Hearing “Media-Capitalism” in Egypt
As I began researching my first book Ordinary Egyptians, a study of Egyptian culture from the 1870s until the eve of the 1919 revolution, sounds and early sound media were the last thing on my mind. However, When I dug more deeply into the historical sources, I realized the importance of music and the comedic theater in the urban culture of turn of the century Egypt. This made me expand the scope of my research to incorporate the vernacular culture of Egypt as an entire media-system, which as I showed in my book, was instrumental in constructing a modern Egyptian national identity. Music, songs, plays, chants, speeches, conversations and chatter, were very influential in forming an Egyptian national culture at the end of the nineteenth century, especially in a society with low literacy rates. By incorporating performance and sound media–especially the rising record industry–my book strives to expand the historical study of this period beyond just the visual and the printed to include sound, and aural/oral expressions of culture.

“Muski Street, Cairo, 1903.” Source: William Herman Rau. From Library of Congress Prints and Photograph Division.
Ordinary Egyptians also engages with some of the theories of nationalism and tests their applicability to Egypt and the Arab world. It introduces the concept of “media-capitalism,” which expands the historical analysis of Egyptian nationalism beyond just print and silent reading, through the incorporation of audiovisual, sound, and performance media. By integrating these new media, especially the burgeoning record industry, my book attempts to make room for both the “ear” and the “eye”—for the aural and oral alongside the visual—and in the process provides a more comprehensive explanation for how individuals and communities digest and embody cultural information. As this excerpt explains, cultural productions, in any form, are not socially relevant unless they are communally and socially activated; they must be discussed, breathed, and animated in the routine of everyday life.
The following is an excerpt from Ordinary Egyptians, with thanks to Stanford University Press. Notes have been included in the text to conform to Sounding Out!‘s style sheet.
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Mundane Nationalism
Egypt’s new mass media reflected on relevant everyday political, economic, and cultural concerns, and amplified them on the national stage in a comprehensible, locally pertinent and entertaining form. The repeated themes of many of these media included: bemoaning the lack of economic opportunities for native Egyptians, portraying the economic exploitation of Egyptians by foreigners, warning of perceived declines in national “morality,” satirizing and at times insulting British and native officials, and rousing patriotism and a sense of collective national solidarity.
However, the most effective way that national identity and a sense of nationhood was ‘absorbed’ was not only through these overstated themes and methods, but through the mundane media portrayals and representations of everyday “national” life and the internalization of these modes in actual practice. As Michael Billig describes in Banal Nationalism, nationalist ideology “might appear banal, routine, almost invisible,” however, these “subconscious” matter-of-fact representations create a common sense “naturalness of belonging to a nation” (15-16). Billig explains that often there is “continual ‘flagging’, or reminding, of nationhood,” as on a daily basis, citizens are reminded of their national identity. This reminding however, is “so familiar, so continual, that it is not consciously registered as reminding” (8). Mundane and unstated representations of Egyptian-ness abounded in most forms of mass culture, where “Egyptians” distinctively spoke and acted and were clearly, though tacitly, differentiated from non-Egyptians. Most of the media examined in this study implicitly addressed their listeners, viewers and readers as members of an Egyptian “nation.” To be sure, the most influential aspect of vaudeville and the satirical press were not necessarily the outwardly nationalistic messages of many of their articles, cartoons, and dialogues, but the recurring and mundane representations of colloquial Cairene as the de-facto dialect of all Egyptians, and the implicit understanding that flawlessly speaking and understanding it was the basic marker of a “modern” Egyptian national identity. Only an “authentic” ibn or bint al-balad (son or daughter of the country) would employ Egyptian Arabic and grasp its multiple meanings and nuances and hence participate in this new mass-produced colloquial culture. In fact, many of the comedic dialogues depicted in political cartoons and vaudeville repeatedly contrasted the mispronunciations of foreigners—who often played unsympathetic or villainous roles—with the “correct” pronunciation of affable Egyptian characters. This repeated portrayal of Cairene as the only “authentic” Egyptian accent reified it as an unofficial dialect of all Egyptians, even if back in the villages and towns of the Sa‛id more localized modes of expression were employed. By way of media-capitalism, Cairo’s dialect and culture was overwhelming—colonizing, if you will— the multitude of other localized dialects and cultures in Egypt. Thus, paradoxically, Cairene Arabic was the primary tool for nationalist, anti-imperialist discourse, and simultaneously, through internal-colonialism, it imposed its own culture on the “nation” [Note: This is very similar to what was happening in France during roughly the same time period. See Eugen Weber's Peasants Into Frenchmen: The Modernization of Rural France, 1870-1914, 486-88].

