Daily Archives: February 25, 2017

Common misconceptions brand executives have about AI – VentureBeat

Posted: February 25, 2017 at 3:21 pm

Artificial intelligence is no longer the sole domain of tech companies like Google, Facebook, IBM, and Amazon. Recognizing the potential of exponential technologies like AI and bots, creative agencies like Ogilvy and consulting firms like McKinsey and Accenture now proudly feature AI departments.

The message to brands executives is clear: understand and leverage trends in automation and artificial intelligence, or perish.

According to McKinseys Michael Chiu, As many as 45 percent of the activities individuals are paid to perform can be automated by adapting currently demonstrated technologies. In the United States, these activities represent about $2 trillion in annual wages. Andrew Ng, chief scientist at Baidu and Stanford professor of machine learning, puts it this way: If a typical person can do a mental task with less than one second of thought, we can probably automate it using AI either now or in the near future.

Breakthroughs in deep learning have driven major advances in machine perception. Computers can now reliably detect and classify objects in images and video, transcribe and translate speech as well as humans, and even generate art, music, and movie soundtracks.

Above: An example of dense image captioning enabled by recent breakthroughs in computer vision. Image Credit: Stanford University, Department of Computer Science / Justin Johnson, Andrej Karpathy, Li Fei-Fei

AI companies like Clarifai, Ditto, and GumGum are leveraging these new technologies to help brands understand content, identify brand mentions, and calculate earned media spend from sponsorships. Other companies like Affinio, Motiva, and Reflektion improve marketing intelligence, automatically optimize campaigns, and streamline customers retail experiences.

Last year, Salesforce acquired an AI startup called MetaMind to integrate into Salesforce Einstein, to automate many sales, CRM, and ERP processes for your business.

The type of A.I. that appeals to investors is not necessarily the same that enterprises will buy. Investors look for 100x returns on capital, so they heavily scrutinize a founding teams technical pedigree, industry expertise, margin defensibility, and broad market potential.

On the other hand, executives dont need (or want) a lesson in computer science, they want to know how this technology can be used as a tool to help them achieve their business goals, points out Ophir Tanz, CEO of GumGum. GumGum is an applied vision company thathas partnered with Fortune 100 brands to curate visual content and optimize brand marketing since 2008.

Tanz highlights just a few of the many applications of computer vision for brands: Retailers can leverage visual search and increase revenue through shoppable imagery; sports teams and rights holders can deliver more accurate valuations of broadcast and social exposure; social media can be scoured and activated like never before.

Normally when brands sponsor major sporting or social events, they cant easily calculate the earned media lift or the ROI on their investment. GumGums vision technologies can identify when brand logos have appeared in social media images or sports videos, making such calculations possible.

While the technical expertise required to successfully strategize for and implement AI technologies for major brands may seem daunting and out of reach, partners like GumGum combine industry expertise, full-service agency services, and AI expertise to help brands ramp up.

Zachary Jean Paradis, vice president of customer experience at SapientNitro, has helped brands in industries ranging from financial services to CPG get started with their AI strategy. He emphasizes to his clients that AI is not a single thing, but rather a series of methods and technologies that allow you to mimic human intelligence. The key question to answer is what intelligence am I trying to mimic?

His recommendation to brands is to start with offerings from foundational mainstays like Google, Microsoft, IBM, and Salesforce and then layer in specific vendors, such as Cycorp and Luminoso, for natural language understanding or Clarifai and Sentient for computer vision. In many cases, brands can minimize the amount of bespoke code they need to write.

As transformative as AI is for many industries, the technology is not magic. One mistake non-technical brand executives make is to assume that artificial intelligence is some kind of silver bullet, according to Ryan Detert, CEO of Influential. Some executives think AI is a sentient being, like in Terminator. They ask if it can think and tell them what to do. We have to explain that AI is simply a better way to turn data into actionable insights.

Such misconceptions are not necessarily the fault of the executives. Many startups capitalize on the knowledge gap in AI to hype up marketing fluff such as executive brains that can predict the future and automatically increase revenue. No wonder executives are confused aboutwhat AI can and cannot do.

Detert and his team help brands improve the performance of sponsored social media posts by matching campaign and brand content to the right influencers based on personality, context, and timing. Normally, sponsored posts by influencers suffer from a 20 to 30 percent drop in engagement rates. By leveraging AI powered by IBM Watson, Influential is able to instead drive gains of 20 to 30 percent across ad recall, positive sentiment, social engagement, clickthrough rates, and ROI. The key industries thatbenefit from this targeted influencer marketing are consumer product goods (CPG) and entertainment businesses.

Its not that hard fordevelopers to leverage Watsons cognitive services, but non-technical teams without the requisite software development, data science, or machine learning capabilities are often mystified by the process. Due to lag of time and the ever-moving landscape, most corporate companies move slowly, Detert notes.

In the cost-benefit analysis of whether to build or buy, enterprises typically move faster with an experienced vendor or consultant. After all, if McKinsey has to write guides to teach executives the basics of software development, perhaps fast-moving technology projects are best managed by experts.

Building competitive AI from the ground up requires expensive specialized talent and volumes of proprietary structured data. Luckily for most brands, this is not yet necessary.

Many brands, like Disney, Uniqlo, and the New York Times, have successfully experimented with chatbots on Facebook, Slack, or Kik, while others have dipped their toe into voice-based technologies by releasing Alexa Skills for the Amazon Echo.

Paradis of SapientNitro points out that plenty of chatbot enablers exist, includingIBM Watson, Nuance, Microsoft Bot Framework, Googles API.ai, and Facebooks Wit.ai.

While the tech industry does not perceive brand usage of mainstay vendors as real AI, such experiments nevertheless solve important business problems and are essential for executives to stay educated and competitive in digital.

In the liquor and spirits industry, companies are legally required to put up an age gate to protect minors from digital content. No matter how much you optimize the birth date input form, manual input by users leads to massive drop-off rates, particularly on mobile.

Above: Allowing consumers to input birth dates via voice improves conversion rates for CPG companies like Anheuser-Busch.

Thats why Anheuser-Busch, the worlds largest beer producer and the company behind Budweiser, implemented a voice input option alongside the regular form. In testing, these new designs improved the consumer experience and conversion rates. In development, the technology needed to proactively handle misspoken or misunderstood words while also equating December 23rd 1994 to 23rd of December 1994 and many other permutations.

According to Lucas Herscovici, vice president of consumer connections of Anheuser-Busch, the company was able to go from idea to implementation in less than 3 months. The bulk of the time was spent validating with legal and compliance and negotiating with vendors, while the actual technical integration took less than 3 weeks.

By corporate standards, thats a fast turnaround time.

When we first introduced websites, they were a train-wreck. They didnt work well technically or design-wise, Paradis reminds us. Similarly, AI is in a young adult, awkward teenage phase. Some technologies will do very well out of the box, some will be a challenge.

From C-suite executives to front-line managers, business leaders will need to identify where AI can and cannot make an organizational impact and continuously prototype, prototype, prototype in order to raise their AI IQ, in Paradis words.

McKinsey estimates that the benefits of implementing the right automation and AI technologies can be 3 to 10 times the cost. Thus, the ability to staff, manage, and lead increasingly automated organizations will become an important competitive differentiator.

As with any technology wave, there are leaders and laggards in AI. Paradis of SapientNitro observes that the single industry thats leading end-to-end is financial services. Companies hes worked with in the space are leveraging AI and bot technologies for customer engagement, process automation, fraud and risk mitigation, business analysis, and improved executive decision making.

Not all industries have seen the same benefit. In telecom, weve seen the introduction of chatbots, but they didnt perform to the level that was expected, Paradis says. Similarly, he sees challenges for consumer packaged goods (CPG) and quick-service restaurants (QSR).

