Robert Baird is the Associate Director for CITES Academic Technology Services and an Assistant Professor of Cinema and Media Studies at the University of Illinois. Robert guides a group of eLearning professionals who support faculty who teach with technology. He has extensive experience with technology-enhanced classrooms, online teaching environments, and implementing media-based student assignments. His 1995 dissertation used cognitive psychology to address the paradox that film viewers could be frightened and startled by film scenes they know are fictional. Before graduate school he worked as an assistant film editor for three years in Hollywood. He has published essays on literature, film, and cognition. For the past 20 years Robert has been an active soccer player and coach, coaching youth teams for the local Illinois FC.