Tag: cinema history

  • The Women Who Invented Film Editing and Why History Forgot Them

    The Women Who Invented Film Editing and Why History Forgot Them

    In the 1920s, more than 60% of Hollywood film editors were women. They worked in cramped cutting rooms, splicing celluloid by hand, and in the process invented the visual grammar that still governs every movie you watch. But by the 1960s, the number had plummeted to single digits. What happened?

    This is the story of the female editors who built the language of cinema and how the industry erased them as soon as the job became prestigious. Their names Margaret Booth, Anne Bauchens, Barbara McLean are not household names, but their fingerprints are on every cut, every jump, every emotional beat in film history.

    The Silent Era’s Secret: Editing Was Women’s Work

    Today, film editing is seen as a creative, powerful role—the editor shapes the story, controls pacing, and can make or break a movie. But that wasn’t always the case. In the early 1900s, editing was considered mechanical labor, not much different from sewing or typing. It involved splicing physical strips of film, cataloging shots, and keeping meticulous logs—tasks deemed “suitable” for women because they required patience and attention to detail, not the “genius” of male directors and cinematographers.

    So studios hired women as “negative cutters” or “splicers,” paying them less than men. The film industry was born in an era of rigid gender roles, and editing fit neatly into the category of women’s work. A 1920s industry survey found that over 60% of film editors were women—a figure that has never been approached since.

    From Cutters to Creators: The Invisible Art Takes Shape

    But something unexpected happened. The women in these cutting rooms started making decisions. They chose which take to use, where to make a cut, how to pace a scene. They weren’t just splicing; they were telling stories without words.

    Silent films had no dialogue to carry exposition. Everything—emotion, plot, character—had to be conveyed through images. An editor had to decide when to show a character’s face, when to cut away to what they were looking at, how long to hold a shot. These decisions created meaning, and the women in the cutting rooms were the ones making them.

    Margaret Booth, who started at MGM in the 1920s and worked there for over 60 years, became a legend for her “invisible” cutting style. She prioritized story flow over flashy technique, believing that the best edit is one the audience doesn’t notice. Her approach—seamless, unobtrusive, emotionally driven—became the model for classical Hollywood editing.

    Anne Bauchens worked with Cecil B. DeMille for over 40 years, editing epics like The Ten Commandments (1923). She won an Academy Award for Northwest Mounted Police (1940). Barbara McLean, head of editing at 20th Century Fox, won the Oscar for Wilson (1944) and is remembered for her work on All About Eve (1950). Blanche Sewell edited The Wizard of Oz (1939). These women weren’t just technicians; they were shaping the films that defined an era.

    The Grammar of Cinema: How Women Codified the Rules

    As films grew from short novelties to feature-length narratives in the 1910s and 1920s, editors had to develop a new system for making stories coherent. This became known as the “continuity system”—a set of rules for editing that ensured viewers always knew where they were and what was happening.

    These rules included matching eyelines (if character A looks right, character B should look left), maintaining screen direction (if a car moves left-to-right in one shot, it should continue left-to-right in the next), and cutting on action (so the movement flows smoothly from one shot to the next).

    These techniques are so fundamental that we take them for granted today. But they had to be invented, and they were largely codified in the cutting rooms staffed by women. These editors discovered that by manipulating the order and duration of shots, they could control the audience’s emotional response. A quick cut could create tension; a long hold could build empathy. This was the birth of modern film language, and it was born in the hands of women.

    The Script Girl Pipeline: How Women Became Editors

    Many early female editors didn’t start with the title “editor.” They entered the industry as “script girls”—now called script supervisors—whose job was to track what had been shot, noting details like which take was good, what props were used, and where actors were standing. This gave them an encyclopedic knowledge of the footage, which made them natural candidates for editing when the need arose.

    The role was also a way for women to be near the creative process without being seen as a threat. Directors like D.W. Griffith and Cecil B. DeMille came to rely on their editors’ instincts. Irving Thalberg, the legendary MGM producer, famously said that the editor was the only person who could “save” a film in post-production. In the studio system, editors worked in centralized cutting rooms, often far from the director’s oversight, which gave them unusual autonomy.

