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Resources at the Interface of 
Openness for Academic English 
Alannah Fitzgerald OpenCourseWare Consortium Global Conference 2014 
Global OER Graduate Network (GO-GN) Research Track 
https://www.flickr.com/photos/jef_safi/5111616644
Aims of the Research 
To identify which tools and resources, including the communities who 
develop and use them, are at the interface of openness for academic 
English. And, to define what openness means in the broader context 
of academic English resources development and use. 
To increase awareness and uptake, through Design-Based Research, 
of open corpus-based language learning tools and resources for 
academic English in both formal and informal education. 
To locate and analyse the interfaces where social friction can be 
experienced and where the diffusion of open tools, resources and 
practices for academic English can lead to structural discontinuities 
(both positive and negative).
Interfacing Communities 
Communities/Actors that Interface this Research: 
•English for Academic Purposes Practitioners/Researchers/Learners 
•Open Source Software Developers/Computer Science Researchers 
(FLAX Language Project) 
– Corpus Linguistics Software Developers/Researchers 
•MOOC Subject Academics/Instructional 
Designers/Researchers/Learners/Platform Providers 
– Open Educational Resources Practitioners/Researchers
Design-Based Research through Mistakes 
• Design-Based Research as “Action Research on steroids.” 
(Anderson, 2007) 
– Collaborate, Document, Return, Reiterate, Release 
– Two case studies previously (Durham-OU with SCORE, Oxford 
with the UK Higher Education Academy) 
– Two research contexts at present (MOOCs, Traditional English 
for Academic Purposes programmes) 
• “We often joke in our work that the iterative adjustment 
and improvement of our interventions could be 
characterized by ‘research through mistakes’”. (Anderson 
& Shattuck, 2012) 
– Mistakes and opportunities from past research and 
development with an eye to what could go well and not so well 
with current research
https://www.flickr.com/photos/yish/9205077749/
Social Interface Theory 
http://www.flickr.com/photos/spindexr/5584821686/
Social Interfaces 
“Social interface is a concept from social science (particularly, 
sociology of technology). It can be approached from a theoretical or a 
practical perspective.” (via Wikipedia) 
As a practical concept social interface is seen in usability studies for 
evaluating interface designs within human-computer interaction. 
As a concept of social interface theory, social interface is defined by 
anthropologist, Norman Long (1989, 2001). 
In 2001 his revised definition was: 
"a social interface is a critical point of intersection between 
different lifeworlds, social fields or levels of social organization, where 
social discontinuities based upon discrepancies in values, interests, 
knowledges and power, are most likely to be located.”(Long, 2001)
FLAX Language at Waikato University 
http://flax.nzdl.org FLAX image by permission of non-commercial reuse by Jane Galloway
FLAX – Flexible Language Acquisition 
Flexible Language Acquisition 
library
Simple FLAX Interface Designs
The traditional text analysis software interface for 
working with large language collections (corpora) has 
been the Key Word In Context (KWIC) interface. 
Corpus linguistics researchers and developers of KWIC 
interfaces have claimed over the years that learners of 
a language can deduce language use patterns by 
examining KWIC lines. This method is also known as 
data-driven learning.
TOETOE Technology for Open English – Toying http://www.alannahfitzgerald.org/394/
Past Case Studies with Durham-SCORE & 
Oxford-UK Higher Education Academy 
http://www.open.ac.uk/score/
http://presentations.ocwconsortium.org/uk2012_331_fitzgerald_openness_english_language/
Durham Findings 
• OER cascade study with FLAX, AntConc, Lextutor and 
WordandPhrase corpus projects 
• Development of language specificity in EAP with 
corpus resources was valued by students. Study on 
development of lexical range in timed-writing scenario 
showed positive results. 
• Interface designs of tools and level of complexity were 
issues 
• Collaboration in materials development and DBR with 
FLAX project was valued by participating teachers 
• Unable to build corpus-based OER into existing 
Durham programmes
Specificity in EAP (Hyland, 2006) 
Terri: I mean this [Learning Collocations collection in FLAX] is so useful 
and this is the kind of thing our students massively lack. I mean, what 
was nice with [student] who was not having a very good day that day 
was when I sort of thought, well, I’ll distract him and let’s have a look 
at some geology stuff because he’s a geologist. He was fascinated, 
absolutely fascinated and we just then started swapping words. 
