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Graphic from the Altimeter report: What Do We Do With All This Big Data? Download at: pages.altimetergroup.com/what-do-we-do-with-all-this-big-...

Graphic from the Altimeter report: What Do We Do With All This Big Data? Download at: pages.altimetergroup.com/what-do-we-do-with-all-this-big-...

Graphic from the Altimeter report: What Do We Do With All This Big Data? Download at: pages.altimetergroup.com/what-do-we-do-with-all-this-big-...

Graphic from the Altimeter report: What Do We Do With All This Big Data? Download at: pages.altimetergroup.com/what-do-we-do-with-all-this-big-...

The editors at Men's Fitness decided to beef up Andy Roddick a little more than he actually is in reality when they made his arms more muscular than usual.

Roddick responded on his blog by saying, "I spent the last few weeks in Austin really focused on my training and getting back into shape…but pretty sure I’m not as fit as the Men’s Fitness cover suggests…little did I know I have 22 inch guns and a disappearing birth mark on my right arm. I saw the cover for the first time when I landed after Rome…it was pretty funny…I walked by the newsstand in the airport and did a total double take …I can barely figure out how to work the red-eye tool on my digital camera…whoever did this has mad skills."

Source: digitalethics.files.wordpress.com/2007/06/roddick.jpg";

Donald Heider is dean of Loyola University Chicago's School of Communication. He is also an expert on virtual worlds. Before embarking on an academic career, he was a broadcast journalist for 10 years in Washington, D.C., and Tennessee. His work was recognized with five Emmy awards and an Associated Press award.

In 2011 Dr. Heider was elected vice president of the Association of Schools of Journalism and Mass Communication (ASJMC) and will serve in that postion until 2012, when he will become president-elect and then president through 2014 of the non-profit, educational association composed of some 190 JMC programs at the college level.

Dr. Heider is also chair of the Standing Committee of Professional Freedom and Responsibility for the Association for Education in Journalism and Mass Communications (AEJMC). He edited a groundbreaking book researching virtual worlds entitled, "Living Virtually: Researching New Worlds (2009)." He is also the founder of the Center for Digital Ethics.

His earlier academic work was as associate dean at the University of Maryland, and a professor at the University of Texas at Austin. He also has taught at the University of Colorado (where he also earned his PhD), the University of Missippi and American University.