    The Sound Revolution and the Slow Erasure

    The arrival of sound in the late 1920s was a turning point. Sound editing—handling dialogue, music, and effects—was seen as technical and “male,” so those jobs went to men. But picture editing remained a female-dominated role for another decade. By the 1930s, editing was becoming recognized as a creative and powerful position, and that’s when the tide began to turn.

    The first Academy Award for Film Editing went to a man, Conrad Nervig, in 1934. Women won later—Barbara McLean in 1944, for example—but the pattern was clear. As editing gained prestige, men increasingly took over. By the 1950s, the percentage of female editors had dropped dramatically, and by the 1960s it was in the single digits.

    This wasn’t a natural evolution; it was a systematic exclusion. The same work that was once dismissed as “women’s work” became too important for women once it was valued. The history of editing is a stark example of how gendered labor is often a matter of convenience: when the job is seen as clerical, it’s for women; when it becomes “creative,” it’s for men.

    Legacies Hidden in Plain Sight

    The editing styles developed by these women didn’t disappear when they left. The continuity system remained the backbone of Hollywood filmmaking for decades. The “invisible” cutting style—perfected by Margaret Booth—dominated until the 1960s, when a new wave of editors like Dede Allen began to break the rules.

    Allen, who worked from the 1950s through the 1990s, is often seen as the bridge between the silent-era editors and the New Hollywood of the 1970s. She brought a more aggressive, noticeable cutting style to films like Bonnie and Clyde (1967), but she always credited the women who came before her. The techniques they developed—matching action, controlling rhythm, building emotion—remain the foundation of every film edit today.

    Yet their names are barely known. Ask most film fans to name a great editor, and they’ll likely say Walter Murch or Thelma Schoonmaker. But without Margaret Booth’s invisible cuts, without Anne Bauchens’s epic pacing, without the hundreds of unnamed women in cutting rooms, the very language of film would be unrecognizable.

    The Reckoning

    In recent years, there has been a push to recognize the contributions of women in film history, and editing is finally getting its due. Documentaries, books, and retrospective screenings have begun to shine a light on the women who built the medium. The Academy’s own history is being reexamined, and the role of female editors in the silent era is now a subject of scholarly study.

    But the story is more than a list of forgotten names. It’s a lesson about how we assign value to work. The women who “saved” Hollywood’s silent era weren’t doing something inherently feminine—they were doing something that required skill, creativity, and intelligence. They were censored by the industry only when that work was recognized as valuable.

    Today, the editing room is again seeing a resurgence of women, though they still face an uphill battle. The legacy of the silent-era editors is a reminder that the medium of film is built on the labor of people who were often denied credit, denied status, and eventually denied a place in history. But their work endures in every cut, every transition, every moment of cinematic magic that moves us.

    The women who edited silent films didn’t just save individual movies—they built the entire grammar of cinema. They turned a mechanical task into a creative art, only to be pushed out when the art was recognized. Their story is a silent film in itself: full of meaning conveyed through images and actions, but with the title cards missing. The least we can do now is restore their names to the credits.

    Summary

    • In the 1920s, over 60% of film editors were women, but the role was initially dismissed as mechanical “women’s work.”
    • Female editors like Margaret Booth, Anne Bauchens, and Barbara McLean developed and standardized the continuity system—the invisible editing rules that still govern filmmaking.
    • As editing gained prestige in the 1930s and 1940s, men increasingly took over, and by the 1960s, the percentage of female editors had fallen to single digits.
    • The “invisible” editing style perfected by women remained dominant until the 1960s, when editors like Dede Allen began a more aggressive approach.
    • The story of these editors reveals how gendered labor is assigned and reassigned based on the perceived status of the work.

    FAQ

    Q: Who was Margaret Booth?
    A: Margaret Booth was an editor at MGM for over 60 years, starting in the 1920s. She was known for her “invisible” editing style that prioritized story flow and emotional pacing. She is often cited as the first true “film editor.”

    Q: Why were women initially hired as editors?
    A: Editing was seen as meticulous handwork, similar to sewing or typing. Studios also hired women at lower wages, making it economically attractive. It wasn’t until editing was recognized as a creative role that men began to dominate.

    Q: What is the “continuity system”?
    A: The continuity system is a set of editing rules—matching eyelines, screen direction, and action—that ensure visual coherence in narrative films. It was largely developed and codified by female editors in the 1910s and 1920s.

