Hi, welcome. My name is Dr. Marcy Stone, and this is Unit 1 on marketing planning process for your strategic marketing course. Here is your course layout. So in this course, we have six units. We have Unit 1, which is the marketing planning process, which this presentation is going to be about. And then we have Unit 2 on marketing research, Unit 3 is on consumer behavior, Unit 4 is on brand strategy, and then we have marketing communications. Here are the learning outcomes for Unit 1. So we have explained the importance of marketing, of the marketing planning process for a marketer. Relate the environmental analysis methods of SWAT and PESTL to the marketing planning process. Apply the four P's of marketing. Relate segmentation, targeting, positioning, and differentiating to marketing for specific groups. And then apply the concepts of ethics and social responsibility. So why are learning outcomes important? So each of the learning outcomes ties back to the course materials and content. They're also tied into all of the assessment questions and then also in the test preparation part of your course. Here are the Unit 1 overview topics for this presentation. So we have the marketing planning process. We're going to be looking at SWAT and PESTL. We have the four P's of marketing. We have segmentation, targeting, positioning, and differentiation. And then we have ethics and social responsibility. Here is the list of the marketing planning process vocabulary. And we will be talking about each of these in the presentation. Okay, so first we have the marketing planning process. So a good marketing strategy begins with a solid plan. Nothing can be completed until a strategic marketing plan is put into place. It's important to take the time upfront to develop a solid plan before beginning to work on the marketing planning process. So a marketing strategy also includes goals from a corporate strategic plan. It's important that these goals are aligned with the company and the marketing planning process. The marketing planning process includes several steps. And depending on the organization and the strategic plan, these steps may change and be more or less elaborate. The basic steps of the marketing planning process include developing a strategic plan, listing what resources are needed to complete the plan, and an emphasis on how goals of the plan are aligned with the overall organization. So when you're developing the marketing planning process, it's important to consider the potential for future growth and sales. So a strategic marketing plan will give you the focus that you need and the steps about how you should move forward. Okay, now we have the environmental analysis methods of SWAT and PESTL. To begin developing the strategic plan, you have to consider the strengths, weaknesses, opportunities and threats or SWAT. When each of these steps are considered, so they will help you to develop and then think through the entire marketing process. By reviewing strengths and weaknesses of a product or a service, you can better understand how to market a specific product. A thorough SWAT analysis gives you an overall picture of the product and marketing plan. By making a list of potential opportunities, you may be able to see various ways to market a product. And by reviewing potential threats, you are setting yourself up to adjust or accommodate for those threats in the marketing. Another method to consider when you begin to develop your marketing is the PESTL analysis. PESTL stands for political, economic, social, technological, legal and environmental. So by reviewing each of these areas and how it relates to your product, you will not only better understand your market or service or product, but you will be prepared for any issues that might arise during the process of putting together your marketing plan. This type of analysis will help to identify environmental issues that may arise and need to be considered. Then we have the four Ps of marketing. These are probably things you have heard about for quite a while, but we're going to review them here anyway. So we have product, promotion, place and price and these are the four Ps of marketing. And there's a reason that marketing has focused on the four Ps for decades. So these four areas are a thorough way to consider what marketing might be needed for your product or service. By understanding and utilizing each of the four Ps, you are essentially creating value for the consumer, which will then translate to sales and potential growth. So the first one here is product. You want to think about the product as it relates to the consumer. What are their needs and wants and does this product address those issues? So why would the consumer be interested in buying the product? What are some benefits of the product? Is the product unique or does it have a benefit that might stand out from competitors? And then next we have price. So is the price in line with similar products or are the features and benefits so different that a premium price might be appropriate? Will any discounts be available? And if so, how easy will it be for the consumer to obtain any discounts? Can this product be combined with any other product for a discount? So for example, if you buy both an iPad and an iPhone, then we have place. So some things to consider for place is where, sorry, will this product only be sold online or can the consumer try it out in person before they buy it? If they can only be purchased online, can it be returned if the consumer does not find it useful? And then we have promotion. So how can you promote this product? How will the company communicate any features and benefits to consumers? How easily can the consumer interact with the company if they have questions about the use of the product? And can influencers promote the product before it's available for sale? All right. So now this slide is extremely useful in the sense of that's giving you some strategies to think about as you review the marketing mix. So again, we have product, price, promotion, place. In the middle there we have your target market because once you look at these four at the four Ps, then you have to figure out how are we going to market this product to our target market. So under strategies there, you have to think about, so aim for tech product management roles. So if you're looking at key features, are we looking at what language? Are we looking at different tech industry? This one's based on the tech industry. Are we looking