商務英語綜合教程4Unit1FactorFableLead-inActivation:Whatismedia?Howdoyouunderstandtheterm?Definethetermwithyourpartnerwithin50words.Cambridge:Oxford:newspapers,magazines,radioandtelevisionconsideredasagroupthemainwaysthatlargenumbersofpeoplereceiveinformationandentertainment,thatistelevision,radio,newspapersandtheInternet.Wikipedia:Incommunications,media(singularmedium)arethestorageandtransmissionchannelsortoolsusedtostoreanddeliverinformationordata.Itisoftenreferredtoassynonymouswithmassmediaornewsmedia,butmayrefertoasinglemediumusedtocommunicateanydataforanypurpose.Doyouknowthefollowingtermsrelatedto“media”?Illustratethemwithsomeexamples.TermsofMediaDefinitionExampleAdvertisingmediavariousmedia,content,buyingandplacementforadvertising

BroadcastmediacommunicationsdeliveredovermasselectroniccommunicationnetworksDigitalmediaelectronicmediausedtostore,transmit,andreceivedigitizedinformationHypermediamediawithhyperlinksMassmediaallmeansofmasscommunications

MultimediacommunicationsthatincorporatemultipleformsofinformationcontentandprocessingInternet(includingtext,audio,stillimages,animation,videofootageorinteractivity)TV,radioInternetInternetNewmediaabroadtermencompassingtheamalgamationoftraditionalmediawiththeinteractivepowerofcomputerandcommunicationstechnologyInternet,websites,computermultimedia,NewsmediamassmediafocusedoncommunicatingnewsPrintmediacommunicationsdeliveredviapaperorcanvas(paper-basedpublication)Publishedmediaanymediamadeavailabletothepublic

SocialmediamediadisseminatedthroughsocialinteractionmagazinenewspaperRenRen,facebook,twitterBackgroundTextI－Warmup:Whattypesofmediadomainstreammediaencompass?Whydoyouthinkmainstreammediaarecontrolledbyandwhatisthemotiveforcontrolling?BackgroundRecentlyacomplaintpostedonSinaweibo,apopularmicro-bloggingwebsiteinChina,aboutaSanyaseafoodrestaurantoverchargingtouristshastriggeredcontroversyamongWebusers.Howdoesmicro-bloggingaffectthesocietyintermsofthefreedomofinformation?Howisitdifferentfromthetraditionalmedia?Background朋友一家3口前天在三亞吃海鮮，3個普通菜被宰近4000元。他說是被出租車司機推薦來的。鄰座一哥們指著池里一條大魚剛問價，店家手腳麻利將魚撈出摔暈，一稱11斤，每斤580元共6000多元。那哥們剛想說理，出來幾個東北大漢，只好收聲認栽。別說服務水平了，連最基本的誠信都做不到，遑論國際旅游島。—羅迪微薄(2012年1月28日)DoyouknowanyothereventthathasgotalotofmediaexposureinChinaortheworld?Trytouncovertherealreasonswhyitgotsomuchattention.TextI－BackgroundAbouttheAuthor:AvramNoamChomskybornDecember7,1928Americanlinguist,philosopher,cognitivescientist,historian,andactivistMITprofessorthe"fatherofmodernlinguistics"AccordingtotheArtsandHumanitiesCitationIndexin1992,Chomskywascitedasasourcemoreoftenthananyotherlivingscholarfrom1980to1992,andwastheeighthmostcitedsourceoverall.EliteMediausedtodescribenewspapers,radiostations,TVchannelsandothermediathatinfluencethepoliticalagendaofothermassmediaAccordingtoNoamChomsky,"[t]heelitemediasetaframeworkwithinwhichothersoperate.“TheNewYorkTimesisusedasanexampleofelitemediabybothChomsky,aleft-wingintellectual,andBillO'Reilly,aright-wingcommentator.

Thetermdenotesastructuralpositionwithinthemassmedia,ratherthanaparticularpoliticalagenda.SummaryandStructureTheNewYorkTimes()anAmericandailynewspaperfoundedandcontinuouslypublishedinNewYorkCitysince1851

TheNewYorkTimeshaswon106PulitzerPrizes,themostofanynewsorganization.

