Journal articles: 'Food and Business Economics. Government aid to small business Small business' – Grafiati (2024)

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The debate over which size industry is best suited for Indonesiacontinues with proponents of both large and small sizes pointing out the benefits of each. However, little empirical analysis has been done regarding economic matters such as technical efficiency. Nonparametric analysis of technical efficiency for three sizes of firms in seven manufacturing sectors is estimated using linear programming techniques. Aggregated input and output data from BPS from 1991 to 1997 are used.Household size firms are found to be most efficient relative to the other sizes for five of the seven sectors analyzed. Large firms are relatively more efficient in ‘Food, Beverage, and Tobacco’ sector. Small companies are relatively less efficient than household firms in all but one case, but relatively more efficient than large firms in five of seven sectors. The results validate and perhaps explain the duel economy in Indonesia with both large and small firms existing in the same industry.When each sector is analyzed for each firm size, the ‘Non-MetallicMineral Products Other Than Petroleum and Coal’ sector is most efficient for all sizes of firms. The least efficient sector is the ‘Chemical and Plastics’ industry.The results suggest that government policy should be focused oncreating a stable environment for business, which promotes growth of efficient businesses, either large or small. Specific policies and intervention for small business development are not necessary, given the relative efficiency of small firms in Indonesia.

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PurposeThis article extends the literature on agricultural entrepreneurship and entrepreneurial failure in Ghana, a country in sub-Saharan Africa by exploring failure in a cohort of firms. As engines of economic growth, the performance of micro, small, and medium-sized firms is important. Agro-based enterprises, in particular, are vital because entrepreneurial failure in agribusiness affects food security, and is disruptive to social and economic stability.Design/methodology/approachUsing qualitative data from interviews, we identified reasons for the failure of a group of entrepreneurs associated with a novel agribusiness activity in an otherwise economically attractive market in an emerging economy. The data for the study came from 69 respondents who started and exited aquaculture, a form of agribusiness within a period.FindingsThe results of this study show that there can be negative effects of social structure on entrepreneurial behavior and outcomes. The strong social ties that emerged among the farmer-entrepreneurs led to excessive peer-to-peer copying and knowledge sharing, leading to premature closure of the search for nonredundant ideas. One consequence of that was the narrowing of the pool of available knowledge, which if broadened, may have improved the chances of success of these businesses. Also, the results demonstrate that a lack of institutional support in the form of training in the appropriate management of a new technology adversely affected the farmer-entrepreneurs and their businesses. It is important for governments that introduce a new economic activity to provide the scaffolding, including an understanding of the value chain, to enhance the chances of the economic success of ventures. Entrepreneurs for their part need to broaden their search for new ideas outside their peer groups to increase their chances of accessing non-redundant knowledge.Research limitations/implicationsThe sample size is small, limiting the generalization of findings and the recollection of events may fade with the passage of time, especially since most of the farmers did not keep written records.Practical implicationsFirst, entrepreneurship and economic development, long held as a panacea for moving developing countries out of poverty, may require consistent government support. Second, entrepreneurs venturing into business need to understand the particular challenges associated with a novel activity. Finally, entrepreneurs need to recognize that interconnectedness should not necessarily lead to the convergence of ideas and behavior.Originality/valueThe study extends and contextualizes the literature on agricultural entrepreneurship and entrepreneurial failure. Besides, the study focuses on entrepreneurial failure in Sub-Saharan Africa, an under-researched setting.

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This paper investigates the relationship between human capital in micro and small enterprises and their respective behaviors in innovation and internationalization. Based on a case study of interpretative nature, from 2010 till 2012 we collected data about the agri‑food complex of Tagus Valley (Portugal) through triangulation of techniques typically used in qualitative research: direct observation (in farms, units of processing, storage and packaging food stuffs and wines, and regulatory and promotional agents); semi‑structured interviews with individuals representing the various categories of agents involved, alongside a survey with 110 business agents; and statistical data gathered in the Portuguese Agriculture Census. Survey data were object of descriptive, correlational and regression analyses. Our research provides evidence of firms making use of stable partnerships with intermediary economic agents and promoting organizations and demonstrating how effective are endogenous assets (especially those of non‑mercantile nature) to the competitiveness of a rural territory, in the framework of Common Agricultural Policy. In terms of public policies for competitiveness and innovation, according to an institutional view, the state and regional/local governments, research institutions (public or private), higher education institutions and business training centers, sharing a common agenda for endogenous assets valuation, might play a strategic role in an economy strongly built on micro and small enterprises, whose sustainability depends on collaborative networking.

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This study aims to map the potential sectors based on the financial and digital literacy of women entrepreneurs in the city of Palembang, Indonesia, which continues from the previous research by Fauzi, Antoni, and Suwarni (2020). The research sample is small and medium businesses owned and managed by women entrepreneurs in Palembang where there are 18 districts. The research sample is selected from 18 districts in the city of Palembang and the total sample used is 115 women entrepreneur respondents. Descriptive statistics is employed in this study to map potential sectors and the results show that most businesses in Palembang are businesses engaged in the food, beverage, and tobacco industry, which account for 44.9%, while businesses engaged in other processing sectors rank second among the micro and small businesses in Palembang. Local and provincial governments can be more responsive to stimulate the food, beverage, and tobacco industry sector, other processing industry sectors and the wood industry sector, and wood furniture products so that products in the industrial sector can be superior in the future. The provision of coaching and training must also be more intensively provided by the relevant agencies so that they can help micro, small and medium enterprises (MSMEs) to develop in the future.

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This case study explores how a peripheral rural region food support programme for small (micro) food enterprises was developed based on regional government food policy. An exploratory case study methodology is employed. The findings show that integration of policy and practice at a regional level should be reflected in the design and implementation of micro food business support programmes. This integration is essential to enable micro businesses to benefit from government aid in a collective manner which could not be achieved in government–micro-enterprise dyadic relationships.

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Breeding turtles in farms for offering them in the food market is a profitable market in Vietnam. Here we study, through structured questionnaires with 73 owners of turtle farms, the social and economic contexts of this business activity. We also collected ecological data for the most intensely bred species, the Wattle-necked softshell turtle, Palea steindachneri. Palea farms were typically small family-owned companies, with just 1 to 4 employees working just 1 – 2 h per day but almost every day in the week, and with 1 to 4 ponds available in the facilities. Sex ratio of farmed turtles was heavily skewed to females in both P. steindachneri and Amyda cartilaginea (the secondly most frequently bred species), and their clutch size was very similar. Inside farms, mating of P. steindachneri occurred in February, egg deposition in March – July with a peak in May, and egg hatching in May – October, with a peak in July. In Vietnam, the typical owner of P. steindachneri farms is a self-made man who had enjoyed very little management and support from government for his/her business.

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PurposeThis paper investigates the mediating role of access to finance and entrepreneurial education for small and marginal farmers (SMFs) in the Indian northern state of Punjab. Furthermore, it examines the inter-mediatory role of entrepreneurs and the access to finance in the promotion of innovation, development and consequently poverty alleviation.Design/methodology/approachTo gain a deeper insight, we used a purposive sampling technique, involving in-depth, face-to-face interviews based on a semi-structured questionnaire amongst 185 farmers from the state of the Punjab in India. The combination of open ended and dichotomous questions amenable to the Likert scale, captured responses and the transcribed questionnaires were thematically analysed.FindingsUsing the analysis of the quantitative and qualitative responses, we explain the cause and consequences of the finance gap and the impact of poverty on household income and the debt levels of SMFs. The findings suggest that the expanding pool of SMFs is due to land ownership fragmentation that disenfranchises SMFs from accessing adequate finance thus limiting their ability to adapt to technological innovations, and therefore limiting their productivity and growth. This essentially limits their ability to transform their economic and social wellbeing. The findings from the data analysis suggest a lack of access to finance negatively impacts on SMFs' ability to use innovative practices, technologies and productivity. This adversely affects income level, access to education and social goods to propel them out of poverty. The findings advocate that government policy should focus on land reforms, which provide adequate access to finance to enable the adaption of technology and an access to markets to empower marginal farmers.Research limitations/implicationsLand fragmentation resulting with population growth in emerging economies continuously expands SMFs. To improve efficiency, productivity and entrepreneurial traits amongst SMFs, it is a pre-requisite to have an agile economy. However, in emerging economies such as India, the responses of 185 farmers suggest, a bespoke policy to promote the interest of SMFs through enabling them access to finance, technologies, training and education, continues to prove elusive. This novel empirical research provides evidence that demands that policymakers, commercial institutions and donors need to respond to the needs of SMFs to ensure food security and an optimal utilisation of farmland. The limitation of this research is that the sample is from one country, which limits its generalisation. The findings of this study could be enhanced by conducting comparative studies in other regions or economies.Originality/valueThis empirical study examined the barriers to enterprise for SMFs in the Indian Punjab; it examined the causes and consequences and the implications for food security for India. The findings of this study highlight the importance of developing the entrepreneurial capabilities of SMFs through effective education, training and above all through an adequate access to finance to enable them to adapt their technology. Furthermore, the findings make a case as to why SMFs are an integral part of the food chain and why it is necessary to enhance their efficiency, productivity and their access to finance.

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Subject. This article deals with the issues related to the activities of specific economic entities in the agricultural economy of the regions of Russia and the reform of grant support for agriculture. Objectives. The article aims to show that the urgent task of self-sufficiency of Russia's regions with food products requires careful consideration of ways to support agricultural producers by the government. Methods. For the study, I used a content analysis, considering the Rosstat and ministries' data and All-Russia Agricultural Census 2006 data. Results. Based on an analysis of the practice, current problems and prospects of State support for small and medium-sized businesses, the article outlines ways to solve the identified problems. Conclusions. Innovative technologies and the potential of implementing accounting management in the agro-industrial complex will contribute to Russia's food security.

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Biotechnology is one of the fields highlighted by the Economic Committee as an area of high value-added technology which could be developed in Singapore. The recommendation of the Economic Committee was that the venture capital industry be developed to aid in attracting young foreign technological firms to Singapore. Biotechnology includes the areas of pharmaceuticals, chemicals, food processing and agro-technology. A number of local biotechnology businesses have sprung up. This is an interesting phenomenon since biotechnology is difficult ground for small firms to be engaged in. It is usually associated with a long lag time between the development and the actual introduction of the product into the market-place, a need for large sums to be invested in research, and a short product life span, amongst other disadvantages. In an environment where enterprise is only currently being encouraged and entrepreneurship being nurtured, one would not have expected local entrepreneurs to venture into biotechnology. It would therefore be of interest to examine these businesses to see if there are any unique problems that they face by operating in Singapore. This paper proposes to examine the problems encountered by these local firms. Some of the problems ascertained through interviews with local firms concern financing and government funding, and availability of trained staff.

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Developments related to the devaluation of the ruble and the sanctions regime,determined the need to build and upload your own agribusiness opportunities. In recentyears the Russian government is actively supporting the agricultural sector and the wholeand its separate forms. But in a recession, not all forms of state aid can be usedsuccessfully object subsidies. The aim of the study is to analyze the dynamics of thevarious aspects of the agricultural business, as well as identifying the impact on theperformance of state support for agriculture. The author has studied indicators of thelevel of activity of subjects of agricultural businesses, such as the number of agriculturalenterprises, the volume of production industry, as well as production by types of farms.The study determined the volume of state support the various forms of entrepreneurship.In this work, an analysis was conducted periodic printed publications, statisticaldatabases, Government Decrees of the Russian Federation with use of methods of systemapproach, comparison, and statistical analytical method. The article evaluated the level ofentrepreneurial activity in the agricultural sector, which in the opinion of the authorconsists of two of the most significant figures - the number in the economy of theagricultural organizations of different forms of activity and level of production of variousorganizations. These indicators are given the opportunity to reveal that governmentfunding at this stage had a positive impact on the industry. The author noted the highimportance for the Russian economy of small agricultural enterprises, the level of statesupport in recent years has increased. Despite that, there were negative trends in theactivities of small businesses. Proposed a set of measures of state support to change thesituation. The analysis of the system of state support of agricultural business led to theconclusion of its imperfection. Known in the industry trends related to the devaluation ofthe ruble and the subsequent inability of small producers to use bank loans, not tomention allow high efficiency developed by government measures. The practicalsignificance of the study is that the results obtained and the proposed measures can be thebasis for a new public policy support for agriculture.

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El presente estudio tiene por objeto analizar los resultados que han generado los incentivos tributarios establecidos en el Código de la Producción, Comercio e Inversión (COPCI) publicado en el registro oficial No. 351 del 29 de diciembre de 2010, en las pequeñas empresas del sector de alimentos del Cantón Quito, Ecuador. Para su desarrollo se utilizó la información financiera del período 2010-2012, investigación documental basada en fuentes bibliográficas, aplicación de encuestas a gerentes y propietarios de pequeñas empresas del sector de alimentos y entrevistas a funcionarios públicos. Los resultados mostraron que los incentivos establecidos en el COPCI pueden resultar atractivos desde el punto de vista económico y tributario para el gobierno, sin embargo, para las pequeñas empresas del sector de alimentos del cantón Quito, estos no han generado mayor beneficio en temas de empleo, producción, inversión y recaudación tributaria. Abstract The present study aims to analyze the results that have generated tax incentives established in the Code of Production, Trade and Investment (COPCI) published in the Official Register No. 351 of December 29, 2010, in the small business sector of food of Quito Canton, Ecuador. For the development of this research, the 2010-2012 period of financial information, documental research based on literature sources, application surveys to managers and small business owners, and interviews with industry officials were used. The results showed that the incentives established in the COPCI may be attractive from the point of view of the government about economics and taxes; however, for small businesses of the food industry Quito city, they have not generated the greatest benefits on employment issues, production, investment and tax collection.

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At the beginning of the new millennium, looking through national / international perspectives and analysing different projections and conclusions, investigation of future, interrogation of systems and ourselves will be useful. It is necessary to talk about the past and the future in a global perspective when the world population is more than 6 billion and expected to increase around another 2 billion in the next 25 years. Natural resources are limited instead of increased population in the world around. However the growth of technology and communication level, there are so many hazard factors in the life for many developing countries. Simply maintaining current levels of food availability will require rapid production increases without destroying natural resources. Having a good nutritional status for all human societies, everybody must have to think “us” as instead of “myself”. The world has expanded beyond the global village to include the global market where there is ever‐increasing mobility of capital, labour and goods, in the recent years. Globalisation is not only a question of size, but also of kind: it is inextricably linked to privatisation. It stimulated major economic restructuring in both developed and developing countries, and has greatly changed the balance of public and private sectors. Mostly agricultural production for export is seen as one of the driving forces of development. Harmonisation through the setting of international regulations and standards still needs considerable efforts. So that potential benefits and defects, the outcomes of globalisations are mixed and also demographic and production relationship correlations are changed dramatically. In the world natural food and water sources have been reduced, when population increased speedily and environments pollution has become dramatic. In spite of urbanisation the majorities are in rural areas. The information revolutions and scientific / technological challenges also created a major difference between developed and developing countries. Genetically modified organisms and foods are the most important question at this time in the world. Again the differences about sharing chance of the sources between rich and poor countries are another important inequity. “Food insecurity” means that “lacking access to sufficient amounts of safe and nutritious food and are therefore not consuming enough for an active and healthy life”. There are so many reasons for the unavailability of food, inadequate purchasing power or inappropriate utilisation at household level. The linkages between demographic motivations, poverty and environmental degradation, their relationships and implications according to the development programs and planning will try to be discussed in this article. Nutritional and energy requirements, some nutritional deficiencies, reflections on the commercial life, food security programs, and better information systems on “Food Insecurity and Vulnerability (FIVIMS)”, “National Nutrition Country Profiles (NFC)”, farseeing of UN's, Codex Alimentarius Commission (CAC) and World Trade Organisation (WTO) will be summarised. Also it is planned to make small statistical tour on the national and international past, status, and near future on problems and expected reflections, some of the solution offers are improving strategies and increasing consciousness to consumers, developments of health ‐ agriculture — education politics will be summarised. Governmental responsibilities and financial supports will try to be discussed. Finding food, improving life, preparing a better world must be a primer responsibility for all countries, governments, sectors and for everybody in this millennium.

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Environmental and health effects of China’s rapid economic growth since the 1980s have been especially tangible in the food sector, with ‘green’ products emerging as alternatives for consumption networks wishing to avoid ‘conventional’ foods produced using chemicals. Despite state support for increased sustainability in large-scale farming over the past decade, formal institutional voids remain, with regard to consumer trust and small-scale farmers. Green food consumption is increasing in China, as civil society actors work to fill voids and promote green purchasing behaviour. In this article, I investigate how civil society organisations are changing Chinese consumer culture around green food through two stages of empirical research. Qualitative content analysis of microblogs of four Chinese environmental non-governmental organisations was conducted in 2013, and insights were further explored through fieldwork interviews and participant observation in Beijing during 2016. Responding to previous consumer behaviour studies which over-emphasise individual rationality, marginalising contextual and collective aspects, this analysis adopts Bajde’s enrichment of Consumer Culture Theory with Actor Network Theory to explore microelements and macroelements, their interrelations and processes of change. Based on co-production of subject and object within Consumer Culture Theory with Actor Network Theory, this study analyses engagement with and re/creation of materials, discourse and social meanings by green food consumption networks, including non-governmental organisations, farmers, retailers and consumers. Although findings reflect particularities of the Beijing cultural context, themes parallel wider phenomena at the national and international levels.

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Agriculture, like the entire Ukrainian economy, is experiencing a difficult period. Although such a downturn in production, which had been at the time of restructuring, did not take place, but the results of the activity are rather uneven over the years and tend to decrease over the past few years. The problem is exacerbated by the fact that the financial condition of farmers depends on the macroeconomic situation, which is confirmed by foreign studies, namely, on a specific policy of state support. More than 11% of agricultural and farm enterprises are concentrated in Vinnytsia region. ¼ part of the farms has a land ownership of up to 500 hectares, and an essential criterion begins with 50 hectares. A significant (20%) share of farms has a land bank of 1-2 thousand hectares. The share of small agricultural enterprises for 2010-2017 has increased from 22.7% to 35.7%, and the share of micro-enterprises in them remains constant - 10%. In the special fund of the state budget, according to the program 2801460 "Granting loans to farms", allocations for 2016 - UAH 15.8 million were determined; 2017 - UAH 65.0 million, in 2018 - UAH 43.1 million. According to the regional state administration, according to the results of the implementation of budget support programs for agrarians in 2018, Vinnytsia region was second only to the number of financial support provided to farmers by the Mykolaiv region. Yes, it was used by 411 farms with 2,350 registered (17.5%). It is supposed that all key areas of state support for 2019 will be maintained. In the region there is a Program for the development of private, farm enterprises for 2016-2020 (modern edition in the Regulation of the State Aviation Administration dated 02.11.2016, number 40). For 2014-2016, UAH 4.96 million has been allocated to this direction from the region budget. Favorable loans were received by 24 farmers and 7 private farms, 5 agricultural cooperatives. In 2017, the program allocated 1.0 million UAH, the trend was also in 2018 The most successful program is to reduce the cost of technology. According to the Ministry of Agropolicy, it has already used 1830 farms in Ukraine and purchased 2,900 units of equipment. The amount of compensation amounted to 211 million hryvnias. Moreover, the most interested persons were Vinnytsia - 163 agricultural enterprises. Agrarians of Vinnytsia region received almost 16 million UAH. reimbursem*nt. About 7.7 mln UAH got gardeners of Vinnytsia region as a partial compensation for purchased landing material. Taking into account the data of 2017, it was discovered that the financial crisis has hit most of the small businesses, due to the fact that it is harder for them to attract external financing, including tight credit requirements. It is for this reason that, when analyzing the financial support of farmers abroad, there are compromises between profitability, ecosystem services and other social factors, which is a fundamental prerequisite for sustainable development of agriculture. A holistic approach to assessing the productivity of farms in the production, social, financial and environmental dimensions is being developed. In this context, the ministry's intention is to draw the attention of heads of specialized departments to the between rural councils and agribusiness, as well as the level of salaries that would indicate a socially oriented agrarian business. For Vinnytsia region issues of attraction of new agricultural producers for cooperation in the project with the Euro region "Dniester" and the special support of this direction are considered by the branch of the Ukrainian State Fund for support of farms, the Institute of forage and agriculture Podillya of the NAAS of Ukraine and the Vinnytsia regional branch of the State Agricultural Protection Agency "State Soil Protection". In order to use budget funds efficiently, to achieve a balance in funding support programs and sustainable socio-economic development of the village, to increase the competitiveness of agricultural producers, to expand the commodity structure of exports and to establish Ukraine on the world food markets, the Ministry of Agropolicy has drafted a bill "On Amendments to the Law" On State support of agriculture of Ukraine ". It provides the basic principles for the creation and functioning of the State Paying Agency and the State Agrarian Register. It is worth taking into account the example of EU countries that build a database of agricultural producers by introducing a free identification procedure in a single register. An individual entrepreneur or legal entity creates a personal electronic cabinet and automatically receives information on all types of state aid, eligibility criteria, and the ability to apply online. Analysis of foreign experience shows that in their attempts to increase the viability of family farms, agricultural governments have chosen a number of approaches that can be extended to developing countries. To improve the organizational and financial structure of farms, it is necessary to improve communication processes within farms and between farmers' organizations, enterprises, and social funds in order to establish common priorities for agrarian development in identifying and / or developing, adapting and expanding innovations. Consequently, prospects for further exploration in this area lie in the field of elaboration of a methodology for determining the financial condition of farms based on farm and simplified financial statements.

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Purpose China’s expanded rice imports offer a profitable business opportunity for both domestic and international grain marketers. The purpose of this paper is to analyze the impact of select variables on Chinese consumers’ rice choices, specifically focusing on country-of-origin, price, organic, brand, freshness, and taste. The study concludes with suggestions for domestic and international rice marketers to help them develop more efficient rice marketing plans. Design/methodology/approach This study developed a conditional logit model to analyze survey data gathered from Chongqing and Chengdu, two of China’s largest rice consumption cities. Findings Chinese consumers are price sensitive in their rice choices. Country-of-origin is the most imperative factor affecting rice selection for lower food expense consumers but branded rice attracts the attention of higher food expense consumers. Furthermore, these higher food expense consumers are willing to pay a small premium of $0.22 for a pound of organic rice. Research limitations/implications A general trend in demand for organic rice from higher food expense consumers was identified, and this trend predicts a profitable market for organic rice sellers. However, these research findings are geographically limited and may only represent a consumption trend from the two sampled cities rather than all of China. Originality/value The study concludes with meaningful recommendations to rice marketers to aid in developing profitable market entrance strategies to China.

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Purpose – The purpose of this study was to investigate the socioeconomic impact on perceived household food security in the North Luwu District of South Sulawesi Province in the eastern part of Indonesia. In Indonesia, 87 million people are presently vulnerable to food insecurity. Thus, the United Nations Development Programme’s primary millennium development goal for Indonesia is to halve the number of people who suffer from hunger by 2015. It is clear that food security at the household level is crucial to achieving this target. Design/methodology/approach – In total, 371 household heads were interviewed. The households’ perceptions of their food security status were captured by asking the household head the following question: “How do you perceive your household’s food security status during the last month”? Respondents could select from the following options: insecure, somewhat insecure, somewhat secure, secure and highly secure. Here, the household head’s answer is regarded as the household’s subjective food security status (SFSS). We then applied descriptive analysis and an ordered logit model to determine the socioeconomic factors that influence SFSS. Findings – As expected, in both analyses, household income and formal level of education have a strong relationship to SFSS. However, this study finds that food nutrition knowledge also shows a significant role in enhancing the probability that household SFSS will be in a better food security category. This could be a breakthrough in improving household food security status given the lack of formal education. Practical implications – Neighborhood resource-based food preparation counseling programs are essential. Existing food programs for Indonesian households should be reoriented and incorporated into the non-formal educational curriculum and should be carried out at the family level or in small groups to ensure that the message of the program is delivered effectively. In the short term, for non-farm households, the government should provide targeted households with crash programs such as revolving funds for household-level business activities. For farm households, ensuring that farming infrastructures, facilities and technologies are adequate and affordable is crucial to sustaining their production process. Originality/value – This is the first study to investigate the perceptions of household heads on their food security status in Indonesia. Most prior studies on household food security in Indonesia were conducted in response to Indonesia’s 1997 economic crisis and focused predominantly on Java, in the western part of Indonesia; there is little existing research on the eastern part of Indonesia. Moreover, this study is the first to emphasize the significant role of food nutrition knowledge in increasing the probability of household heads’ perceptions on their food security status being in a better category.

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Abstract— Small and medium enterprises (SMEs) are business sectors that play an important role as a backbone of a nation or region"s economics. Most problems faced by small and medium enterprises (SMEs) are capital, management and production process. This study aims to give strategic proposals in expanding small and medium enterprises of gethuk pisang for conserving traditional food. The methods used in this research are internal factor evaluation (IFE), external factor evaluation (EFE), and strengths- weaknesses - opportunities - threats (SWOT), so internal factors and external factors that faced by the small and medium enterprises can be identified. Based on SWOT analysis, some analysis strategy can be used to expand the small and medium enterprises of gethuk pisang. Result showed the small and medium enterprises of gethuk pisang were in first quadrant at SWOT cartesian diagram, meant the right strategies were strengths opportunities (SO) or Growth strategy. The strategies that will be used are local government holds traditional food festival, upgrade the quality of the product and use on-line marketing technology. In conclusion, the sales of gethuk pisang products from small and medium enterprises can increase and correlate with income increase, so small and medium enterprises (SMEs) of gethuk pisang can have competitiveness and grow.Keywords— Strategy, Gethuk pisang, IFE, EFE, SWOT. Abstrak— Usaha kecil dan menengah (UKM) merupakan suatu sektor usaha yang memiliki peran penting sebagai tulang punggung perekonomian suatu negara atau daerah. Sebagian besar permasalahan-permasalahan yang dihadapi UKM adalah permodalan, manajemen, dan proses produksi. Penelitian ini bertujuan untuk memberikan usulan strategi dalam mengembangkan UKM gethuk pisang dalam melestarikan makanan tradisional. Metode yang digunakan dalam penelitian ini adalah Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), dan Strengths–Weaknesses - Opportunities-Threats (SWOT), sehingga dapat diidentifikasi faktor-faktor internal yang dimiliki dan faktor-faktor eksternal yang dihadapi oleh UKM. Berdasarkan analisa SWOT, maka akan diperoleh beberapa alternatif strategi yang dapat digunakan dalam mengembangkan UKM gethuk pisang. Hasil penelitian menunjukkan bahwa UKM gethuk pisang berada di kuadran I pada diagram kartesius SWOT, yang berarti strategi yang tepat digunakan adalah strategi Strengths Opportunities (SO) atau strategi Growth. Strategi-strategi yang akan digunakan adalah: Pemerintah Daerah mengadakan festival makanan tradisional, mutu produk lebih ditingkatkan, dan memanfaatkan teknologi media pemasaran on-line. Dengan demikian, produk UKM gethuk pisang dapat terjadi peningkatan penjualan dan berkorelasi dengan peningkatan pendapatan, sehingga UKM gethuk pisang memiliki daya saing dan dapat berkembang.Kata kunci — Strategi, Gethuk Pisang, IFE, EFE, SWOT

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<p>Abstract. Business Group Aneka Keripik Durian Karanggupito Village and Business Group Aneka Keripik Mawar Karangrejo Village, Kendal Kabupatean District Ngawi East Java Province. Production aspect of various chips produced need quality improvement, thickness, less crisp, less tasting seasoning,<br />dull label less attractive, product produced not durable food. It is necessary to transfer the knowledge of small business management extension and skill in the form of training of various varieties of flavor chips, as well as durable kripik quality, PIRT license, trademark is expected to be a special food or superior product of village of OVOP-based community product business in relation to community economic empowerment through: (a) socialization and motivation of OVOP-based product business mapping, (b) counseling and training on the quality of economic empowerment of villagers; (c) training of citizens' business products with economic empowerment of villagers. Economic empowerment based on OVOP approach is in line with One Village One Village Excellence Product Policy from East Java Provincial <br />Government through Community and Village Empowerment Office in the application, development and utilization of appropriate technology. In line with the Strategic Plan of Universitas Merdeka Madiun. The method of implementation in this program is counseling, instagram production skills training to market the product, and mentoring of production and marketing activities. With the realization of entrepreneurship training and understanding of social problems is expected to create jobs can make<br />social changes, especially the field of welfare and education. <br />Key Word : Empowerment, Economics, OVOP (one village one product).</p><p> </p><p>Abstrak. Kelompok Usaha Aneka Keripik Durian Desa Karanggupito dan KelompokUsaha Aneka Keripik Mawar Desa Karangrejo, Kecamatan Kendal Kabupatean Ngawi Provinsi Jawa Timur. Aspek produksi aneka keripik dihasilkan perlu peningkatan kualitas, terasa tebal, kurang renyah, bumbu kurang terasa, label kusam kurang menarik, produk dihasilkan bukan makanan tahan lama. Perlu transfer <br />knowledge penyuluhan manajemen usaha kecil dan pemberian skill berupa pelatihan pengolahan aneka<br />kripik varian rasa, serta kualitas kripik tahan lama, ijin PIRT, merek dagang diharapkan akan menjadi makanan khas atau produk unggulan desa produk usaha warga berbasis OVOP dalam kaitan pemberdayaan ekonomi masyarakat melalui: (a) sosialisasi dan motivasi pemetaan produk usaha warga<br />desa berbasis OVOP, (b) penyuluhan dan pelatihan kualitas pemberdayaan ekonomi warga desa, (c) pelatihan produk usaha warga dalam dengan pemberdayaan ekonomi warga desa. Pemberdayaan ekonomi berbasis pendekatan OVOP sejalan dengan Kebijakan Satu Desa Satu Produk Unggulan dari Pemerintahan Provinsi Jawa Timur melalui Dinas Pemberdayaan Masyarakat dan Desa dalam penerapan,<br />pengembangan dan pemanfaatan teknologi tepat guna. Sejalan dengan Renstra Universitas Merdeka Madiun. Metode pelaksanaan dalam program ini adalah penyuluhan, pelatihan ketrampilan pembuatan instagram untuk memasarkan produk, dan pendampingan aktivitas produksi dan pemasaran. Dengan terwujudnya pelatihan kewirausahaan dan pemahaman terhadap permasalahan sosial diharapkan dapat menciptakan lapangan pekerjaan dapat melakukan perubahan sosial terutama bidang kesejahteraan dan<br />pendidikan.<br />Katakunci : Pemberdayaan, Ekonomi, OVOP (one village one product).</p>

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This study examines the "Economic Impact of Craftsmen Statue on Community Base Tourism Development in Tohpati village Klungkung Bali". The core concept of economic problems is the imbalance between unlimited human needs and the means of satisfying the needs of a limited number. Economics should not be emphasized through the point, but it should be emphasized as an approach to explain human behavior (Gary Becker). The economic system is a means used to regulate all economic activities in society whether done by the government or private in order to achieve prosperity and prosperity together. The Economic system can be divided into three namely: a First capitalist economic system that is all economic activity submitted to the market. Second, the communist economic system is all things governed by the government. The third is a mixed economic system that is a combination of the two economic systems above (capitalist and communist). Indonesia should adopt a mixed economic system because firstly, Indonesia is an emerging country, where market failures often occur due to uneven information or accessibility to transportation and communication facilities. The second is that there are still many Indonesian people are below the poverty line. Thirdly most Indonesians have businesses that are still classified into small and medium enterprises that still can not compete perfectly with a bigger business. In addition, in a mixed economic system also required the role of government in overseeing the development of the economy that runs in the country of Indonesia, in order to create prosperity in public life. To implement a mixed economic system it must be applied in a real way in the community environment so that the economic system in a country becomes smooth, balanced, and make more prosperous for all parties involved. Community Base Tourism as a model of tourism development today because community involvement including maintenance is something that must be applied. Tohpati village community adherents of the traditional economy inevitably have to deal with the values ​​of novelty in the global economic order. Economic development that takes place in a country brings impact, both positive and negative. Positive impact: increased foreign exchange earnings, expanding or accelerating business opportunities, increasing national income, increasing tax revenues, expanding employment opportunities, promoting growth in development that has natural potential. Negative impact: land prices skyrocket, in tourism centers expensive food prices, biological resources become damaged, the occurrence of urbanization. The circulation of drugs, prostitution is difficult to monitor.

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Do Manufacturing Small and Medium Enterprises Cluster Geographically in Khulna City? – A Spatial Analysis S M Towhidur Rahman* Business Administration Discipline Khulna University Bangladesh Ahsanul Kabir, PhD Urban and Rural Planning Discipline Khulna University Bangladesh *Corrosponding author’s Email: towhid_ku_97@yahoo.com Author’s Biography (optional) Picture 100 words maximum. Peer-review under responsibility of 3rd Asia International Multidisciplanry Conference 2019 editorial board (http://www.utm.my/asia/our-team/) © 2019 Published by Readers Insight Publisher, lat 306 Savoy Residencia, Block 3 F11/1,44000 Islamabad. Pakistan, info@readersinsight.net This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Research Highlights The study found a clustered spatial pattern of manufacturing small and medium enterprises (SMEs) in the study area, Khulna city of Bangladesh. This pattern helps determine the potential cluster regions (PCR) for manufacturing industry which is the important first step in cluster based regional economic development strategy. The manufacturing SMEs were found to cluster along the major transportatin routes of city. The SMEs are also not evenly distributed across the city area and couple of wards (Ward 21 & Ward 30) have more geographic potentials to be developed as potential cluster regions since SMEs tend to agglomerate in these wards more in numbers. ___________________________________________________________________________ Graphical Abstract Figure: Ward wise distribution of manufacturing SMEs across Khulna city ________________________________________________________________ Research Objectives Industrialization and economic growth are often correlated as evident from literatures (Sahu, 2013). Manufacturing SMEs play a pivotal role in industrialzation process and regional growth since they constitue the major portion of the industry sector in both developed and developing countries of the world (Li & Chen, 2005; Tambunan, 2008). Development of SME cluster had beed recognized as an effective strategy for regional development since such clusters enhance the competitiveness of the industries and the region as a whole (Karaev, Lenny Koh, & Szamosi, 2007; Navickas & Malakauskaite, 2009). Bangladesh is undergoing a transformation in economic structure from agriculture to indutry and service based economy. Government of Bangladesh also prioritized the cluster based development of industries (General Economics Division, 2015). Porter (2000) noted that some locational advantages are a prerequisite for successful formation of cluster and effective implementation of cluster based economic development (CBED) strategy. Identifying potential cluster region is an important first step in CBED. But very few reseach had been found in the context of Bangladesh focusing on industry cluster identification. Researches applying of geospatial tools for cluster identification are even fewer in numbers. So this study aimed to contribute to the existing literature through identifying potential cluster regions of manufacturing SMEs in Khulna applying geo-statistical tools. Methodology The study is based on primary data (regarding type, number and location of manufacturing SMEs) collected through a city wide survey in Khulna City Corporation (KCC) area. The location data of the SMEs were then plotted on the map of KCC applying GIS mapping tools that generated location coordinates (as point feature) for each SME for further analysis. The distribution of SMEs in terms of distance from two spatial variables - major roads and river were shown applying kernel density plot. The spatial pattern were explored through computing Average nearest neoghbour ratio (ANN). ANN ratio is used to measues whether the features (SMEs) are geographically clustered, dipersed or distributed randomly. An ANN ratio less than 1 (ANNR<1) indicates clusered pattern of distribution of the features while ANN ration greater than 1 (ANNR>1) exhibits dispersed pattern and ANN ratio 1 (ANNR=1) exhibits perfectly random distribution. The distribution of the SMEs was aslo shown through generating a choropleth map in terms of number of SMEs across the 31 wards of the city to find potential cluster region. The spatial analysis was done using ArcGIS 10.1 and R statistical software package. Results The survey identifyied over 800 manufacturing SMEs in the city which were categorized into five categories – light engineering, agro-processing, leather shoe making, bakery and food processing and timeber and furniture. The study found that all categories of SMEs tend to cluster along the major roads of the city. The Kernel Density plots based on proximity to roads show that all categories of SMEs are located within around 100meters from the major roads of the city while in terms of proximity to river the location of SMEs vary for different categories of SMEs. Further the study found the average nearest neighbour ratios for light engineering, agro-processing, leather shoe making, bakery and food processing and timber and furniture SMEs were 0.214, 0.372, 0.194, 0.215 and 0.176 respectively. Since ANN ratios for all the categories are less than 1, the distributions exhibit a clustered pattern and the ratios were significant at 99% confidence level with P values less than 0.01 implying that the null hypothesis “Manufacturing SMEs in all categories are randomly distributed across the city area” is rejected. The SMEs were located unevenly across 31 wards (smallest adminitrative boundary) of the city wherein ward number 21 and ward number 30 had the highest (56-96 units) number of firms. Findings The major categories of manufacturing SMEs in Khulna city tend to locate close to other similar firms and exhibit a clustered spatial pattern. All categories of manufacturing SMEs were found to cluster along the major roads due to transportation convenience and improved visibility. The SMEs were found to clsuster more in couple of the wards of the city indicating to the potential cluster regions. These wards are characterized as having low cost spaces, good connectivity to other parts of the country, proximity to central wholesale market, administrative headquarter and major financial institutions and above all more circulation of people.

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Chocolate is considered one of the most gratifying confections there is, and this holds as true in New Zealand as elsewhere in the world. Evidence of this high interest in chocolate in New Zealand is demonstrated in the arrival of small artisanal bean-to-bar chocolate makers in the early 2000s; the voting of Whittaker’s as New Zealand’s single most trusted brand for eight years running (Reader’s Digest New Zealand’s Most Trusted Brand) [1]; the reporting on the economic, social and cultural impacts of the closure of the Cadbury chocolate factory in Dunedin [2]; and the opening of the first fair trade chocolate factory, Sweet Justice Chocolate Factory, in Christchurch by Trade Aid New Zealand [3]. These examples also demonstrate a clear transformation within New Zealand’s commercial chocolate production, reflecting worldwide changes in multinational confectionery companies but also the emergence of artisanal production that directly addresses issues of sustainability and transparency [4, 5]. While broader culinary traditions in New Zealand have been well-documented, the food history of chocolate production has not yet been explored. Consequently, this study explored the history of chocolate production in New Zealand, with a specific focus on bean-to-bar products [6]. The study, based on a narrative history and interviews with current bean-to-bar chocolate makers in New Zealand, traced the history of bean-to-bar chocolate production in New Zealand. This process allowed for a multi-faceted reconstruction and interpretation of historical data to help understand various transformations within New Zealand’s chocolate industry, an industry long dominated by multinational companies such as Cadbury and Nestlé. This domination by overseas companies has recently been challenged by the emergence of small artisanal bean-to-bar chocolate makers and the rise of local chocolate company, Whittaker’s. Among the key findings was evidence of the maturing of the local chocolate industry to the point where it is clear that New Zealand-made chocolate is now widely viewed and trusted by local consumers as a high-quality product. This trust extends to both the current strong player in the market, Whittaker’s, and equally to smaller artisanal bean-to-bar chocolate makers, a confidence in product comparable to the New Zealand craft beer industry and the more well-established wine industry. The research also finds that the emergence of more artisanal bean-to-bar chocolate makers, and their focus on more transparency around the production of chocolate, reflects similar trends overseas. The findings highlight the fragile structure surrounding growth and sustainability in the chocolate production industry, with the view that closer ties should be formed with New Zealand’s Pacific cacao-growing neighbours. The findings point to the need for additional research around the history of food in New Zealand, an area of study often undervalued in academia [7]. The findings of the research are timely as they highlight opportunities for the industry to place current worldwide sustainability concerns in perspective with a view to the future – a future that New Zealand chocolate manufacturers cannot avoid. The historical archival data captured together with the contemporary voices of New Zealand’s new generation of chocolate makers combine to tell a story of creativity and competition. The original research this article is based on can be accessed here: https://openrepository.aut.ac.nz/bitstream/handle/10292/12970/SturnyA.pdf?sequence=3&isAllowed=y Corresponding author Arno Sturny can be contacted at: arno.sturny@aut.ac.nz References (1) Trusted Brands New Zealand 2019. Most Trusted. http://www.trustedbrands.co.nz/default.asp#mostTrusted (accessed Jun 1, 2019). (2) Cadbury’s Dunedin Factory Faces Closure, 350 Jobs on the Line. The New Zealand Herald, Feb 16, 2017. https://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11801779 (accessed Jun 2, 2019). (3) Trade Aid. The Sweet Justice Chocolate Factory. https://www.tradeaid.org.nz/trade/the-sweet-justice-chocolate-factory/ (accessed Mar 24, 2019). (4) Fountain, A.; Huetz-Adams, F. 2018 Cocoa Barometer; 2018. http://www.cocoabarometer.org/cocoa_barometer/Download_files/2018%20Cocoa%20Barometer%20180420.pdf (accessed Oct 13, 2018). (5) Squicciarini, M. P.; Swinnen, J. F. M. The Economics of Chocolate; Oxford University Press: Oxford, U.K., 2016. (6) Sturny, A. Raising the Bar: A Story of Bean-to-Bar Chocolate Production in New Zealand; Master’s Thesis, Auckland University of Technology, New Zealand, 2018. https://openrepository.aut.ac.nz/bitstream/handle/10292/12970/SturnyA.pdf?sequence=3&isAllowed=y (accessed Nov 25, 2019). (7) Belasco, W. G. Food Matters: Perspectives on an Emerging Field. In Food Nations: Selling Taste in Consumer Societies; Belasco, W., Scranton, P., Eds.; Taylor & Francis: London, 2002, pp 1–22. https://www.researchgate.net/publication/239586863 (accessed Jun 15, 2019).

