Today’s Comparative Media Studies colloquium features one of our own, Assistant Professor of Civic Media, Sasha Costanza-Chock. His new book, “Out of the Shadows, Into the Streets!” explores the world of transmedia organizing and the immigrant rights movement.
His talk tonight focuses on his background in media making, activism and scholarship, before zooming into the immigrants rights movement specifically, and one aspect of his work, the professionalization and accountability of social movements
Sasha’s background is in the world of independent media, including production of movies like “This is What Democracy Looks Like”, shot and edited by teams of activists working together. On moving to LA to work on his dissertation, he began working on the VozMob platform, a tool that allows people with low-end mobile phones to publish content online. The tool continues to be used by working class immigrants in Los Angeles to document their lives and work.
On coming to Center for Civic Media, Sasha worked with our developers and others to build a hosted version of Vozmob, Vojo.co, which is now used by over 100 groups to collect and disseminate information, including the Sandy Storyline project, which won a major documentary award for their documentation of Hurricane Sandy.
More recently, he’s helped launch Contratados, which is basically a Yelp for migrant workers, reviewing labor brokers, the people who recruit agricultural workers to jobs in the United States. Contratados is a transmedia project, using online tools, radio, paper flyers and others to bring information about immigration rights and practices to vulnerable populations.
Sasha explains that his work is best understood as participatory research, which sometimes looks like media making, sometimes like activism and sometimes like research. This book is based on ten years work in the immigrant rights movement as an activist and scholar.
To understand this space, Sasha uses the concepts of Media Ecology to understand the complex world of English and Spanish language media, online and offline media, as well as concepts like Transmedia Organizing, Social Media Movement Practices, and Critical Digital Media Literacies. He suggests we think about media in terms of a read/write/execute movement – we need to consume media, make it ourselves, and use it to make change in the world. Sasha argues that making media is a critical path towards engagement in activism: making media is often a first step towards a deeper involvement and engagement in activism.
Stepping back to explain the content of the immigrant rights movement, Sasha explains that the immigrants rights community has been deeply disappointed by the Obama administration’s aggressive enforcement of immigration laws – he is often termed “the deporter in chief”. Activists are incensed by a massively expanded immigration enforcement budget, now over $3 billion a year and programs like SCOMM (secure communities), which collects biometric information on anyone who is arrested (even if they are not charged or tried) and checks to see if they have legal status to remain in the US. This program was rolled out as an optional program, but local law enforcement discovered that they would not receive federal monies if they opted out. Many local law enforcement agencies dislike SCOMM, as it tends to break down trust between local law enforcement and communities.
Bills like SB1070 – the “driving while brown” bill, which allowed people to be stopped under suspicions of being undocumented – have been challenged in courts, but there’s a large number of dangerous regulations on the books.
Sasha offers the observation that there are complex economic reasons why we might be seeing a rise in militarized immigration enforcement. Private prisons and detention facilities, biometric systems are powerful political and economic actors. Of the 30-40,000 people incarcerated on any given night, roughly half are housed in private prisons, and represent a growth segment for companies like Corrections Corporation of America.
It’s not just about profitability – it’s about the expansion of the security state. Surveillance and security systems have a tendency to expand, even if they’re not effective or profitable. Once you begin building SCOMM, there’s a compelling logic to expanding it to each county, to link it to other databases. Systems like e-verify are only roughly 50% effective, but they continue to expand.
The criminalization of immigration in the US is characterized as a racial project, a reproduction and maintenance of whiteness and racial hierarchy, Sasha argues, citing a long history of research on American immigration and discrimination against the Chinese and other groups. Our version of immigration also supports heteronormativity and patriarchy, allowing immigration for reunification of families, but only traditionally structured families (no same-sex marriage included.) He reminds us that the US is an ongoing project of settler colonialism, a consolidation and control over the borders and “body” of the nationstate, which is ultimately a colonized and occupied state taken from native peoples.
What do immigrant rights groups do in this hostile context? How do they tell their stories and work to shape these systems? We need to consider the shape of an English-language mass media system that tends to be overwhelmingly negative towards immigrant mobilization and narratives. A center-left media occasionally pays attention to issues of the undocumented, but tends to paint immigration as a balance between border security and “a path towards citizenship”. Even in the center-left, there’s an acceptance of the idea of “good immigrants”, implying bad immigrants who need to be kept out.
The rise of outlets like Univision, Telemundo and La Opinion have led to a more subtle dialog on Spanish-language media. This group has become quite powerful in mobilizing, with Spanish-language DJs cooperating to call people in the streets to protest a Sensenbrenner immigration bill. Sasha urges us to consider community media as well. Even with small reach in comparison to the national outlets, these outlets serve as legitimators to activist and community organizations.
Social media plays a role as well, both in terms of organizing actions and giving participants a voice. Sasha wants to focus specifically on how social media can augment relationships with reporters, allowing activists to amplify their message more effectively than sending out press releases. All these pieces function simultaneously, and smart actors in this space learn to operate across these media through transmedia organizing.
The term is descended from Marsha Kinder and Henry Jenkins’s work on Transmedia Storytelling. Kinder looked at the way that stories expanded not just through film but through toys and marketing tie-ins, creating storyworlds that are shaped in part by their expansion into multiple medias and markets. Jenkins sees this work changing the nature of storytelling and changing the media itself, sometimes making it more open to participation and counternarrative. Sasha expands this to consider how storytelling can be accountable and open to movement actors, and how creating media can transform people into movement participants.
In the immigrant rights movement, work is cross-platform: posters, mobile applications, films. What’s important is that people’s media strategy is explicitly cross-platform. Organizers are smart enough to know that they need Spanish language media to cover actions, then push those stories to their base via social media.
This media is participatory – Sasha points to the “Undocumented and Unafraid” campaign as a strategy in which creating media and disseminating it is a key action in joining a movement. A street action was complemented by a Tumblr (for people who couldn’t participate in person) and a video produced after the fact (which Sasha shows.) The movement draws explicitly on the LGBT struggle for acceptance through coming out, and looks specifically at the idea of Undocuqueer – coming out as undocumented to LGBT peers and as LGBT to the undocumented community.
Media production is rooted in a particular community action being taken. Sasha shows us a capture from a UStream of an occupation of an Obama campaign office in Colorado – the stream allowed thousands to follow the campaign for executive action to grant relief to undocumented youth. Dreamers succeeded in forcing Obama to make significant changes to deprioritize deportation of undocumented youth, and there’s now a discussion about the possibility of a return to sit in and occuption to seek change at a moment where change through Congress looks impossible.
The movement is careful in discussing framing. They are concerned with the framing of “I was brought here through no fault of my own”, because that’s a narrative that criminalizes parental behavior. Which narrative you pick – no fault of my own or a broader narrative – helps determine what you advocate for: reform for undocumented youth, or for all undocumented people.
Finally, Sasha reminds us that this work is transformative. By learning how to make and share media, the movement is expanded and the movement’s reach and capabilities are expanded.
Sasha sees this dynamic of transmedia organizing happening in other activist movements, including the Occupy movement. It’s also not unique to contemporary movements – he references research by Rogelio Lopez, carried out at Center for Civic Media, that looked at participatory and transmedia organizing by the Farm Worker movement from 1962-72.
Sasha closes by looking at one of the issues he explores in his work, the professionalization and accountability of social movements. There’s a long scholarship around this issue, looking at ways in which social movements become 501c3 nonprofit organizations. When you make the change from social movement to nonprofit, Sasha points out, you lose the right to advocate for specific candidates. When organizations make this change, start doing the dance with funders, they become increasingly service oriented and depoliticized.
