Journal articles on the topic 'Sustainment and vision champions'

Community engagement and stewardship are important elements in urban water planning if we are to achieve the vision of water sensitive cities. The aim of this study was to explore how community members could participate in collaborative water planning processes that are adaptive, participatory and transdisciplinary. We conducted a case study of community participation in a water planning process in the regional town of Bendigo in Australia. Over a period of eight months, we worked with key stakeholders to generate integrated, collaborative and people-centred water planning. This involved a series of community champion workshops supplemented by focus groups with additional community members that ran alongside workshops with water and local planning professionals. The goal of the process was to bring together industry, government partners and community members to develop a 50-year vision for a water sensitive Bendigo and to identify the steps needed to achieve this vision. Key findings were that community champions were keen to learn and contribute to urban water planning in their local context. Given time and support, community champions were able to distil complex ideas and make compromises to contribute to a shared vision for the city. Our findings confirm that community champions can play the role of knowledge brokers between water managers and the general population. The research contributes knowledge regarding the value of engaging community champions in urban water planning.

Background Evidence-based programs (EBPs) are used across disciplines to integrate research into practice and improve outcomes at the individual and/or community level. Despite widespread development and implementation of EBPs, many programs are not sustained beyond the initial implementation period due to many factors, including workforce turnover. This scoping review summarizes research on the impact of workforce turnover on the sustainability of EBPs and recommendations for mitigating these impacts. Methods We searched 10 databases for articles that focused on an EBP and described an association between workforce turnover and the sustainment or sustainability of the program. We created a data abstraction tool to extract relevant information from each article and applied the data abstraction tool to all included articles to create the dataset. Data were mapped and analyzed using the program sustainability framework (PSF). Results and Discussion A total of 30 articles were included in this scoping review and mapped to the PSF. Twenty-nine articles described impacts of workforce turnover and 18 articles proposed recommendations to address the impacts. The most frequent impacts of workforce turnover included increased need for training, loss of organizational knowledge, lack of EBP fidelity, and financial stress. Recommendations to address the impact of workforce turnover included affordable and alternative training modalities, the use of champions or volunteers, increasing program alignment with organizational goals, and generating diverse funding portfolios. Conclusion The sustainment of EBPs is critical to ensure and maintain the short- and long-term benefits of the EBP for all participants and communities. Understanding the impacts of workforce turnover, a determinant of sustainability, can create awareness among EBP-implementing organizations and allow for proactive planning to increase the likelihood of program sustainability.

Abstract Medical simulation training has progressed in its use of incorporating various technologies to provide quality training interfaces from novices to experts. The purpose of this paper is to explore modeling, simulation and visualization training technology interfaces to improve precision learning, rigorous, objective assessment, and performance improvement feedback for clinical procedural skill training and sustainment. Technologies to include augmented reality (AR), haptic technology and computer vision will be defined and clarified. It is believed that by exploring the combination of using AR, haptics and computer vision technologies it is possible to develop a fully immersive learning system that can automate mentoring while detecting and measuring gross and fine motor skills. Such a system can be used to predict or delay the onset of skills decay (SD) by capturing rigorous, objective measures, and human performance metrics that can provide feedback to individual performers for skills improvement in real time.

HMS is a Swedish company and a global market leader in the industrial communication industry. Initially, HMS was managed with a vision of a connected industry. Gradually, that vision was complemented with strategies on how to reach that vision. In line with the company’s growth and acquisitions, these strategies started to substitute their vision and they began to be supplemented with much more detailed plans. As the company’s offer expanded, these detailed plans began to take over as the company’s primary instrument of guidance. In other words, HMS went through three phases: From a “Market Establishment” phase (with a vision as their primary guideline), to a “Market Development” phase (with strategies as their primary guideline), and finally to a “Market Maturity” phase (with detailed plans their primary guideline). In so doing, their vision became less challenging/ motivating for HMS’ employees. An action research approach was used, influenced by grounded theory. The results showed that people have different mindsets throughout these phases, and going back is challenging because while HMS’ employees need a vision, visions come without detailed plans and will not work unless they are supplemented by inspirational communication and passionate innovation champions who can push forward without any detailed plans.

Mainstreaming climate change adaptation into policies and development planning processes is widely acknowledged and advocated as an important means of addressing the myriad impacts of climate change.Kenya, like many developing countries, is very vulnerable to climate change and urgently needs to adapt. However, the country’s adaptation mainstreaming efforts are still nascent and largely insufficient. Through a literature review and key informant interviews, this paper identifies Kenya’s potential climateadaptation mainstreaming entry-points and investigates the normative, organizational, and procedural mainstreaming strategies employed. This is done from a horizontal Climate Policy Integration perspective. Three potential mainstreaming entry-points, among them Kenya Vision 2030, the current development blueprint, are identified. The results indicate that while political commitment to, and strategic vision on, climate adaptation is present as exemplified by high-profile champions and the development of the National Climate Change Response Strategy, institutional set-ups remain fragmented and inadequate. Of particular importance is the need to anchor coordination efforts for climate change adaptation in a highlevel and cross-sectoral office. Ex-ante assessment procedures, such as Strategic Environment Assessment and Environment Impact Assessment, should incorporate robust climate vulnerability assessments and adaptation requirements.

Abstract The paper champions an articulacy in drawing visualcy as central to a visual arts pedagogy, arguing that the one domain of human inquiry which distinguishes the visual arts from other disciplines is surely that surrounding the faculty of vision. The ascendency within the artworld of a relational aesthetics often devoid of perceptual insights is traced through a brief history of the relationships between visual artforms and their sociopolitical contexts, culminating with the shift of emphasis away from the perceptually intriguing and towards the contemporary imperatives of a professional practice defined in terms of the neo-liberal values permeating the UK Higher Education sector since 2010. The text rehabilitates the Formalist notion of enstrangement as a means of revitalizing the primacy of perceptual inquiry over 'looking through language', and is illustrated with drawings by the author.

Robert Wedderburn’s London-based periodical, Axe Laid to the Root (1817), disseminates his vision for a transatlantic alliance between the radicals of England’s lower classes and the enslaved people in the West Indies. Throughout the Axe’s six issues, he challenges the abolitionist narrative that liberal, individualist freedoms should be spread from England to the West Indies. Wedderburn instead instructs his white, lower-class readers in London about already existing African Jamaican practices of insurrectionary land and food reclamation. First, he champions the provision grounds as a land commons that produce food sovereignty and communal identity. Then he represents the Jamaican Maroons’ local ecological knowledge as a source of resistance to plantation economies. Using Sylvia Wynter’s environmental theories of resistance, this essay argues that Wedderburn’s political theories champion African Jamaican land and food commons as a model for abolitionist futures.

This article discusses the house as a site of memory in the novels of Margery Allingham, where it embodies a tension between the past and the present that turns the domestic milieu into a place of horror. Stemming from Susan Rowland’s claim that Golden Age authors did not write ‘unproblematically conservative country house mysteries’ (43), this paper uses Svetlana Boym’s theory of restorative and reflective nostalgia and Pierre Nora’s concept of lieux de mémoire (sites of memory) to read Allingham’s novels, which critically observe the sustainment of a vision of the past after the Great War. In her work, country houses like the eponymous one in The Crime at Black Dudley (1929), are, despite their aristocratic grandeur, perfect scenes for murder. While the countryside is associated with a nostalgic innocence, it is also contaminated by the intrusion of the present, as in Sweet Danger (1933). Family secrets are also reasons for crime, as we see in Police at the Funeral (1931). Hide My Eyes (1958) relocates the nostalgic atmosphere to a suburban house converted into a museum of ‘curios’, which operates as an ironic allegory of a nation wrapped up in its own history.

Vision 2030 is designed to place the Kingdom of Saudi Arabia (KSA) as a trading and financial hub in the Middle East. Ninety-six strategic objectives are framed for Vision 2010. Whilst these objectives are very inspiring, challenges are seen in integrating them under a single unifying framework. Unless the diverse objectives are integrated, knowledge and learning of team members are brought on a common platform to measure the success indicators, achieving the vision would be difficult. Objective of the paper is to develop a KM model that will help to measure the success indicators of Vision 2030. A literature review helped to understand the barriers, processes, and methodology of KM frameworks. The findings indicate that Vision 2030 is wide in scope with 96 loosely connected strategic objectives. An overarching framework that links all these objectives and places them on a common platform is not evident. These inputs were used to design the KM Vision 2030 model that links all the objectives and helps to gather metrics from the objectives, and measure the success of the project. Some of the metrics that can be considered are linking objectives, milestone achievement, adhering to schedule and budget, economic and social impact on people and businesses, progress in positioning KSA as the leader of Middle East, and others. Some of these measures are qualitative, whilst others are quantitative, implying that a multimodal data collection and analysis method is needed. The model suggests institution of Knowledge Champions, Communities of Practice, big data analytics, knowledge assets development and sharing, and brings all the objectives on a transparent and usable platform. A pilot study in the form of a semi-structured interview and survey was administered to five experts in the field of KM and IT systems. Their findings indicate that big data analytics can play a major role in decision-making and in measuring the project success. The findings also speak of the need to connect the strategic objectives. Recommendations are made to refine the model.

This article explores positivist universalism, one of the central aspects of contemporary approaches in political theory, through the study of the Young Turks’ political thought. Current scholarship portrays the Young Turks as champions of a national cause, limited to overthrowing despotism and relaunching the Constitution of 1876 in the Ottoman Empire. This neglects their broader aim to guarantee peace, order, and progress, both at home and abroad, by adopting Comtean universal positivism, and it distorts their vision of society, politics, and history. From their base in Paris the Young Turks challenged the Eurocentric conception of universalism, suggesting a more egalitarian and comprehensive conception that has yet to be recognized. This article shows that, transcending the conventional boundaries between Western and non-Western political thought, the Young Turks’ political ideology presents an early example of the formation of a modern, pluralist worldview, and that their core conceptions had a deep impact on the founding of Turkish republicanism.

This research discusses about the segmentation and the position of education services in order to determine its implementation in Islamic Educational Institutions. This is a qualitative research with the primary respondent for all the school community who are involving in the marketing process. This research used phenomenological approach, while the data was collected using observation method, indepth interviews, documentation and triangulation. The results indicates that: (1) MAN Yogyakarta III defines market segmentation by applying multiple segmentation approach, namely: (a) demographic segmentation, (b) geographic segmentation, (c) psychographic segmentation, (d) psychological segmentation, and (e) benefit segmentation. (2) MAN Yogyakarta III determines the position of educational services in the academic field with the development of the brand “Madrasah of The Champions” that leads to the vision of MAYOGA, namely Ultraprima. Market segmentation is the first thing that must be accomplished by the madrasah to achieve optimum marketing results, followed by positioning. Position or image formed by the institutions has a dominant role in influencing public attitudes toward madrasah.

Fertilizers stand at the base of current agricultural practices, providing the nutrient sustainment required for growing plants. Most fertilizers are synthetic chemicals, whose exploitation at very high levels poses a risk to cultivated land and the whole environment. They have several drawbacks including soil degradation, water pollution, and human food safety. Currently, the urgent need to counterbalance these negative environmental impacts has opened the way for the use of natural and renewable products that may help to restore soil structure, microorganism communities, nutrient elements, and, in some cases, to positively enhance carbon soil sequestration. Here, we endeavor to reinforce the vision that effective strategies designed to mitigate negative anthropic and climate change impacts should combine, in appropriate proportions, solutions addressed to a lower and less energy intensive production of chemicals and to a more inclusive exploitation of renewable natural products as biological soil amendments. After drawing an overview of the agricultural energy demand and consumption of fertilizers in Europe in the last few years (with a particular focus on Italy), this narrative review will deal with the current and prospective use of compost, biochar, and neem cake, which are suitable natural products with well-known potential and still-to-be-discovered features, to benefit sustainable agriculture and be adopted as circular economic solutions.

Introduction Youth Excel was a 3-year pan-Canadian initiative to advance youth health through improving knowledge development and exchange (KDE) capacity. KDE capacity refers to an improvement cycle linking evidence and action. Capacities include local surveillance of youth behaviours; knowledge exchange; skills, resources and a supportive environment to use knowledge; and evaluation. Methods Interviews were conducted with Youth Excel members, including 7 provincial teams and 2 national organizations. Interviews explored participant experiences with building KDE capacity. Results Local surveillance systems were considered the backbone to KDE capacity, strengthened by co-ordinating surveys within and across jurisdictions and using common indicators and measures. The most effective knowledge exchange included tailored products and opportunities for dialogue and action planning. Evaluation is the least developed KDE component. Building KDE capacity requires frequent dialogue, mutually beneficial partnerships and trust. It also requires attention to language, vision, strategic leadership and funding. Conclusion Youth Excel reinforces the need for a KDE system to improve youth health that will require new perspectives and sustained commitment from individual champions and relevant organizations.

This paper analyses five major transitions in watershed management in the Lower Mississippi River from the early 19th century to the present. A conceptual framework is developed for analysing the role of visions, agency, and niches in water management transitions and applied to a historical case on water management in the Lower Mississippi River. It is shown that water management regimes change over time and that major transitions were preceded by niches, in which new visions were developed and empowered. The case shows that: (i) emerging visions play an important role in guiding transitions; (ii) agency enables the further diffusion of visions and niches; (iii) vision champions play an important role in transitions, but are not decisive; (iv) each transition has led to an extension of the number of societal functions provided, which has led to more complex water management regimes in which functions are combined and integrated; and (v) external landscape factors are important, as they can lead to awareness and urgency in important decision making processes.

The pressure for medical practitioners to work collaboratively has intensified over the last few decades in most industrialised countries, including Australia. However, many barriers prevent doctors from engaging in macro-level health partnerships. If these partnership initiatives are to succeed, it is essential to understand how and why doctors participate. This paper explored the views of eighteen medical practitioners, including general practitioners (in both small and large practices), division representatives, hospital-based doctors and health system managers. The findings revealed eight key themes, which were dominated by scepticism about partnerships based on previous experiences, but juxtaposed against a strong enthusiasm for the approach. There was a significant cost for medical practitioners to engage in partnerships, either financially or in terms of workload. Their enthusiasm was based on the belief that partnerships could achieve their vision for an ideal service system. They highlighted the importance of ongoing consultation, feedback and monitoring and the need for evidence to balance enthusiasm. Partnership initiatives need to engage local medical champions to increase the profile of this approach and enlist the enthusiasm of the diverse medical community.

As the world strives to achieve universal health coverage by 2030, countries must build robust healthcare systems founded on strong primary healthcare (PHC). In order to strengthen PHC, country governments need actionable guidance about how to implement health reform. Costa Rica is an example of a country that has taken concrete steps towards successfully improving PHC over the last two decades. In the 1990s, Costa Rica implemented three key reforms: governance restructuring, geographic empanelment, and multidisciplinary teams. To understand how Costa Rica implemented these reforms, we conducted a process evaluation based on a validated implementation science framework. We interviewed 39 key informants from across Costa Rica’s healthcare system in order to understand how these reforms were implemented. Using the Exploration Preparation Implementation Sustainment (EPIS) framework, we coded the results to identify Costa Rica’s key implementation strategies and explore underlying reasons for Costa Rica’s success as well as ongoing challenges. We found that Costa Rica implemented PHC reforms through strong leadership, a compelling vision and deliberate implementation strategies such as building on existing knowledge, resources and infrastructure; bringing together key stakeholders and engaging deeply with communities. These reforms have led to dramatic improvements in health outcomes in the past 25 years. Our in-depth analysis of Costa Rica’s specific implementation strategies offers tangible lessons and examples for other countries as they navigate the important but difficult work of strengthening PHC.

BackgroundVeterinary animal welfare advocacy can be undertaken at individual, community, national and international levels. The People’s Dispensary for Sick Animals (PDSA), a veterinary charity with 48 Pet Hospitals UK-wide, created a consultative staff network to put an explicit organisational focus on animal welfare–focused veterinary practice.MethodsPDSA created a national internal committee—a Pet Wellbeing Task Force—composed of veterinary staff representatives. Together with recruited hospital-based Champions who serve as a focus for animal welfare and ethics within their clinical teams, the resulting staff network has described a vision of animal welfare and ethics within companion animal veterinary practice, with accompanying practice-level actions. These actions have formed the basis for national clinical audit, repeated three times since 2013.ResultsThe audit, alongside targeted interventions, has driven organisational change (eg, new policies), led to measurable improvements in pet wellbeing (eg, improved pain assessment and management) and stimulated collaborative practice-based research with universities.ConclusionA dedicated staff network has facilitated organisation-wide communication on animal welfare and ethics; offered a safe space to raise and discuss animal welfare and ethical issues; and fostered leadership, by working towards model veterinary practice with respect to animal welfare and ethics, with benefits for pet patients, staff and the wider veterinary and veterinary nursing professions.

‘The flood is round thee, but thy towers as yetAre safe, and clear as by a summer’s sea…Lo! On the top of each aerial spireWhat seems a star by day, so high and brightIt quivers from afar in golden light.But ‘tis a form of earth, though touched with fireCelestial, raised in other days, to tellHow, when they tired of prayer, Apostles fell’.John Henry Newman's poem ‘On Oxford’ published within a section called ‘Champions of the Truth’ in the verse collection, Lyra Apostolica, which he edited in 1836, encapsulates Newman's vision of Oxford and its colleges. Oxford was portrayed in the poem as an embattled but triumphant ‘city on a hill’ (in spite of its valley location surrounded by hills); a bulwark against contemporary forces, religious, and political, which for Newman, seemed to threaten it in the 1830s. The poem reminds us that the Oxford Movement, the great movement of religious revival within the Church of England commonly dated from 1833, the movement which Newman famously led and inspired, was rooted in Newman's keen and abiding sense of place (genius loci, as he put it), of memory, tradition, ethos, and association.

