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    Marilyn Kraft, MBA, REHS

    Dave Dyjack, Dr.PH, CIH

    CUPA 2012

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    The Program

    Module #1 Framing

    Module # 2 Critical Thinking

    Lets begin by calibrating our brain

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    What Do You See?

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    Framing: What is it? How does the public think about a particular issue?

    which ultimately affects their choices

    Frames are organizing principles that are sociallyshared and persistent over time, that worksymbolically

    Subtle selection of certain aspects of an issue in order

    to cue a specific response structure the social world Suggests potential solutions conveyed by images,

    stereotypes, messengers, and metaphors

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    5

    Why It Matters

    Perceptions shaped by core beliefs

    New thinkingchallenges core beliefs

    If challenged we revert to familiar Makes it hard for people to hear new messages

    We have to connect people to a different frame

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    Listen and process Identity affirmation - - individuals affirmatively

    process information consistent with their culturalvalues

    Pluralistic advocacy are more likely to acceptinformation if conveyer portrays diverse values, onboth sides of the debate

    Narrative framing resonates with narrative templatesor schemes

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    How We Process Information

    Mental shortcuts help us make sense

    Communication has cues about where to fitinformation into existing knowledge Helps us connect to shortcuts or dominant frames

    New information seen through dominant frames

    Our understandingis frame-based Not fact-based

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    Dominant Frame Habits of thought

    Establish expectation

    Lay foundation for everything we hear Cultural lens

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    EH Framing: Short Video

    Frameworks

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    Thoughts on the Film ClipWhat does this short film mean to you?

    As you think about your profession, can you identifyyour frame(s)?

    What are your customer and co-workers frame?

    How might you change the way you interact?

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    2012 Newt Gingrich Florida Election Results

    46% (Romney) to 32% (Gingrich)

    Press: Romney demolishes Gingrich

    Romney: Im the best man to beat Obama

    Gingrich: Its now a two man race

    Ron Paul: 1913 wasn't a very good year. 1913 gave us the incometax, the 16th amendment and the IRS.

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    Occupy Wall Street:

    Management Frame ~400 cities in U.S.

    U.S. Megacity: Political Issue

    Mid Sized City: Public Health Issue

    Mid Sized City: Public Safety Issue

    Dave Dyjack: Refugee Model Issue

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    Framing a Riot "[Rioters] are lawbreakers, destroyers of constitutional

    rights and liberties and ultimately destroyers of a freeAmerica." -- Lyndon B. Johnson, American president,1965

    "A riot is at bottom the language of the unheard." --

    Martin Luther King, Jr., American civil rights leader,1967

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    Katrina: Government as Oppressor Katrina showed what happens when state and local

    officials become dependent on the federal government

    Katrina reveals the dangers of environmentalorganizations that sue to stop levee-raising projects inorder save an obscure species.

    Katrina proves that we must expand our domestic oil

    and gas production by opening the Arctic NationalWildlife Refuge and eliminating environmentalprotections.

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    Katrina: Govtas the Oppressor Katrina showed the importance of individual responsibility. Those who

    failed to take individual responsibility to get out suffered greatly oreven died. Those who stayed behind to loot or act in otherwiseunlawful ways revealed the underbelly of urban liberalism andgovernment welfare.

    Katrinas drain on the economy makes tax cuts all the more necessaryas a spur to economic growth.

    Katrina sets our priorities straight: rebuilding homes and businessesrather than spending on government entitlement programs like theMedicare drug benefit, Medicaid, the Centers for Disease Control, theCorporation for Public Broadcasting, global AIDS funding, and so on.

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    SummaryWhenever conservatives have their back to the wall,

    they redouble their efforts and turn disaster -- literallyand figuratively -- into ideological and political gain

    Other current examples?