CPG brands are challenged not just by AI, but by competing in an era driven by customer experience when they dont own many of the customer touch points. Many of them own the marketing experience, but not the retail experience, which means they are missing critical purchasing behavior about their products. At the same time, many retailers are introducing private label products that are directly competitive.

CPG products are also generally too simple to turn into connected products. Adding sensors or Bluetooth connectivity would make their products prohibitively expensive without adding much utility for consumers. While companies like Google and Facebook generate petabytes of data from their consumers every move, CPG companies are in the dark with consumer usage data.

AI can still be used by CPG companies to improve marketing insights and strengthen product innovation pipelines, but the data gaps across the industry make application of data and AI very limited, says Paradis.

The same applies to QSRs, which have historically been slow to collect the requisite data to power AI initiatives. Many QSRs such as McDonalds are cash-driven businesses, making consumer purchasing trends harder to track.

Self-service kiosks can close inefficiencies and reduce costs, but AI will not cost-cut you into leadership, warns Paradis. Instead, companies need to radically rethink how AI can free up humans to deliver on the highest value activities.

The majority of sales of McDonalds in Europe go through a kiosk. Theres only a single pay register, Paradis says. But there are hosts and hostesses to welcome you at the door, walk you to the kiosks, explain your menu options, and bus your table. Instead of eliminating humans, McDonalds can deliver a more amazing experience.

This article appeared originally at Topbots.

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Artificial Intelligence Startup Outlier.Ai Raises Cash | Fortune.com – Fortune

Posted: at 3:21 pm

Illustration by Michael George Haddad for Fortune

Outlier.ai , an artificial intelligence startup created by Flurry co-founder Sean Byrnes, has raised $2.2 million from Susa Ventures, Homebrew and First Round Capital.

Alongside co-founder Mike Kim, Byrnes started the company because, in the ten years he worked on Flurry (before selling it to Yahoo for a reported $240 million in 2014), he heard a common complaint about big data from customers: What does it all mean?

Today every part of your business is a fountain of data and it has gotten so bad that the companies dont know what to look for, Byrnes says. This idea might sound familiar to Fortune readers. Last week, the founders of Fika Ventures gave me a nearly identical quote . Thats no accident. Eva Ho of Fika is an investor in Outlier via her prior firm, Susa Ventures.

Outliers software, which integrates across all of a companys various tools (ZenDesk, Adwords, Adobe Analytics, etc), spits out stories about the data that allows workers not just statistics experts to use it to make decisions. The companys tools compete with offerings from IBM , Google Analytics and Mixpanel, but has an advantage because those tools do not work across many different systems. In five years, we will look back at companies that had five dozen dashboards, and it will look as outdated as using a paper map, Byrnes says.

Based in Oakland, Outlier has been offering its product to six customers in private beta since last year. It opens up to the general public today.

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Artificial intelligence: here’s what you need to know to understand how machines learn – EconoTimes

Posted: at 3:21 pm

Artificial intelligence: here's what you need to know to understand how machines learn

From Jeopardy winners and Go masters to infamous advertising-related racial profiling, it would seem we have entered an era in which artificial intelligence developments are rapidly accelerating. But a fully sentient being whose electronic brain can fully engage in complex cognitive tasks using fair moral judgement remains, for now, beyond our capabilities.

Unfortunately, current developments are generating a general fear of what artificial intelligence could become in the future. Its representation in recent pop culture shows how cautious and pessimistic we are about the technology. The problem with fear is that it can be crippling and, at times, promote ignorance.

Learning the inner workings of artificial intelligence is an antidote to these worries. And this knowledge can facilitate both responsible and carefree engagement.

The core foundation of artificial intelligence is rooted in machine learning, which is an elegant and widely accessible tool. But to understand what machine learning means, we first need to examine how the pros of its potential absolutely outweigh its cons.

Data are the key

Simply put, machine learning refers to teaching computers how to analyse data for solving particular tasks through algorithms. For handwriting recognition, for example, classification algorithms are used to differentiate letters based on someones handwriting. Housing data sets, on the other hand, use regression algorithms to estimate in a quantifiable way the selling price of a given property.

What would a machine say to this? Jonathan Khoo/Flickr, CC BY-NC-ND

Machine learning, then, comes down to data. Almost every enterprise generates data in one way or another: think market research, social media, school surveys, automated systems. Machine learning applications try to find hidden patterns and correlations in the chaos of large data sets to develop models that can predict behaviour.

Data have two key elements samples and features. The former represents individual elements in a group; the latter amounts to characteristics shared by them.

Look at social media as an example: users are samples and their usage can be translated as features. Facebook, for instance, employs different aspects of liking activity, which change from user to user, as important features for user-targeted advertising.

Facebook friends can also be used as samples, while their connections to other people act as features, establishing a network where information propagation can be studied.

My Facebook friends network: each node is a friend who might or might not be connected to other friends. The larger the node, the more connections one has. Similar colours indicate similar social circles. https://lostcircles.com/

Outside of social media, automated systems used in industrial processes as monitoring tools use time snapshots of the entire process as samples, and sensor measurements at a particular time as features. This allows the system to detect anomalies in the process in real time.

All these different solutions rely on feeding data to machines and teaching them to reach their own predictions once they have strategically assessed the given information. And this is machine learning.

Human intelligence as a starting point

Any data can be translated into these simple concepts and any machine-learning application, including artificial intelligence, uses these concepts as its building blocks.

Once data are understood, its time to decide what do to with this information. One of the most common and intuitive applications of machine learning is classification. The system learns how to put data into different groups based on a reference data set.

This is directly associated with the kinds of decisions we make every day, whether its grouping similar products (kitchen goods against beauty products, for instance), or choosing good films to watch based on previous experiences. While these two examples might seem completely disconnected, they rely on an essential assumption of classification: predictions defined as well-established categories.

When picking up a bottle of moisturiser, for example, we use a particular list of features (the shape of the container, for instance, or the smell of the product) to predict accurately that its a beauty product. A similar strategy is used for picking films by assessing a list of features (the director, for instance, or the actor) to predict whether a film is in one of two categories: good or bad.

By grasping the different relationships between features associated with a group of samples, we can predict whether a film may be worth watching or, better yet, we can create a program to do this for us.

But to be able to manipulate this information, we need to be a data science expert, a master of maths and statistics, with enough programming skills to make Alan Turing and Margaret Hamilton proud, right? Not quite.

You dont have to be Alan Turing to have a go at machine learning. CyberHades/Flickr, CC BY-NC

We all know enough of our native language to get by in our daily lives, even if only a few of us can venture into linguistics and literature. Maths is similar; its around us all the time, so calculating change from buying something or measuring ingredients to follow a recipe is not a burden. In the same way, machine-learning mastery is not a requirement for its conscious and effective use.

Yes, there are extremely well-qualified and expert data scientists out there but, with little effort, anyone can learn its basics and improve the way they see and take advantage of information.

Algorithm your way through it

Going back to our classification algorithm, lets think of one that mimics the way we make decisions. We are social beings, so how about social interactions? First impressions are important and we all have an internal model that evaluates in the first few minutes of meeting someone whether we like them or not.

Two outcomes are possible: a good or a bad impression. For every person, different characteristics (features) are taken into account (even if unconsciously) based on several encounters in the past (samples). These could be anything from tone of voice to extroversion and overall attitude to politeness.

For every new person we encounter, a model in our heads registers these inputs and establishes a prediction. We can break this modelling down to a set of inputs, weighted by their relevance to the final outcome.

For some people, attractiveness might be very important, whereas for others a good sense of humour or being a dog person says way more. Each person will develop her own model, which depends entirely on her experiences, or her data.

Different data result in different models being trained, with different outcomes. Our brain develops mechanisms that, while not entirely clear to us, establish how these factors will weight out.

