American culture in the study of the issue of consumerism

American culture in the study of the issue of consumerism American culture in the study of the issue of consumerism Kohiki Consumerism (consumerism) is currently in the study of American culture, words that often appear. The so-called ‘consumer’ is not the traditional categories of political economy where the demand for goods within the meaning and satisfaction, but rather refers to the relationship between people and objects. ‘Consumer society’, author of Jean Baudrillard (Jean Baudrillard) that constitute the immediate consumption of the internal logic of capitalist society; American scholar, The Cultural Logic of Late Capitalism Fredric Jameson called also covers consumer society. In a consumer society where everything in life have become consumer goods. The prevalence of consumer capitalism that is reasonable, ‘the first argument of the capitalist consumer society, the myth of equality. ‘[1] in the commodity consumption, everyone is equal before. British scholar Lurie (Celia Lury) that the ‘consumer culture is the second half of the 20th century society in Europe and the United States a special form of material culture. ‘[2] the field of material culture of 1 consumption are not limited to business systems. Determined by the cultural environment, use of goods and daily necessities is also a cultural meaning. Lurie quoted the words of two other scholars to further clarify his argument: ‘goods have value, its value depends on the values of consumer ... ... each person is the judge of the value of the object is being judged ... ... the people have chosen these products is because they have the appropriate level ... ... ‘[3] Consumer reflect their personal capacity. Consumption is particularly important in the 20th century ‘shows a significant change of capitalism ... capitalism ... the need to ensure that people began to actively and in a special way to participate in a variety of consumer society. ‘[4] consumer culture on the premise that the expansion of capitalist commodity production, producing a result of expansion of leisure and consumption growth. ‘When people, when consumer goods, social relationships are revealed. ‘[5] which occurred in the above quotation consumer society, consumer culture and consumerism in fact saying is one thing; involved in cultural and social implications of consumption constitutes the problem of consumerism. We have studied the U.S. culture of consumerism, the question is to study the American way of life 2 have become the consumer values. ‘Consumerism is like a way of life: consumption was not intended to meet the actual demand, but the constant pursuit of being manufactured, was to stimulate the desire to meet up. In other words, it is consumed, not the value of goods and services, but their symbolic symbolic meaning. ‘[6] The U.S. culture of consumerism presents exactly this characteristic. The United States is a country formed by consumers. United States-style consumerism is instilled in Americans is a personal success only by money and success to achieve wealth is reflected through the purchase of merchandise. In today’s United States social and cultural context, the consumption is another authentic authentic, but the behavior. Americans everywhere to deal with the consumer. Americans are sometimes afraid of losing the values and way of life more meaningful, but they are right discomfort and criticism of consumerism never very strong. [7] the 20th century, early 60’s and 70 U.S. scholars discussed the culture of consumption Daoshi and far-reaching effects on those who are affected by the Frankfurt School’s ‘New Left’. Their main point is that Americans are hypocritical artificially dragged into the consumer culture that can not truly satisfy the human need. However, this argument 3 lacks the long-term vitality, even the critics of American culture who are not agree with their views. But one thing is undeniable: ‘constitute the value system of the hierarchical order of assurance’ (Baudrillard’s words) conspicuous consumption is contrary with the Protestant ethic. The Protestant Ethic and the Puritan spirit that frugal. Bell in the ‘Cultural Contradictions of Capitalism’ that laid bare the truth: ‘In fact, it is the bourgeois economic system - more specifically, the free market - led to the collapse of the traditional bourgeois value system. This is the contradictions of capitalism in American life the root causes. ‘[8] in the study of contemporary American culture of consumerism discussion focused on income inequality and consumerism brought about by environmental degradation. This paper argues that focusing on research in this area closer to rational criticism. Some scholars have called the new capitalism, consumerism (R. Cronk). It is undeniable that consumerism will indeed be pushed to a new stage of capitalism. However, the author is more inclined to guide the United States on the middle-class consumerism are social habits and lifestyle issues. Therefore, this article avoid using the Shore (Juliet Schor) ‘consumption of the new political science’ and the like 4 words. USA Today’s culture and mental outlook of economic production and social structure of the product, this article continues to follow this common sense to understand the issue of consumerism. This research method is to follow the simple empirical approach to describe the United States of consumerism the historical background and current situation. 