    Q: How did the arrival of sound affect female editors?
    A: Sound editing was seen as technical and male, so men took over those roles. Picture editing remained female-dominated for a while, but as editing gained prestige, men increasingly took over that as well.

    Q: Who was Dede Allen?
    A: Dede Allen was an editor active from the 1950s to the 1990s, known for her work on Bonnie and Clyde (1967). She is often considered a bridge between the invisible style of the silent-era editors and the more aggressive cutting of the New Hollywood era.

  • The Golden Age of Silent Cinema: How Early Filmmakers Invented Visual Language

    The Golden Age of Silent Cinema: How Early Filmmakers Invented Visual Language

    Before a word was ever spoken on screen, filmmakers had already invented a language that could make audiences laugh, cry, and gasp—using only images, light, and movement. The silent era, spanning from the 1890s to the late 1920s, was not a primitive precursor to modern cinema but a period of explosive creativity where the very grammar of film was forged. From the first trick films of Georges Méliès to the epic montages of Sergei Eisenstein, early directors discovered that editing, camera movement, and composition could tell stories more powerfully than words ever could.

    This visual language, developed over just three decades, remains the foundation of every movie you watch today. When a modern thriller cuts between two characters to build tension, or a horror film uses shadows to suggest menace, it is drawing on techniques invented by silent-era pioneers. Understanding how these filmmakers worked without dialogue—and how they turned that limitation into an art form—reveals why the silent era is still called ‘golden.’

    The Birth of a New Art Form

    Cinema didn’t emerge fully formed; it evolved from a mix of photography, magic lantern shows, and vaudeville. The Lumière brothers in France first projected moving images of everyday life in 1895, but these were simple ‘actualities’—short clips of trains arriving or workers leaving a factory. Audiences were amazed, but the novelty quickly wore off. The real revolution came when filmmakers realized they could use editing to create stories.

    Georges Méliès, a magician turned filmmaker, was one of the first to see cinema’s potential for fantasy. In A Trip to the Moon (1902), he used stop-motion, dissolves, and painted sets to send astronauts to the moon, creating a whimsical narrative that delighted audiences. Méliès treated film as a stage, with each scene a static tableau, but his imaginative use of special effects opened doors for storytelling.

    Edwin S. Porter took a bigger leap with The Great Train Robbery (1903). By cutting between parallel actions—the robbers escaping and the posse chasing—he invented cross-cutting, a technique that creates suspense by showing simultaneous events. This 12-minute Western established the grammar of chase sequences and proved that editing could manipulate time and space, a cornerstone of visual language.

    The Master of Narrative: D.W. Griffith

    If Porter laid the foundation, D.W. Griffith built the skyscraper. His 1915 epic The Birth of a Nation was a technical marvel, introducing close-ups, fade-outs, iris shots, and parallel editing on a grand scale. Griffith showed that the camera could move into a character’s face to convey emotion, or pull back to reveal a vast battlefield. His follow-up, Intolerance (1916), interwove four stories across centuries, using cross-cutting to build a climax of breathtaking intensity.

    However, The Birth of a Nation is also a deeply racist film that glorified the Ku Klux Klan. Its technical innovations cannot be separated from its harmful content. Griffith’s work demonstrates that visual language is a tool—it can be used for art or for propaganda. Modern filmmakers must reckon with this legacy, learning from Griffith’s craft while rejecting his ideology.

    Comedy as High Art: Chaplin and Keaton

    While Griffith crafted dramas, Charlie Chaplin and Buster Keaton proved that comedy could be as profound as tragedy. Chaplin’s Tramp character, with his bowler hat and cane, became a global icon. In The Kid (1921) and The Gold Rush (1925), Chaplin blended slapstick with pathos, using physical expression to convey loneliness, hope, and love. His famous dance with dinner rolls in The Gold Rush is a masterclass in visual storytelling—no words needed to make us laugh and feel for him.

    Buster Keaton, known as ‘The Great Stone Face,’ took physical comedy to new extremes. In The General (1926), he performed his own stunts, including a scene where a train collapses into a river. Keaton’s deadpan expression and precise timing turned dangerous stunts into art. His films are still studied for their impeccable composition and editing, proving that action can be both thrilling and elegant.

