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‘The Reputation Game’ You’ll be engrossed for days and changed forever
The Reputation Game is a compelling read that has you nodding along in agreement, turning the page for another insight and then pausing to take in the academic research. Written by a former Financial Times journalist and PR guru David Waller and a Business School academic Rupert Younger, the blend of the journalism and the academic gives you two books beautifully blended into one.
I find you become engrossed for hours at time – it has that ‘can’t put it down’ quality, but also as it skips through so many examples and references that any of these can form a satisfying quick read making it good not only for a commute, but to flick through between stops on the underground.
I know a dozen people who should have a copy, one who probably wishes he had written it. On the one hand I can send them this review, on the other I might just buy them copies and tell them why they should read it and how it well both be a pleasure to read and of value to them either because they have a ‘reputation’ to maintain, build or rejuvenate, or because they are in the business of doing this for others, both individuals and organisations.
Amongst many, often interviewed for the book, in relation to ‘reputation’, you will gain insights into:
Roman Abramovich
Lance Armstrong
Abu Omar al-Baghdadi
Michel Barnier
David and Victoria Beckham
Benedict XVI aka the Pope
Jeff Bezos
Tony Blair
Sepp Blatter
Usain Bolt
Susan Boyle
Richard Branson aka Sir Richard
Gordon Brown
Warren Buffett
George W Bush
Caligula aka The Emperor
David Cameron
Jimmy Carter
Charles Windsor aka the Prince of Wales
Winston Churchill
Nick Clegg
Bill and Hillary Clinton
Jeremy Corbyn
Robert Downey Jnr
James Dyson aka Sir James
Elizabeth Windsor aka The Queen
Roger Federer
Niall Ferguson
Margaret Hodge
Steve Jobs
Boris Johnson
Tom Jones aka Sir Tom
Bernie Madoff – interviewed in person by the authors.
Theresa May
Max Mosley
Horatio Nelson aka Admiral Lord
Barack Obama aka President
John Profumo
Vladimir Putin aka President
Cecil Rhodes
Saddam Hussein
Maria Sharapova
Joseph Stalin
Ivan the Terrible
Margaret Thatcher
Donald Trump
Mark Zuckerberg
And when it comes to business and organisational reputation you will learn about:
Adidas
Amnesty International
Ben & Jerry’s Ice Cream
The Bhopal Disaster
The British Army
Buzzfeed
Cazenove
The Catholic Church
CBS
BP
The Deepwater Horizon Crisis
Domino’s Pizza
The EU
Exxon
FIFA
GlaxoSmithKline
Goldman Sachs
Innocent Drinks
IS
The London School of Economics
Nestlé
Philip Morris International
Rolls-Royce
Rowntree
RBS
Unilver
Union Carbide
United Airlines
VW
Wonga
Zimbabwe
And in doing so you will learn about:
Capability reputation and character reputation and a whole lot more. Some of which will make you smile, much of which you can apply.
Is an App on WW1 better than an eBook and better than a book?
Dan Snow. “Clearly an App is better than a book for history.”
This is a fascinating insight into the way we learn and educate is changing with students exploring, creating and sharing from an App ‘smôrgasbord’ of rich, interactive content.
I picked up this thread in the WW1 Buffs Facebook pages
This conversation will keep me busy for several months. The debate on the guardian site is heated, personal and too often Luddite in tone. Why try to say that a book is better than an eBook is better than an App that is ‘book-like?’ I’ll be pitching in as I believe what he argues is right and applies immediately to Geography too. I‘ve studied online learning, history and geography – all to Masters level. I’m not an historian, geographer or an educator: I’m simply deeply curious and fascinated by the way we learn.
Key to Apps is immediacy, relevancy and motivation.
Put content into a student’s hands in a way they appreciate: at their fingertips, multi-sensory and connected. An App can take all that is a book, and add several books and angles; all that is TV or Radio and have the person sit up, create content of their own, form views, share opinions and therefore learn, develop and remember.
Do you prefer to read widely or pick the brains of experts?
Reading a history of the Armistice after the First World War – I’m a few years ahead of the centenary of 1914, I learn the Lloyd George preferred the former: picking the brains of experts was preferable to reading widely.
Studying with the Open University can be both: you read and discuss at length – it depends so much on the course you are taking and serendipity. If you are goash you ought to be able to approach anyone at all in your faculty – not that you have much sense of what this is. You have an immediate student tutor group of 12 or so and a wider module cohort of say 60. You can read widely simply by extending your reach through references courtesy of the OU library, though I think what is meant here is a more general and broad intellect, that you take an interest, liberally, in the arts and sciences, in history and politics …
Increadingly this ‘widely read’ person can have multiple degrees – learning online may be more expensive than a shelf of books but you emerge at the other end a wiser person?
