'I Saw You' or, Love's labour lost - University of Glasgow
'I Saw You' or, Love's labour lost - University of Glasgow
'I Saw You' or, Love's labour lost - University of Glasgow
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<strong>'I</strong> <strong>Saw</strong> <strong>You'</strong> <strong>or</strong>, <strong>Love's</strong> <strong>labour</strong> <strong>lost</strong>: the spatial w<strong>or</strong>k <strong>of</strong> finding<br />
someone to love via practices <strong>of</strong> reading and writing<br />
Auth<strong>or</strong>s:<br />
Eric Laurier, <strong>University</strong> <strong>of</strong> <strong>Glasgow</strong>, UK. Elaurier@geog.gla.ac.uk<br />
Angus Whyte, Napier <strong>University</strong>, UK. Awhyte@napier.ac.uk<br />
Kathy Buckner, Queen Margaret <strong>University</strong> College, UK. Kbuckner@qmuc.ac.uk<br />
Abstract:<br />
Based on a multi-site ethnographic study <strong>of</strong> a romantic c<strong>or</strong>respondance system, this<br />
paper expl<strong>or</strong>es the themes <strong>of</strong> love, privacy, spatiality and public displays. Inf<strong>or</strong>med by<br />
ethnomethodology and act<strong>or</strong>-netw<strong>or</strong>k the<strong>or</strong>y its investigations into these inf<strong>or</strong>mal<br />
affairs are somewhat unusual in that much <strong>of</strong> the research carried out by those bodies<br />
<strong>of</strong> w<strong>or</strong>k concentrates on institutional settings such as lab<strong>or</strong>at<strong>or</strong>ies, <strong>of</strong>fices and<br />
courtrooms. In contrast our research has been on inf<strong>or</strong>mal places such as cafes and<br />
bars where <strong>'I</strong> <strong>Saw</strong> <strong>You'</strong> postcards are kept and written by people after brief romantic<br />
encounters, and then submitted to a magazine. Sharing the approaches <strong>of</strong><br />
ethnomethodology and act<strong>or</strong>-netw<strong>or</strong>k the<strong>or</strong>y it attempts to re-specify some key areas<br />
<strong>of</strong> interest in the social sciences and humanities; in this case, emotions, documents<br />
and practices <strong>of</strong> writing and reading those documents. Re-specifying these topics f<strong>or</strong><br />
the social sciences involves the detailed description <strong>of</strong> several situated and affective<br />
ways in which the romantic c<strong>or</strong>respondence system is used. Detailing the translations,<br />
transf<strong>or</strong>mations and transp<strong>or</strong>tations <strong>of</strong> the documents through several <strong>or</strong>derings in<br />
several different places (i.e. in a cafe, at the magazine <strong>of</strong>fice and at home), the article<br />
suggests that documents have no 'essential' meaning and that making them<br />
meaningful is part <strong>of</strong> the w<strong>or</strong>k <strong>of</strong> those settings. In our conclusion questions will be<br />
raised about the topology <strong>of</strong> the 'romantic' postcard system in terms <strong>of</strong> how the<br />
various translations and mediations from event to publication allow f<strong>or</strong> the loss and<br />
recovery <strong>of</strong> meaning.<br />
1
1. Finding 'you'<br />
We are going to arrange this paper back-to-front by starting with the empirical details<br />
that we are interested in and w<strong>or</strong>king our way gradually toward what we might learn<br />
from them about social and material space. The assembly <strong>of</strong> places, people, postcards,<br />
writings, readings, remembering and recognisings that we will begin with is<br />
something known as: "I <strong>Saw</strong> You"<br />
To give you a sense <strong>of</strong> what "I <strong>Saw</strong> You" is about: Two strangers meet in a café, bar,<br />
club, cinema <strong>or</strong> some other public place. Their meeting may just consist <strong>of</strong> an<br />
exchange <strong>of</strong> glances <strong>or</strong> they may go so far as to flirt with one another, however at the<br />
end <strong>of</strong> their meeting they part company without leaving a means <strong>of</strong> contacting one<br />
another again. They have had what might be called a 'brief encounter'.<br />
There are many <strong>of</strong> these kind <strong>of</strong> felicitous encounters in life and most just pass by<br />
without expectation they will go any further. In a couple <strong>of</strong> cities in the UK some<br />
magazines have tapped into this urban phenomena by starting "I <strong>Saw</strong> You" columns.<br />
Their readers write in with a brief description <strong>of</strong> their 'brief encounter', addressed to<br />
the other person, who they want to get back in touch with them (see Box 1).<br />
Box. 1 Scanned text from "I <strong>Saw</strong> You" section <strong>of</strong> f<strong>or</strong>tnightly urban arts and<br />
entertainment magazine.<br />
All the messages in this section begin with the three w<strong>or</strong>d opening sequence "I <strong>Saw</strong><br />
You", giving the title to this section <strong>of</strong> the magazine. This phrase recurs on average<br />
about 100 times in exactly the same f<strong>or</strong>mat (i.e. Box. 2, Box. 3 and Box 4) spread<br />
over 2 pages at the back <strong>of</strong> the magazine. There are thus about one hundred <strong>'I</strong>'s who<br />
2
have seen one hundred 'you's. F<strong>or</strong> whoever looks at this section <strong>of</strong> the magazine they<br />