“Egyptian crowds with Italian flag during 1919 Revolution.” Source: From L’Illustration (Paris), May 3, 1919.
The Sensorium and the Public Sphere
The efficacy of the new mass media and its potential for mass mobilization was best demonstrated during times of national crisis. The 1906 Dinshaway Incident and the 1919 Revolution in particular reveal how all forms of mass media functioned together to effectively document, memorialize, celebrate, and mobilize on a national scale. The growth of popular Egyptian mass culture, articulated almost exclusively in colloquial Egyptian, was the pivotal factor in the popularization and dissemination of an Egyptian national identity. The evolution and universalization of a colloquial Egyptian middle culture, made possible especially through the utilization of sound and audiovisual media, allowed for a shared and “uniquely” Egyptian cultural landscape. It is primarily within this non-official web of colloquial Egyptian mass culture, driven in large part by media-capitalism, that Egyptian national identity was widely disseminated and popularized.
One crucial aspect of this study was the critical role coffee shops played as cultural hubs, where differing mass media from newspapers to recorded music were publicly merged, negotiated, and digested. Many of the songs initially written for musical and comedic plays were recorded and played, or performed by street musicians at coffee shops and even in the streets and sidewalks. The role of the thousands of urban cafés and other public meeting areas in the broadcasting and reception of these new cultural productions is central to understanding the potency and effectiveness of this developing nationwide culture. Indeed, coffeehouses, as Peter Burke has remarked in A Social History of the Media, “inspired the creation of imagined communities of oral communication” (30).

“Egyptian newspaper boy yelling out the latest headlines, Cairo, 1907.” Source: From Douglas Sladen, Oriental Cairo (London: 1911), 64.
However, as discussed in previous chapters, this was never a one way conversation, as writers of these vernacular media were plugged into the streets and public squares through these very same cafés. As we have observed in this study, it can be said that the entire vaudeville theater industry arose out of the cafés on ‘Imad al-Din Street, where most of the vaudeville theaters were housed [Note: See Ibrahim Ramzi, Masrahuna ’Ayyam Zaman wa Tarikh al-Fananin al-Qudama’ (Cairo: Matba‘at al-Salam (1984), 25. There were at least three major cafés in Imad al-Din Street that were frequented by actors, singers, writers, and musicians— Qahwat al-Fan (The Arts Café), Qahwat Barun (The Baron Cafés), and Qahwat Misr (The Egypt Café)]. It was through these dialogical “physical” interactions with the people in the streets, market places, and cafés that the writers, musicians and performers of these media (re)calibrated with the subtleties, textures, and flavors of everyday Egyptian life. As Mikhail Bakhtin cautions in The Dialogic Imagination, we must not ignore the “social life of discourse outside the artist’s study, discourse in the open spaces of public squares, streets, cities and villages;” for it is in these public spheres that Egyptian mass culture is embodied into everyday life, acquiring its socio-economic, political relevance, and more importantly perhaps, its perceived authenticity, and contemporaneity (259). Indeed, access to any form of knowledge— be it visual, aural, tactile, gustatory or olfactory—is corporally mediated and is acquired through a living dialogical engagement. Or as Bakhtin elaborates in Problems of Dostoevsky’s Poetics, “the single adequate form to verbally expressing authentic human life is the open ended dialogue . . . In this dialogue a person participates wholly and throughout his whole life, with his eyes, lips, hands, soul, spirit, within his whole body and deeds” (293). In other words texts alone are meaningless when viewed in isolation of the socially embodied realities of their production, and more importantly perhaps, their reception on the street. It is in their interrelationship with social life that texts become meaningfully activated and authenticated as genuinely reflecting popular concerns and realities. As we have seen throughout this book, colloquial Egyptian culture is better equipped in engaging in this dialogue with the everyday, and hence guaranteeing its circulation and popularity.
(Ordinary Egyptians, p. 170-172)
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Featured Image: View 042: Egypt – Street in Native Quarter, Cairo., n.d., T. H. McAllister, Manufacturing Optician. 49 Nassau Street, New York. Brooklyn Museum Archives (S10|08 General Views_People, image 9785).
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Ziad Fahmy is an Assistant Professor of Modern Middle East History at the department of Near Eastern Studies. Professor Fahmy received his History Ph.D. in 2007 from the University of Arizona, where his dissertation “Popularizing Egyptian Nationalism” was awarded the Malcolm H. Kerr Dissertation Award (2008) from the Middle East Studies Association. His first book, Ordinary Egyptians: Creating the Modern Nation through Popular Culture (Stanford University Press, 2011), examines how, from the 1870s until the eve of the 1919 revolution, popular media and culture provided ordinary Egyptians with a framework to construct and negotiate a modern national identity. His articles have appeared in the International Journal of Middle East Studies and in Comparative Studies of South Asia, Africa and the Middle East. Professor Fahmy is currently beginning another book project tentatively titled, Listening to the Nation: Sounds, Soundscapes, and Mass Culture in Interwar Egypt. In 2011-2012, he was a Faculty Fellow at the Society for the Humanities at Cornell University, where the focal theme was “Sound: Culture, Theory, Practice, and Politics.”
