Harpur Alumna "Making Lives Better" Through Advertising

Maybe you recently insisted on driving home a friend who’d had too many drinks at a party. Or registered to vote, even though you weren’t planning to bother. Or saved your own life by getting screened for colon cancer. Chances are, public-service messages from the Ad Council have influenced your thinking, and, ultimately, your behavior for the better.

That’s the mission of Priscilla Natkins ’78: to make the nation a safer, healthier, happier place. As executive vice president of campaigns for the Ad Council, she oversees the messages that Americans take to heart.

After visiting a friend who went to school at Binghamton University, Natkins transferred to Harpur from Bard College. "I was enthralled by the campus, resources and the breadth of what the school had to offer," she said.

Having just spent a year in a small liberal-arts college, she worried about getting lost in the crowd at first, but soon found there was nothing to fear. "As an English major, I made strong and personal relationships with a lot of professors," she said. "I was the arts and leisure editor of Pipe Dream. I loved doing that!" Natkins also enthusiastically recalls going to the "OP" — the Other Place, a pub on Bunn Hill Road — and seeing the Talking Heads perform.

After a year in the buying office of Brentano’s, a New York book retailer, and another in the marketing department of Levi Strauss in San Francisco, Natkins headed to Columbia University to earn an MBA with a concentration in marketing, which she completed in 1982. She spent the next two decades working her way toward the top of the advertising industry. In 1997, Natkins made the jump from for-profit advertising to the Ad Council, whose mission is to bring pressing social concerns to the minds of Americans.

Since the 1940s, the Ad Council has persuaded Americans with public-service messages including "Friends Don’t Let Friends Drive Drunk," "A Mind Is a Terrible Thing to Waste" and "Take a Bite Out of Crime." Natkins oversees the development of these campaigns, from a simple idea to the final ads in the media.

Charities and government agencies inundate the council with requests to promote their causes. "We fill them based on the pressing social issues they represent and whether the specific issue can be addressed in advertising," said Natkins. "We look for issues that consumers can respond to with an attitude or behavior change."

Her current favorite campaign is for America’s Second Harvest, the nation’s largest hunger-relief organization. "What’s astonishing is that one in five kids in America goes hungry every day," she said, "but the general attitude among us is that this country is too prosperous for that to be true." The Ad Council’s challenge was to persuade Americans to believe that childhood hunger is as prevalent as it is.

Television ads in the campaign show a sister covering her brother’s chicken pox with makeup so he won’t miss his only daily opportunity for a meal — the school lunch. Radio spots, parodizing food advertising, offer "recipe tips" for "ketchup soup" and "watered-down milk" — pointing out that children across the country are sitting down to these dishes every night because their parents can’t afford to feed them anything else.

"We launched the campaign right before school ended," Natkins pointed out, "with the hook being that over the summer, kids are out of school, and their one guaranteed meal — lunch — is gone. It’s been enormously successful. The Department of Agriculture changed its policy on free-meal programs over the summer because of this campaign."

Natkins credits her success in part to her education at Harpur College. "I’m in the field of communications; my ability to communicate in a terse and cogent fashion is critical," she said. "I really honed my skills as a writer at Harpur College."

Her history minor may have been as important as her major in English. "My understanding of history shapes how I evaluate the issues that I’m faced with in my job," she said. "I like to believe that I'm pretty well informed, and I can honestly trace my love of learning to my college days."

Her position in the Ad Council puts her face to face with some very impressive government insiders. At a recent conference in Washington, Natkins met Tom Ridge, head of homeland security; Tommy Thompson, secretary of Health and Human Services; and other Washington figures. "We attended a private reception in the East Wing of the White House and had the opportunity to meet President Bush," she added.

Marketing the issues that matter most brings Natkins enormous satisfaction. "I’m on the right side of every issue," she said. "Instead of marketing toothpaste and cars, I’m making people’s lives better through the efforts of the Ad Council. Our efforts are geared strictly to improving the lives of Americans. That’s our sole mission with each and every campaign. I go home at night satisfied that I’m making a difference. Without a doubt, I have the best job in advertising."

