Данный лексический материал предназначен для того, чтобы студенты могли читать специальные тексты и подготовить монологическое высказывание по теме.

to denote обозначать

medium средство

message послание, сообщение

mass-circulation массовый тираж

duplication размножение, снятие копий

message board форум

podcast оцифрованная запись или радиопередача, размещенная в интернете

purpose цель

advocacy пропаганда

advertising реклама

entertainment развлечение

announcement объявление

public opinion общественное мнение

commuter пригородный пассажир

habit привычка

to resist сопротивляться

permanent постоянный

background noise фоновый шум

to interfere with препятствовать

owner владелец

Задания

Задание 1. Прочитайте и переведите текст:

Mass media

Mass media is a term used to denote a section of the media specifically designed to reach a large audience. Marshall McLuhan, one of the biggest critics in media’s history, brought up the idea that “the medium is the message”. The term was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines. However, some forms of mass media such as books and manuscripts had already been in use for centuries.

During the 20^th century, the growth of mass media was driven by technology, including that which allowed much duplication of material. Physical duplication technologies such as printing, record pressing and film duplication allowed the duplication of books, newspapers and movies at low prices to huge audiences. Radio and television allowed the electronic duplication of information for the first time.

Mass media include the Internet media like blogs, message boards, podcasts, and video sharing.

Mass media can be used for various purposes:

1. Advocacy, both for business and social concerns. This can include advertising, marketing, propaganda, public relations, and political communication.

2. Entertainment, traditionally through performances of acting, music, and sports, along with light reading; since the late 20^th century also through video and computer games.

3. Public service announcements.

As sociologists say news is not what happens, it is what you see or read about in mass media. In other words, mass media play a very important role in organizing public opinion. Millions of people watch TV and read newspapers in their free time. Most of commuters can’t do without a newspaper on their way to work. Some people read newspapers or surf the Internet during the lunch break. TV also dominates our life. It is a habit which is impossible to resist. The radio is turned on most of the time, creating a permanent background noise. In fact it does not interfere with your activities. You can easily listen to the radio while doing homework, cooking or washing the dishes. It’s not a secret that some of the TV and radio stations are owned by big corporations, so the owners can advertise whatever they choose. Commercial firms have to buy TV and radio time to advertise their products. Thus most of the new inventions and technologies become popular and well known with the help of mass media.

Задание 2. Ответьте на следующие вопросы:

1. What term is used to denote a section of the media specifically designed to reach a large audience?

2. When was the term coined?

3. What was the growth of mass media driven by?

4. What forms of mass media do you know?

5. What purposes can mass media be used for?

6. What allowed the electronic duplication of information for the first time?

7. Do you know any Internet media?

8. What is news according to sociologists?

9. What do people do in their free time?

10. Do commercial firms buy TV and radio time to advertise their products?

Вопросы к практическому занятию