What now?
As we think about community much of this blog is focused on Hartsville, SC. Today the focus is newspapers and their demise, which is being accelerated by business decisions that just don't make sense to this newspaper consumer.
Marsha Mercer's last column for Media General is at the bottom of the editorial page of the MORNING NEWS of Florence, SC, this morning. "Media General deacided a few weeks ago to close the Washington bureau March 27, joing the other media corporations that have taken that difficult step because of the sharp decline in advertising revenues." What are they thinking? What is THE STATE newspaper in Columbia, SC, and their parent McClatchy thinking when they lay off journalists -- the lifeblood of their product?
Media companies all over this country are laying off (firing) employees and particularly journalists to save costs because their ad revenues are down. Many of these media companies are also putting many of their reporters -- print, online and television -- on unpaid furloughs. What does all this mean? Well, the product that news organizations offer consumers is news. The product that news organizations offer advertisers is readership/viewership. When you take away the news that is unique to your medium you take away any reason -- at all -- for readers (consumers) to buy your product. And, generally, most of these companies are not only downsizing their news product they are raising the cost of the product. In my marketing communication classes we quickly cover the traditional 4-Ps of marketing -- Product/Price/Place/Promotion. Is there no one in the business offices of these major media conglomerates (usually the vanguard of marketing) left who remembers the basics?
But, for those of us on the outside this accelerating demise of the news and local news media is even more disturbing. Generally, you would be able to study strong communities and find strong newspapers at their core. What happens to the communities when the newspapers disappear? we know in the small city of Hartsville, SC, that when the news hole is compressed there is a lot less common knowledge of what is happening in the community. We had a recent example of that when the editor of the THE MESSENGER provided the community with a pretty comprehensive article about the serious problem of dilapidated housing that is plaguing the city, especially our South Hartsville area. The editor's article shows the power of the press in highlighting important issues. But, we don't get nearly as much of that any longer in Hartsville, in Columbia, in Charlotte and the list goes on.
My communication career started when I was 12 years old and I entered the communication distribution business in one of the greatest hands-on business training programs available -- the local paper route. So, there is no question that I am a big nostalgic about the way the newspaper companies are accelerating the death of this medium. At the same time, the concern comes in that currently there is nothing taking the place of newspapers in the communication leadership of our communities. That is distressing for the short run. For the longer term I am optimistic that we are going to see some caring, intelligent media mavens who find a way to craft community communication solutions using the multi-platform media that is quickly being perfected. (Think of blogs for example -- we have the ability right in this space to provide words, to provide video pictures and sound, to provide audio files when just voice will work and a wide variety of photos and graphics.) Doug Fisher with grants from the J-Lab at the University of Maryland and some funds from the previous Messenger owners developed Hartville's HARTSVILLE TODAY citizen journalism web platform. As it continues to develop, it might be one of the bridges to the new media.
But in the interim, what are the media companies thinking?
Sunday, March 29, 2009
Thursday, March 19, 2009
Tourism Meeting is coming up
Jim Money, Darlington County Director of Tourism has an upcoming meeting where there is a search for some public input. These planning types of meetings are important to buidling community and the press release announcing this meeting follows:
FOR IMMEDIATE RELEASE
DARLINGTON COUNTY INVOLVED IN TOURISM PRODUCT DEVELOPMENT PLAN
A public hearing regarding existing and potential tourism is scheduled for March 24th at Black Creek Arts Council in Hartsville at 6:00PM. Public involvement in the regional tourism product development plan is encouraged. Darlington County is included in the east region consisting of Chesterfield, Darlington, Dillon, Florence, Lee, Marion, Marlboro, and Williamsburg Counties.
In November 2005, New Carolina’s Tourism Cluster Committee commissioned a study by international consultant Michael Mac Nulty of Tourism Development International (TDI) in Ireland to complete a statewide Tourism Action Plan. Included in the completed plan was a call for planning at the regional level.
In 2007 the Legislature passed an appropriation for product development. A part of that money now is being used to develop detailed, long-range plans for each of the eight Tourism Product Development Areas.
The East Product Development Area (EPDA) is one of those eight designated regions. TDI team members will work with area stakeholders and SCPRT to develop a Tourism Development Concept Plan for the region.
