Thursday, October 4, 2007

July 27, 2007- Cake, but No Presents, Please

link

The New York Times
Printer Friendly Format Sponsored By



CRANFORD, N.J., July 22 — At Gavin Brown’s 4th birthday party, the usual detritus lined the edges of the backyard: sippy cups, sunscreen, water shoes, stuffed animals. There were 44 guests and as many buns on the grill, in addition to an elaborate ice cream cake adorned with a fire truck. For the adults, there was sangria and savory corn salsa.

But the only gift in sight was a little red Matchbox hook and ladder rig. All the bounty from Gavin’s birthday — $240 in checks and cash collected in a red box next to a plastic fire helmet — went to the Cranford Fire Department.

“Thanks, buddy,” Lt. Frank Genova said on Sunday when Gavin handed over the loot, after which he took a tour of the pumper truck and tried on a real captain’s helmet. With the party proceeds, the birthday boy suggested, the firefighters “can buy new fire trucks, new equipment, and more food.”

In part to teach philanthropy and altruism, and in part as a defense against swarms of random plastic objects destined to clutter every square foot of their living space, a number of families are experimenting with gift-free birthday parties, suggesting that guests donate money or specified items to the charity of the child’s choice instead.

Witness, perhaps, the first hyper-parenting trend that does not reek of wanton excess.

Grown-ups who have everything have long politely requested “presence” instead of presents for later-in-life birthdays and anniversaries, and some couples have recently shunned the wedding registry, instead directing loved ones to donate.

Now, the trickle-down effect: Annie Knapp of Milford, N.J., collected $675 at her Sweet 16 in April for Heifer International, which provides livestock to poor families. Zachary Greene, who lives in the Chicago suburbs, turned 8 in November surrounded by books that his friends brought for a local reading program. And in Randolph, N.J., 6-year-old Jack Knapp (no relation to Annie) even got his grandparents to lug a 50-pound bag of kibble to his party for the local animal shelter.

Maggie Jones, director of Children for Children, a New York nonprofit, said that in the last year the number of participants in the group’s Celebrations program — which encourages “a tradition of giving” around milestones like birthdays, bar or bat mitzvahs and graduations — has more than doubled to 100-plus families. Ms. Jones said that she knew of four private schools in New York City that had made such parties the standard.

Davida Isaacson, a principal with Myerberg Shain & Associates, a fund-raising consulting firm, says that no-gift parties are one prong of a growing movement to involve even the youngest children in philanthropy. Some parents match children’s charitable donations dollar for dollar, she said, while others invite them to research causes and help decide which ones to support.

She recalled one wealthy couple telling their son when he was 18 or 19 that they were dividing their estate as if they had four children instead of three, the fourth being charity.

“The kid stormed out of the room,” she said. “And he came back a few minutes later and said, ‘You know, that’s really neat.’ ”

The gift-free party does have its detractors, most eloquent among them Judith Martin, who writes the Miss Manners syndicated column.

“People seem to forget that you can’t spend other people’s money, even for a good cause,” Ms. Martin said in a phone interview. “Do you really want the birthday child to grow up hating philanthropy because it’s done him out of his birthday presents?”

While she sympathizes with parents’ desire to avoid materialistic feeding frenzies, Ms. Martin advised: “They’d be much better off getting together with the other parents and agreeing on very small presents.” Besides, she noted, children learn valuable lessons giving gifts they would rather keep for themselves — and saying thank you even for things they do not like.

Toyi Ward, president of Favor Party Planning in Somerset, N.J., recalled a slightly traumatic no-gift party in which the birthday boy watched guests pile up items destined for underprivileged children through the group Toys for Tots. “The birthday child was 4, and it was a little difficult, because there were some toys in there he might have really wanted,” Ms. Ward recalled.

Catherine Racette gave the thumbs-down to a recent no-gifts party she attended (bringing a gift anyhow). “I mean, it’s the kid’s birthday,” she wrote on a community bulletin board, Maplewoodonline.com. “Let them get gifts — that’s kind of the fun of being a kid.”

Bill Doherty, who helped create Birthdays Without Pressure, a Web site opposed to expensive, competitive parties in the Nickelodeon set, said the no-gift notion was “great, especially if the child is involved in choosing the charity,” but cautioned that “it could become another source of competition.”

“Kind of like rich people and their gala charity balls,” he explained, “so people would ask, ‘How much did your child raise for charity?’ ”

In Randolph, N.J., Jack Knapp’s family has a five-year tradition of redirecting birthday benefits: They have collected dress-up clothes for a girl with cancer, items for the pediatric emergency room at Morristown Memorial Hospital and groceries for the Interfaith Food Pantry.

After seeing her two older siblings treated like heroes when they dropped off their haul, the youngest, Emily, recently told her mother, Mindy Knapp, that she wants gifts for her 4th birthday next month to go to the neonatal unit. Not that she can define neonatal.

“She said, ‘Could we give stuff to the babies at the hospital?’ Mrs. Knapp said. “Now they wouldn’t think of doing it any other way.”

Mrs. Knapp said her children’s grandparents “always support whatever cause the kids are into,” but also insist on giving them gifts, noting, “Otherwise it would be like a scene from ‘Mommie Dearest.’ ” As for skeptics, Mrs. Knapp said, “once they come to the party and see how the kids are all so excited, every single parent who expressed any doubt to me has said later, ‘I take it back; it’s a beautiful thing you’re teaching your kids.’ ”

Last year, Jack went to a party for twins where there was what Mrs. Knapp described as “a mountain of birthday presents.”

“He went up to them and said, ‘Wow, who’s getting all that stuff?’ ” she recalled. “It never occurred to him that they were bringing them home.”

Here at Gavin’s party, the 20 children did not bring gifts, but they left with them: organic cotton Ecobags filled with fruit leathers, likewise organic, and wooden toys.

Gavin’s mother, Shelley Brown, said she began talking with her son about the possibility of a present-free party several months ago. “We’re trying to raise him in a way of not being too much of a consumer,” said Ms. Brown, 35, who carried his year-old brother, Griffin, in a sling most of the afternoon. “He definitely has enough things.”

Kyle Miller of Cranford, whose 2-year-old daughter, Cady, attended the party, appreciated the life lesson that came with it. “We’re incredibly fortunate — we have an abundance of material things — but maybe that’s not the message we want to give our kids,” she said. “We want a different message.”

Another guest, Glenn Johnson, admitted to being a bit nervous about the prospect of showing up at a child’s party empty-handed (though he did bring $20 for the firefighters). So a model airplane, neatly wrapped, sat outside in his Toyota, just in case.

July 25, 2007- Fight Song at Ozarks: Work Hard and Avoid Debt

I know of just the right place to implement this!!

link


The New York Times
Printer Friendly Format Sponsored By



On Education

POINT LOOKOUT, Mo.

Like many undergraduates, students at the College of the Ozarks here work their way through school, though they often do such unconventional campus jobs as milking cows at dawn in the college’s barns and baking fruit breads for sale to donors.

But what is truly different about Hard Work U. — as the college styles itself — is that all 1,345 students must work 15 hours per week to pay off the entire cost of tuition — $15,900 per year. If they work summers, as one-third are doing this summer, they pay off their $4,400 room and board as well. Work study is not an option as it is at most campuses; it is the college’s raison d’être.

This is a college that is philosophically opposed to students starting careers with an Ozark mountain of debt — 95 percent graduate debt free — and it believes that students who put sweat equity into their education value it more.

“I find I take more pride in doing well in class when I know I’ve washed dishes to be able to take that class,” said Sarah Ledoux, a sophomore from Deridder, La.

Other students make similar remarks on this campus, spread across a thousand acres of the hardscrabble hills and hollows of southwestern Missouri. Those students and the college’s longtime president, Jerry C. Davis, think the up-by-the-bootstraps credo is one that more campuses should adopt. Too many parents, they say, think children should focus only on the “full college experience” of classes, clubs and sports, and be spared the economic realities or have those realities postponed through loans.

“The work ethic is not what it used to be,” Mr. Davis said in his Georgia drawl. “When you go out into the real world, they don’t care where you went to school. They care if you show up on time, if you don’t do the job right, if you’ve got a good attitude. Employers will tell you that graduates of College of the Ozarks have qualities they like.”

Mr. Davis, a self-made man who overcame a life that included a broken home and expulsions from two colleges, says that his school’s outlook is particularly pertinent in an era when the price of tuition can buy you a Mercedes-Benz, and when loan companies are so eager to hand out money that lenders have been accused of offering stock deals to college officials.