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Philosophy Professor's New Book Sheds Light on Violence

Violence is certainly a sensitive topic, especially in the wake of Sept. 11. But Bat-Ami Bar On, associate professor of philosophy, believes that violence must be made sense of. Her latest book, The Subject of Violence: Arendtean Exercises in Understanding (Rowman & Littlefield, 2002) explores different types of violence and subjects that arise when it is a part of life.

Bar On uses the writings of German-American philosopher Hannah Arendt (1906-1975) as a springboard for her own thoughts. Bar On calls Arendt a "companion in thinking" because of the philosopher's firsthand experiences as a Jew in Nazi Germany: "In Arendt, I found a woman who is a subject of violence, who studied it, and to my initial relief, did not write in the literary fashion of autobiography," she said. Bar On also mentions Arendt's philosophical peers, such as Walter Benjamin and Emmanuel Levinas. "You get to see who she is against a background, but I didn't want her voice to be drowned," she explained.

Is violence ever justifiable? Bar On's goal as a writer was to make the reader consider this possibility. Her publisher charges The Subject of Violence with "finding an ethico-political language for violence that escapes the standard idioms in which violence is spoken." Bar On's first set of essays in the book, "Signs of Trauma," focuses on people who have experienced or witnessed it firsthand. The second group, "Shapes of Violence," is about genocide and national violence. The third section, "Ambiguous Alternatives," discusses martial arts -- specifically, people who intentionally study violent skills.

The Subject of Violence is written in a comfortable first-person viewpoint, which Bar On said is designed to allow readers to get past taboos and explore their own feelings. Although her academic colleagues are the primary audience, her intention was to write plainly enough for anyone interested in philosophy, feminism, Jewish history or the martial arts to understand.

Violence is at the forefront of Bar On's thinking because of her upbringing in Israel. "I was born in a war, I grew up during wars, I was a woman soldier during wars, and I grew up with terrorism," she said. "I come from a country that relies on its ability to use force, especially in the regional arena. I think, intellectually, violence is tricky, and we need to be extremely cautious, especially not to rely on it [to solve conflicts]. We need to rely on politics."

Bar On‘s name in Hebrew means "daughter of my people, daughter of power." It was bestowed upon her by Barkai, the Israel kibbutz into which she was born in 1948. Bar On grew up in Hadera, Israel, studied at Tel Aviv University, and came to the United States in 1972 to pursue a PhD at Ohio State. "Philosophy seemed to me, at the time, a place where one could do very conceptual work, elegantly," she said.

Since Sept. 11, Bar On, has been requested to write several essays on terrorism, a topic she has written about before. She is currently developing a collection of her essays on violence as well as a new book on "Just War" theory. Bar On has published several books and scholarly articles on the subjects of violence and trauma, political and social philosophy, and feminist political, social, and ethical theory.

Bar On has been at Harpur College since 1991 and received a Chancellor's Award for Excellence in Teaching in 2000. She feels that she is as good a fit for the institution as it is for her. "I like Harpur College," she said. "Its size is extremely important in that it still gives a certain liberal arts feel to the University." She credits Harpur with curricular innovations by the faculty, a move toward increased globalization of the curriculum and outstanding preparation of students.


Harpur Grad Wins Prize for Unique Thesis

Huebner receives her prize at Harpur College's Recognition Ceremonies on May 18, 2002

Many people wish to trace their roots and learn stories of their ancestral past. Harpur alumna Marina Huebner `02 turned her own exploration into her English honors thesis. Huebner, who moved from Skalica, Slovakia to Binghamton in 1990, received the acclaimed Bendixen prize, which is awarded for the best English honors thesis, at Harpur College's Recognition Ceremony on May 18, 2002 for her thesis titled "In Search of Fortune: An Examination of the Slovak Migration to America."

"When I first came here, I did not see myself as part of a migration cycle." A course called "Immigrants Writing America" with Professor Francis, who eventually became her thesis advisor, opened her eyes to her role in her family's history. "My family had three first-time immigrants who came here from Slovakia," said Huebner, who is the most recent arrival.

