is designed with beautification – merely for visual properties, not for human activity, destructing the natural properties of landscape, and too difficult to maintain. Human should be able to interact with the nature in landscape in order to create a behavioral changes towards the nature. As a conclusion, we need to shift our paradigm of beauty towards healthy ‘big foot’ aesthetic to be a direction on how to achieve the sustainable beauty. This ‘big foot’ aesthetic can be relevant not only in landscape design, but also in other fields related to the built environment. Keywords: landscape design, sustainability, green design, aesthetic value

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This study aims to examine how 5th and 6th grade students perceive the phenomenon of communication. It was designed as a qualitative research and the phenomenological method was used. Totally, 80 students constituted the study group. A two-part "Communication Perception Form" was created by the researchers in order to determine the perceptions of the students regarding the phenomenon of communication. Content analysis technique was used in evaluating the data obtained in this study. Data on the phenomenon of communication were gathered among five categories (nature, emotion, food, existence, tool/mediator). In the visual metaphors of the students, it was seen that they drew telephone and talking people mostly. The metaphors developed by the 5th and 6th graders, which are the first levels of secondary school, can be considered as important indicators for understanding the positive and negative effects of communication on students. In this study, where communication generally evokes speech or correspondence, it can be suggested that students acquire this skill in various fields through programs, since it is seen that students make more in-depth descriptions in visual expression.

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The article deals with the visual perception layer in Muriel Spark’s short story “The Dark Glasses” with the aim of carrying out a conceptual analysis of this text. Meaning generation models have already been demonstrated as multilayer non-homogeneous structures describing different points of view and different narrative layers in B. Uspensky’s, G. Genette’s and W. Schmid’s theories. The text as a complex structural language unit can, like the word, vary in different semantic fields. This article presents the spatial, temporal, ideological, and linguistic narrative layers according to the dominant visual perception layer in the protagonist-narrator’s internal point of view expressed in the story. The perceptual layer is demonstrated on the basis of the cognitive process in visual perception, namely, the optic array and human perceptual system. The optic array is implied in the story’s composition as a framed closed structure comprising two texts: the frame and the embedded text. Both of them follow the subject-object model of perception and are organized according to the principles of reflectivity, doubling, and copying. The perceptual system is expressed through various language units: simple verbal predicates see, look and a set of verbs of perception, substantives eyes, glasses and their direct (initial) and figurative meanings, colour terms based on adjectives in descriptions of the characters, as well as conceptual archetypal visual metaphors from the light–dark family, and metonymies based on causal and partitive semantic relations.

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“I don’t believe that linguistics and psychoanalysis offer a great deal to the cinema. On the contrary, the biology of the brain – molecular biology – does.” Gilles DeleuzeModels of the brain are inextricably linked to the surrounding cultural episteme: whether it is viewed as a complex clockwork device, a computer, a self-regulating network or even a cinema screen, our understanding of neurophysiology has always relied on discourses and images taken from other fields. In turn, however, our knowledge of cerebral processes (such as sight for instance) has always, inevitably, affected the way that we approach artworks, literary texts and cultural artefacts.Based on this, this paper looks at how recent neuroscientific research on vision and cognition can help us better understand the processes inherent in film theory. Focussing mainly on the recently discovered concept of the mirror neuron but also citing synaesthesia and limbic perceptual processing, I suggest that neuroscience can provide us with a fertile new ground for thinking about areas such as spectatorship and the facilitation of emotional affect, it can also offer us alternatives to monolithic ideas like the Gaze and the patriarchal nature of visual pleasure.Prompted perhaps by a shift in scopic thinking, some recent neuroscientific research has even mirrored film and cultural theory by foregrounding notions such embodiment, cross-model perception and mimesis, adding to the dialogic relationship that exists between these two disciplines. This paper then is not only concerned with how different fields communicate but with how each can provide models, metaphors and frameworks for the other.

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This article compares the use of metaphors in breast and lung cancer awareness advertisements in order to examine the positioning and identity construction of the respective cancer patients. A semantic annotation software tool was used to identify the overuse of semantic fields in each corpus of cancer awareness advertisements and multimodal metaphors were identified following the protocols of Bounegru and Forceville’s (2011) article, ‘Metaphors in editorial cartoons representing global financial crisis’, Forceville’s (2009) essay, ‘Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research’ and Pérez-Sobrino’s (2017) book, Multimodal Metaphor and Metonymy in Advertising. Findings showed that breast cancer awareness advertisements deployed more positive words than did the lung cancer awareness advertisements and they used a wide range of source domains such as WILD ANIMALS and FIGHTERS, showing the creative representation of deeply entrenched conventional metaphors as well as the use of humour and euphemism. On the other hand, lung cancer awareness advertisements were much less metaphorical and mostly sought to persuade people to quit smoking. The metaphorical use of military weapons showed that ‘shockvertising’ was recurrent in lung cancer awareness advertisements. The present study argues that both types of advertisements partially present the facts of breast cancer and lung cancer, and the guilt-loading of smokers in the lung cancer awareness advertisements invisibly transformed the physical threat appeals into social threat appeals.

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Faith embodied – Aspects of the authentic communication of the faith In this article a theological theory for the communication of the faith is addressed from the basic metaphor of the Church as the body of Christ, within the fields of church publications, visual communication, the worship service and church music. It is argued that words (spoken, published or sung), music, art, gestures, visual images, silences and open spaces, are all communicative actions performing on a symbolic or metaphorical level to express and communicate the faith. Through these communicative actions the corporate identity of the community of faith is shaped and the body of Christ is built up. It is argued that in the church the act of communicating should adhere to certain theological principles to be true to its essence and aim: to communicate the faith faithfully and trustworthy.

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This article brings into relation critical perspectives and practical tactics from a range of different fields—performance studies, visual art practice, pedagogy and educational theory, and activism and community organising—in order to create some space for re-imagining what might be possible within the dynamics of the Higher Education classroom. It proceeds through a series of speculative modes: ‘what if we think of the classroom as a market?’, which for many is the currently dominant metaphor under neoliberalist economies; ‘what if we think of the work of art as a classroom?’, which traces the recent ‘pedagogical’ or ‘educational’ turn in visual art practice; and finally, ‘what if we think of the classroom as a work of art?’, in which the creative impulses and tactics drawn from performance practices, activism and community organising, and socially engaged art are speculatively applied to the arts and humanities classroom.

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Sociologicial analyses of artistic practice have long drawn on theoretical traditions grounded in binaries and dualisms. Such analytical strategies, exemplified here by field theoretical approaches, center art objects and their movements in and across markets, where binaristic visions of art worlds do offer significant leverage. But when the analyst moves away from markets for art objects and looks to artistic practices the binaristic lens provides, at best, a blurred image with meaningful blind spots. This article suggests an alternative vision of artistic practice —one based on gravity rather than polarity—that captures the ways individuals and their actions make sense in a specific universe of meaning without forcing them into fundamentally competitive and economistic relationships. It leverages findings enabled by a unique sampling strategy in a four year study of visual artists in the United States to illuminate some limitations of binary theoretical frameworks, and outlines a generative alternative to dualism that promotes new analytical and theoretical directions for sociological analyses of artists and artistic practice. This alternative model provides new leverage on four persistent issues in analyses of artistic work: cultural change in occupational fields; actors’ attempts to manage overlapping but incommensurate forms of recognition, reputation, attention, and success; the persistent hegemony of markets for objects in both vernacular and sociological understandings of artistic practice; and questions of visibility and legitimacy central to understanding boundary formation and boundary work in creative fields. The gravitational metaphor promotes a distict set of strategies for the study of artistic work as well as other nontraditional occupations.

Abstract:

ABSTRACT:Previous studies on metaphor use (Cameron and Low 1999; Cortazzi and Jin 1999; Littlemore and Low 2006; Low 1999) claim that the pedagogic practice of metaphor in the classroom could serve to develop the comprehension and communicative skills of EFL learners. Nevertheless, the use of metaphor by technical second language learners has received little attention so far (Littlemore 2009). In this paper, the metaphorical content of the responses that a group of 4th year Spanish engineering undergraduates gave out when asked to briefly describe visual images of engineering structures have been analysed. Currently, the academic syllabuses for engineering students in most Spanish universities lack any reference to metaphor use either in Spanish or English. The responses obtained from the students were in turn crosschecked against those given by engineers in order to compare output both in the academic and the professional fields. The results reveal a significant high frequency in metaphor use in the examples produced both by engineers and by engineering students. We thus argue about the effectiveness to include pedagogical notions about metaphor theory and metaphor use as part of the linguistic training of engineering learners. These should include differences between the first and the second language, since metaphor use varies from one language to another. The theoretical framework adopted for this work follows conceptual and metaphor theory and conceptual integration/blending findings (Deignan 2005, Steen 2007, Fauconnier and Turner 2002, Fauconnier and Turner 2008).RESUMEN:Diversos estudios realizados con anterioridad sobre el uso de la metáfora (Cameron and Low 1999; Cortazzi and Jin 1999; Littlemore and Low 2006; Low 1999) aseguran que la práctica pedagógica de la metáfora en el aula puede mejorar las destrezas comunicativas de los estudiantes de lenguas extranjeras. No obstante, poca atención se ha prestado hasta el momento al uso y aprendizaje de la metáfora por parte de los estudiantes de enseñanzas técnicas que a su vez aprenden inglés como lengua extranjera (Littlemore 2009). En este trabajo, se ha analizado el contenido metafórico de las respuestas proporcionadas por un grupo de estudiantes españoles de cuarto curso de ingeniería a los que se les pidió que describieran sucintamente diversas imágenes visuales de estructuras de in-geniería. Las respuestas de los estudiantes fueron a su vez cotejadas con las suministradas por diversos profesionales de la ingeniería con el fin de examinar diferencias y similitudes entre el campo académico y el profesional. Diversos estudios realizados sobre el uso de la metáfora (Cameron and Low 1999; Cortazzi and Jin 1999; Littlemore and Low 2006; Low 1999) aseguran que la práctica pedagógica de la metáfora en el aula puede servir para mejorar las destrezas comunicativas de los estudiantes de lenguas extranjeras. No obstante, poca atención se ha prestado hasta el momento al uso y apren-dizaje de la metáfora por parte de los estudiantes de enseñanzas técnicas que a su vez están aprendiendo una segunda lengua, como el inglés (Littlemore 2009). En este trabajo, se ha analizado el contenido metafórico de las respuestas proporcionadas por un grupo de estudiantes españoles de cuarto curso de ingeniería a los que se les pidió que describieran sucintamente diversas imágenes visuales de es-tructuras de ingeniería. El marco teórico aplicado al estudio sigue la teoría de la metáfora conceptual y lingüística y de la integración conceptual (Deignan 2005, Steen 2007, Fauconnier and Turner 2002, Fauconnier and Turner 2008). Actualmente, la enseñanza curricular de estos alumnos no incluye nociones sobre el uso de la metáfora en español ni en inglés. Las respuestas de los estudiantes fueron a su vez cotejadas con las suministradas por diversos profesionales de la ingeniería con el fin de ex-minar diferencias y similitudes entre el campo académico y el profesional. Los resultados obtenidos revelan un uso considerable de la metáfora en los ejemplos en español recopilados de ambos grupos. De ahí que en las conclusiones, se señale la conveniencia de incluir en la formación pedagógica de los estudiantes de ingeniería el uso de la metáfora tanto en lengua original como en la lengua fuente, puesto que cada lengua hace un uso distinto que es preciso conocer de este importante recurso comunicativo. Contacto principal: aroldan@caminos.upm.es

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PurposeInspired by the dynamic changes in our daily lives enabled via quantified-self technologies and the urgent need for more studies on the human-computer interaction design mechanisms adopted by these applications, this study explores the value of user affective experience mirroring and examines the empowerment effect of meaningful gamification in a psychological self-help system (PSS) that aids people in work stress relief.Design/methodology/approachBased on an analysis of the existing systems and theories in relevant fields, we conducted mixed-method research, involving semi-structured interviews, experience sampling experiments and user bio data triangulations, to identify the benefits of user affective experience mirroring and examine the impact of visual impact metaphor–based (VIM) meaningful gamification on PSS users.FindingsFor a gamified PSS, users generally perceive VIM as arousing more feelings of enjoyment, empathy, trust and usefulness, empowering them to gain more mastery and control over their emotional well-beings, especially with relieving their occupational stress and upbringing their level of perceived happiness. Overtime, VIM-based meaningful gamification further boosts such value of a PSS.Research limitations/implicationsWeaving together meaningful gamification and psychological empowerment theories, the results emphasized that successful empowerment of user through gamification in PSSs relies heavily on whether a deeper and meaningful affective connection can be established with the users, in short, “meaningful gamification for psychological empowerment”. Such an understanding, as demonstrated in our research framework, also sheds light on the design theories for persuasive technology and human influence tactics during human computer interactions.Practical implicationsThe results of the study demonstrate to practitioners how to make the best use of gamification strategies to deeply relate to and resonate with users. Even without complicated game-play design, meaningful gamification mechanisms, such as VIM facilitate the empowerment of users while gaining their appreciation, establishing a deeper connection with them and eventually generating persuasive effects on intended future behavioural outcomes.Social implicationsThe effective management of work-related stress with handy tools such as a VIM-based PSS can be beneficial for many organizations and, to a large extent, the society.Originality/valueThis study proposed and empirically demonstrated the empowerment effect of meaningful gamification for PSS users. In this cross-disciplinary study, theories from different research domains were synthesized to develop a more thorough and multi-faceted understanding of the optimal design strategies for emerging information systems like this VIM-based PSS.

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0. IntroductionIf we follow the line of much literature surrounding airports and urban mobility, the emphasis often falls on the fact that these spaces are designed to handle the mega-scale and super-human pace of mass transit. Airports have rightly been associated with velocity, as zones of rapid movement managed by enormous processing systems that guide bodies and things in transit (Pascoe; Pearman; Koolhaas; Gordon; Fuller & Harley). Yet this emphasis tends to ignore the spectrum of tempos and flows that are at play in airport terminals — from stillness to the much exalted hyper-rapidity of mobilized publics in the go-go world of commercial aviation.In this photo essay I'd like to pull a different thread and ask whether it's possible to think of aeromobility in terms of “uneven, differential mobility” (Bissell 280). What would it mean to consider waiting and stillness as forms of bodily engagement operating over a number of different scales and temporalities of movement and anticipation, without privileging speed over stillness? Instead of thinking mobility and stillness as diametrically opposed, can we instead conceive of them as occupying a number of different spatio-temporal registers in a dynamic range of mobility? The following is a provisional "visual ethnography" constructed from photographs of air terminal light boxes I have taken over the last five years (in Amsterdam, London, Chicago, Frankfurt, and Miami). Arranged into a "taxonomy of differentiality", each of these images comes from a slightly different angle, mode or directionality. Each view of these still images displayed in billboard-scale light-emitting devices suggests that there are multiple dimensions of visuality and bodily experience at play in these image-objects. The airport is characterized by an abundance of what appears to be empty space. This may be due to the sheer scale of mass transport, but it also arises from a system of active and non-active zones located throughout contemporary terminals. This photo series emphasises the "emptiness" of these overlooked left-over spaces that result from demands of circulation and construction.1. We Move the WorldTo many travellers, airport gate lounges and their surrounding facilities are loaded with a variety of contradictory associations and affects. Their open warehouse banality and hard industrial sterility tune our bodies to the vast technical and commercial systems that are imbricated through almost every aspect of contemporary everyday life.Here at the departure gate the traveller's body comes to a moment's rest. They are granted a short respite from the anxious routines of check in, body scans, security, information processing, passport scanning, itineraries, boarding procedures and wayfaring the terminal. The landside processing system deposits them at this penultimate point before final propulsion into the invisible airways that pipe them into their destination. We hear the broadcasting of boarding times, check-in times, name's of people that break them away from stillness, forcing people to move, to re-arrange themselves, or to hurry up. Along the way the passenger encounters a variety of techno-spatial experiences that sit at odds with the overriding discourse of velocity, speed and efficiency that lie at the centre of our social understanding of air travel. The airline's phantasmagorical projections of itself as guarantor and enabler of mass mobilities coincides uncomfortably with the passenger's own wish-fulfilment of escape and freedom.In this we can agree with the designer Bruce Mau when he suggests that these projection systems, comprised of "openings of every sort — in schedules, in urban space, on clothes, in events, on objects, in sightlines — are all inscribed with the logic of the market” (Mau 7). The advertising slogans and images everywhere communicate the dual concept that the aviation industry can deliver the world to us on time while simultaneously porting us to any part of the world still willing to accept Diners, VISA or American Express. At each point along the way these openings exhort us to stop, to wait in line, to sit still or to be patient. The weird geographies depicted by the light boxes appear like interpenetrating holes in space and time. These travel portals are strangely still, and only activated by the impending promise of movement.Be still and relax. Your destination is on its way. 2. Attentive AttentionAlongside the panoramic widescreen windows that frame the choreography of the tarmac and flight paths outside, appear luminous advertising light boxes. Snapped tightly to grid and locked into strategic sightlines and thoroughfares, these wall pieces are filled with a rotating menu of contemporary airport haiku and ersatz Swiss graphic design.Mechanically conditioned air pumped out of massive tubes creates the atmosphere for a very particular amalgam of daylight, tungsten, and fluorescent light waves. Low-oxygen-emitting indoor plants are no match for the diesel-powered plant rooms that maintain the constant flow of air to every nook and cranny of this massive processing machine. As Rem Koolhaas puts it, "air conditioning has launched the endless building. If architecture separates buildings, air conditioning unites them" (Koolhaas). In Koolhaas's lingo, these are complex "junkspaces" unifying, colliding and coalescing a number of different circulatory systems, temporalities and mobilities.Gillian Fuller reminds us there is a lot of stopping and going and stopping in the global circulatory system typified by air-terminal-space.From the packing of clothes in fixed containers to strapping your belt – tight and low – stillness and all its requisite activities, technologies and behaviours are fundamental to the ‘flow’ architectures that organize the motion of the globalizing multitudes of today (Fuller, "Store" 63). It is precisely this functional stillness organised around the protocols of store and forward that typifies digital systems, the packet switching of network cultures and the junkspace of airports alike.In these zones of transparency where everything is on view, the illuminated windows so proudly brought to us by J C Decaux flash forward to some idealized moment in the future. In this anticipatory moment, the passenger's every fantasy of in-flight service is attended to. The ultimate in attentiveness (think dimmed lights, soft pillows and comfy blankets), this still image is captured from an improbable future suspended behind the plywood and steel seating available in the moment —more reminiscent of park benches in public parks than the silver-service imagined for the discerning traveller.3. We Know ChicagoSelf-motion is itself a demonstration against the earth-binding weight of gravity. If we climb or fly, our defiance is greater (Appleyard 180).The commercial universe of phones, cameras, computer network software, financial instruments, and an array of fancy new gadgets floating in the middle of semi-forgotten transit spaces constitutes a singular interconnected commercial organism. The immense singularity of these claims to knowledge and power loom solemnly before us asserting their rights in the Esperanto of "exclusive rollover minutes", "nationwide long distance", "no roaming charges" and insider local knowledge. The connective tissue that joins one part of the terminal to a commercial centre in downtown Chicago is peeled away, revealing techno-veins and tendrils reaching to the sky. It's a graphic view that offers none of the spectacular openness and flights of fancy associated with the transit lounges located on the departure piers and satellites. Along these circulatory ribbons we experience the still photography and the designer's arrangement of type to attract the eye and lure the body. The blobby diagonals of the telco's logo blend seamlessly with the skyscraper's ribbons of steel, structural exoskeleton and wireless telecommunication cloud.In this plastinated anatomy, the various layers of commercially available techno-space stretch out before the traveller. Here we have no access to the two-way vistas made possible by the gigantic transparent tube structures of the contemporary air terminal. Waiting within the less travelled zones of the circulatory system we find ourselves suspended within the animating system itself. In these arteries and capillaries the flow is spread out and comes close to a halt in the figure of the graphic logo. We know Chicago is connected to us.In the digital logic of packet switching and network effects, there is no reason to privilege the go over the stop, the moving over the waiting. These light box portals do not mirror our bodies, almost at a complete standstill now. Instead they echo the commercial product world that they seek to transfuse us into. What emerges is a new kind of relational aesthetics that speaks to the complex corporeal, temporal, and architectural dimensions of stillness and movement in transit zones: like "a game, whose forms, patterns and functions develop and evolve according to periods and social contexts” (Bourriaud 11). 4. Machine in the CaféIs there a possible line of investigation suggested by the fact that sound waves become visible on the fuselage of jet planes just before they break the sound barrier? Does this suggest that the various human senses are translatable one into the other at various intensities (McLuhan 180)?Here, the technological imaginary contrasts itself with the techno alfresco dining area enclosed safely behind plate glass. Inside the cafes and bars, the best businesses in the world roll out their biggest guns to demonstrate the power, speed and scale of their network coverage (Remmele). The glass windows and light boxes "have the power to arrest a crowd around a commodity, corralling them in chic bars overlooking the runway as they wait for their call, but also guiding them where to go next" (Fuller, "Welcome" 164). The big bulbous plane sits plump in its hangar — no sound barriers broken here. It reassures us that our vehicle is somewhere there in the network, resting at its STOP before its GO. Peeking through the glass wall and sharing a meal with us, this interpenetrative transparency simultaneously joins and separates two planar dimensions — machinic perfection on one hand, organic growth and death on the other (Rowe and Slutsky; Fuller, "Welcome").Bruce Mau is typical in suggesting that the commanding problem of the twentieth century was speed, represented by the infamous image of a US Navy Hornet fighter breaking the sound barrier in a puff of smoke and cloud. It has worked its way into every aspect of the design experience, manufacturing, computation and transport.But speed masks more than it reveals. The most pressing problem facing designers and citizens alike is growth — from the unsustainable logic of infinite growth in GDP to the relentless application of Moore's Law to the digital networks and devices that define contemporary society in the first world. The shift of emphasis from speed to growth as a time-based event with breaking points and moments of rupture has generated new possibilities. "Growth is nonlinear and unpredictable ... Few of us are ready to admit that growth is constantly shadowed by its constitutive opposite, that is equal partners with death” (Mau 497).If speed in part represents a flight from death (Virilio), growth invokes its biological necessity. In his classic study of the persistence of the pastoral imagination in technological America, The Machine in the Garden, Leo Marx charted the urge to idealize rural environments at the advent of an urban industrialised America. The very idea of "the flight from the city" can be understood as a response to the onslaught of technological society and it's deathly shadow. Against the murderous capacity of technological society stood the pastoral ideal, "incorporated in a powerful metaphor of contradiction — a way of ordering meaning and value that clarifies our situation today" (Marx 4). 5. Windows at 35,000 FeetIf waiting and stillness are active forms of bodily engagement, we need to consider the different layers of motion and anticipation embedded in the apprehension of these luminous black-box windows. In The Virtual Window, Anne Friedberg notes that the Old Norse derivation of the word window “emphasizes the etymological root of the eye, open to the wind. The window aperture provides ventilation for the eye” (103).The virtual windows we are considering here evoke notions of view and shelter, open air and sealed protection, both separation from and connection to the outside. These windows to nowhere allow two distinct visual/spatial dimensions to interface, immediately making the visual field more complex and fragmented. Always simultaneously operating on at least two distinct fields, windows-within-windows provide a specialized mode of spatial and temporal navigation. As Gyorgy Kepes suggested in the 1940s, the transparency of windows "implies more than an optical characteristic; it implies a broader spatial order. Transparency means a simultaneous perception of different spatial locations" (Kepes 77).The first windows in the world were openings in walls, without glass and designed to allow air and light to fill the architectural structure. Shutters were fitted to control air flow, moderate light and to enclose the space completely. It was not until the emergence of glass technologies (especially in Holland, home of plate glass for the display of commercial products) that shielding and protection also allowed for unhindered views (by way of transparent glass). This gives rise to the thesis that windows are part of a longstanding architectural/technological system that moderates the dual functions of transparency and separation. With windows, multi-dimensional planes and temporalities can exist in the same time and space — hence a singular point of experience is layered with many other dimensions. Transparency and luminosity "ceases to be that which is perfectly clear and becomes instead that which is clearly ambiguous" (Rowe and Slutsky 45). The light box air-portals necessitate a constant fluctuation and remediation that is at once multi-planar, transparent and "hard to read". They are informatic.From holes in the wall to power lunch at 35,000 feet, windows shape the manner in which light, information, sights, smells, temperature and so on are modulated in society. "By allowing the outside in and the inside out, [they] enable cosmos and construction to innocently, transparently, converge" (Fuller, "Welcome" 163). Laptop, phone, PDA and light box point to the differential mobilities within a matrix that traverses multiple modes of transparency and separation, rest and flight, stillness and speed.6. Can You Feel It?Increasingly the whole world has come to smell alike: gasoline, detergents, plumbing, and junk foods coalesce into the catholic smog of our age (Illich 47).In these forlorn corners of mobile consumption, the dynamic of circulation simultaneously slows and opens out. The surfaces of inscription implore us to see them at precisely the moment we feel unseen, unguided and off-camera. Can you see it, can you feel it, can you imagine the unimaginable, all available to us on demand? Expectation and anticipation give us something to look forward to, but we're not sure we want what's on offer.Air travel radicalizes the separation of the air traveller from ground at one instance and from the atmosphere at another. Air, light, temperature and smell are all screened out or technologically created by the terminal plant and infrastructure. The closer the traveller moves towards stillness, the greater the engagement with senses that may have been ignored by the primacy of the visual in so much of this circulatory space. Smell, hunger, tiredness, cold and hardness cannot be screened out.In this sense, the airplanes we board are terminal extensions, flying air-conditioned towers or groundscrapers jet-propelled into highways of the air. Floating above the horizon, immersed in a set of logistically ordained trajectories and pressurized bubbles, we look out the window and don't see much at all. Whatever we do see, it's probably on the screen in front of us which disconnects us from one space-time-velocity at the same time that it plugs us into another set of relations. As Koolhaas says, junkspace is "held together not by structure, but by skin, like a bubble" (Koolhaas). In these distended bubbles, the traveler momentarily occupies an uncommon transit space where stillness is privileged and velocity is minimized. The traveler's body itself is "engaged in and enacting a whole kaleidoscope of different everyday practices and forms" during the course of this less-harried navigation (Bissell 282).7. Elevator MusicsThe imaginary wheel of the kaleidoscope spins to reveal a waiting body-double occupying the projected territory of what appears to be a fashionable Miami. She's just beyond our reach, but beside her lies a portal to another dimension of the terminal's vascular system.Elevators and the networks of shafts and vents that house them, are to our buildings like veins and arteries to the body — conduits that permeate and structure the spaces of our lives while still remaining separate from the fixity of the happenings around them (Garfinkel 175). The terminal space contains a number of apparent cul-de-sacs and escape routes. Though there's no background music piped in here, another soundtrack can be heard. The Muzak corporation may douse the interior of the elevator with its own proprietary aural cologne, but at this juncture the soundscape is more "open". This functional shifting of sound from figure to ground encourages peripheral hearing, providing "an illusion of distended time", sonically separated from the continuous hum of "generators, ventilation systems and low-frequency electrical lighting" (Lanza 43).There is another dimension to this acoustic realm: “The mobile ecouteur contracts the flows of information that are supposed to keep bodies usefully and efficiently moving around ... and that turn them into functions of information flows — the speedy courier, the networking executive on a mobile phone, the scanning eyes of the consumer” (Munster 18).An elevator is a grave says an old inspector's maxim, and according to others, a mechanism to cross from one world to another. Even the quintessential near death experience with its movement down a long illuminated tunnel, Garfinkel reminds us, “is not unlike the sensation of movement we experience, or imagine, in a long swift elevator ride” (Garfinkel 191).8. States of SuspensionThe suspended figure on the screen occupies an impossible pose in an impossible space: half falling, half resting, an anti-angel for today's weary air traveller. But it's the same impossible space revealed by the airport and bundled up in the experience of flight. After all, the dimension this figures exists in — witness the amount of activity in his suspension — is almost like a black hole with the surrounding universe collapsing into it. The figure is crammed into the light box uncomfortably like passengers in the plane, and yet occupies a position that does not exist in the Cartesian universe.We return to the glossy language of advertising, its promise of the external world of places and products delivered to us by the image and the network of travel. (Remmele) Here we can go beyond Virilio's vanishing point, that radical reversibility where inside and outside coincide. Since everybody has already reached their destination, for Virilio it has become completely pointless to leave: "the inertia that undermines your corporeity also undermines the GLOBAL and the LOCAL; but also, just as much, the MOBILE and the IMMOBILE” (Virilio 123; emphasis in original).In this clinical corner of stainless steel, glass bricks and exit signs hangs an animated suspension that articulates the convergence of a multitude of differentials in one image. Fallen into the weirdest geometry in the world, it's as if the passenger exists in a non-place free of all traces. Flows and conglomerates follow one another, accumulating in the edges, awaiting their moment to be sent off on another trajectory, occupying so many spatio-temporal registers in a dynamic range of mobility.ReferencesAppleyard, Donald. "Motion, Sequence and the City." The Nature and Art of Motion. Ed. Gyorgy Kepes. New York: George Braziller, 1965. Adey, Peter. "If Mobility Is Everything Then It Is Nothing: Towards a Relational Politics of (Im)mobilities." Mobilities 1.1 (2006): 75–95. Bissell, David. “Animating Suspension: Waiting for Mobilities.” Mobilities 2.2 (2007): 277-298.Bourriaud, Nicolas. Relational Aesthetics. Trans. Simon Pleasance and Fronza Woods. Paris: Les Presses du Reel, 2002. Classen, Constance. “The Deodorized City: Battling Urban Stench in the Nineteenth Century.” Sense of the City: An Alternate Approach to Urbanism. Ed. Mirko Zardini. Baden: Lars Muller Publishers, 2005. 292-322. Friedberg, Anne. The Virtual Window: From Alberti to Microsoft. Cambridge: MIT P, 2006. Fuller, Gillian, and Ross Harley. Aviopolis: A Book about Airports. London: Black Dog Publishing, 2005. Fuller, Gillian. "Welcome to Windows: Motion Aesthetics at the Airport." Ed. Mark Salter. Politics at the Airport. Minnesota: U of Minnesota P, 2008. –––. "Store Forward: Architectures of a Future Tense". Ed. John Urry, Saolo Cwerner, Sven Kesselring. Air Time Spaces: Theory and Method in Aeromobilities Research. London: Routledge, 2008. 63-75.Garfinkel, Susan. “Elevator Stories: Vertical Imagination and the Spaces of Possibility.” Up Down Across: Elevators, Escalators, and Moving Sidewalks. Ed. Alisa Goetz. London: Merrell, 2003. 173-196. Gordon, Alastair. Naked Airport: A Cultural History of the World's Most Revolutionary Structure. New York: Metropolitan, 2004.Illich, Ivan. H2O and the Waters of Forgetfulness: Reflections on the Historicity of Stuff. Dallas: Dallas Institute of Humanities and Culture, 1985. Kepes, Gyorgy. Language of Vision. New York: Dover Publications, 1995 (1944). Koolhass, Rem. "Junkspace." Content. 6 Mar. 2009 ‹http://www.btgjapan.org/catalysts/rem.html›.Lanza, Joseph. "The Sound of Cottage Cheese (Why Background Music Is the Real World Beat!)." Performing Arts Journal 13.3 (Sep. 1991): 42-53. McLuhan, Marshall. “Is It Natural That One Medium Should Appropriate and Exploit Another.” McLuhan: Hot and Cool. Ed. Gerald Emanuel Stearn. Middlesex: Penguin, 1967. 172-182. Marx, Leo. The Machine in the Garden: Technology and the Pastoral Ideal in America. London: Oxford U P, 1964. Mau, Bruce. Life Style. Ed. Kyo Maclear with Bart Testa. London: Phaidon, 2000. Munster, Anna. Materializing New Media: Embodiment in Information Aesthetics. New England: Dartmouth, 2006. Pascoe, David. Airspaces. London: Reaktion, 2001. Pearman, Hugh. Airports: A Century of Architecture. New York: Abrams, 2004. Remmele, Mathias. “An Invitation to Fly: Poster Art in the Service of Civilian Air Travel.” Airworld: Design and Architecture for Air Travel. Ed. Alexander von Vegesack and Jochen Eisenbrand. Weil am Rhein: Vitra Design Museum, 2004. 230-262. Rowe, Colin, and Robert Slutsky. Transparency: Literal and Phenomenal. Perspecta 8 (1963): 45-54. Virilio, Paul. City of Panic. Trans. Julie Rose. Oxford: Berg, 2005.

Abstract:

The paper focuses on verbal and cognitive aspects of “storytelling” used as a special technique in electronic media messages in the course of social campaigns against human trafficking aimed at raising awareness and competence across vulnerable categories of target audiences. Specifically, there was analysed the cognitive background of the narrative elements employed in the English-language media texts, with major actants of the “human trafficking” conceptual situation distinguished. Based on the outcomes of preliminary groundwork, particularly, on mapping of the conceptual fields of the actants, there were established such properties of the “human trafficking” cognitive construal as iconicity, metaphoricity, visuality, and sensoriality. The shaped narrative model activates its iconicity as a cognitive property in manifestation of the “cobweb-like” construal, with zooming on the image of “victim” as a main character, which is inside the “human trafficking” conceptual model marked with centripetal relations towards “victim” and interrelated links between the conceptual fields of other actants as participants of the situation. Metaphoricity as a property of the said narrative model manifests in mapping of the biological and social domains based on similarity of their components. Therefore, “trafficker” correlates with the image of “spider” within the situation of human trafficking, whereas “victim” gets entrapped into its net”. The metaphors used in narrative components of a media message shape visual images which correlated with the “cobweb-lie” construal based on combinations of image-schemas. Sensoriality as a cognitive property of the narrative model manifests through the vial narrative, where plot components reproduce the “cobweb-like construal” embedded therein. The visual representation of the “human trafficking” model is also enhanced due to tactile and aural images accompanying narration and realized at verbal level in media messages. The outcome of the paper is establishment of a comprehensive narrative model specific to the objectives of raising awareness among vulnerable categories of target audience, with due account of the plot features within its scenario and cognitive properties that predetermine efficiency of the social campaign on the social concern in question.

