12th Annual Beloit College Mindset List Announced Via Webcast

MADISON, Wis. — August 18, 2009 — Beloit College today announced its 12th annual Mindset List via webcast using Mediasite Sonic Foundry, Inc. (NASDAQ: SOFO), the recognized market leader for rich media webcasting and knowledge management, giving the world a peek at the cultural touchstones that have shaped the lives of this year’s incoming college freshmen.

The webcast is now available at www.beloit.edu/mindsetwebcast.
The Beloit College Mindset List is the creation of Beloit’s Keefer Professor of the Humanities Tom McBride and Emeritus Public Affairs Director Ron Nief. The List is used on campuses and around the world as a reminder of the rapidly changing frame of reference for this new generation. The Mindset List website at www.beloit.edu receives more than 300,000 hits annually.
“Webcasting is just in its infancy and yet will be the one technology that allows the class of 2013 and beyond to go to lectures without having to go there. It’s a tremendous realm by which you can be transported to informational regimes that before you actually had to travel to access,” said McBride. “Webcasting is another aspect of computers that is just beginning to have a revolutionary impact.”
“The themes that show up on the 75 items in this year’s Mindset List are that it has always been a very different world for these students. The best examples being there’s never been a Soviet Union but there’s always been a European Union,” said Nief. “There are certain things that have been occurring all their lives that once again are in the headlines today. For example, someone has always been asking if Iraq is worth a war.”
Highlights from the 12th Annual Beloit College Mindset List include the author’s top ten picks:
1.       The European Union has always existed.
2.       McDonald’s has always been serving Happy Meals in China.
3.       Earvin "Magic" Johnson has always been HIV-positive. 
4.       Babies have always had social security numbers.
5.       Everyone has always known what the evening news was before the Evening News came on.
6.       Migration of once independent media like radio, TV, videos and compact discs to the computer has never amazed them.
7.       The American health care system has always been in critical condition. 
8.       They have been preparing for the arrival of HDTV all their lives.
9.       Vice presidents of the United States have always had real power.
10.   There has always been a computer in the Oval Office.
“The Beloit College Mindset List exemplifies the innovation and modernity expected by today’s college students,” said Rimas Buinevicius, chairman and CEO of Sonic Foundry. “Partnering with Beloit College to webcast these cultural touchstones is rewarding for Sonic Foundry because our customers leverage our webcasting technology as one way to cross not only time and space, but also the generational divide.”
Since its introduction in 2003, Sonic Foundry’s Mediasite has set the standard as a transformational communication medium for delivering critical information and sharing knowledge. Trusted by more than 600 colleges and universities, the patented Mediasite webcasting and content management system quickly and cost-effectively automates the capture, management, delivery and search of rich media presentations that combine audio, video and accompanying graphics for live or on-demand viewing.
About Sonic Foundry®, Inc.
Sonic Foundry (NASDAQ: SOFO, www.sonicfoundry.com) is the global leader for rich media webcasting and knowledge management, providing enterprise communication solutions for more than 1,500 customers in education, business and government. Powered by Mediasite, the patented webcasting platform which automates the capture, management, delivery and search of lectures, online training and briefings, Sonic Foundry empowers people to transform the way they communicate. Through the Mediasite platform and its Events Services group, the company helps customers connect a dynamic, evolving world of shared knowledge and envisions a future where learners and workers around the globe use webcasting to bridge time and distance, accelerate research and improve performance.

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