"For my thesis, I wanted to explore how my ancestors coped with emigrating to America." Her research paper consists of three parts: the history of Slovak migration to America, representation of Slovak migration in fiction, and the story of her great aunt's experience as a Slovak newcomer in America.

"As a child, I knew all these stories about immigrants going to America in search of work, but I didn't see a pattern that affected Slovak life." In the 1890's, the largest wave of immigrants came from Slovakia to the United States. Most planned to return back home and buy farmland after making their "fortune," usually one thousand U.S. dollars. "Those who did come back had a large influence on the economy," said Huebner, "They had the funds to buy land, hire people, and build houses." But it was not an easy process for the returning migrants. "Everything about them had changed. They dressed and spoke differently. Communities in the 1890's were highly traditional and suspect of anything foreign."

While researching Slovak migration, Huebner realized very little had been written about women because they frequently stayed behind while the men went abroad for work. She studied that angle by reading fiction about migration and comparing women's experiences to those from other countries. The thesis ends creatively with Huebner's own fiction based on her great aunt's experience, titled "Beyond the Gates."

Alfred Bendixen `73, professor of English at California State University, Los Angeles, endowed the award in 2000 to recognize a talented student enrolled in the English department's honors program. "It is an honor to give back to the university that gave so much to me, and it is a pleasure to know that I am helping to sustain the tradition of academic excellence at Harpur College by recognizing the superb value of the honors thesis," said Bendixen, "The thesis provides students with a chance to experience the true meaning of scholarly inquiry and the excitement of scholarly discovery."

Libby Tucker, associate professor of English, said she chose Huebner's thesis for the Bendixen Prize because it combined three kinds of work: creative writing, literary criticism, and analysis of immigration patterns. Tucker was impressed that Huebner worked with source material that was in other languages and carefully studied the patterns of immigration from over a century ago. "It was a highly interdisciplinary thesis and very creative," said Tucker.

Huebner plans to remain at BU and begin working on a Master of Arts in Social Sciences this fall. Although more than a month has passed since receiving the Bendixen Prize, she remains in a state of elation. "I still can't believe I won," she exclaimed. Huebner wishes her thesis to educate the reader about the unique road between Slovakia and America. "I hope that my work will inspire others to research their own ethnic heritage."

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Physics Professor Puts a Spin on Research in Microelectronics

Professor Jian Wang in his lab with a Nordiko 2000 Multitarget Sputtering System.

Harpur College thrives on faculty like Jian Wang. He has published nearly 60 articles in scholarly journals, has 2 patents pending, receives external funding from government and private organizations, has a decade of research experience at top universities such as Yale, Brown, and UC Berkeley, and most importantly, is enthusiastic, friendly, and eager to talk about his work. The Harpur Hotline was pleased to catch up with Professor Wang before he departed on a trip to raise more money to grow his lab in the basement of Science 2.

Wang's research is in spintronics, an emerging field in which electron spin, in addition to charge, is manipulated to create a specific result. It works like this: information is written into spins as a particular spin direction, either up or down, controllable by magnetic fields. The spins, which are part of moving electrons, carry the information along an electric path, such as a semiconductor, sandwiched between two electrodes. A computer is made of millions of circuits used by these bits of information and is designed to interpret them. Out of something old has come something new, as the spins are basic building blocks of magnetism, which was discovered more than 2,000 years ago.

When working with particles this small, seeing is not believing. Spin is a theoretical state. "You have to use your imagination," said Wang. "With an electron microscope, you can look at patterns of electrons and figure out how they’re formed. When you look at a crystal trying to figure out its structure you use an electron beam to form a recognizable pattern after passing through the crystal. In this case, we definitely can’t see the electrons but we can examine the resulting pattern as a group of electrons occur after interacting with the crystal."

