<http://schema.org/keywords>
"\u201Con rumors: how falsehoods spread, why we believe them, what can be done\u201D (farrar, straus &amp;amp; giroux[[zzsemicolonzz]] $18)"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.newyorker.com/magazine/2009/11/02/the-things-people-say>