title: Formal and real subordination and the contemporary proletariat: Re-coupling Marxist class theory and labour-process analysis

authors: Neilson, David

subjects: Marxist class theory

abstract: Having seemed to offer so much in the 1970s, neo-Marxist class theory went into significant decline in the decades that followed. This paper begins with a critique of E.O. Wright’s 1980s detour via a reworking of central aspects of Marx’s class theory. Specifically, Marx’s concepts of formal and real subordination provide the basis for a re-coupling of labour-process themes with a class analysis of contemporary capitalism.

text: Formal and real subordination and the contemporary proletariat: Re-coupling Marxist class theory and labour-process analysis Having seemed to offer so much in the 1970s, neo-Marxist class theory went into significant decline in the decades that followed. This paper begins with a critique of E.O. Wright’s 1980s detour via a reworking of central aspects of Marx’s class theory. Specifically, Marx’s concepts of formal and real subordination provide the basis for a re-coupling of labour-process themes with a class analysis of contemporary capitalism.

year: 2007

title: The impact of Nintendo’s "for men" advertising campaign on a potential female market

authors: Schott, Gareth R.

abstract: In order to emphasize the maturation of their hand-held console and increase its appeal to an adult market, Nintendo's UK advertising campaign for the Game Boy Advance SP drew explicitly upon 'lad' culture and a tongue-in-cheek appropriation of cologne advertising. In this campaign, the lead and most prominent promotional advert for the device used an image of the Game Boy with the tagline "For Men". This paper outlines why Nintendo's decision to present the Game Boy as a male accessory prompted exploration into its potential impact on the female market. Much of the emerging research field examining female participation in game cultures had at that point tended to focus its attention on exploring the experiences of different female groups with a variety of software titles and its associated communities. In contrast, this paper addresses participants' perceptions of the gaming industry and its relevance to them as a (potential) consumer by taking a hardware device as its focus. This was achieved by conducting a series of focus groups, with a range of both experienced and inexperienced female game players, during which participants were asked to engage with the hand-held device and experience both its single and networked game-play capabilities with the game Legend of Zelda. The findings address participants' awareness and views on the extent to which gaming is coded male and its ramifications for their participation in game cultures.

text: The impact of Nintendo’s "for men" advertising campaign on a potential female market In order to emphasize the maturation of their hand-held console and increase its appeal to an adult market, Nintendo's UK advertising campaign for the Game Boy Advance SP drew explicitly upon 'lad' culture and a tongue-in-cheek appropriation of cologne advertising. In this campaign, the lead and most prominent promotional advert for the device used an image of the Game Boy with the tagline "For Men". This paper outlines why Nintendo's decision to present the Game Boy as a male accessory prompted exploration into its potential impact on the female market. Much of the emerging research field examining female participation in game cultures had at that point tended to focus its attention on exploring the experiences of different female groups with a variety of software titles and its associated communities. In contrast, this paper addresses participants' perceptions of the gaming industry and its relevance to them as a (potential) consumer by taking a hardware device as its focus. This was achieved by conducting a series of focus groups, with a range of both experienced and inexperienced female game players, during which participants were asked to engage with the hand-held device and experience both its single and networked game-play capabilities with the game Legend of Zelda. The findings address participants' awareness and views on the extent to which gaming is coded male and its ramifications for their participation in game cultures.

year: 2008

title: What is Māori typography?

authors: Kennedy, Nikki Eileen

subjects: Māori Design

abstract: Te Reo Māori was traditionally an oral language similar to many indigenous cultures. Writing systems were not familiar to Māori until 1769 where Māori were introduced to the written language by Pākehā. Early Māori writing can be found printed, carved and painted in a number of different parts of Māori society. These myriad texts were strongly influenced and inspired by Pākehā biblical texts and newspapers. The influence of Pākehā texts meant that overtime the written language of Te Reo Māori had a Pākehā visual identity.

To date, there is minimal research about the history and visual identity of Māori typography. The lack of research and resources about Māori typography confirms how underdeveloped Māori typography is and highlights the potential for research and development in this space.