Today’s electronic devices only manipulate electron charge. And that soon will change. At the forefront is the read head in computer storage disk. Computers or taping devices record data and store it in small sections of magnetic medium. As the disk spins, a read head deciphers the tiny changes in the magnetic field. The altered magnetic field changes the read head’s electrical resistance (also known as magnetoresistance). "Right now, all commercial recording heads are made of layered magnetic materials that were discovered a decade ago that are very sensitive to small magnetic fields," said Wang.

In 1988, physicists identified "giant magnetoresistance" (GMR) which occurred when they applied a charge to ultra-thin "multilayers" of magnetic materials. IBM and Seagate Technology quickly realized that GMR materials would be able to sense smaller magnetic fields, drastically increasing the storage capacity of disks. "They have really tried to apply these types of materials to their magnetic recording devices to increase the storage density and head sensitivity, and therefore use smaller and smaller disks," said Wang, "It was so successful that now all computers use this type of material in the read head. It is impressive that a new technology is developed within a few years after the research discovery."

Spintronics takes this technology a step further into the domain of microelectronics. Small as it is, spintronics is the Next Big Thing in computer chips. "Spintronics could replace the dynamics random access memory, the Pentium memory chip, and also the hard drive altogether, with a single chip. The one advantage to spintronics technology is that they’re nonvolatile and very powerful, they’re fast, and they consume less power," Wang explained.

"Right now Motorola, Honeywell, and IBM are all working very hard on these memory devices," said Wang. However, support of this research goes beyond the private sector. DARPA (Defense Advanced Research Projects Agency), the research division of the U.S. Department of Defense, has committed millions of dollars in this spintronics. "They recognized right away that there’s a potential application in magnetic electronics. DARPA programs are generally organized so that universities work together with industry. I’m currently working with NVE Corporation through a DARPA project on memory devices," said Wang.

You can expect to hear more from and about Professor Wang in the future. As this Hotline went to press, he returned from his fundraising trip with the promise of a donated million dollar machine from Seagate Technology to do new materials development for information technology. This is a state of the art Ion Beam Deposition System, a versatile high vacuum system for making new multilayers and thin films for spintronics applications. This will serve as a platform to work with microelectronic industry on collaborative research.

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Faces of the Future 2002: Amitabha Bhoumik `02

This is the final article in a 4-part series highlighting seniors graduating from Harpur College, written by Kimberly Gilboord `02.

Harpur College has said goodbye to yet another highly motivated and educated senior, Amitabha Bhoumik, who will doubtlessly take the "real world" by storm.

Bhoumik, originally from Flushing, NY, has certainly made his mark on and off campus. The first generation in his family to be born in the United States, he realizes, "how all the support my family gave me my entire life has truly shaped who I am." With one sister in medical school and his twin brother, a fellow Harpur alumnus, in law school, Bhoumik rounds out this highly driven family.

"I've always been interested in politics and government, but my education in Harpur College has fostered my interests and focused them towards international relations." Bhoumik graduated last month with a major in political science and a minor in Arabic. At Harpur College's Recognition Ceremonies, he received the Filley Award in International Relations, a prize established in 1991 by Professor Emeritus Walter Filley, and the Award for Excellence in Political Science, which recognizes high grades, performance in the department's Honor's Program, and outstanding internship work. His honors thesis was titled, "Political Deprivation and Mobilization: A Model of Ethnopolitical Terrorism." Bhoumik said, "Writing it took about a year. It was challenging, but at the same time, interesting. I am very proud of this accomplishment."

He appreciates the help and guidance his professors at Harpur College have given him. "One of my favorite classes was Politics of the Middle East and North Africa with Professor Laremont, whom I also look to as my mentor, and I really don't know if I could have gotten through my thesis without my advisor, Professor Clark."

This extremely modest student has also enjoyed many valuable experiences outside of the classroom. In the fall of 1999, Bhoumik interned at the Department of State's Office of Chemical and Biological Missile Nonproliferation in Washington, D.C. "I helped review export licenses related to the sale of missile technology and reviewed India and Pakistan entities sanctioned following their 1998 nuclear tests," he said. In the summer of 2000, Bhoumik returned to the Department of State, but this time in the Office of the Coordinator for Counterterrorism. "In this internship, I was responsible for collating information into a presentation to help like Osama bin Laden to the Millennium Conspiracy. That was an extremely interesting job!"

