Paul James
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Australia in the Corporate Image: A New Nationalism (1983)
1983
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42 pages
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Abstract
In 1972, Australian political culture was in a state of flux. Two significant but superficially unconnected changes were in process and these provide the dual focus from which this essay begins. The most prominent of these, the 'new nationalism' of Labor’s electronic election campaign, seemed certain to sweep the party to its first electoral victory in twenty-three years. For many, the ALP slogan 'It’s Time' symbolized a new sophistication, a euphoric hope for Australia’s 'coming of age'. At the same time, though instigated without any fanfare, the Australian subsidiary of the world’s largest corporation, the wholly American owned company Exxon, was revamping its advertising campaign in an attempt to quash public questioning about the role of multinational corporations in Australia. Esso’s revised approach, with its long-term projections of trends in public thinking, was based on extensive market research. Like the ALP, who engaged Spectrum International Marketing, Esso plugged into the cultural mood through utilization of the burgeoning 'knowledge industry' — particularly the opinion poll.
Key takeaways
- From 1962, when Esso had taken direct control of Atlantic Union's Australian operation and introduced its own brand at service station outlets, Esso's advertising in Australia had been limited to the selling of petrol as a commodity.
- The connection to Esso is direct for BHP-the big Australian"-is Esso's partner in developing Aus tralia, and the other, half of the circle closes, for Esso is a sponsor of the Advance Australia campaign.
- The advertising of a company such as Esso cannot be said to be simply re-creating the current Australian nationalism to include itself, because in effect Esso's advertising has, over the last ten years, been a part of the process, albeit not measurably significant in itself, which has (regenerated and heightened what has come to be called the new nationalism.
- This is important since a primary constituent element of nationalism is a strong association with the locale.82 Esso goes further.
- Companies such as Esso have embarked upon long term corporate advertising campaigns.
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The PMG/Telecom ran one of the most efficient public telecommunications systems in the world, in the face of comparatively difficult logistic challenges-a huge continent thinly populated with telephone subscribers. Part of this success was the Australian governmental innovation of the statutory authority to run a business enterprise relatively independently from political interference. One might have thought that, onceprivatised, Telstra would be well-placed to becomeone of the more formidable global players. Instead, the private sector management of Telstra has been abysmal: a publicly generated comparative advantage has been squandered when it became a private opportunity. I am not suggesting that the privatisation was a mistake, simply that our public telecommunications operated at above the international average of public provision, but that as a private provider it has performed comparatively poorly. Indeed in the telecommunications market generally, Australia is no Finland. No Nokia knocks. Among developed nations, Italy, a source of many of our immigrants, is our mirror image. Italy with its incompetent, unstable, corrupt public administration and with its creative private entrepreneurship that has given us many familiar brandnames , from typewriters to fashion. 4 Australia, with its innovative public sector management and stodgy business management, registers its greatest claim for international notoriety in the field of corporate crime. So my third parable is the life of Allan Bond, beloved winner of the Americas Cup. Bond was an English immigrant-convict of sorts, convicted as a young Perth signwriter for a professional burglary business he was running on the side (Barry, 1990). He secured controlling interests in businesses that matter in Australia-beer and television-and therebybecame a confidant of Premiers and Prime Ministers. The scale of the losses his shareholders and creditors suffered, a ten figure sum, may not have been exceeded by any corporate criminal in the history of the world so far. There was genuine competence and flair in Bond's criminality and in his sporting accomplishments. Like Christopher Skase, he was a master of laundering funds around the world financial system. But noone would allege that he improved the quality of our beer or television. Australia is a nation whose accomplishments in good government, in sport, in the arts and intellectually have far exceeded our accomplishments in business management, as the Karpin report (Industry Task Force on Leadership, 1995) somewhat timidly documented. Why are we as wealthy as we are, then, it might be asked? The things we are good at do add greatly to our wealth. Australian filmmakers compete with Hollywood very successfully Our novelists compete for Booker prizes. Our bio-medical scientists produce incredible breakthroughs which, while they are mainly exploited by Northern corporations, occasionally create wealth through Australian companies creating Australian jobs. We even have generated some wealth by
Australia in the Corporate
Image: A New Nationalism
P A U L JA M E S
In
1972
A u s tra lia n
s ig n ific a n t
but
and
th e s e
p ro v id e
The
m ost
p o litic a l c u ltu re w a s
s u p e rfic ia lly
th e
p ro m in e n t
e le c tro n ic
e le c tio n
a s ta te
changes
fo c u s
w h ic h
dual
of
in
u n c o n n e c te d
th e s e ,
c a m p a ig n ,
th e
fro m
“new
seem ed
th is
to
s lo g a n
“ I t ’s
T im e ”
s y m b o liz e d
a
new
in p ro c e s s
p a p e r b e g in s .
n a tio n a lis m ”
c e rta in
o f L a b o r ’s
s w e e p th e p a rty
to its firs t e le c to ra l v ic to ry in tw e n ty -th re e y e a rs .
ALP
o f flu x . T w o
w e re
For m any,
th e
s o p h is tic a tio n ,
e u p h o r i c h o p e f o r A u s t r a l i a ’s “ c o m i n g o f a g e ” .
th o u g h in s tig a te d w ith o u t a n y fa n fa re , th e A u s tra lia n s u b s id ia ry
th e
w o r l d ’s
com pany
a tte m p t
n a tio n a ls
la rg e s t
E x x o n ,1 w a s
to
in
quash
c o rp o ra tio n ,
re v a m p in g
p u b lic
A u s tra lia .
th e
its
w h o lly
E s s o ’s
A m e ric a n
a d v e rtis in g
q u e s tio n in g
about
re v is e d
a
A t th e s a m e tim e ,
th e
a p p ro a c h ,
of
ow ned
c a m p a ig n in a n
ro le
of
w ith
m u lti
its
lo n g
te rm p ro je c tio n s o f tre n d s in p u b lic th in k in g , w a s b a s e d o n e x te n
s iv e
m a rk e t
In te rn a tio n a l
th ro u g h
re se a rc h .
L ik e
th e
M a rk e tin g ,
E sso
p lu g g e d
u tiliz a tio n
of
th e
ALP,
b u rg e o n in g
w ho
in to
engaged
th e
c u ltu ra l
“ k n o w le d g e
S p e c tru m
“m ood”
i n d u s t r y ” -—
p a rtic u la rly th e o p in io n p o ll.
* W ith th a n k s to th o s e p e o p le w h o s u g g e ste d w a y s th a t I c o u ld p u s h th e
p r o je c t m u c h f u r th e r th a n h a s in f a c t b e e n a c h ie v e d h e re , p a r tic u la r ly
G e o ff S h a rp , C h r is H e a ly , P a tr ic k W o lfe , a n d A lis o n R a v e n s c ro ft.
A r e n a , N o . 6 3 , 1983
65
E s s o h a d g o o d r e a s o n s f o r d is q u ie tu d e .
A t th e b e g in n in g o f
th e d e c a d e t h e r e w a s a n in c h o a te te n d e n c y to a s s o c ia te o il c o m
p a n ie s w ith th e r e c e n tly h ig h lig h te d p r o b le m s o f te c h n o lo g ic a l im
p a c t o n th e e n v iro n m e n t, a n d th e d e p le tio n a n d in e q u ita b le c o n tro l o f
r e s o u r c e s .2
e n e rg y
An
e m e rg in g
c o n c e rn
w ith in
s e c tio n s
of
th e
A u s tr a lia n c o m m u n ity o v e r q u e s tio n s o f n a tio n a l s o v e re ig n ty b e
c a m e e x p r e s s e d i n L a b o r ’s r e v i v a l o f J a c k M c E w e n ’s e x h o r t a t i o n
to
“buy
b a c k th e fa rm ” .
H o w e v e r th e
s ubd u e d i n c o m p a r i s o n w i t h
in d e p e n d e n c e in m a n y o f th e “ n e w
P a rtic u la rly
n a tio n a l
in
L a tin
o p e ra tio n s
o w n e d o il e n titie s .
had
in
1969
A m e ric a ,
was
re s p o n s e in
th e
fo llo w e d
s ta te s ”
o f th e T h ird W o rld .
le g is la tiv e
by
th e
c u rta ilin g
of
e s ta b lis h m e n t
of
In A u s tra lia , a lth o u g h th e
d ro p p e d
th e
A u s tra lia w a s
th e n a tio n a lis t a s s e rtio n s fo r e c o n o m ic
o i l -e x p l o r a t i o n
G o rto n
s u b s id y
m u lti
s ta te -
g o v e rn m e n t
to
c o m p a n ie s
w h ic h h a d n o A u s tra lia n e q u ity , th e ir p re v io u s ly g u a ra n te e d a c c e s s to
th e
A u s tra lia n
p o s s ib ility
m a rk e t
of
a
w as
L abor
not
q u e s tio n e d .3
g o v e rn m e n t,
H o w e v e r,
th e
rh e to ric
w ith th e
of
R ex
C o n n o r ’s e c o n o m i c n a t i o n a l i s m , w h i c h a p p e a r e d t o i n t e r n a t i o n a l
in v e s to rs a s d a n g e ro u s ly p a ra lle l to T h ir d W o rld ra d ic a lis m , w a s
tre a te d
w ith
u n fe tte re d
in c r e a s in g
co n c ern .
m in in g o p e r a tio n s w a s
p a n ie s s u c h a s E s s o .
T h e c o n tin u a n c e
and
of
re m a in s c ru c ia l
r e la tiv e ly
to
com
T h e g e n e r a l r e s p o n s e o f m in in g c o m p a n ie s
t o th e p o s s ib ility o f n a tio n a liz a tio n b y T h i r d W o r ld g o v e rn m e n ts
is i n d i c a t e d b y t h e f a c t t h a t s i n c e t h e e a r l y 1 9 7 0 s , 8 0 p e r c e n t o f
to ta l
n e lle d
w o rld
in to
e x p e n d itu re o n
fo u r
c o u n trie s ,
m in e ra l e x p lo ra tio n h a s b e e n
a ll
h a v in g
s ta b le
chan
g o v e rn m e n t
and
w o rk fo rc e : U n ite d S ta te s , C a n a d a , S o u th A fric a , a n d A u s tra lia :4
.1. E s s o A u s t r a l i a L t d ., „ i s t h e A u s t r a l i a n s u b s i d i a r y o f t h e E x x o n
C o r p o r a t i o n . In .1 9 7 2 a f t e r m u c h d e b a t e ,
“ E x x o n ” w a s th e w o rld
w id e
nam e
c h o s e n to
re p la c e
“ S ta n d a rd
O il
C om pany
of
N e w J e rs e y ” , o r “ S ta n d a rd O il T ru s t” a s it h a d b e e n k n o w n s in c e
J o h n D . R o c k fe lle r s e t o u t to m o n o p o liz e th e p e tro le u m in d u s try in
1 8 5 9. Du r i n g t h e 1 9 7 0 s E x x o n v i e d w i t h Ge n e r a l M o t o r s f o r t h e
p o s itio n o f la rg e s t c o m p a n y in th e w o rld .
In te re s tin g ly , E s s o h a s
n o t a d v e rtis e d
i t s e l f w i t h “ A u s t r a l i a ” a f f i x e d a f t e r i t s n a me a s
m a n y o t h e r “ A u s t r a l i a n ’’ s u b s i d i a r i e s o f t r a n s n a t i o n a l s h a v e d o n e .
•
•2 . I n t h e l i g h t o f t h i s i t i s n o t s u r p r i s i n g t h a t i t h a s b e e n o i l c o m p a n i e s
w h i c h h a v e s p e n t m o s t h e a v i l y o n .a d v e r t i s i n g . I n t h e U S A i n
1 9 7 8 , o f th e te n le a d in g c o rp o ra te . a d v e rtis e rs , s e v e n w e re o il c o m
p a n i e s . C l e m e n g e r -. A d v e r t i s i n g C o m p a n y , T h e C o r p o r a te D ile m m a : A
’C le m e ng e r R e p o r t, O c t o b e r 1 9 8 0 , p. 3 .
3.
S e e R o b e r t M u r r a y F u e ls R u s h In :
b o u r n e , S u n , 1 9 7 2 , p p .1 2 8 - 1 3 9 .
4.
See
R o b e r t ' P o l l i h , “ T h e ''M u l t i n a t i o n a l ' M i n e r a l I n d u s t r y
M o n th ly R e v ie w, A p r i l , 1 9 8 0 , p . 3 0 .
66
O il a n d G a s in A u s tr a lia , M e l
in C ris is ” ,
A re n a , N o . 6 3 , 1 9 8 3
M o re o v e r,
c o m m u n ity
E sso
A u s tra lia n -o w n e d
new
A u s tra lia
c o n c ern s.
a d v e rtis in g
c a m p a ig n a ro u n d
A u s tr a lia ” .5
T e le v is io n
w as
s e n s itiv e
R e s p o n d in g
th e
to
agency
F o rtu n e
c o n tin u in g
c o m m e rc ia ls
to
e v o lv in g
s ix - m o n th ly
s lo g a n ,
d e v e lo p e d
“E sso.
th e
E s s o ’s
E n e rg y
w e l l -k n o w n
fe a tu re d
b ro a d
su rv e y s,
fo r
c u rre n t
a ffa irs p e rs o n a lity M ik e W ille s e e , a n d w e re a im e d a t o v e r c o m in g
c o n s id e ra b le
w as
d iffic u ltie s
w ith
E s s o ’s
im a g e .
The
n e w s tra te g y
a le a p in to w h a t h a d b e c o m e k n o w n in th e U n ite d S ta te s a s
c o rp o ra te
a m a lg a m
a d v e rtis in g .
of
E s s o ’s
m a in s tre a m
c a m p a ig n
becam e
c o rp o ra te
a
c o m p le x
a d v e rtis in g
(im a g e
a d v e rtis in g ) w h ic h a im e d to c r e a te a n a w a r e n e s s a n d f a v o u r a b le
p e rc e p tio n
of
th e
com pany,
and
advocacy
a d v e rtis in g
w h ic h
ta c k le d , p a r tic u la r ly , th e is s u e o f th e r e la tio n s h ip o f o il c o m p a n ie s
to
th e
e n v ir o n m e n t.
c h a ra c te riz a tio n ,
A c c o rd in g
c o rp o ra te
to
one
a d v e rtis in g
a d v e rtis in g
g iv e s
d ire c tio n
c o m p a n y ’s
to
know
le d g e :
C o r p o r a te a d v e rtis in g s h o u ld b e p a r t o f a to ta l c o r p o r a te p ro g r a m m e
i n v o lv in g a c t i o n s a n d c o m m u n i c a t i o n .
A n d c o r p o r a t e a d v e r t is in g
s h o u ld b e se e n a s a lo n g te rm in v e s tm e n t. A ttitu d e s a r e n e ith e r
f o r m e d o f c h a n g e d o v e r n i g h t . T h e m o s t e f f e c tiv e c a m p a i g n s h a v e
b e e n ru n n in g fo r y e a rs , a n d h a v e b e e n a c c e p te d b y m a n a g e m e n t a s
a n in v e s tm e n t in th e f u tu r e .6
F ro m
1 9 6 2 , w h e n E s s o h a d ta k e n d ire c t c o n tr o l o f A tla n tic
U n i o n ’s A u s t r a l i a n o p e r a t i o n
and
in tro d u c e d
its o w n
se rv ic e
s ta tio n
o u t l e t s , E s s o ’s a d v e r t i s i n g i n
lim ite d
to
s e llin g o f p e tr o l a s a c o m m o d ity .
w as
th e
a s s o c ia te d
p ro p a g a te d
w ith
s lo g a n ,
th e
“Put
n a tio n a lly
a
tig e r
in
n e u tra l
your
b ran d
A u s tra lia h a d
and
t a n k .” 7
at
been
T he com pany
in te rn a tio n a lly
In
th e U n ite d
S ta te s a n d i n c o u n tr ie s lik e A u s tr a lia a n d th e U n i t e d K in g d o m
5.
S e e K e r r y O ’S h e a , “ D o i n g a B H P i n C o r p o r a t e A d v e r t i s i n g ” , A u s
tra lia n F in a n c ia l R e v ie w , M a r c h 2 0 , 1 9 8 1 .
F o r t u n e A u s t r a l i a P t y . L t d . ,- b a s e d i n S y d n e y , h a s a n a s s o c i a t i o n w i t h
E s s o w h ic h ' g o e s b a c k t o t h e e a r l y s ix tie s . F o r t u n e h a s g r o w n t o b e
th e la rg e s t p r e d o m in a n tly o w n e d a d v e rtis in g c o m p a n y in A u s tr a lia ,
in a m a r k e t w h e re a g e n c ie s w ith A m e ric a n s h a re h o ld in g a c c o u n t o r
t w o - t h i r d s o f t o t a l b u s i n e s s a n d $ 6 6 0 m i l l i o n i n b il li n g s . S e e A d v e r
tis in g N e w s , M a r c h 1 4 , 1 9 8 0 .
6.
C l e m e n g e r A d v e r t i s i n g C o m p a n y , o p . c it., p p .3 2 - 3 3 .
'7 .
O f c o u r s e n o s y m b o l o r p h r a s e c a n r e m a i n i d e o l o g ic a l l y n e u t r a l :
th e y a s s u m e m e a n in g b y a s s o c ia tio n .
I l l u s t r a t i o n o f t h i s is t h e
r e a c t i o n o f P h i l l i p A d a m s ( k e y f ig u r e i n t h e a d v e r t i s i n g a g e n c y
M o n a h a n D a y m a n A d a m s ) to A m e r ic a n a d v e rtis in g s y m b o ls. I n a
f o r w a r d t o M i m m o C o z z o l i n o ’s S y m b o l s o f A u s t r a lia ( R i n g w o o d ,
P e n g u in , 1 9 8 0 ) A d a m s w rite s :
A re n a , N o . 63, 1983
67
th e
E sso
tig e r b e c a m e
a c o m ic a l
fad
w ith
c o u n tle s s
a d o rn in g th e p e tro l c a p s o f th e n a tio n s ’ c a r s .
t i g e r t a i ls
E v e n b e f o r e th e
d e m is e o f th e tig e r in 1 9 6 8 , e x e c u tiv e s o f E x x o n w e r e c o n s c io u s
of
a d v e rtis in g
a rc h ite c t,
H arvard
m eans
as
of
an
B u s in e s s
to
id e o lo g ic a l
E x x o n ’s
R e v ie w
o v e rc o m in g
o f t h e c o u n tr ie s
o b se rv e d
th a t
c o m p a n ie s
n a tio n a l
o p p o rtu n itie s ”
w ill
an
th e
im p o rta n t
p ro je c te d
in
1962,
D ic h te r ,
w ritin g
in
th e
fu lly
a w a re
th a t
th e
depended
on
w as
an
“ u n d e r
in w h i c h a c o r p o r a t i o n o p e r a t e d .
w ith
“ fo re s ig h t
m u s t re c o g n iz e
to
of
th is
c a p ita liz e
th a t “ c u ltu ra l
to o l o f c o m p e titiv e
o u tc o m e
E rn est
c a m p a ig n ,
c u ltu ra l re s is ta n c e
s ta n d in g ”
be
in v e s tm e n t.
in te rn a tio n a l
w as not
on
a n th ro p o lo g y
m a rk e tin g ” .
th e
He
in te r
H o w e v e r,
a s s im ila tio n
o f in te r
n a tio n a l firm s in to n a tio n a l c u ltu re s , b u t th e c re a tio n
of a
c u s to m e r” .
e n ta ile d
The
m anagem ent and
n a tio n .
id e a
a
g lo b a l
re c o n s titu tio n
It in v o lv e d
a tta c h m e n ts , b u t
of
not
an
a
of
c o rp o ra te
p a ro c h ia l
d e n ia l
of
th e
in te rn a tio n a liz a tio n
v illa g e
a tta c h m e n ts to
n a tu ra ln e s s
of
“ w o rld
th e
w ay
of
a
th e
o n e ’s
n a tio n a l
n a tio n
de
fin e s its e lf.
E s s o ’s
new
eschew ed
th e
s ig n m e a n s
happy
c o rp o ra te im a g e
w ith
c a m p a ig n
1950s'
b ro a d c o n te m p o ra ry
a rg u e d th a t th is
th e
m u lti n a tio n a l
n a tio n a l
th e m e s .
re in fo rc e d
to
B ut
in te g ra te d
th e m e s
c o rp o ra tio n
has
p a ra d o x ic a lly ,
th e
s e llin g
car
as
in v o lv e d
E s s o ’s
in
th e
lo c a l
w ith
a s p e c ts
and
d u rin g
over
th e
It
im a g e
of
a
A u s tra lia
o f th e
of
sam e
in
E sso
of
c u ltu re .
th e
e v o lu tio n
“T he
c re a tio n
p re se n c e
in te rlo c k
p e tro l, a n d
in
th e
c re a te d
its e lf
th e m a in te n a n c e
beyond
of
It
c o n s c io u s ly
m y th o lo g y ,
c o n trib u te d
m oved
m o t or i n g ” .
w h ic h
be
th u s
g lo rific a tio n
w ill
of
A u s t r a l i a ’s
la s t
decade
th o s e
n a tio n a l
p e rio d
it
has
A u s t r a l i a ’s i n t e r n a t i o n a l o r i e n t a t i o n .
“ I d e f y a n y O z t r a l i a n t o t u r n M i m m o ’s p a g e s w i t h o u t f e e l i n g t h e
g o o se b u m p s ( if n o t th e g o o se s te p s ) o f n a tio n a lis m . T ru e , m a n y
O f t h e s y m b o ls a r e r a c i s t o r in v o lv e " a p p a l l i n g p u n s .
Y et som ehow
th e y se e m p re fe ra b le to th o s e o f th e 1 9 8 0 s w h e re th e o v e rw h e lm in g
m a j o r i t y o f b r a n d s o n o u r T V s c r e e n o r s u p e r m a r k e t s h e lv e s a r e
a l ie n . . . .
I ’d lo v e t o s e e . . . M i c k e y M o u s e , E s s o ’s t i g e r a n d
U n i r o y a l ’s s te e l c a t [g iv e n ] t h e i r m a r c h i n g o r d e r s ” , ( p .1 3 )
O n t h e h i s t o r y o f t h e E s s o t i g e r s e e N i g e l R e e , S lo g a n s, L o n d o n ,
G e o r g e A l l e n a n d U n w in , 1 9 8 2 .
8.
68
E . D i c h t e r , “ T h e W o r l d C u s t o m e r ” , H a rva rd . B u sin e ss R e v ie w , v o l.
4 0 , n o . 4 , J u l y - A u g u s t , 1 9 6 2 a n d c i te d in R i c h a r d B a r n e t a n d R o n a l d
M u l l e r , G lo b a l R e a c h : T h e P o w e r o f M u ltin a tio n a l C o r p o r a tio n s ,
N e w Y o rk , S im o n a n d S c h u s te r, 1 9 7 4 , p . 3 0 .
O n e p a g e 2 1 B a rn e t
a n d M u lle r q u o te th e C h a irm a n o f th e U n ile v e r C o rp o ra tio n a s
s a y in g : “ T h e N a tio n -S ta te w ill n o t w ith e r a w a y .
A p o s itiv e ro le
w i l l h a v e t o b e f o u n d f o r i t .”
A re n a , N o . 6 3 , 1983
T h e th e o r e tic a l c o r e o f th is s tu d y is th u s a n a n a ly s is o f th e
w ay
in
w h ic h
a
ta k e n -fo r-g ra n te d
fra m e w o rk
has
been
d raw n
u p o n , a n d a t th e s a m e tim e d ir e c te d o r m a n a g e d . T h e c r e a tio n o f a
tra n s n a tio n a l-n a tio n a l
in te rlo c k
is tr e a te d
as
one
a s p e c t o f th e
b r o a d e r p ro c e s s o f c u ltu ra l m a n a g e m e n t th a t p ro m p te d o n e c o m
m e n ta to r to c o n c lu d e t h a t in th e
1 9 8 0 s “ M in in g c o m p a n ie s a n d
m u ltin a tio n a l
c e n tra l to
new
c o rp o ra tio n s
w ill
be
It
is
id e n tity ” .9
A u s tra lia n
th e
th e
fo rm a tio n
c o n te n tio n
of
th is
of
a
p a p e r,
h o w e v e r , t h a t t h e n o v e l t y l ie s n o t i n t h e p o s s i b i l i t y o f a n e w i n t e r
p r e s e n ta tio n o f A u s tr a lia n id e n tity , b u t in th e in c r e a s in g ly s e lf- c o n
s c io u s a n d m a n a g e d m o d e i n w h i c h i t is c o n s t i t u t e d .
T o f le s h t h i s
o u t th e d is c u s s io n is b a s e d a r o u n d a d e s c r ip tiv e a n a ly s is o f th e u n
f o l d i n g s t o r y o f E s s o ’s a d v e r t i s i n g t h r o u g h t h e 1 9 7 0 s a n d i n t o t h e
1980s.
B u t firs t it b e g in s b y a tte m p tin g to p la c e th e c a m p a ig n
w ith in
its
h is to r ic a l
and
c u ltu ra l-s tru c tu ra l
c o n te x t,
w ith
an
e la b o r a tio n o f s o m e o f th e th e o r e tic a l is s u e s , th e m e s a n d p r o b le m s
h ig h lig h te d b y s u c h
a s tu d y .
*
*
*
*
T h e r e a r e s tr a te g ic r e a s o n s f o r b e g in n in g w ith a n e la b o r a tio n
o f t h e c o n t e x t . E s s o ’s a d v e r t i s e m e n t s c a n n o t b e s t u d i e d a s h e r m e t i c
te x ts , c lo s e d
codes
o f m e a n in g
r e a d i n g . 10
p re fe rre d
th e ir m e a n in g ,
fo r
u n d e r s ta n d in g ”
of
w h ic h
b o th
th e
a c tiv e
ads
fro m
w h e re
th e m ilie u
b e tw e e n
in
is
la rg e
d e te rm in e
in c o m p le te
and
p a rt
even
on
a
in
“ p a s s iv e
th e
c u ltu ra l
T h is h ig h lig h ts th e s ig n ific a n c e o f
d e v e lo p in g ,
w h ic h
th e m s e lv e s
re m a in
in te rp re ta tio n
depend
s e ttin g in w h ic h th e y a re re a d .
E s s o ’s c a m p a i g n
of
A d v e rtis e m e n ts
to
th e m e s
be
a re
d ra w n
in flu e n c e d .
An
d ire c tly
in te rp la y
th e a d v e rtis e m e n t a n d its c o n te x t is s e t u p , s u c h th a t n o t
o n ly d o e s th e c u ltu ra l c o n te x t g iv e
b u t th e a d v e rtis e m e n t b e g in s to
w h ic h it is
d ra w in g .
n a tu ra l, a n d
th e
The
m e a n in g
“ p re fe rre d ”
a d v e rtis e m e n t
to
th e a d v e rtis e m e n t,
g iv e m e a n in g to th e c u ltu re u p o n
m e a n in g
a p p e a rs to
be
com es
d o in g
to
appear
n o w o rk .
In
th is s o rt
9.
10.
R i c h a r d W h it e , I n v e n t in g A u s tr a lia , S y d n e y , G e o r g e A l l e n a n d U n
w in , 1 9 8 1 , p .1 7 1 .
S t u a r t H a l l “ E n c o d i n g / d e c o d i n g ” i n S t u a r t H a l l e t.a l. ( e d s . ) ,
C u ltu re , M e d ia , L a n g u a g e , L o n d o n , H u t c h i n s o n , 1 9 8 0 , p p .1 3 4 - 1 3 8 .
