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Disclaimer.
Peeter’s lecture notes from class. May not be entirely coherent.
Recap.
Recall our table

First column
Let’s start with computation of the kets in the lowest position of the first column, which we will obtain by successive application of the lowering operator to the state

Recall that our lowering operator was found to be (or defined as)

so that application of the lowering operator gives us

Proceeding iteratively would allow us to finish off this column.
Second column
Moving on to the second column, the top most element in the table

can only be made up of
with
. There are two possibilities

So for some
and
to be determined we must have

Observe that these are the same kets that we ended up with by application of the lowering operator on the topmost element of the first column in our table. Since
and
are orthogonal, we can construct our ket for the top of the second column by just seeking such an orthonormal superposition. Consider for example

With
we find that
, so we have

So we find, for real
and
that

for any orthonormal pair of kets
and
. Using this we find

This will work, although we could also multiply by any phase factor if desired. Such a choice of phase factors is essentially just a convention.
The Clebsch-Gordon convention
This is the convention we will use, where we
\begin{itemize}
\item choose the coefficients to be real.
\item require the coefficient of the
term to be 
\end{itemize}
This gives us the first state in the second column, and we can proceed to iterate using the lowering operators to get all those values.
Moving on to the third column

can only be made up of
with
. There are now three possibilities

and 2 orthogonality conditions, plus conventions. This is enough to determine the ket in the third column.
We can formally write

where

and

are the Clebsch-Gordon coefficients, sometimes written as

Properties
\begin{enumerate}
\item
only if 
This is sometimes called the triangle inequality, depicted in figure (\ref{fig:qmTwoL18:qmTwoL18fig1})
\begin{figure}[htp]
\centering
\includegraphics[totalheight=0.2\textheight]{qmTwoL18fig1}
\caption{Angular momentum triangle inequality.}
\end{figure}
\item
only if
.
\item Real (convention).
\item
positive (convention again).
\item Proved in the text. If follows that

\end{enumerate}
Note that the
are all real. So, they can be assembled into an orthogonal matrix. Example

Example. Electrons
Consider the special case of an electron, a spin
particle with
and
where we have


possible values of
are 

Our table representation is then

Here 
can only have contributions from

from the same two. So using this and conventions we can work out (in section 28 page 524, of our text [1]).

Tensor operators
section 29 of the text.
Recall how we characterized a rotation

Here we are using an active rotation as depicted in figure (\ref{fig:qmTwoL18:qmTwoL18fig2})
\begin{figure}[htp]
\centering
\includegraphics[totalheight=0.2\textheight]{qmTwoL18fig2}
\caption{active rotation}
\end{figure}
Suppose that

so that

rotates in the same way. Rotating a ket as in figure (\ref{fig:qmTwoL18:qmTwoL18fig3})
\begin{figure}[htp]
\centering
\includegraphics[totalheight=0.2\textheight]{qmTwoL18fig3}
\caption{Rotating a wavefunction.}
\end{figure}
Rotating a ket

using the prescription

and write
![\begin{aligned}{\left\lvert {\psi'} \right\rangle} = U[M] {\left\lvert {\psi} \right\rangle}\end{aligned} \hspace{\stretch{1}}(3.29) \begin{aligned}{\left\lvert {\psi'} \right\rangle} = U[M] {\left\lvert {\psi} \right\rangle}\end{aligned} \hspace{\stretch{1}}(3.29)](http://s0.wp.com/latex.php?latex=%5Cbegin%7Baligned%7D%7B%5Cleft%5Clvert+%7B%5Cpsi%27%7D+%5Cright%5Crangle%7D+%3D+U%5BM%5D+%7B%5Cleft%5Clvert+%7B%5Cpsi%7D+%5Cright%5Crangle%7D%5Cend%7Baligned%7D+%5Chspace%7B%5Cstretch%7B1%7D%7D%283.29%29&bg=fafcff&fg=2a2a2a&s=0)
Now look at

and compare with
![\begin{aligned}{\left\langle {\psi'} \right\rvert} \mathcal{O} {\left\lvert {\psi'} \right\rangle}={\left\langle {\psi} \right\rvert} \underbrace{U^\dagger[M] \mathcal{O} U[M]}_{{*}} {\left\lvert {\psi} \right\rangle}\end{aligned} \hspace{\stretch{1}}(3.31) \begin{aligned}{\left\langle {\psi'} \right\rvert} \mathcal{O} {\left\lvert {\psi'} \right\rangle}={\left\langle {\psi} \right\rvert} \underbrace{U^\dagger[M] \mathcal{O} U[M]}_{{*}} {\left\lvert {\psi} \right\rangle}\end{aligned} \hspace{\stretch{1}}(3.31)](http://s0.wp.com/latex.php?latex=%5Cbegin%7Baligned%7D%7B%5Cleft%5Clangle+%7B%5Cpsi%27%7D+%5Cright%5Crvert%7D+%5Cmathcal%7BO%7D+%7B%5Cleft%5Clvert+%7B%5Cpsi%27%7D+%5Cright%5Crangle%7D%3D%7B%5Cleft%5Clangle+%7B%5Cpsi%7D+%5Cright%5Crvert%7D+%5Cunderbrace%7BU%5E%5Cdagger%5BM%5D+%5Cmathcal%7BO%7D+U%5BM%5D%7D_%7B%7B%2A%7D%7D+%7B%5Cleft%5Clvert+%7B%5Cpsi%7D+%5Cright%5Crangle%7D%5Cend%7Baligned%7D+%5Chspace%7B%5Cstretch%7B1%7D%7D%283.31%29&bg=fafcff&fg=2a2a2a&s=0)
We’ll be looking in more detail at
.
References
[1] BR Desai. Quantum mechanics with basic field theory. Cambridge University Press, 2009.