Doctors and researchers around the world are constantly devel-oping new techniques and pro-cedures aimed at tackling public health issues, but without the right strategy for reaching the public, these new procedures become use-less.

The World Health Organization (WHO), the United Nations inter-national public health agency, des-ignated USF’s College of Public Health as its first Collaborating Center for Social Marketing for Social Change this week.

Co-head Linda Whiteford, a USF anthropology professor, said the center brings together pub-lic health, social marketing and anthropology to help resolve social and medical problems in cultures across the globe.

“What we bring to the table is an understanding of culture, histo-

Copernicus and the Astrologes, an event last night at the USF Bill Young Hall, brought forth an important connection between ancient astrologist Nicolaus Copernicus and conflicts between science and religion.

Robert Westman, a University of California profes-sor and author of the novel “The Copernican Question,” discussed early Copernican ideas to an audience of over 60.

Though Copernicus is regarded by many as one of the most revolutionary think-

ers of his time for propos-ing the heliocentric theory, Westman said the importance of science goes far beyond his theory.

“Science is a major pres-ence in all of our lives, but it’s also contested for a lot of peo-ple who don’t trust science,” Westman said. “Being able to appreciate the scientific work that was done then can really open up an understanding of how it’s gotten now.”

Westman’s lecture started with the history of astrology, specifically in 15th century Italy, and the influence that Copernicus drew from famous thinkers such as Giovanni Bianchi, whose astronomical

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The Index

USF partners with World Health Organization

The USF College of Public Health was designated by the United Nations as its first Collaborating Center for Social Marketing for Social Change. ORACLE PHOTO/ADAM MATHIEU

Speaker sees astronomy through historical lens

The USF Bookstore got a face-lift Wednesday with a new sign. ORACLE PHOTO/DIVYA KUMAR

By Nataly Capote A S S T . N E W S E D I T O R

By Wesley HigginsN E W S E D I T O R

n See ASTRONOMY on PAGE 2

n See HEALTH on PAGE 2

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T H U R S DAY, S E P T E M B E R 1 8 , 2 0 1 4 ● T H E O R AC L E 2

ry and economics,” she said. “We understand how people perceive disease, and how they respond and change their behavior.”

If a government asks the United Nations for assistance with a health problem, the WHO may ask USF to mentor that country’s health experts in social marketing through online training courses.

Co-head Carol Bryant, a pro-fessor in community and family health, said social marketing uses incentives to promote “socially beneficial programs.”

“It’s a very respectful, consum-er-oriented approach,” she said. “We listen to them to try and understand their constraints before we design a program, a design or a message.”

For example, Bryant said when tackling the problem of childhood obesity, they considered a child’s motivations. Instead of lecturing the children about strict diet and

exercise regimes, they created a summer program for kids.

“There was nothing in the pro-gram about being fat,” she said. “It was all about what kids like or think about, which is having fun.”

WHO selected the USF College of Public Health because of its work with the Pan American Health Organization, as well as their other social marketing projects in immu-nization, cancer screenings and obesity.

The Center’s first project would likely be reducing obesity and high blood pressure in the Caribbean, Bryant said. Global obesity increased to 2.1 billion people in 2013, according to WHO statistics.

Whiteford said every culture has nuanced differences and anthro-pologists will make the center’s work more effective.

“We bring an understanding of cross cultural issues to the table,” she said. “We take what is already a powerful lens biomedicine and public health, and we broaden the scope.”

HEALTHContinued from PAGE 1

tables served as the founda-tion for most of his studies.

For some his theories were controversial, threatening the religious beliefs of the peo-ple toward free will. If the stars were to predict what would happen on Earth, that would leave no room for indi-vidual choice, leading many to believe he was against Christian beliefs.

That war between science and faith still continues today, Westman said, between astrol-ogy and astronomy. Astrology is a spiritual understanding of the universe and its mythical power to affect people and events on Earth. Astronomy, by contrast, is the scientific study of celestial objects based on empirical evidence.

Westman has studied the history of science since 1966, and his novel was regarded as “a radically new approach to the subject” by the Journal for the History of Astronomy.