    German Expressionism and the Unchained Camera

    Across the Atlantic, German filmmakers were exploring the dark side of the human psyche. F.W. Murnau’s Nosferatu (1922) used shadows and distorted sets to create a sense of dread, pioneering the horror genre. In The Last Laugh (1924), Murnau employed an ‘unchained camera’—moving it freely without cuts—to follow a hotel doorman’s fall from grace. This fluid camera work was revolutionary, allowing the audience to feel the character’s disorientation and despair.

    German Expressionism, with its stylized sets and exaggerated performances, influenced Hollywood’s film noir and horror films for decades. The visual language of shadows and angles became a way to externalize inner emotions, a technique still used by directors like Tim Burton and David Fincher.

    Soviet Montage: Editing as Ideology

    In the Soviet Union, Sergei Eisenstein developed a different approach: montage. For Eisenstein, editing was not just about continuity but about creating meaning through the collision of shots. In Battleship Potemkin (1925), the famous Odessa Steps sequence intercuts close-ups of a mother’s face, a baby carriage rolling down the stairs, and soldiers’ boots, building unbearable tension. The juxtaposition of these images creates an emotional and political impact that no single shot could achieve.

    Eisenstein’s montage theory argued that the cut itself is the essence of cinema. This idea influenced not only Soviet filmmakers but also the Hollywood editing style of today, where rapid cuts are used to generate excitement or disorientation.

    The Technical Canvas: Film Stock, Color, and Intertitles

    Silent filmmakers worked with significant technical constraints that shaped their visual choices. Early film stock was orthochromatic, meaning it was insensitive to red light. This is why actors wore heavy makeup and sets were painted in specific tones—to ensure that skin tones and details appeared correctly on screen. Panchromatic stock, which captured all colors, became common in the mid-1920s, allowing for more naturalistic images.

    Frame rates were also different: silent films were shot at 16–20 frames per second, compared to the 24 fps standard for sound. When projected at modern speeds, these films appear jerky and sped-up, which has led to the misconception that silent films were always fast and comical. In reality, when shown at the correct speed, they can be surprisingly smooth and deliberate.

    Intertitles—text cards inserted between scenes—were used for dialogue and narration. Far from being a limitation, they became an art form. The typography and design of intertitles could set the mood, and their placement was carefully timed to maintain rhythm. Some films, like The Last Laugh, famously used no intertitles at all, relying purely on visuals.

    Color was rare, but not absent. Many films were tinted (coloring the entire frame) or toned (coloring the dark areas) to evoke mood—blue for night, red for fire, amber for interiors. Some, like Méliès’s films, even had hand-painted frames. These techniques added a layer of visual storytelling that is often forgotten.

    The End of an Era and Its Legacy

    The silent era ended with the arrival of synchronized sound in The Jazz Singer (1927), but the transition was gradual. Many silent films were released into 1929–1930, and some directors, like Chaplin, continued making silent films into the 1930s. The coming of sound changed everything: actors had to have good voices, and the camera became less mobile because it was confined to soundproof booths. Yet the visual language developed in the silent era did not disappear—it was absorbed into sound cinema, especially in genres like horror, noir, and action.

    Today, every filmmaker is a descendant of the silent era. The close-up, the montage, the tracking shot, the use of light and shadow—all were invented or refined by these pioneers. When you watch a modern film, you are seeing the legacy of Méliès, Griffith, Chaplin, Keaton, Murnau, and Eisenstein. Their innovations are so fundamental that we often take them for granted, but they remain the building blocks of cinematic storytelling.

    The Golden Age of Silent Cinema was a period of extraordinary invention, when filmmakers turned a technological novelty into a powerful art form. Without the crutch of dialogue, they were forced to think visually, and in doing so, they created a language that transcends borders and time. The next time you watch a movie, notice how the camera moves, how scenes are cut, how light and shadow tell the story—you are witnessing the enduring legacy of the silent era.

    Summary

    • The silent era (1895–1927) was a period of explosive creativity where the fundamental grammar of film was invented.
    • Pioneers like Méliès, Porter, and Griffith developed editing, close-ups, and cross-cutting, establishing narrative techniques still used today.
    • Chaplin and Keaton elevated physical comedy to art, proving that emotion could be conveyed without words.
    • German Expressionism and Soviet Montage introduced stylized visuals and editing-as-meaning, influencing modern genres like horror and action.
    • Technical constraints (orthochromatic stock, 16–20 fps, intertitles) shaped the visual style, and the era’s innovations were absorbed into sound cinema.