at different tech industry knowledge? Do we have any early adapters to the product? That's one of the reasons that I mentioned would a consumer influencer look at it and review it. So there's quite a few people. Apple asks influencers to look at their new iPhones, for example, before they come out. So they'll send them to them like one to two weeks in advance. Allow them to use them and then they can write product reviews that come out on the same day that the iPhone is being released. And so these are your early adapters and when you are adopters and when you see these people, you really are looking for more information. Like how is this product useful to me? How can I use it? They'll create small videos about certain aspects of it and then post those as well. And then you've got promotion. So you're looking at different things. In this case, they're looking at different tools and tactics. So you might be using your resume. You might be looking at a LinkedIn page. You might have an employer's job site that you go directly to. So it's giving you a different product, but we're looking at promotion here. And then as we look over and in this case for this promotion, we're looking at promoting yourself. And then for price, we're looking at different strategies that might look at cost and benefits. We're looking at, are there any safety requirements that we have to consider? Sometimes that can be expensive, depending on what they are. So all of these things, and we're looking at different benchmarks too. So all of these things account for the cost of something.  It isn't always done that way, depending on what the product is. And so you might want to look at your particular product and say, what is a reasonable price for this? If this has some key features that others on the market do not have, then how are we going to price this appropriately? And sometimes, not always, but sometimes it is a good idea to price your product above others in the marketplace because then consumers may think that's just a better product overall if they're charging more for it. It is something to consider when you're looking at price. And then of course we have place, what are we going to be looking at? Where is it going to be promoted? And in this case they're looking at, again, like the key features of if you are sending out your resume, that kind of thing, you're the product in this case. But it's looking at things like where can we, what kind of tools can we use and where can we post our resume and how can we get it out there, we can attend job fairs, things like that, or go to professional need-ups. It's a good little slide that kind of gives you an overview of different products but also how do you promote those when you're considering things like your price, your place, your promotion, your product for your specific target market. Okay, so now we have segmentation, targeting, positioning, and differentiation. In addition to the four P's, you're also going to consider segmentation, your target market, positioning of a product and how you might differentiate that product from others on the market. When you understand these four areas, you can better develop your strategic marketing plan to focus on who you're selling to, your target market, and then how you intend to reach that market. And so it helps you think through the process of here's where I want to be and now how do I get there. And then you use these tools, segmentation, you think about your target market, how are we going to position it, just that. And then segmentation, it breaks down your target market into demographics so that you can better focus your marketing efforts on that market. So demographics might include age, race, gender, home ownership, or people in a specific income range. So for example, if your target market is white-collar males between 25 and 40 years of age, then demographics will allow you to segment your target market and then focus your marketing on males in that age group. It's important to narrow down your target market as much as possible so that your marketing is focused on that specific customer. I've seen quite a few things in marketing where they assume that their target market is all ages and everybody, and that's a mistake because it isn't. The only products really that I can think about that might work for that, might be like Pepsi or Coke, but overall you've got a very specific market for your product and it's really important to narrow that down. Typically, if you can get it within a 10 to 15 year age difference, that's probably a pretty good way of narrowing it or maybe a specific generation. And then positioning is the place that you want to put your product within the target market. So the more focused that your positioning is, the better. An excellent example of positioning is silk-soymilk, and this story is actually quite interesting. I think I heard about this through, I want to say, maybe it was the tipping point when I read about this, but essentially for a long time, silk-soymilk was on the shelf. It didn't need to be refrigerated, and they started to really think about their product like, how can we promote this better? What can we do? And ironically, it was positioning. So they ended up moving it into the refrigerated section of a grocery store and sales multiplied tremendously. It was actually a really interesting story. It is not something that needs to be refrigerated, but since they have seen sales increase so much, it was an interesting thing to see how just repositioning something can really help. By considering where the product was placed in the grocery store, marketing was more effective when consumers saw this product next to milk. Interesting. If your product has additional features than others on the market, then you must consider how you will differentiate your product from the rest. For example, we already talked about this a little bit, but you may want to increase the price of your product so that buyers are aware that your product has additional features. You can also use differentiation by creating marketing that's different from similar products on the market, or your marketing may focus on a specific product or feature of the product. You can also differentiate it that way. All right. So this one is, this is just a little slide that kind of gives you an idea of how segmentation works. So when you're looking at, and it just depends on your market, you're looking at maybe age, family status. You're looking at types of