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These scientists point out that the market situation in Ukraine is favorable for the dairy industry functioning and the country has the appropriate prerequisites for its development: favorable climate, large areas of agricultural land, soil fertility, historical experience in farming, qualified staff and significant dairy market capacity. However, the authors reveal the presence of significant problems in the development of Ukrainian dairy subcomplex enterprises which requires further research in the industry development in the current conditions. The aim of the paper is to analyze and assess the main factors of raw milk competitiveness in accordance with the European quality requirements on the dairy complex of Ukraine, as well as analyze the problems of its development and ways to solve them. Currently, dairy enterprises production in Ukraine meet the high quality standards of the EU only partially. Therefore, the main task for Ukrainian producers is to ensure the high quality of both raw milk and the processed products. In addition, antibiotics and palm oil, pesticides, plant substitutes, milk substitution with water, etc. must be excluded from dairy products. According to the statistics, the total consumption fund in Ukraine, including exports and imports, is 9.33 million tons of milk. If we divide this figure by 42 million people of Ukraine, we get 221 kg of milk per capita. But if we divide the real figures - 6.68 million tons - by the real figure for the Ukrainian population - 36 million people - we will see that the consumption level is much lower - 185 kg per capita. Milk production decreased by almost 3.6% in Ukraine during the year. This drop was the most noticeable in cream and butter production, so it is not surprising that this niche was quickly filled by the importers. But what impedes Ukrainian milk industry development in the domestic market and its entering the foreign market? The only reason is low level of milk production. In Ukraine, the volumes in 2019 fell below 10 million tons for the first time. These data are confirmed by the recently published "Forecast of milk production in Ukraine by 2030: methods and calculations" submitted by Olha Kozak, a researcher at the Department of Economics of Agricultural Production and International Integration of the National Research Center "Institute of Agrarian Economics". According to the expert, the internal shortage of the product in 2019 was indicated primarily by the growth of the purchase price for raw milk, which for the last three months of 2019 was almost in line with the world prices or 10-15% higher than in the previous year. In October 2019, the price reached the maximum in hryvnia for the period of Ukraine's independence. Some experts in this field claim that our milk is more expensive than in Belgium, and this is nonsense. The experts predict a record decline in raw materials for 2020. In 2020, these processes will only intensify, causing structural changes in all components of the dairy food system. The situation will also be complicated by the abolition of the Second Grade milk since January 1, 2020, which is provided by the new DSTU "3662: 2018" Raw cow's milk. Specifications". This implies that processing companies will not receive about 1 million tons of second-grade milk. Dairy food producers are embarrassed as they can not compete with the UE plants in terms of prices. Recently, which was attended by Vadym Chagarovsky, the Chairman of the Board of Directors of the Dairy Enterprises Union spoke at the Forum Dairy Business 2019 held in Kyiv. The expert claimed that it is necessary to work out a special development strategy for the period until 2025 in order to save the industry. The document will provide for a change in marketing strategies and, in particular, the definition of target export markets. Currently, Ukraine has implemented a system of food safety and quality control focused on the ultimate result. That is, individual product samples are selected for analysis by the controller. In case of positive results, the good quality of products is confirmed and the whole batch is subject to sale [1]. However, this approach does not guarantee complete safety and absolute product quality. 19 million tons of milk were produced by Ukrainian enterprises and about 5 tons were produced by the population20 years ago. According to these indicators, we were among the top ten world milk producers and, despite the problems with its quality, milk was suitable for processing. Therefore, development of dairy farming in Ukraine requires, above all, operating with real numbers. This is the only way the government can see the real state of this sector. And, by the way, the biggest error is in the amount of milk supplied by the population. The identification of cattle kept in small private farms could settle this problem and provide tracking real numbers and exercising effective control. Thus, the main problems of the milk market in Ukraine are insufficient milk supply and, above all, its low competitiveness and quality. According to some experts, the competitiveness of milk depends on its quality by 80%. At present, raw milk producers are not responsible for the microbiological and hygienic indicators of the EU countries. Since 2004, the quality of milk supplied to processing plants in Ukraine is regulated by the requirements of DSTU 3662-97 "whole cow's milk". Procurement requirements. In 2007, this standard was changed and a additional Extra grade was introduced. In the EU, the main document which sets requirements for food quality and safety is the Regulation (EU) № 853/2004 of the European Parliament and of the Council of 29 April 2004 defining specific rules for the hygiene of foodstuffs. The growing demands on dairy products quality has been an important trend in milk production: in July 2018 DSTU 3662: 2015 "Raw cow's milk. Specifications" was adopted. According to the document, there are three types of milk on the market: "extra", "higher" and "first". However, it was decided afterwards to leave the "second" grade until early 2020 to give farmers time to modernize production [6]. Over the next two years, it will be approved for processing into animal feed, casein, etc. Milk price has not only to reimburse the costs of its production, but to stimulate the growth of its production and contribute to increasing the profitability of its production as well. In addition, raw milk prices include the costs of milk processing enterprises, which cannot increase the price for milk and dairy products due to low solvency of consumers. More than that, the price increase may lead to a reduction in consumption. Increasing the competitiveness of raw milk producers is an important direction in the development of dairy industry enterprises in Ukraine. To achieve this aim they need to develop a set of measures aimed at increasing the productivity of cows, gradual increasing the livestock, especially in agricultural enterprises, increasing milk production and improving its quality characteristics through highly efficient technologies on an innovative basis, taking into account world experience. For this purpose the following steps must be taken: to restore and reconstruct the existing large livestock farms and complexes; increase the efficiency of selection work; to improve the conditions of the animals farming, milking and raw milk cooling system; set up modern large dairy complexes with highly productive animals and a well-established system of raw milk quality assurance; to consolidate raw milk producers with milk processing enterprises which will contribute to pricing policy regulation; to provide effective state support for producers; to introduce resource saving technologies into production in order to reduce resource costs and improve milk quality; to create a new technical and technological base that will meet the modern requirements for milk production; to learn from the experience of other countries; to improve the quality of milk by combating counterfeiting. Thus, the сurrent problems of raw milk producers competitiveness increase are challenging and relevant, and government measures aimed to meet high standards of dairy products safety and quality are the rule for the world's leading producers.

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Covid 19 – living the experience As I sit at my desk at home in suburban Brisbane, following the dictates on self-isolation shared with so many around the world, I am forced to contemplate the limits of human prediction. I look out on a world which few could have predicted six months ago. My thoughts at that time were all about 2020 as a metaphor for perfect vision and a plea for it to herald a new period of clarity which would arm us in resolving the whole host of false divisions that surrounded us. False, because so many appear to be generated by the use of polarised labelling strategies which sought to categorise humans by a whole range of identities, while losing the essential humanity and individuality which we all share. This was a troublesome trend and one which seemed reminiscent of the biblical tale concerning the tower of Babel, when a single unified language was what we needed to create harmony in a globalising world. However, yesterday’s concerns have, at least for the moment, been overshadowed by a more urgent and unifying concern with humanity’s health and wellbeing. For now, this concern has created a world which we would not have recognised in 2019. We rely more than ever on our various forms of electronic media to beam instant shots of the streets of London, New York, Berlin, Paris, Hong Kong etc. These centres of our worldly activity normally characterised by hustle and bustle, are now serenely peaceful and ordered. Their magnificent buildings have become foregrounded, assuming a dignity and presence that is more commonly overshadowed by the mad ceaseless scramble of humanity all around them. From there however the cameras can jump to some of the less fortunate areas of the globe. These streets are still teeming with people in close confined areas. There is little hope here of following frequent extended hand washing practices, let alone achieving the social distance prescribed to those of us in the global North. From this desk top perspective, it has been interesting to chart the mood as the crisis has unfolded. It has moved from a slightly distant sense of superiority as the news slowly unfolded about events in remote Wuhan. The explanation that the origins were from a live market, where customs unfamiliar to our hygienic pre-packaged approach to food consumption were practised, added to this sense of separateness and exoticism surrounding the source and initial development of the virus. However, this changed to a growing sense of concern as its growth and transmission slowly began to reveal the vulnerability of all cultures to its spread. At this early stage, countries who took steps to limit travel from infected areas seemed to gain some advantage. Australia, as just one example banned flights from China and required all Chinese students coming to study in Australia to self-isolate for two weeks in a third intermediate port. It was a step that had considerable economic costs associated with it. One that was vociferously resisted at the time by the university sector increasingly dependent on the revenue generated by servicing Chinese students. But it was when the epicentre moved to northern Italy, that the entire messaging around the event began to change internationally. At this time the tone became increasingly fearful, anxious and urgent as reports of overwhelmed hospitals and mass burials began to dominate the news. Consequently, governments attracted little criticism but were rather widely supported in the action of radically closing down their countries in order to limit human interaction. The debate had become one around the choice between health and economic wellbeing. The fact that the decision has been overwhelmingly for health, has been encouraging. It has not however stopped the pressure from those who believe that economic well-being is a determinant of human well-being, questioning the decisions of politicians and the advice of public health scientists that have dominated the responses to date. At this stage, the lives versus livelihoods debate has a long way still to run. Of some particular interest has been the musings of the opinion writers who have predicted that the events of these last months will change our world forever. Some of these predictions have included the idea that rather than piling into common office spaces working remotely from home and other advantageous locations will be here to stay. Schools and universities will become centres of learning more conveniently accessed on-line rather than face to face. Many shopping centres will become redundant and goods will increasingly be delivered via collection centres or couriers direct to the home. Social distancing will impact our consumption of entertainment at common venues and lifestyle events such as dining out. At the macro level, it has been predicted that globalisation in its present form will be reversed. The pandemic has led to actions being taken at national levels and movement being controlled by the strengthening and increased control of physical borders. Tourism has ground to a halt and may not resume on its current scale or in its present form as unnecessary travel, at least across borders, will become permanently reduced. Advocates of change have pointed to some of the unpredicted benefits that have been occurring. These include a drop in air pollution: increased interaction within families; more reading undertaken by younger adults; more systematic incorporation of exercise into daily life, and; a rediscovered sense of community with many initiatives paying tribute to the health and essential services workers who have been placed at the forefront of this latest struggle with nature. Of course, for all those who point to benefits in the forced lifestyle changes we have been experiencing, there are those who would tell a contrary tale. Demonstrations in the US have led the push by those who just want things to get back to normal as quickly as possible. For this group, confinement at home creates more problems. These may be a function of the proximity of modern cramped living quarters, today’s crowded city life, dysfunctional relationships, the boredom of self-entertainment or simply the anxiety that comes with an insecure livelihood and an unclear future. Personally however, I am left with two significant questions about our future stimulated by the events that have been ushered in by 2020. The first is how is it that the world has been caught so unprepared by this pandemic? The second is to what extent do we have the ability to recalibrate our current practices and view an alternative future? In considering the first, it has been enlightening to observe the extent to which politicians have turned to scientific expertise in order to determine their actions. Terms like ‘flattening the curve’, ‘community transmission rates’, have become part of our daily lexicon as the statistical modellers advance their predictions as to how the disease will spread and impact on our health systems. The fact that scientists are presented as the acceptable and credible authority and the basis for our actions reflects a growing dependency on data and modelling that has infused our society generally. This acceptance has been used to strengthen the actions on behalf of the human lives first and foremost position. For those who pursue the livelihoods argument even bigger figures are available to be thrown about. These relate to concepts such as numbers of jobless, increase in national debt, growth in domestic violence, rise in mental illness etc. However, given that they are more clearly estimates and based on less certain assumptions and variables, they do not at this stage seem to carry the impact of the data produced by public health experts. This is not surprising but perhaps not justifiable when we consider the failure of the public health lobby to adequately prepare or forewarn us of the current crisis in the first place. Statistical predictive models are built around historical data, yet their accuracy depends upon the quality of those data. Their robustness for extrapolation to new settings for example will differ as these differ in a multitude of subtle ways from the contexts in which they were initially gathered. Our often uncritical dependence upon ‘scientific’ processes has become worrying, given that as humans, even when guided by such useful tools, we still tend to repeat mistakes or ignore warnings. At such a time it is an opportunity for us to return to the reservoir of human wisdom to be found in places such as our great literature. Works such as The Plague by Albert Camus make fascinating and educative reading for us at this time. As the writer observes Everybody knows that pestilences have a way of recurring in the world, yet somehow, we find it hard to believe in ones that crash down on our heads from a blue sky. There have been as many plagues as wars in history, yet always plagues and wars take people equally by surprise. So it is that we constantly fail to study let alone learn the lessons of history. Yet 2020 mirrors 1919, as at that time the world was reeling with the impact of the Spanish ‘Flu, which infected 500 million people and killed an estimated 50 million. This was more than the 40 million casualties of the four years of the preceding Great War. There have of course been other pestilences since then and much more recently. Is our stubborn failure to learn because we fail to value history and the knowledge of our forebears? Yet we can accept with so little question the accuracy of predictions based on numbers, even with varying and unquestioned levels of validity and reliability. As to the second question, many writers have been observing some beneficial changes in our behaviour and our environment, which have emerged in association with this sudden break in our normal patterns of activity. It has given us the excuse to reevaluate some of our practices and identify some clear benefits that have been occurring. As Australian newspaper columnist Bernard Salt observes in an article titled “the end of narcissism?” I think we’ve been re-evaluating the entire contribution/reward equation since the summer bushfires and now, with the added experience of the pandemic, we can see the shallowness of the so-called glamour professions – the celebrities, the influencers. We appreciate the selflessness of volunteer firefighters, of healthcare workers and supermarket staff. From the pandemic’s earliest days, glib forays into social media by celebrities seeking attention and yet further adulation have been met with stony disapproval. Perhaps it is best that they stay offline while our real heroes do the heavy lifting. To this sad unquestioning adherence to both scientism and narcissism, we can add and stir the framing of the climate rebellion and a myriad of familiar ‘first world’ problems which have caused dissension and disharmony in our communities. Now with an external threat on which to focus our attention, there has been a short lull in the endless bickering and petty point scoring that has characterised our western liberal democracies in the last decade. As Camus observed: The one way of making people hang together is to give ‘em a spell of the plague. So, the ceaseless din of the topics that have driven us apart has miraculously paused for at least a moment. Does this then provide a unique opportunity for us together to review our habitual postures and adopt a more conciliatory and harmonious communication style, take stock, critically evaluate and retune our approach to life – as individuals, as nations, as a species? It is not too difficult to hypothesise futures driven by the major issues that have driven us apart. Now, in our attempts to resist the virus, we have given ourselves a glimpse of some of the very things the climate change activists have wished to happen. With few planes in the air and the majority of cars off the roads, we have already witnessed clearer and cleaner air. Working at home has freed up the commuter driven traffic and left many people with more time to spend with their family. Freed from the continuing throng of tourists, cities like Venice are regenerating and cleansing themselves. This small preview of what a less travelled world might start to look like surely has some attraction. But of course, it does not come without cost. With the lack of tourism and the need to work at home, jobs and livelihoods have started to change. As with any revolution there are both winners and losers. The lockdown has distinguished starkly between essential and non-essential workers. That represents a useful starting point from which to assess what is truly of value in our way of life and what is peripheral as Salt made clear. This is a question that I would encourage readers to explore and to take forward with them through the resolution of the current situation. However, on the basis that educators are seen as providing essential services, now is the time to turn to the content of our current volume. Once again, I direct you to the truly international range of our contributors. They come from five different continents yet share a common focus on one of the most popular of shared cultural experiences – sport. Unsurprisingly three of our reviewed papers bring different insights to the world’s most widely shared sport of all – football, or as it would be more easily recognised in some parts of the globe - soccer. Leading these offerings is a comparison of fandom in Australia and China. The story presented by Knijnk highlights the rise of the fanatical supporters known as the ultras. The origin of the movement is traced to Italy, but it is one that claims allegiances now around the world. Kniijnk identifies the movement’s progression into Australia and China and, in pointing to its stance against the commercialisation of their sport by the scions of big business, argues for its deeper political significance and its commitment to the democratic ownership of sport. Reflecting the increasing availability and use of data in our modern societies, Karadog, Parim and Cene apply some of the immense data collected on and around the FIFA World Cup to the task of selecting the best team from the 2018 tournament held in Russia, a task more usually undertaken by panels of experts. Mindful of the value of using data in ways that can assist future decision making, rather than just in terms of summarising past events, they also use the statistics available to undertake a second task. The second task was the selection of the team with the greatest future potential by limiting eligibility to those at an early stage in their careers, namely younger than 28 and who arguably had still to attain their prime as well as having a longer career still ahead of them. The results for both selections confirm how membership of the wealthy European based teams holds the path to success and recognition at the global level no matter what the national origins of players might be. Thirdly, taking links between the sport and the world of finance a step further, Gomez-Martinez, Marques-Bogliani and Paule-Vianez report on an interesting study designed to test the hypothesis that sporting success within a community is reflected in positive economic outcomes for members of that community. They make a bold attempt to test their hypothesis by examining the relationship of the performance of three world leading clubs in Europe - Bayern Munich, Juventus and Paris Saint Germain and the performance of their local stock markets. Their findings make for some interesting thoughts about the significance of sport in the global economy and beyond into the political landscape of our interconnected world. Our final paper comes from Africa but for its subject matter looks to a different sport, one that rules the subcontinent of India - cricket. Norrbhai questions the traditional coaching of batting in cricket by examining the backlift techniques of the top players in the Indian Premier league. His findings suggest that even in this most traditional of sports, technique will develop and change in response to the changing context provided by the game itself. In this case the context is the short form of the game, introduced to provide faster paced entertainment in an easily consumable time span. It provides a useful reminder how in sport, techniques will not be static but will continue to evolve as the game that provides the context for the skilled performance also evolves. To conclude our pages, I must apologise that our usual book review has fallen prey to the current world disruption. In its place I would like to draw your attention to the announcement of a new publication which would make a worthy addition to the bookshelf of any international sports scholar. “Softpower, Soccer, Supremacy – The Chinese Dream” represents a unique and timely analysis of the movement of the most popular and influential game in the world – Association Football, commonly abbreviated to soccer - into the mainstream of Chinese national policy. The editorial team led by one of sports histories most recognised scholars, Professor J A Mangan, has assembled a who’s who of current scholars in sport in Asia. Together they provide a perspective that takes in, not just the Chinese view of these important current developments but also, the view of others in the geographical region. From Japan, Korea and Australia, they bring with them significant experience to not just the beautiful game, but sport in general in that dynamic and fast-growing part of the world. Particularly in the light of the European dominance identified in the Karog, Parim and Cene paper this work raises the question as to whether we can expect to see a change in the world order sooner rather than later. It remains for me to make one important acknowledgement. In my last editorial I alerted you to the sorts of decisions we as an editorial and publication team were facing with regard to ensuring the future of the journal. Debates as to how best to proceed while staying true to our vision and goals are still proceeding. However, I am pleased to acknowledge the sponsorship provided by The University of Macao for volume 42 and recognise the invaluable contribution made by ISCPES former president Walter Ho to this process. Sponsorship can provide an important input to the ongoing existence and strength of this journal and we would be interested in talking to other institutions or groups who might also be interested in supporting our work, particularly where their goals align closely with ours. May I therefore commend to you the works of our international scholars and encourage your future involvement in sharing your interest in and expertise with others in the world of comparative and international sport studies, John Saunders, Brisbane, May 2020

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Rapid urbanization rates impact significantly on the nature of Land Cover patterns of the environment, which has been evident in the depletion of vegetal reserves and in general modifying the human climatic systems (Henderson, et al., 2017; Kumar, Masago, Mishra, & f*ckushi, 2018; Luo and Lau, 2017). This study explores remote sensing classification technique and other auxiliary data to determine LULCC for a period of 50 years (1967-2016). The LULCC types identified were quantitatively evaluated using the change detection approach from results of maximum likelihood classification algorithm in GIS. Accuracy assessment results were evaluated and found to be between 56 to 98 percent of the LULC classification. The change detection analysis revealed change in the LULC types in Minna from 1976 to 2016. Built-up area increases from 74.82ha in 1976 to 116.58ha in 2016. Farmlands increased from 2.23 ha to 46.45ha and bared surface increases from 120.00ha to 161.31ha between 1976 to 2016 resulting to decline in vegetation, water body, and wetlands. The Decade of rapid urbanization was found to coincide with the period of increased Public Private Partnership Agreement (PPPA). Increase in farmlands was due to the adoption of urban agriculture which has influence on food security and the environmental sustainability. The observed increase in built up areas, farmlands and bare surfaces has substantially led to reduction in vegetation and water bodies. The oscillatory nature of water bodies LULCC which was not particularly consistent with the rates of urbanization also suggests that beyond the urbanization process, other factors may influence the LULCC of water bodies in urban settlements. Keywords: Minna, Niger State, Remote Sensing, Land Surface Characteristics References Akinrinmade, A., Ibrahim, K., & Abdurrahman, A. (2012). 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Amid the ongoing COVID-19 pandemic, the relatively small number of reported cases of the coronavirus for the last 8 months in Taiwan suggests that the country has successfully managed to mitigate the outbreak. Following a proactive strategy, an immediate response, and a well-orchestrated monitoring system, the public authorities prevented the epidemic and avoided lockdowns, curfews, or business closures enforced by other governments across the globe. This case study explores the implications for the restaurant sector of governmental control measures created to combat the spread of the virus. Based on ethnographic research, the paper investigates the impact of the health crisis management plan on the economic sustainability of small restaurants in tourism areas of Tainan City, in the south of Taiwan. Proceeding inductively, this research identifies seven key factors for restaurant viability during the COVID-19 pandemic. The results of the study indicate that cultural context, social cohesion, and the cooperation of restaurant professionals are essential to the effectiveness of any strategy for containing the coronavirus. The proposed model aims to provide a feasible tool for food and beverage providers in other countries to adjust their efforts and actions for surviving during a pandemic.

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Community-embedded food initiatives exist in market economies, but make more-than-market contributions. They challenge the dominant, industrialized food system, while generating non-monetary benefits in their communities. Yet food policy, regulation, and public spending in much of the world is still framed by the values of market economy. Revenue, yield, and technological advancements remain key formal measurements of the wellbeing of food systems. Community-embedded food initiatives like small local businesses and non-profit organizations, are often committed to advancing social and environmental benefits of non-industrialized food, and they call for clearer recognition of their more-than-market contribution to community wellbeing. The Nourishing Communities network has worked with such initiatives for more than a decade, undertaking community-engaged research with practitioners across sectors. The network has found that these initiatives are impeded by a communication conundrum. On the one hand, they are expected (by funders, governments, and other institutions) to demonstrate their value using market-economy measurements and translating what they do into “social returns on investment.” On the other hand, many of those initiatives need non-market terminology to express the values that they espouse and generate. To balance these needs, Gibson-Graham’s framing of “diverse economies” can potentially offer a pathway to better communication and thus more accurate valuing of the work of such initiatives. Their notion of diverse economies offers endless opportunities to frame community food work as valuable in ways that go beyond market-economy measurements. As such, the diverse economies framing offers new possibilities for alternative food, and for more general discussions of social reform.

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Purpose This paper aims to explore the entrepreneurial journey of select women entrepreneurs from South India to provide qualitative insights into the factors influencing their career choice (to become and continue as an entrepreneur) and to identify the drivers of their growth and well-being. Design/methodology/approach Semi-structured interviews were conducted to gather data from 35 women entrepreneurs in the micro, small and medium enterprises sectors of Tamil Nadu, India. Data were content analyzed using NVivo 12. Findings Qualitative content analysis identified three broad themes and several sub-themes to suggest a conceptual framework reflecting the possible relationships among them. Women entrepreneurs’ career choice, the growth of their ventures and their well-being were found to be significantly driven by a blend of personal attributes, strong family support and institutional support. Practical implications The findings will help the government to provide appropriate institutional support with customized initiatives and incentives to encourage women-owned tiny and small businesses to grow faster. Appropriate personality development programs and skills training will aid their growth. Originality/value This study contributes to the entrepreneurship literature by providing real-life insights from women entrepreneurs from an emerging economy context, especially from Tamil Nadu, which has the highest number of women entrepreneurs in India.

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In light of the COVID-19 pandemic, where income has become precarious and Internet use has soared, the influencer industry has to strategise over new ways to sustain viewer attention, maintain income flows, and innovate around formats and messaging, to avoid being excluded from continued commercial possibilities. In this article, we review the press coverage of the influencer markets in Australia, Japan, and Korea, and consider how the industry has been attempting to navigate their way through the pandemic through deviations and detours. We consider the narratives and groups of influencers who have been included and excluded in shaping the discourse about influencer strategies in the time of COVID-19. The distinction between inclusion and exclusion has been a crucial mechanism to maintain the social normativity, constructed with gender, sexuality, wealth, able-ness, education, age, and so on (Stäheli and Stichweh, par. 3; Hall and Du Gay 5; Bourdieu 162). The influencer industry is the epitome of where the inclusion-exclusion binary is noticeable. It has been criticised for serving as a locus where social norms, such as femininity and middle-class identities, are crystallised and endorsed in the form of visibility and attention (Duffy 234; Abidin 122). Many are concerned about the global expansion of the influencer industry, in which young generations are led to clickbait and sensational content and normative ways of living, in order to be “included” by their peer groups and communities and to avoid being “excluded” (Cavanagh). However, COVID-19 has changed our understanding of the “normal”: people staying home, eschewing social communications, and turning more to the online where they can feel “virtually” connected (Lu et al. 15). The influencer industry also has been affected by COVID-19, since the images of normativity cannot be curated and presented as they used to be. In this situation, it is questionable how the influencer industry that pivots on the inclusion-exclusion binary is adjusting to the “new normal” brought by COVID-19, and how the binary is challenged or maintained, especially by exploring the continuities and discontinuities in industry. Methodology This cross-cultural study draws from a corpus of articles from Australia, Japan, and Korea published between January and May 2020, to investigate how local news outlets portrayed the contingencies undergone by the influencer industry, and what narratives or groups of influencers were excluded in the process. An extended discussion of our methodology has been published in an earlier article (Abidin et al. 5-7). Using the top ranked search engine of each country (Google for Australia and Japan, Naver for Korea), we compiled search results of news articles from the first ten pages (ten results per page) of each search, prioritising reputable news sites over infotainment sites, and by using targeted keyword searches: for Australia: ‘influencer’ and ‘Australia’ and ‘COVID-19’, ‘coronavirus’, ‘pandemic’; for Japan: ‘インフルエンサー’ (influensā) and ‘コロナ’ (korona), ‘新型コロ ナ’ (shin-gata korona), ‘コロナ禍’ (korona-ka); for Korea: ‘인플루언서’ (Influencer) and ‘코로나’ (corona) and ‘팬데믹’ (pandemic). 111 articles were collected (42 for Australia, 31 for Japan, 38 for Korea). In this article, we focus on a subset of 60 articles and adopt a grounded theory approach (Glaser and Strauss 5) to manually conduct open, axial, and close coding of their headline and body text. Each headline was translated by the authors and coded for a primary and secondary ‘open code’ across seven categories: Income loss, Backlash, COVID-19 campaign, Misinformation, Influencer strategy, Industry shifts, and Brand leverage. The body text was coded in a similar manner to indicate all the relevant open codes covered in the article. In this article, we focus on the last two open codes that illustrate how brands have been working with influencers to tide through COVID-19, and what the overall industry shifts were on the three Asia-Pacific country markets. Table 1 (see Appendix) indicates a full list of our coding schema. Inclusion of the Normal in Shifting Brand Preferences In this section, we consider two main shifts in brand preferences: an increased demand for influencers, and a reliance on influencers to boost viewer/consumer traffic. We found that by expanding digital marketing through Influencers, companies attempted to secure a so-called “new normal” during the pandemic. However, their marketing strategies tended to reiterate the existing inclusion-exclusion binary and exacerbated the lack of diversity and inequality in the industry. Increased Demand for Influencers Across the three country markets, brokers and clients in the influencer industry increased their demand for influencers’ services and expertise to sustain businesses via advertising in the “aftermath of COVID-19”, as they were deemed to be more cost-efficient “viral marketing on social media” (Yoo). By outsourcing content production to influencers who could still produce content independently from their homes (Cheik-Hussein) and who engage with audiences with their “interactive communication ability” (S. Kim and Cho), many companies attempted to continue their business and maintain their relationships with prospective consumers (Forlani). As the newly enforced social distancing measures have also interrupted face-to-face contact opportunities, the mass pivot towards influencers for digital marketing is perceived to further professionalise the industry via competition and quality control in all three countries (Wilkinson; S. Kim and Cho; Yadorigi). By integrating these online personae of influencers into their marketing, the business side of each country is moving towards the new normal in different manners. In Australia, businesses launched campaigns showcasing athlete influencers engaging in meaningful activities at home (e.g. yoga, cooking), and brands and companies reorganised their marketing strategies to highlight social responsibilities (Moore). On the other hand, for some companies in the Japanese market, the disruption from the pandemic was a rare opportunity to build connections and work with “famous” and “prominent” influencers (Yadorigi), otherwise unavailable and unwilling to work for smaller campaigns during regular periods of an intensely competitive market. In Korea, by emphasising their creative ability, influencers progressed from being “mere PR tools” to becoming “active economic subjects of production” who now can play a key role in product planning for clients, mediating companies and consumers (S. Kim and Cho). The underpinning premise here is that influencers are tech-savvy and therefore competent in creating media content, forging relationships with people, and communicating with them “virtually” through social media. Reliance on Influencers to Boost Viewer/Consumer Traffic Across several industry verticals, brands relied on influencers to boost viewership and consumer traffic on their digital estates and portals, on the premise that influencers work in line with the attention economy (Duffy 234). The fashion industry’s expansion of influencer marketing was noticeable in this manner. For instance, Korean department store chains (e.g. Lotte) invited influencers to “no-audience live fashion shows” to attract viewership and advertise fashion goods through the influencers’ social media (Y. Kim), and Australian swimwear brand Vitamin A partnered with influencers to launch online contests to invite engagement and purchases on their online stores (Moore). Like most industries where aspirational middle-class lifestyles are emphasised, the travel industry also extended partnerships with their current repertoire of influencers or international influencers in order to plan for the post-COVID-19 market recovery and post-border reopening tourism boom (Moore; Yamatogokoro; J. Lee). By extension, brands without any prior relationships with influencers, whcih did not have such histories to draw on, were likely to have struggled to produce new influencer content. Such brands could thus only rely on hiring influencers specifically to leverage their follower base. The increasing demand for influencers in industries like fashion, food, and travel is especially notable. In the attention economy where (media) visibility can be obtained and maintained (Duffy 121), media users practice “visibility labor” to curate their media personas and portray branding themselves as arbiters of good taste (Abidin 122). As such, influencers in genres where personal taste can be visibly presented—e.g. fashion, travel, F&B—seem to have emerged from the economic slump with a head start, especially given their dominance on the highly visual platform of Instagram. Our analysis shows that media coverage during COVID-19 repeated the discursive correlation between influencers and such hyper-visible or visually-oriented industries. However, this dominant discourse about hyper-visible influencers and the gendered genres of their work has ultimately reinforced norms of self-presentation in the industry—e.g. being feminine, young, beautiful, luxurious—while those who deviate from such norms seem to be marginalised and excluded in media coverage and economic opportunities during the pandemic cycle. Including Newness by Shifting Format Preferences We observed the inclusion of newness in the influencer scenes in all three countries. By shifting to new formats, the previously excluded and lesser seen aspects of our lives—such as home-based content—began to be integrated into the “new normal”. There were four main shifts in format preferences, wherein influencers pivoted to home-made content, where livestreaming is the new dominant format of content, and where followers preferred more casual influencer content. Influencers Have Pivoted to Home-Made Content In all three country markets, influencers have pivoted to generating content based on life at home and ideas of domesticity. These public displays of homely life corresponded with the sudden occurrence of being wired to the Internet all day—also known as “LAN cable life” (랜선라이프, lan-seon life) in the Korean media—which influencers were chiefly responsible for pioneering (B. Kim). While some genres like gaming and esports were less impacted upon by the pivot, given that the nature and production of the content has always been confined to a desktop at home (Cheik-Hussein), pivots occurred for the likes of outdoor brands (Moore), the culinary industry (Dean), and fitness and workout brands (Perelli and Whateley). In Korea, new trends such as “home cafes” (B. Kim) and DIY coffees—like the infamous “Dalgona-Coffee” that was first introduced by a Korean YouTuber 뚤기 (ddulgi)—went viral on social media across the globe (Makalintal). In Japan, the spike in influencers showcasing at-home activities (Hayama) also encouraged mainstream TV celebrities to open social media accounts explicitly to do the same (Kamada). In light of these trends, the largest Multi-Channel Network (MCN) in Japan, UUUM, partnered with one of the country’s largest entertainment industries, Yoshimoto Kogyo, to assist the latter’s comedian talents to establish a digital video presence—a trend that was also observed in Korea (Koo), further underscoring the ubiquity of influencer practices in the time of COVID-19. Along with those creators who were already producing content in a domestic environment before COVID-19, it was the influencers with the time and resources to quickly pivot to home-made content who profited the most from the spike in Internet traffic during the pandemic (Nosh*ta). The benefits of this boost in traffic were far from equal. For instance, many others who had to turn to makeshift work for income, and those who did not have conducive living situations to produce content at home, were likely to be disadvantaged. Livestreaming Is the New Dominant Format Amidst the many new content formats to be popularised during COVID-19, livestreaming was unanimously the most prolific. In Korea, influencers were credited for the mainstreaming and demotising (Y. Kim) of livestreaming for “live commerce” through real-time advertorials and online purchases. Livestreaming influencers were solicited specifically to keep international markets continuously interested in Korean products and cultures (Oh), and livestreaming was underscored as a main economic driver for shaping a “post-COVID-19” society (Y. Kim). In Australia, livestreaming was noted among art (Dean) and fitness influencers (Dean), and in Japan it began to be adopted among major fashion brands like Prada and Chloe (Saito). While the Australian coverage included livestreaming on platforms such as Instagram, Facebook, YouTube, Twitch, and Douyin (Cheik-Hussein; Perelli and Whateley; Webb), the Japanese coverage highlighted the potential for Instagram Live to target young audiences, increase feelings of “trustworthiness”, and increase sales via word-of-mouth advertising (Saito). In light of reduced client campaigns, influencers in Australia had also used livestreaming to provide online consulting, teaching, and coaching (Perelli and Whateley), and to partner with brands to provide masterclasses and webinars (Sanders). In this era, influencers in genres and verticals that had already adopted streaming as a normative practice—e.g. gaming and lifestyle performances—were likely to have had an edge over others, while other genres were excluded from this economic silver lining. Followers Prefer More Casual Influencer Content In general, all country markets report followers preferring more casual influencer content. In Japan, this was offered via the potential of livestreaming to deliver more “raw” feelings (Saito), while in Australia this was conveyed through specific content genres like “mental or physical health battles” (Moore); specific aesthetic choices like appearing “messier”, less “curated”, and “more unfiltered” (Wilkinson); and the growing use of specific emergent platforms like TikTok (Dean, Forlani, Perelli, and Whateley). In Korea, influencers in the photography, travel, and book genres were celebrated for their new provision of pseudo-experiences during COVID-19-imposed social distancing (Kang). Influencers on Instagram also spearheaded new social media trends, like the “#wheredoyouwannago_challenge” where Instagram users photoshopped themselves into images of famous tourist spots around the world (Kang). Conclusion In our study of news articles on the impact of COVID-19 on the Australian, Japanese, and Korean influencer industries during the first wave of the pandemic, influencer marketing was primed to be the dominant and default mode of advertising and communication in the post-COVID-19 era (Tate). In general, specific industry verticals that relied more on visual portrayals of lifestyles and consumption—e.g. fashion, F&B, travel—to continue partaking in economic recovery efforts. However, given the gendered genre norms in the industry, this meant that influencers who were predominantly feminine, young, beautiful, and luxurious experienced more opportunity over others. Further, influencers who did not have the resources or skills to pivot to the “new normals” of creating content from home, engaging in livestreaming, and performing their personae more casually were excluded from these new economic opportunities. Across the countries, there were minor differences in the overall perception of influencers. There was an increasingly positive perception of influencers in Japan and Korea, due to new norms and pandemic-related opportunities in the media ecology: in Korea, influencers were considered to be the “vanguard of growing media commerce in the post-pandemonium era” (S. Kim and Cho), and in Japan, influencers were identified as critical vehicles during a more general consumer shift from traditional media to social media, as TV watching time is reduced and home-based e-commerce purchases are increasingly popular (Yadogiri). However, in Australia, in light of the sudden influx of influencer marketing strategies during COVID-19, the market seemed to be saturated more quickly: brands were beginning to question the efficiency of influencers, cautioned that their impact has not been completely proven for all industry verticals (Stephens), and have also begun to reduce commissions for influencer affiliate programmes as a cost-cutting measure (Perelli and Whateley). While news reports on these three markets indicate that there is some level of growth and expansion for various influencers and brands, such opportunities were not experienced equally, with some genres and demographics of influencers and businesses being excluded from pandemic-related pivots and silver linings. Further, in light of the increasing commercial opportunities, pressure for more regulations also emerged; for example, the Korean government announced new investigations into tax avoidance (Han). Not backed up by talent agencies or MCNs, independent influencers are likely to be more exposed to the disciplinary power of shifting regulatory practices, a condition which might have hindered their attempt at diversifying their income streams during the pandemic. Thus, while it is tempting to focus on the privileged and novel influencers who have managed to cling on to some measure of success during the pandemic, scholarly attention should also remember those who are being excluded and left behind, lest generations, cohorts, genres, or subcultures of the once-vibrant influencer industry fade into oblivion. References Abidin, Crystal. “#In$tagLam: Instagram as a repository of taste, a burgeoning marketplace, a war of eyeballs.” Mobile Media Making in an Age of Smartphones. Eds. Marsha Berry and Max Schleser. New York: Palgrave Pivot, 2014. 119-128. <https://doi.org/10.1057/9781137469816_11>. Abidin, Crystal, Jin Lee, Tommaso Barbetta, and Miao Weishan. “Influencers and COVID-19: Reviewing Key Issues in Press Coverage across Australia, China, Japan, and South Korea.” Media International Australia (2020). <https://journals.sagepub.com/doi/10.1177/1329878X20959838>. Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. Cambridge, Mass.: Harvard UP, 1984. Cavanagh, Emily. “‘Snapchat Dysmorphia’ Is Leading Teens to Get Plastic Surgery Based on Unrealistic Filters.” Business Inside 9 Jan. 2020. <https://www.insider.com/snapchat-dysmorphia-low-self-esteem-teenagers-2020-1>. Cheik-Hussein, Mariam. “Brands Turn to Gaming Influencers as Lockdown Gives Sector Boost.” Ad News 21 Apr. 2020. <https://www.adnews.com.au/news/brands-turn-to-gaming-influencers-as-lockdown-gives-sector-boost>. Dean, Lucy. “Coronavirus Is Changing the Influencer World.” Yahoo! Finance. 3 Apr. 2020. <https://au.finance.yahoo.com/news/coronavirus-changing-social-media-225332357.html>. Duffy, Brooke Erin. (Not) Getting Paid to Do What You Love: Gender, Social Media, and Aspirational Work. Cambridge: Yale University Press, 2017. Forlani, Cristina. “What Brands Can Learn from Influencers to Remain Relevant Post-COVID-19.” We Are Social 13 May 2020. <https://wearesocial.com/au/blog/2020/05/what-brands-can-learn-from-influencers-to-remain-relevant-post-covid-19>. Glaser, Barney G., and Anselm L. Strauss. The Discovery of Grounded Theory: Strategies for Qualitative Research. Chicago: Aldine Publishing Company. 1967. Hall, Stuart, and Paul Du Gay. Questions of Cultural Identity. Sage, 1996. Han, Hyojung. “국세청, 20만명 팔로워 가진 유명인 등 고소득 크리에이터 ‘해외광고대가검증’ 나섰다 [National Tax Service Investigates High-Profile Creators’ Income Overseas].” Sejung Ilbo 24 May 2020. <http://www.sejungilbo.com/news/articleView.html?idxno=21347>. Hayama, Riho. “コロナがインスタグラムとインフルエンサーに与える影響 [The Influence of Covid on Instagram and Influencers].” Note 19 May 2020. <https://note.com/hayamari/n/n697a0ec332ee>. Kamada, Kazuki. “動画クリエイターが「公人」に。2020年はインフルエンサー時代の転換点となるか（UUUM鎌田和樹）[Video Creators as Public Figures: Will 2020 Represent a Turning Point for Influencers? (UUUM’s Kamada Kazuki)].” QJweb 8 May 2020. <https://qjweb.jp/journal/18499/>. Kang, Jumi. "[아무튼, 주말] 황금연휴라도 아직은… 사람 드문 야외, 여행 책방, 랜선 여행으로 짧은 여행 즐겨볼까 [[Weekend Anyway] Although It’s Holiday Season, Still... How about Joining the Holiday with a Short LAN-Cable Travel, Travelling Bookstores, and Travelling to Countryside?].” Chosun Daily 25 Apr. 2020. <http://news.chosun.com/site/data/html_dir/2020/04/24/2020042403600.html?utm_source=naver&utm_medium=original&utm_campaign=news>. Kim, Bokyung. “[코로나뉴트렌드] ‘집콕 3개월’...집밖에 안나가도 살 수 있어서 신기 [[COVID-19 New Trend] Staying Home for 3 Months: Don’t Need to Go Outside].” Yonhap News 26 Apr. 2020. <https://www.yna.co.kr/view/AKR20200425045300030?input=1195m>. Kim, Sanghee, and Chulhee Cho. "코로나 이후 인플루언서 경제·사회 영향력 더 커져 [Influencers' Socioeconomic Impact Increased in Covid-19 Era].” MoneyToday 28 Apr. 2020. <https://news.mt.co.kr/mtview.php?no=2020042614390682882>. Kim, Young-Eun. "[포스트 코로나 유망 비즈니스 22]실시간 방송으로 경험하고 손가락으로 산다…판 커진 라이브 커머스 [[Growing Business 22 in Post-COVID-19] Experience with Livestreaming and Purchase with Fingers].” Hankyung Business 19 May 2020. <https://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=101&oid=050&aid=0000053676>. Koo, Jayoon. "코로나 언택트시대… 유튜브 업계는 '승승장구' [Fast-Growing Youtube Industry in the Covid-19 Untact Era].” Financial News 24 Apr. 2020. <https://www.fnnews.com/news/202004241650545778>. Lu, Li, et al. “Forum: COVID-19 Dispatches.” Cultural Studies ↔ Critical Methodologies, Sep. 2020. DOI: 10.1177/1532708620953190. Lee, Jihye. “[포스트 코로나] ‘일상을 여행처럼, 안전을 일상처럼’...해외 대신 국내 활성화 예고 [[Post-COVID-19] ‘Daily Life as Travelling, Safety as Daily Life’... 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"코트라, 중국·대만 6곳에 중소기업 온라인마케팅 전용 'K스튜디오' 오픈 [KOTRA Launches 6 ‘K-Studios’ in China and Taiwan for Online Marketing for SME].” Global Economics 16 May 2020. <https://news.g-enews.com/ko-kr/news/article/news_all/2020050611155064653b88961c8c_1/article.html?md=20200506141610_R>. Perelli, Amanda, and Dan Whateley. “How the Coronavirus Is Changing the Influencer Business, According to Marketers and Top Instagram and YouTube Stars.” Business Insider Australia 22 Mar. 2020. <https://www.businessinsider.com.au/how-coronavirus-is-changing-influencer-marketing-creator-industry-2020-3?r=US&IR=T>. Reid, Elise. “COVID-19 Could See Advertisers Move from Influencers to Streaming Sites.” Channel News 27 Apr. 2020. <https://www.channelnews.com.au/covid-19-could-see-advertisers-move-from-influencers-to-streaming-sites/>. Rowell, Andrew. “Coronavirus: Big Tobacco Sees an Opportunity in the Pandemic.” The Conversation 14 May 2020. <https://theconversation.com/coronavirus-big-tobacco-sees-an-opportunity-in-the-pandemic-138188>. Saito, Yurika. “コロナ禍で急増の「インスタライブ」。誰でも簡単に出来る視聴・配信方法 [The Boom of Instagram Live during the Pandemic: Anyone Can Easily Watch and Stream Content].” Forbes Japan 19 May 2020. <https://forbesjapan.com/articles/detail/34475>. Sanders, Krystal. “Perth Influencer Brooke Vulinovich Says Instagram Has Become ‘Lifeline’ for Small Businesses.” Perth Now 29 Apr. 2020. <https://www.perthnow.com.au/news/coronavirus/perth-influencer-brooke-vulinovich-says-instagram-has-become-lifeline-for-small-businesses-ng-b881533823z>. Stäheli, Urs, and Rudolf Stichweh. "Introduction: Inclusion/Exclusion–Systems Theoretical and Poststructuralist Perspectives." Inclusion/Exclusion and Socio-Cultural Identities, 2002. Stephens, Lee. “Why Influencer Marketing Will Win after COVID-19.” Ad News 9 Apr. 2020. <https://www.adnews.com.au/opinion/why-influencer-marketing-will-win-after-covid-19>. Tate, Andrew. “How Vanity Viral Marketing Ran Headlong into Coronavirus.” The New Daily 29 Apr. 2020. <https://thenewdaily.com.au/news/coronavirus/2020/04/28/how-vanity-viral-marketing-ran-headlong-into-corornavirus/>. Webb, Loren. “Brands Pivot Their Marketing Strategies in the Wake of the Coronavirus.” Dynamic Business 13 Mar. 2020. <https://dynamicbusiness.com.au/topics/news/brands-pivot-their-marketing-strategies-in-the-wake-of-the-coronavirus.html>. Wilkinson, Zoe. “Head to Head: Will the Economy of Celebrity and Influencer Endorsem*nt Recover after the COVID-19 Crisis?” Mumbrella 28 Apr. 2020. <https://mumbrella.com.au/head-to-head-will-the-economy-of-celebrity-and-influencer-endorsem*nt-recover-after-the-covid-19-crisis-625987>. Yadorigi, Yuki. “【第7回】コロナ禍のなかで生まれた光明、新たなアプローチによるコミュニケーション [Episode 7: A Light Emerged during the Corona Crisis, a Communication Based on a New Approach].” C-Station 28 Apr. 2020. <https://c.kodansha.net/news/detail/36286/>. Yamatogokoro. “アフターコロナの観光・インバウンドを考えるVol.4世界の観光業の取り組みから学ぶ、自治体・DMOが今まさにすべきこと [After Corona Tourism and Inbound Tourism Vol. 4: What Municipalities and DMOs Should Do Right Now to Learn from Global Tourism Initiatives].” Yamatogokoro 19 May 2020. Yoo, Hwan-In. "코로나 여파, 연예인·인플루언서 마케팅 활발 [COVID-19, Star-Influencer Marketing Becomes Active].” SkyDaily 19 May 2020. <http://www.skyedaily.com/news/news_view.html?ID=104772>. Appendix Open codes Axial codes 1) Brand leverage Targeting investors Targeting influencers Targeting new digital media formats Targeting consumers/customers/viewers Types of brands/clients 2) Industry shifts Brand preferences Content production Content format Follower preferences Type of Influencers Table 1: Full list of codes from our analysis

