Journal articles: 'Aggregate; Real wages; Industrial relations' – Grafiati (2024)

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Purpose Since the 2008 financial crisis, the UK workforce in general has experienced a period of stagnant and falling wages in both nominal and real terms. The main parties involved remain unsure of the consequences from such a historically unusual phenomenon. The purpose of this paper is twofold: first, to explore the main effect on job satisfaction and organizational commitment of those employees who had experienced pay reductions (nominal wage cuts or pay freezes under a positive inflation rate) as compared with those who experienced nominal pay rises during the recent recession; and second, to examine the moderating effect of employee involvement (EI) practices on that relationship. This was done by using aggregated employee perception data to measure organizational EI practices. Design/methodology/approach Employee-employer matched data were used, involving 8,489 employees and their associated 497 organizations (medium or large sized). The number of employees from each organization was between 15 and 25. The data used were extracted from the 2011 Workplace Employment Relations Study in the UK to which the authors applied hierarchical linear regression in STATA 13. Findings The results indicate that when compared with those employees who had nominal pay rises during the recession, employees who had wage cuts or freezes (with 5 percent inflation rate) are significantly and negatively associated with their job satisfaction and organizational commitment, even when controlling for important variables such as perception of job insecurity and the degree of adverse impact caused by recession on the organization studied. That is to say, facing the same perception of job loss, those who experienced pay reductions are significantly unhappier and less committed than those who had pay rises. However, the adverse effect of pay reductions on employees’ work attitudes is much less in workplaces characterized by a high, as opposed to a low level, of EI practices. Research limitations/implications Implications, limitations, and further research issues are discussed in light of current employment relations’ practices. Originality/value The intention is to extend the current debate on employment relations under adverse changes such as pay reductions. Thus, the unique contribution of this study is to examine the value of EI in modifying extreme employee reactions to adverse changes.

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Industrial production and employment in Italy were hard hit by the Great Depression, and remained below trend until at least 1936. Few quantitative studies have been conducted on the causes of Italy's recession and slow recovery. Using monthly data, and reviving an aggregate supply model published in Bernanke and Carey [Quarterly Journal of Economics111 (1996), 853–883], we empirically test whether Italy's 1930s industrial performance could be related to the Fascist wage and price policies, which, aiming at keeping workers' real wages constant, actually raised firms' labor costs, computed as nominal wages deflated by wholesale prices, hence stalling industrial production. We find evidence of a strong countercyclicality of real wages and of nominal wage stickiness in the period 1929–1936, which would confirm our hypothesis. Trade restrictions are found to play a smaller role in hindering industrial production than previously stated in the literature, whereas we confirm the weak transmission of financial turbulence to the real economy.

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The attainment of ‘fairness’ is widely regarded as a worthy goal of setting minimum wages, but opinions differ sharply over how to achieve it. This article examines how interpretations of fairness shaped the minimum wage decisions of the Australian Industrial Relations Commission between 1997 and 2005. It explores the Commission's approaches to three aspects of fairness in minimum wages: first, eligibility for increases; second, the form of increase; and third, the rate of increase over time. The Australian Industrial Relations Commission consistently gave minimum wage increases that were expressed in dollar values and applied to all federal awards. Its decisions delivered real wage increases for the lowest paid, but led to falls in real and relative wages for the majority of award-reliant workers. Fair Work Australia, the authority now responsible for setting minimum wages in the national system, appears apprehensive about parts of the Australian Industrial Relations Commission's legacy and has foreshadowed a different approach, particularly with respect to the form of adjustment.

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Over the last several decades tbe role of incomes policy has been a critical issue in an understanding of Australian workplace and macroeconomic relationships. A significant institutional reform was the Prices and Incomes Accord, which began with the election of the Labor government in 1983, and ended with the change of govern ment in 1996. What follows is a discussion of the circ*mstances that led to the adoption of the Accord, and an analysis of some of its consequences for strikes and wages. Several themes are explored. One is that the success of incomes policies depends on economic, political and industrial relations factors. A second is that the origin and maintenance of the Accord depended on the Labor government's commitment to wage restraint, which had its intellectual underpinnings in corporatism. The Accord changed over thirteen years, and the industrial system became more directed to enterprise bargaining. While this might imply that it became increasingly difficult to have low strike and wage outcomes, the changes in industrial and economic relationships seem to be permanent. Conjectures are offered to explain this outcome.

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This study examines how and why the gap between economic growth and real wage growth in Taiwan is widening, a phenomenon that contrasts sharply with South Korea, which has a similar industrial structure to that of Taiwan. We empirically demonstrate that, despite the continued growth of labor productivity, the benefits from economic growth allocated to workers have been falling, and that this process has accelerated following the 2008–2009 financial crisis. The labor market institutional effect contributed partially to the problem. Workers’ purchasing power, measured by the real consumption wage rate, has been declining for a relatively long period, implying significant deterioration of terms-of-trade, and cutting real wage growth by as much as 2.23% per year. The terms-of-trade effect is particularly prominent in the manufacturing sector, which is highly export-oriented. Moreover, we found cash wages to be very sensitive to the rise in the rate of unemployment, and to the changes in output performance of the industry in which the workers are employed. The latter factor significantly reduced the cash wages paid to workers in the manufacturing sector, which highlighted the waning of workers’ bargaining power regarding wages, as well as the negative impact of globalization on the labor market. We therefore conclude that the deterioration of terms-of-trade, increases in the aggregate unemployment rate, the adverse globalization effect and the institutional effect might be the main driving forces for real wage stagnancy in Taiwan.

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Throughout the period 1871–1938, the average British worker was better off than the average German worker, but there were significant differences between major sectors. For the aggregate economy, the real wage gap was about the same as the labor productivity gap, but again there were important sectoral differences. Compared to their productivity, German industrial workers were poorly paid, whereas German agricultural and service sector employees were overpaid. This affected the competitiveness of the two countries in these sectors. There were also important differences in comparative real wages by skill level, affecting the extent of poverty.

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In 2007 money wages rose marginally faster than in 2006 but there was no evidence of generalized wage pressures arising from skill shortages. The Reserve Bank raised interest rates twice during the year, further reducing housing affordability. The Fair Pay Commission decision in July temporarily restored the real wages of the lowest paid, but there was further compression of the lower deciles of the wage distribution. With petrol prices continuing to rise, household living standards are under threat, particularly those of workers reliant on the wage adjustment through the Commission whose next decision will not be operational until October 2008. The election of the Labor Government in November led to speculation as to extent to which the Work Choices legislation would be amended.

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IN MARCH 2006 the Industrial Relations Commissions of New South Wales and Queensland utilised their equal-remuneration wage-fixing principles to address the gender undervaluation of childcare work. In doing so the tribunals explicitly rejected employer arguments used in the past to limit increases in award rates of pay for childcare workers. While these decisions were thought to have a wide ranging impact on a significant area of feminised work, their influence is likely to be short-lived. The introduction of the Howard Government's new federal workplace relations system under the WorkChoices legislation provides employers with the opportunity to reargue the NSW and Queensland equal-remuneration cases. This opportunity is facilitated by the operation of the award ‘rationalisation’ process and the determination of minimum wages and classification scales by the new Australian Fair Pay Commission. Some employers are utilising these opportunities to argue for cuts to the award wages of childcare workers, both in nominal and real terms. In this context it is difficult to conclude that the federal WorkChoices wage-fixing system is a fair system.

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This article examines wage developments in 1990-2000 in the central and eastern European candidate countries. Two basic approaches are used: a comparison of wage levels in these countries with wages in EU countries and an examination of the development of wages in relation to other indicators of economic performance in the countries observed. Nominal wage levels were found to be 17% of EU levels whereas wage levels at purchasing power parity were found to be 39% of EU levels. The authors conclude that real wages in the period between 1992 and 2000 lagged substantially behind labour productivity and, in most countries, also behind GDP growth.

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This article questions the predominant view on unemployment and wages in the European Union, according to which high unemployment is primarily caused by labour market rigidities, i.e. social institutions and regulations which prevent ‘market-clearing’ real wage levels and structures. The article shows that the foundations of that view coming either from neoclassical or New Keynesian theory are not convincing, neither theoretically nor empirically. Analysis of the developments in the EU during the last four decades shows that the claimed positive relationship between real wage growth and unemployment cannot be found. On the contrary, persistently high unemployment has had strong adverse effects on nominal wage growth and on the labour income share. Weakened union bargaining power and changing collective bargaining structures have contributed to this result. This article therefore concludes that the current EU economic and employment policies aiming at further wage restraint, wage differentiation and decentralisation of collective bargaining are deeply misguided and need to be replaced by an alternative wage policy as part of a growth- and employment-oriented coordination of macroeconomic policies.

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This article studies the effect of recent labor market reforms on industrial relations in new democracies (1994–2003). The literature on labor politics posits two channels through which labor market deregulation may relate to industrial conflict. Wage deregulation may lower wage costs, increasing industrial conflict. Employment deregulation, however, can reduce the ability of workers to act collectively. Using methods uniquely suited for panel data analysis, the study reveals a number of important findings. First, whereas labor quiescence went hand in hand with relatively modest increases in earnings in a number of established democracies, modest wage increases are generally linked with more labor militancy in new democracies. Higher wage and employment regulation minimize wage reductions, lowering the incidence of strikes. Finally, wage regulation has the largest effect on aggregate wages and consequently on the incidence of strikes and lockouts.

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This paper explores the East-West dichotomy of outsourcing in the European Union in the context of its 2004 eastward enlargement. The purpose of the study is to shed light on the connection between outsourcing and the causal logic of regional integration. The conventional view is that the transfer of business operations from Western Europe to low-cost locations to the east represents a process of outsourcing West-European jobs which deprives the EU core of growth opportunities to the exclusive benefit of the new members from Eastern Europe. This analysis posits the systemic functions of EU outsourcing as a mechanism of economic hom*ogenization in the regional market along its three principal dimensions: investment, commodity trade, and labor mobility. At the macro-level, outsourcing complements capital movements and trade, and acts as a substitute for labor mobility. Keeping labor mobility “down” is the main value added of EU outsourcing. Empirically, its relevance to the regional market is established in an input-output framework of relationships with indicators of economic convergence (hom*ogenization effects) and labor mobility (substitution effects) in the EU. Positive correlations with indices of business synchronization and weak negative correlations with measures of labor supply and wages suggest that outsourcing fits well both with strategies fostering market integration and those counterbalancing the politically sensitive labor mobility in the EU. There is no significant evidence to suggest that, at the aggregate level, outsourcing has independent substitution effects with regard to unemployment rates and wages in Western Europe. The geographic expansion of EU integration, therefore, is not a proxy for losses of social welfare in the West. The paper concludes that as the cost efficiency and resource allocation functions of outsourcing facilitate the hom*ogenizing dynamics of regional integration, it is likely to become increasingly subsumed under EU-level regulation and monitoring in a trade-off between the regional interest and domestic sectoral concerns.

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The rise of wages in China would seem to indicate that the demographic dividend has reached its end. A more refined approach reveals, however, that the situation of Chinese workers has not really improved: even though real wages are rising, the share of wages in the nation’s wealth has not kept pace. The reason for this is China’s position within global value chains, where the employment relationship is not solely governed by the employer–employee power relationship, but by contractual relations established between ‘lead firms’ and subcontractors. This situation echoes labour institutional economist JR Commons’ concept of ‘competitive menace’ and analyses of the structural imbalance of power in the employer/employee relationship. We argue that despite the Chinese government’s desire for industrial upgrading and its intention to develop internal labour markets, Chinese labour institutions have shown significant resistance to change making it hard to envisage any shift towards a Fordist regime of capital accumulation based on a virtuous cycle of mass production and mass consumption. JEL codes: B52, J30

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I begin by providing a non-technical summary of the Post-Keynesian model of wage-led growth. I then summarise the work of microeconomists and industrial relations researchers on the reasons why real wages have failed to keep pace with labour productivity, leading to a steady decline in the wage share of GDP. These include the decline of trade unions, the erosion of the welfare state and (especially) the increasing ability and willingness of employers to evade and avoid labour market regulation. I conclude that these microeconomic problems need to be solved for a macroeconomic strategy of wage-led growth to be possible.

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Low wage growth consistently featured as the main underlying characteristic of the Australian labour market in 2017. Overall economic conditions remained weak, although unemployment was fairly static. All indicators of average wage growth declined: average weekly earnings, the wage price index and the average annual wage increase in enterprise agreements. Collective bargaining coverage continued to decline. Although the 3.3% minimum wage increase represents a modest increase in real wages for low-paid workers, the Fair Work Commission decision to reduce Sunday and public holiday penalty rates for some award-reliant workers would put further downward pressure on workers’ incomes. There were more successful applications to terminate expired enterprise agreements, including those where wage rates were thought to be uncompetitive and unsustainable. The underlying causes of low wage growth remain contested. Despite some agreement that the regulatory framework is a contributing factor, firm proposals for regulatory change are yet to emerge.

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Purpose The purpose of this paper is to examine the nature, causes and consequences of the UK’s productivity problems and whether these may be addressed through the new technologies of artificial intelligence (AI). Design/methodology/approach This paper reviews the literature on productivity to explain how it relates to earnings within different theoretical frameworks, advocating a “power over rents” framework as most realistic. It explains the UK’s twin productivity problems and reviews their potential causes, critically assessing the capacity for new technologies of AI to address them. It highlights the enduring importance of distribution and the design of work to improving the UK’s productivity. Findings The authors find that the UK’s productivity problems will not be solved by AI technologies due to technical and socio-technical challenges which will require the significant re-design of work. The authors highlight the importance of aggregate demand, which has been inhibited by the shifting distribution of income towards capital and rising inequality of earnings. These issues suggest an important role for trade unions and a renewal of the institutions of employment regulation and collective bargaining. While reversing recent trends raises considerable challenges, the authors observe renewed interest in trade unions from previously hostile thinktanks and international institutions including the IMF and OECD. Originality/value This paper advocates adopting a “power over rents” theoretical framework to understanding productivity and the distribution of gains. This provides a clear rationale for the role of trade unions, employment regulation and collective bargaining in improving distributional outcomes, raising firm-level productivity and achieving real productivity growth at an aggregate level.

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Innovations are the main form of transformation of knowledge into welfare. They represent a key feature of a post-industrial economy and of the relevant knowledge-based economy in which the knowledge becomes a critical factor and a primary source of socio-economic development. The shaping of the educational services market is one of requirements for transition to a post-industrial society, which presupposes a comprehensive modernization of the country. The statement of modernization itself primarily applies to education, – both basic and further. In Russia, a new structure of higher education was created, in which the leading role belongs to federal and national universities designed to prepare professionals for the new economy and science. In the transition period, one of the main tasks of higher education is to train engineers of innovative type. However, the level of engineering education in universities as a whole does not meet the requirements of an innovative economy, and the most demanded professions do not belong to the sphere of innovations. Young people are still motivated to obtain a profession that allows to ensure high wages, primarily in the financial sector and management. This problem is solved by developing a real cooperation between universities and business, by the expansion of academic mobility, as well as the introduction of additional professional development programs and training of engineering personnel.

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The article investigates modes of becoming of subject of work of Russian industrial engineers. Based on the data of a qualitative sociological survey of workers at Siberian industrial enterprises (the first series of focused interviews), it was concluded that the main modus for the becoming of engineers as subjects of labor is professional self-improvement through overcoming their specific institutional constraints in working life: outdated equipment, lack of spare parts, non-core tasks and lack of time. A common social practice, in line with which this development is procedurally unfolding, is the design of new products and spare parts largely for the needs of the production itself at the enterprise, rather than for the product market, from improvised, old and used materials and aggregates, which leads to downtime and reduced productivity, and at the structural level is expressed in maintaining the status quo situation in the enterprise – the productive force of the staff is spent on extensive maintenance of production capacity , is used idle – part of it is directed to the development of production, its modernization and increase of qualitative and quantitative indicators of products, the production of new types of products of labor. The situation is characterized by the asynchronous nature of the mechanism of production functioning at enterprises: while improving personal professional qualities at the expense of ingenuity and resourcefulness, engineers, nevertheless, are not able to eliminate the technological lag of production from the needs of industry in the volume and quality of goods. The mechanism of becoming a subject is studied through the prism of a semiotic analysis of the speech practices of the subjects of labor as a discursive designation by engineers of the real sphere of production relations in a language. The institute of labor is considered as an aggregate discourse space about production relations. The subject is represented as originating at the intersection of two main social institutions – language and labor – as becoming subject in the space of shifting and transition “from temptation of the real – through the symbolic – to the phantasmic” and back.