SO! Reads: Jonathan Sterne’s MP3: The Meaning of a Format
The point that had lingered with me after first reading Jonathan Sterne’s essay “The mp3 as Cultural Artifact,” was the idea that the mp3 was a promiscuous technology. “In a media-saturated environment,” Sterne writes, “portability and ease of acquisition trumps monomaniacle attention . . . at the psychoacoustic level as well as the industrial level, the mp3 is designed for promiscuity. This has been a long-term goal in the design of sound reproduction technologies” (836). A technology, promiscuous? I did not have to look far to find support. Like germs, I could find copies of mp3s that I had downloaded from Napster in 2000 scattered across generations of my old hard drives. Often they were redundant, too – iTunes having archived a copy separate from my original download.
But, for Sterne, mp3s are also socially promiscuous. They accumulate in the hard drives of the working class and are shared, almost anywhere, through the branching left/right wires of iPod earbuds. Since the popularization of the mp3, there have been new opportunities to share how we listen with others. This is promise of the mp3, and the reason it forms such a key point of scholarly meditation.
MP3: The Meaning of a Format (Duke University Press, 2012) finds Sterne revisiting many of these key themes, with a larger focus on the genealogical beginnings of the mp3 technology. While many of the book’s chapters are extrapolations of prior work Sterne has done regarding the genealogy of listening practices, this work concerns itself less with the 19th century, and more with the 20th century. Perhaps this is related to some of the methodological decisions Sterne has made in planning the book – in seeking out the genealogical origins of the mp3, Sterne worked from archives and manuals described in interviews by engineers who were fundamental to the technology’s production. As such it finds much in common with Trevor Pinch and Frank Trocco’s Analog Days and Dave Tompkins’ How to Wreck a Nice Beach but incorporates the genealogical methods regarding sonic technology present in Sterne’s earlier work The Audible Past and Emily Thompson’s The Soundscape of Modernity. In MP3 Sterne positions himself as a critical cultural studies scholar working between the humanities and sciences, focusing specifically on the mp3 due to its social and technological relevance today. The critical is key here as MP3 is truly a work devised to underscore the economic connections between the construction of our selves as “hearing subjects” and the media industries.
Certainly, the mp3 can still be considered a promiscuous technology, but it is corporate capitalism that had failed to recognize the extent to which it relies on technological promiscuity to support its infrastructure. This focus, ironically, displaces the mp3 as the main object of Sterne’s analysis. It highlights instead the pathological logic of corporate capitalism, and the ways that this rationality has mutated, now, in the wake of mass replicable, malleable, and iterative digital culture. In other words, the mp3 is endemic to a much larger plot, wherein the culture industries adapt to their own deus ex-machina. The naive development of the mp3 by the motion picture industry is a large part of the story here, but it is only a small bit of a much larger whole. The real story involves understanding how a handful of vested corporate interests have shaped the ways that we interpret and understand what listening is. In MP3 Sterne addresses one of the great questions of sound studies: What are the politics of listening? Or, which individuals and institutions have a vested economic interest in questions of how we hear?
Sterne recalls this drama in three parts, each unfolding in a somewhat autonomous fashion, but unified in so far as they explore the economic interests behind the scientific construction of “hearing subjects.” In the first part, Sterne is at his best exploring AT&T’s (and the affiliated Bell Laboratories’) role in funding psychological, physiological, and cybernetic research on hearing. In the second, Sterne explains how this early research has been applied to the visual and technical abstraction of sound in the 1970s. And, in the third part of this genealogy, he explains how these analogs were made digital, specifically the corporate politics which went into the construction of the mp3 standard. Throughout this surprising and detailed trajectory, Sterne makes the invisibility of corporate interests apparent and explicit.
Sterne also hints toward several powerful economic rationalities that have guided the construction of the mp3. Key among these insights is the monetization of cybernetic discourse, or the incorporation of the human body within a scientific understanding of technical systems. In order to engineer an efficient technical system, the capacities and limits of how we interact with (or serve as parts of) these systems must be taken into account. Sterne refers to this mode of engineering as “perceptual technics,” and he goes to great lengths to explain it.
