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The campaign, now getting under way, is for the University of California, Los Angeles. The campaign proclaims that U.C.L.A. is the home of “the optimists,” people who are risk-takers, rule-breakers and game-changers.

The campaign is the first for U.C.L.A. from an agency named 160 Over 90, which is based in Philadelphia and recently opened an office in Newport Beach, Calif.

That work underscores the growing presence of universities and colleges as advertisers in the media. Their goals include selling themselves to prospective students and the parents of those students, seeking donations from alumni, recruiting faculty members and improving their standings in various surveys.

But, how we view something of the past is largely due to our own past and present experiences.

Are in-depth group discussions provided during class time? Are students coached to question their thinking processes and those of their classmates? Are students afforded opportunities to evaluate their progress regularly? Are students encouraged to pose questions regularly in class? Are students provided with guides to help them reflect on their thinking (such as Bloom’s Taxonomy)? Do class projects engage students in analysis, synthesis, and evaluation? Are students given opportunities to consider various opinions and to justify their own beliefs?

Table 1 Bloom's Cognitive Taxonomy Competence Description Question/Prompt Knowledge Dates, events, formulas, other facts When did the United States become an independent country from England? What is the formula for area? Comprehension Recognize meaning, sequence, events, interpret information, compare ideas, make inferences, predict ideas What is the author's purpose? How are these numbers related? Is water of sunshine more critical to plant life? Human life? Application Use of information and concepts to solve problems Using your knowledge of calories and your physical makeup, calculate how much energy you must exert to lose three pounds per month. Demonstrate your understanding of how to create a Web site. Analysis Recognize patterns, parts, components Considering the stock market, examine which investments were the most lucrative this quarter. Organize these games by level of difficulty. Synthesis Use of information to create a new system, generalize, draw conclusions When did the United States become an independent country from England? What is the formula for area? Evaluation Assess concepts, weigh opinions for subjectivity, select items, judge Which type of dog would be best suited for your family, given your lifestyle and housing? Which local newspaper is written the most objectively?

"People don't really understand the nature of reading. They feel that reading is a skill, that it's transferable, so once you're a good reader, you can read anything that's put in front of you," says Daniel Willingham, a University of Virginia cognitive psychologist who focuses on K-12 education. "But that's only true for decoding—what you learn until grade three or four. After that, when you see good readers versus poor readers, what you're looking at is mostly differences in the knowledge that kids bring to the reading. It's easy to read something when you already know something about the topic. And if you don't know about the topic, it's utterly opaque to you."

That's why children should read newspapers and magazines, texts about nature and technology, and biographies—genres that increase real-world knowledge. This is especially important for poor children, who may not be exposed to as much "background" information at home: the random vocabulary, facts, and associations that make it easier to do well on tests like the NAEP and SAT, and to succeed in the workplace.

"Don't you get it?" my wife observed. "She's trying to turn the magazine into a computer."

In 2008, Americans consumed information for about 1.3 trillion hours, an average of almost 12 hours per day. Consumption totaled 3.6 zettabytes and 10,845 trillion words, corresponding to 100,500 words and 34 gigabytes for an average person on an average day. A zettabyte is 10 to the 21st power bytes, a million million gigabytes. These estimates are from an analysis of more than 20 different sources of information, from very old (newspapers and books) to very new (portable computer games, satellite radio, and Internet video). Information at work is not included.

In his deliberately provocative — and deeply nihilistic — new book, “Reality Hunger,” the onetime novelist David Shields asserts that fiction “has never seemed less central to the culture’s sense of itself.”

Mr. Shields’s book consists of 618 fragments, including hundreds of quotations taken from other writers like Philip Roth, Joan Didion and Saul Bellow — quotations that Mr. Shields, 53, has taken out of context and in some cases, he says, “also revised, at least a little — for the sake of compression, consistency or whim.”

It’s also a question, as Mr. Lanier, 49, astutely points out in his new book, “You Are Not a Gadget,” of how online collectivism, social networking and popular software designs are changing the way people think and process information, a question of what becomes of originality and imagination in a world that prizes “metaness” and regards the mash-up as “more important than the sources who were mashed.”

Whyville , What does it take to build a sustainable, green energy community? 8th Graders are showing us how using WhyPower, an interactive learning game within the largest interactive learning world, WhyVille. Here is an interactive game. http://www.poweracrosstexas.org/projects/whypower-interactive-game Energy Game:  WHYPOWER Whyville is a thriving community with its own economy, newspaper, government and much more.  It now has its own power grid!  As part of the WhyCareers program, we are “electrifying” Whyville with a power grid that uses traditional and renewable energy sources.  Students will manage the power grid to select the right mix of coal, natural gas, nuclear, hydroelectric, solar and wind energy. They will build homes in Whyville!  They will observe and measure power use in Whyville, and form good energy behaviors and habits. Finally, they will explore the math, science and career topics related to energy.  Just like in real life, success in Whyville is not pre-programmed!  Students skill, initiative, creativity and teamwork determines the rewards they receive and the “virtual money” they earn in WhyPower. Whyville. Run a city using energy reources.

the day is growing nearer when quality higher education confronts the technological disruptions that have already upended the music and book industries, humbled enterprises from Kodak to the Postal Service (not to mention the newspaper business), and helped destabilize despots across the Middle East.

“I was shocked,” Mr. Hill said. “I thought maybe it was a joke or something to scare me. I didn’t know the picture was copyrighted.”

Now consider that, according to the American Association of Community Colleges, about half of all freshmen and sophomores are enrolled at the nation's 1,300 two-year colleges, and many of those students transfer to four-year institutions. For a large percentage of people who earn bachelor's degrees, then, the liberal-arts portion of their education was acquired at a two-year college. Next, factor in all of the community-college students who enter the work force after earning two-year degrees or certificates, and whose only exposure to the liberal arts occurred in whatever core courses their programs required. The conclusion becomes obvious: Two-year colleges are among the country's leading providers of liberal-arts education, although they seldom get credit for that role.

Employers rank communication and analytical skills among the most important attributes they seek in new hires, according to the National Association of Colleges and Employers. Perhaps those of us who teach those very skills at community colleges should embrace the integral role we play in preparing the nation's workers rather than rejecting the idea of work-force development as somehow beneath us.

More important, this new perspective could have a positive effect on student success. If we come to see ourselves as preparing students not just for transfer but ultimately for the work force, students may be more likely to understand the relevance of the skills that we teach them and better able to use those skills for some purpose other than just getting a passing grade.

Grammar names the types of words and word groups that make up sentences not only in English but in any language

sentence structure

conventions and style of language.