The public forum is being held to bring together public administrators, Chamber and CVB representatives, private sector developers, visitor attraction and event organizers in the EPDA. The attendees are being asked to help the consultants get a clear understanding of the key issues and challenges that tourism faces in the EPDA. The consultants also want to learn as much as possible about the existing and potential tourism offerings throughout the EPDA.
Information regarding the state-wide effort may be obtained through the SCPRT website www.scprt.com or by contacting George Estes, Director of Operations - Heritage Tourism, Community and Economic Development (803) 734-1312, gestes@scprt.com.
For additional information on the Darlington County meeting contact Darlington County Tourism at 843-339-9511 or email darcotour@bellsouth.net.
Jim Money
Director Darlington County Tourism
PO Box 578, Hartsville, SC 29550
Phone: 843-339-9511 or 888-427-8720
Fax: 843-332-8017
Email: darcotour@bellsouth.net
FOR IMMEDIATE RELEASE
DARLINGTON COUNTY INVOLVED IN TOURISM PRODUCT DEVELOPMENT PLAN
A public hearing regarding existing and potential tourism is scheduled for March 24th at Black Creek Arts Council in Hartsville at 6:00PM. Public involvement in the regional tourism product development plan is encouraged. Darlington County is included in the east region consisting of Chesterfield, Darlington, Dillon, Florence, Lee, Marion, Marlboro, and Williamsburg Counties.
In November 2005, New Carolina’s Tourism Cluster Committee commissioned a study by international consultant Michael Mac Nulty of Tourism Development International (TDI) in Ireland to complete a statewide Tourism Action Plan. Included in the completed plan was a call for planning at the regional level.
In 2007 the Legislature passed an appropriation for product development. A part of that money now is being used to develop detailed, long-range plans for each of the eight Tourism Product Development Areas.
The East Product Development Area (EPDA) is one of those eight designated regions. TDI team members will work with area stakeholders and SCPRT to develop a Tourism Development Concept Plan for the region.
The public forum is being held to bring together public administrators, Chamber and CVB representatives, private sector developers, visitor attraction and event organizers in the EPDA. The attendees are being asked to help the consultants get a clear understanding of the key issues and challenges that tourism faces in the EPDA. The consultants also want to learn as much as possible about the existing and potential tourism offerings throughout the EPDA.
Information regarding the state-wide effort may be obtained through the SCPRT website www.scprt.com or by contacting George Estes, Director of Operations - Heritage Tourism, Community and Economic Development (803) 734-1312, gestes@scprt.com.
For additional information on the Darlington County meeting contact Darlington County Tourism at 843-339-9511 or email darcotour@bellsouth.net.
Jim Money
Director Darlington County Tourism
PO Box 578, Hartsville, SC 29550
Phone: 843-339-9511 or 888-427-8720
Fax: 843-332-8017
Email: darcotour@bellsouth.net
Labels:
Black Creek Arts Council,
Darlington County,
Tourism
Thursday, March 12, 2009
Harris DeLoach Presented GSSM Townes Award
The South Carolina Governor's School for Science and Math annually presents the Townes Award, named in honor of Charles Townes, a Greenville native and Nobel Laureate. This is a prestigious honor that has been presented to people ranging from General Charles Bolden to Senator Fritz Hollings. Harris DeLoach, chairman and president of Sonoco, one of Hartsville's most effective leaders was presented this honor in Columbia on Wednesday, March 12 at what was the most well-attended Townes Award event in the 17-year history of the Award. There were well over 320 people from across the state in attendance. In addition, Dr. Townes flew in from California for this dinner. The evening was a festive occasion as it also celebrated the 20-year existence of the Governor's School in South Carolina.
There was talk during this event about how many people did not believe a statewide school based in a small city like Hartsville would make it. History has proven the naysayers wrong and the GSSM campus continues to expand in Hartsville. Here is a small piece of video of Charles Coker, another Townes recipient, and one of the co-developers of the GSSM concept introducing Harris to the packed house.
the event is put on by the Governor's School Foundation and anyone who was there will tell you it was a great event for both GSSM and for Hartsville.
There was talk during this event about how many people did not believe a statewide school based in a small city like Hartsville would make it. History has proven the naysayers wrong and the GSSM campus continues to expand in Hartsville. Here is a small piece of video of Charles Coker, another Townes recipient, and one of the co-developers of the GSSM concept introducing Harris to the packed house.
the event is put on by the Governor's School Foundation and anyone who was there will tell you it was a great event for both GSSM and for Hartsville.
