商务英语综合教程4Unit1.ppt

单击此处编辑母版标题样式,商务英语综合,教程,4,Unit 1 Fact or Fable,Lead,-in,Activation:,What is media?How do you understand the term?Define the term with your partner within 50 words.,Cambridge:,Oxford:,newspapers,magazines,radio and television considered as a group,the main ways that large numbers of people receive information and entertainment,that is television,radio,newspapers and the Internet.,Wikipedia:,In communications,media(singular medium)are the storage and transmission channels or tools used to store and deliver information or data.It is often referred to as synonymous with mass media or news media,but may refer to a single medium used to communicate any data for any purpose.,Do you know the following terms related to“media”?Illustrate them with some examples.,Terms of Media,Definition,Example,Advertising media,various media,content,buying and placement for advertising,Broadcast media,communications delivered over mass electronic communication networks,Digital media,electronic media used to store,transmit,and receive digitized information,Hypermedia,media with hyperlinks,Mass media,all means of mass communications,Multimedia,communications that incorporate multiple forms of information content and processing,Internet(including text,audio,still images,animation,video footage or interactivity),TV,radio,Internet,Internet,New media,a broad term encompassing the amalgamation of traditional media with the interactive power of computer and communications technology,Internet,websites,computer multimedia,News media,mass media focused on communicating news,Print media,communications delivered via paper or canvas,(paper-based publication),Published media,any media made available to the public,Social media,media disseminated through social interaction,magazine,newspaper,RenRen,facebook,twitter,Background,Text I,Warm up:,What types of media do mainstream media encompass?Why do you think mainstream media are controlled by and what is the motive for controlling?,Background,Recently a complaint posted on Sina weibo,a popular micro-blogging website in China,about a Sanya seafood restaurant overcharging tourists has triggered controversy among Web users.How does micro-blogging affect the society in terms of the freedom of information?How is it different from the traditional media?,Background,朋友一家,3,口前天在三亚吃海鲜，,3,个普通菜被宰近,4000,元。他说是被出租车司机推荐来的。邻座一哥们指着池里一条大鱼刚问价，店家手脚麻利将鱼捞出摔晕，一称,11,斤，每斤,580,元共,6000,多元。那哥们刚想说理，出来几个东北大汉，只好收声认栽。别说服务水平了，连最基本的诚信都做不到，遑论国际旅游岛。,罗迪微薄,(2012,年,1,月,28,日,),Do you know any other event that has got a lot of media exposure in China or the world?Try to uncover the real reasons why it got so much attention.,Text I,Background,About the Author:,Avram Noam Chomsky,born December 7,1928,American linguist,philosopher,cognitive scientist,historian,and activist,MIT professor,the father of modern linguistics,According to the,Arts and Humanities Citation Index,in 1992,Chomsky was cited as a source more often than any other living scholar from 1980 to 1992,and was the eighth most cited source overall.,Elite Media,used to,describe newspapers,radio stations,TV channels and other media that influence the political agenda of other mass,media,According to Noam Chomsky,the elite media set a framework within which others operate.“,The New York Times is used as an example of elite media by both Chomsky,a left-wing intellectual,and Bill OReilly,a right-wing commentator.,The term denotes a structural position within the mass media,rather than a particular political agenda,.,Summary and Structure,The New York Times(,),an American daily newspaper founded and continuously published in New York City since 1851,The New York Times has won 106 Pulitzer Prizes,the most of any news organization.,Its website is the most popular American online newspaper website,receiving more than 30 million unique visitors per month.,The print version of the paper remains both the largest local metropolitan newspaper in the United States,as well the third largest newspaper overall,behind The Wall Street Journal and USA Today.,Summary and Structure,CBS(,),Summary and Structure,major US commercial broadcasting television network,The name is derived from the initials of the networks former name,Columbia Broadcasting System.,the second largest broadcaster in the world behind the BBC.,The network is sometimes referred to as the Eye Network in reference to the shape of the companys logo.,It has also been called the Tiffany Network,which alludes to the perceived high quality of CBS programming during the tenure of its founder William S.Paley(190190).It can also refer to some of CBSs first demonstrations of color television,which were held in a former Tiffany&Co.building in New York City in 1950,thus earning it the name Color broadcasting system back when such a feat was innovative.,Associated Press(,www.ap.org,),Summary and Structure,an American news agency,The AP is a cooperative owned by its contributing newspapers,radio and television stations in the United