“When I was growing up, science was becoming a major factor in American life,” Westman said. “(But) it wasn’t until I was in graduate school that it was first taught; I took the course and I became excit-ed.”

Westman also said the astrologer’s theories were the beginning of a major long-term scientific change.

Director of the USF Humanities Institute Elizabeth Bird said she reached out to Westman for a science-filled night of academic lecture.

One of the goals of the lecture, Bird said, was to help students and faculty from all different disciplines to realize why Copernicus’ ideas are still

relevant today, as he formed the basis of what scientists and astrologers still refer to.

“(We want) to educate (everyone) about the develop-ment of modern science or early modern science,” Bird said. “What happened, how it developed, and why it’s still significant today.”

“We find our audiences like discussions of science, the his-tory of science, and the impor-tance of science in society,” Bird said. “It (was) an enrich-ment opportunity for students, faculty and the public.”

The Humanities Institute will host other guest speakers later this semester, including Henry Jenkins, a distinguished professor of communication, journalism and cinematic arts.

Jenkins will visit campus and speak at Bill Young Hall next Thursday.

ASTRONOMYContinued from PAGE 1

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BY PHONE

Addicted to Apple: a dire diagnosis for millenials

Last week, Apple announced a new generation of its hal-lowed iPhone and millennials everywhere collectively came unglued.

Twenty-somethings scram-bled to scrape together pen-nies, max out credit cards and cash in financial aid refunds to preorder the new phone that comes out Sept. 19. The palpable desperation to have a finger on the pulse of technol-ogy is an indication of the pres-ent, and disturbingly intimate, addiction millennials have with their devices.

A recent study released by Baylor University, published in the Journal of Behavioral Addictions, examined 24 cell-phone related activities from 164 college students and found

that women spend an aver-age of 10 hours a day on their cellphones while men spend about eight. Of the activities measured, applications such as Pinterest and Instagram were significantly associated with an addiction to cellphone use.

The idea of cellphone addic-tion might seem melodramatic but evidence suggests it’s real and here to stay. Fitness maga-zine reports a recent survey found 84 percent of the world’s population said they couldn’t go a day without using their cellphone and two thirds of teens and adults checked their phones every 15 minutes.

The American Psychological Association recognizes behav-ioral addictions as diagnosable if there is sufficient research to support the existence of addic-tive qualities. The most recent edition of the Diagnostic and Statistical Manual of Mental Disorders does not yet recog-nize cellphone addiction as a diagnosable disorder, however some feel treatment is still nec-essary.

Morningside Recovery Center in California has a treat-ment program where patients surrender their mobile devic-

es and are permitted limited access. The treatment program aims to cure what they call “nomophobia” which is identi-fied as stress and anxiety that results from separation from mobile phones.

James Roberts, lead research-er in the Baylor University study, said he believes society’s addiction has been woven into the daily lives of many and has become an “invisible driver of modern life.” Undoubtedly, society has become a slave to the device that was once seen simply as a tool, but now as the sole link to the world.

Technology is a very criti-cal instrument to remaining relevant in the world today. However it creates anxiety and enables users to reject the real world in favor of a virtual exis-tence. As the world increasing-ly becomes digital, the role of technology could have greater negative effects. Think about the real world consequences the next time you’re pretend-ing to tweet while you dodge that guy you met on Tinder.

Brandon Shaik is a senior majoring in psychology.

C O L U M N I S T

Brandon Shaik

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An upcoming exhibit at the USF Oliver Art Gallery will educate students on an intricate art form that emphasizes originality.

USF’s Down and Dirty Pr intmaking s tudent organization will bring the show, titled “Backbone,” to the gallery Sept. 22-25, with a reception on the 26th at 7 p.m. This show will include a display of multiple art techniques such as paintings and sketches with a focus on printmaking.

Printmaking is not an art form that simply replicates a photograph, though careful replication is essential. Clayton Petras, a senior and president of Down and Dirty Printmaking, said every copy is considered an original because, depending on an artist’s technique, each print may have slight differences.