In parallel, there’s a professionalization of transmedia production. Some years ago, “transmedia production” was a hot new topic – in 2010, the Producer’s Guild of America began issuing “transmedia producer” credits associated with films. You can now hire a transmedia producer to create an ad campaign or a cross-platform strategy to market a film.
In the last two years, we’ve seen three professionally produced transmedia campaigns. “Define American” is a campaign from Jose Antonio Vargas, a Pulitzer-winning journalist who identifies as undocumented and queer. The project launched with a video, “Define American”, and a website, which lean heavily on web-based media like Tumblr and Facebook posts, as well as YouTube videos. Vargas has now produced a full length documentary called “Documented”, which explores this movement as well as Vargas’s personal journey. Sasha points out that the film was produced by an undocuqueer individual and has several undocumented production team members. However, there’s an argument that the documentary continues to support a narrative of “the good immigrant”.
He shows us a second documentary, “The Dream Is Now”, produced by the Emerson Collaborative, a foundation started by Steve Jobs’s widow. It’s a professional production, put together by people involved with An Inconvenient Truth, and was screened within the White House. But there are problems with the project. When you arrived at The Dream Is Now website, a modal box pushes you to sign a petition to support the DREAM Act. But the movement had moved on, Sasha tells us, and was now pushing for comprehensive immigration reform, not throwing DREAMers parents under the bus. Activists demanded that The Dream Is Now push a different set of action, but it took months to convince Emerson to change to meet the needs of the movement base. It was a beautiful and powerful piece of media, Sasha notes, but there are issues about accountability to the base of the social movement.
FWD.us is the third project Sasha features. He first shows “the leaders behind the movement”, who are (predominantly white) Silicon Valley CEOs. The campaign focuses on the ways in which immigrants represent a large percentage of the American workforce. One of the main emphases of the film is the need to increase the number of high skilled visas and allow DREAMers to contribute to the US economy. The video features 400 groups fighting for immigration reform… which turn out to be Silicon Valley companies. Sasha points out that most movement actors don’t have a problem with more high-tech workers… but the first policy plank of FWD.us is “secure our borders”, which is a policy that pushes people to cross the US/Mexico border in increasingly dangerous and insecure ways. They support e-verify, a program that auditors have found has a very high rate of false positives, in part because Silicon Valley will get the contracts to build these systems. While this is a deeply professional campaign, it’s unaccountable to the base of the movement and is erasing the broader movement history, replacing citizen organizations with tech firms.
There’s a nice narrative – organizations that have larger budgets are less accountable to the base of the movements. But it’s messy – Jose Antonio Vargas teamed up with FWD.us to promote his documentary. And undocumented youth wrote a letter to Vargas critiquing him for supporting a good immigrant/bad immigrant narrative, making it clear that he did not represent all the undocumented.
Sasha ends with questions: do greater resources always mean less community accountability? Is there always a tension between artistic freedom and strong storytelling and community accountability? Sasha believes we can have accountability mechanisms that don’t require the community to sign off on each stage of film production, but do have a powerful relation to community issues. Ultimately, Sasha is interested in building a culture of activism centered on the idea of “Nothing About Us Without Us”, framed by disability rights activist James Charlton.
Sasha invites Sofia Campos, one of the leaders of United We Dream, to the stage to react to his presentation. She points out that the movement has a culture of reflection, but hasn’t been able to publish a book like the one Sasha has. These meta-conversations about the movement can be repetitive and draining, and it’s helpful to have a careful consideration of the history of the movement to refer to. She agrees with Sasha’s contention that the media is a critical piece of the movement – before the Internet, she didn’t know that there were other undocumented people outside of California. In 2010, the internet allowed the movement to come to a higher level of organization and collaboration with unprecedented speed. Knowing that people were working across the country on the issues was a powerful feeling for movement actors.
Critically, the movement has been able to build its own narrative, and it’s been critical to move in the directions they’ve needed of going. She notes that the movement still needs mechanisms for accountability, which makes it helpful to have scholars like Sasha thinking about how the movement and those who want to help push it forward get engaged.
Desi asks why media making is such an important onramp to movement participation. Sasha makes clear that he doesn’t think media making is the most important aspect of movement building, just an important and understudied onramp. In sitting down and deciding how to tell your story, you are likely to contact others and share your experiences, as well as reflecting on the structures you’re struggling against. That struggle tends to lead to a social movement identity. Sofia that producing media is a way of combatting the isolation associated with the experience of being undocumented, and seeing support from others throughout the US going through the struggle you are experiencing.
A questioner makes clear that he’s frustrated by this as a “one sided” presentation advocating “illegal immigration”. He asks whether those who oppose illegal immigration can use the same tools to challenge unrestricted immigration. Sasha notes that the right has used every media at their disposal to make arguments, and argues that those counterarguments are as emotional and manipulative as arguments from the immigrants rights movement. He argues that it’s not an even playing field between powerful corporate actors who control broadcast TV and are likely to shape opinion against immigrant, and that the enthusiasm for social media may reflect a hope of countering those narratives.
Ian Condry asks whether there are new ideas about framing the immigration debate. Is the frame of “lawbreaking and amnesty”, which is gaining some traction, more successful than a narrative of the benefits of immigration, which seems well supported by American history. The idea of DREAMers clearly got through, he suggests, and wonders if there’s a way to embrace its power without the consequence of throwing parents under the bus. Sofia notes that issues of movement politics as well as deep legacies of racism and colonialism come into these questions of framing. The DREAMer framing was powerful because it was a narrative that came from the immigrant community, but sometimes failed to respect the radical, rooted message that the entire system of immigration needs reform. Within that framework, there’s then a question of what’s feasible, and how to negotiate for what people need now in terms of relief. Sasha notes that there’s an instrumentalist approach to media in which you A/B test your way through messages, but that this approach to framing runs the risk of coming into conflict with the community you are messaging around. The path forward has to give the affected community the ability to control the messaging, which may lead to less effective messaging in the short term, but will allow for a messaging driven by ethics and values in the long term.
Jim Paradis notes that he’s impressed with the range of objectives the movement is taking on, from inclusion in higher ed, to broader reform around immigration. He wonders how the movement is putting together a strategy to choose between competing objectives. Sasha notes that it’s a matter of constant debate within the movement: what are we working for short and long term? Political operatives tend to advise we pick a small, specific thing and message around it. But there’s a recognition that there’s a broad cultural shift around the idea of who’s a rights-holding human being. To transform ideas about immigration, we may need to win the larger battle to shift a vision of who’s human.
Jing Wang asks whether there are cross-racial alliances in the immigrant rights movement and what the dynamics of those alliances are. She wonders if the framework Sasha is advocating is equally good for movements led by Asian immigrants. Sasha notes that there is organizing and coalition work across different communities. Sofia notes that there are cultural challenges in this organizing, not just with activists but in connecting their parents, but that these movements are moving forward. Also, the movement is now trying to expand beyond immigration and into the broader space of challenging the for-profit prison movement.
A questioner who works on immigrant rights notes that he rarely attends academic presentations because of concerns about community accountability. He thanks Sasha for his consideration on that issue and asks how the activist community can best work with engaged scholars. Sasha notes that it’s easy for people with privilege, including scholars, to extract stories from communities and make profits with them. He points to work he does at MIT, teaching a Collaborative Design Studio course that brings MIT students together with community organizations to work together productively. This includes laying out explicit expectations about responsibility, participation and ownership in these processes. We need a broader transformation in institutional processes, Sasha argues, to ensure that research serves the needs of a community.