The College of the Ozarks — a four-year college since 1965, and rated No. 30 by U.S. News and World Report among Midwestern colleges offering both liberal arts and professional degrees — is one of seven so-called work colleges. Six describe themselves as Christian institutions and often, like Ozarks, are socially and politically conservative.

At Ozarks, drinking is forbidden, men and women live in separate dormitories and students must attend seven chapel services a year, whatever religion they are. The political outlook is evident in campus speakers like Margaret Thatcher and Tommy Franks, the retired general who led the Iraq invasion.

If work colleges have flourished through an almost spiritual faith in self-reliance, the practical economics are clearly not suited for every campus. Roger Lehecka, the former dean of students at Columbia and a consultant to scholarship programs including one at The New York Times, points out that working 15 hours a week amounts to earning roughly $6,000 for two semesters, a small portion of a year at Columbia that can cost more than $45,000.

“No way a kid could do that working 15 hours,” Mr. Lehecka said.

Colleges like Columbia pay high salaries to attract top scholars and offer students a smorgasbord of electives as well as amenities like Olympic-scale gyms. College of the Ozarks is run on a lean staff — it has only four deans — and pays full professors under $70,000 a year for teaching more hours per semester, 12. English majors can avail themselves of a bare-bones survey course like 20th-century British literature but not of a course just in James Joyce.

College of the Ozarks also gets students to do its maintenance and office jobs; student labor accounts for 7.5 percent of the $51 million budget, said Rick Hughes, the business manager. And the college has a $362.8 million endowment, 173rd among the nation’s colleges, which allows it to hand out $11.5 million in scholarships. Three of four students have family incomes low enough to qualify for Federal Pell grants of up to $4,310.

Avoiding debt is a powerful force in a region where the anguish of the Depression has been whispered down the generations. A Thomas Hart Benton painting of the embattled Joad family that used to advertise the movie “The Grapes of Wrath” is in the college’s museum.

“Growing up it was always taught you never bought something unless you had the money to pay for it,” said Eden Doss, 19, the daughter of a waitress from Berryville, Ark., who works as a researcher at that museum.

The other day, half a dozen women were mixing the candied cherries, pecans and dates for one-pound, mail-order fruit cakes that sell for $13 apiece. There was Crystal Klung, 21, of Shickley, Neb., the daughter of a mechanic and nursing home aide whose sister Cassie is saddled with loans from a Nebraska college, and Lauren Smollen, 21, who comes from a single-parent household in Jefferson City.

“My family doesn’t have a lot of money,” Ms. Smollen said. “Here you’re pretty much guaranteed to have college paid for. You don’t have debt, which is a pretty big deal when you don’t have a lot of money.”

MANY students work off campus as well, taking jobs in nearby Branson, with 49 theaters graced by names like Andy Williams and Dolly Parton that mix gospel, patriotism and glitz with country music.

Students of less-than-steely discipline admit that work sometimes cuts into study time and social life. Joe McCloud, 17, who was working with a student crew dragging lawnmowers when the heat index stood at 105, said that while the college mattered more because “you worked for it,” he didn’t get much down time.

“You’re so tired,” he said, “you go to your room and sleep.”

For some, the jobs are steppingstones toward a career. Annette Sain, a 1986 alumna, got interested as an undergraduate in work at the college’s museum. Now she manages it.

And Tim Stroud, 19, of Hume, N.Y., who was tenderly hooking up Holsteins to the vacuum lines of milking machines, hopes to use his new skills to start an agricultural business.

He said he was glad that he would be able to spend the money he earned on buying cows, not paying off loans.

E-mail: joeberg@nytimes.com


July 24, 2007- Smart, Curious, Ticklish. Rats?

link

The New York Times
Printer Friendly Format Sponsored By



Basics

Between reading recent news reports about altruistic behavior in rats and watching the slickly adorable antics of Remy the culinary rodent in this summer’s animated blockbuster, “Ratatouille,” I’ve had a change of heart. My normal feeling of extreme revulsion toward rats has softened considerably, into something resembling ... a less extreme form of revulsion.

O.K., I still don’t like rats, and I’ll never forget the sensation of whiskers brushing my ankles when a rat in Central Park scampered over my feet. There are plenty of reasons to fear rats. They carry diseases like typhus, leptospirosis, hanta virus pulmonary syndrome, rat bite fever, salmonella poisoning, and of course bubonic plague, and they are ravenous Remys every one of them, feasting on our grains and meats, chewing our ratatouille and destroying as much as a third of global food supplies each year. “Over the past century alone,” writes Robert Sullivan in “Rats,” his magisterial history of the urban pest, “rats have been responsible for the death of more than 10 million people.”

Yet our ratly transactions are not all woes and buboes. As the first mammals domesticated strictly for research purposes, scientists say, rats in the laboratory may well have saved at least as many human lives through the years as rats in the alley have taken. Rats are the preferred experimental animal for studies of the heart, kidneys, immune system, reproductive system, nervous system and other body sectors, and recent breakthroughs in manipulating the rat genome may soon allow the rat to displace the mouse as the geneticist’s darling, too.

And though rats have yet to produce an Albert Camus or design a better mouse trap, a host of new behavioral studies makes plain that the similarities between us and Rattus extend far beyond gross anatomy. They’re surprisingly self-aware. They laugh when tickled, especially when they’re young, and they have ticklish spots; tickle the nape of a rat pup’s neck and it will squeal ultrasonically in a soundgram pattern like that of a human giggle. Rats dream as we dream, in epic narratives of navigation and thwarted efforts at escape: When scientists at the Massachusetts Institute of Technology tracked the neuronal activity of rats in REM sleep, the researchers saw the same firing patterns they had seen in wakeful rats wending their way through those notorious rat mazes.

Rats can learn to crave the same drugs that we do — alcohol, cocaine, nicotine, amphetamine — and they, like us, will sometimes indulge themselves to death. They’re sociable, curious and love to be touched — nicely, that is. If a rat has been trained to associate a certain sound with a mild shock to its tail, and the bell tolls but the shock doesn’t come, the rat will inhale deeply with what can only be called a sigh of relief.

When it comes to sex, the analogies between rats and humans are “profound,” said James G. Pfaus of Concordia University in Montreal. “It’s not simply instinctual for them,” he said. “Rats know what good sex is and what bad sex is. And when they have reason to anticipate great sex, they give you every indication they’re looking forward to it.”

They wiggle and paw at their ears, hop and dart, stop and flash a come-hither look backward. “We imbue our desire with words and meaning, they show us through actions,” he said. “The good thing about rats is, they don’t lie.”

There are more than 120 species of rat in the world, but only two have become serious human pests: the black rat notorious for its role in spreading plague, and the larger brown rat, also called the Norway rat because it was mistakenly thought to have entered Europe through Norway. The Norway rat has largely displaced the black rat as prime urban vermin, and it’s the rat you see in trash cans, parks and on subway platforms. The so-called fancy rats that people keep as pets are variants of the Norway rat, usually albino though sometimes mottled like calico cats, and bred to have docile temperaments.

Scientists began using albino Norway rats for research sometime around the turn of the 19th century, and though the rats have been inbred into homogeneous strains with names like Wistar and Sprague-Dawley, they retain enough street credibility that when a scientist recently released a group of lab rats into a wilderness-type habitat and filmed their reactions, the rodents soon began acting like wild rats. They explored every crevice as rats can do so fluidly, by collapsing their rubbery skeleton down to the width of their snout. They found everything edible in the vicinity, and, though they’d been reared in metal enclosures, they began digging, digging, digging, stopping only to check out the opposite sex and maybe waggle an ear.

Rats have personalities, and they can be glum or cheerful depending on their upbringing and circumstances. One study showed that rats accustomed to good times tend to be optimists, while those reared in unstable conditions become pessimists. Both rats will learn to associate one sound with a good event — a gift of food — and another sound with no food, but when exposed to an ambiguous sound, the optimist will run over expecting to be fed and the pessimist will grumble and skulk away, expecting nothing.

In another recent study, Jonathon D. Crystal, a psychologist at the University of Georgia in Athens, and his colleague Allison Foote were astonished to discover that rats display evidence of metacognition: they know what they know and what they don’t know. Metacognition, a talent previously detected only in primates, is best exemplified by the experience of students scanning the questions on a final exam and having a pretty good sense of what their grade is likely to be. In the Georgia study, rats were asked to show their ability to distinguish between tones lasting about 2 seconds, and sounds of about 8 seconds, by pressing one or another lever. If the rat guessed correctly, it was rewarded with a large meal; if it judged incorrectly, it got nothing.

