Reimagining the Mughal Emperors Akbar and Aurangzeb in the 21st Century

The paper focuses on the reigns and policies of the two Mughal Emperors, Akbar and Aurangzeb, and analyses how they have been remembered in the wider social memory. While Akbar is glorified as a 'secular' and 'liberal' leader, Aurangzeb is often dismissed and ridiculed as a 'religious bigot', who tried to impose the Shari'ah law in diversified India. The paper traces and evaluates the construction of these two grand narratives which were initially formed by the British historians in colonial India and then continued by specific nationalist historians of India and Pakistan, after the independence of the two nation-states. By citing some of the most popular misconceptions surrounding the two Mughal Emperors, this study attempts to understand the policies of these two emperors in a wider socio-political narrative and attempts to deconstruct these ‘convenient’ misinterpretations. Concluding the analysis of how these two emperors are viewed differently in both India and Pakistan, the paper asserts the importance of leaving behind the modern concepts of 'liberal versus conservative' while understanding these emperors and reinforces the practice to understand these historical figures on their own terms.

The mitochondrial calcium uniporter regulates mitochondrial mass and dendritic localization in distinct hippocampal circuits

CA2 is an understudied subregion of the hippocampus that is critical for social memory. Previous studies identified multiple components of the mitochondrial calcium uniporter (MCU) complex as selectively enriched in CA2, however the functional significance of this enrichment remains unclear. The MCU complex regulates calcium entry into mitochondria, which in turn regulates mitochondrial transport and localization to active synapses. We found that MCU is strikingly enriched in CA2 distal apical dendrites, precisely where CA2 neurons receive entorhinal cortical input carrying social information. Further, MCU-enriched mitochondria in CA2 distal dendrites are larger compared to mitochondria in CA2 proximal apical dendrites and neighboring CA1 apical dendrites. Genetic knockdown of MCU in CA2 resulted in smaller mitochondria in CA2 distal dendrites, indicating that MCU expression plays a role in regulating mitochondrial mass in CA2. MCU overexpression in neighboring CA1 led to larger mitochondria preferentially in proximal dendrites compared to distal dendrites and GFP controls. Our findings demonstrate that mitochondria are molecularly and structurally diverse across hippocampal cell types and circuits, and that MCU expression cell-autonomously regulates mitochondrial mass, but layer-specific dendritic localization depends on cell type. Our data support the idea that CA2 mitochondria are functionally distinct from CA1 mitochondria, which may confer unique synaptic and circuit properties underlying CA2 function in social memory.

Rhetorical history and strategic marketing: the example of Starbucks

Purpose This study aims to illustrate how firms engage in rhetorical history, i.e. “the process by which managers skillfully impose meaning on a firm’s past as a persuasive and agentic process” (Suddaby et al., 2010). The case study shows that the connection of past events to specific and schematic narratives allows external events to be appropriated and used by Starbucks as assets to achieve its organizational goals (e.g. legitimacy). Design/methodology/approach The study is based on a close reading and coding of 1,852 “stories” (2,470 pages) published by Starbucks between 2003 and 2020. Findings The authors first show that Starbucks’ language relies heavily on terms referring to temporality. The authors then highlight the organization’s efforts to assert its history, to emphasize its heritage and to inscribe itself in local and national histories. With this case study, the authors contribute to the ongoing debate on history as an organizational resource. The study shows how brands that are not necessarily “historical” can mobilize rhetorical history in their strategic marketing. Research limitations/implications This case study illustrates four heritage implementation strategies: narrating, visualizing, performing and embodying. Further research could contribute to the discussion of rhetorical history production practices, in particular how heritage elements are validated, articulated, related and adopted by organizations (Burghausen and Balmer, 2014). Originality/value The research shows that the main mechanism for constituting social memory assets does not lie in the accumulation of narratives, but in the coupling of narratives at different levels, and in the inclusion of several stakeholders within the narratives. The research also highlights that the affirmation of the historicity of the firm is a prerequisite for the constitution of social memory assets. The research shows that there are a wide variety of ways to convey historical narratives, in particular the essential role leadership plays in the rhetorical process of historicization. The research also shows that the issues of identity and legitimacy are more closely linked than previous research has suggested. In a way, rhetorical history serves strategic management as much as marketing. The porosity between the different audiences allows for a strong alignment between stakeholders, thus consolidating a competitive advantage that lies at the heart of Starbucks’ success, and which notably contributes to reinforcing its core value proposition (i.e. access to a “welcoming, safe and inclusive” third place) and its relational business model. Finally, the case shows that the mobilization of social memory assets does not necessarily lead to the use of nostalgic associations. In this case, for Starbucks, it is not a matter of cultivating memories of the “good old days” but of drawing inspiration from the past, of maintaining traditions to remain culturally relevant and of relying on these assets to project itself into the future.