What machine learning does is develop rigorous, mathematical ways for machines to calculate those outcomes, particularly in cases where we cannot easily handle the volume of data. Now more than ever, data are vast and everlasting. Having access to a tool that actively uses this data for practical problem solving, such as artificial intelligence, means everyone should and can explore and exploit this. We should do this not only so we can create useful applications, but also to put machine learning and artificial intelligence in a brighter and not so worrisome perspective.

There are several resources out there for machine learning although they do require some programming ability. Many popular languages tailored for machine learning are available, from basic tutorials to full courses. It takes nothing more than an afternoon to be able to start venturing into it with palpable results.

All this is not to say that the concept of machines with human-like minds should not concern us. But knowing more about how these minds might work will gives us the power to be agents of positive change in a way that can allow us to maintain control over artificial intelligence and not the other way around.

Matt Escobar receives funding from the Core Research for Evolutionary Science and Technology (CREST) project 'Development of a knowledge-generating platform driven by big data in drug discovery through production processes' of the Japan Science and Technology Agency (JST)

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Fighting McGregor Just Another Easy Step to Immortality for Mayweather – The Sweet Science

Posted: at 3:19 pm

Fighting McGregor Has any fighters road to boxing immortality been easier or come with more surefire wins than Floyd Mayweathers? Floyd just turned 40 years old. He is officially retired but there can be no doubt that he will be seen in a boxing ring sometime this year, against a man who is an elite combat sport participant but has never once fought as a professional boxer. The money is too good for Conor McGregor and Mayweather to pass it up and the challenge for Maywesather is too easy for Mayweather to decline.

Depending on your age and when you started following boxing, your opinion varies on what you think of Floyd as a fighter. If you were born after say 1982, you most likely started following boxing around 1997, a year after Mayweather made his pro debut. And by the time you were in your mid-twenties, Mayweather was one of the most elite fighters in boxing. Since beating a shopworn and rusty Oscar De La Hoya in 2007, Mayweather and Manny Pacquiao have been the two biggest box office draws in boxing, with Mayweather eventually eclipsing Pacquiao. Today Mayweather is undefeated (49-0, 25 KOs) and arguing his place among the all-time pound for pound greats with fans that never saw the greats circa 1967-2007, is like arguing politics. In other words its a waste of time because the opinions are so far apart.

Instead of going there Ill just say if Roberto Duran, Sugar Ray Leonard and Thomas Hearns fought every opponent Mayweather did on the night that he fought them all three would be 49-0 with more than 25 knockouts. Just as if Sonny Liston fought every opponent Rocky Marciano did on the night Rocky fought them Sonny would also be 49-0 with one or two more than the 43 knockouts Marciano recorded.

Most fans who have been around and have seen the greats circa 1967-2007 see Mayweather as a fighter whose undefeated record is due more to brilliant management and matchmaking than to his ability as a fighter. More succinctly put, Mayweather picked his spots. I can name past greats between 1967-2007 who were faster and smarter and more skilled than Mayweather, and if you were around then and saw them you already know their names. However, if youre 35 years old or younger, theres nothing anyone can say thatll convince you there was one, let alone a dozen, fighters greater than Floyd who were active between 1967 and 2007.

Early in Mayweathers career, going back to when he was a prospect, he challenged himself more as a fighter. However, the more he learned about marketing and the more established he became, the less he challenged himself and the more confident he became about promoting himself as an all-timer. Floyd grasped somewhere around 2005 or 2006 that, as long as he could remain undefeated and played the bad guy character, the more the interest there would be in seeing him fight and hopefully lose.Since barely beating De La Hoya in 2007, Mayweather has fought 11 times, but only three opponents Shane Mosely, Miguel Cotto, and Casnelo Alvarez went into the ring with slightly more than a snowballs chance.

Mosley was coming off a significant layoff and the fight in 2010 was five or six years past when beating Shane was a herculean feat. Eight years earlier, Vernon Forrest beat a prime Mosley much more convincingly than Floyd did and at the same weight, yet Forrest never got the accolades for beating him the way Mayweather did. When Floyd fought Cotto, Miguel had only lost twice, but was thrashed by Antonio Margarito, who may have been aided by loaded gloves and by Manny Pacquiao.

Pacquiao stopped Cotto and beat him beyond recognition and there were crickets after the fight. Three years later Cotto gives Mayweather one of the tougher bouts of his career en route to losing a decision and the Mayweather fans were screamingSee, he beat Cotto! And in another genius move, Mayweather fought undefeated Canelo Alvarez when Canelo was still on the way up, before he really blossomed. Not to mention that the style contrast suited Floyd perfectly. In between those bouts he picked his opponents carefully, yes, including Marcos Maidana, who made his name beating Mayweather wannabe Adrien Broner.

Finally, after a six year build-up and conning many fans into believing that he feared a fighter who weighed 106 pounds in his pro-debut, Mayweather agreed to fight Manny Pacquiao in the biggest grossing fight ever. Yes, Pacquiao was an eight division champ, but he picked his opponents and mastered catchweight bouts almost as great as the father of them, Floyd Mayweather.Floyd understood that Manny was like shooting fish in barrel for him stylistically. If you doubt that, read my pre-fight piece the day of the bout May 2nd, 2015.

Many of Floyds bouts were against fighters that had 0% chance to be competitive with him and McGregor is the icing on the cake. Yes, in a boxing ring, McGregor has as much chance of beating Mayweather as Floyd would have to beat Conor in a cage, and it may even be less because Mayweather, being such an accurate striker, could get lucky and stop McGregor wearing 4-ounce gloves. But thats not the point. The point is that Mayweather is playing both boxing fans and MMA fans in this one.

Floyd knows boxing fans want to see him tune up McGregor so they can rub it in the faces of MMa fans saying boxers are tougher and better fighters than MMA combatants. And MMA fans want the same bragging rightsproclaiming that an MMA combatant crossed sports and beat one of boxings best at his own game. How can fans and observers be so foolish? Floyd is using McGregor because as of this moment hes the biggest star in MMA. Its easy money for Floyd and it may turn out to be the biggest or second biggest purse of his career. As for McGregor, hes trying to become the Mayweather, as far as earning potential, in mixed martial artsand at the same time stick it to UFC honcho Dana White. McGregor knows that after the exhibition with Mayweather hell never need to enter an octagon or a ring again if he doesnt want to.

The only other real all-time great who wrapped up his career by defeating an 0-0 guy from another sport was Archie Moore who knocked out wrestler Mike DiBiase. But Archie was 50 at the time (born 1913, not 1916), had 219 previous fights, and wasnt getting paid millions of dollars.

In the final analysis, Mayweather will eclipse Rocky Marcianos record by fighting a man who is 0-0 in the ring while at the same time making a ton of money. When its over Floyd will claim hes the king of combat sports and is the biggest star in both boxing and MMA.again strolling down one of the easier ways to immortality! No fighter or athlete mastered the game of playing the fans greater than Floyd Money Mayweather, nobody.

Fighting McGregor / Frank Lotierzo can be contacted at GlovedFist@Gmail.com

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Going Underground: Cheltenham author’s book about cryonics to be used in groundbreaking scheme – Gloucestershire Live

Posted: at 3:19 pm

Eagle-eyed city commuters will have the chance to read a Cheltenham author's book about preserving human life on Monday.

Copies of The Husband Who Refused to Die are being hidden in and around London tube stations as part of the groundbreaking Books On the Underground initiative.

Read: There's a pub in Gloucestershire where you can buy your dog a pint

The debut novel, with its original, and topical, cryonics premise, has had a great response from readers since its launch in December, with one reviewer describing it as 'truly a one-of-a-kind read'.

