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MECM90041

Political Economy of Digital Life

University of Melbourne · Media & Communications
Essay Toolkit
Sem 1 2026 · Side 1 of 2
100% essay-assessed · no exam
SIDE 1/2   THE CRITICAL TOOLKIT & THE THEORY · Political economy · Value-form & surplus value · Base/superstructure · Digital labour · Platform & surveillance capitalism · Technofeudalism · Attention · Spectacle · Speed · Hyperreality 100% essay · no exam Compiled by AskSia · mapped to the MECM90041 curriculum · asksia.ai/cheatsheet/unimelb-mecm90041

0 · How to Use Thisread first

This subject is graded entirely by critical writing — no exam: an in-class Book Review PLAN (10%, 500w, Wk3–4), a BOOK REVIEW ESSAY (40%, 2000w, mid-sem), and a RESEARCH ESSAY (50%, 2500w, exam period). Hurdles: ≥80% tutorial attendance + submit every piece (a genuine attempt).

The marked skill = take a digital case & explain it as an expression of capitalism's contradictions — then critique it. So this sheet is a concept + citation bank: the toolkit & the theory (Side 1); the theorist bank, debates & the writing engine (Side 2).

Sia → One move runs the whole subject: pick a case (a platform, an AI bubble, an influencer, a meme), run it through the machinery (value-form · surplus value · spectacle · attention), then find where the argument breaks. Description loses marks; critique wins them.

1 · The Spine of the SubjectW1 · the diagram

The lecturer returns to one diagram every week: political economy (base/superstructure) → computing revolution → (global) modernity → digitality — mediating both social life (institutions) and personal life (psychology) through technology.

The deep through-line is social time / speed: since the late 1970s "things speed up," and we can feel it but struggle to say why. PE + a temporal/phenomenological method is the toolkit to articulate it.

Three phases: I PE as a way into mediated experience (W1–3) · II historical/sociological/political (W4–7) · III phenomenology of mediation (W8–12).

2 · Political EconomyW1 · the lens

Political economy · the study of how a mode of production (economy), a form of social organisation (value, power) and processes of socialisation (ideology, culture) hang together — plus the question of capacity for action (agency, autonomy).

Vs mainstream economics: neoclassical economics treats the market as a neutral allocation mechanism; PE treats the economy as a structure of social power & class relations. It's the "way in" to digital life.

Tutorial drill — sort any digital phenomenon (algorithms, influencers, AI agents, K-pop, neoliberalism) into the 3-part skeleton: economy · value-and-power · ideology-and-culture.

3 · Marx Basics, As Used HereW2 · cite-ready

Commodity · a thing produced for exchange, not direct use. Commodification · turning more of life (attention, data, social relations) into commodities.

Use it: name what is commodified in your case, and the labour behind it.

3b · Value-Form TheoryW2 · the engine

Use value = utility, tied to concrete labour (the diamond/water paradox). Exchange value = what it fetches, produced by abstract labour (homogeneous social time) — the basis of surplus value.

Surplus value = value labour produces beyond its wage; the source of profit. Marx's footnote the course hangs on: technology "discloses man's mode of dealing with Nature" & lays bare social relations + mental conceptions (the "missing links" the course inserts).

Capital = what capitalists accumulate through the labour–commodity relation (Harvey). Use it in your essay: show your case extracting surplus value or converting use value into exchange value.

4 · Base & SuperstructureW2 · master diagram

BaseSuperstructure
means of production (tools, machines, land)law, media, politics, education
relations of production (classes, capital, property)art, religion, philosophy, ideology

They shape each other in a "spiral," but the base is generally dominant. Tutorial debate: is digital tech (base) or political power (superstructure) the more decisive force? Commodity fetishism (Marx) / reification (Lukács): human relations appear as relations between things — Debord extends both into the spectacle.

5 · Crisis & ContradictionW2,5 · Harvey

Capitalism convulses through internal contradictions; crises (the GFC) are cyclical (Harvey). The course invites reading the "AI bubble" as a coming crisis.

The deepest contradiction (Marx via Celis Bueno): capital uses a tech revolution to minimise the labour-time in each commodity — while still using labour-time as the measure of value.

Sia → "Is the AI bubble a crisis of capitalism?" is a ready-made research-essay question — run it through Harvey's crisis theory + the labour-time contradiction.