1 Consumerism in the modern sense originated in the late 19th century the United States. ‘Second industrial revolution’ to enable the rapid development of capitalism. 1870-1900 World’s industrial production has increased by more than twice the year 1850-1870. As an emerging capitalist countries, the United States still attracted particular attention. The United States of America a hundred years after the establishment of the 19th century 80’s, the world’s total industrial output value of industrial output value accounted for 30%, ranking first in the world. 1859-1899 years, the U.S. industrial output value increased from 18.8 billion dollars to 11.407 billion dollars. [9] in this period of railway development in the United States is also very rapidly, in 1850 the railway line up to 9021 miles, ranking first in the world. By 1890, the United States has reached 20.82 miles of rail lines. ‘The U.S. 5 economy are now ready to leap preparations. ‘[10] 19th century 40 years since the commercialization of agricultural production, appeared in the U.S. electric industry at the same time the emergence of large companies and large enterprise with the produce. This is the modern consumerism in the United States generated economic base. The United States produces in the modern sense of consumerism and social factors according to the ‘Cultural Contradictions of Capitalism’ Daniel Bell, author of the analysis is ‘hallucinogens cause a sensation’ replaced the Protestant ethic. The emergence of a new way of life because of the way Americans feel a change in social structure has changed. ‘From the high consumption of American society under the state of the economy development of the new shopping habits and their impact on the Protestant ethic and the Puritan spirit (of these two guidelines to support the traditional American value system of bourgeois society) in erosion of the’, we can see change. [11] ‘economic impulse’ instead of ‘religious impulse’, to put it popular saying: the lives of mainstream American society and values have changed. Qinjianchijia was replaced by conspicuous consumption. So on the majority of middle-class Americans to grab more wealth to 6 indulge in the luxury of spending more. ‘Housewives’ spending is an example. In the 19th century, American families, the men’s breadwinner, the woman from family of natural control. We all hope that such a wealthy family and there is indeed such arrangements. Some people are getting richer, so the formation of class differences. One way to distinguish between classes is to see women dress. Of wealthy families, to maintain the middle-class identity is very important thing. How working-class women could not afford a tight lace dress; a too expensive one Ganhuo inconvenient. The white hands to keep the skin is a perfect symbol of prosperity, can see the class belongs. Perfect skin, fair complexion, that she was not Ganhuo. This is a luxury high society one of the causes. Another cause is the emergence of women in magazines during this period. This 1890-1910 year, the United States white-collar salaries rose 1 / 3. The mass production of clothing to make people interested in fashion. Consumerism in the 19th century, the rise of the United States, another factor is the development of department stores. SEARS and other major department stores, mail-order catalog into a new middle-class families ‘wish list’. At that time, Hou has already done such a booklet wardrobe, labor-saving 7 appliances and canned frozen processed food ads. Lionel Messi (MACY’S) and other large department stores to bring ready-made fashion goods, many major cities. This provides opportunities for the U.S. women go shopping, visiting the inevitable outcome of consumption. Department store to promote consumption. The rise of consumption, particularly the wind had a significant impact on American women. Their shopping, cooking, work and leisure, etc. are subject to consumption, the impact of the wind. American women also joined the department store sales and restaurant hospitality ranks. The late 19th century early 20th century American cities are characterized by leisure recreation areas are in parks, dance halls, salons, movie theaters, racetrack, stadium and other public venues. This is the late 20th century Americans complain about lost things. American women during this period increasingly active participation in golf, tennis, cycling, croquet and other outdoor sports. The part of the project is still the content of today’s culture of consumerism. In addition, the city theater to musical comedy, the most distinctive forms of entertainment the United States brought the audience. There is a man named Irving Berlin (IRVING BERLIN) man-made musical written more than 1,000 songs, in 8 today’s popular culture has seldom been able to hold