and its peoples. To gain these capacities is to become "truly educated."

"People work more productively in teams than individually. Teamwork requires cooperation, which motivates people much more than individual competition does." The speaker asserts that because teamwork requires cooperative effort, people are more motivated and therefore more productive working in teams than working individually as competitors. My view is that this assertion is true only in some cases. If one examines the business world, for example, it becomes clear that which approach is more effective in motivating people and in achieving productivity depends on the specific job.

In some jobs productivity dearly depends on the ability of coworkers to cooperate as members of a team. For businesses involved in the production of products through complex processes, all departments and divisions must work in lock-step fashion toward product roll-out. Cooperative interaction is even essential in jobs performed in relative isolation and in jobs in which technical knowledge or ability, not the ability to work with others, would seem to be most important. For example, scientists, researchers, and even computer programmers must collaborate to establish common goals, coordinate efforts, and meet time lines. Moreover, the kinds of people attracted to these jobs in the first place are likely to be motivated by a sense of common purpose rather than by individual ambition.

In other types of jobs individual competition, tenacity, and ambition are the keys to productivity. For example, a commissioned salesperson's compensation, and sometimes tenure and potential for promotion as well, is based on comparative sales performance of coworkers. Working as competitors a firm's individual salespeople maximize productivity-in terms of profit--both for themselves and for their finny. Key leadership positions also call, above all, for a certain tenacity and competitive spirit. A firsts founding entrepreneur must maintain this spirit in order for the firm to survive, let alone to maximize productivity. Moreover, in my observation the kinds of people inclined toward entrepreneurship and sales in the first place are those who are competitive by nature, not those who are motivated primarily by a sense of common purpose.

On balance, however, my view is that cooperation is more crucial for an organization's long-term productivity than individual competition. Even in jobs where individual competitiveness is part-and-parcel of the job, the importance of cooperation should not be underestimated. Competition among sales people can quickly grow into jealousy, back stabbing, and unethical behavior all of which are counterproductive. And even the most successful entrepreneurs would no doubt admit that without the cooperative efforts of their subordinates, partners, and colleagues, their personal visions would never become reality.

In sum, individual competitiveness and ambition are essential motivating forces for certain types of jobs, while in other jobs it is a common sense of mission that motivates workers to achieve maximum productivity. In the final analysis, however, the overall productivity of almost every organization depends ultimately on the ability of its members to cooperate as a team.

"Colleges and universities should offer more courses on popular music, film, advertising, and television because contemporary culture has much greater relevance for students than do arts and literature of the past."

The speaker asserts that the curriculum of colleges and universities should emphasize popular culture--music, media, literature, and so forth rather than literature and art of the past, for the reason that the former is more relevant to students. I strongly disagree. Although courses in popular culture do play a legitimate role in higher education, formal study of the present culture at the expense of studying past cultures can undermine the function of higher education, and ultimately provide a disservice to students and to society.

Admittedly, course work in popular culture is legitimate and valuable for three reasons. First, popular culture is a mirror of society's impulses and values. Thus, any serious student of the social sciences, as well as students of media and communications, should take seriously the literature and art of the present. Secondly, in every age and culture some worthwhile art and literature emerges from the mediocrity. Few would disagree, for example, that the great modem-jazz pioneers such as Charlie Parker and Thelonious Monk, and more recently Lennon and McCartney, and Stevie Wonder, have made just as lasting a contribution to music as some of the great classical musicians of previous centuries. Thirdly, knowledge of popular films, music, and art enables a person to find common ground to relate to other people. This leads to better communication between different subcultures.

Nevertheless, emphasizing the study of popular culture at the expense of studying classical art and literature can carry harmful consequences for students, as well as for

lululovehermit@