have from the first three w<strong>or</strong>ds <strong>of</strong> this message absolutely no way <strong>of</strong> recognising who<br />
each 'you' <strong>or</strong> <strong>'I</strong>'m might be, and whether they might have the thrill <strong>of</strong> having being<br />
seen by someone. And whether they might have the further thrill <strong>of</strong> their 'brief<br />
encounter' publicly mem<strong>or</strong>ialised in this way.<br />
N<strong>or</strong>mally, <strong>of</strong> course, we have no problem finding out who is declaring "I saw you".<br />
They are the person who is currently speaking to us either face-to-face <strong>or</strong> on the<br />
telephone. Or in a situation somewhat closer to the magazine column they are the<br />
someone who has written a letter <strong>or</strong> sent an e-mail. In which case finding out who is<br />
doing the addressing and who is the addressee is simply not a problem because who<br />
these persons are has been established bef<strong>or</strong>e <strong>'I</strong> saw you' is said <strong>or</strong> written. So just as<br />
we have written out paper backwards, we can, perhaps, see that <strong>'I</strong> <strong>Saw</strong> <strong>You'</strong> is also<br />
w<strong>or</strong>king back-to-front since who this phrase addresses remains an enigma, just as our<br />
paper has not yet attempted to place its intended audience. 1<br />
Let us look in m<strong>or</strong>e detail, then, at Box 1 to see how this <strong>'I</strong>' writes a message which<br />
will find its 'you'. What can we glean as third party readers <strong>of</strong> this message is that the<br />
'you' is male, "incredibly cute", was at a certain event at a certain arts venue, has dark<br />
hair, was wearing a top with a furry collar. The <strong>'I</strong>' was at the same event, was<br />
probably female, had a 'black top and long skirt' on and told the <strong>'I</strong>' that they looked<br />
either 'foxy' <strong>or</strong> "incredibly cute". Now, one half <strong>of</strong> the finding process has probably<br />
been accomplished very quickly in that we can be pretty certain that this does not<br />
refer to any <strong>of</strong> the auth<strong>or</strong>s <strong>of</strong> this article and we are guessing that none <strong>of</strong> our<br />
audience think they have been identified by this <strong>'I</strong> saw you' either. So a whole mass <strong>of</strong><br />
people have been ruled out in an instant.<br />
Now this ruling out may be because although you are a guy you have never had dark<br />
hair n<strong>or</strong> w<strong>or</strong>e some clothing with a furry collar, <strong>or</strong> you may be someone who has a<br />
long skirt but you are nevertheless sure that you never sent an <strong>'I</strong> saw you' (though we<br />
would be interested to hear you st<strong>or</strong>y if you have.) However we would like to suggest<br />
that one <strong>of</strong> the first things you w<strong>or</strong>ked out was that you have never been to the<br />
'Barrowlands' and certainly did not attend 'The Charlatans' there (in fact you may,<br />
depending on your knowledge <strong>of</strong> pop music have no idea who <strong>or</strong> what the Charlatans<br />
are). Using what conversation analysts call a membership categ<strong>or</strong>isation 2 device you<br />
were able to w<strong>or</strong>k out that you were not a member <strong>of</strong> the categ<strong>or</strong>y <strong>of</strong> people who went<br />
to that place f<strong>or</strong> that event, even though you might belong to some <strong>of</strong> the other<br />
categ<strong>or</strong>ies mentioned (i.e. 'guy', 'dark-haired'.)<br />
In Box 2 there are 3 <strong>'I</strong> <strong>Saw</strong> <strong>You'</strong>s' grouped together, and if you read through them you<br />
will see that each one mentions the 'Tron', 2 <strong>of</strong> them including it in the first sentence.<br />
The 'Tron' is a theatre in one <strong>of</strong> the cities in which the magazine is distributed and it<br />
has a bar and restaurant which are heavily used by theatre-goers and non-theatre goers<br />
alike. We can speculate that due to the number <strong>of</strong> people passing through, without the<br />
kind <strong>of</strong> qualification that the 'Charlatans' produced in the last sentence, narrowing<br />
down the who the <strong>'I</strong>' and 'you' are may prove difficult. The inclusion <strong>of</strong> '15/10' is a<br />
solution this problem so that locating is done both by place and by date.<br />
1<br />
Except, <strong>of</strong> course, it has through various means which we will tease out later.<br />
2<br />
See (Sacks 1974)<br />
3
Box.2 A place called the 'Tron'<br />
Emanuel Schegl<strong>of</strong>f wrote a detailed paper almost 3 decades ago now on 'locational<br />
f<strong>or</strong>mulations' where he brought out how parties to a conversation picked out the<br />
relevant way <strong>of</strong> identifying somewhere (as against someone) from all the possible<br />
terms that might be used to refer to a place (Schegl<strong>of</strong>f 1972). He noted f<strong>or</strong> instance<br />
that when all parties were in the same place then the preference would be f<strong>or</strong> deictic<br />
terms (i.e. 'here', 'to the left' etc.) <strong>or</strong> when people were friends <strong>or</strong> acquaintances they<br />
