专业英语(同名11463).doc

Chapter One Introduction to Mass Communicationw Key Termscommunication 传播，交通：mass communication, be in communication with,feedback 反馈: asked the students for feedback on the new curriculum. interpersonal communication 人际传播:interpersonal relationshipsencoding 编码: audio encoding, hybrid encodingdecoding 解码: adaptive decodingpublic relations 公共关系noise 噪音,响声，无用数据，吸引注意的言行 medium 媒介（media），手段，mass medium 大众媒介，大众传播工具，影响大量观众的一种公众媒介 mass communication 大众传播，大众传播工具inferential feedback 推断性反馈reciprocal messages 交互讯息：（reciprocal互惠的，彼此相反的）cultural definition of communication 传播的文化定义dominant culture （mainstream culture）主流文化bounded culture (co-culture) 亚文化: bounded functiontechnological determinism 技术决定论: (determinism决定论，宿命论)visual communication 视觉传播third participant 第三方：（participant 参与者，参与的）concentration of ownership 所有权集中convergence 融合，会合点，集中，收敛conglomeration 集团化，混合物，凝聚：The state of being conglomeratedeconomies of scale 规模经济；因经营规模扩大而得到的经营节约oligopoly 寡头式的垄断，求过于供的市场情况（oligopolies）globalization 全球化：globalizeaudience fragmentation 受众分析：（audience：听众，观众，读者。fragmentation: 分裂，破碎）narrowcasting 窄带广播niche marketing 分众营销：By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream targeting 瞄准目标taste publics 对某媒体内容有共同兴趣的人群literate culture 书面文化 （literate 学者，有文化的）oral culture 口头文化（oral 口头的，口腔的 oral surgery）Production values 制作标准w Mass CommunicationCommunication: transmission of a message from a source to a receiver.n Basic elements of communicationWho?Says what?Through which channel?To Whom?With what effect?n Conditions of communicationSharing (correspondence)FeedbackThe process of creating shared meaningw Important Clause:The media so fully saturate our everyday lives that we are often unconscious of their presence, not to mention their influence.Media often reduce us to mere commodities for sale to the highest bidder.A fundamental theme of this book is that media do none of this alone. They do it with us as well as to us through mass communication, and they do it as a centralmany critics and scholars say the central cultural force in our society.There is no clear identifiable source or receiver.All the participants, or interpreters are working to create meaning by encoding and decoding messages.Mass communication is the process of creating shared meaning between the mass media and their audiences.Encoded messages are carried by a media, that is, the means of sending information. When the medium is a technology that carries messages to a large number of people-we call it a mass media.w Definition of CultureThe learned behavior of members of a given social group. Contents of CulturePatterned, repetitive ways of thinking, feeling, and actingFunctions of CultureGuide of life styleLimitation of CultureUnwilling or unable to move past patterned, repetitive ways of thinking, feeling, and acting.w Mass Communication and CultureWe are everyone involved in creating and maintaining the culture that defines us. We are the people involved in mass media industries and the people who compose their audiences.A cultures values and beliefs reside in the stories it tells. Our stories help define our realities, shaping the ways we think, feel, and act.Mass communication has become a primary forum for the debate about our culture. The most powerful voices in the forum have the most power to shape our definitions and understandings.w Scope and Nature of Mass MediaNo matter how we choose to view the process of mass communication, it is impossible to deny that an enormous portion of our lives is spent in interaction with mass media.Despite the pervasiveness of mass media in our lives, many of us are dissatisfied with or critical of the media industries performance and much of the content provided.w The role of technologyTo some thinkers, it is machines and their development that drive economic and cultural change. This idea is related to as technological determinism.But others see technology as more neutral and claim that the way people use technology is what gives it significance. Technology can be our best friend, and technology can also be the biggest party pooper of our lives. Technology does have an impact on communication. What technology does not do is relieve us of our obligation to use mass communication responsible and wisely.w The role of moneySome observers think the money on mass communication was a devastatingly bad development, not only in the history of mass communication but in the history of democracy. It robbed people of their voice, or at least made the voices of the advertisers more powerful.Others think it was a huge advance for both mass communication and democracy because it vastly expanded the media.w Chinese to English:因特网被称为第四媒体，是将它作为继报刊、广播、电视之后发展起来的、并与传统大众传播媒体并存的新的媒体。