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The article focuses on the analysis of the specifics of self-employment. Self-employment is considered as a special economic structure in the mixed economy of modern Russia. Self-employment is characterized by two forms of labor relations. If it is practiced in the informal sector of the economy, then verbal agreement with payment after completion of work (provision of services) is prevailing. When it is practiced in the real sector of the economy, civil law contract is concluded. In any case, self-employment does not know wage labor and wages. The wide use of self-employment in our country, which has become widespread in recent years, is due to a group of factors. The decisive role among them is played by the state's rejection of universal employment and tight control of labor relations, as well as by the technological changes that are characteristic of the fourth industrial revolution. First of all, this refers to the mass introduction of cyber-physical systems in the production and everyday life of people. These changes, firstly, have a huge impact on the labor market. Secondly, they open up new opportunities for households and, in fact, for self-employment. The article considers the structure and features of separate sectors of self-employment, including individual entrepreneurship, personal subsidiary farming and individual self-employment. Each sector of self-employment is described taking into account its specifics and characteristic features in terms of its nature, functions, motivation, legal regulation, income, etc. A close relationship between self-employment and household is shown. There is given criticism of simplified ideas about self-employment, which consider it as an integral part of precarious employment, as well as in terms of transition from wage labor to entrepreneurship or residual manifestation of entrepreneurship.

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To say that the shale sector is on the cusp of a new era, one where fast-flowing streams of real-time well data and on-the-fly fracture designs are the norm, is not something one does lightly. It’s a bold declaration. It represents a step change that engineers have been told is just around the corner for several years. They’ve been promised software that will churn out truly optimized recipes of proppant concentration, rate, total volume, etc. to match each fracture stage’s piece of the rock. In a neat world, this nets better production from good stages while injecting less capital into bad stages—the ultimate win-win for a sector that spends 60–70% of well costs on the completion. We can pluck example after example from industry literature to prove the incremental existence of such tailor-made well pads. However, the mostly small-scale cases are far from representative of the aggregate. For some, the absence of scale fuels skepticism over whether real-time optimization will ever amount to much more than avoiding screenouts and other costly operational drags. Then again, history is not always the best predictor of the future. In this context, it discounts a slate of technologies and methods that didn’t exist 5 years ago or were still coming into their own. Some of these innovations are now part of the toolbox that operators are using to reach for the brass ring that is real-time optimization at scale. “Much like self-driving cars, we see the future of a self-driving oil field that’s self-optimizing and operated autonomously—an element of this would be automating the fracturing process,” said Rob Fast, the chief technology officer of the Bakken Shale producer Hess Corp. He added that this vision of the future could be coming soon. Hess and its service provider are scheduled to start the first field trials of an automated fracturing system sometime in June. While sharing details of the upcoming test, Fast emphasized that “this project is a collaboration project that combines automation and optimization and provides advanced measurements to optimize completions and well spacing.” Fast was speaking during the SPE Hydraulic Fracturing Technology Conference plenary where he said the decision to invest in automated fracturing comes after Hess spent more than a decade producing some of the industry’s most in-depth tight reservoir studies. Through that work, the operator has apparently concluded that right sizing fractures will require a reliable set of eyes and ears in the subsurface. That translates to an array of permanent fiber-optic cables and permanent downhole pressure gauges, along with temporary “dip in” fiber deployments. Traditionally, such a big data-giving diagnostic program would be deemed a “science project,” the widely used euphemism for the sector’s illuminating but hard-to-scale look-back studies. But Hess sees dividends if the diagnostic jewelry helps achieve a new ambition to complete 40% fewer wells in the Bakken while still maintaining current recovery estimates. “Serious beef,” Fast said of the sought-after target.

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Purpose Risk management is crucial for all organizations, especially those in the global supply chain network. Failure may result in huge economic loses and damage to company reputation. Risk assessment usually involves quantitative and qualitative decisions. The purpose of this paper is to apply fuzzy logic to capture and inference qualitative decisions made in the House of Risk (HOR) assessment method. Design/methodology/approach In the existing HOR model, aggregate risk potential (ARP) is calculated by the risk event times the risk agent value and its occurrence. However, these values are usually obtained from interviews, which may involve subjective decisions. To overcome this shortcoming, a fuzzy-based approach is proposed to calculate ARP instead of the current deterministic approach. Findings Risk analyses are conducted in five major categories of risk sources: internal, global environment, supplier, customer and third-party logistics provider. Moreover, each category is further divided into different sub-categories. The results indicate that the fuzzy-based HOR successfully inferences the inputs of the risk event, risk agents and its occurrence, and can prioritize the risk agents in order to take proactive decisions. Practical implications The proposed fuzzy-based HOR model can be used practically by manufacturers in the global supply chain. It provides a framework for decision makers to systematically analyze the potential risks in different categories. Originality/value The proposed fuzzy-based HOR approach improves the traditional approach by more precise modeling of the qualitative decision-making process. It contributes to a more accurate reflection of the real situation that manufacturers are facing.

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Following the current trends in the development of historical science, the author considers fiction as an important source for the study of the post-Soviet period, allowing recreating the socio- historical types of behavior, way of thinking and public mood, to track the transformation of the structures of everyday life. The article is based on the fiction published from the early 1990s to the present day and reflected the Far Eastern realities of the 1990s-2000s. The main attention is paid to the ways of adaptation to the new socio-economic conditions, such as inflation and the fall in real money incomes, massive cuts and wage delays, privatization, the collapse of industrial enterprises, the destruction of social infrastructure, the income differentiation, and an increasing gap between more and less developed territories. Art works show how in crisis the Far East inhabitants are looking for opportunities for part- time work, change professions, working for hire, opening their own business or falling into the category of self-employed, use deviant and destructive forms of employment. Many people in the conditions of continuous growth of prices, delays in wages or lack of a permanent, well-paid place of work are accustomed to live without money, making purchases rarely, but using subsistence farming in dacha or vegetable garden, the interchange of goods and services, engaged in gathering, hunting, fishing (the aboriginal population returns to traditional marine mammal hunting). In addition, the Far East inhabitants react to the modified conditions by changing their demographic behavior. Horizontal public relations are being strengthened, mutual assistance are widely used in the circle of relatives and friends.

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Legally, the freedom of association and the formation of trade and worker unions are part of the fundamental human rights bestowed on the citizens in the Constitution of South Africa, as clearly spelt out in Section 23 and 77(1) of the Labour Relations Act (1995) for employees who are not engaged in essential services. Under the Labour Relations Act (1995), trade unions are granted the right to strike in order to seek better conditions of service. However, there is an increasing concern that the rate of industrial actions or unionised strikes are getting out of hand, especially in recent times. Theoretically and empirically, the direct costs of incessant unionised strikes are well known. In this paper, we explored the economic implications of the ever-growing rate of unionised strikes in post-apartheid South Africa. In particular, we assessed its impact on the most important economic variable, namely, real gross domestic product (GDP). We brought to light the sector that is affected most by unionised strikes in the country, the root causes and the implications for policy. Overall our assessment shows that within the space of five years (i.e. from 2009 to 2013), unionised strikes have led to approximately 10,264,775 days lost, and consequently a fall in GDP by 3.2% in 2014 compared to 3.8% in 2013. The sectors heavily affected by unionised strikes are mainly the mining and the manufacturing sectors. Low wages, unhealthy working conditions, and deficiencies in the bargaining system often emerged as the root causes of unionised strikes. The policymaker should pursue effective initiatives seriously to moderate the rate of unionised strikes in South Africa. Institutionalised means of dispute resolution should be embraced and enhanced. These should include but not be limited to ballot requirements, proper regulation of the use of replacement workers, and compulsory arbitration. Policies that spell out employer-employee mandates should be binding such that no party exploits labour contracts to the detriment of the other.

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The article discusses the direction of the transformation of labor and social sphere (health and education) and explores the ambiguous impact of modern technology on their development. The authors emphasize that the COVID-19 pandemic intensified and accelerated the negative trends in social dynamics that have been gaining momentum in the last decade, including due to the widespread adoption of digital technologies. One of these trends was the reduction in social costs as a condition for further economic efficiency growth, which led to the labor market transformation. Within the new technological structure, the labor force is becoming more and more fragmented, “networks of talents” replace labor groups, and labor relations lose a significant part of their social component. According to the authors, in the new (post-coronavirus) situation, the labor market will develop under the influence of the already strong trends outlined above. We are talking about the automation of individual business processes, staff reduction, part-time workers and “remote” work, allowing employers to reduce wages by hiring workers from regions and countries with lower social guarantees levels. These processes will affect a significant part of those employed, since in the conditions of a further reduction in aggregate demand in the world economy, the erosion of its post-industrial superstructure, the service sector, will continue. The article notes that the situation with coronavirus turned out to be an unprecedented challenge for the social sphere, revealed the fact that the digital formats of the organization of the economy and society are better able to “cope” with the optimization of the social and social-labor spheres than with their qualitative improvement. This forces politicians around the world to take a fresh look at the development of healthcare, education, and social policy in general. The authors conclude that the decision-makers will have to find a way out of the situation, formulate new principles of the world order, including the social sphere, in difficult conditions, at the same time comprehending what is happening at the conceptual and ideological level, and developing mechanisms of legal regulation of rapidly changing social reality.

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PurposeThe purpose of this paper is to investigate the relationship between several aspects of store flyers design (presence of a institutional slogan, type of product (national brand (NB) or store brand (SB)) featured on the cover page, the size of the flyer, number of featured NBs, type of brand (NB vs SB) on promotion, and price difference between the most expensive (NB) and the cheapest SB) and the consumer’s perceived variety of the retailer’s assortment, as a dimension of its global image.Design/methodology/approachA mixed laboratory experiment that combined a between-subjects experimental design and inter-subject conjoint analysis was conducted. A fictitious flyer from a fictitious supermarket was created that included both real NBs and fictitious SBs. In total, 12 scenarios (i.e. flyers) were tested using a sample of 406 participants.FindingsAnalysis suggests that longer flyers have the greatest influence on consumers’ perceived variety of a retailer’s assortment; a greater number of NBs in a category influenced consumers’ perceptions positively, and featuring SBs on the cover enhanced perceived variety. If a retailer features SBs on a flyer’s cover, longer flyers are recommended, and shorter flyers are recommended if NBs are featured on the cover. A retailer should promote its own brand only if the most expensive NBs are featured with SBs.Research limitations/implicationsThis study analyses a single aspect of consumers’ purchasing behaviors – variety of a retailer’s assortment. Future research should examine other variables related to consumers’ purchasing behaviors. This study uses an online context to test hypotheses, but many aspects of flyer design are physical. Future research should test current findings in offline contexts to compare results. Research should also explore moderation by consumer variables such as brand and store loyalty.Practical implicationsTo researchers, the authors offer improved understanding of how a flyer’s design affects the first stage of purchasing. To practitioners, results offer better understanding of positive returns on investment of store flyers, and to retailers, results offer a guide to creating and organizing flyers.Originality/valueThis study is first to assess how a flyer’s design influences a dimension of store image. Unlike extant research that examines store flyers using econometric models at the aggregate level, this study uses a laboratory experiment that combines a between-subjects design with conjoint analysis.

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China’s economic growth has decelerated substantially in recent years. This state of affairs is described by Chinese economic researchers as a "new normal". Furthermore, such a definition has also been put forward by the officials as an ideological concept, and in that sense the "new normal" means not just the current situation, but also a prospective path of development. New structural trends do appear in China’s economy. But, by and large, macro-trends kept worsening in 2014- 2015. Industrial production grew by a diminishing margin, and its expansion pace was roughly the same as in the period of the global crisis in late 2008-2009. Sales at the real estate market plummeted, and the prospects of recovery are still unclear. The CPI has been touching a deflationary threshold, reflecting a relative sluggishness of the aggregate demand. Monetary policy turned toward a relaxation with a sequential cause of interest rates and reserve ratios going down. But the possibilities of a further monetary softening are limited because of a high leverage both at the corporate and parastatal sectors, and of a huge overcapacity in the various branches of manufacturing. Nevertheless, hard landing is unlikely to happen in the nearest future. Growth may sustain due not only to the monetary stimuli, but also to new institutional reforms. China’s economy is really rebalancing in favor of services, and that process leads to a fast creation of jobs, which, in its turn, assists a consumer demand’s expansion. Such a shift is promoted with the new tax reform carried out newly in the service sector. The investment demand has been weakening, not least because of the government’s efforts to curb the shadow banking activities and to deleverage at the regional and municipal levels. But, at the same time, a huge amount of new businesses has been established as a result of the minimum capital requirements liberalization. The concept of a "mixed ownership" pioneered by the top state leaders actually implies a new phase of privatization. Public-private partnership is being installed in the number of infrastructural industries. A wave of new reforms is also prevailing at the banking and equity markets. The government assists the Chinese companies' entry into foreign markets with additional export promotion policies and the "Go Out" investment drive.

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The paper is devoted to a detailed and comprehensive analysis of such economic category as competitiveness. Its beginning is focused on plurality of interpretations for a “competitiveness” term depending on goals and objectives, and it also provides a description of such economic category as “competitive advantage”. In addition the paper describes the most widespread approaches to competitiveness based on the opinion of reputable scientists and researchers (J. Faberberg, M. Francis, M. Best, A. Figuera) and it gives a definition of competitiveness at the micro-, meso- and macro levels. Detailed description of competitive relation levels, relationship and interaction between subjects (participants) of competitive relations depending on the competition level (national, international) has been given in the paper. Taking into account the approaches developed by prestigious foreign and national scientists, the author has prepared his own classification of methodological approaches to a definition of competitiveness on the basis of factors that ensure its growth and goals which it is striving for (its qualitative characteristics). The given classification includes seven groups of theories: production theories (theories of production efficiency), institutional theories, theories of technological (innovative) development (improvement), market (marketing) theories, theories of national (social) welfare, management theories and mixed theories. In addition, some indicators have been pinpointed and these indicators make it possible to analyze competitiveness (consumer price index, growth rate of inflation, nominal exchange rate of the Belarusian ruble, GDP growth rate, GDP structure (share of national economy sectors), monetization (ratio M2/GDP), availability of financial (credit) resources: dynamics of refinancing rate, credit rates (collateral, intraday, overnight credit, rates on REPO operations), producer price index (growth rate of prices for raw materials, real wages), level of tax burden for enterprises of industry and business, availability of tax incentives for innovative business (presence of an innovative component in business)) and they are proposed to be added for the forms of statistical reports, in particular a report on production of industrial products (works, services), a report on prices, a report on current costs for environmental protection, a report on implementation of research and development, a report on labor.

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This article, written by JPT Technology Editor Chris Carpenter, contains highlights of paper SPE 201775, “An End-to-End Deep Sequential Surrogate Model for High-Performance Reservoir Modeling: Enabling New Work Flows,” by Jiri Navratil, IBM; Giorgio De Paola, SPE, Repsol; and Georgos Kollias, IBM, et al., prepared for the 2020 SPE Annual Technical Conference and Exhibition, originally scheduled to be held in Denver, 5–7 October. The paper has not been peer reviewed. Despite considerable progress in the development of rapid evaluation methods for physics-based reservoir simulators, a significant gap still exists in the acceleration and accuracy needed to enable complex optimization methods. The complete paper describes an end-to-end deep surrogate model capable of modeling field and individual-well production rates given arbitrary sequences of actions (schedules), including varying well locations, controls, and completions. Results provide concrete measures of the efficacy of the deep surrogate model as an enabling technology for the development of optimization techniques previously out of reach because of computational complexity. Introduction Recent advances in machine learning, particularly in deep learning, have enabled breakthroughs in technically challenging areas such as computer vision, natural language processing, and speech processing. The authors expand on these powerful algorithms to develop a deep neural network (DNN) surrogate model for reservoir dynamics. The objective of the DNN surrogate model is to predict field rates and individual well rates. The field rates typically include aggregate oil and water production and water-injection rates reported at equidistant timesteps over a desired production horizon. Economic metrics such as net present value are computed using the field rates. The individual well rates are optional, and, typically, the oil production per well is the desired output. The contribution of this paper is twofold: It expands on the sequence-to-sequence approach by capturing additional varying inputs, namely well controls and completions, and it presents a thorough experimental analysis and validation on a publicly available synthetic reservoir model (SPE9) as well as a real large-scale reservoir model. Methods and Procedures Reservoir Models. SPE9 is a standard benchmark to validate and compare simulations of the black-oil model. The reservoir is described by a 24×25×15 grid, having a 10° dipping angle in the x direction and a heterogeneous geostatistically based permeability field. The grid has a uniform size of 300 ft in the x and y directions and is nonuniform along the z direction. The porosity values for each layer are constant and vary across layers. In this work, the original SPE9 benchmark has been modified to be suitable for field development plan (FDP) optimization. Different well-completion data and ranges have been used for the number of producer and injector wells. The areal well locations, the number of wells, and the well-drilling sequence are variables specified by a suitable FDP. A fixed well control has been used in all SPE9 simulations. In the original SPE9 benchmark, the field operating conditions led to free-gas formation and most of the wells switched from rate control to pressure control. The conditions that trigger the switch in well controls are provided as inputs to a reservoir model and are determined on the basis of operational logistics and geomechanical stability criteria. Neglecting such switches in well controls is disastrous in the real world. However, this is benign from the point of view of a numerical benchmark to test FDP optimization.