This thesis aims to explore Māori typography. In particular, this thesis will provide an understanding of how Māori typography has evolved, addressing the perceptions of Māori text features and advice on design guidance of Māori typography.

Two studies within this thesis involved analysing the text-based features in 21 Māori newspapers dated from 1842-1935. Māori newspapers are a valuable resource that captured moments in history and also early displays of Māori text. The second study involved interviews with 50 participants — Māori and non-Māori, from a range of different backgrounds — who provided their understandings and perceptions surrounding the features of Māori text.

The results from these studies have shown that the serif typeface classification was commonly used in early print such as Māori newspapers. Serif lettering also reminded participants in our studies of early Māori texts such as old text books and newspapers. This appears to be the reason as to why, a strong theme of serifs and the style of Didone typefaces have been used throughout Māori typography and by default are recognised features of Māori typefaces today.

Having analysed Māori newspapers, an unexpected finding appeared in the 1908 Te Pipiwharauroa newspaper. Two unique letter characters were found that was revolution for Te Reo Māori text of the time. This oddity combined the ‘ng’ letters into one letter character and the ‘wh’ letters into one letter character also. The aim in combining the two letters together was to emphasise the one sound that the ‘ng’ and the ‘wh’ make to avoid confusion in the pronunciation of Māori words. The results showed that these two letter characters appeared from 1908 through to 1912. There is no evidence of these characters appearing after 1912 and also appearing in other newspapers. The two characters were a rare appearance of its time.

As a result of this research it is clear that the visual identity of Te Reo Māori remains unclear and was highly influenced by serif lettering. This thesis highlights the need for more research about Māori typography and design guidance for developing appropriate Māori typefaces that are influenced and inspired by Maori culture.

text: What is Māori typography? Te Reo Māori was traditionally an oral language similar to many indigenous cultures. Writing systems were not familiar to Māori until 1769 where Māori were introduced to the written language by Pākehā. Early Māori writing can be found printed, carved and painted in a number of different parts of Māori society. These myriad texts were strongly influenced and inspired by Pākehā biblical texts and newspapers. The influence of Pākehā texts meant that overtime the written language of Te Reo Māori had a Pākehā visual identity.

To date, there is minimal research about the history and visual identity of Māori typography. The lack of research and resources about Māori typography confirms how underdeveloped Māori typography is and highlights the potential for research and development in this space.

This thesis aims to explore Māori typography. In particular, this thesis will provide an understanding of how Māori typography has evolved, addressing the perceptions of Māori text features and advice on design guidance of Māori typography.

Two studies within this thesis involved analysing the text-based features in 21 Māori newspapers dated from 1842-1935. Māori newspapers are a valuable resource that captured moments in history and also early displays of Māori text. The second study involved interviews with 50 participants — Māori and non-Māori, from a range of different backgrounds — who provided their understandings and perceptions surrounding the features of Māori text.

The results from these studies have shown that the serif typeface classification was commonly used in early print such as Māori newspapers. Serif lettering also reminded participants in our studies of early Māori texts such as old text books and newspapers. This appears to be the reason as to why, a strong theme of serifs and the style of Didone typefaces have been used throughout Māori typography and by default are recognised features of Māori typefaces today.

Having analysed Māori newspapers, an unexpected finding appeared in the 1908 Te Pipiwharauroa newspaper. Two unique letter characters were found that was revolution for Te Reo Māori text of the time. This oddity combined the ‘ng’ letters into one letter character and the ‘wh’ letters into one letter character also. The aim in combining the two letters together was to emphasise the one sound that the ‘ng’ and the ‘wh’ make to avoid confusion in the pronunciation of Māori words. The results showed that these two letter characters appeared from 1908 through to 1912. There is no evidence of these characters appearing after 1912 and also appearing in other newspapers. The two characters were a rare appearance of its time.

As a result of this research it is clear that the visual identity of Te Reo Māori remains unclear and was highly influenced by serif lettering. This thesis highlights the need for more research about Māori typography and design guidance for developing appropriate Māori typefaces that are influenced and inspired by Maori culture.

year: 2020