For each trial, the rat could, after hearing the tone, opt to either take the test and press the short or long lever, or poke its nose through a side of the chamber designated the, “I don’t know” option, at which point it would get a tiny snack. During the trials, the rats made clear they knew their audio limits. The closer the tones were to either 2 or 8 seconds, the likelier the rats were to express confidence in their judgment by indicating they wanted to take the lever test and earn their full-course dinner. But as the tones edged into the ambiguous realms of 4 seconds, the rats began opting ever more often for modest but reliable morsels of the clueless option.

Rats do not lie, and, when the stakes are this high, neither do they gamble.

July 22, 2007- Did McDonald’s Give In to Temptation?

link

The New York Times
Printer Friendly Format Sponsored By



The Feed

IT wasn’t too long ago that the only thing McDonald’s seemed good at was making people fat.

Staggered by overexpansion, listless sales and a barrage of negative publicity linking its food to obesity, the chain’s glory days appeared to be fading.

In 2003, company executives set about reinventing McDonald’s by focusing on getting better rather than bigger. In the last few years, McDonald’s has seemed to do just about everything right.

The chain has spruced up its restaurants, improved its advertising and introduced menu items that have helped to reshape its image and reinvigorate sales.

Premium salads and apple dippers brought moms back. Chicken wraps lured people during off-hours; higher-quality coffee turbocharged breakfast business.

McDonald’s stock price has quadrupled in the last four years, and the company has reported positive same-store sales, an important industry measure, every month since April 2003.

Given those results, a new McDonald’s menu item is a bit of a stunner. Remember Supersize sodas? They’re back, except this time the chain is trying a new name. Meet the “Hugo,” a 42-ounce drink now available for as little as 89 cents in some markets. A Hugo soda contains about 410 calories.

McDonald’s might as well have called it the Tubbo.

Making matters worse, Hugo ads are available in several languages, making sure that minorities — who are disproportionately affected by the obesity epidemic — are aware of the budget beverage.

McDonald’s officials said they were simply offering customers a variety of choices. And they emphasized that the Hugo was a summer promotion and available only in some markets.

“People, I believe, tend to drink more during the summer,” said Danya Proud, a McDonald’s spokeswoman. “People are out and about.”

She said the Hugo was being offered because of customer demand, and so far, it has sold quite well. Ms. Proud cautioned about comparing the Hugo to McDonald’s old Supersize menu.

“That’s not what this is about,” she said. “You have to put it in context with the rest of our menu.”

By offering the Hugo, McDonald’s isn’t doing anything different from its rivals, particularly Burger King, which has made huge servings, like the quadruple-patty BK Stacker sandwich, a signature of its menu.

Marion Nestle, a professor of nutrition at New York University, says she feels some sympathy for fast-food restaurants. Most are public companies that must continually find ways to grow, and she says that offering bigger sizes is an easy way to do it.

“The companies are stuck,” she said. “They must grow. Therefore they are looking for products that are going to sell. And guess what? The healthy ones don’t.”

Some nutritionists, including Ms. Nestle, think that an increase in portion sizes is partially responsible for the increase in obesity, and the evidence is compelling.

The number of people who are overweight or obese has increased sharply since the early 1980s, and during that period, portion sizes have increased greatly. Ms. Nestle and Lisa R. Young, a nutritionist at N.Y.U., found that portion sizes offered by fast-food chains are two to five times larger than when first introduced.

When McDonald’s opened in 1955 the largest soda was 7 fluid ounces, according to Ms. Nestle and Ms. Young. Now a small soda is 16 ounces, and a child’s soda is 12 ounces. And what was once considered a normal adult meal is now a child’s portion. A patty the same size as the original McDonald’s hamburger and a serving of French fries, for instance, is now offered to children as part of the Happy Meal, Ms. Young said.

The problem with bigger portions has been well documented. They are undoubtedly good deals. But put simply, if people are offered more food, they eat it.

Yet the Supersize phenomenon backfired for fast-food restaurants, particularly for McDonald’s, which is the biggest hamburger chain and carefully cultivates its wholesome, family-friendly image.

As nutrition advocates increasingly harped on fast food’s role in the obesity epidemic, so, too, did books like “Fast Food Nation,” a surprise blockbuster that focused on McDonald’s role in industrializing farming and food.

Worse yet for McDonald’s was the 2004 documentary “Super Size Me” in which the filmmaker Morgan Spurlock ate nothing but McDonald’s food for a month, vomited on camera and gained 25 pounds.

McDonald’s dropped its Supersize menu that same year.

OF course, McDonald’s remains a burger joint, and its turnaround has been driven in part by brisk sales of its dollar menu, which includes double cheeseburgers, McChicken sandwiches and fries.

Sales of healthier items on the dollar menu remain relatively weak. “Double cheeseburgers always outsold salads 10 to 1,” said John Glass, an analyst at CIBC World Markets. But salads and yogurt provide a halo effect that makes the dollar menu more palatable. The Hugo is harder to swallow.

“They do not have to go there,” said Bob Goldin, executive vice president for Technomic, a food industry research and consulting firm. “Common sense has to prevail. No one has to drink that big of a serving.”

Ms. Young, who tracks portion sizes of fast food , said McDonald’s deserved credit in 2004 for dropping its Supersize menu and reducing portions. Neither Burger King nor Wendy’s followed suit, she said.

Wendy’s, she said, simply changed the name. A “Biggie” drink became a medium.

Now, Ms. Young accused McDonald’s of doing the same thing with the Hugo. “They got rid of Supersize and got all that good publicity,” she said. “I just think it’s a dirty trick.”

“I think they would get a lot of heat if they reintroduced Supersize,” she said, “but basically Hugo equals Supersize.”

McDonald’s has wisely recognized that its competition isn’t just other fast-food restaurants, but also coffee shops and convenience stores like 7-Eleven, where the Big Gulp remains a best seller.

But given the size of McDonald’s and its status as a cultural icon, it will always be held to a different standard. After all, Morgan Spurlock didn’t eat Burger King’s Whoppers for a month.

Hugo-size me? Not a bad name for a sequel.

The Feed is a new, monthly column about the food and beverage industry. E-mail: ajmartin@nytimes.com.

July 22, 2007- Orthodox Paradox

link

The New York Times
Printer Friendly Format Sponsored By



A number of years ago, I went to my 10th high-school reunion, in the backyard of the one classmate whose parents had a pool. Lots of my classmates were there. Almost all were married, and many already had kids. This was not as unusual as it might seem, since I went to a yeshiva day school, and nearly everyone remained Orthodox. I brought my girlfriend. At the end, we all crowded into a big group photo, shot by the school photographer, who had taken our pictures from first grade through graduation. When the alumni newsletter came around a few months later, I happened to notice the photo. I looked, then looked again. My girlfriend and I were nowhere to be found.

I didn’t want to seem paranoid, especially in front of my girlfriend, to whom I was by that time engaged. So I called my oldest school friend, who appeared in the photo, and asked for her explanation. “You’re kidding, right?” she said. My fiancée was Korean-American. Her presence implied the prospect of something that from the standpoint of Orthodox Jewish law could not be recognized: marriage to someone who was not Jewish. That hint was reason enough to keep us out.

Not long after, I bumped into the photographer, in synagogue, on Yom Kippur. When I walked over to him, his pained expression told me what I already knew. “It wasn’t me,” he said. I believed him.

Since then I have occasionally been in contact with the school’s alumni director, who has known me since I was a child. I say “in contact,” but that implies mutuality where none exists. What I really mean is that in the nine years since the reunion I have sent him several updates about my life, for inclusion in the “Mazal Tov” section of the newsletter. I sent him news of my marriage. When our son was born, I asked him to report that happy event. The most recent news was the birth of our daughter this winter. Nothing doing. None of my reports made it into print.

It would be more dramatic if I had been excommunicated like Baruch Spinoza, in a ceremony complete with black candles and a ban on all social contact, a rite whose solemnity reflected the seriousness of its consequences. But in the modern world, the formal communal ban is an anachronism. Many of my closest relationships are still with people who remain in the Orthodox fold. As best I know, no one, not even the rabbis at my old school who disapprove of my most important life decisions, would go so far as to refuse to shake my hand. What remains of the old technique of excommunication is simply nonrecognition in the school’s formal publications, where my classmates’ growing families and considerable accomplishments are joyfully celebrated.