“Printmaking is about replication, being able to produce the same exact image over and over again,” Petras said. “It’s challenging, exciting and sometimes frustrating.”

Creating prints involves transferring ink through a matrix onto a variety of materials such as paper or fabric. The most common forms of matrices are metal plates, stone, and wood. Printing onto fabric involves

silk screens or other synthetic material and is normally referred to as screen printing.

The difference between the traditional way to make prints and this club’s focus is, instead of placing the paper on top of the matrix, the matrix is on top of the paper for better correlation of overlapping colors on a single image.

Printmaking dates back to around 105 A.D. in China. It eventually made its way to Europe in the 15th century.

“Printmaking became popular because they are cheaper than paintings,” Petras said. “People could still have art in their homes without paying so much money for it. Now it’s coming back because people want to get back into classical art.”

Different techniques were developed soon after, such as relief printing. Now referred to as a stamp, relief printing is the application of an image from a raised portion of a carved or etched block to a chosen material.

Another technique, lithography, involves the chemical repellence of oil and water. Images are drawn on a flat stone, metal or plastic surface with greasy material and then oil is rolled onto the surface. The portions that have been colored in are those without grease and the image is then pressed onto paper.

One of Petras’s concentrations involves

Intaglio, where an image is engraved on a metal surface with tools or acid. He says he enjoys the “high contrast” shown in the print when working with a very dark shade of black.

“You take the knowledge of art that you have and work backwards,” said Jon Berdanier, a senior majoring in art. “You have to try to replicate your work, making proof after proof.”

Anyone is able to submit their work and all students who submit work could win a cash prize and the chance to have their art placed in the Oliver Art Gallery after the show.

The organization’s goal is to show the campus a different way to make art.

“Art is important for everyone to experience,” said Berdanier. “This is a show to get people more aware of what printmaking is.”

Backbone hopes to inspire and educate all lovers of art, experienced and curious, with a variety of pieces.

“A lot of students at USF aren’t aware of how talented some of these people are,” Petras said. “It’s important for them to get out and see the work. Maybe they’ll like it and maybe it’ll challenge them, either emotionally or morally. That’s what art is supposed to do.”

By Alina RodriguezC O R R E S P O N D E N T

USF Oliver Gallery gets ‘Down and Dirty’

“Backbone” will open in the William and Nancy Oliver Gallery on Sept. 22. ORACLE PHOTO / ADAM MATHIEU

SPECIAL TO THE ORACLE

LifestyleU N I V E R S I T Y O F S O U T H F L O R I D A ● T H U R S D A Y, S E P T E M B E R 1 8 , 2 0 1 4 ● T H E O R AC L E6

A late night cookie delivery service is either one of the most brilliant or most diabolical business plans anyone has ever come up with.

Zach Delner founded his company, Z Baked, in Tallahassee in 2012 and has since opened stores in Tampa and Orlando, allowing students to order freshly baked cookies and other sweet treats for home delivery, or pick up at their location at the corner of Fletcher and North Florida Avenues, from 8 p.m. to 2 a.m.

“When we launched… it was a little cookie delivery

service I started in my apartment with nothing other than the hope of fulfilling a market that seemed to be completely open,” Delner said. “I definitely wanted a delivery option that was available late at night and I loved cookies and I loved the idea… so I took what I would want out of a service and developed it and launched it.”

Students can go onto the company’s website, zbaked.com, to view their complete menu which includes everything from classic chocolate chip cookies to pumpkin pie. The Tampa menu currently offers 14 different cookie flavors, for 99 cents each. They even offer deals such as “The Study Buddy” which includes six

cookies and a bottle of milk.“We guarantee warm on

delivery,” said RJ Anderson, the manager of the Tampa branch.

Delivery times vary as cookies are baked to order. Anderson said the company uses specially designed heating bags to ensure that the cookies stay hot, out-of-the-oven fresh.

“The concept in itself is very similar in practice to pizza delivery,” Delner said. “As soon as the customer orders, we do get that order immediately and it goes straight into an oven so that every single experience is a fresh baked order, a warm happy cookie that people can enjoy right in their homes.”

