Preface -- Sample 1010 units -- The long tail / Chris Anderson -- Is there a there in cyberspace? / John Perry Barlow -- IMing, text messaging, and adolescent social networks / J. Alison Bryant, Ashley Sanders-Jackson, & Amber M. K. Smallwood -- Understanding Islam / Harvey Cox -- The heartland and the rural youth exodus / Patrick J. Carr and Maria Kefalas -- Designs for working / Malcolm Gladwell -- The end of white America? / Hua Hsu -- The branding of learning : ads in schools and universities / Naomi Klein -- What do schoolteachers and sumo wrestlers have in common? / Steven D. Levitt and Stephen J. Dubner -- Blood in the gutter / Scott McCloud -- Unhappy meals / Michael Pollan -- A nation of religious illiterates / Stephen Prothero -- Education for social justice : equity, political literacy, activism, and the affirmation of difference / Francis Rios -- Zuckerman's dilemma : a plea for environmental ethics / Mark Sagoff -- Everyday surveillance / William G. Staples -- Brain gain / Margaret Talbot -- 'Freshly generated for you, and Barack Obama' : how social media represent your life / Jill Walker Rettberg -- Barry Bonds gonna git your mama : when steroids attack! / Dave Zirin