The yeshiva where I studied considers itself modern Orthodox, not ultra-Orthodox. We followed a rigorous secular curriculum alongside traditional Talmud and Bible study. Our advanced Talmud and Hebrew classes were interspersed with advanced-placement courses in French literature and European political history, all skillfully coordinated to prime us for the Ivy League. To try to be at once a Lithuanian yeshiva and a New England prep school: that was the unspoken motto of the Maimonides School of Brookline, Mass., where I studied for 12 years.

That aspiration is not without its difficulties. My own personal lesson in nonrecognition is just one small symptom of the challenge of reconciling the vastly disparate values of tradition and modernity — of Slobodka and St. Paul’s. In premodern Europe, where the state gave the Jewish community the power to enforce its own rules of membership through coercive force, excommunication literally divested its victim of his legal personality, of his rights and standing in the community. The modern liberal state, though, neither polices nor delegates the power to police religious membership; that is now a social matter, not a legal one. Today a religious community that seeks to preserve its traditional structure must maintain its boundaries using whatever independent means it can muster — right down to the selective editing of alumni newsletters.

Despite my intimate understanding of the mind-set that requires such careful attention to who is in and who is out, I am still somehow taken by surprise each time I am confronted with my old school’s inability to treat me like any other graduate. I have tried in my own imperfect way to live up to values that the school taught me, expressing my respect and love for the wisdom of the tradition while trying to reconcile Jewish faith with scholarship and engagement in the public sphere. As a result, I have not felt myself to have rejected my upbringing, even when some others imagine me to have done so by virtue of my marriage.

Some part of me still expects — against the judgment of experience — that the individual human beings who make up the institution and community where I spent so many years of my life will put our longstanding friendships ahead of the imperative to define boundaries. The school did educate me and influence me deeply. What I learned there informs every part of my inner life. In the sense of shared history and formation, I remain of the community even while no longer fully in the community.

If this is dissonance, it is at least dissonance that the modern Orthodox should be able to understand: the desire to inhabit multiple worlds simultaneously and to defy contradiction with coexistence. After all, the school’s attempt to bring the ideals of Orthodox Judaism into dialogue with a certain slice of late-20th-century American life was in many ways fantastically rich and productive. For those of us willing to accept a bit of both worlds, I would say, it almost worked.

Fitting In

Since the birth of modern Orthodox Judaism in 19th-century Germany, a central goal of the movement has been to normalize the observance of traditional Jewish law — to make it possible to follow all 613 biblical commandments assiduously while still participating in the reality of the modern world. You must strive to be, as a poet of the time put it, “a Jew in the home and a man in the street.” Even as we students of the Maimonides School spent half of every school day immersed in what was unabashedly a medieval curriculum, our aim was to seem to outsiders — and to ourselves — like reasonable, mainstream people, not fanatics or cult members.

This ambition is best exemplified today by Senator Joe Lieberman. His run for the vice presidency in 2000 put the “modern” in modern Orthodox, demonstrating that an Orthodox Jewish candidate could be accepted by America at large as essentially a regular guy. (Some of this, of course, was simply the result of ignorance. As John Breaux, then a senator from Louisiana, so memorably put it with regard to Lieberman during the 2000 campaign, “I don’t think American voters care where a man goes to church on Sunday.”) Whatever concerns Lieberman’s Jewish identity may have raised in the heartland seem to have been moderated, rather than stoked, by the fact that his chosen Jewish denomination was Orthodox — that he seemed to really and truly believe in something. His Orthodoxy elicited none of the half-whispered attacks that Mitt Romney’s Mormonism has already prompted in this electoral cycle, none of the dark hints that it was, in some basic sense, weird.

Lieberman’s overt normalcy really is remarkable. Though modern Orthodox Jews do not typically wear the long beards, side curls and black, nostalgic Old World garments favored by the ultra-Orthodox, the men do wear beneath their clothes a small fringed prayer shawl every bit as outré as the sacred undergarments worn by Mormons. Morning prayers are accompanied by the daily donning of phylacteries, which, though painless, resemble in their leather-strappy way the cinched cilice worn by the initiates of Opus Dei and so lasciviously depicted in “The Da Vinci Code.” Food restrictions are tight: a committed modern Orthodox observer would not drink wine with non-Jews and would have trouble finding anything to eat in a nonkosher restaurant other than undressed cold greens (assuming, of course, that the salad was prepared with a kosher knife).

The dietary laws of kashrut are designed to differentiate and distance the observant person from the rest of the world. When followed precisely, as I learned growing up, they accomplish exactly that. Every bite requires categorization into permitted and prohibited, milk or meat. To follow these laws, to analyze each ingredient in each food that comes into your purview, is to construct the world in terms of the rules borne by those who keep kosher. The category of the unkosher comes unconsciously to apply not only to foods that fall outside the rules but also to the people who eat that food — which is to say, almost everyone in the world, whether Jewish or not. You cannot easily break bread with them, but that is not all. You cannot, in a deeper sense, participate with them in the common human activity of restoring the body through food.

And yet the Maimonides School, by juxtaposing traditional and secular curricula, gave me a feeling of being connected to the broader world. Line by line we burrowed into the old texts in their original Hebrew and Aramaic. The poetry of the Prophets sang in our ears. After years of this, I found I could recite the better part of the Hebrew Bible from memory. Among other things, this meant that when I encountered the writings of the Puritans who founded the Massachusetts Bay Colony, I felt immediate kinship. They read those same exact texts again and again — often in Hebrew — searching for clues about their own errand into the American wilderness.

In our literature classes we would glimpse Homer’s wine-dark sea, then move to a different classroom and dive headlong into the sea of the Talmud. Here the pleasure of legal-intellectual argument had no stopping place, no end. A problem in Talmud study is never answered, it is only deepened. The Bible prohibits work on the Sabbath. But what is work? The rabbis began with 39 categories, each of which called for its own classification into as many as 39 further subcategories. Then came the problem of intention: What state of mind is required for “work” to have occurred? You might perform an act of work absent-mindedly, having forgotten that it was the Sabbath, or ignorantly, not knowing that action constituted work. You might perform an action with the goal of achieving some permissible outcome — but that result might inevitably entail some prohibited work’s taking place. Learning this sort of reasoning as a child prepared me well, as it has countless others, for the ways of American law.

Beyond the complementarities of Jewish learning and secular knowledge, our remarkable teachers also offered access to a wider world. Even among the rabbis there was a smattering of Ph.D.’s and near-doctorates to give us a taste of a critical-academic approach to knowledge, not just a religious one. And the teachers of the secular subjects were fantastic. One of the best taught me eighth-grade English when he was barely out of college himself, before he became a poet, a professor and an important queer theorist. Given Orthodoxy’s condemnation of homosexuality, he must have made it onto the faculty through the sheer cluelessness of the administration. Lord only knows what teachers like him, visitors from the real world, made of our quirky ways. (In the book of poems about his teaching years, we students are decorously transformed into Italian-Americans.)

In allowing us, intentionally or not, to see the world and the Torah as profoundly interconnected, the school was faithful to the doctrines of its eponym, the great medieval Jewish legalist and philosopher Moses Maimonides. Easily the most extraordinary figure in post-biblical Jewish history, Maimonides taught that accurate knowledge of the world — physical and metaphysical — was, alongside studying, obeying and understanding the commandments, the one route to the ultimate summum bonum of knowing God. A life lived by these precepts can be both noble and beautiful, and I believe the best and wisest of my classmates and teachers come very close indeed to achieving it.

The Dynamics of Prohibition

For many of us, the consilience of faith and modernity that sometimes appears within the reach of modern Orthodoxy is a tantalizing prospect. But it can be undermined by the fragile fault lines between the moral substructures of the two worldviews, which can widen into deep ruptures on important matters of life and love.

One time at Maimonides a local physician — a well-known figure in the community who later died tragically young — addressed a school assembly on the topic of the challenges that a modern Orthodox professional may face. The doctor addressed the Talmudic dictum that the saving of a life trumps the Sabbath. He explained that in its purest form, this principle applies only to the life of a Jew. The rabbis of the Talmud, however, were unprepared to allow the life of a non-Jew to be extinguished because of the no-work commandment, and so they ruled that the Sabbath could be violated to save the life of a non-Jew out of concern for maintaining peaceful relations between the Jewish and non-Jewish communities.

Depending on how you look at it, this ruling is either an example of outrageously particularist religious thinking, because in principle it values Jewish life more than non-Jewish life, or an instance of laudable universalism, because in practice it treats all lives equally. The physician quite reasonably opted for the latter explanation. And he added that he himself would never distinguish Jewish from non-Jewish patients: a human being was a human being.

This appealing sentiment did not go unchallenged. One of my teachers rose to suggest that the doctor’s attitude was putting him in danger of violating the Torah. The teacher reported that he had himself heard from his own rabbi, a leading modern-Orthodox Talmudist associated with Yeshiva University, that in violating the Sabbath to treat a non-Jew, intention was absolutely crucial. If you intended to save the patient’s life so as to facilitate good relations between Jews and non-Jews, your actions were permissible. But if, to the contrary, you intended to save the patient out of universal morality, then you were in fact guilty of violating the Sabbath, because the motive for acting was not the motive on the basis of which the rabbis allowed the Sabbath violation to occur.

Later, in class, the teacher apologized to us students for what he said to the doctor. His comments, he said, were inappropriate — not because they were wrongheaded, but because non-Jews were present in the audience when he made them. The double standard of Jews and non-Jews, in other words, was for him truly irreducible: it was not just about noting that only Jewish lives merited violation of the Sabbath, but also about keeping the secret of why non-Jewish lives might be saved. To accept this version of the tradition would be to accept that the modern Orthodox project of engagement with the world could not proceed in good faith.

Nothing in the subculture of modern Orthodoxy, however, brought out the tensions between tradition and modernity more vividly for a young man than the question of our relationship to sex. Modernity, and maybe the state-mandated curriculum (I have never checked), called for a day of sex ed in seventh grade. I have the feeling that the content of our sex-ed class was the same as those held in public schools in Massachusetts around the same time, with the notable exception that none of us would have occasion to deploy even the most minimal elements of the lesson plan in the foreseeable future. After the scientific bits of the lesson were over, the rabbi who was head of the school came in to the classroom to follow up with some indication of the Jewish-law perspective on these questions. It amounted to a blanket prohibition on the activities to which we had just been introduced. After marriage, some rather limited subset of them might become permissible — but only in the two weeks of the month that followed the two weeks of ritual abstinence occasioned by menstruation.

After that memorable disquisition, the question of relations between the sexes went essentially unmentioned again in our formal education. We were periodically admonished that boys and girls must not touch one another, even accidentally. Several of the most attractive girls were singled out for uncomfortable closed-door sessions in which they were instructed that their manner of dress, which already met the school’s standards for modesty, must be made more modest still so as not to distract the males around them.

Whatever their disjuncture with American culture of the 1980s, the erotics of prohibition were real to us. Once, I was called on the carpet after an anonymous informant told the administration that I had been seen holding a girl’s hand somewhere in Brookline one Sunday afternoon. The rabbi insinuated that if the girl and I were holding hands today, premarital sex must surely be right around the corner.

My Talmud teacher — the one who took the physician to task — handed me four tightly packed columns of closely reasoned rabbinic Hebrew, a responsum by the pre-eminent Orthodox decisor, Rabbi Moshe Feinstein, “in the matter of a young man whose heart lures him to enter into bonds of affection with a young woman not for purposes of marriage.” Rabbi Feinstein’s legal judgment with respect to romantic love among persons too young to marry was definitive. He prohibited it absolutely, in part on the ground that it would inevitably lead to nonprocreative seminal emissions, whether intentional or unintentional.

What Feinstein lacked in romantic imagination was more than made up for by Moses Maimonides, who understood the soul pretty well. He once characterized the true love of God as all-consuming — “as though one had contracted the sickness of love.” Feinstein’s opinion directed my attention to a passage in Maimonides’s legal writings prohibiting various sorts of contact with women. The most evocative bit runs as follows: “Even to smell the perfume upon her is prohibited.” I have never been able to escape the feeling that this is a covert love poem enmeshed in the 14-volume web of dos and don’ts that is Maimonides’s Code of Law. Perfume has not smelled the same to me since.

Difference and Reconciliation

I have spent much of my own professional life focusing on the predicament of faith communities that strive to be modern while simultaneously cleaving to tradition. Consider the situation of those Christian evangelicals who want to participate actively in mainstream politics yet are committed to a biblical literalism that leads them to oppose stem-cell research and advocate intelligent design in the classroom. To some secularists, the evangelicals’ predicament seems absurd and their political movement dangerously anti-intellectual. As it happens, I favor financing stem-cell research and oppose the teaching of intelligent design or creationism as a “scientific” doctrine in public schools. Yet I nonetheless feel some sympathy for the evangelicals’ sure-to-fail attempts to stand in the way of the progress of science, and not just because I respect their concern that we consider the ethical implications of our technological prowess.

Perhaps I feel sympathy because I can recall the agonies suffered by my head of school when he stopped by our biology class to discuss the problem of creation. Following the best modern Orthodox doctrine, he pointed out that Genesis could be understood allegorically, and that the length of a day might be numbered in billions of years considering that the sun, by which our time is reckoned, was not created until the fourth such “day.” Not for him the embarrassing claim, heard sometimes among the ultra-Orthodox, that dinosaur fossils were embedded by God within the earth at the moment of creation in order to test our faith in biblical inerrancy. Natural selection was for him a scientific fact to be respected like the laws of physics — guided by God but effectuated though the workings of the natural order. Yet even he could not leave the classroom without a final caveat. “The truth is,” he said, “despite what I have just told you, I still have a hard time believing that man could be descended from monkeys.”

This same grappling with tension — and the same failure to resolve it perfectly — can be found among the many Muslims who embrace both basic liberal democratic values and orthodox Islamic faith. The literature of democratic Islam, like that of modern Orthodox Judaism, may be read as an embodiment of dialectical struggle, the unwillingness to ignore contemporary reality in constant interplay with the weight of tradition taken by them as authentic and divinely inspired. The imams I have met over the years seem, on the whole, no less sincere than the rabbis who taught me. Their commitment to their faith and to the legal tradition that comes with it seems just as heartfelt. Liberal Muslims may even have their own Joe Lieberman in the Minnesota congressman Keith Ellison, the first Muslim elected to the U.S. Congress.

The themes of difference and reconciliation that have preoccupied so much of my own thinking are nowhere more stark than in trying to make sense of the problem of marriage — which is also, for me, the most personal aspect of coming to terms with modern Orthodoxy. Although Jews of many denominations are uncomfortable with marriage between Jews and people of other religions, modern Orthodox condemnation is especially definitive.

The reason for the resistance to such marriages derives from Jewish law but also from the challenge of defining the borders of the modern Orthodox community in the liberal modern state. Ultra-Orthodox Judaism addresses the boundary problem with methods like exclusionary group living and deciding business disputes through privately constituted Jewish-law tribunals. For modern Orthodox Jews, who embrace citizenship and participate in the larger political community, the relationship to the liberal state is more ambivalent. The solution adopted has been to insist on the coherence of the religious community as a social community, not a political community. It is defined not so much by what people believe or say they believe (it is much safer not to ask) as by what they do.

Marriage is the most obvious public practice about which information is readily available. When combined with the traditional Jewish concern for continuity and self-preservation — itself only intensified by the memory of the Holocaust — marriage becomes the sine qua non of social membership in the modern Orthodox community. Marrying a Jewish but actively nonobservant spouse would in most cases make continued belonging difficult. Gay Orthodox Jews find themselves marginalized not only because of their forbidden sexual orientation but also because within the tradition they cannot marry the partners whom they might otherwise choose. For those who choose to marry spouses of another faith, maintaining membership would become all but impossible.

Us and Them

In a few cases, modern Orthodoxy’s line-drawing has been implicated in some truly horrifying events. Yigal Amir, the assassin of Yitzhak Rabin, was a modern Orthodox Jew who believed that Rabin’s peace efforts put him into the Talmudic category of one who may be freely executed because he is in the act of killing Jews. In 1994, Dr. Baruch Goldstein massacred 29 worshipers in the mosque atop the Tomb of the Patriarchs in Hebron. An American-born physician, Goldstein attended a prominent modern Orthodox Jewish day school in Brooklyn. (In a classic modern Orthodox twist, the same distinguished school has also produced two Nobel Prize winners.)

Because of the proximity of Goldstein’s background and mine, the details of his reasoning have haunted me. Goldstein committed his terrorist act on Purim, the holiday commemorating the victory of the Jews over Haman, traditionally said to be a descendant of the Amalekites. The previous Sabbath, he sat in synagogue and heard the special additional Torah portion for the day, which includes the famous injunction in the Book of Deuteronomy to remember what the Amalekites did to the Israelites on their way out of Egypt and to erase the memory of Amalek from beneath the heavens.