T h e u s e o f t h e m e t a p h o r s “ c o d e ” , “t e x t ”, a n d “ r e a d i n g ” is i n t e n d e d
S ee
t o a l l u d e t o s e m i o l o g ic a l t h e o r y a n d i t s t r e a t m e n t o f c u l t u r e a n d
id e o lo g y a s s t r u c t u r e d i n a h o m o l o g o u s ( e v e n i d e n t i c a l ) w a y t o l a n
guage.
S e e f o r e x a m p l e ( D a v e M o r e l y ’s c r i t i q u e “ T e x t s , r e a d e r s ,
s u b j e c t s ” in H a l l e t.a l., ib id ., p p . 1 6 3 - 1 7 3 . A r e c e n t c a u t i o u s a p p r o
p r i a t i o n o f s e m i o l o g y in t h e A u s t r a l i a n c o n t e x t c a n b e f o u n d in
J o h n T u l l o c h ’s A u s tr a li a n C in e m a : In d u s tr y , N a r r a ti v e a n d M e a n in g ,
S y d n e y , G e o rg e A lla n a n d U n w in , 1982.
A re n a , N o . 6 3 , 1983
69
o f a d v e r tis in g a t h e m a tic a p p r o a c h s u p p la n ts th e e m b le m a tic e r a
w h e n V e g e m ite
w a s v e g e m ite , N u g g e t w a s b o o tp o lis h , a n d
E s s o tig e r w a s
.
.
.
in y o u r ta n k .
th e
E sso b e c o m e s a co n c ern e d
c o r p o r a te c itiz e n a b s tr a c te d f r o m its p a r tic u la r e c o n o m ic - n a tio n a l
ro o ts b u t re le v a n t to a ll.
F ro m
and
th e
d ra w
p re m is e th a t a d v e rtis e m e n ts h a v e
upon
t r a d i t i o n 11,
(a n d
we
re p ro d u c e )
m ust
a
a
s p e c ific
re je c t
th e
s p e c ific
h is to ry
c u ltu ra l-id e o lo g ic a l
te n d e n c y
of
som e
s e m io lo g ic a l a n a ly s is to c h a ra c te riz e m e a n in g s y s te m s a s a b le to b e
c o n s tru c te d
u n c o n s tra in e d ly
re fe re n tia l
tie s
d o m in a n t,
in te n d e d
its
or
c u ltu ra l
lin k s
to
A u s s ie b ite ”
w ith
th e
A u s tra lia n
of
th is
th a n
“ in te n d e d
p ro d u c e r
s im p ly
to
th e
th a t
m e a n in g ”
of
It
fro m
and
th e
lin k s
th e
c re d ib ility
fo r
re fe re n tia l
tie s
in
c h a ra c te r.
is
in te n d e d
an
u n iv e rs a liz e
th e
as
th e
of
th e
sam e
u n d e r ly in g
a re
and
th o s e
a re
“ g re a t
p o le
to
s o c ia lly fra m e d
re a sse rt
th e
s u g g e s tin g
th a t
re je c ts
s y s te m s
a
te n d e n c y
of
as
a s s u m p tio n
ra th e r
F u rth e rm o re , m y re fe re n c e
w ith o u t
It
p o s s ib le
e x a m p le ,
fla g fly in g o n
th u s
of
b e tw e e n
a d v e rtis e m e n t
(W h a t,
is
above.
fu n d
th e
M c D o n a ld s p a ra d in g
B ig M a c
a d v e rtis e m e n ts
im p o s e d
fo rm a liz e
of
e n s ig n ? )
a rb itra ry
of
te n u o u s .
m ake
essay
w h o lly
u n lim ite d
a re le n g th e n e d
m o re
A u s tra lia n s
an
re la tio n s . A s
m e a n in g
c o n te x t
becom e
fro m
s ig n ifie r
ro le
to
of
th e
c u l tu re
is
in s e m io lo g y
s ig n ific a tio n ,
w h ic h
b r a c k e t s o u t t h e s i g n i f i c a n c e o f i n t e n t i o n a l i t y a n d “ a u t h o r s h i p ” . 12
T h e C o n te x t: A u s tr a lia ’s “N e w N a tio n a lis m ” fr o m th e
1 9 6 0 s in to th e 1 9 7 0 s
U n d e r th e
h e a d in g
of
“T he
C o n te x t”
I
w ant
to
s k e tc h ily
e x a m in e th e ro o ts o f th e “ n e w n a tio n a lis m ” a n d q u e s tio n th e p o p u
la rly fo rw a rd e d p ro p o s itio n th a t it a ro s e a s a re s p o n s e to th e W h itl a m g o v e r n m e n t ’s a s c e n s i o n t o p o w e r .
11.
12.
70
In th e p e rio d p rio r to 1 9 7 2
T h is im p lic itly c a lls in to q u e s tio n th e s tru c tu ra lis t d ic h o to m y b e tw e e n
th e s y n c h ro n ic (th e s tru c tu re d a n d s ta tic ) a n d th e d ia c h ro n ic (o r
h is to ric a l a n d d y n a m ic ) w ith its e m p h a s is o n th e fo rm e r a s p rim a ry .
W h ile B a rth e s ’ fa m o u s p h ra s e “ th e d e a th o f th e a u th o r” rig h tly s u g
g e s ts a re je c tio n o f th e g o a l o f h e rm e n e u tic th e o ry to a s c e rta in th e
tr u e m e a n i n g o f a t e x t , l i k e L e a v i s i s m i t b e c o m e s a n o v e r r e a c t i v e
e x p u n g in g o f th e re le v a n c e o f th e a u th o r.
S e e J o h n L e c h t e ’s u n
c r i t i c a l a p p r o p r i a t i o n o f B a r t h e s i n P o litic s 1
a n d th e W r itin g o f A u s
tr a lia n H is to r y ( M e l b o u r n e P o l i t i c s M o n o g r a p h , 1 9 8 0 , p p .7 ) a s a n
e x a m p le o f th is .
A re n a , N o . 6 3 , 1983
n a tio n a lis m
su b u rb a n ,
w as
b e in g
p o p u lis t,
m e n ta l d im e n s io n s ;
A u s tra lia ”
re d e fin e d
a n tith e tic a l
becam e
L a b o r ’s
b e c a m e , p a rt o f th e
b e c a m e th e
th e
o f its in v o lv e m e n t in
to
a c c e n tu a te
e n tre p re n e u ria l
T h e m in in g b o o m
a n d . A u s tra lia
le g itim a tio n
to
c o n s u m e ris t,
“L ucky
of
sam e
p ro c e s s o f th e
c la s s ,
d e v e lo p
“ R e d is c o v e ry o f
C o u n try ” .
th o u g h
A u s tra lia ,
p ro n o u n c e m e n ts
m id d le
and
on
e c o n o m ic
E s s o ’s
one
le v e l
n a tio n a lis m ,
s e lf-c o n s c io u s
u tiliz a tio n ,
e x p a n s io n a n d c o n s o lid a tio n o f th e n e w n a tio n a lis m .
The
e a rly p e rio d
of
th e
W h itla m
one
jo u rn a lis t
w ro te
in
g o v e rn m e n t c e rta in ly
in th e fu tu re o f A u s tra lia .
b o d ie d a n e w p rid e , a n d o p tim is m
s u m m a tio n
of
W h i t l a m ’s
firs t
em As
h u n d re d
days:
If y o u w a n t to p u t a la b e l o n it, th e N e w N a tio n a lis m d o e s a s ,
w e ll a s a n y . C a ll it th a t, o r a g re a te r s p irit o f n a tio n a l id e n tity , o r
a n i n c r e a s e d s e n s e o f A u s t r a l i a n p u r p o s e , o r w h a t e v e r ,. b u t u n l e s s
y o u ’r e a 6 7 -y e a r -o l d m i n i n g m a g n a t e , w h o ’s a m e m b e r o f t h e League
of E m p i r e L o y a l i s t s y o u ’r e a w a r e o f a c e r t a i n f e e l i n g o f n a t i o n a l
s e l f -r e s p e c t t h e s e d a y s ... G o u g h W h i t l a m h a s p e r s o n a l l y h a d a n
i m p o r t a n t e f f e c t o n A u s t r a l i a . H e h a s b e e n r e s ponsible for overcoming
■ t h e , f r u s t r a t e d a n d a l m o s t i m p o t e n t A u s t r a l i a n n a t i o n a l i s m . 13.
B u t,
s in c e
A u s tra lia n
fa c t
been
th e
in
g o v e r n m e n t . 14
f l a g -q u e s t
fe a tu re d
D ay,
1960s,
c irc u la tio n
W hen
c o m m itte e
a
th e re
in
t h r e e -m i n u t e
1968
ra n
com pany”.
been
th e
an
a
s t i r r i n g s o f a r enewed
th e
“new
e a rly
n a tio n a lis m ” h a d in
p e rio d
c o m p e titio n ,
film
as
o f th e
G o rto n
n a tiona l a n t h e m , a n d
A u s tra lia n
te le v is io n
Its
t he
The
s in c e
s a l u t i n g ' “ o ur l a n d ” .
A u s tra lia n
had
s e lf-c o n s c io u s n e s s .
a
A m p ol
trib u te
to
P e tro le u m
A u s tra lia
A m pol had
c o n s o lid a te d
its e lf a s
a n th e m
to
of
se t
th e
tu n e
“the
“ W a ltz in g
M a tild a ” b e g a n :
... H e r e i n t h i s G o d g i v e n l a n d o f o u r s A u s t r a l i a ,
T h i s p r o u d p o s s e s s i o n o u r o w n p i e c e of e a r t h ,
T h a t w a s b u ilt b y o u r fa th e rs w h o p io n e e re d o u r h e rita g e ,
H e re in A u s tra lia , th e la n d o f o u r b irth .
G o d b le s s A u s tra lia , o u r L a n d A u s tra lia ,
H o m e o f th e A n z a c s , th e S tro n g a n d th e fre e ,
I t ’s o u r h o m e l a n d , o u r o w n l a n d t o c h e r i s h f o r e t e r n i t y ,
G o d b le s s A u s tra lia th e la n d o f th e fre e .
It will become apparent, when we come to examine the advert i s i n g
o f E s s o a n d o th e r tra n s n a tio n a l c o rp o ra tio n s w ith A u s tra lia n
13.
R o b e rt D re w , q u o te d in G ra h a m F re u d e n b e rg A
M e lb o u rn e , S u n , 1 9 7 7 , p p . 2 6 5 -2 6 6 .
14.
and
C e r ta in G r a n d e u r -,
D o n a l d H o r n e ’s a r t i c l e o n G o r t o n i n t he B u lle tin O c t o b e r 5 , 1 9 6 8 ;
a n O b s e rv e r, “ If M r. G o rto n w a n ts to w a ltz w ith M a tild a h e
s h o u l d s a y s o ” , B u lle tin , A u g u s t 1 5 , 1 9 7 0 .
A re n a , N o . 6 3 , 1 9 8 3
71'
s u b s id ia rie s ,
th a t
s im ila r
th e m e s
“ o u r h o m e la n d , o u r o w n
e n v iro n m e n ta l
h e ro ic
p a s t;
s tre n g th
c o n c ern ;
and
and
a
la n d ”
th e re
rec u r:
is
an
c o n s a n g u in e
s e c u rity ,
co n c ern
is tr a n s la te d
fre e d o m
a tta c h m e n t
in te re s t
and
f o r th e
and
in
la n d ,
e x p re sse d
to
as
A u s t r a l i a ’s
A u s t r a l i a ’s
in d e p e n d e n c e .
In
fu tu re
th e
la te
1 9 6 0 s h o w e v e r , t r a n s n a t i o n a l s e v o k e d n o n e o f A m p o l ’s p a t r i o t i c
c h a u v in is m .
O n e o f A m p o l ’s c o m m e r c i a l s o f t h e p e r i o d t i e d t h e
“ A u s tra lia n ”
com pany
in to
o u r N a tio n
of
S p o r ts m e n
w ith
an
A u s tr a lia n O ly m p ic s p r in te r m o v in g to w a r d th e ta p e in s lo w m o
tio n a g o n y .
T h e s l o g a n r e a d : “ T h e w i l l t o w in -— w e k n o w i t w e l l
in A u s tr a lia ” .
O n ly in
a d v e rtis in g c a m p a ig n .
its c a p a c ity
1 9 8 2 a f te r a s u s ta in e d a n d
C o lin S im p s o n e u lo g iz e d in
s o p h is tic a te d
1971 ab o u t a
a s “ N a t i o n a l S p o n s o r o f A u s t r a l i a ’s C o m m o n w e a l t h
G am es T eam ” .
T h e y e a r s le a d in g to th e e le c tio n o f th e W h itla m g o v e rn m e n t
h a v e b e e n c h a ra c te riz e d b y D o n a ld H o m e a s a tim e o f h o p e a n d a
tim e
t h r e a t . 16
of
It
w as
a
p e rio d
of
c h a lle n g e
to
th e
“ lo s t
g e n e ra tio n ” o f th e M e n z ie s e ra .
C o n v e n tio n a l a s s u m p tio n s o f th e
n a tu ra ln e s s
e lite
of
e m p ire
lo y a lty ,
r u le ,
and,
to
a
le s s e r
ex
te n t, th e in e v ita b ility o f s m o o th p r o g r e s s to c a p ita lis t m o d e r n ity
and
n a tio n a l
m a tu rity ,
w e re
q u e s tio n e d .
The
c a u stic
e x p o s u re
o f th e b a n a lity o f s u b u r b a n lif e b y c u ltu r e c r itic s , s u c h a s B a r r y
H u m p h r ie s , w a s s u b m e r g e d u n d e r a w a v e o f a s s a u lts o n w h a t w a s
seen
a s th e s tu ltify in g o r th o d o x y o f th e “ E s ta b lis h m e n t” .
is s u e s— V ie tn a m
and
c o n s c r ip tio n , p o llu tio n
c o n tro l, u r b a n
N ew
re
n e w a l, r a c is m , s e x is m , a n d “q u a li ty o f lif e ” — b e c a m e th e u n e v e n
fo c u s o f a h ig h ly fra g m e n te d a n d e s s e n tia lly lib e ra l p ro te s t m o v e
m e n t . 17
H o w e v e r,
c u ltu re
to
p lu n d e r
d e s p ite
s n ip p e ts
fo ra y s
of
c h a lle n g e d id n o t r a n v e r y d e e p .
15.
16.
17.
72
in to
th e
la n g u a g e
la n d
and
of
ne w
th e
c o u n te r
s y m b o ls ,
th e
I t w a s m o re a tim e o f h o p e a n d
L a te r in 1 9 6 8 , A m p o l fo llo w e d u p th e tre m e n d o u s in te re s t in th e
f i l m w i t h a 4 5 r e c o r d f e a t u r i n g B a n j o P a t t e r s o n ’s “ W a l t z i n g M a t i l d a ”
a n d J a c k O ’H a g e n ’s “ G o d B l e s s A u s t r a l i a ” — “ A c o n t r a s t b e t w e e n
th e o ld a n d th e n e w ” . T h e re c o rd s le e v e w a x e d n a tio n a lis tic a lly
th a t A m p o l d id th is “ in th e b e lie f th a t o n h e a rin g th is m u s ic th e
A u s tra lia n p e o p le w o u ld re s p o n d to a p ro u d s o n g a b o u t a p ro u d
c o u n try ” . It is in te re s tin g th a t D o n a ld H o m e th o u g h t th e A u s tra lia
D a y trib u te s u ffic ie n tly s ig n ific a n t to q u o te th e re fra in o f “ G o d B le s s
A u s t r a l i a ” i n T im e o f H o p e , A u s t r a l i a , A n g u s a n d R o b e r t s o n , 1 9 8 0 ,
p.1 5 4 .
T h e t i t l e o f t h e f i r s t c h a p t e r o f T im e o f H o p e , ib id .
O n th e id e o lo g ic a l a n d th e o re tic a l p o v e rty o f th e m ilita n t p ro te s t
m o v e m e n t o f t h e l a t e 1 9 6 0 s s e e R i c h a r d G o r d o n ( e d .) , T h e A u s
tr a lia n N e w L e ft, M e l b o u r n e , H e i n e m a n n , 1 9 7 0 , p a s s im . A l s o S t e p h e n
A lo m e s , “ C u ltu ra l R a d ic a lis m in th e S ix tie s ” , A ren a 6 2 , 1 9 8 3 ,
p p .2 8 - 5 4 .
A re n a , N o . 6 3, 1983
is s u e - o r ie n te d r e f o r m is m , th a n a tim e o f t h r e a t to th e “ A u s tr a lia n
w a y o f lif e ” . T h e w id e n in g o f th e n a tio n a l s e lf -c r itic is m w h ic h h a d
su rfa c e d
in
th e
la te
1950s
w as
a c c o m p a n ie d
by
an
in te lle c tu a l
c r i s i s i n t h e r a d i c a l n a t i o n a l i s m o f t h e o l d l e f t . 18 A s t h e l e f t b e c a m e
m o r e p e s s im is tic a b o u t th e c a p a c ity o f “ a v e r a g e ” A u s tr a lia n s to
tr a n s c e n d th e c o n tr a d ic tio n o f th e ir m id d le - c la s s c o n s u m e r is m a n d
n e w f o u n d s o c ia l c o n s c ie n c e , t h e s p a c e o p e n f o r c r itic a l c u ltu r a l
d is c o u rs e
P e te r
w as
ta k e n
C o le m a n ,
becam e
up
and
a s s o c ia te d
by
ra d ic a l
C ra ig
w ith
c o n s e rv a tiv e s
M c G re g o r.
a
new
such
T hese
n a tio n a lis m ,
as
a
H om e,
C r i t i c s ” 19
“N ew
“ m id d le - c la s s ”
n a tio n a lis m .
The
N ew
and
C r itic s
re c o n s tru c te d
th e
ro o ts
of
A u s tra lia n
W r i t i n g i n t h e p a g e s o f Q u a d r a n t a n d t h e B u lle tin ,
n a tio n a lis m .
o rg a n iz e d
a ro u n d
th e
A u s tra lia n
C o m m itte e
fo r
C u ltu ra l
F r e e d o m , th e y m e r g e d th e c h a lle n g e u p o n “ R ig h t E s ta b lis h m e n t”
a d h e r e n c e t o m o n a r c h y a n d a r u lin g c la s s o f g r a z ie r s , w ith a c h a l
le n g e to th e “ L e f t E s ta b lis h m e n t” n e x u s o f n a tio n a lis m , w o r k in g
c la s s
v a lu e s ,
a rtic u la te d
a
a c c e p ta n c e :
he
had
and
a n ti- c a p ita lis m .
new
c o n n e c tio n
s u g g e s te d
In
th a t w a s
th a t
1967,
G e o ffre y
b e g in n in g
A u s tra lia n
to
n a tio n a lis m
B la in e y
g a in
had
w id e
a lw a y s
a n i m p o r t a n t m i d d l e - c l a s s a n d e n t r e p r e n e u r i a l c o m p o n e n t . 20 T h e
d e fin itio n
w o u ld
o f n a tio n a lis m
no
in c lu d in g ,
lo n g e r
w as
seem
e v e n tu a lly ,
th u s
m o v in g
in c o n g ru o u s
tra n s n a tio n a ls
to
th a t
lik e
th e
p o in t w h e re it
la rg e
E sso,
c o rp o ra tio n s ,
w o u ld
a d v e rtis e
th e m s e lv e s th r o u g h r e f e r e n c e to th e i r A u s tra lia n n e s s .
An
m in in g
im p o rta n t
boom ,
a d v e rtiis n g
d im e n s io n
and
c a m p a ig n .
th is
had
C o lin
of
th e
new
s ig n ific a n t
n a tio n a lis m
im p lic a tio n s
S i m p s o n e u l o g i ze d
in
N e w A u s tr a lia , s u g g e s t i n g t h a t t h e m i n e r a l b o o m
w as
fo r
1971
th e
E sso ’s
about a
h a d le d to th e
c o n s c io u s n e c e s s ity o f r e th in k in g w h a t it m e a n t to b e A u s tr a lia n .
18.
19.
S e e T i m R o w s e , A u s tr a li a n L ib e r a lis m a n d N a ti o n a l C h a ra c te r, M e l
b o u r n e , K i b b le B o o k s , 1 9 7 8 , p p .2 3 9 - 2 4 5 , a n d I a n T u r n e r ’s r e v a l u a t i o n
o f . t h e t r a d i t i o n in h is a r ti c l e , “ A u s t r a l i a n N a t i o n a l i s m a n d A u s t r a l i a n
H i s t o r y ” , J o u r n a l o f A u s tr a lia n S tu d ie s , n o . 4, J u n e , 1 9 7 9 , p p .1 - 1 1 .
T e r m f ir s t u s e d b y W a r r e n O s m o n d , T h e D il e m m a o f a n A u s tr a lia n
S e e a l s o R o w s e ’s e x c e l l e n t d is
S o c io lo g y , M e l b o u r n e , A r e n a , 1 9 7 2 .
c u s s io n ib id ., C h a p t e r 5 .
20.
G e o ffre y
B la in e y ,
“T h e
N ew
A u s tr a lia :
A
L egend
o f th e
L ak e”,
M e a n jin , v o l . 2 6 , n o . 4 , 1 9 6 7 . P e t e r C o l e m a n i n h is i n t r o d u c t i o n t o
A u s tr a li a n C iv iliz a tio n : A S y m p o s i u m , h a d e a r l i e r d r a w n a t t e n t i o n
t o a “ C o u n t e r - R e v o l u t i o n i n A u s t r a l i a n H i s t o r i o g r a p h y ” w h ic h r e
j e c t e d t h e n a r r o w n e s s o f t h e r a d i c a l - l e f t i n t e r p r e t a t i o n b e c a u s e it
“ to s s e d t o o m a n y A u s t r a l i a n s o n t o t h e ‘d u s t h e a p o f h i s t o r y ’ a n d l e f t
th e s u rv iv o rs in a s o r t o f s p ir itu a l d e s e r t” .
M e l b o u r n e , C h e s h ir e ,
1962, p .7 ) .
A re n a , N o . 63,
1983
73
In
th e firs t
s e c tio n
D rill” ,
S im p s o n
th e
c o m in g
a
c lic h e :
o f h is
e n title d
“W ho
p ro p itio u s ly e n title d
w ith
A u s tra lia
1 9 7 0 , “ S p e c u l a t o r ’s D i a r y ”
been
book;
opened
a
w as
a
c la im
b e in g
th a t
“D ecade of
w as
q u ic k ly
“ re d is c o v e re d ” .
re g u la r c o lu m n
in
th e
In
be
M ay
B u lle tin h a d
d is c o v e re d A u s tra lia ? ” a n d in c lu d e d th e
q u ip
th a t “ o il c o m p a n ie s o f th e lik e s o f E s s o h a v e d is c o v e re d u s b o u n
t i f u l i n o u r r e s e r v e s o f o i l ” . 21 S i m p s o n s u g g e s t e d m o r e s i g n i f i c a n t l y
th a t w e w e re e n te rin g a n e w a g e :
:;
In
.
A u s tra lia h a s b e e n v irtu a lly re d is c o v e re d in th e re c e n t y e a rs s in c e
1960.
T h e ne w e x p l o r a t i o n o f t h e c o n t i n e n t 'h a s u n c o v e r e d ' v a s t
h o a rd s o f m in e ra l w e a lth , a lo n g w ith re s e rv o irs o f o il.
It is n o
u n d e rs ta te m e n t to s a y th a t th e c o u n try th a t s te p p e d a fflu e n tly
. i n t o t h e s e v e n t ie s w a s a N e w A u s t r a l i a . - R e d i s c o v e r y o f w h a t
A u s t r a l i a a m o u n t s t o h a s h a p p e n e d b e f o r e . ... [ h o w e v e r ] , l e t u s no t
b e little h is to ry b y e q u a tin g th e d e e p -b o rin g d rill w ith th e w a v e
c u t t i n g p r o w o f C o o k ’s b a r q u e , t h e s e i s m i c - g e a r p l u m b i n g t h e e a r t h
b y s o u n d w a v e s w i t h t h e g r e a t n a v i g a t o r ’s s e x t a n t c o c k e d a t t h e
s u n ; a n d w e d o n o t h a v e t o s e e n e w E n d e a v o u r s i n t h e s h a p e of
f l o a t i n g o i l r i g s . 22
■
t h e l i g h t o f S i m p s o n ’s c a u t i o n
h a d n a m e d its n e w
it is iro n ic a l th a t b y
1982 E sso
s e m i-s u b m e rs ib le rig , th e “ S o u th e r n C r o s s ” .
M ik e W ille s e e h a s to ld u s th a t “ ju s t a s th e s ta rry c o n s te lla tio n w a s a
g u i d e t o e a r l y s a i l o r s , i t ’s h o p e d t h a t t h e S o u t h e r n C r o s s w i l l b e a
g u id e to n e w o il a n d g a s
.
.
.
v ita l to A u s tra lia ’s fu tu re ” , p e rh a p s
a s im p o rta n t to A u s tra lia a s th e o ld S o u th e rn C ro s s .
c e n tra lity
of
th e
t h e p e r i o d o f E s s o ’s
th e m e
ne w
of
T h e in c re a s in g
e x p l o r a t i o n —- d i s c o v e r y t h r o u g h o u t
a d v e rtis in g c a m p a ig n w ill b e d is c u s s e d la te r
in a m o re d e ta ile d e x e g e s is o f p a rtic u la r E s s o a d v e rtis e m e n ts .
th e m e
d ra w s
upon
(a n d
s u p p la n ts )
The
c u ltu ra l h e ro e s lik e B u rk e a n d
W ills a s E s s o b e c o m e s th e “ n e w e x p lo re r” .
21.
I n a n is s u e o f t h e B u lle tin , M a y 2 , 1 9 7 0 , c o m m e m o r a t i n g t h e b ic e n t e n a r y o f 'C o o k ’s " d i s c o v e r y ” o f A u s t r a l i a . I n t h e s a m e i s s u e A W A
( A u s tr a lia n o w n e d A m a lg a m a te d W ire le ss A u s tr a la s ia ) b e g a n th e ir
e th n o c e n tr ic a d v e rtis e m e n t “ A U S T R A L I A . D is c o v e r e d b y C a p ta in
C ook.
D e v e lo p e d
b y A u s tr a lia n E n t e r p r is e ”
A n a d . b y th e
A m e r i c a n - B r i t i s h C o m p a n y C o m a l c o a l s o i n t h e s a m e is s u e s i m p l y
a s s e r t e d “C o m a l c o is d i s c o v e r y ” . B u t t h e t h e m e g o e s b a c k f u r t h e r
f o r a B H P a d v e r t i s e m e n t i n Q u a d ra n t, N o v e m b e r 1 9 6 8 , d e p i c t e d a n
o l d m a r i n e r ’s g lo b e o f t h e w o r l d , a n d w a s h e a d e d “ T h e G o l d e n 6 0 s ,
A u s t r a l i a ’s S e c o n d g r e a t e r a o f d i s c o v e r y ” .
22.
C o lin S i m p s o n T h e N e w
74
A u s tr a lia , S y d n e y , A n g u s a n d
R o b e r ts o n
p a n e g y r i c b y J o n a t h a n A i t k e n in
L a n d o f F o r tu n e : A S tu d y o f th e N e w A u s tr a lia , L o n d o n , S e e k e r ,
& W a rb u rg , 1 9 7 1 . T h e s e c a n b e c o m p a re d to th e m o r e c ritic a l a s
s e s s m e n t s o f J o h n H a ll o w s , T h e D r e a m tim e S o c ie ty , S y d n e y , C o l li n s ,
1 9 7 0 ; R o n a l d C o n w a y , T h e G r e a t A u s tr a li a n S tu p o r , M e l b o u r n e ,
S u n , 1 9 7 1 ; I a n . M o f f it, T h e U -J a c k S o c ie ty , S y d n e y , U r e S m i th
1 9 7 2 . "‘ ■ :'
(19 7 i )
1 9 7 2 , p .6 .
