event mechanics

Online business models. I hadn’t thought about ‘business’ at all except in a critical (but not always negative) sense until about a year ago. Here is an abstract to a paper I have in the works. However, I’ve been thinking about business models for the magazines since I’ve been involved in developing a new online presence for some of them. This post is the result of some of the thinking I have been doing on the subject and has been in the works for a while now (several weeks). I’ve been thinking about it constantly but have little time to actually work on it.

I work at Express Media Group, which publishes a number of niche-market enthusiast titles. EMG is currently developing its online presence and is working on ways to successfully integrate print and online publishing. As well as working as a Production Editor, I’ve been involved in developing some of the websites for the motoring titles. The first new website up is that for Zoom magazine.

We have a massive advertising campaign starting tomorrow that requires the other websites to be up and I am waiting on our overworked web team to finish them. I look forward to seeing the results.

I’ve been carrying out research in my own time to think about new business models that integrate print and online publishing. I have no official role in this at EMG (yet), rather I have been treating it as an extension of my PhD research on enthusiasm in modified-car culture where I looked at the relation between the enthusiast media and the scene over a 30 year period.

I used philosophical concepts to examine the composition of power relations in the organisation of the scene (dispositif) and how this has changed a number of times over the time period (an event-based conception of history). Now it seems my research is going to be the most relevant if it is developed in a simple set of critical tools for understanding legacy business models.

The general character of these legacy business models is mostly well understood. The current public workshops being hosted by the FTC are working on the issues and problems of “how the Internet has affected journalism”. The FTC has posted a Staff Discussion Draft paper that explores some of the points raised over the course of several months worth of hearings. In the first few pages of the paper (2-3) the FTC outlines the general problem with legacy business models faced by all print-based publishers. I have extracted the three main points below:

1. Newspapers’ revenues from advertising have fallen approximately 45% since 2000. For example, classified advertising accounted for $19.6 billion in revenue for newspapers in 2000, $10.2 billion in 2008, and is estimated to be only $6.0 billion in 2009.
2. With the advent of the Internet, advertisers have many more ways in which to reach consumers, including, for example, through a marketer’s own website or through topical websites that relate to the products that an advertiser wants to sell (e.g., a soccer blog for soccer equipment). Search engines also provide sites for advertising related to particular search queries.
3. Although some types of online advertising (e.g., advertising targeted to a consumer’s known interests) can generate greater revenue than other types (e.g., banner ads), the vast supply of online sites for advertising reduces the amount that an online news site can charge for advertising at its site. This means that online advertising typically generates much less revenue than print advertising (often described as “digital dimes” as compared to the dollars generated by print ads). It appears unlikely that online advertising revenues will ever be sufficient to replace the print advertising revenues that newspapers previously received.

First year journalism students are taught about the ‘news hole’ well in the actual publishing business there is often an ‘advertising hole’ as well. As more advertisers have moved online to directly target the niche market enthusiast communities that the advertiser services, there are less advertisers looking at print-based advertising. Of course, this is a generalisation as there are many enthusiast communities, of mostly older enthusiasts, that have not gone online.

All is not lost, however. There are other ways to sell advertising beyond simple ‘display’-type advertising. Dan Blank has a good post up from over a year ago on different sources of revenue for online media publishers.

The main goal here is for editorial teams to be pursuing fewer standalone articles that rely solely on CPM ads, and look to more integrated packages that build many products from a single effort.

For the last six years or so I have long looked at this from the flip side. Media events assembled from a series of inter-related texts. Often these texts are assembled around a non-media product, so a product is doubled as its media-based simulacra. It was the basis of my work I carried out on exchange to Sweden during my PhD looking at media events not as the media coverage of an event, but the event produced through the media.

In social media circles posting the same material across a number of channels is called ‘content leverage’. So a Facebook post about a blog post describing a Youtube video is Tweeted. At EMG I have been working on producing media content from single opportunities that can be distributed across a number of media channels. So far the best example of this was an ECU guide in Zoom issue 147 that is currently on the stands. I have several hours of video that I shot and I am currently editing to be posted to our Youtube channel and posted to our blog. Here is an example:

The real problem with thinking about new business models for niche/enthusiast media that integrate online and print elements is that most of the current discussion about the state of print media has been about ‘hard news’. Niche/enthusiast media and ‘hard news’ work following different journalistic models of content production. For example, Blank writes:

An underlying theme in many of these is to create evergreen content whose shelf life is longer than a news article – with multiple segments that extend the ways you can market it and sell it. Focusing on business needs beyond the cycle of “breaking news” may diminish the reliance on the single revenue model of advertising.

We already do this to a certain extent, but we are going to be doing much more of this style of content production and it is going to be a real challenge for editorial teams working under increasingly tight deadlines (we make a magazine per week on average!). To make this possible Blank has two suggestions:

1) Editorial teams mapping out a product roadmap, not just an editorial calendar.
2) Editorial teams working more closely with their sales teams to come up with these ideas, and ensure that the sales dept has this information with enough time to test the market, and ideally, sell these products.

Working closer to advertising sales teams is not a problem, the other challenge, beyond deadlines, is getting a sense of what is happening in the scene. There is so much activity nowadays that to track it all, even just all the online activity, for the scene in Australia is a full-time role.

So where to go from here? I am currently rewriting some of my PhD research for a draft paper about legacy media business models for niche/enthusiast media.