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Sektor pertanian di negara kita sedang mengalami transformasi ke arah yang lebih dinamik dan kompetitif. Sektor ini amat penting, bukan sahaja kerana ianya dapat membantu menjana pertumbuhan ekonomi negara malahan memberi peluang pekerjaan kepada rakyat. Pembangunan Industri Kecil dan Sederhana (IKS) berasaskan pertanian telah diberi penekanan di dalam Dasar Pertanian Negara memandangkan potensinya di dalam mewujudkan peluang–peluang pekerjaan dan menambah nilai (value–added) hasil pengeluaran pertanian. Walaupun dasar dan inisiatif kerajaan untuk menjadikan Malaysia pusat pengeluaran makanan di peringkat global pada 2010 namun pencapaian usahawan tani terutama kaum Bumiputera masih pada tahap yang rendah. Kajian kes ini menggunakan pendekatan kuantitatif dan kualitatif. Untuk mengumpul data – satu set soal selidik, protokol temubual dan senarai pemerhatian telah dibina berdasarkan objektif kajian dan tinjauan literatur. Seramai 10 orang usahawan tani (5 lelaki dan 5 wanita) di negeri Terengganu telah dipilih berdasarkan kriteria kejayaan ushawan dalam memajukan perniagaan mereka. Dapatan kajian menunjukkan amalan pengurusan perniagaan dari persepsi usahawan tani Bumiputera yang dikaji berada pada tahap yang tinggi (min=4.43, sp=0.55). Walaupun begitu, hasil temubual mendapati usahawan tani yang dikaji mengakui bahawa amalan pengurusan pemasaran mereka masih di tahap yang lemah manakala hasil pemerhatian pula menunjukkan amalan pengurusan kewangan responden masih di tahap tidak memuaskan. Kata kunci: Sektor pertanian; industri kecil dan sederhana; usahawan tani; Bumiputera; Malaysia Agriculture in this country is experiencing significant transformation towards a more dynamic and competitive sector. This sector is critical in the sense that it is not only contributing to economic growth but also to creating job opportunities. The development of agro–based small and medium industries (SMI) is emphasised the nation’s Agriculture Policy because it is expected to value add the agro–products. Even tough the move by the government to make Malaysia a global hub for food production and chain by 2010, the achievement of SMI Bumiputera agropreneurs is still at low level. This case study utilised quantitative and qualitative approaches. Based on the research objectives and literature review, a set of questionnaires, interview protocol and site visit checklist was developed in order to collect pertinent data for this study. A sample of 10 agropreneurs (5 males and 5 females) in the state of Terengganu was selected based on their success profile in the business. The study found that the respondents strongly agreed (m=4.43, sd=0.55) that their business practices were in order. However, the result of the interview reveals that the participants acknowledged that their marketing strategies were weak. Further, the results of the site visit and document analysis show that, in general, the participants’ management of finances and account were poor. Key words: Agriculture; small and medium industries (SMI); agropreneurs, Bumiputera; Malaysia

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The Ministry of Health has enacted Large-scale Social Restrictions (PSBB) regulations geared toward accelerating the handling of COVID-19. During PSBB, the economy across the country was declining in preventive measures. Including Indonesia, the education, tourism, hospitality, culinary and business sectors must force to close due to enacted regulations. The small restaurant business is one of the affected. After the implementation of this PSBB, the government wants to make changes to the routine of society to live with a new or new normal lifestyle. At this time of the new normal, restaurants are allowed to operate provided they limit the number of customers who come and are required to comply with health protocols. They must wear masks and wash their hands before entering the restaurant area. Today, digitalization has penetrated various sectors of life because the digital era brings many benefits, ranging from cost efficiency, time to energy. Application-based digital products are very suitable for use in the field of business economics that struggle in the sector of culinary, especially restaurants. To achieve operational in the new-normal times, the "Olresto" is an application that integrates all restaurants spread across the island of Java. Users can find out which restaurants are available and make a booking. The application also comes with a list of food menus so that customers can order through the application. The facility of transactions with the help of virtual accounts or e-money hence minimizing the spread of COVID-19 virus that can spread through money. With this application, it hoped that it could help restaurants to continue operating during this pandemic, thus reducing their deficit and can improve the existence of an economy in Indonesia which had fallen due to the COVID19.

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Abstract: Nowadays, Vietnamese women are participating actively in parts of the economy that were previously deemed male domain. Women are involved in business activities at all levels in Vietnam, making significant contributions to the economic development of the country. By December 2011, there were 81,226 small and medium enterprises headed by women, accounting for 25% of the total number of enterprises in the country (GSO, 2013). In Vietnam, despite recent economic development, socio-cultural and legal barriers are still very difficult for women since the general perception in society is that a woman’s main duty is to be a good housewife and mother and they are also often perceived as weak, passive and irrational (VWEC, 2007). Even though the studies related to women entrepreneurship development are quite extensive, amongst them only a limited number of researches on the role of legal and socio - cultural barriers on women entrepreneurs in the context of Vietnam have been investigated. Thus, supported by the World Trade Institute (WTI) in Bern, Switzerland, the researchers have chosen this as the subject of this study. Based on a quantitative survey of 110 companies in Hanoi and adjacent areas, the research has taken legal and socio - cultural barriers and explored their effect on the development of women entrepreneurship in the context of Vietnam in order to indicate how women entrepreneurs perceive the impact of socio-cultural factors, economic impacts, and policy reforms on their entrepreneurial situations and initiatives, and to then provide policy implications for promoting women’s entrepreneurship and gender equality in Vietnam. Keywords Entrepreneurship, female entrepreneurs, gender equality, Vietnam References Acs, Z. & Varga, A. (2005) ‘Entrepreneurship, agglomeration and technological change’, Small Business Economics, 24, 323---334. Avin, R.M & Kinney, L.P (2014). Trends in Female Entrepreneurship in Vietnam Preliminary paper presented at the 23th Annual Conference on Feminist Economics sponsored by IAFFE, University of Ghana, Accra, Ghana, June 27-29, 2014.Avin, R.-M., & Kinney, L. P. (2014) ‘Trends in Women entrepreneurship in Vietnam’, 23rd Annual Conference on Feminist Economics, Ghana: 27 – 29 June.Bruton, G. D., Ahlstrom, D., & Obloj, K. (2008). Entrepreneurship in emerging economies: where are we today and where should the research go in the future. Entrepreneurship: Theory and Practice, 32(1), 1–14.Bunck, J. M. 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Vietnam: Food and Agricultural Organisation and United Nations Development Programme. Available at: http://www.fao.org/docrep/005/ac685e/ac685e00.htm [Accessed 7 December 2015].Fuentelsaz, L., González, C., Maícas, J., & Montero, J. (2015). ‘How different formal institutions affect opportunity and necessity entrepreneurship’. Business Research Quarterly, 18(4), 246-258. Gallup, J (2004) The wage labor market and inequality in Vietnam. In Economic growth, poverty, and household welfare in Vietnam edited by Paul Glewwe, Nisha Agrawal, and David Dollar. Washington, D.C.: The World Bank.General Statistics Office of Vietnam (GSO) (2014), Population and employment Report 2014Global Entrepreneurship Monitor. (2013). Vietnam report 2013. United Kingdom. Retrieved from: www.gemconsortium.orgHampel-Milagrosa, A., Pham, H., Nguyen, Q., and Nguyen, T. (2010) ‘Gender-Related Obstacles to Vietnamese Women Entrepreneurs’. Vietnam: United Nations Industrial Development Organisation and Vietnam Chamber of Commerce and Industry. Available at: http://www.un.org.vn/en/publications/publications-by-agency/doc_details/294-gender-related-obstacles-to-vietnamese-women-entrepreneurs. html [Accessed 7 December 2015].Hang, T.T.T. (2008), “Women’s leadership in Vietnam: opportunities and challenges”, Signs, Vol. 34 No. 1, pp. 16-21. Hirschman, C. and V. M. Loi (1996) Family and Household Structure in Vietnam: Some glimpses from a recent survey, Pacific Affairs Vol 69 (No. 2 (Summer 1996)): 229-249Hoang, B.T. (2010), “Rural employment and life: challenges to gender roles in Vietnam’s agriculture at present”, paper presented at the FAO-IFAD-ILO Workshop on Gaps, Trends and Current Research in Gender Dimensions of Agricultural and Rural Employment: Differentiated Pathways Out of Poverty Rome, 31 March-2 April 2009, available at: www.fao-ilo.org/fileadmin/user_upload/fao_ilo/pdf/Papers/16_march/Thinh_final.pdf Hoang, C., Hoang, C.L.T.S, Nguyen, T.P.C, Ngo, T.P.L, Tran, T.N, Vu, T.L (2013), The women’s access to land in contemporary Vietnam. UNDP Report 2013Hoskisson, R. E., Eden, L., Lau, C.M., &Wright, M. (2000). Strategy in emerging economies. Academy of Management Journal, 43(3), 249–267.ILO (2011) ‘Creation of an enabling environment for women entrepreneur in Vietnam: Mainstreaming gender issues in government policy on enterprise development’, Hanoi.International Finance Corporation (2006) A National Survey of Women Business Owners in Vietnam. Joint survey with Gender and Entrepreneurship Markets (GEM) and the Mekong Private Sector Development Facility (MPDF), Washington, DC, IFCInternational Labour Organisation (2007) ‘Women’s Entrepreneurship Development in Vietnam’. Vietnam: International Labour Organisation.International Labour Organization and the Ministry of Labour, Invalids and Social Affairs of Vietnam (2010), The Informal Economy in Vietnam, ILO/MOLISA, Hanoi.Kibria, N. (1990) Power Patriarchy and Gender Conflict in the Vietnamese Immigrant Community, Gender and Society Vol 4 (No 1 (March 1990)): 9-24 Luke, N. , S. R. Schuler , B. T. T. Mai , P. V. Thien and T. H. Minh (2007) Exploring Couple Attributes and Attitudes and Marital Violence in Vietnam, New York, Sage PublicationsMai thi Thanh Thai, Nguyen Hoang Anh (2016): The impact of culture on the creation of enterprises (2016), Journal for International Business and Entrepreneurship Development, Vol.9, No.1, pp.1 – 22McChesney, F. (1987) Rent extraction and rent creation in the economic theory of regulation, Journal of Legal Studies 16 de Soto, H. (2000) The Mystery of Capital: Why capitalism Triumphs in the west and Fails everywhere Else, New York, Basic BooksMinniti, M. (2010) ‘Women entrepreneurship and Economic Activity’, European Journal of Development Research, 22, pp. 294 – 312.Nguyen, B. (2011) ‘The Changes of Women’s Position: The Vietnam Case’, International Journal of Innovative Interdisciplinary Research, 1, pp. 126 – 138.Nguyen, B. (2012) ‘Abortion in Present Day Vietnam’, International Journal of Academic Research in Business and Social Sciences, 2 (1), pp. 56 – 61.Nguyen, C., Frederick, H., & Nguyen, H. (2014). Female entrepreneurship in rural Vietnam: An exploratory study. International Journal Of Gender And Entrepreneurship, 6(1), 50-67. Nijssen, E.J. (2014), Entrepreneurial Marketing: An Effectual Approach, Routledge, New York, NY.Raven, P., & Le, Q. (2015). Teaching business skills to women: Impact of business training on women’s microenterprise owners in Vietnam. International Journal Of Entrepreneurial Behaviour And Research, 21(4), 622-641. Rubio-Bañón, A., & Esteban-Lloret, N. (2015). Research article: Cultural factors and gender role in female entrepreneurship. Suma De Negocios Terrell, K., and Troilo, M. (2010) ‘Values and Women entrepreneurship’, International Journal of Gender and Entrepreneurship, 2 (3), pp. 260 – 286.Thanh, H.X., Anh, D.N. and Tacoli, C. (2005), “Livelihood diversification and rural-urban linkages in Vietnam’s red river delta”, Discussion Paper No. 193, International Food Policy Research Institute (IFPRI), available at: http://ideas.repec.org/p/fpr/fcnddp/193.htmlThe World Economic Forum (2015) ‘The Global Gender Gap Report 2015’. Switzerland: The World Economic Forum. Available at: http://reports.weforum.org/global-gender-gap-report-2015/ [Accessed 8 December 2015].Thi, L. (1995) Doi Moi and female workers: a case study of Ha Noi, in: V. M. Moghadam (ed.), Economic reforms, women's employment and social politics, Helsinki, World Institute for Development Research Tien, P. N. (2010) Overarching view of Gender Equality in Vietnam”, 2010, Conference on Commemoration of International Women’s Day 2010, “Beijing + 15, Looking back, reaching forward, Gender Equality and Women Empowerment 15 years after the Fourth World Conference on Women, Ha Noi, 12 March 2010.United Nations Development Programme (2012) ‘Women’s Representation in Leadership in Vietnam’. Vietnam: United Nations Development Programme.United Nations Development Programme (2015) ‘Human Development Report 2014’. USA: United Nations Development Programme. Available at: http://hdr.undp. org/en/content/human-development-report-2014 [Accessed 10 December 2015].United Nations Industrial Development Organization (UNIDO). (2010). Gender related obstacles to Vietnamese Women Entrepreneurs. Vienna, Austria.Vietnam Women Entrepreneurs Council (2007) Women’s entrepreneurship development in Vietnam. International Labor Organization, Vietnam.Vuong, H., and Tran, D. (2009) ‘The Cultural Dimensions of the Vietnamese Private Entrepreneurship’, The IUP Journal of Entrepreneurship Development, 6 (3 & 4), pp. 54 – 78.VWEC (2007), Women’s Entrepreneurship Development in Vietnam, Vietnam Chamber of Commerce and Industry (VCCI) and the International Labour Organization (ILO) Report, Vietnam Women Entrepreneurs Council, available at: www.ilo.org/wcmsp5/groups/public/@asia/@ro-bangkok/documents/publication/wcms_100456.pdf Williamson, O. (2000) ‘The New Institutional Economics: Taking Stock, Looking ahead’, Economic Literature, 38, pp. 595 – 693.World Bank (2011a) ‘Vietnam Country Gender Assessment’. USA: World Bank. Available at: http://documents.worldbank.org/curated/en/2011/11/15470188/vietnam-country-gender-assessment [Accessed 7 December 2015]. World Bank (2011b). Vietnam development report 2012: Market economy for a middle- income Vietnam, Washington DC: The World Bank.World Bank (2012), Vietnam Country Gender Assessment, World Bank Country Office, HanoiWorld Bank (2015), World Bank Database, Available at: http://data.worldbank.org/country/vietnam [Accessed 9 December 2015].World Development Indicators (WDI) (2012), The World Bank, Washington, DC.Zhu, L., Kara, O., Chu, H.M.,Chu, A. (2015), ‘Women entrepreneurship: Evidence from Vietnam’, Journal of Business and Entrepreneurship, vol. 26, no. 3, pp. 103-128 lity in Vietnam.

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Purpose In light of the emphasis on “inclusion” in the sustainable development goals (SDGs), the notion of social inclusion encompasses the goal of granting opportunities for disabled people, integrate them and make them participate in the new environment. Referring to the capability theory, the purpose of this study is to examine the role of information and communication technology (ICT) in the social inclusion of disabled young people in Lebanon. Design/methodology/approach This paper uses a qualitative approach based on a series of focused semi-structured interviews with 11 participants occupying key positions in aid associations for disabled people. Findings The findings suggest that smart technologies can enhance social inclusion through three key factors: the nature of impairment and other personal characteristics of disabled people, the resources available to them and the environmental aspects provided by government policies and society’s cultural practices. In the contemporary society characterized by an increasing role of ICTs, the findings of this research could contribute to lead the developing countries to a sustainable and inclusive world through social inclusion of their youth. Research limitations/implications This study has some limitations that should be mentioned. First, it was conducted only on a small sample size (with 11 interviewees). Further empirical research must be conducted on larger sample to build and elaborate on the findings. Second, the results are mainly based on the points of view of people working in aid associations for disabled people. In future research, semi-structured interviews can be carried out with the disabled people themselves or with members of their family to ask them about their personal experience with smart technologies and the impact of this on their social inclusion. It was also suggested that the future research should explore the challenges of inclusion for different categories of disabled people separately because they are not all facing the same issues and the same challenges. Furthermore, as this paper focuses on the role of smart technologies in the development of social inclusion of disabled people, future research could take place with other groups, for example, Palestinian and Syrian refugees, to identify whether these groups are experiencing similar challenges and barriers when trying to use smart technologies as a way to enhance their social inclusion. Practical implications Related to a larger and broader approach, social inclusion of disabled or marginalized people or refugees in developing countries could be a way to commit to a sustainable and inclusive world, in alignment with the eight goals of the Millennium Development Goals. Originality/value Related to a larger and broader approach, social inclusion of disabled or marginalized people or refugees in developing countries could be a way to commit to a sustainable and inclusive world, in alignment with the eight goals of the Millennium Development Goals.

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<div class="page" title="Page 1"><div class="layoutArea"><div class="column"><p><span>Rural areas in Indonesia vary in terms of socio-economics and cultural background, the landscape, physical climate, the resources, and the accessibility to extension services. Rural extension services play an important role in facilitating community development </span><span>from on-farm to off farm activities. Rural extension systems have to address the increased demand for the services and to nd </span><span>innovative approaches and strategies to facilitate community in the era of globalization. The paper aims to analyse the current status of rural extension systems in Indonesia, to analyse the role of stakeholders involved in extension systems, and to formulate plan and actions to strengthen rural extension systems. Assessment of rural extension systems was conducted by using a logical framework analysis models involving representatives from rural community groups and resource persons. Stakeholder dialogues and group discussions were conducted to gather information and to discuss the issues on rural extension. Data were analysed using stakeholders analysis to formulate strategy to strengthen rural extension systems. The results indicate that rural areas have shown changes in terms of socio-ecological aspects, land-uses, sources of income, and availability of resources. The changes are due to population increases that result in the need for more food, housing, education, jobs, and other public facilities. Community groups run small enterprise in rural areas for income generating activities. Engaging community and related stakeholders in the systems has positive effects for successful rural extension services. Stakeholder analysis showed that better collaborative extension services from service providers is needed to facilitate community. In terms of sustainable development goals, rural extension systems need the issues of food, health, water, gender, poverty and environment to be integrated into the services. Existing supports from local government, business sectors, civil society organizations, and universities are essentials to facilitate transformative changes in communities. </span></p></div></div></div>

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Introduction This paper is based upon an investigation into the life of a street market in the city of Ha Noi in Vietnam, and experience of the street food served on Ha Noi’s pavements. It draws upon interviews with itinerant food vendors conducted by the researchers and upon accounts of their daily lives from a Vietnamese film subtitled in English and French, sourced from the Vietnamese Women’s Museum (Jensen). The research considers the lives of the people making and selling street food against the distilled versions of cultural experience accessible through the pages of two recent English language cookbooks focussing upon this cuisine. The data from the fieldwork is used as a point for critical comparison (Fram) with recipes and descriptions from Hanoi Street Food (Vandenberghe and Thys) and Vietnamese Street Food (Lister and Pohl), two recent relevant English language cookbooks. The research question addressed is “How are the everyday lives of Vietnamese street market cooks (mis)represented in cookery-related books published for an English-language readership?” The research team comprises an Australian Cultural Studies academic (Lelia Green) and a bi-lingual Vietnamese researcher (Nguyen Hong Van), who is Ha Noi born and bred, but who has lived overseas and whose first degree, in Sociology, is from a Canadian university. In each other’s company and over a period of some weeks, Lelia and Van spent more than 40 hours on ethnographic fieldwork in street markets, and interviewing street vendors. The purpose of the research was exploratory, but it was also undertaken as a means of making the labour and lives of marginalised women more visible, since most itinerant food vendors in Vietnam are women (Jensen). As Bhomik notes, male vendors “are engaged in motor cycle repair or sale of higher priced goods such as personal products, souvenirs etc. and their earnings are higher” (2261). Although the teamwork between Lelia and Van went some way to resolve the challenges posed by insider/outsider qualitative research (Corbin, Dwyer, and Buckle), Van has never lived or worked as a street vendor. First Take an Informal Street Market … Eating on the Street An informal Vietnamese street market is a multi-layered space, ordered according to the geography of the area in which the food is prepared and consumed. The informality of a street market indicates its status between legitimacy and repression. Informal street markets spring up in locales where there is significant demand—usually office workers nearby, and schools. The food they sell is cheap and flavourful, catering for the needs of people who have little time or money and want something hot and nourishing to start, punctuate, or end the day. As markets grow, so the vendors in the market constitute a secondary population in need of sustenance. Itinerant street vendors carry with them everything they need for their day’s work. Typically this includes a little oil or coal-based stove, their raw ingredients, dishes or trays for food preparation and serving, often a bowl for washing food or utensils, and a large bag to carry the dirty dishes used by their customers. Often these tools of their trade will be carried in two baskets balanced upon a pole that acts as a yoke across the vendor’s neck. Sometimes well-resourced vendors will also carry, (or push a bicycle or cart with), sets of small plastic stools and tables, so that their clients can sit and enjoy their food. In the semi-tropical climate of Ha Noi, carrying the raw materials to cook for and feed dozens of patrons is a tiring and difficult business. These street vendors’s lives are made more complex by the semi-legitimacy of the informal street market where itinerants are viewed as potential sources of income by a series of officials who extort small but frequent payments in the form of demanding bribes, or levying fines for illegal activity such as obstructing the pavement (Lincoln). Trung, who sells crab noodles, says the police are the most difficult aspect of her job: “they can come anytime and confiscate all my stuff and give me a fine. One time I was so panicked when I saw them approaching on a small truck that I took all my bowls and ran. The bowl slipped out of my hands and cut into my leg. I still have a deep scar from that accident” (Trung). Now add a smattering of street vendors. Bánh Mỳ: Bread Rolls “1 French baguette”, states the Vandenberghe and Thys recipe for bánh mỳ, implicitly acknowledging the hundred years of French colonisation which provides Vietnam with its excellent breads and pastries, “beat the eggs lightly in a mixing bowl, crumble the paté and combine the paté and the lightly beaten eggs. Put the oil in a small frying pan and cook the omelette […] fold the omelette double and put it on the [grilled, heated] bread […] the variations are endless” (71). The young Vietnamese woman, Anh, sells bánh mỳ trứng ngải cứu, bread rolls with egg cooked with mugwort, an aromatic leafy herb. She explains her initial motivation to sell food on the street: “some women in my village already came to the city to sell. I can’t earn much money at home and I need money to send my children to school, so I decided to follow them” (Anh). She shares rented accommodation in the city with other women—sometimes up to ten people in a room (Jensen)—and starts her day at 4.30am, washing vegetables and preparing her baskets. Although a street trader herself, she is networked into a complex set of supply and delivery connections. Her eggs and bread are delivered fresh each morning and she buys the mugwort from a market near her lodgings. “I leave home around 6am and start walking along the streets. […] I mostly sell to shop keepers. They have to stay in their shop so I bring breakfast to them. I walk through a lot of streets, whenever someone calls out I will stop and make bread for them” (Anh). Mid-morning, at around 10am, Anh goes back to her home to have lunch and prepare for the afternoon, with a fresh delivery of eggs around 1.00-1.30pm. Usually, she leaves again around 2.00pm “but if it’s too hot outside, I will stay until 3pm, because it is very tiring to walk in the heat, and people don’t eat that early either. I go home whenever I sell out […], sometimes as early as 4pm, or as late as 7pm” (Anh). Like many street vendors, Anh has sought out points of contact with the local community to punctuate her walking with episodes of rest. Her customers are mainly other Vietnamese people, “shop keepers and residents of the streets I walk along every day. There is an old lady. I sit in front of her shop every afternoon from 3pm to 5pm. She eats one egg every day” (Anh). Anh has been selling Bánh mỳ on the streets for three years, but this is not her only source of income: “At home I grow rice, but I can only harvest it at the end of the season. It only takes a storm or hail to destroy the whole effort I spend for months […] This [food] is very easy to make, and I make a little profit everyday” (Anh). She has never worked from a recipe book: “I think only people in hotels, like a big chef who makes complicated dishes need recipes, this one is very easy, just a common everyday food” (Anh). As for the problems posed by the policing of informal markets, Anh says: “if I am not careful, the ward police will give me a fine for selling on the street.” Such a calamity can write off the profit of many hours’ or days’ work. Xôi: Sticky Rice Xôi is a popular street food dish, and Lister and Pohl provide two recipes, one for xôi lạc (sticky rice with peanuts)(68), and one for xôi xéo (sticky rice with turmeric and mung beans, and fried shallots) (80). Nga, the xôi seller interviewed for this research, sells both types of sticky rice along with xôi gậc (a festive red sticky rice cooked with and coloured by spiny bitter gourd, and typically eaten at Tết, the celebration for the Lunar New Year) and xôi đỗ đen, sticky rice with black bean. She used to specialise in only one kind of sticky rice but, as she says, “business was slow so I added other types of sticky rice. I sit here in the morning everyday anyway, so I sell different types, a small quantity for each” (Nga). The biggest complication for street vendors selling sticky rice is the requirement that it is still being steamed just before being sold, so that it is hot, soft, and sticky, and not dried out. The cooked sticky rice is usually packed in banana leaves under a plastic cover and put in a bamboo basket. The basket helps with ventilation while banana leaves keep the rice moist and the plastic cover keeps in heat. Traditionally, xôi is also sold in banana leaves. Nga uses first a layer of banana leaf, then one of plastic, and finally newspaper. Nga is a grandmother and constructs her street vending as a retirement job, which puts food on the table for her husband and herself. In Vietnam, there is a tradition that the younger generations look after their elders, but her work as a street vendor means that Nga and her husband can retain their autonomy and help their own family, for longer. Nga starts cooking at 4.00am, but her street food is only one element of her income: “In addition to selling here, I also deliver to restaurants. Actually most of my income comes from them. I deliver at around 5 to 5.30am, and start selling here at 6” (Nga). Both of Lister and Pohl’s recipes start with soaking the sticky rice overnight in water, just as Nga does. She says, “I wash the rice and soak them before I go to bed the night before. I get up, start the stove which uses black coal. I sell out all the rice everyday, otherwise it won’t taste good […] usually I sell out at 8 or 8.30am, 9am at the latest. I don’t work in the afternoon. I pick up my grandchildren at 4pm and take care of them until the end of the day.” Nga has strong views about the place of recipes in cooking, especially in cooking as a business: I don’t need to learn from a book. Written recipes or informal teaching from relatives is the same, they are just the starting point. What matters is you learn from your own experience. For example, you soak your rice for 6 hours today, but your customers complain that the rice is not soft, so you soak it for 8 hours next time. Or maybe you sell to a poorer community, you will adjust your ingredients to cheaper type, so you can reduce your price but still make profit; but if you sell in a richer neighbourhood, you make sure you have good quality, even with higher price, or else they will not buy from you (Nga). Lister and Pohl dedicate a two-page spread (70-1) to Ðặng Thị Sáu and her Xôi shopfront stall, noting that she learned her business from her mother-in-law who was “an itinerant sticky rice peddler for most of her life, walking the city streets, selling from bamboo baskets. It was a hard and uncertain life and not one Sáu wanted to follow” (70). Sáu’s compromise, ultimately, was to sell sticky rice from the comparative security and stability of a fixed location. Lister and Pohl’s focus upon Sáu and her food, along with the pictures of everyday life featured in Vietnamese Street Food, mean that this is more than an inspirational cookbook. It is a vivid introduction to the vernacular foodways of Vietnam “a set of social, economic and cultural practices around the production and consumption of food that are normatively distinctive to an ethnocultural group” (Jonas 119). Bún Riêu Cua: Crab Meat Noodle Crab meat noodle is a complicated recipe and a reminder that many people who eat street food do so because these are favourite Vietnamese dishes which may require considerable effort to prepare. The specialisation of street food vendors, making a complicated dish for the relish of dozens of customers, allows busy Vietnamese workers to enjoy their authentic cuisine at an affordable cost without the time constraints of buying multiple ingredients and making the dish themselves. The recipe in Hanoi Street Food involves several steps: preparation of the sauce using sautéing, frying and reducing (Jones); cooking of the crab in boiling water (not including separately bought crabmeat used in the sauce); creation of a chicken stock, to which the sauce is added; along with the washing and chopping a range of vegetables including soya bean sprouts, spring onions, lettuce, fresh herbs, lime etc., some of which is used as garnish (Vandenberghe, and Thys 90). Trung and her husband have been selling their bún riêu cua for five years. For nine years prior to working as a street food vendor, Trung was a recyclables collector. She began working in the city when she “followed a cousin to Ha Noi so I could earn money to support my family of six people. At first I collected materials such as plastic bottles, metal, papers, etc, but because I carried too much on my shoulders, I developed severe back pain and shoulder pain” (Trung). Now she and her husband use a bicycle to help carry the various necessities for her bún riêu cua street stall, using the vehicle to reduce some of the physical burden of the work. Trung learned how to make bún riêu cua from an aunt in Hai Phong, “I just observed her and other people”. The dish remains time consuming, however:I get up at 3am to start preparing the crab and cook the soup. My husband washes vegetables. It often takes us about 2 hours. By 5am, we leave the house, and we are here by 5.30, ready to sell breakfast […] I am most busy during lunchtime, from 10am to 1-2pm. Breakfast time can last from 6am to 9am. When I am not selling to customers I often get tired and easily fall asleep because I always crave sleep. In between, my husband and I wash dishes. He also delivers to people too. We get lots of phone calls from patients of the hospitals nearby. They say my food is more delicious than food in the hospital’s canteen […] Usually I go home around 4pm in the summer and 5 to 6pm in the winter. But I also stop by different shops to buy ingredients for the next day on my way home. Once I get home, I wash the bowls, re-supply and re-arrange my stuffs, and do some preparation. I work until I go to bed at 9pm (Trung). The illustration for this recipe in Hanoi Street Food is not of the dish itself, but of young Vietnamese men enjoying the dish. As is the case with Lister and Pohl, Vandenberghe and Thys’s book is about more than recipes, it is a rich evocation of daily life on the streets of Vietnam. Serve with a Side-dish of Conclusions Authentic street food is cooked, sold and consumed on the street. However, street food cookbooks tend to recommended shopfront eateries, partly because they are easier to find, and are more convenient, in that neither the tourist nor the vendor is at risk of police intervention. Another reason for featuring the more established vendors with their own premises concerns food hygiene: In 1989 the Vietnamese government adopted a law on the protection of people’s health. A survey on food samples in Hanoi showed that 47 per cent were microbiologically unsafe. [This has now changed.] The government has adopted two practices for ensuring safer street food, namely, monitoring street food vendors through a licensing system, and educating and training them on hygiene (Bhowmik 2260). Such licensing, training and the maintenance of hygiene standards are more difficult to police with itinerant food vendors. In the two cookbooks featured, ingredients tend to be measured as to specific amounts, with the idea that the result should be predictable. Street vendors, however, learn to cook their signature dishes from friends, relatives, and experience. They do not measure their ingredients while cooking, and their products vary from one vendor to another, and also to some extent from day to day, even given the same cook. This creates a special characteristic of street food and means that regular customers gravitate to particular vendors whose choice of seasoning and cooking techniques culminates in the most attractive results according to their personal taste. While there are lots of stalls captioned as bánh mỳ, regular customers will find that there are significant differences between stalls. One reason for this is offered in Lister and Pohl: small quantities of special ingredients that are difficult to get in Vietnam and impossible elsewhere. The cook in a featured Bánh cuốn stall (selling rice pancakes) adds a drop of giant water bug juice to season her dipping broth: “ ‘It’s the real thing! One drop off the top of a chopstick is enough’ she explains” (Lister, and Pohl 33). As is clear from the interviews with vendors, itinerant sellers of street food don’t use recipe books, and have generally learned how to cook their dishes through women’s networks of family and friends. The two cookbooks discussed are designed for consumption by people who engage in or aspire to “food and drink tourism” (Boniface vii) in Vietnam, whether the readers have visited in person or become aware of the cuisine through popular culture, such as Luke Nguyen’s SBS cooking shows (Nguyen). They are as much coffee table books as collections of recipes, and are written by westerners for a western readership. The recipes focus on ingredients that can be sourced in everyday western contexts but the beautiful and evocative photographs of daily life in Vietnam, supplemented by written commentary on people and place, clearly locate the recipes in their Vietnamese cultural context. Culinary tourism allows people unfamiliar with a cuisine and culture to use “food to explore new cultures and ways of being” (Long 21). Street food vendors are part of many communities. They require knowledge, skill, and personal networks to acquire the quality ingredients at the best possible price for the daily routine of food preparation and selling. Whereas recipe books deal with domestic-scale food production, a vendor may cook for a hundred or more people in a single day. Many itinerant street food sellers work in the city to support absent husbands and children in rural locations, taking money home on a regular basis ($20 profit a fortnight makes their labour worthwhile), and spending 10 days in 14 on the streets (Jensen). As women help each other to begin a career as a vendor through oral teaching, observation, and first-hand experience, they do away with the invisible, authoritative voice of cookbooks. Itinerant food sellers are also a part of the larger communities in which they work, including customers, their suppliers, and other actors such as the authorities and the media. This larger community sets the tone for their food, and their lives. The vast majority of vendors of street food are women, prepared to work hard and with passion and pride to make enough money to make a difference to their families. Books about street food might help recreate some of the dishes that can be bought on the streets of Vietnam. After participating in street life, however, as an observer or customer, it becomes clear that recipe cookbooks intended for English readers only capture part of the complexity and beauty of street food, and the lives of those who make it. References Anh. Personal communication. Trans. Nguyen Hong Van. 2013. Boniface, Priscilla. Tasting Tourism: Travelling for Food and Drink. Aldershot: Ashgate, 2003. Bhowmik, Sharit K. “Street Vendors in Asia: A Review.” Economic and Political Weekly (2005): 2256–64. Burr, Vivien. Social Constructionism. 2nd ed. Oxford: Routledge, 2003. Corbin Dwyer, Sonya, and Jennifer L. Buckle. “The Space Between: On Being an Insider-Outsider in Qualitative Research.” International Journal of Qualitative Methods 8.1 (2009): 54–63. Fram, Sheila M. “The Constant Comparative Analysis Method Outside of Grounded Theory.” The Qualitative Report 18, Article 1 (2013): 1–25. 28 Apr. 2013 ‹http://www.nova.edu/ssss/QR/QR18/fram1.pdf›. Jensen, Rolf. Street Vendors [DVD of three films, Their Voices, Thuy’s Story and Loi’s Story]. Ha Noi: Vietnamese Women’s Museum, 2012. Jonas, Tammi. “Eating the Vernacular, Being Cosmopolitan.” Cultural Studies Review 19.1 (2013): 117–37. 19 May 2013 ‹http://epress.lib.uts.edu.au/journals/index.php/csrj/article/viewFile/3076/3428›. Jones, G. Stephen. “The Difference between Sautéing, Pan Frying and Stir Frying [blog post].” The Reluctant Gourmet. 30 Apr. 2010. 28 Apr. 2013 ‹http://reluctantgourmet.com/cooking-techniques/frying/item/856-saute-pan-fry-and-stir-fry›. Lincoln, Martha. “Report from the Field: Street Vendors and the Informal Sector in Hanoi.” Dialectical Anthropology 32.3 (2008): 261–5. Lister, Tracey, and Andreas Pohl. Vietnamese Street Food. Rev. ed. Melbourne: Hardie Grant, 2013. Long, Lucy. “A Folkloristic Perspective on Eating and Otherness.” Culinary Tourism. Ed. Lucy Long. Lexington: UP of Kentucky, 2004. 20–50. Nga. Personal communication. (trans. Nguyen Hong Van), 2013. Nguyen, Luke. Luke Nyugen’s Vietnam [SBS]. 2009 ‹http://www.sbs.com.au/shows/lukenguyen/watchonline/page/i/1/show/lukenguyen›. Trung. Personal communication. Trans. Nguyen Hong Van. 2013. Vandenberghe, Tom, and Luk Thys. Hanoi Street Food: Cooking and Travelling in Vietnam. Tielt: Uitgeverij Lannoo nv, 2011.