Alannah: That’s the great motivator, isn’t it? 
Terri: Yes. 
Alannah: To get students to look in their own subject areas. 
Terri: It was really nice for him to actually look at these to see how 
many words he actually knew and to then explain them and their 
collocates to me. He found that fantastically motivating. So, you 
know, I was milking it slightly… but it was good. And, again, I thought 
why don’t we have each student looking at their subject-specific 
collocations sets?
FLAX – Learning Collocations 
(BNC, BWE, Wikipedia)
FLAX – Learning Collocations 
(related collocations, definitions, topics)
DBR with Teachers and FLAX 
Jeff: Developers put in a lot of tools but they don’t realise how a non-user 
can come to this homepage [FLAX] and think well, how do I choose any of 
this? You’ve just given me a bag of tools and I don’t know which one to use. 
Alannah: That’s right, and a lot of my work has been about trying to get 
people into the different project tools and demonstrating them. But that’s a 
human layer…that’s not a great resource, is it? Because I’m only touching so 
many people that I talk to or I might meet through my work. But if it’s 
actually there on the project website it’s going to be a lot better…it’s going to 
reach a lot more people. 
Jeff: I can just imagine people entering a kind of step one, step two – what 
would you like to do? I’d like to do this, this or this, right? Which kind of 
collection would you like to look at and so on? 
Alannah: I mean they [the FLAX software developers] do know this because 
the project is just in the research stage…but just to get these ideas from us is 
really good and that has become my role with giving feedback on the FLAX 
interface experience for mainstream teachers and learners of English. FLAX is 
all about radically transforming the user interface experience for those 
teachers and learners who want to use corpus tools but who get put off by a 
lot of the complexity with many of the corpus-based resources out there.
University of Oxford OER Reuse 
http://openspires.oucs.ox.ac.uk/resources/index.html#posters 20
Case Study Oxford Resource Reuse 
I have assembled these posts into ethnographic accounts 
(LeCompte & Schensul 1999:17; Clifford 1990:51-52) to stop 
the clock as it were and to reorder the recent past that has 
been observed and jotted down; to systematize, contextualize 
and assemble the activity of the TOETOE International project 
across seven different countries. They will be part narrative 
and part design dialectic, drawing on stories and evaluations 
made by international stakeholders concerning the re-use of 
Oxford content: Oxford-managed corpora (the British 
National Corpus aka BNC and the British Academic Written 
English corpus aka BAWE) and Oxford-created OER (podcast 
lectures and seminars, images, essays, e-books) in 
combination with other open English-medium content.
...Research Methods Used 
“Moreover, these evaluation narratives will continue to 
inform the design of open source digital library software for 
developing flexible open English language learning and 
teaching collections with the FLAX project (Flexible Language 
Acquisition) at the University of Waikato in New Zealand. 
Thick descriptions (Geertz, 1973) will be presented from 
networked meetings, workshops, conference presentations 
and interviews with OER and ELT practitioners for arriving at 
better understandings of the social acts and symbols 
connected with the international open education movement.” 
(Fitzgerald, 2013)
Oxford Findings 
• People want collections that are relevant to their own 
context 
– DIY collections development in FLAX 
• BAWE (British corpus development and reuse of this 
software for ESAP collections development 
– Augmented full-text development with Wikipedia, Collocations and 
Google linguistic data 
– Wordlists, Lexical Bundles, Part-Of-Speech (POS) Tagging, Cherry 
Picking and Language Activities Design 
– Unable to revisit the licences on texts for further OER derivatives 
development 
– Reuse of BAWE software in FLAX for further domain-specific 
language collections development
FLAX British Academic Written English (BAWE) http://www.youtube.com/watch?v=26i_Y146GOs
FLAX Do-It-Yourself Podcast Corpora with Oxford http://www.youtube.com/watch?v=Si24d3Z-8nQ
https://openeducationalresources.pbworks.com/w/page/2483648http://blogs.oucs.ox.ac.uk/melissa/2013/03/23/licetne-anglice-loqui/
Present Research with OERRH 
http://oerresearchhub.org/
OER Research Hypotheses 
http://oerresearchhub.org/collaborative-research/hypotheses/
Educating in Beta 
http://www.alannahfitzgerald.org/educating-in-beta/
Developing Language Collections in the Open 
The open source dictum, 
‘release early and release often‘, in fact has morphed 
into an even more radical position, ‘the perpetual 
beta’, in which the product is developed in the open, 
with new features slipstreamed in on a monthly, 
weekly, or even daily basis. It’s no accident that 
services such as Gmail, Google Maps, Flickr, del.icio.us, 
and the like may be expected to bear a ‘Beta’ logo for 
years at a time. (O’Reilly, 2005)
Earth’s Virology Professor with 
Coursera MOOCs 
“Natural science might be characterized as a discipline of discovery, 
identifying and describing entities that had not been previously 
considered. As a result, natural science employs a large set of highly 
technical words, like dextrinoid, electrophoresis, and phallotoxins. 