a candle to the producer. Thomas Addison was produced under the musical comedy short films. The urban middle class also have a new private leisure Territory changes: Start with the interior lighting lamps gas lamps, and so, reading popular novels like low-cost consumer books on easy. ‘Little Women’ and other best-selling classic that emerged during this period. In addition, the education of women due to the promotion of girls school has been improved. Private recreation, including activities like music. U.S. middle-class woman were a couple of years time to learn the piano, harp-like instrument played in order to play at home for friends and relatives. Scores become hot product. Ad spending during this period also played an aggravating role. 1870-1910 years, the U.S. daily newspaper circulation classes increased by 9 times. National news agencies and the largest newspaper chain also appeared during this period, such as ‘Pulitzer’ name is then appear in the media. ‘Women’s Home Journal’ (LADIES HOME JOURNAL) like the mass consumer magazine also appeared in this period, and the circulation is not small. The magazine includes a variety of tracking trends in fashion and beauty guide article or something like that. This is 9 the promotion of consumption. Possession of items that people began to find their identity. From one aspect of women’s magazines tell American women imbued with the pursuit of this ideal. Women’s magazines also published articles to teach you how to control household with children, emphasizing magazine readers should be on to become a good housewife, while maintaining beauty and youth. Magazine ads to bring new women’s fashion philosophy, finally take the reader into the consumer. The late 19th century consumerism in the United States there are many factors, these are just a few. In short, the end of the century the United States at a crucial period, and a consumer society is gradually taking shape. Reposted elsewhere in the paper for free download Two Sociologist Van Buren (THORSTEIN VEBLEN) in the ‘leisure class theory’ where the consumer the United States during this period the wind with the ‘conspicuous consumption’ words to sum up contemporary consumer culture is widely known to researchers. If you say that the late 19th century the United States for more than consumerism or the flow of 10 society ‘conspicuous consumption’ as the characteristics of the case, the 20th century, 20 years of the United States of consumerism is the ‘mass consumption’. ‘It’s there thanks to the technological revolution’ and ‘three social invention’. [12] One of the most worth mentioning is that ‘Fordism’ (FORDISM) assembly line production. Some scholars believe that the United States of consumerism began in 1913, Ford Motor Company in Michigan on the production line when a car driven Xia Di. [13] 20th century American popular culture, the rise of consumerism by the scholar to say ‘and to Fordism represented by large-scale industrial capitalist mode of production has a close contact. ‘[14] Fordism created a working-class consumption patterns. Standardized large-scale mass production to enable workers to afford housing and cars. ‘Work for 8 hours a day, earning five dollars,’ Fordism is the slogan to attract workers to join the ranks of consumerism. Marxism, cultural studies such analysis Fordist mode of production: capitalism with a strategy to improve living standards to achieve ‘double-edged sword’ purposes. Mass consumption to avoid overproduction, while the community due to consumption of adequate and stable. The workers give up on the ‘alienated 11 labor’ and the capitalist system resistance. ‘In Gramsci view, modern consumerism constitutes a reproduction of capitalist society’s workforce as a whole system of capitalist society, a new form of reproduction. ‘[15] In any case, the United States originated in the Fordist mass consumption culture in the late 20th century, 50 have become’ the core of modern capitalism ‘. [16] The 20th century, Americans 50 years since the end of World War II holding optimism about the economic outlook. Housewives who think it can finally concentrate on running his own comfort comfort zone. Electric stove, vacuum cleaners, refrigerators and other appliances, the women from the heavy housework, freeing time to attend cocktail parties that look like a social activity. To participate in social activities have to dress. ‘Christian’ and ‘Chanel’ kind of brand led the cosmetics fashion. CHARLES JOURDAN the style of high heels to a peak. Similar to the ‘Reader’s Digest’ magazine has a circulation of nearly 50 break 1 million copies. These magazines and newspapers and other media to consumer advertising should be taught to people, to stimulate their consumption desires. Everyone thought that consumption opportunities are equal, and did not realize they are actually 12 advertising spending by analyzing people’s motives in implementing the marketing strategy. 