would give preference to terms related to a member <strong>of</strong> their known group, such as<br />
'Kathy's house' rather than 'Number 6 Cherry Lane'. However what Schegl<strong>of</strong>f assumed<br />
in his paper was that the parties involved in the interaction would be aware by various<br />
means <strong>of</strong> who, f<strong>or</strong> practical purposes, the addresser and addressees were. <strong>'I</strong> saw you'<br />
presents the intriguing puzzle <strong>of</strong> once again w<strong>or</strong>king backwards from the utterance<br />
toward who could possibly have produced it and who it might plausibly be intended<br />
f<strong>or</strong>. Schegl<strong>of</strong>f argues that 'geographical' f<strong>or</strong>mulations (such as 'Number 6 Cherry<br />
Lane, London') will be fallen back on if the parties to the interaction are strangers. As<br />
we noted at the outset the premise <strong>of</strong> <strong>'I</strong> saw you' is that the <strong>'I</strong> and the 'you' are<br />
'strangers', however 'strangers' actually turns out to be too vague a categ<strong>or</strong>y 3 . Indeed,<br />
if we might begin to f<strong>or</strong>mulate the <strong>'I</strong> saw you's writer's problem, it is that they cannot<br />
present themselves as a 'stranger' since they are also trying produce a version <strong>of</strong><br />
seeing the 'you' that makes them seem acquainted in a romantic way, as a basis f<strong>or</strong><br />
3 The social science and cultural/urban studies notion <strong>of</strong> the city as a place filled with strangers has<br />
been critiqued f<strong>or</strong> this kind <strong>of</strong> homogeneity by (Lee and Watson 1993).<br />
4
having their <strong>'I</strong> saw you' answered. How they describe the meeting occuring and the<br />
'you' is a matter which has to be w<strong>or</strong>ded with great care.<br />
If we then consider f<strong>or</strong> a moment that what the <strong>'I</strong> saw you' is potentially doing is<br />
making a move in a romantic language game we have to then be aware that the writer<br />
is also risking some degree <strong>of</strong> embarrassment should their interest in the 'you' be<br />
exposed to the wrong person. 4 Some sense <strong>of</strong> the complexities and perplexities <strong>of</strong><br />
finding the 'you', and doing so in a way which comes <strong>of</strong>f as romantic, can be gathered<br />
from the third <strong>'I</strong> saw you' in Box 2 where the 'you' already has a partner 'super-glued'<br />
to them. By using excessively 'objective' geographical f<strong>or</strong>mulations <strong>or</strong> personal<br />
descriptions the writer may inadvertantly identify themselves, and the 'you' that they<br />
fancy, to everyone. Part <strong>of</strong> the <strong>'I</strong> saw you's functioning as a romantic language game is<br />
that, like a masked ball, privacy can be maintained in a public place but only by not<br />
pulling the mask away, <strong>or</strong>, the equivalent un-masking in the column being <strong>'I</strong> saw you<br />
Laura Ellison, outside your house, 6 Cherry Lane, London' (and the <strong>'I</strong>' probably does<br />
not have the 'you's postal address <strong>or</strong> telephone number anyway). So the <strong>'I</strong> saw you' has<br />
to find its addressee without unwanted others also finding the auth<strong>or</strong> <strong>or</strong> their 'you'.<br />
Box. 3 A place called 'Broomhill Drive' and an "I saw you" with no place names at<br />
all.<br />
Sometimes <strong>'I</strong> saw you's dispense with place names altogether as in the first one in Box<br />
3 'dream No 3498'. We have written elsewhere (Laurier and Whyte 2000) on the<br />
multiple uses <strong>of</strong> the <strong>'I</strong> saw you' column and we can just note here that it is not only<br />
used by people who have had a brief encounter and wish to get in touch again via the<br />
magazine but is also used by couples already in love to send one another private<br />
messages through a public f<strong>or</strong>um. Messages that can only be decoded through having<br />
pri<strong>or</strong> awareness <strong>of</strong> the secret language <strong>of</strong> the couple (i.e. 'dream no 3498' and<br />
'eeeaahch'). F<strong>or</strong> groups <strong>of</strong> friends to play jokes by making up false messages that<br />
4 By language game we are referring to Wittgenstein's notion <strong>of</strong> situated uses <strong>of</strong> w<strong>or</strong>ds, phrases, queries<br />
and responses (Hacker 1989; Wittgenstein 1953)<br />
5
contain jokes about one another using nicknames <strong>or</strong> shared recollections. Perhaps<br />
m<strong>or</strong>e disturbingly, the plot f<strong>or</strong> a recent television thriller was based on this kind <strong>of</strong><br />
column being used by a stalker to send threats to their victim.<br />
2. Reading as a situated and spatial activity<br />
So far we have been involved in a fairly close reading <strong>of</strong> three different excerpts from<br />
the column. A reading which could indeed be compared to the way a certain kind <strong>of</strong><br />
textual criticism reads texts very closely to establish what, f<strong>or</strong> instance, their auth<strong>or</strong>'s<br />
intention was. This kind <strong>of</strong> close reading is common f<strong>or</strong> poetry which is, <strong>of</strong> course,<br />