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Topicality. Market mechanisms of the functioning of the economy as a set of levers used in the management system, requires in-depth theoretical developments on the basis of objective economic patterns and the introduction of real commodity-money relations, taking into account environmental components. An important point is the regulation of entrepreneurship based on the improvement of the economic mechanism. The accelerated growth of the population of the planet caused a general increase in anthropogenic load on the biosphere, bringing it in some cases to a critical level. Waste human life and production have become the cause of almost universal pollution of air, water and soil. The gradual change in environmental pollution and the depletion of natural resources has led to a process of changing (deteriorating) the quality of the environment. As a result, there was a threat of irreversible degradation of the natural environment, when the growth of people's needs and the need to provide life to a growing population were in conflict with natural environmental constraints. It became clear that society, guided by the concept of sustainable development, should pay particular attention to the creation of zones (areas) of the "green economy", where local, state and global problems of preserving the natural potential of the territory, which may consist of several such zones, will be addressed.The adverse effects on the population of possible changes in the environment in real ecosystems always contribute to the emergence of zones of environmental risk, and in consequence, and areas of environmental disaster.Aim and tasks. The purpose of the article is to define the economic mechanism of regulation of entrepreneurship in the zones of development of the "green economy" in Ukraine. To do this, you should identify the concept and the essence of the zones of qualitative change in the natural environment. At the same time, regardless of the more widespread use of the principles of the green economy, the green business and the awareness of the benefits that they give to both entrepreneurs and society, the boundaries of determining these zones remain rather blurred.Research results. The conceptual bases and methodical principles of the implementation of the economic mechanism of regulation of entrepreneurship in the zones of development of the "green economy" (ZRZE) in Ukraine are considered. The article considers the role of tax and price mechanisms in the efficiency of the functioning of green economy development zones. Both scientific and practical value is determined by providing privileges for attracting foreign and national capital, which will allow to overcome the socio-ecological and economic crisis in the ecological situation both in separate regions and in Ukraine as a whole. Local authorities should be empowered to develop and approve their programs for the creation and operation of the SRZE based on the specifics of the economy and the ecological state of the regions concerned. Regional programs are implemented at the expense of benefits provided within the relevant local taxes and fees, as well as the budgets of the respective regions.There is a need for a certain system of tax deduction, based on the essence of the economic activity of the enterprise, the specific features of production and economic and environmental potential of these areas. Depending on the conditions of activity and resulting from the end-product or service on some sites ZRZE, consideration should be given to determining the value of the tax based on the ratio of the amount of income to the amount of the cost of the active part of fixed assets (excluding turnover because it would have led to the intentional increase their value, and, accordingly, prices). Thus, the tax should be charged depending on the efficiency of the use of fixed assets, that is, on their profitability. This would exclude the exploitation of the equipment to its full depreciation, ensured the receipt of net income without unnecessary trouble and allocation of appropriate funds for its restoration and the introduction of advanced, progressive low-waste technologies in order to reduce the given ratio, and with it the amount of taxes. Thus, we can prevent the reduction of production, price increases, the complication of industrial relations and pollution of the environment. In order to ensure a corresponding increase in wages, it is necessary to carry out the renovation of fixed assets, to increase labor productivity, which will lead to the accelerated development of productive forces and to indirectly influence the development of the "green economy" in such zones.Conclusion. An ecologically-oriented state approach to the potential reduction of environmental risk areas (which can become areas of environmental disaster) will improve the quality of natural resource potential and the state of the environment. An important direction in stimulating the introduction of environmentally friendly, low-waste technologies, production of environmentally friendly products in the creation and operation of the ZRZE is the formation of contractual relations in the area of pricing between the state, the management bodies of ZRZE and entrepreneurs of any form of ownership.

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Relevance of research topic. The number of Ukrainian holding-type organizations and their land bankcontinues to grow, "displacing" small and medium-sized producers from the agricultural economy.Since 2019, state policy has been refocusing on forced support for small and small-scale farms, and after the Ukrainian decentralization reform the leadership of the united territorial communities of the new tools they received depends on the development of small and medium-sized businesses. Formulation of the problem. Today, the actualization of local economic development requires significant financial resources from the united territorial communities. And the formation of their budget depends on the effectiveagricultural sector operation. After the Ukrainian reform of local self-government and decentralization, the economic development of the territories and of Ukraine as a whole, depends on the using of new tools and resources by the community leadership. The solution of theagrarian sphere problems of the united territorial communities is in the plane ofsmall agrarian entrepreneurship state support, strengthening of the state control over the activity of large agro-traders, as well as their social and financial responsibility to the united territorial communities. Analysis of recent research and publications. Theoretical questions on the study of small agrarian entrepreneurship in the development of united territorial communities were engaged in such scientists of the Institute of Economics of NASU, Institute of Agrarian Economics of NAAS of Ukraine, as Shemyakin D., Finagina O. V., Lysetsky A. S., Onishchenko O. M., and other national and foreign scientists. Selection of unexplored parts of the general problem. The issue of the impact of decentralization on theagricultural sector development of the united territorial communities needs to be detailed and further researched. Setting the task, the purpose of the study. The article aim is to investigate the theoretical aspect of organizational and legal foundations of the formation of united territorial communities in Ukraine, assess thesmall agricultural business current state and trace its relationship with the activities of united territorial communities for economic development. Method or methodology for conducting research. The set of general scientific methods of cognition and special methods of economic research are used in the work. Among them: analysis and synthesis, generalization and comparison, system-structural and comparative analysis, systematic method of cognition of economic processes and phenomena, index method and method of statistical groupings for analysis of united territorial communities activity development of the agro-industrial complex of Ukraine. Presentation of the main material (results of work). The article considers the theoretical aspect of organizational and legal foundations of the united territorial communities formation in Ukraine, assesses the current state of small agricultural business and reveals it’s main relationships with the united territorial communities activities for region economic development. Territorial communities are voluntary associations of residents of city, village and settlement councils, which directly receive funding from the state budget for the development of education, medicine, sports, culture, and social protection. Financial support from the state gives more opportunities to local communities to implement their own projects. The more active the territorial community, the more projects will be implemented and theterritorial communityprofitability level will be higher, which it will spend on the development of territories. This is the main incentive to attract additional investment to improve people's living standards. In 2020, theUkrainian Cabinet of Ministers adopted 24 orders on the definition of administrative centers and approval ofregional community’s territories. There are 1469 territorial communities in our country. After the launch of the decentralization process in Ukraine – the transfer of powers and resources to places from which the community itself determines the direction of funding, small communities require forresource lack for rural development. The solution has beena decision to consolidate several councils by merging, which allowed communities to use common resources for territorial development. Ukraine owns 60.3 million hectares, which is about 6% of Europe's territory.There are 32.7 millionarable land hectares of land in the structure of*ckrainian agricultural territory, of which almost 9 million are used as pastures, hayfields and other agricultural lands. The quarter of agricultural land was never distributed, remaining on the balance of the state. Thus, state and the communal property include 10.5 million hectares of agricultural land, which is 26% of the total area, of which 3.2 million hectares – in the permanent use of state enterprises, 2.5 million hectares – in stock, and the rest – for rent. Almost 40% of the total number of Ukrainian enterprises in the agricultural sector and 38% of the area of agricultural land cultivated by agricultural enterprises are absorbed by agricultural holdings and large agricultural traders. On June 1, 2019, there were more than 160 large agricultural holdings in the country, they cultivate more than 3.6 million hectares of agricultural land. Thus, today in Ukraine the number of holding-type organizations and their land bank continues to grow, "displacing" small and medium-sized producers from the agricultural economy. Thecommunity agrarian branch is a complex multi-sectoral system, the individual subsystems of which are unevenly represented in different territorial formations, but are in close interaction with each other. The role of small agrarian businesses in the development of united territorial community’sagriculture is constantly growing. In recent years, the share of farms has increased by 30%. With the development of farming in the agricultural regions of Ukraine, the opportunities to solve the problem of employment in rural areas and the revival of territories in general are increasing. Therefore, state support for agricultural producers is an important step in order to obtain funds for small business development in the agro-industrial sector. If earlier the preference of vectors of state support was in large agro-traders, then from 2019 the policy of the state was reoriented to the strengthened support of small and small-scale farms. Such support is confirmed by financial preferences for small agribusiness through regional branches of the Ukrainian State Farm Support Fund. Agricultural cooperatives will receive state support through cooperation with the Ministry of Agriculture of Ukraine with the assistance of the Department. Thus, today the promissory note form of payment has been abolished, and 70% of the cost of their equipment has been reimbursed for cooperatives. As a result of the crisis of 2014-2016, many Ukrainians started doing business and many successful cases of micro and small agricultural enterprises operating in the regions appeared in the country. However, barriers to rural development are a lack of financial resources and a lack of economic knowledge. Therefore, in order to maximally support farms and agro-industrial entrepreneurship in rural areas by the state, high-quality interaction and communication on the ground is needed. Thus, in addition to financial support, the state program also includes advising agricultural producers. Experienced specialists will help to structure the business, calculate the financial and create a business plan. In 2020, the budget of financial support for the agro-industrial sector of Ukraine is set at 4 billion UAH, which is only 43% of the limit – does not meet 1% of GDP. the real need for financial state support of a key sector of Ukraine's economy. The implementation of the program of financing micro and small agribusiness has great potential not only in the country, but also within each united territorial community. Each of them, which participates in the program of state support of small agrarian business, annually receives about 75 thousand UAH of taxes to its budget. On a national scale, this is an additional UAH 75 million ($ 3.06 million) in taxes to local budgets over 5 years. The possibility of organizational and legal forms of micro and small agribusiness, according to the current legislation of Ukraine, to hire labor – partially solves the problem of unemployment in rural areas. A significant contribution is also made by micro and small agribusiness in increasing the volume of gross domestic product in Ukraine. Small and medium business in Ukraine brings 55% of gross domestic product to the country's economy, and micro and small business 16%, while in Europe the figure is twice as high, and their efficiency is 10 times higher than in our country. It is the subjects of small and medium-sized businesses in the field of agriculture that are powerful catalysts and stimulators of business activity, determine the unification of all participants in economic relations in the country. Therefore, state support and effective development of united territorial community’sagribusiness create the basis for the emergence and functioning of the institutional environment. Thus, giving 12% of Ukraine's GDP and providing jobs for members of the local community, small agribusiness entities need the development of agricultural equipment suppliers, agricultural processors, research institutions that conduct breeding work and develop modern technologies, logistics infrastructure, market structures, as well as institutions of agricultural education. The agro-industrial sphere of the community is the main means of ensuring the socio-economic development of territorial united territorial communitiesand the effective functioning of rural areas. However, the distribution of agricultural land and land ownership remains an urgent problem for united territorial communities, as in addition to the territorial base, the land is a means of agricultural production. The population of the united territorial community is the main consumer of agricultural products produced by small agricultural enterprises. So, it provides a reproduction of labor for the industry. The vector of development of united territorial community’sagricultural production depends on the availability of natural, productive and labor resources of the community. The most energy-intensive are the production of vegetable crops, sugar beets, potatoes, industrial crops, as well as certain livestock industries, which are more often engaged in by farms and small agricultural enterprises. The study found that in Ukraine, government measures are the main obstacle to the development of agro-industrial entrepreneurship in united territorial communities, because it creates an extremely unfavorable climate for the development of small and medium enterprises or prohibits it altogether. For many years in a row, the sources of budget formation, which are generally local taxes, remain a significant problem in the development of agriculturally oriented united territorial communities. The limitation of incomes of agricultural enterprises and the population is the low efficiency of agricultural enterprises, the main reason for which is the low wages of peasants. The reason for this problem in the agricultural sector is low productivity, which forms the added value of agricultural products. Examining the structure of Ukrainian small agrarian business, its players in general education were classified into two large groups: 1. Farmers and agricultural producers living and working in rural areas. They live in a society within the lands of which they rent shares, pay all the necessary taxes, provide residents of general education with jobs, finished agricultural products at affordable prices. 2. Farmers who are registered in Ukrainian cities, however, use the land of the community, paying only the rent of agricultural land, depleting them due to non-compliance with crop rotations. Such agro-traders enjoy state support, soft loans and other preferences, receive super-profits and in no way contribute to the development of agricultural areas and society. These are the activities of large agro-industrial holdings, the form of interaction with rural general education and the mechanisms of social responsibility which need to be worked out with the help of the following measures by the government and agricultural producers: 1) development and restoration of the infrastructure of the united territorial communities and its elements used by agricultural holdings; 2) use of modern ecologically safe agrotechnologies. 3) training of qualified specialists in the field of agro-industrial complex, their employment in modern agro-industrial companies; 4) state support, restoration and preservation of recreational and health facilities of the united territorial communities, including agricultural lands, which are leased by large agricultural holdings; 5) involvement in the economic activity of the agricultural holding of farms on a partnership basis. Thus, partnerships and cooperation between large agricultural holdings and small agricultural producers of united territorial communities can contribute not only to the development of small agricultural businesses in Ukraine, but also to the socio-economic development of society and rural areas in general. The field of application of results. Thescientific research results on the problems of small agricultural entrepreneurship in the development of united territorial communities can be used in the field of state regulation of agribusiness and united territorial communities to support local agricultural producers. Conclusions according to the article. The agro-industrial sphere of the communities is the main means of ensuring the socio-economic development of territorial communities and the effective functioning of rural areas, because the development of farming opportunities increases the problem of rural employment and the revival of territories in general. That is why state support for agricultural producers is an important step to obtain funds for small business development in the agro-industrial sector.

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Abstract This article examines the evolution of English living standards during the early phase of industrialization (1760–1850). We take a multi-dimensional perspective and apply an indicator that combines four key dimensions of well-being: material living standards, health, working time, and inequality. Contrary to other composite measures of well-being, our welfare metric draws on standard economic theory to aggregate its underlying components. We find decreasing welfare during the late eighteenth century due to rising working time and income inequality, despite improving health. After 1800, workers’ conditions improved when real wages started to rise, although the cumulative effect was not substantial by 1850.

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AbstractThe main purpose of this paper is to study the functional distribution of income in Portugal in the long run, considering the period between 1953 and 2017. The labour share in income or value added depends on two fundamental variables, labour productivity and the average labour compensation. The trends of these variables are quantified for the aggregate economy and for its main productive sectors. An interesting result emerges, namely the different dynamics across sectors, both for the (unadjusted) wage share (considering only the wages of employees) and for the adjusted labour share (considering also as labour compensation one fraction of mixed income). Moreover, a shift-share analysis is used, in order to distinguish the importance of each sector's wage share evolution (“within” effect) and the changes in each sector's weight (structural changes, or “between” effect). Finally, a first attempt to incorporate the effect of wage inequality on the functional distribution of income is made, subtracting the labour compensation of the highest paid workers (top 10%, 5% and 1%) in order to calculate the wage share of the (so-called) "typical" workers.