See
a ls o th e
A re n a , N o . 6 3 , 1 9 8 3
A u s t r a l i a ’s “ c o m i n g o f a g e ” i n t h e
C o lin
S im p s o n , J o h n
la te
1960s
d e s c rib e d b y
G u n th e r a n d o th e rs , w a s a su rfa c e
rec o n
s tr u c tio n w ith in a f r a m e w o r k o f s tr o n g e r, d e e p e r , a n d c o n tin u in g
l in k s , b e t w e e n
A u s tra lia n s
and
th e ir
em bedded
a s s u m p tio n s
of
w h a t i t m e a n t t o b e “ A u s t r a l i a n ” ; i t w a s n e v e r t h e l e s s s i g n i f i c a n t.
A u s tra lia m o v e d fro m
b e in g th e
“ Q u ie t C o n tin e n t” (a s th e title
o f D o u g l a s H e n r y P i k e ’s b o o k w r i t t e n i n
1 9 6 2 w o u ld h a v e it) to
a p o s i t i v e l y d e f i n e d v e r s i o n o f D o n a l d H o r n e ’s g e n t l y d e p r e c a t o r y
p h ra s e “ th e L u c k y C o u n tr y ” .
in th e
T h e p h r a s e c o n tin u e s to b e u s e d
1980s.
T h e a d v e rtis in g o f tr a n s n a tio n a ls in A u s tr a lia w a s b o th a r e
fle c tio n a n d a g e n t o f th e s h ift.
C o n z in c R io tin to o f A u s tra lia L td .
( C R A ) , a t th a t tim e o v e r e ig h ty p e r c e n t o w n e d b y R T Z
U n ite d K in g d o m , p r o c la im e d in 1 9 6 9 :
m o m e n t o u s a n d e x c i t i n g p e r i o d o f A u s t r a l i a ’s h i s t o r y .
c h a lle n g e c o n f r o n tin g C R A
tic ip a tio n
m e n t ! ” 23
s im ila rly
in
th e
The
a t th is tim e is a b ig o n e
u n f o ld in g o f
c h e m ic a l
e n th u s e d
about
A u s t r a l i a ’s g r o w t h
tra n s n a tio n a l,
its
ro le
in
BA SF
d u c in g f o r w o r ld m a r k e ts .
.
.
.
. The
. . . .
and
p a r
d e v e lo p
A u s tra lia ,
A u s t r a l i a ’s
“ A u s t r a l i a is a y o u n g c o u n t r y o n t h e m o v e .
b e in g e s ta b lis h e d c o n s ta n tly .
o f th e
“ W e a r e e n te r in g th e m o s t
w as
d e v e lo p m e n t:
N e w in d u s tr ie s a re
H u g e n e w m in in g v e n tu r e s a r e p r o
.
. B A S F is g e a r e d t o t h i s d e v e l o p
m e n t ” .24 A n A m p o l a d v e r t i s e m e n t a t t h e t i m e v o i c e d a h e s t i t a t i o n
w ith in th e te r m s o f n a tio n a l s o v e re ig n ty , b u t it d id n o t q u e s tio n th e
id e o lo g y o f d e v e lo p m e n t.
I t s e lf -in te r e s te d ly a s k e d :
O u r L u c k y C o u n t r y , o r t h e w o r l d ’s h a p p y h u n t i n g g r o u n d ?
T hey
c a ll A u s tr a lia lu c k y .
T h e y ’r e r i g h t .
A lm o s t o v e rn ig h t e n o rm o u s
n a t u r a l r e s o u r c e s h a v e b e e n d is c o v e r e d i n o u r c o u n t r y .
B ut A u s
t r a l i a ’s s h a r e o f t h i s w e a l t h is t o o s m a l l .
S u re, w e n e e d e d so m e
h e l p , b u t a r e n ’t w e t o o i n c l i n e d t o “ l e a v e i t t o t h e o t h e r f e l l o w ” ?25
A re la te d in d ic a tio n o f th e “ n e w n a tio n a lis m ” w a s th e u s e o f
m a p s o f A u s tr a lia in a d v e rtis in g :
it h a d b e e n in v o g u e in th e e a rly
p a r t o f t h e c e n t u r y , 26 a n d w a s n o w r e v i v e d , n o t a b l y b y a n u m b e r
o f n o n -A u s tra lia n
c o m p a n ie s in c lu d in g E s s o .
C a b le M a k e rs o f
23.
J o b s o n 's M in in g Y e a r B o o k f o r 1 9 6 9 , p .6 7 .
24.
B u lle tin , N o v e m b e r 2 8 , 1 9 7 0 .
25.
B u lle tin , A p r i l 1 8 , 1 9 7 0 .
26.
S e e f o r e x a m p l e M i m m o C o z z o l i n o , S y m b o ls o f A u s tr a lia , o p . c it.,
p p .1 9 -2 3 . I n te r e s t in g r e c e n t e x a m p le s o f th e u s e o f th e A u s tr a lia n
m a p in a d v e rtis in g h a s b e e n b y S u z u k i H a tc h ( J a p a n e s e ) “T h e
T o u g h e s t L ittle V e h ic le A r o u n d A u s tr a lia ” (T h e A g e, 3 0 M a rc h ,
1 982) a n d G o ld e n F le e c e (A M e m b e r o f th e C a lte x g ro u p o f c o m
p a n i e s ) w h i c h d e p i c t e d a c o o k e d s t e a k i n t h e s h a p e o f A u s t r a l i a w i th
s in g e m a r k s d e l i n e a t i n g s t a t e b o r d e r s (H e ra ld , 5 A p r i l 1 9 8 2 ).
A re n a , N o . 63, 1983
75
A u s tr a lia (s e v e n ty -e ig h t p e r c e n t B ritis h ) m o v e d f r o m a n im p lic it
a s s o c ia tio n
w ith A u s tr a lia n
n a tio n a lis m
and
d e v e lo p m e n t in
th e
la te 1 9 6 0 s , to th e ir u s e in th e e a r ly 1 9 7 0 s o f a la r g e to p o g r a p h ic a l
m a p o f A u s t r a l i a t o p r o v i d e t h e b a c k d r o p t o t h e i r n e w s lo g a n :
“ W h e r e v e r e l e c t r i c p o w e r is n e e d e d f o r A u s t r a l i a ’s n a t i o n a l d e
v e lo p m e n t,
CM A
C a b le s p la y th e ir p a r t” .
M o re
r e c e n tly th e ir
t h e m e h a s b e c o m e m o r e d r a m a t i c a l l y s im p l i f i e d : “ W e p o w e r A u s
tr a lia .
.
.
.
M a k e t h e C o n n e c t i o n C M A ” .27
T h e A u s tr a lia n L a b o r P a r ty c a m e to p o w e r in th e c o n te x t o f
p r o b le m s a p p e a r in g in th is id e o lo g y o f d e v e lo p m e n ta lis m .
in
1 9 7 0 -7 1
th e re
had
been
a
s h o rt-te rm
s to c k
F ir s tly ,
m a r k e t c o lla p s e
in m in in g s h a re s e x a c e r b a tin g th e te n d e n c y f o r f o r e ig n ta k e o v e r.
The
r e a c tio n
to
th is w a s
a c o m p le x c o n tra d ic tio n :
h a n d th e r e w e re d ire c t a p p e a ls to th e n a tio n a lis m
s h a re h o ld e rs a n d
c a lls f o r g o v e r n m e n t r e g u la tio n
o n th e o n e
o f A u s tra lia n
o f fo re ig n
in
v e s tm e n t; o n th e o t h e r h a n d , w h e r e th e r e w e r e m u tu a l in te r e s ts o f
fo re ig n a n d lo c a l b u s in e s s m e n , t h e r e w a s a d v o c a c y f o r th e r e c o g
n itio n o f th e n e c e s s ity o f “ r is k c a p ita l” a n d te c h n o lo g ic a l tr a n s f e r .
T h e W h itla m
g o v e r n m e n t in h e r ite d th is p a r a d o x
a n d a s s im ila te d
it w ith in a n a r g u m e n t a b o u t th e n a tio n a l in te r e s t.
C o n n o r ’s m i n e r a l p o l i c y c o m b i n e d n a t i o n a l i s m
A s such R e x
a n d d e v e lo p m e n
t a l i s m .28
S e c o n d ly , th e r e w a s
th e
re a liz a tio n
m e n t e n ta ile d e n v ir o n m e n ta l c o s ts .
th a t u n fe tte re d
d e v e lo p
T h e A u s tra lia n C o n s e rv a tio n
F o u n d a tio n , s e t u p in O c to b e r 1 9 6 5 u n d e r S ir G a r f ie ld B a r w ic k ,
a ffirm e d in a 1 9 7 1 p u b lic a tio n th a t “ o u r s is a m in e r a l c iv iliz a tio n ”
in
w h ic h e x tr a c tiv e in d u s tr ie s h a v e p r o v id e d th e b a s ic s
s e c u r ity
such
as
a n d l e i s u r e , b u t c o n c l u d e d t h a t " s o m e p a r ts o f o u r e n
v ir o n m e n t a n d h e r ita g e , h o w e v e r , m u s t b e r e ta in e d f o r s c ie n c e ,
r e c r e a tio n , o r u s e in th e m o r e r e m o t e f u t u r e ”. C o n s e r v a t i o n w a s
th u s in th e
“ n a tio n a l in te re s t” ; in th e “ lo n g -te rm
o v e rw h e lm in g
m a jo rity
A r tic le s in th e
m in e rs ” , a n d
of
p rese n t
and
f u tu re
in te r e s t o f th e
A u s t r a l i a n s ” .29
B u l le t in w i t h s u c h t i t l e s a s “ C o n s e r v a t i o n v t h e
“ P o llu tio n :
th e c o s t o f c le a n liv in g ” , e v id e n c e th e
g r o w in g d e b a te , b u t c o n s e r v a tio n a n d m in in g b e c a m e c o m p a tib le
u n d e r th is b a n n e r o f “ n a tio n a l in te re s t” .
27.
J o b s o n ’s M in in g Y e a r B o o k f o r 1 9 6 9 ; J o b s o n ’s M in in g Y e a r B o o k
f o r 1 9 7 0 ( a l s o 1971 a n d 1 9 7 3 ); B u lle tin , A u g u s t 11, 1 9 8 1 .
28.
F o r s o m e s u g g e s tiv e c o m m e n t s o n t h e r o o t s o f C o n n o r i s m s e e N o n i e
S h a r p “ A M a n a g e m e n t I n t e r n a t i o n a l e ” , A r e n a 3 5 , 1 9 7 4 , p p .5 0 - 5 9 .
29.
A u s t r a l i a n C o n s e r v a t i o n F o u n d a t i o n , “ C o n s e r v a t i o n a n d M i n i n g in
M o d e m A u s t r a l i a ” , V ie w p o i n t p a p e r n o . 6 , A u g u s t 1 9 7 1 , p p . 3 , 1 2 .
76
A re n a , N o . 6 3 , 1983
L a b o r c a m e t o p o w e r o ffe r in g a v is io n o f a N e w A u s tr a lia a t ,
a tim e o f p e rc e iv e d c ris is in n a tio n a l id e n tity .
g ram m e
of
c a re fu lly
m anaged
I n c lu d e d in its p r o
m o d e rn iz a tio n
w ere
e x p a n d in g
s o c ia l s e rv ic e s , r a p id d e v e lo p m e n t in a r ts a n d e d u c a tio n , a n d p r o
te c tio n
of
th e
e n v ir o n m e n t.
W h itla m
m o d e r n iz e r , th e c o m in g m a n .
chant
c ritic s
e x p la in e d
w as
r e c e iv e d
as
th e
E v e n s o m e o f L a b o r ’s m o s t t r e n
aw ay
th e
o n g o in g
p ro c ess
of
s o c ia l
e n g in e e rin g th r o u g h r e f e re n c e to a p a s s in g s ta g e o f “ te c h n o c r a tic
l a b o r i s m ” .30 P r o b l e m s w e r e s w e p t a s i d e b y t h e p o l i c y m a k e r s a n d
th e ir fo c u s b e c a m e th e “p ro g ra m m e ” .
I t h a d a c a lc u la te d m id d le -
c la s s a p p e a l, a n d , s k ir tin g a n y s u g g e s tio n o f b r o a d s o c ia lis t r e c o n
s tr u c tio n it m o v e d to w a r d s c o m m o n g r o u n d w ith th e c o n s e r v a tiv e
p o p u lis m
o f th e la te s ix tie s N e w
C ritic s .
T he new
n a tio n a lis m
b e c a m e c lo s e ly a s s o c ia te d w ith th e a r ts — e m p h a s is e d b y W h itla m
in te r m s o f a g e n e ra l in itia tiv e d e s ig n e d t o “ h e lp d e v e lo p a n a tio n a l
id e n tity
im a g e
th ro u g h
in
a rtis tic
o th e r
e x p re s s io n
c o u n t r i e s ” 31— a n d
n a tio n a l s o v e re ig n ty o v e r r e s o u r c e s .
and
it
to
p ro je c t
becam e
A u s t r a l i a ’s
a s s o c ia te d
w ith
T h e A u s tr a lia n p e o p le w e re
to b e r e s to r e d t o t h e i r r ig h tfu l p la c e s “a s o w n e r s a n d k e e p e r s o f
t h e n a t i o n a l e s t a t e a n d t h e n a t i o n ’s r e s o u r c e s ” .32 R . F . X . C o n n o r ,
th e s h a m b lin g M in is te r f o r M in e r a ls a n d E n e r g y , g a in e d u n c h a r
a c te ris tic
e lo q u e n c e
n a tio n a lis m :
“In
th e
as
he
d e fe n d e d
fu tu re ” , h e
a
p o lic y
of
e c o n o m ic
s t a t e d , “ t h e r e w il l b e n o
g iv e
a w a y o f k i n g d o m s , e m p i r e s o r p r i n c i p a l i t i e s ” .33
30.
S e e G e o f f S h a r p ’s e d i t o r i a l “ L i b e r a t i o n I n c o r p o r a t e d ” a n d r e l a t e d
a rtic le s w h ic h a p p ro a c h th e p r o c e s s o f te c h n o c r a tic m a n a g e m e n t
f r o m v a r i o u s p e r s p e c t iv e s i n A r e n a n o . 3 2 - 3 3 , 1 9 7 3 ; B o b C a t l e y
a n d B ru c e M c F a r la n e “ T e c h n o c r a tic L a b o r is m — T h e W h itla m G o v
e r n m e n t ” i n E . L . W h e e l w r i g h t a n d K e n B u c k le y ( e d s . ) , P o litic a l
E c o n o m y o f A u s tr a li a n C a p ita lis m V o l. 1, S y d n e y , A N Z B o o k C o .,
1 9 7 5 ; B o b C a t l e y , “ S o c ia li s m a n d R e f o r m i n C o n t e m p o r a r y A u s
t r a l i a ” i n W h e e l w r i g h t a n d B u c k l e y ( E d s ) , P o litic a l E c o n o m y o f
A u s tr a lia n C a p ita lis m V o l. 2, S y d n e y , A N Z B o o k C o ., 1 9 7 8 ; a n d
R o w s e , o p . c it.
31.
A u s tr a lia n
32.
A L P P o lic y S p e e c h , A L P , 1 9 7 2 .
C o u n c il f o r th e
A r t s A n n u a l R e p o r t,
1 9 7 3 , p .9 .
G iv in g s u b s t a n c e t o t h e r h e t o r i c ,
th e L a b o r G o v e rn m e n t in 1973 a p p o in te d a c o m m itte e o f e n q u iry
c h a iie d b y R . M . H o p e . T h e C o m m itte e re c o m m e n d e d th e fo rm a tio n
o f th e A u s tr a lia n H e rita g e C o m m is s io n to a d m in is te r th e N a tio n a l
E s t a t e a n d in 1 9 8 1 a 1 1 6 7 p a g e r e g i s t e r o f A u s t r a l i a ’s n a t u r a l a n d
c u ltu ra l e n v iro n m e n t w a s p u b lis h e d . Ir o n ic a lly th is b o o k T h e H e ri
ta g e o f A u s tr a l ia w a s . s p o n s o r e d b y H . C . S le ig h ( o w n e d b y t h e
A m e r i c a n c o m p a n y C a l t e x s in c e M a y 1, 1 9 8 1 : s e e B u sin e ss R e v ie w
W e e k ly A u g u s t 1 5 , 1 9 8 1 ) a n d C R A ( p a r t l y o w n e d b y t h e B r it is h
co m pany R T Z ).
A n d a s P e t e r S p e a r r i t p o i n t s o u t ( N a t io n a l T im e s,
O c t o b e r 4 , 1 9 8 1 ) t h e b o o k g lo s s e d o v e r p o l i t i c a l b a t t l e s a n d h a s
t a k e n o n b i - p a r t i s a n r e s p e c t i b i li t y .
A re n a , N o . 63, 1983
77
T ra n s n a tio n a l c o rp o ra tio n s
resp o n d e d
q u ic k ly
to
th e s e
c h a l
le n g e s . R . W . C o n n e ll w r ite s th a t:
I n t h e d is p u te o v e r f o r e i g n i n v e s t m e n t i n t h e e a r l y 1 9 7 0 s t h e c o n
c e p t [ o f t h e n a t i o n a l i n t e r e s t] w a s v i g o r o u s l y r e v i v e d , a n d t h e r e
fo llo w e d a w a v e o f s y n th e tic n a tio n a lis m th a t in fe c te d m a n u f a c
t u r e r s , m in e r s , t h e m e d i a a n d g o v e r n m e n t i t s e l f r e a c h i n g a p e a k o f
s illin e s s i n a c o m p e t i t i o n f o r a n e w n a t i o n a l a n t h e m . . . . M u l t i
n a t i o n a l m in e r s , a s w e ll a s B H P , v a n i s h e d b e n e a t h a c l o u d o f
a d v e r t i s e m e n t s s t r e s s i n g t h e i r e s s e n t i a l A u s t r a l i a n - n e s s .34
C o n n e l l ’s a s s e s s m e n t e x a g g e r a t e s t h e e x t e n t a n d h o m o g e n e i t y
th e tr e n d , th o u g h h e is r ig h t a b o u t its d ir e c tio n .
ta k e n u n til th e
of
I t h a s h o w e v e r,
1 9 8 0 s f o r th e c o m m e rc ia l m a n if e s ta tio n s o f th is
n a tio n a lis m t o r e g a in m o m e n tu m .
P a ra d o x ic a lly h e ld in a b e y a n c e
b y th e in te r n a tio n a lis t- n a tio n a lis m o f th e W h itla m g o v e r n m e n t th e
n e w n a t i o n a l i s m w a s i n a d v e r t e n t l y g i v e n a s t r o n g e r b a s e . 35
In
1981
John
R ay,
an
e m p ir ic is t s o c io lo g is t,
s a id
th a t th e
s ig n s o f t h e n e w A u s t r a l i a n n a t i o n a l p r i d e a r e a l l a b o u t u s .
He
p o in te d to th e g o v e rn m e n t- s p o n s o r e d “ A d v a n c e A u s tr a lia ” c a m
p a ig n , p a tr io tic th e m e s in c o m m e r c ia l a d v e rtis in g , a n d th e f e r v e n t
f la g f ly i n g o f t h e
1 9 8 0 F e d e r a l e le c tio n c a m p a ig n , a ll e x a m p le s
o f m e d ia p r o p e lle d n a ti o n a li s m .
N e v e r th e le s s , h e c o n c lu d e d f r o m
th e fin d in g s o f a s u rv e y t a k e n in 1 9 7 4 w h ic h s h o w e d p u b lic a tt i
tu d e s to A u s tr a lia to b e g e n e r a lly p o s itiv e , t h a t “ th e p r e s e n t e r a
o f A u s tr a lia n p a tr io tis m is n o t ju s t a m e d ia c r e a te d m ir a g e .
Love
o f c o u n tr y is in d e e d a s tr o n g ly h e ld s e n tim e n t a m o n g th e
A us
t r a l i a n p o p u l a t i o n a t l a r g e ” .36 W h i l e t h i s m a y w e l l b e c o r r e c t i t
is m is le a d in g , f o r it im p lie s t h a t p r iv a te s e n tim e n t is in th is c a s e
s e p a r a te f r o m th e p u b lic id e o lo g y .
m ond
O n th e c o n tra ry , to u s e R a y
W illia m s ’ p h r a s e , id e o lo g y is a liv e d s y s te m
o f m e a n in g s
33.
C o n n o r q u o t e d in B o b C a t l e y o p . c it. p .3 0 . H o w e v e r a s C a t l e y a n d
M c F a r l a n e ( 1 9 7 5 , o p . c it. p .2 6 2 ) s u g g e s t, t h e W h i t l a m e c o n o m i c
m o d e l e n t a i l e d s e le c tiv e e n c o u r a g e m e n t a s w e l l a s d i s c o u r a g e m e n t o f
f o r e ig n c a p ita l.
I n 1973 S ir A la n W e s te rm a n n h e a d o f th e A u s
t r a l i a n I n d u s t r i e s D e v e l o p m e n t C o r p o r a t i o n s p e lt o u t t h e c r i t e r i o n
f o r “ w e lc o m e ” f o r e ig n in v e s tm e n t: th e m o s t im p o r ta n t c o n d itio n w a s
th a t it b e “te c h n o lo g ic a lly p ro g re s s iv e ” .
34.
R . W . C o n n e l l , R u li n g C la ss R u li n g C u ltu r e , C a m b r i d g e , C a m b r i d g e
U n iv e r s ity P r e ss, 1 9 7 7 , p p . 1 2 4 -1 2 5 .
35.
T h i s is a
d i e d w i th
“N a tio n a l
p re se n te d
a n d C la ss
36.
l o h n I . R a y , “T h e N e w A u s t r a l i a n N a t i o n a l i s m ” , Q u a d ra n t,: J a n u a r y ,
1 9 8 1 , p .6 2 .
•7 8
r e j e c t i o n o f D o n a l d H o r n e ’s c l a i m t h a t “ n e w n a t i o n a l i s m ”
th e e n d o f th e W h itla m g o v e r n m e n t: D o n a ld H o r n e
I d e n t i t y i n t h e P e r i o d o f t h e ‘N e w N a t i o n a l i s m ’ ” p a p e r
to th e A u s tr a lia n S tu d ie s C e n tr e c o n fe re n c e “N a tio n a lis m
in A u s tra lia , 1 9 2 0 — 1 9 8 0 ” S e p te m b e r, 1981.
A re n a ’ N o . 63, 1983
a n d v a lu e s .
The
p r e s e n t n a tio n a lis m
is c e r t a i n l y n o t a m i r a g e ,
b u t th is d o e s n o t p r e c lu d e th e p r o p o s itio n t h a t a d v e rtis in g , b o th
g o v e rn m e n t
and
c o m m e rc ia l,
s tim u la tin g its m o m e n tu m .
has
In
p la y e d
a
s ig n ific a n t
ro le
th e lig h t o f th e r e la tio n s h ip
tw e e n g o v e r n m e n t- s p o n s o r e d n a tio n a lis m
in
be
a n d c o m m e rc ia l n a tio n
a lis m i t is w o r t ti b rie fly r e f e r r in g to th e i r r e c e n t j o in t e x e rc is e s in
s o c ie ta l m a r k e tin g .
T h e S t a te a n d C u l t u r a l M a n a g e m e n t
In
A u g u st
A u s tra lia ”
c a lle d
w as
1979
a c a m p a ig n b a s e d o n th e s lo g a n “ A d v a n c e
la u n c h e d
by
a
b u s in e s s - g o v e r n m e n t c o m m itte e
P ro je c t A u s tra lia (P A C ).
T h e c a m p a ig n a ro s e o u t o f
r e p o r t s u b m itte d t o th e G o v e rn m e n t in
M a n u f a c tu r in g C o u n c il.
a
1 9 7 8 b y th e A u s tra lia n
P A C ’s s e l f - d e s i g n a t e d , b u t a m b i g u o u s l y
n o n - s p e c ific g o a l, w a s t o in s p ir e “ p e o p le t o th in k A u s tr a lia , th in k
p o s itiv e ly ,
and
vancem ent
o f A u s t r a l i a ” . 37
accept
g re a te r
w ith r e p r e s e n ta tiv e s f r o m
p e rso n a l
D e s p ite
re s p o n s ib ility
o b v io u s
fo r
c o m m e rc ia l
th e
ad
in te re s ts ,
s u c h c o m p a n ie s a s M o b il O il, D u n lo p ,
a n d M its u b is h i, th e c o m m itte e h a s in c lu d e d G e r a ld in e P a t o n , th e
p u b l i s h e r o f T h e A u s tr a lia n , B a r r i e
L abor
C o u n c il
of
NSW ,
and
U n s w o rth ,
th e
s e c re ta ry o f th e
p r e - p r im e - m in is te r ia l
B ob
H a w k e , e v e n th e n a p u rv e y o r o f n a tio n a l re c o n c ilia tio n a n d c o n
s e n s u s . P r o je c t A u s tr a lia c a n b e d e s c r ib e d a s a s p ir itu a l e x te n s io n
o f th e “ B u y A u s tr a lia ” c a m p a ig n s o f th e 1 9 6 0 s , a n d , t o g o f u r th e r
back
in
A u s tra lia n
h is to ry ,
th e
1920s
“B uy
A u s tra lia n -M a d e ”
c a m p a ig n a n d th e “ G r e a t W h ite T r a in ” w h ic h le f t S y d n e y in 1 9 2 5
on
a
tw e lv e
tra lia n
s a le
of
m o n th to u r o f N S W
m a n u f a c t u r e r s . 38
c o m m o d itie s
m u n ic a tio n s
c o u n try
B u t ra th e r th a n
“A dvance
c a m p a ig n .
As
one
A u s tra lia ”
of
to w n s to e x h ib it
c o n c e rn e d
th e
is
o n ly
e s s e n tia lly
d ire c to rs
of
A us
a b o u t th e
a
com
M onahan
37.
“ A d v a n c e A u s t r a l i a ” N o . 1, N o v e m b e r 1 9 8 0 , p . l , q u o t e d i n A m a n d a
L o h re y , “C o m p o n e n ts o f th e N e w P a tr io tis m ”, Isla n d M a g a zin e N o .
7 , J u n e , 1 9 8 2 , p .2 .
38.
S t u a r t E w e n i n C a p ta in s o f C o n sc io u sn e ss: A d v e r ti s in g th e S o c ia l
R o o t s o f th e C o n s u m e r C u ltu r e ( N e w Y o r k , M c G r a w - H i l l , 1 9 7 6 )
h a s t r a c e d t h e f o r m a t i o n o f c o n s u m e r i s m a n d c u l t u r a l a n d s c ie n tif ic
m a n a g e m e n t to th is p e r io d o f th e 1 9 2 0 s; see a ls o A n n S te p h e n ,
“A g e n ts o f C o n s u m e ris m : T h e O rg a n iz a tio n o f th e A u s tr a lia n A d
v e r t i s i n g I n d u s t r y 1 9 1 8 - 1 9 3 8 ” M e d ia I n te r v e n tio n s S e p te m b e r , 1 9 8 1 ;
f o r t h e a n n o u n c e m e n t o f t h e A u s t r a l i a n - M a d e P r e f e r e n c e L e a g u e ’s
• E x h ib it io n T o u r i n g T r a i n s e e I n d u s tr i a l A u s tr a lia n a n d M in in g
S ta n d a rd , J u l y 9 , 1 9 2 5 .
A re n a , N o . 6 3, 1983
79
D a y m a n A d a m s (M D A ), c re a to rs o f “ A d v a n c e A u s tra lia ” a d v e r
t i s e m e n t s , s a i d : “ W e s e ll i d e a s .
