传媒英语unit1.pdf

1 Unit 1 Mass Media and Information Age Contents: Keys to the exercises Translation Supplementary Reading Part One Keys to the exercisesI.Understanding the text 1.Mass media technologies alter sense ratios or patterns of perception steadily and without resistance. 2. They cited the role of television watching by young people and stated that “ the culture is increasingly less print-oriented ” . 3. They had no clear notion of how it could be used to make profits. Most big industrialists regarded media as no more minor and highly speculative enterprises. 4. The authors of popular music specialized in taking melodies from folk music and transforming them into short, attractive songs. These were easily marketed to mass audiences who did not have the time or the aesthetic training to appreciate longer, more sophisticated forms of music. 5. Song writers were ill-paid and overworked while sheet music and recording company entrepreneurs reaped huge profits///Expansion carried the entrepreneurs beyond the United Sates. 6. The function of transmission of the social heritage relates to the media? s ability to communicate values, norms, and styles across time and between groups. II Translation A.Translate the following paragraph into Chinese. 1. 麦克卢汉是这样理解的：“ 媒介的内容就像破门而入的盗贼携带的一块多汁的肉，它的目的是分散看门狗的注意力(1965,p.18) 。

换言之，媒介的重要效果来自它的形式而不是它的内容2. 他们中的许多人是来自欧洲的第一代一面，他们知道该如何返回欧洲并取得立足点第二次世界大战又提供了一个难得的颠覆欧洲文化的机会3. 美国军队要求把大量美国风格的流行文化带入欧洲，他们的要求获得许可，事实证明，美国的流行文化在欧洲也很吃香美国的军方广播由于播放流行音乐和娱乐节目尤其享有盛名2 4. 联系社会指的是媒介的解释性或分析性活动我们之所以知道公路债券提议的失败意味着将提高汽油税来支付公路维修的费用，是因为看了星期天报纸的社论B.Translate the following sentences into English, using the expressions in brackets. 1． “ Global Village” “ Information Age” were first introduced by Marshall McLuhan. He coined the term “ Global Village” to have envisioned a world interconnected via electronic media and the arrival of “ an Information Age” . 2. Marshall McLuhan popularized the tag “ Cool ” which was often used by the hippies d?avant-guarde of the day to describe something very “ hot ”. 3. Through trial and efforts，the sheet music and recording company has developed its own strategy for profits, and gained a foothold in the industry. 4. The mass entertainment industry has developed into one of the pillar industries of the country. Entertainment shows are very popular with mass audiences. III.Open IV.Open Key to Tasks:1) Summaries of Theories on Information Society Daniel Bell: a sociologist who became an internationally known exponent of the idea of a ,post-industrial? society-one in which the service industries employ more workers than manufacturing. Bell argued that US society had moved from an industrial to post-industrial one, a society characterized by the domination of information and information-related industries. Bell contended that not only was more information being used but a qualitatively different type of information was available. Bell?s ideas were keenly adopted by the scholars who wanted to pronounce the arrival of ,the information age?.Alvin Toffler: very influential in propagating the ideal of an information society, calling it the third wave-after the agricultural and industrial eras----of human civilization. This ,third wave? was characterized by increasing ,interconnectedness? contributing to the ,evolution of a universal interconnected networ k of audio, video and electronic text communication?, which, some argue, will promote intellectual pluralism and personalized control over communication. Schiller: The growing ,informatization? of the economy is facilitating the integration of national and regional economies and creating a global economy, which continues to be dominated by a few megacorporations, increasingly global in the production, distribution and consumption of their goods and services. The growth of Internet-based trading, the so-called E-commerce has given a boost to what has been called ,digital? capitalism . Manuel Castells: a Spanish theorist, argues that informational capitalism is increasingly operating on a global basis, through exchanges between electronic circuits linking up international 3 information systems. This bypasses the power of the state and creates regional and supernational units. In this ,networked? globe, he contends, flows of electronic images are fundamental to social processes and political activity, which has been progressively affected by mediated reality.Gouldner: claims that new technologies have contributed to the decline of ideology. For example, a visually based medium such as television has shifted ideology from ,conceptual to iconic symbolism?. Gandy: concerned with the growing commodification of personal information, from database marketing to individually targeted personalized advertising and consumer sales. Lyon: raised questions about the use of new technologies for personal and political surveillance 2) A. Brainstorming: A more complete list of Intellectuals Property Rights: Patent, Trademark, Copyright, Industrial Design, G。