1957, published in the United States ‘hidden incentives’ (THE HIDDEN PUESUADERS) an author of the book that the prevalence of postwar consumerism, advertising companies are encouraging results. This book Broadway one-act play that scene: the hero’s son, shouting ‘I want a lot of things simply to be crazy ... ... the money is life’. [17] TV into a large number of American families are also the reasons for the prevalence of post-war consumerism. ‘I Love Lucy’ and ‘honeymoon man’ sort of television program playing the American ideal of life. Marcuse said that this time the Americans generally have a ‘well-being of consciousness’: the people ‘of the most popular requirements include: According to the advertisement to relax, entertainment, mobile and consumer ... ...’ [18] all the people in the automotive, housing consumption looking for their soul. ‘Circulation of commodities and their mode of development and the great wealth of goods is a form of consumerism and culture of its economic base. ‘[19] advertising and credit consumption of goods to the Americans bring new lifestyles and new values. Installment to change people’s ideas about consumption. 13 Television and other mass media ‘conform to the capitalist economic development, the arrival of the U.S. consumption boom has provided sufficient information and guide public opinion’ [20]. To stimulate economic development, consumption, consumer desire to make ‘the Protestant ethic of capitalism’ collapse: people no longer considered a virtue of the Qinjianchijia. The new culture is the ideology of consumption, rather than frugality. Labor and the accumulation was not an end but a means of consumption, pleasure-seeking is not. ‘The people of leisure, consumption and sensory satisfaction accepted the new consumption patterns and lifestyles ... ... quietly formed the modern culture of consumerism. ‘[21] Three The climax of the U.S. consumerism emerged in the last 20 years. This, of course with the advances in technology and media campaigns have a direct relationship. Media advertising to the Americans with colorful knit the gorgeous American dream. Americans are doing the American dream when the dream does not appear to take account of the number of realistic elements. In 1996 a book entitled ‘The Millionaire Next Door’ caused a minor sensation. Because the book 14 written by a millionaire is not what one would imagine the same: Most of them live frugal lives, buying second-hand car, buy cheap stuff. The rich man felt no need to let the world know that they can lead more affluent days. While tens of thousands of non-wealthy Americans on consumption and another attitude, because they what to buy what with the ‘identity’ are closely linked. Open what brand of car, what brand of clothes to wear, what house to live and even drink wine with their own image of the. The so-called middle-class consumption, when the majority of the reference object is often the people who respect themselves, that is much higher salaries than their own people. Such comparisons in the United States is hardly new. The early 20th century, the United States will only wealthy conspicuous consumption. After World War II, the Americans mainly to a neighbor in line, she was unwilling ranks behind. In recent decades, American consumer is intensified. In the past, neighbors were an example, more or less on a consumer level. Today, Americans are no longer neighbors for the consumer frame of reference, they chose their own incomes several times higher than people to compare, the ‘light’ way of life is often the type of media to promote. This question came. An income of 50,000 15 dollars, with 65,000 dollars of income than in cities and towns; if more than with the 6-digit income people than on trouble. Fueled media advertising has played a role. To a 20-year-old with a single person who can not afford to rent apartments they felt that she should live in New York high-class apartments, because advertising is such a temptation to him. Young people for their own consumption can not be set to achieve its goal of viable, can be imagined. The United States currently has 27% of annual income of families with more than 100 thousand dollars that own consumption can not be arbitrary. Nearly 20% of the claim that all the income on the note of the necessities of life spent. In the annual income 50000-10 dollars of the families, 39% do not think so, 1 / 3 that noted where necessary. The United States, the world’s richest countries were as many as half of the people say can not be everything. This is not the half are poor. [22] Why are there so many middle-class families the material does not meet the United States? Why is there always something to buy? Why a six-figure income is not enough? Why do Americans save less than other people? Because the Americans to pursue ‘I spend, therefore I am’ (spending becomes me) spending philosophy. 