people. In this case, they've got the board empty nesters, usually a little bit older. And then you've got the busy families. These are usually your 25 to 50 year olds, mostly married with kids, that kind of thing. And then you've got your hipster wannabes that are typically 15 to 35, mostly single. They're usually free on evenings and weekends. And so you're really looking at, you're trying to break down your segmentation and your demographics as narrowly as possible, mostly so that you can focus and target your marketing. And so let's say, for example, in this one, we were looking at selling condos. And so really your board empty nesters, could that be part of your market? Maybe because they might be living in a 5,000 square foot house that used to have eight people living there. And now it's just the two of them. So maybe they would be in line for a condo. A busy family most likely wouldn't be because you've got a bigger family you want to grow. There probably need to be sprawled out in the house somewhere that might give them three to 5,000 square feet. And then your hipster wannabes, maybe if they can afford it, if it's your higher end condo, maybe not. But that's how you go through when you look at these things. So what are they interested in? What kind of events do they attend? You're really looking and trying to segment your market as much as possible by using demographics and looking at these things and saying, hey, how can we narrow this down even farther? Or how can we look at some of these numbers or do we need to look at income? That kind of thing. I actually read just this morning an interesting article about, and it was a home company that conducted a research study. And they were looking at where do the people who make $150,000 a year or more, where do they work? And they broke it down. It was mostly computer professionals. They had lawyers in there, maybe doctors in there. And it was really interesting to see a company that sells and promotes home products to really want to look at how they were going to target certain markets. And so I thought it was really interesting to go through. And then it would list 6% or in higher education. And 15% of them are in law or some kind of legal services, that kind of thing. And so it's interesting when companies perform these studies because then they can really focus in on who their target market is and how are we going to narrow this down as much as possible. All right. Then finally, we have ethics and social responsibility. So over the last few decades, ethics and social responsibility has become a staple in our language. So when you're developing a marketing plan, it's important to consider these two things. Because we have an ethical obligation when conducting marketing research and ensuring that these products are promoted appropriately. So consumers take ethical issues very seriously when they're purchasing a product. And it's important to consider that companies that respond with ethically produced products and marketing that focuses on social responsibility. One example is the creator of the Keurig coffee machines. The creator did not really take into consideration that the initial cake cups were not recyclable. And it wasn't even anything that he thought about.  And now they're in every Walmart and Target and sometimes even in your grocery store where you can buy them. And he didn't really think about that. And the impact that a non recyclable cake cup would have on the environment. And so I think I read something once that said that if you were to put the cake cups that were sold in, I don't know if it was the first year or five years or something. But if you were to put them back to back, they would have circled the globe like five times. And that's really telling.  And they were just going to be in the ground for the next 20 years. And so I remember reading the story just being like, whoa. So even though the company worked quickly to make the change and make the cake cups recyclable, the media jumped all over it. They really questioned the process. They questioned the company. Whenever he was interviewed, he was asked about it. And then later, after being frequently questioned about this, the Keurig owner actually said he wish he had never created the product in the first place. So that's how important that hopefully this story kind of shows you how important social responsibility really is when we're developing products and when we're putting together marketing to promote those products. An example of an ethical violation in marketing may be targeting products that are unhealthy for teenagers. So vaping is one of them that has been in the news and getting quite a bit of backlash from parents. It gets quite frequent backlash when it comes to any situations that have to do with younger adults having access to certain content on their website. So these are things to just consider, consider the ethics, consider the social responsibility before you work on your marketing plan. It needs to be included in the marketing plan. Okay, so just a little slide here on social responsibility and ethics. And so what we're looking at is some of these things you've got to think about under corporate social responsibility. You have to think about people and the society. You have to think about employees. You have to think about the planet. And what, how that is related to profit. And then also any employee related outcomes. When you're looking at things like job satisfaction, you're looking at commitment attractiveness. If you have a product that the media is constantly questioning, then employees may not be as comfortable in their job if they have to handle those types of questions. And then you have moderators. So you have your age, things to consider age. Gender is a big thing these days. You have to consider culture, any individualism. If you're using he, she, pronouns, that's a big thing to consider these days when you're putting together marketing that has to do with social responsibility. All right. So in conclusion, these are the learning outcomes that we covered in this presentation. So we looked at the marketing planning process. We looked at the different environmental analysis methods. We looked at the four P's of marketing. We looked at segmentation targeting positioning differentiation. And then we also looked at ethics and social responsibility. And what's next. So the next unit is on marketing research. And my name is Dr. Marcy Stone, and I just wanted to say thank you.