The purpose of the study was to evaluate program seven a side football National Paralimpic Committee (NPC) of Indonesia at ASEAN Paragames 2015 in Singapore. The research is qualitative research approach to evaluation using the model Context, Input, Process, and Product (CIPP). Triangulation method of collecting data using questionnaires, interviews, document study and observation. Research result that: 1) Evaluation of Context: have a legal basis and strong government policy, vision mission and goals objective realized. 2) Evaluation of Input: profiles and recruitment process good athlete to coach while performing well, the availability of founds, transparency and accountability of founding need to be improved, the manager of the support according to the program, and the establishment of good cooperation between stakeholders. 3) Evaluation of Process: the training plan implemented well, the implementation of the training needed to be improved, assessment exercises still need to be optimized, the implementation of evaluation and monitoring has not been implemented optimally. 4) Evaluation of Product: Athlete of the program for difabel exercise ASEAN Para Games 2015 di Singapura got the result was not optimal because three defeats and one draw, so they are had second champions of ASEAN Para Games 2015 di Singapura. It can be recommended to the programmer that this program needs comprehensive evaluation for better result in future.

This article examines the significance of reflexive self-critical modernity in the development of early “New Confucianism” by reconsidering the example of Zhang Junmai in the context of the May Fourth and New Culture Movements. Whereas these movements advocated scientific rationality and thorough Westernization, Zhang’s education and research in Germany before and after the First World War led him to a critical perspective on Western modernity informed by its contemporary crisis tendencies and Western philosophical and social-political critics. Zhang adopted elements from German Idealism, life-philosophy, and social democracy to critique the May Fourth and New Culture Movements and reconstruct the “rational core” and ethical sensibility of Confucian philosophy. Zhang’s “self-critical modernity” was oriented toward a moral and social-political instead of a scientific and technological vision of Westernization. Zhang’s position was condemned by New Culture champions of scientific modernity who construed Zhang’s position as reactionary metaphysics beholden to the past without addressing his self-critical interpretation of modernity that adopted early twentieth century Western critiques of the spiritual and capitalist crisis-tendencies of modernity. In response to this complex situation, Zhang articulated a phenomenological interpretation of the social-political, ethical, and cultural lifeworld, drawing on classic and contemporary Chinese and Western sources, which endeavoured to more adequately address the paradoxes of Westernization and modernization, and the crisis of Chinese ethical life.

Saudi Arabia’s Ministry of Health (MOH) use corporate performance improvement methodologies to develop and implement performance improvement initiatives designed to continue building on the Ministry’s vision of transforming hospital operations and instituting a culture of quality and performance focused on the “patient first” principle. We evaluated the feasibility of setting up a performance improvement unit (PIU) within the MOH to apply the principles of Lean Six Sigma and to change management methodologies. The MOH collaborated with external consultants to implement PIU initiatives in 4 steps: PIU Setup, PIU Capability Building, High-Impact Project Implementation, and Project Sustainability and Knowledge Transfer. PIU units were setup across the 13 provinces over 90 days. The process included the promotion of knowledge sharing to strengthen the skill set of Saudi health care professionals and develop local performance improvement champions within the MOH who could lead, implement, and sustain future projects. Implementation was a challenge; though, early results from the High-Impact Project Implementation phase were encouraging. However, the sustainability of PIU interventions was poor, with performance improvement processes returning to baseline levels within 9 months. This case study shows that PIU implementation is a feasible approach for improving health care delivery in Saudi Arabia. Poor sustainability despite initial success highlights the need to further improve the engagement, incentivization, and training of team leaders and members to achieve long-term success with the program.

OBJECTIVES/GOALS: Morehouse School of Medicine (MSM), TxTM is a scientific philosophy promoting interdisciplinary approaches towards exponential advances in community and population health. Objectives are to detail the model, pilot funding mechanism, early research findings and infrastructure investments. METHODS/STUDY POPULATION: The health research system has widely acknowledged challenges that can delay research translation to systems that advance health for chronically disadvantaged health disparity population groups. MSM’s vision is to lead the creation and advancement of health equity. The vision-aligned strategic plan prioritized formalization of a TX TM implementation priority. The study population was the institution’s research faculty and leaders, research administration, and communication arm. Through a cross-institutional working group, a plan was deployed to 1) assess the institutional landscape, 2) review the grey and peer reviewed literature on translational research and 3) invest in a pilot research funding mechanism. RESULTS/ANTICIPATED RESULTS: Over $700K has been invested in TX TM implementation. Over half of research faculty completed an institutional landscape assessment to identify translational research expertise, interests and points of interest in new collaboration. The most frequently cited collaborative research interests were clinical research with human subjects, patient-centered outcomes and laboratory-based research with human subjects/specimens. Funded multidisciplinary and/or community-engaged pilot studies investigate the role for circadian rhythms and shift work, cultural variables influencing mental health among Haitians living in the US and integrating prescription reconciliation telehealth in primary care. DISCUSSION/SIGNIFICANCE OF IMPACT: TX TM requires interdisciplinary collaboration across translational research spheres and beyond the academy. Institutional investment, infrastructure support and senior-level champions are central to awareness and rewarding such scholarship towards scaling approaches that advance health equity. CONFLICT OF INTEREST DESCRIPTION: Coined at Morehouse School of Medicine (MSM), Tx TM symbolizes an approach and scientific philosophy designed to intentionally promote and support convergence of interdisciplinary approaches and scientists to stimulate exponential advances for the health of diverse communities.

Purpose – Global corporate strategies are revealing the boundaries of organizational capabilities and the limits of the natural resource capacity that is needed to sustain business operations. Sustainability has emerged as a strategic response adopted by many corporations to reduce resource dependency and consumption costs in an effort to secure existence as a going concern while also demonstrating corporate citizenship. The paper aims to discuss these issues. Design/methodology/approach – This two-part paper will present a review of recent findings relevant to sustainability and change management was performed in order to develop a better understanding of factors that may hinder corporate adoption of sustainability, the role of sustainability in transformational change, and the change management challenges involved in integrating sustainability within corporate culture. Findings – For a growing number of organizations, sustainability has recently been elevated from “doing” to the level of “being”, which involves integration into their mission, vision and shared values. Corporate leaders and governing bodies play a critical role as champions in the implementation of sustainability for organizational transformation. Research limitations/implications – The limited number of examples of organizations fully embracing sustainability at a vision level stems from the fact that most executives do not fully understand the issues and do not know how to devise the governance or strategies needed to adopt a more sustainable path. However, the research points to the fact that there is a recognized shortage of empirical research work specifically focused on sustainability change and effective business cases. Practical implications – Organization development practitioners have a significant role in helping firms implement sustainability-focused transformations. Social implications – Given the economic, ecological and social imperatives, there is urgency for firms around the world, both big and small, to adopt effective sustainability strategies that add value for stakeholders while reducing resource demand. Originality/value – The research points to the fact that there is a recognized shortage of empirical research work specifically focused on sustainability change including limited examples of effective business cases.

Purpose – Global corporate strategies are revealing the boundaries of organizational capabilities and the limits of the natural resource capacity that is needed to sustain business operations. Sustainability has emerged as a strategic response adopted by many corporations to reduce resource dependency and consumption costs. The purpose of this paper is to secure existence as a going concern while also demonstrating corporate citizenship. Design/methodology/approach – This two-part paper will present a review of recent findings relevant to sustainability and change management was performed in order to develop a better understanding of factors that may hinder corporate adoption of sustainability, the role of sustainability in transformational change, and the change management challenges involved in integrating sustainability within corporate culture. Findings – For a growing number of organizations, sustainability has recently been elevated from “doing” to the level of “being”, which involves integration into their mission, vision and shared values. Corporate leaders and governing bodies play a critical role as champions in the implementation of sustainability for organizational transformation. Research limitations/implications – The limited number of examples of organizations fully embracing sustainability at a vision level stems from the fact that most executives do not fully understand the issues and do not know how to devise the governance or strategies needed to adopt a more sustainable path. However, the research points to the fact that there is a recognized shortage of empirical research work specifically focussed on sustainability change and effective business cases. Practical implications – Organization development practitioners have a significant role in helping firms implement sustainability-focussed transformations. Social implications – Given the economic, ecological and social imperatives, there is urgency for firms around the world, both big and small, to adopt effective sustainability strategies that add value for stakeholders while reducing resource demand. Originality/value – The research points to the fact that there is a recognized shortage of empirical research work specifically focussed on sustainability change including limited examples of effective business cases.

High functioning, resilient teams do not happen by chance. Teams, similar to individuals, need to be educated, nurtured and formed over time, by a consistent vision and process. With proper team formation, the compassionate care of patients, families and colleagues can be developed, modeled and reinforced. Self-compassion is another focus to help caregivers cope with the stresses of the work and mitigate against burnout. The primary intervention which will be discussed is a regularly scheduled reflection process, e.g. 30 minutes weekly or 90 minutes monthly, with a pediatric hospice team, an inpatient palliative care team and an outpatient palliative care team. The reflection process incorporates mindful meditation, journaling, listening exercises, individual and group reflection to encourage and practice self-awareness, self-reflection, greater emotional intelligence and leadership skills. Specific tools employed include the Search Inside Yourself © Program, books by various authors, selected music, videos and personal journals. Qualitative feedback from team members, patient, family and colleague satisfaction scores has been positive. Buy-in from all team members, initially, was difficult, but over time, all team members have recognized the value of the process and have incorporated the exercises not only in their work, but in their personal lives and other roles/jobs. Other key success factors are organizational support for time for this process and individual champions to develop and lead the reflective process. The workshop will include a demonstration of exercises used in team reflections with learner participation.

Background: The Becoming Breastfeeding Friendly (BBF) initiative includes a guide that helps countries worldwide assess their readiness to scale up national breastfeeding programs. Country committees of breastfeeding experts across government, academia, and civil society engage with BBF by applying the BBF toolbox that includes (1) the BBF Index (BBFI) to measure and score a country’s breastfeeding environment, (2) case studies that illustrate how countries have created enabling environments for breastfeeding, and (3) a 5-meeting process, during which country committees develop policy recommendations intended to improve breastfeeding outcomes based on the BBFI scores. Objective: This study seeks to understand how the application of the BBF toolbox impacted plans to improve the enabling environment for breastfeeding in Mexico. Methods: Semi-structured interviews were conducted with Mexico’s 11 BBF country committee members about the 5-meeting process between May and June 2017. Audio recordings were transcribed and were coded and analyzed using a grounded theory approach. Results: Three major themes emerged: (1) the unique enabling environment for breastfeeding consisted of obstacles and opportunities for improvement, (2) favorable country committee member dynamics positively affected the utility of the BBF toolbox, and (3) BBF revealed and shaped country committee members’ shared vision of change that laid the foundation for a shared public policy agenda. Conclusions: Becoming Breastfeeding Friendly can generate multisectoral breastfeeding champions who can advance the public policy agenda to improve breastfeeding outcomes at the national level both in Mexico and elsewhere.

Abstract Rapid population aging presents opportunities for higher education to address major aging-related public issues facing society that have a direct impact on students, faculty, and both local and global communities. Students in virtually all disciplines will be working within the context of an aging society post-graduation and need to be prepared as they make career choices and enter the workforce. Further, faculty and staff are not only aging themselves but may be caregivers, which has an impact on health, income and productivity. Michigan State University (MSU) is now addressing these needs through a new program guided by Age-Friendly University (AFU) principles called AgeAlive that grew out of five years of grassroots organizing. Large-scale, research-intensive institutions present special challenges to pursuing AFU status but the lessons learned by AgeAlive may help any organization that wishes to become more age friendly. This session will review AgeAlive’s path to a recognized program with a clear vision, a strategic plan, two crosscutting goals including AFU designation, and five focus areas with initiatives in each area. Tools to help achieve these goals include an inventory of aging-related activity on campus and a virtual hub for networking and information exchange. Key steps in the program development process will be described as will recommendations related to choosing a model, cultivating champions, making decisions based on data, and building infrastructure. It will allow others to understand what challenges they may face and potential approaches to minimizing and overcoming these challenges in their own AFU journey.

This essay analyzes the ideas, events and processes leading to the establishment of Patriarch Nikon’s Iverskii (1653) and Krestnyi (1656) monasteries and their endowment by Tsar Aleksei Mikhailovich, highlighting the explanations supplied in the patriarch’s Gramota o Krestnom monastyre (1656) and Rai Myslennyi (1658). The article offers a more complex picture of Nikon’s patriarchate (1652-1666) by locating his monastery building program within the context of the concurrent reforms church texts and rituals and his efforts to help promote the reimaging of Russian dynastic and “national” myths through the use of print, iconography and symbolic replications. Iverskii and Krestnyi monasteries were part of a lager “scenarios” designed to (re)establish Russia’s claimed inheritance of the Byzantine legacy and fulfill its potential as “New Jerusalem,” while simultaneously enhancing Nikon’s and the Romanov dynasty’s image and legitimacy. Nikon developed an updated version of the “ancient” past, connected it directly with the reign of Aleksei Mikhailovich (1645-1676), embedded it in the reforms of the Russian Church, and employed it to support his vision of Russia’s future as a new Israel, represented concretely in his monastic foundations. By reinforcing Aleksei Mikhailovich’s image as the “new Constantine,” Nikon offered the tsar a premier role in the construction of a Russian “New Jerusalem” and produced opportunities for he and his family to endow it. Thus, the construction of Nikon’s monasteries offered the Romanovs perfect forums to actively build their own image as the legitimate heirs to the Byzantine imperial legacy and as the ultimate champions of Orthodoxy.

Purpose A large body of evidence clearly shows that cancer patients experience significant health benefits with smoking cessation. Cancer Care Ontario, the provincial agency responsible for the quality of cancer services in Ontario, has undertaken a province-wide smoking cessation initiative. The strategies used, the results achieved, and the lessons learned are the subject of the present article.Methods Evidence related to the health benefits of smoking cessation in cancer patients was reviewed. A steering committee developed a vision statement for the initiative, created a framework for implementation, and made recommendations for the key elements of the initiative and for smoking cessation best practices.Results New ambulatory cancer patients are being screened for their smoking status in each of Ontario’s 14 regional cancer centres. Current or recent smokers are advised of the benefits of cessation and are directed to smoking cessation resources as appropriate. Performance metrics are captured and used to drive improvement through quarterly performance reviews and provincial rankings of the regional cancer centres.Conclusions Regional smoking cessation champions, commitment from Cancer Care Ontario senior leadership, a provincial secretariat, and guidance from smoking cessation experts have been important enablers of early success. Data capture has been difficult because of the variety of information systems in use and non-standardized administrative and clinical processes. Numerous challenges remain, including increasing physician engagement; obtaining funding for key program elements, including in-house resources to support smoking cessation; and overcoming financial barriers to access nicotine replacement therapy. Future efforts will focus on standardizing processes to the extent possible, while tailoring the approaches to the populations served and the resources available within the individual regional cancer programs.

Introduction: The extensive network of Christian mission hospitals in India faced an abrupt loss of financing and supply of medical missionaries during and after independence in 1947. Many of the remaining went on to become indigenously owned Christian hospitals and prestigious medical colleges that maintained the heart for the poor and for spiritual care that was inspired by their founders. The aim of this critical analysis is to explore the literature to understand what helped these hospitals survive when others failed and lessons that can be learned to help direct future investment and programs for health systems strengthening. Methods: A literature review was conducted utilizing PubMed and Google Scholar and keywords noted in Appendix A. The initial list of 785 articles was filtered down to 28 that specifically address the research questions. Excerpts from these articles were annotated, coded, and evaluated for core themes. Results: The following core themes arose as factors that contributed to their success: 1) shared mission, vision, and core values, 2) early emphasis on medical education, especially for women, 3) local champions, patrons, and governance, 4) strong community linkages, 5) strategic collaborations, and 6) healthy systems and infrastructure. Recommendations: Most international investment in health systems strengthening has focused on short- and medium-term health outcome goals. While these have certainly saved the lives of millions, we must also consider what will be required to foster healthy healthcare systems. Long-term investment in building committed healthcare leaders and healthy institutions is challenging, but necessary, to meet long-term health goals. Faith-based hospitals are key allies in this endeavor.