Being online affords a thousand opportunities to both read widely and to pick the brains of experts; what this requires is Web 2.0 literacy – the nous to drill deep when you read in a way that has never before been possible, unless, perhaps you have been privileged enough to have ready access to and the time to use one of the world’s elite libraries and your father or mother is a senior academic, government minister or captain of industry who loves to hold ‘house parties’ at the weekend. For the rest of us, there is now this new landscape – if not a level playing field (there are privileges based on cost and inclusion) – it is one where, with skill, guile, knowledge and experience you can gravitate towards and rope in the people and the books.
Studying with the Open University ‘at a distance’ can be neither: if reading is tightly focused by the content provided and you are penalised rather than admired for reading widely: you are supposed to stick to the text as it is on this that your tutor will assess you. And the participation of experts is random: my seven modules with the OU has had some of the more prominent names of distance and open education as the chair and as tutors, some are present and make themselves readily available though some appear only in the byline or tangentially not taking part in any discussion or debate – it is their loss and ours. I sound as if I am denegrating the tutors as my expectation has come to see in them an ‘educator’ – not necessarily a subject matter expert, but a facilitator and an enabler, someone who knows there way around the digital corridors of the Open University Virtual Learning Environment.
You get to know where to look: Amazon for books and the student forum that is the eclectic thread of reviews, then discussions in a specialist Linkedin group rounded off by webinars and hangouts. You may prefer one or the other but I suspect a balance of both is the most effective: you put in the information from books and you form your own opinions in discussions.
Can the idea of reviewing be used in a visit to add content and threaded conversations that others can then follow or add to?
This ticks many of the boxes regarding openness surely? Posting a review on a product, or in this case a book. I’ve never taken much care with these until recently. As I’m studying the First World War I am learning to read with the discerning eye of the ‘scholar’. I came to Max Hastings having done enough reading to be able to identify the weaknesses, not least in the cut and paste assembly and journalistic style of the author. What has been less expected is how my own, early review is now the favoured counterbalance to those who review with gushing enthusiasm. It is ‘the most helpful critical review’ and has been helpful to 38/57 people. It strikes me that this kind of leakage from the academic into the commercial world is representative of the connected environment in which we love – anyone can join in. Indeed, feedback and support from our own community or cohort might be less significant that from those we find beyond these boundaries. What Amazon creates is extraordinary footfall – it brings people together who have a shared experience, though clearly have different points of view too. Do we, the 68 who have cared to review ‘Catastrophe: Europe Goes to War 1914’ have a better understanding now? I’ve adjusted my review from one star to two … and have bought several more books recommended to me by fellow readers. Which also suggests a form of personalisation – developed not simply by the algorithm at Amazon, but by the perceptions others have of me based on what I read and have to say. So a person does tailor my education after all.
Amazon is going way beyond selling and reselling books to aggregate conversations. The sophisticated way that discussions are offered might be a lesson to educators – reviews aren’t simply stacked, but are offered in a variety of ways: contrasting arguments, newest first, based on rating for the publication or likes from other readers. While simultaneously, playing upon serendipity multiple alternative reviews are offered in a ‘side bar’. You can begin to pick out types of voice, from the academic to the belligerent, to those who have yet to read or complete the book, to those that have read it more than once. Innovations here are seeing Amazon becoming a social platform in its own right with recently launched platforms inviting discussion and group forming. i.e. Amazon gains in stickiness and frequent visits and revisits.
There are many differences with reading an eBook. I wonder about finding what others have highlighted a help or hinderance – who are these people! Sometimes I wonder if they are making grave errors or behaving in a ‘crowd’ or cliched way. Other things you can do – share passages, from one to several sentences. Post these to Twitter and you get text you can copy and paste too – which you can’t do from an eBook. A case of unintended consequences that one. The ease of linking from a page to an anchored link for references and footnotes, and where they work, linking directly away to the book to supplementary reading, even a few clicks and another book is downloaded or a paper sourced. And in digital format being able to screen grab then mash-up the content – something I do out of habit sometimes as it is easier than taking notes and creates a ‘mini moment’ that you can come back to or reassemble later. It’ll be interesting to see how Amazon develop this as the social side is under development.