Hello everyone, welcome back to another Adobe Illustrator tutorial. This one, I'm going to show you how to make a very cool looking picture collage using Adobe Illustrator. I've got Adobe Illustrator 2021, but this should work in any version, at least past CS6. Alright, let's roll. The first step is you open up Illustrator, you want to click Create New. Now, my videos, I do tutorials where I show you and I also explain the technique as I go.  So, I click Create New and I'm going to create a 1920 by 1080 pixel document. Why that size? It's a 16 by 9 aspect ratio and it's also the most common size for YouTube videos. So, if you're a YouTuber and you want to make a collage for YouTube, this is how you do it. Alright, so we've got 1920 by 1080 pixels. I've gone ahead and made sure that they're correct here. I've selected this one, but if you don't have this available to you on the web, just type in the exact dimensions and hit Create. Alright, here we go. I've got it open and we're on our way.  Alright, that's good enough. Okay, I want to make sure you guys can see it and I'm going to center it a bit better. Okay, guys, we're on our way. The next step is we're going to create a rectangle. So, you want to go over to the left side. We're creating a rectangle, so I'm going to left-click on the rectangle tool and then I'm going to left-click on the document anywhere on the document and it's going to create a rectangle. You're probably going to see 100 pixels by 100 pixels. I think that's the default, but don't worry about it. You just simply have to type in the exact number you want, so we want 1920 by 1080. And we're basically creating a rectangle to go on top of this document. I'm going to left-click and hit OK. Now, the fill color is white and the background color is white, so that's a little bit tricky. So, what I'm going to do is I'm going to create a different color, fill color. So, I'm going to switch it to something like, let's go with like a dark, kind of like a dark blue, okay? Dark bluey, purple color, something like that. Yeah, let's go with that. It doesn't matter. I just want to show you the technique. Alright, we've gone ahead and double-clicked on this, changed the fill color. Now, the next step is I'm going to move this rectangle to be on top of exactly on top of the document. So, I've centered it on top of the document. If you're not sure if it's centered, you always have the option to go to the line or the align option here. So, I'm going to go ahead and open it, the align window part of me. That's a better way to put it. Align, you can always align the object center it by clicking here. This horos onto align center, horos vertical align center just in case. Alright guys, we're on our way. The next step, and this is an important one, is we're going to go to basically want to create the grid. So, the grids that the collages are going to go up against. So, you go to object, and then we're going to drop it down, and we're going to go ahead to, object path, yes, object path split into grid. Object path split into grid. Now, nothing happened, not to worry. You're going to notice here that it's showing one column, one row. This is where we can go ahead and have a little bit of fun. Now, before I start hitting buttons, I'm going to click on preview. So, you'll get an idea of what I'm doing in real time. You know, computers, you know, any is like 10 years or newer, it shouldn't have any problems processing this. So, I'm going to have the number here, and I'm going to create some rows. So, I'm going to create, let's go with, I don't know, four rows. What do you want to do? Four rows, and then let's see how many columns we should make. Let's do, let's do four rows and four columns, five columns. Four rows, four columns. That'll be fine. We're not trying to do anything fancy here. We're just learning a technique. Now, this doesn't really show you anything yet because there's no gutter, right? There's just grid, they're just basically they're little grids, but there's nothing in between them. So, what we want to do is we want to jack up the gutter on both sides. So, here on the rows, I'm going to up click, and I'm going to drag this up to about 20 pixels to show you the, again, this is just to show you the technique. And I'm going to do the same thing with columns. I'm going to go that up to about 20 pixels. Okay, so now you can really see the grid and how we can do a collage where we'll have like part of his image, my dogs, we're using my dog in this for, for this one in his picture collage.  It'll look kind of collagy, kind of cool. You'll see. All right. Left clicking on okay, we are on our way. Now, the next step is we want to click on the layers over here. So, you might be in the properties, but you'll also should be able to see the layers. And we're going to go ahead and start making some selections. So, what you want to do is you want to make sure you press the V or the Chevron and drop it down so you can see. Now, so you can see all of the paths here, pardon me. So, you'll see all that. Now, the next step, I'm going to left click off of it so I have selected nothing. Okay. And now I want to select these middle four, let's say, and then maybe, I don't know, maybe the top six. I don't know. Well, whatever. It doesn't really matter. Now, to do that, you can want to do is you want to hold down this direct selection tool. And you want to select the squares or the rectangles part of me that you want to use for your collage. So, I want this middle one here. I'm going to hold down command. So, I'm going to shift actually. So, I'm selecting more than one at a time. I've got three selected. I've got these middle four selected. And when I let go, you'll see that. So, I held down command. And if they're adjacent to each other, you can hold down shift. Now, you know I've got these four selected. A, visually, you can tell. But also, you'll see here on the right side under layers that there's little blue rectangles by the dots here or by the little circles. That means those are the selected ones. So, we've selected these four. And you know what?  So, I'm going to go ahead and select this one, this one, and then the... Okay, and you know what? Yeah, do I want to do that? Yeah, I do. One, two... Okay, maybe not. Let's just do these four. I don't want to do anything too fancy. I was going to maybe put... It's my dog has huge floppy ears. So, I was going to maybe select his ears to go with this. But no, we're just going to do these four. I don't want to get too tricky here. So, I've got these four. And now, what you want to do is you want to click on them. And you actually... I'm just going to go ahead and make sure they're selected in here as well. So, I've got those four. And now, I'm going to hit Command-G or Control-G if you're on a PC. That's going to group them. So, now we've got a group. So, these four are grouped up and we're getting a little closer. Now, we've got the shape selected. What we want to do now is before I drop the image of my puppy dog on it, we want to take this group, make it into a compound path. So, what you do is you head up here to Object. You go to... And you make sure the group is selected as it is.  