    FAQ

    Q: Why are silent films often shown at the wrong speed?
    A: Silent films were shot at 16–20 frames per second, but modern projectors run at 24 fps. When played at 24 fps, silent films appear sped-up and jerky. Proper restoration involves projecting at the original frame rate, which reveals a more natural, deliberate pace.

    Q: Were silent films really silent?
    A: No. They were almost always accompanied by live music—a pianist, organist, or even a full orchestra. In some theaters, a lecturer or narrator would explain the story or provide voices. The term ‘silent’ refers to the absence of recorded dialogue, not the absence of sound.

    Q: What is montage theory?
    A: Developed by Soviet filmmaker Sergei Eisenstein, montage theory posits that meaning in film is created by the collision of shots. By juxtaposing images, filmmakers can evoke emotions and ideas that are not present in any single shot. The Odessa Steps sequence in Battleship Potemkin is a classic example.

    Q: How did early filmmakers handle color?
    A: Most silent films were black-and-white, but color was achieved through tinting (coloring the entire frame), toning (coloring dark areas), or hand-painting individual frames. These techniques were used to evoke mood, such as blue for night or red for fire.

    Q: Did the arrival of sound kill the visual language of silent films?
    A: No. The visual techniques developed in the silent era—close-ups, cross-cutting, camera movement, and expressive lighting—were absorbed into sound cinema. Many genres, especially horror, noir, and action, continue to rely heavily on these visual storytelling methods.

  • The Golden Age of Italian Neorealism: How Post-War Cinema Changed Film Forever

    The Golden Age of Italian Neorealism: How Post-War Cinema Changed Film Forever

    In the smoldering ruins of post-war Italy, a handful of filmmakers picked up cameras and turned them toward the streets, the rubble, and the faces of ordinary people struggling to survive. What emerged was Italian Neorealism – a movement that rejected studio glamour for raw authenticity and forever altered the language of cinema. This article explores how a moment of national crisis gave birth to an aesthetic revolution that still echoes in films today.

    The Birth of a Movement

    Italian Neorealism emerged between 1943 and 1945, as World War II ravaged the Italian peninsula and Mussolini’s fascist regime crumbled. For two decades, Italian cinema had been dominated by ‘white telephone’ films – glossy, escapist melodramas about the wealthy, and propaganda pieces that ignored the nation’s deep social problems. Filmmakers were forbidden from depicting poverty, crime, or social dysfunction. But the war changed everything.

    With studios like Cinecittà damaged or repurposed as refugee camps, and with film stock scarce, directors had to improvise. They took to the streets, using real locations, natural light, and non-professional actors. What began as necessity soon became a revolutionary aesthetic. Roberto Rossellini’s Rome, Open City (1945), shot with leftover newsreel stock while the war was still raging in the north, became the movement’s breakthrough – a raw, urgent portrait of resistance and suffering that felt like a dispatch from the front lines.

    The Aesthetic Revolution: Reality as Style

    Neorealism’s defining characteristics were born from both ideology and circumstance. On-location shooting replaced studio sets; natural lighting replaced elaborate setups; and non-professional actors (or mixed casts) brought an unvarnished authenticity to the screen. The subject matter was contemporary and everyday – poverty, unemployment, survival, moral ambiguity. The films focused on working-class and marginalized characters, often with loose, episodic narratives that avoided tidy resolutions.

    Cesare Zavattini, the movement’s chief theorist and frequent collaborator with Vittorio De Sica, argued that cinema should be a ‘pedestal’ for reality – that the camera should record life as it unfolds, not impose dramatic structure. He advocated for ‘the daily event’ as the subject of film. This philosophy reached its purest expression in De Sica’s Bicycle Thieves (1948), where a man and his son search Rome for a stolen bicycle – the father’s only means to work. The film’s power lies not in plot twists but in its patient observation of a simple, devastating quest.

    The Humanist Lens: Stories of Survival

    At its core, Neorealism was a humanist movement. Directors like Rossellini, De Sica, and Luchino Visconti were driven by a moral imperative to show the truth of post-war Italy. Their films are populated by the poor, the displaced, and the desperate – people whose dignity is tested by circumstance. In Umberto D. (1952), De Sica tells the story of an elderly pensioner and his dog, facing eviction and loneliness. The film’s famous scene of the old man watching a maid wake up and make coffee is a testament to the movement’s belief that the mundane can be profound.