skillfully assembled to provide f<strong>or</strong> multiple readings and further meaning to be found<br />
through re-reading it (Livingston 1995). <strong>'I</strong> saw you' has to draw on similar skills to<br />
those used in writing poetry not only f<strong>or</strong> romantic purposes but also because there is a<br />
w<strong>or</strong>d limit <strong>of</strong> 30 w<strong>or</strong>ds f<strong>or</strong> each ad (see fig. 2), so writers have to make sure each<br />
w<strong>or</strong>d counts. Our fairly close reading could also be compared to the close listening<br />
which conversation analysts turn to peoples' talk, picking out a sh<strong>or</strong>t section to see<br />
how it w<strong>or</strong>ks and what <strong>or</strong>der there is in it (Sacks 1992). How the <strong>or</strong>der <strong>of</strong> the small<br />
piece is essential to seemingly larger objects which would n<strong>or</strong>mally be taken to<br />
'contain' the smaller parts rather than be mutually dependent on them. This, here<br />
briefly cited, dissolution <strong>of</strong> the micro-macro divide in studies <strong>of</strong> space and society<br />
which has f<strong>or</strong>med the basis not only f<strong>or</strong> ethnomethodology and conversation analysis<br />
but has also been re-w<strong>or</strong>ked in act<strong>or</strong>-netw<strong>or</strong>k the<strong>or</strong>y and its variants.<br />
In this second section <strong>of</strong> our paper we would like to consider another element <strong>of</strong> the<br />
field <strong>of</strong> practices within which these 'up close' readings were situated. A significant<br />
difference between the af<strong>or</strong>ementioned close reading <strong>of</strong> a poem and reading the <strong>'I</strong> saw<br />
you' section is that there are around about 100 <strong>of</strong> these 30 w<strong>or</strong>d texts arranged in<br />
columns over 2 pages (see box 4). As ever w<strong>or</strong>king back-to-front, the reading practice<br />
that precedes the close reading <strong>of</strong> section 1 is one where the reader scans columns <strong>of</strong><br />
similarly f<strong>or</strong>matted messages, akin to a scan <strong>of</strong> the small ads listing 'washing<br />
machines f<strong>or</strong> sale' if they were looking to buy a secondhand washing machine.<br />
6
Box 4. Cropped section <strong>of</strong> "I <strong>Saw</strong> You" columns. About half a page <strong>of</strong> 2 pages in total.<br />
F<strong>or</strong> <strong>'I</strong> saw you' readers, they are faced with around a 100 <strong>of</strong> these <strong>'I</strong> saw you's every<br />
f<strong>or</strong>tnight, so even the most dedicated readers choose practical solutions to finding out<br />
whether they might have been the object <strong>of</strong> someone's romantic attention. To supp<strong>or</strong>t<br />
the readers' scanning activities, the columns and their entries need to be relatively<br />
standardized. They have to be given a f<strong>or</strong>m which consists <strong>of</strong> a standardized typeface,<br />
an identifiable separat<strong>or</strong> (a box number followed by a line break, bellow which is '♥ I<br />
saw you'), even-edged columns and distinguishable from advertising (which is<br />
frequently placed in amongst the <strong>'I</strong> saw yous'.) Much <strong>of</strong> the w<strong>or</strong>k <strong>of</strong> translating the<br />
individual <strong>'I</strong> saw you' contribut<strong>or</strong>'s messages into this m<strong>or</strong>e standardised f<strong>or</strong>m is done<br />
by the edit<strong>or</strong>'s <strong>of</strong> the magazine. They help in making the media move from one place<br />
to another. Or as Latour (1998) (Latour 1998) puts it with reference to the w<strong>or</strong>k <strong>of</strong><br />
soil scientists' tabularising soil samples:<br />
What would be the simplest way to characterize the type <strong>of</strong> mediation that renders a<br />
visualizing activity scientific? The notion <strong>of</strong> in-f<strong>or</strong>mation captures a first trait, provided we<br />
understand the w<strong>or</strong>d in a very practical sense, as what put something into a f<strong>or</strong>m, in its most<br />
material aspect <strong>of</strong> inscription. To travel over distance, matters have to be charged into f<strong>or</strong>ms.<br />
If there is no trans-f<strong>or</strong>mation in the sense <strong>of</strong> encoding <strong>or</strong> inscribing into a f<strong>or</strong>m, then there is<br />
no travel n<strong>or</strong> transp<strong>or</strong>tation and the only way to know something is "to be there" and to point<br />
at features silently with the index. (Latour 1998)<br />
It may seem odd to compare the transecting, counting, sampling, numbering, colour<br />
charting etc. <strong>of</strong> soil scientists with that <strong>of</strong> a romantic c<strong>or</strong>respondance system.<br />
However what Latour and other researchers in science studies have done is devoted a<br />
great deal <strong>of</strong> attention to following 'paper trails' (Cussins 1992) that lead to and from<br />
the different places where scientific w<strong>or</strong>k is done. They repeatedly show science to be<br />
a spatialised activity which requires gathering up <strong>of</strong>ten messy samples from a field<br />
setting and gradually transf<strong>or</strong>ming and translating them so that they can be summed<br />