Andrea Darby, a former journalist who lives near Cheltenham, said: "I'm thrilled to be part of this fantastic initiative and hope that the commuters who find my book will enjoy reading it and pass it on."

Cordelia Oxley, Director of Books on the Underground, said the aim was to get more people reading and sharing books. "Titles are left on seats, benches, station signs and around ticket areas, with finders often keen to share their free discoveries on social media.

"The Book Fairies are excited to be working with Andrea and are looking forward to hiding copies of her amazing book on the London Underground. It's sure to get a big reaction!"

Read: Foo Fighters announce Glastonbury news at secret gig last night

The Husband Who Refused to Die, which Andrea describes as 'a story of love, loss, family and friendship' is about 40-year-old mum Carrie, whose husband Dan dies unexpectedly, just a few years after he revealed his wish to be frozen.

The narrative focuses on the difficult repercussions of this wish for Carrie and her teenage daughter, not least an intrusive media, an interfering sister-in-law and a mystery person with a serious grudge.

The book is available from Waterstones in Cheltenham and Gloucester, the Suffolk Anthology bookshop, as well as from Amazon, WHSmith and other online retailers.

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Alternative medicine to treat pain and other ailments on the rise locally – Rockford Register Star

Posted: at 3:19 pm

Melissa Westphal

Maria Furgat wants people to know there are options when it comes to treating everything from pain to the common cold.

Furgat joined the team at Circles of Wellness, 3626 E. State St., Rockford,a few months back. She specializes in acupuncture, cupping and herbal remedies after earning her bachelors degree in nutritional counseling and masters degree in Chinese medicine from the Midwest College of Oriental Medicine in Chicago.

Patients come to Furgat to be proactive about their health, or out of frustration that other treatments and medications arent working or are causing unwanted side effects. Shes one of a handful of providers in the region offering alternative health treatments and alternative medicine.

I always say try it, Furgat said. Im not saying its the best thing for everyone, but they need to know there are options out there. You dont have to stick to the same routines.

Use of complementary and alternative medicine has no doubt increased since the National Center for Complementary and Integrative Health at the National Institutes of Health released research on the topic nearly a decade ago. At the time, about four in 10 adults and one in nine children used them in some form.

Their use was greater among women and those with higher levels of education and higher incomes. The most common therapies were deep breathing exercises, meditation, massage therapy and yoga. Insurance covers some treatments such as acupuncture, but for the most part, alternative health treatments are self-pay.

Read on to learn more about other popular health trends that you can access from Freeport to Rockford and beyond.

Cupping

Furgat does a full history assessment when she sees a new patient. She wants to know if youre seeing other doctors, taking medications, she likes to look at lab work, shell ask you about your urine and bowel movements, and shell look at your tongue (appearance and qualities of which are used to diagnose ailments in Chinese medicine).

She doesnt necessarily promise cures, but she hopes to offer relief through a combination of treatment and often, herbal remedies. And she doesnt want you to stop seeing your primary doctor or taking prescribed medications.

Most people feel much better with herbs because some have such imbalance in their bodies, Furgat said. If you dont try to harmonize your body from the inside out, you never get to the root of the problem.

Fire cupping uses glass jars that are sanitized before and after use. Furgat wraps a cotton ball around a hemostat (a surgical tool with scissor-like handles and a clamp at the end), dips it in alcohol, lights it and moves it gently in a circular motion inside the jar to remove the inside air. The jar is then put onto the skin, creating a vacuum and pulling up the skin. Doing so lifts pain to the surface so Furgat can more easily manipulate the tissue and remove stubborn nodules.

Some people feel immediate relief of pain, others dont. There are different sizes of jars small, medium and large based on what type of pain shes trying to relieve. Fire cupping generally leaves circular bruises on the body think Michael Phelps during the 2016 Rio Olympics. Its tradition to put up with the marks, so to speak, but Furgat can use a technique called gua sha to scrape away, or reduce, some of the redness.

Furgat also does wet cupping, which incorporates the fire cupping with a tiny hammer equipped with acupuncture needles. The hammer is used lightly on the back to release blood within the cup. It can be painful, but Furgat has a patient with severe back and shoulder pain who said the treatment helped target the points where he feels the most pain.

Cupping ranges in price from $50 to $65 for about 30 to 45 minutes.

Acupuncture

There have been extensive studies conducted on acupuncture, especially for back and neck pain, osteoarthritis/knee pain, and headaches, according to the National Center for Complementary and Integrative Health.

With acupuncture, thin needles are inserted (or piped) at different points along the body just below the surface of the skin. Furgat wears gloves when she places and removes them, and the needles are used one time only.

The needles stay in between 15 to 30 minutes; patients report feeling a sensation of water dripping or moving around beneath the skin. Furgat said thats the body healing itself.

A potential ailment that could be soothed by acupuncture is recurrent urinary tract infections, she noted. In combination with antibiotics, there are points in the lower abdomen where acupuncture can open up channels to help alleviate pain and eliminate waste, Furgat explained.

If needles make you squeamish, Furgat also does acupressure, which uses finger pressure and/or magnets on the same acupuncture points. After treatments, she suggests drinking lukewarm water to help maintain a warmer body temperature.

What I want to do is help your body heal, balance you out so youre able to tolerate your medications better, Furgat said.

Acupuncture and acupressure are both $45 for about 20 minutes.

Essential oils and probiotics

Pat Leitzen Fye has long used patchouli essential oil as a fragrance and discovered other oils along the way for various purposes. She owns Your Core Being Wellness Collaborative, 107 W. Main St., Freeport, which opened in 2013 and focuses on yoga, massage, skin care and meditation. Shes a certified integrative health coach, and the business also has a wellness market that proudly stocks local and regional products, fair-trade items and gifts, and other natural, clean and healthy products.

Your Core Being sells several oils lavender is the top seller, while peppermint, patchouli, eucalyptus, jasmine and tea tree also are popular blends. Fye uses various oils in her yoga classes, either to energize and enliven at the beginning or to settle, calm and release at the end. She diffuses the oils into the air at the studio right now, using a blend of lavender and eucalyptus because the air gets so dry during the winter. Fye said eucalyptus is great for clearing the sinuses; lavender is a time-honored essential oil for its calming qualities, as is chamomile and sweet orange. Both of the Your Core Beings massage therapists use essential oils added to their massage oils and the esthetician uses them in some of her skin treatments or as a relaxing scent.

Essential oils have become so common that you can buy them at many grocery stores. A handful of local businesses carry them, including Choices Natural Market, 6718 Broadcast Parkway, Loves Park, and Nutrition Works, 4010 E. State St., Rockford.

Candle Crest, 1418 20th St., Rockford,started selling its oils this winter, co-owner Judy Bieck said. The local business had received several requests over the years to do so, but she and her husband, Dave, had to find a bottle distributor for the oils, create labels, make a display, and then find time to bottle and advertise them. So far, she said the response has been great, and during cold season, eucalyptus oil was the big seller.

The U.S. Food and Drug Administration has a page on its website with consumer information about fragrance products such as essential oils and those marketed with aromatherapy claims. It notes that many plants are toxic, irritating or likely to cause allergic reactions when applied the skin. Cumin oil, for instance, is safe in food but can cause the skin to blister.

Some popular books to read on the topic are The Art of Aromatherapy by Robert Tisserand and Aromatherapy: A Complete Guide to the Healing Art by Kathy Keville. Groups such as the National Association for Holistic Aromatherapy also offer some good guidelines for use.

Similarly available in many health food and vitamin stores are probiotics, which are live microorganisms that are intended to have health benefits, according to the Center for Complementary and Integrative Health. Products can include foods such as yogurt, dietary supplements and skin creams. Probiotics may help prevent diarrhea caused by infections or antibiotics and may help with symptoms of irritable bowel syndrome.