All right, guys. The final step before we go is you want to go ahead now and make sure you click on Draw Inside. Now, left-clicking here, I'm selected on the Compound Path and you can see I'm on the Compound Path that we just made. Make sure you select Draw Inside. That's going to mean that when I put the picture on here, the picture is only going to be constrained to the inner grid that we drew. So, now that we've got that done, the final step is to go to File, Place. And now, I'm going to select my dog. This is my handsome dog, Kingston. And I'm going to select outside of it. And I'm going to go ahead and just draw a little king here. A little king is going right about here. I'm going to try and make it a little bit too far. Sorry. There we go. That's him. Now, obviously, that's not quite the right size. So, what I'm going to do is I'm going to make sure that I click on the edges here. I'm going to move him around. And then, I want to make sure that I can actually change his size. I'm going to change selection tools from the... We're going from this selection tool, which I believe is the Direct Selection Tool, and we're moving to the Actual Selection Tool to change the size. So, I'm going to just drag this in a bit and you'll see here that, okay, I'm liking that.  And I don't know if I really like where his eyes are. So, I'm just going to push the up or down keys to sort of reposition it. And if you want to go faster, this goes one pixel at a time. So, it's a little slow. If you want to go a little faster, you can hold down shift, and it'll go 10 pixels at a time. And I'm going to go with something like that. Now, I'm going to click off of it. And this is a picture collage. It is not pretty, but that is the technique from front to back. In a better world, I would also select maybe one of these or both of these grids so that his little pretty handsome ears are in the picture. But that's how you make a collage in Illustrator, guys. Thank you for watching this tutorial. Be back soon.


Hello and welcome to the session let us discuss the following question it says find the derivative of the following function the given function is sin x to the power n. Let us now move on to the solution. Given function is sin x to the power n. Now we have to find the derivative of this function it is given by n into sin to the power n minus 1 x into derivative of sin x. Now this is equal to n into sin x to the power n minus 1 and the derivative of sin x is cos x. Hence the derivative of the given function is n into sin x to the power n minus 1 into cos x. This completes the question why for now take care have a good day.


Well, thank you very much for inviting me here. It's a great honour and privilege to share some thoughts on fake news with you today. Although I have to admit to feeling a bit of a fake myself in this context, with your professional expertise it's more than likely that I'll be talking about problems that you've already devised solutions to. So I'm really presenting this paper as a historian of propaganda who's only just really discovered the potential to transform my own research area in the digital age. So in 2016 Oxford dictionaries declared post truth to be its word of the year. The compilers suggested that the definition ranged far beyond the circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief. Rather the phenomenon had become a general characteristic of our age. The politics of passion rather than of informed opinion had become de rigueur. Even official sources including the new American administration under Donald Trump denounced uncomfortable truths as fake news with the effect that policy seemingly no longer required justification or explanation. According to Matthew Norman writing in the independent in November 2016, the truth has become so devalued that what was once the gold standard of political debate is now worthless currency. We are now apparently free to choose our own truth released from the tyranny of objective reality and expertise. The Guardian reported in September 2016 that the so-called liberal metropolitan elite were left scratching their heads. Political campaigning had spiralled into a debate about how to better appeal to post truth citizens as though they are baffling and lacking reason. So this situation has been brought about by a perfect storm. The speed, scope and scale of modern communications complicated by the uncertain status of social media as neither platform nor publisher and the hidden algorithms used to control the information that we see. The building frustration of those who feel disempowered. The desire of some to destabilise the entire social and political system through psychological warfare campaigns and by creating a situation where all views are of equal value regardless of the evidential base. Psychological warriors can operate under the radar in the largely unregulated wild west of the internet. This is an agitational propagandist's dream where nothing is certain, where all may be plausible and where communication networks are fast and they are global. Of course there are historical parallels. One might liken the current situation to popular mistrust of official information in the interwar period generated by a deep honey's, some felt, over the seemingly misleading stories about atrocities committed by German troops in Belgium in 1915. Of course we now know that some of these were true or the communications revolutions brought about by the printing press or the wireless, the open channels for false information to move beyond confined groups in a much faster manner. What's striking about each of these examples is the speed at which responses to urgent problems were formulated and how debates about the right approach to these problems in some cases strengthened rather than imperiled democracy. Our natural instinct, certainly since 1915 when the scientific and popular study of propaganda commenced in earnest has been to seek to understand propaganda's inner workings and in doing so to control and confine its influence. We can reassure ourselves then that we will in time become immune to malicious propaganda. Take for example the Institute of Propaganda Analysis formed in 1937 in the United States. The Institute devised a seven point schema to categorize propaganda activity in order to assist a bewildered public to navigate the new and treacherous communications