Rogelio Lopez closes with a question about the ways in which movements can spread across the world, where the Ferguson “Hands Up” protest appears on the streets of Hong Kong. What does this mean for movements when these frames spread across nations? Sasha notes that this is an exciting moment, when symbols and tactics circulate at greater speed than any other moment in human history. We see local instantiations of these techniques, and they bubble up at different moments in time – Occupy stalled in the US but came to the fore again in Hong Kong. Power is continually threatened by the potential of horizontal, people’s power. Sofia notes that the spread of ideas on the internet really benefits from the face to face organizing we’ve seen in the immigrant rights movement, which can keep it rooted in communities.
Philosopher Helen Nissenbaum is one of the leading thinkers about the ethical issues we face in digital spaces. Her work on privacy as “contextual integrity” is one of the most tools for understanding why some online actions taken by companies and individuals feel deeply transgressive while others seem normal – we expect online systems to respect norms of privacy appropriate for the context we are interacting in, and we are often surprised and dismayed when those norms are violated. At least as fascinating, for me at least, Nissenbaum doesn’t just write books and articles – she writes code, in collaboration with a team of longtime collaborators, which brings her strategies for intervention into the world, where others can adopt them, test them out, critique or improve them.
Professor Nissenbaum spoke at MIT last Thursday about a new line of inquiry, the idea of obfuscation as a form of resistance to “data tyranny”. She is working on a book with Finn Brunton on the topic and, to my delight, more software that puts forward obfuscation as a strategy for resistance to surveillance.
Her talk begins by considering PETs – privacy enhancing technologies – building on definitions put forth by Aleecia McDonald. In reacting to “unjust and uncomfortable data collection”, we wish to resist but we do not have the capacity within the systems themselves. We can create privacy enhancing tools as a mode of self-help, and tools that leverage obfuscation fit within the larger frame of PETs, self-help and resistance.
She defines “data tyranny” drawing on work by Michael Walzer, whose work focuses on approaches to ethics in practice: “You are tyrannized to the extent that you can be controlled by the arbitrary decision of others.” Obfuscation, Nissenbaum tells us, fights against this tyranny.
Using her framework of privacy as contextual integrity, from Privacy in Context (2010), she explains that privacy is not complete control of our personal information, nor is it perfect secrecy. Instead, it is “appropriate information flow that is consistent with ideal informational norms.” This contextual understanding is key, she explains, “I don’t believe that a right to privacy is a right to control information about oneself, or that any spread of information is wrong.” What’s wrong is when this flow of information is inconsistent with our expectations given the context. Sharing information about what books we’re searching for with the librarian we asked for help doesn’t mean we’ve consented to share that information with a marketer looking to target advertisements to us – we expect one sort of sharing in that context and are right to feel misused when those norms are bent or broken.
Different privacy enhancing technologies use different strategies. One project Nissenbaum has collaborated on uses cryptography to facilitate resistance. Cryptagram (think Instagram plus crypto) allows you to publish password-protected photos on online social media. The photos appear as a black and white bitmap, unless you have the password (and the Cryptagram Chrome plugin installed). By encrypting the photos (with AES, and rendering the output as a JPEG), you gain finer control over Facebook’s ever-changing privacy settings, and you prevent whoever is hosting your media from attempting to identify faces in photos, or building a more detailed profile of you using information gleaned from the images.
Other PETs use data obfuscation as their core tool of resistance. Nissenbaum defines obfuscation as “The production, inclusion, addition or communication of misleading, ambiguous, or false data in an effort to evade, distract or confuse data gatherers or diminish the reliability (and value) of data aggregations.” In other words, obfuscation doesn’t make data unreadable, it hides it in a crowd.
Good luck finding Waldo now.
TrackMeNot is a project Nissenbaum began in 2006 in collaboration with Daniel Howe and Vincent Toubiana. It was a reaction to a Department of Justice subpoena that sought search query data from Google as a way of documenting online child pornography, as well as the deanonymization of an AOL data set, suggesting that individuals could be personally identified on the basis of their search queries. “The notion that all searches were being stored and held felt shocking at the time,” Nissenbaum explained. “Perhaps we all take it for granted now.”
Her friends in computer science departments told her “there’s nothing you can do about it”, as Google is unlikely to change their policies about logging search requests. So she and her colleagues developed TrackMeNot, which sends a large number of fake search queries to a search engine, along with the valid query, then automatically sorts through the results the engine sends back, presenting only the valid query. The tool works within Firefox, and she reports that roughly 40,000 users use it regularly. You can watch what queries the tool is sending out, or choose your own RSS feed to generate queries from. (From the presentation, it looks like, by default, the tool is subscribing to a newspaper, chopping articles into n-grams and sending random n-grams to Google or other engines as “cover traffic”.)
The tool has prompted many reactions, including objects that TrackMeNot doesn’t work or is unethical. Security experts have suggested to her that search engines may be able to sort out the chaff from the wheat, filtering aside her fake queries. The questions about the ethics of obfuscation are at least as interesting to Nissenbaum as a philosopher.
Obfuscation, she tells us, is everywhere. It’s simply the strategy of hiding in plain sight. She quotes G.K. Chesterton, from The Innocence of Father Brown: “Where does a wise man hide a leaf? In the forest. But what does he do if there is no forest? He grows a forest to hide it in.”
With Finn Branton, she has been investigating historical and natural examples of leaf hiding and forest growing strategies. Some are easy to understand: if you don’t want your purchases tracked by your local supermarket, you can swap loyalty cards with a friend, obfuscating both your profiles. Others are more technically complicated. During the second World War, bomber pilots began releasing black paper backed with aluminum foil before releasing their payloads. The reflective paper obscured their signal on radar, showing dozens or hundreds of targets instead of the single plane, making it possible for bombers to evade interception.
Programmers and hardware engineers routinely obfuscate code to make it difficult to replicate their work. (As someone who has managed programmers for two decades, I think unintentional obfuscation is at least as common as intentional…) But some of the best examples of obfuscation are less technical in nature. Consider the Craigslist robber, who robbed a bank in Monroe, Washington in 2008, and got away by fading into a crowd. He’d put an ad on Craigslist, asking road maintenance workers to show up for a job interview by asking them to dress in a blue shirt, yellow vests, safety goggles, a respirator mask. A dozen showed up, and the robber – also wearing the outfit – was able to get away.
Nature obfuscates as well. The orb spider, who needs her web out in the open to catch prey, needs to avoid becoming prey herself. She builds a target of dirt, grass and other material in the web, exactly the size of the spider, hoping to lure wasps to attack the diversion instead of her.
Does obfuscation work? Is it ethical? Should it be banned? Examples like the orb spider suggest that it’s a natural strategy for self-preservation. But examples like Uber’s technique of calling Gett and Lyft drivers for rides, standing them up and then calling to recruit them, which Nissenbaum cites as another example of obfuscation, raise uncomfortable questions.
“What does it mean to ask ‘Does it work?'” asks Nissenbaum. “Works for what? There is no universally externalizable criterion we can ask for whether obfuscation works.” Obfuscation could work to buy time, or to provide plausible deniability. It could provide cover, foil profiling, elude surveillance, express a protest or subvert a system. Obfuscation that works for one or more criteria may fail for others.
The EFF, she tells us, has been a sometimes fierce critic of TrackMeNot, perhaps due to their ongoing support for Tor, which Nissenbaum makes clear she admires and supports. She concedes that TrackMeNot is not a tool for hiding your identity as Tor is, and notes that they’ve not yet decided to block third-party cookies with TrackMeNot, a key step to providing identity protection. But TrackMeNot is working under a different threat model – it seeks to obfuscate your search profile, not disguise your identity.
She and Brunton are working on a taxonomy of obfuscation, based on what a technique seeks to accomplish. Radar chaff and the Craigslist robber are examples of obfuscation to buy time, while loyalty card swapping, Tor relays and TrackMeNot seek to provide plausible deniability. Other projects obfuscate to provide cover, to elude surveillance or as a form of protest, as in the apocryphal story of the King of Denmark wearing a yellow Star of David and ordering his subjects to do so as well to obscure the identity of Jewish Danes.