Print vs. the eBook
Fig.1. The Pity of War (1999) Niall Ferguson. Same page/location.
Unless someone can offer me away around this I have found myself, after reading, highlighting and adding notes to an eBook that the only way I could properly cite it would be to purchase a print copy. This I did for £1.86 exclusing p&p. Cheapest of all would have been the library, but getting it sent from an outlying library then not being able to locate my library card …
Even for £1.86 I will not annotate the printed page. I’m loathe even to break its back … some 500 pages takes some negotiation.
I have long taken the view that the amount of effort required to pull together your thoughts does more good than harm in the long run – I’ve engaged with and ‘constructed’ my personal understanding of what is being said here rather than on a whim highlighing pages in the eBook and never giving them a second thought. Matching up the Kindle Location to a page number has had me jumping back and forth.
Is there an easy way to do this? I find I look for tables and charts, or references (that are standard in both formats) near to the ‘search’ I\ve done in the Kindle book. Indexing is crude, the difference between throwing a dart or a kitchen knife at a target across the room.
In one made moment of ‘blending’ the approaches I thought I could buy two paperbacks, tear out the pages and wallpaper them to the garage wall, then use coloured string and such like to seek out all the links like some murder mystery investigation.
OTT (Over the top).
Will printed books soon seem as archaic as a codex or papyrus?
The highlights and notes in the eBook have been less useful than I had hoped. They were just jottings, moments that hinted at a need to give something further thought – more detailed notes would need to come on a third read through. I’ve managed two.
The book is chunky, a thicks as a telephone directory. You get NO impression of size with an eBook, not the weight, presence of page numbers.
I need to play around with it further still. I do wonder if after all there is real educational value, savings and practicality to loading an eReader with standard texts. A student has no excuse if that term’s books are on a device in their bag. What is best practice with use of eBooks in post compulsory education?
Every bit of you contributes to your learning experience
When it comes to learning, everything matters – epecially the tips of your toes.
‘Human learning is the combination of processes throughout a lifetime whereby the whole person – body (genetic, physical and biological) and mind (knowledge, skills, attitudes, values, emotions, beliefs and senses) – experiences social situations, the perceived content of which is then transformed cognitively, emotively or practically (or through any combination) and integrated into the individual person’s biography resulting in a continually changing (or more experienced) person’. Knud Illiris (2009:24)
In 1980 I worked the winter season in a Hotel in the French Alps. It was a 13 hour working day that started at 6.00am and included three hours off over lunch – 12h00 to 15h00. That’s when I went skiing – in all weather. That season, like this, had an abundance of ‘weather’ with more snow than even Val d’Isere could cope with. An avalanche took out an entire mountain restaurant … or rather burried them. They were fine and re-opened after a few weeks. Towards the end of the season I would shot up the slopes, in my M&S suit, with a plasticated boiler-suit like thing over it and skied the same run maybe 11 or 12 times before returning to the hotel and an afternoon/evening of carrying bags, digging cars out, taking trays of food, cleaning and translating French to English for the Hotel Manager. I had a Sony Walkman cassette player. I played Pink Floyd ‘The Wall’ and skied to ‘The Wall’.
33 years on, using the same skis if I want, the music on an iPhone, I manage three to five turns at a time … rest … three to five more turns … rest … three to five turns and take a suck on my Ventolin inhaler …. and so on.
And what comes to mind?
‘The Rise and Fall of the Roman Empire’ Gibbon and Alexis de Tocqueville ‘L’Ancien Régime et la Révolution’ – both required reading before I started my undergraduate year of History later in 1981.
These are the games the brains plays on you. I can now of course recall Madame Raymond, the Hotel Manger, The Sofitel, Val d’Isere and Christian, the waiter who taught me to ski … and the word for dust ‘poussiere’.
And while up here 33 years later I have so far got through three books:
‘The A to Z of Learning Theory’ (2002), David Leonard; ‘Contemporary Perspectives in E-learning Research’ eds. Grainne Conole and Martin Oliver and ‘Contemporary Theories of Learning’ edited by Knud Illeris (2009) … from which I drew the above quote. The first covers some 150 learning theories – by the time you’ve finished it you may conclude that there is life and learning while death brings it to the end. As Illiris states, everything counts. The second is one of those academic compillations of papers. The title is disengenious as I could not find in ONE single paper (chapter) any attempts to give a perspective on e-learning research, rather these are papers on e-learning. Period. While the Knud Illiris edited book does the business with some great chapters from him, from Etienne Wenger and Yrjo Engestrom. So one is the K-Tel compilation from Woolworths, while the latter is ‘Now E-Learning’.