Abstract:

This time last year we proposed the theme of the 'loop' issue to the M/C collective because it sounded deeply cool, satisfying our poststructuralist posturings about reflexivity and representation, while also tapping into everyday cultural objects and practices. We expected that the 'loop' issue would generate some interesting and varied responses, and it did. We received submissions about music, visual art, language, child development, pop-cultural artefacts, mathematics and culture in general. These explorations of disparate fields seemed, however, to be tied together by a common thread: the concept of "generation" itself. Each article in the 'loop' issue describes a loop that does not simply repeat an original operation, but that through iteration creates new possibilities and new meanings. More recently, when we began the process of putting the 'loop' issue together we found ourselves faced with a problem we had not envisaged: how might we structure the issue to reflect our guiding metaphor? How might we make articles about loops read like a loop? For all its decentredness, the web is ultimately still a linear medium, and one that constructs fairly rigorous and striated hierarchies. Even M/C, which has tried to set itself apart from traditional printed academic journals, is still structurally reminiscent of them. We toyed with the idea of hyperlinking articles or changing the table of contents from a descending list to a circular one. Apart from the inconceivably difficult task of convincing our web-designers to change the table of contents template for a one-off issue, such strategies would not necessarily have the desired effect. Readers could choose not to make use of our designed loop—hypertext would still work against us because readers might jump around in any order they desired. Moreover, the very necessity for the issue to have a "feature article" would straighten out any loop we might construct. An editorially enforced structure, it seemed, was not the answer. So we turned to our contributions. Strangely enough (or perhaps not strangely at all), we found that, read together, they could be perceived as generating their own internal spiralling system of interconnected loops. We as editors have therefore sought to place the contributions in an order that brings out this cyclical reading. The issue's feature article is Laurie Johnson's "Agency, Beyond Strange Cultural Loops"; a highly accessible, gently amusing, and deeply thought-out meditation on the production and analysis of culture. Johnson works his way from the simple concept of infinite loops in computer programs, though the strange loops described by Douglas Hofstader and drawn by M.C Escher in his work Drawing Hands, to what he calls "strange cultural loops", in which the reception of original signs is shaped by what has been seen before. He contends that such loops constitute culture, because the very notion of cultural re-production is impossible without considering agency. Infinite loops are infinite only if we decide them to be, just as culture is recognisable if and how we choose it to be. What makes culture easily graspable in everyday life, yet so difficult to analyse, is that reception is as productive of culture as creation. The first of our two special visual art features is Vince Dziekan's "The Synthetic Image", which is at once an exhibition of 13 digital artists and an exploration of the curatorial process. "The Synthetic Image" is an astounding interactive exhibition/installation which the user is invited to explore via a kind of looped nodal map. Indeed, "The Synthetic Image" immerses the user in three kinds of loops. First, art and critique are drawn together into interlinking loops. Second, a centrifugal hypertextual structure is used to both create and display a narrative space. Third, the metaphor of the loop is used to discuss the synthetic nature of digital art that explores the relationship between the real and the virtual. M/C is extremely proud to present this exhibition in conjunction with the Department of Multimedia and Digital Arts at Monash University, Melbourne. Simone Murray explores cultural production through corporate loops in "Harry Potter, Inc.: Content Recycling for Corporate Strategy". Murray investigates not the first-wave success of the books but the second-wave take up of Harry Potter as a franchisable cultural product with substantial multi-demographic appeal. This is a detailed examination of how America Online-Time Warner (AOL-TW) has linked its corporate strategy to the characteristics of the Harry Potter brand. More than a simple sequential marketing operation, AOL-TW recycles content of the books, film, and soundtracks, in three ways: reusing digital content to sell its own products, licencing significant portions of content to secondary manufacturers, and, finally, using Harry Potter content to stimulate interest in non-Harry Potter AOL-TW products. Content recycling exemplifies current corporate drives toward synergy. In "Mastering the 'Visual Groove': Animated Electric Light Bulb Signs, Locations, and Loops", Margaret Weigel reminds that looping media are not new phenomena, dating from the Victorian era and coming to particular prominence in the looping electric light bulb signs of the late 1800s and early 1900s. Our reactions to electric signs were, she argues, strangely similar to those of many new media: moral panic and debate, leading to acceptance and even fondness. Weigel describes many of these whimsical modernist spectacles, particularly those of Broadway (the "Great White Way") in the early 1900s, and then describes their reception by tourists and locals. While tourists were drawn to the nightly spectacles, locals mastered and integrated the cyclical marketing systems into their daily lives. Greg Hainge's "Platonic Relations: The Problem of the Loop in Contemporary Electronic Music" proposes a way in which looping in electronic music may avoid the banal "Platonic" mode of repetition maligned by Deleuze in Difference and Repetition. In electronic music, Hainge argues, this passive approach to the loop conceives of the sampled element as "constitut[ing] an originary identity," the repetition of which constructs "an absolute internal resemblance". Moreover, Platonic looping itself forms a kind of technologically-determinist feedback loop within which the electronic artist finds him- or herself caught. By analysing the way in which electronic artist Kaffe Matthews breaks free of the Platonic mode, Hainge identifies a more "improvisational and dynamic aesthetic" of looping. In "Making Data Flow: On the Implications of Code Loops", Adrian Mackenzie explores and typologises loops in computer code. He argues that computer code has become an object of intense interest in cultural life, perhaps because computer code is at least as generative of meaning as content is supposed to be. Loops are an integral part of the coding process, and are also an interesting way to investigate the generation of meaning through information flows. Mackenzie finds the distinguishing feature of code loops to be their bounding conditions. Different bounding conditions, of course, generate different information flows. Given this, flows can be adapted to different cultural purposes by writers, artists, and hackers interested in exploring different spatio-temporal manifolds. Andrew T. Jacobs, in "Appropriating a Slur: Semantic Looping in the African-American Usage of 'Nigga'", unravels the fascinating rhetorical process by which the highly charged epithet 'nigger' has been reclaimed as 'nigga' by African-Americans. Drawing on rhetorical analysis and African-American sociology, Jacobs argues that co-opting the slur has involved three looping mechanisms—agnominatio, semantic inversion, and chiastic slayingthemselves combined into a looping process which he calls "semantic looping". He concludes that the use of "nigga" is a resistance strategy that functions through both recalling and refuting racism. In "Loops and Fakes and Illusions", Keith Russell investigates the role loops play in the childhood development of social understanding. Not only do loops figure in development, but, as Russell's reading of D.W. Winnicott demonstrates, childhood development itself is a sustaining loop. Following John Dewey, Russell contends that perplexity is the source of intellectual development, and that children exercise their perplexity by puzzling over illusions based around loops. Russell explores how these illusions and fakes demonstrate the tensions and dynamics of social reality, concluding that playing with loops is a lifelong process. Cameron Brown's "Rep-tiles with Woven Horns" is the second of our special visual art features. The title of Brown's article is also the title of the image gracing the cover of this issue. The image itself is particularly suited to the "loop" issue because it is a fractal created by recursion. Brown's article describes the geometry and mathematics behind the image, providing a step-by step demonstration of its creation. We think that even non-mathematicians will follow the logic of the steps involved, and gain a deeper appreciation of both the power and elegance of recursion. As we must, we conclude the 'loop' issue much as we began it, exploring the links between agency and the generative power of the loop. Like Laurie Johnson, Luis O. Arata's "Creation by looping Interactions" questions the creative process involved in M.C. Escher's Drawing Hands, but imagines it as an animated process with two different outcomes. While one outcome is a closed loop—akin to the Platonic looping described by Hainge—generating only itself, the other is an open loop. Open loops, Arata contends, are a form of interaction, a powerful reflexive dialogue of participatory creation. He shows that cutting-edge science is finding the reflexive creativity of open loops to be increasingly important both to practice and theory, concluding that innovation is all the richer for it. Thus, one might say that Johnson and Arata each takes the role of one of the hands in the artwork they both analyse: Escher's Drawing Hands. Within that larger loop, smaller loops are described, and so, like Nietzsche, we find ourselves "insatiably calling out da capo" (56). References Nietzsche, Friedrich. Beyond Good and Evil. Trans. R.J. Hollingdale. Harmondsworth: Penguin, 1973. Citation reference for this article MLA Style Mitchell, Peta and Rintel, E. Sean. "Editorial" M/C: A Journal of Media and Culture 5.4 (2002). [your date of access] < http://www.media-culture.org.au/mc/0208/editorial.php>. Chicago Style Mitchell, Peta and Rintel, E. Sean, "Editorial" M/C: A Journal of Media and Culture 5, no. 4 (2002), < http://www.media-culture.org.au/mc/0208/editorial.php> ([your date of access]). APA Style Mitchell, Peta and Rintel, E. Sean. (2002) Editorial. M/C: A Journal of Media and Culture 5(4). < http://www.media-culture.org.au/mc/0208/editorial.php> ([your date of access]).

Abstract:

Kinetic typography, which is used firstly in film generics by metaphors created, has become widespread in social, economic and cultural fields such as internet, advertisements, TV with increasing of the need of communication under technological advance and the influence of globalization. The most important factors in the widespread use of this communication tool are that the message that is intended to be conveyed can be presented interactively and the design elements can be manipulated directly in order to create a certain mood in the audience. In kinetic typography, the elements of sound, motion and time present the abstract concepts as concrete and each element is evaluated as a mode (method, tool). Using these elements, the sign system is revealed through the visualization of the language, and all our experiences of the world are represented by creating a visual, spatial and aural environment in kinetic typography. Therefore, it is stated that kinetic typography is not just composed of letter forms, it is also a means of multimodal semiotic expression integrated with abstract concepts such as sound, motion, and color. Since multimodal systems have two or more semiotic tools to fulfil communication, the process of making meaning needs to be analyzed from different angles. The concept of social semiotic, which deals with how people communicate in society, this study has been tried to be carried out by adapting it to the field of visual communication. Expressing how designers portray the physical movement unique to the world in the digital environment is one of the main points of this research. Therefore, by analyzing the applications created with kinetic typography, why and how each design formation was created was expressed by examined in terms of the methods used. The aim of this study is to demonstrate the potential to create meaning with instance examinations in terms of the transitivity system which is a part of social semiotics in kinetic typography which has a multimodal (methodical) structure. Keywords: Typography, kinetic typography, social semiotics, transitivity system

Abstract:

People have used technology to improve themselves throughout the human history. From the ancient times, human beings tried to get their work done by human slaves or inanimate machines. To build intelligent agents each new technology has been exploited. Clockwise, hydraulics, telephone switching systems, holograms, analog computers and digital computers have all been suggested both as mechanisms for intelligent agent and as technological metaphors for intelligence. A new invention of computer system is known as Artificial Intelligence that can perform tasks with the help of human intelligence. Artificial Intelligence associated with computer systems which includes various types of intelligence: systems that understand new concepts and tasks, systems that are able to give reason and draw useful conclusion about the world around us, systems which can learn a natural language and comprehend a visual scene. Artificial Intelligence means intelligence that is demonstrated by machines. This is a device that recognizes its environment and takes action that increases the chances of achieving its goal. The research goal of Artificial Intelligence is to create technology which helps computers and machines to perform various tasks in an intelligent manner. Artificial Intelligence analysis the intelligent acts of computational agents. Computational agent is one whose decisions about his/her actions can be explained in terms of computation. His actions, firstly, may be broken down into primary operation that further can be applied in a physical device. Computations have many forms, for example: In humans, it is in the form of “wetware” and in computers it is in the form of “hardware”. Greatest advances have occurred in the field of game playing. Super computer named Deep Blue defeated world chess champion Gary Kasparov in May, 1997. This research article explains history, features and goals of artificial intelligence. It also explains various types of artificial intelligence like reactive machine,limited memory, theory of mind and self- awareness. This article focus on application of artificial intelligence in many fields like literacy, finance, heavy industries, hospitals, news, publishing, transportations, telecommunication maintenance, telephone and online customer services etc.

Abstract:

A central concern of media studies is to understand the transactions of meaning that are established between the encoders and decoders of media messages: senders and receivers, authors and audiences, producers and consumers. More precisely, this discipline has aimed to describe the semantic disconnects that occur when organisations, governments, businesses, and people communicate and interact across media, and, further, to understand the causes of these miscommunications and to theorise their social and cultural implications. As the media environment becomes complicated by increasingly multimodal messages broadcast to diverse languages and cultures, it is no surprise that misunderstanding seems to occur more (and not less) frequently, forcing difficult questions of society’s ability to refine mass communication into a more streamlined, more effective, and less error-prone system. The communication of meaning to mass audiences has long been theorised (e.g.: Shannon and Weaver; Schramm; Berlo) using the metaphor of a “transmitted message.” While these early researchers varied in their approaches to the study of mass communication, common to their theoretical models is to characterise miscommunication as a dysfunction of the pure transmission process: interference that prevents the otherwise successful relay of meaning from a “sender” to a “receiver.” For example, Schramm’s communication model is based upon two individuals sharing “fields of experience”; error and misunderstanding occur to the extent that these fields do not overlap. For Shannon and Weaver, these disconnects were described explicitly as semantic noise: distortions of meaning that resulted in the message received being different from what was being transmitted. While much of this early research in mass communication continues to be relevant to students of communication and media studies, the transmission metaphor has been called into question for the way it frames miscommunication as a distortion of otherwise clear and stable “meaning,” and not as an inevitable result of the gray area that lies between every sender’s intention and a receiver’s interpretation. It is precisely this problem with the transmission metaphor that Derrida calls into question. For Derrida (as well as for many post-structuralists, linguists, and cultural theorists) what we communicate cannot necessarily be intended or interpreted in any stable fashion. Rather, Derrida describes communication as inherently “iterable … able to break with every given context, and engender infinitely new contexts in an absolutely unsaturable fashion” (“Signature” 320). Derrida is concerned that the transmission metaphor doesn’t account for the fact that all signs (words, images, and so on) can signify a multitude of things to different individuals in different contexts, at different points in time. Further, he reminds us that any perceived signification (and thus, meaning) is produced finally, not by the sender, but by the receiver. Within Derrida’s conception of communication as a perpetually open-ended system, the concept of noise takes on a new shape. Perhaps ambiguous meaning is not the “noise” of an otherwise pure system, but rather, perhaps it is only noise that constitutes all acts of communication. Indeed, while Derrida agrees that the consistency and repetition of language help to limit the effects of iterability, he believes that all meaning is ambiguous and never final. Therefore, to communicate is to perpetually negotiate this semantic ambiguity, not to overcome it, constrain it, or push it aside. With these thoughts in mind, when I return to a focus on mass media and media communication, it becomes readily apparent that there do exist sites of cultural production where noise is not only prolific, but where it is also functional—and indeed crucial to a communicator’s goals. Such sites are what Mark Nunes describes as “cultures of noise”: a term I specify in this paper to describe those organised media practices that seem to negotiate, function, and thrive by communicating ambiguously, or at the very least, by resisting the urge to signify explicitly. Cultures of noise are important to the study of media precisely for the ways they call into question our existing paradigms of what it means to communicate. By suggesting that aberrant interpretations of meaning are not dysfunctions of what would be an otherwise efficient system, cultures of noise reveal how certain “asignifying poetics” might be productive and generative for our communication goals. The purpose of this paper is to understand how cultures of noise function by exploring one such case study: the pervasive use of commercial stock images throughout mass media. I will describe how the semantic ambiguity embedded into the construction and sale of stock images is productive both to the stock photography industry and to certain practices of advertising, marketing, and communicating corporate identity. I will begin by discussing the stock image’s dependence upon semantic ambiguity and the productive function this ambiguity serves in supporting the success of the stock photography industry. I will then describe how this ambiguity comes to be employed by corporations and advertisers as “filler content,” enabling these producers to elide the accountability and risk that is involved with more explicit communication. Ambiguous Raw Material: The Stock Industry as a Culture of Noise The photographic image has been a staple of corporate identity for as long as identity has been a concern of corporations. It is estimated that more than 70% of the photographic images used in today’s corporate marketing and advertising have been acquired from a discrete group of stock image firms and photography stock houses (Frosh 5). In fact, since its inception in the 1970’s, increasing global dependence on stock imagery has grown the practice of commercial stock photography into a billion dollar a year industry. Commercial stock images are somewhat peculiar. Unlike other non-fiction genres of stock photography (e.g., editorial and journalistic) commercial stock images present explicitly fictive, constructed scenes. Indeed, many of the images of business workers, doctors, and soccer moms that one finds through a Google Image search are actually actors hired to stage a scene. In this way, commercial stock images share much more in common with the images produced for advertising campaigns, in that they are designed to support branding and corporate identity messages. However, unlike traditional advertising images, which are designed to deliver a certain message for a quite specific application (think ‘Tide stain test’ or ‘posh woman in the Lexus’), commercial stock images have been purposely constructed with no particular application in mind. On the contrary, stock images must be designed to anticipate the diverse needs of cultural intermediaries—design firms, advertising agencies, and corporate marketing teams—who will ultimately purchase the majority of these images. (Frosh 57) To achieve these goals, every commercial stock image is designed to be somewhat open-ended, in order to offer up a field of potential meanings, and yet these images also seem to anticipate the applications of use that will likely appeal to the discourses of corporate marketing and advertising. In this way, the commercial stock image might best be understood as undefined raw material, as a set of likely potentialities still lacking a final determination—what Derrida describes as “undecided” meaning: “I want to recall that undecidability is always a determinate oscillation between possibilities (for example, of meaning, but also of acts). These possibilities are highly determined in strictly concerned situations … they are pragmatically determined. The analyses that I have devoted to undecidability concern just these determinations and these definitions, not at all some vague “indeterminacy”. I say “undecidability” rather than “indeterminacy” because I am interested more in relations of force, in everything that allows, precisely, determinations in given situations to be stabilised through a decision … .” (Limited 148) A stock image’s ambiguity is the result of an intentional design process whereby the stock photography industry presents the maximum range of possible meanings, and yet, falls artfully short of “deciding” any of them. Rather, it is the advertisers, designers, and marketers who ultimately make these decisions by finding utility for the image in a certain context. The more customers that can find a use for a certain image, the more this image will be purchased, and the more valuable that particular stock image becomes. It is precisely in this way that the stock photography industry functions as a culture of noise and raises questions of the traditional sender-to-receiver model of communication. Cultures of noise not only embrace semantic ambiguity; they rely upon this ambiguity for their success. Indeed, the success of the stock photography industry quite literally depends upon the aberrant and unpredictable interpretations of buyers. It is now quite explicitly the “receiver,” and not the “sender,” who controls meaning by imbuing the image with meaning for a specific context and specific need. Once purchased, the “potentialities” of meaning within a stock image become somewhat determined by its placement within a certain context of circulation, such as its use for a banking advertisement or healthcare brochure. In many cases, the meaning of a given stock image is also specified by the text with which it is paired. (Fig. 1) Using text to control the meaning of an image is what Roland Barthes describes as anchorage, “the creator’s (and hence society’s) right of inspection over the image; anchorage is a control, bearing a responsibility in the face of the projective power of pictures-for the use of the message” (156). By using text to constrain how an image should be interpreted, the subjects, forms, and composition of a stock image work to complement the textual message in a clear and defined way. Fig. 1: Courtesy of Washington Mutual. Used by permission. Barthes’ textual anchorage: In advertising and marketing, the subject, form and composition of a stock image are made specific by the text with which the image is paired. Filler Content: Advertising and Marketing as a Culture of Noise In other marketing and advertising messages, I observe that stock images are used in quite a different way, as filler content: open-ended material that takes the place of more explicit, message-oriented elements. As a culture of noise, filler content opposes the goal of generating a clear and specific message. Rather, the goal of filler content is to present an ambiguous message to consumers. When stock images are used as filler content, they are placed into advertising and marketing messages with virtually the same degree of ambiguity as when the image was originally constructed. Such images receive only vague specificity from textual anchorage, and little effort is made by the message producer to explicitly “decide” a message’s meaning. Consider the image (Fig. 2) used in a certain marketing design. Compared with Figure 1, this design makes little attempt to specify the meaning of the image through text. On the contrary, the image is purposely left open to our individual interpretations. Without textual anchorage, the image is markedly “undecided.” As such, it stages the same ambiguous potential for final consumers as it did for the advertiser who originally purchased the image from the stock image house. Fig. 2: Courtesy of VISA.com. Used by permission. Filler content: What meaning(s) does the image have for you? Love? Happiness? Leisure? Freedom? The Outdoors? Perhaps you rode your bike today? While filler content relies upon audiences to fill in the blanks, it also inserts meaning by leveraging the cultural reinforcement of other, similar images. Consider the way that the image of “a woman with a headset” has come to signify customer service (Fig. 3). The image doesn’t represent this meaning on its own, but it works as part of a larger discourse, what Paul Frosh describes as an “image repertoire” (91). By bombarding us incessantly with a repetition of similar images, the media continues to bolster the iconic value that certain stock images possess. The woman with the headset has become an icon of a “Customer Service Representative” because we are exposed to a repetition of images that repeatedly stage the same or similar scene of this idea. As Frosh suggests, “this is the essence of the concept-based stock image: it constitutes a pre-formed, generically familiar visual symbol that calls forth relevant connotations from the social experience of viewers…” (79). Fig. 3: The image repertoire: All filler content depends upon the iconic status of certain stock photography clichés, categories and familiar scenes. Perhaps you have seen these images before? As a culture of noise, stock images in advertising and marketing function as filler content in two ways: 1) meaning is left undecided by the advertiser who intends for customers to create their own interpretations of an advertisement; 2) meaning is generated by the ideological constructs of an “image repertoire” that is itself promulgated by the stock photography industry. As such, filler content signals a shift in the goals of modern advertising and marketing, where corporate messages are designed to be increasingly ambiguous, and meaning seems to be decided more than ever by the final audience. As marketing psychologists Kim and Kahle suggest: Advertising strategy … may need to be changed. Instead of providing the “correct” consumption episodes, marketers could give … an open-ended status, thereby allowing consumers to create the image on their own and to decide the appropriateness of the product for a given need or situation. (63) The potentiality of meanings that was initially embedded into stock images in order to make them more attractive to cultural intermediaries, is also being “passed on” to the final audiences by these same advertisers and marketers. The same noisy signification that supported the sale of stock photos from the stock industry to advertisers now also seems to support the “sale” of messages that advertisers pass on to their audiences. In the same way as the stock photography industry, practices of filler content in advertising also create a culture of noise, by relying upon ambiguous messages that end customers are now forced to both produce and consume. Safe and Vague: The Corporate Imperative Ambiguous communication is not, by itself, egregious. On the contrary, many designers believe that creating a space for thoughtful, open-ended discovery is one of the best ways to provide a meaningful experience to end users. Interaction designer and professor Philip Van Allen describes one such approach to ambiguous design as “productive interaction”: “an open mode of communication where people can form their own outcomes and meanings … sharing insights, dilemmas and questions, and creating new opportunities for synthesis” (56). The critical difference between productive interaction and filler content is one of objective. While media designers embrace open-ended design as a way to create deeper, more meaningful connections with users, modern advertising employs ambiguous design elements, such as stock images, to elide a responsibility to message. Indeed, many marketing and organisational communication researchers (e.g.: Chreim; Elsbach and Kramer; Cheney) suggest that as corporations manage their identities to increasingly disparate and diverse media audiences, misunderstandings are more likely to bring about identity dissonance: that is, “disconnections” between the identity projected by the organisation and the identity attributed to an organisation by its customer-public. To grapple with identity dissonance, Samia Chreim suggests that top managers may choose to engage in the practice of dissonance avoidance: the use of ambiguous messages to provide flexibility in the interpretations of how customers can define a brand or organisation: Dissonance avoidance can be achieved through the use of ambiguous terms … organisations use ambiguity to unite stakeholders under one corporate banner and to stretch the interpretation of how the organisation, or a product or a message can be defined. (76) Corporations forgo the myriad disconnects and pitfalls of mass communication by choosing never to craft an explicit message, hold a position, or express a belief that customers could demur or discount. In such instances, it appears that cultures of noise, such as filler content, may service a shrewd corporate strategy that works to mitigate their responsibility to message. A Responsibility to Message This discussion of “cultures of noise” contributes to media studies by situating semantic noise as productive, and indeed, sometimes vital, to practices of media communication. Understanding the role of semantic noise in communication is an important corner for media scholars to turn, especially as today’s message producers rely and thrive upon certain productive aspects of ambiguous communication. However, this discussion also suggests that all media messages must be critically evaluated in quite a different way. While past analyses of media messages have sought to root out the subversive and manipulative factors that resided deep down in our culture, cultures of noise suggest that it is now also important for media studies to consider the deleterious effects of media’s noisy, diluted, and facile surface. Jean Baudrillard was deeply concerned that the images used in media are too often “used for delusion, for the elusion of communication … for absolving face-to-face relations and social responsibilities. They don’t really lead to action, they substitute for it most of the time” (203). Indeed, while the stock image as filler content may solve the problems faced by corporate message producers in a highly ramified media environment, there is an increasing need to question the depth of meaning in our visual culture. What is the purpose of a given image? What is the producer trying to say? Is it relying on end users to find meaning? Are the images relying an iconic repertoire? Is the producer actually making a statement? And if not, why not? As advertising and marketing continues to shape the visual ground of our culture, Chreim also warns us of our responsibility to message: What is gained in avoiding [identity dissonance] can be lost in the ability to create meaning for stakeholders. Over-reliance on abstract terms may well leave the organisation with a hollow core, one that cannot be appropriated by [customers] in their quest for meaning and identification with the organisation. (88) While cultures of noise may be productive in mitigating the problems of dissonance and miscommunication, and while they may signal new opportunity spaces for design, media, and mass communication, we must also remember that a reliance on ambiguity can sometimes cripple our ability to say anything meaningful at all. References Barthes, Roland. “The Rhetoric of the Image”. The Rhetoric of the Image. Trans. Richard Howard. Berkeley: U of California P, 1977. Baudrillard, Jean. “Aesthetic Illusion and Virtual Reality.” Reading Images. Ed. Julia Thomas. Houndmills: Macmillan, 2000. Berlo, David K. The Process of Communication. New York: Holt, Rinehart and Winston, Inc., 1960. Chreim, Samia. “Reducing Dissonance: Closing the Gap between Projected and Attributed Identity”. Corporate and Organizational Identities: Integrating Strategy, Marketing, Communication and Organizational Perspectives. Eds. B. Moingeon and G. Soenen. Chicago: Routledge, 2002. Derrida, Jacques. “Signature, Event. Context.” Derrida, Jacques: Margins of Philosophy. Trans. Alan Bass. Chicago: 1982. Derrida, Jacques. Limited Inc. Evanston, Ill.: Northwestern UP, 1988. Frosh, Paul. The Image Factory. New York: Berg, 2003. Gettyimages.com. Getty Images. 20 Oct. 2007 http://gettyimages.mediaroom.com>. Kahle, Lynn R., and Kim Chung-Hyun, eds. Creating Images and the Psychology of Marketing Communication. New Jersey: Lawrence Elbaum Associates, 2006 Shannon, Claude F., and Warren Weaver. The Mathematical Theory of Communication. Urbana, Ill.: The University of Illinois Press, 1964. Schramm, Wilbur. “How Communication Works”. The Process and Effects of Mass Communication, ed. Wilbur Schramm. Urbana, Ill.: U of Illinois P, 1961. Van Allen, Philip. “Models”. The New Ecology of Things. Pasadena: Media Design Program, Art Center College of Design, 2007. Citation reference for this article MLA Style Ward, Christopher Grant. "Stock Images, Filler Content and the Ambiguous Corporate Message." M/C Journal 10.5 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0711/04-ward.php>. APA Style Ward, C. (Oct. 2007) "Stock Images, Filler Content and the Ambiguous Corporate Message," M/C Journal, 10(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0711/04-ward.php>.

Abstract:

While the term “visual literacy” has grown in popularity in the last 50 years, its meaning remains nebulous. It is described variously as: a vehicle for aesthetic appreciation, a means of defence against visual manipulation, a sorting mechanism for an increasingly data-saturated age, and a prerequisite to civic inclusion (Fransecky 23; Messaris 181; McTigue and Flowers 580). Scholars have written extensively about the first three subjects but there has been less research on how visual literacy frames civic life and how it might help the public as a tool to address disadvantage and assist in removing social and cultural barriers. This article examines a forerunner to visual literacy in the push to create an international symbol language born out of popular education movements, a project that fell short of its goals but still left a considerable impression on graphic media. This article, then, presents an analysis of visual literacy campaigns in the early postwar era. These campaigns did not attempt to invent a symbolic language but posited that images themselves served as a universal language in which students could receive training. Of particular interest is how the concept of visual literacy has been mobilised as a pedagogical tool in design, digital humanities and in broader civic education initiatives promoted by Third Space institutions. Behind the creation of new visual literacy curricula is the idea that images can help anchor a world community, supplementing textual communication. Figure 1: Visual Literacy Yearbook. Montebello Unified School District, USA, 1973. Shedding Light: Origins of the Visual Literacy Frame The term “visual literacy” came to the fore in the early 1970s on the heels of mass literacy campaigns. The educators, creatives and media theorists who first advocated for visual learning linked this aim to literacy, an unassailable goal, to promote a more radical curricular overhaul. They challenged a system that had hitherto only acknowledged a very limited pathway towards academic success; pushing “language and mathematics”, courses “referred to as solids (something substantial) as contrasted with liquids or gases (courses with little or no substance)” (Eisner 92). This was deemed “a parochial view of both human ability and the possibilities of education” that did not acknowledge multiple forms of intelligence (Gardner). This change not only integrated elements of mass culture that had been rejected in education, notably film and graphic arts, but also encouraged the critique of images as a form of good citizenship, assuming that visually literate arbiters could call out media misrepresentations and manipulative political advertising (Messaris, “Visual Test”). This movement was, in many ways, reactive to new forms of mass media that began to replace newspapers as key forms of civic participation. Unlike simple literacy (being able to decipher letters as a mnemonic system), visual literacy involves imputing meanings to images where meanings are less fixed, yet still with embedded cultural signifiers. Visual literacy promised to extend enlightenment metaphors of sight (as in the German Aufklärung) and illumination (as in the French Lumières) to help citizens understand an increasingly complex marketplace of images. The move towards visual literacy was not so much a shift towards images (and away from books and oration) but an affirmation of the need to critically investigate the visual sphere. It introduced doubt to previously upheld hierarchies of perception. Sight, to Kant the “noblest of the senses” (158), was no longer the sense “least affected” by the surrounding world but an input centre that was equally manipulable. In Kant’s view of societal development, the “cosmopolitan” held the key to pacifying bellicose states and ensuring global prosperity and tranquillity. The process of developing a cosmopolitan ideology rests, according to Kant, on the gradual elimination of war and “the education of young people in intellectual and moral culture” (188-89). Transforming disparate societies into “a universal cosmopolitan existence” that would “at last be realised as the matrix within which all the original capacities of the human race may develop” and would take well-funded educational institutions and, potentially, a new framework for imparting knowledge (Kant 51). To some, the world of the visual presented a baseline for shared experience. Figure 2: Exhibition by the Gesellschafts- und Wirtschaftsmuseum in Vienna, photograph c. 1927. An International Picture Language The quest to find a mutually intelligible language that could “bridge worlds” and solder together all of humankind goes back to the late nineteenth century and the Esperanto movement of Ludwig Zamenhof (Schor 59). The expression of this ideal in the world of the visual picked up steam in the interwar years with designers and editors like Fritz Kahn, Gerd Arntz, and Otto and Marie Neurath. Their work transposing complex ideas into graphic form has been rediscovered as an antecedent to modern infographics, but the symbols they deployed were not to merely explain, but also help education and build international fellowship unbounded by spoken language. The Neuraths in particular are celebrated for their international picture language or Isotypes. These pictograms (sometimes viewed as proto-emojis) can be used to represent data without text. Taken together they are an “intemporal, hieroglyphic language” that Neutrath hoped would unite working-class people the world over (Lee 159). The Neuraths’ work was done in the explicit service of visual education with a popular socialist agenda and incubated in the social sphere of Red Vienna at the Gesellschafts- und Wirtschaftsmuseum (Social and Economic Museum) where Otto served as Director. The Wirtschaftsmuseum was an experiment in popular education, with multiple branches and late opening hours to accommodate the “the working man [who] has time to see a museum only at night” (Neurath 72-73). The Isotype contained universalist aspirations for the “making of a world language, or a helping picture language—[that] will give support to international developments generally” and “educate by the eye” (Neurath 13). Figure 3: Gerd Arntz Isotype Images. (Source: University of Reading.) The Isotype was widely adopted in the postwar era in pre-packaged sets of symbols used in graphic design and wayfinding systems for buildings and transportation networks, but with the socialism of the Neuraths’ peeled away, leaving only the system of logos that we are familiar with from airport washrooms, charts, and public transport maps. Much of the uptake in this symbol language could be traced to increased mobility and tourism, particularly in countries that did not make use of a Roman alphabet. The 1964 Olympics in Tokyo helped pave the way when organisers, fearful of jumbling too many scripts together, opted instead for black and white icons to represent the program of sports that summer. The new focus on the visual was both technologically mediated—cheaper printing and broadcast technologies made the diffusion of image increasingly possible—but also ideologically supported by a growing emphasis on projects that transcended linguistic, ethnic, and national borders. The Olympic symbols gradually morphed into Letraset icons, and, later, symbols in the Unicode Standard, which are the basis for today’s emojis. Wordless signs helped facilitate interconnectedness, but only in the most literal sense; their application was limited primarily to sports mega-events, highway maps, and “brand building”, and they never fulfilled their role as an educational language “to give the different nations a common outlook” (Neurath 18). Universally understood icons, particularly in the form of emojis, point to a rise in visual communication but they have fallen short as a cosmopolitan project, supporting neither the globalisation of Kantian ethics nor the transnational socialism of the Neuraths. Figure 4: Symbols in use. Women's bathroom. 1964 Tokyo Olympics. (Source: The official report of the Organizing Committee.) Counter Education By mid-century, the optimism of a universal symbol language seemed dated, and focus shifted from distillation to discernment. New educational programs presented ways to study images, increasingly reproducible with new technologies, as a language in and of themselves. These methods had their roots in the fin-de-siècle educational reforms of John Dewey, Helen Parkhurst, and Maria Montessori. As early as the 1920s, progressive educators were using highly visual magazines, like National Geographic, as the basis for lesson planning, with the hopes that they would “expose students to edifying and culturally enriching reading” and “develop a more catholic taste or sensibility, representing an important cosmopolitan value” (Hawkins 45). The rise in imagery from previously inaccessible regions helped pupils to see themselves in relation to the larger world (although this connection always came with the presumed superiority of the reader). “Pictorial education in public schools” taught readers—through images—to accept a broader world but, too often, they saw photographs as a “straightforward transcription of the real world” (Hawkins 57). The images of cultures and events presented in Life and National Geographic for the purposes of education and enrichment were now the subject of greater analysis in the classroom, not just as “windows into new worlds” but as cultural products in and of themselves. The emerging visual curriculum aimed to do more than just teach with previously excluded modes (photography, film and comics); it would investigate how images presented and mediated the world. This gained wider appeal with new analytical writing on film, like Raymond Spottiswoode's Grammar of the Film (1950) which sought to formulate the grammatical rules of visual communication (Messaris 181), influenced by semiotics and structural linguistics; the emphasis on grammar can also be seen in far earlier writings on design systems such as Owen Jones’s 1856 The Grammar of Ornament, which also advocated for new, universalising methods in design education (Sloboda 228). The inventorying impulse is on display in books like Donis A. Dondis’s A Primer of Visual Literacy (1973), a text that meditates on visual perception but also functions as an introduction to line and form in the applied arts, picking up where the Bauhaus left off. Dondis enumerates the “syntactical guidelines” of the applied arts with illustrations that are in keeping with 1920s books by Kandinsky and Klee and analyse pictorial elements. However, at the end of the book she shifts focus with two chapters that examine “messaging” and visual literacy explicitly. Dondis predicts that “an intellectual, trained ability to make and understand visual messages is becoming a vital necessity to involvement with communication. It is quite likely that visual literacy will be one of the fundamental measures of education in the last third of our century” (33) and she presses for more programs that incorporate the exploration and analysis of images in tertiary education. Figure 5: Ideal spatial environment for the Blueprint charts, 1970. (Image: Inventory Press.) Visual literacy in education arrived in earnest with a wave of publications in the mid-1970s. They offered ways for students to understand media processes and for teachers to use visual culture as an entry point into complex social and scientific subject matter, tapping into the “visual consciousness of the ‘television generation’” (Fransecky 5). Visual culture was often seen as inherently democratising, a break from stuffiness, the “artificialities of civilisation”, and the “archaic structures” that set sensorial perception apart from scholarship (Dworkin 131-132). Many radical university projects and community education initiatives of the 1960s made use of new media in novel ways: from Maurice Stein and Larry Miller’s fold-out posters accompanying Blueprint for Counter Education (1970) to Emory Douglas’s graphics for The Black Panther newspaper. Blueprint’s text- and image-dense wall charts were made via assemblage and they were imagined less as charts and more as a “matrix of resources” that could be used—and added to—by youth to undertake their own counter education (Cronin 53). These experiments in visual learning helped to break down old hierarchies in education, but their aim was influenced more by countercultural notions of disruption than the universal ideals of cosmopolitanism. From Image as Text to City as Text For a brief period in the 1970s, thinkers like Marshall McLuhan (McLuhan et al., Massage) and artists like Bruno Munari (Tanchis and Munari) collaborated fruitfully with graphic designers to create books that mixed text and image in novel ways. Using new compositional methods, they broke apart traditional printing lock-ups to superimpose photographs, twist text, and bend narrative frames. The most famous work from this era is, undoubtedly, The Medium Is the Massage (1967), McLuhan’s team-up with graphic designer Quentin Fiore, but it was followed by dozens of other books intended to communicate theory and scientific ideas with popularising graphics. Following in the footsteps of McLuhan, many of these texts sought not just to explain an issue but to self-consciously reference their own method of information delivery. These works set the precedent for visual aids (and, to a lesser extent, audio) that launched a diverse, non-hierarchical discourse that was nonetheless bound to tactile artefacts. In 1977, McLuhan helped develop a media textbook for secondary school students called City as Classroom: Understanding Language and Media. It is notable for its direct address style and its focus on investigating spaces outside of the classroom (provocatively, a section on the third page begins with “Should all schools be closed?”). The book follows with a fine-grained analysis of advertising forms in which students are asked to first bring advertisements into class for analysis and later to go out into the city to explore “a man-made environment, a huge warehouse of information, a vast resource to be mined free of charge” (McLuhan et al., City 149). As a document City as Classroom is critical of existing teaching methods, in line with the radical “in the streets” pedagogy of its day. McLuhan’s theories proved particularly salient for the counter education movement, in part because they tapped into a healthy scepticism of advertisers and other image-makers. They also dovetailed with growing discontent with the ad-strew visual environment of cities in the 1970s. Budgets for advertising had mushroomed in the1960s and outdoor advertising “cluttered” cities with billboards and neon, generating “fierce intensities and new hybrid energies” that threatened to throw off the visual equilibrium (McLuhan 74). Visual literacy curricula brought in experiential learning focussed on the legibility of the cities, mapping, and the visualisation of urban issues with social justice implications. The Detroit Geographical Expedition and Institute (DGEI), a “collective endeavour of community research and education” that arose in the aftermath of the 1967 uprisings, is the most storied of the groups that suffused the collection of spatial data with community engagement and organising (Warren et al. 61). The following decades would see a tamed approach to visual literacy that, while still pressing for critical reading, did not upend traditional methods of educational delivery. Figure 6: Beginning a College Program-Assisting Teachers to Develop Visual Literacy Approaches in Public School Classrooms. 1977. ERIC. Searching for Civic Education The visual literacy initiatives formed in the early 1970s both affirmed existing civil society institutions while also asserting the need to better inform the public. Most of the campaigns were sponsored by universities, major libraries, and international groups such as UNESCO, which published its “Declaration on Media Education” in 1982. They noted that “participation” was “essential to the working of a pluralistic and representative democracy” and the “public—users, citizens, individuals, groups ... were too systematically overlooked”. Here, the public is conceived as both “targets of the information and communication process” and users who “should have the last word”. To that end their “continuing education” should be ensured (Study 18). Programs consisted primarily of cognitive “see-scan-analyse” techniques (Little et al.) for younger students but some also sought to bring visual analysis to adult learners via continuing education (often through museums eager to engage more diverse audiences) and more radical popular education programs sponsored by community groups. By the mid-80s, scores of modules had been built around the comprehension of visual media and had become standard educational fare across North America, Australasia, and to a lesser extent, Europe. There was an increasing awareness of the role of data and image presentation in decision-making, as evidenced by the surprising commercial success of Edward Tufte’s 1982 book, The Visual Display of Quantitative Information. Visual literacy—or at least image analysis—was now enmeshed in teaching practice and needed little active advocacy. Scholarly interest in the subject went into a brief period of hibernation in the 1980s and early 1990s, only to be reborn with the arrival of new media distribution technologies (CD-ROMs and then the internet) in classrooms and the widespread availability of digital imaging technology starting in the late 1990s; companies like Adobe distributed free and reduced-fee licences to schools and launched extensive teacher training programs. Visual literacy was reanimated but primarily within a circumscribed academic field of education and data visualisation. Figure 7: Visual Literacy; What Research Says to the Teacher, 1975. National Education Association. USA. Part of the shifting frame of visual literacy has to do with institutional imperatives, particularly in places where austerity measures forced strange alliances between disciplines. What had been a project in alternative education morphed into an uncontested part of the curriculum and a dependable budget line. This shift was already forecasted in 1972 by Harun Farocki who, writing in Filmkritik, noted that funding for new film schools would be difficult to obtain but money might be found for “training in media education … a discipline that could persuade ministers of education, that would at the same time turn the budget restrictions into an advantage, and that would match the functions of art schools” (98). Nearly 50 years later educators are still using media education (rebranded as visual or media literacy) to make the case for fine arts and humanities education. While earlier iterations of visual literacy education were often too reliant on the idea of cracking the “code” of images, they did promote ways of learning that were a deep departure from the rote methods of previous generations. Next-gen curricula frame visual literacy as largely supplemental—a resource, but not a program. By the end of the 20th century, visual literacy had changed from a scholarly interest to a standard resource in the “teacher’s toolkit”, entering into school programs and influencing museum education, corporate training, and the development of public-oriented media (Literacy). An appreciation of image culture was seen as key to creating empathetic global citizens, but its scope was increasingly limited. With rising austerity in the education sector (a shift that preceded the 2008 recession by decades in some countries), art educators, museum enrichment staff, and design researchers need to make a case for why their disciplines were relevant in pedagogical models that are increasingly aimed at “skills-based” and “job ready” teaching. Arts educators worked hard to insert their fields into learning goals for secondary students as visual literacy, with the hope that “literacy” would carry the weight of an educational imperative and not a supplementary field of study. Conclusion For nearly a century, educational initiatives have sought to inculcate a cosmopolitan perspective with a variety of teaching materials and pedagogical reference points. Symbolic languages, like the Isotype, looked to unite disparate people with shared visual forms; while educational initiatives aimed to train the eyes of students to make them more discerning citizens. The term ‘visual literacy’ emerged in the 1960s and has since been deployed in programs with a wide variety of goals. Countercultural initiatives saw it as a prerequisite for popular education from the ground up, but, in the years since, it has been formalised and brought into more staid curricula, often as a sort of shorthand for learning from media and pictures. The grand cosmopolitan vision of a complete ‘visual language’ has been scaled back considerably, but still exists in trace amounts. Processes of globalisation require images to universalise experiences, commodities, and more for people without shared languages. Emoji alphabets and globalese (brands and consumer messaging that are “visual-linguistic” amalgams “increasingly detached from any specific ethnolinguistic group or locality”) are a testament to a mediatised banal cosmopolitanism (Jaworski 231). In this sense, becoming “fluent” in global design vernacular means familiarity with firms and products, an understanding that is aesthetic, not critical. It is very much the beneficiaries of globalisation—both state and commercial actors—who have been able to harness increasingly image-based technologies for their benefit. To take a humorous but nonetheless consequential example, Spanish culinary boosters were able to successfully lobby for a paella emoji (Miller) rather than having a food symbol from a less wealthy country such as a Senegalese jollof or a Morrocan tagine. This trend has gone even further as new forms of visual communication are increasingly streamlined and managed by for-profit media platforms. The ubiquity of these forms of communication and their global reach has made visual literacy more important than ever but it has also fundamentally shifted the endeavour from a graphic sorting practice to a critical piece of social infrastructure that has tremendous political ramifications. Visual literacy campaigns hold out the promise of educating students in an image-based system with the potential to transcend linguistic and cultural boundaries. This cosmopolitan political project has not yet been realised, as the visual literacy frame has drifted into specialised silos of art, design, and digital humanities education. It can help bridge the “incomplete connections” of an increasingly globalised world (Calhoun 112), but it does not have a program in and of itself. Rather, an evolving visual literacy curriculum might be seen as a litmus test for how we imagine the role of images in the world. References Brown, Neil. “The Myth of Visual Literacy.” Australian Art Education 13.2 (1989): 28-32. Calhoun, Craig. “Cosmopolitanism in the Modern Social Imaginary.” Daedalus 137.3 (2008): 105–114. Cronin, Paul. “Recovering and Rendering Vital Blueprint for Counter Education at the California Institute for the Arts.” Blueprint for Counter Education. Inventory Press, 2016. 36-58. Dondis, Donis A. A Primer of Visual Literacy. MIT P, 1973. Dworkin, M.S. “Toward an Image Curriculum: Some Questions and Cautions.” Journal of Aesthetic Education 4.2 (1970): 129–132. Eisner, Elliot. Cognition and Curriculum: A Basis for Deciding What to Teach. Longmans, 1982. Farocki, Harun. “Film Courses in Art Schools.” Trans. Ted Fendt. Grey Room 79 (Apr. 2020): 96–99. Fransecky, Roger B. Visual Literacy: A Way to Learn—A Way to Teach. Association for Educational Communications and Technology, 1972. Gardner, Howard. Frames Of Mind. Basic Books, 1983. Hawkins, Stephanie L. “Training the ‘I’ to See: Progressive Education, Visual Literacy, and National Geographic Membership.” American Iconographic. U of Virginia P, 2010. 28–61. Jaworski, Adam. “Globalese: A New Visual-Linguistic Register.” Social Semiotics 25.2 (2015): 217-35. Kant, Immanuel. Anthropology from a Pragmatic Point of View. Cambridge UP, 2006. Kant, Immanuel. “Perpetual Peace.” Political Writings. Ed. H. Reiss. Cambridge UP, 1991 [1795]. 116–130. Kress, G., and T. van Leeuwen. Reading images: The Grammar of Visual Design. Routledge, 1996. Literacy Teaching Toolkit: Visual Literacy. Department of Education and Training (DET), State of Victoria. 29 Aug. 2018. 30 Sep. 2020 <https://www.education.vic.gov.au:443/school/teachers/teachingresources/discipline/english/literacy/ readingviewing/Pages/litfocusvisual.aspx>. Lee, Jae Young. “Otto Neurath's Isotype and the Rhetoric of Neutrality.” Visible Language 42.2: 159-180. Little, D., et al. Looking and Learning: Visual Literacy across the Disciplines. Wiley, 2015. Messaris, Paul. “Visual Literacy vs. Visual Manipulation.” Critical Studies in Mass Communication 11.2: 181-203. DOI: 10.1080/15295039409366894 ———. “A Visual Test for Visual ‘Literacy.’” The Annual Meeting of the Speech Communication Association. 31 Oct. to 3 Nov. 1991. Atlanta, GA. <https://files.eric.ed.gov/fulltext/ED347604.pdf>. McLuhan, Marshall. Understanding Media: The Extensions of Man. McGraw-Hill, 1964. McLuhan, Marshall, Quentin Fiore, and Jerome Agel. The Medium Is the Massage, Bantam Books, 1967. McLuhan, Marshall, Kathryn Hutchon, and Eric McLuhan. City as Classroom: Understanding Language and Media. Agincourt, Ontario: Book Society of Canada, 1977. McTigue, Erin, and Amanda Flowers. “Science Visual Literacy: Learners' Perceptions and Knowledge of Diagrams.” Reading Teacher 64.8: 578-89. Miller, Sarah. “The Secret History of the Paella Emoji.” Food & Wine, 20 June 2017. <https://www.foodandwine.com/news/true-story-paella-emoji>. Munari, Bruno. Square, Circle, Triangle. Princeton Architectural Press, 2016. Newfield, Denise. “From Visual Literacy to Critical Visual Literacy: An Analysis of Educational Materials.” English Teaching-Practice and Critique 10 (2011): 81-94. Neurath, Otto. International Picture Language: The First Rules of Isotype. K. Paul, Trench, Trubner, 1936. Schor, Esther. Bridge of Words: Esperanto and the Dream of a Universal Language. Henry Holt and Company, 2016. Sloboda, Stacey. “‘The Grammar of Ornament’: Cosmopolitanism and Reform in British Design.” Journal of Design History 21.3 (2008): 223-36. Study of Communication Problems: Implementation of Resolutions 4/19 and 4/20 Adopted by the General Conference at Its Twenty-First Session; Report by the Director-General. UNESCO, 1983. Tanchis, Aldo, and Bruno Munari. Bruno Munari: Design as Art. MIT P, 1987. Warren, Gwendolyn, Cindi Katz, and Nik Heynen. “Myths, Cults, Memories, and Revisions in Radical Geographic History: Revisiting the Detroit Geographical Expedition and Institute.” Spatial Histories of Radical Geography: North America and Beyond. Wiley, 2019. 59-86.

Abstract:

The bodies of disordered women … offer themselves as an aggressively graphic text for the interpreter—a text that insists, actually demands, that it be read as a cultural statement, a statement about gender. (Bordo, 94)Violence is transgressive in fundamental ways. It erases boundaries, and imposes agency over others, or groups of others. The assumed social stance is to disapprove, morally and ethically, as a ‘good’ and ‘moral’ female subject. My current research has made me question the simplicity of this approach, to interrogate how aggression socialises power and how resistance to structural violence might look. I analyse three cultural practices to consider the social demarcations around aggression and gender, both within overt acts of violence and in less overt protocols. This research will focus on artistic practices as they offer unique embodied ways to “challenge our systems of representation and knowledge” (Szylak 2).The three creative works reviewed: the 2009 Swedish film the Girl with the Dragon Tattoo, the work Becoming an Image by Canadian non-binary/transgender artist Cassils, and Gambit Lines, by artist Carolyn Craig, each contest gendered modes of normativity within the space of the Cultural Screen (Silverman). The character of Lisbeth Salander in Girl with the Dragon Tattoo subverts the aggressor female/femme fatale trope in Western cinema by confusing and expanding visual repertoires around aggression, while artists Cassils and Carolyn Craig re-draw how their biologically assigned female bodies perform power in the Cultural Screen by activating bodily feedback loops for the viewer’s gaze.The Aggressor ModeThe discussion of these three works will centre on the ‘female aggressor trope’, understood here as the static coda of visual practices of female power/aggression in the western gaze. This article considers how subverting such representations of aggression can trigger an “epistemic crisis that allows gender categories to change,” in particular in the way protocols of power are performed over female and trans subjectivities (Butler, Athletic 105). The tran/non-binary subject state in the work of Cassils is included in this discussion of the female aggressor trope as their work directly subverts the biological habitus of the female body, that is, the artist’s birth/biologically assigned gender (Bourdieu). The transgender state they perform – where the body is still visibly female but refusing its constraints - offers a radical framework to consider new aggressive stances for non-biologically male bodies.The Cultural Screen and Visual RepresentationsI consider that aggression, when performed through the mediated position of a creative visual practice (as a fictional site of becoming) can deconstruct the textual citations that form normative tropes in the Cultural Screen. The Screen, for this article, is considered asthe site at which the gaze is defined for a particular society, and is consequently responsible both for the way in which the inhabitants of that society experience the gaze’s effects, and for much of the seeming particularity of that society’s visual regime. (Silverman 135)The Screen functions as a suite of agreed metaphors that constitute a plane of ‘reality’ that defines how we perform the self (Goffman). It comprises bodily performance, our internal gaze (of self and other) and the visual artefacts a culture produces. Each of the three works discussed here purposely intervenes with this site of gender production within the Cultural Screen, by creating new visual artefacts that expand permissible aggressive repertoires for female assigned bodies. Deconstructing the Cultural ScreenThe history of images … can be read as a cultural history of the human body. (Belting 17)Cinematic representations play a key role in producing the visual primers that generate social ‘acts’. For this reason I examine the Swedish film Män Som Hatar Kvinnor (Men Who Hate Women, 2009), released as The Girl with the Dragon Tattoo for foreign audiences, as an example of an expanding range of female aggressor representations in film, and one of particular complexity in the way it expands on representational politics. I consider how specific scripting, dialogue and casting decisions in the lead female character of Lisbeth Salander (played by Noomi Rapace) serve to deconstruct the female aggressor trope (as criminal or sexual provocateur) to allow her character to engage in aggressive acts outside of the cliché of the deviant woman. This disrupts the fixity of assigned body protocols on the social grid to expand their gendered habitus (Bourdieu).Key semiotic relations in the film’s characterisation of Lisbeth prevent her performance of aggression from moving into the clichés of erotic or evil feminine typologies. Her character remains unfixed, moving between a continuous state of unfolding in response to necessity and desire. Here, she exhibits an agency usually denoting masculinity. This allows her violence a positive emancipatory affect, one that avoids the fixity of the representational tropes of the deviant woman or the femme fatale. Her character draws upon both tropes, but reformulates them into a postmodern hybridity, where aggression slips from its sexualised/deviant fetish state into an athletic political resistance. Signification is strategically confused as Lisbeth struts through the scaffolding of normalcy in her insurgent gender game. Her post-punk weaponised attire draws on the repertoire of super heroes, rock stars and bondage mistresses, without committing to any. The libidinal component of violence/aggression is not avoided, but acknowledged, both in its patriarchal formula and Lisbeth’s enactment of revenge as embodied pleasure.The visual representation of both lead actors is also of interest. Both Lisbeth and Mikael have visible acne scars. This small breach in aesthetic selection affects how we view and consume them as subjects and objects on the Screen. The standard social more for the appearance of male and female leads is to use faces modeled on ideas of symmetry and perfection. These tendencies draw upon the cultural legacies of physiognomy that linked moral character with attractiveness schedules and that continue to flourish in the Cultural Screen (Lavater; Principe and Langlois). This decision to feature faces with minor flaws appropriates the camera’s gaze to re-consider schedules of normalcy, in particular value and image index as they relate to gendered representations. This aesthetic erasure of the Western tradition of stereotyped representations permits transitional spaces to emerge within the binary onslaught. Technology is also appropriated in the film as a space for a performative ‘switching’ of the gender codes of fixity. In her role as undercover researcher, Lisbeth’s control of code gives her both a monetised agency and an informational agency. The way that she types takes on an almost aggressive assertion. Each stroke is active and purposeful, as she exerts control through her interface with digital space. This is made explicit early in the film when she appropriates the gaze of technology (a particularly male semiotic code) to extract agency from within the structural discourse of patriarchy itself. In this scene, she forces her guardian to watch footage of his own act of raping her. Here Lisbeth uses the apparatus of the gaze to re-inscribe it back over his body. This structural inversion of the devices of control is made even more explicit when Lisbeth then brands him with text. Here ‘writing on the body’ becomes manifest.The director also frames initial scenes of Lisbeth’s nude body in subtle ways that fracture the entrenched history of representations of women, where the female as object exists for the gaze of male desire (Berger). Initially all we see are her shoulders. They are powerful and she moves like a boxer, inhabiting space and flexing her sinew. When we do see her breasts, they are neutered from the dominant coda of the “breasted experience” (Young). Instead, they function as a necessary appendage that she acknowledges as part of the technology of her body, not as objectified male desire.These varied representational modes built within Lisbeth’s characterisation, inhabit and subvert the female aggressor trope (as deviant), to offer a more nuanced portrayal where the feminine is still worn, but as both a masquerade and an internal emancipatory dialogue. That is, the feminine is permitted to remain whilst the masculine (as aggressive code) is intertwined into non-binary relations of embodied agency. This fluidity refracts the male gaze from imposing spectatorial control via the gaze.Cassils The Canadian non-binary/transgender artist Cassils also uses the body as semiotic technology to deny submission to the dominant code of the Cultural Screen. They re-image the self with bodybuilding, diet and steroids to exit their biologically female structural discourse into a more fluid gendered state. This state remains transitive as their body is not surgically ‘reassigned ‘ back into normative codes (male or female assignations) but instead inhabits the trans pronoun of ‘they/their’. This challenges the Cultural Screen’s dependence on fixed binary states through which to allocate privilege. This visible reshaping also permits entry into more aggressive bodily protocols via the gaze (through the spectorial viewpoint of self and other).Cassils ruptures the restrictive habitus of female/trans subjectivity to enable more expansive gestures in the social sphere, and a more assertive bodily performance. This is achieved by appropriating the citational apparatus of male aggression via a visual reframing of its actions. Through daily repetitive athletic training Cassils activates the proprioceptive loops that inform their gendered schema and the presentation of self (Goffman). This training re-scripts their socially inscribed gender code with semiotically switched gender ‘acts’. This altered subjectivity is made visible for the viewer through performance to destablise the Screen of representation further via the observers’ gaze.In their work Becoming an Image (2012- current), Cassils performs against a nine hundred kilogram lump of clay for twenty minutes in complete darkness, fractured only by an intermittent camera flash that documents the action. This performance contests the social processes that formulate the subject as ‘image’. By using bodily force (aggressive power) against an inert lump of clay, Cassils enacts the frustration and affect that the disenfranchised Other feels from their own gender shaping (Bhaba). The images taken by the camera during this performance reflect a ferocious refusal, an animal intent, a state of battle. The marks and residues of their bodily ‘acts’ shape the clay in an endurance archive of resistance, where the body’s trace/print forms the material itself along with the semiotic residue of the violence against transgender and female bodies. In some ways, the body of Cassils and the body of clay confront each other through Cassils’s aggressive remolding of the material of social discourse itself.The complicity of photography in sustaining representational discourse is highlighted within Cassils’s work through the intertextual rupturing of the performance with the camera flash and through the title of the work. To Become an Image invokes the processes of the darkroom itself, where the photographer controls image development, whilst the aggressive flash reflects the snapshot of violence, where the gendered subject is ‘imaged’ (formulated and confined) without permission by the observer schedules of patriarchy. The flash also leaves a residual trace in the retinas of the viewer, a kind of image burn, perhaps chosen to mimic the fear, intrusion and coercion that normalcy’s violence impinges over Othered subjects. The artist converts these flash generated images into wallpaper that is installed into the gallery space, usually the day after the performance. Thus, Cassils’s corporeal space is re-inscribed onto the walls of the institutional archive of representations – to evoke both the domestic (wallpaper as home décor), the public domain (the white walls of institutional rhetoric) and the Cultural Screen.Carolyn Craig The work of Carolyn Craig also targets representations that substantiate the Cultural Screen. She uses performative modes in the studio to unravel her own subjective habitus, in particular targeting the codes that align female aggression with deviancy. Her work isolates the action of making a fist to re-inscribe how the aggression code is ‘read’ as embodied knowledge by women. Two key articles by Thomas Schubert that investigated how making a fist is perceived differently between genders (in terms of interiorised power) informed her research. Both studies found that when males make a fist they experience an enhanced sense of power, while women did not. In fact, in the studies, they experienced a slight decrease in their sense of comfort in the world (their embodied sense of agency). Schubert surmised this reflected gender-based protocols in relation to the permissible display of aggression, as “men are culturally less discouraged to use bodily force, which will frequently be associated with success and power gain [whilst women] are culturally discouraged from using bodily force” (Schubert 758). These studies suggest how anchored gestures of aggression are to male power schemas and their almost inaccessibility to women. When artists re-formulate such (existing) input algorithms by inserting new representations of female aggression into the Cultural Screen, they sever the display of aggression from the exclusive domain of the masculine. This circulates and incorporates a broader visual code that informs conceptual relations of power.Craig performs the fisting action in the studio to neuter this existing code using endurance, repetition and parody (fig. 1). Parody activates a Bakhtian space of Carnivalesque, a unique space in the western cultural tradition that permits transgressive inversions of gender, power and normativity (Hutcheon). By making and remaking a fist through an absurdist lens, the social scaffolding attached to the action (fear, anxiety, transgression) is diluted. Repetition and humour breaks down the existing code, and integrates new perceptual schema through the body itself. Parody becomes a space of slippage, one that is a precursor to a process of (re)constitution within the social screen, so that Craig can “produce representation” rather than be (re)presentation (Schneider 51). This transitory state of Carnivalesque produces new relational fields (both bodily and visual) that are then projected back into the Screen of normativity to further dislodge gender fixity. Figure 1: Carolyn Craig, Gambit Lines (Angles of Incidence #1), 2016. Etchings from performance on folded aluminium, 25.5 x 34 x 21cm. This nullifies the power of the static image of deviancy (the woman as specimen) and ferments leakages into broader representational fields. Craig’s fisting actions target the proprioceptive feedback loops that make women fear their own bodies’ potential of violence, that make us retreat from the citational acts of aggression. Her work tilts embodied retreat (as fear) through the distorted mimesis of parody to initiate a Deleuzian space of agentic potential (Deleuze and Guattari). This is re-inserted into the Cultural Screen as suites of etchings grounded in the representational politics, and historical genealogy of printed matter, to bring the historical conditions of formation of knowledge into review.Conclusion The aggressor trope as used within the works discussed, produces a more varied representational subject. This fosters subjectivities outside the restraints of normativity and its imposed gendered habitus. The performance of aggression by bodies not permissibly branded to script such acts forces static representations embedded through the Cultural Screen into “an unstable and troubled terrain, a crisis of knowledge, a situation of not-knowing”. This state of representational confusion leads to a “risking of gender itself … that exposes our knowledge about gender as tenuous, contested, and ungrounded in a thorough and productively disturbing sense” (Butler, Athletic 110). Tropes that define binary privilege, when dislodged in such a way, become accessible to fluidity or erasure. This allows more nuanced gender allocation to schedules of power.The Cultural Screen produces and projects the metaphors we live by and its relations to power are concrete (Johnson and Lakoff). Even small-scale incursions into masculine domains of agency (such as the visual display of aggression) have a direct correlation to the allocation of resources, both spatial, economic and subjective. The use of the visual can re-train the conceptual parameters of the cultural matrix to chip small ways forward to occupy space with our bodies and intellects, to assume more aggressive stances in public, to speak over people if I feel the need, and to be rewarded for such actions in a social context. I still feel unable to propose direct violence as a useful action but I do admit to having a small poster of Phoolan Devi in my home and my admiration for such women is deep.ReferencesBelting, Hans. An Anthropology of Images. Princeton, N.J: Princeton University Press, 2011.Berger, John. Ways of Seeing. London: Penguin, 2008.Bhaba, Homi. "The Other Question: Difference, Discrimination and the Discourse of Colonialism.” Out There: Marginalisation and Contemporary Cultures. Eds. Russell Ferguson and Trinh T. Minh-ha. Massachusetts: MIT Press, 1990. 71-89.Bordo, Susan. “The Body and the Reproduction of Femininity.” Writing on the Body: Female Embodiment and Feminist Theory. Eds. Katie Conboy et al. New York: Colombia UP, 1997. 90-110.Bourdieu, Pierre. Outline of a Theory of Practice. Cambridge: Cambridge University Press, 1977.Butler, Judith. “Athletic Genders: Hyperbolic Instance and/or the Overcoming of Sexual Binarism.” Stanford Humanities Review 6 (1998): 103-111.———. “Performative Acts and Gender Constitution: An Essay in Phenomenology and Feminist Theory.” Theatre Journal (1988): 519–31.Cassils. Becoming an Image. ONE Archive, Los Angeles. Original performance. 2012.Craig, Carolyn. “Gambit Lines." The Deviant Woman. POP Gallery, Brisbane. 2016.Deleuze, Gilles, and Félix Guattari. A Thousand Plateaus. Minneapolis: University of Minnesota, 1987.Girl with the Dragon Tattoo [Män Som Hatar Kvinnor]. Dir. Niels Arden Oplev. Stockholm: Yellowbird, 2009.Goffman, Erving. The Presentation of Self in Everyday Life. London: Allen Lane, 1969.Hutcheon, Linda. A Theory of Parody: The Teachings of Twentieth-Century Art Forms. New York: Methuen, 1985.Johnson, Mark, and George Lakoff. Metaphors We Live By. Chicago: Chicago University Press, 1980.Lavater, John Caspar. Essays in Physiognomy Designed to Promote the Knowledge and Love of Mankind. Vol. 1. London: Murray and Highley, 1789.Principe, Connor, and Judith Langlois. "Shifting the Prototype: Experience with Faces Influences Affective and Attractiveness Preferences." Social Cognition 30.1 (2012): 109-120.Schneider, Rebecca. The Explicit Body in Performance. New York: Routledge, 1997.Schubert, Thomas W., and Sander L. Koole. “The Embodied Self: Making a Fist Enhances Men’s Power-Related Self-Conceptions.” Journal of Experimental Social Psychology 45.4 (2009): 828–834.Schubert, Thomas W. “The Power in Your Hand: Gender Differences in Bodily Feedback from Making a Fist.” Personality and Social Psychology Bulletin 30.6 (2004): 757–769.Silverman, Kaja. The Threshold of the Visible World. New York: Routledge, 1996.Szylak, Aneta. The Field Is to the Sky, Only Backwards. Brooklyn, NY: International Studio and Curatorial Program, 2013.Young, Iris Marion. “Breasted Experience: The Look and the Feeling.” On Female Body Experience. Oxford: Oxford University Press, 2005.