ItswebsiteisthemostpopularAmericanonlinenewspaperwebsite,receivingmorethan30millionuniquevisitorspermonth.

TheprintversionofthepaperremainsboththelargestlocalmetropolitannewspaperintheUnitedStates,aswellthethirdlargestnewspaperoverall,behindTheWallStreetJournalandUSAToday.SummaryandStructureCBS()SummaryandStructuremajorUScommercialbroadcastingtelevisionnetwork

Thenameisderivedfromtheinitialsofthenetwork'sformername,ColumbiaBroadcastingSystem.thesecondlargestbroadcasterintheworldbehindtheBBC.Thenetworkissometimesreferredtoasthe"EyeNetwork"inreferencetotheshapeofthecompany'slogo.Ithasalsobeencalledthe"TiffanyNetwork",whichalludestotheperceivedhighqualityofCBSprogrammingduringthetenureofitsfounderWilliamS.Paley(1901–90).ItcanalsorefertosomeofCBS'sfirstdemonstrationsofcolortelevision,whichwereheldinaformerTiffany&Co.buildinginNewYorkCityin1950,thusearningitthename"Colorbroadcastingsystem"backwhensuchafeatwasinnovative.AssociatedPress()SummaryandStructureanAmericannewsagency

TheAPisacooperativeownedbyitscontributingnewspapers,radioandtelevisionstationsintheUnitedStates,whichbothcontributestoriestotheAPandusematerialwrittenbyitsstaffjournalists.

ManynewspapersandbroadcastersoutsidetheUnitedStatesareAPsubscribers,payingafeetouseAPmaterialwithoutbeingcontributingmembersofthecooperative.

Asof2005,thenewscollectedbytheAPispublishedandrepublishedbymorethan1,700newspapers,inadditiontomorethan5,001televisionandradiobroadcasters.ThephotographlibraryoftheAPconsistsofover10millionimages.TheAssociatedPressoperates243newsbureaus,anditservesatleast120countries,withaninternationalstafflocatedallovertheworld.GarryWebband“DarkAlliance”series(TheSanJoseMercuryNews)SummaryandStructureGaryWebb(1955–2004)wasaPulitzerprize-winningAmericaninvestigativejournalist.

Webbwasbestknownforhis1996"DarkAlliance"seriesofarticleswrittenfortheSanJoseMercuryNewsandlaterpublishedasabook.