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

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Introduction The first “Aquarius Festival” came together in Canberra, at the Australian National University, in the autumn of 1971 and was reprised in 1973 in the small rural town of Nimbin, in northern New South Wales. Both events reflected the Zeitgeist in what was, in some ways, an inchoate expression of the so-called “counterculture” (Roszak). Rather than attempting to analyse the counterculture as a discrete movement with a definable history, I enlist the theory of cultural memes to read the counter culture as a Dawkinsian cluster meme, with this paper offered as “testimonio”, a form of quasi-political memoir that views shifts in the culture through the lens of personal experience (Zimmerman, Yúdice). I track an evolving personal, “internal” topography and map its points of intersection with the radical social, political and cultural changes spawned by the “consciousness revolution” that was an integral part of the counterculture emerging in the 1970s. I focus particularly on the notion of “consciousness raising”, as a Dawkinsian memetic replicator, in the context of the idealistic notions of the much-heralded “New Age” of Aquarius, and propose that this meme has been a persistent feature of the evolution of the “meme cluster” known as the counterculture. Mimesis and the Counterculture Since evolutionary biologist Richard Dawkins floated the notion of cultural memes as a template to account for the evolution of ideas within political cultures, a literature of commentary and criticism has emerged that debates the strengths and weaknesses of his proposed model and its application across a number of fields. I borrow the notion to trace the influence of a set of memes that clustered around the emergence of what writer Marilyn Ferguson called The Aquarian Conspiracy, in her 1980 book of that name. Ferguson’s text, subtitled Personal and Social Transformation in Our Time, was a controversial attempt to account for what was known as the “New Age” movement, with its late millennial focus on social and personal transformation. That focus leads me to approach the counterculture (a term first floated by Theodore Roszak) less as a definable historical movement and more as a cluster of aspirational tropes expressing a range of aspects or concerns, from the overt political activism through to experimental technologies for the transformation of consciousness, and all characterised by a critical interrogation of, and resistance to, conventional social norms (Ferguson’s “personal and social transformation”). With its more overtly “spiritual” focus, I read the “New Age” meme, then, as a sub-set of this “cluster meme”, the counterculture. In my reading, “New Age” and “counterculture” overlap, sharing persistent concerns and a broad enough tent to accommodate the serious—the combative political action of Students for a Democratic Society (SDS), say, (see Elbaum)—to the light-hearted—the sport of frisbee for example (Stancil). The interrogation of conventional social and political norms inherited from previous generations was a prominent strategy across both movements. Rather than offering a sociological analysis or history of the ragbag counterculture, per se, my discussion here focuses in on the particular meme of “consciousness raising” within that broader set of cultural shifts, some of which were sustained in their own right, some dropping away, and many absorbed into the dominant mainstream culture. Dawkins use of the term “meme” was rooted in the Greek mimesis, to emphasise the replication of an idea by imitation, or copying. He likened the way ideas survive and change in human culture to the natural selection of genes in biological evolution. While the transmission of memes does not depend on a physical medium, such as the DNA of biology, they replicate with a greater or lesser degree of success by harnessing human social media in a kind of “infectivity”, it is argued, through “contagious” repetition among human populations. Dawkins proposed that just as biological organisms could be said to act as “hosts” for replicating genes, in the same way people and groups of people act as hosts for replicating memes. Even before Dawkins floated his term, French biologist Jacques Monod wrote that ideas have retained some of the properties of organisms. Like them, they tend to perpetuate their structure and to breed; they too can fuse, recombine, segregate their content; indeed they too can evolve, and in this evolution selection must surely play an important role. (165, emphasis mine) Ideas have power, in Monod’s analysis: “They interact with each other and with other mental forces in the same brain, in neighbouring brains, and thanks to global communication, in far distant, foreign brains” (Monod, cited in Gleick). Emblematic of the counterculture were various “New Age” phenomena such as psychedelic drugs, art and music, with the latter contributing the “Aquarius” meme, whose theme song came from the stage musical (and later, film) Hair, and particularly the lyric that runs: “This is the dawning of the Age of Aquarius”. The Australian Aquarius Festivals of 1971 and 1973 explicitly invoked this meme in the way identified by Monod and the “Aquarius” meme resonated even in Australia. Problematising “Aquarius” As for the astrological accuracy of the “Age of Aquarius meme”, professional astrologers argue about its dating, and the qualities that supposedly characterise it. When I consulted with two prominent workers in this field for the preparation of this article, I was astonished to find their respective dating of the putative Age of Aquarius were centuries apart! What memes were being “hosted” here? According to the lyrics: When the moon is in the seventh house And Jupiter aligns with Mars Then peace will guide the planets And love will steer the stars. (Hair) My astrologer informants assert that the moon is actually in the seventh house twice every year, and that Jupiter aligns with Mars every two years. Yet we are still waiting for the outbreak of peace promised according to these astrological conditions. I am also informed that there’s no “real” astrological underpinning for the aspirations of the song’s lyrics, for an astrological “Age” is not determined by any planet but by constellations rising, they tell me. Most important, contrary to the aspirations embodied in the lyrics, peace was not guiding the planets and love was not about to “steer the stars”. For Mars is not the planet of love, apparently, but of war and conflict and, empowered with the expansiveness of Jupiter, it was the forceful aggression of a militaristic mind-set that actually prevailed as the “New Age” supposedly dawned. For the hippified summer of love had taken a nosedive with the tragic events at the Altamont speedway, near San Francisco in 1969, when biker gangs, enlisted to provide security for a concert performance by The Rolling Stones allegedly provoked violence, marring the event and contributing to a dawning disillusionment (for a useful coverage of the event and its historical context see Dalton). There was a lot of far-fetched poetic licence involved in this dreaming, then, but memes, according to Nikos Salingaros, are “greatly simplified versions of patterns”. “The simpler they are, the faster they can proliferate”, he writes, and the most successful memes “come with a great psychological appeal” (243, 260; emphasis mine). What could be retrieved from this inchoate idealism? Harmony and understanding Sympathy and trust abounding No more falsehoods or derisions Golden living dreams of visions Mystic crystal revelation And the mind’s true liberation Aquarius, Aquarius. (Hair) In what follows I want to focus on this notion: “mind’s true liberation” by tracing the evolution of this project of “liberating” the mind, reflected in my personal journey. Nimbin and Aquarius I had attended the first Aquarius Festival, which came together in Canberra, at the Australian National University, in the autumn of 1971. I travelled there from Perth, overland, in a Ford Transit van, among a raggedy band of tie-dyed hippie actors, styled as The Campus Guerilla Theatre Troupe, re-joining our long-lost sisters and brothers as visionary pioneers of the New Age of Aquarius. Our visions were fueled with a suitcase full of potent Sumatran “buddha sticks” and, contrary to Biblical prophesies, we tended to see—not “through a glass darkly” but—in psychedelic, pop-, and op-art explosions of colour. We could see energy, man! Two years later, I found myself at the next Aquarius event in Nimbin, too, but by that time I inhabited a totally different mind-zone, albeit one characterised by the familiar, intense idealism. In the interim, I had been arrested in 1971 while “tripping out” in Sydney on potent “acid”, or LSD (Lysergic acid diethylamide); had tried out political engagement at the Pram Factory Theatre in Melbourne; had camped out in protest at the flooding of Lake Pedder in the Tasmanian wilderness; met a young guru, started meditating, and joined “the ashram”—part of the movement known as the Divine Light Mission, which originated in India and was carried to the “West” (including Australia) by an enthusiastic and evangelical following of drug-toking drop-outs who had been swarming through India intent on escaping the dominant culture of the military-industrial complex and the horrors of the Vietnam War. Thus, by the time of the 1973 event in Nimbin, while other festival participants were foraging for “gold top” magic mushrooms in farmers’ fields, we devotees had put aside such chemical interventions in conscious awareness to dig latrines (our “service” project for the event) and we invited everyone to join us for “satsang” in the yellow, canvas-covered, geodesic dome, to attend to the message of peace. The liberation meme had shifted through a mutation that involved lifestyle-changing choices that were less about alternative approaches to sustainable agriculture and more about engaging directly with “mind’s true liberation”. Raising Consciousness What comes into focus here is the meme of “consciousness raising”, which became the persistent project within which I lived and worked and had my being for many years. Triggered initially by the ingestion of those psychedelic substances that led to my shocking encounter with the police, the project was carried forward into the more disciplined environs of my guru’s ashrams. However, before my encounter with sustained spiritual practice I had tried to work the shift within the parameters of an ostensibly political framework. “Consciousness raising” was a form of political activism borrowed from the political sphere. Originally generated by Mao Zedong in China during the revolutionary struggle to overthrow the vested colonial interests that were choking Chinese nationalism in the 1940s, to our “distant, foreign brains” (Monod), as Western revolutionary romantics, Chairman Mao and his Little Red Book were taken up, in a kind of international counterculture solidarity with revolutionaries everywhere. It must be admitted, this solidarity was a fairly superficial gesture. Back in China it might be construed as part of a crude totalitarian campaign to inculcate Marxist-Leninist political ideas among the peasant classes (see Compestine for a fictionalised account of traumatic times; Han Suyin’s long-form autobiography—an early example of testimonio as personal and political history—offers an unapologetic account of a struggle not usually construed as sympathetically by Western commentators). But the meme (and the processes) of consciousness raising were picked up by feminists in the United States in the late 1960s and into the 1970s (Brownmiller 21) and it was in this form I encountered it as an actor with the politically engaged theatre troupe, The Australian Performing Group, at Carlton’s Pram Factory Theatre in late 1971. The Performance Group I performed as a core member of the Group in 1971-72. Decisions as to which direction the Group should take were to be made as a collective, and the group veered towards anarchy. Most of the women were getting together outside of the confines of the Pram Factory to raise their consciousness within the Carlton Women’s Liberation Cell Group. While happy that the sexual revolution was reducing women’s sexual inhibitions, some of the men at the Factory were grumbling into their beer, disturbed that intimate details of their private lives—and their sexual performance—might be disclosed and raked over by a bunch of radical feminists. As they began to demand equal rights to org*sm in the bedroom, the women started to seek equal access within the performance group, too. They requested rehearsal time to stage the first production by the Women’s Theatre Group, newly formed under the umbrella of the wider collective. As all of the acknowledged writers in the Group so far were men—some of whom had not kept pace in consciousness raising—scripts tended to be viewed as part of a patriarchal plot, so Betty Can Jump was an improvised piece, with the performance material developed entirely by the cast in workshop-style rehearsals, under the direction of Kerry Dwyer (see Blundell, Zuber-Skerritt 21, plus various contributors at www.pramfactory.com/memoirsfolder/). I was the only male in the collective included in the cast. Several women would have been more comfortable if no mere male were involved at all. My gendered attitudes would scarcely have withstood a critical interrogation but, as my partner was active in launching the Women’s Electoral Lobby, I was given the benefit of the doubt. Director Kerry Dwyer liked my physicalised approach to performance (we were both inspired by the “poor theatre” of Jerzy Grotowski and the earlier surrealistic theories of Antonin Artaud), and I was cast to play all the male parts, whatever they would be. Memorable material came up in improvisation, much of which made it into the performances, but my personal favorite didn’t make the cut. It was a sprawling movement piece where I was “born” out of a symbolic mass of writhing female bodies. It was an arduous process and, after much heaving and huffing, I emerged from the birth canal stammering “SSSS … SSSS … SSMMMO-THER”! The radical reversioning of culturally authorised roles for women has inevitably, if more slowly, led to a re-thinking of the culturally approved and reinforced models of masculinity, too, once widely accepted as entirely biologically ordained rather than culturally constructed. But the possibility of a queer re-versioning of gender would be recognised only slowly. Liberation Meanwhile, Dennis Altman was emerging as an early spokesman for gay, or hom*osexual, liberation and he was invited to address the collective. Altman’s stirring book, hom*osexual: Oppression and Liberation, had recently been published, but none of us had read it. Radical or not, the Group had shown little evidence of sensitivity to gender-queer issues. My own sexuality was very much “oppressed” rather than liberated and I would have been loath to use “queer” to describe myself. The term “hom*osexual” was fraught with pejorative, quasi-medical associations and, in a collective so divided across strict and sometimes hostile gender boundaries, deviant affiliations got short shrift. Dennis was unsure of his reception before this bunch of apparent “heteros”. Sitting at the rear of the meeting, I admired his courage. It took more self-acceptance than I could muster to confront the Group on this issue at the time. Somewhere in the back of my mind, “hom*osexuality” was still something I was supposed to “get over”, so I failed to respond to Altman’s implicit invitation to come out and join the party. The others saw me in relationship with a woman and whatever doubts they might have carried about the nature of my sexuality were tactfully suspended. Looking back, I am struck by the number of simultaneous poses I was trying to maintain: as an actor; as a practitioner of an Artaudian “theatre of cruelty”; as a politically committed activist; and as a “hetero”-sexual. My identity was an assemblage of entities posing as “I”; it was as if I were performing a self. Little gay boys are encouraged from an early age to hide their real impulses, not only from others—in the very closest circle, the family; at school; among one’s peers—but from themselves, too. The coercive effects of shaming usually fix the denial into place in our psyches before we have any intellectual (or political) resources to consider other options. Growing up trying to please, I hid my feelings. In my experience, it could be downright dangerous to resist the subtle and gross coercions that applied around gender normativity. The psychoanalyst D. W. Winnicott, of the British object-relations school, argues that when the environment does not support the developing personality and requires the person to sacrifice his or her own spontaneous needs to adapt to environmental demands, there is not even a resting-place for individual experience and the result is a failure in the primary narcissistic state to evolve an individual. The “individual” then develops as an extension of the shell rather than that of the core [...] What there is left of a core is hidden away and is difficult to find even in the most far-reaching analysis. The individual then exists by not being found. The true self is hidden, and what we have to deal with clinically is the complex false self whose function is to keep this true self hidden. (212) How to connect to that hidden core, then? “Mind’s true liberation...” Alienated from the performative version of selfhood, but still inspired by the promise of liberation, even in the “fuzzy” form for which my inchoate hunger yearned (sexual liberation? political liberation? mystical liberation?), I was left to seek out a more authentic basis for selfhood, one that didn’t send me spinning along the roller-coaster of psychedelic drugs, or lie to me with the nostrums of a toxic, most forms of which would deny me, as a sexual, moral and legal pariah, the comforts of those “anchorage points to the social matrix” identified by Soddy (cited in Mol 58). My spiritual inquiry was “counter” to these institutionalised models of religious culture. So, I began to read my way through a myriad of books on comparative religion. And to my surprise, rather than taking up with the religions of antique cultures, instead I encountered a very young guru, initially as presented in a simply drawn poster in the window of Melbourne’s only vegetarian restaurant (Shakahari, in Carlton). “Are you hungry and tired of reading recipe books?” asked the figure in the poster. I had little sense of where that hunger would lead me, but it seemed to promise a fulfilment in ways that the fractious politics of the APG offered little nourishment. So, while many of my peers in the cities chose to pursue direct political action, and others experimented with cooperative living in rural communes, I chose the communal lifestyle of the ashram. In these different forms, then, the conscious raising meme persisted when other challenges raised by the counterculture either faded or were absorbed in the mainstream. I finally came to realise that the intense disillusionment process I had been through (“dis-illusionment” as the stripping away of illusions) was the beginning of awakening, in effect a “spiritual initiation” into a new way of seeing myself and my “place” in the world. Buddhist teachers might encourage this very kind of stripping away of false notions as part of their teaching, so the aspiration towards the “true liberation” of the mind expressed in the Aquarian visioning might be—and in my case, actually has been and continues to be—fulfilled to a very real extent. Gurus and the entire turn towards Eastern mysticism were part of the New Age meme cluster prevailing during the early 1970s, but I was fortunate to connect with an enduring set of empirical practices that haven’t faded with the fashions of the counterculture. A good guitarist would never want to play in public without first tuning her instrument. In a similar way, it is now possible for me to tune my mind back to a deeper, more original source of being than the socially constructed sense of self, which had been so fraught with conflicts for me. I have discovered that before gender, and before sexuality, in fact, pulsing away behind the thicket of everyday associations, there is an original, unconditioned state of beingness, the awareness of which can be reclaimed through focused meditation practices, tested in a wide variety of “real world” settings. For quite a significant period of time I worked as an instructor in the method on behalf of my guru, or mentor, travelling through a dozen or so countries, and it was through this exposure that I was able to observe that the practices worked independently of culture and that “mind’s true liberation” was in many ways a de-programming of cultural indoctrinations (see Marsh, 2014, 2013, 2011 and 2007 for testimony of this process). In Japan, Zen roshi might challenge their students with the koan: “Show me your original face, before you were born!” While that might seem to be an absurd proposal, I am finding that there is a potential, if unexpected, liberation in following through such an inquiry. As “hokey” as the Aquarian meme-set might have been, it was a reflection of the idealistic hope that characterised the cluster of memes that aggregated within the counterculture, a yearning for healthier life choices than those offered by the toxicity of the military-industrial complex, the grossly exploitative effects of rampant Capitalism and a politics of cynicism and domination. The meme of the “true liberation” of the mind, then, promised by the heady lyrics of a 1970s hippie musical, has continued to bear fruit in ways that I could not have imagined. References Altman, Dennis. hom*osexual Oppression and Liberation. Sydney: Angus & Robertson, 1972. Blundell, Graeme. The Naked Truth: A Life in Parts. Sydney: Hachette, 2011. Brownmiller, Susan. In Our Time: Memoir of a Revolution. New York: The Dial Press, 1999. Compestine, Ying Chang. Revolution Is Not a Dinner Party. New York: Square Fish, 2009. Dalton, David. “Altamont: End of the Sixties, Or Big Mix-Up in the Middle of Nowhere?” Gadfly Nov/Dec 1999. April 2014 ‹http://www.gadflyonline.com/archive/NovDec99/archive-altamont.html›. Dawkins, Richard. The Selfish Gene. Oxford: Oxford UP, 1976. Elbaum, Max. Revolution in the Air: Sixties Radicals Turn to Lenin, Mao and Che. London and New York: Verso, 2002. Ferguson, Marilyn. The Aquarian Conspiracy. Los Angeles: Tarcher Putnam, 1980. Gleick, James. “What Defines a Meme?” Smithsonian Magazine 2011. April 2014 ‹http://www.smithsonianmag.com/arts-culture/What-Defines-a Meme.html›. Hair, The American Tribal Love Rock Musical. Prod. Michael Butler. Book by Gerome Ragni and James Rado; Lyrics by Gerome Ragni and James Rado; Music by Galt MacDermot; Musical Director: Galt MacDermot. 1968. Han, Suyin. The Crippled Tree. 1965. Reprinted. Chicago: Academy Chicago P, 1985. ---. A Mortal Flower. 1966. Reprinted. Chicago: Academy Chicago P, 1985. ---. Birdless Summer. 1968. Reprinted. Chicago: Academy Chicago P, 1985. ---. The Morning Deluge: Mao TseTung and the Chinese Revolution 1893-1954. Boston: Little Brown, 1972. ---. My House Has Two Doors. New York: Putnam, 1980. Marsh, Victor. The Boy in the Yellow Dress. Melbourne: Clouds of Magellan Press, 2014. ---. “A Touch of Silk: A (Post)modern Faerie Tale.” Griffith Review 42: Once Upon a Time in Oz (Oct. 2013): 159-69. ---. “Bent Kid, Straight World: Life Writing and the Reconfiguration of ‘Queer’.” TEXT: Journal of Writing and Writing Courses 15.1 (April 2011). ‹http://www.textjournal.com.au/april11/marsh.htm›. ---. “The Boy in the Yellow Dress: Re-framing Subjectivity in Narrativisations of the Queer Self.“ Life Writing 4.2 (Oct. 2007): 263-286. Mol, Hans. Identity and the Sacred: A Sketch for a New Social-Scientific Theory of Religion. Oxford: Blackwell, 1976. Monod, Jacques. Chance and Necessity: An Essay on the Natural Philosophy of Modern Biology. New York: Alfred A. Knopf, 1970. Roszak, Theodore. The Making of a Counter Culture: Reflections on the Technocratic Society and Its Youthful Opposition. New York: Doubleday, 1968. Salingaros, Nikos. Theory of Architecture. Solingen: Umbau-Verlag, 2006. Stancil, E.D., and M.D. Johnson. Frisbee: A Practitioner’s Manual and Definitive Treatise. New York: Workman, 1975 Winnicott, D.W. Through Paediatrics to Psycho-Analysis: Collected Papers. 1958. London: Hogarth Press, 1975. Yúdice, George. “Testimonio and Postmodernism.” Latin American Perspectives 18.3 (1991): 15-31. Zimmerman, Marc. “Testimonio.” The Sage Encyclopedia of Social Science Research Methods. Eds. Michael S. Lewis-Beck, Alan Bryman and Tim Futing Liao. London: Sage Publications, 2003. Zuber-Skerritt, Ortrun, ed. Australian Playwrights: David Williamson. Amsterdam: Rodolpi, 1988.