A recent series of posts on the self-proclaimed PR and social marketing blog Mumbrella on the relation between Twitterer’s personal beliefs and their respective professional PR and social marketing personae indicates an interesting way that anxieties around mixing of public and private lives online are still manifest.

The first post was by (whom I assume to be) Tim Burrowes posting on his ‘personal’ section, called Mumbo, of his Mumbrella site on an exchange between a Twitterer, Natalie Swainston, and the SMH trollumnist, Miranda Devine. Burrowes apparently believes the exchange between Swainston and Devine was noteworthy, if not newsworthy, because he perceived that it was an “intriguing insight” into the tensions between “journo-PR relations”.

The second post was in the actual ‘news’ section of Mumbrella, perhaps because the second post was actually about a Twitterer tweeting something of professional consequence (unlike Swainston’s effort): a Twitter employed by a company that has commercial relation with a second company was critical of the environmental impact of the practices of the second company. Again, at stake was Burrowes view that “intemperate tweeting has caused issues for PRs”.

Burrowes makes it even clearer what is at stake in these online exchanges that he perceives trouble public-private lives in a comment to another blog post on the topic:

The problem with that suggested policy [of separate personal and professional online personae] is that it’s naive about how journalists would interpret someone’s personal vs professional persona.

“I’m tweeting in a personal capacity” may be a disclaimer, but it’s not a cloak of invisibility.

If what you say is relevant to your day job and you are identifiable, then you need to treat Twitter as you would any other broadcast medium.

If you don’t want your tweets public, then either protect them, don’t do it in your own name, or don’t tweet stuff that could get you into trouble.

The contradiction of course is that Burrowes is discounting the possibility of separate professional and personal personae for normal Twitterers, but when it comes to Miranda Devine’s trollumnist practice he assumes such a separation, i.e. as suggested by his aside in his first post “(although Dr Mumbo has always considered her to be a satirical creation)”.

So what is going on here? Why is this politically and socially conservative self-disciplined muzzling of one’s online persona being advocated and valorised?

An overly critical perspective would see Burrowes and like-minded PR and marketing types to be prostituting their self-image for the benefit of their clients and their professional interests. The expectations of the ‘self’ are literally collapsed into the expectations of the client. Of course, critical perspectives of marketing and associated industries have long banged-on about how soulless the industry is. This, I think, you could describe as the worst case interpretation.

Support for this interpretation comes from Burrowes treating the two examples above as the same. In the first case the Twitterer had no professional connection whatsoever to Devine. In the second case the Twitterer was actually being critical of a client of his employer. Burrowes has collapsed the two different events into being examples of a general relation between personal and professional Tweet personae. One’s ‘public’ persona must to be disciplined so as to conform to any and all possible expectations of an imaginary client that could potentially be anyone. Therefore, ‘personal’ views – such as those on ‘public’ issues regarding politics or the state of the environment – must be kept under wraps and secret so as not to offend the sensibilities of this potentially-anyone client.

Although there may be some substance to view that marketing professionals are soulless prostitutes, especially when relatively minor skirmishes in the culture wars played out on Twitter are ‘reported’ as noteworthy, if not newsworthy, I prefer to read Burrowes’s anxiety around the public-private distinction as a way to grapple with the pressure of this tendency towards becoming an example of the worse case scenario. Burrowes is actually trying to find a way to maintain a sense of ‘self’ while under pressure to become a mere functionary expression of the imaginary client’s expectation.

It is a very good example of the way that people working within a given profession attempt to grapple with the ethical quandaries of having to satisfy a client’s expectations while maintaining one’s personal political passions. Of course I am not in marketing (the only thing I could market would be the revolution!) but I do know a thing or two about enthusiasm and what it means to mobilise people’s passions. Perhaps a more effective approach rather than a conservative and reactionary separation of personal and professional, to the explicit detriment of the personal, one should seek a better integration of the personal and the professional. Rather than PR and social marketers being disciplined to be worthy of clients, maybe PR and social marketing types should pick and choose clients that are worthy of their talents?

It is the 19th of January and I have now lost just over 20kgs or just under 50 pounds since the 24th of October. I weighed over 124kg and now I weigh 103. That is two months and 26 days, or 87 days in total. 240g (1/2 lb) per day.

Over this period I went home for the Christmas and New Year’s break. It meant I had to contend with my mother’s enthusiasm for feeding me good food. I went to a wedding and many other lovely events that had nice, rich food.

So, how did I do it?

I dieted. With a bit of research I figured out it was easier to remove all fat and sugar from my diet than it was to do enough exercise to eat what I liked. Not that I ate too badly to begin with, but I did enjoy the odd pizza or burger binge.

Then I exercised. I started walking, now I am riding.

THE MATHS

The basic maths are something like this:

1. The basic daily metabolism or Basal Metabolism Rate (BMR) for an adult is about 2000Cal (8368kj). If you go to this nifty site at the University of Sydney it is a basic daily metabolism energy requirement calculator determined by sex, age, weight and height. When I started out at 124kg I had an energy requirement of 2516 Cal (10527 kJ) and now it is 2228 Cal (9322 kJ).

2. For each kilo of fat is around 39000kj. You also lose some lean muscle mass depending on what sort of exercise you do so it is slightly less than this. I use 8000Cal to make the maths easier.