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IntroductionThis paper is concerned with recent attempts to develop the creative economy in rural Scotland. Research shows that the creative economy is far from self-organising, and that an appropriate institutional landscape is important to its development (Andersson and Henrekson). In Scotland, there is a proliferation of support mechanisms – from those designed to help creative entrepreneurs improve their business, management, or technical expertise, to infrastructure projects, to collective capacity-building. In rural Scotland, this support landscape is particularly cluttered. This article tackles the question: How do rural creative entrepreneurs negotiate this complex funding and support landscape, and how do they aid the development of the rural creative economy ‘from below’? From Creative Industries to the Creative EconomyThe creative industries have been central to the UK’s economic growth strategy since the 1990s. According to the Centre for Economics and Business Research the creative industries contributed £5.9bn to the economy in 2013 (CEBR 17). In the last five years there have been significant improvements in ICTs, leading to growth in digital creative production, distribution, and consumption. The established creative industries, along with the nascent ‘digital industries’ are often grouped together as a separate economic sector – the ‘creative economy’ (Nesta A Manifesto for the Creative Economy).Given its close association with creative city discourses (see Florida 2002), research on the creative economy remains overwhelmingly urban-focused. As a result of this urban bias, the rural creative economy is under-researched. Bell and Jayne (209) note that in the last decade a small body of academic work on the rural creative economy has emerged (Harvey et al.; White). In particular, the Australian context has generated a wealth of discussion as regards national and regional attempts to develop the rural creative economy, the contribution of ‘creativity’ to rural economic and social development, sustainability and resilience, and the role that individual creative practitioners play in developing the rural creative economy (see Argent et al.; Gibson, Gibson and Connell; Waitt and Gibson).In the absence of suitable infrastructure, such as: adequate transport infrastructure, broadband and mobile phone connectivity, workspaces and business support, it often falls to rural creative practitioners themselves to ‘patch the gaps’ in the institutional infrastructure. This paper is concerned with the ways in which rural creative practitioners attempt to contribute to the development of the creative economy ‘from below’. ICTs have great potential to benefit rural areas in this respect, by “connecting people and places, businesses and services” (Townsend et al. Enhanced Broadband Access 581).The Scottish InfrastructureSince 1998, cultural policy has been devolved to Scotland, and has fallen under the control of the Scottish Government and Parliament. In an earlier examination of a Scottish creative business support agency, I noted that the Scottish Government has adopted a creative industries development strategy broadly in line with that coming out of Westminster, and subsequently taken up worldwide, and that the Scottish institutional infrastructure is extremely complex (Schlesinger et al.). Crucially, the idea of ‘intervention’, or, the availability of a draw-down programme of funding and support that will help creative practitioners develop a business from their talent, is key (Schlesinger).The main funder for Scottish artists and creative practitioners is Creative Scotland, who distribute money from the Scottish Government and the National Lottery. Highlands and Islands Enterprise (HIE) also offer funding and support for creative practitioners working in the Highlands and Islands region. Further general business support may be drawn down from Business Gateway (who work Scotland-wide but are not creative-industries specific), or Scottish Enterprise (who work Scotland-wide, are not creative-industries specific, and are concerned with businesses turning over more than £250,000 p.a.). Additionally, creative-sector specific advice and support may be sought from Cultural Enterprise Office (based in Glasgow and primarily serving the Central Belt), Creative Edinburgh, Dundee or Stirling (creative networks that serve their respective cities), the Creative Arts and Business Network (based in Dumfries, serving the Borders), and Emergents (based in Inverness, dealing with rural craftspeople and authors).MethodologyThe article draws on material gathered as part of three research projects, all concerned with the current support landscape for creative practitioners in Scotland. The first, ‘Supporting Creative Business’ was funded by the Arts and Humanities Research Council, the second, ‘Towards a model of support for the rural creative industries’ was funded by the University of Glasgow and the third, ‘The effects of improved communications technology of rural creative entrepreneurs’ funded by CREATe, the Research Council's UK Centre for the Study of Copyright and New Business Models in the Creative Economy.In all three cases, the research was theoretically and practically informed by the multi-sited ethnographies of cultural, creative and media work conducted by Moeran (Ethnography at Work, The Business of Ethnography) and Mould et al. Whilst the methodology for all three of my projects was ethnography, the methods utilised included interviews (n=23) – with interviewees drawn from across rural Scotland – participant and non-participant observation, and media and document analysis. Interviewees and study sites were accessed via snowball sampling, which was enabled by the measure of continuity between the three projects. This paper draws primarily on interview material and ethnographic ‘vignettes’. All individuals cited in the paper are anonymised in line with the University of Glasgow’s ethics guidelines.Cities, Creativity, and ‘Buzz’As noted earlier, cities are seen as the driving force behind the creative industries; and accordingly, much of the institutional infrastructure that supports the rural creative industries is modelled on urban systems of intervention. Cities are seen as breeding grounds for creativity by virtue of what Storper and Venables call their ‘buzz’ – consider, for example, the sheer numbers of creative practitioners that congregate in cities, the presence of art schools, work spaces and so on. Several of the creative practitioners I spoke to identified the lack of ‘buzz’ as one key difference between working in cities and working from rural places:It can be isolating out here. There are days when I miss art school, and my peers. I really valued their support and just the general chit chat and news. […] And having everything on your doorstep. (Visual artist, Argyll)Of course, rural creatives didn’t equate the ‘buzz’ of activity in cities with personal or professional creative success. Rather, they felt that developing a creative business was made easier by the fact that most funders and support agencies were based in Scotland’s Central Belt. The creatives resident there were able to take advantage of that proximity and the relationships that it enabled them to build, but also, the institutional landscape was supplemented by the creative ‘buzz’, which was difficult to quantify and impossible to replicate in rural areas.Negotiating the Funding and Support LandscapeI spoke to rural creative practitioners about whether the institutional infrastructure – in this case, relevant policy at national and UK level, funding and support agencies, membership bodies etcetera – was adequate. A common perspective was that the institutional infrastructure was extremely complex, which acted as a barrier for creatives seeking funding and support:Everything works ok, the problem is that there’s so many different places to go to for advice, and so many different criteria that you have to meet if you wanted funding, and what’s your first port of call, and it’s just too complicated. I feel that as a rural artist I fall between the cracks […] am I a creative business, a rural creative business, or just a rural business? (Craftsperson, Shetland) Interviewees suggested that there were ‘gaps’ in the institutional infrastructure, caused not by the lack of appropriate policy, funders, or support agencies but rather by their proliferation and a sense of confusion about who to approach. Furthermore, funding agencies such as Creative Scotland have, in recent years, come under fire for the complexity of their funding and support systems:They have simplified their application process, but I just can’t be bothered trying to get anything out of Creative Scotland at the moment. I don’t find their support that useful and they directed me to Cultural Enterprise Office when I asked for advice on filling in the form and tailoring the application, and CEO were just so pushed for time, I couldn’t get a Skype with them. The issue with getting funding from anywhere is the teeny tiny likelihood of getting money, coupled with how time-consuming the application process is. So for now, I’m just trying to be self-sufficient without asking for any development funds. But I am not sure how sustainable that is. (Craftsperson, Skye, interview) There was a sense that ‘what works’ to enable urban creative practitioners to develop their practice is not necessarily sufficient to help rural creatives. Because most policymakers, funders and support bodies are based in the Central Belt, rural creatives feel that the challenges they face are poorly understood. One arts administrator summed up why, statingthe problem is that people in the Central Belt don’t get what we’re dealing with up here, unless they’ve actually lived here. The remoteness, poor transport links, internet and mobile access […] it impacts on your ability to develop your business. If I want to attend a course, some organisations will pay travel and accommodation. But they don’t account for the fact that if I travel from Eigg, I’ll need to work around the ferry times, which might mean two extra nights’ accommodation plus the cost of travel … we’re excluded from opportunities because of our location. (Arts administrator, the Small Isles) A further issue identified by several participants in this research is that funding and support agencies Scotland-wide tend to work to standardised definitions of the creative industries that privilege high-growth sectors (see Luckman). This led to many heritage and craft businesses feeling excluded. One local authority stakeholder told me,exactly what the creative industries are, well that might be obvious on paper but real life is a bit more complicated. Where do we put a craftsperson whose craft work is done in her spare time but pays just enough to stop her needing a second job? How do we tell people like this, who say they are in the creative industries, that they aren’t actually according to this criteria or that criteria? (Local authority stakeholder, Shetland, interview)Creating Virtual ‘Buzz’? The Potential of ICTsAccording to 2015 OFCOM figures (10-12), in rural Scotland 85.9% of households can receive broadband, and 6.3% can receive superfast. The Scottish Government’s ambition is to deliver superfast broadband to up to 90 per cent of premises in Scotland by March 2016, and to extend this to 95 per cent by 2017. Whilst the current landscape as regards broadband provision is far from ideal, there are signs that improved provision is profoundly affecting the way that rural creatives develop their practice, and the way they engage with the institutional infrastructure set up to support them.At an industry event run by HIE in July 2015, a diverse panel of rural creatives spoke of how they exploited the possibilities associated with improved ICTs in order to offset some of the aforementioned problems of working from rural and remote areas. As the event was conducted under Chatham House rules, the following is adapted from field notes,It was clear from the panel and the Q&A that followed that improved ICTs meant that creatives could access training and support in new ways–online courses and training materials, webinars, and one-on-one Skype coaching, training and mentoring. Whilst of course most people would prefer face-to-face contact in this respect, the willingness of training providers to offer online solutions was appreciated, and most of the creatives on the panel (and many in the audience) had taken advantage of these partial solutions. The rural creatives on the panel also detailed the tactics that they used in order to ‘patch the gaps’ in the institutional infrastructure:There were four things that emerged from the panel discussion, Q&A and subsequent conversations I had on how technology benefited rural creatives: peer support, proximity to decision-makers, marketing and sales, and heritage and provenance.In terms of peer support, the panel felt that improved connectivity allowed them to access ‘virtual’ peer support through the internet. This was particularly important in terms of seeking advice regarding funding, business support and training, generating new creative ideas, and seeking emotional support from others who were familiar with the strains of running a creative business.Rural creatives found that social media (in particular) meant that they had a closer relationship with ‘distant’ decision-makers. They felt able to join events via livestreaming, and took advantage of hash tagging to take part in events, ‘policy hacks’ and consultations. Attendees I spoke to also mentioned that prominent Government ministers and other decision-makers had a strong Twitter presence and made it clear that they were at times ‘open’ to direct communication. In this way, rural creatives felt that they could ‘make their voices heard’ in new ways.In terms of marketing and sales, panel members found social media invaluable in terms of building online ‘presence’. All of the panel members sold services and products through dedicated websites (and noted that improved broadband speeds and 3G meant that these websites were increasingly sophisticated, allowing them to upload photographs and video clips, or act as client ‘portals’), however they also sought out other local creatives, or creatives working in the same sector in order to build visible networks on social media such as Instagram, Twitter and Facebook. This echoes an interview I conducted with a designer from Orkney, who suggested that these online networks allowed designers to build a rapport with customers, but also to showcase their products and build virtual ‘buzz’ around their work (and the work of others) in the hope their designs would be picked up by bloggers, the fashion press and stylists.The designer on the panel also noted that social media allowed her to showcase the provenance of her products. As she spoke I checked her Twitter and Instagram feeds, as well as the feeds of other designers she was linked to; a large part of their ‘advertising’ through these channels entailed giving followers an insight into life on the islands. The visual nature of these media also allowed them to document how local histories of making had influenced their practice, and how their rural location had influenced their work. It struck me that this was a really effective way to capture consumers’ imaginations. As we can see, improved ICTs had a substantial impact on rural creatives’ practice. Not only did several of the panel members suggest that improved ICTs changed the nature of the products that they could produce (by enabling them to buy in different materials and tools, and cultivate longer and more complex supply chains), they also noted that improved ICTs enabled them to cultivate new markets, to build stronger networks and to participate more fully in discussions with ‘distant’ policymakers and decision makers. Furthermore, ICTs were seen as acting as a proxy for ‘buzz’ for rural creatives, that is, face-to-face communication was still preferred, but savvy use of ICTs went some way to mitigating the problems of a rural location. This extends Storper and Venables’s conceptualisation of the idea, which understands ‘buzz’ as the often-intangible benefits of face-to-face contact.Problematically however, as Townsend et al. state, “rural isolation is amplified by the technological landscape, with rural communities facing problems both in terms of broadband access technologies and willingness or ability of residents to adopt these” (Enhanced Broadband Access 5). As such, the development activities of rural creatives are hampered by poor provision and a slow ‘roll out’ of broadband and mobile coverage. ConclusionsThis paper is concerned with recent attempts to develop the rural creative economy in Scotland. The paper can be read in relation to a small but expanding body of work that seeks to understand the distinctive formation of the rural creative industries across Europe and elsewhere (Bell and Jayne), and how these can best be developed and supported (White). Recent, targeted intervention in the rural creative industries speaks to concerns about the emergence of a ‘two tier’ Europe, with remote and sparsely-populated rural regions with narrow economic bases falling behind more resilient cities and city-regions (Markusen and Gadwa; Wiggering et al.), yet exactly how the rural creative industries function and can be further developed is an underdeveloped research area.In order to contribute to this body of work, this paper has sketched out some of the problems associated with recent attempts to develop the creative economy in rural Scotland. On a Scotland-wide scale, there is a proliferation of policies, funding bodies, and support agencies designed to organise and regulate the creative economy. In rural areas, there is also an ‘overlap’ between Scotland-wide bodies and rural-specific bodies, meaning that many rural creatives feel as if they ‘fall through the cracks’ in terms of funding and support. Additionally, rural creatives noted that Central Belt-based funders and support agencies struggled to fully understand the difficulties associated with making a living from a rural location.The sense of being distant from decision makers and isolated in terms of practice meant that many rural creatives took it upon themselves to develop the creative economy ‘from below’. The creatives that I spoke to had an array of ‘tactics’ that they used, some of which I have detailed here. In this short paper I have focused on one issue articulated within interviews – the idea of exploiting ICTs in order to build stronger networks between creatives and between creatives and decision makers within funding bodies and support agencies. Problematically, however, it was recognised that these creative-led initiatives could only do so much to mitigate the effects of a cluttered, piecemeal funding and support landscape.My research suggests that as it stands, ‘importing’ models from urban contexts is alienating and frustrating for rural creatives and targeted, rural-specific intervention is required. Research demonstrates that creative practitioners often seek to bring about social and cultural impact through their work, rather than engaging in creative activities merely for economic gain (McRobbie Be Creative, Rethinking Creative Economies; Waitt and Gibson). Whilst this is true of creatives in both urban and rural areas, my research suggests that this is particularly important to rural creatives, who see themselves as contributing economically, social and culturally to the development of the communities within which they are embedded (see Duxbury and Campbell; Harvey et al.). ‘Joined up’ support for this broad-based set of aims would greatly benefit rural creatives and maximise the potential of the rural creative industries.ReferencesAndersson, Martin, and Magnus Henrekson. "Local Competiveness Fostered through Local Institutions for Entrepreneurship." Research Institute on Industrial Economics Work Paper Series (2014), 0-57. Argent, Neil, Matthew Tonts, Roy Jones and John Holmes. “A Creativity-Led Rural Renaissance? Amenity-Led Migration, the Creative Turn and the Uneven Development of Rural Australia.” Applied Geography 44 (2013): 88-98.Bell, David, and Mark Jayne. "The Creative Countryside: Policy and Practice in the UK Rural Cultural Economy." Journal of Rural Studies 26.3 (2010): 209-18.Centre for Economic and Business Research. The Contribution of the Arts and Culture to the National Economy. London: CEBR, 2013. 1-13.Duxbury, Nancy, and Heather Campbell. “Developing and Revitalizing Rural Communities through Arts and Culture.” Small Cities Imprint 3.1 (2011): 1-7.Florida, Richard. The Rise of the Creative Class: And How It's Transforming Work, Leisure, Community and Everyday Life. London: Basic Books, 2002.Gibson, Chris. “Cultural Economy: Achievements, Divergences, Future Prospects.” Geographical Research 50.3 (2012): 282-290.Gibson, Chris, and Jason Connell. “The Role of Festivals in Drought-Affected Australian Communities.” Event Management 19.4 (2015): 445-459.Harvey, David, Harriet Hawkins, and Nicola Thomas. "Thinking Creative Clusters beyond the City: People, Places and Networks." Geoforum 43.3 (2012): 529-39.Luckman, Susan. Locating Cultural Work: The Politics and Poetics of Rural, Regional and Remote Creativity. London: Palgrave Macmillan, 2012.McRobbie, Angela. Be Creative! London: Polity, 2016.———. “Rethinking Creative Economies as Radical Social Enterprise.” Variant 41 (2011): 32–33 Moeran, Brian. Ethnography at Work. London: A&C Black, 2007.———. The Business of Ethnography. London: Berg, 2005.Mould, Oliver, Tim Vorley, and Kai Liu. “Invisible Creativity? Highlighting the Hidden Impact of Freelancing in London's Creative Industries.” European Planning Studies 12 (2014): 2436-55.Nesta. Creative Industries and Rural Innovation. London: Nesta, 2007.———. A Manifesto for the Creative Economy. London: Nesta, 2013.Oakley, Kate. "Good Work? Rethinking Cultural Entrepreneurship." Handbook of Management and Creativity (2014): 145-59.O'Brien, Dave, and Peter Matthews. After Urban Regeneration: Communities, Policy and Place. London: Policy Press, 2015.Office of the Communications Regulator. Communications Market Report 2015. London: OFCOM, 2015. i-431.Schlesinger, Philip. “Foreword.” In Bob Last, Creativity, Value and Money. Glasgow: Cultural Enterprise Office, forthcoming 2016. 1-2.Schlesinger, Philip, Melanie Selfe, and Ealasaid Munro. Curators of Cultural Enterprise: A Critical Analysis of a Creative Business Intermediary. London: Springer, 2015. 1-134.Storper, Michael, and Anthony J. Venables. "Buzz: Face-to-Face Contact and the Urban Economy." Journal of Economic Geography 4.4 (2004): 351-70.Townsend, Leanne, Arjun Sathiaseelan, Gorry Fairhurst, and Claire Wallace. "Enhanced Broadband Access as a Solution to the Social and Economic Problems of the Rural Digital Divide." Local Economy 28.6 (2013): 580-95.Townsend, Leanne, Claire Wallace, Alison Smart, and Timothy Norman. “Building Virtual Bridges: How Rural Micro-Enterprises Develop Social Capital in Online and Face-to-Face Settings.” Sociologia Ruralis 56.1 (2016): 29-47.Waitt, Gordon, and Chris Gibson. “The Spiral Gallery: Non-Market Creativity and Belonging in an Australian Country Town.” Journal of Rural Studies 30 (2013): 75-85.White, Pauline. "Creative Industries in a Rural Region: Creative West: The Creative Sector in the Western Region of Ireland." Creative Industries Journal 3.1 (2010): 79-88.

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In today's society there is evidence of a culture of the 'empowered consumer' -- an image of the consumer as a citizen rather than a subordinate. In fact, human rights language is increasingly coming to the fore in the consumption debate. The consumer has been allocated rights by the United Nations whereby all human beings are born free and equal and have civil, political, economic and social rights (McGregor 44). However, as citizens we also have responsibilities of an environmental and social concern. Food retailing and equality of shopping provision is one such concern. Food is a basic right. According to the Universal Declaration of Human Rights everyone has a fundamental right to be free from hunger and have access to safe and nutritious food. Social exclusion refers to those in the population who are unable to participate in economic, political, social and cultural life. Social exclusion is different from, but related to, poverty since it further marginalises the most disadvantaged -- for example, those who cannot access a large supermarket. In keeping with the rights/responsibilities language, the consumer has a basic right to food and the retailer has the social responsibility to supply the needs of the consumer. It is in this respect that food is an ethical issue and has social justice implications. Inability to consume, or have access to, sufficient food of nutritional quality is a global concern. In North America the issue is one of 'food insecurity' or 'food poverty' due to inadequate finance to purchase sufficient food. In the United Kingdom the same problem arises within the context of access to food stores. This is identified as a 'food (shopping) desert', where due to restricted access social exclusion can arise. The term 'food deserts' was first used by the Low Income Project Team of the Nutrition Task Force in 1996 and was succinctly defined by Tessa Jowell (Government Health Minister) in 1997 when she stated that a food desert was an area "where people do not have easy access to healthy, fresh foods particularly if they are poor and have limited mobility". The term 'food desert' is an emotive one referring to a unique tool of social polarisation and exclusion (Lang 5). The issues compounding the problem include low income, locational policy of supermarkets with the acquisition of edge-of-town / out-of-town sites, consumer mobility, car ownership levels and food availability. This research study focuses on Northern Ireland -- a region of the UK on the periphery of Europe. The Province of Northern Ireland (Ulster) is a sparsely populated (122 people per km²), predominantly rural area with the highest unemployment and poverty statistics in the United Kingdom. Similarly, Northern Ireland has a proportionately high degree of non-car ownership (35%) which further complicates the equation since shopping is increasingly becoming a car-borne activity necessitating transportation to edge-of-town superstores. Those not able to avail themselves of large edge-of-town superstores are being socially excluded, since inner-city areas are becoming denuded of food stores. Those that do exist usually have a limited range of food items, usually non-perishable, or are specialist shops stocking high priced items. It is the aim of the study to identify the characteristics, extent and location of food deserts in both rural and urban areas of Northern Ireland. It is a particularly apt time to do so since Northern Ireland is experiencing a 'retail revolution' with the arrival of the major UK grocery multiples and subsequent situational policies to locate off-centre. Similarly, there are plans to curtail out-of-town developments which has been viewed by some smaller retailers as "too little, too late". With the above in mind, it is a timely study for Northern Ireland. Multiple research tools of both a qualitative and a quantitative nature have been employed including consumer focus groups, shopping diaries, comparative shopping exercises, consumer questionnaires and retail interviews. This will enable sufficient validation of results. The focus groups provide qualitative depth (Colquhoun 39) and serve to highlight the issues of shopping inequality from the point of view of different consumer groups which could be identified as potentially vulnerable in the food poverty stakes; the elderly, the disabled, the unemployed or low income families, lone-parent families and females in general; to whom falls the responsibility for provisioning the household, organising the kitchen and doing the household's cooking (Murcott 11). Basically, food is gendered -- women are mainly in charge (Vaines 13). The respondents in this study demonstrate exactly that point since 77% of the sample were female and reported that they were responsible for household shopping. This point is particularly prevalent with regard to access to cars. In fact over 50% of women in 1991-1993 either lived in households without a car or were non-drivers in a household with a car. Similarly, although there is a rising proportion of women who work they still do most of the shopping and spend twice as much time as men provisioning the household (Piachaud & Webb 18). Ultimately, anything that affects the purchaser also affects the purchasing experience -- in this case physical access to the foodstore. Comparative shopping exercises illustrate the availability and price indices of food and reiterate the price differences between the smaller independents, the local corner shops and the supermarkets. Initial research using the British Ministry of Agriculture, Fisheries and Food's "Low Cost, Healthy Diet" (Leather 75) provides evidence of a cost differential of £1.41, or a 26% cost penalty by shopping at a corner store rather than a superstore. Availability among corner shops similarly compared unfavourably with the supermarkets, with the smallest stores offering minimal fresh fruit and vegetables and regularly offering no 'economy' branded equivalent to an established manufacturer's brand. This supports previous research which found that in areas where small shops do exist they offer only a limited overpriced range of processed foods (Elliott 5), and it is generally accepted that those who can shop at supermarkets can generally benefit from lower prices and more choice (Piachaud & Webb 32). The benefits of supermarkets are not therefore available to all. Shopping diaries further illustrate this point with the dichotomy existing where the lower-income consumer shops more frequently and locally than does her higher-income counterpart and it is these same consumers who patronise the smaller, often more expensive corner shop. Many consumers like the convenience of large supermarkets where they have access to a vast range of items and do not mind paying premium prices on some items for this convenience. Supermarkets do not offer low prices on all items, but do stock economy lines as well as premium priced items. The consumer questionnaire provides some quantitative analysis and statistical weight to the data and was analysed using the χ-square test on SPSS for Windows Version 8. With the χ-square test the important detail is the significance level (reported as a p-value). A p-value of less than 0.05 indicates that the two groups are significantly different at a confidence level of 95% -- in other words, it can be concluded that the author is 95% certain that the result is statistically significant and free from error. Four areas of the Province were sampled -- two rural and two urban. The sample was 77% female and the median age group fell between 45 to 54 years. The social class status was skewed towards the lower socio-economic classes and only 12% fell into social classes A or B. The mean household income was £151 to £200 per week. The survey was interviewer-assisted and pointed to some interesting correlations between levels of satisfaction with store location and distance travelled, product choice and the decision to continue shopping in the town centre. Thirty percent of the sample stated that they shop at off-centre complexes and 70% of the sampled households shop in the town centre or closer to home. This sample also provides evidence that shopping is largely a car-borne activity with 58% of the sample using the family car. Journey distance is significantly influenced by degree of satisfaction with locality: p<0.01 and is supported with the evidence that 64% of the respondents stated that they shop less than fifteen minutes from home. Similar relationships exist between reported satisfaction with locality and differing degrees of satisfaction for product choice: p<0.01. A significant bias similarly exists between those who continue to shop in the town centre after the advent of the UK multiples into Northern Ireland in 1996 and those who do not: p<0.05 with a bias towards those continuing to shop in the town centre reporting high satisfaction levels. Ultimately, perceived adequacy of shopping provision influences satisfaction with store locality: p<0.05. Although the majority of respondents' weekly shopping is conducted at a multiple there is still an identified need for the local corner shops and independents since approximately 29% of respondents buy essentials like bread, milk and other basic grocery provision there. In fact, 98% of those surveyed reported that every town centre should have a food store, and 82% noticed a reduction in the number of food stores locally in recent years. In a concluding open question in the survey attitudes towards off-centre supermarkets were gauged. Responses ranged from positive in nature ("better parking facilities") to indifferent ("I never bother with them") to negative ("they [out-of-town supermarkets] only suit people with cars" and "they hurt the small shopkeeper"). From a retail management point of view, the multiple stores perceive (or want the consumer to believe) that they have a "social responsibility" but suggest that it should be a coalition between retailers and councillors to rejuvenate the town centres and it is not their sole responsibility. The corner shops argue their business position has survived but allude to the fact that the migration to out-of-town sites by the supermarkets has "created a void in the town centre". The issue is complex. While it is true that the multiples have brought shoppers a number of benefits -- price, choice and quality -- they have also both directly (siting shops outside town centres and in high income areas) and indirectly (undermining the economies of small, local outlets) increased costs on disadvantaged consumers in terms of time, physical effort and transport. This has led to a degree of social exclusion amongst certain consumer groups, although this was not quantitatively expressed as significant via the medium of the questionnaire in this preliminary study. It should be remembered that food and mealtimes are imbued with social and cultural meaning (Lang 27) and that "food is a vehicle for social control" (7). In fact food desertification has been likened to the "food equivalent of disconnecting the water supply" (27) and initiatives should be considered to alleviate food poverty and rejuvenate town centres throughout the Province. A multidisciplinary approach is necessary with input from retailers, councillors, health promotion personnel and education bodies to bring about a policy to eradicate this form of social exclusion and disadvantage. References Colquhoun, A. "Food Retailing in Transition: Memories of Traditional Grocer Shops in the 1950s." Strugnell and Armstrong. Elliott, V. "Food Deserts Threaten Health of Poor and Old." Sunday Times 5 Nov. 1997: 5. Lang, T. "Running On Empty." Demos Collection 12 (1997). 25-7. ---. "Food Education and the Citizen: Whose Responsibility?" Strugnell and Armstrong 7. Leather, S. "Less Money, Less Choice: Poverty and Diet in the United Kingdom Today". Your Food: Whose Choice? Ed. National Consumer Council. London: HMSO, 1992. 72-94. McGregor, S. "Globalising Consumer Education: Shifting from Individual Consumer Rights to Collective Human Responsibilities." Strugnell and Armstrong 43-52. Murcott, A. "Is It Still a Pleasure to Cook for Him? Social Changes in the Household and the Family." Strugnell and Armstrong 11. Piachaud, D. and J. Webb. The Price of Food: Missing Out on Mass Consumption." London: London School of Economics and Political Science, 1996. 32. Strugnell, C. J. "Food Deserts: Fact or Fiction." Nutrition and Food Science 6. MCB UP. 349-50. Strugnell, C.J. and G. A. Armstrong, eds. Consumer Education: An International Dimension. Conference Proceedings of the XIXth International Consumer Studies and Home Economics Research Conference. Belfast: University of Ulster, 1999. Vaines, E. "The Sacred Nature of Food: A Family Perspective" Strugnell and Armstrong 13. Citation reference for this article MLA style: Sinead Furey, Heather McIlveen, Christopher Strugnell. "Food Deserts: An Issue of Social Justice." M/C: A Journal of Media and Culture 2.7 (1999). [your date of access] <http://www.uq.edu.au/mc/9910/deserts.php>. Chicago style: Sinead Furey, Heather McIlveen, Christopher Strugnell, "Food Deserts: An Issue of Social Justice," M/C: A Journal of Media and Culture 2, no. 7 (1999), <http://www.uq.edu.au/mc/9910/deserts.php> ([your date of access]). APA style: Sinead Furey, Heather McIlveen, Christopher Strugnell. (1999) Food deserts: an issue of social justice. M/C: A Journal of Media and Culture 2(7). <http://www.uq.edu.au/mc/9910/deserts.php> ([your date of access]).