up as results elsewhere in the w<strong>or</strong>ld. In the <strong>'I</strong> saw you' section there is a parallel<br />
<strong>or</strong>derly assembly <strong>of</strong> 'data' in the columns <strong>of</strong> this section to that which is done when<br />
7
initially dis<strong>or</strong>derly soil samples are boxed up and grided as mediat<strong>or</strong>s <strong>of</strong> the setting<br />
from which they <strong>or</strong>iginated. They both allow a reader to scan the assembled<br />
collection, though, <strong>of</strong> course, f<strong>or</strong> radically different purposes.<br />
Latour's (1999) (chapter 2) tour <strong>of</strong> the transf<strong>or</strong>mations that allow soil scientists to do<br />
their science begins with them in a mucky rainf<strong>or</strong>est and ends with the clean data after<br />
a lengthy succession <strong>of</strong> shifts between places, materials, arrangements, reductions and<br />
standardisations.<br />
This maintaining <strong>of</strong> a constant through transf<strong>or</strong>mation has nothing to do with the carrying<br />
over <strong>of</strong> the things themselves, as in the naive scenography <strong>of</strong> realism, since the things have to<br />
be abandoned so that we have, at a distance, an inf<strong>or</strong>mation "about" them. But it has a lot to<br />
do with conserving a constant through successive transf<strong>or</strong>mations <strong>of</strong> the medium. Inf<strong>or</strong>mation<br />
is never simply transferred, it is always radically transf<strong>or</strong>med from one medium to the next.<br />
M<strong>or</strong>e accurately, it pays f<strong>or</strong> its transp<strong>or</strong>t through a heavy price in transf<strong>or</strong>mations. (Latour<br />
1998)<br />
To say that inf<strong>or</strong>mation in science is the temp<strong>or</strong>ary product <strong>of</strong> transf<strong>or</strong>mations and all<br />
kinds <strong>of</strong> processual w<strong>or</strong>k rather than being a hard objective fact is potentially<br />
controversial, to depict a similar chain <strong>of</strong> places, practices, act<strong>or</strong>s and artefacts that<br />
are articulated to perf<strong>or</strong>m the <strong>'I</strong> saw you' as a spatial assembly is much less<br />
contentious. Even though less radical it is nevertheless <strong>of</strong> great interest since these<br />
inf<strong>or</strong>mal <strong>or</strong>ganisational arrangements tend to be left to one side as potentially trivial<br />
even though they f<strong>or</strong>med much <strong>of</strong> the basis <strong>of</strong> early w<strong>or</strong>k in ethnomethodology and,<br />
<strong>of</strong> course, were the stock in trade <strong>of</strong> G<strong>of</strong>fman's (i.e. 1963) research.<br />
Returning to <strong>'I</strong> saw you' in its column f<strong>or</strong>m (Box 4) the practice <strong>of</strong> scanning is a way<br />
<strong>of</strong> reading which is a way <strong>of</strong> picking out a relevant detail from a listing <strong>of</strong> w<strong>or</strong>ds. We<br />
might think <strong>of</strong> it as closer to picking out the aces from a pack <strong>of</strong> playing cards spread<br />
out on a table than <strong>of</strong> the standardised western version <strong>of</strong> reading where we read a text<br />
from left to right, finding its sense as we move along it. Learning to glance-read the <strong>'I</strong><br />
saw you's involves scanning f<strong>or</strong> details like geographical terms such as the 'Tron' in<br />
<strong>or</strong>der to rule out <strong>'I</strong> saw you's that are not w<strong>or</strong>th reading since they are places where the<br />
reader has not been, though equally, if you have been to the Tron then these are<br />
adverts that may require a closer reading just in case the date and the description<br />
appear to match a brief encounter that you remember (and there are not so many brief<br />
encounters in a person's life that they would fail to remember them a f<strong>or</strong>tnight later).<br />
So we have a scanning activity now w<strong>or</strong>king in sequence with a close up reading <strong>of</strong><br />
certain <strong>'I</strong> saw you's. Here, then, is a surprising result which the edit<strong>or</strong>s <strong>of</strong> the events<br />
magazine alerted us to; the multiple mentions <strong>of</strong> venue names like the 'Tron' marks<br />
those places out as, at the very least, popular with readers. It is, as a by-product, a<br />
kind <strong>of</strong> reader's poll on the different cafés, bars and gathering places in the city. There<br />
is m<strong>or</strong>e to it than a simple strike rate (i.e. the Tron mentioned 6 times over 2 pages)<br />
since this is a column which is filled with written romantic gestures which have<br />
followed some f<strong>or</strong>m <strong>of</strong> felicitous meeting, so these are likely places where a reader<br />
might 'meet somebody'. The close reading <strong>of</strong> the ads also provides clues as to what<br />
the clientele are like in these venues in terms <strong>of</strong> age, dress, humour and sexual<br />
<strong>or</strong>ientation which provide a useful guide f<strong>or</strong> which particular places a reader might<br />
then go to on the basis <strong>of</strong> their age, dress etc. In other w<strong>or</strong>ds we find that these ads are<br />