5b · Industrial RevolutionsW4 · context

The course dates the stages: 1st (1760, mechanisation/steam) · 2nd (1870, mass production/electricity) · 3rd (1947, computing/automation) · 4th (~2020s, cyber-physical/AI). Financialisation — finance & asset-price dynamics dominating productive activity — runs through the GFC, the dot-com crash & the "AI bubble," central to both Harvey's crisis theory and Varoufakis's cloud capital.

6 · Digital & Immaterial LabourW10 · cite-ready

Digital labour (Fuchs) · organising experience via brain + media + speech to make new products. Affective labour (Hardt & Negri) · labour producing/manipulating affects as an immaterial commodity. "The soul at work" (Berardi) · attention "under siege"; capital takes mind, language & creativity as its primary tools.

The audience commodity (Smythe) · media don't sell content to audiences — they sell audiences (their watching-as-work) to advertisers. The classic PE move that prefigures platform capitalism: user data & attention packaged for sale.

Free labour · the unwaged user-generated content & early open-source work that built Web 2.0 — exploitation "beyond the factory."

7 · Platform & Surveillance CapitalismW4 · platforms

Platform capitalism · the Web-2.0 model — set up a low-threshold platform → users populate it → algorithms read their data → sell third parties personalised advertising. "Data is the new oil"; tends toward monopolisation.

Surveillance capitalism (Zuboff 2019) · claims human experience as free raw material for hidden extraction, prediction & sale; a "parasitic" logic, a "global architecture of behavioural modification," "a coup from above."

Societies of control (Deleuze) · power that "coerces without prohibitions, through enjoyable incentives" — beyond the disciplinary panopticon.

8 · Data ColonialismW3,5 · the South

Data colonialism (Mejias & Couldry) · extracting data & value from the Global South & Indigenous peoples, reproducing colonial asymmetries — platforms "colonise" everyday life. Datafication · converting everyday behaviour into machine-readable, monetisable data points.

8b · Tech Sovereignty & GeoeconomicsW5 · Diesen

Technological sovereignty · states fight for control of critical layers — chips, OS, software, critical minerals. Chip wars: TSMC (Taiwan, ~93% of advanced fabs), ASML (EUV lithography, NL), US export controls vs China, AUKUS Pillar II, reshoring, China's grip on rare earths/gallium. The "Fourth Industrial Revolution" read as great-power competition — a US–China "new Cold War" re-territorialising the once-"open" internet.

Road not taken: Project Cybersyn (Allende/Beer) — socialist cybernetics vs the neoliberal coup.

9 · Technofeudalism & RentW2,5 · Varoufakis

Technofeudalism (Varoufakis) · capitalism has died, replaced by a feudal-like order of monopolistic digital infrastructure; we become "digital serfs."

Cloud capital & cloudalists · a new species of capital (platforms, algorithms, devices) that modifies behaviour & commands attention; its owners extract value as rent, not profit.

Rent vs profit · profit = producing & selling commodities in competitive markets; rent = controlling access to the digital "fief." The demise of profit (replaced by cloud-rent) is, for Varoufakis, the end of capitalism proper — the course's central provocation.

Sia → The hinge of the whole "is it still capitalism?" debate is rent vs profit. Take a stance & defend it with a named platform.

10 · The Attention EconomyW10 · Celis Bueno

In an info/knowledge economy, human attention becomes a scarce, valuable commodity — psychic raw material transformed into labour that produces surplus value (Celis Bueno; cognitive / post-Fordist capitalism). Premise: "content is infinite but time is limited."

Both clock-time and "cyber-time" subsume human activity under capital; valorisation of subjectivity (Virno, Berardi) — subjectivity itself becomes the territory of value-production.

11 · Spectacle & Spectacle 2.0W10 · Debord

Society of the spectacle (Debord) · "everything directly lived has moved away into representation"; the spectacle manufactures pseudo-needs & "the concrete manufacture of alienation." SI tools: psychogeography, dérive, détournement.

Spectacle 2.0 (Briziarelli & Armano) · the spectator becomes an interactive, self-spectacularising, precarious subject — mirroring Web 2.0 & Harvey's shift to flexible accumulation. Personal life becomes entertainment-as-value-production. Epistemology of the spectacle: a "two-layer" reality — deep alienation/reification covered by a superficial spectacular layer.