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    Alternate Response to Katrina Bush lacked leadership. Bush was told in advance and didnt respond in time. Bush had sent the National Guard to Iraq when its ranks

    were needed at home. Bush loaded the Federal Emergency Management Agency

    with incompetent political hacks like Michael Brown. Bush took money from levee reconstruction and used it for

    the war and to render tax cuts.

    Bush failed to preserve the wetlands that would havemitigated the storm surge, reversing Clinton policy. Bush has refused to address global warming, which

    contributes to the frequency and severity of hurricanes.

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    Next time around.

    Government as Assister The tragedy of Katrina and response was a matter

    of values and principles:

    EmpathyResponsibility

    Fairness

    Illustration Derived from Framing Katrinaby George Lakoff & John Halpin

    The American Prospect.2005

    http://www.prospect.org/http://www.prospect.org/http://www.prospect.org/
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    Framing Strategy Includes

    Connecting issue w/ valued frame

    Thematic not episodic context

    Simplifying model or metaphor

    Messengers

    Visuals

    Tone

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    Level OneBig ideas, like freedom, justice, community, success,responsibility

    Level Two

    Issue types, like the environment or child care

    Level Three

    Specific issues, like rainforests or earned income taxcredits

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    Level One ExamplesWe want to live in a society that is

    Authentic Caring Committed Community focused Competitive Connected to others

    Increasing Knowledge

    Nurturing

    Positive in Outlook Responsible

    Safe/ Secure

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    Level Two

    Level 2 frames can focus on issues like children,elderly, education, friendship, or corporate

    America

    Level 2 can also be a new or novel way ofgrouping issues together

    Prisons and education

    Children and corporate America

    Hazardous materials and social responsibility

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    Building a Framing Story Connect your issue to a Level 1 value

    Ask what kind of world people want to live in

    Ask what would that world look like? Level 2 connected to level 1

    Many issues can fit into Level 2 for different purposes

    Level 3 specifies how Level 2 is achieved

    Tell a story linking levels 1 to 2 to 3

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    Linking Levels Together

    Tobacco Level 1 - We want to live in a truthful society

    Level 2 - Companies are honest about their products

    Level 3 Policies that require disclosure of productcontents

    Hazardous Materials Level 1 - We want to live in a society free from toxics

    Level 2 - Regulations can help reduce exposure

    Level 3 Successful program implementation in 2012

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    Gain versus Loss Framing If certain of outcome

    Gain framing is more effective

    If uncertain of intervention outcome Loss framing is more effective

    Pointing out problems Creates negative reaction

    Cultural targeting Enhances effectiveness with right frame Not more effective if combined with wrong frame

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    Hazardous Material ExamplesFrame Gain Loss

    Outcome Certain Uncertain

    Types Law awaiting effective date.Advances in technology.

    Funding issues.Laws & Regs in fluctuation.

    Example 1 E-reporting mandate E-reporting grant funding delay

    Example 2 New technology is availablefor leak detection Rewrite of Title 23 UST regs due tonew federal UST regs

    ________????

    ________________________The outcome is fairly certain.

    _______________________________The outcome has a lot of uncertainty

    Language Facilities will now be able to Agencies may not be able to

    Specific 1 Update inventories onlinewith fewer agency variations. Perform outreach, update systems,meet deadlines.

    Specific 2 Use component/procedure Xas listed/referenced.

    Have the authority to enforce X orto allow previously authorized Y.

    ________

    ????

    __________________________What is the gain?

    _______________________________What is the loss?

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    Metro Atlanta Chamber of

    CommerceAs empty nesters and singles out-pace the growth in

    households with kids, the region is seeing anincreasing demand for walkable, low-maintenance

    communities, conveniently located to shops, jobs andrecreation. Where, howand whetherwe will meetthis demand are the key questions for the future

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    FramingDenial, in which you can't believe that what you've done in the past doesn't work, eventhough you know better, and can only dimly see how you might do it differently.

    Wonder and Ah-Ha!, in which suddenly everything you see is Framing! Framing!Framing!

    Paralysis, in which you are afraid to frame because you know the bad frames are in you.