3. The first couple of weeks of dieting I experimented with different meals. I don’t need huge variation. Mostly tuna and rocket/baby spinach wraps, then it became celery and tuna. Snacks were apples and then apples and raw sweet corn cob. The point is that I reduced my caloric intake to below 1000Cal per day. On a perfect diet day it was below 900Cal.

4. I would try to do at least 200-300Cal worth of exercise per day. This is the equivalent of an hour’s walk or 20 minutes on my stationary bike.

The maths basically work out. Needed 2500Cal for basic metabolism had a deficit of 1600Cal and would do 300Cal of exercise, so 1900Cal burned per day or a kilo of fat roughly every 4 days.

To help me figure all this out I have an application on my iPhone called iKeepFit.

THE DIET

The diet for me was an experiment in discipline and patience. I knew dieting all the time would be a total fail so I gave myself two meals off per week to be social. I started off eating what was obviously healthy food, and then began cutting elements out. The below are perfect diet days. I would’ve had about a dozen of these over the 87 days. Most other days were variations of the below. Some days (like Christmas Day!) were AWOL. Plus I had two meals off per week when I was normally eating out. I would often choose the fish option off the menu. A whole pan fired Barra is absolutely delicious!

1. First version.
In the context of an actual day of my early dieting, my diet to begin with was thus:
8x cups of black coffee 8kcals
mother energy drink 208kcals
Celery 6x stalks 62cals
Apples large raw 116cals
tuna in lite oil x2 466kcals
corn, raw, small 62kcals
spinach raw 2x cups 14kcals
corn wraps x6 389kcals
Total consumption 1325kcals

Base metabolic rate -2521kcals
Activity level desk job -504kcals
Exercise -429kcals

Net kilocalories -2129kcals
Weight/gained lost -304g

2. Second version.
I then started to refine the diet. A problem I had is that my digestive system was not agreeing with so much celery, so I introduced the yogurt for breakfast.
8x cups of black coffee 8kcals
Celery 12x stalks 124cals
Apples large raw 116cals
2x tuna in lite oil 466kcals
corn, raw, small 62kcals
Jalna Fat Free Berry yogurt 200g 156kcal
Total consumption 866kcal

Base metabolic rate -2269kcals
Activity level desk job -454kcals
Exercise -280kcals

Net kilocalories -2137kcals
Weight/gained lost -305g

3. Third version.
The third version is basically the same as above except I now add muesli to the yogurt and have kangaroo and spinach salads in the evening. The third version was required because I started to commute to work by bicycle three days a week, plus walking in the evenings and riding on the weekends, and was feeling a bit light-headed.
Spinach raw 120g 28kcals
kangaroo 250-500g 278-556kcals
Free & Fruity Monster Muesli roughly a cup, 100kcals

EXERCISE

I used to be super fit, about 2.5 years ago. I was going to the gym for two hours per day doing an hour of cardio and an hour of weights. It is all documented on my blog. I got my 2km ergo times down to the low 6:20′s, which should give you an idea of how fit I was. A buggered knee from my rugby days, now a buggered left shoulder from an incline bench press gone awry and crotchety ankles and joints from a decade and a half of heaps of junior sport means I need to do low impact exercise.

I realised that my previous extremely fit persona has helped me cope with doing exercise this time around. When you are super fit you rarely work at 100% intensity of your capacity (except for an ergo or something). Now I am about 80% capacity of fitness compared to then. So me working at 90% when riding for example is just over working at 70% of my previous level of fitness. The capacity for the work intensity may not be there but all the necessary techniques for working that hard still are. Here I mean things like controlling my breathing, doing stretches/prep, being comfortable with feeling the ‘burn’ in my lungs and legs, etc. A big part of this is the mental toughness not to have a breather or stop but to keep going. Already knowing that the level of exercise I am doing is 100% achievable makes it easy.

1. Walking.
I walk up to the local shops to purchase the evening meal and food for the next day. This would take an hour. Over Christmas and NYE period with plenty of time to kill I was doing a minimum of 2 hours walking per day, sometimes up to 3.5-4 hours. 220-800kcals.

2. Stationary bike riding.
I have a pretty good Life Fitness bike my brother bought off eBay for me for my birthday last year. I was doing anywhere between 20-40 minutes 2 out of 3 days. 220-500kcals.

3. Cycling.
I now have a pretty good mountain bike that my lady friend bought for me for Christmas. I have attacked riding with gusto. The previous few months of daily activity, especially the long walks over the holiday period prepared me for eventually commuting to work on my bike. My commute is 17.6km, so 35.2km per day, which is roughly 1200kcals each day. I also ride on the weekends for at least an hour or two. I am currently only riding to work for 3 days as I often need my car for work related meetings.

MENTAL
I am pretty hardcore when I do things. I put on weight when I am depressed, content to watch TV and play video games and basically don’t give a fuck what happens. Here are some things I have figured out:

1. Discipline.
As well as an experiment in weight loss, this has been an experiment in discipline. How much control do I have over my body? Over my desires? Over compulsions just to eat that biscuit? I can afford to be less disciplined now because of my bike riding regime, but in the beginning I would not vary from my diet. There was a strange satisfaction when every Friday my co-workers and I would go down to the local burger joint for Friday burgers. I would take my can of tuna and celery sticks. However, i would also have two meals off per week, plus I would often have some sort of variation to the diets. For example, I went through a week of trying protein bars as a supplement to my diet for my riding. They were too expensive however to eat all the time.