Basically, at the turn of the 20th century, AT&T had taken a keen interest in the science of how people listen because they wanted to maximize the amount of simultaneous conversations broadcast through a single telephone wire. More conversations meant the purchase of fewer wires, and therefore greater profits. Eventually, drawing on the research of the oft-cited Claude Shannon and Warren Weaver (within SO!: What Mixtapes Can Teach Us About Nois and Pushing Record; and soundBox: Mapping Noise), AT&T recognized an economic problem of technical efficiency within their wires – there was too much ambient noise. Because of this, AT&T sought to limit the audible signal transmitted from one phone to another. This would allow for more signals (and therefore conversations) to be transmitted through the same wire. Physiological research provided clues that some frequencies were more audible than others, so engineers worked to compress audio signals to reflect this scientific abstraction of hearing.
The reduction of listening–as an embodied practice–to the quantification and control of the audible spectrum, is, in other words, the history of compression. Which, according to Sterne, should be understood as the true meaning of the mp3. While the mp3 format, like the CD or cassette, may become obsolete, technologies of compression will not. Sterne argues convincingly that most advances in compression technologies have been guided by the invisible logic of corporate capitalism. It is this exact tendency of compression–to make things smaller and more efficient–that threatened to undo the entire project of corporate and branded music distribution in the year 2000, via platforms like Napster. Sterne is well aware of this irony throughout MP3, and uses the final chapter to discuss, briefly, the moment of cultural transformation that is defined by file-sharing and mass distribution.
Bringing things full circle with a somewhat stoic conclusion about the democratic potentials of this moment, he remarks: “The end of the artificial scarcity of recording is a moment of great potential. Its political outcome is still very much in question, but its political meaning should not be” (224). Sterne points to the globalization and ubiquity of mediated listening as a sign that things may not have changed much even though mass networked society at one point promised freedom from a commodity form which privileged things like “liberal notions of property, alienated labor, and ownership” (224). He argues that even the music industries shall persevere, mostly because people have a sublime attraction to listening and music. In other words: Meet the new boss, same as the old boss. There are few moments of liberation to be found within MP3; it is instead a drama of the status quo where the conspirators of corporate capitalism succeed in spite of themselves.

The ubiquity of listening. Borrowed from κεηι on Flickr.
The disparity in Sterne’s tone, when juxtaposing the nefarious and efficient dispositifs of capitalism with an untroubled and authentic construction of music is striking to say the least. And although Sterne is clear to explain that he locates his scholarship as work on a container technology (the mp3) and not its content (the music), this is a somewhat unsatisfying distinction as an embodied practice, such as listening, must take both into account. And while I agree that the mp3 reflects the promiscuity of corporate capitalism, is this challenged by the plethora of ideological nuance coded into song lyrics and arrangements? Do the corporate ideologies of the music industries flow beyond the container of the mp3 into the music itself? Is there any crosstalk, or overlap between these historical constructions? In other words, what are the limits to theorizing a container technology, and how much does the discursive path of the mp3 sculpt the content of what we listen to?
Despite, or perhaps, because of the rather dystopic scene that Sterne alludes to at the end of MP3, it falls nicely in the space between Sound Studies and Critical Information Studies. It bridges humanistic scholarship on embodied listening practices with a critique of the economic interests that have funded much of the scientific research relating to the phenomenology of sound. To that end, MP3 reveals much about the social construction of hearing and the ways that the familiar mythology of audio fidelity has been produced, discussed and exploited by several communication industries. Even though the mp3 may have been eclipsed by industry as the main object of inquiry in the eponomously titled MP3, Sterne succeeds admirably in detailing the promiscuity of corporate capitalism in the listening practices of our everyday lives.
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Aaron Trammell is co-founder and Multimedia Editor of Sounding Out! He is also a Media Studies PhD candidate at Rutgers University.





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In teaching the many interrelated and complicated aspects of the Civil Rights movement, Black Power, and the Black Arts Movement, the challenge for me is to help students understand the “facts” of this period, and to simultaneously destabilize the teleological historical narrative these “facts” seem to suggest. In a pedagogical context, sound helps fill in the gaps that fall outside of the knowledge produced–and contained within–certain archival accounts of black cultural and political history. While crucial, having students listen to the gaps, can be daunting, especially in our current historical moment, as the decades-long push against identity politics has been solidified by the recent (re)election of the nation’s first black president, Barack Obama. This point demands more elaboration than I can provide here, but the critical pedagogical issue it raises within the province of black studies, is that it is becoming increasingly difficult to consider black political culture outside of the sedimented lines of American pluralism and black radical thought. 

















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