The spectacle extends the culture industry (Adorno & Horkheimer), Lukács's reification & Marx's commodity fetishism.

11b · Distraction or Attention?W10 · the frame

Master question of W10: is "distraction" a phenomenon of information overload or of market competition for our time? What is attention worth — to us, vs to the economy? Beller: the attention economy is "a generalized alienation of the spectator from vision."

12 · Speed & AccelerationW9 · the high-speed society

High-speed society / time-pressure paradox (Wajcman; Rosa's three accelerations — technological, of social change, of the pace of life). Paradox: if tech speeds things up, why does time feel scarcer?

Time-space compression (Harvey) · tech telescopes distance — Marx's "annihilation of space by time"; capital must speed circulation & expand globally ("faster = better").

Dromology (Virilio) · the logic of speed; speed-space replaces real space; the military is the vanguard; every invention invents its accident; calls for a cultural slow-down. Timeless time (Castells) · "perennial simultaneity."

Wajcman's twist: speed is a sociotechnical assemblage — devices + social norms co-evolve; the digital-detox reflex is "inadequate" & nostalgically conservative.

12b · Acceleration & RefusalW9 · the edge

Accelerationism (Mackay & Avanessian; CCRU) · the heresy that the radical response to capitalism is to accelerate its decoding tendencies. Hyperstition · "fictions that make themselves real."

Futurity vs the future (Eshun) · future = capitalism's intensified present; futurity = a qualitatively different future (Afro/Sino/Gulf/Indigenous/xeno-futurisms). Refusal cultures: lying flat (躺平) · let it rot (摆烂).

13 · HyperrealityW8 · Baudrillard

Simulacra & simulation · four orders of the sign: reflects → masks → masks the absence of → bears no relation to reality (pure simulacrum). Hyperreality = a systematic excess of reality (information overload), where the model precedes & produces the real — "the murder of the real" ("the Gulf War did not take place").

Database consumption (Azuma) · postmodern culture loses the grand narrative; otaku consume a database of settings/character-elements, recombining simulacra without an original — "matching the logic of the Web." Cases (W8): otaku fandom, AI influencers, Amalia Ulman's staged Instagram performance. Barroso applies Baudrillard to the smartphone: "the virtual thinks for us."

13b · The Phenomenological TurnW8 · Phase III

Phase III asks how digital media filter experience. Entry point: Kant's phenomena vs noumena — the a-priori categories framing any possible experience — re-asked as how platforms frame the phenomenological object of knowledge. Habermas's public sphere migrates from physical space (parks, cinemas) to networked software platforms.

14 · Technology & ModernityW3 · the anthropology

Exteriorisation (Leroi-Gourhan) · technology externalises human faculties — tools extend the body, writing extends the mind ("homo faber"). Enframing / Gestell (Heidegger) · modern technology reduces beings to calculable "standing-reserve" → alienation. Cosmotechnics (Yuk Hui) · no single universal Technology — plural technodiversities rooted in different cosmologies.

Plasticity (Mbembe) · digital tech's power is its graftability onto other cultural matrices; tech is "the mediation par excellence of the living." Analogue vs digital (Hassan) · digital is "magical" (invisible, ungraspable) & severs our analogue relation to nature/labour → alienation as "a relation of relationlessness" (Jaeggi).

15 · Ideology & the Tech OligarchyW6–7

Cyber-libertarianism → neoliberalism (Chenou) · 1990s "internet exceptionalism" & multi-stakeholderism didn't stay libertarian — it was institutionalised as a neoliberal mode of governance.

The Californian ideology · countercultural utopianism fused with free-market libertarianism; mutates into reactionary "tech-libertarian futurism."

Reactionary tech oligarchy (Farkas & Mondon) · tech billionaires' entry into far-right movements, enabled by decades of liberal "post-democracy"; rejects euphemisms ("polarisation," "populism"). W6 profiles Thiel/Musk/Karp; Palantir as its nationalist/Schmittian wing (Taşkale).

16 · Network Society & the CommonsW4 · context

Network society (Castells) · post-1970s structure organised around info networks; "space of flows" > place; the ICT revolution diffused on a trajectory set by neoliberal globalisation.