States,which both contribute stories to the AP and use material written by its staff journalists.,Many newspapers and broadcasters outside the United States are AP subscribers,paying a fee to use AP material without being contributing members of the cooperative.,As of 2005,the news collected by the AP is published and republished by more than 1,700 newspapers,in addition to more than 5,001 television and radio broadcasters.The photograph library of the AP consists of over 10 million images.The Associated Press operates 243 news bureaus,and it serves at least 120 countries,with an international staff located all over the world.,Garry Webb and“Dark Alliance”series(,The,San Jose Mercury News,),Summary and Structure,Gary Webb(1955 2004)was a Pulitzer prize-winning American investigative journalist.,Webb was best known for his 1996 Dark Alliance series of articles written for the San Jose Mercury News and later published as a book.,In the three-part series,Webb investigated Nicaraguans linked to the CIA-backed Contras who had allegedly smuggled cocaine into the U.S.Webb charged that the Reagan administration shielded inner-city drug dealers from prosecution in order to raise money for the Contras.Webbs reporting generated fierce controversy,and the San Jose Mercury News backed away from the story,effectively ending Webbs career as a mainstream media journalist.In 2004,Webb was found dead from two gunshot wounds to the head,which the coroners office judged a suicide.,Summary and Structure,1996,年,8,月，,圣荷西信使报,刊登了加里,.,韦伯（,Gary Webb,）的系列调查报告,黑暗的联盟,，指八十年代在向洛杉矶运送和贩卖可卡因的尼加拉瓜贩毒组织将贩毒获利用于资助尼加拉瓜反政府武装，而后者一直得到美国中央情报局支持。虽然韦伯没有直接宣称中情局通过协助贩毒来为尼加拉瓜反政府武装提供资助，但他认为对于可卡因的向美国境内的大规模运输和交易，中情局是知情的。文章刊登之后，舆论哗然。,华盛顿邮报,、,洛杉矶时报,、,纽约时报,等纷纷刊登文章否认贩毒组织和尼加拉瓜反对派之间存在联系。八个月之后的,1997,年,5,月，曾对,黑暗的联盟,给予高度评价的,圣荷西信使报,的主编杰利,.,塞珀斯宣布该文内容失实。而加里,韦伯也被重新分配到距离其住,150,英里之外的办公室工作，因此他不得不于同年,12,月从该报社辞职,。,What Makes Mainstream Media Mainstream,Noam Chomsky,Part of the reason why I write about the media is because I am interested in the whole intellectual culture,and the part of it that is easiest to study is the media.It comes out every day.You can do a systematic investigation.You can compare yesterdays version to todays version.There is a lot of evidence about whats played up and what isnt and the way things are structured.,T,ext A Study,My impression is the media arent very different from scholarship or from,say,journals of intellectual opinionthere are some extra constraintsbut its not radically different.They interact,which is why people go up and back quite easily among them.You want to study the media the way,say,a scientist would study some complex molecule or something.You take a look at its internal institutional structure and then make some hypothesis based on the structure as to what the media product is likely to look like.Then you investigate the media product and see how well it conforms to the hypotheses.Virtually all work in media analysis is this last parttrying to study carefully just what the media product is and whether it conforms to obvious assumptions about the nature and structure of the media.,Well,what do you find?First of all,you find that there are different media which do different things,like the entertainment/Hollywood,soap operas,and so on,or even most of the newspapers in the country(the overwhelming majority of them).They are directing the mass audience.,There is another sector of the media,the elite media,sometimes called the agenda-setting media because they are the ones with the big resources,they set the framework in which everyone else operates.The New York Times and CBS,that kind of thing.Their audience is mostly privileged people.The people who read the New York Timespeople who are wealthy or part of what is sometimes called the political classthey are actually involved in the political system in an ongoing fashion.They are basically managers of one sort or another.They can be political managers,business managers(like corporate executives or that sort of thing),doctoral managers(like university professors),or other journalists who are involved in organizing the way people think and look at things.,The elite media set a framework within which others operate.If you are watching the Associated Press,who grind out a constant flow of news,in the mid-afternoon it breaks and there is something that comes along every day that says Notice to Editors:Tomorrows New York Times is going to have the following stories on the front page.The point of that is,if youre an editor of a newspaper in Dayton,Ohio and you dont have the resources to figure out what the news is,or you dont want to think about it anyway,this tells you what the news is.These are the stories for the quarter page that you are going to devote to something other than local affairs or diverting your audience.,These are the stories that you put there because thats what the New York Times tells us is what youre supposed to care about tomorrow.If you are an editor in Dayton,Ohio,you would