landscape. They produced a small card that you could put in your wallet and pull it out when you thought you were being propagandised. You could categorize it and say right that is emotional propaganda I resist. That's quite like recent attempts by organizations like factcheck.org to provide quote strategies to shield yourself from fake news. Of a special concern has been the loss of official control over the basic instruments of mass communication particularly in the light of changing dynamics of communication prompted by the sheer volume of information circulating in cyberspace. Are we all now propagandists operating with impunity within a largely lawless environment? The 24 hour stream of infotainment and social media comment has not negated the prevalence of dominant ideas and ideologies rather these ideas and ideologies converge in an environment where it's increasingly difficult to decipher fact from fiction. That process may well aid the deepening of ideological mindsets where we only seek out or are presented with information from those who already share our views where we are trapped in a global echo chamber that simply legitimizes rather than challenges our existing patterns of thinking and where we silence those who we do not endorse. Arguably that has already damaged the very notion of liberal democratic free speech normally characterized by plural views and regard for alternative opinion. We rightly remain anxious about pernicious information warfare campaigns especially those that seemingly endanger liberal democracy or freedom of thought or as in the case of Russia simply seek to sow confusion and persuade us that we should mistrust all information. We fear that in an environment where all facts are contested let's think climate change or even where mainstream politicians are in the business of dismissing uncomfortable truths as fake news. The masses will increasingly succumb to a logical emotional impulses where the place of expert opinion in society is contested and where the sheer volume of information ensures the objective facts are buried or lost. Here we reach some of the central questions I wish to address today in an environment where objective facts are buried, lost or denounced. What becomes of a discipline such as history seemingly underpinned by evidence? Are there creative ways we might use fake news in a more positive and illuminating way? Here I'm advocating for a transformation especially a transformation in how we view fake news and how we might think about it in a different way. I don't see aspects of fake news as an artificial memory as someone mentioned this morning. It's actually quite authentic and that's what I want to talk about now. Finally, if fake news is critical historical evidence how should it be preserved and curated? Of course historians are familiar with the problem of distinguishing fact from fiction, interrogating the provenance of our sources through historical method and working in mythical or uncertain frames. We're used to asking when, how and why records are created, questioning the veracity of that record and we sometimes find that those texts are fake and we can sometimes discover that deception many years after it's entered into the historical record. Now venturing onto a very uncertain ground as a modernist I'm going to say something about medieval history. Take for example David Carpenter's discovery that a marriage charter purportedly granted by Henry I was more than likely a fabrication even though it found a place in foundational texts on the history of medieval England as a critical source in understanding Henry's behaviour and the inner workings of feudal society. Carpenter concluded that forgery is extremely common in Anglo-Norman royal charters and he details an elaborate process by which authenticity may be established, all of which have their limits, examination of the seal, script or language or reconciling content from what is known elsewhere. In that case then the potential forgery has only been detected some 900 years after it was first produced and even there there are complexities as Alfred Hyatt's work has demonstrated in these documents how do we sift away the nuggets of truth from the out and out forgeries. Do we deprive ourselves of important evidence in a period where surviving evidence is in itself rare. We may be left in a historical no man's land whereas Hyatt notes many documents are neither pure and simple forgeries nor completely authentic. Equally we should not simply assume that those fictions are deliberate acts of deception what is to be the place of subjectivity or deep belief here. None of those questions are new. Historians are used to thinking and working within these frames and we've developed okay limited but we have developed methods for navigating ambiguity. But modern communications presents new challenges. Historians studying the 21st century will be asked to work at significant scale with an archival base that is unstable and unpredictable is ephemeral and where false information might enter the mainstream in unpredictable ways. And that is particularly a problem for historians seeking to understand the phenomenon of fake news. But as I suspect that as in the past scholars will collectively devise strategies for approaching these problems. And you will know far better than I that digital historians, computer scientists and archivists are already working to collect, curate and process this data. Algorithms will be developed to detect the inherent characteristics of fake news. Although it's likely that the forgers will develop increasingly sophisticated means of remaining undetectives. We can look authentic now. This could have gone very, this slide could have gone very badly wrong had you all decided to do your Christmas shopping in Birmingham this afternoon. But imagine the potential just a decade from now. Artificial intelligence will increasingly replicate the human through training AI to imitate human behavioural patterns and apply them using big data. Let's take the theme project as an example. So that may be of use to journalists now, but this might also be one way in which historians of the future can probe veracity through programmes like that as they develop and advance potentially becoming part of our methodological toolkit for determining authenticity in the nature of the evidence. I mean that's the future, but what about now? This technology is actually really exciting to me now as a historian who works with the problem of fake news in the past. Now fake news, I don't like the term. I'm using it today as a bit of a catchall, but my research has really dealt with two forms of fake news now and in the past. Firstly, misinformation, deliberate misinformation campaigns on the one hand and then the natural human process