A ll w e a r e d o in g is u s in g T V a s
a T r o j a n h o r s e ” .39
“ A d v a n c e A u s tr a lia ” is s tr u c tu r a lly a n d th e m a tic a lly a h y p e r
tro p h y
o f th e
V ic to ria n
M D A c re a tio n .
g o v e r n m e n t ’s “ L i f e . B e i n
it” , a n o th e r
T h e r e s e a r c h f o r b o th c a m p a ig n s w a s c o n d u c te d
b y a M e lb o u r n e c o m p a n y c a lle d T a s k Q u a n tu m , a n d th e p u b lic
r e la ti o n s firm f o r b o th w a s I n te r n a tio n a l P u b lic R e la tio n s .
“A d
v a n c e A u s tr a lia ” h a s a s im ila r s o c ia l m e r c h a n d is in g f o r m to “ H a v e
a G o A u s t r a l i a ” ( S y d n e y , l a t e 1 9 7 8 ) a n d “ C ’m o n A u s s i e , C ’m o n ”
( K e r r y P a c k e r ’s W o r l d S e r ie s C r i c k e t , 1 9 7 8 - 1 9 7 9 ) . 40 P A C , w h i c h
is
a d v e rtis in g
th ro u g h
th e
A u s tra lia n
G o v e rn m e n t
A d v e r tis in g
S e rv ic e ( A G A S ) , a n o r g a n iz a tio n w ith a b u d g e t in 1 9 8 0 o f m o r e
th a n
$15
m illio n
n o t in c lu d in g
th e b u d g e ts o f s ta tu to ry
b o d ie s
su c h a s Q a n ta s , to o k o v e r th e “N o r m ” c h a r a c te r fro m “ L ife .
in it” .
N o r m ’s t h e m e h a s b e c o m e o v e r t n a t i o n a l i s m .
Be
H e is s u p
p o rte d b y J o h n N e w c o m b e o f “ b e w d y N e w k ” fa m e , th e m a n w h o
a ls o a d v e rtis e s W ilk in s o n S w o rd r a z o r b la d e s a s “ S e t t o c h a n g e
t h e f a c e o f A u s t r a l i a ” ..
N o rm
s in g s :
I w a n t t o “C o m e o n A u s s ie ”,
I w a n t t o “h a v e a g o ” ,
I d o n ’t w a n t A u s t r a l i a t o b e a f a i l u r e .
.
.
.
C h o ru s:
T h e r e ’s a m i l l i o n t h i n g s t h a t y o u c a n d o
to h e lp h e a d o ff th e c r u n c h ,
f r o m h it y o u r n a il r ig h t o n th e h e a d
t o s k ip y o u r b u s in e s s l u n c h . . . .
“S o c o m e o n , c o m e o n A u s s ie ”
“B e a u ty N o r m ” a n d “h a v e a g o ”.
L e t ’s h a v e a b a s h a n d h a v e a s h o t ,
b e o n th e b a ll a n d o n th e d o t.
L e t ’s p u l l t o g e t h e r w i t h a l l o u r w e ig h t ,
i f w e ’r e g o i n g t o m a k e A u s t r a l i a g r e a t .
’C a u s e i f w e d o n ’t i t ’l l b e t o o l a t e . . . ( e m p h a s i s a d d e d )
N ot
o n ly
does
th e
jin g le
in te r lo c k , it a ls o m a k e s
in d ic a te
e x p lic it a
th e
g o v e r n m e n t- c o m m e r c ia l
p o in t s tr e s s e d
e a rlie r;
a d v e r
tis in g fe e d s i n to th e c u ltu r a l p o o l o n w h ic h i t d r a w s f o r le g itim a c y .
T h a t is, a d v e rtis in g n o t o n ly ta k e s u p a n d
h e ld
s e n tim e n ts
and
c lic h e s , b u t it c a n
r e - c r e a te s c o m m o n ly
s u c c e s s fu lly
d raw
upon
39.
G a w e n R u d d e r q u o t e d i n J e n n i H e w e t t , “ W o r k h a r d , k e e p fit, s a l u te
t h e f la g . . . . T h e O ffic e o f N a t i o n a l P r i d e h a s a $ 1 5 m i l l i o n m e s
s a g e f o r y o u ” , S y d n e y M o r n in g H e r a ld , M a r c h 2 1 , 1 9 8 1 .
40.
S e e P h i l l i p M c C a r t h y , “ ‘A u s t r a l i a , B e I n I t ” e x t r a v a g a n z a p r o j e c t
s ti r s u p s q u a b b l e s ” , N a ti o n a l T im e s , J u n e 9 , 1 9 7 9 ; a l s o S t e p h e n
A l o m e s “ T h e ‘A d v a n c e A u s t r a l i a ’ C o n ” i n t h e n e w , l e f t - n a t i o n a l i s t
p a p e r S o u th e r n C ro ss, N o . 2 , J u l y - A u g u s t , 1 9 8 2 .
80
A re n a , N o . 63, 1983
its e lf,
or
p r e v io u s ly
c re a te d
a d v e rtis in g
th e m e s .
In
th is
ease
“ A d v a n c e A u s t r a l ia ” m a k e s c a lc u la te d u s e o f th e s lo g a n s o f p r e
v io u s n a tio n a lis tic
c a m p a ig n s , a n d
it h a s sp a w n e d f u rth e r c a m
p a ig n s s u c h as “ G o A u s tr a lia ” a n d
I n m id
A u s tra lia ” w o u ld b e
L td .
“P ro u d
t o b e A u s t r a l i a n ” .41
1 9 8 1 , in a c c o r d a n c e w ith th e p h ilo s o p h y th a t “ A d v a n c e
a p riv a te s e c to r p ro je c t. A d v a n c e A u s tra lia
w a s e s ta b lis h e d a s a
c o m p a n y is s p o n s o r in g th e
“ n o n p ro fit c o m p a n y ” .
C u rre n tly
g r a m m in g c lo n e o f th e A m e r ic a n C B S s h o w o f th e
w h ic h w a s
‘B u y
p r e v io u s ly
sp o n so re d b y B H P
A u s tra lia n ” a d v o c a te s
th e
1 9 8 3 s e rie s o f “ 6 0 M in u te s ” , a p r o
th e
th e
“ B ig
a d v e rtis e m e n t.
sam e nam e
A u s tra lia n ” .
“ I t ’s a
b e a u tifu l
‘l u c k y c o u n t r y ’: p u t y o u r m o n e y w h e r e y o u r h e a r t i s ” .42
W h i l e t h e p r e s e n t A u s t r a l i a n n a t i o n a l i s m h a s n o t b e e n s im p l y
a rtific ia lly
p ro d u c e d ,
p a ra d ig m a tic
bf
w hat
th is
has
g o v e rn m e n t-c o rp o ra te
been
c a lle d
c u ltu ra l
a d v e rtis in g
is
m a n a g e m e n t . 43
C u ltu r a l m a n a g e m e n t in th e c a s e o f th e a d v e rtis in g e x a m in e d in
t h i s d i s c u s s i o n i s a p r o c e s s o f s t e e r i n g 44 b y t h e e l a b o r a t i o n o f w h a t
is a l r e a d y t h e r e .
P a r a d o x i c a l l y , i t is c o n c e r n e d t o p r o v i d e a c o m
m o n f r a m e w o r k o f m e a n in g to a c o m m u n ity in w h ic h t h e r e is a
a te c h n o lo g ic a l m e d iu m
( te le
v is io n ) w h ic h is its e lf p a r t o f t h a t p r o c e s s o f p r iv a tiz a ti o n .
te n d e n c y to
p riv a tiz a tio n th ro u g h
T h is
p ro b le m w a s re c o g n iz e d b y th e o rig in a l re s e a rc h r e p o r t f o r “ A d
v a n c e A u s tra lia ” c o n d u c te d b y a g ro u p a t th e A u s tra lia n N a tio n a l
U n iv e rs ity :
th e y
id e n tifie d
“ d is s o c ia tio n ”
s o c ia l p r o b le m s f a c in g A u s tr a lia
and
as o n e
c o n c lu d e d
of
th e
m a jo r
th a t “ th e m o st
s e rio u s ta c tic a l p r o b le m i n th e p r o je c t is th e u s e o f T V w h e n T V
is o n e o f th e m o s t p o t e n t c o n tr ib u to r s t o
d i s s o c i a t i o n ” .45
T h is
h a s s in c e b e e n g lo s s e d o v e r: te le v is io n is p u t f o r w a r d a s th e n e u tr a l
m e d iu m
o f tr a n s m is s io n , th e T r o ja n h o r s e in o u r lo u n g e ro o m s .
S e n a to r D a m e M a r g a r e t G u ilfo y le p o n tif ic a te d a t th e o p e n in g o f
t h e “ M y e r S a l u t e s A u s t r a l i a ” c a m p a i g n t h a t “ w h e n ‘P r o j e c t A u s
tr a l ia ' b e g a n th e r e w e r e m a n y s k e p tic s .
41.
See
T h e re w e re m a n y sm a rt
P e te r
E l l i n g s e n , “ P a t r i o t i s m p u t p r o f i t s i n t o a d m e n ’s p o c k e t s ” ,
T h e B u lle tin s p e c i a l s u r v e y o n A d v a n c e A u s
t r a lia ( F e b r u a r y 2 , 1 9 8 2 ) b e a rs e v id e n c e to th e c o m m e rc ia lis m o f
th e - c a m p a i g n .
A g e , J u ly 12, 1982.
42.
C .f . A m p o l ’s 1 9 7 0 s l o g a n “ P u t y o u r m o n e y w h e r e y o u r c o u n t r y i s ” .
43.
G e r r y G i l l “ C u l t u r a l M a n a g e m e n t a n d I d e o l o g y i n C o n s u m e r S o c ie ty :
A S t u d y o f t h e S ig n if ic a n c e o f t h e M e d i a a n d A d v e r t i s i n g i n A d
v a n c e d C a p i t a l i s t S o c i e t y ” M .A . P r e l i m . T h e s i s , D e p a r t m e n t o f
P o l i t i c a l S c ie n c e , U n i v e r s i t y o f M e l b o u r n e , 1 9 8 0 .
44-
U s e d i n a n e x t e n s i o n o f t h e s e n s e o f J u r g e n H a b e r m a s ’ L e g iti m a tio n
C risis , L o n d o n , H e i n e m a n n , 1 9 7 6 .
45.
Q u o t e d i n M c C a r t h y o p . c it.; s e e a l s o R a y m o n d W il l i a m s , T e le v isio n :
T e c h n o lo g y a n d C u ltu r a l F o r m , G l a s g o w , F o n t a n a / C o l l i n s , 1 9 7 4 .
A re n a , N o . 6 3 , . 1983
81
a rtic le s w h ic h
s a id
th a t th e re
w as
n o th in g
in
it.
B ut we
(th e
G o v e r n m e n t ) s t o o d b y t h e i d e a , a n d s l o w ly i t h a s t a k e n h o l d , a s
p rid e
in
A u s tra lia
g r o w s ” .46
S in c e
th e
PA C
c a m p a ig n
began
A u s tra lia n s h a v e b e e n a s k e d b y H a r r y B u tle r to “ D e c la re it fo r
A u s tra lia ” ; b e e n
to ld
th a t
we
a re
“ th e
A u s tra lia n s
Q a n t a s , y o u ’r e o n e o f t h e m , y e s y o u ” ; b e e n
w ho
ow n
by
A us
e n jo in e d
tr a lia n p u b lic fig u r e s f r o m K e r r y P a c k e r t o B o b H a w k e t o s u p p o r t
th o s e c o m p a n ie s w h ic h e x h ib it a
c o u ra g e
s y m b o l s h o w in g t h a t th e y
en
t h e ir e m p lo y e e s w h o h a v e e n lis te d w ith t h e A u s tr a lia n
A rm y R e s e rv e ; a n d b e e n a s k e d to “ K e e p A u s tra lia B e a u tifu l” , a n d
to b u y A u s s ie b o n d s .
C o m m e r c ia l
m o tin g
th e
a d v e r tis in g
n a tio n a lis t
has
th e m e s .
been
In
in
A s s o c ia tio n o f N a tio n a l A d v e r tis e r s r a n
o f n a tio n a lis m
begun
lo n g
b e fo re .
A nd
a
v a n g u a rd
1981
th e
o f p ro
A u s tra lia n
s e m in a r o n t h e v a lu e
in a d v e rtis in g , b u t a s s u g g e s te d , t h e p r o c e s s h a d
In
th e
g o v e rn m e n t a n d c o rp o ra te
f o r c in g .
th e
A p ril
th e ir
s tr e n g th e n in g
o f th is
“ s e n tim e n t” ,
a d v e rtis in g h a v e b e e n m u tu a lly
c o m p le m e n ta ry
n a tu re
has
not
re in
c o n tin u e d
u n r e c o g n iz e d , f o r t o q u o te J a m e s L e s lie , th e C h a ir m a n o f P A C
( a s w e ll a s C h a ir m a n o f th e A u s tr a lia n s u b s id ia r y o f t h e A m e r ic a n
c o m p a n y M o b il O il):
“ B H P ’s i m a g e w i t h o u t d o u b t i s t h e t h r i v i n g
e x a m p l e o f t h e m e s s a g e o f P r o j e c t A u s t r a l i a ” .47
n a tio n a l
c o rp o ra tio n s
o p e ra tin g
in te g r a l p a r t o f t h is p r o c e s s .
in
A u s tra lia
F o re ig n tra n s
have
becom e
an
T h e c o n n e c tio n to E s s o is d ir e c t f o r
B H P — t h e b i g A u s t r a l i a n ” — i s E s s o ’s p a r t n e r i n d e v e l o p i n g A u s
tr a lia , a n d th e o th e r, h a lf o f th e c irc le c lo s e s , f o r E s s o is a s p o n s o r
o f th e A d v a n c e A u s tr a lia c a m p a ig n .
I w a n t to n o w tu r n
m o r e g e n e ra l th e o r e tic a l d is c u s s io n o f c o r p o r a te a d v e rtis in g
to
a
and
n a tio n a lis m .
C o r p o r a te A d v e r t i s i n g a n d N a ti o n a li s t M y t h o l o g y
The
c o rp o ra te
a d v e rtis e m e n t
is
m a n if e s tly
in te n d e d
to
be
“ g o o d t o t h i n k w i t h ” ,48 r a t h e r t h a n t o s i m p l y m o t i v a t e c o n s u m e r
46.
Q u o t e d i n H e w e t t o p . cit.
47.
Q u o t e d i n L o h r e y o p . c it., p .4 .
48.
T h i s is E d m u n d L e a c h ’s t r a n s l a t i o n o f C l a u d e L e v i - S t r a u s s ’ p h r a s e
b o n n e s d p e n s e r . L e a c h s u g g e s ts t h a t L 6 v i - S t r a u s s is p l a y i n g a v e r b a l
g a m e g iv e n t h e p o s s i b l e t r a n s l a t i o n “ g o o d s t o t h i n k ” w i t h ( L i v i S tra u ss, G la s g o w , F o n t a n a / C o l l i n s , 1 9 7 9 , f o o t n o t e , p . 1 2 1 ) .
H ow
e v e r , i n c o r p o r a t e a d v e r t i s i n g t h e r e a r e n o m a t e r i a l g o o d s b e in g
o f fe re d .
82
A re n a , N o . 6 3, 1983
a c q u is itio n
o f a p ro d u c t.
In
a
sense
a ll a d v e rtis e m e n ts
evoke-
f e e l i n g s , o r m o r e c o r r e c t l y e v o k e t h e “ i d e a o f a f e e l i n g ” ,49 w h i c h
is lin k e d
“ n a tu ra lly ”
a lth o u g h
c o rp o ra te
to
th e
c o m m o d ity
a d v e rtis in g
is
b e in g
in te g ra te d
s o ld .
in to
s y m b o l i c f r a m e o f s e ll in g , i t i s n o t i n f a c t s e ll in g .
H o w e v er,
th e
c u ltu ra l/
A n e w d im e n
s i o n is a d d e d w h i c h l i n k s t h e c o r p o r a t e i m a g e i n t o t h e i d e o l o g y
in g e n e ra l.
I t is p a r t o f th e c r e a tio n o f m y th .
M y th is c r e a te d
in a w a y th a t a p p e a r s to b e c o n s tra in e d b y th e c u ltu r a l tra d itio n
w h ic h
g iv e s th e
a d v e r tis e m e n t its m e a n in g ; h o w e v e r a d v e rtis in g
c o n tin u a lly c r e a te s n e w m e a n in g e v e n if o n ly b y th e n o v e l j u x ta
p o s i t i o n o f a l r e a d y g e n e r a t e d m y t h . 50
a lre a d y e x is te n t tra d itio n
a
‘d e l i b e r a t e l y s e l e c t i v e
h is to r ic a l
and
c u ltu ra l
A d v e r tis in g d r a w s o n
w h ic h in R a y m o n d
and
an
W i l l i a m s ’ w o r d s is
c o n n e c tin g p r o c e s s w h ic h o ffe rs a n
r a tif ic a tio n
of
a
c o n te m p o ra ry
o r d e r ” .51
C r u c ia lly , a d v e rtis in g h a s b e c o m e a p a r t o f t h a t p r o c e s s a n d th u s
can
d raw
o n i ts e l f .
T h e a d v e rtis in g d is c u s s e d in th is p a p e r is d ir e c te d , p a r a d o x ic
a ll y , a t t h e
p e rso n
as
an
a u to n o m o u s in d iv id u a l w h o is a t th e
s a m e tim e a n A u s tr a lia n o r o n e o f a n a tio n a l c o m m u n ity .
The
in d iv id u a l liv e s a n d is a “ s u b je c t” o f th e c u ltu r e o f n a tio n a lity .
The
c o n c e p t o f s u b je c t u s e in th is s e n s e s u g g e sts a n in d iv id u a l
w h o is a s u b je c t o f th e r e a lm , a n A u s tr a lia n c itiz e n in
th e o ld
s e n s e , a n d y e t e a c h A u s tr a lia n is c o n s titu te d a s a m e m b e r o f t h a t
la r g e r c o m m u n ity i n a n e w w a y .
E a c h A u s tr a lia n is f o r e m o s t a n
in d iv id u a l c r e a tin g h is o r h e r lif e s ty le , im p e lle d b y
th e u n e v e n
d is in te g r a tio n o f th e o ld , t ig h t c o m m u n ity - f a m ilia l n e tw o r k s a n d
c la s s
a tta c h m e n ts
to
a c tiv e ly
“ A u s tr a lia n ” is o f fe r e d b y
c a m p a ig n te a m
c o n s tru c t a
s e l f - i d e n t i t y .52
a d v e r tis e r s , f r o m
B e in g
th e H a w k e e le c tio n
t o t h e M c D o n a l d ’s H a m b u r g e r c o n s o r t i u m , a s a
D e c o d in g
A d v e r t is e m e n ts ,
49.
J u d ith
W illia m s o n ,
B o y e r s , 1 9 7 k , p .3 1 .
50.
A d v e r t is in g ,, t o u s e t h e l a n g u a g e o f L e v i - S t r a u s s , b u i l d s t ip i d e o l o g i c a l
c a s t le s b y f i tt in g t o g e t h e r s ig n s “ w h i c h r e q u i r e t h e i n t e r p o s i n g a n d
t h e i n c o r p o r a t i o n o f a c e r t a i n a m o u n t o f h u m a n c u l t u r e i n t o r e a l i t y .”
(T h e S avag e M in d , L o n d o n , W e id e n f e ld a n d N ic o ls o n , ( 1 9 6 6 ) 1 9 7 6 ,
p .2 0 ; a n d s e c o n d l y i t o p e r a t e s p r i m a r i l y o n t h e l e v e l o f s i g n s r a t h e r
th a n c o n c e p ts w h ic h h a v e a n u n lim ite d c a p a c ity f o r r e f e r r a l. H o w
e v e r t h o s e s ig n s h a v e b e c o m e a b s t r a c t e d f r o m t h e i r c u l t u r a l r o o t s
th r o u g h a n a b s tr a c t m e d iu m ( th e c o m m u n ic a tio n s y s te m ) a s a b s tr a c t
f o r m ( in c o m m o d ity f e tis h is m ) .
51.
R a y m o n d W il l i a m s , M a r x is m
v e r s i t y P r e s s , 1 9 7 7 , p .1 1 6 .
52.
S ee a s a n e m b o d im e n t o f th is p r o c e s s a n d th e w a y in w h ic h a d v e r
t i s e r s t a p i n t o a n d e x t e n d t h e n o t i o n o f ‘s e l f c r e a t e d i d e n t i t y ’ T h e
A g e L if e s ty le S tu d y , M e l b o u r n e , D a v i d S y m e & C o ., 1 9 8 2 .
A re n a , N o . 6 3 , 1983
L ondon,
M a rio n
a n d L ite r a tu r e , O x f o r d , O x f o r d U n i
R3
c a te g o r y o f o y e r b r a c in g c o m m o n a lity , b u t w ith in th is id e n tity (to
u s e th e 1 9 8 3 K e n tu c k y F r ie d C h ic k e n a d v e r tis e m e n t th e m e ) “ w e ”
a r e e a c h a s i n d i v i d u a l a s M a r k R i c h a r d s ’ s u r f i n g s ty l e .
T h e i n d i v i d u a l is a l r e a d y i n t e r p e l l a t e d a s a n A u s t r a l i a n p r i o r t o
a s p e c ts o f th e A u s tr a lia n im a g e b e c o m in g th e s u b je c t o f th e n e w
n a tio n a lis t a d v e rtis in g .
T h e s e im a g e s a r e d r a w n f r o m
a n a tio n a l
m y th o lo g y o r c u lt u r e c r e a te d a s a n o n g o in g id e o lo g ic a l p r o c e s s o f
a c tiv e s e lf-d e fin itio n .
I n c o rp o ra te
a d v e rtis in g w h ic h a p p e a ls to
n a t i o n a l s e n tim e n ts , A u s tr a lia n s a r e b e in g p r e s e n te d a n im a g e o f
A u s tra lia
th e y
a lr e a d y
a c c e p t:
w ith a n im a g e o f o u rs e lv e s .
n e c tio n
b e tw e e n
c u ltu r a l- e c o n o m ic
th e
th u s w e
tra n s n a tio n a l
l if e .
a re
b e in g
( r e ) p r e s e n te d
W e a re b e in g a s k e d to m a k e a c o n
c o rp o ra tio n
H o w e v er, b e c au se
th e
and
A u s tra lia n
a d v e r tis e r is p a r t
o f a p r o c e s s o f s e le c tiv e tr a d itio n , tr a n s n a tio n a l c o r p o r a te a d v e r
t is in g , w h i c h p r o m o t e s t h e f e e l i n g o f n a t i o n a l i d e n t i f i c a t i o n , i s n o t
so m u ch
m a k in g
fa ls e
c o n n e c tio n s b e tw e e n
a fo re ig n
com pany
a n d a n in d ig e n o u s n a tio n a l h e rita g e , a s p r e s e n tin g th e in d ig e n o u s
a c t i v i t i e s o f t h e t r a n s n a t i o n a l a s b o t h n a t u r a l l y i n i t s h o s t ’s n a t i o n a l
i n t e r e s t s , a n d n a t u r a l l y p a r t o f i t s h o s t ’s n a t i o n a l m y t h o l o g y .
T h e a d v e rtis in g o f a c o m p a n y s u c h a s E s s o c a n n o t b e s a id to
b e s im p ly r e - c r e a tin g th e c u r r e n t A u s tr a lia n n a tio n a lis m to in c lu d e
i t s e l f , b e c a u s e i n e f f e c t E s s o ’s a d v e r t i s i n g h a s , o v e r t h e l a s t t e n
y e a rs , b e e n a p a r t o f th e p r o c e s s , a lb e it n o t m e a s u r a b ly s ig n if ic a n t
in its e lf, w h ic h h a s ( r e g e n e r a t e d a n d h e ig h te n e d w h a t h a s c o m e
to b e c a lle d th e n e w n a ti o n a li s m .
its e lf A u s tr a lia n .
E s s o h a s n e v e r e x p lic itly c a lle d
O f th e o t h e r c o m p a n ie s m e n tio n e d in th is d is
c u s s io n o n ly B H P a n d A m p o l m a k e t h a t a s s e r tio n .
m o r e a m b i g u o u s c a s e t o w h i c h w e w il l r e t u r n . )
( G M H is a
T h is r a is e s th e
is s u e o f th e u n s a tis f a c to r y n a tu r e o f a n y d e fin itio n o f A u s tr a lia n n e s s in r e la tio n t o c o r p o r a te o w n e r s h ip .
T h is w a s h ig h lig h te d in
a n a rtic le in th e M e lb o u rn e S u n e n title d “B ig — b u t n o t s o A u s
t r a l i a n ” 53
w h ic h
re p o rte d
a p p r o a c h in g 2 5 p e r c e n t.
th a t fo re ig n o w n e rs h ip
of B H P
w as
T h e F r a s e r g o v e r n m e n t ’s “ A u s t r a l i a n -
iz a tio n ” c o n c e p t, fir s t c o in e d in 1 9 7 8 , g iv e s A u s tr a lia n s u b s id ia rie s
o f fo re ig n c o m p a n ie s th e a p p e lla tio n o f “ A u s tra lia n iz e d ” o r “ A u s tr a lia n iz in g ” w ith its a t t e n d a n t f in a n c ia l b e n e fits , a c c o r d in g to th e
e x te n t t o w h ic h th e y m e e t th e c r ite r io n o f A u s tr a lia n s h a r e h o ld in g
e q u i t y a n d a m a j o r i t y o f A u s t r a l i a n s o n t h e b o a r d o f d i r e c t o r s . 54
53.
S u n , A u g u st 8, 1981.
“ B ig ‘f o r e i g n
54.
84.
T h e A g e , A u g u s t 8, 1981 r a n a n a rtic le c a lle d
s t a k e ’ i n B ig A u s t r a l i a n ” .
S ee T e r r y M c C r a n n , “D in k u m is a tio n is th e n e x t s te p in A u s tr a lia n iz a tio n ” . A g e , J u ly 2 , 1 9 8 1 ; A g e , A p r il 2 9 , 1981 a n d A u g u s t 13,
1 9 8 1 ; B u s in e s s R e v ie w , V o l . 2 , N o . 1 2 , M a r c h 2 2 , 1 9 8 1 ; C o u r ie r
M a il, A u g u s t 2 5 , 1 9 8 1 .
A r e n a , N o . 6 3 , 1983.
N a tio n a lity h e r e is f o r w a r d e d a s a s u b -c a te g o r y o f th e in c re a s in g in te r n a tio n a liz a tio n o f c a p ita lis m .
E q u a lly , d e fin in g
a
p r o d u c t, p r a c tic e ,
o r id e a a s
A u s tra lia n
c a n b e a m b i g u o u s . F o r e x a m p l e A m p o l , t h e A u s t r a l i a n M o t o r i s t ’s
P e tro l
C om pany
firs t b e g u n
in N e w
Z e a la n d
in
1 9 3 1 , in itia lly
f in a n c e d in A u s tr a lia b y a R o c k e f e lle r b a n k a n d p a r tly o w n e d b y
th e
A m e ric a n
c o rp o ra tio n
C a lte x
P e tro le u m , in
a n a d v e r t i s e m e n t ,w h e r e t h e l e t t e r s A M P O L
1981
p ro d u ce d
w e re tra n s p a re n tly
su p e rim p o s e d o v e r th e w o rd s:
T h e In d ig e n o u s A u s tr a lia : T h e P ie F lo a te r T h e H o ld e n C ar T h e
K o a l a T h e K a n g a r o o T h e T o m a t o S a u c e B o t tl e T h e B a c k y a r d T h e
W a l t z i n g M a t i l d a B a r b e q u e T h e M id d y A n d T h e S c h o o n e r T h e
T a k e a w a y C h in e s e T h e Q u e e n s l a n d M u d d i e T h e B lo w F l y T h e S t u r t
D e s e r t P e a T h e R in g o f C o n fid e n c e . . . T h e B lu e P o le s . . .