Labels:
Charles Coker,
Charles Townes,
Harris DeLoach,
SC GSSM
Sunday, March 08, 2009
Hartsville Good Living Marketplace
March 7 could not have been more beautiful in downtown Hartsville and both Judi Elvington, director of Hartsville Downtown Development and Nancy Myers, whose idea turned into the Good Living Marketplace, were delighted with the day. From the looks of the smiles on faces of people saying hello to people, everyone was delighted with the day's events. And the fun displayed by these children with the bubbles sort of encapsulates the idea of Hartsville - The Art of Good Living.
We all need to remember that events like the good living marketplace and the community concert last week that featured the Dorsey Orchestra, and the baseball tourney coming to Hartsville, and Renofest, and Taste of Hartsville, and the Black Creek Arts Council exhibits and so much more don't just happen. They are executed by people who work to build this community in so many ways.
Friday, March 06, 2009
Pretty weekend predicted
Building community takes involvement. And, sometimes that involvement is just plain fun. Like this Saturday morning and early afternoon at the Good Living Marketplace in downtown Hartsville. Lots of vendors, lots of art and lots of big smiles and friendly faces.
And, remember tomorrow night is when the clocks go forward -- SPRING forwarddddddd and there is an extra hour or more of daytime.
That is a good excuse to remind yourself it is nearly real Spring and you could go out to the Tom J. New Coker College baseball field and watch some college baseball. Clarion University is in from Pennsylvania and they will be trying to wrest a game from the Cobras of Coker College, who took two today with a lot of hitting.
When you are at the good living marketplace remember to go over one block to Carolina Ave and check out some of the unique stock in our retail establishments. In this time of slow economics, it is more important than ever to show at home first.
Support your community by being involved. When you are walking around the Good Living Marketplace notice how people find things that are meaningful and make things happen -- like the Humane Society who will be showing pets, and people representing their churches and artists representing some of their work. Visit and see why we say Hartsville, the Art of Good Living.
And, remember tomorrow night is when the clocks go forward -- SPRING forwarddddddd and there is an extra hour or more of daytime.
That is a good excuse to remind yourself it is nearly real Spring and you could go out to the Tom J. New Coker College baseball field and watch some college baseball. Clarion University is in from Pennsylvania and they will be trying to wrest a game from the Cobras of Coker College, who took two today with a lot of hitting.
When you are at the good living marketplace remember to go over one block to Carolina Ave and check out some of the unique stock in our retail establishments. In this time of slow economics, it is more important than ever to show at home first.
Support your community by being involved. When you are walking around the Good Living Marketplace notice how people find things that are meaningful and make things happen -- like the Humane Society who will be showing pets, and people representing their churches and artists representing some of their work. Visit and see why we say Hartsville, the Art of Good Living.
Let's become "outcome focused."
One of the areas in which I try to do a lot of reading and learning is leadership. One of the philosophies of leadership that seems to carry a lot of weight is the idea that each of us should be thinking and acting like leaders. In community building it is important that there are people willing to take on the mantle of leadership. Look at our communities -- it is not difficult to see the crying NEED for more leaders and more leadership.
This past night term at Coker I had the opportunity to teach a course in Media Relations and Crisis Communication. In that course I used some material from James Lukaszewski, a management consultant out of White Plains, NY, and one of the top communicators in the field of crisis communication. He had an article in a magazine called "The School Administrator" in August 2008.
One of the key lessons from this article came through a quick anecdote he told about being involved in a very challenging issue in the mid 90s. Those involved sought out a minister who helped facilitate politically charged situations. This minister laid down "one ground rule."That rule:"The discussion was to be entirely outcome-focused. This meant that whatever happened among us prior to entering his living room no longer existed or mattered..." If we could focus more on what we need in the future than what took place in the past, we would, at a minimum, become much more efficient with our time.
In this article, Mr. Lukaszewski gave a snapshot of what he calls the most credible leaders and managers. These are his bullet points.
Lukaszewski says:
** Grow and learn every day
** Help those they serve to achieve some positive, incremental progress daily
** Identify and talk about those positive increments that those they work with, supervise or lead achieve every day
** Assess what they have learned, and then teach others to assess themselves
There is nothing easy about leadership and that may be why there is such an absence of this quality in many our communities today -- Leadership is hard work.