The 2012 National Health Interview Survey showed that about 4 million U.S. adults had used probiotics or prebiotics in the past 30 days. They were the third most commonly used dietary supplement other than vitamins and minerals.

Popular brands include NOW Foods, Culturelle, Align, Natures Bounty and Hyperbiotics.

Reiki

Your Core Being in Freeport also offers Reiki, a Japanese hands-on light massage technique for stress reduction and relaxation that also is said to promote healing. Its based on the idea that the therapist can channel energy into the patient by means of touch and stimulate the bodys natural healing process.

Vicki Johnson described it as a lighter massage that incorporates the flow of energy, but that Reiki is literally a laying-on of hands with no muscle manipulation. She said Reiki also can help individuals deal with emotional issues that block the flow of energy, helping restore balance in a persons mind, body and spirit.

Sharyn Gooder, founder of Stateline Reiki, was trained by William Lee Rand, who established the International Center for Reiki Training and is known as a Reiki guru. Gooder is a member of the international center, which means she abides by its code of ethics and standards of practice.

Stateline Reiki was established in 2003, and Gooder first started doing Reiki therapy sessions and then began teaching Reiki later. The organization offers basic, intermediate and more advanced levels of Reiki, as well as Master Level Reiki and Karuna Reiki. The group also offers Reiki drumming, animal Reiki and many other unique classes, which Gooder said are approved for continuing education hours for licensed massage therapists and body workers.

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Alternative medicine to treat pain and other ailments on the rise locally - Rockford Register Star

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Ora Organic on ‘Shark Tank’: A Look Inside the Plant-Based Supplements – Heavy.com

Posted: at 3:18 pm

Ora Organic entered the Shark Tank in Season 8 with their fruit-flavored organic, plant-based supplements.

We interviewed CEO Will Smelko, a former strategy and operations consultant for the healthcare and pharmaceutical industry, who launched the company with his college friend Ronald Chang, who serves as their chef and COO. The duo spent two years on research and development, consulting with doctors, scientific researchers, nutritionists, health coaches, naturopaths and fitness experts to create the optimal supplement.

When asked about their bestselling products, Smelko responded, Our bestsellers are our Omega-3 Nothing Fishy Here Spray, derived from microalgae and flavored with a special pineapple and citrus blend, and our Way Better Than Whey protein powders, flavored with Chai spices and vanilla.

Heres what else he told us about

We were taking supplements for personal health and wellness reasons, but struggled to find products that met the same standards we hold for our food: organic, non-GMO, plant-based and sustainably sourced. We felt impassioned to create an honest supplement line for our people and planet. We also wanted our customers to feel excited about taking supplements, which inspired us to create culinary-flavored formula blends through aesthetically-pleasing packaging and interesting delivery methods. As a team of individuals who adheres to conscious food and lifestyle choices, we wanted to ensure our supplements demonstrated these values. Ora Organics supplements are kind to our bodies, our environment, and our taste palettes!

Ora Organics supplements differentiate from those in the mainstream, as weve developed 100 percent plant-based nutritional formulas. Our vegan-friendly supplement line sources its ingredients from organic farms to ensure the cleanest and most sustainable products possible. Ora Organics omega-3 supplement, for example, is derived from microalgae instead of fish (the primary source of the majority of omega-3 supplements on the market) and formulated into a spray. Likewise, all of Ora Organics products are carefully crafted to be as delicious as they are healthy. Our chef, Ronald Chang, uses vibrant flavors like pineapple, raspberry, and chai, in many of our recipe blends.

As a team, we were ready for the next step in growing the Ora Organic brand. We have felt that one of the biggest issues in the supplement space has been the lack of transparency between companies and consumers, especially when it comes to the ingredients used in their supplement formulas.After seeing so many people being mislead in grocery stores and daily conversation, we realized the urgent need to raise awareness about the current state of the supplement industry-after all, these products are often consumed daily. We have received immense support in our companys endeavors, and have reached a point at which we feel confident to expand our distribution and reach. Having known other company founders who were featured on Shark Tank and seeing the value-add that the Sharks provide, we wanted to go on the show to experience these benefits firsthand. We needed money to scale our business, and thought the Sharks would be amazing candidates to help us accomplish our goals and gain exposure.

Peaceful Fruits, organic snacks made from acai from the Amazon rainforest, entered the Shark Tank in Season 8. We interviewed its founder.

Dollop Gourmet entered the Shark Tank with its frosting that's vegan and gluten free. Heavy interviewed its owner about her dessert business.

Although Parker's Real Maple did not get a deal on Shark Tank, they did gain many customers. We interviewed owner Joshua Parker about their staggering growth.

Bee Fee Honee, a vegan alternative to honey, won a deal with Barbara, Chris and Mark on Shark Tank. Heavy asked their owners about the company's growth.

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Ora Organic on 'Shark Tank': A Look Inside the Plant-Based Supplements - Heavy.com

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Masquelier’s Grape Seed Extract as a Supplement for Vascular Health – Medical News Bulletin

Posted: at 3:18 pm

The characterization and careful research of a nutraceutical is necessary to claim it has positive health benefits. A review published in Nutrition Journal follows Masqueliers grape seed extract from its isolation in 1947 to its use as a nutraceutical.

In the case of plant-derived food supplements, it is essential for the supplement to be well researched and have significant health benefits. Importantly, three major rules must be followed: 1) the product must be well characterized, 2) the claimed effect should be well-defined and pose a physiological benefit, and 3) there must be a cause and effect relationship between the intake of the food product and the claim on human health.

A new review published in Nutrition Journal followed a botanical preparation of monomeric and oligomeric flavan-3-ols from grape seeds from its creation in 1947 to a commonly used nutraceutical with proven health benefits. Nutraceuticals are any product derived from food sources with extra health benefits in addition to their nutritional value in food, and are generally standardized similar to pharmaceutical-grade nutrients.

Various food supplements contain Masqueliers Original OPCs (Anthogenol), the commercial herbal remedies of monomeric and oligomeric flavan-3-ols which are extracted from grape seeds. These flavonoids, or plant pigment molecules, are bioactive components which were first isolated in the early 20th century. Flavonoids are found ubiquitously in plants.

Flavanols are the most abundant flavonoids and are found in a wide variety of vegetables and plant-derived food such as wine, cocoa beans, and legumes. Among fruits, berries have the highest amounts of flavanols. Since the daily dietary intake of flavanols fluctuates between individuals, a flavanol supplement such as Masqueliers Original OPCs is a possible option since it can provide the health benefits of flavanols in a regulated concentration.

The first requirement to substantiate the health benefit of a food product is the characterization of the product. In contrast to many commercially available herbal remedies, Masqueliers grape seed preparation is rigorously standardized by HPLC and H-NMR/PCA fingerprinting. These methods are optimal for monitoring the quality of plant extracts.

The second requirement is that there is a physiological benefit to the nutraceutical. Through a number of studies, the grape seed extract has been shown to benefit human vascular health through the maintenance of vascular homeostasis. This has been shown through the flavanols effects on protecting collagen and elastin fibers, serving antioxidant properties and having anti-inflammatory effects.

Lastly, the third requirement for advocating the health benefit of a nutraceutical is demonstrating a cause and effect relationship between the supplement and the health effect. Studies on the Masqueliers grape seed extract have shown that the mode of action of flavanols in the commercial preparation parallels that of the specific monomeric and oligomeric flavanols originally isolated in the 1940s.

In conclusion, Masqueliers Original OPCs or grape seed extract is an interesting example of how specific research can isolate, identify and evolve a botanical ingredient to a nutritional supplement. The in-depth characterization and research on flavanols in this context explain how it can be applied as a herbal remedy and nutraceutical for vascular health.