T h e A u s tr a lia n C o m p a n y 56 ( e m p h a s i s a d d e d ) .
E ach
p h ra se
is
id e n tif ia b ly
A u s tra lia n
and
has
a
h isto ry ,
but
th e lis t in c lu d e s A u s tr a lia n is m s th a t h a v e b e e n c r e a te d b y tr a n s
n a tio n a ls a d v e rtis in g in A u s tr a lia .
o f th e s e .
I w a n t to l o o k b rie fly a t tw o
T h e “ R in g o f C o n fid e n c e ” w as a p h ra s e u se d b y
th e
A m e r ic a n c o m p a n y C o lg a te - P a lm o liv e to h e lp d e v e lo p its p r e s e n t
6 0 p e r c e n t o f th e A u s tra lia n to o th p a s te m a rk e t.
C o lg a te a d v e r
tis e m e n ts in 1 9 8 1 h e r a ld e d t h e ir b r a n d a s “ T h e m o s t tr u s te d n a m e
in to o th p a s te in A u s tr a lia ” a n d o ffic io u s ly c o n c lu d e d t h a t “ T h is
a n n o u n c e m e n t h a s b e e n p la c e d
A u s t r a l i a n d e n t a l h e a l t h ” . 56
The
“ H o ld e n
C a r” ,
a
by
C o lg a te
p ro d u ct
of
th e
in
th e
in te re s ts
A m e ric a n
of
com pany
G e n e r a l M o t o r s , i s a c u l t u r a l p r o d u c t o f G M H ’s a d v e r t i s i n g a n d
m a rk e tin g
c a m p a ig n ,
e s ta b lis h e d
as
c a rs
becam e
a
f e tis h iz e d
d i m e n s i o n o f t h e “ A u s t r a l i a n W a y o f L i f e ” .57 T h e H o l d e n b e c a m e
a n A u s tr a lia n in s titu tio n .
m ent
and
C l u n e ’s
H o ld e n ,
c o m m e rc ia lly
c lic h e
rid d e n
p u b lis h e d
in
T h is w a s re in fo rc e d in v a rio u s g o v e rn
sp o n so re d
b e s ts e lle r
1953,
p u b lic a tio n s
about
w h ic h
ro a m in g
u n a s h a m e d ly
such
as
A u s tra lia
e x to lle d
F ra n k
in
a
b o th
A u s t r a l i a a n d t h e H o l d e n , “ a s y m b o l o f A u s t r a l i a ’s m a t u r i t y a n d
e v e r g r o w i n g s e l f - d e p e n d e n c e ” .58
S in c e it fir s t w e n t i n to p r o d u c -
55.
B . & T ., M a r c h 1 5 , 1 9 8 1 .
56.
A g e , S e p te m b e r 8 , 1 9 8 1 ; see a ls o “T o o th p a s te g ia n ts s e t f o r b a ttle ” ,
A g e, S e p te m b e r 10, 1 9 8 1 .
57.
See
R i c h a r d W h it e , “ T h e A u s t r a l i a n W a y o f L i f e ” , H isto ric a l
S tu d ie s , V o l . 1 8 , O c t o b e r 1 9 7 9 , p p .5 2 8 - 5 4 5 ; R i c h a r d W h i te , “ E v e r y
m a n a n d h i s H o l d e n ” i n h i s I n v e n ti n g A u s tr a lia , o p . c it.
P e te r
P o y n t o n , “A l w a y s C r a s h i n g i n t h e S a m e C a r : H i s t o r y
t r a l i a n C a r I n d u s t r y ” , A r e n a 5 2 , 1 9 7 9 , p p .6 3 - 9 0 .
58.
o f th e A u s
F r a n k C lu n e , L a n d o f A u s tr a lia : R o a m in g in a H o ld e n , M e l b o u r n e ,
H a w t h o r n P r e s s , 1 9 5 3 ; s e e a l s o “ F r a n k C l u n e T h e P e o p l e ’s A u t h o r ” ,
A re n a , N o , 63, 1983
85
tio n
a t F i s h e r m a n ’s B e n d
c a r ” .59
it h a s
a lw a y s b e e n
“ A u s t r a l i a ’s o w n
H o w e v e r th e e s ta b lis h m e n t o f th e H o ld e n
lo g ic a l r e p r e s e n ta tio n
o f e s s e n tia l
a s a m y th o
A u s tra lia n n e s s h a s
s u b tle b u t i m p o r ta n t s h if t t o o c c u r .
P rio r to
th e
a llo w e d
a
1 9 7 0 s it w as
a d v e r t i s e d b y d e f i n i n g i t a s A u s t r a l i a n — a s “ A u s t r a l i a ’s o w n c a r ” .
B u t d u r in g th e e a r ly p e r io d o f th e “ n e w n a tio n a lis m ” , b y a n in
v e rs io n , A u s tr a lia its e lf c a m e t o b e
d e fin e d b y a s s o c ia tio n
w ith
th e H o ld e n . A u s tr a lia w a s r e d u c e d to th e a d v e rtis in g jin g le “ f o o t
b a ll;
m e a tp ie s , k a n g a r o o s a n d
u n d e r s o u t h e r n s t a r s ” .60
H o ld e n
c a rs .
T hey go
to g e th e r
T h e jin g le r e p r e s e n ts a c o n c e p tu a l a s s o
c ia tio n o f c o n tig u o u s im a g e s in w h ic h e a c h e le m e n t g a in s m e a n in g
in te r m s o f its im p lic it r e la tio n s h ip w ith t h e o th e r .
T h r o u g h th is
r e l a t i o n s h i p a s in g le i m a g e h a s t h e c o n n o t a t i v e d e p t h t o s y m b o l i c
a l l y r e p r e s e n t o r s i g n if y A u s t r a l i a . 61
T h e a d v e r tis e m e n t “ Q a n ta s ,
t h e s p i r i t o f A u s t r a l i a , t h e f ly i n g k a n g a r o o ” , i s i n d i c a t i v e o f t h i s
lin k in g
p ro ce ss.
d im e n s io n — th e
The
GM H
f o r iro n ic a lly th e jin g le is a
C h e v r o le t in
A u s tra lia
a d v e r tis e m e n t h ig h lig h ts
in te rn a tio n a liz a tio n
th e
to N e w
a d v e rtis in g
re v is e d f o rm
U n ite d S ta te s .
Z e a la n d
of
In
w h e re
1975
a
fu rth e r
te c h n iq u e —
o f t h a t firs t u s e d b y
it w a s e x p o rte d
fro m
“ k a n g a ro o s ” w a s re p la c e d
by
“ k iw i b ir d s ” .
P a ra d e , N o v e m b e r 1 9 7 1 .
T h i s b o o k w a s i n t h e m o u l d o f a w e ll
e s ta b lis h e d tr a d itio n in tr a v e l w ritin g w h ic h in c lu d e d s u c h w h im
s i c a l t i t l e s a s A u s tr a l ia th r o u g h th e W in d s c r e e n ( 1 9 3 6 ) ; s e e A l i s t a i r
T h o m s o n , “ I m a g e s o f A u s t r a l i a i n t h e ’T h i r t i e s : L i t e r a r y T r a v e l l e r s
a n d t h e ‘I d e o l o g y o f T r a v e l ’, ” u n p u b l i s h e d p a p e r , 1 9 8 2 .
59.
E v e n t h e A u s tr a li a n e d i t o r i a l f o r M a r c h 1 9 , 1 9 8 3 h e a d e d “ W h a t e v e r
h a p p e n e d t o th e F J H o ld e n ” ! d o e s n o t q u e s tio n th e m e a n in g o f th e
c o n c e p t o f a n “ a ll- A u s tr a lia n ” c a r.
W ith th e C a m ir a , G M H h a s
l i n k e d i n t o a w o r l d w id e p l a n f o r t h e p r o d u c t i o n o f a s o - c a l le d “ w o r l d
c a r ” , b u t th e e d ito r ia l is c o n c e r n e d r a th e r t h a t “th e c o n c e p t o f th e
p e o p l e ’s c a r , t h e H o l d e n , h a s g o n e w i t h t h e i n a b i l i t y o f G M H t o
k e e p u p w ith th e w o r ld te c h n o lo g ic a l tr e n d s ” .
60.
I n 1981 a n d 1 9 8 2 th e a d v e rtis e m e n t, firs t u s e d in th e e a r ly 1 9 7 0 s,
w a s r e v i v e d f o r G M H ’s s p o n s o r s h i p o f t h e l iv e t e l e c a s t o f M e l
b o u r n e ’s V .F .L . G r a n d F i n a l ; 1 9 8 1 w a s t h e f i r s t y e a r t h a t t h e
V i c t o r i a n F o o t b a l l L e a g u e i n c o r p o r a t e d t h e A u s t r a l i a n f la g i n i t s
lo g o . T h e c o m m e rc ia l b e g a n w ith a s e p ia s till o f a n F J . H o ld e n ,
f o l l o w e d i m m e d i a t e l y b y a p h o t o g r a p h o f t h e A u s t r a l i a n f la g . T h e n
a k a le id o s c o p e o f A u s tr a lia n is m s fo llo w e d in c lu d in g : J o h n N e w c o m b e j u m p i n g a t e n n i s n e t , a H o l d e n d r i v in g d o w n a d u s t y ‘o u t b a c k ’
r o a d , a b a r b e q u e , A u s s i e r u l e s f o o t b a l l , t h e O p e r a H o u s e , a n d k o a la s ,
w i t h t h e v o i c e o v e r , “ t h i s c o m m e r c i a l is b r o u g h t t o y o u b y f o o t b a l l ,
m e a t p i e s , k a n g a r o o s a n d A u s t r a l i a ’s o w n . ........ .”
61.
I n t h e l a n g u a g e o f s e m io l o g y t h e j i n g l e c a n t h u s b e d e s c r i b e d a s a
m e to n o m y - s y n e c h d o c h e .
86
A re n a , N o , 6 3, 1983
By
1981
s u b je c ts
fo r
C e n t u r y ” .62
w ritte n b y
s c io u s ly
“ I n s titu tio n s :
th e
S im ila rly th e
and
H o ld e n ”
d o c u m e n ta ry
“ M id d le
be
one
“ T h is
o f th e R o a d
p r o c la im e d
w ith
a tte m p t to
th e
In d e e d
H o ld e n
o f th e
F a b u lo u s
S h o w ” , a p la y
e x p lo re th e m y th
and
s e lf- c o n s c io u s n e s s
book
w ritte n
by
R ic h a rd
o f A u s tra lia n
its in v e s titu r e
as
a b o u t c u ltu ra l
n a tio n a l id e n tity w a s f u r t h e r o p e n e d
lis h e d
c o u ld
s e rie s
P e t e r F in la y l a t e r in th e s a m e y e a r , w a s a s e lf -c o n
id e n tif ic a tio n
s y m b o l.
The
te le v is io n
W h ite
u p in
a
c u ltu ra l
r e p ro d u c tio n
a r e c e n tly p u b
w h ic h
w as
o rg a n iz e d
a r o u n d th e r e la tiv is t n o tio n t h a t o u r “ id e n tity ” is a n in v e n tio n .
T h e r e is n o p o in t, h e m a in ta in s in “ a s k in g w h e th e r o n e v e r s io n
o f t h i s e s s e n t i a l A u s t r a l i a is t r u e r b e c a u s e t h e y a r e a l l i n t e l l e c t u a l
c o n s tr u c ts ,
n e a t,
tid y ,
c o m p r e h e n s ib le — a n d
n e c e s s a r i l y f a l s e ” .63
T h is c o m m e n t is m o r e s u g g e s tiv e o f a p a r tia l in s ig h t i n to th e p r e
s e n t p h a s e o f c u ltu r a l m a n a g e m e n t th a n h e lp f u l in a n a n a ly s is o f
n a tio n a lis m .
W h ile i t is p o s s ib le to tr a c e t h e h is to r ic a l r o o ts o f p a r tic u la r
c o n s titu tiv e e le m e n ts in A u s tr a lia n c u ltu r e , s u c h a s th e H o ld e n , o r
to f o llo w
m o r e g e n e ra lly
th e d e v e lo p m e n t o f A u s tra lia n
n a tio n
a lis m , e x p la in in g th e “ m e a n in g ” , s ig n ific a n c e a n d h o ld o f n a tio n
a lis m is f a r m o r e in tr a c ta b le .
D e s p ite th e e x te n s iv e a tte n tio n p a id
t o t h e c o n c e p t , 64 i t i s t h e o r e t i c a l l y u n d e r d e v e l o p e d .
a r g u e s t h a t n a tio n a lis m
M ic h a e l R o e
is a n id e o lo g ic a l c r e a tio n r a t h e r th a n a n
in s tin c t o r a n a tu r a l la w , a n d g o e s o n to s u g g e st, a s R i c h a r d W h ite
W o u ld , t h a t t h e “ e t h i c c r e a t o r s ” i m p o s e d t h i s d o c t r i n e u p o n t h e i r
p o r tr a y a l o f A u s tra lia r a th e r th a n th e ir n a tio n a lis m
b e in g b a s e d
62.
T h is F a b u lo u s C e n t u r y M a y 1 3 , 1 9 8 1 ( i n c i d e n t a l l y p r o d u c e d b y t h e .
A m e ric a n g r o u p H a n n a B a r b e r a ) . P e te r L u c k , its p r e s e n te r, in c o m
m e n tin g o n th e H o ld e n s a id th a t “ M a y b e A m e ric a n s h a d a b e tte r
id e a o f w h a t A u s tra lia n s w a n te d th a n A u s tr a lia n s th e m s e lv e s ” . A n
o t h e r P e t e r L u c k - H a n a B a r b e r a p r o d u c t i o n c a l l e d T h e A u s tr a lia n s
h a s a s its th e m e s o n g “ I s till c a ll A u s tr a lia m y h o m e ” s u n g b y P e te r
A lle n a n A u s tr a lia n e x p a tr ia te liv in g in C a lif o r n ia .
T h is s o n g w a s
p l a y e d a l o n g s i d e t h e A u s t r a l i a n N a t i o n a l A n t h e m a t t h e V .F .L . 1 9 8 1
g ra n d fin a l.
63.
W h i t e ( 1 9 8 1 ) o p . c it. p . v i ii . F o r a d is c u s s i o n o f t h e p r o b l e m a t i c
n a t u r e o f W h i t e ’s t h e o r e t i c a l p o s i t i o n s e e P a u l J a m e s , “ I n v e n t i n g
A u s t r a l i a ” A r e n a 6 1 , 1 9 8 2 , p p .1 6 1 - 1 6 8 .
64.
w o r k s i n c l u d e : H a n s K o h n , N a tio n a l is m , I t s M e a n in g
a n d H is to r y P r i n c e t o n 1 9 5 5 ; F r e d e r i c k H e r t z , N a ti o n a li ty in H is to r y
a n d P o litic s: A S tu d y o f th e P s y c h o lo g y a n d S o c io lo g y o f N a tio n a l
S e n ti m e n t a n d C h a r a c te r L o n d o n , K e g a n P a u l , 1 9 4 4 ; L e o n a r d D o o b ,
P a tr io tis m arid N a tio n a l is m N e w H a v e n , Y a l e U n i v e r s i t y . P r e s s , 1 9 6 4 ;
K e n n e t h M i n o g u e , N a tio n a lis m L o n d o n , B a t s f o r d , . 1 9 6 7 ; A n t h o n y
S m i th , T h e o r ie s o f N a ti o n a lis m L o n d o n , D u c k w o r k , 1 9 7 1 .
P r o m in e n t
A r e n a ,- N o . 6 3 , 1 9 8 3
87
o n a n e m p i r i c a l r e a l i t y . 65
E m p h a s iz in g in th is f a s h io n th e in v e n
tio n o r p r o d u c tio n o f n a tio n a lis m p la y s d o w n its d e e p ly e m b e d d e d
n a tu re .
F u r th e r , I w o u ld m a in ta in t h a t a lth o u g h
h a s b e e n fo s te re d
s u c h s e n tim e n t
a n d in v o k e d id e o lo g ic a lly f o r p a r t i c u l a r e n d s ,
n a tio n a lis m is n o t m e r e ly a c o r p u s o f s y m b o ls a n d b e lie fs im p o s e d
upon
a c q u ie s c e n t “ c u ltu r a l d o p e s ” .
c o m m o n a lity
and
N a tio n a lis m
b e lo n g in g , o f u n ity
th ro u g h
is a fe e lin g o f
c u ltu r a l-h is to r ic a l
t ie s w h i c h b y h a b i t u a l r e p r e s e n t a t i o n c o m e t o a p p e a r n a t u r a l a n d
t im e l e s s .
It
is
to
th is
p ro ce ss
o f b e c o m in g
ta k e n
f o r g ra n te d
w h ic h R o la n d B a r th e s is r e f e r r in g w h e n h e s a y s m y th tra n s fo r m s
h is to r y i n to n a tu r e , o r A n to n io G r a m s c i c e n tr e s o n in d is c u s s in g
th e
“ n a tu ra liz a tio n ”
C o m in g to
p ro ce ss
in
co m m o n sen se
u n d e r s ta n d in g .
a s im ila r p o in t A n th o n y G id d e n s a p p r o a c h e s n a tio n
a lis m a g a in s t a
b a c k d r o p o f t h e ti m e - s p a c e t r a n s f o r m a t i o n s b y m e a n s o f w h i c h
t h e ‘c r e a t e d e n v i r o n m e n t ’ o f u r b a n s p a c e b e c o m e s t h e h a b i t a t o f
i n d i v i d u a l s i n c a p i t a l i s t s o c ie tie s , a n d t h e n a t i o n - s t a t e t h e d o m i n a n t
‘p o w e r c o n t a i n e r ’. . . .
T h e d is s o l u t i o n o f t h e f o u n d a t i o n o f
s o c ie ty i n r e l a t i o n s o f p r e s e n c e s u b s t a n t i a l l y r e p l a c e s t h e g r o u n d i n g
o f th o s e p r i m o r d i a l s e n t im e n t s in t r a d i t i o n a n d k in s h ip b y a m o r e
r o u t i n i s e d , h a b i t u a l r o u n d o f ‘e v e r y d a y l i f e ’. T h i s is o n e p o i n t o f
i n t e r s e c t i o n . . . b e t w e e n n o t i o n s o f ‘m a s s s o c ie t y ’ a n d t h e t h e o r y
o f t h e c o m m o d i f ic a t i o n o f t i m e a n d s p a c e d e r i v i n g f r o m M a r x .6 6
W ith th e in c r e a s in g te n d e n c y to w a r d s in d iv id u a ls b e in g p r iv a
tiz e d ,
a u to n o m o u s
and
s e lf -v a lid a tin g ,
s e n tim e n t o f n a tio n a lis m
is
in to g re a te r p ro m in e n c e
as
o n to lo g ic a l
s e c u r ity .
In
th e
c e r e m o n io u s ly
a
su ch
r e la tiv e ly
a
ta k e n -fo r-g ra n te d
g rab b ed
e n d u rin g
tra n s fo rm a tio n ,
and
pushed
fra m e w o rk
of
a c c e n tu a te d
in
c o n t e m p o r a r y A u s t r a l i a b y e c o n o m i c c r i s i s , n a t i o n a l s o l i d a r i t y is
p u s h e d a s a p r e s c r ip tio n f o r s u rv iv a l.
C o m m itte e ,
d e fe a tis m
house.
la u n c h e d
in
M ay
1982,
T h e C h a lle n g e to A u s tr a lia
u rg e d
th a t
we
th ro w
o ff
a n d p u t a s i d e s e lf i s h n e s s t o b e c o m e a v i g o r o u s w o r k -
T h e e d ito r - in - c h ie f o f T h e A u s tr a lia n s a id in O c to b e r t h a t
th e c o u n tr y w a s s u ffe rin g m o r e f r o m
e c o n o m ic m a la is e .
a c ris is o f s p ir it th a n f ro m
A n d r e c e n tly a l e t te r to
T h e A g e su g g e ste d
th e a n s w e r “ r e s ts w ith M r s . A u s tr a lia , M is s A u s tr a lia a n d
M r.
A u s tr a lia to a s k s w e e tly a s im p le q u e s tio n w h e n m a k in g a p u r
c h a s e o r o b t a i n i n g a s e r v i c e : ‘I s t h i s m a d e i n A u s t r a l i a ? ’.” 67 T h u s
65.
M ic h a e l
R oe,
V ic to ria n
“A n
H is to r ic a l
H is t o r i c a l M a g a z i n e
S tu d y o f A u s t r a l i a n N a t i o n a l i s m ” ,
V o l. 4 2 , N o . 4 , N o v e m b e r 1 9 7 1 ,
p .6 7 0 .
66.
A n th o n y G id d e n s , A
C o n te m p o r a r y C r itiq u e o f H is to r ic a l M a te r ia
lis m V o l. 1 P o w e r , P r o p e r ty a n d th e S ta te , L o n d o n , M a c m i l l a n , 1 9 8 1 ,
p .1 9 3 .
S e e a ls o N o n ie S h a rp , “N a tio n a lis m
a n d C u ltu r a l P o litic s ” ,
A r e n a 4 3 , 1 9 7 6 , p p .5 8 - 7 7 .
88
A re n a , N o . 6 3 , 1983
a s a n c h o r lin e s o f th e h a b itu a l a r e f ra y e d , n a tio n a lis m
becom es
h ig h lig h te d .
C o rp o ra te
a d v e rtis in g h a s lin k e d
tr a n s n a tio n a l c o m p a n ie s to
A u s tr a lia n n a tio n a lis m b y a m o r e c o n s c io u s p r o c e s s o f a n a tu r a li
z a tio n o f s ig n ifie d m e a n in g . T h e a c k n o w le d g e m e n t o f th e C le m e n ger
a d v e rtis in g
agency
e v in c e s th is p o in t.
th a t
a d v e rtis in g
is
an
id e o lo g ic a l
b a ttle
T h e y la m e n t th a t:
R e g r e t a b l y t h e s e is l i t t l e d a t a a v a i l a b l e f r o m A u s t r a l i a n c o r p o r a
t i o n s a b o u t t h e i m p a c t o f i m a g e a d v e r ti is n g . . . . ( W ) e b e lie v e
t h a t s e c r e c y h a s n o m e r i t a n d t h a t o p e n d is c lo s u r e c a n b e h e l p f u l
to o th e r c o m p a n ie s w h ic h h a v e b e e n r e lu c ta n t to s te p in to th e
p u b l i c a r e n a , a n d i n d e e d , b e n e f ic ia l t o t h e b u s i n e s s c o m m u n i t y
a s a w h o le .
T h e c o m p e t i t i o n is n o t a n o t h e r b r a n d — b u t a n o th e r
id eo lo g y/6 S
(e m p h a s is a d d e d ) .
I n s ig h t in to
and
th e c o n s tru c tio n
p a rtic u la rly
w hen,
in
o f th e id e o lo g ic a l c a n b e
in s tr u m e n ta liz in g
in tu itiv e ,
p r e - e x is tin g
c u ltu ra l
s y m b o ls , th e c o r p o r a te a d v e r tis e r o v e r s tr e tc h e s th e c re d ib ility o f
n e w c o n n e c tio n s , th e p o s s ib ility o f “ s e e in g t h r o u g h ” s u c h c o n n e c
tio n s
is f u r t h e r
enhanced.
T h is
w as
th e
case
in
th e
p a te n tly
d is c o r d a n t c a m p a ig n o f th e U n ite d S ta te s o w n e d c o a l m in in g , c o m
pany
U ta h ,
w h ic h
in
th e
m id -1 9 7 0 s
lin k e d
C o u n try — U ta h w ith o u t d o in g th e lo n g -te rm
G M H o r E sso.
fro m
A u s tra lia — L u c k y
c u ltu ra l w o rk o f a
A u s tr a lia n e x p a tr ia te R o d T a y lo r w a s flo w n b a c k
H o l l y w o o d t o v o i c e s u c h s e n t i m e n t s a s “ I d o n ’t k n o w w h y
p e o p le c a ll th is c o u n tr y th e w id e b r o w n la n d , b u t I d o k n o w w h y
th e y c a ll it th e lu c k y c o u n tr y .
.
.
. Y o u se e U ta h D e v e lo p m e n t
C o m p a n y h a s b e e n m in in g c o a l in th is a r e a f o r o n ly te n y e a rs .
N o w t h e y ’v e b e c o m e A u s t r a l i a ’s l a r g e s t e x p o r t e r o f c o a l ” .69 S t a r t
in g w ith
t h e t e n s i o n b e t w e e n T a y l o r ’s A m e r i c a n a c c e n t a n d t h e
A u s tra lia n iz a tio n
o f U ta h , th e c a m p a ig n w a s c o u n te r p r o d u c tiv e .
T h e N a tio n a l T im e s ’ a rtic le “ U ta h : B a c k s A u s tr a lia A ll t h e W a y
to
t h e B a n k ” 70 w a s i n d i c a t i v e o f a g e n e r a l i z e d r e s p o n s e .
67.
M o re
O n t h e C h a l l e n g e t o A u s t r a l i a C o m m i t t e e s e e t h e s e r ie s o f a r t i c l e s
i n t h e A u s tr a l ia n b e g i n n in g M a y 8 , 1 9 8 1 ; E d i t o r o f A u s t r a l ia n
q u o te d O c to b e r 16, 1 9 8 2 ; le tte r to th e A g e N o v e m b e r 12, 1 9 8 2 .
S e e a ls o t h e o u t p o u r i n g s o f c o n s e r v a t i v e s c h o l a r s o f c o r p o r a t i o n
l a n d s u c h a s H e r m a n K a h n a n d T h o m a s P e p p e r , W il l S h e B e R ig h t?
T h e F u tu r e o f A u s tr a lia , S t. L u c i a , U . o f Q . P r e s s , 1 9 8 1 ; a n d G . O .
G u t m a n , R e tr e a t o f th e D o d o : A u s tr a lia n P r o b le m s a n d P ro s p e c ts
o f th e 8 0 s, C a n b e r r a , C l o u s t o n , 1 9 8 2 .
68.
C l e m e n g e r , o p . cit., p .4 2 .
69.
F o u r C o r n e r s t r a n s c r i p t “ U t a h ” , 1 9 7 7 p .1 3 4 . S e e a l s o t h e b r i e f d is
c u s s i o n i n L e n F o x , M u lt in a tio n a l s T a k e O v e r A u s t r a l i a , ' S y d n e y ,
A P O C , 1 9 8 1 , p p .7 3 - 7 4 .
70.
Ju n e 20, 1977.
A re n a , N o . 63, 1983
89
r e c e n t l y B P ’s 1 9 8 2 - 8 3 “ Q u i e t A c h i e v e r ” a d v e r t i s i n g c a m p a i g n h a s
b e g u n t o b e g r a ff itiz e d a s t h e “ Q u ie t D e c e iv e r ” c a m p a ig n .
H o w e v e r d e s p ite th e p o s s ib ility o f in s ig h t i n to p a r t i c u l a r c a m
p a ig n s w h ic h
“ fa il” , n e w
n a tio n a lis m
is
a
m o re th o ro u g h g o in g
p r o c e s s , s u c h t h a t e v e n w h e n t h e r e is a r e c o g n itio n t h a t th e s ta te
a n d c o m m e r c ia l in te r e s ts a r e “ a rtific ia lly ”
n a tio n a lis m , t h e
p ro m o tin g A u s tra lia n
te n d e n c y is s till t o s a y t h a t w e s h o u ld a ll p u ll
to g e th e r a n d lo o k to o u r d e e p e r , m o r e re a l n a tio n a l tie s .