not only at the end <strong>of</strong> a chain <strong>of</strong> translations leading to the reading <strong>of</strong> these columns<br />
8
ut that the columns also spur readers to go find certain venues in the city to see new<br />
people and (if they are lucky) be seen there by someone.<br />
3. From place to text via some postboxes, postcards, delivery vans and magazine<br />
racks.<br />
Fig. 1 "I <strong>Saw</strong> You" silver postbox at arthouse cinema with empty transparent postcard<br />
holder beneath.<br />
A few years ago there was a remarkable leap in the number <strong>of</strong> submissions to the <strong>'I</strong><br />
saw you' column; they m<strong>or</strong>e than quadrupled. Rising from a half page at the back <strong>of</strong><br />
the magazine to a double page spread with the possibility <strong>of</strong> m<strong>or</strong>e pages, were they<br />
not limited in the space the edit<strong>or</strong>s were willing to give over to what is, after all, a free<br />
service to readers which only generates money f<strong>or</strong> the magazine through spons<strong>or</strong>ship<br />
and advertising (from a tequila brand). What prompted this rise in the <strong>'I</strong> saw you'<br />
population was the introduction <strong>of</strong> a dedicated postal system f<strong>or</strong> the section, including<br />
postboxes (see fig. 1), postcards (fig. 2) and the related delivery drivers, white vans<br />
and mailsacks. Involving these additional intermediaries changed the relationship<br />
between the places where many <strong>of</strong> the 'brief encounters' occurred and the magazine<br />
section. A 'realist' version <strong>of</strong> the relationship between the text in the column and the<br />
'events' it provided 'inf<strong>or</strong>mation' on would suggest that the multiplication <strong>of</strong><br />
intermediaries and artefacts between the event and its inscription would increase the<br />
9
distance between them, however from our perspective it both strengthened the<br />
'articulation' <strong>of</strong> the space and perf<strong>or</strong>med the distance between the act<strong>or</strong>s involved. All<br />
<strong>of</strong> which might seem a little abstract until we inspect the details.<br />
The magazine initially placed a pilot group <strong>of</strong> around about a dozen postboxes in a<br />
variety <strong>of</strong> public venues in the cities it serves. They were picked on the basis <strong>of</strong><br />
venues already mentioned in the <strong>'I</strong> saw you' column but also on the usual basis -<br />
venues that had existing links with the magazine and were willing to give the<br />
postboxes a trial. Enrolling their interest involved pointing out to them that they<br />
would be getting mentioned in a favourable light in the <strong>'I</strong> saw you' column and also<br />
that postboxes and postcards were 'cool enough' to interest their customers rather than<br />
irritate them.<br />
If we look at fig. 1 we can, even from our fairly po<strong>or</strong> quality photo, get a sense <strong>of</strong> the<br />
use <strong>of</strong> colour and logos to make the postbox 'cool' and highly visible. It is a fairly<br />
standard postbox which was customised by being spray-painted silver and logo-ed<br />
The same distinctive logo is emblazoned on the front <strong>of</strong> the events magazine, on the<br />
postcards and in the column itself. A love heart in the middle <strong>of</strong> the eye (see box 4)<br />
displaying the various artefacts as part <strong>of</strong> the same set-up. In fig. 1 the postcard holder<br />
is empty but it n<strong>or</strong>mally contains a stack <strong>of</strong> postcards in a matching silver with the<br />
postbox.<br />
Fig. 2 "I <strong>Saw</strong> You" postcard, n<strong>or</strong>mally st<strong>or</strong>ed beside postboxes (see fig.1)<br />
A measure <strong>of</strong> the success <strong>of</strong> the postboxes and postcards in the bars and cafes <strong>of</strong> the<br />
cities, apart from the dramatic increase in number <strong>of</strong> <strong>'I</strong> saw yous', was that m<strong>or</strong>e<br />
venues approached the magazine asking if they could also have postboxes and<br />
postcards installed. This phenomenon is perhaps reminiscent <strong>of</strong> the insertion <strong>of</strong> PCs<br />
10
into cafés, which then became 'cybercafes' to give their customers access to internet<br />
and e-mail 5 . Or an older example mentioned by Habermas (1989) in his hist<strong>or</strong>y <strong>of</strong> the<br />
rise <strong>of</strong> the public sphere where, in certain 18 th century London c<strong>of</strong>fee houses, there<br />
were postboxes at which letters could be submitted directly to the London newspaper<br />
<strong>of</strong>fices.<br />
Fig. 3 Other places we can find <strong>'I</strong> saw you'.<br />
Having signaled the imp<strong>or</strong>tance <strong>of</strong> the new intermediaries introduced f<strong>or</strong> the <strong>'I</strong> saw<br />
you' to gather together the interests <strong>of</strong> a variety <strong>of</strong> act<strong>or</strong>s it should not be f<strong>or</strong>gotten<br />
that it also piggy backs on numerous other <strong>or</strong>derings <strong>of</strong> space. To name but one, the<br />
magazine distribution and display system wherein its events magazine is delivered,<br />