Abstract:

IntroductionTwo writers, stuck in our university offices, decide to take our thoughts “for a walk” across the page. Writing from Middlesbrough, United Kingdom, and Auckland, New Zealand, we are separated by 18,000 kilometres and 11 hours, and yet here, on the page, our paths meet. How does walking, imaginary or real, affect our thinking? How do the environments through which we move, and the things we see along the way, influence our writing? What role do rhythm and pace play in the process? We invite you to join us on two short walks that reflect on our shared challenges as writers from two different strands of writing studies. Perhaps our paths will intersect, or even overlap, with yours somewhere? Ultimately, we aim to find out what happens when we leave our academic baggage behind, side-stepping dense theoretical arguments and comprehensive literature reviews for a creative-critical exploration. Evija: Let’s admit it, Sophie—I’m stuck. I’ve spent half a day in front of this computer but have hardly typed a line. It’s not just writing. It’s my thinking. I feel like my mind is weighed down by the clutter of thoughts that lead nowhere.Look at my surroundings. My office is crammed with stuff. So many thoughts buried under piles of paper, insisting on their place in the work in which they so obviously do not belong. I also can’t help but feel the magnetic pull of others’ ideas from all the books around me. Each thought, each reference, fights for its place in my work. What an unbearable intertextual mess...Sophie: I think that everyone who has ever tried to write knows exactly what these moments feel like. We can feel so lost, so stuck and blocked. Have you ever noticed that the words that we use about these feelings are intensely visceral? Perhaps that’s why, when the words won’t come, so many of us find it helpful to get up and move our bodies. Evija, shall we leave our desks behind for a while and go for a walk? Would you like to join me?E: Most certainly! Apparently, Friedrich Nietzsche loved to take his mind for a walk (Gros). Ideas, born among books, says Frédéric Gros, “exude the stuffy odour of libraries” (18). Gros describes such books as “grey”: “overloaded with quotations, references, footnotes, explicatory prudence, indefinite refutations” (19). They fail to say anything new and are “crammed”, “stuffed”, and “weighed down”; they are “born of a compilation of the other books” (Gros 19) so also bear their weight. Essentially, we are told, we should think of the books we are writing as “expression[s] of [our] physiology” (Gros 19). If we are shrivelled, stuck, stooped, tense, and tired, so also are our thoughts. Therefore, in order to make your thoughts breathe, walk, and even “dance”, says Nietzsche, you should go outdoors, go up in the mountains.S: As I read what you’ve written here, Evija, I feel as if I’m walking amongst your thoughts, both here on the screen and in my imagination. Sometimes, I’m in perfect step with you. At other times, I want to interrupt, tug on your sleeve and point, and say “Look! Have you seen this, just up ahead?”E: That’s the value of companionship on the road. A shared conversation on the move can lead to a transformation of thought, a conversion, as in the Biblical stories of the roads to Emmaus and Damascus. In fact, we tested the power of walking and talking in rural settings in a series of experimental events organised for academics in Auckland, New Zealand, throughout 2017 (see our blog post on Writing, Writing Everywhere website). It appeared to work very well for writers who had either been “stuck” or in the early stages of drafting. Those who were looking to structure existing thoughts were better off staying put. But walking and talking is an entire other topic (see Anderson) that we should discuss in more depth some other time.Anyway, you’ve brought us to what looks like a forest. Is this where you want us to go?A Walk “into the Woods,” or Getting in the Thick of Free-Writing S: Yes, just follow me. I often walk in the woods close to where I live. Of course, going “into the woods” is itself a metaphor, rich with fairy-tale connotations about creativity. The woods are full of darkness and danger, grandmother’s cottage, wild beasts, witches, poisonous fruits. The woods are where traps are laid, where children wander and get lost, where enchantments befall us. But humans have always been seduced by the woods and what lies in wait there (Maitland). In Jungian terms, losing oneself in darkness is a rite of initiation. By stepping into the woods, we surrender to not knowing, to walking off the path and into the depths of our imagination. I dare you to do that, right now! E: Letting go is not always easy. I keep wanting to respond to your claim by adding scholarly references to important work on the topic. I want to mention the father of the essay, Michel de Montaigne, for whom this form of writing was but “an attempt” (from Old French, “essai”) to place himself in this world, a philosophical and literary adventure that stood very far from the rigidly structured academic essay of the present day (Sturm). We’ve forgotten that writing is a risky undertaking, an exploration of uncharted terrains (Sturm). S: Yes, and in academic thinking, we’re always afraid to ramble. But perhaps rambling is exactly what we need to do. Perhaps we need to start walking without knowing where we’re going ... and see where it takes us. E: Indeed. Instead of going on writing retreats, academics should be sent “into the woods”, where their main task would be to get lost before they even start to think.S: Into the Woods, a reality TV show for academics? But seriously, maybe there is something about walking into the woods—or a landscape different from our habitual one—that symbolises a shift in feeling-state. When I walk into the woods, I purposely place myself in a different world. My senses are heightened. I become acutely aware of each tiny sound—the ticking of the leaves, the wind, the birdsong, the crunch of my feet, the pounding of the blood in my ears. I become less aware of all the difficult parts of myself, my troubles, my stuckness, what weighs on me so heavily. It seems to me that there is a parallel here with a state of consciousness or awareness famously described by the psychologist of optimal experience, Mihalyi Csikszentmihalyi, as “flow”. In flow, “the loss of a sense of self separate from the world around it is sometimes accompanied by a feeling of union with the environment” (Csikszentmihalyi 63), together with pleasure in movement and in the sensory experience of seeing the world. So flow might be one way of thinking about my lived experience of walking in the woods. But this shift has also been described by the psychotherapist Marion Milner as a shift from “narrow thinking” into a “wider” way of looking, listening, feeling, and moving—a feeling state that Milner called the “fat feeling”. She identified this “fat feeling” as characteristic of moments when she experienced intense delight (Milner 15) and she began to experiment with ways in which she could practice it more purposefully.In this sense, walking is a kind of “trick” that I can play upon myself. The shift from office to woods, from sitting at my desk to moving through the world, triggers a shift from preoccupation with the “head stuff” of academic work and into a more felt, bodily way of experiencing. Walking helps me to “get out of my head.”E: So wandering through this thicket becomes a kind of free writing?S: Yes, free writing is like “taking a line for a walk” on the page, words that the Swiss-German artist Paul Klee famously attributed to drawing (Klee 105; see also Raymond). It’s what we’re doing here, wouldn’t you say?Two Lines of Walking: A drawing by Evija. E: Yes—and we don’t know where this walk will lead us. I’m thinking of the many times I have propelled myself into meaningful writing by simply letting the hand do its work and produce written characters on the screen or page. Initially, it looks like nonsense. Then, meaning and order start to emerge.S: Yes, my suggestion is that walking—like writing—frees us up, connects us with the bodily, felt, and pleasurable aspects of the writing process. We need this opportunity to meander, go off at tangents...E: So what qualities do free writing and walking have in common? What is helpful about each of these activities?S: A first guess might be that free writing and walking make use of rhythm. Linguist and psychoanalyst Julia Kristeva calls the sound, rhythm, and texture of language the “semiotic”. For Kristeva, the “semiotic” (the realm of bodily drives and affects, rhythms, pre-verbal babble) and the “symbolic” (the realm of prescribed language, linguistic structure, grammar, and judgment) do not exist in rigid opposition to one another. Instead, they form a continuum which she calls “signifiance” or signification (Kristeva 22), a “dialectic” (24) of making meaning. According to Kristeva, even the smallest element of symbolic meaning, the phoneme, is involved in “rhythmic, intonational repetitions” (103) so that, as we order phonemes into words and words into sentences, our language pulses with the operations of our bodily, instinctual drives. Kristeva thinks in terms of an “explosion of the semiotic in the symbolic” (69). E: An explosion. I like that!S: Me too.My theory is that, by letting go into that rhythm a little, we’re enabling ourselves to access some of the pre-verbal force that Kristeva talks about. E: So the rhythm of walking helps us to connect with the rhythmic qualities of the semiotic?S: Exactly. We might say that a lot of academic writing tends to privilege the symbolic—both in terms of the style we choose and the way that we structure our arguments. E: And academic convention requires that we make more references here. For example, as we’re discussing “free writing”, we could cite Ken Macrorie or Peter Elbow, the two grandfathers of the method. Or we might scaffold our talks about collaborative writing as a means of scholarly inquiry, with the work of Laurel Richardson or another authority in the field.S: Yes, and all of this is an important part of academic practice, of course. But perhaps when we give ourselves permission to ramble and meander, to loosen up the relationships between what we feel and what we say, we move along the continuum of meaning-making towards the more felt and bodily, and away from the received and prescribed. …S: And I’ve put an ellipsis there to mark that we are moving into another kind of space now. We’re coming to a clearing in the woods. Because at some point in our rambling, we might want to pause and make a few suggestions. Perhaps we come to a clearing, like this one here. We sit down for a while and collect our thoughts.E: Yes. Let’s sit down. And, while you’re resting, let me tell you what this “collecting of thoughts” reminds me of.I’m thinking that we don’t necessarily need to go anywhere to get away from our particular state of mind. A shared cup of coffee or a conversation can have the same effect. Much has already been said about the effects of alcohol, tobacco, and drugs on writing; all rather harmful ways of going “on a trip” (Laing; Klein). In our case, it’s the blank pages of a shared Google Doc that has brought us together, collecting our thoughts on walking and moving us into a different realm, a new world of exciting and strange ideas to be explored. And the idea of mapping out this space by gradually filling its pages with words sets our minds on a journey.S: That’s interesting. The choreographer Twyla Tharp talks about the power of ritual in creating this shift for us into a creative or flow state. It could be lighting a candle or drinking a glass of water. There is a moment when something “clicks”, and we enter the world of creativity.E: Yes, a thing can act as a portal or gateway. And, as I want to show you, the things in the landscape that we walk through can help us to enter imaginary realms.So can I take you for a little walk now? See that winding country road leading through open fields and rolling hills? That’s where we’re going to start.A publicity image, drawn by Evija, for Walking Talking Writing events for academics, organised at the University of Auckland in 2017.A Walk “through the Countryside”, or Traversing the Landscape of ThoughtsE: Sophie, you spoke earlier about the way that experiencing yourself in relation to the environment is important for opening up your imagination. For example, just allowing yourself to be in the woods and noticing how the space pulsates around you is enough to awaken your bodily awareness.But let’s take a stroll along this road and let me explain to you what’s happening for me. You see, I find the woods too distracting and stimulating. When I’m stuck, I crave openness and space like this landscape that we’re walking through right now. S: Too much detail, too many things, overwhelm you?E: Exactly. Here, where the landscape is simple and spacious, my thoughts can breathe. Ideas quietly graze as I move through them. The country road is under my feet and I know exactly where I’m heading – beyond that horizon line in the distance… I need to be able to look far into that hazy distance to get my sense of seeing things “in depth.” All this makes me think of a study by Mia Keinänen in which she surveyed nine Norwegian academics who habitually walk to think (Keinänen). Based on their personal observations, the resulting article provides interesting material about the importance of walking—its rhythm, environment, and so on—on one’s thinking. For one of the academics, being able to see landmarks and thoughts in perspective was the key to being able to see ideas in new ways. There is a “landscape of thinking”, in which thinking becomes a place and environment is a process.For another participant in the study, thoughts become objects populating the landscape. The thinker walks through these object-thoughts, mapping out their connections, pulling some ideas closer, pushing others further away, as if moving through a 3D computer game.S: Hmm. I too think that we tend to project not only thoughts but also the emotions that we ourselves might be experiencing onto the objects around us. The literary critic Suzanne Nalbantian describes this as the creation of “aesthetic objects”, a “mythopoetic” process by which material objects in the external world “change their status from real to ‘aesthetic’ objects” and begin to function as “anchors or receptacles for subjectivity” (Nalbantien 54).Nalbantian uses examples such as Proust’s madeleine or Woolf’s lighthouse to illustrate the ways in which authors of autobiographical fiction invest the objects around them with a particular psychic value or feeling-tone.For me, this might be a tree, or a fallen leaf on the path. For you, Evija, it could be the horizon, or an open field or a vague object, half-perceived in the distance. E: So there’s a kind of equivalence between what we’re feeling and what we’re noticing? S: Yes. And it works the other way around too. What we’re noticing affects our feelings and thoughts. And perhaps it’s really about finding and knowing what works best for us—the landscape that is the best fit for how we want to feel… E: Or how we want to think. Or write. S: That’s it. Of course, metaphor is another way of describing this process. When we create a metaphor, we bring together a feeling or memory inside us with an object in the outside world. The feeling that we carry within us right now finds perfect form in the shape of this particular hillside. A thought is this pebble. A memory is that cloud…E: That’s the method of loci, which Mia Keinänen also refers to (600) in her article about the walking-thinking Norwegian academics. By projecting one’s learnt knowledge onto a physical landscape, one is able to better navigate ideas.S: Although I can’t help thinking that’s all a little cerebral. For me, the process is more immediate and felt. But I’m sure we’re talking about something very similar...E: Well, the anthropologist Tim Ingold, who has written a great deal on walking, in his article “Ways of Mind-Walking: Reading, Writing, Painting” urges us to rethink what imagination might be and the ways that it might relate to the physical environment, our movement through it, and our vision. He quotes James Elkins’s suggestion (in Ingold 15-16) that true “seeing” involves workings of both the eye and the mind in bringing forth images. But Ingold questions the very notion of imagination as a place inhabited by images. From derelict houses, barren fields and crossroads, to trees, stray dogs, and other people, the images we see around us do not represent “the forms of things in the world” (Ingold 16). Instead, they are gateways and “place-holders” for the truer essence of things they seem to represent (16). S: There’s that idea of the thing acting as a gateway or portal again… E: Yes, images—like the ruins of that windmill over there—do not “stand for things” but help us experientially “find” those things (Ingold16). This is one of the purposes of art, which, instead of giving us representations of things in the world, offers us something which is like the things in the world (16)—i.e., experiences.But as we walk, and notice the objects around us, are there specific qualities about the objects themselves that make this process—what you call “projection”—more or less difficult for us?A drawing by Latvian artist Māris Subačs (2016). The text on the image says: “Clouds slowly moving.” Publicity image for Subačs’s exhibition “Baltā Istaba” (The White Room), taken from Latvijas Sabiedriskie Mediji, https://www.lsm.lv/. S: Well, let’s circle back now—on the road and on the page. We’ve talked about the way that you need wide, open spaces, whereas I find myself responding to a range of different environments in different ways. How do you feel now, as we pause here and begin to retrace our steps? E: How do I feel? I’m not sure. Right now, I’m thinking about the way that I respond to art. For example, I would say that life-like images of physical objects in this world (e.g., a realistic painting of a vase with flowers) are harder to perceive with my mind's eye than, let’s say, of an abstract painting. I don’t want to be too tied to the surface details and physicality of the world. What I see in a picture is not the representation of the vase and flowers; what I see are forms that the “inner life force”, to use Ingold’s term, has taken to express itself through (vaseness, flowerness). The more abstract the image, the more of the symbolic or the imaginary it can contain. (Consider the traditional Aboriginal art, as Ingold invites, or the line drawings of Latvian artist Māris Subačs, as I suggest, depicted above.) Things we can observe in this world, says Ingold, are but “outward, sensible forms” that “give shape to the inner generative impulse that is life itself” (17). (This comes from the underlying belief that the phenomenal world itself is all “figmented” (Ingold 17, referring to literary scholar Mary Carruthers).)S: And, interestingly, I don’t recognise this at all! My experiencing of the objects around me feels very different. That tree, this pine cone in my hand, the solidity of this physical form is very helpful in crystallising something that I’m feeling. I enjoy looking at abstract paintings too. I can imagine myself into them. But the thing-ness of things is also deeply satisfying, especially if I can also touch, taste, smell, hold the thing itself. The poet Selima Hill goes for a walk in order to gather objects in a Tupperware box: “a dead butterfly, a yellow pebble, a scrap of blue paper, an empty condom packet.” Later she places an object from these “Tupperware treasures” on her writing desk and uses it “to focus on the kernel of the poem”, concentrating on it “to select the fragments and images she needs” (Taylor). This resonates with me.E: So, to summarise, walking seems to have something to do with seeing, for both of us. S: Yes, and not just seeing but also feeling and experiencing, with all of our senses. E: OK. And walking like appreciating art or writing or reading, has the capacity to take us beyond what shows at surface level, and so a step closer to the “truer” expression of life, to paraphrase Ingold. S: Yes, and the expression that Ingold calls more “true” is what Kristeva would say is the semiotic, the other-than-meaning, the felt and bodily, always bubbling beneath the surface. E: True, true. And although Ingold here doesn’t say how walking facilitates this kind of seeing and experiencing, perhaps we can make some suggestions here.You focused on the rhythm of walking and thinking/writing earlier. But I’m equally intrigued by the effects of speed. S: That resonates for me too. I need to be able to slow down and really experience the world around me. E: Well, did you know that there are scientific studies that suggest a correlation between the speed of walking and the speed of thinking (Jabr; Oppezzo and Schwartz)? The pace of walking, as the movement of our bodies through space, sets a particular temporal relationship with the objects we move past. In turn, this affects our “thinking time”, and our thinking about abstract ideas (Cuelenaere 127, referring to George Lakoff and Mark Johnson’s ideas).S: That makes sense to me. I noticed that when we were walking through the woods, we had slowed right down and then, as we reached the open road, you seemed to want to go much faster than me…E: Yes, at a steady pace. That’s perhaps not surprising. Because it seems that the speed of our walking is intimately connected with our vision. So if I’m moving through a landscape in which I’m fully immersed, I’m unable to take in everything around me. I choose to rest my eyes on a few select points of interest. S: Or on the horizon…E: Yes. The path that leads through an open field allows me to rest my eyes on the distant horizon. I register the patterns of fields and houses; and perhaps I catch sight of the trees in my peripheral vision. The detailed imagery, if any, gets reduced to geometrical figures and lines.The challenge is to find the right balance between the stimuli provided by the external world and the speed of movement through it.S: So the pace of walking can enable us to see things in a certain way. For you, this is moving quickly, seeing things vaguely, fragmentally and selectively. For me, it’s an opportunity to take my time, find my own rhythm, to slow down and weigh a thought or a thing. I think I’m probably the kind of walker who stops to pick up sticks and shells, and curious stones. I love the rhythm of moving but it isn’t necessarily fast movement. Perhaps you’re a speed walker and I’m a rambler? E: I think both the pace and the rhythm are of equal importance. The movement can be so monotonous that it becomes a meditative process, in which I lose myself. Then, what matters is no longer the destination but the journey itself. It’s like...S: Evija! Stop for a moment! Over here! Look at this! E: You know, that actually broke my train of thought. S: I’m sorry… I couldn’t resist. But Evija, we’ve arrived at the entrance to the woods again. E: And the light’s fading… I should get back to the office.S: Yes, but this time, we can choose which way to go: through the trees and into the half-dark of my creative subconscious or across the wide, open spaces of your imagination. E: And will we walk slowly—or at speed? There’s still so much to say. There are other landscapes and pathways—and pages—that we haven’t even explored yet.S: But I don’t want to stop. I want to keep walking with you.E: Indeed, Sophie, writing is a walk that never ends. ReferencesAnderson, Jon. “Talking whilst Walking: A Geographical Archaeology of Knowledge.” Area 36.3 (2004): 254-261. Csikszentmihalyi, Mihalyi. Flow and the Psychology of Discovery and Invention. NewYork: Harper Perennial, 1997.Cuelenaere, Laurence. “Aymara Forms of Walking: A Linguistic Anthropological Reflection on the Relation between Language and Motion.” Language Sciences 33.1 (2011):126-137. Elbow, Peter. Writing without Teachers. 2nd ed. Oxford: Oxford UP, 1998. Gros, Frédéric. The Philosophy of Walking. London: Verso, 2014.Ingold, Tim. Being Alive: Essays on Movement, Knowledge and Description. Abingdon: Routledge, 2011.———. “Culture on the Ground: The World Perceived through the Feet.” Journal of Material Culture 9.3 (2004): 315-340.———. Lines: A Brief History. Abingdon: Routledge, 2007.———. “Ways of Mind-Walking: Reading, Writing, Painting.” Visual Studies 25.1 (2010):15-23.Ingold, Tim, and J.L. Vergunst, eds. Ways of Walking: Ethnography and Practice on Foot. London: Ashgate, 2008.Jabr, Ferris. “Why Walking Helps Us Think.” The New Yorker, 3 Sep. 2014. 10 Aug. 2018 <https://www.newyorker.com/tech/elements/walking-helps-us-think>.Keinänen, Mia. “Taking Your Mind for a Walk: A Qualitative Investigation of Walking and Thinking among Nine Norwegian Academics.” Higher Education 71.4 (2016): 593-605. Klee, Paul. Notebooks, Volume 1: The Thinking Eye. Ed. J. Spiller. Trans. R. Manheim. London: Lund Humphries, 1961. Klein, Richard. Cigarettes Are Sublime. London: Picador, 1995. Kristeva, Julia. Revolution in Poetic Language. Trans. Leon S. Roudiez. New York: Columbia UP, 1984.Laing, Olivia. The Trip to Echo Spring: Why Writers Drink. Edinburgh: Canongate 2013.Macrorie, Ken. Telling Writing. Rochelle Park, N.J.: Hayden Book Company, 1976.Maitland, Sarah. Gossip from the Forest: The Tangled Roots of Our Forests and Fairy-Tales. Berkeley, CA: Counterpoint, 2012. Milner, Marion (as Joanna Field). A Life of One’s Own. 1934. London: Virago, 1986.Nalbantien, Suzanne. Aesthetic Autobiography. London: Macmillan, 1994.Oppezzo, Marily, and Daniel L. Schwartz. “Give Your Ideas Some Legs: The Positive Effect of Walking on Creative Thinking.” Journal of Experimental Psychology: Learning, Memory, and Cognition 40.4 (2014): 1142-1152.Richardson, Laurel. “Writing: A Method of Inquiry.” Handbook of Qualitative Research. 2nd ed. Ed. N.K. Denzin and Y.S. Lincoln. Thousand Oaks, CA: Sage Publications, 2007. 923-948. Sturm, Sean. “Terra (In)cognita: Mapping Academic Writing.” TEXT 16.2 (2012).Taylor, Debbie. “The Selima Hill Method.” Mslexia 6 (Summer/Autumn 2000). Tharp, Twyla. The Creative Habit: Learn It and Use It for Life. New York: Simon Schuster, 2003.Trofimova, Evija. “Academics Go Walking, Talking, Writing*.” Writing, Writing Everywhere, 8 Dec. 2017. 1 Oct. 2018 <http://www.writing.auckland.ac.nz/2017/12/08/academics-go-walking-talking-writing>.

Abstract:

Ways of Seeing"Images … define our experiences more precisely in areas where words are inadequate." (Berger 33)"Different skins, you know, different ways of seeing the world." (Morrison)The research question animating this article is: 'How does an individual creative worker re-present themselves as a contemporary - and evolving - brand?' Berger notes that the "principal aim has been to start a process of questioning" (5), and the raw material energising this exploration is the life's work of Richard Morrison, the creative director and artist who is the key moving force behind The Morrison Studio collective of designers, film makers and visual effects artists, working globally but based in London. The challenge of maintaining currency in this visually creative marketplace includes seeing what is unique about your potential contribution to a larger project, and communicating it in such a way that this forms an integral part of an evolving brand - on trend, bleeding edge, but reliably professional. One of the classic outputs of Morrison's oeuvre, for example, is the title sequence for Terry Gilliam's Brazil.Passion cannot be seen yet Morrison conceives it as the central engine that harnesses skills, information and innovative ways of working to deliver the unexpected and the unforgettable. Morrison's perception is that the design itself can come after the creative artist has really seen and understood the client's perspective. As he says: "What some clients are interested in is 'How can we make money from what we're doing?'" Seeing the client, and the client's motivating needs, is central to Morrison's presentation of self as a brand: "the broader your outlook as a creative, the more chance you have of getting it right". Jones and Warren draw attention to one aspect of this dynamic: "Wealthy and private actors, both private and state, historically saw creative practice as something that money was spent on - commissioning a painting or a sculpture, giving salaries to composers to produce new works and so forth. Today, creativity has been reimagined as something that should directly or indirectly make money" (293). As Berger notes, "We never look at just one thing; we are always looking at the relation between things and ourselves…The world-as-it-is is more than pure objective fact, it includes consciousness" (9, 11). What is our consciousness around the creative image?Individuality is central to Berger's vision of the image in the "specific vision of the image-maker…the result of an increasing consciousness of individuality, accompanying an increasing awareness of history" (10). Yet, as Berger argues "although every image embodies a way of seeing, our perception or appreciation of an image depends also upon our own way of seeing" (10). Later, Berger links the meanings viewers attribute to images as indicating the "historical experience of our relation to the past…the experience of seeking to give meaning to our lives" (33). The seeing and the seeking go hand in hand, and constitute a key reason for Berger's assertion that "the entire art of the past has now become a political issue" (33). This partly reflects the ways in which it is seen, and in which it is presented for view, by whom, where and in which circumstances.The creation of stand-out images in the visually-saturated 21st century demands a nuanced understanding of ways in which an idea can be re-presented for consumption in a manner that makes it fresh and arresting. The focus on the individual also entails an understanding of the ways in which others are valuable, or vital, in completing a coherent package of skills to address the creative challenge to hand. It is self-evident that other people see things differently, and can thus enrich the broadened outlook identified as important for "getting it right". Morrison talks about "little core teams, there's four or five of you in a hub… [sometimes] spread all round the world, but because of the Internet and the way things work you can still all be connected". Team work and members' individual personalities are consequently combined, in Morrison's view, with the core requirement of passion. As Morrison argues, "personality will carry you a long way in the creative field".Morrison's key collaborator, senior designer and creative partner/art director Dean Wares lives in Valencia, Spain whereas Morrison is London-based and their clients are globally-dispersed. Although Morrison sees the Internet as a key technology for collaboratively visualising the ways in which to make a visual impact, Berger points to the role of the camera in relation to the quintessential pre-mechanical image: the painting. It is worth acknowledging here that Berger explicitly credits Walter Benjamin, including the use of his image (34), as the foundation for many of Berger's ideas, specifically referencing Benjamin's essay "The work of art in the age of mechanical reproduction". Noting that, prior to the invention of the camera, a painting could never be seen in more than one place at a time, Berger suggests that the camera foments a revolutionary transformation: "its meaning changes. Or, more exactly, its meaning multiplies and fragments into many meanings" (19). This disruption is further fractured once that camera-facilitated image is viewed on a screen, ubiquitous to Morrison's stock in trade, but in Berger's day (1972) particularly associated with the television:The painting enters each viewer's house. There it is surrounded by his wallpaper, his furniture, his mementoes. It enters the atmosphere of his family. It becomes their talking point. It lends its meaning to their meaning. At the same time it enters a million other houses and, in each of them, is seen in a different context. Because of the camera, the painting now travels to the spectator, rather than the spectator to the painting. In its travels, its meaning is diversified. (Berger, 19-20)Even so, that image, travelling through space and time is seen on the screen in a sequential and temporal context: "because a film unfolds in time and a painting does not. In a film the way one image follows another, their succession constructs an argument which becomes irreversible. In a painting all its elements are there to be seen simultaneously." Both these dynamics, the still and the sequence, are key to the work of a visual artist such as Morrison responsible for branding a film, television series or event. But the works also create an unfolding sequence which tells a different story to each recipient according to the perceptions of the viewer/reader. For example, instead of valorising Gilliam's Brazil, Morrison's studio could have been tagged with Annaud's Enemy at the Gates or, even, the contemporary Sky series, Niel Jordan's Riviera. Knowing this sequence, and that the back catalogue begins with The Who's Quadrophenia (1979), changes the way we see what the Morrison Studio is doing now.Ways of WorkingRichard Morrison harnesses an evolutionary metaphor to explain his continuing contribution to the industry: "I've adapted, and not been a dinosaur who's just sunk in the mud". He argues that there is a need to explore where "the next niche is and be prepared for change 'cause the only constant thing in life is change. So as a creative you need to have that known." Effectively, adaptation and embracing innovation has become a key part of the Morrison Studio's brand. It is trumpeted in the decision that Morrison and Ware made when they decided to continue their work together, even after Ware moved to Spain. This demonstrated, in an age of faxes and landlines, that the Morrison Studio could make cross country collaboration work: the multiple locations championed the fact that they were open for business "without boundaries".There was travel, too, and in those early pre-Internet days of remote location Morrison was a frequent visitor to the United States. "I'd be working in Los Angeles and he'd be wherever he was […] we'd use snail mail to actually get stuff across, literally post it by FedEx […]." The intercontinental (as opposed to inter-Europe) collaboration had the added value of offering interlocking working days: "I'd go to sleep, he wakes up […] We were actually doubling our capacity." If anything, these dynamics are more entrenched with better communications. Currah argues that Hollywood attempts to manage the disruptive potential of the internet by "seeking to create a 'closed' sphere of innovation on a global scale […] legitimated, enacted and performed within relational networks" (359). The Morrison Studio's own dispersed existence is one element of these relational networks.The specific challenge of technological vulnerability was always present, however, long before the Internet: "We'd have a case full of D1 tapes" - the professional standard video tape (1986-96) - "and we'd carefully make sure they'd go through the airport so they don't get rubbed […] what we were doing is we were fitting ourselves up for the new change". At the same time, although the communication technologies change, there are constants in the ways that people use them. Throughout Morrison's career, "when I'm working for Americans, which I'm doing a lot, they expect me to be on the telephone at midnight [because of time zones]. […] They think 'Oh I want to speak to Richard now. Oh it's midnight, so what?' They still phone up. That's constant, that never goes away." He argues that American clients are more complex to communicate with than his Scandinavian clients, giving the example that people assume a UK-US consistency because they share the English language. But "although you think they're talking in a tongue that's the same, their meaning and understanding can sometimes be quite a bit different." He uses the example of the A4 sheet of paper. It has different dimensions in the US than in the UK, illustrating those different ways of seeing.Morrison believes that there are four key constants in his company's continuing success: deadlines; the capacity to scope a job so that you know who and how many people to pull in to it to meet the deadline; librarian skills; and insecurity. The deadlines have always been imposed on creative organisations by their clients, but being able to deliver to deadlines involves networks and self-knowledge: "If you can't do it yourself find a friend, find somebody that's good at adding up, find somebody that's good at admin. You know, don't try and take on what you can't do. Put your hand up straight away, call in somebody that can help you". Chapain and Comunian's work on creative and cultural industries (CCIs) also highlights the importance of "a new centrality to the role of individuals and their social networks in understanding the practice of CCIs" (718).Franklin et al. suggest that this approach, adopted by The Morrison Studio, is a microcosm of the independent film sector as a whole. They argue that "the lifecycle of a film is segmented into sequential stages, moving through development, financing, production, sales, distribution and exhibition stages to final consumption. Different companies, each with specialized project tasks, take on responsibility and relative financial risk and reward at each stage" (323). The importance that Morrison places on social networks, however, highlights the importance of flexibility within relationships of trust - to the point where it might be as valid to engage someone on the basis of a history of working with that person as on the basis of that person's prior experience. As Cristopherson notes, "many creative workers are in vaguely defined and rapidly changing fields, seemingly making up their careers as they go along" (543).The skills underlying Morrison's approach to creative collaboration, however, include a clear understanding of one's own strength and weaknesses and a cool evaluation of others, "just quietly research people". This people-based research includes both the capabilities of potential colleagues, in order to deliver the required product in the specified time frame, along with research into creative people whose work is admired and who might provide a blueprint for how to arrive at an individual's dream role. Morrison gives the example of Quentin Tarantino's trajectory to directing: "he started in a video rental and all he did is watch lots and lots of films, particularly westerns and Japanese samurai films and decided 'I can do that'". One of his great pleasures now is to mentor young designers to help them find their way in the industry. That's a strategy that may pay dividends into the future, via Storper and Scott's "traded and untraded interdependencies" which are, according to Gornostaeva, "expressed as the multiple economic and social transactions that the participants ought to conduct if they wish to perpetuate their existence" (39).As for the library skills, he says that they are crucial but a bit comical:It's a bit like being a constant librarian in old-fashioned terms, you know, 'Where is that stuff stored?' Because it's not stored in a plan chest anymore where you open the drawer and there it is. It's now stored in, you know, big computers, in a cloud. 'Where did we put that file? Did we dump it down? Have we marked it up? […] Where's it gone? What did we do it on?'While juggling the demands of technology, people and product The Morrison brand involves both huge confidence and chronic insecurity. The confidence is evident in the low opinion Morrison has of the opportunities offered by professional disruptor sites such as 99designs: "I can't bear anything like that. I can see why it's happening but I think what you're doing is devaluing yourself even before you start […] it would destroy your self-belief in what you're doing". At the same time, Morrison says, his security is his own insecurity: "I'm always out hunting to see what could be next […] the job you finish could be your last job."Ways of BrandingChristopherson argues that there is "considerable variation in the occupational identities of new media workers among advanced economies. In some economies, new media work is evolving in a form that is closer to that of the professional [in contrast to economies where it is] an entrepreneurial activity in which new media workers sell skills and services in a market" (543). For The Morrison Studio, its breadth, history and experience supports their desire to be branded as professional, but their working patterns entirely resonate with, and are integrated within, the entrepreneurial. Seeing their activity in this way is a juxtaposition with the proposition advanced by Berger that:The existing social conditions make the individual feel powerless. He lives in the contradiction between what he is and what he would like to be. Either he then becomes fully conscious of the contradiction and its causes, and so joins the political struggle for a full democracy which entails, among other things, the overthrow of capitalism; or else he lives, continually subject to an envy which, compounded with his sense of powerlessness, dissolves into recurrent day-dreams (148).The role of the brand, and its publicity, is implicated by Berger in both the tension between what an individual is and what s/he would like to be; and in the creation of an envy that subjugates people. For Berger, the brand is about publicity and the commodifying of the future. Referring to publicity images, Berger argues that "they never speak of the present. Often they refer to the past and always they speak of the future". Brands are created and marketed by such publicity images that are often, these days, incorporated within social media and websites. At the same time, Berger argues that "Publicity is about social relationships, not objects [or experiences]. Its promise is not of pleasure, but of happiness: happiness as judged from the outside by others. The happiness of being envied is glamour." It is the dual pressure from the perception of the gap between the individual's actual and potential life, and the daydreaming and envy of that future, that helps construct Berger's powerless individual.Morrison's view, fashioned in part by his success at adapting, at not being a dinosaur that sinks into the mud, is that the authenticity lies in the congruence of the brand and the belief. "A personal brand can help you straight away but as long as you believe it […] You have to be true to what you're about and then it works. And then the thing becomes you [… you] just go for it and, you know, don't worry about failure. Failure will happen anyway".Berger's commentary on publicity is partially divergent from branding. Publicity is generally a managed message, on that is paid for and promoted by the person or entity concerned. A brand is a more holistic construction and is implicated in ways of seeing in that different people will have very different perceptions of the same brand. Morrison's view of his personal brand, and the brand of the Morrison Studio, is that it encompasses much more than design expertise and technical know-how. He lionises the role of passion and talks about the importance of ways of managing deadlines, interlocking skills sets, creative elements and the insecurity of uncertainty.For the producers who hire Morrison, and help build his brand, Berger's observation of the importance of history and the promise for the future remains key to their hiring decisions. Although carefully crafted, creative images are central to the Morrison Studio's work, it is not the surface presentation of those images that determines the way their work is perceived by people in the film industry, it is the labour and networks that underpin those images. While Morrison's outputs form part of the visual environment critiqued in Ways of Seeing, it is informed by the dynamics of international capitalism via global networks and mobility. Although one of myriad small businesses that help make the film industry the complex and productive creative sphere that it is, Morrison Studios does not so much seek to create a public brand as to be known and valued by the small group of industry players upon whom the Studio relies for its existence. Their continued future depends upon the ways in which they are seen.ReferencesBenjamin, Walter. Illuminations: Essays and Reflections. United States of America, 1969.Berger, John. Ways of Seeing. London: Penguin Books, 1972.Brazil. Dir. Terry Gilliam. Universal Pictures. 1985. Film. Chapain, Caroline, and Roberta Comunian. "Enabling and Inhibiting the Creative Economy: The Role of the Local and Regional Dimensions in England." Regional Studies 44.6 (2010): 717-734. Christopherson, Susan. "The Divergent Worlds of New Media: How Policy Shapes Work in the Creative Economy." Review of Policy Research 21.4 (2004): 543-558. Currah, Andrew. "Hollywood, the Internet and the World: A Geography of Disruptive Innovation." Industry and Innovation 14.4 (2007): 359-384. Enemies at the Gates. Dir. Jean-Jacques Annaud. Paramount. 2001. FilmFranklin, Michael, et al. "Innovation in the Application of Digital Tools for Managing Uncertainty: The Case of UK Independent Film." Creativity and Innovation Management 22.3 (2013): 320-333. Gornostaeva, Galina. "The Wolves and Lambs of the Creative City: The Sustainability of Film and Television Producers in London." Geographical Review (2009): 37-60. Jones, Phil, and Saskia Warren. "Time, Rhythm and the Creative Economy." Transactions of the Institute of British Geographers 41.3 (2016): 286-296. Morrison, Richard. Personal Interview. 13 Oct 2016.The Morrison Studio. The Morrison Studio, 2017. 16 June 2017 <https://themorrisonstudio.com/>.Quadrophenia. Dir. Franc Roddam. Brent Walker Film Distributing. 1979. Film.Riviera. Dir. Neil Jordan. Sky Atlantic HD. 2017. Film.Storper, Michael, and Scott, Allen. "The Geographical Foundations and Social Regulation of Flexible Production Complexes". The Power of Geography: How Territory Shapes Social Life. Eds. Jennifer Wolch and Michael Dear. New York: Routledge, 1989. 21-40.