Written By: Neeti Vashi, BSc

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Masquelier's Grape Seed Extract as a Supplement for Vascular Health - Medical News Bulletin

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Cruising Down SoCal’s Boulevards: Streets as Spaces for Celebration and Cultural Resistance – KCET

Posted: at 3:17 pm

Janette Beckman, "The Rivera Bad Girls, East L.A. 1983," 1983. | Photo: Courtesy of the artist

In partnership with theVincent Price Art Museum:The mission of the Vincent Price Art Museum is to serve as a unique educational resource through the exhibition, interpretation, collection, and preservation of works in all media.

"Tastemakers & Earthshakers: Notes from Los Angeles Youth Culture, 1943 2016" is a multimedia exhibition that traverses eight decades of style, art, and music, and presents vignettes that consider youth culture as a social class, distinct issues associated with young people, principles of social organization, and the emergence of subcultural groups. Citing the 1943 Zoot Suit Riots as a seminal moment in the history of Los Angeles, the exhibition emphasizes a recirculation of shared experiences across time, reflecting recurrent and ongoing struggles and triumphs.

Through a series of articles, Artbound is digging deeper into the figures and themes explored in "Tastemakers & Earthshakers." The show is on view at the Vincent Price Art Museum through February 25, 2017.

[Left] "View of Whittier Boulevard in East Los Angeles just before dusk on September 9, 1979, where the cruisers were out as usual. A section of the street was closed at 9:30 p.m. to prevent gang violence." | Photo: Anne Knudsen, courtesy of the Los Angeles Public Library || [Right] "Night view of Whittier Boulevard in East Los Angeles, where a section of the street has been closed at 9:30 p.m. to prevent gang violence." September 9, 1979. | Photo: Anne Knudsen, courtesy of the Los Angeles Public Library

Prominent cities are often characterized by their streets. Whether its the iconic passage known as Sunset Boulevard on the west side of Alamedaor Cesar Chavez Avenue to the east, boulevards have the practical function of ordering commerce and traffic, both pedestrian and vehicular. But they are also curated displays of a citys identity simultaneously, destinations, as well as, transitory spaces where culture, in its flow, is publicly shaped and performed.

In Southern California, car culture became both a symbol of transcendence over socio-economic and racial boundaries, and played a significant role in shaping the identity of West Coast art. Artists, such as Frank Romero and Ruben Ortiz-Torres, have made cars the subject and object of their work. For Chicanos and Mexican Americans, constructing and riding a tricked-out car became a way to turn vehicles into a cultura, which in its specific insularity could turn its back on a mainstream society thatdenied them. Cultura, as many barrio sages know, is a way to keep your head up, to smile now and leave the crying for later when the rancheras and beer in the company of your most trusted homies split you too wide.

Gusmano Cesaretti, "Mosca, 1974 East L.A.," 1974, archival pigment print. | Photo: Courtesy of the artist

Cruising, a prominent pastime of Chicano culture, elevates riding a car to a performance a public ritual of the street. For Eastside communities, boulevards have been a destination for car cruising and low-riding. To highlight its movement and flashy materiality, low-riding drops everything to a lower wavelength. It slows its speed to crawling, reduces its height to nearly scraping. Even the bass drops in sound systems to revel in its sonorous depths. To cruise is to ride a vibration at its heaviest. The car itself is a crown, often laden with precious urban metals, chrome and steel, and crafted with gem-toned fiberglass. The work of Ortiz-Torrez highlights the low-rider and its aesthetics by reconstructing them and re-engineering its hydraulic mechanisms to emphasize its cultural vernacular.

As a transitory public space, boulevards are also locations in which rites of passage are exhibited. On barrio streets, a quinceaera will take the gravity of a queen. In the act of cruising in her limo or decked out ranfla, she presents herself to the streets she had walked most of her life, as a rubber-soled kid, skipping down the gum-stained sidewalk to buy a bag of chips or walking alongside her mother to church on a given Sunday. On her 15th birthday, she navigates on her own terms, cruising down the boulevard. While in church she received the blessings of a priest before the eyes of God and her family, now on the streets, she becomes her own priestess evoking power through the broken asphalt with the wheels of her slow-riding limo. If she is inclined, she may ascend through the sunroof to reveal herself and see the world from these new heights.

And though rites of passage, such as quinceaeras, affirm our location within a social order, in some cases, the act of solely asserting the presence of marginalized bodies of color in public space is an act of political resistance. Over the decades, boulevards have also been used to enact social and political subversion.

Rafael Cardenas, "Quinceaera Limo Swag," 2014, digital archival print. | Photo: Courtesy of the artist

The 1968 student walkouts and the Chicano Moratorium in 1970 were two key moments that asserted the presence and power of Chicanos in history, culture and politics and established East Los Angeles as a symbolic cultural homeland for Chicanos in the Southwest. The blowouts captured the zeitgeist of a rising Chicano movement and represented a political initiation for young Chicano activists who experienced their first taste of political empowerment and would, in the following years, grow to become significant figures in policy, education and art.

Some young participants of the walkouts would also come of age as artists using the streets once again as a platform for their politics and aesthetics. ASCO, the East L.A.-based Chicano arts group that mainly consisted of Patssi Valdez, Gronk, Harry Gamboa and Willie Herrn, initiated their public performances on Whittier Boulevard with The Stations on Christmas Eve of 1971. Much of their work took place in public spaces, most notably Whittier Boulevard, including Walking Mural (1972), Instant Mural (1974) and Decoy Gang War Victim (1974), which eventually landed on the cover of Art Forum magazine in 2011.

[Left] Two young men hold a banner which reads, "National Chicano Moratorium, East Los Angeles, August 29." | Photo: Sal Castro, courtesy of the Los Angeles Public Library || [Right] A newly wedded couple march in the National Chicano Moratorium which took place in East Los Angeles, August 29, 1970. | Photo: Sal Castro, courtesy of the Los Angeles Public Library

The Chicano movement reached a momentous yet entropic climax during the Chicano Moratorium in 1970. By then, many teenagers that had walked out of high schools had become politicized college students and rising professionals that were fully self-aware of their political strength. Planned by seasoned activists, the moratorium was a highly organized protest, however, this event erupted into chaos and violence as police shot tear gas canisters to disband the unlawful gathering. Students and protesters ran, taking refuge in nearby homes. According to numerous testimonies, police entered homes and private businesses in search of protesters. Most notably, police officers and riot police entered the Silver Dollar Bar where they fired three canisters, striking and killing prominent Mexican American journalist Ruben Salazar.

The unraveling of these events is useful in understanding a crucial function of the boulevard and the gridiron layout of the city to conduct police and military enforced discipline. In fact, critics of the grid or gridiron layout have noted that its design intentionally prevents and helps control uprisings. In the mid-19th century, Paris reconstructed its city after a brutal French revolution with a new urban layout that employed the modern boulevard as its centerpiece. The controversial author of this layout, Georges- Eugne Haussmann, noted the military value of his design as it prevented the outbreak of riots that had previously plagued Paris and revived not-too-distant memories of the bloody revolution.

In addition to political dissent, the mere presence of brown bodies in a public space has been criminalized in Los Angeles. Loitering laws have been known to target young people and people of color, preventing them from gathering in public spaces. More pernicious gang injunctions make the public gathering of people of color illegal, particularly in historically Latino neighborhoods such as Echo Park that are experiencing aggressive gentrification.

Another function of L.A.s predominant urban layout, as it is exemplified in the unraveling of the Chicano Moratorium, is its swift disciplinarian reach that could extendfrom public to private spheres.

Ricardo Valverde, "Boulevard Night," 1979/1991, hand-colored photograph. Collection of Esperanza Valverde and Christopher J. Valverde.

In a city known for being largely comprised of countless distinct suburbs, private spaces become increasingly important as subversive arenas for cultural production, transformation and resistance. When authoritarian powers clamp down on public spaces and privatized cities relinquish public space to strip malls and corporate plazas homes, backyards and even small businesses become necessary social platforms.