of rumour transmission on the other. It's that latter one that I'm going to talk about mainly as my example today. And here the possibilities of historical enquiry are really opening up. Imagine that we could work, and you're going to tell me now that we already do, but imagine that we can work with this technology to use it to talk to historical data. We have access to historical rumours dating back centuries in my period in the Second World War. Governments were obsessed with collecting these things, a huge archival base. We could investigate short to medium term and long term movement of rumours. How do ideas travel in history? How fast? What have been the effects of technology on speed and scale? We can track the persistence fading and morthing of rumours over time. We can group rumours, formally identify patterns through technology, but also through AI patterns that we cannot see or recognise. In short, the technology might present a solution to a series of complex historical problems that at the moment we can't really tackle. Processing data of that scale in that way would take teams of scholars many years to interrogate, think of the language barriers, everything, all subject to human limitation. All of this then is potentially transformational byproduct for historical method that emerges from our society trying to tackle the problem of rumour and misinformation, but there is something problematic in the proposition in theme short film. There is an assumption here that rumour, transmission, that one aspect of fake news, is a pathological condition that those tools' real value is derived from their ability to seek out and expose rumour, to stop it in its tracks. Same approach in the Second World War, but that is of course important, but for the historian we maybe think differently about this. What if we imagine that rumour is more than that, that it's an inherently human behaviour that could play a central role in understanding popular belief systems, behaviours and dominant mentalities? What if fake news circulation could tell us something about our deeper hidden inner thoughts? Could historians turn fake news, rumour and misinformation that is shared and passed on into creative tool for understanding society in new ways? I've been working for a few years now on rumours circulating in Britain and the United States during the Second World War. I've been interested in what rumours were in circulation, how frequent they were, how they travelled and how governments sought to limit and control them. This was the key issue and I've come to agree with the historian of colonial India, Anand Yang, that a rumour is not idle talk, that it is not determined by the dynamics of small group interactions whereby the personal lives and activities become the subject of embellishment, a pastime commonly characterised as gossip. Where gossip may be socially and culturally important, rumour may be political, purposeful, a window onto prevailing fundamental mentalities and belief systems, an attempt by the disenfranchised to articulate their views and a mechanism for those views to enter the public sphere. Almost all scholars agree that rumours are generated by deep-seated psychological needs and while those needs are difficult to interpret, there is the promise of accessing them. As the sociologist Tamutsu Shibutani writing in 1966 argued, rumour is part and parcel of the efforts of people to come to terms with life, especially in uncertain and critical environments. Shibutani suggested that rumours assume particular importance when news becomes scarce or is considered unreliable at times of sustained collective tension where rumour functions as a mechanism for reasserting some degree of control where individuals are perceiving themselves to be powerless. If we accept that times of crisis undoubtedly create the circumstances where these factors surface uncertainty coming to terms with extraordinary circumstance, the paucity of news, individuals perceiving themselves to be powerless in the face of overwhelming events, does that sound familiar? That environment is ripe for the formation of rumour and it's subject to a complex dynamic. At times rumour sutures sometimes unconnected events together in an attempt at collective problem solving. We're trying to construe meaningful interpretation by pooling our intellectual resources. At other times it fragments and challenges those conceptions causing confusion and disorientation. Rumours are attempting to sate the desire for information. It becomes a platform for improvised news where official confirmation does not or cannot exist. Those spreading rumours that I've seen are undoubtedly doing so out of a deep psychological need, anxiety, hope and what often doing to fact check. So prevalent rumours in the Second World War centred on rationing, more often food or fuel, the death of leaders, Hitler is dead, Churchill is dead, they're missing their ill, invasion. Germans have landed near Warmer Castle making their way inland, bombing, where and when bombing will take place, what major facilities have been destroyed, internal rebellion, the rise of the fifth column, the overthrow of government. All of those rumours cluster around survival, basic human needs, fears, hopes for the present and the future. There were of course rumours that were rather more fantastic, that the British government was planning to stagger Christmas to cope with the demands of rationing. That German occupying forces were planning to melt down the Eiffel Tower for munitions or worse that they'd poisoned France's supply of champagne. That the Nazis had emptied the nation's zoos and planned to drop lions and bears into the English countryside and in response the British had discovered how to set the channel alight with flaming oil. If that were not enough, there was the suggestion that the British government had ordered 26 sharks from the Australian government for immediate delivery into the English channel and woe betide any German who tries to cross that stretch of water under those circumstances. But those were few and far between. More often than not, rumour functioned as a means of deeper emotional expression, particularly emotions such as fear, anxiety, despondency and despair that ran counter to expected behaviours in wartime and could not be directly articulated in public for fear of social ostracism or being accused of defeatism. The creation and transmission of rumour was a search for stability, certainty and explanations, a means of seeking out the truth for answers, seeking to take control of a situation by checking out stories that could not be or would not be verified by the authorities. Now that is a particularly important exercise and although the authorities saw rumour transmission as a pathological condition, it