Introduction Youth Excel est une initiative pancanadienne de 3 ans qui a eu comme objectif de favoriser la santé chez les jeunes par le biais de l'amélioration de la capacité de développement et d'échange des connaissances (DEC). La capacité de DEC repose sur un cycle d'amélioration reliant données probantes et interventions. Ses composantes étaient la surveillance locale des comportements des jeunes; l'échange de connaissances; les compétences, les ressources et l'environnement favorable pour l'utilisation des connaissances et enfin l'évaluation. Méthodologie Nous avons réalisé des entrevues auprès de membres de Youth Excel relevant de sept équipes provinciales et de deux organisations nationales. Ces entrevues portaient sur les expériences des participants en lien avec le renforcement de la capacité de DEC. Résultats L'élément central de la capacité de DEC était constitué par les systèmes de surveillance locale, renforcé par la coordination d'enquêtes au sein des administrations et entre administrations et par le recours à des indicateurs et à des mesures communes. Les échanges de connaissances les plus efficaces étaient ceux qui portaient sur des produits adaptés et qui mettaient à profit les occasions de dialogue et de planification des interventions. La capacité évaluative est demeurée la capacité de DEC la moins élaborée. Le renforcement de la capacité globale de DEC repose sur un dialogue fréquent, des partenariats mutuellement bénéfiques et de la confiance. Il exige également que l'on porte attention au langage, à la vision, au leadership stratégique et au financement. Conclusion L'expérience de Youth Excel montre qu'il faut, pour renforcer un système de DEC qui améliore la santé des jeunes, explorer de nouvelles perspectives et obtenir un engagement soutenu de la part des champions ainsi que des organisations concernées.

Purpose: A large body of evidence clearly shows that cancer patients experience significant health benefits with smoking cessation. Cancer Care Ontario, the provincial agency responsible for the quality of cancer services in Ontario, has undertaken a province-wide smoking cessation initiative. The strategies used, the results achieved, and the lessons learned are the subject of the present article. Methods: Evidence related to the health benefits of smoking cessation in cancer patients was reviewed. A steering committee developed a vision statement for the initiative, created a framework for implementation, and made recommendations for the key elements of the initiative and for smoking cessation best practices. Results: New ambulatory cancer patients are being screened for their smoking status in each of Ontario’s 14 regional cancer centres. Current or recent smokers are advised of the benefits of cessation and are directed to smoking cessation resources as appropriate. Performance metrics are captured and used to drive improvement through quarterly performance reviews and provincial rankings of the regional cancer centres. Conclusions: Regional smoking cessation champions, commitment from Cancer Care Ontario senior leadership, a provincial secretariat, and guidance from smoking cessation experts have been important enablers of early success. Data capture has been difficult because of the variety of information systems in use and non-standardized administrative and clinical processes. Numerous challenges remain, including increasing physician engagement; obtaining funding for key program elements, including in-house resources to support smoking cessation; and overcoming financial barriers to access nicotine replacement therapy. Future efforts will focus on standardizing processes to the extent possible, while tailoring the approaches to the populations served and the resources available within the individual regional cancer programs.

Publix Super Market is relentlessly committed to creating employment opportunities for the communities it serves, especially in the face of the Covid-19 pandemic. Amid ever increasing exogenous pressure, Publix has anchored itself in its world-class Human Resource Management, e.g., staffing protocols, performance management, and employee-management relations. Based on research as well as the personal work experiences of the authors with this organization, this paper and case study offers an in-depth view of how Publix has positioned itself—and remains positioned as—one of the top companies to work for in the United States. Rather than view HR as a cog in its operational engine, Publix holds its HR department as a strategic partner. This has been instrumental in maintaining a finger on the pulse of staff’s needs and creating a nurturing culture that champions every professional. Publix is not only a place where ‘shopping is a pleasure,’ but where working is a pleasure also.More than 150 years ago, the Civil Rights Act of 1866 affirmed that U.S. citizens are entitled to equal protection under the law. Over 50 years ago, the passing of the Civil Rights Act of 1964 outlawed discrimination. However, despite over a century of legislation and activism, discrimination remains a pressing issue plaguing America today. Despite racial turmoil that afflicts our society, Publix has announced they will not stand for injustice by emphasizing, “Let’s end the injustice. Let’s stand together.” Publix has made a $1 million contribution to the National Urban League affiliates across the Southeast, as they continue to support their civil rights efforts.Publix offers its associates career growth, and the necessary training for equitable promotional opportunities for all their diverse employees. Furthermore, it invests in its associates' health, with a benefits package that encourages wellness, smoking cessation, and provides primary care, vision, and dental plans. Using a qualitative process based on personal experiences and documented literature, this case study will guide you through some of Publix’s hallmark human resource policies, how the company has embraced them, and how it works daily to encourage and incentivize its associates' career growth.

Background: In 2010, the World Health Organization issued a clarion call for action on interprofessional education and collaboration. This call came forty years after the concept of interprofessional collaboration (IPC) was introduced. Aim: To conduct an integrative review of interprofessional collaboration in health care education in order to evaluate evidence and build the case for university support and resources and faculty engagement, and propose evidence-based implications and recommendations. Search Strategy: A literature search was conducted by an interprofessional faculty from a college of nursing and health sciences. Databases searched included CINAHL, Medline, Eric, Pubmed, Psych Info Lit., and Google Scholar. Keywords were interdisciplinary, interprofessional, multidisciplinary, transdisciplinary, health care team, teamwork, and collaboration. Inclusion criteria were articles that were in the English language, and published between 1995 and 2019. Review Methods: Thirteen interprofessional team members searched assigned databases. Based on key words and inclusion criteria, over 216,885 articles were identified. After removing duplicates, educational studies, available as full text were reviewed based on titles, and abstracts. Thirty-two articles were further evaluated utilizing the Sirriyeh, Lawton, Gardner, and Armitage (2012) review system. Faculty agreed that an inclusion score of 20 or more would determine an article’s inclusion for the final review. Eighteen articles met the inclusion score and the data was reduced and analyzed using the Donabedian Model to determine the structure, processes, and outcomes of IPC in health care education. Results: Structure included national and international institutions of higher education and focused primarily on undergraduate and graduate health care students’ experiences. The IPC processes included curricular, course, and clinical initiatives, and transactional and interpersonal processes. Outcomes were positive changes in faculty and health care students’ knowledge, attitudes, and skills regarding IPC, as well as challenges related to structure, processes, and outcomes which need to be addressed. Implications/Recommendations/Conclusions: The creation of a culture of interprofessional collaboration requires a simultaneous “top–down” and “bottom–up” approach with commitment by the university administration and faculty. A university Interprofessional Strategic Plan is important to guide the vision, mission, goals, and strategies to promote and reward IPC and encourage faculty champions. University support and resources are critical to advance curricular, course, and clinical initiatives. Grassroots efforts of faculty to collaborate with colleagues outside of their own disciplines are acknowledged, encouraged, and established as a normative expectation. Challenges to interprofessional collaboration are openly addressed and solutions proposed through the best thinking of the university administration and faculty. IPC in health care education is the clarion call globally to improve health care.

Abstract Background: Understanding how to translate research discoveries into solutions for healthcare improvement is a priority of NIH-funded Clinical and Translational Science Awards (CTSA). This study, supported by one CTSA, aims to capture one process of shaping and implementing innovations to advance the timeliness and patient-centeredness of cardiovascular care. Specifically, we sought to understand a partnership between a private digital health startup company, a university innovation lab, and an academic health system’s cardiology program pursuing this goal. Findings: The collaboration proceeded through clear phases to address the questions and challenges: problem definition, exploration and formalization of the partnership, innovation co-creation and pilot test, and scale-up planning. Phases were punctuated by key decisions, such as forming the partnership, negotiating terms of the partnership, iterating form and features of the innovation, and exploring sufficiency of its value-add for scale-up and sustainment. Key implementation concepts were apparent, including implementation strategies (e.g., champions and iterative trialing) and the implementation outcomes of acceptability, sustainment, and scale-up. Participants identified potential risks of collaboration, reflected on their co-creation process, and the value of engaging stakeholders in innovation design. Findings may inform subsequent collaborations between innovators and translational researchers. Methods: We conducted a case study to understand the partnership; characterize the questions they pursued, their decision points, information and data sources; and identify the challenges and risks. Data were collected through a series of four focus groups with members of each partnering organization. A transdisciplinary research team iteratively worked to condense and synthesize data from audio recorded transcripts into a case narrative.

We sought to qualitatively evaluate impediments in implementing a novel Screening, Brief Intervention and Referral to Treatment (SBIRT) protocol into normal emergency department (ED) workflow for patients with at-risk drug/alcohol behavior. From 2010, administrative and nursing champions trained nurses at a single ED (census: 50,000 visits/yr) in SBIRT and incorporated SBIRT into normal ED nursing workflow in 2012. To qualitatively analyze impediments in SBIRT implementation, we created a semi-structured questionnaire for protocol champions with subsequent follow-up. Investigators analyzed responses using qualitative methodology based on a modified grounded theory framework. In 2012, 47693 visits by 31525 patients met SBIRT protocol initiation criteria with a protocol execution rate of 83.4%. Interview data identified the following impediments: (1) Need for multi-layer leadership support; (2) Application of an overarching vision to constantly address personnel attitudes towards SBIRT appropriateness in the ED; (3) Continuous performance monitoring to address implementation barriers close to real time; (4) Strategic and adaptive SBIRT training; and (5) External systemic changes through internal leadership. Qualitative analysis suggests that impediments to SBIRT implementation in the ED include views of SBIRT appropriateness in the ED, need for continuous reinforcement/refinement of personnel training / protocol execution, and fostering of additional administrative/financial champions.

Abstract The National Cancer Institute (NCI) Cancer Moonshot initiative seeks to accelerate cancer research for the USA. One of the scientific priorities identified by the Moonshot’s Blue Ribbon Panel (BRP) of scientific experts was the implementation of evidence-based approaches. In September 2019, the NCI launched the Implementation Science Centers in Cancer Control (ISC3 or “Centers”) initiative to advance this Moonshot priority. The vision of the ISC3 is to promote the development of research centers to build capacity and research in high-priority areas of cancer control implementation science (e.g., scale-up and spread, sustainability and adaptation, and precision implementation), build implementation laboratories within community and clinical settings, improve the state of measurement and methods, and improve the adoption, implementation, and sustainment of evidence-based cancer control interventions. This paper highlights the research agenda, vision, and strategic direction for these Centers and encourages transdisciplinary scientists to learn more about opportunities to collaborate with these Centers.

Abstract Background In response to the “know–do” gap, several initiatives have been implemented to enhance evidence-informed decision-making (EIDM). These include individual training, organizational culture change management, and legislative changes. The importance of relationships and stakeholder engagement in EIDM has led to an evolution of models and approaches including integrated knowledge translation (IKT). IKT has emerged as a key strategy for ensuring that engagement is equitable, demand-driven, and responsive. As a result, the African-German Collaboration for Evidence-Based Healthcare and Public Health in Africa (CEBHA+) incorporated an IKT approach to influence noncommunicable diseases (NCD) policy and practice. We documented the phased process of developing, implementing, and monitoring the IKT approach in South Africa; and explored the appropriateness of using the exploration, preparation, implementation, and sustainment (EPIS) framework for this purpose. Methods We mapped the South Africa IKT approach onto the EPIS framework using a framework analysis approach. Notes of team meetings, stakeholder matrices, and engagement strategies were analysed and purposefully plotted against the four phases of the framework in order to populate the different constructs. We discussed and finalized the analysis in a series of online iterations until consensus was reached. Results The mapping exercise revealed an IKT approach that was much more iterative, dynamic, and engaging than initially thought. Several constructs (phase-agnostic) remained important and stable across EPIS phases: stable and supportive funding; committed and competent leadership; skilled and dedicated IKT champions; diverse and established personal networks; a conducive and enabling policy environment; and boundary-spanning intermediaries. Constructs such as “innovations” constantly evolved and adapted to the changing inner and outer contexts (phase-specific). Conclusions Using the EPIS framework to interrogate, reflect on, and document our IKT experiences proved extremely relevant and useful. Phase-agnostic constructs proved critical to ensure resilience and agility of NCD deliberations and policies in the face of highly dynamic and changing local contexts, particularly in view of the current coronavirus disease 2019 (COVID-19) pandemic. Bridging IKT with a framework from implementation science helps to reflect on this process and can guide the development and planning of similar interventions and strategies.

Purpose: Vision Champions (VC) are children trained to perform simple eye health screening and share eye health messages among their community. Our objectives were to assess the ability of VC in identifying and referring children and the community with refractive error and obvious ocular disease and to assess the change in knowledge and practice of eye healthseeking behaviour of the community 3 months after the introduction of the Vision Champion Programme.Methods: We purposively sampled 600 households and interviewed 1051 participants in two phases with a close-ended questionnaire. The numbers of children screened, referred by the VC and those who attended the Vision Centre were recorded. The percentage of people who answered the questions correctly were compared between Phase 1 (P1) and Phase 2 (P2).Results: The VC shared their eye health messages with 6311 people, screened 7575 people’s vision and referred 2433 people for further care. The community were more aware that using eye ointment not prescribed by doctors (P1 = 58.96% vs. P2 = 72.75%) can lead to blindness. Participants were more aware that they should not administer eye drops in stock (P1 = 44.18% vs. P2 = 61.37%) or received from a friend or relative (P1 = 53.23% vs. P2 = 72.35%) if their eyes are red and painful.Conclusion: Children have the potential to effectively share eye health messages and conduct simple vision screening for their families and peers. Efforts are needed to sensitise the community to improve the referral or follow-up rate.

Abstract Background Recommended annual diabetic retinopathy (DR) screening for people with diabetes has low rates in the USA, especially in underserved populations. Telemedicine DR screening (TDRS) in primary care clinics could expand access and increase adherence. Despite this potential, studies have observed high variability in TDRS rates among clinics and over time, highlighting the need for implementation supports. Previous studies of determinants of TDRS focus on patients’ perspectives, with few studies targeting upstream multi-level barriers and facilitators. Addressing this gap, this qualitative study aimed to identify and evaluate multi-level perceived determinants of TDRS in Federally Qualified Health Centers (FQHCs), to inform the development of targeted implementation strategies. Methods We developed a theory-based semi-structured interview tool based on the Consolidated Framework for Implementation Research (CFIR). We conducted 22 key informant interviews with professionals involved in TDRS (administrators, clinicians, staff). The interviews were audio-recorded and transcribed verbatim. Reported barriers and facilitators were organized into emergent themes and classified according to CFIR constructs. Constructs influencing TDRS implementation were rated for each study site and compared across sites by the investigators. Results Professionals identified 21 main barriers and facilitators under twelve constructs of the five CFIR domains. Several identified themes were novel, whereas others corroborated previous findings in the literature (e.g., lack of time and human resources, presence of a champion). Of the 21 identified themes, 13 were classified under the CFIR’s Inner Setting domain, specifically under the constructs Compatibility and Available Resources. Themes under the Outer Setting domain (constructs External Incentives and Cost) were primarily perceived by administrators, whereas themes in other domains were perceived across all professional categories. Two Inner Setting (Leadership Engagement, Goals and Feedback) and two Process (Champion, Engaging) constructs were found to strongly distinguish sites with high versus low TDRS performance. Conclusions This study classified barriers and facilitators to TDRS as perceived by administrators, clinicians, and staff in FQHCs, then identified CFIR constructs that distinguished high- and low-performance clinics. Implementation strategies such as academic detailing and collection and communication of program data and successes to leadership; engaging of stakeholders through involvement in implementation planning; and appointment of intervention champions may therefore improve TDRS implementation and sustainment in resource-constrained settings.

ABSTRACT Technical Vocational Education and Training (TVET) in South Africa has undergone major institutional, structural and curricular changes over the last twenty-seven years. At the centre of these changes lie skills mismatch and poor quality of graduates who have gone through Work Based Education (WBE) experience. This study was conducted on two campuses of one of the public TVET colleges in northern KwaZulu-Natal Province of South Africa. This mixed-method study used purposive sampling to identify the sample size of 21 participants, which comprised campus managers, senior lecturers and WBE champions. The findings revealed that the college management is failing to give necessary support to the implementers on the ground to carry out the WBE programme. Findings also revealed that the college management seems not to fully comprehend their role in enforcing compliance with the regulation guiding the WBE implementation. The need to strengthen ties with existing host employers and to recruit new host employers to address a serious shortage in graduate placement is evident. The study recommends that a clear vision for the implementation of WBE be prioritised and communicated to all stakeholders for effective implementation of the programme.

Technical Vocational Education and Training (TVET) in South Africa has undergone major institutional, structural and curricular changes over the last twenty-seven years. At the centre of these changes lie skills mismatch and poor quality of graduates who have gone through Work Based Education (WBE) experience. This study was conducted on two campuses of one of the public TVET colleges in northern KwaZulu-Natal Province of South Africa. This mixed-method study used purposive sampling to identify the sample size of 21 participants, which comprised campus managers, senior lecturers and WBE champions. The findings revealed that the college management is failing to give necessary support to the implementers on the ground to carry out the WBE programme. Findings also revealed that the college management seems not to fully comprehend their role in enforcing compliance with the regulation guiding the WBE implementation. The need to strengthen ties with existing host employers and to recruit new host employers to address a serious shortage in graduate placement is evident. The study recommends that a clear vision for the implementation of WBE be prioritised and communicated to all stakeholders for effective implementation of the programme.