Inthethree-partseries,WebbinvestigatedNicaraguanslinkedtotheCIA-backedContraswhohadallegedlysmuggledcocaineintotheU.S.WebbchargedthattheReaganadministrationshieldedinner-citydrugdealersfromprosecutioninordertoraisemoneyfortheContras.Webb'sreportinggeneratedfiercecontroversy,andtheSanJoseMercuryNewsbackedawayfromthestory,effectivelyendingWebb'scareerasamainstreammediajournalist.In2004,Webbwasfounddeadfromtwogunshotwoundstothehead,whichthecoroner'sofficejudgedasuicide.SummaryandStructure1996年8月，《圣荷西信使報》刊登了加里.韋伯（GaryWebb）的系列調查報告《黑暗的聯盟》，指八十年代在向洛杉磯運送和販賣可卡因的尼加拉瓜販毒組織將販毒獲利用于資助尼加拉瓜反政府武裝，而后者一直得到美國中央情報局支持。雖然韋伯沒有直接宣稱中情局通過協助販毒來為尼加拉瓜反政府武裝提供資助，但他認為對于可卡因的向美國境內的大規模運輸和交易，中情局是知情的。文章刊登之后，輿論嘩然。《華盛頓郵報》、《洛杉磯時報》、《紐約時報》等紛紛刊登文章否認販毒組織和尼加拉瓜反對派之間存在聯系。八個月之后的1997年5月，曾對《黑暗的聯盟》給予高度評價的《圣荷西信使報》的主編杰利.塞珀斯宣布該文內容失實。而加里?韋伯也被重新分配到距離其住150英里之外的辦公室工作，因此他不得不于同年12月從該報社辭職。WhatMakesMainstreamMediaMainstreamNoamChomsky PartofthereasonwhyIwriteaboutthemediaisbecauseIaminterestedinthewholeintellectualculture,andthepartofitthatiseasiesttostudyisthemedia.Itcomesouteveryday.Youcandoasystematicinvestigation.Youcancompareyesterday’sversiontotoday’sversion.Thereisalotofevidenceaboutwhat’splayedupandwhatisn’tandthewaythingsarestructured.TextAStudyMyimpressionisthemediaaren’tverydifferentfromscholarshiporfrom,say,journalsofintellectualopinion—therearesomeextraconstraints—butit’snotradicallydifferent.Theyinteract,whichiswhypeoplegoupandbackquiteeasilyamongthem.Youwanttostudythemediatheway,say,ascientistwouldstudysomecomplexmoleculeorsomething.Youtakealookatitsinternalinstitutionalstructureandthenmakesomehypothesisbasedonthestructureastowhatthemediaproductislikelytolooklike.Thenyouinvestigatethemediaproductandseehowwellitconformstothehypotheses.Virtuallyallworkinmediaanalysisisthislastpart—tryingtostudycarefullyjustwhatthemediaproductisandwhetheritconformstoobviousassumptionsaboutthenatureandstructureofthemedia. Well,whatdoyoufind?Firstofall,youfindthattherearedifferentmediawhichdodifferentthings,liketheentertainment/Hollywood,soapoperas,andsoon,orevenmostofthenewspapersinthecountry(theoverwhelmingmajorityofthem).Theyaredirectingthemassaudience. Thereisanothersectorofthemedia,theelitemedia,sometimescalledtheagenda-settingmediabecausetheyaretheoneswiththebigresources,theysettheframeworkinwhicheveryoneelseoperates.TheNewYorkTimesandCBS,thatkindofthing.Theiraudienceismostlyprivilegedpeople.ThepeoplewhoreadtheNewYorkTimes—peoplewhoarewealthyorpartofwhatissometimescalledthepoliticalclass—theyareactuallyinvolvedinthepoliticalsysteminanongoingfashion.Theyarebasicallymanagersofonesortoranother.Theycanbepoliticalmanagers,businessmanagers(likecorporateexecutivesorthatsortofthing),doctoralmanagers(likeuniversityprofessors),orotherjournalistswhoareinvolvedinorganizingthewaypeoplethinkandlookatthings.Theelitemediasetaframeworkwithinwhichothersoperate.IfyouarewatchingtheAssociatedPress,whogrindoutaconstantflowofnews,inthemid-afternoonitbreaksandthereissomethingthatcomesalongeverydaythatsays"NoticetoEditors:Tomorrow’sNewYorkTimesisgoingtohavethefollowingstoriesonthefrontpage."Thepointofthatis,ifyou’reaneditorofanewspaperinDayton,Ohioandyoudon’thavetheresourcestofigureoutwhatthenewsis,oryoudon’twanttothinkaboutitanyway,thistellsyouwhatthenewsis.Thesearethestoriesforthequarterpagethatyouaregoingtodevotetosomethingotherthanlocalaffairsordivertingyouraudience.Thesearethestoriesthatyouputtherebecausethat’swhattheNewYorkTimestellsusiswhatyou’resupposedtocareabouttomorrow.IfyouareaneditorinDayton,Ohio,youwouldsortofhavetodothat,becauseyoudon’thavemuchelseinthewayofresources.Ifyougetoffline,ifyou’reproducingstoriesthatthebigpressdoesn’tlike,you’llhearaboutitprettysoon.Infact,whatjusthappenedatSanJoseMercuryNewsisadramaticexampleofthis.Sotherearealotofwaysinwhichpowerplayscandriveyourightbackintolineifyoumoveout.Ifyoutrytobreakthemold,you’renotgoingtolastlong.Thatframeworkworksprettywell,anditisunderstandablethatitisjustareflectionofobviouspowerstructures. Therealmassmediaarebasicallytryingtodivertpeople.Letthemdosomethingelse,butdon’tbotherus(usbeingthepeoplewhoruntheshow).Letthemgetinterestedinprofessionalsports,forexample.Leteverybodybecrazedaboutprofessionalsportsorsexscandalsorthepersonalitiesandtheirproblemsorsomethinglikethat.Anything,aslongasitisn’tserious.Ofcourse,theseriousstuffisforthebigguys."We"takecareofthat. Whataretheelitemedia,theagenda-settingones?TheNewYorkTimesandCBS,forexample.Well,firstofall,theyaremajor,veryprofitable,corporations.Furthermore,mostofthemareeitherlinkedto,oroutrightownedby,muchbiggercorporations,likeGeneralElectric,Westinghouse,andsoon.Theyarewayupatthetopofthepowerstructureoftheprivateeconomywhichisaverytyrannicalstructure.Corporationsarebasicallytyrannies,hierarchic,controlledfromabove.Ifyoudon’tlikewhattheyaredoingyougetout.Themajormediaarejustpartofthatsystem. Whatabouttheirinstitutionalsetting?Well,that’smoreorlessthesame.Whattheyinteractwithandrelatetoisothermajorpowercenters—thegovernment,othercorporations,ortheuniversities.Becausethemediaareadoctrinalsystemtheyinteractcloselywiththeuniversities.SayyouareareporterwritingastoryonSoutheastAsiaorAfrica,orsomethinglikethat.You’resupposedtogoovertothebiguniversityandfindanexpertwhowilltellyouwhattowrite,orelsegotooneofthefoundations,likeBrookingsInstituteorAmericanEnterpriseInstituteandtheywillgiveyouthewordstosay.Theseoutsideinstitutionsareverysimilartothemedia.Theuniversities,forexample,arenotindependentinstitutions.Theremaybeindependentpeoplescatteredaroundinthembutthatistrueofthemediaaswell.Andit’sgenerallytrueofcorporations.It’strueofFasciststates,forthatmatter.Buttheinstitutionitselfisparasitic.It’sdependentonoutsidesourcesofsupportandthosesourcesofsupport,suchasprivatewealth,bigcorporationswithgrants,andthegovernment(whichissocloselyinterlinkedwithcorporatepoweryoucanbarelydistinguishthem),theyareessentiallywhattheuniversitiesareinthemiddleof.Peoplewithinthem,whodon’tadjusttothatstructure,whodon’tacceptitandinternalizeit(youcan’treallyworkwithitunlessyouinternalizeit,andbelieveit);peoplewhodon’tdothatarelikelytobeweededoutalongtheway,startingfromkindergarten,allthewayup.Thereareallsortsoffilteringdevicestogetridofpeoplewhoareapainintheneckandthinkindependently.Thoseofyouwhohavebeenthroughcollegeknowthattheeducationalsystemisveryhighlygearedtorewardingconformityandobedience;ifyoudon’tdothat,youareatroublemaker.So,itiskindofafilteringdevicewhichendsupwithpeoplewhoreallyhonestly(theyaren’tlying)internalizetheframeworkofbeliefandattitudesofthesurroundingpowersysteminthesociety.Theeliteinstitutionslike,say,HarvardandPrincetonandthesmallupscalecolleges,forexample,areverymuchgearedtosocialization.IfyougothroughaplacelikeHarvard,mostofwhatgoesonthereisteachingmanners;howtobehavelikeamemberoftheupperclasses,howtothinktherightthoughts,andsoon.Okay,youlookatthestructureofthatwholesystem.Whatdoyouexpectthenewstobelike?Well,it’sprettyobvious.TaketheNewYorkTimes.It’sacorporationandsellsaproduct.Theproductisaudiences.Theydon’tmakemoneywhenyoubuythenewspaper.Theyarehappytoputitontheworldwidewebforfree.Theyactuallylosemoneywhenyoubuythenewspaper.Buttheaudienceistheproduct.Theproductisprivilegedpeople,justlikethepeoplewhoarewritingthenewspapers,youknow,top-leveldecision-makingpeopleinsociety.Youhavetosellaproducttoamarket,andthemarketis,ofcourse,advertisers(thatis,otherbusinesses).Whetheritistelevisionornewspapers,orwhatever,theyaresellingaudiences.Corporationssellaudiencestoothercorporations.Inthecaseoftheelitemedia,it’sbigbusinesses.Well,whatdoyouexpecttohappen?Whatwouldyoupredictaboutthenatureofthemediaproduct,giventhatsetofcircumstances?Whatwouldbethenullhypothesis,thekindofconjecturethatyou’dmakeassumingnothingfurther.Theobviousassumptionisthattheproductofthemedia,whatappears,whatdoesn’tappear,thewayitisslanted,willreflecttheinterestofthebuyersandsellers,theinstitutions,andthepowersystemsthatarearoundthem.Ifthatwouldn’thappen,itwouldbekindofamiracle.That’swhythecenturiessinceAdam…Myimpressionisthemediaaren’tverydifferentfromscholarshiporfrom,say,journalsofintellectualopinion—therearesomeextraconstraints—butit’snotradicallydifferent.Theyinteract,whichiswhypeoplegoupandbackquiteeasilyamongthem.Inwhatwayarethemediasimilartoacademicworld?Wecanstudythemediathewayascientistwouldstudysomecomplexmolecule.Firstwelookatitsinternalinstitutionalstructureandthenmakesomehypothesisaboutthemediaproduct,whichwetheninvestigateandseehowwellitconformstothehypothesis.Finallywemaketheanalysis.That’swhythecenturiessinceAdam…Myimpressionisthemediaaren’tverydifferentfromscholarshiporfrom,say,journalsofintellectualopinion—therearesomeextraconstraints—butit’snotradicallydifferent.Theyinteract,whichiswhypeoplegoupandbackquiteeasilyamongthem.Paraphrasethesentence.Myimpressionisthatthemediaaren’tverydifferentfromtheacademicworldorfrom,say,journalsthatpublishesintellectualopinions.Althoughtherearesomeextraconstraintsonthemediabutthedifferenceisnothuge.Thesefieldsinteractwitheachother,whichiswhypeopleswitchtheirworkquiteeasilyamongthem.Smith’scentralideas…Thereisanothersectorofthemedia,theelitemedia,sometimescalledtheagenda-settingmediabecausetheyaretheoneswiththebigresources,theysettheframeworkinwhicheveryoneelseoperates.TheNewYorkTimesandCBS,thatkindofthing.Whyaretheelitemediaalsocalledthe“agenda-setting”media?Theelitemediaaresometimescalledthe“agenda-setting”mediabecausetheyaretheoneswiththebigresources,theysettheframeworkinwhicheveryoneelseintheindustryoperates.Theiraudienceismostlyprivilegedpeople,whoarewealthyandofteninvolvedinthepoliticalsystem.Theyarethetop-leveldecision-makingpeoplewhoarecapableoforganizingthewaypeoplethinkandlookatthings.Smith’sideasstilldominate…Theycanbepoliticalmanagers,businessmanagers(likecorporateexecutivesorthatsortofthing),doctoralmanagers(likeuniversityprofessors),orotherjournalistswhoareinvolvedinorganizingthewaypeoplethinkandlookatthings.Paraphrasethesentence:Theycanbepeoplewhomanagepoliticalaffairs,corporateexecutivesorothertypesofbusinessmanagers,scholars,orjournalistswhoengagethemselvesinanalyzingthingsandinfluencingthewaypeoplethinkandlookatthings.…ourcontinueddevotiontogrowth…Thesearethestoriesforthequarterpagethatyouaregoingtodevotetosomethingotherthanlocalaffairsordivertingyouraudience.Paraphrasethesentence:Thesestoriesareneitheraboutlocalaffairsnoremployedtodistractyouraudience’sattention.Rather,theyarethestoriesthatyouwillsaveforpublishinginthemostnoticeablesectionofthenewspaper.Growthismeetingphysicallimits…Sotherearealotofwaysinwhichpowerplayscandriveyourightbackintolineifyoumoveout.Ifyoutrytobreakthemold,you’renotgoingtolastlong.Whatwouldhappenifalocalnewspaperpublishedcontentsthatthebigpressdoesnotlike?Ifthelocalnewspaperdoesnotabidebytheguidelinesorrulessetbythebigpressortheelitemedia,theywillforceitbackontrackinmanywayswiththreateningorcoercion.Iftheformertrytobreaktherules,itwouldnotbeabletosurviveforverylong.