Information in this post comes from? "The Ingredients For Good Leadership." James E. Lukaszewski in the August 2008 issue of THE SCHOOL ADMINISTRATOR, pages 16 - 19
This past night term at Coker I had the opportunity to teach a course in Media Relations and Crisis Communication. In that course I used some material from James Lukaszewski, a management consultant out of White Plains, NY, and one of the top communicators in the field of crisis communication. He had an article in a magazine called "The School Administrator" in August 2008.
One of the key lessons from this article came through a quick anecdote he told about being involved in a very challenging issue in the mid 90s. Those involved sought out a minister who helped facilitate politically charged situations. This minister laid down "one ground rule."That rule:"The discussion was to be entirely outcome-focused. This meant that whatever happened among us prior to entering his living room no longer existed or mattered..." If we could focus more on what we need in the future than what took place in the past, we would, at a minimum, become much more efficient with our time.
In this article, Mr. Lukaszewski gave a snapshot of what he calls the most credible leaders and managers. These are his bullet points.
Lukaszewski says:
** Grow and learn every day
** Help those they serve to achieve some positive, incremental progress daily
** Identify and talk about those positive increments that those they work with, supervise or lead achieve every day
** Assess what they have learned, and then teach others to assess themselves
There is nothing easy about leadership and that may be why there is such an absence of this quality in many our communities today -- Leadership is hard work.
Information in this post comes from? "The Ingredients For Good Leadership." James E. Lukaszewski in the August 2008 issue of THE SCHOOL ADMINISTRATOR, pages 16 - 19
Thursday, March 05, 2009
Because what you do does make a difference...
Scottie O'Neal, one of the most effective advocates for people with other-abilities, that I have known shared the following with his extensive email list. I thought there were many good ideas in Scottie's writing and wanted to share these because in these times we need builders and there are words here to build by:
From Scottie (Wheelsone) O'Neal:
At Disability Advocacy Day at the Statehouse yesterday, I got a sense of unhappiness from so many people maybe due to their situations or maybe just the state of our current world. I wanted to shared some thoughts of encouragement with everyone in the hope they can remind us to always remember we are all human.
Sometimes admitting our weakness is the bravest thing we can do. Because with that admission, we drop our shield of pretense, find the courage to face reality, and reach out for the help we need. They say that the first step on the road to recovery is the hardest. But while the road is not always an easy one, recovery offers you a new chance to learn to love yourself, your family, and life. It takes time to get adjusted to a new way of living and to learn to enjoy the peacefulness that recovery offers. There will be times when we feel anxious, and that's normal. But you deserve to live in love and happiness, and there is no greater gift you could give yourself.
I have heard following words before and I hope that they speak to you as they have me. You will be whatever you resolve to be. Determine to be something in the world, and you will be something. The words "I cannot", will never accomplished anything. But "I will try" has worked wonders.
We all need to be generous with our kind words. Words can be the doorbell that gains us entry into a heart. They can light up a life through the windows of the soul. Words can bring rays of hope that can even create miracles when you say them to someone who needs them most. Words can be our own security blanket that makes us feel safe from harm. They're the pillow where our dreams sleep and wait to come true. They are stored in the memory so they can be recalled, like a raft that appears out of the blue.
Words can be the alarm clock to our psyche, our sleep enhancer, and our wake-up call. They can shake us to our senses and move us to a different place. They're the candle that lights our fire to keep us from giving up, and they can save us in the midnight hour when we're about to lose the race. Whether negative or positive, they're the secret to creation. They're life to those who say them; listen to your words today. Like a seed that becomes a flower, a word reproduces after its own kind. What are you calling into being by the words you choose to say?
Words can be the catalyst to change someone's life. Are you using your power to help someone along the way? Kindness takes so little effort, and words can mean so much, so let's all use our vocabulary to love someone today.
For many of us we sometimes forget our humanity. For me the sole meaning of life is to serve humanity. Doing good to others is not a duty. It is a joy, for it increases your own health and happiness. When you feel you have nothing to do, you should look and see if there isn't something close at hand that you can improve. It may just make you wealthy, though it is more likely it will make you happy. Just as I have, I know that many of you will find as you look back on your life, that the moments that stand out are the moments when you have done things for others. Each of us should make it a rule to never lie down at night without being able to say, "I have made one person at least a little wiser, a little happier, or a little better this day."