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Parity between the sexes, harmony between the religions, balance between the cultural differences: these principles all hinge upon the idealistic concept of all things in our human society being equal. In this issue of M/C Journal the notion of ‘equal’ is reviewed and discussed in terms of both its discourse and its application in real life. Beyond the concept of equal itself, uniting each author’s contribution is acknowledgement of the competing objectives which can promote bias and prejudice. Indeed, it is that prejudice, concomitant to the absence of equal treatment by and for all peoples, which is always of concern for the pursuit of social justice. Although it has been reduced to a brand-name of low calorie sugar substitute in the Australian supermarket and cafe set, the philosophical values and objectives behind the concept of equal underpin some of the most highly prized and esteemed ideals of western liberal democracy and its ideas on justice. To be equal in the modern sense means to be empowered, to enjoy the same entitlements as others and to have the same rights. At the same time, the privileges associated with being equal also come with responsibilities and it these that we continue to struggle with in our supposed enlightened age. The ideals we associate with equal are far from new, since they have informed ideas about citizenship and justice at least from the times of Ancient Greece and perhaps more problematically, the Principate period of the Roman Empire. It was out of the Principate that the notion primus inter pares (‘first among equals’) was implemented under Augustus in an effort to reconcile his role as Emperor within the Republic of Rome. This oxymoron highlights how very early in the history of Western thought inevitable compromises arose between the pursuit of equal treatment and its realisation. After all, Rome is as renowned for its Empire and Senate as it is for the way lions were fed Christians for entertainment. In the modern and postmodern world, the values around the concept of equal have become synonymous with the issue of equality, equal being a kind of applied action that has mobilised and enacted its ideals. With equality we are able to see more clearly the dialectic challenging the thesis of equal, the antitheses of unequal, and inequality. What these antitheses of equal accentuate is that anything to do with equality entails struggle and hard won gains. In culture, as in nature, things are rarely equal from the outset. As Richard Dawkins outlined in The Selfish Gene, “sperms and eggs … contribute equal number of genes, but eggs contribute far more in the way of food reserves … . Female exploitation begins here” (153). Disparities that promote certain advantages and disadvantages seem hard-wired into our chemistry, biology and subsequent natural and cultural environments. So to strive for the values around an ideal of equal means overcoming some major biological and social determinants. In other words, equality is not a pursuit for the uncommitted. Disparity, injustice, disempowerment, subjugations, winners and losers, victors and victims, oppressors and oppressed: these are the polarities that have been the hallmarks of human civilization. Traditionally, societies are slow to recognise contemporary contradictions and discriminations that deny the ideals and values that would otherwise promote a basis of equality. Given the right institutional apparatus, appropriate cultural logic and individual rationales, that which is unequal and unjust is easily absorbed and subscribed to by the most ardent defender of liberty and equality. Yet we do not have to search far afield in either time or geography to find evidence of institutionalised cultural barbarity that was predicated on logics of inequality. In the post-renaissance West, slavery is the most prominent example of a system that was highly rationalised, institutionalised, adhered to, and supported and exploited by none other than the children of the Enlightenment. The man who happened to be the principle author of one of the most renowned and influential documents ever written, the Declaration of Independence (1776), which proclaimed, “all men are created equal”, was Thomas Jefferson. He also owned 200 slaves. In the accompanying Constitution of the United States, twelve other amendments managed to take precedence over the abolition of slavery, meaning America was far from the ‘Land of the Free’ until 1865. Equal treatment of people in the modern world still requires lengthy and arduous battle. Equal rights and equal status continues to only come about after enormous sacrifices followed by relentless and incremental processes of jurisprudence. One of the most protracted struggles for equal standing throughout history and which has accompanied industrial modernity is, of course, that of class struggle. As a mass movement it represents one of the most sustained challenges to the many barriers preventing the distribution of basic universal human rights amongst the global population. Representing an epic movement of colossal proportions, the struggle for class equality, begun in the fiery cauldron of the 19th century and the industrial revolution, continued to define much of the twentieth century and has left a legacy of emancipation perhaps unrivalled on scale by any other movement at any other time in history. Overcoming capitalism’s inherent powers of oppression, the multitude of rights delivered by class struggle to once voiceless and downtrodden masses, including humane working conditions, fair wages and the distribution of wealth based on ideals of equal shares, represent the core of some of its many gains. But if anyone thought the central issues around class struggle and workers rights has been reconciled, particularly in Australia, one need only look back at the 2007 Federal election. The backlash against the Howard Government’s industrial relations legislation, branded ‘Work Choices’, should serve as a potent reminder of what the community deems fair and equitable when it comes to labor relations even amidst new economy rhetoric. Despite the epic scale and the enormous depth and breadth of class struggle across the twentieth century, in the West, the fight began to be overtaken both in profile and energy by the urgencies in equality addressed through the civil rights movement regarding race and feminism. In the 1960s the civil rights and women’s liberation movements pitted their numbers against the great bulwarks of white, male, institutional power that had up until then normalised and naturalised discrimination. Unlike class struggle, these movements rarely pursued outright revolution with its attendant social and political upheavals, and subsequent disappointments and failures. Like class struggle, however, the civil rights and feminist movements come out of a long history of slow and methodical resistance in the face of explicit suppression and willful neglect. These activists have been chipping away patiently at the monolithic racial and sexist hegemony ever since. The enormous achievements and progress made by both movements throughout the 1960s and 1970s represent a series of climaxes that came from a steady progression of resolute determination in the face of seemingly insurmountable odds. As the class, feminist and civil rights movements infiltrated the inner workings of Western democracies in the latter half of the twentieth century they promoted equal rights through advocacy and legislative and legal frameworks resulting in a transformation of the system from within. The emancipations delivered through these struggles for equal treatment have now gone on to be the near-universal model upon which contemporary equality is both based and sought in the developed and developing world. As the quest for equal status and treatment continues to advance, feminism and civil rights have since been supplanted as radical social movements by the rise of a new identity politics. Gathering momentum in the 1980s, the demand for equal treatment across all racial, sexual and other lines of identity shifted out of a mass movement mode and into one that reflects the demands coming from a more liberalised yet ultimately atomised society. Today, the legal frameworks that support equal treatment and prevents discrimination based on racial and sexual lines are sought by groups and individuals marginalised by the State and often corporate sector through their identification with specific sexual, religious, physical or intellectual attributes. At the same time that equality and rights are being pursued on these individual levels, there is the growing urgency of displaced peoples. The United Nations High Commission for Refugees (UNHCR) estimate globally there are presently 8.4 million refugees and 23.7 million uprooted domestic civilians (5). Fleeing from war, persecution or natural disasters, refugee numbers are sure to grow in a future de-stabilised by Climate Change, natural resource scarcity and food price inflation. The rights and protections of refugees entitled under international frameworks and United Nations guidelines must be respected and even championed by the foreign States they journey to. Future challenges need to address the present imbalance that promotes unjust and unequal treatment of refugees stemming from recent western initiatives like Fortress Europe, offshore holding sites like Naru and Christmas Island and the entire detention centre framework. The dissemination and continued fight for equal rights amongst individuals across so many boundaries has no real precedent in human history and represents one of the greatest challenges and potential benefits of the new millennium. At the same time Globalisation and Climate Change have rewritten the rule book in terms of what is at stake across human society and now, probably for the first time in humanity’s history, the Earth’s biosphere at large. In an age where equal measures and equal shares comes in the form of an environmental carbon footprint, more than ever we need solutions that address global inequities and can deliver just and sustainable equal outcomes. The choice is a stark one; a universal, sustainable and green future, where less equals more; or an unsustainable one where more is more but where Earth ends up equaling desolate Mars. While we seek a pathway to a sustainable future, developed nations will have to reconcile a period where things are asymmetrical and positively unequal. The developed world has to carry the heavy and expensive burden required to reduce CO2 emissions while making the necessary sacrifices to stop the equation where one Westerner equals five Indians when it comes to the consumption of natural resources. In an effort to assist and maintain the momentum that has been gained in the quest for equal rights and equal treatment for all, this issue of M/C Journal puts the ideal of ‘equal’ up for scrutiny and discussion. Although there are unquestioned basic principles that have gone beyond debate with regards to ideas around equal, problematic currents within the discourses surrounding concepts based on equality, equivalence and the principles that come out of things being equal remain. Critiquing the notion of equal also means identifying areas where seeking certain equivalences are not necessarily in the public interest. Our feature article examines the challenge of finding an equal footing for Australians of different faiths. Following their paper on the right to free speech published recently in the ‘citizen’ issue of M/C Journal, Anne Aly and Lelia Green discuss the equal treatment of religious belief in secular Australia by identifying the disparities that undermine ideals of religious pluralism. In their essay entitled “Less than Equal: Secularism, Religious Pluralism and Privilege”, they identify one of the central problems facing Islamic belief systems is Western secularism’s categorisation of religious belief as private practice. While Christian based faiths have been able to negotiate the bifurcation between public life and private faith, compartmentalising religious beliefs in this manner can run contrary to Islamic practice. The authors discuss how the separation of Church and State aspires to see all religions ignored equally, but support for a moderate Islam that sees it divorced from the public sphere is secularism’s way of constructing a less than equal Islam. Debra Mayrhofer analyses the unequal treatment received by young males in mainstream media representations in her paper entitled “Mad about the Boy”. By examining TV, radio and newspaper coverage of an ‘out-of-control teenage party’ in suburban Melbourne, Mayrhofer discusses the media’s treatment of the 16-year-old boy deemed to be at the centre of it all. Not only do the many reports evidence non-compliance with the media industry’s own code of ethics but Mayrhofer argues they represent examples of blatant exploitation of the boy. As this issue of M/C Journal goes online, news is now circulating about the boy’s forthcoming appearance in the Big Brother house and the release of a cover of the Beastie Boys’ 1986 hit “Fight for Your Right (to Party)” (see News.com.au). Media reportage of this calibre, noticeable for occurring beyond the confines of tabloid outlets, is seen to perpetuate myths associated with teenage males and inciting moral panics around the behaviour and attitudes expressed by adolescent male youth.Ligia Toutant charts the contentious borders between high, low and popular culture in her paper “Can Stage Directors Make Opera and Popular Culture ‘Equal’?” Referring to recent developments in the staging of opera, Toutant discusses the impacts of phenomena like broadcasts and simulcasts of opera and contemporary settings over period settings, as well as the role played by ticket prices and the introduction of stage directors who have been drawn from film and television. Issues of equal access to high and popular culture are explored by Toutant through the paradox that sees directors of popular feature films that can cost around US$72M with ticket prices under US$10 given the task of directing a US$2M opera with ticket prices that can range upward of US$200. Much has been written about newly elected Australian Prime Minister Kevin Rudd’s apology to the Stolen Generations of Aboriginal Australians whereas Opposition Leader Brendan Nelson’s Apology has been somewhat overlooked. Brooke Collins-Gearing redresses this imbalance with her paper entitled “Not All Sorrys Are Created Equal: Some Are More Equal than ‘Others.’” Collins-Gearing responds to Nelson’s speech from the stance of an Indigenous woman and criticises Nelson for ignoring Aboriginal concepts of time and perpetuating the attitudes and discourses that led to the forced removal of Aboriginal children from their families in the first place. Less media related and more science oriented is John Paull’s discussion on the implications behind the concept of ‘Substantial Equivalence’ being applied to genetically modified organisms (GMO) in “Beyond Equal: From Same But Different to the Doctrine of Substantial Equivalence”. Embraced by manufacturers of genetically modified foods, the principle of substantial equivalence is argued by Paull to provide the bioengineering industry with a best of both worlds scenario. On the one hand, being treated the ‘same’ as elements from unmodified foods GMO products escape the rigours of safety testing and labelling that differentiates them from unmodified foods. On the other hand, by also being defined as ‘different’ they enjoy patent protection laws and are free to pursue monopoly rights on specific foods and technologies. It is easy to envisage an environment arising in which the consumer runs the risk of eating untested foodstuffs while the corporations that have ‘invented’ these new life forms effectively prevent competition in the marketplace. This issue of M/C Journal has been a pleasure to compile. We believe the contributions are remarkable for the broad range of issues they cover and for their great timeliness, dealing as they do with recent events that are still fresh, we hope, in the reader’s mind. We also hope you enjoy reading these papers as much as we enjoyed working with their authors and encourage you to click on the ‘Respond to this Article’ function next to each paper’s heading, aware that there is the possibility for your opinions to gain equal footing with those of the contributors if your response is published. References Dawkins, Richard. The Selfish Gene. Oxford: Oxford UP, 1976.News.com.au. “Oh, Brother, So It’s Confirmed – Corey Set for House.” 1 May 2008. 3 May 2008 < http://www.news.com.au/entertainment/story/0,26278,23627561-10229,00.html >.UNHCR – The UN Refugee Agency. The World’s Stateless People. 2006. 2 May 2008 < http://www.unhcr.org/basics/BASICS/452611862.pdf >.