…theyearssinceWorldWarII…Therealmassmediaarebasicallytryingtodivertpeople.Letthemdosomethingelse,butdon’tbotherus(usbeingthepeoplewhoruntheshow).Letthemgetinterestedinprofessionalsports,forexample.Leteverybodybecrazedaboutprofessionalsportsorsexscandalsorthepersonalitiesandtheirproblemsorsomethinglikethat.Anything,aslongasitisn’tserious.Ofcourse,theseriousstuffisforthebigguys."We"takecareofthat.Whodo“us”referto?Thetop-leveldecision-makingpeopleinthesociety,i.e.peoplefromeliteinstitutions,bigcorporationsorthegovernment.…theyearssinceWorldWarII…Whatdotherealmassmediatrytodivertpeoplewith?Therealmassmediatrytodivertpeople’sattentionwithsomethingnotserious,suchasprofessionalsports,sexscandalsorthepersonalitiesandtheirproblemsorsomethinglikethat.Whatisthe“seriousstuff”thatthebigguysaretakingcareof?Somethingserioussuchaspolitics,businessoreconomy,whichreflectstheinterestsofeliteinstitutions,bigcorporationsorthegovernment.The“veryhappy”numberpeaked…Theuniversities,forexample,arenotindependentinstitutions.Theremaybeindependentpeoplescatteredaroundinthembutthatistrueofthemediaaswell.Andit’sgenerallytrueofcorporations.It’strueofFasciststates,forthatmatter.Inwhatwayaretheuniversitiessimilartothemedia,corporationsorFasciststates?Allofthemaredependentinstitutions,relyingonoutsidesourcesofsupportandthosesourcesofsupport,suchasprivatewealth,bigcorporationswithgrantsandthegovernment.The“veryhappy”numberpeaked…Whomdo“independentpeople”referto?Whataretheylikelytoendupwith?Theyaretheoneswhoarecapableofindependentthinking,whodon’tinternalizetheframeworkofbeliefandattitudesofthesurroundingpowersysteminthesociety.Theyarelikelytoendupwithbeingremovedfromthesystem.Andit’snotthatwe’resimplyadjusting…Thereareallsortsoffilteringdevicestogetridofpeoplewhoareapainintheneckandthinkindependently.Whatarethefilteringdevices?Forexample,theeliteeducationalsystemfromkindergartenallthewayuptocollege,inwhichonlysomepeoplecanstaywhoreallyhonestlyinternalizetheframeworkofbeliefandattitudesofthepowersysteminthesociety.Ifhappinesswasourgoal…So,itiskindofafilteringdevicewhichendsupwithpeoplewhoreallyhonestly(theyaren’tlying)internalizetheframeworkofbeliefandattitudesofthesurroundingpowersysteminthesociety.Paraphrasethesentence:So,itislikeafilteringdevicewhichendsupwithpeoplewhoacceptastheirownwithoutanydoubtsthekeybeliefandattitudesofthepowersysteminfluencingtheirsocialsurroundings.Ifhappinesswasourgoal…Whatwouldbethenullhypothesis,thekindofconjecturethatyou’dmakeassumingnothingfurther.Paraphrasethesentence:Thenullhypothesisthatthenatureofthemediaproduct(i.e.theaudience)hasnothingtodowiththeinternalinstitutionalstructureofthemediacanbringusnowhere,sinceitisthekindofpropositionthatyouwouldnotmakeanyfurtherandmoreassumptions.conformconform:v.

conforms(tosth):tobehaveandthinkinthesamewayasmostotherpeopleinagrouporsociety.conformto/withsth:toobeyarule,law,etc.[SYN:comply]Thereisconsiderablepressureonteenagerstoconform.Herefusedtoconformtothelocalcustoms.Thebuildingdoesnotconformwithsafetyregulations.conform23)conformtosth:toagreewithormatchsthItdidnotconformtotheusualstereotypeofanindustrialcity.Grindsthoutgrindsthoutl:

toproducesthinlargequantities,oftensththatisnotgoodorinteresting[SYN:churnout]Shegrindsoutromanticnovelsattherateoffiveayear.grantgrant:n.asumofmoneythatisgivenbythegovernmentorbyanotherorganizationtobeusedforaparticularpurposestudentgrants(=topayfortheireducation)Hehasbeenawardedaresearchgrant.Weedsthoutweedsth/sbout:

toremoveorgetridofpeopleorthingsfromagroupbec