2. Enthusiasm.
I treated this process as a challenge and an experiment. I didn’t know what would happen. The basic maths seemed sound and I have been active enough in the past to already have a sense of how my body would react. I enjoy stepping onto the scales everyday and seeing my progress. The sense of satisfaction I feel because I have been disciplined enough to rise to the challenge makes me feel good and makes me feel like further weight loss and the required discipline is not only possible but achievable.

3. Mood.
I treat food as a drug and as a nutritional source. Sugar, caffiene and nicotine are mood enhancers for me. Plus I did not curb my alcohol intake at all, I often have a few very small glasses of red or a beer or two every few days. I will probably stop smoking shortly. I probably won’t give up coffee. Sugar was easy to cut out. The apple and corn cob contain enough natural sugar to enhance my mood during the work day. There is no point getting all cranky at work because you are starving yourself. Eat an apple or some other piece of fruit. The timing of my meals are designed to maximise and affirm my positive mood.
6:20am Yogurt and Muesli, Coffee
8:30am Coffee
9:30am Coffee
10:30am Apple, Coffee
12:00midday Celery and Tuna
1:00pm Coffee
3:30pm Corn Cob, Coffee
4:30pm Coffee
7:30-8:00pm Kangaroo and Spinach

4. Goals.
My first goal was 115kg. Then 110kgs for Christmas. Then 105kgs for my return to work after the Christmas break. Now it is to get down into double digits for my birthday coming up early February. Goals are important, but make them realistic. Again because of my previous experience I was confident in setting some pretty tough weight loss goals.

WHAT IS NEXT?
Next I am going to use my discipline developed as part of my weight loss regime to tackle my finances. I want to pay off my debts and save money to be able to buy a flat. It is going to require some different strategies. I am off to a good start because dieting and riding to work are already good steps for saving money!

When you hit your late twenties or early thirties it is time to take stock of your life and make changes, this is part of that process. You can make changes if you want to. So if you want to, make them.

Tim Burrows has written up an account of the Toyota Yaris ad affair. The ad itself. Tim’s account follows the timeline of what happened and outlines it with a kind of decision-tree logic that makes it exciting and dramatic as we get to find out how this epic fail was distributed across a number of decisions. This is a far more productive way to account for failure than a juridical mode, which simply seeks to attribute blame (or minimize it) because these complex interactions across a number of actors in the affair (various ad people, agency people, Toyota people, etc) all contributed to the end result.

I posted a comment in response to another commenter, Schaden Freude, who ironically expressed caution about being too critical of the advertising campaign behind the Yaris affair. It annoyed me because it expressed a naïve position that social media was something that everyone has ‘experienced’ but was still trying to figure out. This is nonsense. My original comment:

Nonsense. Using social media is not some big experiment where the outcome is an enigmatic divination of public will and/or stupidity. ‘Experience’ in/with social media is not what is required. What is required is a critical understanding of the specific function of deploying the various ’social media’ tools as part of a well thought-out PR strategy and highly tactical management of these tools as a campaign unfolds.

Brands go viral in a media ecology, ’social media’ is a collective term to describe very different tools to manage the circulation of this brand in the ecology. Without the very active, hands-on tactical management of the virus-brand you simply have a bunch of people ticking boxes for a PR campaign recipe about what social media options they think are a good idea.

Think tending to a brand garden and not baking a brand cake.

Another commenter, sven, asked me to explain what I am talking about, which is fair enough with my mixing of metaphors and hastily-assembled text. (I am busy at work, now doing freelance!!) I don’t really care about the ad. My point is not about the lack of taste or the efficacy of shock-values in viral marketing. My point is about the lazy use of social media. Social media is not an ends, it is a means. (EDIT: Or here for a timely post by Neil Perkin.) What do you with social media? You can:

1) Host the conversation. Discussion about something between interested parties.
2) Extend the event. Off-line reality can be extended online, like friendship networks mapped on facebook, but more specific, so this night out discussed with the actual people that were there (or who would’ve liked to have been there). It gives the discussion an affective glue through an assumed shared sense of purpose.
3) Cultivate enthusiasm. Cultivate, yeah? Like a garden… Social networks online and off-line organise around people’s interests. When you use social media you want to tap into social networks. So you need to understand these interests or the stronger version of interest, enthusiasm. Enthusiasm is a force, it is a resource, and what I wrote my PhD about.

There is little point using it for anything else when current techniques will suffice. Social media is used because the ‘media’ bit serves as part of the infrastructure of the ‘social’ bit.

So if the enthusiasm of people is a resource and harnessing it is contingent on extending their social events by providing the infrastructure for ‘discussion’ (in the broadest sense, sharing stuff, etc), then Toyota’s campaigner strategy should have been to:
1) Target the specific enthusiasms pertaining to the demographics of the market segment they were trying to capture.
2) Then target the specific social media platforms and niche groups of this enthusiasm/interest. Simply setting up a group on Facebook group is like walking into a newsagent and blindly choosing a magazine within which to run advertising. There is myriad number of possible ways to connect with the market segment.
3) Help encourage the rituals of sharing belonging to the cultural formations organised around these enthusiasms and other kinds of activity (producing, distributing, circulation of knowledge, etc.).