Most of these words do not have commonplace synonyms, because 
they refer to entities, characteristics, or concepts that are not normally 
discussed in everyday conversation.” (Biber, 2006)
Virology Language Collection in FLAX 
Type of media in the FLAX Virology 
Collection 
Number of items in the FLAX Virology 
Collection 
Podcast audio transcripts (This Week in 
Virology) 
130 
YouTube video transcripts (2013 virology 
course at Columbia, also in Coursera) 
110 
Academic blog posts (Virology Blog) 540 
Open Access research articles (relevant to 
virology course and divided into paper 
sections) 
40
Domain-Specific Linguistic Support for 
MOOCs
Virology Collocations
Virology Terms and Concept Support
MOOC Research Possibilities 
• What may and may not be possible in terms of data collection 
– The FLAX OSS build it first approach. 
• Dependent on MOOC content so better at this stage (FLAX does not yet 
interface with Coursera’s provisions for learner support) to work on MOOCs 
that are being re-run. 
– Match language collection to assessments for learner uptake. 
• Best case scenario: 
– Learner survey 
• OK case scenario: 
– Passive data from FLAX tracking of collection use. 
– Interview with Professor Vincent Racaniello (Earth’s virology professor 
who interfaces with real-world issues in virology and who is a 
prominent open digital scholar). 
– TAs or instructional designers on the reuse of MOOC content for 
developing linguistic support for learners.
Academic English for Law at QMUL
DBR Cycles with QMUL 
• Practitioners/Researchers involved in first 
iteration of language collections development 
– Interfacing with open Law resources 
• Open Access articles, Government research reports 
with contributions from QMUL Law professors, Case 
Law, Open Lectures, Student writing 
– Teacher Development with open tools and 
resources 
– Developing interaction within the corpus and 
derivatives from the corpus 
– Documenting the collections development 
process for sharing across the EAP sector
Data for Now and Later 
• Research interventions on the perceived usefulness of 
the collection and collections design and development 
• Data for PhD: 
• Focus-group interviews with teachers – what were the 
critical interfaces for discontinuation (positive/negative) in 
materials development practices? 
• Data for later: 
• Learner workshops and training videos 
• Writing and redrafting study using FLAX 
• Learner survey 
• Future iterations interfacing with Law subject 
academics 
• Cascading across further EAP programmes at 
QMUL for different subject areas
References 
• Anderson, T. (2007). Design-Based Research: A New Research Paradigm for Open and Distance 
Education. Presentation delivered at the Open University of Israel. Retrieved from: 
http://www.slideshare.net/terrya/design-based-research-new-research-paradigm 
• Anderson, T. and Shattuck, J. (2012) Design-Based Research: A Decade of Progress in Education 
Research. Educational Researcher. 41 (1), 16-25. 
• Biber, D. (2006). University Language, A corpus-based study of spoken and written registers. John 
Benjamins, Amsterdam. 
• Fitzgerald, A. (2013). TOETOE International: FLAX Weaving with Oxford Open Educational 
Resources. Open Educational Resources International Case Study. Commissioned by the Higher 
Education Academy (HEA), United Kingdom. 
• Geertz, C. (1973). The interpretation of cultures: Selected essays. New York: Basic Books. 
• Hyland, K. (2006). English for Academic Purposes: An Advanced Handbook. London: Routledge. 
• LeCompte, M. & Schensul, J. (1999). Analyzing and interpreting ethnographic data. California: 
AltaMira Press. 
• Long, N. (1989). Encounters at the Interface: a Perspective in Social Discontinuities in Rural 
Development, Wageningse Sociologische Studies 27. Wageningen: Wageningen Agricultural 
University. 