Abstract:

It would be fair to say that in our day to day negotiation between the personal and the public, we encounter and process cultural, material and symbolic products in all strata and sections of society. In our homes and in our workplaces, we appear to manage multiple senses of timekeeping and contrasting time-frames with fluid unconscious dexterity. In our forms of entertainment and relaxation, from print to television to cinema or from html to Mp3s to DivX, we juxtapose like and unlike metaphors/images/products/ text in a post-Frankensteinian assemblage of innovated cultural meaning – for example, The Phantom Menace and Austin Powers are commentaries on our visual eclecticism, from mixing mythological elements from feudal times in a space opera to our nostalgic enjoyment of presenting the old sixties' "style" as renewed, millennium-way;Napster is a logical extension of file-sharing which reflects a globalising trend towards the distribution of all content worldwide while meeting the specific requirements of individual taste (that is, the do-it-yourself musical cdrom drawn from thousands of international mp3 libraries). Likewise, in our trade of human utterances and syntax, multiple meanings become attached to words and sentences simultaneously in a variegated exploitation of interpretative dissonance. Oxymora abound and debates over interpretation form the contents of a great number of publications or the motivation behind short-circuiting dominant meanings. For example, in the oxymoron play with language, there exist useful combinations of opposite terms like "Original Copy", "Pretty Ugly", "Genuine Imitation", or "Microsoft Works" which have a commonsense use in daily exchanges. Or, in dialogues on the power behind mutual intelligibility, a term like 'sex', which means one thing in gender discussions, can be used in other contexts or moments to indicate the erotic. Through such language manoeuvres in the fields of meaning-application and interpretation, persons are accepted or discriminated where power differentials are predicated on difference of understanding. Where interpretative practices differ, or where intelligibility is definitely not mutual, misunderstandings and resistance breed. In this way, in our millennium of revealing society's mixture of meaning, the instrumentalities of master narratives are being unmasked in voicing these moments (and rules) of misunderstanding and resistance. What was once predominantly treated as a text or object -- sometimes exhaustively studied in isolation from various social and historical contexts, other times as cultural products facilitated by processes of production and consumption -- is now examined within or alongside different contexts and meanings. It is more contemporaneously sensitive towards our wonderfully elaborate and diverse mix of interpretative practices to situate cultural products and interpretative orders in relation to other social practices, political structures of dominance and exploitation, and cultural hierarchies like race, class, gender and cyber. The implication of this approach is that the meanings of material and symbolic products are no longer stable nor replicated in identical fashion within cultural dna. Society instead is transmitted from generation to generation with mutations, and unlike cultural artefacts conjoin in new births of meaning. The mix gene, it would appear, is widely dispersed in intricate and novel ways. The articles in this publication by M/C serve to illustrate the significance of ‘mix’ for reshaping cultural products, social ideas, even learning pedagogies, in ways that dramatically affect how we perceive and interpret the world. The interpretations of ‘mix’ by contributors were diverse, as expected by the broad uses of the word ‘mix’. Popular culture, however, remained a dominant aspect of culture for analysis, and this is reflected in the mix of articles we have chosen. These articles demonstrate that the fine lines separating genres can be smudged and shaded, and that meaning can be created from blending and swirling rather than only through linearity. Our feature article, "Digital Transformations: The Media is the Mix" by Lori Landay talks about the digital media and its hybrid form and content. This article thinks through "how digital narrative emerges from the mix of interactivity and nonlinearity" – this makes for a non-traditional narrative in both its structure and the way meaning is derived from it. The recombinations draw the spectator into the mix, where the mix is the content. Owen’s Chapman’s "Mixing with Records" follows Landay’s article in the sense that the linear format of the vinyl record, both in its constitution and the way it is played and listened to, is disrupted by the dj practice of "mixing" to create a new audio product. This new sound is created by the interaction of the dj and the choices of sounds, and how these sounds are put together in a new ‘mix’. Toby Daspit’s "The Noisy Mix of Hip Hop Pedagogies" responds to a familiar parental request — "Turn down that damned noise!!!" — in an engaging examination of educational experiences, epochal shifts and the wider implications of incorporating hip-hop aesthetics and recombinant textuality into schooling pedagogies. Daspit’s discussion over a fundamental reorientation to educational pedagogies is a timely piece which resonates well within the ‘mix’ imperative. The mixes evident through narrative are also investigated by Jody Mason, though her article on Bharati Mukherjee’s Wife looks more at thematic mixes within an individual literary character’s life, rather than mixes of meaning, structure and format. Mason’s article looks at the mix of cultures and the impact of that mix upon a female character. It seems, through an analysis of Wife, that different components and subject positions don’t always mix well, if indeed at all. Cutting up narrative, and cutting up sound, mixing it up and creating something new. These two distinct media are twisted together in Jeff Rice’s article, "They Put Me in the Mix: William S Burroughs, DJs, and the New Cultural Studies". The article itself cuts and pastes three key cultural events to prepare an argument that questions the methods of cultural studies regarding new media practices. Mark Pegrum takes a theological perspective on ‘mix’ in "Pop goes the spiritual", and interrogates society’s increasing trend towards religious eclecticism via an assortment of contemporary examples of religious references made by Western pop stars. Pegrum introduces us to this relatively new phenomenon by looking at the dizzying admixture of religions to be found in the songs and words of artists and groups worldwide. Todd Holden analyses the intriguing semiotic processes within Japanese advertising in "Resignification and Cultural Re/Production in Japanese Television Commercials". Advertising in Japan is characterized less and less by attention to product. Instead, the endless stream of Greek myths, Hollywood movies, political references, pop music, scientists and novelists comprise a major corner of audio-visual space. Holden examines the place of Japanese commercials as cultural historian, entertainer, social commentator or hawker. Collectively, these articles demonstrate how dynamic meaning is intimately linked to the idea of 'mix' and is concerned with questions of meaning and value, of culture and philosophy. To rework a tired cliché, no meaning is an island to itself but is an integral part of a shifting, fluid, and unusual combination of cultural, material and symbolic products in various ‘mixes’.

Abstract:

Introduction In not dismissing the personal narratives of individuals, Frederic Jameson describes the ‘telling of the individual story and individual experience as ultimately involving the whole laborious process of telling of the collectivity itself’ (cf. Bhabha 292). The construction of a nation involves a process of selection and textual mediation which binds an imagined community to a constructed past. Homi Bhabha refers to the ‘cultural construction of nationness as a form of social and textual affiliation’ (292). He observes how narratives employ a host of complex strategies and cultural identification and discursive address which displace historicism. The focus on temporality, according to Bhabha, then resists the linearity of events and idea that historicism proposes. Personal narratives in this sense, provide a canvas for disjunctive forms of representations to re-represent cultures and nations. It is in this context, this paper considers the role of weblogs in society and seeks to analyse their potential agency to re-cast historicity and to re-negotiate the identity of a nation. Personal commentaries and narratives contained in weblogs firstly jam spaces in the Internet, and secondly, they jam both temporality and the linearity of historicity that is contained in official voices that claim to speak on behalf of the nation. Nations are conceived as ‘imagined’ (Anderson), as a ‘myth’ (Gellner) or ‘invented’ (Hobsbawm & Ranger) rather than real and consequentially require great effort to construct and maintain. As such people and their narratives can be conceived as ‘neither the end nor the beginning of the national narrative’ (Bhabha 297). They represent a binary dialogism between the ethnographic perspective of people’s individual psyche and the ideological forces of the nation. While weblogs are often viewed as having the potential to build social networks and virtual settlements (Nardi et al.; Blanchard), this paper analyses the agency of personal narratives in providing embedded ethnographic perspectives in the electronic terrain and its consequences for the trajectory of history. It seeks to understand how mediated texts in weblogs can be situated in society and how it can be assessed as a media genre through cultural and literary theories. New media spaces have created opportunities and novel ways of recording and archiving narratives of communities, cultures and societies. They represent sites of cultural production where cultural or collective memory can be articulated or re-ignited. The act of remembering can be ritualised and visualised in web spaces. The ability to personalise and publicise on the web presents new avenues for understanding and reviewing history. Undoubtedly, the internet as a repository of information and narratives accommodates a multitude of environments and genres which co-exist on the same platform. This co-presence can in many ways represent the dialectical struggles between competing forces in the offline society. The web spaces present a possibility for both the ephemeral and transient to manifest and equally narratives which can resist the linearity of historicity. This jamming or flooding of electronic spaces with competing narratives makes the electronic terrain a contested space between the authentic and inauthentic as well as the empowered and the marginalised. This incessant plurality on the Internet can reorder both the temporal and spatial dimensions of mediated consciousness hence disrupting the linear historicity of nation-states and modernity. Modernity as a form of cognitive consciousness in society is constructed by carefully selecting the narratives of its birth to celebrate rationality, to resist the primeval tendencies and to renounce any association with its ignominious past or traditions. New media to a degree resists the dominant power structures of mainstream media thus encouraging civic participation and plurality in the new spaces where audiences can appropriate the role of producers; where the pronoun ‘I’ can assume a counter-point to the dominant discourses in society. Invariably, the age of globalization is one characterised by competing mediations which give rise to a postmodern ‘new memory’ (Hoskins) which is diffused yet not entirely free from the processes of state power or the emergence of ‘Holocaust Industry’ (Finklestein). The Internet as a diverse platform for activities ranging from publishing to commerce forms part of the wider contemporary media landscape. Its lack of centrality and sheer expanse makes it a diffused medium catering to a plethora of niche interests and audiences. The personal blogs compete with a multitude of data and information that occur on the Internet and elsewhere in other media. The mass media inevitably has the power to construct national events and to sustain a mediated national memory through its image archives and narratives. Its ability to reach a wider audience and its pervasiveness in narrating the nation stands in contrast to niche and personalised media like blogs with their disparate audiences. Nevertheless, the occurrence of personal narratives in the alternative and niche spaces provides a counter-point to the dominant narratives of the mass media. Its occurrence, presence and sustained counter-commentary create a civilian electronic archive to represent people’s narratives and memory. While its ability to monopolise or dominate national narratives may be limited, its presence and utterance needs to be acknowledged and celebrated. With the proliferation of new media platforms in postmodern societies, the centre-periphery distinctions with regard to information, news and memory construction will become more problematic without completely diminishing the divisions between mass and niche media spaces. The Physical and Virtual as Entwined Just as physical spaces are a place of gathering for those who belong and those who are displaced, the Internet provides a convening space for disembodied presence. This is often viewed as a Manichean dualism between the occurrence of thought and material presence. Equally, this is seen as unleashing a virulent ‘avatarism’ (Donath) which seeks to re-invent this virtual disembodiment by assuming different identities or by embracing a non-identity of anonymity. This cognitive engagement with the virtual sphere and the attendant consequences with regard to identity construction and reinvention have been observed and studied by media theorists. Nevertheless the offline and online are not separate and compartmentalised entities. They are entwined in complex ways (Miller and Slater). Virtual articulations as sites of cultural production reinforce the links between the real society and the virtual world, for the virtual is mediated through the societal norms and values of offline communities. Vygotsky’s (cf. Wertsch, Vygotsky; “Narrative”) concept of ‘mediation’ particularly in the form of language provides a link between the individual and the socio-cultural setting in which an individual is located. Hence the media artefact and the forms of use provide a form of mediation which reinforces the link between the individual and the social context. The performative in the pronoun ‘I’ in a personal narrative can implicate the collective consciousness of a society linking the ‘I’ with an abstract ‘we’ and hence connecting individual narratives to the social frames and groups in society. In applying the Bakhtinian approach of self and authorship, for the ‘perceiver their own time is forever open and unfinished, their own space is always the centre of perception. In contrast the time within which we perceive others is always closed and finished’ (cf. Holquist 29). The cognitive time and space of an individual in a weblog interacts with the virtual spaces imposing a material world time on an illusive and imagined cyberspace. For Bakhtin, existence, like language is a shared event. Invariably, ‘self and authorship’ both conjoin and separate the immediate reality of ‘my own living particularity (a uniqueness that is present itself as only for me ) with the reality of the system that precedes me in existence (that is always-already-there) and which is intertwined with everyone and everything else.’ (Holquist 28). Unequivocally, ‘otherness’ is perceived from the vantage point of the self and in tandem, the utterance of ‘I’ provides the central point needed to calibrate all further time and space discriminations. Hence, ‘I’ is the invisible ground of all further time and space discriminations (Bakhtin). Individual Psyche and Collective Memory Maurice Halbwachs conceived the concept of collective memory in the 1920’s inspired by Durkeim’s notion of a ‘collective consciousness’ realized through the will of a crowd in a gathering. According to Halbwachs, it is the individuals (as group members) who remember with the aid of cultural tools (cf. Wertsch, “Narrative”). Hence the act of remembering is a diffused activity which is realised through the interface between individual agency and the utilization of cultural tools. Central to the notion of collective memory is textual mediation where active agents use symbolic means such as written texts, particularly narratives (Wertsch, “Narrative”). Web spaces with an abundance of individual and communal narratives embody a construct which is incomplete and prone to de-selection and decentring and where the identity of a nation can be re-imagined and re-conceived textually. Employing the recurrent metaphor of the palimpsest (sheets of vellum on which the original writing has been rubbed out and written over) to the narratives of the Internet, these personal narratives or weblogs both challenge and retain the national past hence disrupting the sense of temporality and history. They can be both a symbolic form of resistance and conformity. For the post-structuralists, the palimpsest is representative of an intertextuality between different fields (Cryderman). These contemporaneous narratives on the Internet viewed through the allegory of the palimpsest signify a dialogism between the nationally-endorsed narratives and individual perspectives. In citing Homi Bhaba in the context of the Internet, it is evident that ‘the nation reveals in its ambivalent and vacillating representations, the ethnography of its own historicity and opens up the possibility of other narratives of the people and their difference’ (Bhabha 300) Weblogs as Ethnographic Tools Weblogs have started to a play a bigger role in the breaking and shaping of news since the late 1990s. With millions being published, blogs offer a new way of mediating national and global events with personal narratives which can contradict and or complement news and events as they are told in traditional media spaces. Blogs are often more localized and may be useful in building communities (Herring et al.). The Internet was initially conceived as a borderless entity with fluid boundaries which threaten the physical demarcations of nation-states. Nevertheless, the moulding of the Internet through the context and culture of use has witnessed a rise in the role of nation-states in enacting artificial boundaries on the virtual environment through regulations and social norms which have mediated the patterns of usage and forms of local appropriation of this global platform. The localisation and the personalisation of this electronic terrain represent the embeddedness of the Internet in the offline society and culture. One of the most significant events in the trajectory of this electronic genre was the emergence of the post 9/11 weblogs which re-told the stories of ground-zero from the perspectives of the personal (Krishnamurthy). It showcased how individual narratives mediated global events tempering the landscape of news reporting. Likewise, the warblogs recorded the Iraq war from ethnographic perspectives providing intricate insights and in the process re-mediating the tone and coverage of mainstream media and public opinion. Weblogs or web-based diaries occupy a tenuous space between the private and public. While diaries are kept by individuals to relate private experiences; their sacredness is in many ways characterised by their inaccessibility by others; often representing a solitary space for private ruminations and reflection. A diary loses its aura if its engagement with the self and the tenets of privacy are broken or violated. Weblogs which are written by individuals and made available to a potentially global community celebrate the performative aspect of the ‘self.’ A weblog’s relevance as an e-genre is signified by both its ability to retain its individual voice and its access to a wider community of strangers. Weblogs are intrinsically hybrid formats which fuse private thoughts and commentary on a global plaftform facilitating communion with ‘imagined others’ while anchoring the self at the centre stage of articulation. In applying Bakhtin’s ‘law of placement’ in dialogism, everything is perceived from a unique position in existence, as such the meaning of whatever is observed is shaped by the place from which it is perceived (cf. Holquist 21). In this sense, we regard each other from different centres in cognitive space and thus the personal articulation has significance for the representation of the society and social frames. These spaces of private commemoration in part puncture the temporality of history and indeed the processes of history-making. Invariably, ‘the present of the people’s history then is a practice that destroys the constant principles of the national culture that attempt to hark back to true national past which is often represented in the reified forms of realism and stereotype’ (Bhabha 300). The present is not a static moment, but a mass of different combinations of past and present relations (Holquist 37). This is comparable to the format of a weblog where permalinks to other sites mediate the memory of blogs widening the potential ability to remember beyond the text that falls in the spaces of personal narrative. Conclusion The jamming of web spaces with personal narratives for the consumption of local and global audiences signifies new public spaces of private commentary, public commemoration and global communion. These private spaces then link the national events of the world with personal perceptions, hence incorporating historic time within the spaces of self expression. Here the chronotope of world events becomes embedded in the ‘personal.’ Web diaries written in war zones by citizens of their day-to-day encounters with the aggressor record both time and events from the vantage point of the oppressed; a private narrative which occupies its space in a global stage. Here the private narrative in a public space challenges the temporality of war as well as the linearity of historicity. National cultures, according to Bhabha are ‘signs of control or abandonment and as such counter-narratives continuously evoke and erase its totalising boundaries both actual and conceptual thus disturbing those ideological manoeuvres through which ‘imagined communities’ are given essentialist identities’ (Bhabha 300). Inevitably the emergence of ‘new memory’ (Hoskins) in the postmodern world is a contradictory one which needs to reconcile the durable visual images of our electronically mediated world as well as the competing mediations of diverse niche and personalised media artefacts which negate or recast the hegemony of this visual culture. References Anderson, Benedict. Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso, 1991. Bakhtin, M. Translated by C. Emerson and M. Holquist. In The Dialogic Imagination. Ed. M. Holquist. Austin: University of Texas Press, 1981. Bhabha, H.K. “Dissemination: Time, Narrative and the Margins of Modern Nation.” In Nation and Narration. Ed. H.K. Bhabha. London: Routledge, 1990. 291-322. Blanchard, A. “Blogs as Virtual Communities: Identifying a Sense of Community in the Julie/Julia Project.” In Into the Blogosphere: Rhetoric, Community and Culture. 2004. http://blog.lib.umn.edu/blogsphere>. Cryderman, K. “Ghosts in the Palimpsest of Cultural Memory: An Archeology of Faizal Deen’s Poetic Memoir, Land without Chocolate.” 2000. 9 Sep. 2006. http://social.chass.ncsu.edu/jouvert/v61/cryder.htm>. Donath, J.S. “Identity and Deception in the Virtual Community.” Communities in Cyberspace. Eds. M.A. Smith and P. Kollock. New York: Routledge, 1998. Finklestein, N. The Holocaust Industry: Reflections on the Exploitation of Jewish Suffering. London: Verso, 2000. Halbwachs, Maurice. On Collective Memory. Translation of Les Cadres Sociaux de la Mémoire. Edited, translated and with an introduction by Lewis A. Coser. Chicago: University of Chicago Press, 1992. Herring, S.C., et al. “Conversations in the Blogsphere: An Analysis from ‘Bottom Up.” Proceedings of the Thirty-Eighth Hawaii International Conference on System Sciences. Los Almitos, USA, 2005. 107-118. Hobswawm, E., and T. Ranger. The Invention of Tradition. Cambridge: Cambridge UP, 1983. Gellner, E. Nations and Nationalism. Oxford: Blackwell, 1983. Holquist, M. Dialogism: Bakhtin and His World. London: Routledge, 1990 Hoskins, A. “New Memory: Mediating History.” Historical Journal of Film, Radio and Television 21.4 (2001): 333-346. Krishnamurthy, S. “The Multidimensionality of Blog Conversations: The Virtual Enactment of September 11.” Internet Research 3.0. Maastricht, The Netherlands, 2002. Miller, D., and D. Slater. Internet: An Ethnographic Approach. Oxford: Berg, 2000. Nardi, B.A., D.J. Schiano, M. Gumbrecht, and L. Swartz. “Why We Blog.” Communications of the ACM 47.12 (2004): 41–46. Wertsch, J.V. “Narrative as a Cultural Tool in Collective Memory.” Conference for Sociocultural Research III, 2000. 9 Sep. 2006 http://www.fae.unicamp.br/br2000/trabs/2045.doc>. ———. Vygotsky and the Social Formation of Mind. Cambridge, MA: Harvard UP, 1985. Citation reference for this article MLA Style Ibrahim, Yasmin. "Weblogs as Personal Narratives: Displacing History and Temporality." M/C Journal 9.6 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0612/08-ibrahim.php>. APA Style Ibrahim, Y. (Dec. 2006) "Weblogs as Personal Narratives: Displacing History and Temporality," M/C Journal, 9(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0612/08-ibrahim.php>.

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 circumscribe 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 circumscribed 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. The emergence of surveillance societies, the co-optation of bodies in surveillance schemas, as well as the construction of the body through data in everyday transactions, conveys both the vulnerabilities of the human condition as well as its complicity in maintaining the power arrangements in society. Bauman, in citing Jacques Ellul and Hannah Arendt, points out that we suffer a ‘moral lag’ in so far as technology and society are concerned, for often we ruminate on the consequences of our actions and motives only as afterthoughts without realising at this point of existence that the “actions we take are most commonly prompted by the resources (including technology) at our disposal” (91). References Abrams, Philip. Historical Sociology. Shepton Mallet, UK: Open Books, 1982. Altheide, David. “Consuming Terrorism.” Symbolic Interaction 27.3 (2004): 289-308. Arendt, Hannah. Eichmann in Jerusalem: A Report on the Banality of Evil. London: Faber & Faber, 1963. Bauman, Zygmunt. Liquid Fear. 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Abstract:

IntroductionSince its launch in 2005, YouTube has fast become one of the most popular video sharing sites, one of the largest sources of user generated content, and one of the most frequently visited sites globally (Burgess and Green). As YouTube’s popularity has increased, more and more people have taken up the site’s invitation to “Broadcast Yourself.” Vlogging (video blogging) on YouTube has increased in popularity, creating new genres and communities. Vlogging not only allows individuals to create their own mediated content for mass consumption—making it a site for participatory culture (Burgess and Green; Jenkins) and resembling contemporary forms of entertainment such as reality television—but it also allows individuals to engage in narrative and identity forming practices. Through filming their everyday lives, and presenting themselves on camera, YouTubers are engaging in a process of constructing and presenting their identity online. They often form communities around these identities and continue the practice in dialogue and collaboration with their communities of viewers on YouTube. Because of YouTube’s mass global reach, the ability to create one’s own mediated content and the ability to publicly play with and project different self representations becomes a powerful tool allowing YouTubers to publicly challenge social norms and encourage others to do the same. This paper will explore these features of YouTube using the recent “The Power of MAKEUP!” movement, started by NikkieTutorials, as an example. Through a virtual ethnography of the movement as developed by Christine Hine—following the people, dialogue, connections, and narratives that emerged from Nikkie’s original video—this paper will demonstrate that YouTube is not only a tool for self transformation, but has wider potential to transform norms in society. This is achieved mainly through mobilising communities that form around transformative practices, such as makeup transformations, on YouTube. Vlogging as an Identity Forming Practice Vlogging on YouTube is a contemporary form of autobiography in which individuals engage in a process of documenting their life on a daily or weekly basis and, in doing so, constructing their identity online. Although the aim of beauty vlogs is to teach new makeup techniques, demonstrate and review new products, or circulate beauty-related information, the videos include a large amount of self-disclosure. Beauty vloggers reveal intimate things about themselves and actively engage in the practice of self-representation while filming. Beauty vlogging is unique to other vlogging genres as it almost always involves an immediate transformation of the physical self in each video. The vloggers typically begin with their faces bare and “natural” and throughout the course of the video transform their faces into how they want to be seen, and ultimately, who they want to be that day, using makeup. Thus the process of self-representation is multi-dimensional as not only are they presenting the self, but they are also visually constructing the self on camera. The construction of identity that beauty vloggers engage in on YouTube can be likened to what Robert Ezra Park and later Erving Goffman refer to as the construction and performance of a mask. In his work Race and Culture, Park states that the original meaning of the word person is a mask (249). Goffman responds to this statement in his work The Presentation of Self in Everyday Life, saying the mask is “our truer self, the self we would like to be” (30). Beauty vloggers are engaging in the process of constructing their mask—their truer self and the self they would like to be—both through their performance on YouTube, and through the visual transformation that takes place on camera. Their performance on YouTube not only communicates a desired identity, but through their performance they realise this identity. The process of filming and the visual process of constructing or transforming the self on camera through makeup brings the subject into being. Scholarship in the fields of Life Writing and Digital Media including Autobiography, Automedia and Persona Studies has acknowledged and explored the ways narratives and identities—both online and offline—are constructed, created, shaped, chosen, and invented by the individual/author (Garner; Bridger; Eakin; Maguire; Poletti and Rak; Marshall; Smith and Watson). It is widely accepted that all representations of the self are constructed. Crucially, it is the process of documenting or communicating the self that is identity forming (Richardson; Bridger), as the process, including writing, filming, and posting, brings the subject or self into being (Neuman). The individual embodies their performance and realises the self through it. Park and Goffman argue that we all engage in this process of performing and realising the self through the roles we play in society. The significance of the beauty vlogger performance and transformation is the space in which it occurs and the community that it fosters. YouTube as a Transformative Tool and MirrorThe space in which beauty vloggers play with and transform the self on camera is significant as digital technologies such as YouTube invite exploration of the self. Networked digital media (Meikle and Young) invite multiplicity, heterogeneity, and fragmentation in/of identity performances (Bolter; Gergen; Turkle, "Parallel Lives"). These technologies create opportunities for defining and re-defining the self (Bolter 130), as they allow people to present a more multi-mediated self, using both audio-visual components and text (Papacharissi 643).YouTube, in particular, allows the individual to experiment with the self, and document an ongoing transformation, through film (Kavoori). Many scholars have described this ongoing process of identity construction online using the metaphor of “the mirror” (see Kavoori; Raun; and Procter as recent examples). In his research on trans gender vlogging on YouTube, Tobias Raun explores the theme of the mirror. He describes vlogging as a “transformative medium for working on, producing and exploring the self” (366). He argues the vlog acts as a mirror allowing the individual to try out and assume various identities (366). He writes, the mirroring function of the vlog “invites the YouTuber to assume the shape of a desired identity/representation, constantly assuming and evaluating oneself as an attractive image, trying out different ‘styles of the flesh’ (Butler 177), poses and appearances” (367). In reference to trans gender vlogging, Raun writes, “The vlog seems to serve an important function in the transitioning process, and is an important part of a process of self-invention, serving as a testing ground for experimentations with, and manifestations of (new) identities” (367). The mirror (vlog) gives the individual a place/space to construct and perform their mask (identity), and an opportunity to see the reflection and adjust the mask (identity) accordingly. An important feature of the vlog as a mirror is the fact that it is less like a conventional mirror and more like a window with a reflective surface. On YouTube the vlog always involves an audience, who not only watch the performance, but also respond to it. This is in keeping with Goffman’s assertion that there is always an audience involved in any performance of the self. On YouTube, Raun argues, “the need to represent oneself goes hand in hand with the need to connect and communicate” (Raun 369). Networked digital media such as YouTube are inherently social. They invite participation (Smith; Sauter)and community through community building functions such as the ability to like, subscribe, and comment. Michael Strangelove refers to YouTube as a social space, “as a domain of self-expression, community and public confession” (4). The audience and community are important in the process of identity construction and representation as they serve a crucial role in providing feedback and encouragement, legitimising the identity being presented. As Raun writes, the vlog is an opportunity “for seeing one’s own experiences and thoughts reflected in others” (366). Raun identifies that for the trans gender vloggers in his study, simply knowing there is an audience watching their vlogs is enough to affirm their identity. He writes the vlog can be both “an individual act of self validation and . . . a social act of recognition and encouragement” (368). However, in the case of beauty vlogging the audience do more than watch, they form communities embodying and projecting the performance in everyday life and thus collectively challenge social norms, as seen in the “The Power of MAKEUP!” movement. Exploring the “The Power of MAKEUP!” MovementOn 10 May 2015, Nikkie, a well-known beauty vlogger, uploaded a video to her YouTube channel NikkieTutorials titled “The Power of MAKEUP!” Nikkie’s video can be watched here. In her video Nikkie challenges “makeup shaming,” arguing that makeup is not only fun, but can “transform” you into who you want to be. Inspired by an episode of the reality television show RuPaul’s Drag Race, in which the competing drag queens transform half of their face into “glam” (drag), and leave the other half of their face bare (male), Nikkie demonstrates that anyone can use makeup as a transformative tool. In her video Nikkie mirrors the drag queen transformations, transforming half her face into “glam” and leaving the other half of her face bare, as shown in Figure 1. In only transforming half of her face, Nikkie emphasises the scope of the transformation, demonstrating just how much you can change your appearance using only makeup on your face. Nikkie’s video communicates that both a transformed “glam” image and an “unedited” image of the self are perfectly fine, “there are no rules” and neither representations of the self should bring you shame. Figure 1: thumbnail of Nikkie’s videoNikkie’s video started a movement and spread throughout the beauty community on YouTube as a challenge. Other famous beauty vloggers, and everyday makeup lovers, took on the challenge of creating YouTube videos or posting pictures on Instagram of their faces half bare and half transformed using makeup with the tag #thepowerofmakeupchallenge. Since its release in May 2015, Nikkie’s video has been watched over thirty million times, has been liked over five hundred and thirty thousand times, and has received over twenty three thousand comments, many of which echo Nikkie’s experience of “makeup shaming.” “The power of makeup” video went viral and was picked up not only by the online beauty community but also by mainstream media with articles by Huffington Post, Yahoo.com, Marie Claire, BuzzFeed, DailyLife, POPSUGAR, Enews, Urbanshowbiz, BoredPanda, and kickvick among others. On Instagram, thousands of everyday makeup lovers have recreated the transformation and uploaded their pictures of the finished result. Various hashtags have been created around this movement and can be searched on Instagram including #thepowerofmakeupchallenge, #powerofmakeupchallenge, #powerofmakeup. Nikkie’s Instagram page dedicated to the challenge can be seen here. “The power of makeup” video is a direct reaction against what Nikkie calls “makeup shaming”—the idea that makeup is bad, and the assumption that the leading motivation for using makeup is insecurity. In her video Nikkie also reacts to the idea that the made-up-girl is “not really you,” or worse is “fake.” In the introduction to her video Nikkie says,I’ve been noticing a lot lately that girls have been almost ashamed to say that they love makeup because nowadays when you say you love makeup you either do it because you want to look good for boys, you do it because you’re insecure, or you do it because you don’t love yourself. I feel like in a way lately it’s almost a crime to love doing your makeup. So after last weeks RuPaul’s Drag Race with the half drag half male, I was inspired to show you the power of makeup. I notice a lot that when I don’t wear makeup and I have my hair up in a bun and I meet people and I show them picture of my videos or, or whatever looks I have done, they look at me and straight up tell me “that is not you.” They tell me “that’s funny” because I don’t even look like that girl on the picture. So without any further ado I’m going to do half my face full on glam—I’m truly going to transform one side of my face—and the other side is going to be me, raw, unedited, nothing, me, just me. So let’s do it.In her introduction, Nikkie identifies a social attitude that many of her viewers can relate to, that the made-up face isn’t the “real you.” This idea reveals an interesting contradiction in social attitude. As this issue of Media/Culture highlights, the theme of transformation is increasingly popular in contemporary society. Renovation shows, weight loss shows, and “makeover” shows have increased in number and popularity around the world (Lewis). Tania Lewis attributes this to an international shift towards “the real” on television (447). Accompanying this turn towards “the real,” confession, intimacy, and authenticity are now demanded and consumed as entertainment (Goldthwaite; Dovey; King). Sites such as YouTube are arguably popular because they offer real stories, real lives, and have a core value of authenticity (Strangelove; Wesch; Young; Tolson). The power of makeup transformations are challenging because they juxtapose a transformation against the natural, on the self. By only transforming half their face, the beauty vloggers juxtapose the “makeover” (transformation) with “authenticity” (the natural). The power of makeup movement is therefore caught between two contemporary social values. However, the desire for authenticity, and the lack of acceptance that the transformed image is authentic seems to be the main criticism that the members of this movement receive. Beauty vloggers identify a strong social value that “natural” is “good” and any attempt to alter the natural is taboo. Even in the commercial world “natural beauty” is celebrated and features heavily in the marketing and advertising campaigns of popular beauty, cosmetic, and skincare brands. Consider Maybelline’s emphasis on “natural beauty” in their byline “Maybe she’s born with it. Maybe it’s Maybelline.” This is not the way the members of “the power of makeup” movement use and celebrate makeup. They use and celebrate makeup as a transformative and identity forming tool, and their use of makeup is most often criticised for not being natural. In her recreation of Nikkie’s video, Evelina Forsell says “people get upset when I’m not natural.” Like Nikkie, Evelina reveals she often receives the criticism that “the person with a full on face with makeup is not you.” Evelina’s video can be watched here.“The power of makeup” movement and its participants challenge this criticism that the made-up self is not the “real” self. Evelina directly responds to this criticism in her video, stating “when I have a full face of makeup . . . that’s still me, but a more . . . creative me, I guess.” The beauty vloggers in this movement use makeup and YouTube as extensions of the self, as tools for self-expression, self-realisation, and ongoing transformation. Beauty vloggers are demonstrating that makeup is a tool and extension of the self that allows them to explore and play with their self-representations. In the same way that technology enables the individual to extend and “reinvent him/herself online” (Papacharissi 645), so does makeup. And in the same way that technology becomes an extension of the self, or even a second self (Turkle, The Second Self; Vaast) so does makeup. Makeup is a tool and technique of the self. Vlogging is about storytelling (Kavoori), but it is also collective—it’s about telling collective stories (Raun 373) which can be seen in various vlogging genres. As Geert Lovink suggests, YouTube is one of the largest databases of global shared experience. YouTube’s global popularity can be attributed to Strangelove’s assertion that “there’s nothing more interesting to real people . . . than authentic stories told about other real people” (65). Individuals are drawn to Nikkie’s experience, seeing themselves reflected in her story. Famous beauty vloggers on YouTube, and everyday beauty lovers, find community in the collective experience of feeling shame for loving makeup and using makeup to transform and communicate their identity. Effectively, the movement forms communities of practice (Wenger) made up of hundreds of people brought together by the shared value and use of makeup as a transformative tool. The online spaces where these activities take place (mainly on YouTube and Instagram) form affinity spaces (Gee) where the community come together, share information, learn and develop their practice. Hundreds of YouTubers from all over the world took up Nikkie’s invitation to demonstrate the power of makeup by transforming themselves on camera. From well-established beauty vloggers with millions of viewers, to amateur beauty lovers with YouTube channels, many people felt moved by Nikkie’s example and embodied the message, adapting the transformation to suit their circumstances. The movement includes both men and women, children and adults. Some transformations are inspirational such as Shalom Blac’s in which she talks about accepting the scars that are all over her face, but also demonstrates how makeup can make them disappear. Shalom has almost five million views on her “POWER OF MAKEUP” video, and has been labelled “inspirational” by the media. Shalom Blac’s video can be watched here and the media article labelling her as “inspirational” can be viewed here. Others, such as PatrickStarrr, send a powerful message that “It’s okay to be yourself.” Unlike a traditional interpretation of that statement, Patrick is communicating that it is okay to be the self that you construct, on any given day. Patrick also has over four million views on his video which can be watched here. During her transformation, Nikkie points out each feature of her face that she does not like and demonstrates how she can change it using makeup. Nikkie’s video is primarily a tutorial, educating viewers on different makeup techniques that can manipulate the appearance of their natural features into how they would like them to appear. These techniques are also reproduced and embodied through the various contributors to the movement. Thus the tutorial is an educational tool enabling others to use makeup for their own self representations (see Paul A. Soukup for an overview of YouTube as an educational tool). A feminist perspective may deconstruct the empowering, educational intentions of Nikkie’s video, insisting that conceptions of beauty are a social construct (Travis, Meginnis, and Bardari) and should not be re-enforced by encouraging women (and men) to use make-up to feel good. However, this sort of discourse does not appear in the movement, and this paper seeks to analyse the movement as its contributors frame and present it. Rather, “the power of makeup” movement falls within a postfeminist framework celebrating choice, femininity, independence, and the individual construction of modern identity (McRobbie; Butler; Beck, Giddens and Lash). Postfeminism embraces postmodern notions of identity in which individuals are “called up to invent their own structures” (McRobbie 260). Through institutions such as education young women have “become more independent and able,” and “‘dis-embedded’ from communities where gender roles were fixed” (McRobbie 260). Angela McRobbie attributes this to the work of scholars such as Anthony Giddens and Ulrich Beck and their emphasis on individualisation and reflexive modernisation. These scholars take a Foucauldian approach to identity construction in the modern age, where the individual must choose their own structures “internally and individualistically” (260), engaging in an ongoing process of self-monitoring and self-improvement, and resulting in the current self-help culture (McRobbie). In addition to being an educational and constructive tool, Nikkie’s video is also an exercise in self-branding and self-promotion(see Marwick; Duffy and Hund; and van Nuenen for scholarship on self-branding). Through her ongoing presence on YouTube, presenting this video in conjunction with her other tutorials, Nikkie is establishing herself as a beauty vlogger/guru. Nikkie lists all of the products that she uses in her transformation below her video with links to where people can buy them. She also lists her social media accounts, ways that people can connect with her, and other videos that people might be interested in watching. There are also prompts to subscribe, both during her video and in the description bar below her video. Nikkie’s transformation is both an ongoing endeavour to create her image and public persona as a beauty vlogger, and a physical transformation on camera. There is also a third transformation that takes place because her vlog is in the public sphere and consequently mobilises a movement. The transformation is of the way people talk about and eventually perceive makeup. Nikkie’s video aims to end makeup shaming and promote makeup as an empowering tool. With each recreation of her video, with each Instagram photo featuring the transformation, and with each mainstream media article featuring the movement, #thepowerofmakeup movement community are transforming the image of the made-up girl—transforming the association of makeup with presenting an inauthentic identity—in society. ConclusionThe “The Power of MAKEUP!” movement, started by NikkieTutorials, demonstrates one way in which people are using YouTube as a transformative tool, and mirror, to document, construct, and present their identity online, using makeup. Through their online transformation the members of the movement not only engage in a process of constructing and presenting their identity, but they form communities who share a love of makeup and its transformative potential. 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Abstract:

IntroductionThe 2009 American film Trash Humpers, directed by Harmony Korine, was released at a time when the hipster had become a ubiquitous concept, entering into the common vernacular of numerous cultures throughout the world, and gaining significant press, social media and academic attention (see Žižek; Arsel and Thompson; Greif et al.; Stahl; Ouellette; Reeve; Schiermer; Maly and Varis). Trash Humpers emerged soon after the 2008 Global Financial Crisis triggered Occupy movements in numerous cities, aided by social media platforms, reported on by blogs such as Gawker, and stylized by multi-national youth-subculture brands such as Vice, American Apparel, Urban Outfitters and a plethora of localised variants.Korine’s film, which is made to resemble found VHS footage of old-aged vandals, epitomises the ironic, retro stylizations and “counterculture-meets-kitsch” aesthetics so familiar to hipster culture. As a creative stereotype from 1940s and ‘50s jazz and beatnik subcultures, the hipster re-emerged in the twenty-first century as a negative embodiment of alternative culture in the age of the Internet. As well as plumbing the recent past for things not yet incorporated into contemporary marketing mechanisms, the hipster also signifies the blurring of irony and authenticity. Such “outsiderness as insiderness” postures can be regarded as a continuation of the marginality-from-the-centre logic of cool capitalism that emerged after World War Two. Particularly between 2007 and 2015, the post-postmodern concept of the hipster was a resonant cultural trope in Western and non-Western cultures alike, coinciding with the normalisation of the new digital terrain and the establishment of mobile social media as an integral aspect of many people’s daily lives. While Korine’s 79-minute feature could be thought of as following in the schlocky footsteps of the likes of Rob Zombie’s The Devil’s Rejects (2006), it is decidedly more arthouse, and more attuned to the influence of contemporary alternative media brands and independent film history alike – as if the love child of Jack Smith’s Flaming Creatures (1963) and Vice Video, the latter having been labelled as “devil-may-care hipsterism” (Carr). Upon release, Trash Humpers was described by Gene McHugh as “a mildly hip take on Jackass”; by Mike D’Angelo as “an empty hipster pose”; and by Aaron Hillis as either “the work of an insincere hipster or an eccentric provocateur”. Lacking any semblance of a conventional plot, Trash Humpers essentially revolves around four elderly-looking protagonists – three men and a woman – who document themselves with a low-quality video camera as they go about behaving badly in the suburbs of Nashville, Tennessee, where Korine still lives. They cackle eerily to themselves as they try to stave off boredom, masturbating frantically on rubbish bins, defecating and drinking alcohol in public, fellating foliage, smashing televisions, playing ten-pin bowling, lighting firecrackers and telling gay “hate” jokes to camera with no punchlines. In one purposefully undramatic scene half-way through the film, the humpers are shown in the aftermath of an attack on a man wearing a French maid’s outfit; he lies dead in a pool of blood on their kitchen floor with a hammer at his feet. The humpers are consummate “bad” performers in every sense of the term, and they are joined by a range of other, apparently lower-class, misfits with whom they stage tap dance routines and repetitively sing nursery-rhyme-styled raps such as: “make it, make it, don’t break it; make it, make it, don’t fake it; make it, make it, don’t take it”, which acts as a surrogate theme song for the film. Korine sometimes depicts his main characters on crutches or in a wheelchair, and a baby doll is never too far away from the action, as a silent and Surrealist witness to their weird, sinister and sometimes very funny exploits. The film cuts from scene to scene as if edited on a video recorder, utilising in-house VHS titling sequences, audio glitches and video static to create the sense that one is engaging voyeuristically with a found video document rather than a scripted movie. Mainstream AlternativesAs a viewer of Trash Humpers, one has to try hard to suspend disbelief if one is to see the humpers as genuine geriatric peeping Toms rather than as hipsters in old-man masks trying to be rebellious. However, as Korine’s earlier films such as Gummo (1997) attest, he clearly delights in blurring the line between failure and transcendence, or, in this case, between pretentious art-school bravado and authentic redneck ennui. As noted in a review by Jeannette Catsoulis, writing for the New York Times: “Much of this is just so much juvenile posturing, but every so often the screen freezes into something approximating beauty: a blurry, spaced-out, yellow-green landscape, as alien as an ancient photograph”. Korine has made a career out of generating this wavering uncertainty in his work, polarising audiences with a mix of critical, cinema-verité styles and cynical exploitations. His work has consistently revelled in ethical ambiguities, creating environments where teenagers take Ritalin for kicks, kill cats, wage war with their families and engage in acts of sexual deviancy – all of which are depicted with a photographer’s eye for the uncanny.The elusive and contradictory aspects of Korine’s work – at once ugly and beautiful, abstract and commercial, pessimistic and nostalgic – are evident not just in films such as Gummo, Julien Donkey Boy (1999) and Mister Lonely (2007) but also in his screenplay for Kids (1995), his performance-like appearances on The Tonight Show with David Letterman (1993-2015) and in publications such as A Crackup at the Race Riots (1998) and Pass the Bitch Chicken (2001). As well as these outputs, Korine is also a painter who is represented by Gagosian Gallery – one of the world’s leading art galleries – and he has directed numerous music videos, documentaries and commercials throughout his career. More than just update of the traditional figure of the auteur, Korine, instead, resembles a contemporary media artist whose avant-garde and grotesque treatments of Americana permeate almost everything he does. Korine wrote the screenplay for Kids when he was just 19, and subsequently built his reputation on the paradoxical mainstreaming of alternative culture in the 1990s. This is exemplified by the establishment of music and film genres such “alternative” and “independent”; the popularity of the slacker ethos attributed to Generation X; the increased visibility of alternative press zines; the birth of grunge in fashion and music; and the coining of “cool hunting” – a bottom-up market research phenomenon that aimed to discover new trends in urban subcultures for the purpose of mass marketing. Key to “alternative culture”, and its related categories such as “indie” and “arthouse”, is the idea of evoking artistic authenticity while covertly maintaining a parasitic relationship with the mainstream. As Holly Kruse notes in her account of the indie music scenes of the 1990s, which gained tremendous popularity in the wake of grunge bands such as Nirvana: without dominant, mainstream musics against which to react, independent music cannot be independent. Its existence depends upon dominant music structures and practices against which to define itself. Indie music has therefore been continually engaged in an economic and ideological struggle in which its ‘outsider’ status is re-examined, re-defined, and re-articulated to sets of musical practices. (Kruse 149)Alternative culture follows a similar, highly contentious, logic, appearing as a nebulous, authentic and artistic “other” whose exponents risk being entirely defined by the mainstream markets they profess to oppose. Kids was directed by the artist cum indie-director Larry Clark, who discovered Korine riding his skateboard with a group of friends in New York’s Washington Square in the early 1990s, before commissioning him to write a script. The then subcultural community of skating – which gained prominence in the 1990s amidst the increased visibility of “alternative sports” – provides an important backdrop to the film, which documents a group of disaffected New York teenagers at a time of the Aids crisis in America. Korine has been active in promoting the DIY ethos, creativity and anti-authoritarian branding of skate culture since this time – an industry that, in its attempts to maintain a non-mainstream profile while also being highly branded, has become emblematic of the category of “alternative culture”. Korine has undertaken commercial projects with an array skate-wear brands, but he is particularly associated with Supreme, a so-called “guerrilla fashion” label originating in 1994 that credits Clark and other 1990s indie darlings, and Korine cohorts, Chloë Sevigny and Terry Richardson, as former models and collaborators (Williams). The company is well known for its designer skateboard decks, its collaborations with prominent contemporary visual artists, its hip-hop branding and “inscrutable” web videos. It is also well known for its limited runs of new clothing lines, which help to stoke demand through one-offs – blending street-wear accessibility with the restricted-market and anti-authoritarian sensibility of avant-garde art.Of course, “alternative culture” poses a notorious conundrum for analysis, involving highly subjective demarcations of “mainstream” from “subversive” culture, not to mention “genuine subversion” from mere “corporate alternatives”. As Pierre Bourdieu has argued, the roots of alternative culture lie in the Western tradition of the avant-garde and the “aesthetic gaze” that developed in the nineteenth century (Field 36). In analysing the modernist notion of advanced cultural practice – where art is presented as an alternative to bourgeois academic taste and to the common realm of cultural commodities – Bourdieu proposed a distinction between two types of “fields”, or logics of cultural production. Alternative culture follows what Bourdieu called “the field of restricted production”, which adheres to “art for art’s sake” ideals, where audiences are targeted as if like-minded peers (Field 50). In contrast, the “field of large-scale production” reflects the commercial imperatives of mainstream culture, in which goods are produced for the general public at large. The latter field of large-scale production tends to service pre-established markets, operating in response to public demand. Furthermore, whereas success in the field of restricted production is often indirect, and latent – involving artists who create niche markets without making any concessions to those markets – success in the field of large-scale production is typically more immediate and quantifiable (Field 39). Here we can see that central to the branding of “alternative culture” is the perceived refusal to conform to popular taste and the logic of capitalism more generally is. As Supreme founder James Jebbia stated about his brand in a rare interview: “The less known the better” (Williams). On this, Bourdieu states that, in the field of restricted production, the fundamental principles of all ordinary economies are inversed to create a “loser wins” scenario (Field 39). Profit and cultural esteem become detrimental attributes in this context, potentially tainting the integrity and marginalisation on which alternative products depend. As one ironic hipster t-shirt puts it: “Nothing is any good if other people like it” (Diesel Sweeties).Trash HipstersIn abandoning linear narrative for rough assemblages of vignettes – or “moments” – recorded with an unsteady handheld camera, Trash Humpers positions itself in ironic opposition to mainstream filmmaking, refusing the narrative arcs and unwritten rules of Hollywood film, save for its opening and closing credits. Given Korine’s much publicized appreciation of cinema pioneers, we can understand Trash Humpers as paying homage to independent and DIY film history, including Jack Smith’s Flaming Creatures, William Eggleston’s Stranded in Canton (1973), Andy Warhol’s and Paul Morrissey’s Lonesome Cowboys (1967) and Trash (1970), and John Waters’s Pink Flamingos (1972), all of which jubilantly embraced the “bad” aesthetic of home movies. Posed as fantasized substitutions for mainstream movie-making, such works were also underwritten by the legitimacy of camp as a form of counter-culture critique, blurring parody and documentary to give voice to an array of non-mainstream and counter-cultural identities. The employment of camp in postmodern culture became known not merely as an aesthetic subversion of cultural mores but also as “a gesture of self-legitimation” (Derrida 290), its “failed seriousness” regarded as a critical response to the specific historical problem of being a “culturally over-saturated” subject (Sontag 288).The significant difference between Korine’s film and those of his 1970s-era forbears is precisely the attention he pays to the formal aspects of his medium, revelling in analogue editing glitches to the point of fetishism, in some cases lasting as long as the scenes themselves. Consciously working out-of-step with the media of his day, Trash Humpers in imbued with nostalgia from its very beginning. Whereas Smith, Eggleston, Warhol, Morrissey and Waters blurred fantasy and documentary in ways that raised the social and political identities of their subjects, Korine seems much more interested in “trash” as an aesthetic trope. In following this interest, he rightfully pays homage to the tropes of queer cinema, however, he conveniently leaves behind their underlying commentaries about (hetero-) normative culture. A sequence where the trash humpers visit a whorehouse and amuse themselves by smoking cigars and slapping the ample bottoms of prostitutes in G-strings confirms the heterosexual tenor of the film, which is reiterated throughout by numerous deadpan gay jokes and slurs.Trash Humpers can be understood precisely in terms of Korine’s desire to maintain the aesthetic imperatives of alternative culture, where formal experimentation and the subverting of mainstream genres can provide a certain amount of freedom from explicated meaning, and, in particular, from socio-political commentary. Bourdieu rightly points out how the pleasures of the aesthetic gaze often manifest themselves curiously as form of “deferred pleasure” (353) or “pleasure without enjoyment” (495), which corresponds to Immanuel Kant’s notion of the disinterested nature of aesthetic judgement. Aesthetic dispositions posed in the negative – as in the avant-garde artists who mined primitive and ugly cultural stereotypes – typically use as reference points “facile” or “vulgar” (393) working-class tropes that refer negatively to sensuous pleasure as their major criterion of judgment. For Bourdieu, the pleasures provided by the aesthetic gaze in such instances are not sensual pleasures so much as the pleasures of social distinction – signifying the author’s distance from taste as a form of gratification. Here, it is easy to see how the orgiastic central characters in Trash Humpers might be employed by Korine for a similar end-result. As noted by Jeremiah Kipp in a review of the film: “You don't ‘like’ a movie like Trash Humpers, but I’m very happy such films exist”. Propelled by aesthetic, rather than by social, questions of value, those that “get” the obscure works of alternative culture have a tendency to legitimize them on the basis of the high-degree of formal analysis skills they require. For Bourdieu, this obscures the fact that one’s aesthetic “‘eye’ is a product of history reproduced by education” – a privileged mode of looking, estranged from those unfamiliar with the internal logic of decoding presupposed by the very notion of “aesthetic enjoyment” (2).The rhetorical priority of alternative culture is, in Bourdieu’s terms, the “autonomous” perfection of the form rather than the “heteronomous” attempt to monopolise on it (Field 40). However, such distinctions are, in actuality, more nuanced than Bourdieu sometimes assumed. This is especially true in the context of global digital culture, which makes explicit how the same cultural signs can have vastly different meanings and motivations across different social contexts. This has arguably resulted in the destabilisation of prescriptive analyses of cultural taste, and has contributed to recent “post-critical” advances, in which academics such as Bruno Latour and Rita Felski advocate for cultural analyses and practices that promote relationality and attachment rather than suspicious (critical) dispositions towards marginal and popular subjects alike. Latour’s call for a move away from the “sledge hammer” of critique applies as much to cultural practice as it does to written analysis. Rather than maintaining hierarchical oppositions between authentic versus inauthentic taste, Latour understands culture – and the material world more generally – as having agency alongside, and with, that of the social world.Hipsters with No AlternativeIf, as Karl Spracklen suggests, alternativism is thought of “as a political project of resistance to capitalism, with communicative oppositionality as its defining feature” (254), it is clear that there has been a progressive waning in relevance of the category of “alternative culture” in the age of the Internet, which coincides with the triumph of so-called “neoliberal individualism” (258). To this end, Korine has lost some of his artistic credibility over the course of the 2000s. If viewed negatively, icons of 1990s alternative culture such as Korine can be seen as merely exploiting Dada-like techniques of mimetic exacerbation and symbolic détournement for the purpose of alternative, “arty” branding rather than pertaining to a counter-hegemonic cultural movement (Foster 31). It is within this context of heightened scepticism surrounding alternative culture that the hipster stereotype emerged in cultures throughout the world, as if a contested symbol of the aesthetic gaze in an era of neoliberal identity politics. Whatever the psychological motivations underpinning one’s use of the term, to call someone a hipster is typically to point out that their distinctive alternative or “arty” status appears overstated; their creative decisions considered as if a type of bathos. For detractors of alternative cultural producers such as Korine, he is trying too hard to be different, using the stylised codes of “alternative” to conceal what is essentially his cultural and political immaturity. The hipster – who is rarely ever self-identified – re-emerged in the 2000s to operate as a scapegoat for inauthentic markers of alternative culture, associated with men and women who appear to embrace Realpolitik, sincerity and authentic expressions of identity while remaining tethered to irony, autonomous aesthetics and self-design. Perhaps the real irony of the hipster is the pervasiveness of irony in contemporary culture. R. J Magill Jnr. has argued that “a certain cultural bitterness legitimated through trenchant disbelief” (xi) has come to define the dominant mode of political engagement in many societies since the early 2000s, in response to mass digital information, twenty-four-hour news cycles, and the climate of suspicion produced by information about terrorism threats. He analyses the prominence of political irony in American TV shows including The Daily Show with Jon Stewart, The Simpsons, South Park, The Chappelle Show and The Colbert Report but he also notes its pervasiveness as a twenty-first-century worldview – a distancing that “paradoxically and secretly preserves the ideals of sincerity, honesty and authenticity by momentarily belying its own appearance” (x). Crucially, then, the utterance “hipster” has come to signify instances when irony and aesthetic distance are perceived to have been taken too far, generating the most disdain from those for whom irony, aesthetic discernment and cultural connoisseurship still provide much-needed moments of disconnection from capitalist cultures drowning in commercial hyperbole and grave news hype. Korine himself has acknowledged that Spring Breakers (2013) – his follow-up feature film to Trash Humpers – was created in response to the notion that “alternative culture”, once a legitimate challenge to mainstream taste, had lost its oppositional power with the decentralization of digital culture. He states that he made Spring Breakers at a moment “when there’s no such thing as high or low, it’s all been exploded. There is no underground or above-ground, there’s nothing that’s alternative. We’re at a point of post-everything, so it’s all about finding the spirit inside, and the logic, and making your own connections” (Hawker). In this context, we can understand Trash Humpers as the last of the Korine films to be branded with the authenticity of alternative culture. In Spring Breakers Korine moved from the gritty low-fi sensibility of his previous films and adopted a more digital, light-filled and pastel-coloured palette. Focussing more conventionally on plot than ever before, Spring Breakers follows four college girls who hold up a restaurant in order to fund their spring break vacation. Critic Michael Chaiken noted that the film marks a shift in Korine’s career, from the alternative stylings of the pre-Internet generation to “the cultural heirs [of] the doomed protagonists of Kids: nineties babies, who grew up with the Internet, whose sensibilities have been shaped by the sweeping technological changes that have taken place in the interval between the Clinton and Obama eras” (33).By the end of the 2000s, an entire generation came of age having not experienced a time when the obscure films, music or art of the past took more effort to track down. Having been a key participant in the branding of alternative culture, Korine is in a good position to recall a different, pre-YouTube time – when cultural discernment was still caught up in the authenticity of artistic identity, and when one’s cultural tastes could still operate with a certain amount of freedom from sociological scrutiny. Such ideas seem a long way away from today’s cultural environments, which have been shaped not only by digital media’s promotion of cultural interconnection and mass information, but also by social media’s emphasis on mobilization and ethical awareness. ConclusionI should reiterate here that is not Korine’s lack of seriousness, or irony, alone that marks Trash Humpers as a response to the scepticism surrounding alternative culture symbolised by the figure of the hipster. It is, rather, that Korine’s mock-documentary about juvenile geriatrics works too hard to obscure its implicit social commentary, appearing driven to condemn contemporary capitalism’s exploitations of youthfulness only to divert such “uncool” critical commentaries through unsubtle formal distractions, visual poetics and “bad boy” avant-garde signifiers of authenticity. Before being bludgeoned to death, the unnamed man in the French maid’s outfit recites a poem on a bridge amidst a barrage of fire crackers let off by a nearby humper in a wheelchair. Although easily overlooked, it could, in fact, be a pivotal scene in the film. Spoken with mock high-art pretentions, the final lines of the poem are: So what? Why, I ask, why? Why castigate these creatures whose angelic features are bumping and grinding on trash? Are they not spawned by our greed? Are they not our true seed? Are they not what we’ve bought for our cash? We’ve created this lot, of the ooze and the rot, deliberately and unabashed. Whose orgiastic elation and one mission in creation is to savagely fornicate TRASH!Here, the character’s warning of capitalist overabundance is drowned out by the (aesthetic) shocks of the fire crackers, just as the stereotypical hipster’s ethical ideals are drowned out by their aesthetic excess. The scene also functions as a metaphor for the humpers themselves, whose elderly masks – embodiments of nostalgia – temporarily suspend their real socio-political identities for the sake of role-play. It is in this sense that Trash Humpers is too enamoured with its own artifices – including its anonymous “boys club” mentality – to suggest anything other than the aesthetic distance that has come to mark the failings of the “alternative culture” category. In such instances, alternative taste appears as a rhetorical posture, with Korine asking us to gawk knowingly at the hedonistic and destructive pleasures pursued by the humpers while factoring in, and accepting, our likely disapproval.ReferencesArsel, Zeynep, and Craig J. Thompson. “Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths.” Journal of Consumer Research 37.5 (2011): 791-806.Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. Trans. Richard Nice. Cambridge: Harvard University Press, 1984.Bourdieu, Pierre. The Field of Cultural Production Essays on Art and Literature. Edited by Randal Johnson. London: Polity Press, 1993.Carr, David. “Its Edge Intact, Vice Is Chasing Hard News.” New York Times 24 Aug. 2014. 12 Nov. 2016 <https://www.nytimes.com/2014/08/25/business/media/its-edge-intact-vice-is-chasing-hard-news-.html>.Catsoulis, Jeannette. “Geriatric Delinquents, Rampaging through Suburbia.” New York Times 6 May 2010. 1` Nov. 2016 <http://www.nytimes.com/2010/05/07/movies/07trash.html>.Chaiken, Michael. “The Dream Life.” Film Comment (Mar./Apr. 2013): 30-33.D’Angelo, Mike. “Trash Humpers.” Not Coming 18 Sep. 2009. 12 Nov. 2016 <http://www.notcoming.com/reviews/trashhumpers>.Derrida, Jacques. Positions. London: Athlone, 1981.Diesel Sweeties. 1 Nov. 2016 <https://store.dieselsweeties.com/products/nothing-is-any-good-if-other-people-like-it-shirt>.Felski, Rita. The Limits of Critique. Chicago: University of Chicago Press, 2015.Greif, Mark. What Was the Hipster? A Sociological Investigation. New York: n+1 Foundation, 2010.Hawker, Philippa. “Telling Tales Out of School.” Sydney Morning Herald 4 May 2013. 12 Nov. 2016 <http://www.smh.com.au/entertainment/movies/telling-tales-out-of-school-20130503-2ixc3.html>.Hillis, Aaron. “Harmony Korine on Trash Humpers.” IFC 6 May 2009. 12 Nov. 2016 <http://www.ifc.com/2010/05/harmony-korine-2>.Jay Magill Jr., R. Chic Ironic Bitterness. Ann Arbor: University of Michigan Press, 2007.Kipp, Jeremiah. “Clean Off the Dirt, Scrape Off the Blood: An Interview with Trash Humpers Director Harmony Korine.” Slant Magazine 18 Mar. 2011. 1 Nov. 2016 <http://www.slantmagazine.com/house/article/clean-off-the-dirt-scrape-off-the-blood-an-interview-with-trash-humpers-director-harmony-korine>.Latour, Bruno. “Why Has Critique Run Out of Steam? From Matters of Fact to Matters of Concern.” Critical Inquiry 30.2 (2004): 225-248.Maly, Ico, and Varis, Piia. “The 21st-Century Hipster: On Micro-Populations in Times of Superdiversity.” European Journal of Cultural Studies 19.6 (2016): 637–653.McHugh, Gene. “Monday May 10th 2010.” Post Internet. New York: Lulu Press, 2010.Ouellette, Marc. “‘I Know It When I See It’: Style, Simulation and the ‘Short-Circuit Sign’.” Semiotic Review 3 (2013): 1–15.Reeve, Michael. “The Hipster as the Postmodern Dandy: Towards an Extensive Study.” 2013. 12 Nov. 2016. <http://www.academia.edu/3589528/The_hipster_as_the_postmodern_dandy_towards_an_extensive_study>.Schiermer, Bjørn. “Late-Modern Hipsters: New Tendencies in Popular Culture.” Acta Sociologica 57.2 (2014): 167–181.Sontag, Susan. “Notes on Camp.” Against Interpretation. New York: Octagon, 1964/1982. 275-92. Stahl, Geoff. “Mile-End Hipsters and the Unmasking of Montreal’s Proletaroid Intelligentsia; Or How a Bohemia Becomes BOHO.” Adam Art Gallery, Apr. 2010. 12 May 2015 <http://www.adamartgallery.org.nz/wp-content/uploads/2010/04/adamartgallery_vuwsalecture_geoffstahl.pdf>.Williams, Alex. “Guerrilla Fashion: The Story of Supreme.” New York Times 21 Nov. 2012. 1 Nov. 2016 <http://www.nytimes.com/2012/11/22/fashion/guerrilla-fashion-the-story-of-supreme.html>.Žižek, Slavoj. “L’Etat d’Hipster.” Rhinocerotique. Trans. Henry Brulard. Sep. 2009. 3-10.

Abstract:

Until the mid 1980s, Bordo writes, anorexia was considered only in pathological terms (45-69). Since then, many theorists such as Malson and Orbach have described how the anorexic individual is formed in and out of culture, and how, according to this line of argument, eating disorders exist in a spectrum of “dis-order” that primarily affects women. This theoretical approach, however, has been criticised for leaving open the possibility of a more general pathologising of female media consumers (Bray 421). There has been some argument, too, about how to read the agency of the anorexic individual: about whether she or he is protesting against or operating “as if in collusion with,” as Bordo puts it (177), the system of power relations that orients us, as she writes, to the external gaze (27). Ferreday argues that what results from this “spectacular regime of looking” (148) is that western discourse has abjected not only the condition of anorexia but also the anorectic, which in practical terms means that, among other measures, the websites and blogs of anorectics are constantly being removed from the Internet (Dias 36). How, then, might anorexia operate in relation to itself?In the clinical fields the subjectivity of the anorectic has become an important area of study. Norwegian eating disorder specialist Skårderud has discussed what he calls an anorectic’s “impaired mentalisation,” which describes a difficulty, as a result of transgenerationally transmitted attachment patterns, in regulating the self in terms of “understanding other people’s mind, one’s own mind and also minding one’s own body” (86). He explains: “Not being able to feel themselves from within, the patients are forced to experience the self from without” (86). While a Foucauldian approach to eating disorders like Bordo’s might be considered a useful tool for analysing this externalised aspect of the anorexic predicament, anorectics’ difficulty with feeling “themselves from within” remains unexamined in this model. Ferreday has described the efforts, in more recent discourse, to engage with the subjective experience of “anorexic embodiment” (140). She is conscious, however, that an enduring preoccupation with “the relation between bodies and images” has made the relations between embodied selves “almost entirely under-theorized”, and an understanding of the lived experience of eating disorders too often reduced to the totalising representations of “abject spectacle” or “heroic myth” (153). In this context Ferreday has welcomed the publication of Warin’s ethnographic study Abject Relations: Everyday Worlds of Anorexia for providing a point of access to the subjective experience of anorectics. One important aspect of Warin’s findings, though, remains unremarked upon in Ferreday’s review: this is Warin’s astonishing conclusion from her investigations that anorexic practices successfully “removed the threat of abjection” for her participants (127). It is exactly at this point in the current debate about eating disorders and subjectivity, and the role of abjection in that subjectivity, that I wish to draw upon the Gothic. As Hogle maintains, abjection has a significant role to play in the Gothic. Like Warin, he refers to Kristeva’s notion of the abject when he describes the “throwing off” whereby we might achieve, in Hogle’s paraphrasing of Kristeva, “a oneness with ourselves instead of an otherness from ourselves in ourselves” (“Ghost” 498-499). He describes how the Gothic becomes a “site of ‘abjection’” (“Cristabel” 22), where it “depicts and enacts these very processes of abjection, where fundamental interactions of contrary states and categories are cast off into antiquated and ‘othered’ beings” (“Ghost” 499). This plays out, he writes, in a process of what he calls a “re-faking of fakery” that serves “both to conceal and confront some of the more basic conflicts in Western culture” (“Ghost” 500). Here, Hogle might be describing how the abject anorexic body functions in the “spectacular regime of looking” that comprises western discourse, as Ferreday has portrayed it. Skårderud, however, as noted above, has suggested that the difficulty experienced by those with eating disorders is a difficulty that involves a regulation of the self that is understood to occur prior to the more organised possibility of casting off contrary states onto “othered” beings. In short, the eating disordered individual seems to be already an embodied site of abjection, which suggests, in light of Hogle’s work on abjection in the Gothic, that eating disordered experience might be understood as in some way analogous to an experience of the Gothic. Following Budgeon, who has stressed the importance of engaging with individual “accounts of embodiment” as means of moving beyond the current representation-bound impasses in our thinking about eating disorders (51), in this paper I will be touching briefly on “pro-ana” or pro-anorexic Internet material before proceeding to a more detailed analysis of Marya Hornbacher's Wasted: A Memoir of Anorexia and Bulimia. Punter, drawing on trauma theorists Abraham and Torok through Derrida, writes that “Gothic tests what it might be like to be a shell […] a shell which has been filled to the brim with something that looks like ourselves but is irremediably other, to the point that we are driven out, exiled from our home, removed from the body” (Pathologies16). In response, I will be suggesting that the eating disordered voice enacts the Gothic by dramatising “what it might be like to be a shell” since that embodied voice finds itself to be the site of abjection: the site where behind its distractingly visible “shell”, the ego, using anorexic idealisation, is compelled to use anorexic practices that “throw off” in an effort to achieve an ever-elusive sense of oneness. Due to Punter's long familiarity and shared vocabulary with a wide range of post-Freudian psychoanalytic theory, I will be particularly referring to his evocations of the Gothic, which he has characterised as a “kind of cultural threshold” (Introduction 9), to demonstrate how an examination of eating disordered experience alongside the Gothic might promise a more nuanced access to eating disordered subjectivity than has been available hitherto. Marya Hornbacher maintains in her memoir Wasted that anorectics, far from hating food, are in fact thinking about it constantly (151). If anorectics always think about food, the visual content of their Internet sites might seem to suggest otherwise: that their thoughts are mostly occupied by bodies—particularly thin, emaciated bodies—which form the material that these sites call “thinspiration” for the “pro-ana” writer and reader. Thinspiration, although not yet recognised by the Oxford English Dictionary, is understood to designate inspiring words or images of thinness that, further to Hornbacher's observations, might be understood as helping the food-obsessed anorectic to manage that obsession. Many pro-ana sites have their own thinspiration pages which, aside from the disturbing frame of the pro-ana verbal content that can include specifying dangerous techniques for abstaining, vomiting and purging, might be little more distressing to a viewer than any readily accessible fashion imagery. On the pro-ana site, however, whether mixed among the seemingly ordinary images or in a section all on its own,the spectre of the walking dead will often intrude. A “pro ana thinspiration” Google image search might yield, similarly, a small cadaverous corner to the purportedly inspiring imagery. It might also yield a tweeted response, from a pro-ana tweeter, to what might have been similar images of thinspiration which, far from affording inspiration, seem to have prompted intense anxiety: “I see the pictures I put up, then I see the morning thinspo everyone tweets, and I just feel gross ..[sic]”. This admission of despair sends a fearful, anxious affect loose among the otherwise serene uniformity of the “thinspo” imagery from which it had ricocheted, apparently, in the first place. Thinspiration, it seems, might threaten just as often as it assists the eating disordered subject to achieve self-regulation through their anorexic practices and, as this screen shot suggests, the voice can offer the researcher a small but potent insight into the drama of the eating disordered struggle.Psychologists Goldsmith and Widseth have stated that Hornbacher’s Wasted “gives the reader a feel for what it is like to live in an anorexic client’s head” (32). Although the book was a bestseller, newspaper reviews, on the whole, were ambivalent. There was a sense of danger inherent in the turbulent, “lurid” details (Zitin), and unresolved nature of the narrative (MacDonald). Goldsmith and Widseth even refer to Hornbacher's reported relapse and rehospitalisation that followed a “re-immersing” in “the narrative” of her own book (32). Kilgour has observed that the Gothic is a space where effects come into being without agents and creations prosper without their creators (221). While Radcliffe's novels might tend to contradict this claim, it is important to note that it is at the borders between explication and a seeming impossibility of explication that the Gothic imaginary draws its power. Miles, for example, has argued that Radcliffe is concerned not so much with dispelling the supernatural per se but with “‘equivocal phenomena of the mind’” (99-102). In Wasted, Hornbacher writes of her fear of “unsafe” foods whose uncanny abilities include the way they “will not travel through my body in the usual biological fashion but will magically make me grow” (20). Clearly, Hornbacher is not referring here to reasoned premises. Her sense, however, of the ambiguous nature of foodstuffs bears an important relation to Radcliffe's “equivocal phenomena”, and indeed the border-defying aspects of Kristevan abjection. In Abject Relations, Warin discovered that her anorexic participants shared what seemed to be magical beliefs in the ability of foodstuffs to penetrate the body through skin or through the nose via smells (106-127). The specific irrationality of these beliefs were not at issue except that they prompted the means, such as the washing of hands after touching food or shoving towels under doors to impede the intrusion of smells that, along with the anorexic practices of starving, purging and vomiting, served to protect these participants from abjection. When Hornbacher describes her experience of bulimia, the force, textures and sheer weight of the food that she eats in unimaginable, enormous quantities so that it bursts the sewer and floods the basement as vomit (223) become all the more disconcerting when the disgusting effects, whose course through the sewer system cannot be ignored, are preceded by evocations of occasions when she anxiously searches for, buys, consumes and vomits or purges food: “one day you find yourself walking along, and you impulsively stop in a restaurant, order an enormous dinner, and puke in the woods” (120-1). Hornbacher’s eating disorder in fact is figured as an insidious double: “It and I live in an uncomfortable state of mutual antagonism. That is, to me, a far cry better than once upon a time, when it and I shared a bed, a brain, a body” (4). This sense of the diabolical double is most evident when the narrative is traversed by the desperation of an agitated protagonist who seems to be continually moving between the constricted upper spaces of dormitories, rooms and bathrooms, and gaping, sewerage filled basements, and whose identity as either the original or the double to that original is difficult to determine. For Hornbacher, even at the end of her memoir when she is presented as almost recovered from her eating disorders, the protagonist not only continues to be doubled, but also exists in fragments: she speaks to herself "as if [she] were a horse", speaking "severely to [her] heart" who will pull her down "by the hair" into a nightmarish sleep (288-289). Punter has elaborated on the way dream landscapes in the Gothic open space into paradoxically constricted but labyrinthine infinities that serve to complicate what he has referred to as the two dimensions of our quotidian experience (Pathologies 123). In Wasted, beds give way to icy depths of watery sleeps, and numerous mirrors either fragment the body into parts or alienated other selves, or yield so that the narrator might step, suddenly, into “the neverworld” (10). Out of the two in the doubling, it is not so much the eating disorder—the “It”—but the “I” that becomes most monstrous as occasionally this “I” escapes onto the empty streets where, glimpsed crouching, anxious and confused in a beam of headlights, she reminds us of Frankenstein’s creature on the mountainsides or in the wastes since, as her capacity to articulate is lost in that moment, she becomes an “othered” object in the landscape (173). When, one winter, Hornbacher develops an obsession with running up and down the hall at her school at five am, she sprouts fine fur all over her translucent white skin and begins “to look a bit haunted” (109); later, in a moment of horrifying self-awareness, she realises that she “looked like a monster, most of [her] hair gone, [her] skin the gray color of rotten meat” (266). Punter writes that it is in the “dizzying heights and depths” of the Gothic that such agitation can become frantic: “in vertigo, the sense that there is indeed nowhere to go, not up, not down, and also that staying where you are has its own imponderable but terrible dangers” (Pathologies 10). Hornbacher states that the “worst night of [her] entire life” was spent with “the old familiar adrenaline rush pumping through [her] [….] running through the town, stopping here and there and eating and throwing up in alleyways and eating and blacking out” (273). This ceaseless, anxious, movement, where it is not clear who or what is doing the pursuing, but clear that it is a flight from the condition of abjection, is echoed in the very structure of Hornbacher’s memoir, which moves back and forth in time, seemingly at random, always searching for the decisive event that might, at last, explain or give a definitive beginning point to her disorders. Not only is the “beginning” of the disorders—an ultimate explanation or initiating event—sought but never found, but the narrative also concludes with an Afterword in which the narrator is, demonstrably, yet to recover, and even as she lies in bed next to her husband, is unable to rest (289). As Punter writes: “In Gothic, we do not directly ask, What happened? We ask, Where are we, where have we come from—not in the sense of a birth question, but as a question of how it is that we have ‘come adrift’” (Pathologies 209)—a question which, as Hornbacher finds, she is unable to answer, but nonetheless is obsessed with pursuing—to the point where the entire narrative seems to participate in the very pursuit that comprises the agitated perambulations of her eating disordered body. Although the narrator in Hornbacher’s Wasted, is strikingly alone—even at the end of the memoir, when she is represented as married, her husband is little more than a comforting body—throughout the text she is haunted by the a/effects of others. Hornbacher’s family is shown to be a community where the principle of nurturing is turned on its head. The narrator’s earliest evocation of herself presents a monstrous inversion of the expected maternal relationship: “My mother was unable to breast-feed me because it made her feel as if she were being devoured” (12). The mother’s drive to restrict her own eating is implicated in the narrator’s earliest difficulties with food, and the mother’s denials and evasions make it all the harder for the narrator to make any sense of her own experience (156). A fear of becoming fat haunts all of the family on her mother’s side (137, 240-1); the father, conversely, is figured in terms of excess (22). When the two grandmothers care for the narrator, behind their contradictory attentions towards the young Hornbacher—one to put her on a diet, the other to feed her up (24)—lies a dearth of biographical material. The narrator’s attempts to make sense of her predicament, where her assertion, “there were no events in my life that were overly traumatic” (195), sounds the edges of this void and only serves to signal that this discomforting contested empty space is traversed, as Punter might suggest, by “the hidden narrative of abuse” (Pathologies 15). Certainly the vague awareness of a great-grandmother who, “a hefty person, was mocked” (98) hints at the kind of emotional trauma that might be considered too abject to be remembered. Punter observes that in the Gothic we are in the wake of the effects of events that we cannot know have even happened (Pathologies 208), and the remains of history that assault us “are not to be obviously or readily learned from; for they are the remains of the body, they are the imaginary products of vulnerability and fragility, they are the ‘remains’ of that which still ‘remains to us’; or not” (Pathologies 12). Hornbacher’s sense of disassociation from her self as a body, and the specificity of her own feelings, which she is only ever able to describe as “pissed or fine” (203), evokes an over-smooth shell, like the idealised images of thinspiration that both belie and reveal their anxious nether sides. Even at the conclusion of the memoir, the narrator still does not “yet” know what it might mean for her to be “well” or “normal” (283). Hornbacher writes: “I always had this mental image of me, spilling out of the shell of my skin, flooding the room with tears” (25). In eating disorders, the self, which has never been whole and entire, or self-regulated in Skårderud’s terms, struggles to self-regulate against the ever threatening encroachment of the abject in a way that suggests essentially Gothic scenarios; in eating disordered self-narratives like Hornbacher’s Wasted, this struggle is evident in the very Gothic dynamics of the text. Without the Gothic, which affords us a means of perceiving eating disordered subjectivity in all of its detailed and dramatic dimensions—a subjectivity that theorists to date have found difficult to grasp—neither the abjection inherent in the “spilling” nor the anxious idealisation of the very somatic sense of the ego in the “shell” in Hornbacher's statement can be, I would suggest, sufficiently understood. ReferencesAbraham, Nicolas, Maria Torok, and Nicholas T. Rand. The Shell and the Kernel: Renewals of Psychoanalysis. Tr. Nicholas T. Rand. Vol. 1, Chicago: U of Chicago P, 1994. Bordo, Susan. Unbearable Weight: Feminism, Western Culture, and the Body. Berkeley: U of California P, 1993. Bray, Abigail. “The Anorexic Body: Reading Disorders.” Cultural Studies 10.3 (1996): 413-29. Budgeon, Shelley. “Identity as an Embodied Event.” Body and Society 9.1 (2003): 35-55. Dias, Karen. “The Ana Sanctuary: Women's Pro-Anorexia Narratives in Cyberspace.” Journal of International Women's Studies 4.2 (2003): 31-45. Ferreday, Debra. “Anorexia and Abjection: A Review Essay.” Body and Society 18.2 (2012): 139-55. Goldsmith, Barbara L., and Jane C. Widseth. “Digesting Wasted.” Journal of College Student Psychotherapy 15.1 (2000): 31-34. Hogle, Jerrold E. “‘Cristabel’ as Gothic: The Abjection of Instability.” Gothic Studies 7.1 (2005): 18-28. Hogle, Jerrold E. “The Gothic Ghost of the Counterfeit and the Progress of Abjection.” A New Companion to the Gothic. Ed. David Punter. Chichester: Wiley-Blackwell, 2012: 496-509. Hornbacher, Marya. Wasted: A Memoir of Anorexia and Bulimia, New York: HarperCollins Publishers, 1998. Kilgour, Maggie. The Rise of the Gothic Novel. London: Routledge, 1995. MacDonald, Marianne. “Her Parents Always Argued at Meal Times. So, Perched in Her High Chair, She Decided Not to Eat. At all. Marianne MacDonald reviews Wasted: Coming Back from an Addiction to Starvation.” The Observer: Books, 22 Mar. 1998: 016. Malson, Helen. “Womæn under Erasure: Anorexic Bodies in Postmodern Context.” Journal of Community & Applied Social Psychology 9.2 (1999): 137-53. Orbach, Susie. Bodies. London: Profile Books, 2009. Orbach, Susie. Hunger Strike: The Anorectic’s Struggle as a Metaphor for Our Age. New York: Norton, 1986. Punter, David. Gothic Pathologies: The Text, the Body and the Law. Houndsmill: MacMillan P, 1998. Punter, David. Introduction. A New Companion to the Gothic. Ed. David Punter. Chichester: Wiley- Blackwell, 2012: 1-9. Shelley, Mary. Frankenstein; or, The Modern Prometheus (the 1818 Text). Ed. James Rieger. Indianapolis: Bobbs-Merrill, 1974. Skårderud, Finn. “Bruch Revisited and Revised.” European Eating Disorders Review 17.2 (2009): 83-88. Warin, Megan. Abject Relations: Everyday Worlds of Anorexia. New Brunswick: Rutgers U P, 2010. Zitin, Abigail. “The Hungry Mind.” The Village Voice: Books, 3 Feb. 1998: 135.

Abstract:

Cities have long been important sites of collective memory. In this paper, I highlight the ritual and memorial functions of cities by focusing on Gibellina, a Sicilian town destroyed by earthquake, and the subsequent struggle among its community to articulate a sense of spatial belonging with its remains. By examining the productive relationships between art, landscape and collective memory, I consider how memorial objects in Gibellina have become integral to the reimagining of place, and, in some cases, to forgetting. To address the relationship between memorial objects and the articulation of communities from this unique vantage point, a significant part of my analysis compares memorial initiatives both in and around the old site on which Gibellina once stood. More specifically, my paper compares the aesthetic similarities between the Italian artist Alberto Burri’s design for a large concrete overlay of the city’s remains, and the Berlin Holocaust Memorial by the American architect Peter Eisenman. To reveal the distinctiveness of Burri’s design in relation to Eisenman’s work and the rich commentaries that have been produced in its name, and therefore to highlight the specificity of their relationship, I extend my comparison to more recent attempts at rebuilding Gibellina in the image of a “frontier city of art” (“Museum Network Belicina”).Broadly speaking, this paper is framed by a series of observations concerning the role that landscape plays in the construction or naturalization of collective identity, and by a further attempt at mapping the bonds that tend to be shared among members of particular communities in any given circumstance. To organize my thoughts in this area, I follow W. J. T. Mitchell’s interpretation of landscape as “a medium of exchange,” in other words, as an artistic practice that galvanizes nature for the purpose of naturalizing culture and its relations of power (5). While the terms of landscape art may in turn be described as “complicated,” “mutual” and marked by “ambivalence,” as Mitchell himself suggests, I would further argue that the artist’s sought-after result will, in almost every case, be to unify the visual and the discursive fields through an ideological operation that engenders, reinforces, and, perhaps also mystifies the constituents of community in general (9). From this perspective, landscape represents a crucial if unavoidable materialization both of community and collective memory.Conflicting viewpoints about this formation are undoubtedly present in the literature. For instance, in describing the effects of this operation, Mitchell, to use one example, will suggest that landscape as a mode of creation unfolds in ways that are similar to that of a dream, or that the materialization of landscape art is in accordance with the promise of “emancipation” that dreams inscribe into imaginaries (12). During the course of investigating and overturning the premise of Mitchell’s claim through a number of writers and commentators, I conclude my paper by turning to a famous work on the inoperative community by Jean-Luc Nancy. This work is especially useful for bringing clarity for understanding what is lost in the efforts by Gibellina’s residents to reconstruct a new city adjacent to the old, and therefore to emancipate themselves from their destructive past. By emphasizing the significance of acknowledging death for the regeneration and durability of communities and their material urban life, I suggest that the wishes of Gibellina’s residents have resulted in an environment for memory and memorialization despite apparent wishes to the contrary. In my reference to Nancy’s metaphor of ‘inoperativity’, therefore, I suggest that the community to emerge from Gibellina’s disaster is, in a sense, yet to come.Figure 1. The “Cretto di Burri” by Alberto Burri (1984-1989). Creative Commons.The old city of Gibellina was a township of Arabic and Medieval origins located southwest of Palermo in the heart of Sicily’s Belice valley. In January 1968, the region experienced a series of earthquakes as it had before. This time, however, the strongest among them provoked a rupture that within moments led to the complete destruction of towns and villages, and to the death of nearly 400 inhabitants. “From a seismological point of view,” as Susan Hough and Roger Bilham write, the towns and villages of the Belice valley were at this time “disasters in the making” (87). Maligned by a particular configuration of geological fault lines, the fragile structures along the surface of the valley were almost certain to be destroyed at some point in their lifetime. In 1968, after the largest disaster in recent history, the surviving inhabitants of the dilapidated urban centres were moved to the squalor conditions of displacement camps, in which many lived without permanent housing into the 1970s. While some of the smaller communities opted to rebuild, a number of the larger townships made the decision to move altogether. In 1971, a new settlement was created in Gibellina’s name, just eighteen kilometres west of the ruin.Since that time, I claim that a pattern of memory and forgetting has developed in the space between the ‘old’ and the ‘new’. For instance, the old city of Gibellina underwent a dramatic refurbishment in the 1980s when an internationally renowned Italian sculptor, Alberto Burri, was invited by the city to build a large concrete structure directly on top of the city’s remains. As depicted in Figure One, the artist moulded the destroyed buildings into blocks of smooth concrete surfaces. Standing roughly at human scale, Burri divided these stone slabs, or stelae, in such a way as to retain the lineaments of Gibellina’s medieval streets. Although unfinished and abandoned by the artist due to lack of funds, the tomb of this destroyed city has since become both an artistic oddity and a permanent fixture on the Sicilian landscape. As Elisebha Fabienne and Platzer write,if an ancient inhabitant of Gibellina walks in the inside of the Cretto, he is able to recognise the topic position of his house, but he is also forced by the Verfremdung [alienting effect] of the topical elements to distance himself from the past, to infer new information. (75)According to this assessment, the work’s intrinsic merit appears to be in Burri’s effort to forge a link between a shared memory of the city’s past, and the potential for that memory to fortify the imagination towards a future. In spatial terms, the merit of the work lies in preserving the skeletal imprint of the urban landscape in order to retain a semblance of this once vibrant and living community. Andrea Simitch and Val Warke appear to corroborate this hypothesis. They suggest that while Burri’s structure includes a specific imprint or reference point of the city’s remains, “embedded within the masses that construct the ghosted streets is the physical detritus of imagined narratives” (61). In other words, Simitch and Warke maintain that by using the archival or preserving function to communicate a ritual practice, Burri’s Cretto is intended to infuse the forgotten urban space of old Gibellina with a promise that it will eventually be found and therefore remembered. This promise is met, in turn, by the invitation for visitors to stroll through the hallowed interior of Gibellina as they would any other city. In this sense, the Cretto invites a plurality of narratives and meanings depending on the visitor at hand. In the absence of guidance or interruption, the hope appears to be that visitors will gain an experience of the place that is both familiar and disturbing.But there is a hidden dimension to this promise that the authors above do not explore in sufficient detail. For instance, Nigel Clark analyzes the way in which Burri has insisted upon “confronting us with the stark absence of life where once there was vitality,” a confrontation by the artist that is materialized by “cavernous wounds” (83). On this basis, by interpreting the promise of memory that others have discussed in terms of a warning about the longevity or durability of the built environment, Clark writes that Burri’s Cretto represents “an assertion of the forces of earth that have not been eclipsed by other forms of endangerment” (83). The implication of this particular forewarning is that “the precariousness of human settlement” is guaranteed by a non-human world that insists upon the relentless force of erasure (83). On the other hand, I would argue that Clark’s insistence upon situating the Cretto in relation to the natural forces of destruction ultimately represents a narrowing of perspective on Burri’s work. Significantly, by citing Burri’s choice of supposedly abstracted shapes made from lifeless concrete, Clark reduces the geographical intervention of the artist to “a paradigm of modernist austerity” (82). From Clark’s perspective, the overture to Modernism is meant to highlight Burri’s attempt at pairing the scale and proportion of the work with an effort to convey a sense of purity through abstraction. However, while some interpretations of Burri’s Cretto may be dependent upon its allusion to such Modernist formalism, it should also be recognized that the specific concerns raised by Gibellina go significantly beyond these equivocations.In fact, one crucial element of Burri’s artistic process that is not recognized by Clark is his investment in the American land art movement, which at the time of Burri’s design for Gibellina was led by Michael Heizer, Robert Smithson and other prominent artists in the United States. Burri’s debt to this movement can be detected by his gradual shift towards landscape throughout his career, and by his eventual break from the enclosed and constrained space of the gallery. On this basis, the crumbling city design at Gibellina obliterates the boundaries as to what constitutes a work of art in relation to the land it occupies, and this, in turn, throws into question the specific criteria that we use to assess its value or artistic merit. In an important way, land art and landscape in general forces us to rethink the relationship between art and community in unparalleled ways. To put it another way, if Clark’s overriding concern for that which lies beneath the surface allows us to consider the importance of relationships between memory, forgetting, and erasure, I argue that Burri’s concern with the surface and the ground make it clear that projects such as the Gibellina Cretto might be better paired with memorial sites that deal in architecture.Figure 2. The Memorial to the Murdered Jews of Europe / Berlin Holocaust Memorial, by Peter Eisenman. Photograph courtesy of the author.A useful comparison in this regard is Peter Eisenman’s Memorial to the Murdered Jews of Europe in downtown Berlin. For one, not only is Eisenman’s site composed of a similar exterior of concrete stelae, those concrete blocks resembling gravestones, but it has also been routinely scorned for the same reasons that Clark raised against Burri as mentioned above. To put it another way, while visitors may be struck by the memorial’s haunting and inspirational configuration of voids, some notable commentators, including the venerable James E. Young, have insinuated that the site signifies a restoration of the monument, derived as it is from a modernist architecture in which recuperation and amnesia are at play with each other (184-224). A more sympathetic reading of Eisenman’s memorial might point to the uniquely architectural vision he held for cultural memory. With Adrian Parr for instance, we find that the traumatic memory of the Holocaust can be effectively transposed through the virtual content of the imagination as personified by visitors to Eisenman’s memorial. That is, by attending to the atrocities of the past, Parr claims that we need not be exhausted by the overwhelming sense of destruction that the memorial site brings to the literal surface. Rather, we might benefit more from considering the event of destruction as but one aspect of the spatial experience of the place to which it is dedicated—an experience that must be open-ended by design. By using the topographical lens that Parr, taking several pages from Gilles Deleuze, describes as “intensive,” I argue that Eisenman’s design is unique for its explicit encouragement to be both creative and present simultaneously (158).On this account, Parr makes the compelling assertion that memorial culture facilitates an epistemic rupture or “break,” that that it reveals an opportunity to restore the potential for using the place occupied by memory as a starting point for effecting social change (3). Parr writes that “memorial culture is utopian memory thinking”—a defining slogan, to be sure, but one with which the author hopes will re-establish the link between memory and the force of life, and, in the process, to recognize the energetic resources that remain concealed by the traditional narratives of memorialization (3). Stefano Corbo corroborates Parr’s assertion by pointing to Eisenman’s efforts in the 1980s to supplement formal concerns with archaeological perspectives, and therefore to develop a theory whereby architecture presages a “deep structure,” in which the artistry or attempt at formal innovation ultimately rests on “a process of invention” itself (41). To accomplish this aim, a specific reference should be made to an early period in Eisenman’s career, in which the architect turned to conceptual issues as opposed to the demands of materiality, and more significantly, to a critical rethinking of site-specific engagement (Bedard). Included in this turn was a willingness on Eisenman’s part to explore the layered and textured history of cities, as well as the linguistic or deconstructive relationships that exist between the ground and the trace.The interdisciplinary complexity of Eisenman’s approach is one that responds to the dominance of architectural form, and it therefore mirrors, as Corbo writes, a delicate interplay between “presence and absence, permanence and loss” (44). The city of Berlin with its cultural memory thus evinces a sort of tectonic rupture and collision upon its surfaces, but a rupture that both runs parallel and opposite to the natural disaster that engulfed Gibellina in 1968. Returning to Parr’s demand that we begin to (re)assert the power of virtual and imaginative space, I argue that Eisenman’s memorial design may be better appreciated for its ability to situate the city itself in relation to competing terms of artistic practice. That is, if Eisenman’s efforts indicate a softening “of the boundary between architecture and the landscape,” to quote Tomà Berlanda, the Holocaust Memorial might in turn be a productive counterpoint in the task of working through the specificity of Burri’s design and the meaning with which it has since been attached (2).Burri’s Cretto raises a number of questions for this hypothesis, as with the Cretto we find a displacement of the constitutive process that writers such as W.J.T. Mitchell describe above in relation to the generative potential of community. Undoubtedly, the imperative to unify is present in the Cretto’s aesthetic presentation, as the concrete surfaces maintain the capacity to reflect the light of the sun against a wide green earth that stretches beyond the visitor’s horizon. On the other hand, while Mitchell, along with Parr and other commentators might opt to insist upon a deeper correlation between the unifying function of the landscape and the forces of life, intensity, or desire, I would only reiterate that Burri’s design is ultimately based on establishing a meaningful relationship with death, not life, and he is consequently focused on the much less spectacular mission of providing solutions as to what the remains should become in the aftermath of total destruction. If there is an intensity to speak of here, it is a maligned intensity, and an intensity that can only be established through relation.Figure 3. The “Porta del Belice” by Pietro Consagra (2014). Wiki Commons.If Burri’s Cretto were measured by the criteria that are variously described by Mitchell and others, the effects that the landscape produces would have necessarily to account for an expression of desire for emancipation from death. However, in a significant departure from Eisenman’s Holocaust Memorial, Burri’s design by itself is marked by a throughout absence of any expression of desire for emancipation as such. Indeed, finding such a promised emancipatory narrative would require one to cast their gaze away from the Cretto altogether, and towards a nearby urban center that has supposedly triumphed over the very need for a memory culture at all. This urban center is none other than Gibellina Nuova. As a point in fact, the settlers of Gibellina Nuova did insist upon emancipating themselves from their destructive past. In 1971, the city planners and governors of Gibellina Nuova made efforts to attract contemporary Italian artists and architects, to design and build a series of commemorative structures, and ultimately to make the settlement into a “città di frontiera dell’arte”—a frontier city of art (“Museum Network Belicina”). With the potential for rejuvenation just a stone’s throw away from the original city, the former inhabitants appear to have become immediately invested in the sort of utopian potential that would make its architectural wonders capable of transgressing the line that perennially divides art from community and from the living world. Rivalled only by the refurbishment of Marfa, Texas, which in the last twenty years has become a shrine to minimalist sculpture, the edifices at Gibellina Nuova have been authored by some of Italy’s better-known mid-century artists and architects, including Ludovico Quaroni, Vitorrio Gregotti, and, most notably, Pietro Consagra, whose ‘Porta del Belice’ (Figure Two) has become the most iconic urban fixture of the new urban designs. With the hopes of becoming a sort of “open-air museum” in which to attract international visitors, the city is now in possession of an exceedingly large number of public memorials and avant-garde buildings in various states of decay and disrepair (Bileddo). Predictably, this museological distinction has become a curse in many ways. Some commentators have argued that the obsession among city planners to create a “laboratory of art and architecture” has led in fact to an urban center of monstrous proportions: a city space that can only be described as “elliptical and spinning” (Bileddo). Whereas Gibellina Nuova was supposed to represent a rebalancing of the forces of life in relation to the funereal themes of the Cretto, the robust initiatives of the 1980s have instead produced an egregious lack of cohesiveness, a severed link to Sicilian culture, and a stark erasure of the distinctive traditions of the Belice valley.On the other hand, this experiment in urban design has been reduced to a venerable time capsule of 1970s Italian sculpture, an archive that persists but in constant disrepair. More significantly, however, the city’s failure to deliver on its many promises raises important questions about the ritual and memorial functions of urban space in general, of what specific relationships need to be forged between the history of a place and its architectural presentation, and the ways in which memorials come to reflect, privilege or convoke particular values over those of others. As Elisebha Fabienne Platzer writes, “Gibellina portrays its future in order to forget,” as “its faith in contemporary art is precisely a reaction to death,” or, more specifically, to its effacement (73). If the various pastiche designs of the city’s buildings and ritual edifices fail to stand the measure of time, I claim that it is not simply because they are gaudy reminders of a time best forgotten, but rather because they signify the restless hunt for resolution among inhabitants of this still-unsettled community.Whereas Burri’s Cretto activates a process of mourning and working-through that proves to be unresolvable and yet necessary, the city of Gibellina Nuova operates instead by neutralizing and dividing this process. Taken as a whole, the irreparable relationship between the two sites offers competing images of the relation between place and community. From the time of its division by earthquake if not sooner, the inhabitants of Gibellina became an “inoperative” community in the same way that the philosopher Jean-Luc Nancy has famously described. In the specific hopes of uncovering the motives of Burri and those of the designers and architects of Gibellina Nuova, I argue that Nancy uses the terms of inoperability as a makeshift solution for the persistent rootedness of communities in an atomized metaphysics for which the relationality between subjects is an abiding problem. Nancy defines community on the basis of its relational content alone, and for this reason he is able to make the claim that death itself should be a necessary moment of its articulation. Nancy writes that “community has not taken place,” as beyond “what society has crushed or lost, it is something that happens to us in the form of a question, waiting, event or imperative” (11).Though Nancy is attempting to provide his own interpretation of the impervious dialectic between Gemeinschaft and Gesellschaft, between “community” and “society,” the substance of his assertion can be brought into a critical reading of Gibellina’s abiding problem of its formations of collective memory in the aftermath of destruction. For instance, it might be argued that if we leave the experience of loss aside, we can perhaps begin to acknowledge that communities are transformed through complex interactions for which their inert physicality provides but one important indication. While “old” Gibellina was not lost in a day, Gibellina Nuova was not created in an instant. For Nancy, it would rather be the case that “death is indissociable from community, and that it is through death that the community reveals itself” (14). Given this claim, while Gibellina Nuova has undoubtedly been shaped and reconstituted by the architecture of the future and the desire to forget, it could equally be argued that this very architecture shares in a reciprocal exchange with the Cretto, a circuit of memory that inadvertently houses an archive of the city’s destructive past. As the community comes into being through resistance, entropy, possibility and reparation, the city landscape provides some clues regarding the trace of this activity as left upon its ground.ReferencesBedard, Jean-Francois, ed. Cities of Artificial Excavation: The Work of Peter Eisenman, 1978-1988. New York: Rizzoli Publishing, 1994.Berlanda, Tomà. Architectural Topographies: A Graphic Lexicon of How Buildings Touch the Ground. New York: Routledge, 2014.Bileddo, Marco. “Back in Sicily / The Three Dogs Gibellina.” Eodoto108 Magazine. 30 July 2014. Bilham, Roger G., and Susan Elizabeth Hough. After the Earth Quakes: Elastic Rebound on an Urban Planet. Oxford: Oxford University Press, 2005.Clark, Nigel. Inhuman Nature: Sociable Life on a Dynamic Planet. Thousand Oaks: SAGE Publications, 2010.Corbo, Stefano. From Formalism to Weak Form: The Architecture and Philosophy of Peter Eisenman. Farnham: Ashgate, 2014.Mitchell, W.J. Thomas. Landscape and Power. University of Chicago Press, 2002.Museum Network Belicina. Nancy, Jean-Luc. Inoperative Community. Trans. Christopher Fynsk. Minneapolis: University of Minnesota Press, 1991.Parr, Adrian. Deleuze and Memorial Culture: Desire, Singular Memory and the Politics of Trauma. Edinburgh: Edinburgh University Press, 2008.Platzer, Elisbha Fabienne. “Semiotics of Spaces: City and Landart.” Seni/able Spaces: Space, Art and the Environment. Edward Huijbens and Ólafur Jónsson, eds. Newcastle upon Tyne: Cambridge Scholars Publishing, 2007.Simitch, Andrea, and Val Warke. The Language of Architecture: 26 Principles Every Architect Should Know. Rockport Publishers Incorporated, 2014.Young, James E. At Memory’s Edge: After-Images of the Holocaust in Contemporary Art and Architecture. New Haven: Yale University Press, 2002.