实际上第四媒体是不同于大众传媒的全新的传播媒介。它包含了人类信息传播的两种基本的方式，即人际传播和大众传播，因而它的发展突破了传统大众传播模式的框架。今天因特网的触角已经延伸到了世界的几乎每一个角落，信息在网上的流通已经不再受到时间和空间的限制。世界上任何地方发生的任何事情，任何国家的任何用户的观点，只要上了网，就可以在瞬间传遍全球，而只要这一信息具有足够的价值或吸引力，就可能引起全世界的关注。在传统媒体的传播理念中，传者和受者是严格区分的。前者主动地传播信息，后者被动地接受信息。也就是说，无论报纸、广播还是电视，受众对于传播的内容没有挑选的余地，最多只能选择看（听）还是不看（听）。现在，网络媒体的受众除了可以在极大的范围内选择自己需要的信息外，还可以参与信息的传播。Translation PracticeEnglish to Chinese:Culture is the learned behavior of members of a given social group. Many writers and thinkers have offered interesting expansions of this definition.Creation and maintenance of a more or les common culture occurs through communication, including mass communication. When we talk to our friends; when a parent raises a child; when religious leaders instruct their followers; when teachers teach; when grandparents pass on recipes.A cultures learner traditions and values can be seen as patterned, repetitive ways of thinking, feeling, and acting. Culture limits our options and provides useful guidelines for behavior.Chapter Two Booksw Key Wordslinotype 莱诺机械排版，莱诺排版机offset lithography 胶版印刷（offset 偏移，平版印刷，胶印；lithography 平版印刷术）dime novels 廉价小说（dime 一角硬币；novel 新奇的）pulp novels 低俗小说（pulp 纸浆，果肉） paperback books 平装本，纸面本 pocket books 口袋书hardcover 精装本，精装的audience reach 受众面（reach 延伸，区域）censorship 审查制度，审查机构mail order books 邮购书（order 定购，定单）trade book 普及版图书，普及版publishing houses 出版社remainders 滞销书（残余物，剩余的，廉价出售）e-publishing 电子出版print on demand （POD）按需印制d-books 网上下载图书e-books 电子图书personal digital assistants (PDAs) 个人数字助理priority 优先，优先权 refinement 改进，精致，文雅 concentrate on 集中，全神贯注于 literacy 有文化，有教养 magnitude 大小，数量，巨大，广大 commercialization 商品化 w History of booksIn addition, books and reading were regarded as symbols of wealth and status and therefore not priorities for people who considered themselves to be pioneers, servants of the lord, or anti-English colonists.After the War of Independence, printing became even more central to political, intellectual, and cultural life in major cities.The 1800s saw a series of important refinements to the process of printing.These dime novels were inexpensive, and because they concentrated on frontier and adventure stories, they attracted growing numbers of readers.The combination of technically improved, lower-cost printing and widespread literacy produced the flowering of the novel in the 1800s.w Books and their AudiencesThe book is the “mass” of our mass media in audience reach and in the magnitude of the industry itself, and this fact shapes the nature of the relationship between medium and audience.w The Culture Value of the bookThe book industry is bound by many of the same financial and industrial pressures that constrain other media, but books, more than the others, are in a position to transcend those constraints.w The role of books in social movementsThe mystery and miracle of a book is found in the fact that it is a solitary voice penetrating time and space to go beyond time and space, and to alight for a moment in that place within each of us which is also beyond time and space.w Trends and Convergence in Book PublishingConvergence is altering almost all aspects of the book industry. Most obviously, the Internet is changing the way books are distributed and sold.Because anyone with a computer and a novel to sell can bypass the traditional book publishers, first-time authors or writers of small, niche books now have an outlet for their work.Print on demand is another form of e-publishing. Companies store works digitally and, once ordered, that book can be printed and bound at a bookstore that has the proper technology.Industry insiders believe POD is here to stay. After all, it reduces production and distribution costs, and it gets more books to readers faster and cheaper than can the current publishing business model. One way books can be read in their electronic form is to download them to your computer. The