    Assimilation, in which you hunker down, read and think more, and try to learn how toget yourself unstuck.

    Awkwardness, in which your frame has the head of a cat and the tail of a dog, but yourecognize it and keep trying.

    Integration, in which you successfully reframe a piece and it works, and you keep doingit, and it works better.

    Conversion, in which you realize that you had better share your knowledge with yourcolleagues and coalitions or their frames will undermine yours.

    Jeanne Ryderhttp://www.frameworksinstitute.org/sevenstages.html

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    Which do you find as more inspirational and

    would act on? What are you thinking?

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    Frames Create Context

    Implications for critical thinking

    Are everywhere

    Lets take a break

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    Acknowledgements & Resources Susan Kirby Dr.PH: [email protected]

    Frameworks Institute, Washington, D.C.www.frameworksinstitute.org

    Nathaniel Kendall-Taylor, Director of Research,

    Frameworks Institute

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    Marilyn Kraft, MBA, REHS

    Dave Dyjack, Dr.PH, CIH

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    Critical Thinking Defined Careful application of reason in the determination of whethera claim is true or a process that questions assumptions

    Type of critical analysis:disciplined intellectual criticism that

    combines research, knowledge of historical context, andbalanced judgment

    Critical thinking is the intellectually disciplined process ofactively and skillfully conceptualizing, applying, analyzing,

    synthesizing, and/or evaluating information gathered from, orgenerated by, observation, experience, reflection, reasoning, orcommunication, as a guide to belief and action

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    Where can you use it? Determine what information is or is not pertinent

    Recognize logical flaws in arguments

    Avoid over stated conclusions

    Recognize that a problem may have no clear answer orsingle solution

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    Can you find the flaw?The cool thing about being

    famous is travelling. I have alwayswanted to travel across seas, like toCanada and stuff.

    Britney Spears

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    What do you make of these? Lawn mowers create more air pollution than jet skis

    The Clinton Administration implemented the biggesttax increase in history

    LIAs close fewer cases than LOPs.

    The ABC Company in San Bernardino has moreviolations than the ABC Company in San Diego.

    XYZ Company in San Francisco is more hazardousthan Freds Company in Sacramento.

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    Concepts of RiskRisk Analysis Matrix

    Severity of Consequences

    ProbabilityofEvent

    MoreRisky

    LessRisky

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    The Basics1. Claims - things we say or in express in writing to conveyinformation, opinions or beliefs

    2. Issues are a question is the claim true or false?

    3. Arguments is produced to support that a claim is true

    Premise 1) can offer support for the conclusion if the

    conclusion is true and 2) is relevant to the conclusion

    Conclusion - a decision made or an opinion formed afterconsidering the relevant facts or evidence

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    ArgumentAn attempt to support or prove a claim or assertion by

    providing reasons for accepting it

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    Two Kinds of Arguments1. Deductive - conclusion must be true provided that

    the premises are true

    Claim: Dave Dyjack is taller than Kristen Riegel

    Premise: Dave Dyjack is taller than Marilyn Kraft.

    Premise Marilyn Kraft is taller than Kristen Riegel.

    Conclusion: Dave Dyjack is taller than Kristen Riegel.

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    2.Inductive Argument Inductive doesnt prove or demonstrate a conclusion, they

    support it. The more support the premise of inductiveargument provides for the conclusion, the stronger the

    argument is.

    Makes arguments are stronger or weaker (in court: beyonda reasonable doubt)

    Caution: Research has demonstrated that people areinclined to seek solutions to problems that are moreconsistent with known hypotheses -remember thoseFrames!

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    Inductive Reasoning Example Premise: White swans are the only swans we see in Europe

    Premise: White swans are common in my community

    Premise: My pillow is filled with swan down, which is white

    Premise: I live in Europe

    Conclusion: All swans are white

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    Class Exercise Choose an example of deductive reasoning used in

    CUPA work. List the premises which lead to theconclusion.