The current unprecedented COVID-19 pandemic underscores the importance of diagnostic assays in health security preparedness and readiness. Advancing new technologies for rapid molecular detection of high consequence infectious pathogens is an ongoing challenge that requires ingenuity and vision. Sustainment of a robust supply chain for materials and the logistics of timely product delivery further challenge diagnostic kit and device manufacturers. Business economists often characterize technology companies that discover unique breakthroughs in their field and are first to bring related products to market as first movers. From a market perspective, three first mover characteristics include: having the knowledge and capability to address a unique breakthrough, excellent technological leadership, and the ability to capitalize on the opportunity. Current mainstays for molecular detection include using Taq DNA Polymerase enzyme and fluorescent chemistry for quantitative PCR (qPCR). A newer and promising technology uses CRISPR-Cas proteins for nucleic acid detection. Our panel discussion from the 2020 ASM Biothreats conference, which included members from two prototypical first mover companies, explored their respective corporate experiences. Both companies were selected for the discussion based on their revolutionary innovations and similarities in their research and development, corporate culture and trajectory. One company, established over 20 years ago, became a market leader in the biothreat detection market by advancing air thermocycling qPCR across multiple product families. The second company is a rapidly growing start-up and a scientific pioneer in establishing next generation CRISPR technologies. Here we discuss their technology development, product deployment, and customer markets to draw lessons learned for researchers, end users, and funders.

The debate on the social role of museums trundles along in an age where complex associations between community, collections, and cultural norms are highly contested (Silverman 3–4; Sandell, Inequality 3–23). This article questions whether, in the case of community groups whose aspirations often go unrecognised (in this case people with either blindness or low vision), there is a need to discuss and debate institutionalised approaches that often reinforce social exclusion and impede cultural access. If “access is [indeed] an entry point to experience” (Papalia), then the privileging of visual encounters in museums is clearly a barrier for people who experience sight loss or low vision (Levent and Pursley). In contrast, a multisensory aesthetic to exhibition display respects the gamut of human sensory experience (Dudley 161–63; Drobnick 268–69; Feld 184; James 136; McGlone 41–60) as do discursive gateways including “lectures, symposia, workshops, educational programs, audio guides, and websites” (Cachia). Independent access to information extends beyond Braille on toilet doors.Underpinning this article is an ongoing qualitative case study undertaken by the author involving participant observation, workshops, and interviews with eight adults who experience vision impairment. The primary research site has been the National Museum of Australia. Reflecting on the role of curators as storytellers and the historical development of museums and their practitioners as agents for social development, the article explores the opportunities latent in museum collections as they relate to community members with vision impairment. The outcomes of this investigation offer insights into emerging issues as they relate to the International Council of Museums (ICOM) definitions of the museum program. Curators as Storytellers“The ways in which objects are selected, put together, and written or spoken about have political effects” (Eilean Hooper-Greenhill qtd. in Sandell, Inequality 8). Curators can therefore open or close doors to discrete communities of people. The traditional role of curators has been to collect, care for, research, and interpret collections (Desvallées and Mairesse 68): they are characterised as information specialists with a penchant for research (Belcher 78). While commonly possessing an intimate knowledge of their institution’s collection, their mode of knowledge production results from a culturally mediated process which ensures that resulting products, such as cultural significance assessments and provenance determinations (Russell and Winkworth), privilege the knowing systems of dominant social groups (Fleming 213). Such ways of seeing can obstruct the access prospects of underserved audiences.When it comes to exhibition display—arguably the most public of work by museums—curators conventionally collaborate within a constellation of other practitioners (Belcher 78–79). Curators liaise with museum directors, converse with conservators, negotiate with exhibition designers, consult with graphics designers, confer with marketing boffins, seek advice from security, chat with editors, and engage with external contractors. I question the extent that curators engage with community groups who may harbour aspirations to participate in the exhibition experience—a sticking point soon to be addressed. Despite the team based ethos of exhibition design, it is nonetheless the content knowledge of curators on public display. The art of curatorial interpretation sets out not to instruct audiences but, in part, to provoke a response with narratives designed to reveal meanings and relationships (Freeman Tilden qtd. in Alexander and Alexander 258). Recognised within the institution as experts (Sandell, Inclusion 53), curators have agency—they decide upon the stories told. In a recent television campaign by the National Museum of Australia, a voiceover announces: a storyteller holds incredible power to connect and to heal, because stories bring us together (emphasis added). (National Museum of Australia 2015)Storytelling in the space of the museum often shares the histories, perspectives, and experiences of people past as well as living cultures—and these stories are situated in space and time. If that physical space is not fit-for-purpose—that is, it does not accommodate an individual’s physical, intellectual, psychiatric, sensory, or neurological needs (Disability Discrimination Act 1992, Cwlth)—then the story reaches only long-established patrons. The museum’s opportunity to contribute to social development, and thus the curator’s as the primary storyteller, will have been missed. A Latin-American PerspectiveICOM’s commitment to social development could be interpreted merely as a pledge to make use of collections to benefit the public through scholarship, learning, and pleasure (ICOM 15). If this interpretation is accepted, however, then any museum’s contribution to social development is somewhat paltry. To accept such a limited and limiting role for museums is to overlook the historical efforts by advocates to change the very nature of museums. The ascendancy of the social potential of museums first blossomed during the late 1960s at a time where, globally, overlapping social movements espoused civil rights and the recognition of minority groups (Silverman 12; de Varine 3). Simultaneously but independently, neighbourhood museums arose in the United States, ecomuseums in France and Quebec, and the integral museum in Latin America, notably in Mexico (Hauenschild; Silverman 12–13). The Latin-American commitment to the ideals of the integral museum developed out of the 1972 round table of Santiago, Chile, sponsored by the United Nations Educational, Scientific and Cultural Organization (Giménez-Cassina 25–26). The Latin-American signatories urged the local and regional museums of their respective countries to collaborate with their communities to resolve issues of social inequality (Round Table Santiago 13–21). The influence of Brazilian educator Paulo Freire should be acknowledged. In 1970, Freire ushered in the concept of conscientization, defined by Catherine Campbell and Sandra Jovchelovitch as:the process whereby critical thinking develops … [and results in a] … thinker [who] feels empowered to think and to act on the conditions that shape her living. (259–260)This model for empowerment lent inspiration to the ideals of the Santiago signatories in realising their sociopolitical goal of the integral museum (Assunção dos Santos 20). Reframing the museum as an institution in the service of society, the champions of the integral museum sought to redefine the thinking and practices of museums and their practitioners (United Nations Educational, Scientific and Cultural Organization 37–39). The signatories successfully lobbied ICOM to introduce an explicitly social purpose to the work of museums (Assunção dos Santos 6). In 1974, in the wake of the Santiago round table, ICOM modified their definition of a museum to “a permanent non-profit institution, open to the public, in the service of society and its development” (emphasis added) (Hauenschild). Museums had been transformed into “problem solvers” (Judite Primo qtd. in Giménez-Cassina 26). With that spirit in mind, museum practitioners, including curators, can develop opportunities for reciprocity with the many faces of the public (Guarini). Response to Social Development InitiativesStarting in the 1970s, the “second museum revolution” (van Mensch 6–7) saw the transition away from: traditional roles of museums [of] collecting, conservation, curatorship, research and communication … [and toward the] … potential role of museums in society, in education and cultural action. (van Mensch 6–7)Arguably, this potential remains a work in progress some 50 years later. Writing in the tradition of museums as agents of social development, Mariana Lamas states:when we talk about “in the service of society and its development”, it’s quite different. It is like the drunk uncle at the Christmas party that the family pretends is not there, because if they pretend long enough, he might pass out on the couch. (Lamas 47–48)That is not to say that museums have neglected to initiate services and programs that acknowledge the aspirations of people with disabilities (refer to Cachia and Krantz as examples). Without discounting such efforts, but with the refreshing analogy of the drunken uncle still fresh in memory, Lamas answers her own rhetorical question:how can traditional museums promote community development? At first the word “development” may seem too much for the museum to do, but there are several ways a museum can promote community development. (Lamas 52) Legitimising CommunitiesThe first way that museums can foster community or social development is to:help the community to over come [sic] a problem, coming up with different solutions, putting things into a new perspective; providing confidence to the community and legitimizing it. (Lamas 52)As a response, my doctoral investigation legitimises the right of people with vision impairment to participate in the social and cultural aspects of publicly funded museums. The Australian Government upheld this right in 2008 by ratifying the United Nations Convention on the Rights of Persons with Disabilities (and Optional Protocol), which enshrines the right of people with disability to participate in the cultural life of the nation (United Nations).At least 840,700 people in Australia (a minimum of four per cent of the population) experiences either blindness or low vision (Australian Bureau of Statistics 2009). For every one person in the Australian community who is blind, nearly five other people experience low vision. The medical model of disability identifies the impairment as the key feature of a person and seeks out a corrective intervention. In contrast, the social model of disability strives to remove the attitudinal, social, and physical barriers enacted by people or institutions (Landman, Fishburn, and Tonkin 14). Therein lies the opportunity and challenge for museums—modifying layouts and practices that privilege the visual. Consequently, there is scope for museums to partner with people with vision impairment to identify their aspirations rather than respond as a problem to be fixed. Common fixes in the museums for people with disabilities include physical alterations such as ramps and, less often, special tours (Cachia). I posit that curators, as co-creators and major contributors to exhibitions, can be part of a far wider discussion. In the course of doctoral research, I accompanied adults with a wide array of sight impairments into exhibitions at the Museum of Australian Democracy at Old Parliament House, the Australian War Memorial, and the National Museum of Australia. Within the space of the exhibition, the most commonly identified barrier has been the omission of access opportunities to interpreted materials: that is, information about objects on display as well as the wider narratives driving exhibitions. Often, the participant has had to work backwards, from the object itself, to understand the wider topic of the exhibition. If aesthetics is “the way we communicate through the senses” (Thrift 291), then the vast majority of exhibits have been inaccessible from a sensory perspective. For people with low vision (that is, they retain some degree of functioning sight), objects’ labels have often been too small to be read or, at times, poorly contrasted or positioned. Objects have often been set too deep into display cabinets or too far behind safety barriers. If individuals must use personal magnifiers to read text or look in vain at objects, then that is an indicator that there are issues with exhibition design. For people who experience blindness (that is, they cannot see), neither the vast majority of exhibits nor their interpretations have been made accessible. There has been minimal access across all museums to accessioned objects, handling collections, or replicas to tease out exhibits and their stories. Object labels must be read by family or friends—a tiring experience. Without motivated peers, the stories told by curators are silenced by a dearth of alternative options.Rather than presume to know what works for people with disabilities, my research ethos respects the “nothing about us without us” (Charlton 2000; Werner 1997) maxim of disability advocates. To paraphrase Lamas, we have collaborated to come up with different solutions by putting things into new perspectives. In turn, “person-centred” practices based on rapport, warmth, and respect (Arigho 206–07) provide confidence to a diverse community of people by legitimising their right to participate in the museum space. Incentivising Communities Museums can also nurture social or community development by providing incentives to “the community to take action to improve its quality of life” (Lamas 52). It typically falls to (enthusiastic) public education and community outreach teams to engage underserved communities through targeted programs. This approach continues the trend of curators as advocates for the collection, and educators as advocates for the public (Kaitavouri xi). If the exhibition briefs normally written by curators (Belcher 83) reinforced the importance of access, then exhibition designers would be compelled to offer fit-for-purpose solutions. Better still, if curators (and other exhibition team members) regularly met with community based organisations (perhaps in the form of a disability reference group), then museums would be better positioned to accommodate a wider spectrum of community members. The National Standards for Australian Museums and Galleries already encourages museums to collaborate with disability organisations (40). Such initiatives offer a way forward for improving a community’s sense of itself and its quality of life. The World Health Organization defines health as a “state of complete physical, mental and social well-being and not merely the absence of disease or infirmity”. While I am not using quality of life indicators for my doctoral study, the value of facilitating social and cultural opportunities for my target audience is evident in participant statements. At the conclusion of one sensory based workshop, Mara, a female participant who experiences low vision in one eye and blindness in the other, stated:I think it was interesting in that we could talk together about what we were experiencing and that really is the social aspect of it. I mean if I was left to go to a whole lot of museums on my own, I probably wouldn’t. You know, I like going with kids or a friend visiting from interstate—that sort of thing. And so this group, in a way, replicates that experience in that you’ve got someone else to talk about your impressions with—much better than going on your own or doing this alone.Mara’s statement was in response to one of two workshops I held with the support of the Learning Services team at the National Museum of Australia in May 2015. Selected objects from the museum’s accessioned collection and handling collection were explored, as well as replicas in the form of 3D printed objects. For example, participants gazed upon and handled a tuckerbox, smelt and tasted macadamia nuts in wattle seed syrup, and listened to a genesis story about the more-ish nut recorded by the Butchulla people—the traditional owners of Fraser Island. We sat around a table while I, as the workshop mediator, sought to facilitate free-flowing discussions about their experiences and, in turn, mused on the capacity of objects to spark social connection and opportunities for cultural access. While the workshop provided the opportunity for reciprocal exchanges amongst participants as well as between participants and me, what was highly valued by most participants was the direct contact with members of the museum’s Learning Services team. I observed that participants welcomed the opportunity to talk with real museum workers. Their experience of museum practitioners, to date, had been largely confined to the welcome desk of respective institutions or through special events or tours where they were talked at. The opportunity to communicate directly with the museum allowed some participants to share their thoughts and feelings about the services that museums provide. I suggest that curators open themselves up to such exchanges on a more frequent basis—it may result in reciprocal benefits for all stakeholders. Fortifying IdentityA third way museums can contribute to social or community development is by:fortify[ing] the bonds between the members of the community and reaffirm their identities making them feel more secure about who they are; and give them a chance to tell their own version of their history to “outsiders” which empowers them. (Lamas 52)Identity informs us and others of who we are and where we belong in the world (Silverman 54). However, the process of identity marking and making can be fraught: “some communities are ours by choice … [and] … some are ours because of the ways that others see us” (Watson 4). Communities are formed by identifying who is in and who is out (Francois Dubet qtd. in Bessant and Watts 260). In other words, the construction of collective identity is reinforced through means of social inclusion and social exclusion. The participants of my study, as members or clients of the Royal Society for the Blind | Canberra Blind Society, clearly value participating in events with empathetic peers. People with vision impairment are not a homogenous group, however. Reinforcing the cultural influences on the formation of identity, Fiona Candlin asserts that “to state the obvious but often ignored fact, blind people … [come] … from all social classes, all cultural, racial, religious and educational backgrounds” (101). Irrespective of whether blindness or low vision arises congenitally, adventitiously, or through unexpected illness, injury, or trauma, the end result is an assortment of individuals with differing perceptual characteristics who construct meaning in often divergent ways (De Coster and Loots 326–34). They also hold differing world views. Therefore, “participation [at the museum] is not an end in itself. It is a means for creating a better world” (Assunção dos Santos 9). According to the Australian Human Rights Commissioner, Professor Gillian Triggs, a better world is: a society for all, in which every individual has an active role to play. Such a society is based on fundamental values of equity, equality, social justice, and human rights and freedoms, as well as on the principles of tolerance and embracing diversity. (Triggs)Publicly funded museums can play a fundamental role in the cultural lives of societies. For example, the Powerhouse Museum (Museum of Applied Arts and Sciences) in Sydney partnered with Vision Australia to host an exhibition in 2010 titled Living in a Sensory World: it offered “visitors an understanding of the world of the blindness and low vision community and celebrates their achievements” (Powerhouse Museum). With similar intent, my doctoral research seeks to validate the world of my participants by inviting museums to appreciate their aspirations as a distinct but diverse community of people. ConclusionIn conclusion, the challenge for museum curators and other museum practitioners is balancing what Richard Sennett (qtd. in Bessant and Watts 265) identifies as opportunities for enhancing social cohesion and a sense of belonging while mitigating parochialism and community divisiveness. Therefore, curators, as the primary focus of this article, are indeed challenged when asked to contribute to serving the public through social development—a public which is anything but homogenous. Mindful of cultural and social differences in an ever-changing world, museums are called to respect the cultural and natural heritage of the communities they serve and collaborate with (ICOM 10). It is a position I wholeheartedly support. This is not to say that museums or indeed curators are capable of solving the ills of society. However, inviting people who are frequently excluded from social and cultural events to multisensory encounters with museum collections acknowledges their cultural rights. I suggest that this would be a seismic shift from the current experiences of adults with blindness or low vision at most museums.ReferencesAlexander, Edward, and Mary Alexander. Museums in Motion: An Introduction to the History and Functions of Museums. 2nd ed. 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Advances in information technology have led to the availability of state-of-the-art technologies which in turn have been enabling the generation of unprecedented amounts of complex, structured or unstructured data sets that are sometimes difficult to process using conventional techniques. In particular, handling these large scale data in terms of collection, and aggregation, synthesis and analysis, interpretation, reporting, sharing and archiving processes, and interpreting them into descriptive models and enable effective interpretation requires continued development of robust computational models, algorithms and interoperable analytical frameworks (Hampton et al. 2017). This also involves the vital availability of data management expertise and reflects an imperative need for data science professionals, especially in the context of generating the most informative data for use and drive evidence-based decisions. Considering this, Rwanda has been fueling its economic transformation agenda, and, while this solely depends on natural resources exploitation, the scenario has led to critically concerning anthropogenic threats and unprecedented environmental vulnerability. Acknowledging the urgency to achieve its development needs while at the same time safeguarding the environmental sustainability, Rwanda has been promoting technology-enabled systems and approaches for sustainable management of environment and natural resources. Learning from global initiatives, Rwanda’s journey targets the effective use of technology-supported systems and data science expertise to effectively drive management and decision making needs in environmental management, health research systems and biodiversity conservation planning (Karame et al. 2017). Rwanda champions the adoption and effective use of technology towards delivering its vision of knowledge-based economy. A particular emphasis relates to streamlining the education, research and application of technology-supported systems and platforms and strengthening their effective use. From a practical One Health perspective, Rwanda has been bridging inter-sectoral gaps related to joint planning and resource sharing for informed decision processes. This One Health concept emphasizes the interconnection of the health of human, animals and ecosystems and involves the applications of multidisciplinary, coordinated, cross-sectoral collaborative efforts to attain optimal health for people, animals and the environment (Buttke et al. 2015). One Health constitutes a promising approach in the advancement of biosciences. For example, big data and ecological and digital epidemiology analysis has led to promising progress beyond the traditional transdisciplinary conservation medicine approach, and One Health is now driving solutions to major conservation and health challenges. This paper aims to explore the perspectives of solving challenges in handling heterogeneous data and sources of uncertainty, the progress and feasibility of adopting (or developing, adapting and customizing) open code- and data-sharing platforms, and integrating the application of flexible statistical models and cloud-computing, all within the confines of limited resources. Africa needs to engage in data science to build and sustain capacity and to effectively use acquired knowledge and skills. Further, Africa can strategically align and tailor existing technology data science platforms to the unique context of this continent. It is time to assess the boundaries, explore new horizons, and reach beyond the limits of current practice in order to enable researchers to get the most from generated data. We envision a long-term integrative and digital approach to handling and processing health, environment, and wildlife data to mark the beginning of our journey forward.