Why didn’t they target a niche social group where there is a crossover between rudimentary video production skills and a partial interest in the car? And if they don’t have the production skills? Why not set-up your own website with short video tutorials on how to make videos? Provide a resource that will catch people’s interest in the social media infrastructure of your own making. You could run two competitions. With the other being awarded to the best video about making videos. How many people would want to watch those? Have a forum where people can swap tips about video production, etc. Provide the resources to sow the interest and then cultivate the enthusiasm. Didn’t they already do this with a music DJ/mixing site where you could make your own tunes?

The Yaris campaign management did the complete opposite of this process of cultivation. Instead they ‘did’ social media by assembling all the ingredients assumed to be correct, i.e. Facebook and Twitter, without actually understanding the ‘social’ bit of ‘social media’. The use of ‘social media’ was completely ineffective.

Ressentiment is a reassignment of the pain that accompanies a sense of one’s own inferiority/failure onto an external scapegoat. The ego creates the illusion of an enemy, a cause that can be “blamed” for one’s own inferiority/failure. Thus, one was thwarted not by a failure in oneself, but rather by an external “evil.”

There are a few different conceptions of ressentiment and its wikipedia page is pretty good at outlining the different definitions. As the above brief description explains, ressentiment is a projection onto the world of a painful relation of one’s self to one’s self. Most people have focused on the question of identity, of the distribution of ill will and the construction of the ‘external scapegoat’. Deleuze isolates three characteristics of Neitzsche’s ‘ressentiment’:

Deleuze interpreting Nietzsche’s conceptualization of ressentiment discusses three characteristics. First, there is the inability to admire, respect or love. Second, there is passivity. Third, there is the imputation of wrongs, the distribution of responsibilities and perpetual accusation. (Deleuze, 1983).

I have encountered ressentiment in myself a number of times and I have documented it here in different ways. Here are the top posts from my blog. There are many other instances on the topic, but not in such a sustained way. It shows that I have not really changed the way I understand ressentiment.

1. Singular Complementarity, June 17, 2005

In this post I discuss how falling in love is not a relation between two people, but the folding of two already infinitely folded zones of intensity/sensation. In the second half of the post I warn of a danger.

There is a gamble in the meeting-gesture. This, of course, is the danger.

There are folds that are so worn and habitualised they become creases that scar the surface and will never be sufficiently folded in any other way again. They are the dead areas of the surface and within such proximities there is only darkness. Even if such dark areas are already infinitely folded they operate as blunt surfaces or jaggard formations of folds. These surfaces can become weaponised gestures that are weilded when the soft comfort of complementary folding becomes the acrimony of the crease. Each gesture ceases to be a meeting and becomes an attack of weaponised surfaces. The brightness of midday is eclipised by the shadows that form at dusk. In the end, the surfaces can be so dark even the attacks become empty and instead it simply becomes the meeting of shadows. However, here and now nothing is final.

Joy can only be reclaimed by a gesture, a meeting that forms complementary folds at the speed of sensation. If all one ever brings are weaponised surfaces that are blunt and jaggard and which carry the expectation of an anxious folding to be wrought upon and by the Other so as to render a complementarity, then joy is short lived. Eventually all that is left is a blunt and jaggard surface.

Rather than the meeting of supple folds, a love born of ressentiment is born of complementary dead zones of intensity. People turn these hard jaggard surfaces of themselves to the world as a defence. The only antidote is more love and the strength and courage to envelope an other’s folds into the supple folds of your heart.

2. Now, letting go, July 5, 2005

This post was inspired by pretty epic breakup (got dumped in the US) and the song Mr Brightside by The Killers.

Destiny is calling me
Open up my eager eyes
‘Cause I’m Mr Brightside

The Killers track captures in a beautiful lyrical manner the required disposition for engaging with the world again after having one’s heart broken and allowing one’s self to refold the world into one’s self anew. I am currently listening to this track on repeat as a kind of hipster mantra for warding off feelings of ill will. In the post I use the analogy of the Adam and God ‘just touching’ image of the ceiling of the Sistine Chapel and offer a somewhat heretical reading. What if Adam was ‘letting go’ of God? Anyway. ‘Letting go’ is a process:

Sure, part of you dies, and it is gone forever, only to be resurrected in un/pleasant dreams. But there is a joy in ‘letting go’. There is. The world is refolded into one’s self. Instead of a short circuit of desire between your self and an other, the circuit opens up to the world. Another part of the world is born and that is what needs care. The eager to-come of Destiny that never does, for it is always becoming on the bright side of our souls. [...]
The pain of letting go and the necessary disaffection that allows one’s self to let go of one’s past copy. We are always somewhere in between. Between two copies of ourselves. Letting go of you means letting go of my self. [...]
To allow ourselves to refold the world into our selves again. This is what I now welcome and care for, like a wandering stranger whom I have chanced upon: the new stranger of my self in the world.

Wow, that last sentence is killer. I am a pretty good writer sometimes!