    List one example of inductive reasoning used in CUPAwork. List the premises which lead to the conclusion.

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    ExplanationA claim or set of claims intended to make a claim,

    object, or event or state of affairsintelligible

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    Causal Explanations two (2) types Type 1 Physical Explanation domain of the natural

    sciences, includes:

    Atmospheric conditions

    Relative humidity

    Temperature

    LEL meter readings

    PH Geological conditions

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    Physical Explanation CautionsCheck Assumptions

    What are you really measuring/observing?

    Did you measure only what you were looking for? What elsemight be there?

    Are your conclusions consistent with what you were and were notmeasuring?

    Why measure O2 before LEL?

    In what type of solutions will pH paper not register a result?

    What must pH paper have in order to measure acidity? What data is your conclusion based on?

    What is at risk?

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    Type 2: Behavioral Explanations Tries to elucidate causes of behavior

    History

    Psychology Political science

    Sociology

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    Technical vs. Adaptive* ChallengesTechnical Challenges At least one known solution exists Some expert, somewhere, even if it

    requires specialized resources or skill,knows exactly what to do

    Addressed in regulations, operatingdirectives, guidance, training,

    procedures.UPA Examples: Install an underground storage tank

    system in accordance with allmanufacturer, local, and Staterequirements

    Determine if a substance meets the

    regulatory definition of hazardouswaste Correct local database support code

    tables to match the CERS2 datadictionary requirements

    Adaptive Challenges

    Problem has never been definedor the issue never resolved.

    The issue is new, never seenbefore.

    No one knows exactly what to

    do. Requires team effort.UPA Examples: Compliance where owners is without

    motivation or resources Computer or English language

    proficiency or access for regulatorycompliance issues

    New UPA business processes resultingfrom mandated e-reporting

    *Adaptive challenges is a concept of Ron Heifetz, Kennedy School of Government

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    Type ProblemDefinition

    Solution &Implementation

    Kind ofWork

    Assign? Time/Cost

    I

    E.g.

    Clear

    Using

    Wrong Field

    Clear

    Align with

    Standard

    Technical

    Systematic,

    Detailed

    Individuals,Contractor

    ?

    Predictableby workvolume

    ?II

    E.g.

    Clear

    ?

    RequiresLearning

    ?

    Technical andAdaptive

    ?

    Qualified Team

    ?

    Moderate

    ?

    III

    E.g.

    RequiresLearning

    ?

    RequiresLearning

    ?

    Adaptive

    ?

    Multi-disciplinaryTeam w/Leadership?

    Long &Uncertain

    ?

    Technical vs. Adaptive* Problems

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    Some things worthy of explanationWhy was Governor Gray Davis recalled?

    Why has the Yucca Mountain nuclear waste site notbeen commissioned?

    Why did the ethylene oxide release and explosion atSterigenics facility in Ontario, California occur?(http://www.csb.gov/newsroom/detail.aspx?nid=152)

    Why are specific inspectors reluctant to pursue formal

    enforcement action against specific recalcitrantviolators?

    Why did or will specific violators not do very basicspecific documented actions to return to compliance?

    http://www.csb.gov/newsroom/detail.aspx?nid=152http://www.csb.gov/newsroom/detail.aspx?nid=152
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    Argument When we give a reason for doing something , we arepresenting an argumentfor it

    Example: Formal enforcement action against WMCompany is appropriate because there is a pattern of recalcitrance evidence here The company has been given due process notice and

    opportunity to comply and has failed to return to compliance.Evidence here

    The company handles a regulated substance anhydrous

    ammonia, which on 1/1/11 was released but not reported bythe facility. Combined with multiple business plan andCalARP violations, this situation has a high potential for harmto the public , their employees, and response personnel.

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    Explaining When we cite an individuals reason for doing something,

    we are explainingwhy he or she did it

    Example: Inspector Jones filed a formal enforcement

    action against WM Company because: the company had not returned to compliance after the other

    informal processes failed.