In July 2001, New York couple Jason Black and Francis Schroeder opened bidding on the internet for corporate sponsorship of their newborn son. Naming rights started at $US5000 000. For Black, the logic was simple: given the inescapable prevalence of commercial sponsorship in contemporary life, this was a valid way of working with corporate America. Black and Schroeder already had two daughters and lived in a small two-bedroom apartment. In exchange for their son’s financial security, they risked branding him ‘Big Mac’ or ‘Nike’ – literally. If nothing else, the case exemplified the amazing reach of brand consciousness. The couple had internalised its values and rationale with such ease and comfort, the notion of forfeiting their child’s name was not abhorrent, but a lucrative marketing opportunity. Then again, the story was not without precedent. In 2000, teenagers Chris Barrett and Luke McCabe, both from New Jersey, became ‘spokesguys’ for First USA, one of America’s top credit-card companies. By sporting the company logo on their surfboards and all their clothes, the pair receives an annual $US40 000 each in tuition, board and books for their four-year university contract. They do not just advertise the brand; they are its living embodiment. For critics of consumer culture, such stories exemplify the extent to which corporatism has become a complete and closed system, with the panoramic presence of brands and logos and the commodification of life itself. They demonstrate the alarming readiness of some people to encode and enact the consumerist impulse. At its most malignant, this impulse appears as a crass consumerism that eats up every aspect of a culture, so much so that consumerism becomes the culture – all meaning is both anchored in and governed by the capitalist creed. For many, mass-produced contemporary culture provides a seemingly empty substitute, what Fredric Jameson (1991) termed “a new kind of flatness or depthlessness, a new kind of superficiality in the most literal sense” (9), for genuine experience and emotion. In turn, the contemporary consumer has been reduced to a mere imitation of mediated expectations, a functionary cog in the corporatist machine. As this sign system infects and invades more and more space, a certain cultural literacy is inevitably called for, an intimate knowledge of symbol and significance, logo and logic. However, like all living language, this one is open to some resistance, albeit a somewhat piecemeal one. Part appropriation, part antithesis, it is a resistance that hijacks form in order to subvert content. To explain how this type of activism might work, one could consider the highly effective activist operation, ®TMark (http://rtmark.com). ®TMark is an online centre that organizes and directs funding for the ‘information alteration’ of corporate products (otherwise known as ‘sabotage’). In 1993, ®TMark was involved in its first high-profile act of sabotage when it channelled $US 8000 to the Barbie Liberation Organization (BLO), a group that switched the voice boxes of 300 GI Joe and Barbie dolls. As befits a project affiliated with ®TMark, the critical content of BLO’s act was an alchemic stroke of humour and commentary. The protest lies within the ‘information alteration’ of commodities that usually rely on their supposed virtues. The BLO offensive drew attention to the questionable labour practices of Mattel, manufacturers of Barbie, thereby undermining the perceptions on which Barbie’s popularity rests. From the outset, ®TMark’s key feature is its corporate status. As a brokerage, ®TMark benefits from ‘limited liability’, just like any other corporation. It exploits this principle (that is, corporate protection, thereby bypassing legal responsibility) to sabotage other corporate products. Unlike other corporations, though, its bottom-line is cultural profit. As spokesperson Ray Thomas explains, the corporate model is both the object of ®TMark’s criticism, and the method by which that criticism is being facilitated: “Projects can be seen as stocks, and when you support a project you’re investing in it. When you contribute, say, $100 to a project that you would like to see accomplished, you are sort of investing in the accomplishment of the project. What you want to see out of that project is cultural dividends; you want to see a beneficial cultural event take place because of your money, as a reward. What you’re doing is investing in the improvement of the culture.” As with almost all ®TMark literature and material, the tone here is one of clipped civility, similar to the tense restraint characteristic of almost any corporation. Perhaps the closest the site gets to a ‘straightforward’ philosophy is in this piece of advice to dispirited students, fearful that, one day, they too will be sucked into the corporate void: “We believe that performing an ®TMark project can help you, psychologically at least, at such a difficult juncture; but more importantly, we urge you to at all costs remember that laws should defend human people, not corporate people like the one of which you will be a part. If you keep this in mind and work towards making it a reality, you may find your life much more bearable.” While this pseudo mission statement might be read as yet another appendage to ®TMark’s corporate veneer, it also points to some of the goals of the site. The depiction of ®TMark projects as morale boosters for disenchanted cynics goes some way in illustrating the ambitions and limits of the site. Rather than prescribe a far-reaching, holistic approach to social change (what might be termed a ‘revolutionary’ vision), ®TMark marshals ideas and initiatives a little more subtly. This is not to belittle or dispute its utility or significance; on the contrary, it is an approach that effectively (in)corporates a diverse range of people and programs. For example, rather than unifying its adherents to a common agenda, ®TMark operates as a coalition of interests. As such, the followings funds collectively serve the ®TMark project: the Labor Fund; the Frontier Fund (which challenges naïve visions of the ‘global village’); the Education Fund; the Health Fund; the Alternative Markets Fund (which considers overlooked demographics, such as poor gays); the Media Fund; the Intellectual Property Fund; the Biological Property Fund; the Corporate Law Fund; and the Environment Fund, among others. In turn, the ®TMark spectrum canvasses a plethora of pertinent, interconnected themes. This includes: the plight of workers in developing countries; censorship; institutionalised racism; the nominal triumph of consumer culture; techno-utopianism and the ‘digerati’; copyright law; and the increasing opacity of corporate activities. Underlying all these issues is ®TMark’s intention to publicise corporate abuses of democratic processes. Importantly, this multiplicity of interests is considered a suitable counterpart to the dispersed nature of corporate power. So, no one enemy is identified and targeted, since such reductionism belies the degree to which capitalism, corporatism and consumerism are irredeemably entwined in contemporary culture. In turn, these funds are often ‘managed’ by public figures whose association with certain causes lend their celebrity well to particular campaigns. For example, San Francisco band Negativeland manages the Intellectual Property Fund. This is most appropriate. Their 1991 legal battle with major label Island, on account of their ‘deceptive’ use of U2 material, cemented their place as champions of ‘creative appropriation’ and the right to create ‘with mirrors’ (as Negativeland describes it on their eponymous website). Similarly, the desire to create ‘with mirrors’ propels much of ®TMark’s work. It imbues all ®TMark projects with the same sense of calculated mischief. This suggests a mode of activism that is both opportunistic and ingenious, fashioning criticism from the very resources it is attacking. Financial reward aside (which, in any case, is negligible, at best) the real pay-off for ®TMark saboteurs comes via media coverage of their projects. As such, it straddles an interesting divide, between public infamy and necessary stealth. ®TMark requires media attention to render its projects effective, yet must maintain the critical distance necessary for any activist potency. Indeed, the need to bolster ®TMark’s profile was one of the reasons it went from being a dial-in system to a website in 1997. Within its first eight months the site had received almost 20 000 visits. In this schema, the activism in question is assigned a somewhat smaller purpose than has been hitherto associated with protest movements generally. Rather than provide a grand panacea for all the world’s ills, ®TMark’s scale is, by its own admission, modest: “The value of ®TMark is, and has always been, not in any real pressure it can possibly bear, but rather in its ability to quickly and cheaply attract widespread interest to important issues. ®TMark is thus essentially a public relations agency for anti-corporate activism”. In this way, ®TMark is firmly positioned within that strand of activism often referred to as ‘culture jamming’. This type of protest relies on a distinct degree of media and cultural literacy, one that is consonant with, and a product of, the Information Age. As Mark Dery explains, these activists “introduce noise into the signal as it passes from transmitter to receiver, encouraging idiosyncratic, unintended interpretations. Intruding on the intruders, they invest ads, newscasts, and other media artefacts with subversive meanings; simultaneously, they decrypt them, rendering their seductions impotent”(http://levity.com/markdery/culturejam.html). Culture jamming draws on (and contributes to) critiques of contemporary consumer capitalism. Its premise is that too much public space has already been ceded to Hollywood, Madison Avenue et al, and that activists must seize whatever opportunities allow this space to be reclaimed, however fleetingly. Trading on publicity and shock value, jammers manipulate those icons, slogans and trademarks that will register immediate recognition, thereby rendering their efforts meaningful. It constitutes a politicised refusal to submit to the cheerful passivity scripted by the corporate class. As jammers resist this role, reclaiming rather than forfeiting public space, they create what Naomi Klein (2000) calls “a climate of semiotic Robin Hoodism” (280). This term aptly captures the spirit of moralistic idealism that is, almost inevitably, a part of the milieu. This is not to dismiss or deride the progressive agenda of most culture jammers; if anything, it is a positive endorsement of their activism, and a response to those that would deem the postmodern zeitgeist politically barren or overwhelmingly cynical. What it reveals, then, is a somewhat unexpected distribution of power, as expressions of criticism and opposition emerge at seemingly incongruous junctures. They are at once engaged and complicit, finding cracks in ‘the system’ (that is, corporate society) and co-opting them, what Linda Hutcheon (1990) calls “subversion from within” (157). Eschewing ‘big picture’ solutions, culture jammers prioritise temporary connections and hybrid forms over ideological certainties and operational rigidity. Tactical thinking, and the malleability and mobility it relies on, clearly informs and animates ®TMark’s work. As Graham Meikle (2002) explains, “Different actions and campaigns use whichever media are most appropriate at any given time for any given purpose. An event might call for making a documentary, making a website, making an A4 newsletter, or making a phone call” (120). ®TMark stops short of overstating its purpose or exaggerating its success. There is no lofty manifesto or ironclad strategy; without departing too far from its anti-corporatist stance, ®TMark encourages an almost playful combination of comedy and critique, with a thick ironic overlay. At its most ambitious, then, ®TMark can hope to alter the everyday behaviour of ordinary citizens, making inroads at the expense of powerful corporations. At the very least, it can prompt bemused surfers to rethink certain things – such as Nike’s labour practices or Shell’s environmental record. In a sense, though, the degree to which such perceptual jolts can ‘make a difference’ is almost immaterial: the fact that the status quo has been questioned is a minor triumph. Where some commentators bemoan the virtual stupor they deem characteristic of contemporary Western politics, projects like ®TMark prove that there are spaces and opportunities left for meaningful debate and dissent. Works Cited Dery, Mark. “Culture Jamming: Hacking, Slashing and Sniping in the Empire of Signs”. (http://levity.com/markdery/culturejam.html). Hutcheon, Linda. The Politics of Postmodernity. London: Routledge, 1990. Jameson, Fredric. Postmodernism, or, The Cultural Logic of Late Capitalism. Durham: Duke University Press, 1991. Klein, Naomi. No Logo. London: Flamingo, 2000. Meikle, Graham. Future Active: Media Activism and the Internet. New York and London: Routledge, and Annandale, Pluto Press, 2002. Rtmark. (http://rtmark.com). Links http://levity.com/markdery/culturejam.html http://rtmark.com Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Khamis, Susie. "Jamming at Work " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/04-jamming.php>. APA Style Khamis, S. (2003, Jun 19). Jamming at Work . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/04-jamming.php>