3. produce openings on the world October 27, 2007

I return to the common theme here of welcoming the world into myself, producing openings on the world. I draw on the famous symptomology of post-war US culture David Riesman of three ‘character’ types: tradition-directed, inner-directed, and other-directed. Riesman’s three character types are interesting because of their processual nature; they are not innate traits, but capacities of subjectivity evident only through interaction. I have large block quotes from the text to describe what these are, but the relevant bit is towards the bottom of the post, where I describe a woman of ressentiment:

Sometimes the clash between characters exists in a single person. How to produce openings on the world that aren’t filtered through the tortured, guilt-ridden ‘gyroscope’ of the ‘inner-directed’ character? It requires so much work and patience. Sometimes too much. Sometimes it is necessary to give up and accept the fact that being ‘inner-directed’ produces a resource of a sort of strength, which is entirely destructive, but which at least allows the person to exist in the world and continue struggling in impossible situations. When all recourse is exhausted then it is terribly sad especially when beautiful and intelligent people lock away the world from themselves and will never know what it means to be part of something much larger. It is terribly sad when someone becomes this character, and cannot face the world.

I do offer a description of a kind of feminist Übermensch (for purely selfish reasons, because they are as sexy as fuck):

There is nothing sexier than a woman who knows her place in the world. This does not mean she subjugates herself to patriarchal norms. Rather she uses that knowledge to orientate herself in creative and life-affirming ways. Normally this requires an infrastructure of education or the grace of intuition.

4. she left the bit with the most toast crumbs, September 5, 2009

In this post I explore the more complex problem of producin new openings on the world so as to enable new foldings of the world to ‘take’ or ‘develop’

Anyway, the counter-intuitive point I have been trying to think through is the way the development of new intimacies can awaken both old and new estrangements. Folding new and exciting elements of the world into the composition of my subjectivity has somehow made me reassess my solitary existence as instead being one of loneliness. When you meet new people or rediscover old friendships you are not simply becoming intimate (at whatever degree from romantic to almost sibling-like and everything in between) you do not simply form a relation with a person as an object, but a person as a fold of the cosmos and folds of folds, whole universes of meaning.
All of this has happened over a matter of weeks and is a bit surreal, so I have come to a number of tentative, but nevertheless sufficient stop-gap conclusions.
1. The miasma of estranged intimacies and intimate estrangements I am currently experiencing is a powerful force. ‘Miasma’ in the sense of the ancient Greek ‘pharmakon’ (from which ‘pharmacy’ is derived), which can be both poison and medicine depending on the measure. Ethically I need to harness this force and use it to soberly affirm something good in the world. In this circumstance, the ‘good’ is mostly personal in character.
2. I need to be brave to affirm this force. I am brave, almost to the point of stupidity sometimes, so that is ok.
3. I need to learn to appreciate new estrangements and new intimacies whatever their composition, both the potential (that is, imagined future states of) disappointment and excitement are part of this. I am trying to do this through measures of active ‘letting go’ and ‘embracing’, rather than a paranoid-reactionary ’slipping by’ or ‘clingingness’.

There is a complexity to this process, one that requires care and, above all, patience, to let the other person or people fold the world in their own time.

5. letting go, embracing, the world

So most recently, how to ward off my own ressentiment:

I am pretty hardcore when it comes to enduring what life throws my way. It is easy when I feel contempt for most of the world and all the stupidities that it contains. I guess it is easier to think about what I won’t do.

I offer a list of axioms for warding off ressentiment, the full descriptions of each of these are in the blog post:

I won’t stop falling in love.
I won’t stop rolling the dice.
I won’t fret about not understanding.
I won’t stop inviting people into my world.
I won’t stop listening to special songs.
I won’t stop writing my poem.

What I have forgotten about ressentiment is the temporal dimension. There is a contradictory movement of dispising the present while being incapable of imagining the future or past, because any kind of temporal relation is derived from a projection of the present, ie ‘This painful present will continue” “This present is a repetition of the past, nothing changes.” This is why it is so hard to imagine a new opening on the world and a different way of relating to the world, because you become literally locked in time.

To break free of ressentiment means to break time itself; to go to war against all possible futures and all possible pasts that suck life out of itself.

It is not human consciousness that distorts the reality of things, but relationality per se. Heidegger’s tool-analysis unwittingly gives us the deepest possible account of the classical rift between substance and relation. When something is ‘present-athand,’ this simply means it is registered through some sort of relation: whether perceptual, theoretical, practical, or purely causal. To be ‘ready-to-hand’ does not mean to be useful in the narrow sense, but to withdraw into subterranean depths that other objects rely on despite never fully probing or sounding them. When objects fail us, we experience a negation of their accessible contours and become aware that the object exceeds all that we grasp of it. This predicament gives rise to the theme of vicarious causation.

Graham Harman’s theory of vicarious causation has been copping a battering around the blogging traps recently. Rightly so. The example he provides of perceiving a pine tree is utterly contradictory. Why should the objectness of the pine tree be defined by the human-centric practice of perception? Surely the great pine tree philosophers equally misguided as Harman would lament our status as not ‘real’ objects because of our inability to ‘perceive’ the sun as a form of energy production. We only have a ‘reality’ and not merely sensuous objects when we become enemies of the trees and attack them with axes and chainsaws.

I agree with the first line in the above quote 100%. To pursue ‘objects’ from this initial thought is incorrect and leads to an impossible theory of causation. It is not human consciousness but relationality per se that ‘distorts’ or, as I prefer, produces the reality of things. There is only ‘sensuousness’ or affect and the capacity to be affected. Harman has inherited a conception of human thought as necessarily being an idealism; it is not. There is an affective threshold to thought. Thought develops through the body like an old photograph develops.

