Материал: 1989

38.Dwell upon one of the following topics:

1)Freedom of mass media: illusion or reality.

2)Freedom of mass media in Russia.

39.Fill in the crossword:

1

2

3

4

5

6

7

8

9

10

1)Means of communication capable to reach a large audience.

2)Publication appearing once a week or a month.

3)Medium designed for listening.

4)Medium that gives both sound and image (picture).

5)Printed daily or weekly medium.

6)Purpose of mass media that can be defined as amusing people.

7)Person who invented a printing press with movable type.

8)Technology necessary for existence and development of mass media.

9)Mass medium which appeared at the end of the 20th century.

10)Activity aimed to convince people to buy goods of this or that firm.

PART IV

MASS MEDIA OF THE 21ST CENTURY

1. Read the following words and learn them by heart: authenticity – достоверность, подлинность

Any party intending to adduce a private document in evidence should be prepared to prove its authenticity.

host – хозяин, главный компьютер

The cost of the service is usually related to the length of time customers are actively connected to the host computer.

chat – беседа, болтовня

I’ve had a right good chat to David. to transfer – перемещать, передавать

All the necessary data will be transferred tomorrow. link – связь, соединение

It is vital that the link between food and farming is retained. to link – соединять, связывать

Now check the image version and link dates by executing the following commands.

to connect – соединять

The result is to connect up a network of contracts by a uniform set of rules. to access – иметь доступ

British Telecom is also currently running trials to enable users to access its packet-switched Global network services through the ISDN.

to share – делиться, разделять

Bill and I shared an office for years. message – сообщение

But the message must be quite clear. via – через, с помощью

This is achieved via a software library called the Adaptable User Interface Toolkit.

to log (onto) – входить в систему, подключаться

It explains how to log onto LIFESPAN. digital – цифровой

With a digital system small variations do not corrupt the message. instantaneous – мгновенный, незамедлительный

His reaction, however, was instantaneous. conversion – превращение, изменение, переход

But if this element was lacking there was no conversion.

convergence – конвергенция, слияние

Convergence would certainly mean bringing the European economies closer together.

simultaneously – одновременно

This year’s festival will see performances taking place in three cities simultaneously.

to flash – вспыхивать, передавать (срочное сообщение)

When the display flashes from one second to the next there is a tiny gap in the information.

diary – дневник

Certain sources, such as letters or diary extracts lend themselves particularly well to this form of presentation.

feed – подача материала; подающий механизм

He’s almost in a position to blow up the feed lines. update – обновлять, модернизировать

And we shall continue to update our sales strategy as we see the market develop.

entry – зд. статья

Each entry is divided into four sections. to pipe – передавать (по проводам)

Pleasant music is piped in through the whole building.

to syndicate – объединять; одновременно публиковать в нескольких изданиях

He had been an author of a syndicated newspaper column. device – устройство, механизм

An electrical device would have to be totally sealed against sea-water. online– в темпе поступления информации, в реальном времени

An online education programme can be divided into two main parts. account – счет, учетная запись

Members may not put a second account number on a card. download – загружать, пересылать (по линии связи)

It would also be wise to download your program to another computer before testing it.

portable – портативный, переносной

The software will have to be installed on both the portable and the server. screen – экран

The screen becomes an individualised blackboard for each child. plug-in – подключаемая программа

Major applications will be made available on plug-in cards.

capable – способный

Few people are capable of bearing the full and stark responsibility for their fate.

to hook – подцепить, поймать на удочку, заполучить

Mrs Wormwood was hooked on bingo and played it five afternoons a week.

2.Answer the questions:

5)How often do you use the Internet?

6)What ways of using the Internet can you name?

7)What do you usually do with the help of the Internet?

8)Do your friends and relatives use the Internet?

o Work in pairs. Write as many words and word-combinations associated with the Internet and modern technologies as you can.

4. Find out if you are a technophile or a technophobe? Choose A, B or C to complete each sentence in the way that best describes you:

Example: I use a mobile phone only in emergency.

Mostly A’s: You are definitely technophobic. There is nothing to be scared of. Try it – you might like it!

Mostly B’s: You are without doubt a technophile. Be careful you don’t forget how to use pen and paper!

Mostly C’s: You seem to have the technical world under control. Well done! It’s important to be able to use technology to help you, but not let it run your life.

5.Guess the meaning of the following words:

a)basing on their similarity with the Russian words:

confusion, disputable, audience, global, experiment, military, synonymous, era, address.

b) basing on the elements of the known English words:

relationship – relation, reliability – reliable, self-published – to publish, user – to use, accessible – to access, to interlink – to link, hyperlink - link,

interconnected – to connect, content – to contain, evolve – evolution, imagery – image.

6. Translate the following word-combinations (use the dictionary if you need):

digital communication technology, cell phone, packet switching, to stay in touch, means of exposure on a scale.

7.Find participles II (verbs in the third form) in the text, point out their functions and translate the word-combinations into Russian.

8.Read the text and say why defining mass media is not simple

now:

MASS MEDIA OF THE FUTURE

Mass media is any medium used to transmit mass communication. Until recently mass media was clearly defined and was comprised of the eight mass media industries: Books, Newspapers, Magazines, Recordings, Radio, Movies, Television and the Internet.

Defining mass media is no longer clear cut or simple. The continuing explosion of digital communication technology breeds new questions concerning the list of mass media. Considerable debate surrounds this topic at the moment and the answer is still not entirely clear.

A cell phone or any phone is not typically considered to be a mass medium. A telephone is a simple two way communication device, capable of serving only few people at time. Looking at the definition of mass media, it is clear that a mass medium must communicate a message to a large group, often simultaneously. However, modern cell phones are no longer a single use device. Most cell phones are equipped with Internet access and capable of connecting to the web which is in fact a mass medium. Does this make cell phones a mass medium or simply a device to access the web?

Currently, there is a plan in motion that will allow advertisers to link to satellites and broadcast commercials and advertisements directly to millions of cell phones. Transmitting mass advertising to millions of people is indeed mass communication. Someday, in the near future, you may check your cell phone and find it flashing a message that you have two missed calls AND that four out of five dentists chose Trident.