I called your producer on the way here in the car because I was very excited. I found out … I did one of those genetic testing things and I found out that I'm 63 percent Irish … I had no idea. I had no idea! I thought I was Scottish and Welsh. It turns out my parents are just full of shit, I guess. But now I’m Irish and it just makes so much sense! I'm a really good drinker. I love St. Patrick's Day. Potatoes are delicious. I'm looking forward to meeting all my cousins … [to Conan O’Brien] You and I are probably related! … Now I get to say things like, “It’s in me genes! I love that Conan O’Brien; he’s such a nice fella.” You’re kinda like a giant leprechaun. (Reese Witherspoon, Tuesday 21 March 2017)IntroductionAs an Irishman and a football fan, I watched the unfolding 2016 UEFA European Championship in France (hereafter ‘Euro 2016’) with a mixture of trepidation and delight. Although the Republic of Ireland team was eventually knocked out of the competition in defeat to the host nation, the players performed extremely well – most notably in defeating Italy 1:0. It is not the on-field performance of the Irish team that interests me in this short article, however, but rather how Irish fans travelling to the competition were depicted in the surrounding international news coverage. In particular, I focus on the centrality of fan footage – shot on smart phones and uploaded to YouTube (in most cases by fans themselves) – in this news coverage. In doing so, I reflect on how sports fans contribute to wider understandings of nationness in the global imagination and how their behaviour is often interpreted (as in the case here) through long-established tropes about people and places. The Media ManifoldTo “depict” something is to represent it in words and pictures. As the contemporary world is largely shaped by and dependent on mass media – and different forms of media have merged (or “converged”) through digital media platforms – mediated forms of depiction have become increasingly important in our lives. On one hand, the constant connectivity made possible in the digital age has made the representation of people and places less controllable, insofar as the information and knowledge about our world circulating through media devices are partly created by ordinary people. On the other hand, traditional broadcast media arguably remain the dominant narrators of people and places worldwide, and their stories, Gerbner reminds us, are largely formula-driven and dramatically charged, and work to “retribalize” modern society. However, a more important point, I suggest, is that so-called new and old media can no longer be thought of as separate and discrete; rather, our attention should focus on the complex interrelations made possible by deep mediatisation (Couldry and Hepp).As an example, consider that the Youtube video of Reese Witherspoon’s recent appearance on the Conan O’Brien chat show – from which the passage at the start of this article is taken – had already been viewed 54,669 times when I first viewed it, a mere 16 hours after it was originally posted. At that point, the televised interview had already been reported on in a variety of international digital news outlets, including rte.ie, independent.ie., nydailynews.com, msn.com, huffingtonpost.com, cote-ivoire.com – and myriad entertainment news sites. In other words, this short interview was consumed synchronously and asynchronously, over a number of different media platforms; it was viewed and reviewed, and critiqued and commented upon, and in turn found itself the subject of news commentary, which fed the ongoing cycle. And yet, it is important to also note that a multiplicity of media interactions does not automatically give rise to oppositional discourse and ideological contestation, as is sometimes assumed. In fact, how ostensibly ‘different’ kinds of media can work to produce a broadly shared construction of a people and place is particularly relevant here. Just as Reese Witherspoon’s interview on the Conan O’Brien show perpetuates a highly stereotypical version of Irishness across a number of platforms, news coverage of Irish fans at Euro 2016 largely conformed to established tropes about Irish people, but this was also fed – to some extent – by Irish fans themselves.Irish Identity, Sport, and the Global ImaginationThere is insufficient space here to describe in any detail the evolving representation of Irish identity, about which a vast literature has developed (nationally and internationally) over the past several decades. As with other varieties of nationness, Irishness has been constructed across a variety of cultural forms, including advertising, art, film, novels, travel brochures, plays and documentaries. Importantly, Irishness has also to a great extent been constructed outside of Ireland (Arrowsmith; Negra).As is well known, the Irish were historically constructed by their colonial masters as a small uncivilised race – as primitive wayward children, prone to “sentimentality, ineffectuality, nervous excitability and unworldliness” (Fanning 33). When pondering the “Celtic nature,” the renowned English poet and cultural critic Mathew Arnold concluded that “sentimental” was the best single term to use (100). This perception pervaded internationally, with early depictions of Irish-Americans in US cinema centring on varieties of negative excess, such as lawlessness, drunkenness and violence (Rains). Against this prevailing image of negative excess, the intellectuals and artists associated with what became known as the Celtic Revival began a conscious effort to “rebrand” Ireland from the nineteenth century onwards, reversing the negatives of the colonial project and celebrating Irish tradition, language and culture (Fanning).At first, only distinctly Irish sports associated with the amateur Gaelic Athletic Association (GAA) were co-opted in this very particular nation-building project. Since then, however, sport more generally has acted as a site for the negotiation of a variety of overlapping Irish identities. Cronin, for example, describes how the GAA successfully repackaged itself in the 1990s to reflect the confidence of Celtic Tiger Irishness while also remaining rooted in the counties and parishes across Ireland. Studies of Irish football and rugby have similarly examined how these sports have functioned as representatives of changed or evolving Irish identities (Arrowsmith; Free). And yet, throughout Ireland’s changing economic fortunes – from boom to bust, to the gradual renewal of late – a touristic image of Irishness has remained hegemonic in the global imagination. In popular culture, and especially American popular culture, Ireland is often depicted as a kind of pre-industrial theme park – a place where the effects of modernity are felt less, or are erased altogether (Negra). The Irish are known for their charm and sociability; in Clancy’s words, they are seen internationally as “simple, clever and friendly folk” (98). We can identify a number of representational tropes within this dominant image, but two in particular are apposite here: ‘smallness’ and ‘happy-go-luckiness’.Sporting NewsBefore we consider Euro 2016, it is worth briefly considering how the news industry approaches such events. “News”, Dahlgren reminds us, is not so much “information” as it is a specific kind of cultural discourse. News, in other words, is a particular kind of discursive composition that constructs and narrates stories in particular ways. Approaching sports coverage from this vantage point, Poulton and Roderick (xviii) suggest that “sport offers everything a good story should have: heroes and villains, triumph and disaster, achievement and despair, tension and drama.” Similarly, Jason Tuck observes that the media have long had a tendency to employ the “vocabulary of war” to “hype up sporting events,” a discursive tactic which, he argues, links “the two areas of life where the nation is a primary signifier” (190-191).In short, sport is abundant in news values, and media professionals strive to produce coverage that is attractive, interesting and exciting for audiences. Stead (340) suggests that there are three key characteristics governing the production of “media sports packages”: spectacularisation, dramatisation, and personalisation. These production characteristics ensure that sports coverage is exciting and interesting for viewers, but that it also in some respects conforms to their expectations. “This ‘emergent’ quality of sport in the media helps meet the perpetual audience need for something new and different alongside what is familiar and known” (Rowe 32). The disproportionate attention to Irish fans at Euro 2016 was perhaps new, but the overall depiction of the Irish was rather old, I would argue. The news discourse surrounding Euro 2016 worked to suggest, in the Irish case at least, that the nation was embodied not only in its on-field athletic representatives but more so, perhaps, in its travelling fans.Euro 2016In June 2016 the Euros kicked off in France, with the home team beating Romania 2-1. Despite widespread fears of potential terrorist attacks and disruption, the event passed successfully, with Portugal eventually lifting the Henri Delaunay Trophy. As the competition progressed, the behaviour of Irish fans quickly became a central news story, fuelled in large part by smart phone footage uploaded to the internet by Irish fans themselves. Amongst the many videos uploaded to the internet, several became the focus of news reports, especially those in which the goodwill and childlike playfulness of the Irish were on show. In one such video, Irish fans are seen singing lullabies to a baby on a Bordeaux train. In another video, Irish fans appear to help a French couple change a flat tire. In yet another video, Irish fans sing cheerfully as they clean up beer cans and bottles. (It is noteworthy that as of July 2017, some of these videos have been viewed several million times.)News providers quickly turned their attention to Irish fans, sometimes using these to draw stark contrasts with the behaviour of other fans, notably English and Russian fans. Buzzfeed, followed by ESPN, followed by Sky News, Le Monde, Fox News, the Washington Post and numerous other providers celebrated the exploits of Irish fans, with some such as Sky News and Aljazeera going so far as to produce video montages of the most “memorable moments” involving “the boys in green.” In an article titled ‘Irish fans win admirers at Euro 2016,’ Fox News reported that “social media is full of examples of Irish kindness” and that “that Irish wit has been a fixture at the tournament.” Aljazeera’s AJ+ news channel produced a video montage titled ‘Are Irish fans the champions of Euro 2016?’ which included spliced footage from some of the aforementioned videos. The Daily Mirror (UK edition) praised their “fun loving approach to watching football.” Similarly, a headline for NPR declared, “And as if they could not be adorable enough, in a quiet moment, Irish fans sang on a French train to help lull a baby to sleep.” It is important to note that viewer comments under many of these articles and videos were also generally effusive in their praise. For example, under the video ‘Irish Fans help French couple change flat tire,’ one viewer (Amsterdam 410) commented, ‘Irish people nicest people in world by far. they always happy just amazing people.’ Another (Juan Ardilla) commented, ‘Irish fans restored my faith in humanity.’As the final stages of the tournament approached, the Mayor of Paris announced that she was awarding the Medal of the City of Paris to Irish fans for their sporting goodwill. Back home in Ireland, the behaviour of Irish fans in France was also celebrated, with President Michael D. Higgins commenting that “Ireland could not wish for better ambassadors abroad.” In all of this news coverage, the humble kindness, helpfulness and friendliness of the Irish are depicted as native qualities and crystallise as a kind of ideal national character. Though laudatory, the tropes of smallness and happy-go-luckiness are again evident here, as is the recurrent depiction of Irishness as an ‘innocent identity’ (Negra). The “boys” in green are spirited in a non-threatening way, as children generally are. Notably, Stephan Reich, journalist with German sports magazine 11Freunde wrote: “the qualification of the Irish is a godsend. The Boys in Green can celebrate like no other nation, always peaceful, always sympathetic and emphatic, with an infectious, childlike joy.” Irishness as Antidote? The centrality of the Irish fan footage in the international news coverage of Euro 2016 is significant, I suggest, but interpreting its meaning is not a simple or straightforward task. Fans (like everyone) make choices about how to present themselves, and these choices are partly conscious and partly unconscious, partly spontaneous and partly conditioned. Pope (2008), for example, draws on Emile Durkheim to explain the behaviour of sports fans sociologically. “Sporting events,” Pope tells us, “exemplify the conditions of religious ritual: high rates of group interaction, focus on sacred symbols, and collective ritual behaviour symbolising group membership and strengthening shared beliefs, values, aspirations and emotions” (Pope 85). Pope reminds us, in other words, that what fans do and say, and wear and sing – in short, how they perform – is partly spontaneous and situated, and partly governed by a long-established fandom pedagogy that implies familiarity with a whole range of international football fan styles and embodied performances (Rowe). To this, we must add that fans of a national sports team generally uphold shared understandings of what constitutes desirable and appropriate patriotic behaviour. Finally, in the case reported here, we must also consider that the behaviour of Irish fans was also partly shaped by their awareness of participating in the developing media sport spectacle and, indeed, of their own position as ‘suppliers’ of news content. In effect, Irish fans at Euro 2016 occupied an interesting hybrid position between passive consumption and active production – ‘produser’ fans, as it were.On one hand, therefore, we can consider fan footage as evidence of spontaneous displays of affective unity, captured by fellow participants. The realism or ‘authenticity’ of these supposedly natural and unscripted performances is conveyed by the grainy images, and amateur, shaky camerawork, which ironically work to create an impression of unmediated reality (see Goldman and Papson). On the other hand, Mike Cronin considers them contrived, staged, and knowingly performative, and suggestive of “hyper-aware” Irish fans playing up to the camera.However, regardless of how we might explain or interpret these fan performances, it is the fact that they play a role in making Irishness public that most interests me here. For my purposes, the most important consideration is how the patriotic performances of Irish fans both fed and harmonized with the developing news coverage; the resulting depiction of the Irish was partly an outcome of journalistic conventions and partly a consequence of the self-essentialising performances of Irish fans. In a sense, these fan-centred videos were ready-made or ‘packaged’ for an international news audience: they are short, dramatic and entertaining, and their ideological content is in keeping with established tropes about Irishness. As a consequence, the media-sport discourse surrounding Euro 2016 – itself a mixture of international news values and home-grown essentialism – valorised a largely touristic understanding of Irishness, albeit one that many Irish people wilfully celebrate.Why such a construction of Irishness is internationally appealing is unclear, but it is certainly not new. John Fanning (26) cites a number of writers in highlighting that Ireland has long nurtured a romantic self-image that presents the country as a kind of balm for the complexities of the modern world. For example, he cites New York Times columnist Thomas Friedman, who observed in 2001 that “people all over the world are looking to Ireland for its reservoir of spirituality hoping to siphon off what they can feed to their souls which have become hungry for something other than consumption and computers.” Similarly, Diane Negra writes that “virtually every form of popular culture has in one way or another, presented Irishness as a moral antidote to contemporary ills ranging from globalisation to post-modern alienation, from crises over the meaning and practice of family values to environmental destruction” (3). Earlier, I described the Arnoldian image of the Irish as a race governed by ‘negative excess’. Arguably, in a time of profound ideological division and resurgent cultural nationalism – a time of polarisation and populism, of Trumpism and Euroscepticism – this ‘excess’ has once again been positively recoded, and now it is the ‘sentimental excess’ of the Irish that is imagined as a salve for the cultural schisms of our time.ConclusionMuch has been made of new media powers to contest official discourses. Sports fans, too, are now considered much less ‘controllable’ on account of their ability to disrupt official messages online (as well as offline). The case of Irish fans at Euro 2016, however, offers a reminder that we must avoid routine assumptions that the “uses” made of “new” and “old” media are necessarily divergent (Rowe, Ruddock and Hutchins). My interest here was less in what any single news item or fan-produced video tells us, but rather in the aggregate construction of Irishness that emerges in the media-sport discourse surrounding this event. Relatedly, in writing about the London Olympics, Wardle observed that most of what appeared on social media concerning the Games did not depart significantly from the celebratory tone of mainstream news media organisations. “In fact the absence of any story that threatened the hegemonic vision of the Games as nation-builder, shows that while social media provided an additional and new form of newsgathering, it had to fit within the traditional news structures, routines and agenda” (Wardle 12).Obviously, it is important to acknowledge the contestability of all media texts, including the news items and fan footage mentioned here, and to recognise that such texts are open to multiple interpretations based on diverse reading positions. And yet, here I have suggested that there is something of a ‘preferred’ reading in the depiction of Irish fans at Euro 2016. The news coverage, and the footage on which it draws, are important because of what they collectively suggest about Irish national identity: here we witness a shift from identity performance to identity writ large, and one means of analysing their international (and intertextual significance), I have suggested, is to view them through the prism of established tropes about Irishness.Travelling sports fans – for better or worse – are ‘carriers’ of places and cultures, and they remind us that “there is also a cultural economy of sport, where information, images, ideas and rhetorics are exchanged, where symbolic value is added, where metaphorical (and sometimes literal, in the case of publicly listed sports clubs) stocks rise and fall” (Rowe 24). There is no question, to borrow Rowe’s term, that Ireland’s ‘stocks’ rose considerably on account of Euro 2016. In news terms, Irish fans provided entertainment value; they were the ‘human interest’ story of the tournament; they were the ‘feel-good’ factor of the event – and importantly, they were the suppliers of much of this content (albeit unofficially). Ultimately, I suggest that we think of the overall depiction of the Irish at Euro 2016 as a co-construction of international news media practices and the self-presentational practices of Irish fans themselves. The result was not simply a depiction of idealised fandom, but more importantly, an idealisation of a people and a place, in which the plucky little people on tour became the global standard bearers of Irish identity.ReferencesArnold, Mathew. Celtic Literature. Carolina: Lulu Press, 2013.Arrowsmith, Aidan. “Plastic Paddies vs. Master Racers: ‘Soccer’ and Irish Identity.” International Journal of Cultural Studies 7.4 (2004). 25 Mar. 2017 <http://journals.sagepub.com/doi/pdf/10.1177/1367877904047864>.Boards and Networked Digital Media Sport Communities.” Convergence 16.3 (2010). 25 Mar. 2017 <http://journals.sagepub.com/doi/abs/10.1177/1354856510367622>.Clancy, Michael. Brand New Ireland: Tourism, Development and National Identity in the Irish Republic. Surrey and Vermont: Ashgate, 2009.Couldry, Nick, and Andreas Hepp. The Mediated Construction of Reality. Cambridge: Polity Press, 2016.Cronin, Michael. “Is It for the Glamour? Masculinity, Nationhood and Amateurism in Contemporary Projections of the Gaelic Athletic Association.” Irish Postmodernisms and Popular Culture. Eds. Wanda Balzano, Anne Mulhall, and Moynagh Sullivan. New York: Palgrave Macmillan, 2007. 39–51.Cronin, Mike. “Serenading Nuns: Irish Soccer Fandom as Performance.” Post-Celtic Tiger Irishness Symposium, Trinity College Dublin, 25 Nov. 2016.Dahlgren, Peter. “Beyond Information: TV News as a Cultural Discourse.” The European Journal of Communication Research 12.2 (1986): 125–36.Fanning, John. “Branding and Begorrah: The Importance of Ireland’s Nation Brand Image.” Irish Marketing Review 21.1-2 (2011). 25 Mar. 2017 <https://www.dit.ie/media/newsdocuments/2011/3%20Fanning.pdf>.Free, Marcus. “Diaspora and Rootedness, Amateurism and Professionalism in Media Discourses of Irish Soccer and Rugby in the 1990s and 2000s.” Éire-Ireland 48.1–2 (2013). 25 Mar. 2017 <https://muse.jhu.edu/article/510693/pdf>.Friedman, Thomas. “Foreign Affairs: The Lexus and the Shamrock.” The Opinion Pages. New York Times 3 Aug. 2001 <http://www.nytimes.com/2001/08/03/opinion/foreign-affairs-the-lexus-and-the-shamrock.html>.Gerbner, George. “The Stories We Tell and the Stories We Sell.” Journal of International Communication 18.2 (2012). 25 Mar. 2017 <http://dx.doi.org/10.1080/13216597.2012.709928>.Goldman, Robert, and Stephen Papson. Sign Wars: The Cluttered Landscape of Advertising. New York: Guilford Press, 1996.Negra, Diane. The Irish in Us. Durham, NC: Duke University Press, 2006.Pope, Whitney. “Emile Durkheim.” Key Sociological Thinkers. 2nd ed. Ed. Rob Stones. Hampshire: Palgrave Macmillan, 2008. 76-89.Poulton, Emma, and Martin Roderick. Sport in Films. London: Routledge, 2008.Rains, Stephanie. The Irish-American in Popular Culture 1945-2000. Dublin: Irish Academic Press, 2007.Rowe, David, Andy Ruddock, and Brett Hutchins. “Cultures of Complaint: Online Fan Message Boards and Networked Digital Media Sport Communities.” Convergence: The International Journal of Research into New Media Technology 16.3 (2010). 25 Mar. 2017 <http://journals.sagepub.com/doi/abs/10.1177/1354856510367622>.Rowe, David. Sport, Culture and the Media: The Unruly Trinity. 2nd ed. Berkshire: Open University Press, 2004.Stead, David. “Sport and the Media.” Sport and Society: A Student Introduction. 2nd ed. Ed. Barrie Houlihan. London: Sage, 2008. 328-347.Wardle, Claire. “Social Media, Newsgathering and the Olympics.” Journalism, Media and Cultural Studies 2 (2012). 25 Mar. 2017 <https://publications.cardiffuniversitypress.org/index.php/JOMEC/article/view/304>.

