Bad news sells. If it bleeds, it leads. No news is good news, and good news is no news. Those are the classic rules for the evening broadcasts and the morning papers. But now that information is being spread and monitored(监控) in different ways, researchers are discovering new rules. By tracking people's e-mails and online posts, scientists have found that good news can spread faster and farther than disasters and sob stories.

    “The 'if it bleeds' rule works for mass media,” says Jonah Berger, a scholar at the University of Pennsylvania. “They want your eyeballs and don't care how you're feeling. But when you share a story with your friends, you care a lot more how they react. You don't want them to think of you as a Debbie Downer.”

    Researchers analyzing word-of-mouth communication—e-mails, Web posts and reviews, face-to-face conversations—found that it tended to be more positive than negative(消极的), but that didn't necessarily mean people preferred positive news. Was positive news shared more often simply because people experienced more good things than bad things? To test for that possibility, Dr. Berger looked at how people spread a particular set of news stories: thousands of articles on The New York Times' website. He and a colleague analyzed the “most e-mailed” list for six months. One of his first findings was that articles in the science section were much more likely to make the list than non-science articles. He found that science amazed Times' readers and made them want to share this positive feeling with others.

    Readers also tended to share articles that were exciting or funny, or that inspired negative feelings like anger or anxiety, but not articles that left them merely sad. They needed to be aroused(激发) one way or the other, and they preferred good news to bad. The more positive an article, the more likely it was to be shared, as Dr. Berger explains in his new book, “Contagious: Why Things Catch On.”

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    Earthquake rescue robots have experienced their final tests in Beijing. Their designers say that with these robots, rescue workers will be able to have more time to save more lives during an earthquake.

    This robot looking like a helicopter（直升机）, is called the detector-bot . It's about 4 meters long, and it took about 4 years to develop the model. Its main functions（作用）are to collect information from the air, and send goods of up to 30kilos, to people stuck in an earthquake.

    This robot has a high quality 360 degree panoramic camera. It can work day and night and will also be able to send the latest pictures from the quake area. Dr. Qi Juntong, Chinese Academy of Science, said, "Unlike other automatic machines, the most important feature of this robot is that it doesn't need a distant control. We just set the information of the earthquake-struck area on it, and then it takes off, and lands by itself. It flies as high as 3,000 meters, and as fast as 100 kilometers per hour. "

This robot has a different function — it can change as the environment changes. Its main job is to search for any signs of life in places where human rescuers are unable to go.

    As well as a detector（探测器）that finds victims（遇难者）and detects poisonous gas, a camera is placed in the 40 centimeter long robot, which can work in the dark.

    Another use for the rescuers is the supply bot, with its 10-meter-long pipe. People who are caught in the ruins will be able to get supplies including oxygen and liquids.

    Experts have said that the robots will enter production, and serve as part of the national earth- quake rescue team as soon as next year.

    A bright yellow “M” tells you that it's a McDonald's restaurant; we also associate the cheerful theme tune “I'm Lovin' It” with the famous US fast food.

A brand's music has a similar effect on its customers as its logo. “It appeals directly to the heart, where consumers' decisions are really made,” wrote Marketing Week.

This is probably why companies from around the world have recently focused more on building a “sonic (声音的) identity”.

    An example is the software company Tencent QQ. Since 2014, this Chinese company has been trying to trademark (申请商标权) its “Di-Di-Di-Di-Di-Di” notification sound. The trademark was finally approved on Nov 15, which means that Tencent's “Di-Di-Di-Di-Di-Di” notification sound is now protected by law and can only be used by QQ.

    Sound and music can also help tell stories. In Game of Thrones (《权力的游戏》) there are so many characters that it is difficult to memorize them all. So, they wrote melodies (旋律) specific to each family. The result is that characters do not only look familiar, but sound familiar too.

    “I think a huge reason why sound inspires action is that, on an unconscious level, we are always listening,” Lauren Nagel, executive creative director at Pandora Media, told GeoMarketing. “You can close your eyes, but you can't shut your ears.”

    I decided to ski to the North Pole. It was after I saw an advertisement in a newspaper looking for people to join a team to ski 350 miles to the North Pole. Back in 1996, there had never been a woman from the UK who had accomplished this challenge. I wondered what it would be like to survive in temperatures cold enough to freeze your flesh in seconds, so I sent off for the application form.