Digital commons · non-proprietary production (Free Software, GPL, Linux, Wikipedia; "free" = liberty not price); Raymond's cathedral vs bazaar; Lévy's collective intelligence. Tension: the commons vs commercialisation/monopoly ("embrace, extend, extinguish").

Web 1.0 / 2.0 / 3.0 · 1.0 read-only (1960s–90s) → 2.0 the platform economy & UGC (2000s) → 3.0 the AI/LLM turn (2020s), with IP, labour-redundancy, geopolitical & ecological (critical-mineral) stakes. Lovink & Rossiter: build "organized networks" — "the world cries for action, not likes."

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MECM90041
Political Economy of Digital Life
University of Melbourne · Media & Communications
Essay Toolkit
Sem 1 2026 · Side 2 of 2
Apply · cite · write
SIDE 2/2   APPLY · CITE · WRITE · Theorist & reading bank · The live debates · Concept glossary · The Book Review Essay · The Research Essay · Argument craft · Integrity 100% essay · no exam Compiled by AskSia · mapped to the MECM90041 curriculum · asksia.ai/cheatsheet/unimelb-mecm90041

17 · Theorist / Reading Bankcite these · I

VaroufakisTechnofeudalism

Capitalism is dead; cloud capital lets cloudalists extract rent; we are "digital serfs." The "is it still capitalism?" provocation.

HarveyLimits to Capital

Marxist crisis theory; cyclical contradictions; time-space compression ("annihilation of space by time").

Celis BuenoThe Attention Economy

Attention as commodity & immaterial labour producing surplus value; extends Marx's contradiction into post-Fordism.

DebordSociety of the Spectacle

Life mediated by images; "everything directly lived moves into representation"; the manufacture of alienation.

Briziarelli & ArmanoSpectacle 2.0

The spectator becomes an interactive, self-spectacularising, precarious subject; the "two-layer" epistemology.

Zuboff2019

Surveillance capitalism — experience as free raw material for prediction & behavioural modification.

Smytheaudience commodity

Media sell audiences to advertisers; watching is work — the classic PE move behind platform ads.

HassanCondition of Digitality

Digital is "magical," severs the analogue relation to nature/labour → alienation as "relationlessness."

17b · Reading Bankcite these · II

WajcmanHigh-Speed Society

The time-pressure paradox; speed as a sociotechnical assemblage; anti-digital-detox.

Viriliodromology

The logic of speed; speed-space replaces real space; every invention invents its accident.

BaudrillardSimulacra

Four orders of the sign; hyperreality; "the murder of the real."

LefebvreRhythmanalysis

Non-linear time; recovering autonomous rhythms against capital's imposed tempo. (W11.)

MarxCapital, Vol. 1

The value-form, surplus value & the footnote on technology disclosing social relations + mental conceptions.

GraeberFlying Cars

Poetic vs bureaucratic technologies; capitalism ≠ market; the declining rate of real innovation. (W7.)

HadjadjiW6 guest

Digital capitalism's drift to neoliberalism & the techno-fascist Silicon Valley turn ("apocalypse nerds").

17c · Reading Bankcite these · III

MbembeBrutalism

Tech's power = plasticity (graftable onto other cosmologies); tech as "mediation of the living."

Yuk HuiCosmotechnics

No single universal Technology — plural technodiversities; engages/critiques Heidegger.

Lovink & RossiterOrganization after Social Media

"Organized networks" vs weak-tie data-mining; "the world cries for action, not likes."

Farkas & Mondonreactionary tech oligarchy

Tech billionaires' far-right turn, enabled by liberal "post-democracy"; radical-democratic alternatives.

Diesen4th Industrial Rev.

Tech as great-power competition; technological sovereignty / geoeconomics (chips, minerals).

Berardithe soul at work

Attention "under siege"; cognitive capital takes mind, language & creativity as its tools.

Hardt & Negriaffective labour

Labour producing/manipulating affects as an immaterial commodity.

Castellsnetwork society

Space of flows > place; "timeless time"; the ICT revolution & neoliberal globalisation.

Chenou · Graeber

Cyber-libertarianism → neoliberalism; poetic vs bureaucratic technologies (declining innovation).

Azuma · Taşkale · Konior

Database consumption (otaku); Palantir's "technological republic"; the dark-forest internet.