For Nissenbaum, obfuscation is a “weapon of the weak” against data tyranny. She takes the term “weapon of the weak” from anarchist political scholar James C. Scott, who used the term to explain how peasants in Malaysia resist authority when they have insufficient resources to start a rebellion. Obfuscatory measures may be a “weak weapon of the weak”, vulnerable to attack. But these methods need to be considered in circumstantial ways, specific to the problem we are trying to solve.
“You’re an individual interacting with a search engine”, Nissenbaum tells us, “and you feel it’s wrong that your intellectual pursuit, your search engine use, should be profiled by search engines any more than we should be tracked in libraries.” The search engines keep telling you “we’re going to improve the experience for you”. How do we resist? “You can plead with the search engine, or plead with the government. But the one window we have into the search engine is our queries.” We can influence search engines this way “because we are not able to impose our will through other ways.”
This tactic of obfuscation as the weapon of the weak is one she’s bringing into a new space with a new project, Ad Nauseum, developed with Daniel Howe and Mushon Zer-Aviv. The purpose of Ad Nauseum is pretty straightforward: it clicks on all the ads you encounter. It’s built on top of Adblock Plus, but in addition to blocking ads, it registered a click on each one, and also collects the ads for you, so you can see them as a mosaic and better understand what the internet thinks of you.
Again, Nissenbaum asks us to consider strategies of obfuscation as having many strategies towards many ends. These strategies differ in terms of the source of obfuscation, the amount and type of noise in the system, whether targets are selective or general, whether the approach is stealthy or bald-faced, who benefits from the obfuscation and the resources of who you are trying to hide from. Ad Nauseum is bald-faced, general, personal in source (though it benefits from cooperation with others) and is taking on an adversary that is less powerful than the NSA, but perhaps not much less powerful.
Aside from questions of whether this will work, Nissenbaum asks if this is ethical. Objections include that it’s deceptive, that it wastes resources, damages the system, and enables free riding on the backs of your peers. In an ethical analysis, she reminds us, ends matter, and here the ends are just: eluding profiling and surveillance, preserving ideal information norms. This is different from robbing a bank, destroying a rival, or escaping a predator.
But means matter too. Ethicists ask if means are proportionate. If there is harm that comes from obfuscation, can another method work as well? In this case, that other method can be hard to see. Opting out hasn’t worked, as the Do Not Track effort collapsed. Transparency is a false solution, as companies already flood us with data about how they’re using our data, leading us to accept policies we don’t and can’t read. Should we shape corporate best practice? That’s simply asking the fox to guard the henhouse. And changing laws could take years if it ever succeeds.
In exploring waste, free ride, pollution, damage or subversion, Nissenbaum tells us, you must ask “What are you wasting? Who’s free riding? What are you polluting? Whose costs, whose risks, whose benefits should we consider.” Is polluting the stream of information sent to advertisers somehow worse that polluting my ability to read online without being polluted by surveillance?
Big data shifts risks around, Nissenbaum tells us. As an advertiser, I want to spend my ad money wisely. Tracking users shifts my risk in buying ads. The cost is backend collection of data, which places people at risk: think of recent revelations from Home Depot about stolen credit card information. Databases that are collected for the public good, for reasons like preventing terrorism, may expose individuals to even greater risk. We need a conversation about whether there are greater goods to protect than just keeping ourselves free of terrorism.
We can understand weapons of the weak, Nissenbaum tells us, by understanding threat models. We need to study the science, engineering and statistical capabilities of these businesses. In the process we discover “enabling execution vectors”, ways we can attack these systems through hackable standards, open protocols, and open access to systems. And we need to ensure that our ability to use these weapons of the weak is not quashed by enforceable terms of service that simply prevent their use. Without having access to the inner machination of systems, Nissenbaum argues, these weapons may be all we have.
An exceedingly lively conversation followed this talk. I was the moderator of that conversation, and so I have no good record of what transpired, but I’ll use this space – where I usually discuss Q&A – to share some of my own questions for Professor Nissenbaum.
One question begins by asking “What’s the theory of change for the project?” If the goal us to collapse the ad industry as we know it, I am skeptical of the project’s success at scale. Clicking ads is an extremely unusual behavior for human websurfers – clickthrough on banner ads is a tiny fraction of one percent for most users. Clicking on lots of ads is, however, frequent behavior for a clickfraud bot, a tool that’s part of a strategy in which a person hosts ads on their site, then unleashes a program to click on those ads, giving micropayments to person for each ad clicked. Essentially, it defrauds advertisers to reward a content provider. Clickfraud bots are really common, and most ad networks are pretty good at not paying for fraudulent clicks. This leads me to conclude that much of what Ad Nauseum does will be filtered out by ad networks and not counted as clicks.
This is a good outcome, Nissenbaum argues – you’ve disguised your human behavior as bot behavior and encouraged ad networks to remove you from their system. But it’s worth thinking about the costs. If I am a content provider, attracting human users who look like bots has two costs. One, I get no revenue from them as ad providers filter out their clicks. Two, I may well lose advertisers as they decide to move from my bot-riddled site and to sites that have a higher proportion of “human” readers. She’s shifted the cost from the reader to the content host rather than crashing the system. (Offering this scenario to Nissenbaum, using myself as an example of a content provider, and positing a Global Voices that was supported by advertising, I spun a case of our poor nonprofit going under thanks to her tool. In response, she quipped “Serves you right for working with those tracking-centric companies.” I’m looking forward to a more nuanced answer if she agrees with the premise of my critique.)
If the theory of change for the project is sparking a discussion about the ethics of advertising systems – a topic I am passionate about – rather than crashing the ad economy as we know it, I’m far more sympathetic. To me, Ad Nauseum does a great job of provoking conversations about the bargain of attention – and surveillance – for free content and services. I just don’t see it as an especially effective weapon for bringing those systems to their knees.
My other question centers on the idea that this technique is a “weapon of the weak”. To put it bluntly, a tenured professor at a prestigious university is nowhere near as disenfranchised as the peasants Scott is writing about. This isn’t a criticism that Nissenbaum is disrespecting the oppression of those worse off than she is, or a complaint about making a false comparison between two very different types of oppression. Instead, it’s a question about the current state of the political process in the United States. When a learned, powerful and enfranchised person feels like she’s powerless to change the regulation of technology, something is deeply messed up. Why does the regulation of technology turn the otherwise powerful into the weak? (Or is this perception of weakness the symbol of a broader alienation from politics and other forms of civic engagement?)
I’ve been advocating a theory of civic efficacy that considers at least four possible levers of change: seeking change through laws, through markets, through shaping social norms or through code. Using this framework, we could consider passing laws to ensure that the FTC protects user privacy on online systems. Or we could try to start companies that promise not to use user data (DuckDuckGo, Pinboard) and try to ensure they outcompete their competitors. We could try to shape corporate norms, seeking acknowledgement that “gentlemen do not read each other’s mail”.
If Nissenbaum’s solution were likely to crash advertising as we know it, it might be superior to any of these other theories of change. If it is, instead, a creative protest that obscures an individual’s data and makes a statement at the cost of damaging online publishers, it raises the question of whether these means are justifiable or others bear closer consideration.
I tend to share Nissenbaum’s sense that advocating for regulation in this space is likely to be futile. I have more hopes for the market-based and norms-based theories – I support Rebecca MacKinnon’s Ranking Digital Rights project because it seeks to make visible companies that protect digital rights and allows users to reward their good behavior.