16 The 20th century era of the American middle-class families 80,90 frantic consumption era. 90 end of the decade, ‘American Dream’ (a small suburban house, two cars, the annual leave) to expand significantly. In less than 50 years, the United States has doubled middle-class homes, more and more people have a second office real estate, cars more and more stress. Since 1980, leisure spending has more than doubled. Middle-class lifestyle, many of the new content has also increased: personal computers, a child in a private school education, custom clothing, eating in restaurants, air conditioners, microwave ovens, brand-name sports shoes and so on. -1,995-Year period in 1979, the per capita expenditure increased by 30%. However, the mid-90s the Americans do not feel happy. Many people are pessimistic about the future of the consumer. Why? Because such comparisons are an increasingly strong wind blowing. Some people call it ‘era of greed’. Rich and the conspicuous consumption of the United States to a new climax. They buy Lexus cars, Rolex watches, designer pens, collecting art. On the middle class followed suit, the results of the annual income of 100,000 dollars poorer people started calling. Shore Leave ‘on the middle class’ (upper-middle-class) is defined as: the richest 20% of U.S. 17 households, which does not include the far the most well-off that a few percent. In 1994, the standard floor for families with annual income of 72,000 dollars, the mid-point of 91,000. The richest 5% of the average household annual income of 254,000. It is the competitive standard of living of this group of people. This group of Americans established a successful people’s material living standards, which is visible and tangible way of life. By 1991, almost all Americans are beginning to stare at ‘pyramid’ roof. According to Shor’s article, Harvard Business School professor Susan Fournier (Susan Fournier), and a colleague had conducted sample survey of consumers: 35% of U.S. consumers have when ‘successful people’ wishes, while the so-called ‘ Successful people ‘accounted for only 6% of the U.S. population, their average annual income of 25,000 dollars. Sample survey expressed the hope that ‘more successful’ and 49%, followed by 12%. In other words, 85% of Americans want to be 18% of the top Americans. Only 15% of Americans feel that a ‘comfortable’ life can be, and when the ‘middle class’ on it. ‘The drive up is not easy, because they (your comparisons of the objects) are getting richer - more than 4 / 5 of Americans want to stare at them much richer. ‘From 1979 to 18 1994, and that 20% of U.S. household income of the richest American families from the overall revenue accounted for 42% to 46%. Not even the richest 5% of the rise is from 26% to 27%. And this group of Americans outside of the income actually declined according to Shor said. ‘4 / 5 fall into the income of fewer and fewer Americans are getting higher and higher to the income and expenditure of people in line. ‘[23] The contrast between expectations and reality was quite pessimistic about the Americans. By 1996, only one of every four Americans believe that in the next five years will increase the standard of living. Almost half of Americans feel for their children’s generation who will not be greater than their own high standard of living. ‘Middle class is shrinking, the company sharply reduced the size, employment anxiety and economic pessimism diffuse. Per capita consumption is rising, while consumer expectations rose even faster. ‘1986 Years, a public opinion survey called ROPER institutions to ‘how much revenue it can achieve the dream’ as the title to the Americans for investigation. At that time the answer is 50,000. By 1994, the same question the answer is 102,000. Comparisons lead to domestic consumption, poor financial situation is not surprising. 63% of the annual income of 19 50,000-100,000 dollars of U.S. households experience the phenomenon of credit card advances. U.S. average household only 3.5% of disposable income for savings. [24] reposted elsewhere in the paper for free download Summary Luo Gang as ‘intellectuals libraries’ books compile the ‘Cultural Studies Reader’ to domestic persons engaged in cultural studies opened a window to let everyone know that ‘cultural studies’ in the developed capitalist countries is how a case. ‘Consumer Culture Reader’ (Luo Gang, Wang Chen, chief editor of Chinese Social Sciences Press June 2003 edition) is the ‘Cultural Studies Reader’ in a sub-topic to expand, just like a capitalist consumer culture Taikan. Consumer Cultural Studies Cultural Studies in the contemporary Western capitalism is the mainstream, is ‘significant learning’. Editor’s intent except ‘Shao Jie’, obviously taking into account our own societies are also increasingly being surrounded by objects of consumption, can not stay out of, or not have personal experience of. ‘Explore the consumption of the Sphinx’ is a Romanian steel for this selection of Chinese version of this paper is to write the 20 preface, a very good REVIEW. Luo Gang article begins with invoking Baudrillard ‘consumer society’ of the opening, said: ‘Today, around us, there is a growing things from the service and material wealth posed by the alarming phenomenon of consumption and wealth, it constitutes a human in a fundamental change in the natural environment. ... ... We are living in an era long ... ... ‘followed by his own words: commodity consumption has changed everyday life, changed social relations and lifestyle,’ changed the way people view the world and their own basic attitude ‘. ‘20 