Each of us can only expect to pass through this world but once. Any good thing, therefore, that we can do or any kindness we can show to any fellow human being, we should do it now. We should not defer nor neglect it, for we shall not pass this way again. There is no turning back time, all we have is right now. I will close with the following and I hope that these words have spoken to your heart and stay with you.
"Act as if what you do makes a difference. Because it does."
"You can't live a perfect day without doing something for someone who will never be able to repay you."
It is with much love and caring that I share a glimpse of my soul with you. I hope that you have a great day and remember kindness starts with you.
Please pass this on to anyone you feel may need a pick-me-up.
Scottie
From Scottie (Wheelsone) O'Neal:
At Disability Advocacy Day at the Statehouse yesterday, I got a sense of unhappiness from so many people maybe due to their situations or maybe just the state of our current world. I wanted to shared some thoughts of encouragement with everyone in the hope they can remind us to always remember we are all human.
Sometimes admitting our weakness is the bravest thing we can do. Because with that admission, we drop our shield of pretense, find the courage to face reality, and reach out for the help we need. They say that the first step on the road to recovery is the hardest. But while the road is not always an easy one, recovery offers you a new chance to learn to love yourself, your family, and life. It takes time to get adjusted to a new way of living and to learn to enjoy the peacefulness that recovery offers. There will be times when we feel anxious, and that's normal. But you deserve to live in love and happiness, and there is no greater gift you could give yourself.
I have heard following words before and I hope that they speak to you as they have me. You will be whatever you resolve to be. Determine to be something in the world, and you will be something. The words "I cannot", will never accomplished anything. But "I will try" has worked wonders.
We all need to be generous with our kind words. Words can be the doorbell that gains us entry into a heart. They can light up a life through the windows of the soul. Words can bring rays of hope that can even create miracles when you say them to someone who needs them most. Words can be our own security blanket that makes us feel safe from harm. They're the pillow where our dreams sleep and wait to come true. They are stored in the memory so they can be recalled, like a raft that appears out of the blue.
Words can be the alarm clock to our psyche, our sleep enhancer, and our wake-up call. They can shake us to our senses and move us to a different place. They're the candle that lights our fire to keep us from giving up, and they can save us in the midnight hour when we're about to lose the race. Whether negative or positive, they're the secret to creation. They're life to those who say them; listen to your words today. Like a seed that becomes a flower, a word reproduces after its own kind. What are you calling into being by the words you choose to say?
Words can be the catalyst to change someone's life. Are you using your power to help someone along the way? Kindness takes so little effort, and words can mean so much, so let's all use our vocabulary to love someone today.
For many of us we sometimes forget our humanity. For me the sole meaning of life is to serve humanity. Doing good to others is not a duty. It is a joy, for it increases your own health and happiness. When you feel you have nothing to do, you should look and see if there isn't something close at hand that you can improve. It may just make you wealthy, though it is more likely it will make you happy. Just as I have, I know that many of you will find as you look back on your life, that the moments that stand out are the moments when you have done things for others. Each of us should make it a rule to never lie down at night without being able to say, "I have made one person at least a little wiser, a little happier, or a little better this day."
Each of us can only expect to pass through this world but once. Any good thing, therefore, that we can do or any kindness we can show to any fellow human being, we should do it now. We should not defer nor neglect it, for we shall not pass this way again. There is no turning back time, all we have is right now. I will close with the following and I hope that these words have spoken to your heart and stay with you.
"Act as if what you do makes a difference. Because it does."
"You can't live a perfect day without doing something for someone who will never be able to repay you."
It is with much love and caring that I share a glimpse of my soul with you. I hope that you have a great day and remember kindness starts with you.
Please pass this on to anyone you feel may need a pick-me-up.
Scottie
Tuesday, March 03, 2009
The larger community needs building not destroying
Many years ago when I served as a member of the Board of Education, I saw first hand how easy it is for people to tear things down and tear them apart and how hard it is to build something. I was reminded of that twice today. First, I visited with Dr. Thelma Dawson in Darlington this morning. Her mother, Mrs. Pugh, died the other day. We served on the School Board together and it was pretty much Dr. Dawson's idea and and hard work that brought the Mayo Magnet School into existence for Darlington County. The fight was hard. People declared they would never send their kids to such a school. And, today we know that Mayo is the top choice for many Darlington County students and parents. Ask Dr. Dawson, building that program was really difficult.