One last note, regarding this proposition from Harman:

CONTIGUITY. The various sensual objects in an intention lie side by side, not affecting one another. Only sometimes do they fuse or mix. Within certain limits, any sensual object’s neighbors can be shuffled and varied without damaging the identity of that object, as when drifting mists do not interfere with my focus on the tree.

‘Only sometimes’? How about ‘Only in reality as reality’? What I realised during my PhD and am now thinking about again for a book on ‘enthusiasm’ is that intensive relationality has a problematic contiguity. Proximity is not a function of spatial or spatialised-temporal intimacy, it is only in this ‘sometimes’ (that Harman speaks of), which is actually the temporality of Kairos (as per Negri’s essay), does reality ‘develop’ itself into a baroque architecture of events through various (virtual) threshold-singularities.

I have had an article in the works for a while now where I have tried to address how to write articles for enthusiast magazines with the example of enthusiast magazines that service modified-car culture. The problem I was having was with how to position it. I have some great material derived from my PhD and the many dozen articles I have written (I have written 55 freelance articles this year, about 30 in the years previous, and easily over 100 as a staff writer). Now I have figured out that the best way for me to pitch this in the opening paragraph is to compare it to the introductory scholarship on writing for the news media.

These are the core analytical points I wanted to convey in this opening first section:

1. Writing for enthusiast media is not the same as writing for news media.
2. The enthusiast media is designed to tap into an enthusiasm and use it as a resource; it is primarily an affective discourse. News media is primarily meant to be free of affect and tends towards an ideal of ‘objectivity’.
3. If the point of news media journalism is to convey the Who, What, Why, Where, When and How (5 Ws and 1 H method) in the lead sentence, then enthusiast media attempts to hook the reader by inciting a particular affective response.
4. The news media attempts to represent the world so the reader can implicate it in their own respective lives; there is some truth to the ‘hyperdermic model’ of media transmission. However, the enthusiast media attempts to implicate the reader in the event of enthusiasm being reported on.

The second section then goes on to demonstrate what is required to be able to write in the affective mode.

1. An understanding and appreciation of the enthusiasm is required.
2. To understand enthusiasm means understanding the challenges faced by an enthusiast. Here I am unsure if I should offer a brief account of the post-Kantian conception of enthusiasm developed in my phd? It is by engaging with challenges that enthusiast bodies are mobilised. Within modified-car culture, a co-enthusiast will ‘read’ a given car in terms of the challenges it inculcates. This demonstrates the capacity and skill of the car’s owner to ‘rise to the challenge’.
3. Understanding the enthusiasm does not simply mean knowing about the objects of enthusiasm or even only the practices of enthusiasm. Within modified-car culture a car is not merely an object to be incorporated into the ego to facilitate gendered production of identity (hegemonic masculinity model), it is a topology of challenges that enthusiasts ‘read’ and confer respect accordingly. The aquisition of know-how is a product of practices that engage with challenges. There is a correlation between know-how and respect within the scene.
4. The job of the enthusiast media journalist is to represent how the enthusiast engaged with a given challenge. The affects of enthusiasm are expressed through this process of rising to the challenge, such as frustration, confusion, trickiness (like ‘smartness’), satisfaction, patience and determination.

The third section discusses the relation between an enthusiast magazine and the given enthusiast scene.
1. A given magazine covers a certain niche market which more often than not encapsulates a subculture within a scene.
2. The magazine is in a relation with enthusiasts and commercial interests. Within modified-car culture the commercial interests are mostly workshops and performance parts suppliers, but also includes event promoters.
3. Coverage of the scene is a media event that seeks to translate the affects of a given event through enthusiast discourse in such a way as to implicate the reader in the broader affective mobilisations of the scene.
4. The content of the scene selected for coverage in a magazine is explicitly valorised, through publication, as being worthy of appearing in the magazine.
5. The political economy dimension to enthusiast magazine coverage of the scene is that coverage is shaped by commercial imperatives of ‘keeping the advertisers happy’.
6. Unlike normal media this is not that much a problem in that those elements selected from commercial interests are also worthy of being valorised. The function of the enthusiast media is not to change the enthusiast-determined heirarchies of value within the scene, but to segment and select portions of it according to the commercial imperatives.

The conclusion points out that niche-market media that services a given enthusiasm is the way of the future for media companies that are coming to terms with shifting from being print publishers to being online publishers. In Australia, just as many other national contexts with a developed media ecology, there are many different enthusiast media publications that target and service many different enthusiasms.

Monetizing Enthusiasm: The Missed Opportunity of Social Media and Car Enthusiast Magazines

Abstract: The publishing industry that services the scene of modified-car culture in Australia has largely missed the boat when it came to moving from being a once profitable commercial print industry into a profitable social media enterprise. This paper explores the reasons for this failure in the context of the last 30 years of modified-car culture and the enthusiast media industry that developed around it. A number of possible approaches are proposed for monetizing enthusiasm through social media that should be useful for other enthusiast scenes.

When post-structuralist marxists become capitalist.

My heart is well and truly broken.