Pohle & VoelsenCentrality & Power

How states (digital sovereignty) & firms reconfigure the internet's power — exceptionalism → re-territorialisation.

Fuchs · Virno

Digital labour as value-production; subjectivity itself as the territory of valorisation.

Eshun · CCRU

Futurity vs future; accelerationism & hyperstition; the technodiversity of futurisms.

Heidegger · Ellul

Enframing/standing-reserve; technology as an autonomous system that determines our mode of life. (W3.)

Deleuzevia Brusseau

Societies of control — power that coerces through "enjoyable" incentives, beyond the panopticon.

Sia → For the Book Review, pick one of these as your text; for the Research Essay, line three or four up against your case.

18 · Key Debatesboth sides · essay fuel

Still capitalism or technofeudalism?

Varoufakis: capitalism is dead — cloud-rent replaces profit (digital serfdom). Against: Harvey/Celis Bueno/Zuboff/Briziarelli & Armano keep it inside capitalism — surveillance/cognitive/Spectacle 2.0 are mutations of capital, not its supersession. Hinge: rent vs profit.

Is digital labour exploitation?

Yes: attention + immaterial/affective labour produce surplus value beyond the factory (Celis Bueno, Fuchs, Berardi); Beller — the attention economy is "a generalized alienation of the spectator from vision." Tension: the "free labour" ambiguity of open-source & user content.

Platform power & the tech oligarchy

Are Thiel/Musk/Karp a far-right oligarchy enabled by liberal post-democracy (Farkas & Mondon)? Palantir's algorithmic/Schmittian governance (Taşkale) vs depoliticising euphemisms.

Acceleration vs the good life

Wajcman's paradox & rejection of digital-detox-as-politics, vs Virilio's call to slow down, vs accelerationism's "speed it up." Refusal cultures (lying flat / let it rot) as the student-facing edge.

Base or superstructure?

Is digital tech (base) or political power/ideology (superstructure) the more structural force? Course leans "base generally dominant" — but insists on the feedback spiral.

Poetic vs bureaucratic tech

Graeber (W7): has capitalism moved from poetic technologies (imagined futures, flying cars) to bureaucratic ones (software turning us all into administrators)? Capitalism ≠ market; large semi-monopolies aren't very innovative.

Reality or hyperreality?

Do we live in the real or in simulacra/database consumption (Baudrillard, Azuma)? Is the analogue human alienated in a digital world — "relationlessness" (Hassan, Jaeggi)?

Tech: human, cultural, or capital-shaped?

Does technology make us human / is it a cultural framework (Leroi-Gourhan, Mbembe, Hui) — or is its development structured by capital's imperatives (the PE line) vs an autonomous system (Heidegger, Ellul)? Sub-question: should tradition (Hui's cosmotechnics) govern technology?

Sia → A strong essay stages a debate: name the strongest position, then the objection, then your adjudication via a case.

19 · A2 · The Book Review Essay40% · 2000w

Review one chosen book from the reading canon (Varoufakis, Hassan, Celis Bueno, Briziarelli & Armano, Hui, Diesen, Mbembe, Lovink & Rossiter…). Choosing a book that genuinely sits in the course's debates is itself assessed. Referencing is unusually light — you need only cite the chosen text; no minimum sources.

the 4-move skeleton1 SITUATE — place the book in its field + why it's relevant (~300w)
2 EXPLAIN — its central arguments, can go chapter by chapter (~900w)
3 ASSESS — its single most valuable idea + why, w/ examples (~500w)
4 CRITIQUE — limitations in specific arguments, grounded in examples (~300w)

Marked on: text relevance · cohesive engagement · clear justification of each move · genuine evaluative voice (faithful summary + a strong critical voice — see the Lunt & Lanchester exemplars).

19b · A1 · The Plan10% · 500w · Wk3–4

An in-class, formative miniature of the four moves — it forces you to choose your book early & draft the structure. Tutors don't feed back on the plan itself; the payoff is structural, and your analysis/conclusion may legitimately drift by the finished review.