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The term “coffee palace” was primarily used in Australia to describe the temperance hotels that were built in the last decades of the 19th century, although there are references to the term also being used to a lesser extent in the United Kingdom (Denby 174). Built in response to the worldwide temperance movement, which reached its pinnacle in the 1880s in Australia, coffee palaces were hotels that did not serve alcohol. This was a unique time in Australia’s architectural development as the economic boom fuelled by the gold rush in the 1850s, and the demand for ostentatious display that gathered momentum during the following years, afforded the use of richly ornamental High Victorian architecture and resulted in very majestic structures; hence the term “palace” (Freeland 121). The often multi-storied coffee palaces were found in every capital city as well as regional areas such as Geelong and Broken Hill, and locales as remote as Maria Island on the east coast of Tasmania. Presented as upholding family values and discouraging drunkenness, the coffee palaces were most popular in seaside resorts such as Barwon Heads in Victoria, where they catered to families. Coffee palaces were also constructed on a grand scale to provide accommodation for international and interstate visitors attending the international exhibitions held in Sydney (1879) and Melbourne (1880 and 1888). While the temperance movement lasted well over 100 years, the life of coffee palaces was relatively short-lived. Nevertheless, coffee palaces were very much part of Australia’s cultural landscape. In this article, I examine the rise and demise of coffee palaces associated with the temperance movement and argue that coffee palaces established in the name of abstinence were modelled on the coffee houses that spread throughout Europe and North America in the 17th and 18th centuries during the Enlightenment—a time when the human mind could be said to have been liberated from inebriation and the dogmatic state of ignorance. The Temperance Movement At a time when newspapers are full of lurid stories about binge-drinking and the alleged ill-effects of the liberalisation of licensing laws, as well as concerns over the growing trend of marketing easy-to-drink products (such as the so-called “alcopops”) to teenagers, it is difficult to think of a period when the total suppression of the alcohol trade was seriously debated in Australia. The cause of temperance has almost completely vanished from view, yet for well over a century—from 1830 to the outbreak of the Second World War—the control or even total abolition of the liquor trade was a major political issue—one that split the country, brought thousands onto the streets in demonstrations, and influenced the outcome of elections. Between 1911 and 1925 referenda to either limit or prohibit the sale of alcohol were held in most States. While moves to bring about abolition failed, Fitzgerald notes that almost one in three Australian voters expressed their support for prohibition of alcohol in their State (145). Today, the temperance movement’s platform has largely been forgotten, killed off by the practical example of the United States, where prohibition of the legal sale of alcohol served only to hand control of the liquor traffic to organised crime. Coffee Houses and the Enlightenment Although tea has long been considered the beverage of sobriety, it was coffee that came to be regarded as the very antithesis of alcohol. When the first coffee house opened in London in the early 1650s, customers were bewildered by this strange new drink from the Middle East—hot, bitter, and black as soot. But those who tried coffee were, reports Ellis, soon won over, and coffee houses were opened across London, Oxford, and Cambridge and, in the following decades, Europe and North America. Tea, equally exotic, entered the English market slightly later than coffee (in 1664), but was more expensive and remained a rarity long after coffee had become ubiquitous in London (Ellis 123-24). The impact of the introduction of coffee into Europe during the seventeenth century was particularly noticeable since the most common beverages of the time, even at breakfast, were weak “small beer” and wine. Both were safer to drink than water, which was liable to be contaminated. Coffee, like beer, was made using boiled water and, therefore, provided a new and safe alternative to alcoholic drinks. There was also the added benefit that those who drank coffee instead of alcohol began the day alert rather than mildly inebriated (Standage 135). It was also thought that coffee had a stimulating effect upon the “nervous system,” so much so that the French called coffee une boisson intellectuelle (an intellectual beverage), because of its stimulating effect on the brain (Muskett 71). In Oxford, the British called their coffee houses “penny universities,” a penny then being the price of a cup of coffee (Standage 158). Coffee houses were, moreover, more than places that sold coffee. Unlike other institutions of the period, rank and birth had no place (Ellis 59). The coffee house became the centre of urban life, creating a distinctive social culture by treating all customers as equals. Egalitarianism, however, did not extend to women—at least not in London. Around its egalitarian (but male) tables, merchants discussed and conducted business, writers and poets held discussions, scientists demonstrated experiments, and philosophers deliberated ideas and reforms. For the price of a cup (or “dish” as it was then known) of coffee, a man could read the latest pamphlets and newsletters, chat with other patrons, strike business deals, keep up with the latest political gossip, find out what other people thought of a new book, or take part in literary or philosophical discussions. Like today’s Internet, Twitter, and Facebook, Europe’s coffee houses functioned as an information network where ideas circulated and spread from coffee house to coffee house. In this way, drinking coffee in the coffee house became a metaphor for people getting together to share ideas in a sober environment, a concept that remains today. According to Standage, this information network fuelled the Enlightenment (133), prompting an explosion of creativity. Coffee houses provided an entirely new environment for political, financial, scientific, and literary change, as people gathered, discussed, and debated issues within their walls. Entrepreneurs and scientists teamed up to form companies to exploit new inventions and discoveries in manufacturing and mining, paving the way for the Industrial Revolution (Standage 163). The stock market and insurance companies also had their birth in the coffee house. As a result, coffee was seen to be the epitome of modernity and progress and, as such, was the ideal beverage for the Age of Reason. By the 19th century, however, the era of coffee houses had passed. Most of them had evolved into exclusive men’s clubs, each geared towards a certain segment of society. Tea was now more affordable and fashionable, and teahouses, which drew clientele from both sexes, began to grow in popularity. Tea, however, had always been Australia’s most popular non-alcoholic drink. Tea (and coffee) along with other alien plants had been part of the cargo unloaded onto Australian shores with the First Fleet in 1788. Coffee, mainly from Brazil and Jamaica, remained a constant import but was taxed more heavily than tea and was, therefore, more expensive. Furthermore, tea was much easier to make than coffee. To brew tea, all that is needed is to add boiling water, coffee, in contrast, required roasting, grinding and brewing. According to Symons, until the 1930s, Australians were the largest consumers of tea in the world (19). In spite of this, and as coffee, since its introduction into Europe, was regarded as the antidote to alcohol, the temperance movement established coffee palaces. In the early 1870s in Britain, the temperance movement had revived the coffee house to provide an alternative to the gin taverns that were so attractive to the working classes of the Industrial Age (Clarke 5). Unlike the earlier coffee house, this revived incarnation provided accommodation and was open to men, women and children. “Cheap and wholesome food,” was available as well as reading rooms supplied with newspapers and periodicals, and games and smoking rooms (Clarke 20). In Australia, coffee palaces did not seek the working classes, as clientele: at least in the cities they were largely for the nouveau riche. Coffee Palaces The discovery of gold in 1851 changed the direction of the Australian economy. An investment boom followed, with an influx of foreign funds and English banks lending freely to colonial speculators. By the 1880s, the manufacturing and construction sectors of the economy boomed and land prices were highly inflated. Governments shared in the wealth and ploughed money into urban infrastructure, particularly railways. Spurred on by these positive economic conditions and the newly extended inter-colonial rail network, international exhibitions were held in both Sydney and Melbourne. To celebrate modern technology and design in an industrial age, international exhibitions were phenomena that had spread throughout Europe and much of the world from the mid-19th century. According to Davison, exhibitions were “integral to the culture of nineteenth century industrialising societies” (158). In particular, these exhibitions provided the colonies with an opportunity to demonstrate to the world their economic power and achievements in the sciences, the arts and education, as well as to promote their commerce and industry. Massive purpose-built buildings were constructed to house the exhibition halls. In Sydney, the Garden Palace was erected in the Botanic Gardens for the 1879 Exhibition (it burnt down in 1882). In Melbourne, the Royal Exhibition Building, now a World Heritage site, was built in the Carlton Gardens for the 1880 Exhibition and extended for the 1888 Centennial Exhibition. Accommodation was required for the some one million interstate and international visitors who were to pass through the gates of the Garden Palace in Sydney. To meet this need, the temperance movement, keen to provide alternative accommodation to licensed hotels, backed the establishment of Sydney’s coffee palaces. The Sydney Coffee Palace Hotel Company was formed in 1878 to operate and manage a number of coffee palaces constructed during the 1870s. These were designed to compete with hotels by “offering all the ordinary advantages of those establishments without the allurements of the drink” (Murdoch). Coffee palaces were much more than ordinary hotels—they were often multi-purpose or mixed-use buildings that included a large number of rooms for accommodation as well as ballrooms and other leisure facilities to attract people away from pubs. As the Australian Town and Country Journal reveals, their services included the supply of affordable, wholesome food, either in the form of regular meals or occasional refreshments, cooked in kitchens fitted with the latest in culinary accoutrements. These “culinary temples” also provided smoking rooms, chess and billiard rooms, and rooms where people could read books, periodicals and all the local and national papers for free (121). Similar to the coffee houses of the Enlightenment, the coffee palaces brought businessmen, artists, writers, engineers, and scientists attending the exhibitions together to eat and drink (non-alcoholic), socialise and conduct business. The Johnson’s Temperance Coffee Palace located in York Street in Sydney produced a practical guide for potential investors and businessmen titled International Exhibition Visitors Pocket Guide to Sydney. It included information on the location of government departments, educational institutions, hospitals, charitable organisations, and embassies, as well as a list of the tariffs on goods from food to opium (1–17). Women, particularly the Woman’s Christian Temperance Union (WCTU) were a formidable force in the temperance movement (intemperance was generally regarded as a male problem and, more specifically, a husband problem). Murdoch argues, however, that much of the success of the push to establish coffee palaces was due to male politicians with business interests, such as the one-time Victorian premiere James Munro. Considered a stern, moral church-going leader, Munro expanded the temperance movement into a fanatical force with extraordinary power, which is perhaps why the temperance movement had its greatest following in Victoria (Murdoch). Several prestigious hotels were constructed to provide accommodation for visitors to the international exhibitions in Melbourne. Munro was responsible for building many of the city’s coffee palaces, including the Victoria (1880) and the Federal Coffee Palace (1888) in Collins Street. After establishing the Grand Coffee Palace Company, Munro took over the Grand Hotel (now the Windsor) in 1886. Munro expanded the hotel to accommodate some of the two million visitors who were to attend the Centenary Exhibition, renamed it the Grand Coffee Palace, and ceremoniously burnt its liquor licence at the official opening (Murdoch). By 1888 there were more than 50 coffee palaces in the city of Melbourne alone and Munro held thousands of shares in coffee palaces, including those in Geelong and Broken Hill. With its opening planned to commemorate the centenary of the founding of Australia and the 1888 International Exhibition, the construction of the Federal Coffee Palace, one of the largest hotels in Australia, was perhaps the greatest monument to the temperance movement. Designed in the French Renaissance style, the façade was embellished with statues, griffins and Venus in a chariot drawn by four seahorses. The building was crowned with an iron-framed domed tower. New passenger elevators—first demonstrated at the Sydney Exhibition—allowed the building to soar to seven storeys. According to the Federal Coffee Palace Visitor’s Guide, which was presented to every visitor, there were three lifts for passengers and others for luggage. Bedrooms were located on the top five floors, while the stately ground and first floors contained majestic dining, lounge, sitting, smoking, writing, and billiard rooms. There were electric service bells, gaslights, and kitchens “fitted with the most approved inventions for aiding proficients [sic] in the culinary arts,” while the luxury brand Pears soap was used in the lavatories and bathrooms (16–17). In 1891, a spectacular financial crash brought the economic boom to an abrupt end. The British economy was in crisis and to meet the predicament, English banks withdrew their funds in Australia. There was a wholesale collapse of building companies, mortgage banks and other financial institutions during 1891 and 1892 and much of the banking system was halted during 1893 (Attard). Meanwhile, however, while the eastern States were in the economic doldrums, gold was discovered in 1892 at Coolgardie and Kalgoorlie in Western Australia and, within two years, the west of the continent was transformed. As gold poured back to the capital city of Perth, the long dormant settlement hurriedly caught up and began to emulate the rest of Australia, including the construction of ornately detailed coffee palaces (Freeman 130). By 1904, Perth had 20 coffee palaces. When the No. 2 Coffee Palace opened in Pitt Street, Sydney, in 1880, the Australian Town and Country Journal reported that coffee palaces were “not only fashionable, but appear to have acquired a permanent footing in Sydney” (121). The coffee palace era, however, was relatively short-lived. Driven more by reformist and economic zeal than by good business sense, many were in financial trouble when the 1890’s Depression hit. Leading figures in the temperance movement were also involved in land speculation and building societies and when these schemes collapsed, many, including Munro, were financially ruined. Many of the palaces closed or were forced to apply for liquor licences in order to stay afloat. Others developed another life after the temperance movement’s influence waned and the coffee palace fad faded, and many were later demolished to make way for more modern buildings. The Federal was licensed in 1923 and traded as the Federal Hotel until its demolition in 1973. The Victoria, however, did not succumb to a liquor licence until 1967. The Sydney Coffee Palace in Woolloomooloo became the Sydney Eye Hospital and, more recently, smart apartments. Some fine examples still survive as reminders of Australia’s social and cultural heritage. The Windsor in Melbourne’s Spring Street and the Broken Hill Hotel, a massive three-story iconic pub in the outback now called simply “The Palace,” are some examples. Tea remained the beverage of choice in Australia until the 1950s when the lifting of government controls on the importation of coffee and the influence of American foodways coincided with the arrival of espresso-loving immigrants. As Australians were introduced to the espresso machine, the short black, the cappuccino, and the café latte and (reminiscent of the Enlightenment), the post-war malaise was shed in favour of the energy and vigour of modernist thought and creativity, fuelled in at least a small part by caffeine and the emergent café culture (Teffer). Although the temperance movement’s attempt to provide an alternative to the ubiquitous pubs failed, coffee has now outstripped the consumption of tea and today’s café culture ensures that wherever coffee is consumed, there is the possibility of a continuation of the Enlightenment’s lively discussions, exchange of news, and dissemination of ideas and information in a sober environment. References Attard, Bernard. “The Economic History of Australia from 1788: An Introduction.” EH.net Encyclopedia. 5 Feb. (2012) ‹http://eh.net/encyclopedia/article/attard.australia›. Blainey, Anna. “The Prohibition and Total Abstinence Movement in Australia 1880–1910.” Food, Power and Community: Essays in the History of Food and Drink. Ed. Robert Dare. Adelaide: Wakefield Press, 1999. 142–52. Boyce, Francis Bertie. “Shall I Vote for No License?” An address delivered at the Convention of the Parramatta Branch of New South Wales Alliance, 3 September 1906. 3rd ed. Parramatta: New South Wales Alliance, 1907. Clarke, James Freeman. Coffee Houses and Coffee Palaces in England. Boston: George H. Ellis, 1882. “Coffee Palace, No. 2.” Australian Town and Country Journal. 17 Jul. 1880: 121. Davison, Graeme. “Festivals of Nationhood: The International Exhibitions.” Australian Cultural History. Eds. S. L. Goldberg and F. B. Smith. Cambridge: Cambridge UP, 1989. 158–77. Denby, Elaine. Grand Hotels: Reality and Illusion. London: Reaktion Books, 2002. Ellis, Markman. The Coffee House: A Cultural History. London: Weidenfeld & Nicolson, 2004. Federal Coffee Palace. The Federal Coffee Palace Visitors’ Guide to Melbourne, Its Suburbs, and Other Parts of the Colony of Victoria: Views of the Principal Public and Commercial Buildings in Melbourne, With a Bird’s Eye View of the City; and History of the Melbourne International Exhibition of 1880, etc. Melbourne: Federal Coffee House Company, 1888. Fitzgerald, Ross, and Trevor Jordan. Under the Influence: A History of Alcohol in Australia. Sydney: Harper Collins, 2009. Freeland, John. The Australian Pub. Melbourne: Sun Books, 1977. Johnson’s Temperance Coffee Palace. International Exhibition Visitors Pocket Guide to Sydney, Restaurant and Temperance Hotel. Sydney: Johnson’s Temperance Coffee Palace, 1879. Mitchell, Ann M. “Munro, James (1832–1908).” Australian Dictionary of Biography. Canberra: National Centre of Biography, Australian National U, 2006-12. 5 Feb. 2012 ‹http://adb.anu.edu.au/biography/munro-james-4271/text6905›. Murdoch, Sally. “Coffee Palaces.” Encyclopaedia of Melbourne. Eds. Andrew Brown-May and Shurlee Swain. 5 Feb. 2012 ‹http://www.emelbourne.net.au/biogs/EM00371b.htm›. Muskett, Philip E. The Art of Living in Australia. New South Wales: Kangaroo Press, 1987. Standage, Tom. A History of the World in 6 Glasses. New York: Walker & Company, 2005. Sydney Coffee Palace Hotel Company Limited. Memorandum of Association of the Sydney Coffee Palace Hotel Company, Ltd. Sydney: Samuel Edward Lees, 1879. Symons, Michael. One Continuous Picnic: A Gastronomic History of Australia. Melbourne: Melbourne UP, 2007. Teffer, Nicola. Coffee Customs. Exhibition Catalogue. Sydney: Customs House, 2005.

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Introduction: At the Crossroad Well, I’ve been an important pawn [in regeneration], for instance, changing doors and windows, enlarging them, eliminating shutters and thus having big open windows, light […] Then came the florist, through a common friend, who was the second huge pawn who trusted in this […] then came the pastry shop. (Alberto, 54, shop owner). Alberto is the owner of Pleasure Factory, one of two upmarket restaurants in a gentrifying crossroads area in northern Milan. He started buying apartments and empty stores in the 1980s, later becoming property manager of the building where he still lives. He also opened two restaurants, and then set up a neighbourhood commercial organisation. Alberto’s activities, and those of people like him, have been able to reverse the image and the usage of this public crossroad. This is something of which all of the involved actors are well aware. They have “bet,” as they say, and somehow “won” by changing people’s common understanding of, and approach to, this zone. This paper argues for the necessity of a closer look at the ways that place is produced through the multiple activities of small entrepreneurs and social actors, such as Alberto. This is because these activities represent the softer side of gentrification, and can create zones of pleasure and authenticity. Whilst market forces and multiple public interventions of gentrification’s “hard” side can lead to the displacement of people and uneven development, these softer zones of authenticity and pleasure have the power to shape the general neighbourhood brand (Atkinson 1830). Speaking rhetorically, these zones act as synecdoche for the surrounding environment. Places are in part built through the “atmosphere” that consumers seek throughout their daily routines. Following Gernot Böhme’s approach to spatial aesthetics, atmosphere can be viewed as the “relation between environmental qualities and human states” (114) and this relation is worked out daily in gentrified neighbourhoods. Not only do the passer-bys, local entrepreneurs, and sociologists contribute to the local making of atmosphere, but so does the production of the environmental qualities. These are the private and public interventions aimed at refurbishing, and somehow sanitising, specific zones of central neighbourhoods in order to make them suitable for middle class tastes (Julier 875). Not all gentrification processes are similar however, because of the unique influence of each city’s scalar rearrangements. The following section therefore briefly describes the changes in Milan in recent times. The paper will then describe the making of a zone of authentic pleasure at the Isola crossroads. I will show that soft gentrification happens through the making of specific zones where supply and demand match in ways that make for pleasant living. Milan, from Global to Local and Back Milan has a peculiar role in both the Italian and European contexts. Its metropolitan area, of 7.4 million inhabitants on a 12 000 km² surface, makes it the largest in Italy and the fifth in Europe (following Ruhr, Moscow, Paris and London). The municipal power has been pushing for a long-term strategy of population growth that would make Milan the “downtown” of the overall metropolitan area (Bricocoli and Savoldi 19), and take advantage of scalar rearrangements, such as State reconfigurations and setbacks. The overall goal of the government of Milan has been to increase the tax base and the local government’s political power. Milan also demonstrates the entrepreneurial turn adopted by many global cities, evident in the amount of project-based interventions, the involvement of international architecture studios (“La città della Moda” by Cesar Pelli; “Santa Giulia” by Norman Foster; “City-Life” and “the Fair” by Zaha Hadid and David Libeskind), and the hosting of mega-events, such as the Expo 2015. The Milan growth machine works then at different scales (global, national, city-region, neighbourhood) with several organisational actors involved, enormous investments and heavy political struggles to decide which coalition of winning actors will ride the tiger of uneven development. However, when we look at those transformations through the lens of the neighbourhood what we see is the making of zones within the larger texture of its streets and squares. This zone-making is similar to leopard’s spots within a contained urban space, it works for some time in specific streets and crossroads, then moves throughout the neighbourhood, as the process of gentrification goes on. The neighbourhood, which the zone of authentic pleasure I’m describing occurs, is called Isola (Island) because of its clustered shape between a railroad on the southern border and three major roads on the others. Isola was, until the 1980s, a working-class residential space with a strong tradition of left-wing political activism, with some small manufacturing businesses and minor commercial activities. This area remained quite removed from the overall urban development that radically shifted Milan towards a service economy in the 1960s and 1970s. However, during the 1980s and 1990s, the land price impacts of private activities and public policies in surrounding neighbourhoods increasingly pushed people and activities in the direction of Isola. Alberto explains this drift through the example of his first apartment: Just look at the evolution of my apartment. I bought it [in the 1980s] for 57 million lira, I remember, then sold it in 1992 for 160, then it was sold again for 200 000 euros, then four years ago for 250 000 and you have to understand that we’re talking about 47 square metres. If you consider the last price, 250 000, I’ll tell you that when I first came to the neighbourhood you could easily buy an entire building with that money. The building at number five in this street was entirely sold for 550 millions lira—you understand now why Isola is a huge real estate investment, people like it, its central, well served by the underground—well it still has to grow from a commercial standpoint… This evolution in land prices is clear when translated into the price for square metre: 2.4 euros for square meter in 1985, 3.4 in 1992, 4.2 in 2000 and 5.3 in 2006. The ratio increase is 120% in 20 years, demonstrating both the general boost in the economy of the area and also what is at stake within uneven development. What this paper argues is that parallel to this political economy dimension, which may be called the “hard side” of gentrification, there is also a “soft side” that deserves a closer attention. Pastry shops, cafés, bars, restaurants are as strategic as real estate investments (Zukin, Landscapes 195). The spatial concept that best captures the rationale of these activities is the zone, meaning a small and localised cluster of activities. I chose to add the features of pleasure and authenticity because of the role they play in ordinary consumption practices. In order to illustrate the specific relevance of soft gentrification I will now turn to the description of the Isola crossroad, a place that has been re-created through the interventions of several actors, such as Alberto above, and also Franca and her pastry shop. A Zone of Authentic Pleasure: Franca’s Pleasure Corner We’re walking through a small residential street and arrive at a crossroad. We turn to look to the four corners, one is occupied by a public school building, the second and the third by upmarket restaurants, and the last by a “typical” Sicilian pastry shop and café. We decide to enter here, find a seat and order a coffee together with a small cassata, a cake made with sweet cheese, almonds, pistachios and candied fruit. While we are experiencing this southern Italian breakfast at some thousand miles of spatial distance from its original site, a short man enters. He’s a well renowned TV comedian, best known for his would-be-magician gags. Everybody in the café recognises him but pretends to ignore his presence, he buys some pastries and leaves. Other customers come and go. The shop owner, an Italian lady in her forties called Franca, approaches to me and declares: “as you can see for yourself, we see elegant people here.” In this kind of neighbourhood it is common to see and share space with such “elegant” and well-known people, and to feel that a pleasant atmosphere is created through this public display. Franca opened the pastry shop three years ago, a short time after the upmarket restaurants on the other corners. However, when we interviewed her she wasn’t yet satisfied with the atmosphere: “when I go downtown and come back, I feel depressed … it’s developing but still has not grown enough … Isn’t one of the classic rich places in Milan—it’s kind of a weird place.” Through these and other similar statements she expressed a feeling of delusion toward the neighbourhood—a feeling on which she’s building her tale—that emerged in contrast to the kind of environment Franca would consider more apt for her shop. Franca’s a newcomer, but knows that the neighbourhood has been “sanitised.” “It really was a criminal area” she states, using overtly derogatory terms just like they were neutral: “riffraff” for the customers of ordinary bars, “dull” for the northern part of the neighbourhood where “there even are kebab shops.” In contrast she lists her beloved customers: journalists, architects, two tenors, people working at the theatre nearby, and the local TV celebrity described earlier. When she refers to the crossroad she speaks of it as, “maybe the gem of the neighbourhood.” At some point she declares what makes her proud: A place like this regenerates the neighbourhood—to be sure, if I ever open a harbour bar I’d attract riffraff who would discredit the place. In short it’s not, to make an example, a club where you play cards, that bring in the underworld, noise, nuisance—here the customer is the typical middle class, all right people. The term “all right people” reoccurs in several of Franca’s statements. Her initial economic sacrifices, relative though if, as she says, she’s able to open another shop in a more central place (“we would like to become a chain-store”), are now compensated by the recognition she gets from her more polished clients. She also expresses a personal satisfaction in the role she has played in the changes in Isola: “until now it’s just a matter of personal satisfaction—of seeing, I’ve built this stuff.” Franca’s story demonstrates that the soft side of gentrification is also produced by individuals that have little in common with the huge capital investment that is at stake in real estate development, or the chain stores that are also opening in the neighbourhood. In one way, Franca is alone in her quest for regeneration, as most entrepreneurs are. In another way, though, she is not. Not only is she participating in the “upgrading” together with other small business owners and consumers who all agree on the direction to follow, thus building together a zone of authentic pleasure, but she can also rely on a “critical infrastructure” of architects, designers and consultants (Zukin, Landscapes 202) that knows perfectly how to do the job. With much pride in her interior design choices, Franca pointed out how her café mixes chic with classic and opposing them to a flashy and folk décor. She showed us the black-and-white pictures at the wall depicting Paris in the 1960s, the unique design coffee machine model she owns, and the flower vases conceived by a famous designer and filled by her neighbour florist. The colours chosen for the interior are orange, tied to oranges—a typical product of Sicily, whereas the brown colour relates to the land, and the gold is linked to elegance. The mixing of warm colours, Franca explained, makes the atmosphere cosy. Where did this owner get all these idea(l)s? Franca relied on an Italian interior design studio, which works at a global scale furnishing hotels, restaurants, bars, shops, bathing establishments, and airports in New York, Barcelona, Paris, and Milan. The architect with whom she dealt with let her “work together” in order to have an autonomous set of choices that match the brand’s offer. Authenticity thus becomes part of the décor in a systematic way, and the feeling of a pleasant atmosphere is constantly reproduced through the daily routines of consumption. Again, not alone in the regeneration process but feeling as if she is “on her own,” Franca struggles daily to protect the atmosphere she’s building: “My point is avoiding having kids or tramps as customers—I don’t want an indiscriminate presence, like people coming here for a glass of wine and maybe getting drunk. I mean, this is not the place to come and have a bianchino [cheap white wine]. People coming here have a spumante, and behave in a completely different fashion.” The opposition between a bianchino, the cheap white wine, and the spumante is one that clarifies the moral boundary between the targets of soft gentrification. In Italian popular culture, and especially in the past, it was a common male habit to have bianchino from late morning onwards. Bars therefore served as gendered public spaces where common people would rest from working activities and the family sphere. Franca, together with many new bars and cafes that construct zones of authentic pleasure in gentrifying neighbourhoods, is trying to update this cultural practice. The spumante adds a sparkling element to consumption and is branded as a trendy aperitif wine, which appeals to younger tastes and lifestyles. By utilising a global design studio, Franca connects to global patterns of urban development and the hom*ogenising of local atmospheres. Furthermore, by preferencing different consumption behaviours she contributes to the social transformation of the neighbourhood by selecting customers. This tendency towards segregation, rather than mixing, is a relevant feature here, since the Franca’s favourite clientele are clearly “people like us” (Butler 2469). Zones like the one described above are thus places where uneven development shows its social, interactive and public façade. Pleasure and Authenticity in Soft Gentrification The production of “atmosphere” in a gentrifying neighbourhood goes together with customers’ taste and preferences. The supply-side of building the environmental landscape for a “pleasant” zone needs a demand-side, consumers buying, supporting, and appreciating the outcome of the activities of business people like Franca. The two are one, most of the time, because tastes and preferences are linked to class, gender, and ethnicity, which makes a sort of mutual redundancy. To put it abruptly: similar people, spending their time in the same places and in a similar way. As I have shown above, the pastry shop owner Franca went for mixing chic and classic in her interior design. That is distinctiveness and familiarity, individualisation and commonality in one unique environment. Seen from the consumer’s perspective, this leads to what has been depicted by Sharon Zukin in her account of the crisis of authenticity in New York. People, she says, are yearning for authenticity because this: reflects the separation between our experience of space and our sense of self that is so much a part of modern mentalities. Though we think authenticity refers to a neighbourhood’s innate qualities, it really expresses our own anxieties about how places change. The idea of authenticity is important because it connects our individual yearning to root ourselves in a singular time and place to a cosmic grasp or larger social forces that remake our world from many small and often invisible actions. (220) Among the “many small and invisible actions” are the ones made by Franca and the global interior design firm she hired, but also those done daily by her customers. For instance, Christian a young advertising executive who lives two blocks away from the pastry shop. He defines himself an “executive creative director” [in English, while the interview was in Italian]. Asked on cooking practices and the presentation he makes to his guests, he declares that the main effort is on: The mise en place—the mise en place with no doubt. The mise en place must be appropriate to what you’re doing. Sometimes you get the mise en place simply serving a plateau, when you correctly couple cheese and salami, even better when you couple fresh cheese with vegetables or you give a slightly creative touch with some fruit salad, like seitan with avocado, no? They become beautiful to see and the mise en place saves it, the aesthetics does its job …Do you feel there are foods, beverages or consumption occasions you consider not worth giving up at all? The only thing I wouldn’t give up is going out in the morning, and having a cappuccino down there in the tiny pastry shop and having some brioches while I’m at the bar. Those that are not frozen beforehand but cooked just in time and have a breakfast, for just two euros, two euros and ten […] cappuccino and fresh brioche, baked just then, otherwise I cannot even think—if I’m in Milan I hardly think correctly—I mean I can’t wake up really without a good cappuccino and a good brioche. Christian is one of the new residents that was attracted to this neighbourhood because of the benefits of its uneven development: relatively affordable rent prices, services, and atmosphere. Commonality is among them, but also distinctiveness. Each morning he can have his “good cappuccino and good brioche” freshly baked to suit his taste and that allows him to differentiate between other brioches, namely the industrialised ones, those “frozen beforehand.” More importantly, he can do this by simply crossing the street and entering one of the pleasure zones that are making Isola, there and now, the new gentrified Milanese neighbourhood. Zones of Authentic Pleasure In this paper I have argued that a closer attention to the softer side of gentrification can help to understand how taste and uneven development mesh together, to produce the common shape we find in gentrified neighbourhoods. These typical urban spaces are made of streets, sidewalks, squares, and walls, but also shop windows and signs, pavement cafés, planters, and the street-life that turns around all of this. Both built environment and interaction produces the atmosphere of authentic pleasure, which is offered by local entrepreneurs and sought by the people who go there. Pleasure is a central feature because of the increasing role of consumption activities in the city and the role of individual consumption practices. I f we observe closely the local scale where all of these practices take place, we can clearly distinguish one zone from another because of their localised effervescence. Neighbourhoods are not equally affected by gentrification. Internally specific zones emerge as those having the capacity to subsume the entire process. These are the ones I have described in this paper—zones of authentic pleasure, where the supply and demand for an authentic distinctive and communal atmosphere takes place. Ephemeral spaces; if one looks at the political economy of place through a macro lens. But if the aim is to understand why certain zones prove to be successful and others not, then exploring how soft gentrification is daily produced and consumed is fundamental.Acknowledgments This article draws on data produced by the research team for the CSS project ‘Middle Class and Consumption: Boundaries, Standards and Discourses’. The team comprised Marco Santoro, Roberta Sassatelli and Giovanni Semi (Coordinators), Davide Caselli, Federica Davolio, Paolo Magaudda, Chiara Marchetti, Federico Montanari and Francesca Pozzi (Research Fellows). The ethnographic data on Milan were mainly produced by Davide Caselli and by the Author. The author wishes to thank the anonymous referees for wise and kind remarks and Michelle Hall for editing and suggestions. References Atkinson, Rowland. “Domestication by Cappuccino or a Revenge on Urban Space? Control and Empowerment in the Management of Public Spaces.” Urban Studies 40.9 (2003): 1829–1843. Böhme, Gernot. “Atmosphere as the Fundamental Concept of a New Aesthetics.” Thesis Eleven 36 (1993): 113–126. Bricocoli, Massimo, and Savoldi Paola. Milano Downtown: Azione Pubblica e Luoghi dell’Abitare. Milano: et al./Edizioni, 2010. Butler, Tim. “Living in the Bubble: Gentrification and Its ‘Others’ in North London.” Urban Studies 40.12 (2003): 2469–2486. Julier, Guy. “Urban Designscapes and the Production of Aesthetic Consent.” Urban Studies 42.5/6 (2005): 869–887. Zukin, Sharon. Landscapes of Power. From Detroit to Disney World. Berkeley and Los Angeles: University of California Press, 1991. ———. Naked City. The Death and Life of Authentic Urban Places. New York: Oxford UP, 2010.

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Introduction Utopia has always been countercultural, and ever since technological progress has allowed, utopia has been using alternative media to promote and strengthen its underpinning ideals. In this article, I am seeking to clarify the connections between counterculture and alternative media in utopian contexts to demonstrate their reciprocity, then draw together these threads through reference to a well-known figure of the Rainbow Region–Rusty Miller. His trajectory from iconic surfer and Aquarian reporter to mediator for utopian politics and ideals in the Rainbow Region encompasses in a single identity the three elements underpinning this study. In concluding, I will turn to Rusty’s Byron Guide, questioning its classification as alternative or mainstream media, and whether Byron Bay is represented as countercultural and utopian in this long-running and ongoing publication. Counterculture and Alternative Media in Utopian Contexts Counterculture is an umbrella that enfolds utopia, among many other genres and practices. It has been most often situated in the 1960s and 1970s as a new form of social movement embodying youth resistance to the technocratic mainstream and its norms of gender, sexuality, politics, music, and language (Roszak). Many scholars of counterculture underscore its utopian impulses both in the projection of better societies where the social goals are achieved, and in the withdrawal from mainstream society into intentional communities (Yinger 194-6; McKay 5; Berger). Before exploring further the connections between counterculture and alternative media, I want to define the scope of countercultural utopian contexts in general, and the Rainbow Region in particular. Utopia is a neologism created by Sir Thomas More almost 500 years ago to designate the island community that demonstrates order, harmony, justice, hope and desire in the right balance so that it seems like an ideal land. This imaginary place described in Utopia (1516) as a counterpoint to the social, political and religious shortcomings of contemporary 16th century British society, has attracted accusations of heresy (Molner), and been used as a pejorative term, an insult to denigrate political projects that seem farfetched or subversive, especially during the 19th century. Almost every study of utopian theory, literature and practice points to a dissatisfaction with the status quo, which inspires writers, politicians, architects, artists, individuals and communities to rail against it (see for example Davis, Moylan, Suvin, Levitas, Jameson). Kingsley Widmer’s book Counterings: Utopian Dialectics in Contemporary Contexts reiterates what many scholars have stated when he writes that utopias should be understood in terms of what they are countering. Lyman Tower Sargent defines utopia as “a non-existent society described in considerable detail and normally located in time and space” and utopianism as “social dreaming” (9), to which I would add that both indicate an improvement on the alternatives, and may indeed be striving to represent the best place imaginable. Utopian contexts, by extension, are those situations where the “social dreaming” is enhanced through human agency, good governance, just laws, education, and work, rather than being a divinely ordained state of nature (Schaer et al). In this way, utopian contexts are explicitly countercultural through their very conception, as human agency is required and their emphasis is on social change. These modes of resistance against dominant paradigms are most evident in attempts to realise textual projections of a better society in countercultural communal experiments. Almost immediately after its publication, More’s Utopia became the model for Bishop Vasco de Quiroga’s communitarian hospital-town Santa Fe de la Laguna in Michoacan, Mexico, established in the 1530s as a counterculture to the oppressive enslavement and massacres of the Purhépecha people by Nuno Guzmán (Green). The countercultural thrust of the 1960s and 1970s provided many utopian contexts, perhaps most readily identifiable as the intentional communities that spawned and flourished, especially in the United States, the United Kingdom, Australia, and New Zealand (Metcalf, Shared Lives). They were often inspired by texts such as Charles A. Reich’s The Greening of America (1970) and Ernest Callenbach’s Ecotopia (1975), and this convergence of textual practices and alternative lifestyles can be seen in the development of Australia’s own Rainbow Region. Located in northern New South Wales, the geographical area of the Northern Rivers that has come to be known as the Rainbow Region encompasses Byron Bay, Nimbin, Mullumbimby, Bangalow, Clunes, Dunoon, Federal, with Lismore as the region’s largest town. But more evocative than these place names are the “rivers and creeks, vivid green hills, fruit and nut farms […] bounded by subtropical beaches and rainforest mountains” (Wilson 1). Utopian by nature, and recognised as such by the indigenous Bundjalung people who inhabited it before the white settlers, whalers and dairy farmers moved in, the Rainbow Region became utopian through culture–or indeed counterculture–during the 1973 Aquarius Festival in Nimbin when the hippies of Mullumbimby and the surfers of Byron Bay were joined by up to 10,000 people seeking alternative ways of being in the world. When the party was over, many Aquarians stayed on to form intentional communities in the beautiful region, like Tuntable Falls, Nimbin’s first and largest such cooperative (Metcalf, From Utopian Dreaming to Communal Reality 74-83). In utopian contexts, from the Renaissance to the 1970s and beyond, counterculture has underpinned and alternative media has circulated the aims and ideals of the communities of resistance. The early utopian context of the Anabaptist movement has been dubbed as countercultural by Sigrun Haude: “During the reign of the Münster (1534-5) Anabaptists erected not only a religious but also a social and political counterculture to the existing order” (240). And it was this Protestant Reformation that John Downing calls the first real media war, with conflicting movements using pamphlets produced on the new technology of the Gutenberg press to disseminate their ideas (144). What is striking here is the confluence of ideas and practices at this time–countercultural ideals are articulated, published, and disseminated, printing presses make this possible, and utopian activists realise how mass media can be used and abused, exploited and censored. Twentieth century countercultural movements drew on the lessons learnt from historical uprising and revolutions, understanding the importance of getting the word out through their own forms of media which, given the subversive nature of the messages, were essentially alternative, according to the criteria proposed by Chris Atton: alternative media may be understood as a radical challenge to the professionalized and institutionalized practices of the mainstream media. Alternative media privileges a journalism that is closely wedded to notions of social responsibility, replacing an ideology of “objectivity” with overt advocacy and oppositional practices. Its practices emphasize first person, eyewitness accounts by participants; a reworking of the populist approaches of tabloid newspapers to recover a “radical popular” style of reporting; collective and antihierarchical forms of organization which eschew demarcation and specialization–and which importantly suggest an inclusive, radical form of civic journalism. (267) Nick Couldry goes further to point out the utopian processes required to identify agencies of change, including alternative media, which he defines as “practices of symbolic production which contest (in some way) media power itself–that is, the concentration of symbolic power in media institutions” (25). Alternative media’s orientation towards oppositional and contestatory practices demonstrates clear parallels between its ambitions and those of counterculture in utopian contexts. From the 1960s onwards, the upsurge in alternative newspaper numbers is commensurate with the blossoming of the counterculture and increased utopian contexts; Susan Forde describes it thus: “a huge resurgence in the popularity of publications throughout the ‘counter-culture’ days of the 1960s and 1970s” (“Monitoring the Establishment”, 114). The nexus of counterculture and alternative media in such utopian contexts is documented in texts like Roger Streitmatter’s Voices of Revolution and Bob Osterlag’s People’s Movements, People’s Press. Like the utopian newspapers that came out of 18th and 19th century intentional communities, many of the new alternative press served to educate, socialise, promote and represent the special interests of the founders and followers of the countercultural movements, often focusing on the philosophy and ideals underpinning these communities rather than the everyday events (see also Frobert). The radical press in Australia was also gaining ground, with OZ in Australia from 1963-1969, and then from 1967-1973 in London. Magazines launched by Philip Frazer like The Digger, Go-Set, Revolution and High Times, and university student newspapers were the main avenues for youth and alternative expression on the Vietnam war and conscription, gay and lesbian rights, racism, feminism and ecological activism (Forde, Challenging the News; co*ck & Perry). Nimbin 1973: Rusty Miller and The Byron Express The 1973 Aquarius Festival of counterculture in Nimbin (12-23 May) was a utopian context that had an alternative media life of its own before it arrived in the Rainbow Region–in student publications like Tharnuka and newsletters distributed via the Aquarius Foundation. There were other voices that announced the coming of the Aquarius Festival to Nimbin and reported on its impact, like The Digger from Melbourne and the local paper, The Northern Star. During the Festival, the Nimbin Good Times first appeared as the daily bulletin and continues today with the original masthead drawn by the Festival’s co-organiser, Graeme Dunstan. Some interesting work has been done on this area, ranging from general studies of the Rainbow Region (Wilson; Munro-Clark) to articles analysing its alternative press (Ward & van Vuuren; Martin & Ellis), but to date, there has been no focus on the Rainbow Region’s first alternative newspaper, The Byron Express. Co-edited by Rusty Miller and David Guthrie, this paper presented and mediated the aims and desires of the Aquarian movement. Though short-lived, as only 7 issues were published from 15 February 1973 to September 1973, The Byron Express left a permanent printed vestige of the Aquarian counterculture movement’s activism and ideals from an independent regional perspective. Miller’s credentials for starting up the newspaper are clear–he has always been a trailblazer, mixing “smarts” with surfing and environmental politics. After graduating from a Bachelor of Arts in history from San Diego State College, he first set foot in Byron Bay during his two semesters with the inaugural Chapman College affiliated University of the Seven Seas in 1965-6. Returning to his hometown of Encinitas, he co-founded the Surf Research accessory company with legendary Californian surfer Mike Doyle, and launched Waxmate, the first specially formulated surf wax in 1967 (Davis, Witzig & James; Warshaw 217), selling his interest in the business soon after to spend a couple of years “living the counterculture life on the Hawaiian Island of Kauai” (Davis, Witzig & James), before heading back to Byron Bay via Bells Beach in 1970 (Miller & Shantz) and Sydney, where he worked as an advertising salesman and writer with Tracks surfing magazine (Martin & Ellis). In 1971, he was one of the first to ride the now famous waves of Uluwatu in Bali, and is captured with Steven Cooney in the iconic publicity image for Albe Falzon’s 1971 film, Morning Of The Earth. The champion surfer from the US knew a thing or two about counterculture, alternative media, advertising and business when he found his new utopian context in Byron Bay. Miller and Guthrie’s front-page editorial of the inaugural issue of The Byron Express, published on 15 February 1973, with the byline “for a higher shire”, expressed the countercultural (cl)aims of the publication. Land use, property development and the lack of concern that some people in Byron had for their impact on the environment and people of the region were a prime target: With this first issue of the Byron Express, we hope to explain that the area is badly in need of a focal point. The transitions of present are vast and moving fast. The land is being sold and resold. Lots of money is coming into the area in the way of developments […] caravan parts, hotels, businesses and real estate. Many of the trips incoming are not exactly “concerned” as to what long term effect such developments might have on the environment and its people. We hope to serve as a focus of concern and service, a centre for expression and reflection. We would ask your contributions in vocal and written form. We are ready for some sock it to ya criticism… and hope you would grab us upon the street to tell us how you feel…The mission of this alternative newspaper is thereby defined by the need for a “focal point” that inscribes the voices of the community in a freely accessible narrative, recorded in print for posterity. Although this first issue contains no mention of the Aquarius Festival, there were already rumours circulating about it, as organisers Graeme Dunstan and Johnny Allen had been up to Main Arm, Mullumbimby and Nimbin on reconnaissance missions beginning in September 1972. Instead, there was an article on “Mullumbimby Man–Close to the Land” by Nicholas Shand, who would go on to found the community-based weekly newspaper The Echo in 1986, then called The Brunswick Valley Echo and still going strong. Another by Bob McTavish asked whether there could be a better form of government; there was a surf story, and a soul food section with a recipe for honey meade entitled “Do you want to get out of it on 10 cents a bottle?” The second issue continues in much the same vein. It is not until the third issue comes out on 17 March 1973 that the Aquarius Festival is mentioned in a skinny half column on page four. And it’s not particularly promising: Arrived at Nimbin, sleepy hamlet… Office in disused R.S.L. rooms, met a couple of guys recently arrived, said nothing was being done. “Only women here, you know–no drive”. Met Joanne and Vi, both unable to say anything to be reported… Graham Dunstan (codenamed Superfest) and John Allen nowhere in sight. Allen off on trip overseas. Dunstan due back in a couple of weeks. 10 weeks to go till “they” all come… and to what… nobody is quite sure. This progress report provides a fascinating contemporary insight into the tensions–between the local surfies and hippies on one hand, and the incoming students on the other–around the organisation of the Aquarius Festival. There is an unbridled barb at the sexist comments made by the guys, implicit criticism of the absent organisers, obvious skepticism about whether anyone will actually come to the festival, and wonderment at what it will be like. Reading between the lines, we might find a feeling of resentment about not being privy to new developments in their own backyard. The final lines of the article are non-committal “Anyway, let’s see what eventuates when the Chiefs return.” It seems that all has been resolved by the fifth issue of 11 May, which is almost entirely dedicated to the Aquarius Festival with the front page headline “Welcome to the New Age”. But there is still an undertone of slight suspicion at what the newcomers to the area might mean in terms of property development: The goal is improving your fellow man’s mind and nourishment in concert with your own; competition to improve your day and the quality of the day for society. Meanwhile, what is the first thing one thinks about when he enters Byron and the area? The physical environment is so magnificent and all encompassing that it can actually hold a man’s breath back a few seconds. Then a man says, “Wow, this land is so beautiful that one could make a quid here.” And from that moment the natural aura and spells are broken and the mind lapses into speculative equations, sales projections and future interest payments. There is plenty of “love” though, in this article: “The gathering at Nimbin is the most spectacular demonstration of the faith people have in a belief that is possible (and possible just because they want it to be) to live in love, through love together.” The following article signed by Rusty Miller “A Town Together” is equally focused on love: “See what you could offer the spirit at Nimbin. It might introduce you to a style that could lead to LOVE.” The centre spread features photos: the obligatory nudes, tents, and back to nature activities, like planting and woodworking. With a text box of “random comments” including one from a Lismore executive: ‘I took my wife and kids out there last weekend and we had such a good time. Seems pretty organized and the town was loaded with love. Heard there is some hepatitis about and rumours of VD. Everyone happy.” And another from a land speculator (surely the prime target of Miller’s wrath): “Saw guys kissing girls on the street, so sweet, bought 200 acres right outside of town, it’s going to be valuable out there some day.” The interview with Johnny Allen as the centrepiece includes some pertinent commentary on the media and reveals a well-founded suspicion of the mediatisation of the Aquarius Festival: We have tried to avoid the media actually. But we haven’t succeeded in doing so. Part of the basic idea is that we don’t need to be sold. All the down town press can do is try and interpret you. And by doing that it automatically places it in the wrong sort of context. So we’ve tried to keep it to people writing about the festival to people who will be involved in it. It’s an involvement festival. Coopting The Byron Express as an “involved” party effects a fundamental shift from an external reporting newspaper to a kind of proponent or even propaganda for the Aquarius festival and its ideas, like so many utopian newspapers had done before. It is therefore perhaps inevitable that The Byron Express should disappear very soon after the Aquarius festival. Fiona Martin and Rhonda Ellis explain that Rusty Miller stopped producing the paper because he “found the production schedule exhausting and his readership too small to attract consistent advertising” (5). At any rate, there were only two more issues, one in June–with some follow up reporting of the festival–and another in September 1973, which was almost entirely devoted to environmentally focused features, including an interview with Kath Walker (Oodgeroo Noonuccal). Byron Bay 2013: Thirty Years of Rusty’s Byron Guide What Rusty did next is fairly well known locally–surfing and teaching people how to surf and a bit of writing. When major local employer Walkers slaughterhouse closed in 1983, he and his wife, social geographer Tricia Shantz, were asked by the local council to help promote Byron Bay as a tourist destination, writing the first Byron guide in 1983-4. Incorporating essays by local personalities and dedicated visitors, the Byron guide perpetuates the ideal of environmental awareness, spiritual experimentation, and respect for the land and sea. Recent contributors have included philosopher Peter Singer, political journalist Kerry O’Brien, and writer John Ralston Saul, and Miller and Shantz always have an essay in there themselves. “People, Politics and Culture” is the new byline for the 2013 edition. And Miller’s opening essay mediates the same utopian desires and environmental community messages that he espoused from the beginning of The Byron Express: The name Byron Bay represents something that we constantly try to articulate. If one was to dream up a menu of situations and conditions to compose a utopia, Australia would be the model of the nation-state and Byron would have many elements of the actual place one might wish to live for the rest of their lives. But of course there is always the danger of excesses in tropical paradises especially when they become famous destinations. Australia is being held to ransom for the ideology that we should be slaves to money and growth at the cost of a degraded and polluted physical and social environment. Byron at least was/is a refuge against this profusion of the so-called real-world perception that holds profit over environment as the way we must choose for our future. Even when writing for a much more commercial medium, Miller retains the countercultural utopian spirit that was crystallised in the Aquarius festival of 1973, and which remains relevant to many of those living in and visiting the Rainbow Region. Miller’s ethos moves beyond the alternative movements and communities to infiltrate travel writing and tourism initiatives in the area today, as evidenced in the Rusty’s Byron Guide essays. By presenting more radical discourses for a mainstream public, Miller together with Shantz have built on the participatory role that he played in launching the region’s first alternative newspaper in 1973 that became albeit briefly the equivalent of a countercultural utopian gazette. Now, he and Shantz effectively play the same role, producing a kind of countercultural form of utopian media for Byron Bay that corresponds to exactly the same criteria mentioned above. Through their free publication, they aim to educate, socialise, promote and represent the special interests of the founders and followers of the Rainbow Region, focusing on the philosophy and ideals underpinning these communities rather than the everyday events. The Byron Bay that Miller and Shantz promote is resolutely utopian, and certainly countercultural if compared to other free publications like The Book, a new shopping guide, or mainstream media elsewhere. Despite this new competition, they are planning the next edition for 2015 with essays to make people think, talk, and understand the region’s issues, so perhaps the counterculture is still holding its own against the mainstream. References Atton, Chris. “What Is ‘Alternative’ Journalism?” Journalism: Theory, Practice, Criticism 4.3 (2003): 267-72. Berger, Bennett M. The Survival of a Counterculture: Ideological Work and Everyday Life among Rural Communards. New Brunswick: Transaction Publishers, 2004. co*ck, Peter H., & Paul F. Perry. “Australia's Alternative Media.” Media Information Australia 6 (1977): 4-13. Couldry, Nick. “Mediation and Alternative Media, or Relocating the Centre of Media and Communication Studies.” Media International Australia, Incorporating Culture & Policy 103, (2002): 24-31. Davis, Dale, John Witzig & Don James. “Rusty Miller.” Encyclopedia of Surfing. 10 Nov. 2014 ‹http://encyclopediaofsurfing.com/entries/miller-rusty›. Downing, John. Radical Media: Rebellious Communication and Social Movements. Thousand Oaks: Sage. Davis, J.C. Utopia and the Ideal Society: A Study of English Utopian Writing 1516-1700. Cambridge: Cambridge UP, 1983. Forde, Susan. Challenging the News: The Journalism of Alternative and Independent Media. Palgrave Macmillan: London, 2011. ---. “Monitoring the Establishment: The Development of the Alternative Press in Australia” Media International Australia, Incorporating Culture & Policy 87 (May 1998): 114-133. Frobert, Lucien. “French Utopian Socialists as the First Pioneers in Development.” Cambridge Journal of Economics 35 (2011): 729-49. Green, Toby. Thomas More’s Magician: A Novel Account of Utopia in Mexico. London: Phoenix, 2004. Goffman, Ken, & Dan Joy. Counterculture through the Ages: From Abraham to Acid House. New York: Villard Books. 2004. Haude, Sigrun. “Anabaptism.” The Reformation World. Ed. Andrew Pettegree. London: Routledge, 2000. 237-256. Jameson, Fredric. Archeologies of the Future: The Desire Called Utopia and Other Science Fictions. New York: Verso, 2005. Levitas, Ruth. Utopia as Method. London: Palgrave Macmillan, 2013. Martin, Fiona, & Rhonda Ellis. “Dropping In, Not Out: The Evolution of the Alternative Press in Byron Shire 1970-2001.” Transformations 2 (2002). 10 Nov. 2014 ‹http://www.transformationsjournal.org/journal/issue_02/pdf/MartinEllis.pdf›. McKay, George. Senseless Acts of Beauty: Cultures of Resistance since the Sixties. London: Verso, 1996. Metcalf, Bill. From Utopian Dreaming to Communal Reality: Cooperative Lifestyles in Australia. Sydney: University of New South Wales Press, 1995. ---. Shared Visions, Shared Lives: Communal Living around the Globe. Forres, UK: Findhorn Press, 1996. Miller, Rusty & Tricia Shantz. Turning Point: Surf Portraits and Stories from Bells to Byron 1970-1971. Surf Research. 2012. Molnar, Thomas. Utopia: The Perennial Heresy. London: Tom Stacey, 1972. Moylan, Tom. Demand the Impossible: Science Fiction and the Utopian Imagination. New York: Methuen, 1986. Munro-Clark, Margaret. Communes in Rural Australia: The Movement since 1970. Sydney: Hale & Iremonger, 1986. Osterlag, Bob. People’s Movements, People’s Press: The Journalism of Social Justice Movements. Boston: Beacon Press, 2006. Roszak, Theodore. The Making of a Counter Culture: Reflections on the Technocratic Society and Its Youthful Opposition. New York: Anchor, 1969. Sargent, Lyman Tower. “Three Faces of Utopianism Revisited.” Utopian Studies 5.1 (1994): 1-37. Schaer, Roland, Gregory Claeys, and Lyman Tower Sargent, eds. Utopia: The Search for the Ideal Society in the Western World. New York: New York Public Library/Oxford UP, 2000. Streitmatter, Roger. Voices of Revolution: The Dissident Press in America. Columbia: Columbia UP, 2001. Suvin, Darko. Metamorphoses of Science Fiction: On the Poetics and History of a Literary Genre. New Haven: Yale UP, 1979. Ward, Susan, & Kitty van Vuuren. “Belonging to the Rainbow Region: Place, Local Media, and the Construction of Civil and Moral Identities Strategic to Climate Change Adaptability.” Environmental Communication 7.1 (2013): 63-79. Warshaw, Matt. The History of Surfing. San Francisco: Chronicle Books, 2011. Wilson, Helen. (Ed.). Belonging in the Rainbow Region: Cultural Perspectives on the NSW North Coast. Lismore, NSW: Southern Cross University Press, 2003. Widmer, Kingsley. Counterings: Utopian Dialectics in Contemporary Contexts. Ann Arbor, London: UMI Research Press, 1988. Yinger, J. Milton. Countercultures: The Promise and Peril of a World Turned Upside Down. New York: The Free Press, 1982.