    Visconti’s La Terra Trema (1948) took a different approach, using actual Sicilian fishermen to enact a story of exploitation and rebellion. The film’s epic scope and Marxist undertones showed the movement’s political diversity – from Rossellini’s Catholic humanism to Visconti’s class-conscious critique. Yet all shared a commitment to social engagement, whether implicit or explicit.

    The Political Storm: Censorship and Backlash

    Neorealism emerged during a period of intense political flux. The monarchy was abolished in 1946, the Christian Democrats rose to power with US backing, and the Communist Party was the largest in Western Europe. The movement was broadly left-leaning, but not propagandistic – directors ranged from Catholic humanists to Marxists, and their films offered nuanced, often ambiguous portrayals of Italian society.

    This ambiguity made them targets. The Italian government and the Catholic Church attacked the movement for its ‘negative’ portrayals of the nation. In 1949, the Andreotti Law imposed state censorship and restricted export licenses for films deemed ‘unpatriotic.’ The pressure took its toll. By the early 1950s, the movement was in decline. Umberto D. (1952) is often cited as its swan song – a film so bleak that even some critics turned away. Yet its influence was just beginning.

    A Lasting Legacy: From Neorealism to the World

    Neorealism’s impact on global cinema cannot be overstated. It anticipated the French New Wave, British Free Cinema, and later movements like the Iranian New Wave and Dogme 95. Its rejection of studio artifice and its embrace of ambiguity challenged classical Hollywood continuity. The French critic André Bazin championed Neorealism as the ‘purest’ form of cinema – one that respects the ambiguity of reality rather than imposing meaning upon it.

    Directors from Satyajit Ray to Ken Loach, from Abbas Kiarostami to the Dardenne brothers, have drawn directly from its well. The movement’s emphasis on location shooting, natural light, and non-professional actors has become a staple of art cinema and independent filmmaking. More importantly, its moral vision – that cinema should bear witness to the lives of ordinary people – remains a powerful counterpoint to the escapism of mainstream entertainment.

    Conclusion

    Italian Neorealism was a brief, blazing moment – a golden age born from the ashes of war. It changed film forever by proving that reality, in all its roughness and ambiguity, could be more compelling than any studio fantasy. Its legacy is not just a set of techniques, but a conviction: that the camera has a duty to look at the world as it is, and to find in that world the dignity of human struggle.

    Summary

    • Italian Neorealism emerged in 1943–1945 as a response to WWII and the fall of fascism, rejecting studio artifice for on-location authenticity.
    • Key films include Rome, Open City, Bicycle Thieves, La Terra Trema, and Umberto D., featuring non-professional actors, natural light, and working-class stories.
    • The movement was politically diverse but broadly left-leaning, and faced censorship from the Italian government and Church.
    • Its aesthetic and humanist principles influenced the French New Wave, Iranian New Wave, and countless filmmakers worldwide.
    • Neorealism’s legacy is a moral commitment to cinema as a witness to everyday life, still relevant today.

    FAQ

    Q: What defines Italian Neorealism?
    A: Italian Neorealism is defined by on-location shooting, non-professional actors, natural lighting, and a focus on contemporary working-class life. It rejected studio artifice and embraced loose, episodic narratives with open endings.

    Q: Why did Italian Neorealism end?
    A: The movement declined by the early 1950s due to political pressure, including the Andreotti Law of 1949, which censored ‘unpatriotic’ films. Economic recovery also led to a return to more commercial cinema.

    Q: How did Neorealism influence other film movements?
    A: Neorealism’s rejection of studio conventions and its documentary-style realism inspired the French New Wave, British Free Cinema, Iranian New Wave, and Dogme 95, among others.

    Q: Who were the key figures of Italian Neorealism?
    A: Key directors include Roberto Rossellini, Vittorio De Sica, and Luchino Visconti. Screenwriter Cesare Zavattini was the movement’s chief theorist, and cinematographers like Aldo Tonti shaped its visual style.

    Q: What is the legacy of Italian Neorealism today?
    A: Its legacy is both aesthetic and ethical – a commitment to filming reality authentically and to telling stories of ordinary people with dignity. It remains a touchstone for filmmakers who seek social engagement.