• Long, N. (2001). Development Sociology: Actor Perspectives. London: Routledge. 
http://bookre.org/reader?file=1186474&pg=86
Alannah Fitzgerald: a_fitzg@education.concordia.ca; @AlannahFitz 
www.alannahfitzgerald.org TOETOE Blog 
Slideshare: http://www.slideshare.net/AlannahOpenEd/

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Resources at the Interface of Openness for Academic English

  • 1. Resources at the Interface of Openness for Academic English Alannah Fitzgerald OpenCourseWare Consortium Global Conference 2014 Global OER Graduate Network (GO-GN) Research Track https://www.flickr.com/photos/jef_safi/5111616644
  • 2. Aims of the Research To identify which tools and resources, including the communities who develop and use them, are at the interface of openness for academic English. And, to define what openness means in the broader context of academic English resources development and use. To increase awareness and uptake, through Design-Based Research, of open corpus-based language learning tools and resources for academic English in both formal and informal education. To locate and analyse the interfaces where social friction can be experienced and where the diffusion of open tools, resources and practices for academic English can lead to structural discontinuities (both positive and negative).
  • 3. Interfacing Communities Communities/Actors that Interface this Research: •English for Academic Purposes Practitioners/Researchers/Learners •Open Source Software Developers/Computer Science Researchers (FLAX Language Project) – Corpus Linguistics Software Developers/Researchers •MOOC Subject Academics/Instructional Designers/Researchers/Learners/Platform Providers – Open Educational Resources Practitioners/Researchers
  • 4. Design-Based Research through Mistakes • Design-Based Research as “Action Research on steroids.” (Anderson, 2007) – Collaborate, Document, Return, Reiterate, Release – Two case studies previously (Durham-OU with SCORE, Oxford with the UK Higher Education Academy) – Two research contexts at present (MOOCs, Traditional English for Academic Purposes programmes) • “We often joke in our work that the iterative adjustment and improvement of our interventions could be characterized by ‘research through mistakes’”. (Anderson & Shattuck, 2012) – Mistakes and opportunities from past research and development with an eye to what could go well and not so well with current research
  • 6. Social Interface Theory http://www.flickr.com/photos/spindexr/5584821686/
  • 7. Social Interfaces “Social interface is a concept from social science (particularly, sociology of technology). It can be approached from a theoretical or a practical perspective.” (via Wikipedia) As a practical concept social interface is seen in usability studies for evaluating interface designs within human-computer interaction. As a concept of social interface theory, social interface is defined by anthropologist, Norman Long (1989, 2001). In 2001 his revised definition was: "a social interface is a critical point of intersection between different lifeworlds, social fields or levels of social organization, where social discontinuities based upon discrepancies in values, interests, knowledges and power, are most likely to be located.”(Long, 2001)
  • 8. FLAX Language at Waikato University http://flax.nzdl.org FLAX image by permission of non-commercial reuse by Jane Galloway
  • 9. FLAX – Flexible Language Acquisition Flexible Language Acquisition library
  • 11. The traditional text analysis software interface for working with large language collections (corpora) has been the Key Word In Context (KWIC) interface. Corpus linguistics researchers and developers of KWIC interfaces have claimed over the years that learners of a language can deduce language use patterns by examining KWIC lines. This method is also known as data-driven learning.
  • 12. TOETOE Technology for Open English – Toying http://www.alannahfitzgerald.org/394/
  • 13. Past Case Studies with Durham-SCORE & Oxford-UK Higher Education Academy http://www.open.ac.uk/score/
  • 15. Durham Findings • OER cascade study with FLAX, AntConc, Lextutor and WordandPhrase corpus projects • Development of language specificity in EAP with corpus resources was valued by students. Study on development of lexical range in timed-writing scenario showed positive results. • Interface designs of tools and level of complexity were issues • Collaboration in materials development and DBR with FLAX project was valued by participating teachers • Unable to build corpus-based OER into existing Durham programmes
  • 16. Specificity in EAP (Hyland, 2006) Terri: I mean this [Learning Collocations collection in FLAX] is so useful and this is the kind of thing our students massively lack. I mean, what was nice with [student] who was not having a very good day that day was when I sort of thought, well, I’ll distract him and let’s have a look at some geology stuff because he’s a geologist. He was fascinated, absolutely fascinated and we just then started swapping words. Alannah: That’s the great motivator, isn’t it? Terri: Yes. Alannah: To get students to look in their own subject areas. Terri: It was really nice for him to actually look at these to see how many words he actually knew and to then explain them and their collocates to me. He found that fantastically motivating. So, you know, I was milking it slightly… but it was good. And, again, I thought why don’t we have each student looking at their subject-specific collocations sets?