Century, the rise of mass consumption society as a whole and to Fordism represented by large-scale industrial capitalist mode of production is closely linked ‘. Study of the French theorists Fordism Gillette Tower A statement was quoted Luo range: capitalism ‘is not only transforming the labor process, but also transform the process of reproduction of labor’, which produced a ‘working-class consumption patterns’. The late 19th century working-class American engineers invented Taylor’s large-scale production so that workers ‘even in the smallest details, were forced to subordinate to the production process’, the workers on the assembly line became a part. Social thinkers have this phenomenon called 21 ‘materialized’. A Gillette Tower, or the words: ‘In history, doctrine for the first time Ford has created a working-class consumption patterns, in this mode, the personal possession of goods dominated the concrete practice of consumption. ‘The new workers are able to pay the cost of commodities such as cars. In Gramsci seems, labor, reproduction and reproduction of the capitalist system is the ‘modern consumerism’ composition. Harvey and others that the non-material forms of consumption goods occupy an important position. Lifestyle and life style as the same become fashionable apparel. Consumption from goods to service. Baudrillard’s words also appear in the text: ‘In contemporary Western society, people no longer spending items, but rather symbolic. ‘Lo Steel conclusion:’ From Fordism Fordism backward transition, reflecting the Western societies from the industrial society, industrial society, the changes back ‘; traditionally been the production center, now is a consumer-centric. In the development of productive forces to a certain extent, ‘in order to become a consumer-oriented culture with a certain value option’. Schumpeter’s view that capitalist mode of production and consumption patterns ‘was derived from a city-pleasure-seeking life is 22 characterized by a high degree of secularization’, in other words, to promote the production of luxury consumption. Adam Smith’s so-called ‘consumption is the sole end-result of all production and purpose’, Rowan is that people think the consumer as a condition for social development. German scholar W. F. Ho thought that ‘commodity aesthetics’ as ‘commodity fetishism’ waves, goods packaging and commercial advertising to stimulate the desire for human consumption. Lukacs that the commodity exchange development and refinement of the social division of labor that make people’s’ life confined to a very narrow range of ... ... loss of the entire society, understanding and common sense ‘,’ the pursuit of things people stifle their the present and future thinking ‘. Luo Gang mean the culture of modern capitalist society has evolved as a consumer culture that ‘made available to the alienation of real people in a free and happy illusion to cover up these things in reality, the real missing’. [25] the U.S. culture of consumerism, alienation of fashion is the pursuit of the reality inside the United States’ freedom and happiness’ (American Dream) performance; Americans everyday life of anxiety and sense of loss is that ‘American Dream’ in the ‘real The real loss’. 23 [1] Yang Haifeng book ‘to the post-Marx: from the production of the mirror to the symbol of the mirror - Early Interpretation of the text of Jean Baudrillard’s ideas’, Central Compilation and Translation Press, March 2004, p. 133. [2] Celia Yalu Rui book ‘consumer culture’, Zhang Ping translation, Nanjing University Press, November 2003, p. 1. [3] Ibid, p. 13. [4]乔治瑞泽尔 a ‘post-modern social theory’, Xie neutrality translation, Huaxia Publishing House, January 2003, p. 113. [5] Mike Fezes pass the ‘Consumer Culture and Postmodernism’, Liu smart translation, Yilin Press, in May 2000, p. 23. [6] Huang Wen ‘lifestyle and consumer culture’, see Chen Xin, the ‘Redemption and Consumption - Contemporary Chinese daily life consumerism’, Jiangsu People’s Publishing House, October 2003, p. 7. [7] Juliet Schor, The New Politics of Consumption, [8] Daniel Bell the ‘Cultural Contradictions of Capitalism’, such as translation of Zhao Yifan, Joint Publishing in May 1989, 24 p. 102. [9] YANG Kui, Dong Yali the ‘consumer culture - from modern to post-modern’, China Social Sciences Publishing House in December 2003, p. 91 [10] Ibid [11] Ibid [12] Ibid, p. 113. [13] Luo Gang, Wang Zhong-Chen editor of ‘Consumer Culture Reader’, China Social Sciences Press, June 2003, p. 3. [14] Ibid [15] Ibid p. 7. [16] Ibid p. 97. [17] CONSUMERISM, RICHARD ALTSCHULER ET AL, HTTP: / / WWW.BCONNEX. NET / CSPCC / DAYCARE.INDEX.HTML [18] Herbert Marcuse a ‘One-Dimensional Man - the social ideology of advanced industrial research’, Zhang Feng, so translated, Chongqing Press, 1988, p. 9, quoted from the ‘salvation’, p. 87 [19] YANG Kui book, p. 105. [20] Ibid, p. 109. [21] Ibid, p. 131. [22] Juliet Schor, The Overspent American: Upscaling, 25 Downshifting and the New Consumer, [23] Ibid [24] Ibid [25] See ‘Consumer Culture Reader’ Foreword ‘to explore consumer Sphinx riddle’ reposted elsewhere in the paper for free download 26