Abstract:

On 17 January 2013, Wired chose the smart contact lens as one of “7 Massive Ideas That Could Change the World” describing a Google-led research project. Wired explains that the inventor, Dr. Babak Parviz, wants to build a microsystem on a contact lens: “Using radios no wider than a few human hairs, he thinks these lenses can augment reality and incidentally eliminate the need for displays on phones, PCs, and widescreen TVs”. Explained further in other sources, the technology entails an antenna, circuits embedded into a contact lens, GPS, and an LED to project images on the eye, creating a virtual display (Solve for X). Wi-Fi would stream content through a transparent screen over the eye. One patent describes a camera embedded in the lens (Etherington). Another mentions medical sensing, such as glucose monitoring of tears (Goldman). In other words, Google proposes an imagined future when we use contact lenses to search the Internet (and be searched by it), shop online, communicate with friends, work, navigate maps, swipe through Tinder, monitor our health, watch television, and, by that time, probably engage in a host of activities not yet invented. Often referred to as a bionic contact, the smart contact lens would signal a weighty shift in the way we work, socialize, and frame our online identities. However, speculative discussion over this radical shift in personal computing, rarely if ever, includes consideration of how the body, acting as a host to digital information, will manage to assimilate not only significant affordances, but also significant constraints and vulnerabilities. At this point, for most people, the smart contact lens is just an idea. Is a new medium of communication started when it is launched in an advertising campaign? When we Like it on Facebook? If we chat about it during a party amongst friends? Or, do a critical mass of people actually have to be using it to say it has started? One might say that Apple’s Macintosh computer started as a media platform when the world heard about the famous 1984 television advertisement aired during the American NFL Super Bowl of that year. Directed by Ridley Scott, the ad entails an athlete running down a passageway and hurling a hammer at a massive screen depicting cold war style rulers expounding state propaganda. The screen explodes freeing those imprisoned from their concentration camp existence. The direct reference to Orwell’s 1984 serves as a metaphor for IBM in 1984. PC users were made analogous to political prisoners and IBM served to represent the totalitarian government. The Mac became a something that, at the time, challenged IBM, and suggested an alternative use for the desktop computer that had previously been relegated for work rather than life. Not everyone bought a Mac, but the polemical ad fostered the idea that Mac was certainly the start of new expectations, civic identities, value-systems, and personal uses for computers. The smart contact lens is another startling start. News of it shocks us, initiates social media clicks and forwards, and instigates dialogue. But, it also indicates the start of a new media paradigm that is already undergoing popular adoption as it is announced in mainstream news and circulated algorithmically across media channels. Since 2008, news outlets like CNN, The New York Times, The Globe and Mail, Asian International News, United News of India, The Times of London and The Washington Post have carried it, feeding the buzz in circulation that Google intends. Attached to the wave of current popular interest generated around any technology claiming to be “wearable,” a smart contact lens also seems surreptitious. We would no longer hold smartphones, but hide all of that digital functionality beneath our eyelids. Its emergence reveals the way commercial models have dramatically changed. The smart contact lens is a futuristic invention imagined for us and about us, but also a sensationalized idea socializing us to a future that includes it. It is also a real device that Parviz (with Google) has been inventing, promoting, and patenting for commercial applications. All of these workings speak to a broader digital culture phenomenon. We argue that the smart contact lens discloses a process of nascent posthuman adaptation, launched in an era that celebrates wearable media as simultaneously astonishing and banal. More specifically, we adopt technology based on our adaptation to it within our personal, political, medial, social, and biological contexts, which also function in a state of flux. N. Katherine Hayles writes that “Contemporary technogenesis, like evolution in general, is not about progress ... rather, contemporary technogenesis is about adaptation, the fit between organisms and their environments, recognizing that both sides of the engagement (human and technologies) are undergoing coordinated transformations” (81). This article attends to the idea that in these early stages, symbolic acts of adaptation signal an emergent medium through rhetorical processes that society both draws from and contributes to. In terms of project scope, this article contributes a focused analysis to a much larger ongoing digital rhetoric project. For the larger project, we conducted a discourse analysis on a collection of international publications concerning Babak Parviz and the invention. We searched for and collected newspaper stories, news broadcasts, YouTube videos from various sources, academic journal publications, inventors’ conference presentations, and advertising, all published between January 2008 and May 2014, generating a corpus of more than 600 relevant artifacts. Shortly after this time, Dr. Parviz, a Professor at the University of Washington, left the secretive GoogleX lab and joined Amazon.com (Mac). For this article we focus specifically on the idea of beginnings or genesis and how digital spaces increasingly serve as the grounds for emergent digital cultural phenomena that are rarely recognized as starting points. We searched through the corpus to identify a few exemplary international mainstream news stories to foreground predominant tropes in support of the claim we make that smart contacts lenses are a startling idea. Content producers deliberately use astonishment as a persuasive device. We characterize the idea of a smart contact lens cast in rhetorical terms in order to reveal how its allure works as a process of adaptation. Rhetorician and philosopher, Kenneth Burke writes that “rhetorical language is inducement to action (or to attitude)” (42). A rhetorical approach is instrumental because it offers a model to explain how we deploy, often times, manipulative meaning as senders and receivers while negotiating highly complex constellations of resources and contexts. Burke’s rhetorical theory can show how messages influence and become influenced by powerful hierarchies in discourse that seem transparent or neutral, ones that seem to fade into the background of our consciousness. For this article, we also concentrate on rhetorical devices such as ethos and the inventor’s own appeals through different modes of communication. Ethos was originally proposed by Aristotle to identify speaker credibility as a persuasive tactic. Addressed by scholars of rhetoric for centuries, ethos has been reconfigured by many critical theorists (Burke; Baumlin Ethos; Hyde). Baumlin and Baumlin suggest that “ethos describes an audience’s projection of authority and trustworthiness onto the speaker ... ethos suggests that the ethical appeal to be a radically psychological event situated in the mental processes of the audience – as belonging as much to the audience as to the actual character of a speaker” (Psychology 99). Discussed in the next section, our impression of Parviz and his position as inventor plays a dramatic role in the surfacing of the smart contact lens. Digital Rhetoric is an “emerging scholarly discipline concerned with the interpretation of computer-generated media as objects of study” (Losh 48). In an era when machine-learning algorithms become the messengers for our messages, which have become commodity items operating across globalized, capitalist networks, digital rhetoric provides a stable model for our approach. It leads us to demonstrate how this emergent medium and invention, the smart contact lens, is born amid new digital genres of speculative communication circulated in the everyday forums we engage on a daily basis. Smart Contact Lenses, Sensationalism, and Identity One relevant site for exploration into how an invention gains ethos is through writing or video penned or produced by the inventor. An article authored by Parviz in 2009 discusses his invention and the technical advancements that need to be made before the smart contact lens could work. He opens the article using a fictional and sensationalized analogy to encourage the adoption of his invention: The human eye is a perceptual powerhouse. It can see millions of colors, adjust easily to shifting light conditions, and transmit information to the brain at a rate exceeding that of a high-speed Internet connection.But why stop there?In the Terminator movies, Arnold Schwarzenegger’s character sees the world with data superimposed on his visual field—virtual captions that enhance the cyborg’s scan of a scene. In stories by the science fiction author Vernor Vinge, characters rely on electronic contact lenses, rather than smartphones or brain implants, for seamless access to information that appears right before their eyes. Identity building is made to correlate with smart contact lenses in a manner that frames them as exciting. Coming to terms with them often involves casting us as superhumans, wielding abilities that we do not currently possess. One reason for embellishment is because we do not need digital displays on the eyes, so the motive to use them must always be geared to transcending our assumed present condition as humans and society members. Consequently, imagination is used to justify a shift in human identity along a future trajectory.This passage above also instantiates a transformation from humanist to posthumanist posturing (i.e. “the cyborg”) in order to incent the adoption of smart contact lenses. It begins with the bold declarative statement, “The human eye is a perceptual powerhouse,” which is a comforting claim about our seemingly human superiority. Indexing abstract humanist values, Parviz emphasizes skills we already possess, including seeing a plethora of colours, adjusting to light on the fly, and thinking fast, indeed faster than “a high-speed Internet connection”. However, the text goes on to summon the Terminator character and his optic feats from the franchise of films. Filmic cyborg characters fulfill the excitement that posthuman rhetoric often seems to demand, but there is more here than sensationalism. Parviz raises the issue of augmenting human vision using science fiction as his contextualizing vehicle because he lacks another way to imbricate the idea. Most interesting in this passage is the inventor’s query “But why stop there?” to yoke the two claims, one biological (i.e., “The human eye is a perceptual powerhouse”) and one fictional (i.e. Terminator, Vernor Vinge characters). The query suggests, Why stop with human superiority, we may as well progress to the next level and embrace a smart contact lens just as fictional cyborgs do. The non-threatening use of fiction makes the concept seem simultaneously exciting and banal, especially because the inventor follows with a clear description of the necessary scientific engineering in the rest of the article. This rhetorical act signifies the voice of a technoelite, a heavily-funded cohort responding to global capitalist imperatives armed with a team of technologists who can access technological advancements and imbue comments with an authority that may extend beyond their fields of expertise, such as communication studies, sociology, psychology, or medicine. The result is a powerful ethos. The idea behind the smart contact lens maintains a degree of respectability long before a public is invited to use it.Parviz exhumes much cultural baggage when he brings to life the Terminator character to pitch smart contact lenses. The Terminator series of films has established the “Arnold Schwarzenegger” character a cultural mainstay. Each new film reinvented him, but ultimately promoted him within a convincing dystopian future across the whole series: The Terminator (Cameron), Terminator 2: Judgment Day (Cameron), Terminator 3: Rise of the Machines (Mostow), Terminator Salvation (McG) and Terminator Genisys (Taylor) (which appeared in 2015 after Parviz’s article). Recently, several writers have addressed how cyborg characters figure significantly in our cultural psyche (Haraway, Bukatman; Leaver). Tama Leaver’s Artificial Culture explores the way popular, contemporary, cinematic, science fiction depictions of embodied Artificial Intelligence, such as the Terminator cyborgs, “can act as a matrix which, rather than separating or demarcating minds and bodies or humanity and the digital, reinforce the symbiotic connection between people, bodies, and technologies” (31). Pointing out the violent and ultimately technophobic motive of The Terminator films, Leaver reads across them to conclude nevertheless that science fiction “proves an extremely fertile context in which to address the significance of representations of Artificial Intelligence” (63).Posthumanism and TechnogenesisOne reason this invention enters the public’s consciousness is its announcement alongside a host of other technologies, which seem like parts of a whole. We argue that this constant grouping of technologies in the news is one process indicative of technogenesis. For example, City A.M., London’s largest free commuter daily newspaper, reports on the future of business technology as a hodgepodge of what ifs: As Facebook turns ten, and with Bill Gates stepping down as Microsoft chairman, it feels like something is drawing to an end. But if so, it is only the end of the technological revolution’s beginning ... Try to look ahead ten years from now and the future is dark. Not because it is bleak, but because the sheer profusion of potential is blinding. Smartphones are set to outnumber PCs within months. After just a few more years, there are likely to be 3bn in use across the planet. In ten years, who knows – wearables? smart contact lenses? implants? And that’s just the start. The Internet of Things is projected to be a $300bn (£183bn) industry by 2020. (Sidwell) This reporting is a common means to frame the commodification of technology in globalized business news that seeks circulation as much as it does readership. But as a text, it also posits how individuals frame the future and their participation with it (Pedersen). Smart contacts appear to move along this exciting, unstoppable trajectory where the “potential is blinding”. The motive is to excite and scare. However, simultaneously, the effect is predictable. We are quite accustomed to this march of innovations that appears everyday in the morning paper. We are asked to adapt rather than question, consequently, we never separate the parts from the whole (e.g., “wearables? smart contact lenses? Implants”) in order to look at them critically.In coming to terms with Cary Wolf’s definition of posthumanism, Greg Pollock writes that posthumanism is the questioning that goes on “when we can no longer rely on ‘the human’ as an autonomous, rational being who provides an Archimedean point for knowing about the world (in contrast to “humanism,” which uses such a figure to ground further claims)” (208). With similar intent, N. Katherine Hayles formulating the term technogenesis suggests that we are not really progressing to another level of autonomous human existence when we adopt media, we are in effect, adapting to media and media are also in a process of adapting to us. She writes: As digital media, including networked and programmable desktop stations, mobile devices, and other computational media embedded in the environment, become more pervasive, they push us in the direction of faster communication, more intense and varied information streams, more integration of humans and intelligent machines, and more interactions of language with code. These environmental changes have significant neurological consequences, many of which are now becoming evident in young people and to a lesser degree in almost everyone who interacts with digital media on a regular basis. (11) Following Hayles, three actions or traits characterize adaptation in a manner germane to the technogenesis of media like smart contact lenses. The first is “media embedded in the environment”. The trait of embedding technology in the form of sensors and chips into external spaces evokes the onset of The Internet of Things (IoT) foundations. Extensive data-gathering sensors, wireless technologies, mobile and wearable components integrated with the Internet, all contribute to the IoT. Emerging from cloud computing infrastructures and data models, The IoT, in its most extreme, involves a scenario whereby people, places, animals, and objects are given unique “embedded” identifiers so that they can embark on constant data transfer over a network. In a sense, the lenses are adapted artifacts responding to a world that expects ubiquitous networked access for both humans and machines. Smart contact lenses will essentially be attached to the user who must adapt to these dynamic and heavily mediated contexts.Following closely on the first, the second point Hayles makes is “integration of humans and intelligent machines”. The camera embedded in the smart contact lens, really an adapted smartphone camera, turns the eye itself into an image capture device. By incorporating them under the eyelids, smart contact lenses signify integration in complex ways. Human-machine amalgamation follows biological, cognitive, and social contexts. Third, Hayles points to “more interactions of language with code.” We assert that with smart contact lenses, code will eventually govern interaction between countless agents in accordance with other smart devices, such as: (1) exchanges of code between people and external nonhuman networks of actors through machine algorithms and massive amalgamations of big data distributed on the Internet;(2) exchanges of code amongst people, human social actors in direct communication with each other over social media; and (3) exchanges of coding and decoding between people and their own biological processes (e.g. monitoring breathing, consuming nutrients, translating brainwaves) and phenomenological (but no less material) practices (e.g., remembering, grieving, or celebrating). The allure of the smart contact lens is the quietly pressing proposition that communication models such as these will be radically transformed because they will have to be adapted to use with the human eye, as the method of input and output of information. Focusing on genetic engineering, Eugene Thacker fittingly defines biomedia as “entail[ing] the informatic recontextualization of biological components and processes, for ends that may be medical or nonmedical (economic, technical) and with effects that are as much cultural, social, and political as they are scientific” (123). He specifies, “biomedia are not computers that simply work on or manipulate biological compounds. Rather, the aim is to provide the right conditions, such that biological life is able to demonstrate or express itself in a particular way” (123). Smart contact lenses sit on the cusp of emergence as a biomedia device that will enable us to decode bodily processes in significant new ways. The bold, technical discourse that announces it however, has not yet begun to attend to the seemingly dramatic “cultural, social, and political” effects percolating under the surface. Through technogenesis, media acclimatizes rapidly to change without establishing a logic of the consequences, nor a design plan for emergence. Following from this, we should mention issues such as the intrusion of surveillance algorithms deployed by corporations, governments, and other hegemonic entities that this invention risks. If smart contact lenses are biomedia devices inspiring us to decode bodily processes and communicate that data for analysis, for ourselves, and others in our trust (e.g., doctors, family, friends), we also need to be wary of them. David Lyon warns: Surveillance has spilled out of its old nation-state containers to become a feature of everyday life, at work, at home, at play, on the move. So far from the single all-seeing eye of Big Brother, myriad agencies now trace and track mundane activities for a plethora of purposes. Abstract data, now including video, biometric, and genetic as well as computerized administrative files, are manipulated to produce profiles and risk categories in a liquid, networked system. The point is to plan, predict, and prevent by classifying and assessing those profiles and risks. (13) In simple terms, the smart contact lens might disclose the most intimate information we possess and leave us vulnerable to profiling, tracking, and theft. Irma van der Ploeg presupposed this predicament when she wrote: “The capacity of certain technologies to change the boundary, not just between what is public and private information but, on top of that, between what is inside and outside the human body, appears to leave our normative concepts wanting” (71). The smart contact lens, with its implied motive to encode and disclose internal bodily information, needs considerations on many levels. Conclusion The smart contact lens has made a digital beginning. We accept it through the mass consumption of the idea, which acts as a rhetorical motivator for media adoption, taking place long before the device materializes in the marketplace. This occurrence may also be a sign of our “posthuman predicament” (Braidotti). We have argued that the smart contact lens concept reveals our posthuman adaptation to media rather than our reasoned acceptance or agreement with it as a logical proposition. By the time we actually squabble over the price, express fears for our privacy, and buy them, smart contact lenses will long be part of our everyday culture. References Baumlin, James S., and Tita F. Baumlin. “On the Psychology of the Pisteis: Mapping the Terrains of Mind and Rhetoric.” Ethos: New Essays in Rhetorical and Critical Theory. Eds. James S. Baumlin and Tita F. Baumlin. Dallas: Southern Methodist University Press, 1994. 91-112. Baumlin, James S., and Tita F. Baumlin, eds. Ethos: New Essays in Rhetorical and Critical Theory. Dallas: Southern Methodist University Press, 1994. Bilton, Nick. “A Rose-Colored View May Come Standard.” The New York Times, 4 Apr. 2012. Braidotti, Rosi. The Posthuman. Cambridge: Polity, 2013. Bukatman, Scott. Terminal Identity: The Virtual Subject in Postmodern Science Fiction. Durham: Duke University Press, 1993. Burke, Kenneth. A Rhetoric of Motives. Berkeley: University of California Press, 1950. Cameron, James, dir. The Terminator. Orion Pictures, 1984. DVD. Cameron, James, dir. Terminator 2: Judgment Day. Artisan Home Entertainment, 2003. DVD. Etherington, Darrell. “Google Patents Tiny Cameras Embedded in Contact Lenses.” TechCrunch, 14 Apr. 2014. Goldman, David. “Google to Make Smart Contact Lenses.” CNN Money 17 Jan. 2014. Haraway, Donna. Simians, Cyborgs and Women: The Reinvention of Nature. London: Free Association Books, 1991. Hayles, N. Katherine. How We Think: Digital Media and Contemporary Technogenesis. Chicago: University of Chicago, 2012. Hyde, Michael. The Ethos of Rhetoric. Columbia: University of South Carolina Press, 2004. Leaver, Tama. Artificial Culture: Identity, Technology, and Bodies. New York: Routledge, 2012. Losh, Elizabeth. Virtualpolitik: An Electronic History of Government Media-Making in a Time of War, Scandal, Disaster, Miscommunication, and Mistakes. Boston: MIT Press. 2009. Lyon, David, ed. Surveillance as Social Sorting: Privacy, Risk and Digital Discrimination. New York: Routledge, 2003. Mac, Ryan. “Amazon Lures Google Glass Creator Following Phone Launch.” Forbes.com, 14 July 2014. McG, dir. Terminator Salvation. Warner Brothers, 2009. DVD. Mostow, Jonathan, dir. Terminator 3: Rise of the Machines. Warner Brothers, 2003. DVD. Parviz, Babak A. “Augmented Reality in a Contact Lens.” IEEE Spectrum, 1 Sep. 2009. Pedersen, Isabel. Ready to Wear: A Rhetoric of Wearable Computers and Reality-Shifting Media. Anderson, South Carolina: Parlor Press, 2013. Pollock, Greg. “What Is Posthumanism by Cary Wolfe (2009).” Rev. of What is Posthumanism?, by Cary Wolfe. Journal for Critical Animal Studies 9.1/2 (2011): 235-241. Sidwell, Marc. “The Long View: Bill Gates Is Gone and the Dot-com Era Is Over: It's Only the End of the Beginning.” City A.M., 7 Feb. 2014. “Solve for X: Babak Parviz on Building Microsystems on the Eye.” YouTube, 7 Feb. 2012. Taylor, Alan, dir. Terminator: Genisys. Paramount Pictures, 2015. DVD. Thacker, Eugene “Biomedia.” Critical Terms for Media Studies. Eds. W.J.T Mitchell and Mark Hansen, Chicago: Chicago Press, 2010. 117-130. Van der Ploeg, Irma. “Biometrics and the Body as Information.” Surveillance as Social Sorting: Privacy, Risk and Digital Discrimination. Ed. David Lyon. New York: Routledge, 2003. 57-73. Wired Staff. “7 Massive Ideas That Could Change the World.” Wired.com, 17 Jan. 2013.

Abstract:

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

Abstract:

Augmented Reality—The Liminal Zone Within the larger context of the post-desktop technological philosophy and practice, an increasing number of efforts are directed towards finding solutions for integrating as close as possible virtual information into specific real environments; a short list of such endeavors include Wi-Fi connectivity, GPS-driven navigation, mobile phones, GIS (Geographic Information System), and various technological systems associated with what is loosely called locative, ubiquitous and pervasive computing. Augmented Reality (AR) is directly related to these technologies, although its visualization capabilities and the experience it provides assure it a particular place within this general trend. Indeed, AR stands out for its unique capacity (or ambition) to offer a seamless combination—or what I call here an effect of convergence—of the real scene perceived by the user with virtual information overlaid on that scene interactively and in real time. The augmented scene is perceived by the viewer through the use of different displays, the most common being the AR glasses (head-mounted display), video projections or monitors, and hand-held mobile devices such as smartphones or tablets, increasingly popular nowadays. One typical example of AR application is Layar, a browser that layers information of public interest—delivered through an open-source content management system—over the actual image of a real space, streamed live on the mobile phone display. An increasing number of artists employ this type of mobile AR apps to create artworks that consist in perceptually combining material reality and virtual data: as the user points the smartphone or tablet to a specific place, virtual 3D-modelled graphics or videos appear in real time, seamlessly inserted in the image of that location, according to the user’s position and orientation. In the engineering and IT design fields, one of the first researchers to articulate a coherent conceptualization of AR and to underlie its specific capabilities is Ronald Azuma. He writes that, unlike Virtual Reality (VR) which completely immerses the user inside a synthetic environment, AR supplements reality, therefore enhancing “a user’s perception of and interaction with the real world” (355-385). Another important contributor to the foundation of AR as a concept and as a research field is industrial engineer Paul Milgram. He proposes a comprehensive and frequently cited definition of “Mixed Reality” (MR) via a schema that includes the entire spectrum of situations that span the “continuum” between actual reality and virtual reality, with “augmented reality” and “augmented virtuality” between the two poles (283). Important to remark with regard to terminology (MR or AR) is that especially in the non-scientific literature, authors do not always explain a preference for either MR or AR. This suggests that the two terms are understood as synonymous, but it also provides evidence for my argument that, outside of the technical literature, AR is considered a concept rather than a technology. Here, I use the term AR instead of MR considering that the phrase AR (and the integrated idea of augmentation) is better suited to capturing the convergence effect. As I will demonstrate in the following lines, the process of augmentation (i.e. the convergence effect) is the result of an enhancement of the possibilities to perceive and understand the world—through adding data that augment the perception of reality—and not simply the product of a mix. Nevertheless, there is surely something “mixed” about this experience, at least for the fact that it combines reality and virtuality. The experiential result of combining reality and virtuality in the AR process is what media theorist Lev Manovich calls an “augmented space,” a perceptual liminal zone which he defines as “the physical space overlaid with dynamically changing information, multimedia in form and localized for each user” (219). The author derives the term “augmented space” from the term AR (already established in the scientific literature), but he sees AR, and implicitly augmented space, not as a strictly defined technology, but as a model of visuality concerned with the intertwining of the real and virtual: “it is crucial to see this as a conceptual rather than just a technological issue – and therefore as something that in part has already been an element of other architectural and artistic paradigms” (225-6). Surely, it is hard to believe that AR has appeared in a void or that its emergence is strictly related to certain advances in technological research. AR—as an artistic manifestation—is informed by other attempts (not necessarily digital) to merge real and fictional in a unitary perceptual entity, particularly by installation art and Virtual Reality (VR) environments. With installation art, AR shares the same spatial strategy and scenographic approach—they both construct “fictional” areas within material reality, that is, a sort of mise-en-scène that are aesthetically and socially produced and centered on the active viewer. From the media installationist practice of the previous decades, AR inherited the way of establishing a closer spatio-temporal interaction between the setting, the body and the electronic image (see for example Bruce Nauman’s Live-Taped Video Corridor [1970], Peter Campus’s Interface [1972], Dan Graham’s Present Continuous Pasts(s) [1974], Jeffrey Shaw’s Viewpoint [1975], or Jim Campbell’s Hallucination [1988]). On the other hand, VR plays an important role in the genealogy of AR for sharing the same preoccupation for illusionist imagery and—at least in some AR projects—for providing immersive interactions in “expanded image spaces experienced polysensorily and interactively” (Grau 9). VR artworks such as Paul Sermon, Telematic Dreaming (1992), Char Davies’ Osmose (1995), Michael Naimark’s Be Now Here (1995-97), Maurice Benayoun’s World Skin: A Photo Safari in the Land of War (1997), Luc Courchesne’s Where Are You? (2007-10), are significant examples for the way in which the viewer can be immersed in “expanded image-spaces.” Offering no view of the exterior world, the works try instead to reduce as much as possible the critical distance the viewer might have to the image he/she experiences. Indeed, AR emerged in great part from the artistic and scientific research efforts dedicated to VR, but also from the technological and artistic investigations of the possibilities of blending reality and virtuality, conducted in the previous decades. For example, in the 1960s, computer scientist Ivan Sutherland played a crucial role in the history of AR contributing to the development of display solutions and tracking systems that permit a better immersion within the digital image. Another important figure in the history of AR is computer artist Myron Krueger whose experiments with “responsive environments” are fundamental as they proposed a closer interaction between participant’s body and the digital object. More recently, architect and theorist Marcos Novak contributed to the development of the idea of AR by introducing the concept of “eversion”, “the counter-vector of the virtual leaking out into the actual”. Today, AR technological research and the applications made available by various developers and artists are focused more and more on mobility and ubiquitous access to information instead of immersivity and illusionist effects. A few examples of mobile AR include applications such as Layar, Wikitude—“world browsers” that overlay site-specific information in real-time on a real view (video stream) of a place, Streetmuseum (launched in 2010) and Historypin (launched in 2011)—applications that insert archive images into the street-view of a specific location where the old images were taken, or Google Glass (launched in 2012)—a device that provides the wearer access to Google’s key Cloud features, in situ and in real time. Recognizing the importance of various technological developments and of the artistic manifestations such as installation art and VR as predecessors of AR, we should emphasize that AR moves forward from these artistic and technological models. AR extends the installationist precedent by proposing a consistent and seamless integration of informational elements with the very physical space of the spectator, and at the same time rejects the idea of segregating the viewer into a complete artificial environment like in VR systems by opening the perceptual field to the surrounding environment. Instead of leaving the viewer in a sort of epistemological “lust” within the closed limits of the immersive virtual systems, AR sees virtuality rather as a “component of experiencing the real” (Farman 22). Thus, the questions that arise—and which this essay aims to answer—are: Do we have a specific spatial dimension in AR? If yes, can we distinguish it as a different—if not new—spatial and aesthetic paradigm? Is AR’s intricate topology able to be the place not only of convergence, but also of possible tensions between its real and virtual components, between the ideal of obtaining a perceptual continuity and the inherent (technical) limitations that undermine that ideal? Converging Spaces in the Artistic Mode: Between Continuum and Discontinuum As key examples of the way in which AR creates a specific spatial experience—in which convergence appears as a fluctuation between continuity and discontinuity—I mention three of the most accomplished works in the field that, significantly, expose also the essential role played by the interface in providing this experience: Living-Room 2 (2007) by Jan Torpus, Under Scan (2005-2008) by Rafael Lozano-Hemmer and Hans RichtAR (2013) by John Craig Freeman and Will Pappenheimer. The works illustrate the three main categories of interfaces used for AR experience: head-attached, spatial displays, and hand-held (Bimber 2005). These types of interface—together with all the array of adjacent devices, software and tracking systems—play a central role in determining the forms and outcomes of the user’s experience and consequently inform in a certain measure the aesthetic and socio-cultural interpretative discourse surrounding AR. Indeed, it is not the same to have an immersive but solitary experience, or a mobile and public experience of an AR artwork or application. The first example is Living-Room 2 an immersive AR installation realized by a collective coordinated by Jan Torpus in 2007 at the University of Applied Sciences and Arts FHNW, Basel, Switzerland. The work consists of a built “living-room” with pieces of furniture and domestic objects that are perceptually augmented by means of a “see-through” Head Mounted Display. The viewer perceives at the same time the real room and a series of virtual graphics superimposed on it such as illusionist natural vistas that “erase” the walls, or strange creatures that “invade” the living-room. The user can select different augmenting “scenarios” by interacting with both the physical interfaces (the real furniture and objects) and the graphical interfaces (provided as virtual images in the visual field of the viewer, and activated via a handheld device). For example, in one of the scenarios proposed, the user is prompted to design his/her own extended living room, by augmenting the content and the context of the given real space with different “spatial dramaturgies” or “AR décors.” Another scenario offers the possibility of creating an “Ecosystem”—a real-digital world perceived through the HMD in which strange creatures virtually occupy the living-room intertwining with the physical configuration of the set design and with the user’s viewing direction, body movement, and gestures. Particular attention is paid to the participant’s position in the room: a tracking device measures the coordinates of the participant’s location and direction of view and effectuates occlusions of real space and then congruent superimpositions of 3D images upon it. Figure 1: Jan Torpus, Living-Room 2 (Ecosystems), Augmented Reality installation (2007). Courtesy of the artist. Figure 2: Jan Torpus, Living-Room 2 (AR decors), Augmented Reality installation (2007). Courtesy of the artist.In this sense, the title of the work acquires a double meaning: “living” is both descriptive and metaphoric. As Torpus explains, Living-Room is an ambiguous phrase: it can be both a living-room and a room that actually lives, an observation that suggests the idea of a continuum and of immersion in an environment where there are no apparent ruptures between reality and virtuality. Of course, immersion is in these circumstances not about the creation of a purely artificial secluded space of experience like that of the VR environments, but rather about a dialogical exercise that unifies two different phenomenal levels, real and virtual, within a (dis)continuous environment (with the prefix “dis” as a necessary provision). Media theorist Ron Burnett’s observations about the instability of the dividing line between different levels of experience—more exactly, of the real-virtual continuum—in what he calls immersive “image-worlds” have a particular relevance in this context: Viewing or being immersed in images extend the control humans have over mediated spaces and is part of a perceptual and psychological continuum of struggle for meaning within image-worlds. Thinking in terms of continuums lessens the distinctions between subjects and objects and makes it possible to examine modes of influence among a variety of connected experiences. (113) It is precisely this preoccupation to lessen any (or most) distinctions between subjects and objects, and between real and virtual spaces, that lays at the core of every artistic experiment under the AR rubric. The fact that this distinction is never entirely erased—as Living-Room 2 proves—is part of the very condition of AR. The ambition to create a continuum is after all not about producing perfectly homogenous spaces, but, as Ron Burnett points out (113), “about modalities of interaction and dialogue” between real worlds and virtual images. Another way to frame the same problematic of creating a provisional spatial continuum between reality and virtuality, but this time in a non-immersive fashion (i.e. with projective interface means), occurs in Rafael Lozano-Hemmer’s Under Scan (2005-2008). The work, part of the larger series Relational Architecture, is an interactive video installation conceived for outdoor and indoor environments and presented in various public spaces. It is a complex system comprised of a powerful light source, video projectors, computers, and a tracking device. The powerful light casts shadows of passers-by within the dark environment of the work’s setting. A tracking device indicates where viewers are positioned and permits the system to project different video sequences onto their shadows. Shot in advance by local videographers and producers, the filmed sequences show full images of ordinary people moving freely, but also watching the camera. As they appear within pedestrians’ shadows, the figurants interact with the viewers, moving and establishing eye contact. Figure 3: Rafael Lozano-Hemmer, Under Scan (Relational Architecture 11), 2005. Shown here: Trafalgar Square, London, United Kingdom, 2008. Photo by: Antimodular Research. Courtesy of the artist. Figure 4: Rafael Lozano-Hemmer, Under Scan (Relational Architecture 11), 2005. Shown here: Trafalgar Square, London, United Kingdom, 2008. Photo by: Antimodular Research. Courtesy of the artist. One of the most interesting attributes of this work with respect to the question of AR’s (im)possible perceptual spatial continuity is its ability to create an experientially stimulating and conceptually sophisticated play between illusion and subversion of illusion. In Under Scan, the integration of video projections into the real environment via the active body of the viewer is aimed at tempering as much as possible any disparities or dialectical tensions—that is, any successive or alternative reading—between real and virtual. Although non-immersive, the work fuses the two levels by provoking an intimate but mute dialogue between the real, present body of the viewer and the virtual, absent body of the figurant via the ambiguous entity of the shadow. The latter is an illusion (it marks the presence of a body) that is transcended by another illusion (video projection). Moreover, being “under scan,” the viewer inhabits both the “here” of the immediate space and the “there” of virtual information: “the body” is equally a presence in flesh and bones and an occurrence in bits and bytes. But, however convincing this reality-virtuality pseudo-continuum would be, the spatial and temporal fragmentations inevitably persist: there is always a certain break at the phenomenological level between the experience of real space, the bodily absence/presence in the shadow, and the displacements and delays of the video image projection. Figure 5: John Craig Freeman and Will Pappenheimer, Hans RichtAR, augmented reality installation included in the exhibition “Hans Richter: Encounters”, Los Angeles County Museum of Art, 2013. Courtesy of the artists. Figure 6: John Craig Freeman and Will Pappenheimer, Hans RichtAR, augmented reality installation included in the exhibition “Hans Richter: Encounters”, Los Angeles County Museum of Art, 2013. Courtesy of the artists. The third example of an AR artwork that engages the problem of real-virtual spatial convergence as a play between perceptual continuity and discontinuity, this time with the use of hand-held mobile interface is Hans RichtAR by John Craig Freeman and Will Pappenheimer. The work is an AR installation included in the exhibition “Hans Richter: Encounters” at Los Angeles County Museum of Art, in 2013. The project recreates the spirit of the 1929 exhibition held in Stuttgart entitled Film und Foto (“FiFo”) for which avant-garde artist Hans Richter served as film curator. Featured in the augmented reality is a re-imaging of the FiFo Russian Room designed by El Lissitzky where a selection of Russian photographs, film stills and actual film footage was presented. The users access the work through tablets made available at the exhibition entrance. Pointing the tablet at the exhibition and moving around the room, the viewer discovers that a new, complex installation is superimposed on the screen over the existing installation and gallery space at LACMA. The work effectively recreates and interprets the original design of the Russian Room, with its scaffoldings and surfaces at various heights while virtually juxtaposing photography and moving images, to which the authors have added some creative elements of their own. Manipulating and converging real space and the virtual forms in an illusionist way, AR is able—as one of the artists maintains—to destabilize the way we construct representation. Indeed, the work makes a statement about visuality that complicates the relationship between the visible object and its representation and interpretation in the virtual realm. One that actually shows the fragility of establishing an illusionist continuum, of a perfect convergence between reality and represented virtuality, whatever the means employed. AR: A Different Spatial Practice Regardless the degree of “perfection” the convergence process would entail, what we can safely assume—following the examples above—is that the complex nature of AR operations permits a closer integration of virtual images within real space, one that, I argue, constitutes a new spatial paradigm. This is the perceptual outcome of the convergence effect, that is, the process and the product of consolidating different—and differently situated—elements in real and virtual worlds into a single space-image. Of course, illusion plays a crucial role as it makes permeable the perceptual limit between the represented objects and the material spaces we inhabit. Making the interface transparent—in both proper and figurative senses—and integrating it into the surrounding space, AR “erases” the medium with the effect of suspending—at least for a limited time—the perceptual (but not ontological!) differences between what is real and what is represented. These aspects are what distinguish AR from other technological and artistic endeavors that aim at creating more inclusive spaces of interaction. However, unlike the CAVE experience (a display solution frequently used in VR applications) that isolates the viewer within the image-space, in AR virtual information is coextensive with reality. As the example of the Living-Room 2 shows, regardless the degree of immersivity, in AR there is no such thing as dismissing the real in favor of an ideal view of a perfect and completely controllable artificial environment like in VR. The “redemptive” vision of a total virtual environment is replaced in AR with the open solution of sharing physical and digital realities in the same sensorial and spatial configuration. In AR the real is not denounced but reflected; it is not excluded, but integrated. Yet, AR distinguishes itself also from other projects that presuppose a real-world environment overlaid with data, such as urban surfaces covered with screens, Wi-Fi enabled areas, or video installations that are not site-specific and viewer inclusive. Although closely related to these types of projects, AR remains different, its spatiality is not simply a “space of interaction” that connects, but instead it integrates real and virtual elements. Unlike other non-AR media installations, AR does not only place the real and virtual spaces in an adjacent position (or replace one with another), but makes them perceptually convergent in an—ideally—seamless way (and here Hans RichtAR is a relevant example). Moreover, as Lev Manovich notes, “electronically augmented space is unique – since the information is personalized for every user, it can change dynamically over time, and it is delivered through an interactive multimedia interface” (225-6). Nevertheless, as our examples show, any AR experience is negotiated in the user-machine encounter with various degrees of success and sustainability. Indeed, the realization of the convergence effect is sometimes problematic since AR is never perfectly continuous, spatially or temporally. The convergence effect is the momentary appearance of continuity that will never take full effect for the viewer, given the internal (perhaps inherent?) tensions between the ideal of seamlessness and the mostly technical inconsistencies in the visual construction of the pieces (such as real-time inadequacy or real-virtual registration errors). We should note that many criticisms of the AR visualization systems (being them practical applications or artworks) are directed to this particular aspect related to the imperfect alignment between reality and digital information in the augmented space-image. However, not only AR applications can function when having an estimated (and acceptable) registration error, but, I would state, such visual imperfections testify a distinctive aesthetic aspect of AR. The alleged flaws can be assumed—especially in the artistic AR projects—as the “trace,” as the “tool’s stroke” that can reflect the unique play between illusion and its subversion, between transparency of the medium and its reflexive strategy. 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Shown at 9th Biennale de Paris, Musée d'Art Moderne, Paris, France.