This commandment was followed by a further reading from the Book of Samuel. It details the first intentional and explicit genocide depicted in the Western canon: God’s directive to King Saul to kill every living Amalekite — man, woman and child, and even the sheep and cattle. Saul fell short. He left the Amalekite king alive and spared the sheep. As a punishment for the incompleteness of the slaughter, God took the kingdom from him and his heirs and gave it to David. I can remember this portion verbatim. That Saturday, like Goldstein, I was in synagogue, too.

Of course as a matter of Jewish law, the literal force of the biblical command of genocide does not apply today. The rabbis of the Talmud, in another of their universalizing legal rulings, held that because of the Assyrian King Sennacherib’s policy of population movement at the time of the First Temple, it was no longer possible to ascertain who was by descent an Amalekite. But as a schoolboy I was taught that the story of Amalek was about not just historical occurrence but cyclical recurrence: “In every generation, they rise up against us to destroy us, but the Holy One, blessed be He, saves us from their hands.” The Jews’ enemies today are the Amalekites of old. The inquisitors, the Cossacks — Amalekites. Hitler was an Amalekite, too.

To Goldstein, the Palestinians were Amalekites. Like a Puritan seeking the contemporary type of the biblical archetype, he applied Deuteronomy and Samuel to the world before him. Commanded to settle the land, he settled it. Commanded to slaughter the Amalekites without mercy or compassion, he slew them. Goldstein could see difference as well as similarity. According to one newspaper account, when he was serving in the Israeli military, he refused to treat non-Jewish patients. And his actions were not met by universal condemnation: his gravestone describes him as a saint and a martyr of the Jewish people, “Clean of hands and pure of heart.”

It would be a mistake to blame messianic modern Orthodoxy for ultranationalist terror. But when the evil comes from within your own midst, the soul searching needs to be especially intense. After the Hebron massacre, my own teacher, the late Israeli scholar and poet Ezra Fleischer — himself a paragon of modern Orthodox commitment — said that the innocent blood of the Palestinian worshipers dripped through the stones and formed tears in the eyes of the Patriarchs buried below.

Lives of Contradiction

Recently I saw my oldest school friend again, and recalling the tale of the reunion photograph, we shared a laugh over my continuing status as persona non grata. She remarked that she had never even considered sending in her news to our alumni newsletter. “But why not?” I asked. Her answer was illuminating. As someone who never took steps that would have led to her public exclusion, she felt that the school and the community of which it was a part always sought to claim her — a situation that had its own costs for her sense of autonomy.

For me, having exercised my choices differently, there is no such risk. With no danger of feeling owned, I haven’t lost the wish to be treated like any other old member. From the standpoint of the religious community, of course, the preservation of collective mores requires sanctioning someone who chooses a different way of living. But I still have my own inward sense of unalienated connection to my past. In synagogue on Purim with my children reading the Book of Esther, the beloved ancient phrases give me a sense of joy that not even Baruch Goldstein can completely take away.

It is more than a little strange, feeling fully engaged with a way of seeing the world but also, at the same time, feeling so far from it. I was discussing it just the other day with my best friend — who, naturally, went to Maimonides, too. The topic was whether we would be the same people, in essence, had we remained completely within the bosom of modern Orthodoxy. He didn’t think so. Our life choices are constitutive of who we are, and so different life choices would have made us into different people — not unrecognizably different, but palpably, measurably so.

I accepted his point as true — but for some reason I resisted the conclusion. Couldn’t the contradictory world from which we sprang be just as rich and productive as the contradictory life we actually live? Would it really, truly, have made all that much difference? Isn’t everyone’s life a mass of contradictions? My best friend just laughed.

Noah Feldman, a contributing writer for the magazine, is a law professor at Harvard University and adjunct senior fellow at the Council on Foreign Relations.

July 23, 2007- Barbie Gets Another Accessory: An MP3 Player and More Stuff on Her Web Site

link

The New York Times
Printer Friendly Format Sponsored By



First, Barbie had Ken. Now, Barbie has a docking station.

A new doll hitting retail shelves this week is familiar in many ways — she’s got outfits galore — but she also has some unusual features: this Barbie, who is smaller and less shapely than her standard namesake, functions as an MP3 music player.

And when her feet are plugged into the iPodesque docking station that she comes with, she unlocks pages and pages of games, virtual shops and online chatting functions on the BarbieGirls.com Web site.

The new doll is a roundabout way of charging for online content. Instead of asking young Web surfers to punch in their parents’ credit card numbers, BarbieGirls.com and other sites are sending customers to a real-world toy store first. Some of these sites (like the Barbie one) can be used in a limited way without purchasing merchandise — the better to whet young appetites — but others, like the popular Webkinz site, are of little or no use without a store-bought product or two (or three, or a dozen).

The trends that have brought about BarbieGirls, Webkinz and their ilk are clear: While sales of dolls, action figures and outdoor toys are down, electronics sales to children were up 16.6 percent over the last two years as of May, the latest month available from the NPD Group, a research firm that tracks retail trends. The total toy industry’s annual sales were up just 0.8 percent in May, compared with two years ago.

With children’s leisure-time habits shifting online, toy companies are responding with new products that can be construed as fun both online and offline. That Barbie in the docking station? Go to a physical store and buy her an extra outfit, and you get access to even more Web content.

Products like these represent a change not only in the design and function of toys, but also in how toy makers use their Web properties. Mattel, for instance, like many consumer goods companies, has until now treated Barbie.com, HotWheels.com and its 22 or so other Web sites as advertising forums, places to showcase toys with the hope that children will nag their parents for them. But now Mattel and others are trying to turn their sites into money-makers in their own right. Although BarbieGirls toys are just now hitting the market, Mattel has paved the way for them: about 3 million people have registered since April 27 on the BarbieGirls Web site, a virtual world where playing games can earn a visitor play money — “B Bucks” — that can be spent on the likes of miniskirts, tiaras or home accessories. And, that’s without Mattel advertising the BarbieGirls site, even on its Barbie.com home page.

Mattel’s new toy follows the success of Webkinz, a line of Web-savvy stuffed animals made by Ganz, which also sells various sigh-inducing (albeit unplugged) teddy bears. Each Webkinz comes with a number code that, once entered online, starts an “adoption” process and ushers the owner into a virtual world that amounts to a Second Life for the grade-school set.

More such products are on the way. This month Zizzle, the company that makes Pirates of the Caribbean toys (not to mention Lucky the Incredible Wonder Pup, perhaps the first stuffed Labradoodle) is introducing an online/offline toy. SpotzGirl.com is a bubblegum-pink Web site with games (that people can play free) plus a collection of girly images (pussycats, hearts) that can be made into round physical tokens.

How does one make them? With the help of the Spotz Maker, a new-age button-maker that will be available in stores for $24.99. Girls will be able to create jewelry, decorate picture frames and collect and trade their Spotz, which are sort of like charm bracelet tokens.

“Over the next few years, you’ll see a lot of companies finding ways to create products that are Web enabled,” said, Marc Rosenberg, chief marketing officer at Zizzle. “The monetization for us comes from the product, and not from the Web.”

The concept behind Web-connected toys is not new. In the late 1990s, a number of toy companies introduced physical goods that could be used to unlock online goodies.

One noteworthy attempt came from The Learning Company, an educational software company that was owned for a short time by Mattel. But concepts like physical telescopes that could zoom to far-away islands when aimed at an Internet-connected computer failed to take off, in large part because Internet connections were too slow.

But times have changed tremendously. “Kids look at video content or virtual content as their toys,” said Jessi Dunne, executive vice president of global toys for Disney. “There isn’t a distinction between — ‘That’s a toy’ and ‘That’s an online game.’ ”

These days stores routinely sell out of the $10 to $13 Webkinz — pandas, lions, hippos and other animals that unlock the online fun on “Webkinz World.” There, on the site, customers can play with avatars of their pets, shop for them using “KinzCash,” decorate their pets’ rooms, enter online tournaments and chat with their real-world friends.

“The Webkinz concept is still doing very well,” said Robert A. Eckert, Mattel’s chief executive, in the company’s second-quarter earnings conference call. “That phenomenon is real, and will continue to do well.”