    The application form full of pictures of male explores arrived. The words “Are you man enough for the ultimate(极限的)challenge?” made me angry and even more determined to get on the team.

    Over 500 individuals applied for a place in the team, and the selection process included physical and psychological tests designed to pick the best group. In one test, there was a huge rope ladder we had to climb, and I froze at the top because I have a fear of heights. I thought my hopes were fading as most other applicants sailed past, leaving me behind. But two others helped me over, and later I found out that the organizers were not looking for amazing individuals, but great team players, and this moment had shown them who would take care of others in the team.

    I had revealed(显示)my weakness, and in a place like the Arctic, you have to be yourself, as there is nowhere to hide. These personalities of asking for help and showing weakness are necessary for women to master.

    I realized that by being myself, I could succeed. I was selected for the team. I realized that I could achieve more than I ever imagined — more importantly, by sharing my story with others, I could inspire them to take a step into the new world and reveal more of their abilities.

    When I first married my wife, I lived and worked in Ontario, moving from small town to big city as I pursued my career as a radio broadcaster. We have two sons, both of whom were born in Toronto and moved with us to Ottawa. They went to school, grew up there, and then pursuing their own careers, they also moved. One went to Canada's east coast near a city called Halifax and the other headed to the west coast Vancouver. We had a dilemma; we were left in the middle.

    The problem wasn't pressing at the time because I was still working and my job was in Ottawa. However, as we began to considering retirement we wondered where we should spend our final years. We couldn't be close to both of our children and there was no telling when they might again relocate. For several reasons, we settled on a small town on Vancouver Island. At least we were close to one of them. However, he had his sights set on Hollywood and, when an opportunity presented itself, he left Canada and headed south. So, there we were, and still are, in our little west coast town. We love our little corner of paradise (乐园）but we paid a price. We have not been there for some important events such as the births of two of our grandchildren. We have missed watching them grow up, backyard barbecues, and the normal, noisy households. Our home, while comfortable, is also very quiet.

    Every fall we travel to see the children and try to spend a week or more with them and we make the even longer trip to see our grandchildren, who are now teenagers, actually into their twenties. They seldom come to visit us. The distances are just too great and it is costly.

    Fortunately, both our boys are doing well and our grandchildren are growing straight and tall. We love all of them and they love us but the reality is that they don't need us. We have done our jobs and at least in theory，we can sit back, relax and enjoy the time remaining to us. In fact, we're happy but there were times I think about the things we didn't see. They have also missed having a set of parents and grandparents around.

    Life has been good for our family but we have paid a price.

A living robot has been created out of frog skin cells. Xenobots, named after the frog species Xenopus laevis that the cells come from, were first described last year. Now the team behind the robots has improved their design and demonstrated new capabilities.

To create the xenobots, Michael Levin at Tufts University in Massachusetts and his colleagues obtained tissue from 24-hour-old frog embryos after very small physical operation. Where the previous version relied on the contraction of heart muscle cells to move them forward by pushing off surfaces, these new xenobots swim around faster. They also live between three and seven days longer than their previous generation, which only lasted about seven days, and have the ability to sense their surroundings to some extent, turning red when exposed to blue light.

"The fundamental finding here is that when you free skin cells from their normal context, and you give them a chance to build other things than what they normally build," says Levin. "To me, one of the most exciting things here is that they are plastic. This idea that even normal cells, not genetically modified, are in fact capable of building something completely different."

Because they are created from cells, the xenobots eventually break apart and are totally biodegradable, says team member Douglas Blackiston, also at Tufts University. He therefore hopes that they can be used for biomedical and environmental applications.

Previous attempts at creating living robots, such as a wirelessly controlled cockroach, have involved dealing with live animals, raising ethical concerns. Xenobots differ from these because they are made entirely of living cells. "The approach here is maybe ethically the least problematic because everything starts with cells. They have no neurons, so it's not an animal," says Auke ljspeert at the Swiss Federal Institute of Technology at Lausanne, who wasn't involved in the research. "It's really cells, so I find it maybe the cleanest way."