As it is still snowing I may have to download another book.
When reading we need a perspective of what has been and what is coming up.
Before you get stuck, a couple of definitions:
Parafoveal = dependent on parts of the retina external to the fovea. The fovea is a small rodless area of the retina that affords acute vision.
SACCADE = that small rapid jerky movement of the eye as it jumps from fixation on one point to another (as in reading) Merriam-Webster
What follows is about the use of word-accurate eye-tracking technology to help understand how we read – I find it most revealing in relation to Dyslexia.
During reading of English, information is effectively used from three to four letters to the left and up to 14–15 letters to the right of fixation (McConkie & Rayner, 1975, 1976).
If you’ve got an eBook if you don’t already, go for this kind of seting:
Reducing the window to thirteen characters increases the fixation duration by 30 percent, decreases the saccade length for forward saccades by 26 percent, and increases reading time by 60 percent, as compared to a window size of 100 character spaces. (McConkie & Rayner, 1975)
Parafoveal preview starts the identification process of a word before fixation.
If I understand what follows correctly it means that it is easy to read phrases and sentences as part of a body of text, than it is to read one word at a time in isolation.
We get a perspective of what has been and what is coming up.
Our results suggest that previewing word n2 can result in delayed parafoveal-on-foveal effects, which are lagging behind or spilling over into postboundary fixations on word n1. The present findings do not disconfirm the general hypothesis of serial word-processing during reading, but they strongly suggest that mislocated fixations are not sufficient to account for the complex dynamics of processing in the perceptual span during reading. (McConkie & Rayner, 1975)
In this article, research on the following topics are reviewed with respect to reading:
- (a) the perceptual span (or span of effective vision),
- (b) preview benefit,
- (c) eye movement control, and
- (d) models of eye movements. (Rayner, 2009 p. 1456).
This makes sense if you watch very closely as someone reads. I’ve not done this since I was a child, watching a parent or grandparent read. Children struggle when they plod as if from one stepping stone to another. I wonder if it would be better for the child to skim read and get a sense of the story rather than reading it word for word?
It is my contention that most of the time in such tasks, either (a) eye location (overt attention) and covert attention are overlapping and at the same location or (b) attention disengagement is a product of a saccade programme (wherein attention precedes the eyes to the next saccade target). (Rayner, 2009 p. 1458).
In reading, for example, the line of text that the reader is looking at can be divided into three regions: the foveal region (2 degrees in the centre of vision), the parafoveal region (extending from the foveal region to about 5 degrees on either side of fixation), and the peripheral region (everything beyond the parafoveal region). (Rayner, 2009 p. 1459).
Saccade duration, the amount of time that is takes to actually move the eyes, is a function of the distance moved. (Rayner, 2009 p. 1459).
NB. Saccade size in visual search can be highly variable depending on the complexity of the array; when the array is complex and crowded, saccades are shorter (the same would hold for a highly complex scene). (Rayner, 2009 p. 1460).
Regressions (saccades that move backwards in the text) are the third important component of eye movements in reading and occur about 10–15% of the time in skilled readers. The long saccades just mentioned tend to follow a regression since readers typically move forward in the text past the point from which they originally launched the regression.Most regressions are to the immediately preceding word, though when comprehension is not going well or the text is particularly difficult, more long-range regressions occur to earlier words in the text. (Rayner, 2009 p. 1460).
Variables include (Rayner, 2009 p. 1460) :
- text difficulty
- reading skill
- characteristics of the writing system
- typographical variation (font)
– as text gets more difficult, fixations get longer, saccades get shorter, and more regressions are made (Rayner, 1998).
Dyslexics suffer from – longer fixations, shorter saccades, and more regressions – with normal text.
i.e. Bugger around with fonts, choice of words and other typographical variations and you start to replicate what it is like to be dyslexic.
Beginning and dyslexic readers have longer fixations, shorter saccades, and more regressions than skilled readers (Rayner, 1998), as do less skilled readers (Ashby, Rayner, & Clifton, 2005).
- Function words are skipped
- Fix is greater on longer words – 8 letter words are almost always fixated, 2 letter words are fixated 25% of the time.
How does this inform us of best practice for reading academic texts?
Read through with equal care more than once?
Skim read, the read with focus … or these three then stop and take notes. Or take notes from the start?