So real, indeed, that the starter set for the BarbieGirls site — sold for $59.99 — will be one of this holiday season’s main Barbie products. Mattel plans to run some television ads for the product in the fall, but the site is expected to be the primarily driver of sales, said Chuck Scothon, general manager and senior vice president of girls, Mattel Brands.

“For girls to understand the level of detail, the level of content, truly the experience of BarbieGirls,” Mr. Scothon said, “we wanted to allow them to play on the site.”

Toy companies also may benefit from the Web by using it to provide add-ons to products. Toy makers could sell cheaper products with a base-level of features, then allow customers to log online to choose what custom functions they want to download, said John Rose, a senior partner and managing director at the Boston Consulting Group and leader of the firm’s Global Convergence Initiative.

Even as toy companies cash in, some media executives are wondering if they, too, might use physical products to generate new revenue for their Web sites. Neopets.com, for instance, a virtual world of whimsical creatures and games, draws more than 10 million visitors a month, according to Viacom, which owns it, and although T-shirts and other Neopet-related merchandise is for sale, it is not the main draw.

MTV, a Viacom subsidiary, has started marketing toys that relate to its Web content. Earlier this month, the network introduced a music video game, “Rock Band,” in partnership with Electronic Arts. The game allows up to four people to play along with various songs using physical instruments hooked into an Xbox 360 or PlayStation 3.

“We’re looking at it as more of an add-on. Can we do something a little bit extra or a little bit different?” said Mika Salmi, president of global digital media at MTV Networks, which includes MTV, Nickeolodeon, VH1 and other networks. “The idea of connecting experiences is very, very important to us, but the absolute model is not established.”

The Walt Disney Company, too, has gotten into the act. Last year, it introduced a digital camera that lets people download images of Disney characters from its Web site to their photos. Disney will introduce an analogous video camera this fall and has other online/offline toys in development, said Ms. Dunne of Disney.

“I think Disney’s a perfect example of where it will work,” she said. “We have an advantage as a media company because we have all this, where toy companies have to create content. That’s not necessarily their sweet spot.”

July 15, 2007- Alcohol Goes on a Health Kick

link

The New York Times
Printer Friendly Format Sponsored By



On Monday around 9 p.m., three young Brooklynites stopped into Counter, a vegetarian restaurant in the East Village. Laughing and chatting, they sampled organic raspberries, poached pears, fresh pineapple and strawberries.

That this bounty was found not tableside but at the bar, where the restaurant’s menu of organic cocktails has been steadily expanding, only heightened the appeal.

“It’s the same thing as top-shelf liquor,” said Nick Guffey, 28, a massage therapist with an ink-black shag haircut, referring to drinks like his red-wine-and-poached-pear organic cocktail. “You can drink a ton and not wake up with a hangover.”

Ellen Pugliese, 24, a publicist friend next to him, agreed. “It’s better than drinking soda or something with syrup,” she said.

Ayn Teigman, 24, a legal assistant, went further. “I drank my dinner a couple of times. I’m kind of proud of that,” she said, rattling off a few of the fresh ingredients she has used, like pomegranate and strawberries. “And muddled cucumber,” she added. “That’s a vegetable, right?”

In an era of “natural” cigarettes, trans-fat-free chips and low-carb beer, it is probably no surprise that that last guilty pleasure, the cocktail, is trying to atone for its sins. And it isn’t just vegan restaurants serving more vitamin-rich vodka mixes and slinging vegetable gardens in a glass.

Whether absurd or merely inevitable, the idea of healthier tippling has started to catch on among those who have embraced things like organic food and low-sugar diets. Always ready to pounce on a fad, mixologists at trendy bars, restaurants and clubs in New York and Los Angeles have begun creating concoctions from organic fruit and vegetable purées and vitamin-filled sports drinks instead of gooey syrups.

At the same time, a new generation of liquor brands built around herbal extracts and antioxidant-rich ingredients like green tea, pomegranate and the Brazilian açaí berry (the current “it” fruit) have hit the market. Sugary cosmopolitans, apple martinis and mojitos have started to look as dated as “Sex and the City” reruns. A more contemporary alternative would be a drink like Vitamin Dj, mixed from freshly juiced organic carrots, Granny Smith apple juice, elderflower liqueur and vodka, which was introduced a few weeks ago at the Midtown restaurant Django.

“Everybody seems to be getting healthy,” said Mark Murphy, the executive chef at Ditch Plains, a surfer-inspired restaurant in the West Village. Or at least healthier. Mr. Murphy recently created a line of cocktails mixing vodka with low-calorie, sugar- and aspartame-free airforce Nutrisoda-brand sodas — each containing a day’s dose of vitamins C, E, B6, and B12 — as a more health-conscious variation on the Red Bull and vodka.

The idea that even alcohol could be more beneficent represents a collision of broader trends, said Frank Coleman, a spokesman for the Distilled Spirits Council. As people have become more health literate and corn-syrup-phobic, labels like “green” and organic have become faddish, and the culinary shift toward farm-fresh, locally grown ingredients has crossed over from kitchen to bar. “All of these epicurean issues are coming together in a martini glass, as it were,” Mr. Coleman said.

The healthful-cocktail concept received an imprint of credibility in April, when researchers at the United States Department of Agriculture, in conjunction with Thai colleagues, reported that adding alcohol to strawberries and blackberries increased their antioxidant capacity (although alcohol still causes some cell damage, some scientists cautioned). While skeptics could validly point out that trying to mix a Theragran’s worth of vitamins into a tumbler of 80 proof makes no more sense than ordering a Diet Coke with a supersize burger and fries, nutritionists do not necessarily scoff at the idea. Wahida Karmally, the director of nutrition at the Irving Institute for Clinical and Translational Research at the Columbia University Medical Center, said that the sugar in a traditional margarita, loaded with syrupy triple sec, “is just empty calories.”

“If people are trying to make a syrupy drink,” she said, “they might want to purée kiwi fruit, which will give you the syrupy flavor, but also give you nutrients as well as fiber. Kiwi is packed with vitamin C.”

The waiters at Sushi Samba, a singles-friendly restaurant and lounge with locations in New York, Miami, Chicago and Tel Aviv, have recently been hawking the health properties of a drink called the Samba Juice, made with the açaí berry — a sort of super-grape harvested from the Brazilian rainforest that has more antioxidants than blueberries or cranberries, said Paul Tanguay, the beverage director. “People think it is guilt-free,” Mr. Tanguey said. “But it still contains alcohol.”

The chain sells up to 50 of the $11 drink per location each night — about a quarter the number of caipirinhas, but the number is steadily growing, he said.

The caterer Serena Bass has introduced a number of new vegetable-based drinks, like one blending yellow-tomato purée with cilantro-infused vodka. “They’re popular on the beach,” she said. “You don’t want to drink some peach-infused thing with a crab cake.”

The concept is catching on among young trendsetters, too.

Gemma Hart Corsano, 28, a photo director and event planner, said she often uses fresh fruit purées instead of sugary mixers for cocktails at dinner parties at her Brooklyn home. “It’s the same thing as a healthy steak,” she added. “Would you rather eat a grass-fed free-range steak, or a hormone-pumped one filled with steroids that lived in a cage its whole life?”

But not all are sold on the idea. David Wondrich, the drinks correspondent for Esquire magazine who said he was recently asked by his editors for the first time to devise a recipe for a healthful cocktail, said such new vegetable-based drinks sound like “they would make for a great soup.”

A cocktail, he said, “should be a reward, not a chore,” adding that an ideal cocktail should be a bit naughty. “You don’t want it to be straight out of a doctor’s office.”

It isn’t just ingredients that have become more health-focused, but the liquors themselves. A number of “organic” rums, vodkas and gins are now available, and would seem to make for a more healthful cocktail. But Mr. Coleman of the Distilled Spirits Council said the concept of organic spirits was somewhat meaningless, since the distillation process burns off impurities. But that hasn’t stopped several companies from trying to appeal to health-conscious consumers by introducing spirits containing pomegranate (witness Pama, a liqueur that blends “all-natural pomegranate juice” with vodka and tequila) and green tea (TyKu, a sake-based liqueur, has popped up in gossip columns in the hands of celebrities like Laurence Fishburne and Kevin Spacey).