19c · Picking the Bookset yourself up

  • Sits squarely in a course debate (PE, speed, spectacle, platforms)
  • Has one idea you can champion & one limit you can name
  • You can reuse it as a theorist in the Research Essay
  • Short enough that you can review it with real depth in 2000w

19d · The Evaluative VoiceA2 craft

A review is not a summary. Balance faithful exposition (what the book says) with a strong assessing voice (where it convinces, where it overreaches). The exemplars (Lunt's review essay; Lanchester's LRB piece) model exactly this mix.

For move 3, don't just praise — show why the best idea matters, with a concrete digital example. For move 4, target specific arguments, not the book in general.

The payoff loop: tutors don't feed back on the 10% plan — but the feedback you get on this 2000w review becomes the key input for the 2500w research essay. Treat the review as a dress rehearsal for your critical voice.

20 · A3 · The Research Essay50% · 2500w

Choose a question from the LMS list or negotiate your own topic with your tutor (genuine interest carries the work). The graded skill: apply theory to a concrete digital case — don't describe a platform, explain it.

structure scaffoldIntro — case · stakes · thesis · roadmap
Body ¶ — claim · the case · theory (a concept §) · critical analysis · link
Concl. — restate · synthesise · "so what for capital / alienation / autonomy"

Run a named case through the machinery: TikTok's feed, the "AI bubble," Palantir, an influencer (Amalia Ulman), a lying-flat meme — read via value-form, surplus value, base/superstructure, alienation, the attention economy, the spectacle.

Then critique, don't report: name the strongest reading, find where it breaks, position against the theorists. Use the temporal/phenomenological lens — treat digital experience as a structuring of time & attention under capital. Meet academic protocol: proper referencing & advanced library research.

20b · Worked · Mini Casethe shape

Case: an AI influencer's monetised feed. Concept: the attention economy + Spectacle 2.0. Analysis: the user's watching is immaterial labour; self-spectacularisation = value-production; attention is the commodity. Critique: does "rent" (Varoufakis) or "surplus value" (Celis Bueno) better name the extraction? That tension is your thesis.

20c · Essay Trapsavoid these

  • Describing a platform instead of explaining it
  • Theory-dropping — naming Zuboff without using her
  • No critique — summarising the canon, not assessing it
  • Ignoring the time/speed lens the course prizes
  • One theorist only — the best essays stage two against each other

20d · Autonomy & the WrapW11–12

The final phase pivots to autonomy: Lefebvre's rhythmanalysis asks whether we can recover our own biological/social rhythms against algorithmically imposed tempo & attention-commodification. A strong essay can end not just on critique but on the question of agency — what a non-alienated digital life might look like. W12 reprises the three phases for the research essay.

21 · Concept Glossarycitation-ready

Surplus value — value labour makes beyond its wage; the source of profit.

Abstract labour — labour as homogeneous social time; substance of exchange value.

Reification — human relations frozen into thing-like form (Lukács).

Cloud capital — platforms/algorithms/devices that command attention & extract rent (Varoufakis).

Rent — value from controlling access to an asset, vs profit from production.

Immaterial labour — labour producing knowledge, affect, communication.

Valorisation — the value-increase of capital; here, of subjectivity itself.

Détournement — turning the spectacle's images against it (SI).

Dromology — the logic/politics of speed (Virilio).

Hyperstition — fictions that make themselves real.

Standing-reserve — beings reduced to exploitable stock (Heidegger).

22 · Argument Craftdescription → analysis

thesis template"While [case] appears to ___ ,
read through [concept/theorist] it actually ___ ,
revealing ___ about [capital / labour / alienation / autonomy]."

Description = what the platform is. Analysis = what it means for value, power, who profits, who's alienated. End each ¶ on a "so what."

Critical phrases: this suggests · this reveals · which implies · more convincingly · however · by contrast · as X argues · extending X · X overstates · against X.

23 · Integrity & HD Checklistbefore you submit

AI use: work is Turnitin-scanned. OK (disclose): verify ideas, define terms, locate sources. Not OK: AI writing/rephrasing your prose or cited as a source.

  • Arguable thesis, answered throughout
  • Concept + case + theorist in each ¶
  • Critique > description; every ¶ has a "so what"
  • Time/attention lens used somewhere
  • Book review: only the chosen text cited; 4 moves clear
  • Counter-position raised & adjudicated
  • Within word count (±10%)
Sia → Read your topic sentences end-to-end — they should argue the whole case alone. If not, the structure isn't there yet.
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