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Permaculture is a creative design process that is based on ethics and design principles. It guides us to mimic the patterns and relationships we can find in nature and can be applied to all aspects of human habitation, from agriculture to ecological building, from appropriate technology to education and even economics. (permacultureprinciples.com)This paper considers permaculture as an example of counterculture in Australia. Permaculture is a neologism, the result of a contraction of ‘permanent’ and ‘agriculture’. In accordance with David Holmgren and Richard Telford definition quoted above, we intend permaculture as a design process based on a set of ethical and design principles. Rather than describing the history of permaculture, we choose two moments as paradigmatic of its evolution in relation to counterculture.The first moment is permaculture’s beginnings steeped in the same late 1960s turbulence that saw some people pursue an alternative lifestyle in Northern NSW and a rural idyll in Tasmania (Grayson and Payne). Ideas of a return to the land circulating in this first moment coalesced around the publication in 1978 of the book Permaculture One: A Perennial Agriculture for Human Settlements by Bill Mollison and David Holmgren, which functioned as “a disruptive technology, an idea that threatened to disrupt business as usual, to change the way we thought and did things”, as Russ Grayson writes in his contextual history of permaculture. The second moment is best exemplified by the definitions of permaculture as “a holistic system of design … most often applied to basic human needs such as water, food and shelter … also used to design more abstract systems such as community and economic structures” (Milkwood) and as “also a world wide network and movement of individuals and groups working in both rich and poor countries on all continents” (Holmgren).We argue that the shift in understanding of permaculture from the “back to the land movement” (Grayson) as a more wholesome alternative to consumer society to the contemporary conceptualisation of permaculture as an assemblage and global network of practices, is representative of the shifting dynamic between dominant paradigms and counterculture from the 1970s to the present. While counterculture was a useful way to understand the agency of subcultures (i.e. by countering mainstream culture and society) contemporary forms of globalised capitalism demand different models and vocabularies within which the idea of “counter” as clear cut alternative becomes an awkward fit.On the contrary we see the emergence of a repertoire of practices aimed at small-scale, localised solutions connected in transnational networks (Pink 105). These practices operate contrapuntally, a concept we borrow from Edward Said’s Culture and Imperialism (1993), to define how divergent practices play off each other while remaining at the edge, but still in a relation of interdependence with a dominant paradigm. In Said’s terms “contrapuntal reading” reveals what is left at the periphery of a mainstream narrative, but is at the same time instrumental to the development of events in the narrative itself. To illustrate this concept Said makes the case of novels where colonial plantations at the edge of the Empire make possible a certain lifestyle in England, but don’t appear in the narrative of that lifestyle itself (66-67).In keeping with permaculture design ecological principles, we argue that today permaculture is best understood as part of an assemblage of design objects, bacteria, economies, humans, plants, technologies, actions, theories, mushrooms, policies, affects, desires, animals, business, material and immaterial labour and politics and that it can be read as contrapuntal rather than as oppositional practice. Contrapuntal insofar as it is not directly oppositional preferring to reframe and reorientate everyday practices. The paper is structured in three parts: in the first one we frame our argument by providing a background to our understanding of counterculture and assemblage; in the second we introduce the beginning of permaculture in its historical context, and in third we propose to consider permaculture as an assemblage.Background: Counterculture and Assemblage We do not have the scope in this article to engage with contested definitions of counterculture in the Australian context, or their relation to contraculture or subculture. There is an emerging literature (Stickells, Robinson) touched on elsewhere in this issue. In this paper we view counterculture as social movements that “undermine societal hierarchies which structure urban life and create, instead a city organised on the basis of values such as action, local cultures, and decentred, participatory democracy” (Castells 19-20). Our focus on cities demonstrates the ways counterculture has shifted away from oppositional protest and towards ways of living sustainably in an increasingly urbanised world.Permaculture resonates with Castells’s definition and with other forms of protest, or what Musgrove calls “the dialectics of utopia” (16), a dynamic tension of political activism (resistance) and personal growth (aesthetics and play) that characterised ‘counterculture’ in the 1970s. McKay offers a similar view when he says such acts of counterculture are capable of “both a utopian gesture and a practical display of resistance” (27). But as a design practice, permaculture goes beyond the spectacle of protest.In this sense permaculture can be understood as an everyday act of resistance: “The design act is not a boycott, strike, protest, demonstration, or some other political act, but lends its power of resistance from being precisely a designerly way of intervening into people’s lives” (Markussen 38). We view permaculture design as a form of design activism that is embedded in everyday life. It is a process that aims to reorient a practice not by disrupting it but by becoming part of it.Guy Julier cites permaculture, along with the appropriate technology movement and community architecture, as one of many examples of radical thinking in design that emerged in the 1970s (225). This alignment of permaculture as a design practice that is connected to counterculture in an assemblage, but not entirely defined by it, is important in understanding the endurance of permaculture as a form of activism.In refuting the common and generalized narrative of failure that is used to describe the sixties (and can be extended to the seventies), Julie Stephens raises the many ways that the dominant ethos of the time was “revolutionised by the radicalism of the period, but in ways that bore little resemblance to the announced intentions of activists and participants themselves” (121). Further, she argues that the “extraordinary and paradoxical aspects of the anti-disciplinary protest of the period were that while it worked to collapse the division between opposition and complicity and problematised received understandings of the political, at the same time it reaffirmed its commitment to political involvement as an emancipatory, collective endeavour” (126).Many foresaw the political challenge of counterculture. From the belly of the beast, in 1975, Craig McGregor wrote that countercultures are “a crucial part of conventional society; and eventually they will be judged on how successful they transform it” (43). In arguing that permaculture is an assemblage and global network of practices, we contribute to a description of the shifting dynamic between dominant paradigms and counterculture that was identified by McGregor at the time and Stephens retrospectively, and we open up possibilities for reexamining an important moment in the history of Australian protest movements.Permaculture: Historical Context Together with practical manuals and theoretical texts permaculture has produced its foundation myths, centred around two father figures, Bill Mollison and David Holmgren. The pair, we read in accounts on the history of permaculture, met in the 1970s in Hobart at the University of Tasmania, where Mollison, after a polymath career, was a senior lecturer in Environmental Psychology, and Holmgren a student. Together they wrote the first article on permaculture in 1976 for the Organic Farmer and Gardener magazine (Grayson and Payne), which together with the dissemination of ideas via radio, captured the social imagination of the time. Two years later Holmgren and Mollison published the book Permaculture One: A Perennial Agricultural System for Human Settlements (Mollison and Holmgren).These texts and Mollison’s talks articulated ideas and desires and most importantly proposed solutions about living on the land, and led to the creation of the first ecovillage in Australia, Max Lindegger’s Crystal Waters in South East Queensland, the first permaculture magazine (titled Permaculture), and the beginning of the permaculture network (Grayson and Payne). In 1979 Mollison taught the first permaculture course, and published the second book. Grayson and Payne stress how permaculture media practices, such as the radio interview mentioned above and publications like Permaculture Magazine and Permaculture International Journal were key factors in the spreading of the design system and building a global network.The ideas developed around the concept of permaculture were shaped by, and in turned contributed to shape, the social climate of the late 1960s and early 1970s that captured the discontent with both capitalism and the Cold War, and that coalesced in “alternative lifestyles groups” (Metcalf). In 1973, for instance, the Aquarius Festival in Nimbin was not only a countercultural landmark, but also the site of emergence of alternative experiments in living that found their embodiment in experimental housing design (Stickells). The same interest in technological innovation mixed with rural skills animated one of permaculture’s precursors, the “back to the land movement” and its attempt “to blend rural traditionalism and technological and ideological modernity” (Grayson).This character of remix remains one of the characteristics of permaculture. Unlike movements based mostly on escape from the mainstream, permaculture offered a repertoire, and a system of adaptable solutions to live both in the country and the city. Like many aspects of the “alternative lifestyle” counterculture, permaculture was and is intensely biopolitical in the sense that it is concerned with the management of life itself “from below”: one’s own, people’s life and life on planet earth more generally. This understanding of biopolitics as power of life rather than over life is translated in permaculture into malleable design processes across a range of diversified practices. These are at the basis of the endurance of permaculture beyond the experiments in alternative lifestyles.In distinguishing it from sustainability (a contested concept among permaculture practitioners, some of whom prefer the notion of “planning for abundance”), Barry sees permaculture as:locally based and robustly contextualized implementations of sustainability, based on the notion that there is no ‘one size fits all’ model of sustainability. Permaculture, though rightly wary of more mainstream, reformist, and ‘business as usual’ accounts of sustainability can be viewed as a particular localized, and resilience-based conceptualization of sustainable living and the creation of ‘sustainable communities’. (83)The adaptability of permaculture to diverse solutions is stressed by Molly Scott-Cato, who, following David Holmgren, defines it as follows: “Permaculture is not a set of rules; it is a process of design based around principles found in the natural world, of cooperation and mutually beneficial relationships, and translating these principles into actions” (176).Permaculture Practice as Assemblage Scott Cato’s definition of permaculture helps us to understand both its conceptual framework as it is set out in permaculture manuals and textbooks, and the way it operates in practice at an individual, local, regional, national and global level, as an assemblage. Using the idea of assemblage, as defined by Jane Bennett, we are able to understand permaculture as part of an “ad hoc grouping”, a “collectivity” made up of many types of actors, humans, non humans, nature and culture, whose “coherence co-exists with energies and countercultures that exceed and confound it” (445-6). Put slightly differently, permaculture is part of “living” assemblage whose existence is not dependent on or governed by a “central power”. Nor can it be influenced by any single entity or member (445-6). Rather, permaculture is a “complex, gigantic whole” that is “made up variously, of somatic, technological, cultural, and atmospheric elements” (447).In considering permaculture as an assemblage that includes countercultural elements, we specifically adhere to John Law’s description of Actor Network Theory as an approach that relies on an empirical foundation rather than a theoretical one in order to “tell stories about ‘how’ relationships assemble or don’t” (141). The hybrid nature of permaculture design involving both human and non human stakeholders and their social and material dependencies can be understood as an “assembly” or “thing,” where everything not only plays its part relationally but where “matters of fact” are combined with “matters of concern” (Latour, "Critique"). As Barry explains, permaculture is a “holistic and systems-based approach to understanding and designing human-nature relations” (82). Permaculture principles are based on the enactment of interconnections, continuous feedback and reshuffling among plants, humans, animals, chemistry, social life, things, energy, built and natural environment, and tools.Bruno Latour calls this kind of relationality a “sphere” or a “network” that comprises of many interconnected nodes (Latour, "Actor-Network" 31). The connections between the nodes are not arbitrary, they are based on “associations” that dissolve the “micro-macro distinctions” of near and far, emphasizing the “global entity” of networks (361-381). Not everything is globalised but the global networks that structure the planet affect everything and everyone. In the context of permaculture, we argue that despite being highly connected through a network of digital and analogue platforms, the movement remains localised. In other words, permaculture is both local and global articulating global matters of concern such as food production, renewable energy sources, and ecological wellbeing in deeply localised variants.These address how the matters of concerns engendered by global networks in specific places interact with local elements. A community based permaculture practice in a desert area, for instance, will engage with storing renewable energy, or growing food crops and maintaining a stable ecology using the same twelve design principles and ethics as an educational business doing rooftop permaculture in a major urban centre. The localised applications, however, will result in a very different permaculture assemblage of animals, plants, technologies, people, affects, discourses, pedagogies, media, images, and resources.Similarly, if we consider permaculture as a network of interconnected nodes on a larger scale, such as in the case of national organisations, we can see how each node provides a counterpoint that models ecological best practices with respect to ingrained everyday ways of doing things, corporate and conventional agriculture, and so on. This adaptability and ability to effect practices has meant that permaculture’s sphere of influence has grown to include public institutions, such as city councils, public and private spaces, and schools.A short description of some of the nodes in the evolving permaculture assemblage in Sydney, where we live, is an example of the way permaculture has advanced from its alternative lifestyle beginnings to become part of the repertoire of contemporary activism. These practices, in turn, make room for accepted ways of doing things to move in new directions. In this assemblage each constellation operates within well established sites: local councils, public spaces, community groups, and businesses, while changing the conventional way these sites operate.The permaculture assemblage in Sydney includes individuals and communities in local groups coordinated in a city-wide network, Permaculture Sydney, connected to similar regional networks along the NSW seaboard; local government initiatives, such as in Randwick, Sydney, and Pittwater and policies like Sustainable City Living; community gardens like the inner city food forest at Angel Street or the hybrid public open park and educational space at the Permaculture Interpretive Garden; private permaculture gardens; experiments in grassroot urban permaculture and in urban agriculture; gardening, education and landscape business specialising in permaculture design, like Milkwood and Sydney Organic Gardens; loose groups of permaculturalists gathering around projects, such as Permablitz Sydney; media personalities and programs, as in the case of the hugely successful garden show Gardening Australia hosted by Costa Georgiadis; germane organisations dedicated to food sovereignty or seed saving, the Transition Towns movement; farmers’ markets and food coops; and multifarious private/public sustainability initiatives.Permaculture is a set of practices that, in themselves are not inherently “against” anything, yet empower people to form their own lifestyles and communities. After all, permaculture is a design system, a way to analyse space, and body of knowledge based on set principles and ethics. The identification of permaculture as a form of activism, or indeed as countercultural, is externally imposed, and therefore contingent on the ways conventional forms of housing and food production are understood as being in opposition.As we have shown elsewhere (2014) thinking through design practices as assemblages can describe hybrid forms of participation based on relationships to broader political movements, disciplines and organisations.Use Edges and Value the Marginal The eleventh permaculture design principle calls for an appreciation of the marginal and the edge: “The interface between things is where the most interesting events take place. These are often the most valuable, diverse and productive elements in the system” (permacultureprinciples.com). In other words the edge is understood as the site where things come together generating new possible paths and interactions. In this paper we have taken this metaphor to think through the relations between permaculture and counterculture. We argued that permaculture emerged from the countercultural ferment of the late 1960s and 1970s and intersected with other fringe alternative lifestyle experiments. In its contemporary form the “counter” value needs to be understood as counterpoint rather than as a position of pure oppositionality to the mainstream.The edge in permaculture is not a boundary on the periphery of a design, but a site of interconnection, hybridity and exchange, that produces adaptable and different possibilities. Similarly permaculture shares with forms of contemporary activism “flexible action repertoires” (Mayer 203) able to interconnect and traverse diverse contexts, including mainstream institutions. Permaculture deploys an action repertoire that integrates not segregates and that is aimed at inviting a shift in everyday practices and at doing things differently: differently from the mainstream and from the way global capital operates, without claiming to be in a position outside global capital flows. In brief, the assemblages of practices, ideas, and people generated by permaculture, like the ones described in this paper, as a counterpoint bring together discordant elements on equal terms.ReferencesBarry, John. The Politics of Actually Existing Unsustainability: Human Flourishing in a Climate-Changed, Carbon Constrained World. Oxford: Oxford University Press, 2012.Bennett, Jane. “The Agency of Assemblages and the North American Blackout.” Public Culture 17.3 (2005): 445-65.Castells, Manuel. “The New Public Sphere: Global Civil Society, Communication, Networks, and Global Governance.” ANNALS, AAPSS 616 (2008): 78-93.Crosby, Alexandra, Jacqueline Lorber-Kasunic, and Ilaria Vanni. “Mapping Hybrid Design Participation in Sydney.” Proceedings of the Arte-Polis 5th International Conference – Reflections on Creativity: Public Engagement and the Making of Place. Bandung, 2014.Grayson, Russ, and Steve Payne. “Tasmanian Roots.” New Internationalist 402 (2007): 10–11.Grayson, Russ. “The Permaculture Papers 2: The Dawn.” PacificEdge 2010. 6 Oct. 2014 ‹http://pacific-edge.info/2010/10/the-permaculture-papers-2-the-dawn›.Holmgren, David. “About Permaculture.” Holmgren Design, Permaculture Vision and Innovation. 2014.Julier, Guy. “From Design Culture to Design Activism.” Design and Culture 5.2 (2013): 215-236.Law, John. “Actor Network Theory and Material Semiotics.” In The New Blackwell Companion to Social Theory, ed. Bryan S. Turner. Chichester, West Sussex: Wiley-Blackwell. 2009. 141-158. Latour, Bruno. “On Actor-Network Theory. A Few Clarifications plus More than a Few Complications.” Philosophia, 25.3 (1996): 47-64.Latour, Bruno. “Why Has Critique Run Out of Steam? From Matters of Fact to Matters of Concern.” Critical Inquiry 30 (2004): 225–48. 6 Dec. 2014 ‹http://www.ensmp.fr/~latour/articles/article/089.html›.Levin, Simon A. The Princeton Guide to Ecology. Princeton: Princeton UP. 2009Lockyer, Joshua, and James R. Veteto, eds. Environmental Anthropology Engaging Ecotopia: Bioregionalism, Permaculture, and Ecovillages. Vol. 17. Berghahn Books, 2013.Madge, Pauline. “Ecological Design: A New Critique.” Design Issues 13.2 (1997): 44-54.Mayer, Margit. “Manuel Castells’ The City and the Grassroots.” International Journal of Urban and Regional Research 30.1 (2006): 202–206.Markussen, Thomas. “The Disruptive Aesthetics of Design Activism: Enacting Design between Art and Politics.” Design Issues 29.1 (2013): 38-50.McGregor, Craig. “What Counter-Culture?” Meanjin Quarterly 34.1 (1975).McGregor, Craig. “The Revolution Will Not Be Televised.” Meanjin Quarterly 30.2 (1971): 176-179.McKay, G. “DiY Culture: Notes Toward an Intro.” In G. McKay, ed., DiY Culture: Party and Protest in Nineties Britain, London: Verso, 1988. 1-53.Metcalf, William J. “A Classification of Alternative Lifestyle Groups.” Journal of Sociology 20.66 (1984): 66–80.Milkwood. “Frequently Asked Questions.” 30 Sep. 2014. 6 Dec. 2014 ‹http://www.milkwoodpermaculture.com.au/permaculture/faqs›.Mollison, Bill, and David Holmgren. Permaculture One: A Perennial Agricultural System for Human Settlements. Melbourne: Transworld Publishers, 1978.Musgrove, F. Ecstasy and Holiness: Counter Culture and the Open Society. London: Methuen and Co., 1974.permacultureprinciples.com. 25 Nov. 2014.Pink, Sarah. Situating Everyday Life. London: Sage, 2012.Robinson, Shirleene. “1960s Counter-Culture in Australia: the Search for Personal Freedom.” In The 1960s in Australia: People, Power and Politics, eds. Shirleene Robinson and Julie Ustinoff. Newcastle, UK: Cambridge Scholars Publishing, 2012.Said, Edward. Culture and Imperialism. London: Chatto & Windus, 1993.Scott-Cato. Molly. Environment and Economy. Abingdon: Routledge, 2011.Stephens, Julie. Anti-Disciplinary Protest: Sixties Radicalism and Postmodernism. Cambridge; New York: Cambridge UP, 1998.Stickells, Lee. “‘And Everywhere Those Strange Polygonal Igloos’: Framing a History of Australian Countercultural Architecture.” In Proceedings of the Society of Architectural Historians, Australia and New Zealand 30: Open. Vol. 2. Eds. Alexandra Brown and Andrew Leach. Gold Coast, Qld: SAHANZ, 2013. 555-568.

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Introduction Historically in Australia, there has been a growing movement behind the development of quality Early Childhood Education and Care Centres (termed ‘centres’ for this article). These centres are designed to provide care and education outside of the home for children from birth to five years old. In the mid 1980s, the then Labor Government of Australia promoted and funded the establishment of many centres to provide women who were at home with children the opportunity to move into the workplace. Centre fees were heavily subsidised to make this option viable in the hope that more women would become employed and Australia’s rising unemployment statistics would be reduced. The popularity of this system soon meant that there was a childcare centre shortage and parents were faced with long waiting lists to enrol their child into a centre. To alleviate this situation, independent centres were established that complied with Government rules and regulations. Independent, state, and local government funded centres had a certain degree of autonomy over facilities, staffing, qualifications, quality programmes, and facilities. This movement became part of the global increased focus on the importance of early childhood education. As part of that educational emphasis, the Melbourne Declaration on Educational Goals for Young Australians in 2008 set the direction for schooling for the next 10 years. This formed the basis of Australia’s Education Reforms (Department of Education, Employment and Workplace Relations). The reforms have influenced the management of early childhood education and care centres. All centres must comply with the National Quality Framework that mandates staff qualifications, facility standards, and the ratios of children to adults. From a parent’s perspective centres now look very much the same. All centres have indoor and outdoor playing spaces, separate rooms for differently aged children, playgrounds, play equipment, foyer and office spaces with similarly qualified staff. With these similarities in mind, the dilemma for parents is how to decide on a centre for their child to attend. Does it come down to parents’ taste about a centre? In the education context, how is taste conceptualised? This article will present research that conceptualises taste as being part of a decision-making process (DMP) that is used by parents when choosing a centre for their child and, in doing so, will introduce the term: parental taste. The Determining Factors of Taste A three phase, sequential, mixed methods study was used to determine how parents select one centre over another. Cresswell described this methodology as successive phases of data collection, where each builds on the previous, with the aim of addressing the research question. This process was seen as a method to identify parents’ varying tastes in centres considered for their child to attend. Phase 1 used a survey of 78 participants to gather baseline data to explore the values, expectations, and beliefs of the parents. It also determined the aspects of the centre important to parents, and gauged the importance of the socio-economic status and educational backgrounds of the participants in their decision making. Phase 2 built on the phase 1 data and included interviews with 20 interviewees exploring the details of the decision-making process (DMP). This phase also elaborated on the survey questions and responses, determined the variables that might impact on the DMP, and identified how parents access information about early learning centres. Phase 3 focussed on parental satisfaction with their choice of early learning setting. Again using 20 interviewees, these interviews investigated the DMP that had been undertaken, as well as any that might still be ongoing. This phase focused on parents' reflection on the DMP used and questioned them as to whether the same process would be used again in other areas of decision making. Thematic analysis of the data revealed that it usually fell to the mother to explore centre options and make the decision about enrolment. Along the way, she may have discussions with the father and, to a lesser extent, with the centre staff. Friends, relatives, the child, siblings, and other educational professionals did not rank highly when the decision was being considered. Interestingly, it was found that the mother began to consider childcare options and the need for care twelve months or more before care was required and a decision had to be made. A small number of parents (three from the 20) said that they thought about it while pregnant but felt silly because they “didn’t even have a baby yet.” All mothers said that it took quite a while to get their head around leaving their child with someone else, and this anxiety and concern increased the younger the child was. Two parents had criteria that they did not want their child in care until he/she could talk and walk, so that the child could look after him- or herself to some extent. This indicated some degree of scepticism that their child would be cared for appropriately. Parents who considered enrolling their child into care closer to when it was required generally chose to do this because they had selected a pre-determined age that their child would go into childcare. A small number of parents (two) decided that their child would not attend a centre until three years old, while other parents found employment and had to find care quickly in response. The survey results showed that the aspects of a centre that most influenced parental decision-making were the activities and teaching methods used by staff, centre reputation, play equipment inside and outside the centre, and the playground size and centre buildings. The interview responses added to this by suggesting that the type of playground facilities available were important, with a natural environment being preferred. Interestingly, the lowest aspect of importance reported was whether the child had friends or family already attending the centre. The results of the survey and interview data reflected the parents’ aspirations for their child and included the development of personal competencies of self-awareness, self-regulation, and motivation linking emotions to thoughts and actions (Gendron). The child’s experience in a centre was expected to develop and refine personal traits such as self-confidence, self-awareness, self-management, the ability to interact with others, and the involvement in educational activities to achieve learning goals. With these aspirations in mind, parents felt considerable pressure to choose the environment that would fit their child the best. During the interview stage of data collection, the term “taste” emerged. The term is commonly used in a food, fashion, or style context. In the education context, however, taste was conceptualised as the judgement of likes and dislikes regarding centre attributes. Gladwell writes that “snap judgements are, first of all, enormously quick: they rely on the thinnest slices of experience. But they are also unconscious” (50). The immediacy of determining one's taste refutes the neoliberal construction (Campbell, Proctor, Sherington) of the DMP as a rational decision-making process that systematically compares different options before making a decision. In the education context, taste can be reconceptualised as an alignment between a decision and inherent values and beliefs. A personal “backpack” of experiences, beliefs, values, ideas, and memories all play a part in forming a person’s taste related to their likes and dislikes. In turn, this effects the end decision made. Parents formulated an initial response to a centre linked to the identification of attributes that aligned with personal values, beliefs, expectations, and aspirations. The data analysis indicated that parents formulated their personal taste in centres very quickly after centres were visited. At that point, parents had a clear image of the preferred centre. Further information gathering was used to reinforce that view and confirm this “parental taste.” How Does Parental Taste about a Centre Influence the Decision-Making Process? All parents used a process of decision-making to some degree. As already stated, it was usually the mother who gathered information to inform the final decision, but in two of the 78 cases it was the father who investigated and decided on the childcare centre in which to enrol. All parents used some form of process to guide their decision-making. A heavily planned process sees the parent gather information over a period of time and included participating in centre tours, drive-by viewings, talking with others, web-based searches, and, checking locations in the phone book. Surprisingly, centre advertising was the least used and least effective method of attracting parents, with only one person indicating that advertising had played a part in her DMP. This approach applied to a woman who had just moved to a new town and was not aware of the care options. This method may also be a reflection of the personality of the parent or it may reflect an understanding that there are differences between services in terms of their focus on education and care. A lightly planned process occurred when a relatively swift decision was made with minimal information gathering. It could have been the selection of the closest and most convenient centre, or the one that parents had heard people talk about. These parents were happy to go to the centre and add their name to the waiting list or enrol straight away. Generally, the impression was that all services provide the same education and care. Parents appeared to use different criteria when considering a centre for their child. Aspects here included the physical environment, size of rooms, aesthetic appeal, clean buildings, tidy surrounds, and a homely feel. Other aspects that affected this parental taste included the location of the centre, the availability of places for the child, and the interest the staff showed in parent and child. The interviews revealed that parents placed an importance on emotions when they decided if a centre suited their tastes that in turn affected their DMP. The “vibe,” the atmosphere, and how the staff made the parents feel were the most important aspects of this process. The centre’s reputation was also central to decision making. What Constructs Underpin the Decision? Parental choice decisions can appear to be rational, but are usually emotionally connected to parental aspirations and values. In this way, parental choice and prior parental decision making processes reflect the bounded rationality described by Kahneman, and are based on factors relevant to the individual as supported by Ariely and Lindstrom. Ariely states that choice and the decision making process are emotionally driven and may be irrational-rational decisions. Gladwell supports this notion in that “the task of making sense of ourselves and our behaviour requires that we acknowledge there can be as much value in the blink of an eye as in months of rational analysis” (17). Reay’s research into social, cultural, emotional, and human capital to explain human behaviour was built upon to develop five constructs for decision making in this research. The R.O.P.E.S. constructs are domains that tie together to categorise the interaction of emotional connections that underpin the decision making process based on the parental taste in centres. The constructs emerged from the analysis of the data collected in the three phase approach. They were based on the responses from parents related to both their needs and their child’s needs in terms of having a valuable and happy experience at a centre. The R.O.P.E.S. constructs were key elements in the formation of parental taste in centres and eventual enrolment. The Reputational construct (R) included word of mouth, from friends, the cleaner, other staff from either the focus or another centre, and may or may not have aligned with parental taste and influenced the decision. Other constructs (O) included the location and convenience of the centre, and availability of spaces. Cost was not seen as an issue with the subsidies making each centre similar in fee structure. The Physical construct (P) included the facilities available such as the indoor and outdoor play space, whether these are natural or artificial environments, and the play equipment available. The Social construct (S) included social interactions—sharing, making friends, and building networks. It was found that the Emotional construct (E) was central to the process. It underpinned all the other constructs and was determined by the emotions that were elicited when the parent had the first and subsequent contact with the centre staff. This construct is pivotal in parental taste and decision making. Parents indicated that some centres did not have an abundance of resources but “the lady was really nice” (interview response) and the parent thought that her child would be cared for in that environment. Comments such as “the lady was really friendly and made us feel part of the place even though we were just looking around” (interview response) added to the emotional connection and construct for the DMP. The emotional connection with staff and the willingness of the director to take the time to show the parent the whole centre was a common comment from parents. Parents indicated that if they felt comfortable, and the atmosphere was warm and homelike, then they knew that their child would too. One centre particularly supported parental taste in a homely environment and had lounges, floor rugs, lamps for lighting, and aromatherapy oil burning that contributed to a home-like feel that appealed to parents and children. The professionalism of the staff who displayed an interest in the children, had interesting activities in their room, and were polite and courteous also added to the emotional construct. Staff speaking to the parent and child, rather than just the parent, was also valued. Interestingly, parents did not comment on the qualifications held by staff, indicating that parents assumed that to be employed staff must hold the required qualifications. Is There a Further Application of Taste in Decision Making? The third phase of data collection was related to additional questions being asked of the interviewee that required reflection of the DMP used when choosing a centre for their child to attend. Parents were asked to review the process and comment on any changes that they would make if they were in the same position again. The majority of parents said that they were content with their taste in centres and the subsequent decision made. A quarter of the parents indicated that they would make minor changes to their process. A common comment made was that the process used was indicative of the parent’s personality. A self confessed “worrier” enrolling her first child gathered a great deal of information and visited many centres to enable the most informed decision to be made. In contrast, a more relaxed parent enrolling a second or third child made a quicker decision after visiting or phoning one or two centres. Although parents considered their decision to be rationally considered, the impact of parental taste upon visiting the centre and speaking to staff was a strong indicator of the level of satisfaction. Taste was a precursor to the decision. When asked if the same process would be used if choosing a different service, such as an accountant, parents indicated that a similar process would be used, but perhaps not as in depth. The reasoning here was that parents were aware that the decision of selecting a centre would impact on their child and ultimately themselves in an emotional way. The parent indicated that if they spent time visiting centres and it appealed to their taste then the child would like it too. In turn this made the whole process of attending a centre less stressful and emotional. Parents clarified that not as much personal information gathering would occur if searching for an accountant. The focus would be centred on the accountant’s professional ability. Other instances were offered, such as purchasing a car, or selecting a house, dentist, or a babysitter. All parents suggested that additional information would be collected if their child of family would be directly impacted by the decision. Advertising of services or businesses through various multimedia approaches appeared not to rate highly when parents were in the process of decision making. Television, radio, print, Internet, and social networks were identified as possible modes of communication available for consideration by parents. The generational culture was evident in the responses from different parent age groups. The younger parents indicated that social media, Internet, and print may be used to ascertain the benefits of different services and to access information about the reputation of centres. In comparison, the older parents preferred word-of-mouth recommendations. Neither television nor radio was seen as media approaches that would attract clientele. Conclusion In the education context, the concept of parental taste can be seen to be an integral component to the decision making process. In this case, the attributes of an educational facility align to an individual’s personal “backpack” and form a like or a dislike, known as parental taste. The implications for the Directors of Early Childhood Education and Care Centres indicate that parental taste plays a role in a child’s enrolment into a centre. Parental taste is determined by the attributes of the centre that are aligned to the R.O.P.E.S. constructs with the emotional element as the key component. A less rigorous DMP is used when a generic service is required. Media and cultural ways of looking at our society interpret how important decisions are made. A general assumption is that major decisions are made in a calm, considered and rational manner. This is a neoliberal view and is not supported by the research presented in this article. References Ariely, Dan. Predictably Irrational: The Hidden Forces That Shape Our Decisions. London: Harper, 2009. Australian Children’s Education, Care and Quality Authority (ACECQA). n.d. 14 Jan. 2014. ‹http://www.acecqa.gov.au›. Campbell, Craig, Helen Proctor, and Geoffrey Sherington. School Choice: How Parents Negotiate The New School Market In Australia. Crows Nest, N.S.W.: Allen and Unwin, 2009. Cresswell, John,W. Research Design. Qualitative, Quantitative and Mixed Methods Approaches (2nd ed.). Los Angeles: Sage, 2003. Department of Education. 11 Oct. 2013. 14 Jan. 2014. ‹http://education.gov.au/national-quality-framework-early-childhood-education-and-care›. Department of Employment, Education and Workplace Relations (DEEWR). Education Reforms. Canberra, ACT: Australian Government Publishing Service, 2009. Gendron, Benedicte. “Why Emotional Capital Matters in Education and in Labour?: Toward an Optimal Exploitation of Human Capital and Knowledge Mangement.” Les Cahiers de la Maison des Sciences Economiques 113 (2004): 1–37. Glaswell, Malcolm. “Blink: The power of thinking without thinking.” Harmondsworth, UK: Penguin, 2005. Kahneman, Daniel. Thinking, Fast and Slow. New York: Farrar, Strauss & Giroux, 2011. Lindstrom, Martin. Buy-ology: How Everything We Believe About Why We Buy is Wrong. Great London: Random House Business Books, 2009. Melbourne Declaration on Educational Goals for Young Australians. 14 Jan. 2014. ‹http://www.mceecdya.edu.au/mceecdya/melbourne_declaration,25979.html›. National Quality Framework. 14 Jan. 2014. ‹http://www.acecqa.gov.au. Reay, Diane. A Useful Extension of Bourdieu’s Conceptual Framework?: Emotional Capital as a Way of Understanding Mothers’ Involvement in their Children’s Education? Oxford: Blackwell Publishers, 2000.