By Courtney Combs L I F E S T Y L E E D I T O R

Z Baked provides warm cookies on demand

Red Velvet:

This is probably one of the classiest cookies around. A decadent delight, this cookie has a dark red velvet base and white chocolate chips. They’re very rich and best enjoyed nice and slow. These cookies are perfect for fans of red velvet or dark chocolate.

Strawberry Shortcake:

One of the most appealing things about this cookie is its playful color. This pink delight has little chunks of strawberry hidden inside and has a sweet and fruity flavor. It’s not hard to see why it’s one of Z Baked’s most popular cookies.

White Chocolate Macadamia:

It’s an exotic classic that’s hard to resist. With white chocolate chips and large pieces of macadamia nut this cookie is not too sweet and fairly rich with a subtle nuttiness. This cookie is perfect for fans of tropical or coconut flavored desserts.

Lemon Twist:

This bright yellow cookie is not at all sour; it’s really quite sweet. It packs a refreshing burst of lemon flavor, but tastes more like candy than the actual fruit. These cookies are perfect for fans of lemon cake or key lime pie.

Cookies N Cream:

It’s cookies within a cookie, call it what you will. This unique cookie is filled with little bits of Oreo and white chocolate chips. It doesn’t really taste like Oreos, nor does it taste like any other “cookies and cream” flavored dessert out there, it’s something completely new.

ORACLE PHOTOS / ADAM MATHIEU

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Providence and Sienna at home.“We know from the last time

we played them that they’re a very scrappy team,” sophomore defender Matthew O’Neal said. “They look to play tough and we’ll just have to match their intensity.”

Brown has had success scor-ing so far this year, averaging 1.5 goals per game, which will be a task for junior Spasoje Stefanovic, who has only allowed four goals this season.

The Bulls will likely look to senior Lucas Baldin to spark the offense. He has three of the four goals for the Bulls this season and has already been named the AAC Offensive Player of the Week.

USF knows it has a rare chance to gain momentum this weekend,

but the team is trying to stay focused on winning.

“We’re just taking it game by game, looking towards the future,” O’Neal said. “We’re trying to get better and grow as a team. As we get better, we’ll get more wins.”

Washington comes into this game with a 4-1 record, los-ing its only game to St. Mary’s (California).

Keifer has stressed to his team the importance of creating oppor-tunities in games more than scor-ing goals.

“I don’t know how to talk to a player and say ‘Look you just need to score goals,’” Keifer said. “It’s how can we create a few more chances (to score).”

The Bulls play Brown at 7:30 p.m. Thursday and Washington at 7:30 p.m. Sunday.

BOUNCEContinued from PAGE 12

only 66.7 rushing yards per game, good for 123rd in the nation.

In comparison, N.C. State has averaged 243.3 rushing yards a game as well as 39.7 points per game.

Taggart said despite a losing start to the season, he still expects the Bulls to turn it around.

“There’s going to be some hic-cups, but I think we’re going to have one heck of a season.”

In order for the Bulls to have

‘one heck of a season,’ success in conference play will be a must, but Taggart and the Bulls say they are already aware of that.

“That’s what our team set out in January and said they wanted to win this conference,” Taggart said. “We have our first conference game this week and it’s still attain-able for us. Sounds like some folks have given up, but it’s three games in the season, we’re not giving up, we’re still excited, we’re still going to work and we’re going to get this thing turned around.”

TITLEContinued from PAGE 12

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SportsU N I V E R S I T Y O F S O U T H F L O R I D A ● T H U R S D A Y, S E P T E M B E R 1 8 , 2 0 1 4 ● T H E O R AC L E12

Football

Despite losing record, Bulls sets sights on conference title

After losing two games at home and needing a second half comeback to defeat Division II Western Carolina, the Bulls still believe a conference championship is within their reach.

USF (1-2) will host UConn (1-2) this Friday night at Raymond James Stadium in the first AAC game of the 2014 season. Neither team has had much success so far this season, with both the Bulls’ and Huskies’ only wins coming against lower-tier universities.