But I raise the issue of weapons of the weak because I suspect Nissenbaum is right – I have a hard time imagining a successful campaign to defend online privacy against advertisers. If she’s right that many of us hate and resent the surveillance that accompanies an ad-supported internet, what’s so wrong in our political system that we feel powerless to change these policies through conventional channels?
Multimedia artist, writer, activist and teacher Coco Fusco is a visiting associate professor at MIT’s Comparative Media Studies this year, and she introduced herself to the Center for Civic Media community with a stunning talk this past Thursday, unpacking the history and the possible futures of the Cuban blogosphere. Fusco is a frequent traveler to Cuba and has interviewed many of the key figures in the space and offered an overview that’s complex, subtle and by far the most informative picture of the space I’ve heard thus far.
Fusco frames the Cuban blogosphere, in part, from her own background in performance art. Since 2008, when restrictions on cellphone use were lifted in Cuba, opponents to the Castro system have been engaged in activism that Fusco sees as having “a very media-savvy, performative character.” Citizen journalists and activists are sending text, videos and photos that document confrontation with state authorities, which has turned dissent into a kind of performance art.
If dissent is a performance, part of the audience is the United States. Not only is there a massive expatriate Cuban population in the US, there is a media system based and funded in the US, hungry for reports from independent Cuban bloggers. USAID has had a direct role in building this blogosphere, Fusco tells us. Her slides begin with the image of a Wifi logo painted onto a wall in the colors of the Cuban flag. These images are painted by activists, then painted over, in an ongoing battle. “If you didn’t know better, you might assume that ordinary Cubans were demanding free wifi. In fact, it’s part of a campaign by a USAID-supported group.”
The support from the US, the ways Cuba is trying to influence online speech, lead to a blogosphere in which participants are performing for multiple audiences. That said, the space has emerged as a critical digital public sphere for Cuban political dialog. Conventional public debate in Cuba is extremely limited, Fusco tells us. It’s officially organized, hosted solely in Havana, isn’t documented via video and has carefully controlled attendance. There’s no significant space for debate in Cuban daily newspapers or television, so the debates that happen in blogs, often hosted in Spain or Miami, is a critical digital public sphere.
The figures involved with this new public sphere are complicated. Elicér Ávila, blogger at Diário de Cuba, is supported by money from the US National Endowment for Democracy, send through Spain, Fusco tells us. On the one hand. he’s famous for confronting a government official in one of these staged official meetings, and his blog is a key part of the Cuban online scene. On the other hand, he “came out” in 2011 as a spy (in an interview with Cuban super-blogger Yoani Sanchez), part of Operación Verdad, a government project that encouraged the online harassment of independent bloggers in online media. He’s subsequently been “reborn” as a dissident, demanding a new, competitive political party to challenge the state. Figuring out who’s on what side, who is supported by whom and whose politics are genuine or performative is part of understanding this complex space.
Fusco offers a brief timeline of the internet in Cuba, starting with the arrival of internet service in 1996. This service was expensive and out of reach of most ordinary Cubans, so internet usage didn’t really come into play until the middle of the next decade. The “black spring” of 2003, where 75 journalists and human rights activists were imprisoned for their offline media activities heled step the stage for Cuba’s internet transformation. In 2006 when Fidel stepped down and Raúl took over power, many expected the political environment to open up somewhat. But it took “the Pavon case”, the online debate about the rehabilitation of a former government censor and extremist, to demonstrate the utility of online spaces as a place for political discussion. These dialogs took place via email, the medium most accessible to the few Cubans who were online at that time.
Shortly afterwards, Yoani Sanchez’s Generation Y blog opened this new space to a younger generation. Shortly after, in 2008, bloggers began meeting in public, weekly, to discuss both political issues and the challenges o being online in Cuba. At the same time, restrictions were lifted on cellphone ownership, opening a new channel to online participation for the majority of Cubans who did not have access to an internet connected computer. By 2009, Sanchez and her husband had founded Blogger Academy, which trains bloggers in how to use key social media tools. The Taza de Café blog, started by Lizabel Monica, launched with technical advice about accessing internet services using Cuba’s slow internet. And in a validation of blogger influence, the Cuban government responded by launching a set of government-sponsored blogs to counter the independent ones. These blogs now outnumber independent blogs by 2:1, but have a much lower reach and readership.
Like many closed societies, Cuba has a complicated love/hate relationship with the internet. Access to the net in increasing – there are now about 1.5 million cellphones in Cuba for a population of 10-11 million, so mobile access has outpaced access to land lines, with teledensity at about 10%. Fusco estimates that roughly 25% of Cubans have internet access, but notes that there’s no way to measure that decisively, as Cubans use wifi from hotels, rent internet access from foreign workers and use any number of creative methods to get online.
The Cuban government tends to see the internet as a threat to national security, and especially as a tool for the US State department to engage in pro-democracy propaganda. Thus the Cuban internet is controlled via site censorship, through the criminalization of some kinds of communication and through limitations to online access. Officially, email in Cuba is through an in-country system, where you need to be a union member or university student to have access. The mobile phone company, Cubacel, is a monopoly, controlled by ETECSA, the national telephone company. Access is slow, and costs are extremely high. Access through a hotel costs $6 an hour, and $4.50 an hour at internet cafes. In a country where the average salary is $20/month, there’s not a ton of usage through those channels. More common is access through the mobile phones, where charges are $1 per SMS message and $0.45 a minute for a domestic phone call. Fortunately, diasporans and other supporters of Cuban bloggers are able to send phones into the country and top up mobile phone accounts remotely. (Most Cuban bloggers have a “donate” button on their blog, which solicits funds for cellphone airtime.) The $2 billion in remittances into Cuba annually are what makes citizen media on the Cuban internet possible.
Even when Cubans can afford to get online, they face substantial technical challenges. Email is really the online reliable service in Cuba, so posting to blogs, Facebook and Twitter happens primarily through email – the best bloggers have setups that trigger tweets and Facebook updates as soon as they publish new content. Cubans have grown used to a culture of surveillance, in which journalism is pre-approved, where sites critical of the government are censored, and where surveillance of phone calls and email is routine. Still, even in such a controlled environment, some information spreads relatively freely.
Fusco explains that most Cubans don’t want clandestine political media so much as they want games, music and movies. They get these through the “paquete”, the colloquial term for a package of digital media delivered on USB flash drives. These drives are assembled by diasporans and often include political news from TV Martí, as well as entertainment media. The keys sell for roughly 2 CUC, or $2 (the Cuban convertible peso, which trades for roughly $1 per CUC – it’s a parallel currency to the Cuban peso, for use in foreign transactions, by tourists and others.) Since games often circulate on these keys, it’s become a popular business to run gaming parlors for $1 an hour. While wholly political paquetes do circulate, the ones that mix political and entertainment content seem to have the best success. (I see parallels to work friends have done circulating CDs with political content in Zimbabwe, to be played on buses and in taxis. A mix that’s 2/3rd to 3/4s music, with 1/3-1/4 political content seems to work, while all politics tends not to get well circulated.)
The paquete is not the only way Cubans are hacking digital media, Fusco tells us. Used phones and smartphones need to be modified for use in Cuba. Anyone licensed to do phone repairs will employ someone – often a small team – to alter these imported phones. There’s also a business in modifying Nintendos and Playstations for domestic use. All software used in Cuba tends to be pirated, and some software – particularly mobile phone applications that depend on network access – need to be modified to work mostly offline. There’s a thriving online market for these products – revolico.com – which Fusco describes as “the illegal Cuban craigslist”.