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1. A Minor Philosopher According to Guattari and Deleuze's definition, a 'minor literature' is the literature of a minority that makes use of a major language, a literature which deterritorialises that language and interconnects meanings of the most disparate levels, inseparably mixing and implicating poetic, psychological, social and political issues with each other. In analogy, the Japanese media theorist Toshiya Ueno has refered to Félix Guattari as a 'minor philosopher'. Himself a practicing psychoanalyst, Guattari was a foreigner to the Grand Nation of Philosophy, whose natives mostly treat him like an unworthy bastard. And yet he has established a garden of minor flowers, of mongrel weeds and rhizomes that are as polluting to philosophy as Kafka's writing has been to German literature (cf. Deleuze & Guattari, Kafka). The strategies of 'being minor' are, as exemplified by Guattari's writings (with and without Deleuze), deployed in multiple contexts: intensification, re-functionalisation, estrangement, transgression. The following offers a brief overview over the way in which Guattari conceptualises media, new technologies and art, as well as descriptions of several media art projects that may help to illustrate the potentials of such 'minor machines'. Without wanting to pin these projects down as 'Guattarian' artworks, I suggest that the specific practices of contemporary media artists can point us in the direction of the re-singularising, deterritorialising and subjectifying forces which Guattari indicated as being germane to media technologies. Many artists who work with media technologies do so through strategies of appropriation and from a position of 'being minor': whenever a marginality, a minority, becomes active, takes the word power (puissance de verbe), transforms itself into becoming, and not merely submitting to it, identical with its condition, but in active, processual becoming, it engenders a singular trajectory that is necessarily deterritorialising because, precisely, it's a minority that begins to subvert a majority, a consensus, a great aggregate. As long as a minority, a cloud, is on a border, a limit, an exteriority of a great whole, it's something that is, by definition, marginalised. But here, this point, this object, begins to proliferate ..., begins to amplify, to recompose something that is no longer a totality, but that makes a former totality shift, detotalises, deterritorialises an entity.' (Guattari, "Pragmatic/Machinic") In the context of media art, 'becoming minor' is a strategy of turning major technologies into minor machines. a. Krzysztof Wodiczko (PL/USA): Alien Staff Krzysztof Wodiczko's Alien Staff is a mobile communication system and prosthetic instrument which facilitates the communication of migrants in their new countries of residence, where they have insufficient command of the local language for communicating on a par with the native inhabitants. Alien Staff consists of a hand-held staff with a small video monitor and a loudspeaker at the top. The operator can adjust the height of the staff's head to be at a level with his or her own head. Via the video monitor, the operator can replay pre-recorded elements of an interview or a narration of him- or herself. The recorded material may contain biographical information when people have difficulties constructing coherent narratives in the foreign language, or it may include the description of feelings and impressions which the operator normally doesn't get a chance to talk about. The Staff is used in public places where passers-by are attracted to listen to the recording and engage in a conversation with the operator. Special transparent segments of the staff contain memorabilia, photographs or other objects which indicate a part of the personal history of the operator and which are intended to instigate a conversation. The Alien Staff offers individuals an opportunity to remember and retell their own story and to confront people in the country of immigration with this particular story. The Staff reaffirms the migrant's own subjectivity and re-singularises individuals who are often perceived as representative of a hom*ogenous group. The instrument displaces expectations of the majority audience by articulating unformulated aspects of the migrant's subjectivity through a medium that appears as the attractive double of an apparently 'invisible' person. 2. Mass Media, New Technologies and 'Planetary Computerisation' Guattari's comments about media are mostly made in passing and display a clearly outlined opinion about the role of media in contemporary society: a staunch critique of mass media is coupled with an optimistic outlook to the potentials of a post-medial age in which new technologies can develop their singularising, heterogenic forces. The latter development is, as Guattari suggests, already discernible in the field of art and other cultural practices making use of electronic networks, and can lead to a state of 'planetary computerisation' in which multiple new subject-groups can emerge. Guattari consistently refers to the mass media with contempt, qualifying them as a stupefying machinery that is closely wedded to the forces of global capitalism, and that is co-responsible for much of the reactionary hyper-individualism, the desperation and the "state of emergency" that currently dominates "four-fifth of humanity" (Guattari, Chaosmosis 97; cf. Guattari, Drei Ökologien 16, 21). Guattari makes a passionate plea for a new social ecology and formulates, as one step towards this goal, the necessity, "to guide these capitalist societies of the age of mass media into a post-mass medial age; by this I mean that the mass media have to be reappropriated by a multiplicity of subject-groups who are able to administer them on a path of singularisation" (Guattari, "Regimes" 64). Guattari consistently refers to the mass media with contempt, qualifying them as a stupefying machinery that is closely wedded to the forces of global capitalism, and that is co-responsible for much of the reactionary hyper-individualism, the desperation and the "state of emergency" that currently dominates "four-fifth of humanity" (Guattari, Chaosmosis 97; cf. Guattari, Drei Ökologien 16, 21). Guattari makes a passionate plea for a new social ecology and formulates, as one step towards this goal, the necessity, "to guide these capitalist societies of the age of mass media into a post-mass medial age; by this I mean that the mass media have to be reappropriated by a multiplicity of subject-groups who are able to administer them on a path of singularisation" (Guattari, "Regimes" 64). b. Seiko Mikami (J/USA): World, Membrane and the Dismembered Body An art project that deals with the cut between the human subject and the body, and with the deterritorialisation of the sense of self, is Seiko Mikami's World, Membrane and the Dismembered Body. It uses the visitor's heart and lung sounds which are amplified and transformed within the space of the installation. These sounds create a gap between the internal and external sounds of the body. The project is presented in an-echoic room where sound does not reverberate. Upon entering this room, it is as though your ears are no longer living while paradoxically you also feel as though all of your nerves are concentrated in your ears. The sounds of the heart, lungs, and pulse beat are digitised by the computer system and act as parameters to form a continuously transforming 3-d polygonal mesh of body sounds moving through the room. Two situations are effected in real time: the slight sounds produced by the body itself resonate in the body's internal membranes, and the transfigured resonance of those sounds is amplified in the space. A time-lag separates both perceptual events. The visitor is overcome by the feeling that a part of his or her corporeality is under erasure. The body exists as abstract data, only the perceptual sense is aroused. The visitor is made conscious of the disappearance of the physical contours of his or her subjectivity and thereby experiences being turned into a fragmented body. The ears mediate the space that exists between the self and the body. Mikami's work fragments the body and its perceptual apparatus into data, employing them as interfaces and thus folding the body's horizon back onto itself. The project elucidates the difference between an actual and a virtual body, the actual body being deterritorialised and projected outwards towards a number of potential, virtual bodies that can, in the installation, be experienced as maybe even more 'real' than the actual body. 3. Artistic Practice Guattari's conception of post-media implies criss-crossing intersections of aesthetic, ethical, political and technological planes, among which the aesthetic, and with it artistic creativity, are ascribed a position of special prominence. This special role of art is a trope that recurs quite frequently in Guattari's writings, even though he is rarely specific about the artistic practices he has in mind. In A Thousand Plateaus, Deleuze and Guattari give some detailled attention to the works of artists like Debussy, Boulez, Beckett, Artaud, Kafka, Kleist, Proust, and Klee, and Chaosmosis includes longer passages and concrete examples for the relevance of the aesthetic paradigm. These examples come almost exclusively from the fields of performing arts, music and literature, while visual arts are all but absent. One reason for this could be that the performing arts are time-based and processual and thus lend themselves much better to theorisation of flows, transformations and differentiations. The visual arts can be related to the abstract machine of faciality (visageité) which produces unified, molar, identical entities out of a multiplicity of different singularities, assigning them to a specific category and associating them with particular social fields (cf. Deleuze & Guattari, Tausend Plateaus 167-91) This semiotic territorialisation is much more likely to happen in the case of static images, whether two- or three-dimensional, than in time-based art forms. An interesting question, then, would be whether media art projects, many of which are time-based, processual and open-ended, can be considered as potential post-medial art practices. Moreover, given the status of computer software as the central motor of the digital age, and the crucial role it plays in aesthetic productions like those discussed here, software may have to be viewed as the epitome of post-medial machines. Guattari seems to have been largely unaware of the beginnings of digital media art as it developed in the 1980s. In generalistic terms he suggests that the artist is particularly well-equipped to conceptualise the necessary steps for this work because, unlike engineers, he or she is not tied to a particular programme or plan for a product, and can change the course of a project at any point if an unexpected event or accident intrudes (cf. Guattari, Drei Ökologien 50). The significance of art for Guattari's thinking comes primarily from its close relation with processes of subjectivation. "Just as scientific machines constantly modify our cosmic frontiers, so do the machines of desire and aesthetic creation. As such, they hold an eminent place within assemblages of subjectivation, themselves called to relieve our old social machines which are incapable of keeping up with the efflorescence of machinic revolutions that shatter our epoch' (Guattari, Chaosmosis 54). The aesthetic paradigm facilitates the development of new, virtual forms of subjectivity, and of liberation, which will be adequate to these machinic revolutions. c. Knowbotic Research + cF: IO_Dencies The Alien Staff project was mentioned as an example for the re-singularisation and the virtualisation of identity, and World, Membrane and the Dismembered Body as an instance of the deterritorialisation and virtualisation of the human body through an artistic interface. The recent project by Knowbotic Research, IO_Dencies -- Questioning Urbanity, deals with the possibilities of agency, collaboration and construction in translocal and networked environments. It points in the direction of what Guattari has called the formation of 'group subjects' through connective interfaces. The project looks at urban settings in different megacities like Tokyo, São Paulo or the Ruhr Area, analyses the forces present in particular local urban situations, and offers experimental interfaces for dealing with these local force fields. IO_Dencies São Paulo enables the articulation of subjective experiences of the city through a collaborative process. Over a period of several months, a group of young architects and urbanists from São Paulo, the 'editors', provided the content and dynamic input for a database. The editors collected material (texts, images, sounds) based on their current situation and on their personal urban experience. A specially designed editor tool allowed the editors to build individual conceptual 'maps' in which to construct the relations between the different materials in the data-pool according to the subjective perception of the city. On the computational level, connectivities are created between the different maps of the editors, a process that is driven by algorithmic self-organisation whose rules are determined by the choices that the editors make. In the process, the collaborative editorial work in the database generates zones of intensities and zones of tension which are visualised as force fields and turbulences and which can be experienced through interfaces on the Internet and at physical exhibition sites. Participants on the Net and in the exhibition can modify and influence these electronic urban movements, force fields and intensities on an abstract, visual level, as well as on a content-based, textual level. This engagement with the project and its material is fed back into the database and influences the relational forces within the project's digital environment. Characteristic of the forms of agency as they evolve in networked environments is that they are neither individualistic nor collective, but rather connective. Whereas the collective is determined by an intentional and empathetic relation between agents within an assemblage, the connective rests on any kind of machinic relation and is therefore more versatile, more open, and based on the heterogeneity of its components or members. In the IO_Dencies interfaces, the different networked participants become visible for each other, creating a trans-local zone of connective agency. The inter-connectedness of their activities can be experienced visually, acoustically, and through the constant reconfiguration of the data sets, an experience which can become the basis of the formation of a specific, heterogeneous group subject. 4. Guattari's Concept of the Machinic An important notion underlying these analyses is that of the machine which, for Guattari, relates not so much to particular technological or mechanical objects, to the technical infrastructure or the physical flows of the urban environment. 'Machines' can be social bodies, industrial complexes, psychological or cultural formations, they are assemblages of heterogeneous parts, aggregations which transform forces, articulate and propel their elements, and force them into a continuous state of transformation and becoming. An important notion underlying these analyses is that of the machine which, for Guattari, relates not so much to particular technological or mechanical objects, to the technical infrastructure or the physical flows of the urban environment. 'Machines' can be social bodies, industrial complexes, psychological or cultural formations, they are assemblages of heterogeneous parts, aggregations which transform forces, articulate and propel their elements, and force them into a continuous state of transformation and becoming. d. Xchange Network My final example is possibly the most evocative in relation to Guattari's notions of the polyvocity and heterogenesis that new media technologies can trigger. It also links up closely with Guattari's own engagement with the minor community radio movement. In late 1997, the E-Lab in Riga initiated the Xchange network for audio experiments on the Internet. The participating groups in London, Ljubljana, Sydney, Berlin, and many other minor and major places, use the Net for distributing their original sound programmes. The Xchange network is "streaming via encoders to remote servers, picking up the stream and re-broadcasting it purely or re-mixed, looping the streams" (Rasa Smite). Xchange is a distributed group, a connective, that builds creative cooperation in live-audio streaming on the communication channels that connect them. They explore the Net as a sound-scape with particular qualities regarding data transmission, delay, feedback, and open, distributed collaborations. Moreover, they connect the network with a variety of other fields. Instead of defining an 'authentic' place of their artistic work, they play in the transversal post-medial zone of media labs in different countries, mailing lists, net-casting and FM broadcasting, clubs, magazines, stickers, etc., in which 'real' spaces and media continuously overlap and fuse (cf. Slater). 5. Heterogenic Practices If we want to understand the technological and the political implications of the machinic environment of the digital networks, and if we want to see the emergence of the group subjects of the post-media age Guattari talks about, we have to look at connectives like Xchange and the editor-participant assemblages of IO_Dencies. The far-reaching machinic transformations which they articulate, hold the potential of what Guattari refers to as the 'molecular revolution'. To realise this revolution, it is vital to "forge new analytical instruments, new concepts, because it is ... the transversality, the crossing of abstract machines that constitute a subjectivity and that are incarnated, that live in very different regions and domains and ... that can be contradictory and antagonistic". For Guattari, this is not a mere theoretical question, but one of experimentation, "of new forms of interactions, of movement construction that respects the diversity, the sensitivities, the particularities of interventions, and that is nonetheless capable of constituting antagonistic machines of struggle to intervene in power relations" (Guattari, "Pragmatic/Machinic" 4-5). The implication here is that some of the minor media practices pursued by artists using digital technologies point us in the direction of the positive potentials of post media. The line of flight of such experimentation is the construction of new and strong forms of subjectivity, "an individual and/or collective reconstitution of the self" (Guattari, Drei Ökologien 21), which can strengthen the process of what Guattari calls "heterogenesis, that is a continuous process of resingularisation. The individuals must, at the same time, become solidary and ever more different" (Guattari, Drei Ökologien 76). References Deleuze, Gilles, and Felix Guattari. Kafka: Pour une Litterature Mineur. Paris: Ed. de Minuit, 1975. ---. Tausend Plateaus. (1980) Berlin: Merve, 1992. Guattari, Félix. Cartographies Schizoanalytiques. Paris: Ed. Galilée, 1989. ---. Chaosmosis: An Ethico-Aesthetic Paradigm. (1992) Sydney: Power Publications, 1995. ---. Die drei Ökologien. (1989) Wien: Passagen Verlag, 1994. ---. "Pragmatic/Machinic." Discussion with Guattari, conducted and transcribed by Charles J. Stivale. (1985) Pre/Text 14.3-4 (1995). ---. "Regimes, Pathways, Subjects." Die drei Ökologien. (1989) Wien: Passagen Verlag, 1994. 95-108. ---. "Über Maschinen." (1990) Schmidgen, 115-32. Knowbotic Research. IO_Dencies. 1997-8. 11 Sep. 1999 <http://io.khm.de/>. De Landa, Manuel. "The Machinic Phylum." Technomorphica. Eds. V2_Organisation. Rotterdam: V2_Organisation, 1997. Mikami, Seiko. World, Membrane and the Dismembered Body. 1997. 11 Sep. 1999 <http://www.ntticc.or.jp/permanent/mikami/mikami_e.php>. Schmidgen, Henning, ed. Ästhetik und Maschinismus: Texte zu und von Félix Guattari. Berlin: Merve, 1995. ---. Das Unbewußte der Maschinen: Konzeptionen des Psychischen bei Guattari, Deleuze und Lacan. München: Fink, 1997. Slater, Howard. "Post-Media Operators." Nettime, 10 June 1998. 11 Sep. 1999 <http://www.factory.org>. Wodiczko, Krzysztof. 11 Sep. 1999 <http://cavs.mit.edu/people/kw.htm>. Xchange. 11 Sep. 1999 <http://xchange.re-lab.net>. (Note: An extended, Dutch version of this text was published in: Oosterling/Thissen, eds. Chaos ex Machina: Het ecosofisch Werk van Félix Guattari op de Kaart Gezet. Rotterdam: CFK, 1998. Citation reference for this article MLA style: Andreas Broeckmann. "Minor Media -- Heterogenic Machines: Notes on Félix Guattari's Conceptions of Art and New Media." M/C: A Journal of Media and Culture 2.6 (1999). [your date of access] <http://www.uq.edu.au/mc/9909/minor.php>. Chicago style: Andreas Broeckmann, "Minor Media -- Heterogenic Machines: Notes on Félix Guattari's Conceptions of Art and New Media," M/C: A Journal of Media and Culture 2, no. 6 (1999), <http://www.uq.edu.au/mc/9909/minor.php> ([your date of access]). APA style: Andreas Broeckmann. (1999) Minor Media -- Heterogenic Machines: Notes on Félix Guattari's Conceptions of Art and New Media. M/C: A Journal of Media and Culture 2(6). <http://www.uq.edu.au/mc/9909/minor.php> ([your date of access]).