Punk culture has survived and thrived in a network of backyard gigs and homespun venues with the lifespan of a flower, not only in East L.A. but perhaps most notably in the conservative hinterlands of San Bernardino and Orange County. Underground electronic music scenes throughout greater L.A. have mushroomed from fog machine-enhanced house parties to a sophisticated economy of warehouse raves connected to an international electronica scene. Even modest family baptism celebrations in cleared-out garages or quinceaera parties in decked-out backyards or church halls serve as intergenerational, inter-genre mix spots. Its where many poor and working-class kids learn to dance cumbias and norteas with their tas and later find ways to mix these with new, more diverse styles that reflect an increasingly cosmopolitan lifestyle, even in the suburbs.

Social media collapses both private and public spheres to create yet another space for alternate cultural narratives. Artist Guadalupe Rosales Veteranas y Rucas Twitter project documents party culture of the 1990s using social media as a widely accessible public forum. As such, social media like Southern Californias boulevards will continue to be useful in organizing critical mass movements in the physical world, and, in some capacity, serve the function of public squares, where communities have gathered to celebrate one another.

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Cruising Down SoCal's Boulevards: Streets as Spaces for Celebration and Cultural Resistance - KCET

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Tony Connelly: Britain’s tortured relationship with Europe – RTE.ie

Posted: at 3:17 pm

Updated / Saturday, 25 Feb 2017 17:05

In the first of a three-part series, RT Europe Editor Tony Connelly examines Britain's complicated history with Europe.

"The British Empire was built by power, and sustained by power," the Daily Mail declared on 16 June 1961. But, the next lines are shocking in their frankness: "When that power was removed the edifice began to crumble."

The Mail continued its sobering analysis. Since World War II Britains empire had collapsed. It was dwarfed by America and Russia. It had been humiliated in the Suez Crisis. The only way for Britain to retrieve its greatness was to join "Europe".

"Britain is essentially a European country. She has derived her strength from Europe, and the Empire was built up through her assertion of power on the Continent."

How surreal to read those words today given the Mails chest-thumping nationalism.

As Britain brutally reverses the sentiment expressed all those years ago, the psycho-drama of her post-war attitude to Europe, as it played out over seven decades, seems bafflingly contrary to the current zeitgeist, yet at the same time all too familiar.

From 1945 until the late 1980s, it wasthe Conservatives who were the champions of Britain in Europe, not Labour. The great Tory statesmen who played their part in the drama Winston Churchill, Anthony Eden, Harold Macmillan, Ted Heath more or less saw Europe as Britains only hope of retaining influence in a rapidly changing world.

Anti-Europeans convinced themselves that Britain was the unbound, free-trading Titan, leading the world to a civilised future. She enjoyed a sacred bond with the US, and she presided over the Commonwealth.

A number of books have explored Britains tortured relationship with Europe. The standout has been This Blessed Plot: Britain and Europe from Churchill to Blair, by the late Guardian political journalist Hugo Young.

But a new book explores in greater details the internal contradiction in Britains political class.

Continental Drift: Britain and Europe from the End of Empire to the Rise of Euroscepticism, is an exhaustive study by Benjamin Grob-Fitzgibbon, a British-born historian and current American diplomat, of how the UK agonised its way into the EEC in 1973, and then tumbled out of the EU 43 years later.

Grob-Fitzgibbon, who has written works on Ireland during World War II and the Irish War of Independence, depicts a political class shocked into re-assessing its role at the end of the war, then finding itself frantically trying to weigh up its best course of action as, one by one, the certitudes of the nations storied majesty fell away: its empire was faltering, the six founding members of the European Community were beginning to forge a future that looked economically stronger, and the bipolar struggle of the Cold War was rapidly dwarfing Britains importance on the world stage.

One well worn trope, oft repeated since the Brexit referendum, is that whereas the rest of Europe has an emotional, romantic attachment to the EU, Britains has always been hard-headed and transactional.

Grob-Fitzgibbon has trawled a thicket of diaries, correspondence, primary and secondary sources in order to arrive at a perhaps more pungent conclusion: Britains attitude to Europe has been neither emotional, nor pragmatic, but neurotic.

Rather like an insecure lothario, Britain between 1945 and 1970, when its third and successful bid to join "Europe" got under way, was, having been spurned by the Prom Queen, fretfully casting about for a plain Jane terrified that it would be left on the shelf.

An imperial superpower at the turn of the 20th Century, Britain was victorious at the end of World War II, with a strong sense of its own defiance and heroism.

In This Blessed Plot Hugo Young portrays the unquestioning sense of Britains transcendent greatness.

This illusion permeated official and literary Britain; even a writer like George Orwell, who was viscerally critical of Britains class-ridden society, remained convinced that his country would claim a great role in the world.

"Victory," wrote Young, "confirmed a good many things that the country wanted to know about itself. The expression of it of the assurance it supplied to an idea of nation that long preceded it reached beyond economists, generals and politicians.

"If you look at what British writers were saying about England before and after the war, you read for the most part a seamless paean to the virtues of the nations strength and identity."

And yet Britains economy was in ruins and it was hopelessly in debt. It was only those at civil service level who recognised this and who dared speak a word of warning.

One was Sir Henry Tizard, chief scientific adviser at the Ministry of Defence. In a memo he wrote: "We are not a Great Power and never will be again. We are a great nation, but if we continue to behave like a Great Power we shall soon cease to be a great nation."

Both the physical destruction of Britains cities, and the benighted European landscape had, in fact, weighed heavily on Winston Churchill.

To the East was emerging a baleful Soviet Union, and to the West the capitalist United States. Nevertheless, Churchill still saw Britain as the natural leader of Western Europe and had done so as far back as 1938, when he posited the notion of a "United States of Europe".

Churchill had intellectually conflated the traditions of empire and Christian heritage as giving Europe a world "civilising" role.

Remove the ancient irrational hatreds, and the "tangled growth and network of tariff barriers designed to restrict trade and production", he wrote, and a new Europe could be born.

Britains place in it was ambiguous, however.

Churchill saw Britons as of Europe, and apart from it. The country had an extra-European responsibility as the head of a huge empire.

The two werent mutually exclusive; indeed Britains colonies, and those of France, could provide the manpower, resources and genius to help Europe on its way, and to rival the US and USSR in the balance of power.

Britain had to lead both the Empireand Europe. Furthermore, with America threatening to taper off economic support to Europe, a united Europe led by Britain was the only way to counter the rising Soviet threat.

This was the message that Churchill as Tory leader carried into the general election in 1945, an election he promptly lost.

The Labour government, which won by a landslide, faced a world in flux.

Russian troops were brutally underpinning the Communist ascent to power in eastern Europe, no one knew what to do with a destroyed Germany, and in the Middle East the violent birth pangs of the state of Israel were threatening a key front of the British Empire.

This was a period of grand, panicky ideas. The replacement of one totalitarian system (fascism) with another (Soviet communism), the existential threat of atomic warfare, the destructive legacy of the war, all convinced desperate thinkers to conceive of organising humankind along a new concept of world cooperation.

For Churchill, now enjoying the dubious luxury of life in opposition, it was a period of florid policy explorations and speeches. In an address to the Belgian senate he talked of Britains "special associations". Europe, America and Russia had an "interlocking"character.

In Fulton, Missouri, he made his famous Iron Curtain speech. But he also spoke of Britain, America and the Commonwealth pooling their resources to provide over-arching security for the world.

In further speeches, most famously in Zurich in 1946, Churchill repeatedly fantasised about a United States of Europe, of a Europe rising again in "glory".

Warming to his theme he urged reconciliation between France and Germany, the equal treatment of small and large nations, spoke of a common defence and currency, and the creation of a Council of Europe.