Those Cubans who are able to get online are often engaged in independent blogging and citizen journalism. Generación Y, founded by Sanchez, is now translated by volunteers into 14 languages (leading to accusations that she obviously must be a US spy, as volunteers obviously couldn’t be counted on to translate a website into dozens of languages…) Sanchez also maintains Voces Cubanas, a group blog representing the broader Cuban dissident blogophere. Havana Times is edited in Nicaragua, but features writing from people on the Island and is regularly translated into English. In addition to technical advice from La Taza De Café, Cuban bloggers can seek legal advice from Cuban Legal Advisor, run by Laritza Diversent, who tracks changing media and propaganda laws closely and offers advice for dissidents on jail and detentions.
That this community survives is something of a miracle, as blogging began as the process of sending SMS messages to friends and asking them to post to websites. Called “blind blogging”, this was replaced by using sites like Blogger, Twitter and YouTube via email. Yoani Sanchez showed Cubans how to use MMS to send data-rich short messages, which Fusco argues led to a major change in US journalistic coverage of Cuba. Still, these journalists and activists face a daunting set of challenges, starting with the difficulties of building a local base, given the cost of accessing the Internet. There are draconian legal restrictions if you are found of publishing with US government involvement, and the online space is deeply dependent on US pro-democracy funding. Fusco explains the debates that occur in Cuba – is blogging a “mercenary activity” funded by an imperialist government, or is this autonomous action by Cuban bloggers, who need money to support this work.
In addition, bloggers are isolated geographically and politically, and rarely have the opportunity to collaborate with others facing similar situations. State security has proven itself effective in fomenting discord between opposition groups. And these groups and bloggers tend to have narrowly focused agendas that can make it hard for them to reach international audiences even when they are technically able.
Fusco offers a bit more hope to Cubans using digital media to shape culture through literature, music and film. Projects like the Voces literary magazine are providing an alternative space for artists who don’t have official recognition from artists and writers union. (This official recognition matters – it is difficult to travel without this official status.) Artists have taken to keeping online video diaries to document their work and their process, hoping this will serve as a “shield” if they are detained or arrested and a rallying point for their supporters. Even given tight restrictions on content, some controversial material, especially films, are making the rounds of global film festivals, including films like Monte Rouge (about a security official visiting the house of an intellectual) and Los Aldeanos (link en español) (a documentary about Cuba’s hip hop underground). Cuban music is making an impact as well – Porno Para Ricardo, fronted by enfant terrible Gorki Aguila, survives and has visibility globally despite four (likely politically motivated) drug arrests of Aguila.
El Comandante, by Porno Para Ricardo
Fusco’s talk ends with discussion of the uncomfortable and complex relationship between Cuban media and audiences abroad. Blog dailies are published in Havana, Miami and Madrid. These sites, which feature writing from Cubans on the island, serve as what should be the opposition press, and are widely quoted by wire services and other international news agencies. They also serve as fodder for TV and Radio Martí, the American-produced channels that seek to reach Cubans on the island and in the diaspora. Martí received a large increase in funding in the wake of the 1996 Helms-Burton acts tightening US trade embargo against Cuba (a reaction to Cuba shooting down “Brothers to the Rescue” planes that sought to rescue Cuban refugees on rafts), and now the US government provides massive funding to pro-democracy media in Cuba.
This funding has supported people like Alan Gross, a contractor for USAID, who made five trips to Cuba bringing in phones and, perhaps, equipment designed to disguise satellite phone calls. Gross was arrested in 2011 and his family worries he will die in Cuban prison during his 15 year sentence. While Gross’s case has drawn international attention, Fusco notes that Cuban bloggers who accept US support – sometimes unknowingly – risk similar sentences.
She is hopeful that the $2 billion in remittance money send to Cuba might have more of an impact than the $70 million allocated to USAID, much of which is spent in the US. Projects like ZunZuneo, secretly created by USAID contractors to be the “Cuban Twitter” are far less interesting that projects like Yagruma, which supported creative projects in Cuba through a Kickstarter model before being stopped by the Treasury department in 2013, or Roots of Hope, organized by Cuban Harvard students, which coordinates tech donations to Cuban citizens.
Two interesting points came up in discussion with the Center for Civic Media team. Dalia Othman, an expert on social media in Palestine, noted that the Arabic blogopshere has moved almost entirely onto newer social media platforms. This shift hasn’t happened in Cuba, Fusco believes, because time moves differently on the Cuban internet. “It takes four hours to get to work, so why would you blog everyday? There’s no sense for the tactical use of brevity.” And because Cuba’s internet access is so slow, the always on world of social media doesn’t make much sense to Cuban users.
I asked Fusco what she would advise Secretary of State Kerry to do regarding independent media in Cuba. Her main point was that Cubans are far smarter about what works in Cuba than US contractors. Acknowledging that it’s dangerous for the US to fund Cubans directly, she’d like to see more diverse and less polarized funding for media in Cuba. At the same time, it’s important to question some of the Florida-based expatriate organizations, which have historically been sponsoring violent opposition and are now sponsoring technology. Critically, she thinks Cubans need to get beyond the idea that US support for independent media is a “mercenary” activity – independent journalism should not be seen as mercenary, or as a US demand. Instead, it’s a demand for a functional society.
Last night, I attended Town Meeting in Lanesborough, MA.
Town meeting government is peculiar to New England and especially strong in Massachusetts, where almost 300 of the state’s municipalities are governed by an annual meeting of town residents. My town is under the population threshold of 6000 at which towns can choose to elect representatives to town meeting. In small towns like ours, we are required to hold an open town meeting, at which any residents may speak and ask questions and where registered voters vote on any major discretionary spending and on changes to the town’s bylaws.
These aren’t the question and answer sessions with national-level elected officials that became infamous for revealing how angry and partisan many American are. They are dead practical discussions of individual line items in the annual budget of a small, mostly volunteer-run organization. (Lanesborough has three elected selectmen, who appoint a paid town manager. The selectmen are nominally compensated for their work, and most committee members are volunteers. The town’s budget of $10 million, goes almost exclusively towards salaries for teachers, school administrators, police and highway workers.) The conversations that take place aren’t the sort that play well on cable TV news – instead, they’re familiar to anyone who’s served on the board of a budget-constrained nonprofit organization.
Town meetings are frequently lauded as one of the purest forms of direct democracy. Everyone has a voice, which is a good and a bad thing – only fifteen minutes into last night’s meeting, it became clear why every meeting has a moderator and why that moderator has extremely broad discretion over closing discussion on a topic. About an hour into the meeting, I asked a question about a $10,000 expenditure on road repairs, and quickly regretted doing so. I was curious because it was the sole article on the warrant where the selectmen and finance committee were at odds, and I was interested to know what the dispute was about. Half an hour later, I knew a great deal more about the problem of runoff from unpaved roads into Pontoosuc Lake, snowplowing and the nuances of accepted, non-accepted and private roads than I’d really wanted to know.
Mark Schiek, Mount Greylock Building Committee Chairman, speaks at Lanesborough Town Meeting. Photo from iBerkshires
I was acutely aware of the time my question was taking up because, like most of the people who attended the meeting, I was there because of a single article, Article 21, slated for discussion near the end of the meeting. Lanesborough has quite high tax rates (38th statewide), even for Massachusetts, in part because we maintain our own elementary school and share a high school with larger, wealthier Williamstown. That high school has serious structural deficiencies, and there’s a plan on the table to retrofit the building or build a new facility. First step in that plan is gaining approval for a $850,000 feasibility study at the town meetings in Williamstown and Lanesborough.
Many of the people in the elementary school gym last night are parents of young children (like me) who wanted to ensure that their children’s high school remains strong. And, like me, many were paying babysitters to watch their kids so they could vote in favor of a feasibility study.