is not. It is an inherently human behaviour that needs to be understood. And that might serve as a better guide than the often superficial and polarised and most importantly socially sanctioned readings provided by public opinion sources. Evaluations of public opinions sometimes operate at the extremes, measuring high and low morale, high and low anxiety levels for or against, we speak of notions of success and failure when applied to propaganda campaigns, for example. And such propaganda or such public opinion sources may be governed by what an individual feels he or she is able to say in a public arena and that latter aspect may be conditioned on patriotic gesture, public performance or fear of social ostracism. We may not reveal our true views because we have to confess it to another person. We may do this via rumour, passing on a rumour at one remove and attributed to another person. That then means that this might offer a means for historians to probe human behaviours, motivations in new ways. It becomes a creative tool for reconstructing past mental maps and understanding how societies interpreted the world around them. What people are prepared to believe is perhaps just as historically significant as what actually happened. If that's true of the Second World War, might this also be true of our own times? When public opinion polls or indeed betting odds did not predict Brexit or the election of Donald Trump in the United States, although those polls were close, could we have taken our cue from widely circulated fake news or alternative information on social media? By seeking new sources, more able to understand our society and capture opinions that are difficult to admit, are we coming closer to an understanding of human behaviour? Let's take one example, Seth Steven Devidovic, his book Everybody Lies, who argues for the use of Google Trends, what information people search for hidden away in their own homes. He's saying that the power of Google Trends lies in the fact that people tell that giant search engine things that they may not reveal to anyone else. Do you type things into Google, for example, about medical symptoms you may be experiencing, but do not want to tell anyone for fear of being denounced as a hypochondriac, and then you probably immediately regret doing that? Have you ever typed into Google something that is something very personal? I'm lonely, my husband doesn't love me, my close friend doesn't respect me, my boss is harassing me. Have you ever shared a rumour that seeks to meet a psychological need or to calm a fear? I've heard there are job cuts, have you heard that too? The point I'm making here is that if rumour might be a way of accessing perhaps private mindsets, if Google Trends is a confessional, if Google is a confessional, if fake news might reveal more about society by capturing what we're prepared to believe, circulate and share, and if we can devise a method by which this might be used in historical scholarship, it's worth collecting and preserving as part of the human record, a record that's potentially more revealing than the records we already collect on popular views as a matter of course, such as poll data or newspaper opinion, which are different beasts altogether. My contention is that rumour, fake news, conspiracy is historically significant and is worth preserving, but how? The National Archives among others are pioneering new ways of archiving certain strands of Twitter and YouTube, but recognise the complexities of curating the entire online media landscape, the sheer scale of it, the fact that social media is often based around dynamic rather than static content, changing technologies and the challenge of preservation are difficult, and even the fact that as we've seen in recent research conducted by the BBC into fake news in India, Nigeria and Kenya, much is circulating offline in encrypted private spheres through WhatsApp, for example, they're not in the public domain. Decisions will need to be made about what constitutes misinformation, rumour, clickbait and categories and contexts assigned. Are we seeking to preserve only the most prevalent misinformation campaigns or all of them? How do we catch such evidence before it disappears? At least Henry I's charter remains for further scrutiny, whereas it's entirely possible that the threads of particular stories have long since vanished by the time their significance comes to light. If repositories collect fake news in their specific area of interest, how will collections be joined up so that data may speak across such divides? We're already seeing some of the challenges associated with uniting databases that emerge from research projects that often fall into obscurity after the project is complete and remains isolated from other data that, if brought together, might offer new historical problems for investigation. I wonder who holds the intellectual property of fake news, whether there might be a legal dimension to archiving and storage. These are not questions that I'm at all well placed to answer, but you are. I know that archives are grappling with all of these challenges. Of course, those solutions are going to have to be worked out at considerable speed if we are going to preserve our current record due to the pace of technological change, just as we work out how to archive today's dynamic content, will the platform move again? In my own work then, I've found studying rumour has disturbed and unsettled assumptions about public opinion that have characterised all of my previous work. I've started again. By mobilising history in conjunction with social psychology, anthropology and sociology, I've found, I think, greater insight into deeper mentalities than any of my previous sources or my previous work allowed. These more limited sources only captured surface opinion that what that which one human is prepared to share with another. But what if those sources are misleading or polarised? My interest as a historian of propaganda and psychological warfare concerns those deeper currents of the popular mindset for it's here that propaganda and psychological warfare seeds grows and takes hold. And this isn't simply a question of finding a method for historical study. If we pay more attention to that which we are so eager to dismiss as sheer bunkum or as the unthinking claims of a public that does not understand complexity, we might have a barometer of emergent and sometimes uncomfortable viewpoints that might be better to confront head-on and early-on rather than left fester to become a cause of discontent of individuals feeling unheard and powerless. For when those feelings do surface and they will, they can do so in unpredictable ways with profound consequences that can be difficult to roll back or to unravel. Thank you.