In Ireland today, we eat more pigmeat per capita, approximately 32.4 kilograms, than any other meat, yet you very seldom if ever see a pig (C.S.O.). Fat and flavour are two words that are synonymous with pig meat, yet scientists have spent the last thirty years cross breeding to produce leaner, low-fat pigs. Today’s pig professionals prefer to use the term “pig finishing” as opposed to the more traditional “pig fattening” (Tuite). The pig evokes many themes in relation to cuisine. Charles Lamb (1775-1834), in his essay Dissertation upon Roast Pig, cites Confucius in attributing the accidental discovery of the art of roasting to the humble pig. The pig has been singled out by many cultures as a food to be avoided or even abhorred, and Harris (1997) illustrates the environmental effect this avoidance can have by contrasting the landscape of Christian Albania with that of Muslim Albania.This paper will focus on the pig in Irish cuisine and culture from ancient times to the present day. The inspiration for this paper comes from a folklore tale about how Saint Martin created the pig from a piece of fat. The story is one of a number recorded by Seán Ó Conaill, the famous Kerry storyteller and goes as follows:From St Martin’s fat they were made. He was travelling around, and one night he came to a house and yard. At that time there were only cattle; there were no pigs or piglets. He asked the man of the house if there was anything to eat the chaff and the grain. The man replied there were only the cattle. St Martin said it was a great pity to have that much chaff going to waste. At night when they were going to bed, he handed a piece of fat to the servant-girl and told her to put it under a tub, and not to look at it at all until he would give her the word next day. The girl did so, but she kept a bit of the fat and put it under a keeler to find out what it would be.When St Martin rose next day he asked her to go and lift up the tub. She lifted it up, and there under it were a sow and twelve piglets. It was a great wonder to them, as they had never before seen pig or piglet.The girl then went to the keeler and lifted it, and it was full of mice and rats! As soon as the keeler was lifted, they went running about the house searching for any hole that they could go into. When St Martin saw them, he pulled off one of his mittens and threw it at them and made a cat with that throw. And that is why the cat ever since goes after mice and rats (Ó Conaill).The place of the pig has long been established in Irish literature, and longer still in Irish topography. The word torc, a boar, like the word muc, a pig, is a common element of placenames, from Kanturk (boar’s head) in West Cork to Ros Muc (headland of pigs) in West Galway. The Irish pig had its place in literature well established long before George Orwell’s English pig, Major, headed the dictatorship in Animal Farm. It was a wild boar that killed the hero Diarmaid in the Fenian tale The Pursuit of Diarmaid and Gráinne, on top of Ben Bulben in County Sligo (Mac Con Iomaire). In Ancient and Medieval Ireland, wild boars were hunted with great fervour, and the prime cuts were reserved for the warrior classes, and certain other individuals. At a feast, a leg of pork was traditionally reserved for a king, a haunch for a queen, and a boar’s head for a charioteer. The champion warrior was given the best portion of meat (Curath Mhir or Champions’ Share), and fights often took place to decide who should receive it. Gantz (1981) describes how in the ninth century tale The story of Mac Dathó’s Pig, Cet mac Matach, got supremacy over the men of Ireland: “Moreover he flaunted his valour on high above the valour of the host, and took a knife in his hand and sat down beside the pig. “Let someone be found now among the men of Ireland”, said he, “to endure battle with me, or leave the pig for me to divide!”It did not take long before the wild pigs were domesticated. Whereas cattle might be kept for milk and sheep for wool, the only reason for pig rearing was as a source of food. Until the late medieval period, the “domesticated” pigs were fattened on woodland mast, the fruit of the beech, oak, chestnut and whitethorn, giving their flesh a delicious flavour. So important was this resource that it is acknowledged by an entry in the Annals of Clonmacnoise for the year 1038: “There was such an abundance of ackornes this yeare that it fattened the pigges [runts] of pigges” (Sexton 45). In another mythological tale, two pig keepers, one called ‘friuch’ after the boars bristle (pig keeper to the king of Munster) and the other called ‘rucht’ after its grunt (pig keeper to the king of Connacht), were such good friends that the one from the north would bring his pigs south when there was a mast of oak and beech nuts in Munster. If the mast fell in Connacht, the pig-keeper from the south would travel northward. Competitive jealousy sparked by troublemakers led to the pig keepers casting spells on each other’s herds to the effect that no matter what mast they ate they would not grow fat. Both pig keepers were practised in the pagan arts and could form themselves into any shape, and having been dismissed by their kings for the leanness of their pig herds due to the spells, they eventually formed themselves into the two famous bulls that feature in the Irish Epic The Táin (Kinsella).In the witty and satirical twelfth century text, The Vision of Mac Conglinne (Aisling Mhic Conglinne), many references are made to the various types of pig meat. Bacon, hams, sausages and puddings are often mentioned, and the gate to the fortress in the visionary land of plenty is described thus: “there was a gate of tallow to it, whereon was a bolt of sausage” (Jackson).Although pigs were always popular in Ireland, the emergence of the potato resulted in an increase in both human and pig populations. The Irish were the first Europeans to seriously consider the potato as a staple food. By 1663 it was widely accepted in Ireland as an important food plant and by 1770 it was known as the Irish Potato (Mac Con Iomaire and Gallagher). The potato transformed Ireland from an under populated island of one million in the 1590s to 8.2 million in 1840, making it the most densely populated country in Europe. Two centuries of genetic evolution resulted in potato yields growing from two tons per acre in 1670 to ten tons per acre in 1800. A constant supply of potato, which was not seen as a commercial crop, ensured that even the smallest holding could keep a few pigs on a potato-rich diet. Pat Tuite, an expert on pigs with Teagasc, the Irish Agricultural and Food Development Authority, reminded me that the potatoes were cooked for the pigs and that they also enjoyed whey, the by product of both butter and cheese making (Tuite). The agronomist, Arthur Young, while travelling through Ireland, commented in 1770 that in the town of Mitchelstown in County Cork “there seemed to be more pigs than human beings”. So plentiful were pigs at this time that on the eve of the Great Famine in 1841 the pig population was calculated to be 1,412,813 (Sexton 46). Some of the pigs were kept for home consumption but the rest were a valuable source of income and were shown great respect as the gentleman who paid the rent. Until the early twentieth century most Irish rural households kept some pigs.Pork was popular and was the main meat eaten at all feasts in the main houses; indeed a feast was considered incomplete without a whole roasted pig. In the poorer holdings, fresh pork was highly prized, as it was only available when a pig of their own was killed. Most of the pig was salted, placed in the brine barrel for a period or placed up the chimney for smoking.Certain superstitions were observed concerning the time of killing. Pigs were traditionally killed only in months that contained the letter “r”, since the heat of the summer months caused the meat to turn foul. In some counties it was believed that pigs should be killed under the full moon (Mahon 58). The main breed of pig from the medieval period was the Razor Back or Greyhound Pig, which was very efficient in converting organic waste into meat (Fitzgerald). The killing of the pig was an important ritual and a social occasion in rural Ireland, for it meant full and plenty for all. Neighbours, who came to help, brought a handful of salt for the curing, and when the work was done each would get a share of the puddings and the fresh pork. There were a number of days where it was traditional to kill a pig, the Michaelmas feast (29 September), Saint Martins Day (11 November) and St Patrick’s Day (17 March). Olive Sharkey gives a vivid description of the killing of the barrow pig in rural Ireland during the 1930s. A barrow pig is a male pig castrated before puberty:The local slaughterer (búistéir) a man experienced in the rustic art of pig killing, was approached to do the job, though some farmers killed their own pigs. When the búistéirarrived the whole family gathered round to watch the killing. His first job was to plunge the knife in the pig’s heart via the throat, using a special knife. The screeching during this performance was something awful, but the animal died instantly once the heart had been reached, usually to a round of applause from the onlookers. The animal was then draped across a pig-gib, a sort of bench, and had the fine hairs on its body scraped off. To make this a simple job the animal was immersed in hot water a number of times until the bristles were softened and easy to remove. If a few bristles were accidentally missed the bacon was known as ‘hairy bacon’!During the killing of the pig it was imperative to draw a good flow of blood to ensure good quality meat. This blood was collected in a bucket for the making of puddings. The carcass would then be hung from a hook in the shed with a basin under its head to catch the drip, and a potato was often placed in the pig’s mouth to aid the dripping process. After a few days the carcass would be dissected. Sharkey recalls that her father maintained that each pound weight in the pig’s head corresponded to a stone weight in the body. The body was washed and then each piece that was to be preserved was carefully salted and placed neatly in a barrel and hermetically sealed. It was customary in parts of the midlands to add brown sugar to the barrel at this stage, while in other areas juniper berries were placed in the fire when hanging the hams and flitches (sides of bacon), wrapped in brown paper, in the chimney for smoking (Sharkey 166). While the killing was predominantly men’s work, it was the women who took most responsibility for the curing and smoking. Puddings have always been popular in Irish cuisine. The pig’s intestines were washed well and soaked in a stream, and a mixture of onions, lard, spices, oatmeal and flour were mixed with the blood and the mixture was stuffed into the casing and boiled for about an hour, cooled and the puddings were divided amongst the neighbours.The pig was so palatable that the famous gastronomic writer Grimod de la Reyniere once claimed that the only piece you couldn’t eat was the “oink”. Sharkey remembers her father remarking that had they been able to catch the squeak they would have made tin whistles out of it! No part went to waste; the blood and offal were used, the trotters were known as crubeens (from crúb, hoof), and were boiled and eaten with cabbage. In Galway the knee joint was popular and known as the glúiníns (from glún, knee). The head was roasted whole or often boiled and pressed and prepared as Brawn. The chitterlings (small intestines) were meticulously prepared by continuous washing in cool water and the picking out of undigested food and faeces. Chitterlings were once a popular bar food in Dublin. Pig hair was used for paintbrushes and the bladder was occasionally inflated, using a goose quill, to be used as a football by the children. Meindertsma (2007) provides a pictorial review of the vast array of products derived from a single pig. These range from ammunition and porcelain to chewing gum.From around the mid-eighteenth century, commercial salting of pork and bacon grew rapidly in Ireland. 1820 saw Henry Denny begin operation in Waterford where he both developed and patented several production techniques for bacon. Bacon curing became a very important industry in Munster culminating in the setting up of four large factories. Irish bacon was the brand leader and the Irish companies exported their expertise. Denny set up a plant in Denmark in 1894 and introduced the Irish techniques to the Danish industry, while O’Mara’s set up bacon curing facilities in Russia in 1891 (Cowan and Sexton). Ireland developed an extensive export trade in bacon to England, and hams were delivered to markets in Paris, India, North and South America. The “sandwich method” of curing, or “dry cure”, was used up until 1862 when the method of injecting strong brine into the meat by means of a pickling pump was adopted by Irish bacon-curers. 1887 saw the formation of the Bacon Curers’ Pig Improvement Association and they managed to introduce a new breed, the Large White Ulster into most regions by the turn of the century. This breed was suitable for the production of “Wiltshire” bacon. Cork, Waterford Dublin and Belfast were important centres for bacon but it was Limerick that dominated the industry and a Department of Agriculture document from 1902 suggests that the famous “Limerick cure” may have originated by chance:1880 […] Limerick producers were short of money […] they produced what was considered meat in a half-cured condition. The unintentional cure proved extremely popular and others followed suit. By the turn of the century the mild cure procedure was brought to such perfection that meat could [… be] sent to tropical climates for consumption within a reasonable time (Cowan and Sexton).Failure to modernise led to the decline of bacon production in Limerick in the 1960s and all four factories closed down. The Irish pig market was protected prior to joining the European Union. There were no imports, and exports were subsidised by the Pigs and Bacon Commission. The Department of Agriculture started pig testing in the early 1960s and imported breeds from the United Kingdom and Scandinavia. The two main breeds were Large White and Landrace. Most farms kept pigs before joining the EU but after 1972, farmers were encouraged to rationalise and specialise. Grants were made available for facilities that would keep 3,000 pigs and these grants kick started the development of large units.Pig keeping and production were not only rural occupations; Irish towns and cities also had their fair share. Pigs could easily be kept on swill from hotels, restaurants, not to mention the by-product and leftovers of the brewing and baking industries. Ed Hick, a fourth generation pork butcher from south County Dublin, recalls buying pigs from a local coal man and bus driver and other locals for whom it was a tradition to keep pigs on the side. They would keep some six or eight pigs at a time and feed them on swill collected locally. Legislation concerning the feeding of swill introduced in 1985 (S.I.153) and an amendment in 1987 (S.I.133) required all swill to be heat-treated and resulted in most small operators going out of business. Other EU directives led to the shutting down of thousands of slaughterhouses across Europe. Small producers like Hick who slaughtered at most 25 pigs a week in their family slaughterhouse, states that it was not any one rule but a series of them that forced them to close. It was not uncommon for three inspectors, a veterinarian, a meat inspector and a hygiene inspector, to supervise himself and his brother at work. Ed Hick describes the situation thus; “if we had taken them on in a game of football, we would have lost! We were seen as a huge waste of veterinary time and manpower”.Sausages and rashers have long been popular in Dublin and are the main ingredients in the city’s most famous dish “Dublin Coddle.” Coddle is similar to an Irish stew except that it uses pork rashers and sausage instead of lamb. It was, traditionally, a Saturday night dish when the men came home from the public houses. Terry Fagan has a book on Dublin Folklore called Monto: Murder, Madams and Black Coddle. The black coddle resulted from soot falling down the chimney into the cauldron. James Joyce describes Denny’s sausages with relish in Ulysses, and like many other Irish emigrants, he would welcome visitors from home only if they brought Irish sausages and Irish whiskey with them. Even today, every family has its favourite brand of sausages: Byrne’s, Olhausens, Granby’s, Hafner’s, Denny’s Gold Medal, Kearns and Superquinn are among the most popular. Ironically the same James Joyce, who put Dublin pork kidneys on the world table in Ulysses, was later to call his native Ireland “the old sow that eats her own farrow” (184-5).The last thirty years have seen a concerted effort to breed pigs that have less fat content and leaner meat. There are no pure breeds of Landrace or Large White in production today for they have been crossbred for litter size, fat content and leanness (Tuite). Many experts feel that they have become too lean, to the detriment of flavour and that the meat can tend to split when cooked. Pig production is now a complicated science and tighter margins have led to only large-scale operations being financially viable (Whittemore). The average size of herd has grown from 29 animals in 1973, to 846 animals in 1997, and the highest numbers are found in counties Cork and Cavan (Lafferty et al.). The main players in today’s pig production/processing are the large Irish Agribusiness Multinationals Glanbia, Kerry Foods and Dairygold. Tuite (2002) expressed worries among the industry that there may be no pig production in Ireland in twenty years time, with production moving to Eastern Europe where feed and labour are cheaper. When it comes to traceability, in the light of the Foot and Mouth, BSE and Dioxin scares, many feel that things were much better in the old days, when butchers like Ed Hick slaughtered animals that were reared locally and then sold them back to local consumers. Hick has recently killed pigs for friends who have begun keeping them for home consumption. This slaughtering remains legal as long as the meat is not offered for sale.Although bacon and cabbage, and the full Irish breakfast with rashers, sausages and puddings, are considered to be some of Ireland’s most well known traditional dishes, there has been a growth in modern interpretations of traditional pork and bacon dishes in the repertoires of the seemingly ever growing number of talented Irish chefs. Michael Clifford popularised Clonakilty Black Pudding as a starter in his Cork restaurant Clifford’s in the late 1980s, and its use has become widespread since, as a starter or main course often partnered with either caramelised apples or red onion marmalade. Crubeens (pigs trotters) have been modernised “a la Pierre Kaufman” by a number of Irish chefs, who bone them out and stuff them with sweetbreads. Kevin Thornton, the first Irish chef to be awarded two Michelin stars, has roasted suckling pig as one of his signature dishes. Richard Corrigan is keeping the Irish flag flying in London in his Michelin starred Soho restaurant, Lindsay House, where traditional pork and bacon dishes from his childhood are creatively re-interpreted with simplicity and taste.Pork, ham and bacon are, without doubt, the most traditional of all Irish foods, featuring in the diet since prehistoric times. Although these meats remain the most consumed per capita in post “Celtic Tiger” Ireland, there are a number of threats facing the country’s pig industry. Large-scale indoor production necessitates the use of antibiotics. European legislation and economic factors have contributed in the demise of the traditional art of pork butchery. Scientific advancements have resulted in leaner low-fat pigs, many argue, to the detriment of flavour. Alas, all is not lost. There is a growth in consumer demand for quality local food, and some producers like J. Hick & Sons, and Prue & David Rudd and Family are leading the way. The Rudds process and distribute branded antibiotic-free pig related products with the mission of “re-inventing the tastes of bygone days with the quality of modern day standards”. Few could argue with the late Irish writer John B. Keane (72): “When this kind of bacon is boiling with its old colleague, white cabbage, there is a gurgle from the pot that would tear the heart out of any hungry man”.ReferencesCowan, Cathal and Regina Sexton. Ireland's Traditional Foods: An Exploration of Irish Local & Typical Foods & Drinks. Dublin: Teagasc, 1997.C.S.O. Central Statistics Office. Figures on per capita meat consumption for 2009, 2010. Ireland. http://www.cso.ie.Fitzgerald, Oisin. "The Irish 'Greyhound' Pig: an extinct indigenous breed of Pig." History Ireland13.4 (2005): 20-23.Gantz, Jeffrey Early Irish Myths and Sagas. New York: Penguin, 1981.Harris, Marvin. "The Abominable Pig." Food and Culture: A Reader. Eds. Carole Counihan and Penny Van Esterik. New York: Routledge, 1997. 67-79.Hick, Edward. Personal Communication with master butcher Ed Hick. 15 Apr. 2002.Hick, Edward. Personal Communication concerning pig killing. 5 Sep. 2010.Jackson, K. H. Ed. Aislinge Meic Con Glinne, Dublin: Institute of Advanced Studies, 1990.Joyce, James. The Portrait of the Artist as a Young Man, London: Granada, 1977.Keane, John B. Strong Tea. Cork: Mercier Press, 1963.Kinsella, Thomas. The Táin. Oxford: Oxford University Press, 1970.Lafferty, S., Commins, P. and Walsh, J. A. Irish Agriculture in Transition: A Census Atlas of Agriculture in the Republic of Ireland. Dublin: Teagasc, 1999.Mac Con Iomaire, Liam. Ireland of the Proverb. Dublin: Town House, 1988.Mac Con Iomaire, Máirtín and Pádraic Óg Gallagher. "The Potato in Irish Cuisine and Culture."Journal of Culinary Science and Technology 7.2-3 (2009): 1-16.Mahon, Bríd. Land of Milk and Honey: The Story of Traditional Irish Food and Drink. Cork:Mercier, 1998.Meindertsma, Christien. PIG 05049 2007. 10 Aug. 2010 http://www.christienmeindertsma.com.Ó Conaill, Seán. Seán Ó Conaill's Book. Bailie Átha Cliath: Bhéaloideas Éireann, 1981.Sexton, Regina. A Little History of Irish Food. Dublin: Gill and Macmillan, 1998.Sharkey, Olive. Old Days Old Ways: An Illustrated Folk History of Ireland. Dublin: The O'Brien Press, 1985.S.I. 153, 1985 (Irish Legislation) http://www.irishstatutebook.ie/1985/en/si/0153.htmlS.I. 133, 1987 (Irish Legislation) http://www.irishstatuebook.ie/1987/en/si/0133.htmlTuite, Pat. Personal Communication with Pat Tuite, Chief Pig Advisor, Teagasc. 3 May 2002.Whittemore, Colin T. and Ilias Kyriazakis. Whitmore's Science and Practice of Pig Production 3rdEdition. Oxford: Wiley-Blackwell, 2006.