publishing and technology industries had a brief flirtation with e-books, handheld computers resembling books and dedicated to the receipt of downloaded works. Trends and Convergence in Book PublishingOpinion is divided on the benefit of corporate ownership. The positive view is that the rich parent company can infuse the publishing house with necessary capital, enabling it to attract better authors or to take gambles on new writers that would , in the past, have been impossible.Publishers attempt to offset the large investments they do make through the sale of subsidiary rights, that is, the sale of the book, its contents, and even its characters to filmmakers, paperback publishers, book clubs, foreign publishers, and product producers like T-shirt, poster, coffee cup, and greeting card manufacturers. w Growth of small pressesThe overcommercialization of the book industry is mitigated somewhat by the rise in the number of smaller publishing houses. Although these smaller operations are large in number, they account for a very small proportion of books sold.Restructuring of book retailingThere are approximately 20000 bookstores in the United States, but the number is dwindling as small independent operations find it increasingly difficult to compete with such chains as Barnes & Noble, Borders, and Books-A-Million.w Hot TopicThe power of computerAdvantage：Gather and store information，Process problems，Control working process，Design new products，Help manage hotels, schools, hospitals, banks and so on，TeachingDisadvantage：Violation of privacy，Computer crime，Unemployment，Lack of social interaction，Hackers，Porn，Make people lazy and dependent Chapter Three Newspapersw Key Wordsexecutive editor 执行编辑（executive 执行的、行政的；执行者、经理主管人员）front page 头版（front 前面、开头、前线；面对、朝向）newsstand 报摊、杂志摊subscription 订阅（量）（捐献、订金、签署、同意；subscriber） (annual subscription 年度订阅，全年定费；bulk subscriptions 大批订阅)newsworthy 新闻价值；有报导价值的（news 新闻、消息、新闻报导；foreign news; home news; news to this hour; pipers news）pseudojournalism 虚假新闻(pseudo 假的，冒充的；journalism 新闻，新闻材料，新闻学)news sheets 新闻纸(sheet 一片，一张，薄片，被单)diurnals 日报、日刊；每日的，白天的penny press 便士报，廉价报纸（press 压、按、印刷、压力、拥挤，新闻）mainstream paper 主流报纸wire services 电讯服务（金属丝、电线、电报、电线；拍电报）on-the-spot coverage 现场报道（coverage 覆盖、分析和报道某事物的范围、观察）newspaper chains 报业集团（chain 一连串、一系列、连锁商店）distribution 分销， 发行zoned editions 地区版（zoned 划成区域的）ethnic press 少数种裔语言报纸（ethnic 人种的、种族的、少数民族）alternative press 非正统报纸（alternative 二者选一的，可供选择的办法、事物，传统之外的）dissident press 持不同政见报纸？(dissident 持不同政见者)commuter papers 为乘交通工具上班族设计的报纸 (commuter 经常往返者)digital delivery daily 电子化投递日报circulation area 发行区域(循环、流通、发行额)layout 排版newsletters 简报、时事通讯public opinion 舆论agenda setting 议程设置After the Revolution, the new government of the United States had to determine for itself just how free a press it was willing to tolerate.When the first Congress convened under the new Constitution in 1790, the nations founders debate, drafted, and adopted the first 10 amendments of the Constitution, called the Bill of Right.At the turn of the 19th century, urbanization, growing industries, movement of workers to the cities, and increasing literacy combined to create an audience for a new kind of paper, known as the penny press.Throughout this early period of the popularization of the newspaper, numerous foreign language dailies also began operation, primarily in major cities in which immigrants tended to settle. Loss of competition within the industry, commercialism, civic journalism, and the evolution of newspaper readership are altering not only the nature of the medium but also its relationship with its audiences.The newspaper industry has seen a dramatic decline in competition. This has taken two forms: loss of competing papers and concentration of ownership. Online job hunting and auto sales services are already cutting into advertising profits of newspapers.The Internet and the World Wide Web provide readers with more information and more depth, and with greater speed, than traditional newspaper.In October 2001, the New York Times began digital delivery daily, delivering the paper, as it looks in print, to home and office computers.To the chagrin of the established paper, readily available, easy-to-use, and inexpensive computer hardware and software can now be combined to do desktop publishing, small-scale