In sig h t
in to t h e b r o a d e r h o ld o f t h e n e w n a tio n a lis tic a d v e r tis in g c a n b e s t
be
in itia te d
th ro u g h
a
c o n c re te
a n a ly s is
of
a
c a m p a ig n
w h ic h
“ w o rk s ” , a n d to th is e n d th e la s t p a r t o f th is a rtic le tu rn s to a c a se
s t u d y o f E s s o ’s a d v e r t i s i n g i n t h e 1 9 7 0 s a n d i t s d e v e l o p m e n t i n t o
th e
1980 s.
I t s ta rts th e re fo re
a t t h e p o i n t a t w h ic h th e s e c tio n
e n ti tl e d “ T h e C o n t e x t ” l e a v e s o ff.
in a tio n
is
an
a tte m p t
to
W it h in t h e c h r o n o lo g ic a l e x a m
illu s tra te
th e m a tic
p a ra lle ls
to
o th e r
tr a n s n a tio n a ls ’ a d v e rtis in g in A u s tr a lia .
T h e E a r ly 1 9 7 0 s :
In
1970
E s s o - T e c h n o l o g y - E n v i r o n m e n ta l C o m p a ti b i li ty
w hen
A m p o l w a s c ra s s ly
a d m o n is h in g
to “ P u t y o u r m o n e y w h e re y o u r c o u n try
w a s s u b tly is s u e - o rie n te d .
A p a r t f r o m a s e x is t p r o m o tio n f o r th e
E s s o c h e m i c a l R u s t - b a n t h e c o m p a n y ’s p r o j e c t e d
s o c ia l a n d
e n v ir o n m e n ta l re s p o n s ib ility .
th e firs t w e ll “ s p u d d e d
G ip p s la n d
S h e lf N o .
A u s tra lia n s
i s ” , E s s o ’s a d v e r t i s i n g
in ” b y
1 ” to
im a g e w a s o f
C h a n g in g th e
E sso -B H P
in
“ B a rra c o u ta ” h a d
1964
in itia te d
o f n a m in g w e lls a f te r fis h ; th is p o lic y , i n D e c e m b e r
v id e d th e b a s is o f t h e ir a d v e r tis in g c a m p a ig n .
nam e of
fro m
a
1 970, p ro
B H P c o m m is s io n e d
R o y B . D o y le t o illu s tr a te f o r th e ir “ M a r in e L if e S e r ie s ”
o il w e ll n a m in g s e rie s ).
“ E sso
p o lic y
(re a d
B e g in n in g w ith t h e Y e llo w T a i l K in g fis h ,
S e r io la G r a n d is , p a in tin g s o f A u s tr a lia n a q u a tic lif e b e c a m e th e
f e a t u r e o f a d v e r t i s e m e n t s a p p e a r i n g i n t h e B u l le t in a n d e l s e w h e r e
th ro u g h th e
e a rly
19 70s.
It m ay
h a v e b e e n s im p ly a
r e a c tio n
t o t h e V i c t o r i a n g o v e r n m e n t ’s r e f u s a l i n A p r i l 1 9 7 0 f o r p e r m i s s i o n
to b u ild a c r u d e o il p ip e lin e u n d e r P o r t P h ill ip B a y a n d a u n io n
b l a c k b a n o n E s s o ’s p r o p o s e d e t h a n e p i p e l i n e s , b u t i t w a s p r o b a b l y
a ls o
a
resp o n se
to
th a t b u rg e o n in g , p r e d o m in a n tly
m id d le - c la s s
p h e n o m e n o n , t h e c o n s e r v a t i o n m o v e m e n t . I n 1 9 7 1 t h e m o v e m e n t ’s
p e a k b o d y , 't h e A u s t r a l i a n C o n s e r v a t i o n F o u n d a t i o n , h a d b r o u g h t
o u t a r e g i s t e r o f 3 2 0 c o n s e r v a t i o n g r o u p s a c t i v e i n A u s t r a l i a . 71
71.
90
S e e P e t e r M a n n i n g ’s a r t i c l e s i n t h e B u lle tin s u c h a s “ C o n s e r v a t i o n :
W h a t, f o r W h o m , W h e re a n d W h y ” , M a y 8 , 1 9 7 1 .
A re n a , N o . 6 3 , 1983
O n e a d v e r tis e m e n t o f th e p e r io d b e g a n w ith th e h e a d in g “ E s s o
c a lls it H a lib u t b u t th e s e a ls c a ll it h o m e ” .
I t c o n tin u e d :
T h e f a c t is , t h i s o f f s h o r e o il p r o d u c t i o n p l a t f o r m h a s b e c o m e t h e
c e n tre f o r a n e w m a r in e c o m m u n ity .
F ir s t th e w e e d s a n d c ru s
t a c e a n s g r e w o n t h e p l a t f o r m , t h e n t h e f is h c a m e a r o u n d t o f e e d .
T h e i n c r e a s e i n f is h b r o u g h t t h e s e a ls . . . . B e c a u s e o f t h i s
t h o r o u g h n e s s a n d c a r e , H a l i b u t , o n e o f A u s t r a l i a ’s m o s t i m p o r t a n t
o ilf ie ld s , h a s b e c o m e a p e r m a n e n t h o m e f o r m a n y c r e a t u r e s o f
t h e s e a .72
A n o t h e r a d v e r t i s e m e n t w a s h e a d e d “ O n e t r e e [ i.e . o i l r i g ] d o e s n ’t
m a k e a n o r c h a r d ” ,73 b u t t h e f a l s e m o d e s t y d i d n o t c o n t i n u e , f o r
i n t h e t e x t i t w a s s t a t e d t h a t t h e K i n g f is h , w i t h i t s “ n e i g h b o u r s ”
H a l ib u t a n d B a r r a c o u ta w o u ld b e s u p p ly in g o v e r 6 0 p e r c e n t o f
A u s t r a l i a ’s o i l n e e d s .
h e re .
F ro m
T h e p o r tr a y a l o f th e o il r ig is in te r e s tin g
a u b iq u ito u s s y m b o l o f te c h n o lo g y i t g o e s t h r o u g h
a m e ta m o r p h o s is . I ts in te r m e d ia te s ta g e a s a “ tr e e in a n o r c h a r d ” ,
and
la te r
m o re
e x p lic itly
“a
r e e f o f s te e l” , u ltim a te ly b e c o m e s
n a tu ra liz e d to th e p o in t w h e re in
1 9 8 1 , w h e n s e ttin g u p
a new
rig , E s s o d e s c r ib e d th e d u m p in g o f a p r e f a b r ic a te d d r illin g p l a t
f o r m o ff th e V ic to r ia n c o a s tlin e b y d r a w in g o n b ib lic a l a llu s io n s
to th e s e p a r a tin g o f th e w a te r y c h a o s t o f o r m l a n d a s th e “ B ir th
o f a n Is la n d ” .
T h e a d v e r tis e m e n ts o f t h e e a rly 1 9 7 0 s d o n o t a tte m p t to A u s tr a lia n iz e E s s o .
T h e W e s te rn G e o p h y s ic a l C o m p a n y o f A m e ric a
is a c k n o w le d g e d f o r p ro v id in g th e p h o to g r a p h f o r o n e N a tio n a l
G e o g r a p h ic s t y l e a d v e r t i s e m e n t w h i c h r a n i n 1 9 7 3 . 74 T h e b l a c k
a n d w h ite p h o to s h o w s a s le e v e e x p lo d e r o r “ A q u a p u ls e ” b e in g
lo w e re d
v e r tic a lly
in to
th e
ocean.
A
m an
of
in d e te rm in a te
n a tio n a lity r e a c h e s o u t o v e r th e s e a to g u id e th e c a b le a n d s te a d y
th e A q u a p u ls e , a p r o d u c t o f W e s te rn G e o p h y s ic a l.
shocked
w hen
E sso
search es
fo r
o il” ,
assu res
“ F is h
th e
a r e n ’t
h e a d in g .
“ S h o c k e d ” c a n b e ta k e n in tw o s e n se s : th e fir s t is th e lite r a l a n d
p h y s ic a l r e a c tio n o f fis h to s h o c k w a v e s ; t h e s e c o n d h a s a n a n
th r o p o m o r p h ic c o n n o ta tio n o f th e k in d t h a t a llo w s a n o il r ig to
b e c a lle d “ h o m e ” , a n d le a d s to th e c o m m o n s e n s e c o n c lu s io n t h a t
if th o s e
m o s t lik e ly
to b e
a d v e rs e ly a ffe c te d b y o i l e x p lo r a tio n
a r e n o t “ s h o c k e d ” , th e n th e r e is n o c a u s e f o r c o n c e r n .
T h e la n g u a g e o f th e a d v e r tis e m e n t is p s e u d o - s c ie n tific .
I t is
a s s u m e d , a n d th e r e f o r e r e m a in s u n s ta te d , t h a t th e s e a r c h f o r o il
is b o t h
n e c e ssa ry
a n d p o s itiv e : d u r in g
1 9 7 3 -4 th e O P E C
72.
B u lle tin , A u g u s t 2 2 ,
73.
Q u a d ra n t, A u g u s t , 1 9 7 1 .
74.
J o b s o n ’s M in in g Y e a r B o o k 1 9 7 3 , a l s o 1 9 7 5 / 7 6 .
A re n a , N o . 6 3 , 1983
c a rte l
1970.
91
in c r e a s e d o il p r ic e s f o u r f o ld , a n d A u s tr a lia n p e tr o le u m
co nsum p
tio n d u r in g p r e c e d in g y e a rs h a d b e e n g r o w in g a t a r a te o f u p to
10 p er cent p er annum .
a q u a p u ls e
d raw s
to
'th e
an
B y lik e n in g th e e x p a n d in g s le e v e o f th e
in n o c u o u s
re a d e rs
a tte n tio n
“ in s ta n t b a llo o n ”
aw ay
fro m
th e
th e
a d v e r tis e m e n t
m u lt itu d e
o f o th e r
e n v ir o n m e n ta l p r o b le m s a s s o c ia te d w ith o ffs h o r e o il d rillin g .
The
n o tio n o f e x p a n d in g ” is e c h o e d in th e c o n c lu d in g a p h o ris m : “ E s s o
E X P A N D IN G
c o n n o ta tiv e ly
g u id e d
and
A U S T R A L I A ’S
becom es
s te a d ie d
EN ERG Y ”.
synonym ous
by
th e
m an
w ith
of
th e
Thus
A u s tra lia
e x p a n d in g
in d e te rm in a te
s le e v e ,
n a ti o n a li ty .
H o w e v e r th is is a n a m b ig u o u s c o n n e c tio n , f o r th e te c h n o lo g y is
v e ry c le a r ly n o n - A u s tr a lia n .
of
th e
o p p o s it io n
A r e s o lu tio n , o r a t le a s t m e d ia ti o n ,
A u s tra lia -A m e ric a n
te c h n o lo g y
is
fo u n d
in
E s s o ’s s t a t u s ; i t i s b o t h A m e r i c a n a n d a p a r t o f t h e e x p a n s i o n o f
A u s tra lia .
T h e M i d t o L a t e S e v e n tie s : E s s o ’s T e c h n o lo g y — A u s t r a l i a ’s
F u tu r e
D u r in g th e p e r io d o f th e m id to la te 1 9 7 0 s E s s o c o n s o lid a te d
its e lf a s a s s o c ia te d w ith th e d e v e lo p m e n t o f A u s tr a lia n o il- e n e r g y
i n d e p e n d e n c e a n d v i t a l t o A u s t r a l i a ’s f u t u r e .
B y 1 9 7 8 E sso ra te d
h ig h e s t o f th e m in in g a n d m in e r a l e x p lo r a tio n c o m p a n ie s in p u b lic
f a m ilia r ity
a n d f a v o u r a b ility .
A s G e o f f S e l b y A d a m s o f E s s o ’s
p u b lic r e la tio n s s a id , th e c o m p a n y
w as keen
to
re sp o n d
to
th e
p u b l i c ’s d i f f e r e n t p e r c e p t i o n o f t h e i s s u e s i n v o l v e d e a c h y e a r , a n d ,
to e lu c id a te th o s e c o n c e r n s o f th e A u s tr a lia n p e o p le , s u rv e y s w e r e
c o n d u c t e d t r i a n n u a l l y . 75
R e s p o n d e n ts to a s u rv e y b y th e C le m e n -
g e r a d v e r t i s i n g a g e n c y 76 a t t h e e n d o f t h e d e c a d e d e f i n e d a “ g o o d
c o m p a n y ” to in c lu d e th e fo llo w in g a ttr ib u te s ( u n r a n k e d ) :
* D o e s n ’t t r y t o c r e a t e a d e m a n d f o r p r o d u c t s w h i c h s o c ie ty r e a l l y
d o e s n ’t n e e d .
* I s e n v ir o n m e n ta lly c o n s c io u s.
* Is m o s tly o w n e d b y A u s tr a lia n s .
* M a k e s d e c is i o n s l o c a l l y a n d w i t h c o n c e r n f o r p e o p l e a n d c o m
m u n i ti e s .
* I s h o n e s t i n i t s d e a li n g s w i t h p u b l i c a n d in a d v e r t is i n g .
T h is
d iffe re d
c o n s id e r a b ly
fro m
th e
1975
C le m e n g e r
R eport
f in d i n g s , f o r , a ll o f t h e a b o v e a t t r i b u t e s , e x c e p t f o r “ h o n e s t f o r t h
r ig h t a d v e rtis in g ” , w e r e n e w c o n c e r n s .
75.
K e r r y O ’S h e a , o p . cit.
76.
J o b s o n ’s M in in g Y e a r B o o k 1 9 7 6 / 7 7 .
92
A lth o u g h th e o il in d u s tr y
A re n a , N o . 6 3, 1983
had
a p o o r p u b lic im a g e , E s s o
“good com pany” .
A nd
w as
n e v e rth e le ss
re g a rd e d
a s. a
s ig n i f i c a n t l y , w h e n c o m p a r e d 1 w i t h o t h e r
pnly
o il c o m p a n ie s (w h o h a v e
m o r e r e c e n tly b e g u n im a g e a d v e r
tis in g c a m p a ig n s ) E s s o w a s s e e n to b e r e in v e s tin g m o s t o f its p ro fits
in
A u s tr a lia ; k e e p in g th e
to
th e fu tu r e ; im p o r ta n t f o r th e
c o n c ern e d
p u b lic in f o r m e d ; lo o k in g f o r s o lu tio n s
d e v e lo p m e n t o f A u s tr a lia ; a n d
a b o u t th e w e lf a r e o f A u s tr a lia n s .
c o te r m in o u s w ith
p e rio d , a n d
th e
th is
can
la n g u a g e
be
seen
T hese
v irtu e s
a re
o f E s s o ’s a d v e r t i s i n g
d u r in g
th e
in
th e
th re e
a d v e r tis e m e n ts f ro m
1 9 7 6 , 1 9 7 8 , a n d 1 9 7 9 a b o u t to b e d e s c r ib e d .
T h e first, r u n
th e
th ro u g h
te x t g ro u p e d a ro u n d
The
1 9 7 6 - 7 7 , 77 i s s i m p l e g r a p h i c a l l y w i t h
a v e rtic a lly p la c e d , o ld
E s s o in s ig n ia f o r m s th e h e a d
fa s h io n e d
o f th is k e y a n d
we
a re
key.
to ld
th a t th e k e y is te c h n o lo g y — “ T E C H N O L O G Y : T H E K E Y T H A T
IS
U N L O C K IN G
i t is o n l y
BA SS
th ro u g h
S T R A IT
E s s o th a t th e
RESOU RCES”.
key can be
T h e refo re,
tu rn e d .
e x te n d s th e p o s itiv e c o n n o ta tio n s o f te c h n o lo g y f r o m
tis in g o f th e e a r ly
The
te x t
th e a d v e r
1970s:
O il e x p l o r a t i o n a n d d e v e l o p m e n t d e m a n d a v a s t a m o u n t o f t e c h
n o l o g y . E s s o is s u p p ly in g t h a t t e c h n o l o g y g a i n e d f r o m i t s w o r l d w id e
e x p e r i e n c e . T h e r e s u l t is t h e h i g h l y c o m p l e x e q u i p m e n t a n d p la n ts
w h i c h b r i n g c r u d e o il a n d g a s f r o m t h e E s s o - B H P fie ld s 78 t o t h e
A u s t r a l i a n c o n s u m e r . T h r o u g h E s s o ’s p r o g r a m m e s , A u s t r a l i a n s a r e
l e a r n i n g n e w s k ills , a n d t h e w h o l e c o u n t r y i s b e n e f it in g f r o m t h e
re s u lts o f E s s o te c h n o lo g y ,
(e m p h a s is a d d e d )
T h e k e y -te c h n o lo g y b e c a u s e o f its f a m ilia r c a s t i r o n s ty le h a s
a h isto ry — a n ic o n o g ra p h ic p a s t.
t o i t:
B u t th e r e a re tw o n e w a s p e c ts
f ir s t l y E s s o a s t h e h e a d o f t h e k e y i s s u p p l y i n g n e w s k i ll s
th ro u g h
te c h n o lo g y
g a in e d
fro m
its
in te rn a tio n a l
f o r m e d in th e p a s t b u t p a r t o f th e p r e s e n t.
th e
e n d o f th e k e y
p r e s s u r e v a lv e .
c o n ju r e s u p
k n o w le d g e ,
S e c o n d ly th e s h a p e o f
a s ilh o u e tte o f a n o il p ip e - lin e
A g a in th is n e w te c h n o lo g y e m e rg e s o u t o f th e
tr a d itio n a l, f a m ilia r , a n d th e r e f o r e le g itim a te p a s t.
L e g itim a c y is
r e in f o r c e d b y th e im p lic a tio n in th e t e x t th a t E s s o is “ s u p p ly in g ”
w h a t h a s a lr e a d y b e e n “d e m a n d e d ” b y A u s tra lia -a s -c o n s u m e r, as
p a r t o f a p r o g r a m m e e n s u r i n g A u s t r a l i a ’s t e c h n o l o g i c a l i n d e p e n
dence.
I n f a c t i t h a d th e o p p o s ite e ffe c t f o r i t a llo w e d E s s o to
h a rn e ss
B H P ’s
78.
.
in te rn a l
f in a n c e s
in
an
o p e ra tio n
it
e f f e c ti v e l y
W o r d s a s s o c i a t e d w it h n a t u r e s u c h a s “ p l a n t s ” a n d “ f ie ld s ” s e e m
to b e m is n o m e rs in th e c o n te x t o f in d u s tr ia l o p e ra tio n s .
I t w o u ld
b e in te re s tin g to fo llo w u p th e lo n g e ty m o lo g ic a l b a sis o f th is
u sage.
A re n a , N o , 63, 1983
93
c o n tr o lle d , a n d e x a c e r b a te d a t r e n d o f te c h n o lo g ic a l d e p e n d e n c e
i n j o i n t v e n t u r e s , 79 T h e n a t i o n a l i s t c o n n e c t i o n i s s t i l l u n d e v e l o p e d
in th e a d v e rtis e m e n t,
I t is e m p h a s iz e d t h a t th e w h o le , c o u n tr y
is b e n e fitin g , b u t E s s o is s till th e a v u n c u la r o u ts id e r . T h a t U n c le
S a m ’s
im a g e
w as
r e la tiv e ly
p o s itiv e
d u rin g
th is
p e rio d
w as
e v id e n c e d b y th e c e le b r a tio n o f th e U S B ic e n te n n ia l in A u s tr a lia ,
and
by
th e
c u rr e n t p o p u la rity
o f th e
“Y ou
N eed
U n c le
Sam ”
c o m m e rc ia ls .
I t i s i n t h e n e x t a d v e r t i s e m e n t 80 t o b e e x a m i n e d t h a t E s s o ’s
i m a g e b e g a n t o b e A u s t r a l i a n iz e d .
h e a d i n g , “ E s s o ’s s e a r c h
A f t e r b e in g m y s tifie d b y th e
f o r o il is m o r e
th a n
ju st a
se arc h
fo r
o i l ” , w e a r e i n f o r m e d t h a t “ I t ’s a s e a r c h f o r t h e a n s w e r t o A u s
t r a l i a ’s o i l e n e r g y i n d e p e n d e n c e ” .
s te p to
th e e q u a tio n :
in d e p e n d e n c e p e r se .
I t is o n ly a s h o r t c o n n o ta tiv e
E s s o ’s r o l e i n A u s t r a l i a e q u a l s A u s t r a l i a ’s
S e lf-s u ffic ie n c y in o il, a n d
b y im p lic a tio n
E s s o ’s e x p l o r a t i o n , a r e p o s e d a s n e c e s s a r y f o r A u s t r a l i a n n a t i o n a l
in d e p e n d e n c e in g e n e ra l.
T h e p a ra d o x th a t “w e” d e p e n d o n an
A m e ric a n tra n s n a tio n a l to
p assed
in
a
g u a r a n te e n a tio n a l s o v e re ig n ty
n u m b e r of w ays.
The
a d v e rtis e m e n t
is b y
a s su m e s th e
i m p o r t a n c e o f E s s o ’s h i s t o r i c a l p l a c e i n A u s t r a l i a w h i l e q u e s t i o n
in g th e f u tu r e :
“ I t h a s b e e n i m p o r t a n t i n t h e p a s t , n o w i t ’s v i t a l
t o A u s t r a l i a ’s f u t u r e ” .
o f “fa c ts ”
tim e .
T h e r e is th e c r e a tio n o f a n “ a lr e a d y n e s s ”
w h ic h p u s h e s th e a s s u m p tio n o f im p o r ta n c e b a c k
If w e
g e n e ra liz e d
a c c e p t th e
c o n c lu s io n
n a tu r a lly t o fo llo w .
d is c u s s io n
o f s p e c ific n e e d s , t h e n
a b o u t A u s t r a l i a ’s p a s t a n d
fu tu re
in
th is
seem s
F u r th e r , w h ile t h e a p p e lla tio n “ E s s o ” is u s e d
f o u r tim e s in th e a d v e r tis e m e n t, “ A u s tr a lia ” i s u s e d s e v e n tim e s ;
a n d , m o r e p r e g n a n tly , E s s o a n d A u s tr a lia a r e c o n jo in e d in t h e i r
m u t u a l l y a p p l i c a b l e ,p r o n o u n “ o u r ” .
The
c e n tra l im p a c t o f
th is a d v e rtis e m e n t is th e
t h a t E s s o is n o lo n g e r a n o u ts id e r .
tre n c h e d
“h e re ” .
T h is is i m p o r ta n t s in c e a p r im a r y c o n s titu e n t
e le m e n t o f n a tio n a lis m
E s s o g o e s fu rth e r.
i s a s t r o n g a s s o c i a t i o n w i t h t h e l o c a l e . 82
T h e p r o n o u n “ i t ” i n t h e la s t s e n te n c e o f t h e
te x t— “ I t h a s b e e n im p o rta n t in th e p a s t
79.
.
.
—
a m b ig u o u s ly
S e e f o r e x a m p l e K o s m a s T s o k h a s a n d M a r i a n S im m s , “ T h e P o l i t i c a l
E c o n o m y o f U n i t e d S t a t e s ’ i n v e s t m e n t i n A u s t r a l i a ” , P o litic s X I I I
( i ) , M a y , 1 9 7 8 , p p .6 5 - 8 0 ; o r m o r e r e c e n t l y G r e g C r o u g h a n d T e d
W h e e l w r i g h t , A u s tr a lia : A C l ie n t S ta te , P e n g u i n , R in g w o o d , 1 9 8 2 .
80.
Q u a d ra n t, N o v e m b e r , 1 9 7 8 .
81.
W i ll ia m s o n , o p . c it., p .4 2 .
82.
S e e M i c h a e l R o e , o p . cit., p .6 5 8 .
94
im p re s s io n
I t s p e a k s a s a n in te re s t e n
A re n a , N o . 6 3, 1983
r e f e r s e ith e r to o il e x p lo r a tio n o r t o E s s o its e lf. T h is is , h o w e v e r ,
m o re
fu lly
re s o lv e d
th a n
in
e a rlie r
a d v e rtis e m e n ts ,
fo r
as
th e
c o n c lu d in g s lo g a n c o n n o te s , E s s o is “ E n e r g y f o r A u s tr a lia ” a n d
e n e r g y is A u s t r a l i a n i n d e p e n d e n c e .
E s s o h a s b e c o m e th e m e d ia
t i n g c a t e g o r y 83 b e t w e e n A u s t r a l i a a n d i t s n a t i o n a l s o v e r e i g n t y .
T h e n e x t a d v e rtis e m e n t to b e
has a
m a rk e d ly
in c re a s e d
e x a m i n e d 84 t a k e n
sen se o f u rg en cy .
E sso,
fro m
1979,
“ T h e R is k -
ta k e r s ” h a s r e a liz e d t h a t u n le s s w e fin d m o r e o il “ b y th e e n d o f
th e c e n tu r y w e c o u ld b e d e p e n d e n t o n o v e r s e a s s u p p lie r s f o r u p
t o tw o -th ird s o f o u r r e q u ire m e n ts ” .
E s s o ’s o s t e n s i b l e A u s t r a l i a n -
n e s s le a d s u s to f o r g e t t h a t i t is a ls o a n o v e rs e a s s u p p lie r, o n e o f
th e s e v e n s is te rs in v o lv e d in th e a rtific ia lly c r e a te d s c a r c ity o f o il
d u rin g th e la te
“ r is k ” w ith
1970s.
E s s o e m p h a s iz e s th e th e m e o f f in a n c ia l
n o g u a ra n te e o f su ccess.
T h is is u n d e rlin e d b y th e
p h o to g r a p h o f a d r illin g r ig w h ic h is n o lo n g e r a n a n c h o r e d , s ta b le
p la tfo rm , b u t
a
m o b ile
e x p lo ra tio n
v e sse l b u ffe te d b y
s w e llin g
seas.
A g a i n i t i s t a k e n f o r g r a n t e d t h a t A u s t r a l i a n e e d s o i l.
is s tr e s s e d t h a t w e m u s t “ fin d it q u ic k ly .
need
E sso , in
a s s o c ia tio n
th e s e ris k s r ig h t n o w .
e v e r.
.
E sso :
te c h n o lo g y :
.
.”
w ith
B u t it
. . . R e a liz in g th e u r g e n t
A u s tra lia n
c o m p a n ie s
A t th is v e ry m o m e n t.
. . .
is ta k in g
M o re th a n
T h e c o n n e c tio n s a r e b e c o m in g m o r e p r o n o u n c e d .
ris k :
A u s tr a lia :
in d e p e n d e n c e :
s e c u rity .
The
r e f e re n c e s to tim e m o v e f r o m th e firs t w o r d in th e te x t, “ T o d a y ” ,
q u ic k ly to th e p h ra s e , “b y th e e n d o f th e c e n tu ry ” .
T h is p a tte rn
is r e p e a te d :
.
“ A t th is v e ry m o m e n t
o u r f u tu r e s e c u r ity ” .
.
.
.
E sso
.
.
v ita l to
P a s t, p re s e n t a n d f u tu re a re th u s p re s e n te d
a s s im u lta n e o u s .
T h is s tr e s s
evokes
a ls o
a
a ris e s
s ta b ility
o n th e fu tu re
p o w e rfu l
and
out
of
re s p o n s e
th e
and
in
n a tu re
s e c u r ity in
th e
of
a n in s e c u re
A u s tra lia n
in te rn a tio n a l
w o rld
s e t t i n g , 85 b u t
c a p ita lis m .
it
In
im p e n d in g c ris is in th e w o r ld e c o n o m ic o r d e r w a s
e x a c e r b a te d b y t h e n e w o il p r ic e s h o c k -w a v e o f 1 9 7 8 - 7 9 , a n d th e
83.