    His performance goals include inspecting all handlers in his

    district every 3 years , with 70% return to compliance, and anexpectation to file 3 formal enforcement actions his mostrecalcitrant violators this year.

    Inspector Jones wants to promote to a lead position.

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    ExplanationsAre relative a good explanation for you is not

    necessarily good for everyone else

    Example: a puddle under the toilet might be explained

    by a leaking wax sealIf you own the house, you might want to know why

    If you are renting the house, simply call the landlord

    Explanatory Adequacy is relative to ones needsCannot be ambiguous, vague, incompatible with

    established fact

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    Can we think of examples where an explanation

    is needed in Hazardous Materials Management? How does CERS work?

    Audience: Small business: You need to have an email address,access to a computer, and a paper version of your forms so you can

    Multijurisdictional business: Talk to CalEPA setting up

    organizations and electronic data transfer. Emergency Responders: Either youll like the online interface or

    well have to figure out how to get you what you want but it wont bepaper anymore

    What are my options for managing used oil?

    Simple: Consolidated manifesting or HW hauler Odd: Remote Consolidation, Limited self transportation, etc.

    Example of principle is that inspectors typically dont bring up allthe convoluted legal options that are more likely to lead someone tonon-compliance unless the situation might fit.

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    Explanation Adequacy Depends on level of granularity needed by customer

    Testability is the water under the toilet cold?

    Be consistent Not be in conflict with fact or theory

    Not be circular

    Avoid unnecessary assumptions or unnecessary

    complexities

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    Forming Hypotheses AKA Inference to the best explanationMethod of difference what is different about today (or the

    situation under consideration) from other days?

    Method of Agreement (co-variates) issue under considerationis associated with another condition

    Be careful, association and causation are different things

    (example)

    Post hoc fallacy (i.e., one thing caused another because ithappened before the outcome under question)

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    Confounders Connection between A and B is coincidental

    A and B result from a 3rdthing

    B caused A rather than other way around

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    Proof by disproof Dont fall into this trap

    Appeal to Anecdote ( I took a zinc tablet and didntcatch a cold. Hence, zinc prevents colds)

    Confusing Explanations with Excuses. Dont allow your

    frame to overwhelm you into sympathy

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    Writing Argumentative EssaysA statement of the issue

    A statement of ones position on that issue

    Arguments that support ones positions

    Rebuttals of arguments that support contrary positions

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    Rebuttals Confine your statements to your opponents views

    Do not call opposing arguments absurd (rememberframing)

    Where an element of an opposing view is good, call itout

    Concentrate on the most important considerations

    Present your strongest arguments first

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    Things to avoid in the written word Clichs

    Generalizations

    Exaggeration

    Passive writing style

    Lack of specificity

    Verb noun disagreement

    Parenthetical remarks

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    How to Improve?Conducted review of training records onsite.

    Poor housekeeping.

    No labels on drums.

    Inadequate funding and staff.

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    Source Credibility Education

    Relevant Experience

    Relevant Accomplishments

    Reputation

    Objectivity/Lack of Bias/Lack of or Transparent VestedFinancial Interest

    Evidence Specific to this Site

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    Experience & Site-Specific Evidence

    Common Sense & the Obvious

    Dont ignore it

    Dont stop at it

    Dont underestimate the abilityof intelligent & educatedpeople to:

    Ignore it Stop at it

    Ask questions until you aresatisfied.

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    Euphemism vs Dysphemism Positive expression for

    something that is usuallynegative

    Pre-owned cars

    Freedom fighter

    Opposite of euphemism

    Used car

    Terrorist

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    What Do You See?

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    Conclusions Framing

    Critical Thinking

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    Acknowledgements Critical Thinking 9thEdition. Brooke Noel Moore

    and Richard Parker. McGraw Hill Publishers, 2009.

    California-Nevada Training Center