  • 17. FLAX – Learning Collocations (BNC, BWE, Wikipedia)
  • 18. FLAX – Learning Collocations (related collocations, definitions, topics)
  • 19. DBR with Teachers and FLAX Jeff: Developers put in a lot of tools but they don’t realise how a non-user can come to this homepage [FLAX] and think well, how do I choose any of this? You’ve just given me a bag of tools and I don’t know which one to use. Alannah: That’s right, and a lot of my work has been about trying to get people into the different project tools and demonstrating them. But that’s a human layer…that’s not a great resource, is it? Because I’m only touching so many people that I talk to or I might meet through my work. But if it’s actually there on the project website it’s going to be a lot better…it’s going to reach a lot more people. Jeff: I can just imagine people entering a kind of step one, step two – what would you like to do? I’d like to do this, this or this, right? Which kind of collection would you like to look at and so on? Alannah: I mean they [the FLAX software developers] do know this because the project is just in the research stage…but just to get these ideas from us is really good and that has become my role with giving feedback on the FLAX interface experience for mainstream teachers and learners of English. FLAX is all about radically transforming the user interface experience for those teachers and learners who want to use corpus tools but who get put off by a lot of the complexity with many of the corpus-based resources out there.
  • 20. University of Oxford OER Reuse http://openspires.oucs.ox.ac.uk/resources/index.html#posters 20
  • 21. Case Study Oxford Resource Reuse I have assembled these posts into ethnographic accounts (LeCompte & Schensul 1999:17; Clifford 1990:51-52) to stop the clock as it were and to reorder the recent past that has been observed and jotted down; to systematize, contextualize and assemble the activity of the TOETOE International project across seven different countries. They will be part narrative and part design dialectic, drawing on stories and evaluations made by international stakeholders concerning the re-use of Oxford content: Oxford-managed corpora (the British National Corpus aka BNC and the British Academic Written English corpus aka BAWE) and Oxford-created OER (podcast lectures and seminars, images, essays, e-books) in combination with other open English-medium content.
  • 22. ...Research Methods Used “Moreover, these evaluation narratives will continue to inform the design of open source digital library software for developing flexible open English language learning and teaching collections with the FLAX project (Flexible Language Acquisition) at the University of Waikato in New Zealand. Thick descriptions (Geertz, 1973) will be presented from networked meetings, workshops, conference presentations and interviews with OER and ELT practitioners for arriving at better understandings of the social acts and symbols connected with the international open education movement.” (Fitzgerald, 2013)
  • 23. Oxford Findings • People want collections that are relevant to their own context – DIY collections development in FLAX • BAWE (British corpus development and reuse of this software for ESAP collections development – Augmented full-text development with Wikipedia, Collocations and Google linguistic data – Wordlists, Lexical Bundles, Part-Of-Speech (POS) Tagging, Cherry Picking and Language Activities Design – Unable to revisit the licences on texts for further OER derivatives development – Reuse of BAWE software in FLAX for further domain-specific language collections development
  • 24. FLAX British Academic Written English (BAWE) http://www.youtube.com/watch?v=26i_Y146GOs
  • 25. FLAX Do-It-Yourself Podcast Corpora with Oxford http://www.youtube.com/watch?v=Si24d3Z-8nQ
  • 27. Present Research with OERRH http://oerresearchhub.org/
  • 28. OER Research Hypotheses http://oerresearchhub.org/collaborative-research/hypotheses/
  • 29. Educating in Beta http://www.alannahfitzgerald.org/educating-in-beta/
  • 30. Developing Language Collections in the Open The open source dictum, ‘release early and release often‘, in fact has morphed into an even more radical position, ‘the perpetual beta’, in which the product is developed in the open, with new features slipstreamed in on a monthly, weekly, or even daily basis. It’s no accident that services such as Gmail, Google Maps, Flickr, del.icio.us, and the like may be expected to bear a ‘Beta’ logo for years at a time. (O’Reilly, 2005)
