I am also talking at the Cultural Studies Association of Australia Conference . My presentation is called ‘Creative Subject(s): reflections on the history of Media Studies’ and considers the wider role of Media Studies as a subject/discipline and its ‘effect’ on developing particular kinds of subjectivity. The talk first looks at early Media Studies as the product of an activist teacher-workforce racially exploring questions of contest and pedagogy – a mode of operations that has become reinvigorated by Web.2 technologies. This approach received formal (if contradictory) mandate by societies concerned with the effects of mass media and current attempts to define media literacy as a form of self-regulation in concert with the current educational-isation of media culture. Finally the talk will consider the paradox of how media studies works along with other creative industries subjects to produce forms of precarious labour -the defining feature of the creative workforce. Final directions reflect of the politics of this ‘incorporation’. The paper is available on the proceedings of the conference website.