S e e M a r y D o u g l a s ’ d is c u s s i o n o f p a n g o l i n p o w e r ” i n I m p l i c i t M e a n
in g s, L o n d o n , R K P , L o n d o n , 1 9 7 5 ; o r Z y g m u n t B a u m a n , C u ltu r e a s
P ra x is, L o n d o n , R K P , 1 9 7 3 .
84.
Q u a d r a n t, N o v e m b e r , 1 9 7 9 .
85.
T h i s is s a i d d e s p i te t h e p e c u l i a r a d v e r t i s e m e n t b y C o m a l c o ( U K - U S )
w h ic h c o n c lu d e s th a t “F r a n z K a f k a . . . w a s p re o c c u p ie d w ith
m a n ’s f e a r a n d i s o l a t i o n i n a d e h u m a n i z e d w o r l d .
H e o b v io u s l y
n e v e r g o t t o A u s t r a l i a ” . Q u a d ra n t, J u ly , 1 9 8 0 .
A re n a , N o . 6 3, 1983
95
c o n ju n c tu ra l
dow n
tu rn
o f th e
U n ite d
S ta te s
e c o n o m y . 86
The
“ f u tu r e ” b e c a m e a c o m m o n th e m e p a r tic u la r ly in th e a d v e rtis in g
o f th e e x tr a c tiv e in d u s tr ie s .
T h e A u s tr a lia n M in in g I n d u s tr ie s C o u n c il s u g g e s te d in
1979
th a t m in e r s a r e s e a r c h in g f o r
. . . t h e k e y s t o a l l o u r f u t u r e , t h a t a r e w a i t in g t o b e f o u n d .
T h e y 'r e w o r k i n g f o r t h e h a p p i e r t o m o r r o w s t h a t w e ’v e p l a n n e d . . . .■
L e t ’s t h i n k a b o u t o u r f u t u r e , A u s t r a l i a c o u l d b e g r a n d .
M i n i n g is t h e f u t u r e , s o y o u m u s t t a k e a s ta n d .
I f y o u w a n t A u s t r a l i a s t r o n g a n d f r e e t h e n , y o u w i ll u n d e r s t a n d .
T h e y ’r e t h e b a c k b o n e . . .
o f th e c o u n tr y n o w .
F ro m
th e
ju x ta p o s itio n
o f th is
id e o lo g ic a l e x h o r ta tio n
and
th e
p ic to r ia l im a g e s o f c la s s ro o m s o f c h ild r e n e m e r g e th e p a r a d ig m s
o f p a tr ia r c h y a n d p a tr io tis m , w ith a s tr o n g c o n n o ta tiv e id e n tif ic a
tio n
d raw n
and
th e
b e tw e e n
p ro d u c tio n
S im ila r ly
th e
th e p r o d u c tio n
and
A m e ric a n
c o n tro lle d
a d v e rtis e s t h a t i t “ lo o k s to
tra lia n s ” .
E c h o in g
and
p r o c e s s in g
of
p r o c e s s in g o f m in e r a ls
c h ild r e n ,
m in in g
our
f u t u r e . 87
c o n g lo m e ra te ,
th e f u tu r e ” , “e d u c a tin g y o u n g
E s s o , it c o n jo in s f u tu r e a n d
M IM ,
A us
p re se n t in
th e
c la im th a t “ A t M o u n t I s a , y o u c a n s e e th e f u tu r e f a c e o f m in in g
n o w ” .88
fu tu re .
In
th is is a ls o
T R A L I A ’S
F U T U R E ”,
p e o p le d
w o rk in g
w om an
a
tre n d
to w a rd s p e rs o n ific a tio n
C itic o r p in v e ig le s its w a y in to b e in g “ P A R T
by
w e a r in g
a
w ith
th e
A u s tra lia n s
c o n s tru c tio n
use
of
a
in c lu d in g
h e lm e t.
a
The
m ap
o f th e
O F AU S
o f . A u s tra lia
g la m o ro u s
hum an
young
fa c to r
in
E s s o ’s a d v e r t i s i n g w a s i n t r o d u c e d d u r i n g t h i s p e r i o d t h r o u g h t h e
in c lu s io n o f g r im y , g r im d e te r m in e d “ r o u g h n e c k s ” w r e s tlin g w ith
t h e d r i l l i n g s h a f t , w h i l e M ik e , W i l l e s e e w a n d e r e d o v e r t h e o i l d e r
ric k .
86.
S e e M ic h e l A g l i e t t a , ‘“ W o r l d C a p i t a l i s m i n t h e E i g h t i e s ” , N e w L e f t
R e v ie w N o v .- D e e . 1 9 8 2 , p p .2 6 ff. o n w h a t h e c a l l s t h e “ c o h e s i o n o f
c r i s i s ’’',
A ls o J o h n H in k s o n , “ C u ltu r a l P e rs p e c tiv e a n d E c o n o m ic
C r i s i s ” , A r e n a 6 1 , 1 9 8 2 , p p .7 1 - 9 3 .
87.
F o r a d e v e l o p m e n t o f t h e s e p o i n t s s e e I a n M i ll s , “ A n A u s t r a l i a n
M i n i n g ‘A d ’,” A u s tr a lia n J o u r n a l o f S c r e e n T h e o r y , N o s . 5 & 6 1 9 7 9 ,
p p .8 2 - 1 0 4 .
88.
F in tin c ia l R e v ie w M a y 7 , 1 9 7 9 .
89.
S e e B u lle tin , S e p t . 15, 1 9 8 1 p r t h e A g e , S e p t . 1 6 , 1 9 8 1 .
w h o l l y o w n e d b y C i t i b a n k U .S .A .
96
M I M is t h e a c r o n y m f o r t h e M o u n t
I s a g r o u p o f c o m p a n i e s w h o s e m a j o r s h a r e h o l d e r is t h e - A m e r i c a n
S m e l ti n g a n d R e f in in g C o . w i t h . 4 9 p e r c e n t o f s h a r e s , s e e ; D a v i d
H i c k i e , “A n a t o m y o f a L i t t l e K n o w n G i a n t ” , N a ti o n a l T im e s J u l y
26, 1981.
S ee a ls o a d s p la c e d m o r e re c e n tly s u c h a s A g e A u g u s t
26, 1981.
C i t i c o r p is
A r e n a , N o . 6 3 ,. 1 9 8 3
O f th e
p resse d
an
r e s p o n d e n ts to a M o r g a n
o p in io n
on
P o ll d u r in g
1979 w ho
E s s o ’s o w n e r s h i p , o v e r t w e n t y
b e l i e v e d i t t o b e a n A u s t r a l i a n o w n e d c o m p a n y . 90
ex-*
per cent
I t is s ig n ific a n t
t h a t t h i s p o l l w a s t a k e n b e f o r e E s s o ’s a d v e r t i s i n g c a m p a i g n h a d
e s ta b lis h e d m o r e e x p lic it lin k s w ith th e A u s tr a lia n l a n d , A u s tr a lia n
h is to r y a n d th e A u s tr a lia n p e o p le .
I n th e
1 9 8 0 s th is c a m e t o b e
m a r k e d ly h e ig h te n e d .
I n t o th e ’E i g h ti e s :
E s s o a n d A u s tr a lia in T im e a n d S p a c e
I n 1 9 8 0 E s s o o p e n e d w ith a n e w th e m e — th e A u s tr a lia n la n d
s c a p e — b u t it w a s a n e x te n s io n r a t h e r th a n a b r e a k w ith p r e v io u s
a d v e r t i s e m e n t s . T h e f u l l c o l o u r p h o t o g r a p h o f t h i s a d v e r t i s e m e n t 91
d e p ic te d th e d r a m a tic y e t s u b tle n u a n c e s t h a t s o f t lig h t g iv e s to
th e
A u s tra lia n
o u tb a c k .
T h e la n d
is r o u g h
a n d d ry
w ith
te x tu r e d r o c k s h e a p e d in th e f o r e g r o u n d , b u t it is a ls o
w ith d e s e r t g r a s s e s c a tc h in g th e lo w - a n g le d s u n lig h t.
s c a ly
d e lic a te
The
ro c k s
a n d d r y g r a s s e s m a r k th e e d g e o f a s h a llo w p a n o f fis s u re d c la y
w h e r e o n c e w a te r w o u ld h a v e la in .
d ista n c e , th e
tre s s e s
E s s o ’s
e y e is le d
to
a
A c ro s s a g ib b e r p la in in th e
p ro m in e n t e s c a rp m e n t w h ic h b u t
h e a d in g , s u p e r im p o s e d
on
w a te r in g h o le f o r a b ig A u s s ie th ir s t? ”
a
b lu e
sk y :
“A
new
T h e e y e is a ls o im p e r
c e p tib ly l e d i n a n o th e r d ir e c tio n . F a i n t im p r e s s io n o f w h e e l tr a c k s
l e a d th r o u g h th e c la y p a n , a n d v e e r o ff to th e le f t, p a s s in g a r e d ,
c o rru g a te d
iro n w a te r d ru m .
m e t h a t th e o n ly
I t w a s a f a s c in a tin g
d isc o v e ry
“ s ig n ” o f h u m a n c u ltu r e r e p lic a te d
o f A u s t r a l i a ’s n a t u r a l n e e d .
T h e te x t m a k e s n o
to
th e th e m e
d e n o ta tiv e c o n
n e c tio n b e tw e e n E s s o a n d t h e l a n d , b u t th e p h o to g r a p h is c o n n o ta tiv e ly s u ffic ie n t.
T h e te x t rea d s:
A u s t r a l i a ’s t h i r s t f o r o i l g r o w s d a i l y a n d w e d o n ’t y e t h a v e t h e
o il r e s o u r c e s t o m e e t t h i s i n c r e a s e .
C o n t i n u i n g o i l e x p l o r a t i o n is
v ita l.
G a l i l e e B a s in i n c e n t r a l Q u e e n s l a n d m a y b e o n e o f t h e
p l a c e s , t o h e l p s l a k e A u s t r a l i a ’s t h i r s t . . . . A l t h o u g h t h e c o s t s
a n d t h e r i s k s a r e h i g h A u s t r a lia h a s t o f in d a l l t h e o i l p o s s i b l e .
B y t h e e n d o f t h e c e n t u r y t h i s t h i r s t y n a t i o n w il l b e u s i n g o v e r
8 0 0 ,0 0 0 b a r r e l s o f o i l e a c h d a y . I t i s a h i g h r i s k , h i g h c o s t v e n t u r e
to fin d a n e w w a te r in g h o le f o r a n in c re a s in g ly th ir s ty A u s tr a lia
(e m p h a s is a d d e d ) :
T h e s a m e s e n s e o f u r g e n c y is c o n tin u e d f r o m p r e v io u s a d v e r
tis e m e n ts .
T h e p r o n o u n “ w e ” is s till a m b ig u o u s ly in te r c h a n g e a b le
b e tw e e n th e s u b je c ts E s s o o r A u s tr a lia , b u t n o w m o r e s a tis fa c to r ily
90.
B u lle tin , J u l y 3 , 1 9 7 9 .
91.
B u lle tin O c t o b e r 2 1 , 1 9 8 0 .
A re n a , N o . 6 3 , 1983
97
r e f e r s to b o t h a t th e s a m e tim e .
A u s tr a lia a s th e d e s ig n a te d s u b
je c t c o u ld b e re p la c e d b y E s s o .
T h e a s s e rtio n o f e a rlie r a d v e r
tis e m e n ts t h a t e n e rg y is “ v ita l to
A u s t r a l i a ’s f u t u r e ”
is g i v e n
a
n a t u r a l b a s i s , f o r A u s t r a l i a ’s n e e d f o r o i l i s r e p r e s e n t e d a s s y n o n y
m o u s w ith th e th ir s t f o r w a te r o f a n a tu r a lly p a r c h e d la n d s c a p e .
L ocked
b e n e a th
A u s t r a l i a ’s
sc arred ,
a lm o s t
dead
t h e n a t u r a l m e a n s t o s l a k e A u s t r a l i a ’s t h i r s t . 9?
c a ra p a c e
l ie s
H o w e v er, w h ereas
E s s o im p lie s t h a t th e r e m a y b e e n e rg y r e s e r v e s h id d e n b e n e a th a n
u n p r o d u c tiv e la n d s c a p e , a d v e rtis e m e n ts in th e e a r ly
1 9 70s such
as th a t b y C R A
b o a s te d
b y c u ltu r e ,
“ o p e n in g u p
A u s tra lia n e m p tin e s s ; tu rn in g
th e
th e
re p la c e m e n t o f n a tu re
a r e a s in to n a tio n a l a s s e ts w ith
a f u t u r e ” .93
b e e x p la in e d b y th e p a s s a g e o f tim e .
h ith e rto , w a s te d
The
d iffe re n c e c a n
E s s o i n 1 9 8 0 is r e s p o n d i n g
t o f i n d i n g s , s u c h a s p u b l i s h e d i n t h e C le m e n g e r R e p o r t t h a t t h e r e
h a s b e e n a s h if t in p u b lic s y m p a th y “ f r o m
to w a r d s liv in g in h a r m o n y w ith it” .
m a s te ry o v e r n a tu re ,
W e a r e liv in g in th e a g e o f
H a r r y B u tle r, O B E , n a tu ra lis t, 1 9 8 1 A u s tra lia n o f th e y e a r, a n d
c o r p o r a te c o n s u lta n t.
T h e k e y t o E s s o ’s m e s s a g e i n t h i s a d v e r t i s e m e n t is t h e l a n d : a
s ta te
of
m in d
D o ro th e a
B a s in .
a
d e fin a b le
M a c k e l l a r ’s
su n b u rn t
T h is
and
is
th e
A u s tra lia
g e o g ra p h ic a l
c o u n t r y 94
c a p tu re d
in
a re a .
and
th e
It
E s s o ’s
title
is
b o th
G a lile e
o f E le a n o r
D a r k ’s T i m e l e s s L a n d , a n d r e v i v e d i n t h e t e l e v i s i o n s e r i e s o f t h e
s a m e n a m e a ls o
sh o w n in
1980.
I t is a n im a g e e n tr e n c h e d in
t h e A u s t r a l i a n i d i o m , t h e “ I n t e r s t i t i a l P l a i n ” ,95 w i t h r o o t s i n t h e
92.
T h e “ b ig A u s s i e t h i r s t ” h a s m u l t i p l e c o n n o t a t i o n s w h i c h t i e E s s o
i n t o t h e A u s t r a l i a n c u l t u r e . D r i n k i n g b e e r ( o r B ig M ) is t h e “ g r e a t
A u s t r a l i a n p a s t i m e ” , w i t h F o s t e r ’s L a g e r n o w c u l t u r a l l y i n t e r n a
t i o n a l i z e d a s t h e “ b ig b e e r f r o m d o w n u n d e r ” — m u c h e a r l i e r F o s t e r ’s
h a d f e a t u r e d a n A d v a n c e A u s t r a l i a n L a g e r ( i n a n a d v e r t i s e m e n t in
A u s tr a l ia n F a r m a n d H o m e S e p t e m b e r 2 0 , 1 9 2 3 ) . E s s o ’s j o i n t v e n
t u r e r B H P d e f in e s i t s e l f a s “ t h e b i g A u s t r a l i a n ” , a n a p p e l l a t i o n a p p r o
p r i a t e d f r o m E l d e r G M ’s a d v e r t i s i n g o f t h e e a r l y 1 9 7 0 s .
93.
J o b s o n ’s M in in g Y e a r B o o k f o r 1 9 7 1 p .4 . S e e a l s o A C I ’s “ N o t s o
d e a d c e n t r e ” , B u lle tin O c t o b e r 3 1 , 1 9 7 0 ; o r C a t e r p i l l a r ’s : “ I t l o o k s
l i k e a l o t o f A u s t r a l i a l o o k s . . .. . S o m e t h i n g t h a t N a t u r e t o s s e d o ff
i n a n g e r . A s d e v o i d o f p r o m i s e a s i t is o f li f e . B u t i t w i l l s t a y t h a t
w a y o n l y u n t i l s o m e o n e d i s c o v e r s i t s s e c r e t ” . B u lle tin 1 9 7 0 .
94.
S e e B H P ’s u s e o f M a c k e l l a r ’s w o r k i n t h e i r “ S o n g o f A u s t r a l i a ”
s e rie s in w h ic h “ c o n te m p o r a r y A u s tr a lia n a r t” w a s c o m m is s io n e d “ in
a n e n d e a v o u r to re - c a p tu re th e s p ir it e x p re s s e d b y o u r tr a d itio n a l
p o e t s ” . B u lle tin A p r i l 2 4 , 1 9 7 1 .
95.
I t i s t h e p l a i n w h i c h b o r d e r s a l l p l a i n s b u t h a s n o e x i s t e n c e o f its
ow n:
G e r a l d M u m a n e ’s n o v e l T h e P la in s, M e l b o u r n e , N o r s t r i l i a
P re ss, 1982.
98
A re n a , N o . 6 3 ,, 1983
n a tio n a lis m
o f th e
1890s
w hen, as
P a tr ic k M o r g a n d o c u m e n ts ,
th e q u in te s s e n tia l A u s tr a lia n e le m e n t w a s th e la n d :
. . . a c a rte b la n c h e o n w h i c h a n y t h i n g o n e d e s ir e s c a n b e i m
posed.
I m m e r s i o n in A u s t r a l i a ’s n a t u r a l b e a u t i e s i s l ik e b e in g
p r e s e n t a t th e m o r n in g o f th e w o rld .
A u s t r a l i a is a ‘r e c o r d l e s s
l a n d ’, p r e s e r v e d i n i t s p r i s t i n e s t a t e d o w n t h r o u g h t h e a e o n s o f
tim e .9 6
T h is
m y th ic a l
tra d itio n
to
re la tio n s h ip
w h ic h
m any
of
A u s tra lia n s
tra n s n a tio n a l
to
th e
a d v e r tis e r s
la n d
is
a
c o n trib u te .
W ith E s s o h o w e v e r , th e y d o n o t m e r e ly d r a w u p o n it, b u t h a v e
b e c o m e c e n tr a l in m a in ta in in g a n d r e c o n s tr u c tin g i ts s ig n ific a n c e .
F o r e x a m p l e , o n e o f C R A ’s a d v e r t i s e m e n t s i n t h e i r 1 9 8 1
“O r
d in a ry
m o st
A u s tra lia n s ”
c a m p a ig n ,
a ffirm s
th a t
e s s e n tia l r e s o u r c e s is F r a n k H u g h e s ’ e y e s.
“one
. . .
of
our
F o r tw e n ty -tw o
y e a r s n o w h e ’s h a d h i s e y e s c l o s e t o t h e g r o u n d . L i v e d i t . B r e a t h e d
it.
E x p lo re d a n d D is c o v e re d it.”
I n th is in f e r r e d s y m b io tic n e x u s
b e tw e e n C R A a n d th e g r o u n d , th e e a r t h is a n th r o p o m o r p h iz e d a s
a life -g iv e r.
M o b il O il c o m m is s io n e d
G e o f fr e y D u t t o n t o w r ite
P a tte r n s o f A u s t r a l i a a n d u s e d h i s w o r d s t o i m p l y a m o r e s e n s u o u s
lin k to th e la n d :
T h e r e is s o m e t h i n g s e x u a l i n t h e
P e o p le ta lk o f lo v in g o r h a tin g
I n s u c h t e r m s A u s t r a l i a is n o t
c re a tiv e fo rc e , a n a d v e rs a ry , w h o
n a m e s sh o w m e y o u r e a lly lo v e
B r itis h p e tr o l e u m
r e la tio n o f p e o p le to th e ir c o u n tr y .
it, o r its b e in g ra v is h e d o r r a p e d ,
a n e a s y r o m a n tic c o n q u e s t, b u t a
s a y s ; d o n ’t c a l l m e b y t h o s e l o v i n g
m e .97
c o n v e y th e ir c o n n e c tio n to
la n d in a n in te n tio n a lly le ss d r a m a tic w a y .
tis e m e n ts d u r in g
1 9 8 1 98 p r e s e n t e d
an
th e A u s tra lia n
D o u b le p a g e a d v e r
“ u n a s s u m in g little
p la n t”
c a lle d P o ly c a r p u s S p iro s tilli o r th e c o p p e r flo w e r. “ C o p p e r flo w e rs
a r e n o t e a s y t o f i n d , b e i n g a s o l i t a r y t y p e o f p l a n t t h a t p r e f e r s to
g e t o n w ith th e jo b o f g ro w in g q u ie tly b y its e lf
. . . a n in d ic a tio n
o f th e p r e s e n c e o f c o p p e r . F o r th e la s t th r e e y e a rs , a n o il c o m p a n y
has been
q h ie tly g e ttin g o n
Q u e e n s la n d ,”
96.
BP
th u s
w ith
assum es
th e jo b
th e
o f e x p lo rin g n o r th e r n
m a n tle C o p p e r flo w e r.
It
P a tr ic k M o r g a n , “T h e P a r a d o x o f A u s tr a lia n N a tio n a lis m ” , Q u a d
ra n t, M a r c h , 1 9 8 0 , p .7 . . T . I n g l is M o o r e s i m i l a r l y c o n c l u d e s h is
S o c ia l P a tte rn s in A u s tr a lia n L ite r a tu r e w i t h t h e w o r d s : “ I n t h i s
s p i r i t u a l g e o g r a p h y t h e p a t t e r n s o f o u r s o c ie ty , o u r n a t i o n a l t r a d i
tio n s , . . . h a v e b e e n u ltim a te ly b o rn o f th e la n d ” . (M e lb o u r n e ,
A n g u s '& R o b e r t s o n , 1 9 7 1 , p .3 2 0 . )
Q u a d ra n t A u g u s t, 1 9 8 0 .
97.
T h is d ra w s o n a n o ld th e m e . F o r e x a m p le ,
D . H . L a w r e n c e r e i n f o r c e d t h e l a n g u a g e w h e n h e w r o t e : “ A u s t r a l i a ’s
l ik e a p o o r p r o s t i t u t e a n d t h e A u s t r a l i a n j u s t b u ll ie s h e r l ik e d i r t ” .
(K a n g a ro o , L o n d o n , H e i n e m a n n , 1 9 6 0 , p ,7 4 ) .
98.
A g e , A u g u s t 17, 1981.
A re n a , N o . 6 3 , 1983
99
g ro w s q u ie tly o u t o f th e e a r th , its life d e p e n d e n t o n c o p p e r e le
m e n ts w h ic h in d ic a te th e p r e s e n c e o f a r e s o u r c e t h a t “ c o u ld m e a n
p ro s p e rity f o r A u s tra lia ” .
In
c a llin g its e lf th e q u ie t a c h ie v e r B P
d r a w s o n t h e e a r l i e r b o o m .o f t h e 1 9 6 0 s w h e n t h e G o d z o n e , Y o u
B e a u t L a n d , L u c k y C o u n tr y e m e r g e d f r o m b e in g T h e Q u ie t C o n
tin e n t.
in
H e n r y P i k e ’s p h r a s e w a s r e a f f i r m e d i n a b i o g r a p h y w r i t t e n
1 9 6 9 c a l l e d T h e Q u ie t A u s tr a lia n .
2 3 y e a r o ld Q u e e n s la n d
In
1981
BP
c o n tra c te d a
s to c k m a n , R ic h a r d M a r tin , a s th e n e w
“ Q u ie t A c h ie v e r-Q u ie t A u s tra lia n ” .
T h e ir te le v is io n
c o m m e rc ia l
c o n c lu d e d w ith a re v o lv in g o u tlin e o f A u s tr a lia w h ic h tr a n s f o r m s
in to th e B P in s ig n ia .
T h e m a p o f A u s tr a lia e q u a ls th e in s ig n ia o f B P a s th e Q u ie t
C o n tin e n t e q u a ls th e Q u ie t A c h ie v e r.
W h ils t
th e
a tta c h m e n t
of
fo re ig n
ow ned
c o m p a n ie s
to
th e
A u s t r a l i a n l a n d s c a p e is m a d e i n m a n y d i v e r s e w a y s , t h e t h e m e s
r e m a in
p r e d ic ta b le .
The
F re n c h
com pany,
T o ta l,
its e lf o n th e b u ild in g o f a s o la r p o w e r e d T r u c k
s m a ll to w n in o u tb a c k N S W
c o u n t r y ” .99
a ro u n d
505
a
“ a s g o o d th in k in g in th e s u n b u rn t
P e u g e o t, r e c a llin g its
A u s tra lia
c o n g r a tu la te s
S to p o u ts id e
1953
w in in
c a r tr ia l, U ses a p h o t o g r a p h
th e fir s t R e d e x
of a new
Peugot
e n v e lo p e d in c lo u d s o f b u lld u s t to a s s e r t t h a t th e ir s is “ T h e
l u x u r y c a r t h a t ’s a s t o u g h a s A u s t r a l i a ” . 300
c a r b e lo n g s to a m o r e r e a l A u s tr a lia .
G M H i n f e r s t h a t i ts
T h e v o ic e -o v e r f o r o n e o f
i t s T V c o m m e r c i a l s , w h i c h l e a d s o n e t o e x p e c t i m a g e s o f c i t y l if e ,
is ju x ta p o s e d w ith h u m o r o u s iro n y a g a in s t th e d e p ic tio n o f r u r a l
A u s tr a lia , its c u ltu r a l o p p o s itio n .
T h e fin a l s c e n e is o f a C o m
m o d o r e d r iv in g a t d u s k a n d s e e m in g ly t r a n s u d in g o u t o f a h u g e
o ran g e su n.
A s i f r e - e n a c t m e n t s o f t h e s u n , t h e c a r ’s l i g h t s h a v e
a k in d r e d c o lo u r a n d in te n s ity .
T h e c a r a p p e ars as a p ro d u c t o f
th e su n , a fa m ilia r A u s tra lia n ic o n , a n d m o v e s a w a y fro m it w ith
o u t in c re a s in g th e s p a c e w h ic h c o n n e c ts th e m .
T h e s lo g a n “ F o r d
A u s t r a l i a — W e ’r e M o v i n g W i t h Y o u ” a r t i c u l a t e s G M H ’s p i c t o r i a l
im a g e . P a c ific , a n A m e r ic a n - J a p a n e s e - A u s tr a lia n o w n e d c o m p a n y ,
m a k e s m o re b la ta n t u s e o f c o lo u r to m a k e th e
n e c tio n .
T h e ir
jin g le
is
a c c o m p a n ie d
by
n a tio n a lis t c o n
ty p ic a lly
A u s tra lia n
s c e n e s , a n d s u n g t o t h e m e t e r o f t r a d i t i o n a l b u s h b a ll a d s : .
c o lo u r s o f A u s tr a lia ; th e y h a v e a d iffe re n t h u e .
99.
100.
100
“T he
N o o th e r c o u n try
B u lle tin , A u g u s t 1 8 , 1 9 8 1 .
B u lle tin , S e p te m b e r 1, 1 9 8 1 .
S im i l a r l y O ly m p i c t y r e s a r e a d v e r t i s e d
a s “T o u g h a s a l l A u s t r a l i a ” , B u lle tin F e b r u a r y 14, 1 9 7 8 , a n d S u z u k i
a s “T h e to u g h e s t little v e h ic le a r o u n d A u s tr a lia ” , A g e , M a r c h 3 0,
1982.
A re n a , N o - 63, 1983
h a s th e m ; th e y b e lo n g to m e a n d y o u .
A n d w h e n y o u w a n t to
r e p r o d u c e t h o s e c o l o u r s ; t h e r e ’s a c o m p a n y
tru e b lu e ” .
la te d
c a lle d
P a c ific .