sort of have to do that,because you dont have much else in the way of resources.If you get off line,if youre producing stories that the big press doesnt like,youll hear about it pretty soon.In fact,what just happened at San Jose Mercury News is a dramatic example of this.So there are a lot of ways in which power plays can drive you right back into line if you move out.If you try to break the mold,youre not going to last long.That framework works pretty well,and it is understandable that it is just a reflection of obvious power structures.,The real mass media are basically trying to divert people.Let them do something else,but dont bother us(us being the people who run the show).Let them get interested in professional sports,for example.Let everybody be crazed about professional sports or sex scandals or the personalities and their problems or something like that.Anything,as long as it isnt serious.Of course,the serious stuff is for the big guys.We take care of that.,What are the elite media,the agenda-setting ones?The New York Times and CBS,for example.Well,first of all,they are major,very profitable,corporations.Furthermore,most of them are either linked to,or outright owned by,much bigger corporations,like General Electric,Westinghouse,and so on.They are way up at the top of the power structure of the private economy which is a very tyrannical structure.Corporations are basically tyrannies,hierarchic,controlled from above.If you dont like what they are doing you get out.The major media are just part of that system.,What about their institutional setting?Well,thats more or less the same.What they interact with and relate to is other major power centersthe government,other corporations,or the universities.Because the media are a doctrinal system they interact closely with the universities.Say you are a reporter writing a story on Southeast Asia or Africa,or something like that.Youre supposed to go over to the big university and find an expert who will tell you what to write,or else go to one of the foundations,like Brookings Institute or American Enterprise Institute and they will give you the words to say.These outside institutions are very similar to the media.,The universities,for example,are not independent institutions.There may be independent people scattered around in them but that is true of the media as well.And its generally true of corporations.Its true of Fascist states,for that matter.But the institution itself is parasitic.Its dependent on outside sources of support and those sources of support,such as private wealth,big corporations with grants,and the government(which is so closely interlinked with corporate power you can barely distinguish them),they are essentially what the universities are in the middle of.,People within them,who dont adjust to that structure,who dont accept it and internalize it(you cant really work with it unless you internalize it,and believe it);people who dont do that are likely to be weeded out along the way,starting from kindergarten,all the way up.There are all sorts of filtering devices to get rid of people who are a pain in the neck and think independently.Those of you who have been through college know that the educational system is very highly geared to rewarding conformity and obedience;if you dont do that,you are a troublemaker.,So,it is kind of a filtering device which ends up with people who really honestly(they arent lying)internalize the framework of belief and attitudes of the surrounding power system in the society.The elite institutions like,say,Harvard and Princeton and the small upscale colleges,for example,are very much geared to socialization.If you go through a place like Harvard,most of what goes on there is teaching manners;how to behave like a member of the upper classes,how to think the right thoughts,and so on.,Okay,you look at the structure of that whole system.What do you expect the news to be like?Well,its pretty obvious.Take the New York Times.Its a corporation and sells a product.The product is audiences.They dont make money when you buy the newspaper.They are happy to put it on the worldwide web for free.They actually lose money when you buy the newspaper.But the audience is the product.The product is privileged people,just like the people who are writing the newspapers,you know,top-level decision-making people in society.You have to sell a product to a market,and the market is,of course,advertisers(that is,other businesses).Whether it is television or newspapers,or whatever,they are selling audiences.Corporations sell audiences to other corporations.In the case of the elite media,its big businesses.,Well,what do you expect to happen?What would you predict about the nature of the media product,given that set of circumstances?What would be the null hypothesis,the kind of conjecture that youd make assuming nothing further.The obvious assumption is that the product of the media,what appears,what doesnt appear,the way it is slanted,will reflect th