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During World War II, the Soviet Union’s food supply was in a state of crisis. Hitler’s army had occupied the agricultural heartlands of Ukraine and Southern Russia in 1941 and, as a result, agricultural production for the entire nation had plummeted. Soldiers in Red Army, who easily ate the best rations in the country, subsisted on a daily allowance of just under a kilogram of bread, supplemented with meat, tea, sugar and butter when and if these items were available. The hunger of the Red Army and its effect on the morale and strength of Europe’s eastern warfront were causes for concern for the Soviet government and its European and American allies. The one country with a food surplus decided to do something to help, and in 1942 the United States agreed to send thousands of pounds of meat, cheese and butter overseas to help feed the Red Army. After receiving several shipments of the all-American spiced canned meat SPAM, the Red Army’s quartermaster put in a request for a more familiar canned pork product, Russian tushonka. Pound for pound, America sent more pigs overseas than soldiers during World War II, in part because pork was in oversupply in the America of the early 1940s. Shipping meat to hungry soldiers and civilians in war torn countries was a practical way to build business for the U.S. meat industry, which had been in decline throughout the 1930s. As per a Soviet-supplied recipe, the first cans of Lend-Lease tushonka were made in the heart of the American Midwest, at meatpacking plants in Iowa and Ohio (Stettinus 6-7). Government contracts in the meat packing industry helped fuel economic recovery, and meatpackers were in a position to take special request orders like the one for tushonka that came through the lines. Unlike SPAM, which was something of a novelty item during the war, tushonka was a food with a past. The original recipe was based on a recipe for preserved meat that had been a traditional product of the Ural Mountains, preserved in jars with salt and fat rather than by pressure and heat. Thus tushonka was requested—and was mass-produced—not simply as a convenience but also as a traditional and familiar food—a taste of home cooking that soldiers could carry with them into the field. Nikita Khrushchev later claimed that the arrival of tushonka was instrumental in helping the Red Army push back against the Nazi invasion (178). Unlike SPAM and other wartime rations, tushonka did not fade away after the war. Instead, it was distributed to the Soviet civilian population, appearing in charity donations and on the shelves of state shops. Often it was the only meat product available on a regular basis. Salty, fatty, and slightly grey-toned, tushonka was an unlikely hero of the postwar-era, but during this period tushonka rose from obscurity to become an emblem of socialist modernity. Because it was shelf stable and could be made from a variety of different cuts of meat, it proved an ideal product for the socialist production lines where supplies and the pace of production were infinitely variable. Unusual in a socialist system of supply, this product shaped production and distribution lines, and even influenced the layout of meatpacking factories and the genetic stocks of the animals that were to be eaten. Tushonka’s initial ubiquity in the postwar Soviet Union had little to do with the USSR’s own hog industry. Pig populations as well as their processing facilities had been decimated in the war, and pigs that did survive the Axis invasion had been evacuated East with human populations. Instead, the early presence of tushonka in the pig-scarce postwar Soviet Union had everything to do with Harry Truman’s unexpected September 1945 decision to end all “economically useful” Lend-Lease shipments to the Soviet Union (Martel). By the end of September, canned meat was practically the only product still being shipped as part of Lend-Lease (NARA RG 59). Although the United Nations was supposed to distribute these supplies to needy civilians free of cost, travelers to the Soviet Union in 1946 spotted cans of American tushonka for sale in state shops (Skeoch 231). After American tushonka “donations” disappeared from store shelves, the Soviet Union’s meat syndicates decided to continue producing the product. Between its first appearance during the war in 1943, and the 1957 announcement by Nikita Khrushchev that Soviet policy would restructure all state animal farms to support the mass production of one or several processed meat products, tushonka helped to drive the evolution of the Soviet Union’s meat packing industry. Its popularity with both planners and the public gave it the power to reach into food commodity chains. It is this backward reach and the longer-term impacts of these policies that make tushonka an unusual byproduct of the Cold War era. State planners loved tushonka: it was cheap to make, the logistics of preparing it were not complicated, it was easy to transport, and most importantly, it served as tangible evidence that the state was accomplishing a long-standing goal to get more meat to its citizenry and improving the diet of the average Soviet worker. Tushonka became a highly visible product in the Soviet Union’s much vaunted push to establish a modern food regime intended to rival that of the United States. Because it was shelf-stable, wartime tushonka had served as a practical food for soldiers, but after the war tushonka became an ideal food for workers who had neither the time nor the space to prepare a home-cooked meal with fresh meat. The Soviet state started to produce its own tushonka because it was such an excellent fit for the needs and abilities of the Soviet state—consumer demand was rarely considered by planners in this era. Not only did tushonka fit the look and taste of a modern processed meat product (that is, it was standard in texture and flavor from can to can, and was an obviously industrially processed product), it was also an excellent way to make the most of the predominant kind of meat the Soviet Union had the in the 1950s: small scraps low-grade pork and beef, trimmings leftover from butchering practices that focused on harvesting as much animal fat, rather than muscle, from the carcass in question. Just like tushonka, pork sausages and frozen pelmeny, a meat-filled pasta dumpling, also became winning postwar foods thanks to a happy synergy of increased animal production, better butchering and new food processing machines. As postwar pigs recovered their populations, the Soviet processed meat industry followed suit. One official source listed twenty-six different kinds of meat products being issued in 1964, although not all of these were pork (Danilov). An instructional manual distributed by the meat and milk syndicate demonstrated how meat shops should wrap and display sausages, and listed 24 different kinds of sausages that all needed a special style of tying up. Because of packaging shortages, the string that bound the sausage was wrapped in a different way for every type of sausage, and shop assistants were expected to be able to identify sausages based on the pattern of their binding. Pelmeny were produced at every meat factory that processed pork. These were “made from start to finish in a special, automated machine, human hands do not touch them. Which makes them a higher quality and better (prevoskhodnogo) product” (Book of Healthy and Delicious Food). These were foods that became possible to produce economically because of a co-occurring increase in pigs, the new standardized practice of equipping meatpacking plants with large-capacity grinders, and freezers or coolers and the enforcement of a system of grading meat. As the state began to rebuild Soviet agriculture from its near-collapse during the war, the Soviet Union looked to the United States for inspiration. Surprisingly, Soviet planners found some of the United States’ more outdated techniques to be quite valuable for new Soviet hog operations. The most striking of these was the adoption of competing phenotypes in the Soviet hog industry. Most major swine varieties had been developed and described in the 19th century in Germany and Great Britain. Breeds had a tendency to split into two phenotypically distinct groups, and in early 20th Century American pig farms, there was strong disagreement as to which style of pig was better suited to industrial conditions of production. Some pigs were “hot-blooded” (in other words, fast maturing and prolific reproducers) while others were a slower “big type” pig (a self-explanatory descriptor). Breeds rarely excelled at both traits and it was a matter of opinion whether speed or size was the most desirable trait to augment. The over-emphasis of either set of qualities damaged survival rates. At their largest, big type pigs resembled small hippopotamuses, and sows were so corpulent they unwittingly crushed their tiny piglets. But the sleeker hot-blooded pigs had a similarly lethal relationship with their young. Sows often produced litters of upwards of a dozen piglets and the stress of tending such a large brood led overwhelmed sows to devour their own offspring (Long). American pig breeders had been forced to navigate between these two undesirable extremes, but by the 1930s, big type pigs were fading in popularity mainly because butter and newly developed plant oils were replacing lard as the cooking fat of preference in American kitchens. The remarkable propensity of the big type to pack on pounds of extra fat was more of a liability than a benefit in this period, as the price that lard and salt pork plummeted in this decade. By the time U.S. meat packers were shipping cans of tushonka to their Soviet allies across the seas, US hog operations had already developed a strong preference for hot-blooded breeds and research had shifted to building and maintaining lean muscle on these swiftly maturing animals. When Soviet industrial planners hoping to learn how to make more tushonka entered the scene however, their interpretation of american efficiency was hardly predictable: scientifically nourished big type pigs may have been advantageous to the United States at midcentury, but the Soviet Union’s farms and hungry citizens had a very different list of needs and wants. At midcentury, Soviet pigs were still handicapped by old-fashioned variables such as cold weather, long winters, poor farm organisation and impoverished feed regimens. The look of the average Soviet hog operation was hardly industrial. In 1955 the typical Soviet pig was petite, shaggy, and slow to reproduce. In the absence of robust dairy or vegetable oil industries, Soviet pigs had always been valued for their fat rather than their meat, and tushonka had been a byproduct of an industry focused mainly on supplying the country with fat and lard. Until the mid 1950s, the most valuable pig on many Soviet state and collective farms was the nondescript but very rotund “lard and bacon” pig, an inefficient eater that could take upwards of two years to reach full maturity. In searching for a way to serve up more tushonka, Soviet planners became aware that their entire industry needed to be revamped. When the Soviet Union looked to the United States, planners were inspired by the earlier competition between hot-blooded and big type pigs, which Soviet planners thought, ambitiously, they could combine into one splendid pig. The Soviet Union imported new pigs from Poland, Lithuania, East Germany and Denmark, trying valiantly to create hybrid pigs that would exhibit both hot blood and big type. Soviet planners were especially interested in inspiring the Poland-China, an especially rotund specimen, to speed up its life cycle during them mid 1950s. Hybrdizing and cross breeding a Soviet super-pig, no matter how closely laid out on paper, was probably always a socialist pipe dream. However, when the Soviets decided to try to outbreed American hog breeders, they created an infrastructure for pigs and pig breeding that had a dramatic positive impact of hog populations across the country, and the 1950s were marked by a large increase in the number of pigs in the Soviet union, as well as dramatic increases in the numbers of purebred and scientific hybrids the country developed, all in the name of tushonka. It was not just the genetic stock that received a makeover in the postwar drive to can more tushonka; a revolution in the barnyard also took place and in less than 10 years, pigs were living in new housing stock and eating new feed sources. The most obvious postwar change was in farm layout and the use of building space. In the early 1950s, many collective farms had been consolidated. In 1940 there were a quarter of a million kolkhozii, by 1951 fewer than half that many remained (NARA RG166). Farm consolidation movements most often combined two, three or four collective farms into one economic unit, thus scaling up the average size and productivity of each collective farm and simplifying their administration. While there were originally ambitious plans to re-center farms around new “agro-city” bases with new, modern farm buildings, these projects were ultimately abandoned. Instead, existing buildings were repurposed and the several clusters of farm buildings that had once been the heart of separate villages acquired different uses. For animals this meant new barns and new daily routines. Barns were redesigned and compartmentalized around ideas of gender and age segregation—weaned baby pigs in one area, farrowing sows in another—as well as maximising growth and health. Pigs spent less outside time and more time at the trough. Pigs that were wanted for different purposes (breeding, meat and lard) were kept in different areas, isolated from each other to minimize the spread of disease as well as improve the efficiency of production. Much like postwar housing for humans, the new and improved pig barn was a crowded and often chaotic place where the electricity, heat and water functioned only sporadically. New barns were supposed to be mechanised. In some places, mechanisation had helped speed things along, but as one American official viewing a new mechanised pig farm in 1955 noted, “it did not appear to be a highly efficient organisation. The mechanised or automated operations, such as the preparation of hog feed, were eclipsed by the amount of hand labor which both preceded and followed the mechanised portion” (NARA RG166 1961). The American official estimated that by mechanizing, Soviet farms had actually increased the amount of human labor needed for farming operations. The other major environmental change took place away from the barnyard, in new crops the Soviet Union began to grow for fodder. The heart and soul of this project was establishing field corn as a major new fodder crop. Originally intended as a feed for cows that would replace hay, corn quickly became the feed of choice for raising pigs. After a visit by a United States delegation to Iowa and other U.S. farms over the summer of 1955, corn became the centerpiece of Khrushchev’s efforts to raise meat and milk productivity. These efforts were what earned Khrushchev his nickname of kukuruznik, or “corn fanatic.” Since so little of the Soviet Union looks or feels much like the plains and hills of Iowa, adopting corn might seem quixotic, but raising corn was a potentially practical move for a cold country. Unlike the other major fodder crops of turnips and potatoes, corn could be harvested early, while still green but already possessing a high level of protein. Corn provided a “gap month” of green feed during July and August, when grazing animals had eaten the first spring green growth but these same plants had not recovered their biomass. What corn remained in the fields in late summer was harvested and made into silage, and corn made the best silage that had been historically available in the Soviet Union. The high protein content of even silage made from green mass and unripe corn ears prevented them from losing weight in the winter. Thus the desire to put more meat on Soviet tables—a desire first prompted by American food donations of surplus pork from Iowa farmers adapting to agro-industrial reordering in their own country—pushed back into the commodity supply network of the Soviet Union. World War II rations that were well adapted to the uncertainty and poor infrastructure not just of war but also of peacetime were a source of inspiration for Soviet planners striving to improve the diets of citizens. To do this, they purchased and bred more and better animals, inventing breeds and paying attention, for the first time, to the efficiency and speed with which these animals were ready to become meat. Reinventing Soviet pigs pushed even back farther, and inspired agricultural economists and state planners to embrace new farm organizational structures. Pigs meant for the tushonka can spent more time inside eating, and led their lives in a rigid compartmentalization that mimicked emerging trends in human urban society. Beyond the barnyard, a new concern with feed-to weight conversions led agriculturalists to seek new crops; crops like corn that were costly to grow but were a perfect food for a pig destined for a tushonka tin. Thus in Soviet industrialization, pigs evolved. No longer simply recyclers of human waste, socialist pigs were consumers in their own right, their newly crafted genetic compositions demanded ever more technical feed sources in order to maximize their own productivity. Food is transformative, and in this case study the prosaic substance of canned meat proved to be unusually transformative for the history of the Soviet Union. In its early history it kept soldiers alive long enough to win an important war, later the requirements for its manufacture re-prioritized muscle tissue over fat tissue in the disassembly of carcasses. This transformative influence reached backwards into the supply lines and farms of the Soviet Union, revolutionizing the scale and goals of farming and meat packing for the Soviet food industry, as well as the relationship between the pig and the consumer. References Bentley, Amy. Eating for Victory: Food Rationing and the Politics of Domesticity. Where: University of Illinois Press, 1998. The Book of Healthy and Delicious Food, Kniga O Vkusnoi I Zdorovoi Pishche. Moscow: AMN Izd., 1952. 161. Danilov, M. M. Tovaravedenie Prodovol’stvennykh Tovarov: Miaso I Miasnye Tovarye. Moscow: Iz. Ekonomika, 1964. Khrushchev, Nikita. Khrushchev Remembers. New York: Little, Brown & Company, 1970. 178. Long, James. The Book of the Pig. London: Upcott Gill, 1886. 102. Lush, Jay & A.L. Anderson, “A Genetic History of Poland-China Swine: I—Early Breed History: The ‘Hot Blood’ versus the ‘Big Type’” Journal of Heredity 30.4 (1939): 149-56. Martel, Leon. Lend-Lease, Loans, and the Coming of the Cold War: A Study of the Implementation of Foreign Policy. Boulder: Westview Press, 1979. 35. National Archive and Records Administration (NARA). RG 59, General Records of the Department of State. Office of Soviet Union affairs, Box 6. “Records relating to Lend Lease with the USSR 1941-1952”. National Archive and Records Administration (NARA). RG166, Records of the Foreign Agricultural Service. Narrative reports 1940-1954. USSR Cotton-USSR Foreign trade. Box 64, Folder “farm management”. Report written by David V Kelly, 6 Apr. 1951. National Archive and Records Administration (NARA). RG 166, Records of the Foreign Agricultural Service. Narrative Reports 1955-1961. Folder: “Agriculture” “Visits to Soviet agricultural installations,” 15 Nov. 1961. Skeoch, L.A. Food Prices and Ration Scale in the Ukraine, 1946 The Review of Economics and Statistics 35.3 (Aug. 1953), 229-35. State Archive of the Russian Federation (GARF). Fond R-7021. The Report of Extraordinary Special State Commission on Wartime Losses Resulting from the German-Fascist Occupation cites the following losses in the German takeover. 1948. Stettinus, Edward R. Jr. Lend-Lease: Weapon for Victory. Penguin Books, 1944.

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Abstract:

A same-but-different dichotomy has recently been encapsulated within the US Food and Drug Administration’s ill-defined concept of “substantial equivalence” (USFDA, FDA). By invoking this concept the genetically modified organism (GMO) industry has escaped the rigors of safety testing that might otherwise apply. The curious concept of “substantial equivalence” grants a presumption of safety to GMO food. This presumption has yet to be earned, and has been used to constrain labelling of both GMO and non-GMO food. It is an idea that well serves corporatism. It enables the claim of difference to secure patent protection, while upholding the contrary claim of sameness to avoid labelling and safety scrutiny. It offers the best of both worlds for corporate food entrepreneurs, and delivers the worst of both worlds to consumers. The term “substantial equivalence” has established its currency within the GMO discourse. As the opportunities for patenting food technologies expand, the GMO recruitment of this concept will likely be a dress rehearsal for the developing debates on the labelling and testing of other techno-foods – including nano-foods and clone-foods. “Substantial Equivalence” “Are the Seven Commandments the same as they used to be, Benjamin?” asks Clover in George Orwell’s “Animal Farm”. By way of response, Benjamin “read out to her what was written on the wall. There was nothing there now except a single Commandment. It ran: ALL ANIMALS ARE EQUAL BUT SOME ANIMALS ARE MORE EQUAL THAN OTHERS”. After this reductionist revelation, further novel and curious events at Manor Farm, “did not seem strange” (Orwell, ch. X). Equality is a concept at the very core of mathematics, but beyond the domain of logic, equality becomes a hotly contested notion – and the domain of food is no exception. A novel food has a regulatory advantage if it can claim to be the same as an established food – a food that has proven its worth over centuries, perhaps even millennia – and thus does not trigger new, perhaps costly and onerous, testing, compliance, and even new and burdensome regulations. On the other hand, such a novel food has an intellectual property (IP) advantage only in terms of its difference. And thus there is an entrenched dissonance for newly technologised foods, between claiming sameness, and claiming difference. The same/different dilemma is erased, so some would have it, by appeal to the curious new dualist doctrine of “substantial equivalence” whereby sameness and difference are claimed simultaneously, thereby creating a win/win for corporatism, and a loss/loss for consumerism. This ground has been pioneered, and to some extent conquered, by the GMO industry. The conquest has ramifications for other cryptic food technologies, that is technologies that are invisible to the consumer and that are not evident to the consumer other than via labelling. Cryptic technologies pertaining to food include GMOs, pesticides, hormone treatments, irradiation and, most recently, manufactured nano-particles introduced into the food production and delivery stream. Genetic modification of plants was reported as early as 1984 by Horsch et al. The case of Diamond v. Chakrabarty resulted in a US Supreme Court decision that upheld the prior decision of the US Court of Customs and Patent Appeal that “the fact that micro-organisms are alive is without legal significance for purposes of the patent law”, and ruled that the “respondent’s micro-organism plainly qualifies as patentable subject matter”. This was a majority decision of nine judges, with four judges dissenting (Burger). It was this Chakrabarty judgement that has seriously opened the Pandora’s box of GMOs because patenting rights makes GMOs an attractive corporate proposition by offering potentially unique monopoly rights over food. The rear guard action against GMOs has most often focussed on health repercussions (Smith, Genetic), food security issues, and also the potential for corporate malfeasance to hide behind a cloak of secrecy citing commercial confidentiality (Smith, Seeds). Others have tilted at the foundational plank on which the economics of the GMO industry sits: “I suggest that the main concern is that we do not want a single molecule of anything we eat to contribute to, or be patented and owned by, a reckless, ruthless chemical organisation” (Grist 22). The GMO industry exhibits bipolar behaviour, invoking the concept of “substantial difference” to claim patent rights by way of “novelty”, and then claiming “substantial equivalence” when dealing with other regulatory authorities including food, drug and pesticide agencies; a case of “having their cake and eating it too” (Engdahl 8). This is a clever slight-of-rhetoric, laying claim to the best of both worlds for corporations, and the worst of both worlds for consumers. Corporations achieve patent protection and no concomitant specific regulatory oversight; while consumers pay the cost of patent monopolization, and are not necessarily apprised, by way of labelling or otherwise, that they are purchasing and eating GMOs, and thereby financing the GMO industry. The lemma of “substantial equivalence” does not bear close scrutiny. It is a fuzzy concept that lacks a tight testable definition. It is exactly this fuzziness that allows lots of wriggle room to keep GMOs out of rigorous testing regimes. Millstone et al. argue that “substantial equivalence is a pseudo-scientific concept because it is a commercial and political judgement masquerading as if it is scientific. It is moreover, inherently anti-scientific because it was created primarily to provide an excuse for not requiring biochemical or toxicological tests. It therefore serves to discourage and inhibit informative scientific research” (526). “Substantial equivalence” grants GMOs the benefit of the doubt regarding safety, and thereby leaves unexamined the ramifications for human consumer health, for farm labourer and food-processor health, for the welfare of farm animals fed a diet of GMO grain, and for the well-being of the ecosystem, both in general and in its particularities. “Substantial equivalence” was introduced into the food discourse by an Organisation for Economic Co-operation and Development (OECD) report: “safety evaluation of foods derived by modern biotechnology: concepts and principles”. It is from this document that the ongoing mantra of assumed safety of GMOs derives: “modern biotechnology … does not inherently lead to foods that are less safe … . Therefore evaluation of foods and food components obtained from organisms developed by the application of the newer techniques does not necessitate a fundamental change in established principles, nor does it require a different standard of safety” (OECD, “Safety” 10). This was at the time, and remains, an act of faith, a pro-corporatist and a post-cautionary approach. The OECD motto reveals where their priorities lean: “for a better world economy” (OECD, “Better”). The term “substantial equivalence” was preceded by the 1992 USFDA concept of “substantial similarity” (Levidow, Murphy and Carr) and was adopted from a prior usage by the US Food and Drug Agency (USFDA) where it was used pertaining to medical devices (Miller). Even GMO proponents accept that “Substantial equivalence is not intended to be a scientific formulation; it is a conceptual tool for food producers and government regulators” (Miller 1043). And there’s the rub – there is no scientific definition of “substantial equivalence”, no scientific test of proof of concept, and nor is there likely to be, since this is a ‘spinmeister’ term. And yet this is the cornerstone on which rests the presumption of safety of GMOs. Absence of evidence is taken to be evidence of absence. History suggests that this is a fraught presumption. By way of contrast, the patenting of GMOs depends on the antithesis of assumed ‘sameness’. Patenting rests on proven, scrutinised, challengeable and robust tests of difference and novelty. Lightfoot et al. report that transgenic plants exhibit “unexpected changes [that] challenge the usual assumptions of GMO equivalence and suggest genomic, proteomic and metanomic characterization of transgenics is advisable” (1). GMO Milk and Contested Labelling Pesticide company Monsanto markets the genetically engineered hormone rBST (recombinant Bovine Somatotropin; also known as: rbST; rBGH, recombinant Bovine Growth Hormone; and the brand name Prosilac) to dairy farmers who inject it into their cows to increase milk production. This product is not approved for use in many jurisdictions, including Europe, Australia, New Zealand, Canada and Japan. Even Monsanto accepts that rBST leads to mastitis (inflammation and pus in the udder) and other “cow health problems”, however, it maintains that “these problems did not occur at rates that would prohibit the use of Prosilac” (Monsanto). A European Union study identified an extensive list of health concerns of rBST use (European Commission). The US Dairy Export Council however entertain no doubt. In their background document they ask “is milk from cows treated with rBST safe?” and answer “Absolutely” (USDEC). Meanwhile, Monsanto’s website raises and answers the question: “Is the milk from cows treated with rbST any different from milk from untreated cows? No” (Monsanto). Injecting cows with genetically modified hormones to boost their milk production remains a contested practice, banned in many countries. It is the claimed equivalence that has kept consumers of US dairy products in the dark, shielded rBST dairy farmers from having to declare that their milk production is GMO-enhanced, and has inhibited non-GMO producers from declaring their milk as non-GMO, non rBST, or not hormone enhanced. This is a battle that has simmered, and sometimes raged, for a decade in the US. Finally there is a modest victory for consumers: the Pennsylvania Department of Agriculture (PDA) requires all labels used on milk products to be approved in advance by the department. The standard issued in October 2007 (PDA, “Standards”) signalled to producers that any milk labels claiming rBST-free status would be rejected. This advice was rescinded in January 2008 with new, specific, department-approved textual constructions allowed, and ensuring that any “no rBST” style claim was paired with a PDA-prescribed disclaimer (PDA, “Revised Standards”). However, parsimonious labelling is prohibited: No labeling may contain references such as ‘No Hormones’, ‘Hormone Free’, ‘Free of Hormones’, ‘No BST’, ‘Free of BST’, ‘BST Free’,’No added BST’, or any statement which indicates, implies or could be construed to mean that no natural bovine somatotropin (BST) or synthetic bovine somatotropin (rBST) are contained in or added to the product. (PDA, “Revised Standards” 3) Difference claims are prohibited: In no instance shall any label state or imply that milk from cows not treated with recombinant bovine somatotropin (rBST, rbST, RBST or rbst) differs in composition from milk or products made with milk from treated cows, or that rBST is not contained in or added to the product. If a product is represented as, or intended to be represented to consumers as, containing or produced from milk from cows not treated with rBST any labeling information must convey only a difference in farming practices or dairy herd management methods. (PDA, “Revised Standards” 3) The PDA-approved labelling text for non-GMO dairy farmers is specified as follows: ‘From cows not treated with rBST. No significant difference has been shown between milk derived from rBST-treated and non-rBST-treated cows’ or a substantial equivalent. Hereinafter, the first sentence shall be referred to as the ‘Claim’, and the second sentence shall be referred to as the ‘Disclaimer’. (PDA, “Revised Standards” 4) It is onto the non-GMO dairy farmer alone, that the costs of compliance fall. These costs include label preparation and approval, proving non-usage of GMOs, and of creating and maintaining an audit trail. In nearby Ohio a similar consumer versus corporatist pantomime is playing out. This time with the Ohio Department of Agriculture (ODA) calling the shots, and again serving the GMO industry. The ODA prescribed text allowed to non-GMO dairy farmers is “from cows not supplemented with rbST” and this is to be conjoined with the mandatory disclaimer “no significant difference has been shown between milk derived from rbST-supplemented and non-rbST supplemented cows” (Curet). These are “emergency rules”: they apply for 90 days, and are proposed as permanent. Once again, the onus is on the non-GMO dairy farmers to document and prove their claims. GMO dairy farmers face no such governmental requirements, including no disclosure requirement, and thus an asymmetric regulatory impost is placed on the non-GMO farmer which opens up new opportunities for administrative demands and technocratic harassment. Levidow et al. argue, somewhat Eurocentrically, that from its 1990s adoption “as the basis for a harmonized science-based approach to risk assessment” (26) the concept of “substantial equivalence” has “been recast in at least three ways” (58). It is true that the GMO debate has evolved differently in the US and Europe, and with other jurisdictions usually adopting intermediate positions, yet the concept persists. Levidow et al. nominate their three recastings as: firstly an “implicit redefinition” by the appending of “extra phrases in official documents”; secondly, “it has been reinterpreted, as risk assessment processes have … required more evidence of safety than before, especially in Europe”; and thirdly, “it has been demoted in the European Union regulatory procedures so that it can no longer be used to justify the claim that a risk assessment is unnecessary” (58). Romeis et al. have proposed a decision tree approach to GMO risks based on cascading tiers of risk assessment. However what remains is that the defects of the concept of “substantial equivalence” persist. Schauzu identified that: such decisions are a matter of “opinion”; that there is “no clear definition of the term ‘substantial’”; that because genetic modification “is aimed at introducing new traits into organisms, the result will always be a different combination of genes and proteins”; and that “there is no general checklist that could be followed by those who are responsible for allowing a product to be placed on the market” (2). Benchmark for Further Food Novelties? The discourse, contestation, and debate about “substantial equivalence” have largely focussed on the introduction of GMOs into food production processes. GM can best be regarded as the test case, and proof of concept, for establishing “substantial equivalence” as a benchmark for evaluating new and forthcoming food technologies. This is of concern, because the concept of “substantial equivalence” is scientific hokum, and yet its persistence, even entrenchment, within regulatory agencies may be a harbinger of forthcoming same-but-different debates for nanotechnology and other future bioengineering. The appeal of “substantial equivalence” has been a brake on the creation of GMO-specific regulations and on rigorous GMO testing. The food nanotechnology industry can be expected to look to the precedent of the GMO debate to head off specific nano-regulations and nano-testing. As cloning becomes economically viable, then this may be another wave of food innovation that muddies the regulatory waters with the confused – and ultimately self-contradictory – concept of “substantial equivalence”. Nanotechnology engineers particles in the size range 1 to 100 nanometres – a nanometre is one billionth of a metre. This is interesting for manufacturers because at this size chemicals behave differently, or as the Australian Office of Nanotechnology expresses it, “new functionalities are obtained” (AON). Globally, government expenditure on nanotechnology research reached US$4.6 billion in 2006 (Roco 3.12). While there are now many patents (ETC Group; Roco), regulation specific to nanoparticles is lacking (Bowman and Hodge; Miller and Senjen). The USFDA advises that nano-manufacturers “must show a reasonable assurance of safety … or substantial equivalence” (FDA). A recent inventory of nano-products already on the market identified 580 products. Of these 11.4% were categorised as “Food and Beverage” (WWICS). This is at a time when public confidence in regulatory bodies is declining (HRA). In an Australian consumer survey on nanotechnology, 65% of respondents indicated they were concerned about “unknown and long term side effects”, and 71% agreed that it is important “to know if products are made with nanotechnology” (MARS 22). Cloned animals are currently more expensive to produce than traditional animal progeny. In the course of 678 pages, the USFDA Animal Cloning: A Draft Risk Assessment has not a single mention of “substantial equivalence”. However the Federation of Animal Science Societies (FASS) in its single page “Statement in Support of USFDA’s Risk Assessment Conclusion That Food from Cloned Animals Is Safe for Human Consumption” states that “FASS endorses the use of this comparative evaluation process as the foundation of establishing substantial equivalence of any food being evaluated. It must be emphasized that it is the food product itself that should be the focus of the evaluation rather than the technology used to generate cloned animals” (FASS 1). Contrary to the FASS derogation of the importance of process in food production, for consumers both the process and provenance of production is an important and integral aspect of a food product’s value and identity. Some consumers will legitimately insist that their Kalamata olives are from Greece, or their balsamic vinegar is from Modena. It was the British public’s growing awareness that their sugar was being produced by slave labour that enabled the boycotting of the product, and ultimately the outlawing of slavery (Hochschild). When consumers boycott Nestle, because of past or present marketing practices, or boycott produce of USA because of, for example, US foreign policy or animal welfare concerns, they are distinguishing the food based on the narrative of the food, the production process and/or production context which are a part of the identity of the food. Consumers attribute value to food based on production process and provenance information (Paull). Products produced by slave labour, by child labour, by political prisoners, by means of torture, theft, immoral, unethical or unsustainable practices are different from their alternatives. The process of production is a part of the identity of a product and consumers are increasingly interested in food narrative. It requires vigilance to ensure that these narratives are delivered with the product to the consumer, and are neither lost nor suppressed. Throughout the GM debate, the organic sector has successfully skirted the “substantial equivalence” debate by excluding GMOs from the certified organic food production process. This GMO-exclusion from the organic food stream is the one reprieve available to consumers worldwide who are keen to avoid GMOs in their diet. The organic industry carries the expectation of providing food produced without artificial pesticides and fertilizers, and by extension, without GMOs. Most recently, the Soil Association, the leading organic certifier in the UK, claims to be the first organisation in the world to exclude manufactured nonoparticles from their products (Soil Association). There has been the call that engineered nanoparticles be excluded from organic standards worldwide, given that there is no mandatory safety testing and no compulsory labelling in place (Paull and Lyons). The twisted rhetoric of oxymorons does not make the ideal foundation for policy. Setting food policy on the shifting sands of “substantial equivalence” seems foolhardy when we consider the potentially profound ramifications of globally mass marketing a dysfunctional food. If there is a 2×2 matrix of terms – “substantial equivalence”, substantial difference, insubstantial equivalence, insubstantial difference – while only one corner of this matrix is engaged for food policy, and while the elements remain matters of opinion rather than being testable by science, or by some other regime, then the public is the dupe, and potentially the victim. “Substantial equivalence” has served the GMO corporates well and the public poorly, and this asymmetry is slated to escalate if nano-food and clone-food are also folded into the “substantial equivalence” paradigm. Only in Orwellian Newspeak is war peace, or is same different. It is time to jettison the pseudo-scientific doctrine of “substantial equivalence”, as a convenient oxymoron, and embrace full disclosure of provenance, process and difference, so that consumers are not collateral in a continuing asymmetric knowledge war. References Australian Office of Nanotechnology (AON). Department of Industry, Tourism and Resources (DITR) 6 Aug. 2007. 24 Apr. 2008 < http://www.innovation.gov.au/Section/Innovation/Pages/ AustralianOfficeofNanotechnology.aspx >.Bowman, Diana, and Graeme Hodge. “A Small Matter of Regulation: An International Review of Nanotechnology Regulation.” Columbia Science and Technology Law Review 8 (2007): 1-32.Burger, Warren. “Sidney A. Diamond, Commissioner of Patents and Trademarks v. Ananda M. Chakrabarty, et al.” Supreme Court of the United States, decided 16 June 1980. 24 Apr. 2008 < http://caselaw.lp.findlaw.com/cgi-bin/getcase.pl?court=US&vol=447&invol=303 >.Curet, Monique. “New Rules Allow Dairy-Product Labels to Include Hormone Info.” The Columbus Dispatch 7 Feb. 2008. 24 Apr. 2008 < http://www.dispatch.com/live/content/business/stories/2008/02/07/dairy.html >.Engdahl, F. William. Seeds of Destruction. Montréal: Global Research, 2007.ETC Group. Down on the Farm: The Impact of Nano-Scale Technologies on Food and Agriculture. Ottawa: Action Group on Erosion, Technology and Conservation, November, 2004. European Commission. Report on Public Health Aspects of the Use of Bovine Somatotropin. Brussels: European Commission, 15-16 March 1999.Federation of Animal Science Societies (FASS). Statement in Support of FDA’s Risk Assessment Conclusion That Cloned Animals Are Safe for Human Consumption. 2007. 24 Apr. 2008 < http://www.fass.org/page.asp?pageID=191 >.Grist, Stuart. “True Threats to Reason.” New Scientist 197.2643 (16 Feb. 2008): 22-23.Hochschild, Adam. Bury the Chains: The British Struggle to Abolish Slavery. London: Pan Books, 2006.Horsch, Robert, Robert Fraley, Stephen Rogers, Patricia Sanders, Alan Lloyd, and Nancy Hoffman. “Inheritance of Functional Foreign Genes in Plants.” Science 223 (1984): 496-498.HRA. Awareness of and Attitudes toward Nanotechnology and Federal Regulatory Agencies: A Report of Findings. Washington: Peter D. Hart Research Associates, 25 Sep. 2007.Levidow, Les, Joseph Murphy, and Susan Carr. “Recasting ‘Substantial Equivalence’: Transatlantic Governance of GM Food.” Science, Technology, and Human Values 32.1 (Jan. 2007): 26-64.Lightfoot, David, Rajsree Mungur, Rafiqa Ameziane, Anthony Glass, and Karen Berhard. “Transgenic Manipulation of C and N Metabolism: Stretching the GMO Equivalence.” American Society of Plant Biologists Conference: Plant Biology, 2000.MARS. “Final Report: Australian Community Attitudes Held about Nanotechnology – Trends 2005-2007.” Report prepared for Department of Industry, Tourism and Resources (DITR). Miranda, NSW: Market Attitude Research Services, 12 June 2007.Miller, Georgia, and Rye Senjen. “Out of the Laboratory and on to Our Plates: Nanotechnology in Food and Agriculture.” Friends of the Earth, 2008. 24 Apr. 2008 < http://nano.foe.org.au/node/220 >.Miller, Henry. “Substantial Equivalence: Its Uses and Abuses.” Nature Biotechnology 17 (7 Nov. 1999): 1042-1043.Millstone, Erik, Eric Brunner, and Sue Mayer. “Beyond ‘Substantial Equivalence’.” Nature 401 (7 Oct. 1999): 525-526.Monsanto. “Posilac, Bovine Somatotropin by Monsanto: Questions and Answers about bST from the United States Food and Drug Administration.” 2007. 24 Apr. 2008 < http://www.monsantodairy.com/faqs/fda_safety.html >.Organisation for Economic Co-operation and Development (OECD). “For a Better World Economy.” Paris: OECD, 2008. 24 Apr. 2008 < http://www.oecd.org/ >.———. “Safety Evaluation of Foods Derived by Modern Biotechnology: Concepts and Principles.” Paris: OECD, 1993.Orwell, George. Animal Farm. Adelaide: ebooks@Adelaide, 2004 (1945). 30 Apr. 2008 < http://ebooks.adelaide.edu.au/o/orwell/george >.Paull, John. “Provenance, Purity and Price Premiums: Consumer Valuations of Organic and Place-of-Origin Food Labelling.” Research Masters thesis, University of Tasmania, Hobart, 2006. 24 Apr. 2008 < http://eprints.utas.edu.au/690/ >.Paull, John, and Kristen Lyons. “Nanotechnology: The Next Challenge for Organics.” Journal of Organic Systems (in press).Pennsylvania Department of Agriculture (PDA). “Revised Standards and Procedure for Approval of Proposed Labeling of Fluid Milk.” Milk Labeling Standards (2.0.1.17.08). Bureau of Food Safety and Laboratory Services, Pennsylvania Department of Agriculture, 17 Jan. 2008. ———. “Standards and Procedure for Approval of Proposed Labeling of Fluid Milk, Milk Products and Manufactured Dairy Products.” Milk Labeling Standards (2.0.1.17.08). Bureau of Food Safety and Laboratory Services, Pennsylvania Department of Agriculture, 22 Oct. 2007.Roco, Mihail. “National Nanotechnology Initiative – Past, Present, Future.” In William Goddard, Donald Brenner, Sergy Lyshevski and Gerald Iafrate, eds. Handbook of Nanoscience, Engineering and Technology. 2nd ed. Boca Raton, FL: CRC Press, 2007.Romeis, Jorg, Detlef Bartsch, Franz Bigler, Marco Candolfi, Marco Gielkins, et al. “Assessment of Risk of Insect-Resistant Transgenic Crops to Nontarget Arthropods.” Nature Biotechnology 26.2 (Feb. 2008): 203-208.Schauzu, Marianna. “The Concept of Substantial Equivalence in Safety Assessment of Food Derived from Genetically Modified Organisms.” AgBiotechNet 2 (Apr. 2000): 1-4.Soil Association. “Soil Association First Organisation in the World to Ban Nanoparticles – Potentially Toxic Beauty Products That Get Right under Your Skin.” London: Soil Association, 17 Jan. 2008. 24 Apr. 2008 < http://www.soilassociation.org/web/sa/saweb.nsf/848d689047 cb466780256a6b00298980/42308d944a3088a6802573d100351790!OpenDocument >.Smith, Jeffrey. Genetic Roulette: The Documented Health Risks of Genetically Engineered Foods. Fairfield, Iowa: Yes! Books, 2007.———. Seeds of Deception. Melbourne: Scribe, 2004.U.S. Dairy Export Council (USDEC). Bovine Somatotropin (BST) Backgrounder. Arlington, VA: U.S. Dairy Export Council, 2006.U.S. Food and Drug Administration (USFDA). Animal Cloning: A Draft Risk Assessment. Rockville, MD: Center for Veterinary Medicine, U.S. Food and Drug Administration, 28 Dec. 2006.———. FDA and Nanotechnology Products. U.S. Department of Health and Human Services, U.S. Food and Drug Administration, 2008. 24 Apr. 2008 < http://www.fda.gov/nanotechnology/faqs.html >.Woodrow Wilson International Center for Scholars (WWICS). “A Nanotechnology Consumer Products Inventory.” Data set as at Sep. 2007. Woodrow Wilson International Center for Scholars, Project on Emerging Technologies, Sep. 2007. 24 Apr. 2008 < http://www.nanotechproject.org/inventories/consumer >.