I t ’s
A n d th e A n g lo - D u te h o il s is te r S h e ll d r a w s o n a r e
c u ltu ra l
c lic h e
in
th e ir
m e ta p h o ric
a p p ro p ria tio n
of
th e
A u s tra lia n o u tb a c k ; th e y p ro u d ly c la im to h a v e p la y e d a p a r t in
re ju v e n a tin g
A u s t r a l i a ’s p e r f o r m i n g
a rts , w h e re ,
“O nce
upon
a
t i m e A u s t r a l i a w a s r e g a r d e d a s a c u l u r a l d e s e r t ” . 101
E s s o ’s e x p l o r a t i o n
f o r o il h a s
m e n tin g its c o n n e c tio n to th e la n d .
in
r e la tio n
to
A u s tra lia n
a
f u r t h e r d im e n s io n
c o m p le
I t is b e g i n n i n g t o s i t u a t e i t s e l f
h is to r y .
O ne
r e c e n t a d v e r t i s e m e n t 102
q u o te s tw o lin e s f r o m B a n jo P a tte r s o n p e n n e d 8 0 y e a r s a g o : “ W ith
t h e d e r r i c k s u p a b o v e u s a n d t h e s o l i d e a r t h b e l o w , w e ’r e w a i t i n g
a t th e le v e r f o r th e w o r d to l e t h e r g o ” .
E s s o is p r e s e n t l y
en
g a g e d in th e G a lile e B a s in o n s e is m ic s tu d ie s a n d a d rillin g p r o
g ram m e, a n d
in
th e
“ B a n jo
P a t te r s o n ” a d v e r tis e m e n t
it
m akes
g r e a t p l a y o n t h e c o i n c i d e n c e t h a t t h e l o c a l p u b i s c a l l e d “ C l a n c y ’s
O v e r flo w ” .
In
1861
B u r k e a n d W il ls c h a n c e d
to p a ss th ro u g h
G a l i l e e B a s i n a n d t h i s b e c a m e g r i s t f o r a n o t h e r a d v e r t i s e m e n t . 103
I t s l a y o u t is d o m i n a t e d b y a s e p i a p h o t o g r a p h o f f o u r h o r s e m e n
in 1 9 th C e n tu r y p e r io d c o s tu m e .
T h e y lo o k o u t o v e r a v a s t p la in .
T h e s e p ia to n in g s s u g g e s t a u th e n tic ity a n d h is to r y .
changed
th e
e a rly
in
a p p e a l fro m
1970s
w h e re
th e
th e
h a rsh n e ss
p h o to
w as
o f th e
I t is m a r k e d l y
a d v e r tis e m e n t in
c o u rte s y
o f th e
W e ste rn
G e o p h y s ic a l C o m p a n y o f A m e ric a .
H o w e v e r, w e k n o w th a t th e
s e p ia p h o to g r a p h w a s n o t ta k e n in
1 8 6 1 , a n d d e s p ite th e c a re f u l
a tte n tio n t o h is to r ic a l d e ta il, w e k n o w t h a t it is a m o d e m r e - e n a c t
m e n t o f th e c u ltu r a lly a llu r in g a n d ill-f a te d m is s io n to c ro s s th e
in n e r v o id .
E s s o p r o c l a i m , . “ W e ’r e n o w e x p l o r i n g u n d e r t h e l a n d
t h a t B u r k e a n d W il ls p a s s e d b y ” . T h u s i n a d o u b l e r e - e n a c t m e n t ,
th e p h o to g ra p h ic r e - c re a tio n o f th e s a g a p o in ts to th e m e ta p h o ric
new
e x p lo r e r s ,
th e m e b y
“ h o p e fu l
c a llin g
e x p lo re rs ”
t h e ir n e w e s t rig in
w ho
r e c e n tly
B a ss S tra it
e x te n d e d
th e
th is
“ S o u th e rn
C ro ss” .
101.
Q u a d r a n t, A u g u s t, 1 9 8 0 . E s s o ’S s p o n s o r s h i p o f t h e a r t s h a s e x t e n d e d
f r o m t h e I n t e r n a t i o n a l M u s ic F e s t i v a l , s t a g e d in M e l b o u r n e in 1 9 8 2
a s th e o p e n in g e v e n t o f M o o m b a (A g e F e b r u a r y 9 , 1 9 8 2 ), to s u p p o rt
th e S y d n e y p r o d u c tio n o f “T h e F a ll o f th e H o u s e o f U s h e r ” e a r ly
i n 1 9 8 2 . O n t h i s “ c u l t u r a l v a c u u m ” a n d i t s n a t u r a l h o m o l o g y in
th e c e n te rin g o f a n tip o d a iity in th e d e s e rt o r th e “ in te r io r ” se e P a u l
F o s s , “ T h e a t r u m N o n d u m C o g n i t i o n ” , T h e F o r e ig n B o d ie s P a p e rs I,
A u g u s t, 1 9 8 1 , p p . 1 5 -3 8 .
102.
T im e , M a r c h 2 9 , 1 9 8 2 .
103.
A ge, M ay 22, 1981.
A re n a , N o . 63,
1983
101
The
s y n c h ro n y o f p a s t a n d p re s e n t o c c u rs th ro u g h
th e te x t:
* d e s c r ip tio n o f th e p a s t:
“ O v e r 1 2 0 y e a rs a g o B u r k e a n d W ills b r a v e d h a r s h c o n d i
tio n s to e x p lo r e .
.
.
.”
* c ro s s o v e r p o in t:
“ A n d i t ’s h e r e t o d a y t h a t a n o t h e r g r o u p o f h o p e f u l e x p l o r e r s
can b e fo u n d ” .
* d e s c r ip tio n o f th e p r e s e n t:
, “ E s s o a n d its p a r t n e r s a r e lo o k in g f o r o il.
.
.
.”
* p a s t-p re s e n t-fu tu re :
“ W i ll o i l b e f o u n d a t G a l i l e e ?
.
N o b o d y know s.
B u t lik e o u r
e a rly e x p lo r e r s E s s o a n d its p a r t n e r s h o p e f o r a d is c o v e r y
t h a t w i ll b e n e f i t e v e r y A u s t r a l i a n ” .
T h e p a s t - p r e s e n t t h e m e is a c c e n t e d b y a s e c o n d , s m a l l , a n d t h i s
tim e c o lo u r p h o to g r a p h w h ic h r e p la c e s th e s e p ia h o r s e m e n b y a
c o n v o y o f tru c k s .
B e c a u s e th e s e v e h ic le s a r e m o v in g a c ro s s a n
a r e a c o v e r e d in ta ll y e llo w g r a s s ( a s o p p o s e d t o th e r o c k y te r r a in
in th e m a in
w heat
p h o to )
h e a d e rs
te c h n o lo g y
th e y t a k e o n
h a r v e s tin g
y ie ld s
new
a
th e a p p e a r a n c e o f a g r o u p o f
b o u n tifu l
reso u rc es
c ro p .
E s s o ’s
our
advanced
passed
over
by
m y th ic a l
A u s tra lia
w as
fo re sh a d o w e d
h e ro e s.
The
p e rs is te n c e
of
h e ro ic
by,
C . E . W . B e a n in 1 9 1 1 w h e n h e w r o te t h a t th e “ m y s te rio u s h a lf
d e s e r t c o u n tr y w h e r e m e n h a v e to liv e th e liv e s o f s tr o n g m e n . . .
w i ll a l w a y s b e t h e r e
to
h e lp th e
A u s tra lia n f o rm
h i s i d e a l s ” , 104
h o w e v e r, h e c o u ld n o t h a v e p r e d ic te d t h a t th e n e w p r o p h e ts w o u ld
e m e rg e o u t o f th e
a d v e r t i s i n g o f t r a n s n a t i o n a l s . 105
e x a m p l e s w i ll g i v e a n i n d i c a t i o n o f t h e t r e n d .
to d ig u p a n A u s tr a lia n f o lk h e r o in W illia m
p a tria rc h -n a tio n a lis t
104.
w ho
“fa th e re d
2
so ns,
A
fe w b rie f
B P h a v e a tte m p te d
K n o x D ’A r c y , t h e
3
d a u g h te rs
and
Q u o t e d b y A l l a n A s h b o l t , “ A u s t r a l i a n M a n a n d h i s M y t h s ” i n h is
E x p e r ie n c e , S y d n e y , A u s t r a l a s i a n B o o k S o c ie ty , 1 9 7 4 ,
p .3 1 .
S e e a l s o G e o f f r e y S e r l e ’s F r o m D e s e r ts th e P r o p h e ts C o m e ,
M e lb o u r n e , H e in e m a n n , 1 9 7 3 .
A u s tr a li a n
105.
S e e R i c h a r d W h i t e ’s p r o g n o s i s (o p , c it., p .1 7 1 ) o f t h e c e n t r a l i t y o f
m i n i n g c o m p a n i e s a n d M N C s in t h e f o r m a t i o n o f a “ n e w ” A u s t r a l i a n
i d e n t it y .
102
A r e n a , N o . 6 3 , 1983
o n e o f t h e w o r l d ’s m a j o r o i l c o m p a n i e s ” .106
th a t
“B e fo re
d is c o v e r in g
A u s tra lia
th e
R itm e e s te r te lls u s
D u tc h
v e l o p e d t h e a r t o f m i k i n g f in e c i g a r s ” .10'?
had
In
a
a lre a d y
de
te le v is io n c o m
m e r c ia l f o r J .R . I n te r n a tio n a l, tw o o c k e r s s ta n d in g e ith e r s id e o f
a b o a b tr e e id e n tif y th e m s e lv e s a s B u r k e a n d W ills “ in s e a r c h o f
g r e a t A u s tr a lia n d is c o v e r ie s ” ,
m e ta m o rp h o s is f ro m
C o m a lc o p o in t o u t th e k a fk a e s q u e
“th e g re a t tra d itio n (w h e n )
.
.
.
A u s tra lia
r o d e to p ro s p e rity o n th e b a c k s o f s h e e p ” , to th e p re s e n t w h e n
t h e s h e e p is d e v e l o p i n g a n a l u m i n i u m
th e
d iv e r s ity o f th e
1981
e x a m p le s ,
f l e e c e .108
A nd
to e x te n d
A m e ric a n E x p re s s s p o n s o re d
A b o r ig in a l A r t E x h ib itio n .
th e
E a r lie r , o n e o f t h e ir a d v e rtis e
m e n ts h a d p ic tu r e d th e A u s tr a lia n s e c tio n o f th e N a tio n a l G a lle ry ,
V ic to r ia , in w h ic h th e
c e n t r a l p a i n t i n g is r e p l a c e d b y a f r a m e d
c r e d i t c a r d b e a r i n g t h e s i g n a t u r e o f S i d n e y N o l a n . 109
th e m a n
w ho
h a s b e e n d e s c rib e d
I r o n ic a lly
a s th e m y th -m a k e r w h o g a v e
A u s tr a lia a g a lle ry o f n e a r - h e r o e s f r o m
i t s p a s t 110 is u s e d a s p a r t
o f r e v i s e d m y t h o l o g y . O n e o f N o l a n ’s h e r o e s , N e d K e l l y , a p p e a r e d
th ro u g h
1981
in
a d v e r tis e m e n ts f o r th e
A m e ric a n
tra n s n a tio n a l
K odak.
T w o f u r t h e r E s s o a d v e r t i s e m e n t s 111 o f t h e
a b s tra c t
th e
a n d space.
c o m p a n y ’s
in v o lv e m e n t
in
1 9 8 0 s e x te n d a n d
A u s tra lia
th ro u g h
tim e
T h a t th e y a r e in te n d e d t o b e r e c e iv e d in te r c h a n g e a b ly
is i n d i c a t e d b y t h e i r i n t e r c u r r e n t p u b l i c a t i o n , a n d b y t h e i r r e p l i
c a tin g
s ty l e ,
L a n d s a t-2
c o lo u r
and
la y o u t.
O ne
a d v e rtis e m e n t
c la im s th is p e rs o n ifie d
“ e y e in th e sk y
S c r u t in iz e
an
a re a
a
It
[ t h i s r e a l i z e d ‘p i e i n t h e
s k y ’] c a n e x a m i n e t h e A u s t r a l i a n t e r r a i n i n m i n u t e d e t a i l
can
sho w s
D e lta r o c k e t th r u s tin g a b o v e a p a s te l h u e d e a r th .
. . .
it
a s s m a ll a s a s u b u r b a n b u ild in g b lo c k ” .
E s s o r e a c h e s in to o u r b a c k y a r d s , b u t a t th e p u s h o f a te c h n o lo g ic a l
b u t t o n i t c a n e n c o m p a s s “ a l a n d s c a p e t h e s iz e o f g r e a t e r S y d n e y ,
106.
A g e , J u l y 2 7 , 1 9 8 1 . G e o f f r e y B l a i m y ’s T h e R u s h th a t N e v e r E n d ed ,
p o r t r a y s D ’A r c y a s a le s s t h a n l a u d a b l e c h a r a c t e r .
107.
B u lle tin , O c t o b e r 2 8 , 1 9 8 0 .
108.
Q u a d ra n t, A u g u s t , 1 9 8 1 .
109.
T im e , M a r c h 5, 1 9 7 9 . O n th e 1981 e x h ib itio n s p o n s o re d b y A m e ri
c a n E x p re s s a n d o rg a n iz e d b y A m e ric a n b u s in e s s m a n A la n C h r is
t i a n s e n , f o r m e r P r e s i d e n t o f U t a h , s e e A g e , M a r c h 1 9 , 1 9 8 1 ; N a t io n a l
T im e s , M a r c h 2 2 , 1 9 8 1 ; a n d S a n d y K ir b y , “ A b o r i g i n a l A r t a n d t h e
N e w P a t r o n s ” , A r e n a 6 0 p p .2 8 - 3 6 .
110.
C r a ig M c G re g o r,
p p .2 5 9 - 6 0 .
111.
Q u a d ra n t, M a y , 1 9 8 1 ; A g e , J u n e 8 , 1 9 8 1 .
A re n a , N o . 6 3 , 1983
P ro file
o f A u s tr a lia ,
R in g w o o d ,
P e n g u in ,
1968,
103
g e o g r a p h i c w a r t s a n d . a l l ’!:.
T h e sp a ce o f th e o u tb a c k w h e re E sso
w i ll “ h e l p s a t i s f y A u s t r a l i a ’s f u t u r e e n e r g y n e e d s ” i s l i n k e d t o t h e
c ity .
F u r th e r m o r e a s te c h n o lo g y m o v e s i n to a u n iv e r s a l a n d a b
s tra c te d
s p a c e it p ro v id e s th e
E s s o ’s t e c h n o l o g y
p ro p e ls
m ean s fo r p assag e
A u s tra lia
in to
a
s ta rry
th ro u g h
tim e .
fu tu re .
The
p h a llic D e lta r o c k e t, s tr a n g e ly n o t c a r r y in g th e L a n d s a t- 2 s a te llite
a s w o u ld f u n c tio n a lly b e its s o le p u r p o s e , th r u s ts d ia g o n a lly o u t
a n d u p , a s a c re a tiv e f o rc e , p a r in g th e s ta r s lik e s p u m e .
tin u in g
co n c ern
A con
f o r th e e n v ir o n m e n t is im p lic it in th e d e p ic tio n
o f th e w o rld a s s o ft a n d p u re .
T h e o t h e r a d v e r tis e m e n t w ith its
h e a d in g “ D e v e lo p e d 1 5 0 m illio n y e a rs a g o ” ta k e s u s b a c k to th e
tim e w h e n , lik e
th e
p ro je c te d
f u tu r e , th e w o r ld is a s o ft c o m
p o s itio n o f p r is tin e p a s te l h u e s .
A d in o s a u r p lo d s p a s t a re e l o f
p h o t o g r a p h i c f i l m , 112 a p r o d u c t o f n a t u r a l g a s .
E s s o a n d A u s tra lia
a r e t h e n a t u r a l i n h e r i t o r s o f r e s o u r c e s s l o w ly d e v e l o p e d a e o n s a g o ,
a n d i n b u i l d i n g a p r o c e s s i n g p l a n t a t L o n g f o r d V i c t o r i a , E s s o is
th u s c u ltu ra lly
c o n tin u in g
tra lia in to th e fu tu re .
“d e s e r t” , th e
a n a t u r a l p r o c e s s t h a t w i ll t a k e
A u s
C u ltu r a l s y m b o ls s u c h a s t h e '“ la n d ” , th e
“ su b u rb a n
b ac k y ard ” becom e
a b s tra c te d
as
E sso
lif ts A u s tr a lia i n to a u n iv e r s a liz e d s p a c e a n d tim e .
T h e f i n a l a d v e r t i s e m e n t t o b e e x a m i n e d 113 i s u s e d h e r e a s a n
a n a ly tic
c u lm in a tio n ,
but
E s s o ’s
a d v e rtis in g
c o n tin u e s
in to
th e
e ig h tie s e x p a n d in g m a n y o f th e th e m e s p r e s e n te d in th is p a p e r .
The
a d v e r tis e m e n t
d ra m a tic a lly
e n title d
“ B irth
of
an
Is la n d ”
d r a w s b r o a d ly o n a lr e a d y e s ta b lis h e d th e m e s , s u c h a s th e n a tu r a
liz a tio n o f te c h n o lo g y a n d c o n c e r n f o r th e e n v ir o n m e n t, e x p re s s e d
in th e n a m in g o f th e rig “ W e s t K in g f is h ” o r “ s te e l is la n d ” . T h e r e
i s a c o n t i n u i n g e m p h a s i s o n E s s o ’s i n v e s t m e n t a n d r i s k i n m a i n
ta in in g
ite ra te d
The
A u s r a l i a ’s e c o n o m i c
in d e p e n d e n c e .
tim e - s p a c e c o n n e c tio n s t o
p h o to g ra p h s fo r th e
A nd
th e re
a d v e r tis e m e n t s h o w
w h ic h th e p r e f a b r ic a te d o il p r o d u c in g p la tf o r m
h a s s ig n ific a n c e in its e lf.
re
a
seq u en ce
in
s lid e s o ff a b a r g e
in to th e s e a , e ig h ty m ile s o ff th e V ic to r ia n c o a s tlin e o n
1 9 8 1 , a t e x a c tly 3 .1 4 p .m .
a re
A u s tra lia .
1 A ugust
T h e e v e n t is p l a c e d p r e c i s e l y , a s i f i t
T h u s , a “ v a s t s t e e l i s l a n d ” is b o m
“ t h e ‘b i r t h ’ w a s s p e c t a c u l a r ” .
and
A s p r e v io u s ly s u g g e s te d it ta k e s o n
112.
P r o b a b l y b y c o i n c i d e n c e , b u t p e r h a p s b y d e s ig n , E s s o w a s t h e
s p o n s o r o f t h e e x h i b i t i o n “ D in o s a u r s , f r o m , C h i n a ” a t t h e N a t i o n a l
M u s e u m o f V ic to r ia f r o m O c to b e r 1 9 8 2 to F e b r u a r y 1 9 8 3 , a n d
K o d a k F ilm w a s o n e o f th e s u p p o rtin g c o r p o ra tio n s .
113.
B u lle tin , S e p t e m b e r 1 5 ,
104
1981.
A re n a , N o . 63, 1983
b i b l i c a l s i g n i f i c a n c e , f o r a s t h e t e x t r e a d s , “ C a l m a m o m e n t b e f o r e .,
th e s e a b e c a m e a c h u r n in g w h ite w h ir lp o o l” ; it a p p e a r s to re v e rs e
th e G e n e s is c r e a tio n m y th w h e n G o d s e p a r a te d th e w a te r y c h a o s ,
a n d c o m m a n d e d i t to b e g a th e r e d to g e th e r in o n e p la c e a llo w in g
d ry
la n d
to
a p p e ar.
L ik e w is e ,
p e rh a p s
re f le c tin g
th e
b ib lic a l
s e p a r a tio n o f n ig h t a n d d a y , th e a d v e r tis e m e n t in e x p lic a b ly p r o
n o u n c e s t h a t i t w a s l a t e r in a “ c r itic a l n ig h t- tim e o p e r a tio n ” th a t
th e
a c t c o n tin u e d .
is la n d c o n tin e n t”
G i v e n A u s t r a l i a ’s c o m m o n
and
E s s o ’s r e c u r r i n g
is la n d ” , th e ir s y n th e s is a s th e
c e iv a b le c o n n o ta tiv e
p h rase
“R e b irth
r e s o lu tio n .
a p p e lla tio n
“ th e b irth
o f A u s tr a lia ” is
“ th e
o f an
a
con
I f so , th e n a tio n a l a tta c h m e n t
o f p r e v io u s a d v e r tis e m e n ts h a s c u lm in a te d in a r e - c r e a tio n o f th e
h o s t.
to
E s s o h a s u n iv e r s a liz e d its te m p o r a l a n d s p a c ia l c o n n e c tio n
A u s tra lia .
H as
it
p re te n tio n s
to
b e c o m in g
its
c re a to r
and
s u s ta in e r ?
A s A u s tr a lia n s w e a r e m o r e p r o u d o f th e p h y s ic a l a ttr ib u te s o f
o u r c o u n t r y t h a n o f a n y p o l i t i c a l , e c o n o m i c o r s o c i a l d i m e n s i o n ; 114
a n d it is u p o n th is s o r t o f c u ltu r a l k n o w le d g e t h a t E s s o h a s b e e n
A s w r itin g s in A r e n a h a v e o f te n
d r a w in g o v e r th e la s t d e c a d e .
a s s e r te d th e n e w t e r r a i n o f s tru g g le r e a c h e s i n to th e le v e l o f o u r
c u ltu r a l g r o u n d in g .
T h e “ p e o p le ” , th e “n a tio n ” , a n d “A u s tr a lia n n e s s ” a re a r e a s w h e re
t h e h o l d o f a n a c h r o n i s t i c m y t h o l o g i e s is o f k e y i d e o l o g i c a l i m
p o r ta n c e .
U n d e r s t a n d i n g t h e d e v e l o p m e n t o f a r b i t r a r y id e o l o g i e s
w i t h i n c u l t u r a l a r t e f a c t s , a c r o s s s o c ia l r e l a t i o n s , m e a n s c a r e f u l
h is to ric a l a n a ly s is o f im a g e s w h ic h a r e d ia le c tic a l p r e c is e ly b e c a u s e
th e y a re u n s ta b le , c o n s ta n tly b e in g re d e fin e d a n d o v e rd e te r m in e d
in t h e i r s y m b o l i c r e c u p e r a t i o n o f t h e p a s t . 1 1 5
T h r o u g h th e k n o w le d g e in d u s tr y , p o w e r fu l b o d ie s lik e b u s in e s s
c o r p o r a tio n s h a v e g a in e d in c r e a s in g ly s o p h is tic a te d a c c e s s to th e
“ s e n tim e n ts ” o f th e A u s tr a lia n p o p u la c e .
is c o n ti n u a lly b e in g r e a s s e s s e d
in
T h is k n o w le d g e , w h ic h
o p in io n
p o lls
and
a d v e rtis in g
th in k - ta n k s , h a s b e e n u tiliz e d in a s e rie s o f a tte m p ts a t c u ltu r a l
e n g in e e rin g .
te rm
C o m p a n ie s s u c h a s E s s o h a v e e m b a r k e d u p o n lo n g
c o r p o r a te a d v e rtis in g c a m p a ig n s .
T h e y b e g in w ith , b u t e x
te n d b e y o n d , th e g o a l o f e n g e n d e r in g a g o o d c o m p a n y im a g e .
As
h a s b e e n d is c u s s e d , th is h a s in v o lv e d m a k in g n e w a tta c h m e n ts to
a lre a d y
p o w e rfu l
th e m e s
in
A u s tra lia n
c u lt u r e : A u s tra lia
V ic v o t su rv e y , 1 9 8 1 ; d a ta h e ld b y
S c ie n c e , U n i v e r s i t y o f M e l b o u r n e .
115.
R ic h a r d O s b o u rn e , “ In te r p r e tin g P o p u la r L ite r a tu r e ” A r e n a 6 0 , 1 9 8 2 ,
p .9 8 .
1983
D e p a r tm e n t
of
a
114.
A re n a , N o . 63,
th e
as
P o litic a l
105
d e v e lo p in g , m a tu r in g n a tio n ; A u s tr a lia n id e n tity a s e m e rg in g o u t
o f . th e la n d , th e d e s e r t a n d e la b o r a te d b y th e e a r ly p o e ts — H e n r y
L aw son,
B a n jo
P a tte rs o n ;
A u s tra lia a s
e x p lo re d
by
its
e a rlie s t
c u ltu r a l h e r o e s s u c h a s B u r k e a n d W ills ; A u s tr a lia a s a s p o rtin g
n a tio n ; a n d
A u s tra lia a s a n is la n d , in s e c u re a n d u r b a n
is la n d c o n tin e n t.
fr in g e d ,
E s s o ’s i n v e s t m e n t i n t h e f u t u r e t h u s r e a c h e s i n t o
th e p ro c e s s o f o u r c u ltu ra l fo rm a tio n . U s in g th e c u ltu ra l re m n a n ts
o f a n o l d n a tio n a lis m
a p p l i q u e d o n t o a n e w f a b r i c ., t r a n s n a t i o n a l
c o r p o r a tio n s h a v e b e g u n a r e c o n s titu tio n o f th e c a te g o r y o f n a tio n .
T h e H o l d e n is b e c o m i n g a “ w o r l d c a r ” , a n d A u s t r a l i a is b e c o m i n g
a w o rld c u s to m e r e v e n
c o m m e rc ia l
success
in
a s th e n e w
th e
A dvance
n a tio n a lis m
i s c o n f i r m i n g i ts
A u s tra lia — B u y
c a m p a ig n s p o n s o r e d b y s ta te a n d b u s in e s s .
A u s tra lia n
T h e n e w n a tio n a lis m
is b u t o n e a s p e c t o f a b r o a d e r p r o c e s s o f c u ltu r a l m a n a g e m e n t to
w h ic h w e n e e d a lo n g - te r m re s p o n s e .
106
A re n a , N o . 63, 1983
References (14)
- See for example Kosmas Tsokhas and Marian Simms, "The Political Economy of United States' investment in Australia", Politics XIII (i), May, 1978, pp.65-80; or more recently Greg Crough and Ted Wheelwright, Australia: A Client State, Penguin, Ringwood, 1982.
- Quadrant, November, 1978.
- Williamson, op. cit., p.42.
- See Michael Roe, op. cit., p.658. 94 Arena, No. 63, 1983
- See Michel Aglietta, '"World Capitalism in the Eighties", New Left Review Nov.-Dee. 1982, pp.26 ff. on what he calls the "cohesion of crisis''' , Also John Hinkson, "Cultural Perspective and Economic Crisis", Arena 61, 1982, pp.71-93.
- For a development of these points see Ian Mills, "An Australian Mining 'Ad'," Australian Journal of Screen Theory, Nos. 5 & 6 1979, pp.82-104.
- Fintincial Review May 7, 1979. MIM is the acronym for the Mount Isa group of companies whose major shareholder is the -American Smelting and Refining Co. w ith. 49 per cent of shares, see ; David Hickie, "Anatomy of a Little Known Giant", National Times July 26, 1981. See also ads placed more recently such as Age August 26, 1981.
- See Bulletin, Sept. 15, 1981 pr the Age, Sept. 16, 1981. Citicorp is wholly owned by Citibank U.S.A. 96 Arena, No. 63,. 1983
- Age, July 27, 1981. Geoffrey Blaimy's The Rush that Never Ended, portrays D'Arcy as a less than laudable character.
- Bulletin, October 28, 1980.
- Quadrant, August, 1981.
- Time, March 5, 1979. On the 1981 exhibition sponsored by Ameri can Express and organized by American businessman Alan Chris tiansen, former President of Utah, see Age, March 19, 1981; National Times, March 22, 1981; and Sandy Kirby, "Aboriginal Art and the New Patrons", Arena 60 pp.28-36.
- Craig McGregor, Profile of Australia, Ringwood, Penguin, 1968, pp.259-60.
- Quadrant, May, 1981; Age, June 8, 1981. Arena, No. 63, 1983