My presence at Town Meeting was a straightforward illustration of an idea Anthea Watson Strong introduced at the recent Personal Democracy Forum in New York. To explain why it’s often difficult to get people involved in civics, she offered an equation:
The benefit of renovations to our local high school is quite high for me: my son enters kindergarden in 15 months, which means he’s likely to enjoy the full benefits of a new or renovated middle and high school. Those campaigning in favor of the feasibility study persuaded me that P was pretty high, as they were expecting showdown between pro-education and anti-tax forces, and they needed every vote they could get, as this allocation requires a supermajority. Even without considering duty, P * B was high enough to overcome the substantial cost of action: three hours of a babysitter, a rushed dinner instead of a night of bad TV on the couch.
As it happens, Article 21 didn’t need my vote. Several townspeople spoke passionately about the need for strong schools, one suggesting that as Berkshire County shrinks in population, we should expect our high school to become a magnet for high performing students in nearby communities. Members of the regional school committee had good answers to probing questions about school choice, tuition for out of town students and the steps in funding a renovation process. Two townspeople spoke against the article – as it turned out, they were the only ones I saw vote against the article – well over a hundred voted for it. I misperceived P – spending time at Town Meeting seemed like an effective civic action because I anticipated showdown that didn’t actually occur. (I suspect that “perceived P” is more important than actual P – if you think your vote counts, you’re more likely to vote.)
When the Article passed, dozens of people left the meeting. I left, too – I wanted to pay my babysitter and get to bed. In the process, I illustrated precisely the problem Massachusetts communities are having with town meeting. Several communities have abandoned the meeting system of government because it’s very hard to get people to attend when there’s not a controversial issue on the table. In other words, D is very low. In my case, it’s low enough that it hasn’t moved me to attend Town Meeting in the 15 years I’ve lived in town, until an issue arose where PB > C.
That may change for me. I learned a great deal about my town by attending town meeting, details about how the water, sewers and roads work that I’ve honestly never thought about. The main thing I learned was that to participate in these meetings effectively, I’d need to do a great deal of reading ahead of time, much as I prepare for budget committee meetings for NGO boards I sit on. At that point, P would be higher (though, most of the time, I’m not sure B or D is high enough for me to stay engaged.)
These calculations about the civic utility of attending town meeting suggest some problems for those who are seeking change through government transparency. It’s hard to think of a ritual more conducive to transparency than the Town Meeting. The town publishes an annual report with a detailed, proposed budget ahead of time, and every line of the budget can be questioned by any resident. While this transparency is laudable, it’s also extremely confusing to those who don’t know the issues already. Transparency without explanation opens the process to those who have time and motivation to learn what’s at stake. The rest of us could use a good guide, something we rely on the increasingly stretched local press for. The Berkshire Eagle ran a brief story about what issues were on the table at the meeting, though no follow up about what decisions were made. (A local news site had an excellent article on the Article 21 vote.)
There’s another way of considering engagement in Town Meeting, beyond Anthea’s PB + D > C
equation. Zeynep Tufekci, reacting to a tweet I posted about Anthea’s framework, wondered whether a game theoretic equation was the best explanation for civic behavior. She suggested that most people participate in social movements because their friends are participating, or because it seemed like “the right moment”, not because of some careful calculus. That’s true for me, too. My favorite waitress at Bob’s Country Kitchen, who’s slated to be my son’s kindergarten teacher, urged me to pay attention to the school funding issue, and friends at a BBQ talked about the importance of passing Article 21. Without those nudges from my neighbors, it’s a lot less likely that I’d have left my house last night.
Much of my research on civics focuses on questions of why people don’t find it effective to engage with their governments. It was a refreshing challenge to my thinking to spend time with my local government and find it surprisingly open and responsive. At the same time, it was a reminder that many of the issues I care about – prison reform, gun control – aren’t ever going to be settled in a room as transparent and congenial as the Lanesborough Elementary School gym.
The Atlantic was kind enough to run a lightly edited version of this post. I’m posting here after their publication so that this remains in my archives.
Pharrell Williams is a happy man, but he’s crying. He’s one of the most in-demand record producers in the world, and had a hand in the two hottest songs of 2013, “Get Lucky” by Daft Punk and “Blurred Lines” by Robin Thicke. While those songs were inescapable on radio and television last summer, Pharrell’s most recent hit, “Happy”, has taken a different path to prominence.
French director Yoann Lemoine and production team We Are From LA worked with Pharrell to create a unique video for “Happy”. The video is 24 hours long, and was shot all across Los Angeles, featuring dozens of celebrity cameos interspersed amongst shot after shot of people dancing happily. It took 11 days to shoot the video, though many of the shots were single takes. The video follows the course of the day in LA, with footage from dawn to dusk and through the night, with Pharrell appearing each hour.
The original “Happy” video
The video quickly spawned thousands of fan remakes, featuring workplaces, business schools, college dorms who are all happy. Faced with a viral hit, Pharrell’s label, Columbia Records/Sony Music, has turned a blind eye to possible copyright violations, and one can easily spend hours on YouTube flipping from one fanvid to the next.
There’s a special subcategory of these videos that I think of as “georemixes”. The georemix builds on the idea that the original “Happy” video is a love letter to Los Angeles, a portrait of the city’s architecture, landscapes, people and spirit, and moves the party to a new location. More than a thousand georemixes of “Happy” exist, and they portray happy people on all six continents.
Pharrell, on Oprah, crying over “Happy”
Pharrell is on Oprah, watching a compilation of these remixes that bring his song around the world, from Detroit to Dakar. In the 30 seconds of the video Oprah shows, we catch glimpses of happy Taiwanese women on a spa day, Icelanders dancing on a glacier and Londoners strutting with Big Ben in the background. Pharrell’s reaction is the one many of us have had to the remixes of his video: he cries for a long time, overwhelmed not only by his success but by the experience of watching a simple idea – film yourself being happy – as it spreads around the world.
“Happy” is not the first video that’s been georemixed. Last summer, I gave a talk at the MIT8 conference focused on remixes of PSY’s Gangnam Style and Baauer’s Harlem Shake. In researching these localized remixes, my students pointed me to Jay-Z and Alicia Keys’s “Empire State of Mind”, remixed in remarkable fashion into “Newport State of Mind”, by comics M-J Delaney, Alex Warren and Terema Wainwright. (The parody was further parodied by Welsh rappers Goldie Looking Chain, who complained that the Newport parodiers lacked local knowledge and cred.)
The original “Empire State of Mind”
“Newport (Ymerodraeth State of Mind)”
The georemix dates back at least as early as 2005, when Lazy Sunday, produced by The Lonely Island (Saturday Night Live’s Chris Parnell and Andy Samberg) was remixed into parodies like Lazy Muncie, showing midwest pride, and Lazy Ramadi, which replaces a search for cupcakes with a confrontation with Iraqi insurgents.
The Lazy Sunday georemix was born out of a mock East Coast/West Coast rap beef, which quickly set the tone for georemix videos. Each response is a retelling of the core story, transposed to a new location, bragging about local landmarks and habits. While the braggadocio in these remixes is pure parody, there’s a sense in which each of these videos makes a claim to share the stage with the original. YouTube’s related videos feature means that there’s a chance that some of the 2 billion viewers of PSY’s Gangnam Style video will encounter Zigi’s “Ghana Style”, a georemix that relocates Seoul to Accra and replaces PSY’s horse dance with Ghanaian Azonto. (And if not through YouTube, viewers may encounter Zigi through the hundreds of listicles that advertise “10 Best Gangnam Style Parodies”)
Zigi’s Azonto version of Gangnam Style
I think of the georemix as a claim to attention, a way of demanding part of the spotlight that shines on a popular video. It’s a very basic demand: accept that we’re part of this phenomenon, too. In remixing Gangnam Style, Zigi sends the message that Ghana has YouTube, is clued into global cultural trends, has its own distinct sound and dance style to share with the world, and can produce videos as technically proficient as anything coming from other corners of the world. To me, “Ghana Style” reads both as lighthearted celebration of a catchy tune that truly went global, and a political statement about a world where culture can spread from South Korea to Ghana to the US, not just from the US and Europe to the rest of the world.