The rise of expertise in the lives of women is a complex and prolonged process that began when the old networks through which women had learned from each other were being discredited or destroyed (Ehrenreich and English). Enclosed spaces of expert power formed separately from political control, market logistics and the pressures exerted by their subjects (Rose and Miller). This, however, was not a question of imposing expertise on women and forcing them to adhere to expert proclamations: “the experts could not have triumphed had not so many women welcomed them, sought them out, and … organised to promote their influence” (Ehrenreich and English 28). Women’s continuing enthusiasm for self-help books – and it is mainly women who buy them (Wood) – attests to the fact that they are still welcoming expertise into their lives. This paper argues that a major factor in the popularity of self-help is the reversal of the conventional ‘priestly’ relationship and ethic of confession, in a process of conversion that relies on the enthusiasm and active participation of the reader.Miller and Rose outline four ways in which human behaviour can be transformed: regulation (enmeshing people in a code of standards); captivation (seducing people with charm or charisma); education (training, convincing or persuading people); and conversion (transforming personhood, and ways of experiencing the world so that people understand themselves in fundamentally new ways). Of these four ways of acting upon others, it is conversion that is the most potent, because it changes people at the level of their own subjectivity – “personhood itself is remade” (Miller and Rose 35). While theories of conversion cannot be adequately discussed here, one aspect held in common by theories of religious conversion as well as those from psychological studies of ‘brainwashing’ is enthusiasm. Rambo’s analysis of the stages of religious conversion, for example, includes ‘questing’ in an active and engaged way, and a probable encounter with a passionately enthusiastic believer. Melia and Ryder, in their study of ‘brainwashing,’ state that two of the end stages of conversion are euphoria and proselytising – a point to which I will return in the conclusion. In order for a conversion to occur, then, the reader must be not only intellectually convinced of the truth, but must feel it is an important or vital truth, a truth she needs – in short, the reader must be enthused. The popularity of self-help books coincides with the rise of psy expertise more generally (Rose, "Identity"; Inventing), but self-help putatively offers escape from the experts, whilst simultaneously immersing its readers in expertise. Readers of self-help view themselves as reading sceptically (Simonds), interpretively (Rosenblatt) and resistingly (Fetterly, Rowe). They choose to read books as an educational activity (Dolby), rather than attending counselling or psychotherapy sessions in which they might be subject to manipulation, domination and control by a therapist (Simonds). I have discussed the nature of the advice in relationship manuals elsewhere (Hazleden, "Relationship"; "Pathology"), but the intention of this paper is to investigate the ways in which the authors attempt to enthuse and convert the reader.Best-Selling ExpertiseIn common with other best-selling genres, popular relationship manuals begin trying to enthuse the reader on the covers, which are intended to attract the reader, to establish the professional – or ‘priestly’ – credentials of the author and to assert the merit of the book, presenting the authors as experienced professionally-qualified experts, and advertising their bestseller status. These factors form part of the marketing ‘buzz’ or collective enthusiasm about a particular author or book.As part of the process of establishing themselves in the priestly role, the authors emphasise their professional qualifications and experience. Most authors use the title ‘Dr’ on the cover (Hendrix, McGraw, Forward, Gray, Cowan and Kinder, Schlessinger) or ‘PhD’ after their names (Vedral, DeAngelis, Spezzano). Further claims on the covers include assertions of the prominence of the authors in their field. Typical are DeAngelis’s claim to being “America’s foremost relationships expert,” and Hendrix’s claim to being “the world’s leading marital therapist.” Clinical and professional experience is mentioned, such as Spezzano’s “twenty-three years of counseling experience” (1) and Forward’s experience as “a consultant in many southern California Medical and psychiatric facilities” (iii). The cover of Spezzano’s book claims that he is a “therapist, seminar leader, author, lecturer and visionary leader.” McGraw emphasises his formal qualifications throughout his book, saying, “I had more degrees than a thermometer” (McGraw 6), and he refers to himself throughout as “Dr. Phil,” much like “Dr Laura” (Schlessinger). Facts and SecretsThe authors claim their ideas are based on clinical practice, research, and evidence. One author claims, “In this book, there is a wealth of tried and accurate information, which has worked for thousands of people in my therapeutic practice and seminars over the last two decades” (Spezzano 1). Another claims that he “worked with hundreds of couples in private practice and thousands more in workshops and seminars” and subsequently based his ideas on “research and clinical observations” (Hendrix xviii). Dowling refers to “four years of research … interviewing professionals who work with and study women.” She went to all this trouble because, she assures us, “I wanted facts” (Dowling, dust-jacket, 30).All this is in order to assure the reader of the relevance and build her enthusiasm about the importance of the book. McGraw (226) says he “reviewed case histories of literally thousands and thousands of couples” in order “to choose the right topics” for his book. Spezzano (7) claims that his psychological exercises come from clinical experience, but “more importantly, I have tested them all personally. Now I offer them to you.” This notion of being in possession of important new knowledge of which the reader is unaware is common, and expressed most succinctly by McGraw (15): “I have learned what you know and, more important, what you don't know.” This knowledge may be referred to as ‘secret’ (e.g. DeAngelis), or ‘hidden’ (e.g. Dowling) or as a recent discovery. Readers seem to accept this – they often assume that self-help books spring ‘naturally’ from clinical investigation as new information is ‘discovered’ about the human psyche (Lichterman 432).The Altruistic AuthorOn the assumption that readers will be familiar with other self-help books, some authors find it necessary to explain why they felt motivated to write one themselves. Usually these take the form of a kind of altruistic enthusiasm to share their great discoveries. Cowan and Kinder (xiv) claim that “one of the wonderful, intrinsic rewards of working with someone in individual psychotherapy is the rich and intense relationship that is established, [but] one of the frustrations of individual work is that in a whole lifetime it is impossible to touch more than a few people.” Morgan (26) assures us that “the results of applying certain principles to my marriage were so revolutionary that I had to pass them on in the four lesson Total Woman course, and now in this book.”The authors justify their own addition to an overcrowded genre by delineating what is distinctive about their own book, or what other “books, articles and surveys missed” (Dowling 30) or misinterpreted. Beattie (98-102) devotes several pages to a discussion of Dowling to assert that Dowling’s ‘Cinderella Complex’ is more accurately known as ‘codependency.’ The authors of another book admit that their ideas are not new, but claim to make a unique contribution because they are “writing from a much-needed male point of view” (Cowan and Kinder, back cover). Similarly, Gray suggests “many books are one-sided and unfortunately reinforce mistrust and resentment toward the opposite sex.” This meant that “a definitive guide was needed for understanding how healthy men and women are different,” and he promises “This book provides that vision” (Gray 4,7).Some authors are vehement in attacking other experts’ books as “gripe sessions,” “gobbledegook” (Schlessinger 51, 87), or “ridiculous” (Vedral 282). McGraw (9) writes “it is amazing to me how this country is overflowing with marital therapists, psychiatrists and psychologists, counselors, healers, advice columnists, and self-help authors – and their approach to relationships is usually so embarrassing that I want to turn my head in shame.” His own book, by contrast, will be quite different from anything the reader has heard before, because “it differs from what relationship ‘experts’ tell you” (McGraw 45).Confessions of an Author Because the authors are writing about intimate relationships, they are also keen to establish their credentials on a more personal level. “Loving, losing, learning the lessons, and reloving have been my path” (Carter-Scott 247-248), says one, and another asserts that, “It’s taken me a long time to understand men. It’s been a difficult and often painful journey and I’ve made a lot of mistakes along the way in my own relationships” (DeAngelis xvi). The authors are even keen to admit the mistakes they made in their previous relationships. Gray says, “In my previous relationships, I had become indifferent and unloving at difficult times … As a result, my first marriage had been very painful and difficult” (Gray 2). Others describe the feelings of disappointment with their marriages: We gradually changed. I was amazed to realize that Charlie had stopped talking. He had become distant and preoccupied. … Each evening, when Charlie walked in the front door after work, a cloud of gloom and tension floated in with him. That cloud was almost tangible. … this tension cloud permeated our home atmosphere … there was a barrier between us. (Morgan 18)Doyle (14) tells a similar tale: “While my intentions were good, I was clearly on the road to marital hell. … I was becoming estranged from the man who had once made me so happy. Our marriage was in serious trouble and it had only been four years since we’d taken our vows.” The authors relate the bewilderment they felt in these failing relationships: “My confusion about the psychology of love relationships was compounded when I began to have problems with my own marriage. … we gave our marriage eight years of intensive examination, working with numerous therapists. Nothing seemed to help” (Hendrix xvii).Even the process of writing the relationship manual itself can be uncomfortable: This was the hardest and most painful chapter for me to write, because it hit so close to home … I sat down at my computer, typed out the title of this chapter, and burst into tears. … It was the pain of my own broken heart. (DeAngelis 74)The Worthlessness of ExpertiseThus, the authors present their confessional tales in which they have learned important lessons through their own suffering, through the experience of life itself, and not through the intervention of any form of external or professional expertise. Furthermore, they highlight the failure of their professional training. Susan Forward (4) draws a comparison between her professional life as a relationship counsellor and the “Susan who went home at night and twisted herself into a pretzel trying to keep her husband from yelling at her.” McGraw tells of a time when he was counselling a couple, and: Suddenly all I could hear myself saying was blah, blah, blah. Blah, blah, blah, blah. As I sat there, I asked myself, ‘Has anybody noticed over the last fifty years that this crap doesn’t work? Has it occurred to anyone that the vast majority of these couples aren’t getting any better? (McGraw 6)The authors go to some lengths to demonstrate that their new-found knowledge is unlike anything else, and are even prepared to mention the apparent contradiction between the role the author already held as a relationship expert (before they made their important discoveries) and the failure of their own relationships (the implication being that these relationships failed because the authors themselves were not yet beneficiaries of the wisdom contained in their latest books). Gray, for example, talking about his “painful and difficult” first marriage (2), and DeAngelis, bemoaning her “mistakes” (xvi), allude to the failure of their marriage to each other, at a time when both were already well-known relationship experts. Hendrix (xvii) says: As I sat in the divorce court waiting to see the judge, I felt like a double failure, a failure as a husband and as a therapist. That very afternoon I was scheduled to teach a course on marriage and the family, and the next day, as usual, I had several couples to counsel. Despite my professional training, I felt just as confused and defeated as the other men and women who were sitting beside me.Thus the authors present the knowledge they have gained from their experiences as being unavailable through professional marital therapy, relationship counselling, and other self-help books. Rather, the advice they impart is presented as the hard-won outcome of a long and painful process of personal discovery.Peace and PassionOnce the uniqueness of the advice is established, the authors attempt to enthuse the reader by describing the effects of following it. Norwood (Women 4) says her programme led to “the most rewarding years of my life,” and Forward (10) says she “discovered enormous amounts of creativity and energy in myself that hadn't been available to me before.” Gray (268) asserts that, following his discoveries “I personally experienced this inner transformation,” and DeAngelis (126) claims “I am compassionate where I used to be critical; I am patient where I used to be judgmental.” Doyle (23) says, “practicing the principles described in this book has transformed my marriage into a passionate, romantic union.” Similarly, in discussing the effects of her ideas on her marriage, Morgan (26) speaks of “This brand new love between us” that “has given us a brand new life together.” Having established the success of their ideas and techniques on their own lives, the authors go on to relate stories about their successful application to the lives and relationships of their clients. One author writes that “When I began implementing my ideas … The divorce rate in my practice sharply declined, and the couples … reported a much deeper satisfaction in their marriages” (Hendrix xix). Another claims “Repeatedly I have heard people say that they have benefited more from this new understanding of relationships than from years of therapy” (Gray 7). Morgan, describing the effects of her ‘Total Woman’ classes, says: Attending one of the first classes in Miami were wives of the Miami Dolphin football players … it is interesting to note that their team won every game that next season and became the world champions! … Gals, I wouldn’t dream of taking credit for the Superbowl … (Morgan 188)In case we are still unconvinced, the authors include praise and thanks from their inspired clients: “My life has become exciting and wonderful. Thank you,” writes one (Vedral 308). Gray (6) talks of the “thousands of inspirational comments that people have shared” about his advice. Vedral (307) says “I have received thousands of letters from women … thanking me for shining a beam of light on their situations.” If these clients have transformed their lives, the authors claim, so can the reader. They promise that the future will be “exceptional” (Friedman 242) and “wonderful” (Norwood, Women 257). It will consist of “self fulfilment, love, and joy” (Norwood, Women 26), “peace and joy” (Hendrix xx), “freedom and a lifetime of healing, hope and happiness” (Beattie), “peace, relief, joy, and passion that you will never find any other way” (Doyle 62) – in short, “happiness for the rest of your life” (Spezzano 77).SummaryIn order to effect the conversion of their readers, the authors seek to create enthusiasm about their books. First, they appeal to the modern tradition of credentialism, making claims about their formal professional qualifications and experience. This establishes them as credible ‘priests.’ Then they make calculable, factual, evidence-based claims concerning the number of books they have sold, and appeal to the epistemological authority of the methodology involved in establishing the findings of their books. They provide evidence of the efficacy of their own unique methods by relating the success of their ideas when applied to their own lives and relationships, and those of their clients and their readers. The authors also go to some lengths to establish that they have personal experience of relationship problems, especially those the reader is currently presumed to be experiencing. This establishes the ‘empathy’ essential to Rogerian therapy (Rogers), and an informal claim to lay knowledge or insight. In telling their own personal stories, the authors establish an ethic of confession, in which the truth of oneself is sought, unearthed and revealed in “the infinite task of extracting from the depths of oneself, in between the words, a truth which the very form of the confession holds out like a shimmering mirage” (Foucault, History 59). At the same time, by claiming that their qualifications were not helpful in solving these personal difficulties, the authors assert that much of their professional training was useless or even harmful, suggesting that they are aware of a general scepticism towards experts (cf. Beck, Giddens), and share these doubts. By implying that it is other experts who are perhaps not to be trusted, they distinguish their own work from anything offered by other relationship experts, thereby circumventing “the paradox of self-help books’ existence” (Cheery) and proliferation. Thus, the authors present their motives as altruistic, whilst perhaps questioning the motives of others. Their own book, they promise, will be the one (finally) that brings a future of peace, passion and joy. Conversion, Enthusiasm and the Reversal of the Priestly RelationshipAlthough power relations between authors and readers are complex, self-help is evidence of power in one of its most efficacious forms – that of conversion. This is a relationship into which one enters voluntarily and enthusiastically, in the name of oneself, for the benefit of oneself. Such power enthuses, persuades, incites, invites, provokes and entices, and it is therefore a strongly subjectifying power, and most especially so because the relationship of the reader to the author is one of choice. Because the reader can choose between authors, and skip or skim sections, she can concentrate on the parts of the therapeutic diagnosis that she believes specifically apply to her. For example, Grodin (414) found it was common for a reader to attach excerpts from a book to a bathroom mirror or kitchen cabinet, and to re-read and underline sections of a book that seemed most relevant. In this way, through her enthusiastic participation, the reader becomes her own expert, her own therapist, in control of certain aspects of the encounter, which nonetheless must always take place on psy terms.In many conversion studies, the final stage involves the assimilation and embodiment of new practices (e.g. Paloutzian et al. 1072), whereby the convert employs or utilises her new truths. I argue that in self-help books, this stage occurs in the reversal of the ‘priestly’ relationship. The ‘priestly’ relationship between client and therapist, is one in which in which the therapist remains mysterious while the client confesses and is known (Rose, "Power"). In the self-help book, however, this relationship is reversed. The authors confess their own ‘sins’ and imperfections, by relating their own disastrous experiences in relationships and wrong-thinking. They are, of course, themselves enthusiastic converts, who are enmeshed within the power that they exercise (cf. Foucault History; Discipline), as these confessions illustrate. The reader is encouraged to go through this process of confession as well, but she is expected to do so privately, and to play the role of priest and confessor to herself. Thus, in a reversal of the priestly relationship, the person who ‘is knowledge’ within the book itself is the author. It is only if the reader takes up the invitation to perform for herself the priestly role that she will become an object of knowledge – and even then, only to herself, albeit through a psy diagnostic gaze provided for her. Of course, this instance of confession to the self still places the individual “in a network of relations of power with those who claim to be able to extract the truth of these confessions through their possession of the keys to interpretation” (Dreyfus and Rabinow 174), but the keys to interpretation are provided to the reader by the author, and left with her for her own safekeeping and future use. As mentioned in the introduction, conversion involves questing in an active and engaged way, and may involve joy and proselytising. Because the relationship must be one of active participation, the enthusiasm of the reader to apply these truths to her own self-understanding is critical. Indeed, the convert is, by her very nature, an enthusiast.ConclusionSelf-help books seek to bring about a transformation of subjectivity from powerlessness to active goal-setting, personal improvement and achievement. This is achieved by a process of conversion that produces particular choices and types of identity, new subjectivities remade through the production of new ethical truths. Self-help discourses endow individuals with new enthusiasms, aptitudes and qualities – and these can then be passed on to others. Indeed, the self-help reader is invited, by means of the author’s confessions, to become, in a limited way, the author’s own therapist – ie, she is invited to perform an examination of the author’s (past) mistakes, to diagnose the author’s (past) condition and to prescribe an appropriate (retrospective) cure for this condition. Through the process of diagnosing the author and the author’s clients, using the psy gaze provided by the author, the reader is rendered an expert in therapeutic wisdom and is converted to a new belief system in which she will become an enthusiastic participant in her own subjectification. ReferencesBeattie, M. 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