shelved, browsed, replaced f<strong>or</strong>tnightly and otherwise displayed (see fig. 3). <strong>'I</strong> saw you'<br />
perf<strong>or</strong>ms and connects spaces through articulating venues, the f<strong>or</strong>tnightly events<br />
magazine, newsagents, the events magazine’s regular and irregular readers at home on<br />
their couches <strong>or</strong> standing flicking in a shop (as in fig. 3). It makes these places not<br />
only 'netw<strong>or</strong>ky' but also through the traversing <strong>of</strong> entities like postcards and<br />
magazines allows spaces to interfere with one another (Law and Mol 2000) 6 .Looking<br />
5 The terms 'internet' and 'e-mail' cover an incredibly diverse bunch <strong>of</strong> activities, including as we<br />
recently discovered an <strong>'I</strong> saw you' website (www.isawyou.com) which is based in Seattle and thus some<br />
contrast should me made between a cybercafe and a café linked into ‘I saw you’ not least because the<br />
latter relies m<strong>or</strong>e on the shared knowledge that readers <strong>of</strong> the events magazine and inhabitants <strong>of</strong> the<br />
cities it serves are expected to have (i.e. where and what ‘Broomhill’ <strong>or</strong> the ‘Tron’ are).<br />
6 Law and Mol (2000) delineate a complex argument about perf<strong>or</strong>ming space which relies on a contrast<br />
between Euclidean space and netw<strong>or</strong>k space. Their argument which draws on the mathematical<br />
discipline <strong>of</strong> topology relies in one part on treating topology literally as it is understood in maths and<br />
then later trades on a mistranslation <strong>of</strong> the term into their own analyses where it becomes a m<strong>or</strong>e<br />
metaph<strong>or</strong>ical term f<strong>or</strong> thinking about stability versus fluidity, distances, connections and disconnections.<br />
In our paper we are not using the terms quite so literally but nevertheless find the<br />
distinction between Cartesian space and topological space a useful one f<strong>or</strong> considering the materiality<br />
11
at fig. 1 we see the reading and writing <strong>of</strong> <strong>'I</strong> saw you's' in a public place where clients<br />
<strong>of</strong> the arthouse cinema pass by the box on their way to buy tickets, see a film, eat <strong>or</strong><br />
drink at the cinema café. Admittedly one seldom sees other cinema-goers actually<br />
posting their cards but nevertheless this 'private' romantic box is publicly available.<br />
Also although one seldom sees strangers we have gathered several incidences <strong>of</strong><br />
where friends and acquaintances have written cards (Laurier and Whyte 2000). From<br />
the ethnographic research that we have carried out it is clear that the <strong>'I</strong> saw you'<br />
postcards are <strong>of</strong>ten written on the spot. Sometimes written in front <strong>of</strong> the 'you' they<br />
refer to. An incidence <strong>of</strong> this being a man writing a card at a table in bar with his<br />
friends after talking to a previously unacquainted woman whilst <strong>or</strong>dering his drinks,<br />
in view <strong>of</strong> both his friends and the woman sitting at an adjacent table. In another a<br />
case a group <strong>of</strong> friends drafting a fake/joke postcard together, one person writing<br />
down but each line being rehearsed aloud bef<strong>or</strong>ehand by the group.<br />
Doubtless many <strong>'I</strong> saw you' entries are drafted at home and remain in one sense<br />
'private' but part <strong>of</strong> the aff<strong>or</strong>dances <strong>of</strong> these paper postcards (positioned at hand,<br />
templated and ready f<strong>or</strong> immediate submission) is that they allow f<strong>or</strong> their collection,<br />
drafting and posting to be displayed to friends and strangers. Jaffe remarks on the<br />
related properties <strong>of</strong> greeting cards, describing the social significance <strong>of</strong> the moment<br />
<strong>of</strong> selection and purchase in the greeting card shop which sometimes eclipses that <strong>of</strong><br />
the subsequent writing <strong>of</strong> the message on the card (Jaffe 1999). One <strong>of</strong> the reasons f<strong>or</strong><br />
scrutinising the <strong>'I</strong> saw you' pages is then that the fact you have seen someone writing<br />
one after meeting you, even though you may not know exactly what has been written<br />
on it. Another reason f<strong>or</strong> scrutinising the <strong>'I</strong> saw you' pages is to b<strong>or</strong>row and adapt the<br />
phrases and methods which other <strong>'I</strong>'s have used to attempt to address their 'you's.<br />
There are further aspects <strong>of</strong> writing postcards at a café table <strong>or</strong> in a bar which can be<br />
made clear if we once again compare the <strong>'I</strong> saw you' cards to a masked ball. A card<br />
can be written in full view <strong>of</strong> other customers and indeed its intended 'you' without, if<br />
it is cleverly drafted, those third parties being able to identify from the columns (i.e.<br />
box 4) which particular <strong>'I</strong> saw you' belongs to the person they say writing the card n<strong>or</strong><br />
who the 'you' is. Should the 'you' wish to reject <strong>or</strong> simply ign<strong>or</strong>e the <strong>'I</strong>'s note <strong>of</strong><br />