SOVIET PERIOD OF HISTORY AND HOLOCAUST IN ORAL HISTORY STUDIES: BETWEEN OFFICIAL AND PERSONAL MEMORY

The aim of this paper is to examine the mechanisms of action of individual and collective memory on the features of remembering/ forgetting / interpreting complex pages of history. The use of oral historical memories has allowed to trace the level of influence of stereotypes and dominant (official) historical narratives that were formed both in the Soviet period and in the independence era. The methodological basis of the study is the tools of oral, social history and the history of everyday life. Scientific novelty. The article is written on the basis of oral historical evidence. The article focuses on the issues that break stereotypes about Jews formed during the Soviet period. The collected evidence constitutes an important source of information that explains the peculiarities of the formation of social memory and political factors that determine the agenda of historical policy in a given period. Conclusions. The article considers several blocks of problems that reflect the most typical stereotypes, fixed at the level of consciousness, behavioral attitudes, partially presented (or omitted) facts from history, which to some extent destroy them. The memoirs used in the article, which were collected in the framework of the project "Voices" in 2020 in Zhytomyr region (in which the author has participated), reflect the similarity of general ideas, assessments, tone, and memory stereotypes about anti-Semitism, the legitimacy of the Holodomor’s status of the genocide directed exclusively against ethnic Ukrainians, the role and place of Jews in the victory over Nazism, the peculiarities of evacuation, and the issues of preserving and honoring the memory of those killed during the Holocaust. At the same time, those memoirs demonstrate the differences between collective and individual memory, which preserves plots that to some extent destroy stereotypical attitudes that have long been ingrained in the mind and, accordingly, influenced the formation of social memory. The analysis of the interviews shows that oral history has significant source potential for studying various issues and sections of Soviet and modern history that await their researchers.

Astroglial CD38 regulates social memory and synapse formation through SPARCL1 in the medial prefrontal cortex

Social behavior is essential for the health, survival and reproduction of animals, yet the role of astrocytes in social behavior is largely unknown. CD38 is critical for social behaviors by regulating oxytocin release from hypothalamic neurons. On the other hand, CD38 is most abundantly expressed in astrocytes especially in the postnatal cortex, and is important for astroglial development. Here, we demonstrate that astroglial CD38 plays a pivotal role in the social behavior. Selective deletion of CD38 in postnatal astrocytes, but not in adult astrocytes, specifically impaired social memory without any other behavioral abnormalities. Morphological analysis revealed reductions in spine numbers, mature spines and excitatory synapse numbers in the pyramidal neurons of the medial prefrontal cortex (mPFC) due to deletion of astroglial CD38 in the postnatal brain. Astrocyte-conditioned medium (ACM) of CD38 KO astrocytes reduced synaptogenesis of cortical neurons by reducing extracellular SPARCL1, a synaptogenic protein. Finally, the release of SPARCL1 from astrocytes is regulated by CD38/cADPR/calcium signaling. Our data indicate that astroglial CD38 developmentally regulates social memory and neural circuit formation in the developing brain by promoting synaptogenesis through SPARCL1.

A hunam is the body of social being: divercity of collective socio-historical memory frameworks

Reflecting some contemporary trends social environment, the author underlines some of them which have increased the level of memory studies discussion. The paper reflects a trend of the postmodern pluralism field, where the social memory is defined as an object for free constructing. The alternative philosophical approach demands to rethink this pluralism by the decision of methodological choice towards memo philosophy which climes the idea of fundamental mission of social memory for social history and future development.

User Perceptions of a Technology-Based Social Memory Aid for Persons With Memory Concerns

People with memory concerns (PWMC) are likely to experience social withdrawal and isolation. Although assistive technologies and memory aids are available to support PWMC and their family caregivers, few have been shown to improve social engagement. This study aimed to gain perspectives of PWMC and their family caregivers on the feasibility and utility of a technology-based social memory aid. We recruited 20 dyads of people with mild to moderate memory concerns and family caregivers to evaluate Smartwatch Reminder (SR), a notification system that provides a name, relationship, and photograph of nearby social contacts to aid in recognition. Dyads viewed a demonstration of the SR prototype, and then participated in semi-structured interviews over Zoom video conferencing from June to August, 2020. Interview transcripts were analyzed using thematic analysis, with analyses completed in August 2021. Our findings indicate that participants anticipated important benefits from using the technology, and thought the technology would be easy to use. Participants perceived that the memory aid could benefit them now and in the future by alleviating socialization-related stress for both members of the care dyad; however, certain features of SR restricted the potential benefits, such as the requirement that social contacts have the SR application, and that prompts are only provided during social encounters. Our findings will inform future technology-enabled memory aid development to improve social engagement for PWMC and support family caregivers.