For the first time Churchill located Britain at the centre of such arrangements, while at the same time being head of a world Empire.

"In Zurich, and in Colliers Weekly," writes Grob-Fitzgibbon, "Churchill firmly attached his flag to the mast of European unity."

The new Labour foreign secretary Ernest Bevin was galled by Churchills visions.

He was much more convinced of the pre-eminence of the British Empire than any new European arrangements, although he believed, like Churchill, that as colonial powers, France and Britain should act in concert.

In the following years British politicians, civil servants, diplomats and the press all warmed to European unity with Britain at its heart.

The Empire or Commonwealth would somehow be on board as a counterweight to American imperialism and Russian dominance. In a letter to the Archbishop of Canterbury, Churchill wrote: "Britain has special obligations and spiritual ties which link her with the other nations of the British Commonwealth. Nevertheless, Britain is an integral part of Europe and must be prepared to make her full contribution to European unity."

Such visions infused the embryonic British United Europe Committee, later the United Europe Movement. The public, desperate for a guiding light in the post-war darkness, was enthusiastic.

It received a massive boost when the American Secretary of State George Marshall announced his eponymous aid package for Europe on 5 June 1947.

With Marshall urging Europeans to come together to make the Marshall Plan work, Churchill seized the opportunity.

He encouraged similar European movements elsewhere, and they were springing up in Belgium, France, the Netherlands.

A Congress of Europe was held in The Hague in May 1948 attended by leading British parliamentarians, novelists, poets, philosophers, industrialists and religious leaders.

Europes hour appeared to have arrived. Out of the process led by Churchill was born the Council of Europe, whose federalist notions, such as an elected European Parliament and a European Court, were later crystallised into the European Union. (The Council of Europe remains a separate organisation to this day).

But the euphoria of The Hague was shortlived.

Churchills greatest opposition was to be found at home, in the Labour government.

Ernest Bevin, the Foreign Secretary, was hostile to a United States of Europe, as it precluded the Soviet Union and could even lead to war with Russia.

Labour was deeply suspicious of anything which eroded sovereignty, and wanted Germany out of any new European framework.

But Bevin had other problems to worry about. In February 1947 Britain was forced to hand Palestine over to the United Nations, and to announce that British rule would end in India just over a year later. The Empire was beginning to crumble.

The Soviet Union was also becoming more belligerent, flatly opposing the US Marshall Plan and tightening its grip on central and eastern Europe.

Bevin was not opposed to European integration as such, but he wanted a more modest approach. His response was a Western Union of countries which would become with the help and resources of the colonies a bloc to stand between Russia and America.

While Britain waxed and waned, France grabbed the initiative.

The Schuman Plan, named after the French foreign minister, would create a supranational authority in Western Europe to control all coal and steel production. Bevin was shocked: the French had kept London in the dark, and for the first time sought explicitly to draw West Germany into its embrace.

The British general election of 1950 deepened the disconnect.

Whereas every election campaign that year across Europe focussed on European integration, in Britain the parties were fixated on the crisis facing Empire.

A young Conservative candidate called Margaret Thatcher ran for the first time.

That disconnect would be decisive. Within six weeks the French cabinet formally endorsed the Schuman Plan with German, and, crucially, American support (Washington was simply desperate for some kind of European unity to get off the ground).

The new, much reduced Labour government had been kept entirely out of the loop and at a stroke the notion of an Anglo-French engine of leadership had been replaced by a Franco-German one.

The Tories pounced on Labours indecision, hailing, not for the first time, the idea of European unity and praising the Schuman Plan.

The future prime minister Macmillan described it as "an act of high courage and imaginative statesmanship".

The British press was largely in favour: the Daily Mail attacked the government for not supporting it, but the Daily Express called it a deliberate and concerted attempt to force Britain into a United Europe.

France held out the prospect of Britain joining what would become the European Coal and Steel Community, but the notion of pooling sovereignty, even in such a narrow field, was a bridge too far.

With Britain a major coal producer, sharing such a resource wouldnt fly either. In the famous words of the deputy prime minister Herbert Morrison, "the Durham miners would never wear it".

France, West Germany, the Netherlands, Belgium, Italy and Luxembourg forged ahead "to pursue a common action for peace and European solidarity".

Britain stayed out.

In October 1951, the Conservatives returned to power, and Churchill was once again prime minister.

It was a period of global instability with the Korean War and deepening revolt across the British Empire.

Churchill had still been, during the election campaign, a firm believer in European Unity, even canvassing the idea of a European Army.

But once in office his tone changed. Civil service briefing papers were peppered with terms such as "active part" and "leading role", but there was always the qualification that Britain could not accept any joint authority in Europe.

In a cabinet memorandum, Churchill acknowledged he had given the spark to European unity with his 1946 Zurich speech but he tutted that federalism was gathering strength, and that was never his intention.

Britains need to straddle multiple spheres of influence was also proving difficult.

Churchill had, during the campaign, wanted the Commonwealth to be somehow bound into any new European structures, but the notion was given a chilly response by both European and Commonwealth leaders.

Churchills foreign secretary Anthony Eden was even more hostile to any notion of Britain merging in a federative process.

He caused consternation among his own civil servants and the Council of Europe also alarming the future president and current Supreme Commander of Allied Forces in Europe Dwight D Eisenhower when he appeared to slam the door on Britains participation in a European Defence Community, the entity Churchill himself had actually proposed a year before.

Churchill appeared torn, but left Eden in charge of a policy which would contradict much of his post-war idealism on Europe.

Britain would fully support the integration of Europe, but would always stop short of anything that smacked of federalism. "There was, however" writes Grob-Fitzgibbon, "no question of a full embrace of Europe".

In sentiments which appear astoundingly similar to Theresa May's today, Churchill was claiming to support European integration as much as possible, but not fully embracing it because Britain would always prioritise the United States and the Commonwealth.

Britains slow detachment from the ideals and aims of European unity, which Churchill had done so much to foster, was becoming clear.

Eden repeated to the new US Secretary of State John Dulles that Britain would have a "leadership" role in Western Europe, but could never pool sovereignty precisely because of its leadership of the Commonwealth and its special relationship with America.

Compare this to May's Davos speech in which she claimed that leaving the EU would allow Britain to become even more global.

But in the early 1950s Washington was growing impatient with French and British posturing, especially over the creation of a European Defence Community (EDC).

Squabbles over Britains lack of involvement, and West Germanys post-war rehabilitation, were holding up the kind of European integration the US believed was vital in resisting the Soviet threat.

The EDC had been regarded as an alternative to West Germany joining NATO, but the French were alarmed at any prospect of the German rearmament.

When the EDC collapsed (Britain was never going to be a member), Macmillan, then housing minister, proposed the establishment of the Western European Union (WEU) that would build upon the aims of the Treaty of Brussels, a mutual defence pact signed by Britain, France, Belgium, the Netherlands and Luxembourg in 1948.

With the WEU also promoting economic and social recovery in Western Europe, Italy and West Germany were effectively brought into the fold (West Germany would enter NATO through the back door of the WEU the following year).

France reluctantly ratified the WEU in March 1955. One week later Churchill, aged 80, resigned as prime minister.

As a vehicle that would reconcile Britains conflicting interests, Americas craving for European unity, and West Germanys entry into NATO, the WEU as a high point in post-war integration was short lived.

Almost immediately the six founders of the European Coal and Steel Community felt that the WEU was not strong enough to facilitate deeper European integration.

The Six, as they became known, (France, West Germany, the Netherlands, Belgium, Italy and Luxembourg) met in Messina in Sicily in June 1955 to discuss, among other things, the idea of a European Common Market.

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Tony Connelly: Britain's tortured relationship with Europe - RTE.ie

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