  • 31. Earth’s Virology Professor with Coursera MOOCs “Natural science might be characterized as a discipline of discovery, identifying and describing entities that had not been previously considered. As a result, natural science employs a large set of highly technical words, like dextrinoid, electrophoresis, and phallotoxins. Most of these words do not have commonplace synonyms, because they refer to entities, characteristics, or concepts that are not normally discussed in everyday conversation.” (Biber, 2006)
  • 32. Virology Language Collection in FLAX Type of media in the FLAX Virology Collection Number of items in the FLAX Virology Collection Podcast audio transcripts (This Week in Virology) 130 YouTube video transcripts (2013 virology course at Columbia, also in Coursera) 110 Academic blog posts (Virology Blog) 540 Open Access research articles (relevant to virology course and divided into paper sections) 40
  • 35. Virology Terms and Concept Support
  • 36. MOOC Research Possibilities • What may and may not be possible in terms of data collection – The FLAX OSS build it first approach. • Dependent on MOOC content so better at this stage (FLAX does not yet interface with Coursera’s provisions for learner support) to work on MOOCs that are being re-run. – Match language collection to assessments for learner uptake. • Best case scenario: – Learner survey • OK case scenario: – Passive data from FLAX tracking of collection use. – Interview with Professor Vincent Racaniello (Earth’s virology professor who interfaces with real-world issues in virology and who is a prominent open digital scholar). – TAs or instructional designers on the reuse of MOOC content for developing linguistic support for learners.
  • 37. Academic English for Law at QMUL
  • 38. DBR Cycles with QMUL • Practitioners/Researchers involved in first iteration of language collections development – Interfacing with open Law resources • Open Access articles, Government research reports with contributions from QMUL Law professors, Case Law, Open Lectures, Student writing – Teacher Development with open tools and resources – Developing interaction within the corpus and derivatives from the corpus – Documenting the collections development process for sharing across the EAP sector
  • 39. Data for Now and Later • Research interventions on the perceived usefulness of the collection and collections design and development • Data for PhD: • Focus-group interviews with teachers – what were the critical interfaces for discontinuation (positive/negative) in materials development practices? • Data for later: • Learner workshops and training videos • Writing and redrafting study using FLAX • Learner survey • Future iterations interfacing with Law subject academics • Cascading across further EAP programmes at QMUL for different subject areas
  • 40. References • Anderson, T. (2007). Design-Based Research: A New Research Paradigm for Open and Distance Education. Presentation delivered at the Open University of Israel. Retrieved from: http://www.slideshare.net/terrya/design-based-research-new-research-paradigm • Anderson, T. and Shattuck, J. (2012) Design-Based Research: A Decade of Progress in Education Research. Educational Researcher. 41 (1), 16-25. • Biber, D. (2006). University Language, A corpus-based study of spoken and written registers. John Benjamins, Amsterdam. • Fitzgerald, A. (2013). TOETOE International: FLAX Weaving with Oxford Open Educational Resources. Open Educational Resources International Case Study. Commissioned by the Higher Education Academy (HEA), United Kingdom. • Geertz, C. (1973). The interpretation of cultures: Selected essays. New York: Basic Books. • Hyland, K. (2006). English for Academic Purposes: An Advanced Handbook. London: Routledge. • LeCompte, M. & Schensul, J. (1999). Analyzing and interpreting ethnographic data. California: AltaMira Press. • Long, N. (1989). Encounters at the Interface: a Perspective in Social Discontinuities in Rural Development, Wageningse Sociologische Studies 27. Wageningen: Wageningen Agricultural University. • Long, N. (2001). Development Sociology: Actor Perspectives. London: Routledge. http://bookre.org/reader?file=1186474&pg=86
  • 41. Alannah Fitzgerald: a_fitzg@education.concordia.ca; @AlannahFitz www.alannahfitzgerald.org TOETOE Blog Slideshare: http://www.slideshare.net/AlannahOpenEd/

Editor's Notes

  1. Well-resourced – ou – ebooks, lectures and more – not able to identify individuals as made by teams Podcasts – oxford – 40% cc – highlighting stars China – Nottingham – campus at Ningbo instead of having to use youtube which is blocked uNow Representing the ethos of the institutions The best marketing is great learning material – Martin Bean