In May, two brothers, Courtney and Carter Reum, both former investment bankers, introduced VeeV, a 60-proof açaí liqueur that also contains extract of prickly pear, a cactus, which is a faddish folk remedy for a hangover. VeeV-based cocktails, like the Joie de VeeV, made with fresh strawberry, lime, mint and a dash of Splenda, have started popping up at places like the Skybar at the Mondrian Hotel and the Bar Marmont in Los Angeles. Cocktail purists insist, though, that even the best intentions can’t stave off a morning of regrets. Tushan Zaric, an owner and bartender at the downtown lounge Employees Only, said that in the last 18 months he has started hearing patrons diving into drinks like the Ginger Smash, with its fresh cranberries and muddled fresh ginger, saying, “That’s so good for you.”

“It’s the alibi, ‘I want to get high with no consequence,’ ” Mr. Zaric said, adding, “But we know, you have two or three of them, you’re still going to have the hangover.”

July 15, 2007- Virtual Frets, Actual Sweat

link

The New York Times
Printer Friendly Format Sponsored By


Correction Appended

CAMBRIDGE, Mass.

KEVIN Doyle and Ivan Wine strode to the front of River Gods and picked up the guitars with the confidence of two guys who had played this bar and those instruments many times before.

With their wives watching from a nearby table, Mr. Doyle, 30, a software consultant clad in a Dewar’s Scotch T-shirt, and Mr. Wine, 32, a graphic designer with an unruly goatee and thick black glasses, strapped on the guitars and chose a song from the list on a projection screen.

They planted themselves in position as the first plodding strains of Black Sabbath’s head-banging heavy-metal classic “War Pigs” emanated from the speakers. As the song’s tempo increased, they frantically fingered the multicolor buttons on the necks of the guitars, hitting them with authority in time to the song’s signature “dun-dun-dun” riffs.

But the two men were not showboating. They were actually concentrating, biting their lips and staring almost trancelike at the screen, watching colored balls falling toward them on an electronic fretboard.

When Mr. Doyle and Mr. Wine finished the last riff, the audience whooped and cheered. The newly minted music gods offered high fives as they returned to their seats.

“We rocked the song,” Mr. Wine said.

This is Guitar Hero night, where curious bar patrons, self-styled bad boys and video game addicts, all usually a drink or two deep, play the game Guitar Hero on a big screen, and fulfill their dreams of being a preening, prancing rock ’n’ roll frontman.

Bars from Roanoke, Va., to San Diego are offering Guitar Hero nights, some providing players with big-hair wigs, Viking helmets and other colorful garb to help them complete the momentary illusion of being Eric Clapton or Lenny Kravitz. Others serve as hosts of competitive tournaments where the winners receive real guitars.

Players come because, for most, it’s as close as they’ll get to being an actual rock star.

“The audience cheers and it’s almost like being onstage,” Mr. Wine said. “You don’t get that playing the game in your living room.”

Within the past year, bar owners and managers have introduced the game, usually played in basements and bedrooms, into their locations to spike business on otherwise slow nights. Now they say Guitar Hero night is the new karaoke night — without the embarrassment of atrocious vocals.

“It’s for people like me, who can’t play guitar but want to,” said Jasper Coolidge, the head talent booker at Pianos, a downtown Manhattan bar that features Guitar Hero night every Tuesday.

Mr. Coolidge said business on Tuesdays had tripled at the bar, which typically attracts a post-college crowd, since the event began in April. “We wanted some sort of quirky thing that wasn’t your typical New York dance-club house music night,” he said.

At River Gods, where the crowd is filled with high-tech workers in rock T-shirts, blue jeans and Converse sneakers, bar regulars and bewildered patrons who just stopped by for a drink, some of the players take it much more seriously.

“There are a couple of people who are these cartoon-character version of nerds,” said Jeff MacIsaac, the entertainment producer here. “They’re playing their Game Boys until Guitar Hero starts. They’re actually playing video games before the video games start.”

Guitar Hero requires dexterous players to press buttons on a plastic guitar in time with a song chosen from a library of familiar rock tunes like “Message in a Bottle” and “Sweet Child O’ Mine.” As the player watches colored notes scroll down a television screen, the object is to hit the corresponding colored buttons (along with a second strum button) in time with the notes to score points. The harder the level, the faster the notes fall and the more complicated the chords.

The original version of Guitar Hero was developed by Harmonix, a company that creates musical-theme video games, and released by the software company RedOctane for PlayStation 2 in 2005. But it was not until the release in late 2006 of a sequel, Guitar Hero 2, which featured a larger catalog of songs (“Killing in the Name Of” by Rage Against the Machine, “Heart-Shaped Box” by Nirvana) and a new head-to-head play mode, that the game found its way into bars. About three million copies of Guitar Hero 2 have been sold for PlayStation 2 and Xbox 360, according to Harmonix and RedOctane. No one knows how many copies are being featured in bars.

Greg LoPiccolo, one of the creators of Guitar Hero and a vice president of product development at Harmonix, said the game was created to help people experience the thrill of performing in a club. But he didn’t anticipate that it would actually catch on in bars.

“We never intended for it to happen,” said Mr. LoPiccolo, who usually selects Stevie Ray Vaughan’s “Texas Flood” when he plays the game. “But once we saw it take place, it was kind of perfect, really.”

Prowess at Guitar Hero doesn’t necessarily equal expertise on a real guitar. At River Gods, Ben Azar, a 27-year-old guitar student at the Berklee College of Music in Boston, eyed the game’s guitar controller skeptically when it was handed to him. Just press the buttons to the beat of the song, he was told by one of the event’s organizers.

As Van Halen’s “You Really Got Me” started, Mr. Azar watched the screen as his fingers worked the frets, but he often looked confused, unsure why a note was missed or exactly what rhythm the guitar line was following.

After finishing his song, Mr. Azar said that using the Guitar Hero controller forced him to concentrate more on pressing buttons than preening like a rock god. “It’s very different,” Mr. Azar said. “It’s like making love to a rubber doll.”

Even though the game doesn’t accurately simulate the mechanics of playing a guitar, players said that the lure of Guitar Hero lies mostly in the mythology of the instrument — one that for every rock fan conjures up images of Pete Townshend smashing his guitar on stage or Jimi Hendrix setting his aflame.

“When one thinks of rock ’n’ roll, the first thing to come to mind is usually someone wailing away at a guitar,” Mr. Wine said later in an e-mail message. “The guitar is at the heart of almost every rock band out there that is or has been.”

Others players, like Shandi Sullivan, a former contestant on “America’s Next Top Model” and a regular at Pianos, appreciate Guitar Hero more for the experience of dressing up and performing for a live audience.

After discovering the game in April at a friend’s apartment, Ms. Sullivan started coming to Pianos every Tuesday, and she even bought a PlayStation 2 to practice with in her apartment. At the bar’s weekly Guitar Hero party, she assumes a different rock ’n’ roll alter ego each time. She has been both Pat Benatar and Elvis Presley. Given her choice, though, she still prefers to rock out to Megadeth, and the game has turned her on to contemporary heavy-metal acts like Shadows Fall.

“I can’t wait until the ’80s version comes out,” Ms. Sullivan said. “Eighties music is my life.”

When Guitar Hero Encore: Rocks the 80s, a sequel featuring the music of such nostalgically coiffed artists as Twisted Sister and Flock of Seagulls, is released on July 24, it will be the last collaboration between Harmonix and RedOctane. Last year, MTV purchased Harmonix, and RedOctane was acquired by the video game publisher Activision.

But the Guitar Hero franchise will rock on. Later this year, RedOctane and Neversoft, a video game studio owned by Activision, plan to release Guitar Hero III: Legends of Rock, and Harmonix will start Rock Band, a Guitar Hero-like game that will also allow players to become drummers, bassists and vocalists.

RedOctane is sponsoring a stage at the Family Values Tour this summer, which includes rock and heavy-metal acts, and it will hold Guitar Hero contests between sets. The winner will receive a guitar autographed by Jonathan Davis, the frontman of Korn.

As with real rock stars, there is plenty of rivalry and ego to be found among the players of Guitar Hero. Mr. Coolidge, the Pianos talent booker, and Caroline Enright, the manager of River Gods, have thrown down a challenge: a New York vs. Boston Guitar Hero competition, preferably to be held when the Red Sox are playing the Yankees.

“We’re going to have a tournament here to decide who is going up there,” Mr. Coolidge said from New York.

In Cambridge, Ms. Enright said she is ready and willing. “It’s on,” she said.

Correction: July 17, 2007

An article in Sunday Styles this week about the popularity of the video game Guitar Hero among bar patrons misspelled the surname of an artist whose song appears in the game, and misstated the title of that song. He is Stevie Ray Vaughan, not Vaughn, and the song is “Texas Flood,” not “Texas Blood.”