Say you find yourself staring at an old pot. Your brain, being an incredibly sophisticated computer, immediately assesses that it’s an old pot, and that old pots are boring. It’s not going to dance, or sing heartbreaking songs of yesteryear. It won’t even rock gently in the breeze. It’s just going to sit there being a pot. Probably a broken one at that. If it was on television, they’d at least have the decency to back it with some upbeat techno while zooming in and out, and even then you’d immediately switch over. But instead, because you’ve got the misfortune of actually being there in front of it, surrounded by other people, you have to stand and look at the poxy thing for a minimum of 30 seconds before moving on to gawp at the next bit of old shit, or everyone’s going to think you’re a philistine. The same principle applies in art galleries and museums. They’re full of secretly bored people pulling falsely contemplative faces. It’s a weird mass public mime.

Even though it is depressing to watch, I like the TV show Nathan Barley, co-created as an adaptation from a a fake TV guide listing (TV Go Home) for a fake TV show called Cunt. (Here is a link to one of my more infamous blog posts, it is probably NWS if you live behind a coarse language firewall, but if you did, then why are you reading my blog?:)

The above block quote comes from the regular Guardian column of one of the co-creators of Nathan Barley and TV Go Home, Charlie Brooker. I was introduced to Charlie Brooker’s column by a friend with whom I share many similar tastes in popular culture consumption. Brooker is a funny bastard, I certainly grant him that. His column from the 22 June 2009 is about having an ‘interest’ (ie hobby) and the relation between this ‘interest’ and the practices of ‘interested’ people and the way Brooker has always turned his ‘interest’ into a job.

Brooker’s column makes fun of what he perceives to be the contemplative mode of engagement expressed through the practices of visitors to archaeological ruins as they pause and consider a broken pot. There is a rhythm to this practice, of walking, having one’s interest caught, gazing upon this object of interest and all the while contemplating something about it. The capacity to contemplate an object reminds me of the way Bourdieu wrote about the capacity of certain upper-class consumers of cultural artefacts. There is a pleasure in the nitty gritty of seeking these objects out, but the point is to index their particular significance. (See Hilary Geoghegan’s essay in the ‘Enthuse‘ special eissue of M/C Journal on Being Enthusiastic about Industrial Archaeology.) To realise their significance requires an informal (for amateurs) or formal (for scholars or professionals) inculcuration of these practices into the enthusiast habitus. At stake is a subcultural assessment of beauty. For Brooker there is no utility in a this kind of Kantian reflection on the ‘beauty’ of the broken pot. The Bourdieuian would simply retort Brooker is not properly equipped to contemplate the broken pot’s beauty nor have the cultural capital to realise its significance.

I am not a Bourdieuian, however. I appreciate Bourdieu’s work and what he has given to the social sciences. I prefer to take another position, one that incorporates what, following Deleuze, is the virtual dimension of the cracked pot. Think about an amatuer archeologist’s practice. They come across several if not dozens of such artefacts similar to the cracked pot in their leisure-time labour. The great joy of such amateurs, just as it is for any subcultural practice organised around the indexing and cataloguing of significant cultural artefacts, is when something that might be an artefact does not fit into the schema of the established typology.

Bourdieu went to great pains to point out the class bias in Kant’s philosophy of aesthetic judgement. But what if Bourdieu was wrong to focus on aesthetic judgement and instead should have engaged with Kant’s notion of enthusiasm to describe the cultural practices of his research subjects? Participating in a cultural formation does not only require a cultural competence, it also requires one to be mobilised. The mobilisation was assumed in Bourdieu’s account; it is a variable he took out of his analysis of formations of cultural consumption and their intersection with class-based social stratifcations. Surely everyone has met people who belong to a particular social milieu but who choose not to particpate in the practices of cultural consumption ‘expected’ of such a social positioning?

The amateur archeologists as well as many other enthusiasts are forced to use their respective powers of imagination. The broken pot has a biography, its surface and its cracks are traces of events that have been inscribed upon it. Part of the work of the enthusiast is to decipher these material signs of its biography. For example, enthusiasts in modified-car culure can ‘read’ the material signs of a car and reconstruct the ‘amount of work that has gone into it’, which would be similar to an archeologist exclaiming to how much ‘history’ is present. ‘Amount’ here is quantitative but it is also qualitative, the biography (work/history, i.e. active/passive inculcation of events) is an index of enthusiasm, deciphered from the material signs of the object’s biography and immanently valorised within the practice of contemplating the object.

Charlie Booker seems to be mobilised by the challenge of cultural critique of those practices that he deems boring (amateur archeologists). It is an unnerving practice to simply pour scorn on other peoples’ enthusiasms and I don’t care much for it. Maybe there is some inverse cultural cringe here, but I think people should be allowed the dignity of pursuing their collective enthusiasms. For some it is the only thing they have for warding off a brutal and nihilistic ennui. Booker, and many other people I have met of my generation who are as cool as fuck, is alienated from his own enthusiasm and seems to get enthusiastic about pointing out the ‘absurdities’ of another’s enthusiasm.

I have finished a first draft of a journal article derived from my PhD; it is primarily focused on the concept of homosociality that I use and expand in the context of actual experience.

More work needs to go into the introduction section. I’d be keen to hear from others who have not read my PhD as there is a danger of not explaining points/examples/arguments enough or too much with the whole dissertation in the back of my mind.

I have decided to ramp up my quasi-scholarly work of producing articles. Expect anywhere between a few to several articles to appear over the next several weeks.

It is available here.

I have retained the Endnote fields as it is a work in progress.

Lastly, please do not cite without permission. More than likely in the atemporal database of the internet someone will find this blog post in the future and download the article. If it is published I shall make a note of the publication location here so you can find the final version of the article.