USF has lost any and all momen-tum it once had this season after Saturday’s 49-17 beat down from N.C. State, but coach Willie Taggart attributes the loss to a lack of focus rather than a talent deficiency.

“I think our issue right now isn’t talent or effort, it’s technical,” Taggart said.

Taggart said the Bulls lost focus partly because they fell into a simi-lar mindset that they had against McNeese State last season.

“I think our guys looked how North Carolina State played against Old Dominion and Georgia Southern and felt like ‘Oh we’ll just show up and beat ‘em,’” Taggart said. “But we’re not that football team, we have to be ready to win every single week.”

He said part of being ready to win is playing with passion.

“You got to want to come off the ball and want to rattle the fillings in that guy’s mouth,” he said. “It’s all a mentality.”

The Bulls briefly embodied that mentality against Maryland when they forced six turnovers and near-ly won the game despite missing starting sophomore quarterback Mike White and other key con-tributors.

But with the disaster that was the N.C. State game in the rear-view mirror, Taggart and the Bulls are setting their sights on some-thing USF has never accomplished — a conference championship.

“We’re 1-2 right now so we’ve got a lot to prove, especially with it being our first conference game,” junior safety Jamie Byrd said. “We plan on winning this conference.”

Though winning the conference is the Bulls’ goal for the season, Taggart said some fans need to temper their expectations.

“It’s also about setting realistic expectations,” Taggart said. “You hear a lot about ‘number two, number two, number two’, but that’s not fair to our guys to com-pare them to number two. We’re trying to stop that downward spiral right now. We have to stop that spiral and then we set that founda-tion.”

In order to begin conference play undefeated, USF will need its defense to fix the issues it had against N.C. State.

“(There were) a lot of miscom-munications, they were moving the ball pretty fast,” Byrd said. “I think we came out unprepared.”

But Byrd and the Bulls aren’t worried about the difficulties of bouncing back from surrendering 49 points at home.

“We will rebound, that’s manda-tory,” Byrd said. “We’re still work-ing on being a top-10 defense in the country.”

But if the Bulls’ issue against the Wolfpack was miscommunica-tion, one can wonder how they will fare against a UConn offense they aren’t accustomed to playing against.

“I think our defense is going to see a totally different offense than

what they’ve seen before,” Taggart said. “Before they’ve seen spread, now they’re going to see pro-style from UConn. It’s a little change for our defense.”

But the Huskies aren’t as explo-sive and successful on offense as the Wolfpack.

UConn has averaged 16.7 points per game, earning them 118th in the nation. They’ve also averaged

Men’s Soccer

Bulls aim to bounce back on homestandAfter winning two of the past

three games, USF men’s soc-cer aims to add two more wins this weekend as they take on Brown on Thursday and No. 8 Washington on Sunday at Corbett Stadium.

USF (2-2) lost its last game to Old Dominion 1-0, but felt it was more a lack of focus on rather than being outplayed by the oppo-nent.

“I think we gave them some

things we probably could’ve pre-vented,” coach George Kiefer said. “The positive of that is I don’t think they earned anything on their own.”

USF, who has not lost a home game yet this season, has a two-game home stretch against tough competition.

“When we are at home, it gives us a boost,” sophomore mid-fielder Lindo Mfeka said. “If the Goalmouths are there, it’s a plus for us and they do a really good job.”

The Bulls are looking to build

on their tough wins so far this season and know that a win over No. 8 Washington will do a lot for their season.

“(Winning) definitely gives us confidence and experience to play,” Mfeka said. “We really want to win and get the winning streak going.”

Before USF has that opportu-nity, it must get through Brown. Though it knocked off No. 23 Boston University on the road, Brown has been inconsis-tent, dropping games against

The Bulls will look to push their undefeated home record to four games this season when they host Brown and Washington this weekend. ORACLE PHOTO/ADAM MATHIEU

By Jacob HoagA S S T . S P O R T S E D I T O R

By Vinnie PortellS P O R T S E D I T O R

Coach Willie Taggart and the Bulls went 2-6 in conference play last season, but said he believes they can win the AAC this season. ORACLE FILE PHOTO/ADAM MATHIEU

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