Of course, the georemix can also be purely political. Ai Wei Wei’s Gangnam style, titled Grass Mud Horse Style, moves the dance into his studio in Beijing and is filmed almost entirely within the walls of that compound, alluding perhaps to the artist’s frequent arrests and detentions. (If the location doesn’t set the theme, his appearance a minute into the video, spinning handcuffs certainly does.) Other georemixes take on specific issues explicitly. Consider Dig Grave Style, a protest video made by students from China’s Henan province, in which dancers rise from the earth to protest the moving of graves from villages to open land for real estate development.
Dig Grave Style
Remixing a video is a shortcut to creating original content. The script is partially written – the creativity comes from changing the lyrics and the setting. The popularity of the Harlem Shake meme (which was georemixed around the world, and saw political georemixes in Tunis and Cairo) came in part from the extremely low levels of effort required to participate in the phenomenon – simply film people behaving in an ordinary way, then dancing like madmen in strange costumes and you’ve got your localized Harlem Shake.
“Happy” benefits from this low barrier to entry. There are Happy remixes that function as shot-by-shot remakes of the short, official Pharrell video, and there are vastly more that adopt the spirit of the video and transpose it to a local context.
Loïc Fontaine and Julie Fersing deserve much of the credit for the georemixes that made Pharrell cry, though neither has made a video. Fersing, an interior designer in Nantes, began collecting georemixes of “Happy”, searching YouTube to find new material. When she’d located 21 of the videos, she turned to her husband, Fontaine, who’d begun a career in website development nine months earlier. Together, they launched We Are Happy From, a portal that now hosts 1682 videos from 143 countries.
Once the site had attracted about 50 remixes, Fontaine contacted the We Are From LA production team, who gave the project their blessing. While Fontaine had not spoken to Pharrell when I interviewed him a month ago, he felt quite confident that the project was consistent with the artist’s wishes and would survive, pointing out that Sony had not taken action to remove the vast majority of remix and parody videos posted online. Indeed, the success of the song has likely had a great deal to do with the widespread participation online, giving “Happy” an online life and prominence that no amount of radio payola could provide. (Pharrell has embraced the notion of the georemix, urging people around the world to produce their versions of the video as part of a UN-sponsored International Day of Happiness.)
We Are Happy From is simply an index, pointing to videos hosted on YouTube, Daily Motion and other platforms. While the videos have a consistent look, usually opening with a black on yellow title screen (as Pharrell’s video does), Fontaine doesn’t provide any production help or guidelines. Still, the videomakers are clearly conscious of We Are Happy From’s role in promoting “Happy” videos as a global form, as many videos feature a screencap of the We Are Happy From map.
While anyone can submit a video to We Are Happy From, not all videos appear on the map. Fersing is the curator, and she watches all videos before adding them to the map. (As of April, the couple were receiving 20-40 videos a day.) Videos that are overly commercial or connected to political or social causes don’t make the cut. Fontaine explained that some French political parties produced Happy videos as campaign materials – We Are Happy From chose not to feature those videos. An Italian version of Happy with an environmental message was also not included, nor was Porto (un)Happy, which features activists dancing through unfinished construction sites in Porto Allegre, Brazil, along with subtitles that critique government spending on public works projects. (Manaus is unhappy as well.)
I asked Fontaine why he and his wife had chosen to become active curators of the project. It was a practical decision, Fontaine explained: “They say it’s black, someone else says it’s white. How am I to judge?” Rather than evaluating the validity of political claims, he would rather focus on what he sees as the core message of these remixes: “We Are Happy From is purely about the happiness. We just want to show a simple message about being happy about where we live.”
For me, as a student of civic media, the dissident videos excluded from the We Are Happy Map are the most interesting ones. Fontaine has kindly shared the list of rejected videos with me, and I hope to spend some time this summer watching those 500 remixes in the hopes of developing an understanding of how “Happy” can work as a script for advocacy (or how videomakers think it might act as that script.) But for Fontaine and his wife, the mark of success wasn’t raising awareness for a cause or an issue – it was documenting the spread of happiness globally. When I interviewed Fontaine, he was celebrating the spread of “Happy” to Antarctica, with a video from French research station Dumont d’Urville.
The 1600 videos on We Are Happy From may not advocate for a political party or a cause, but they are “political”. When the residents of Toliara, Madagascar make their version of “Happy”, they’re making a statement that they’re part of the same media environment, part of the same culture, part of the same world as Pharrell’s LA. This assertion isn’t quite as anodyne as Disney’s “Small World After All” or the “I’d Like to Buy the World a Coke” campaign. Even with Fontaine and Fersing’s curation, we get distinct glimpses of how different it can be to be happy in different corners of the world: Happy in Damman, Saudi Arabia features wonderfully goofy men, but not a single woman. Beijing is happy, but profoundly crowded and hazy – intentionally or not, the video is a statement about air pollution as well as about a modern, cosmopolitan city.
A few weeks ago, We Are Happy From added a video from Tehran, Iran to the map. If you don’t know where the video is from, it’s unremarkable. A dozen twenty-somethings, men and women, dance on a rooftop, wear silly outfits, and wave their legs while lying on a bed. It’s remarkable only if you know that women in Iran are forbidden to appear in public without their hair covered and that men and women are prohibited from dancing together in public.
Happy in Tehran
Given context, the video is an incredibly brave statement. The young women in the video covered their own hair with wigs, keeping themselves technically in line with local Islamic law, and kept clothing around so they could cover up if seen from neighboring buildings. One of the videos stars, identified only as Neda, said, “We were really afraid. Whenever somebody looked out of a window or someone passed by, we ducked behind a door to make sure we were not seen.”
The makers of the video, forced to apologize on state television
Neda and her compatriots were right to be afraid. Six people involved with making the video were arrested and forced to appear on state television, testifying that they were tricked and duped into making the video. It is unclear what consequences the filmmakers will suffer beyond public humiliation, and a hashtag, #FreeHappyIranians is emerging to protest their detention. Pharrell, to his credit, has tried to call attention to the situation:
It's beyond sad these kids were arrested for trying to spread happiness http://t.co/XV1VAAJeYI
— Pharrell Williams (@Pharrell) May 21, 2014
It’s clear from Neda’s interview with Iran Wire that the intention behind the video is precisely Fontaine and Fersing’s intention. ““We wanted to tell the world that the Iranian capital is full of lively young people and change the harsh and rough image that the world sees on the news.” They chose a middle-class Tehran home to make the point that ordinary Iranians, not just the elite, were happy, creative, modern and globally engaged. And the video, with subtitles and credits in English, was clearly created for a global audience, designed to be part of the International Day of Happiness, though it was turned in too late for inclusion: “We want to tell the world that Iran is a better place than what they think it is. Despite all the pressures and limitations, young people are joyful and want to make the situation better. They know how to have fun, like the rest of the world.”
Perhaps a video that asserts that you and your friends are part of the wider world is political only if your nation has consciously withdrawn from that world. Perhaps it’s political any time your city, your country and your culture are misunderstood or ignored by the rest of the world. We Are Happy From is cultural politics in the best sense of the word, a good-natured assertion that what brings us together is more important than what divides us. That the Tehran video has led Pharrell to a different type of tears is a reminder of how powerful and threatening this sort of statement can be.