And the second time today that thought came to be was watching Hard Ball as pundits assailed the stimulus actions of President Obama and his team. And, remember, Hard Ball favors the president. Yet, already people were declaring the policies ineffectual, too radical, too quick in one breath and then in the next saying even more radical things needed to be done. Were any of them doing anything? No. Their job was to talk. It is up to others to build and those who are building must feel like they under constant siege by forces wanting to destroy whatever they construct. How quickly we forget that the current administration has been in office less than two months.
These are very different times than any of us have ever experienced. This morning on NPR Prime Minister Gordon Brown of Great Britain was calling for international regulations to govern all the countries banking systems. He noted that in this age (which we know as globalization) what happens in one country quickly impacts another. We have never been this globalized before and that is only one of many differences between now and past recessions/depressions. We are facing very difficult times and it seems to me that if we are going to mitigate the effects of this global economic downturn we can only do it through cooperation and collaboration. There are those who are taking great pride in hoping the current ideas fail but you will notice that while they are great at using stones as weapons, none of them have figured out how to use those stones as building material.
We are now living in a world that we have not lived in previously and it is going to take actions that have not even yet been thought of to change our path and start us back on that recovery road. But, if people keep building obstacles instead of helping to clear paths it is going to take much longer and be much more painful than any of us want to imagine. We have a person who is leading with authority and who is willing to be accountable and for the present let's all give him a real chance to show us he is authentic in his leadership. Our Hartsville community, our South Carolina community, our national community and our wider-world community are need of people who will help build. Those who don't want to be part of the building process are free to make that choice but let's withhold any attention until they are willing to put some of their own building ideas into the process.
And the second time today that thought came to be was watching Hard Ball as pundits assailed the stimulus actions of President Obama and his team. And, remember, Hard Ball favors the president. Yet, already people were declaring the policies ineffectual, too radical, too quick in one breath and then in the next saying even more radical things needed to be done. Were any of them doing anything? No. Their job was to talk. It is up to others to build and those who are building must feel like they under constant siege by forces wanting to destroy whatever they construct. How quickly we forget that the current administration has been in office less than two months.
These are very different times than any of us have ever experienced. This morning on NPR Prime Minister Gordon Brown of Great Britain was calling for international regulations to govern all the countries banking systems. He noted that in this age (which we know as globalization) what happens in one country quickly impacts another. We have never been this globalized before and that is only one of many differences between now and past recessions/depressions. We are facing very difficult times and it seems to me that if we are going to mitigate the effects of this global economic downturn we can only do it through cooperation and collaboration. There are those who are taking great pride in hoping the current ideas fail but you will notice that while they are great at using stones as weapons, none of them have figured out how to use those stones as building material.
We are now living in a world that we have not lived in previously and it is going to take actions that have not even yet been thought of to change our path and start us back on that recovery road. But, if people keep building obstacles instead of helping to clear paths it is going to take much longer and be much more painful than any of us want to imagine. We have a person who is leading with authority and who is willing to be accountable and for the present let's all give him a real chance to show us he is authentic in his leadership. Our Hartsville community, our South Carolina community, our national community and our wider-world community are need of people who will help build. Those who don't want to be part of the building process are free to make that choice but let's withhold any attention until they are willing to put some of their own building ideas into the process.
Monday, March 02, 2009
Community begins with Family
And that gives me the opportunity to use this post to acknowledge how great it is when the kids come home for a weekend. Both our daughter, Eve and Inga were home this weekend. While we did nothing really extraordinary, it was just great to be able to have conversations. Actually, on Sunday we treked from Hartsville to Lexington because LeRyiah, Russ and baby Ruby were down from Rome, NY, visiting Russ' parents. Babies grow so quickly we needed to see them on their visit. Turns out, the unusual snow in March caused Inga an extra hour to get to her place in Greenville and Eve ran into big, blinding flakes just inside of North Carolina and she had to stop in Charlotte for the night. So some excitement but the most excitement was being able to have face- to-face conversation instead of ear-to-phone.
The photo is of Sylvia, Inga and Eve with Ruby.
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