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Introduction The recent AOL/Time-Warner merger invites us to re-think the relationships amongst content producers, distributors, and audiences. Worth an estimated $300 billion (US), the largest Internet transaction of all time, the deal is 45 times larger than the AOL/Netscape merger of November 1998 (Ledbetter). Additionally, the Time Warner/EMI merger, which followed hard on the heels of the AOL/Time-Warner deal and is itself worth $28 billion (US), created the largest content rights organisation in the music industry. The joining of the Internet giant (AOL) with what was already the world's largest media corporation (Time-Warner-EMI) has inspired some exuberant reactions. An Infoworld column proclaimed: The AOL/Time-Warner merger signals the demise of traditional media companies and the ascendancy of 'new economy' media companies that will force any industry hesitant to adopt a complete electronic-commerce strategy to rethink and put itself on Internet time. (Saap & Schwarrtz) This comment identifies the distribution channel as the dominant component of the "new economy" media. But this might not really be much of an innovation. Indeed, the assumption of all industry observers is that Time-Warner will provide broadband distribution (through its extensive cable holdings) as well as proprietary content for AOL. It is also expected that Time-Warner will adopt AOL's strategy of seeking sponsorship for development projects as well as for content. However, both of these phenomena -- merger and sponsorship -- are at least as old as radio. It seems that the Internet is merely repeating an old industrial strategy. Nonetheless, one important difference distinguishes the Internet from earlier media: its characterisation of the audience. Internet companies such as AOL and Microsoft tend towards a simple and simplistic media- centred view of the audience as market. I will show, however, that as the Internet assumes more of the traditional mass media functions, it will be forced to adopt a more sophisticated notion of the mass audience. Indeed, the Internet is currently the site in which audience definitions borrowed from broadcasting are encountering and merging with definitions borrowed from marketing. The Internet apparently lends itself to both models. As a result, definitions of what the Internet does or is, and of how we should understand the audience, are suitably confused and opaque. And the behaviour of big Internet players, such as AOL and MSN, perfectly reflects this confusion as they seem to careen between a view of the Internet as the new television and a contrasting view of the Internet as the new shopping mall. Meanwhile, Internet users move in ways that most observers fail to capture. For example, Baran and Davis characterise mass communication as a process involving (1) an organized sender, (2) engaged in the distribution of messages, (3) directed toward a large audience. They argue that broadcasting fits this model whereas a LISTSERV does not because, even though the LISTSERV may have very many subscribers, its content is filtered through a single person or Webmaster. But why is the Webmaster suddenly more determining than a network programmer or magazine editor? The distinction seems to grow out of the Internet's technological characteristics: it is an interactive pipeline, therefore its use necessarily excludes the possibility of "broadcasting" which in turn causes us to reject "traditional" notions of the audience. However, if a media organisation were to establish an AOL discussion group in order to promote Warner TV shows, for example, would not the resulting communication suddenly fall under the definition as set out by Baran and Davis? It was precisely the confusion around such definitions that caused the CRTC (Canada's broadcasting and telecommunications regulator) to hold hearings in 1999 to determine what kind of medium the Internet is. Unlike traditional broadcasting, Internet communication does indeed include the possibility of interactivity and niche communities. In this sense, it is closer to narrowcasting than to broadcasting even while maintaining the possibility of broadcasting. Hence, the nature of the audience using the Internet quickly becomes muddy. While such muddiness might have led us to sharpen our definitions of the audience, it seems instead to have led many to focus on the medium itself. For example, Morris & Ogan define the Internet as a mass medium because it addresses a mass audience mediated through technology (Morris & Ogan 39). They divide producers and audiences on the Internet into four groups: One-to-one asynchronous communication (e-mail); Many-to-many asynchronous communication (Usenet and News Groups); One-to-one, one-to-few, and one-to-many synchronous communication (topic groups, construction of an object, role-playing games, IRC chats, chat rooms); Asynchronous communication (searches, many-to-one, one-to-one, one to- many, source-receiver relations (Morris & Ogan 42-3) Thus, some Internet communication qualifies as mass communication while some does not. However, the focus remains firmly anchored on either the sender or the medium because the receiver --the audience -- is apparently too slippery to define. When definitions do address the content distributed over the Net, they make a distinction between passive reception and interactive participation. As the World Wide Web makes pre-packaged content the norm, the Internet increasingly resembles a traditional mass medium. Timothy Roscoe argues that the main focus of the World Wide Web is not the production of content (and, hence, the fulfilment of the Internet's democratic potential) but rather the presentation of already produced material: "the dominant activity in relation to the Web is not producing your own content but surfing for content" (Rosco 680). He concludes that if the emphasis is on viewing material, the Internet will become a medium similar to television. Within media studies, several models of the audience compete for dominance in the "new media" economy. Denis McQuail recalls how historically, the electronic media furthered the view of the audience as a "public". The audience was an aggregate of common interests. With broadcasting, the electronic audience was delocalised and socially decomposed (McQuail, Mass 212). According to McQuail, it was not a great step to move from understanding the audience as a dispersed "public" to thinking about the audience as itself a market, both for products and as a commodity to be sold to advertisers. McQuail defines this conception of the audience as an "aggregate of potential customers with a known social- economic profile at which a medium or message is directed" (McQuail, Mass 221). Oddly though, in light of the emancipatory claims made for the Internet, this is precisely the dominant view of the audience in the "new media economy". Media Audience as Market How does the marketing model characterise the relationship between audience and producer? According to McQuail, the marketing model links sender and receiver in a cash transaction between producer and consumer rather than in a communicative relationship between equal interlocutors. Such a model ignores the relationships amongst consumers. Indeed, neither the effectiveness of the communication nor the quality of the communicative experience matters. This model, explicitly calculating and implicitly manipulative, is characteristically a "view from the media" (McQuail, Audience 9). Some scholars, when discussing new media, no longer even refer to audiences. They speak of users or consumers (Pavick & Dennis). The logic of the marketing model lies in the changing revenue base for media industries. Advertising-supported media revenues have been dropping since the early 1990s while user-supported media such as cable, satellite, online services, and pay-per-view, have been steadily growing (Pavlik & Dennis 19). In the Internet-based media landscape, the audience is a revenue stream and a source of consumer information. As Bill Gates says, it is all about "eyeballs". In keeping with this view, AOL hopes to attract consumers with its "one-stop shopping and billing". And Internet providers such as MSN do not even consider their subscribers as "audiences". Instead, they work from a consumer model derived from the computer software industry: individuals make purchases without the seller providing content or thematising the likely use of the software. The analogy extends well beyond the transactional moment. The common practice of prototyping products and beta-testing software requires the participation of potential customers in the product development cycle not as a potential audience sharing meanings but as recalcitrant individuals able to uncover bugs. Hence, media companies like MTV now use the Internet as a source of sophisticated demographic research. Recently, MTV Asia established a Website as a marketing tool to collect preferences and audience profiles (Slater 50). The MTV audience is now part of the product development cycle. Another method for getting information involves the "cookie" file that automatically provides a Website with information about the user who logs on to a site (Pavick & Dennis). Simultaneously, though, both Microsoft and AOL have consciously shifted from user-subscription revenues to advertising in an effort to make online services more like television (Gomery; Darlin). For example, AOL has long tried to produce content through its own studios to generate sufficiently heavy traffic on its Internet service in order to garner profitable advertising fees (Young). However, AOL and Microsoft have had little success in providing content (Krantz; Manes). In fact, faced with the AOL/Time-Warner merger, Microsoft declared that it was in the software rather than the content business (Trott). In short, they are caught between a broadcasting model and a consumer model and their behaviour is characteristically erratic. Similarly, media companies such as Time-Warner have failed to establish their own portals. Indeed, Time-Warner even abandoned attempts to create large Websites to compete with other Internet services when it shut down its Pathfinder site (Egan). Instead it refocussed its Websites so as to blur the line between pitching products and covering them (Reid; Lyons). Since one strategy for gaining large audiences is the creation of portals - - large Websites that keep surfers within the confines of a single company's site by providing content -- this is the logic behind the AOL/Time-Warner merger though both companies have clearly been unsuccessful at precisely such attempts. AOL seems to hope that Time- Warner will act as its content specialist, providing the type of compelling material that will make users want to use AOL, whereas Time- Warner seems to hope that AOL will become its privileged pipeline to the hearts and minds of untold millions. Neither has a coherent view of the audience, how it behaves, or should behave. Consequently, their efforts have a distinctly "unmanaged" and slighly inexplicable air to them, as though everyone were simultaneously hopeful and clueless. While one might argue that the stage is set to capitalise on the audience as commodity, there are indications that the success of such an approach is far from guaranteed. First, the AOL/Time-Warner/EMI transaction, merely by existing, has sparked conflicts over proprietary rights. For example, the Recording Industry Association of America, representing Sony, Universal, BMG, Warner and EMI, recently launched a $6.8 billion lawsuit against MP3.com -- an AOL subsidiary -- for alleged copyright violations. Specifically, MP3.com is being sued for selling digitized music over the Internet without paying royalties to the record companies (Anderson). A similar lawsuit has recently been launched over the issue of re- broadcasting television programs over the Internet. The major US networks have joined together against Canadian Internet company iCravetv for the unlawful distribution of content. Both the iCravetv and the MP3.com cases show how dominant media players can marshal their forces to protect proprietary rights in both content and distribution. Since software and media industries have failed to recreate the Internet in the image of traditional broadcasting, the merger of the dominant players in each industry makes sense. However, their simultaneous failure to secure proprietary rights reflects both the competitive nature of the "new media economy" and the weakness of the marketing view of the audience. Media Audience as Public It is often said that communication produces social cohesion. From such cohesion communities emerge on which political or social orders can be constructed. The power of social cohesion and attachment to group symbols can even create a sense of belonging to a "people" or nation (Deutsch). Sociologist Daniel Bell described how the mass media helped create an American culture simply by addressing a large enough audience. He suggested that on the evening of 7 March 1955, when one out of every two Americans could see Mary Martin as Peter Pan on television, a kind of social revolution occurred and a new American public was born. "It was the first time in history that a single individual was seen and heard at the same time by such a broad public" (Bell, quoted in Mattelart 72). One could easily substitute the 1953 World Series or the birth of little Ricky on I Love Lucy. The desire to document such a process recurs with the Internet. Internet communities are based on the assumption that a common experience "creates" group cohesion (Rheingold; Jones). However, as a mass medium, the Internet has yet to find its originary moment, that event to which all could credibly point as the birth of something genuine and meaningful. A recent contender was the appearance of Paul McCartney at the refurbished Cavern Club in Liverpool. On Tuesday, 14 December 1999, McCartney played to a packed club of 300 fans, while another 150,000 watched on an outdoor screen nearby. MSN arranged to broadcast the concert live over the Internet. It advertised an anticipated global audience of 500 million. Unfortunately, there was such heavy Internet traffic that the system was unable to accommodate more than 3 million people. Servers in the United Kingdom were so congested that many could only watch the choppy video stream via an American link. The concert raises a number of questions about "virtual" events. We can draw several conclusions about measuring Internet audiences. While 3 million is a sizeable audience for a 20 minute transmission, by advertising a potential audience of 500 million, MSN showed remarkably poor judgment of its inherent appeal. The Internet is the first medium that allows access to unprocessed material or information about events to be delivered to an audience with neither the time constraints of broadcast media nor the space limitations of the traditional press. This is often cited as one of the characteristics that sets the Internet apart from other media. This feeds the idea of the Internet audience as a participatory, democratic public. For example, it is often claimed that the Internet can foster democratic participation by providing voters with uninterpreted information about candidates and issues (Selnow). However, as James Curran argues, the very process of distributing uninterrupted, unfiltered information, at least in the case of traditional mass media, represents an abdication of a central democratic function -- that of watchdog to power (Curran). In the end, publics are created and maintained through active and continuous participation on the part of communicators and audiences. The Internet holds together potentially conflicting communicative relationships within the same technological medium (Merrill & Ogan). Viewing the audience as co-participant in a communicative relationship makes more sense than simply focussing on the Internet audience as either an aggregate of consumers or a passively constructed symbolic public. Audience as Relationship Many scholars have shifted attention from the producer to the audience as an active participant in the communication process (Ang; McQuail, Audience). Virginia Nightingale goes further to describe the audience as part of a communicative relationship. Nightingale identifies four factors in the relationship between audiences and producers that emphasize their co-dependency. The audience and producer are engaged in a symbiotic relationship in which consumption and use are necessary but not sufficient explanations of audience relations. The notion of the audience invokes, at least potentially, a greater range of activities than simply use or consumption. Further, the audience actively, if not always consciously, enters relationships with content producers and the institutions that govern the creation, distribution and exhibition of content (Nightingale 149-50). Others have demonstrated how this relationship between audiences and producers is no longer the one-sided affair characterised by the marketing model or the model of the audience as public. A global culture is emerging based on critical viewing skills. Kavoori calls this a reflexive mode born of an increasing familiarity with the narrative conventions of news and an awareness of the institutional imperatives of media industries (Kavoori). Given the sophistication of the emergent global audience, a theory that reduces new media audiences to a set of consumer preferences or behaviours will inevitably prove inadequate, just as it has for understanding audience behavior in old media. Similarly, by ignoring those elements of audience behavior that will be easily transported to the Web, we run the risk of idealising the Internet as a medium that will create an illusory, pre-technological public. Conclusion There is an understandable confusion between the two models of the audience that appear in the examples above. The "new economy" will have to come to terms with sophisticated audiences. Contrary to IBM's claim that they want to "get to know all about you", Internet users do not seem particularly interested in becoming a perpetual source of market information. The fragmented, autonomous audience resists attempts to lock it into proprietary relationships. Internet hypesters talk about creating publics and argue that the Internet recreates the intimacy of community as a corrective to the atomisation and alienation characteristic of mass society. This faith in the power of a medium to create social cohesion recalls the view of the television audience as a public constructed by the common experience of watching an important event. However, MSN's McCartney concert indicates that creating a public from spectacle it is not a simple process. In fact, what the Internet media conglomerates seem to want more than anything is to create consumer bases. Audiences exist for pleasure and by the desire to be entertained. As Internet media institutions are established, the cynical view of the audience as a source of consumer behavior and preferences will inevitably give way, to some extent, to a view of the audience as participant in communication. Audiences will be seen, as they have been by other media, as groups whose attention must be courted and rewarded. Who knows, maybe the AOL/Time-Warner merger might, indeed, signal the new medium's coming of age. References Anderson, Lessley. "To Beam or Not to Beam. MP3.com Is Being Sued by the Major Record Labels. Does the Digital Download Site Stand a Chance?" Industry Standard 31 Jan. 2000. <http://www.thestandard.com>. Ang, Ien. Watching Dallas: Soap Opera and the Melodramatic Imagination. London: Methuen, 1985. Baran, Stanley, and Dennis Davis. Mass Communication Theory: Foundations, Ferment, and Future. 2nd ed. Belmont, Calif.: Wadsworth 2000. Curran, James. "Mass Media and Democracy Revisited." Mass Media and Society. Eds. James Curran and Michael Gurevitch. New York: Hodder Headline Group, 1996. Darlin, Damon. "He Wants Your Eyeballs." Forbes 159 (16 June 1997): 114-6. Egan, Jack, "Pathfinder, Rest in Peace: Time-Warner Pulls the Plug on Site." US News and World Report 126.18 (10 May 1999): 50. Gomery, Douglas. "Making the Web Look like Television (American Online and Microsoft)." American Journalism Review 19 (March 1997): 46. Jones, Steve, ed. CyberSociety: Computer-Mediated Communication and Community. Thousand Oaks: Sage, 1995. Kavoori, Amandam P. "Discursive Texts, Reflexive Audiences: Global Trends in Television News Texts and Audience Reception." Journal of Broadcasting and Electronic Media 43.3 (Summer 1999): 386-98. Krantz, Michael. "Is MSN on the Block?" Time 150 (20 Oct. 1997): 82. Ledbetter, James. "AOL-Time-Warner Make It Big." Industry Standard 11 Jan. 2000. <http://www.thestandard.com>. Lyons, Daniel. "Desparate.com (Media Companies Losing Millions on the Web Turn to Electronic Commerce)." Forbes 163.6 (22 March 1999): 50-1. Manes, Stephen. "The New MSN as Prehistoric TV." New York Times 4 Feb. 1997: C6. McQuail, Denis. Audience Analysis. Thousand Oaks, Calif.: Sage, 1997. ---. Mass Communication Theory. 2nd ed. London: Sage, 1987. Mattelart, Armand. Mapping World Communication: War, Progress, Culture. Trans. Susan Emanuel and James A. Cohen. Minneapolis: U of Minnesota P, 1994. Morris, Merrill, and Christine Ogan. "The Internet as Mass Medium." Journal of Communications 46 (Winter 1996): 39-50. Nightingale, Virginia. Studying Audience: The Shock of the Real. London: Routledge, 1996. Pavlik, John V., and Everette E. Dennis. New Media Technology: Cultural and Commercial Perspectives. 2nd ed. Boston: Allyn and Bacon, 1998. Reid, Calvin. "Time-Warner Seeks Electronic Synergy, Profits on the Web (Pathfinder Site)." Publisher's Weekly 242 (4 Dec. 1995): 12. Rheingold, Howard. Virtual Community: Homesteading on the Electronic Frontier. New York: Harper, 1993. Roscoe, Timothy. "The Construction of the World Wide Web Audience." Media, Culture and Society 21.5 (1999): 673-84. Saap, Geneva, and Ephraim Schwarrtz. "AOL-Time-Warner Deal to Impact Commerce, Content, and Access Markets." Infoworld 11 January 2000. <http://infoworld.com/articles/ic/xml/00/01/11/000111icimpact.xml>. Slater, Joanna. "Cool Customers: Music Channels Hope New Web Sites Tap into Teen Spirit." Far Eastern Economic Review 162.9 (4 March 1999): 50. Trott, Bob. "Microsoft Views AOL-Time-Warner as Confirmation of Its Own Strategy." Infoworld 11 Jan. 2000. <http://infoworld.com/articles/pi/xml/00/01/11/000111pimsaoltw.xml>. Yan, Catherine. "A Major Studio Called AOL?" Business Week 1 Dec. 1997: 1773-4. Citation reference for this article MLA style: Daniel M. Downes. "The Medium Vanishes? The Resurrection of the Mass Audience in the New Media Economy." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/mass.php>. Chicago style: Daniel M. Downes, "The Medium Vanishes? The Resurrection of the Mass Audience in the New Media Economy," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/mass.php> ([your date of access]). APA style: Daniel M. Downes. (2000) The Medium Vanishes? The Resurrection of the Mass Audience in the New Media Economy. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/mass.php> ([your date of access]).