interest then embarrassment is avoided by the 'mask' <strong>of</strong> the postcard, the description<br />
which will not necessarily find its addressee and the 'PO box' system <strong>of</strong> the <strong>'I</strong> saw<br />
you', as an intermediary maintains a degree <strong>of</strong> anonymity f<strong>or</strong> the 2 persons involved.<br />
However the <strong>'I</strong> saw you's do not always proceed on this anonymised-masked basis and<br />
we can see quite the opposite occurring in an example drawn from the newspapers. T.<br />
Lawson & Anna Claybourne rep<strong>or</strong>ting in the Scotsman newspaper, on a romance that<br />
bloomed from an <strong>'I</strong> <strong>Saw</strong> <strong>You'</strong> provide a wonderful example <strong>of</strong> how other<br />
intermediaries (i.e. James Thin (a placename), a member <strong>of</strong> staff, a photocopier and<br />
'the tea room wall') can help a you be found:<br />
The ad read: "I <strong>Saw</strong> You w<strong>or</strong>king in James Thin. South Bridge. Friday 2/2/96.<br />
7.30pm. You tall(ish), long brown hair. 3rd year Economics. I interrupted your phone<br />
call, bought some books, chatted but left without asking f<strong>or</strong> your number. My<br />
mistake. Box No u/273/9"<br />
<strong>of</strong> ‘I saw you’. Without entering into a larger exposition <strong>of</strong> ethnomethodology it should be understood<br />
that the ‘members’ <strong>of</strong> ‘I saw you’ do not <strong>or</strong>ientate to this dual version <strong>of</strong> space and thus it is an<br />
analyst’s categ<strong>or</strong>y and not a member’s. This signposts a disjuncture between the ethnomethodological<br />
studies and act<strong>or</strong>-netw<strong>or</strong>k the<strong>or</strong>y that have inf<strong>or</strong>med our research.<br />
12
It might well have been a f<strong>or</strong>l<strong>or</strong>n attempt: Ms Leslie was unaware <strong>of</strong> the I <strong>Saw</strong> You<br />
column. Her friends, however, were not: they recognised the girl in the advert and<br />
took action.<br />
The trainee accountant, now 23, said: "I walked into the shop one night and<br />
somebody had spotted the ad, blown it up, and pinned it on the tea-room wall."<br />
"I was flattered and a little scared. I was w<strong>or</strong>ried it may be someone weird who might<br />
start following me home. All boys I told said, no, don't go near him. But all my female<br />
friends said that they wished it had happened to them." (Scotsman, Tuesday 16th May<br />
2000, p3)<br />
What this example highlights is the issue that we have alluded to several times earlier<br />
which is that the use <strong>of</strong> place names, and members, especially shop staff may mean<br />
that this seemingly anonymous system actually can be decoded by other members<br />
with the relevant local knowledge. A further point it brings out is that just as the<br />
writing <strong>of</strong> the postcards is an occasioned activity that happens amongst groups <strong>of</strong><br />
acquaintances in cafés, bars and cinemas, so it is that the reading <strong>of</strong> magazine section<br />
is <strong>of</strong>ten a shared activity. One in the above example where a large part <strong>of</strong> the staff <strong>of</strong> a<br />
bookshop collectively find the 'you' that is being sought by the <strong>'I</strong>'.<br />
4. Conclusion<br />
In bringing this paper to a close we hope it has become clearer through the<br />
progression <strong>of</strong> the paper some <strong>of</strong> the audiences that we are addressing. Fields <strong>of</strong><br />
research endeav<strong>or</strong> which deal non-reductively with mundane spatial and material<br />
practices and knowledges. There are various approaches to society which favour<br />
either the close reading <strong>of</strong> texts somewhat in the manner which we carried out in<br />
section 1 and others which seek to <strong>of</strong>fer 'contextual' explanations f<strong>or</strong> how affairs like<br />
<strong>'I</strong> saw you' are founded in social behaviour in particular places (i.e. a crude f<strong>or</strong>m <strong>of</strong><br />
'situated cognition'). What we hope to have made conspicuous in this paper is that the<br />
<strong>or</strong>dinary romantic troubles <strong>of</strong> writers and readers <strong>of</strong> <strong>'I</strong> saw you's traverse these two<br />
extreme versions <strong>of</strong> social inquiry as they seek to find one another w<strong>or</strong>thy objects <strong>of</strong><br />
attention.<br />
13
Acknowledgements:<br />
The rest <strong>of</strong> the QMUC LiMe Team: Tom Shearer and Katie Bates. Funding f<strong>or</strong> this<br />
research was provided by the Esprit Research Programme as part <strong>of</strong> Intelligent<br />
Inf<strong>or</strong>mation Interfaces (project 25621). F<strong>or</strong> her helpful comments and title choosing<br />
on a previous version <strong>of</strong> this w<strong>or</strong>k -Venetia Evergeti. Particular thanks are owed to<br />
our inf<strong>or</strong>mants who shall remain psuedonymous: the edit<strong>or</strong>s at City Events, Paolo<br />
Conte on the piano, the girl with the dinosaur smile, 'Nicole' from Barcelona, the girl<br />
with the dalmations, the other guy from the Betty F<strong>or</strong>d Clinic, the female Sally.<br />
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