While at Binghamton, Bhoumik volunteered for three years for Harpur's Ferry, the on-campus, student-run ambulance service. During the 2000-2001 school year, he served as Director of Operations, responsible for EMS proceedings.

Bhoumik's future plans bring him back to Washington, D.C. to work for the Department of State. Eventually he would like to become a foreign service operator. He is excited about having graduated and starting his new job, but also sentimental about leaving behind his memories and friends. "I will never forget being up in Hillside, on a beautiful day, and having a barbeque with my friends, just relaxing!" Although Bhoumik's presence will be soreley missed here at Harpur College, his knowledge, drive and enthusiasm will surely send him far in life and help him fulfill all his dreams.

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Harpur Friends and Family

In response to your much-appreciated feedback, the Harpur Hotline has begun a regular feature of alumni news. Please send us anything you want: publications, promotions, marriages, babies, graduations, retirements, etc. Many thanks to everyone who shared their stories. Here's what some of your fellow Harpur alumni are doing:

1964: Barry Schneider has been a judge for 16 years on the Superior court of Maricopa in Phoenix (where 3 other Harpur College alumni serve as judges). Recently the Arizona State Bar bestowed him with the President's Award for contributions to the improvement of the profession and the protection of the public regarding the unauthorized practice of law. You can read more about Judge Schneider at http://www.superiorcourt.maricopa.gov/judicialbios/pdf/schneider.pdf.

1967: Did you live in Rafuse Hall or study music at Binghamton during the late 1960's? Joan (Senft) Hellman would love to hear from you! She can be reached at jhellman@ccbcmd.edu. Hellman earned a Master's in English from Binghamton in 1968 and is now associate professor of reading at Community College of Baltimore County in Maryland.

1969: Binghamton University mourns its most decorated alumnus. Patrick M. O'Neil, a professor at Broome Community College, died on May 26, 2002 in Binghamton. Following his B.A. in English, O'Neil earned Master of Arts degrees in English in 1973, Philosophy in 1979, History in 1981, and Social Sciences in 2001. O'Neil also received a Ph.D. in History in 1993. During many of his years on campus, he worked at several campus jobs in the Union and residence halls and served on the University's Judicial Board and several committees. Locally, he was active in the Conservative Parties of Broome and Chenango counties. In a 1973 letter of recommendation, Zack Bowen, professor and chair of the English Department, called O'Neil "a brilliant man with an exceptional fund of knowledge."

1988: Daniel Yankelevits graduated from Harvard Law school in 1991. He is an executive at DreamWorks SKG and just published his first book, Hollywood Dealmaking: Negotiating Talent Agreements (Allworth Press, 2002), an inside look at the business end of the movie industry. Yankelevits lives in Los Angeles with his wife and two children.

1999: Congratulations to Seth Eichenholtz for graduating from Syracuse University College of Law in May. He is now preparing to take the Bar Exam in July and looking forward to starting his job as Assistant Corporation Counsel for the City of New York in September.

Please send all information and photos (.jpg preferred) to Ingrid Husisian, Hotline Editor, at husisian@binghamton.edu or by mail to the Harpur College Dean's Office, LN 2430, Binghamton University, PO Box 6000, Binghamton, NY, 13902-6000. We look forward to hearing from you!


FYI: Attention Golf Players!

All alumni are invited to attend the Fourth Annual SOM Dean's Challenge to be held June 24, 2002 at the Shackamaxon Golf and Country Club, Scotch Plains, NJ. Gary (`85) and Rina (`85) Meltzer will again host this exciting event that includes dinner and open bar.

Click here for the details.

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Students Cindy Sommer and Lindsay Warren model some of Harpur College's newest clothing

Olivia Tang warms up in Harpur College's newest sweatshirt.

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