It is also clear that the spaces between words (which demarcate how long words are) are used in targeting where the next saccade will land. When spaces are removed, reading slows down by as much as 30–50% (Morris, Rayner, & Pollatsek, 1990; Pollatsek & Rayner, 1982; Rayner et al., 1998a; Rayner & Pollatsek, 1996; Spragins, Lefton, & Fisher, 1976). (Rayner, 2009 p. 1469).
- How were manuscripts laid out?
- What do early print look like?
- When did the need for spaces, sentences, paragraphs and such like develop?
There’s a science to writing as well as an art.
Over the past few years, it has become very clear that the ease or difficulty associated with processing the fixated word strongly influences when the eyes move (Liversedge & Findlay, 2000; Rayner, 1998; Starr & Rayner, 2001). (Rayner, 2009 p. 1472).
Fixation time on a word is influenced by a host of lexical and linguistic variables (Rayner, 2009 p. 1472):
- word frequency
- word predictability
- number of meanings
- age of acquisition
- phonological properties
- semantic relations with the fixed word and previous words
This is consistent with the view that what influences when to move the eyes during reading is different from visual search. (Rayner, 2009 p. 1472)
To what degree is reading a visual process or a cognitive process?
This debunks Marshall McLuhan theorising about the shift from the meaning of words in an oral tradition compared to the written word.
When raeding wrods with jubmled lettres and found that while it was fairly easy to read such text, there was always a cost associated with transposing the letters. (Rayner, 2009 p. 1473)
It is thus quite clear that lexical variables have strong and immediate effects on how long readers look at a word. While other linguistic variables can have an influence on how soon readers move on in the text, it is generally the case that higher level linguistic variables have somewhat later effects, unless the variable more or less“smacks you in the eye”. So, for example, when readers fixate on the disambiguating word in asyntactic garden path sentence there is increased fixation time on the word (Frazier & Rayner,1982; Rayner, Carlson, & Frazier, 1983; Rayner & Frazier, 1987) and/or a regression from the disambiguating word back to earlier parts of the sentence (Frazier & Rayner, 1982; Meseguer, Carreiras, & Clifton, 2002; Mitchell et al., 2008). (Rayner, 2009 p. 1473)
On the other hand, it is certainly the case that more and more researchers are turning to eye movement recording and data as a means to examine important issues about how the brain/mind handles information in various tasks. Many brain imaging techniques now enable researchers to also record eye movements(though rather crudely), and attempts to simultaneously record eye movements and event related potentials in reading and other tasks look very promising (Baccino & Manunta, 2005;Dambacher & Kliegl, 2007; Sereno & Rayner,2003). Thus, the future looks very bright with respect to the possibility of learning more about cognitive processing and how information is processed in the tasks described above via the use of eye movements. (Rayner, 2009 p. 1487)
REFERENCES
McConkie, G. W., & Rayner, R. (1975). The span of the effective stimulus during a fixation in reading. Perception & Psychophysics, 17, 578–586. doi:10.3758/BF03203972
Rayner (1998)
(Ashby, Rayner & Clifton, 2005)
Rayner, K 2009, ‘Eye movements and attention in reading, scene perception, and visual search’, Quarterly Journal Of Experimental Psychology, 62, 8, pp. 1457-1506, Academic Search Complete, EBSCOhost, viewed 11 February 2013.
Related articles
- I love words (mymindbursts.com)
- Saccadic Momentum and Facilitation of Return Saccades Contribute to an Optimal Foraging Strategy (ploscompbiol.org)
- Brain Processing of Visual Information during Fast Eye Movements Maintains Motor Performance (plosone.org)
- Eva – Eye Tracking – Stimulus Integrated Semi Automatic Case Base System (slideshare.net)
- Decision making and degree of confidence – How confident are you about your choices? (ucsdneuro.wordpress.com)
- 6 Content Marketing Strategies Learned from The Hobbit (contentmarketinginstitute.com)
How do you split your time online? Visual expression of my ‘personal learning environment’ PLE
Fig. 1. The latest expression of how I learn on line. February 2013
This has gone through various forms and ought to included learning across all platforms – I get books from Amazon where the eBook doesn’t exist, I use sheets of A1 paper on a drawing board to sketch out ideas and plans, I use the iPad as a digital camera and use a digital SLR too.
Fig. 2. How it was
The difference? Even more reading and writing.
Fig. 3. Earlier still. A year ago?
A more realistic expression of my learning environment or context i.e. taking on board multiple influences
Fig. 4. A difference expression of the same thing – centred on e-learning