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According to The Betoota Advocate (Parker), a CSIRO (Commonwealth Scientific and Industrial Research Organisation) paper has recently established that “it takes roughly seven minutes on average for a vegan to tell you that they’re vegan” (qtd. in Harrington et al. 135). For such a statement to have currency as a joke means that it is grounded in a shared experience of being vegan on the one hand, and of encountering vegans on the other. Why should vegans feel such a need to justify themselves? I recognise the observation as being true of me, and this article is one way to explore this perspective: writing to find out what I currently only intuit. As Richardson notes (516), writing is “a way of ‘knowing’—a method of discovery and analysis. By writing in different ways, we discover new aspects of our topic and our relationship to it. Form and content are inseparable” (qtd. in Wall 151).Autoethnography, the qualitative research methodology used for this article, is etymologically derived from Greek to indicate a process for exploring the self (autos) and the cultural (“ethno” from ethnos—nation, tribe, people, class) using a shared, understood, approach (“graphy” from graphia, writing). It relies upon critical engagement with and synthesising of the personal. In Wall’s words, this methodological analysis of human experience “says that what I know matters” (148). The autoethnographic investigation (Riggins; Sparkes) reported here interrogates the experience of “being judged” as a vegan: firstly, by myself; secondly, by other vegans; and ultimately by the wider society. As Ellis notes, autoethnography is “research, writing, story and method that connect the autobiographical and personal to the cultural, social and political. Autoethnographic forms feature concrete action, emotion, embodiment, self-consciousness, and introspection” (xix).Introspection is important because researchers’ stories of their observations are interwoven with self-reflexive critique and analysis: “illustrative materials are meant to give a sense of what the observed world is really like, while the researcher’s interpretations are meant to represent a more detached conceptualization of that reality” (Strauss and Corbin 22). Leaving aside Gans’s view that this form of enquiry represents the “climax of the preoccupation with self […] an autobiography written by sociologists” (542), an autoethnography generally has the added advantage of protecting against Glendon and Stanton’s concern that interpretive studies “are often of too short a duration to be able to provide sufficiently large samples of behaviour” (209). In my case, I have twelve years of experience of identifying as a vegan to draw upon.My experience is that being vegan is a contested activity with a significant range of variation that partly reflects the different initial motivations for adopting this increasingly mainstream identity. Greenebaum notes that “ethical vegans differentiate between those who ‘eat’ vegan (health vegans) and those who ‘live’ vegan (ethical vegans)”, going on to suggest that these differences create “hierarchies and boundaries between vegans” (131). As Greenebaum acknowledges, there is sometimes a need to balance competing priorities: “an environmental vegan […] may purchase leather products over polyvinyl chloride (PVC), thinking that leather is a better choice for the environment” (130). Harrington et al. similarly critique vegan motivations as encompassing “a selfless pursuit for those who cared for other beings (animals)” to “a concern about impacts that affect all humans (environment), and an interest mostly in the self (individual health …)” (144). Wright identifies a fourth group of vegans: those searching for a means of dietary inclusivity (2). I have known Orthodox Jewish households that have adopted veganism because it is compatible with keeping Kosher, while many strict Hindus are vegan and some observant Muslims may also follow suit, to avoid meat that is not Halal certified.The Challenge of the EverydayAlthough my initial vegan promptings were firmly at the selfish end of an altruism spectrum, my experience is that motivation is not static. Being a vegan for any reason increasingly primes awareness of more altruistic motivations “at the intersection of a diversity of concerns [… promoting] a spread and expansion of meaning to view food choices holistically” (Harrington et al. 144). Even so, everyday life offers a range of temptations and challenges that require constant juggling and, sometimes, a string of justifications: to oneself, and to others. I identify as a bit of a bad vegan, and not simply because I embrace the possibility that “honey is a gray area” (Greenebaum, quoting her participant Jason, 139). I’m also flexible around wine, for example, and don’t ask too many questions about whether the wine I drink is refined using milk, or egg-shells or even (yuk!) fish bladders. The point is, there are an infinite number of acid tests as to what constitutes “a real vegan”, encouraging inter-vegan judgmentality. Some slight definitional slippage aligns with Singer and Mason’s argument, however, that vegans should avoid worrying about “trivial infractions of the ethical guidelines […] Personal purity isn’t really the issue. Not supporting animal abuse – and persuading others not to support it – is. Giving people the impression that it is virtually impossible to be vegan doesn’t help animals at all” (Singer and Mason 258–9).If I were to accept a definition of non-vegan, possibly because I have a leather handbag among other infractions, that would feel inauthentic. The term “vegan” helpfully labels my approach to food and drink. Others also find it useful as a shorthand for dietary preferences (except for the small but significant minority who muddle veganism with being gluten free). From the point of view of dietary prohibitions I’m a particularly strict vegan, apart from honey. I know people who make exceptions for line-caught fish, or the eggs from garden-roaming happy chooks, but I don’t. I increasingly understand the perspectives of those who have a more radical conception of veganism than I do, however: whose vision and understanding is that “behind every meal of meat is an absence: the death of the animal whose place the meat takes. The ‘absent referent’ is that which separates the meat eater from the animal and the animal from the end product [… keeping] something from being seen as having been someone” (Adams 14). The concept of the global suffering of animals inherent in the figures: “31.1 billion each year, 85.2 million each day, 3.5 million each hour, 59,170 each minute” (Adams dedication) is appalling; as well as being an under-representation of the current situation since the globe has had almost two further decades of population growth and rising “living standards”.Whatever the motivations, it’s easy to imagine that the different branches of veganism have more in common than divides them. Being a vegan of any kind helps someone identify with other variations upon the theme. For example, even though my views on animal rights did not motivate my choice to become vegan, once I stopped seeing other sentient creatures as a handy food source I began to construct them differently. I gradually realised that, as a species, we were committing the most extraordinary atrocities on a global scale in treating animals as disposable commodities without rights or feelings. The large-scale production of what we like to term “meat and poultry” is almost unadulterated animal suffering, whereas the by-catch (“waste products”) of commercial fishing represents an extraordinary disregard of the rights to life of other creatures and, as Cole and Morgan note, “The number of aquatic animals slaughtered is not recorded, their individual deaths being subsumed by aggregate weight statistics” (135). Even if we did accept that humans have the right to consume some animals some of the time, should the netting of a given weight of edible fish really entail the death of many, many time more weight of living creatures that will be “wasted”: the so-called by-catch? Such wanton destruction has increasingly visible impacts upon complex food chains, and the ecosystems that sustain us all.The Vegan Threat to the Status QuoExamining the evidence for the broader community being biased against vegetarians and vegans, MacInnis and Hodson identify that these groups are “clear targets of relatively more negative attitudes” (727) towards them than other minority groups. Indeed, “only drug addicts were evaluated more negatively than vegetarians and vegans” (726). While “vegans were evaluated more negatively than vegetarians” (732), there was a hierarchy in negative evaluations according to the underlying motivation for someone adopting veganism or vegetarianism. People motivated by personal health received the least negative evaluations from the general population followed by those who were motivated by the environment. The greatest opprobrium was reserved for vegans who were motivated by animal rights (732). MacInnis and Hodson reason that this antipathy is because “vegetarians and vegans represent strong threats to the status quo, given that prevailing cultural norms favour meat-eating” (722). Also implied here is that fact that eating meat is itself a cultural norm associated with masculinity (Rothgerber).Adams’s work links the unthinking, normative exploitation of animals to the unthinking, normative exploitation of women, a situation so aligned that it is often expressed through the use of a common metaphor: “‘meat’ becomes a term to express women’s oppression, used equally by patriarchy and feminists, who say that women are ‘pieces of meat’” (2002, 59). Rothberger further interrogates the relationship between masculinity and meat by exploring gender in relation to strategies for “meat eating justification”, reflecting a 1992 United States study that showed, of all people reporting that they were vegetarian, 68% were women and 32% men (Smart, 1995). Rothberger’s argument is that:Following a vegetarian diet or deliberately reducing meat intake violates the spirit of Western hegemonic masculinity, with its socially prescribed norms of stoicism, practicality, seeking dominance, and being powerful, strong, tough, robust and invulnerable […] Such individuals have basically cast aside a relatively hidden male privilege—the freedom and ability to eat without criticism and scrutiny, something that studies have shown women lack. (371)Noting that “to raise concerns about the injustices of factory farming and to feel compelled by them would seem emotional, weak and sensitive—feminine characteristics” (366), Rothberger sets the scene for me to note two items of popular culture which achieved cut-through in my personal life. The evidence for this is, in terms of all the pro-vegan materials I encounter, these were two of a small number that I shared on social media. In line with Rothberger’s observations, both are oppositional to hegemonic masculinity:one represents a feminised, mother and child exchange that captures the moment when a child realises the “absent referent” of the dead animal in the octopus on his plate—https://www.youtube.com/watch?v=SrU03da2arE;while the other is a sentimentalised and sympathetic recording of cattle luxuriating in their first taste of pastureland after a long period of confinement—https://www.youtube.com/watch?v=huT5__BqY_U.Seeing cows behaving like pets does call attention to the artificial distinction between “companion animals” and other animals. As Cole and Stewart note, “the naming of other animals is useful for human beings, while it is dangerous, and frequently lethal, for other animals. This is because the words we use to name other animals are saturated with common sense knowledge claims about those animals that legitimate their habitual use for humans” (13). Thus a cat, in Western culture, has a very different life trajectory to a cow. Adams notes the contrary case where the companion animal is used as a referent for a threatened human:Child sexual abusers often use threats and/or violence against companion animals to achieve compliance from their victims. Batterers harm or kill a companion animal as a warning to their partner that she could be next; as a way of further separating her from meaningful relationships; to demonstrate his power and her powerlessness. (Adams 57)For children who are still at a stage where animals are creatures of fascination and potential friends, who may be growing up with Charlotte’s Web (White) or Peter Rabbit (Potter), the mental gymnastics of suspending identification with these fellow creatures are harder because empathy and imagination are more active and the ingrained habit of eating without thinking has not had so long to develop. Indeed, children often understand domestic animals as “members of the family”, as illustrated by an interview with Kani, a 10-year old participant in one of my research projects. “In the absence of her extended family overseas, Kani adds her pets to [the list of] those with whom she shares her family life: ‘And my mum and my uncle and then our cat Dobby. I named it [for Harry Potter’s house elf] ...and the goldfish. The goldfish are Twinkle, Glitter, Glow and Bobby’” (Green and Stevenson). Such perceptions may well filter through to children having a different understanding of animals-as-food, even though Cole and Stewart note that “children enter into an adult culture habituated to [the] banal conceptualization of other animals according to their (dis)utilities” (21).Evidence-Based VeganismThose M/C Journal readers who know me personally will understand that one reason why I embrace the “bad vegan” label, is that I’m no more obviously a pin-up for healthy veganism than I am for ethical or environmental veganism. In particular, my BMI (Body Mass Index) is significantly outside the “healthy” range. Even so, I attribute a dramatic change in my capacity for stamina-based activity to my embrace of veganism. A high-speed recap of the evidence would include: in 2009 I embarked on a week-long 500km Great Vic bike ride; in 2012 I successfully completed a Machu Picchu trek at high altitude; by 2013 I was ready for my first half marathon (reprised in 2014, and 2017); in 2014 I cycled from Surfers’ Paradise to Noosa—somewhat less successfully than in my 2009 venture, but even so; in 2016 I completed the Oxfam 50km in 24 hours (plus a half hour, if I’m honest); and in 2017 I completed the 227km Portuguese Camino; in 2018 I jogged an average of over 3km per day, every day, up until 20 September... Apart from indicating that I live an extremely fortunate life, these activities seem to me to demonstrate that becoming vegan in 2007 has conferred a huge health benefit. In particular, I cannot identify similar metamorphoses in the lives of my 50-to-60-something year-old empty-nester friends. My most notable physical feat pre-veganism was the irregular completion of Perth’s annual 12km City-to-Surf fun run.Although I’m a vegan for health reasons, I didn’t suddenly wake up one day and decide that this was now my future: I had to be coaxed and cajoled into looking at my food preferences very differently. This process entailed my enrolling in a night school-type evening course, the Coronary Health Improvement Program: 16 x 3 hour sessions over eight weeks. Its sibling course is now available online as the Complete Health Improvement Program. The first lesson of the eight weeks convincingly demonstrated that what is good for coronary health is also good for health in general, which I found persuasive and reassuring given the propensity to cancer evident in my family tree. In the generation above me, my parents each had three siblings so I have a sample of eight immediate family to draw upon. Six of these either have cancer at the moment, or have died from cancer, with the cancers concerned including breast (1), prostate (2), lung (1), pancreas (1) and brain (1). A seventh close relative passed away before her health service could deliver a diagnosis for her extraordinarily elevated eosinophil levels (100x normal rates of that particular kind of white blood cell: potentially a blood cancer, I think). The eighth relative in that generation is my “bad vegan” uncle who has been mainly plant-based in his dietary choices since 2004. At 73, he is still working three days per week as a dentist and planning a 240 km trek in Italy as his main 2019 holiday. That’s the kind of future I’m hoping for too, when I grow up.And yet, one can read volumes of health literature without stumbling upon Professor T. Colin Campbell’s early research findings via his work on rodents and rodent cells that: “nutrition [was] far more important in controlling cancer promotion than the dose of the initiating carcinogen” and that “nutrients from animal-based foods increased tumor development while nutrients from plant-based foods decreased tumor development” (66, italics in original). Plant was already an eminent scientist at the point where she developed breast cancer, but she noted her amazement at learning “precisely how much has been discovered already [that] has not filtered through to the public” (18). The reason for the lack of visible research in this area is not so much its absence, but more likely its political sensitivity in an era of Big Food. As Harrington et al.’s respondent Samantha noted, “I think the meat lobby’s much bigger than the vegetable lobby” (147). These arguments are addressed in greater depth in Green et al.My initiating research question—Why do I feel the need to justify being vegan?—can clearly be answered in a wide variety of ways. Veganism disrupts the status quo: it questions both the appropriateness of humanity’s systematic torturing of other species for food, and the risks that those animal-based foods pose for the long-term health of human populations. It offends many vested interests from Big Food to accepted notions of animal welfare to the conventional teachings of the health industry. Identifying as a vegan represents an outcome of one or more of a wide range of motivations, some of which are more clearly self-serving (read “bad”); while others are more easily identified as altruistic (read “good”). After a decade or more of personal experimentation in this space, I’m proud to identify as a “bad vegan”. 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