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IntroductionFor over five years, Romanians have been using their bodies in public spaces to challenge politicians’ disregard for the average citizen. In a region low in standards of civic engagement, such as voter turnout and petition signing, Romanian people’s “citizenship of the streets” has stopped environmentally destructive mining in 2013, ousted a corrupt cabinet in 2015, and blocked legislation legalising abuse of public office in 2017 (Solnit 214). This article explores the democratic affordances of collective resistive walking, by focusing on Romania’s capital, Bucharest. I illustrate how walking in protest of political corruption cultivates a democratic public and reconfigures city spaces as spaces of democratic engagement, in the context of increased illiberalism in the region. I examine two sites of protest: the Parliament Palace and Victoriei Square. The former is a construction emblematic of communist dictator Nicolae Ceaușescu and symbol of an authoritarian regime, whose surrounding area protestors reclaim as a civic space. The latter—a central part of the city bustling with the life of cafes, museums, bike lanes, and nearby parks—hosts the Government and has become an iconic site for pro-democratic movements. Spaces of Democracy: The Performativity of Public Assemblies Democracies are active achievements, dependent not only on the solidity of institutions —e.g., a free press and a constitution—but on people’s ability and desire to communicate about issues of concern and to occupy public space. Communicative approaches to democratic theory, formulated as inquiries into the public sphere and the plurality and evolution of publics, often return to establish the significance of public spaces and of bodies in the maintenance of our “rhetorical democracies” (Hauser). Speech and assembly, voice and space are sides of the same coin. In John Dewey’s work, communication is the main “loyalty” of democracy: the heart and final guarantee of democracy is in free gatherings of neighbors on the street corner to discuss back and forth what is read in the uncensored news of the day, and in gatherings of friends in the living rooms of houses and apartments to converse freely with one another. (Dewey qtd. in Asen 197, emphasis added) Dewey asserts the centrality of communication in the same breath that he affirms the spatial infrastructure supporting it.Historically, Richard Sennett explains, Athenian democracy has been organised around two “spaces of democracy” where people assembled: the agora or town square and the theatre or Pnyx. While the theatre has endured as the symbol of democratic communication, with its ideal of concentrated attention on the argument of one speaker, Sennett illuminates the square as an equally important space, one without which deliberation in the Pnyx would be impossible. In the agora, citizens cultivate an ability to see, expect, and think through difference. In its open architecture and inclusiveness, Sennett explains, the agora affords the walker and dweller a public space to experience, in a quick, fragmentary, and embodied way, the differences and divergences in fellow citizens. Through visual scrutiny and embodied exposure, the square thus cultivates “an outlook favorable to discussion of differing views and conflicting interests”, useful for deliberation in the Pnyx, and the capacity to recognise strangers as part of the imagined democratic community (19). Also stressing the importance of spaces for assembly, Jürgen Habermas’s historical theorisation of the bourgeois public sphere moves the functions of the agora to the modern “third places” (Oldenburg) of the civic society emerging in late seventeenth and eighteenth-century Europe: coffee houses, salons, and clubs. While Habermas’ conceptualization of a unified bourgeois public has been criticised for its class and gender exclusivism, and for its normative model of deliberation and consensus, such criticism has also opened paths of inquiry into the rhetorical pluralism of publics and into the democratic affordances of embodied performativity. Thus, unlike Habermas’s assumption of a single bourgeois public, work on twentieth and twenty-first century publics has attended to their wide variety in post-modern societies (e.g., Bruce; Butler; Delicath and DeLuca; Fraser; Harold and DeLuca; Hauser; Lewis; Mckinnon et al.; Pezzullo; Rai; Tabako). In contrast to the Habermasian close attention to verbal argumentation, such criticism prioritizes the embodied (performative, aesthetic, and material) ways in which publics manifest their attention to common issues. From suffragists to environmentalists and, most recently, anti-precarity movements across the globe, publics assemble and move through shared space, seeking to break hegemonies of media representation by creating media events of their own. In the process, Judith Butler explains, such embodied assemblies accomplish much more. They disrupt prevalent logics and dominant feelings of disposability, precarity, and anxiety, at the same time that they (re)constitute subjects and increasingly privatised spaces into citizens and public places of democracy, respectively. Butler proposes that to best understand recent protests we need to read collective assembly in the current political moment of “accelerating precarity” and responsibilisation (10). Globally, increasingly larger populations are exposed to economic insecurity and precarity through government withdrawal from labor protections and the diminishment of social services, to the profit of increasingly monopolistic business. A logic of self-investment and personal responsibility accompanies such structural changes, as people understand themselves as individual market actors in competition with other market actors rather than as citizens and community members (Brown). In this context, public assembly would enact an alternative, insisting on interdependency. Bodies, in such assemblies, signify both symbolically (their will to speak against power) and indexically. As Butler describes, “it is this body, and these bodies, that require employment, shelter, health care, and food, as well as a sense of a future that is not the future of unpayable debt” (10). Butler describes the function of these protests more fully:[P]lural enactments […] make manifest the understanding that a situation is shared, contesting the individualizing morality that makes a moral norm of economic self-sufficiency precisely […] when self-sufficiency is becoming increasingly unrealizable. Showing up, standing, breathing, moving, standing still, speech, and silence are all aspects of a sudden assembly, an unforeseen form of political performativity that puts livable life at the forefront of politics […] [T]he bodies assembled ‘say’ we are not disposable, even if they stand silently. (18)Though Romania is not included in her account of contemporary protest movements, Butler’s theoretical account aptly describes both the structural and ideological conditions, and the performativity of Romanian protestors. In Romania, citizens have started to assemble in the streets against austerity measures (2012), environmental destruction (2013), fatal infrastructures (2015) and against the government’s corruption and attempts to undermine the Judiciary (from February 2017 onward). While, as scholars have argued (Olteanu and Beyerle; Gubernat and Rammelt), political corruption has gradually crystallised into the dominant and enduring framework for the assembled publics, post-communist corruption has been part and parcel of the neoliberalisation of Central and Eastern-European societies after the fall of communism. In the region, Leslie Holmes explains, former communist elites or the nomenklatura, have remained the majority political class after 1989. With political power and under the shelter of political immunity, nomenklatura politicians “were able to take ethically questionable advantage in various ways […] of the sell-off of previously state-owned enterprises” (Holmes 12). The process through which the established political class became owners of a previously state-owned economy is known as “nomenklatura privatization”, a common form of political corruption in the region, Holmes explains (12). Such practices were common knowledge among a cynical population through most of the 1990s and the 2000s. They were not broadly challenged in an ideological milieu attached, as Mihaela Miroiu, Isabela Preoteasa, and Jerzy Szacki argued, to extreme forms of liberalism and neoliberalism, ideologies perceived by people just coming out of communism as anti-ideology. Almost three decades since the fall of communism, in the face of unyielding levels of poverty (Zaharia; Marin), the decaying state of healthcare and education (Bilefsky; “Education”), and migration rates second only to war-torn Syria (Deletant), Romanian protestors have come to attribute the diminution of life in post-communism to the political corruption of the established political class (“Romania Corruption Report”; “Corruption Perceptions”). Following systematic attempts by the nomenklatura-heavy governing coalition to undermine the judiciary and institutionalise de facto corruption of public officials (Deletant), protestors have been returning to public spaces on a weekly basis, de-normalising the political cynicism and isolation serving the established political class. Mothers Walking: Resignifying Communist Spaces, Imagining the New DemosOn 11 July 2018, a protest of mothers was streamed live by Corruption Kills (Corupția ucide), a Facebook group started by activist Florin Bădiță after a deadly nightclub fire attributed to the corruption of public servants, in 2015 (Commander). Organized protests at the time pressured the Social-Democratic cabinet into resignation. Corruption Kills has remained a key activist platform, organising assemblies, streaming live from demonstrations, and sharing personal acts of dissent, thus extending the life of embodied assemblies. In the mothers’ protest video, women carrying babies in body-wraps and strollers walk across the intersection leading to the Parliament Palace, while police direct traffic and ensure their safety (“Civil Disobedience”). This was an unusual scene for many reasons. Walkers met at the entrance to the Parliament Palace, an area most emblematic of the former regime. Built by Communist dictator, Nicolae Ceaușescu and inspired by Kim Il-sung’s North Korean architecture, the current Parliament building and its surrounding plaza remain, in the words of Renata Salecl, “one of the most traumatic remnants of the communist regime” (90). The construction is the second largest administrative building in the world, after the Pentagon, a size matching the ambitions of the dictator. It bears witness to the personal and cultural sacrifices the construction and its surrounded plaza required: the displacement of some 40,000 people from old neighbourhood Uranus, the death of reportedly thousands of workers, and the flattening of churches, monasteries, hospitals, schools (Parliament Palace). This arbitrary construction carved out of the old city remains a symbol of an authoritarian relation with the nation. As Salecl puts it, Ceaușescu’s project tried to realise the utopia of a new communist “centre” and created an artificial space as removed from the rest of the city as the leader himself was from the needs of his people. Twenty-nine years after the fall of communism, the plaza of the Parliament Palace remains as suspended from the life of the city as it was during the 1980s. The trees lining the boulevard have grown slightly and bike lanes are painted over decaying stones. Still, only few people walk by the neo-classical apartment buildings now discoloured and stained by weather and time. Salecl remarks on the panoptic experience of the Parliament Palace: “observed from the avenue, [the palace] appears to have no entrance; there are only numerous windows, which give the impression of an omnipresent gaze” (95). The building embodies, for Salecl, the logic of surveillance of the communist regime, which “created the impression of omnipresence” through a secret police that rallied members among regular citizens and inspired fear by striking randomly (95).Against this geography steeped in collective memories of fear and exposure to the gaze of the state, women turn their children’s bodies and their own into performances of resistance that draw on the rhetorical force of communist gender politics. Both motherhood and childhood were heavily regulated roles under Ceaușescu’s nationalist-socialist politics of forced birth, despite the official idealisation of both. Producing children for the nationalist-communist state was women’s mandated expression of citizenship. Declaring the foetus “the socialist property of the whole society”, in 1966 Ceaușescu criminalised abortion for women of reproductive ages who had fewer than four children, and, starting 1985, less than five children (Ceaușescu qtd. in Verdery). What followed was “a national tragedy”: illegal abortions became the leading cause of death for fertile women, children were abandoned into inhumane conditions in the infamous orphanages, and mothers experienced the everyday drama of caring for families in an economy of shortages (Kligman 364). The communist politicisation of natality during communist Romania exemplifies one of the worst manifestations of the political as biopolitical. The current maternal bodies and children’s bodies circulating in the communist-iconic plaza articulate past and present for Romanians, redeploying a traumatic collective memory to challenge increasingly authoritarian ambitions of the governing Social Democratic Party. The images of caring mothers walking in protest with their babies furthers the claims that anti-corruption publics have made in other venues: that the government, in their indifference and corruption, is driving millions of people, usually young, out of the country, in a braindrain of unprecedented proportions (Ursu; Deletant; #vavedemdinSibiu). In their determination to walk during the gruelling temperatures of mid-July, in their youth and their babies’ youth, the mothers’ walk performs the contrast between their generation of engaged, persistent, and caring citizens and the docile abused subject of a past indexed by the Ceaușescu-era architecture. In addition to performing a new caring imagined community (Anderson), women’s silent, resolute walk on the crosswalk turns a lifeless geography, heavy with the architectural traces of authoritarian history, into a public space that holds democratic protest. By inhabiting the cultural role of mothers, protestors disarmed state authorities: instead of the militarised gendarmerie usually policing protestors the Victoriei Square, only traffic police were called for the mothers’ protest. The police choreographed cars and people, as protestors walked across the intersection leading to the Parliament. Drivers, usually aggressive and insouciant, now moved in concert with the protestors. The mothers’ walk, immediately modeled by people in other cities (Cluj-Napoca), reconfigured a car-dominated geography and an unreliable, driver-friendly police, into a civic space that is struggling to facilitate the citizens’ peaceful disobedience. The walkers’ assembly thus begins to constitute the civic character of the plaza, collecting “the space itself […] the pavement and […] the architecture [to produce] the public character of that material environment” (Butler 71). It demonstrates the possibility of a new imagined community of caring and persistent citizens, one significantly different from the cynical, disconnected, and survivalist subjects that the nomenklatura politicians, nested in the Panoptic Parliament nearby, would prefer.Persisting in the Victoriei Square In addition to strenuous physical walking to reclaim city spaces, such as the mothers’ walking, the anti-corruption public also practices walking and gathering in less taxing environments. The Victoriei Square is such a place, a central plaza that connects major boulevards with large sidewalks, functional bike lanes, and old trees. The square is the architectural meeting point of old and new, where communist apartments meet late nineteenth and early twentieth century architecture, in a privileged neighbourhood of villas, museums, and foreign consulates. One of these 1930s constructions is the Government building, hosting the Prime Minister’s cabinet. Demonstrators gathered here during the major protests of 2015 and 2017, and have walked, stood, and wandered in the square almost weekly since (“Past Events”). On 24 June 2018, I arrive in the Victoriei Square to participate in the protest announced on social media by Corruption Kills. There is room to move, to pause, and rest. In some pockets, people assemble to pay attention to impromptu speakers who come onto a small platform to share their ideas. Occasionally someone starts chanting “We See You!” and “Down with Corruption!” and almost everyone joins the chant. A few young people circulate petitions. But there is little exultation in the group as a whole, shared mostly among those taking up the stage or waving flags. Throughout the square, groups of familiars stop to chat. Couples and families walk their bikes, strolling slowly through the crowds, seemingly heading to or coming from the nearby park on a summer evening. Small kids play together, drawing with chalk on the pavement, or greeting dogs while parents greet each other. Older children race one another, picking up on the sense of freedom and de-centred but still purposeful engagement. The openness of the space allows one to meander and observe all these groups, performing the function of the Ancient agora: making visible the strangers who are part of the polis. The overwhelming feeling is one of solidarity. This comes partly from the possibilities of collective agency and the feeling of comfortably taking up space and having your embodiment respected, otherwise hard to come by in other spaces of the city. Everyday walking in the streets of Romanian cities is usually an exercise in hypervigilant physical prowess and self-preserving numbness. You keep your eyes on the ground to not stumble on broken pavement. You watch ahead for unmarked construction work. You live with other people’s sweat on the hot buses. You hop among cars parked on sidewalks and listen keenly for when others may zoom by. In one of the last post-socialist states to join the European Union, living with generalised poverty means walking in cities where your senses must be dulled to manage the heat, the dust, the smells, and the waiting, irresponsive to beauty and to amiable sociality. The euphemistic vocabulary of neoliberalism may describe everyday walking through individualistic terms such as “grit” or “resilience.” And while people are called to effort, creativity, and endurance not needed in more functional states, what one experiences is the gradual diminution of one’s lives under a political regime where illiberalism keeps a citizen-serving democracy at bay. By contrast, the Victoriei Square holds bodies whose comfort in each other’s presence allow us to imagine a political community where survivalism, or what Lauren Berlant calls “lateral agency”, are no longer the norm. In “showing up, standing, breathing, moving, standing still […] an unforeseen form of political performativity that puts livable life at the forefront of politics” is enacted (Butler 18). In arriving to Victoriei Square repeatedly, Romanians demonstrate that there is room to breathe more easily, to engage with civility, and to trust the strangers in their country. They assert that they are not disposable, even if a neoliberal corrupt post-communist regime would have them otherwise.ConclusionBecoming a public, as Michael Warner proposes, is an ongoing process of attention to an issue, through the circulation of discourse and self-organisation with strangers. For the anti-corruption public of Romania’s past years, such ongoing work is accompanied by persistent, civil, embodied collective assembly, in an articulation of claims, bodies, and spaces that promotes a material agency that reconfigures the city and the imagined Romanian community into a more democratic one. The Romanian citizenship of the streets is particularly significant in the current geopolitical and ideological moment. In the region, increasing authoritarianism meets the alienating logics of neoliberalism, both trying to reduce citizens to disposable, self-reliant, and disconnected market actors. Populist autocrats—Recep Tayyip Erdogan in Turkey, the Peace and Justice Party in Poland, and recently E.U.-penalized Victor Orban, in Hungary—are dismantling the system of checks and balances, and posing threats to a European Union already challenged by refugee debates and Donald Trump’s unreliable alliance against authoritarianism. In such a moment, the Romanian anti-corruption public performs within the geographies of their city solidarity and commitment to democracy, demonstrating an alternative to the submissive and disconnected subjects preferred by authoritarianism and neoliberalism.Author's NoteIn addition to the anonymous reviewers, the author would like to thank Mary Tuominen and Jesse Schlotterbeck for their helpful comments on this essay.ReferencesAnderson, Benedict R. Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso, 2016.Asen, Robert. “A Discourse Theory of Citizenship.” Quarterly Journal of Speech 90.2 (2004): 189-211. 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Budapest: Central European UP. Tabako, Tomasz. “Irony as a Pro-Democracy Trope: Europe’s Last Comic Revolution.” Controversia 5.2 (2007): 23-53. Ursu, Ramona. Va Vedem (We See You). Bucharest: Humanitas, 2018.“#vavedemdinSibiu. Aproape 700 de sibieni, cu bagajele în fața sediului PSD.” Turnul Sfatului, 17 Dec. 2017. 10 Sep. 2018 <http://www.turnulsfatului.ro/2017/12/17/foto-protestele-vavedemdinsibiu-aproape-700-de-sibieni-cu-bagajele-fata-sediului-psd/>.Verdery, Katherine. “From Parent-State to Family Patriarchs: Gender and Nation in Contemporary Eastern Europe.” East European Politics and Societies 8.2 (1994): 225–255. Warner, Michael. “Publics and Counterpublics (Abbreviated Version).” Quarterly Journal of Speech, 88.4 (2002): 413–25. Zaharia, Diana. “Poverty in Statistics.” Profit.ro. 8 Aug. 2016. 1 Sep. 2018 <https://www.profit.ro/stiri/economie/saracia-din-statistici-aproape-jumatate-dintre-salariatii-romani-raman-cu-cel-mult-1-000-lei-in-mana-dupa-taxare-15540558>.

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1. Guy Debord in the Land of the Long WeekendIt’s the weekend – leisure time. It’s the interlude when, Guy Debord contends, the proletarian is briefly free of the “total contempt so clearly built into every aspect of the organization and management of production” in commodity capitalism; when workers are temporarily “treated like grown-ups, with a great show of solicitude and politeness, in their new role as consumers.” But this patronising show turns out to be another form of subjection to the diktats of “political economy”: “the totality of human existence falls under the regime of the ‘perfected denial of man’.” (30). As Debord suggests, even the creation of leisure time and space is predicated upon a form of contempt: the “perfected denial” of who we, as living people, really are in the eyes of those who presume the power to legislate our working practices and private identities.This Saturday The Weekend Australian runs an opinion piece by Christopher Pearson, defending ABC Radio National’s Stephen Crittenden, whose program The Religion Report has been axed. “Some of Crittenden’s finest half-hours have been devoted to Islam in Australia in the wake of September 11,” Pearson writes. “Again and again he’s confronted a left-of-centre audience that expected multi-cultural pieties with disturbing assertions.” Along the way in this admirable Crusade, Pearson notes that Crittenden has exposed “the Left’s recent tendency to ally itself with Islam.” According to Pearson, Crittenden has also thankfully given oxygen to claims by James Cook University’s Mervyn Bendle, the “fairly conservative academic whose work sometimes appears in [these] pages,” that “the discipline of critical terrorism studies has been captured by neo-Marxists of a postmodern bent” (30). Both of these points are well beyond misunderstanding or untested proposition. If Pearson means them sincerely he should be embarrassed and sacked. But of course he does not and will not be. These are deliberate lies, the confabulations of an eminent right-wing culture warrior whose job is to vilify minorities and intellectuals (Bendle escapes censure as an academic because he occasionally scribbles for the Murdoch press). It should be observed, too, how the patent absurdity of Pearson’s remarks reveals the extent to which he holds the intelligence of his readers in contempt. And he is not original in peddling these toxic wares.In their insightful—often hilarious—study of Australian opinion writers, The War on Democracy, Niall Lucy and Steve Mickler identify the left-academic-Islam nexus as the brain-child of former Treasurer-cum-memoirist Peter Costello. The germinal moment was “a speech to the Australian American Leadership Dialogue forum at the Art Gallery of NSW in 2005” concerning anti-Americanism in Australian schools. Lucy and Mickler argue that “it was only a matter of time” before a conservative politician or journalist took the plunge to link the left and terrorism, and Costello plunged brilliantly. He drew a mental map of the Great Chain of Being: left-wing academics taught teacher trainees to be anti-American; teacher trainees became teachers and taught kids to be anti-American; anti-Americanism morphs into anti-Westernism; anti-Westernism veers into terrorism (38). This is contempt for the reasoning capacity of the Australian people and, further still, contempt for any observable reality. Not for nothing was Costello generally perceived by the public as a politician whose very physiognomy radiated smugness and contempt.Recycling Costello, Christopher Pearson’s article subtly interpellates the reader as an ordinary, common-sense individual who instinctively feels what’s right and has no need to think too much—thinking too much is the prerogative of “neo-Marxists” and postmodernists. Ultimately, Pearson’s article is about channelling outrage: directing the down-to-earth passions of the Australian people against stock-in-trade culture-war hate figures. And in Pearson’s paranoid world, words like “neo-Marxist” and “postmodern” are devoid of historical or intellectual meaning. They are, as Lucy and Mickler’s War on Democracy repeatedly demonstrate, mere ciphers packed with the baggage of contempt for independent critical thought itself.Contempt is everywhere this weekend. The Weekend Australian’s colour magazine runs a feature story on Malcolm Turnbull: one of those familiar profiles designed to reveal the everyday human touch of the political classes. In this puff-piece, Jennifer Hewett finds Turnbull has “a restless passion for participating in public life” (20); that beneath “the aggressive political rhetoric […] behind the journalist turned lawyer turned banker turned politician turned would-be prime minister is a man who really enjoys that human interaction, however brief, with the many, many ordinary people he encounters” (16). Given all this energetic turning, it’s a wonder that Turnbull has time for human interactions at all. The distinction here of Turnbull and “many, many ordinary people” – the anonymous masses – surely runs counter to Hewett’s brief to personalise and quotidianise him. Likewise, those two key words, “however brief”, have an unfortunate, unintended effect. Presumably meant to conjure a picture of Turnbull’s hectic schedules and serial turnings, the words also convey the image of a patrician who begrudgingly knows one of the costs of a political career is that common flesh must be pressed—but as gingerly as possible.Hewett proceeds to disclose that Turnbull is “no conservative cultural warrior”, “onfounds stereotypes” and “hates labels” (like any baby-boomer rebel) and “has always read widely on political philosophy—his favourite is Edmund Burke”. He sees the “role of the state above all as enabling people to do their best” but knows that “the main game is the economy” and is “content to play mainstream gesture politics” (19). I am genuinely puzzled by this and imagine that my intelligence is being held in contempt once again. That the man of substance is given to populist gesturing is problematic enough; but that the Burke fan believes the state is about personal empowerment is just too much. Maybe Turnbull is a fan of Burke’s complex writings on the sublime and the beautiful—but no, Hewett avers, Turnbull is engaged by Burke’s “political philosophy”. So what is it in Burke that Turnbull finds to favour?Turnbull’s invocation of Edmund Burke is empty, gestural and contradictory. The comfortable notion that the state helps people to realise their potential is contravened by Burke’s view that the state functions so “the inclinations of men should frequently be thwarted, their will controlled, and their passions brought into subjection… by a power out of themselves” (151). Nor does Burke believe that anyone of humble origins could or should rise to the top of the social heap: “The occupation of an hair-dresser, or of a working tallow-chandler, cannot be a matter of honour to any person… the state suffers oppression, if such as they, either individually or collectively, are permitted to rule” (138).If Turnbull’s main game as a would-be statesman is the economy, Burke profoundly disagrees: “the state ought not to be considered as nothing better than a partnership agreement in a trade of pepper and coffee, callico or tobacco, or some other such low concern… It is a partnership in all science; a partnership in all art; a partnership in every virtue, and in all perfection”—a sublime entity, not an economic manager (194). Burke understands, long before Antonio Gramsci or Louis Althusser, that individuals or social fractions must be made admirably “obedient” to the state “by consent or force” (195). Burke has a verdict on mainstream gesture politics too: “When men of rank sacrifice all ideas of dignity to an ambition without a distinct object, and work with low instruments and for low ends, the whole composition [of the state] becomes low and base” (136).Is Malcolm Turnbull so contemptuous of the public that he assumes nobody will notice the gross discrepancies between his own ideals and what Burke stands for? His invocation of Burke is, indeed, “mainstream gesture politics”: on one level, “Burke” signifies nothing more than Turnbull’s performance of himself as a deep thinker. In this process, the real Edmund Burke is historically erased; reduced to the status of stage-prop in the theatrical production of Turnbull’s mass-mediated identity. “Edmund Burke” is re-invented as a term in an aesthetic repertoire.This transmutation of knowledge and history into mere cipher is the staple trick of culture-war discourse. Jennifer Hewett casts Turnbull as “no conservative culture warrior”, but he certainly shows a facility with culture-war rhetoric. And as much as Turnbull “confounds stereotypes” his verbal gesture to Edmund Burke entrenches a stereotype: at another level, the incantation “Edmund Burke” is implicitly meant to connect Turnbull with conservative tradition—in the exact way that John Howard regularly self-nominated as a “Burkean conservative”.This appeal to tradition effectively places “the people” in a power relation. Tradition has a sublimity that is bigger than us; it precedes us and will outlast us. Consequently, for a politician to claim that tradition has fashioned him, that he is welded to it or perhaps even owns it as part of his heritage, is to glibly imply an authority greater than that of “the many, many ordinary people”—Burke’s hair-dressers and tallow-chandlers—whose company he so briefly enjoys.In The Ideology of the Aesthetic, Terry Eagleton assesses one of Burke’s important legacies, placing him beside another eighteenth-century thinker so loved by the right—Adam Smith. Ideology of the Aesthetic is premised on the view that “Aesthetics is born as a discourse of the body”; that the aesthetic gives form to the “primitive materialism” of human passions and organises “the whole of our sensate life together… a society’s somatic, sensational life” (13). Reading Smith’s Theory of Moral Sentiments, Eagleton discerns that society appears as “an immense machine, whose regular and harmonious movements produce a thousand agreeable effects”, like “any production of human art”. In Smith’s work, the “whole of social life is aestheticized” and people inhabit “a social order so spontaneously cohesive that its members no longer need to think about it.” In Burke, Eagleton discovers that the aesthetics of “manners” can be understood in terms of Gramscian hegemony: “in the aesthetics of social conduct, or ‘culture’ as it would later be called, the law is always with us, as the very unconscious structure of our life”, and as a result conformity to a dominant ideological order is deeply felt as pleasurable and beautiful (37, 42). When this conservative aesthetic enters the realm of politics, Eagleton contends, the “right turn, from Burke” onwards follows a dark trajectory: “forget about theoretical analysis… view society as a self-grounding organism, all of whose parts miraculously interpenetrate without conflict and require no rational justification. Think with the blood and the body. Remember that tradition is always wiser and richer than one’s own poor, pitiable ego. It is this line of descent, in one of its tributaries, which will lead to the Third Reich” (368–9).2. Jean Baudrillard, the Nazis and Public MemoryIn 1937, during the Spanish Civil War, the Third Reich’s Condor Legion of the Luftwaffe was on loan to Franco’s forces. On 26 April that year, the Condor Legion bombed the market-town of Guernica: the first deliberate attempt to obliterate an entire town from the air and the first experiment in what became known as “terror bombing”—the targeting of civilians. A legacy of this violence was Pablo Picasso’s monumental canvas Guernica – the best-known anti-war painting in art history.When US Secretary of State Colin Powell addressed the United Nations on 5 February 2003 to make the case for war on Iraq, he stopped to face the press in the UN building’s lobby. The doorstop was globally televised, packaged as a moment of incredible significance: history in the making. It was also theatre: a moment in which history was staged as “event” and the real traces of history were carefully erased. Millions of viewers world-wide were undoubtedly unaware that the blue backdrop before which Powell stood was specifically designed to cover the full-scale tapestry copy of Picasso’s Guernica. This one-act, agitprop drama was a splendid example of politics as aesthetic action: a “performance” of history in the making which required the loss of actual historical memory enshrined in Guernica. Powell’s performance took its cues from the culture wars, which require the ceaseless erasure of history and public memory—on this occasion enacted on a breathtaking global, rather than national, scale.Inside the UN chamber, Powell’s performance was equally staged-crafted. As he brandished vials of ersatz anthrax, the power-point behind him (the theatrical set) showed artists’ impressions of imaginary mobile chemical weapons laboratories. Powell was playing lead role in a kind of populist, hyperreal production. It was Jean Baudrillard’s postmodernism, no less, as the media space in which Powell acted out the drama was not a secondary representation of reality but a reality of its own; the overheads of mobile weapons labs were simulacra, “models of a real without origins or reality”, pictures referring to nothing but themselves (2). In short, Powell’s performance was anchored in a “semiurgic” aesthetic; and it was a dreadful real-life enactment of Walter Benjamin’s maxim that “All efforts to render politics aesthetic culminate in one thing: war” (241).For Benjamin, “Fascism attempts to organize the newly created proletarian masses without affecting the property structure which the masses strive to eliminate.” Fascism gave “these masses not their right, but instead a chance to express themselves.” In turn, this required “the introduction of aesthetics into politics”, the objective of which was “the production of ritual values” (241). Under Adolf Hitler’s Reich, people were able to express themselves but only via the rehearsal of officially produced ritual values: by their participation in the disquisition on what Germany meant and what it meant to be German, by the aesthetic regulation of their passions. As Frederic Spotts’ fine study Hitler and the Power of Aesthetics reveals, this passionate disquisition permeated public and private life, through the artfully constructed total field of national narratives, myths, symbols and iconographies. And the ritualistic reiteration of national values in Nazi Germany hinged on two things: contempt and memory loss.By April 1945, as Berlin fell, Hitler’s contempt for the German people was at its apogee. Hitler ordered a scorched earth operation: the destruction of everything from factories to farms to food stores. The Russians would get nothing, the German people would perish. Albert Speer refused to implement the plan and remembered that “Until then… Germany and Hitler had been synonymous in my mind. But now I saw two entities opposed… A passionate love of one’s country… a leader who seemed to hate his people” (Sereny 472). But Hitler’s contempt for the German people was betrayed in the blusterous pages of Mein Kampf years earlier: “The receptivity of the great masses is very limited, their intelligence is small, but their power of forgetting is enormous” (165). On the back of this belief, Hitler launched what today would be called a culture war, with its Jewish folk devils, loathsome Marxist intellectuals, incitement of popular passions, invented traditions, historical erasures and constant iteration of values.When Theodor Adorno and Max Horkheimer fled Fascism, landing in the United States, their view of capitalist democracy borrowed from Benjamin and anticipated both Baudrillard and Guy Debord. In their well-know essay on “The Culture Industry”, in Dialectic of Enlightenment, they applied Benjamin’s insight on mass self-expression and the maintenance of property relations and ritual values to American popular culture: “All are free to dance and enjoy themselves”, but the freedom to choose how to do so “proves to be the freedom to choose what is always the same”, manufactured by monopoly capital (161–162). Anticipating Baudrillard, they found a society in which “only the copy appears: in the movie theatre, the photograph; on the radio, the recording” (143). And anticipating Debord’s “perfected denial of man” they found a society where work and leisure were structured by the repetition-compulsion principles of capitalism: where people became consumers who appeared “s statistics on research organization charts” (123). “Culture” came to do people’s thinking for them: “Pleasure always means not to think about anything, to forget suffering even where it is shown” (144).In this mass-mediated environment, a culture of repetitions, simulacra, billboards and flickering screens, Adorno and Horkheimer concluded that language lost its historical anchorages: “Innumerable people use words and expressions which they have either ceased to understand or employ only because they trigger off conditioned reflexes” in precisely the same way that the illusory “free” expression of passions in Germany operated, where words were “debased by the Fascist pseudo-folk community” (166).I know that the turf of the culture wars, the US and Australia, are not Fascist states; and I know that “the first one to mention the Nazis loses the argument”. I know, too, that there are obvious shortcomings in Adorno and Horkheimer’s reactions to popular culture and these have been widely criticised. However, I would suggest that there is a great deal of value still in Frankfurt School analyses of what we might call the “authoritarian popular” which can be applied to the conservative prosecution of populist culture wars today. Think, for example, how the concept of a “pseudo folk community” might well describe the earthy, common-sense public constructed and interpellated by right-wing culture warriors: America’s Joe Six-Pack, John Howard’s battlers or Kevin Rudd’s working families.In fact, Adorno and Horkheimer’s observations on language go to the heart of a contemporary culture war strategy. Words lose their history, becoming ciphers and “triggers” in a politicised lexicon. Later, Roland Barthes would write that this is a form of myth-making: “myth is constituted by the loss of the historical quality of things.” Barthes reasoned further that “Bourgeois ideology continuously transforms the products of history into essential types”, generating a “cultural logic” and an ideological re-ordering of the world (142). Types such as “neo-Marxist”, “postmodernist” and “Burkean conservative”.Surely, Benjamin’s assessment that Fascism gives “the people” the occasion to express itself, but only through “values”, describes the right’s pernicious incitement of the mythic “dispossessed mainstream” to reclaim its voice: to shout down the noisy minorities—the gays, greenies, blacks, feminists, multiculturalists and neo-Marxist postmodernists—who’ve apparently been running the show. Even more telling, Benjamin’s insight that the incitement to self-expression is connected to the maintenance of property relations, to economic power, is crucial to understanding the contemptuous conduct of culture wars.3. Jesus Dunked in Urine from Kansas to CronullaAmerican commentator Thomas Frank bases his study What’s the Matter with Kansas? on this very point. Subtitled How Conservatives Won the Heart of America, Frank’s book is a striking analysis of the indexation of Chicago School free-market reform and the mobilisation of “explosive social issues—summoning public outrage over everything from busing to un-Christian art—which it then marries to pro-business policies”; but it is the “economic achievements” of free-market capitalism, “not the forgettable skirmishes of the never-ending culture wars” that are conservatism’s “greatest monuments.” Nevertheless, the culture wars are necessary as Chicago School economic thinking consigns American communities to the rust belt. The promise of “free-market miracles” fails ordinary Americans, Frank reasons, leaving them in “backlash” mode: angry, bewildered and broke. And in this context, culture wars are a convenient form of anger management: “Because some artist decides to shock the hicks by dunking Jesus in urine, the entire planet must remake itself along the lines preferred” by nationalist, populist moralism and free-market fundamentalism (5).When John Howard received the neo-conservative American Enterprise Institute’s Irving Kristol Award, on 6 March 2008, he gave a speech in Washington titled “Sharing Our Common Values”. The nub of the speech was Howard’s revelation that he understood the index of neo-liberal economics and culture wars precisely as Thomas Frank does. Howard told the AEI audience that under his prime ministership Australia had “pursued reform and further modernisation of our economy” and that this inevitably meant “dislocation for communities”. This “reform-dislocation” package needed the palliative of a culture war, with his government preaching the “consistency and reassurance” of “our nation’s traditional values… pride in her history”; his government “became assertive about the intrinsic worth of our national identity. In the process we ended the seemingly endless seminar about that identity which had been in progress for some years.” Howard’s boast that his government ended the “seminar” on national identity insinuates an important point. “Seminar” is a culture-war cipher for intellection, just as “pride” is code for passion; so Howard’s self-proclaimed achievement, in Terry Eagleton’s terms, was to valorise “the blood and the body” over “theoretical analysis”. This speaks stratospheric contempt: ordinary people have their identity fashioned for them; they need not think about it, only feel it deeply and passionately according to “ritual values”. Undoubtedly this paved the way to Cronulla.The rubric of Howard’s speech—“Sharing Our Common Values”—was both a homage to international neo-conservatism and a reminder that culture wars are a trans-national phenomenon. In his address, Howard said that in all his “years in politics” he had not heard a “more evocative political slogan” than Ronald Reagan’s “Morning in America”—the rhetorical catch-cry for moral re-awakening that launched the culture wars. According to Lawrence Grossberg, America’s culture wars were predicated on the perception that the nation was afflicted by “a crisis of our lack of passion, of not caring enough about the values we hold… a crisis of nihilism which, while not restructuring our ideological beliefs, has undermined our ability to organise effective action on their behalf”; and this “New Right” alarmism “operates in the conjuncture of economics and popular culture” and “a popular struggle by which culture can lead politics” in the passionate pursuit of ritual values (31–2). When popular culture leads politics in this way we are in the zone of the image, myth and Adorno and Horkheimer’s “trigger words” that have lost their history. In this context, McKenzie Wark observes that “radical writers influenced by Marx will see the idea of culture as compensation for a fragmented and alienated life as a con. Guy Debord, perhaps the last of the great revolutionary thinkers of Europe, will call it “the spectacle”’ (20). Adorno and Horkheimer might well have called it “the authoritarian popular”. As Jonathan Charteris-Black’s work capably demonstrates, all politicians have their own idiolect: their personally coded language, preferred narratives and myths; their own vision of who “the people” might or should be that is conjured in their words. But the language of the culture wars is different. It is not a personal idiolect. It is a shared vocabulary, a networked vernacular, a pervasive trans-national aesthetic that pivots on the fact that words like “neo-Marxist”, “postmodern” and “Edmund Burke” have no historical or intellectual context or content: they exist as the ciphers of “values”. And the fact that culture warriors continually mouth them is a supreme act of contempt: it robs the public of its memory. And that’s why, as Lucy and Mickler’s War on Democracy so wittily argues, if there are any postmodernists left they’ll be on the right.Benjamin, Adorno, Horkheimer and, later, Debord and Grossberg understood how the political activation of the popular constitutes a hegemonic project. The result is nothing short of persuading “the people” to collaborate in its own oppression. The activation of the popular is perfectly geared to an age where the main stage of political life is the mainstream media; an age in which, Charteris-Black notes, political classes assume the general antipathy of publics to social change and act on the principle that the most effective political messages are sold to “the people” by an appeal “to familiar experiences”—market populism (10). In her substantial study The Persuaders, Sally Young cites an Australian Labor Party survey, conducted by pollster Rod Cameron in the late 1970s, in which the party’s message machine was finely tuned to this populist position. The survey also dripped with contempt for ordinary people: their “Interest in political philosophy… is very low… They are essentially the products (and supporters) of mass market commercialism”. Young observes that this view of “the people” was the foundation of a new order of political advertising and the conduct of politics on the mass-media stage. Cameron’s profile of “ordinary people” went on to assert that they are fatally attracted to “a moderate leader who is strong… but can understand and represent their value system” (47): a prescription for populist discourse which begs the question of whether the values a politician or party represent via the media are ever really those of “the people”. More likely, people are hegemonised into a value system which they take to be theirs. Writing of the media side of the equation, David Salter raises the point that when media “moguls thunder about ‘the public interest’ what they really mean is ‘what we think the public is interested in”, which is quite another matter… Why this self-serving deception is still so sheepishly accepted by the same public it is so often used to violate remains a mystery” (40).Sally Young’s Persuaders retails a story that she sees as “symbolic” of the new world of mass-mediated political life. The story concerns Mark Latham and his “revolutionary” journeys to regional Australia to meet the people. “When a political leader who holds a public meeting is dubbed a ‘revolutionary’”, Young rightly observes, “something has gone seriously wrong”. She notes how Latham’s “use of old-fashioned ‘meet-and-greet’campaigning methods was seen as a breath of fresh air because it was unlike the type of packaged, stage-managed and media-dependent politics that have become the norm in Australia.” Except that it wasn’t. “A media pack of thirty journalists trailed Latham in a bus”, meaning, that he was not meeting the people at all (6–7). He was traducing the people as participants in a media spectacle, as his “meet and greet” was designed to fill the image-banks of print and electronic media. Even meeting the people becomes a media pseudo-event in which the people impersonate the people for the camera’s benefit; a spectacle as artfully deceitful as Colin Powell’s UN performance on Iraq.If the success of this kind of “self-serving deception” is a mystery to David Salter, it would not be so to the Frankfurt School. For them, an understanding of the processes of mass-mediated politics sits somewhere near the core of their analysis of the culture industries in the “democratic” world. I think the Frankfurt school should be restored to a more important role in the project of cultural studies. Apart from an aversion to jazz and other supposedly “elitist” heresies, thinkers like Adorno, Benjamin, Horkheimer and their progeny Debord have a functional claim to provide the theory for us to expose the machinations of the politics of contempt and its aesthetic ruses.ReferencesAdorno, Theodor and Max Horkheimer. "The Culture Industry: Enlightenment as Mass Deception." Dialectic of Enlightenment. London: Verso, 1979. 120–167.Barthes Roland. “Myth Today.” Mythologies. Trans. Annette Lavers. St Albans: Paladin, 1972. 109–58.Baudrillard, Jean. Simulations. New York: Semiotext(e), 1983.Benjamin, Walter. “The Work of Art in the Age of Mechanical Reproduction.” Illuminations. Ed. Hannah Arendt. Trans. Harry Zorn. New York: Schocken Books, 1969. 217–251.Burke, Edmund. Reflections on the Revolution in France. Ed. Conor Cruise O’Brien. Harmondsworth: Penguin, 1969.Charteris-Black, Jonathan. Politicians and Rhetoric: The Persuasive Power of Metaphor. Houndmills: Palgrave Macmillan, 2006.Debord, Guy. The Society of the Spectacle. Trans. Donald Nicholson-Smith. New York: Zone Books, 1994.Eagleton, Terry. The Ideology of the Aesthetic. Oxford: Basil Blackwell, 1990.Frank, Thomas. What’s the Matter with Kansas?: How Conservatives Won the Heart of America. New York: Henry Holt and Company, 2004.Grossberg, Lawrence. “It’s a Sin: Politics, Post-Modernity and the Popular.” It’s a Sin: Essays on Postmodern Politics & Culture. Eds. Tony Fry, Ann Curthoys and Paul Patton. Sydney: Power Publications, 1988. 6–71.Hewett, Jennifer. “The Opportunist.” The Weekend Australian Magazine. 25–26 October 2008. 16–22.Hitler, Adolf. Mein Kampf. Trans. Ralph Manheim. 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