print design, layout, and production.Chapter Three A more pessimistic view of the future of newspapers is that as newspapers have reinvented themselves and become more user-friendly, more casual, more lifestyle-oriented, and more in touch with youth, they have become inessential and unimportant, just another commodity in an overcrowded marketplace of popular, personality-centered media.w New Trend in Digital Publishing and CommunicationPODPublish on Mobile PhoneSearch engine from PC to Mobile PhoneWatermarkingIntegration, publish/subscriptionw How to make a presentationFocus on one interesting topic Find the materialGet useful information and organize these information Finish the PPTOrganize your speechw How to make a presentationContent of the material:Basic ConceptExisting Problem & Current MethodProblem not resolvedTrend in the futureMy interest and opinion Chapter Four Magazinesonline magazine 在线杂志pictorial magazines 画刊 newsstands 报摊targeted audience 目标受众 split runs 专门特刊circulation 发行量 subscription 订阅single-copy sale 单册零售 controlled circulation 赠阅发行webzines 网络杂志 brand magazine 品牌杂志cable television 有线电视ad revenues 广告收益online magazine 在线杂志 readership 读者人数，读者的身份 pictorial magazines 画刊（pictorial 图示的，画报） newsstands 报摊，杂志摊 targeted audience 目标受众 split runs 专门特刊 circulation 发行量 subscription 订阅single-copy sale 单册零售controlled circulation 赠阅发行webzines 网络杂志 brand magazine 品牌杂志cable television 有线电视ad revenues 广告收益direct mail 直接邮件，直接投递广告advertorials 报道式广告complementary copy 补充性内容Chapter Five Filmw Key Wordsexhibition ( 电影) 上映（表现，展览会，显示）zoopraxiscope 幻灯片放映机 persistence of vision 视觉惯性 （persistence 坚持，持续） kinetograph 活动影像摄影机 emulsion 感光剂 replica image 图像复制品（replica 复制品） montage 蒙太奇 factory studio 摄影棚，一般指电影制片公司（studio 工作制，演播室，摄影棚） budget nights 特价夜场（budget 预算，做预算，廉价的） concept film 概念电影 sample audience 抽样观众(sample 样品, 例子；取样，采样，尝试)franchise film 系列电影（franchise 特权） movie tie-in product 置入电影的产品广告（tie-in 搭卖的，搭卖的广告） product placement 置入式产品广告，软广告的一种形式 theatrical film 剧场广告（theatrical 戏剧性的） microcinema 微型影院 online video-on-demand 在线视频点播 paid-for messages 有偿信息 w History of the MoviesEarly newspapers were developed by businesspeople and patriots for a small, politically involved elite that could read, but the early movie industry was built largely by entrepreneurs who wanted to make money entertaining everyone. Unlike television, whose birth and growth were predetermined and guided by the already well-established radio industry, there were no precedents, no rules, and no expectations for movies.w The early stageWhen people watched the rapidly projected, sequential slides, they saw the pictures as if they were in motion. This perception is the result of a physiological phenomenon known as persistence of vision.w The big studiosIn 1908 Thomas Edison, foreseeing the huge amounts of money that could be made from movies, founded the Motion Picture Patents Company, often called simply the Trust. The new studio system, with its more elaborate films and big-name stars, was born, and it controlled the movie industry.The industry prospered not just because of its artistry, drive, and innovation but because it used these to meet the needs of a growing audience.w Change comes to HollywoodAs was the case with newspapers and magazines, the advent of television significantly altered the movie-audience relationship.The movie business also survived the Depression because of its size and power, both residing in a system of operation called vertical integration. Using this system, studios produced their own films, distributed them through their own outlets, and exhibited them in their own theaters. w Movies and Their AudiencesThe movies are “larger than life”, and movie stars are much more glamorous than television stars.What becomes of film as an important medium, say the movies defenders, is completely dependent on us, the audience.w Scope and nature of the film industryThe movie business today enjoys financial health for two reasons. The first is improvements in its three component systems-production, distribution, and exhibition. The second, is that the movie industry has learned to live with television.Chapter Six Radio and Sound Recordingw Key wordssound recording 音响设备 electronic mass medium 电子媒介 national broadcast medium 全国广播媒介 new and emerging 新兴的 public ra