1. Unit 8 Mass Media

2. Doctors bury their mistakes, Lawyers hang them. But journalists put theirs on the front page. － Anonymous

4. Top 5 newspapers, by daily circulation(2000-2001) The Wall Street Journal 1,819,528 USA Today 1,769,650 The New York Times 1,159,954 The Los Angeles Times 1,058,494 The Washington Post 802,594

5. The biggest news of the mid-1990s concerned the move of newspapers and magazines on the information superhighway. Magazines have also gone online. Time, Newsweek, and The Atlantic, among others, now have electronic editions.

6. By the late 1990s TV continued to be a defining characteristic of modern American life. By 1997, there were 220 million TV sets in the U.S. Americans spent one-quarter of their lives watching TV, their primary source of both entertainment and news.

7. In 1969, the U. S. Department of Defense started this network to connect government agencies with defense contractors, research companies, and academic institutions. In 1993, by using software called a Web browser, non-technical users could easily navigate the Internet, transfer files, exchange electronic messages, and search for information. Today nobody owns or controls the Internet. Use of the Internet has been growing dramatically, and the World Wide Web has become its most popular area.

8. The explosion of digital communication technology in the late 20th and early 21st centuries made prominent the question: what forms of media should be classified as "mass media"? it is controversial whether to include cell phones, computer games (such as MMORPGs), MMORPG ， Massive Multiplayer Online Role-Playing Game and video games.

9. In the 2000s, a classification called the "seven mass media" became popular: Print (books, pamphlets, newspapers, magazines, etc.) from the late 15th century Recordings (gramophone records, magnetic tapes, cassettes, cartridges, CDs, and DVDs) from the late 19th century Cinema from about 1900 Radio from about 1910 Television from about 1950 Internet from about 1990 Mobile phones from about 2000

10. 2Forms of mass media 2.1Broadcast 2.2Film 2.3Video games 2.4Audio recording and reproduction 2.5Internet 2.5.1Blogs (web logs) 2.5.2RSS feeds 2.5.3Podcast 2.5.4Mobile 2.6Print media 2.6.1Magazine 2.6.2Newspaper 2.7Outdoor media billboards, signs, placards placed inside and outside of commercial buildings/objects like shops/buses, flying billboards (signs in tow of airplanes), blimps, skywriting, AR Advertising.

12. Language points Past participle used as modifier Frozen food A finished article A recorded talk A conquered army The spoken word A closed shop A retired worker A faded flower The risen sun An escaped prisoner Fallen leaves A returned student

13. Partial inversion : Little did he know that the police were around. Never have I heard of such a name. Not until a week later did he learn the news. Not sooner had I got home than it began to rain.

14. It is …that…: cleft sentence It is the feedback from a lot of old customer that has proven the goods’ superior quality. A plethora of: a superabundance of; an excess of She has a plethora of paperwork to do. It won’t be long before: indicate that when sth is going to happen soon. It won’t be too long before people begin sneaking into the bathroom with their laptop just to check their email.

15. Update: We need to keep ourselves posted of the latest update on the environmental issue. You do not need to download the database manually if you able to update it lively.

16. Key to reading comprehension 1. The internet and database reporting have changed the way journalists do their jobs. 2. It is not only quicker, but it allows reporters to present more facts for analyzing complex stories for today’s busy readers. 3. Virtually every government agency has a Web page, providing a wealth of information, facts and figures. 4. For entertainment writers, the Web offers a plethora of movie studio and recording studio sites, to give journalists the latest information—including video and audio clips of new movies and hit songs.

17. 5. Bill Gates often conducts news conferences by video conferencing. 6. Not only are standard references such as almanacs and dictionaries more useful on CD-ROM, but other resource material such as Facts On File are used daily by reporters for background. Media giants such as Time magazine and USA Today are producing CD-ROMs that hold thousands of articles, photos and even sound bytes. 7..Many of the online newspapers offer updated sports scores, updates on stocks every 15 minutes, movie listings and, of course, advertisements. Some newspapers and magazines offer an interactive “chat line” to talk to an editor or ask questions of a celebrity or major news figure.

18. 8. Six. 9. A custom newspaper. 10. The readers can talk to an editor or ask questions of a celebrity or major news figure.

19. Key to paraphrase 1. Journalists needn’t go to a newspaper or magazine office to go through all over-read story clips which are enclosed in old envelops for background information. 2. The past story clips are kept in an electronic version on computer, and journalists can find more in-depth information quickly by turning on their Pentium-based computers and surfing the World Wide Web. 3. Mead Data’s Lexis has come into existence for over 30 years; it is the one that is the first, oldest, or most respected of its kind to have electronic databases of news articles on a great varity of topics, from prostate cancer to the number of gambling casinos springing up on Indian reservations.

20. 4. Both big and small corporations are suing the web to make their message known and reporters are using computers to download packets of information, from news releases to sales statistics. 5. Electronic mail is quite contrary to and different from the traditional U.S. snail mail so that it is more popular with journalists. 6. Using the latest software and computers in their office, reporters can attend the news conference which is conducted and transmitted globally on the Web without even going away from their office desk.

21. 7. All over the country, the newsrooms are using CD-ROMs. 8. Until now, newspapers and magazines are trying hard to get more subscribers by putting electronic versions of their newspapers on the Web.

23. Key to paraphrase 1.Journalists needn’t go to a newspaper or magazine office to go through all over-read story clips which are enclosed in old envelops for background information. 2.The past story clips are kept in an electronic version on computer, and journalists can find more in-depth information quickly by turning on their Pentium-based computers and surfing the World Wide Web.

24. 3. Mead data’s lexis/nexis has come into existence for over 30 years; it is the one that is the first, oldest, or most respected of its kind to have electronic databases of news articles on a great variety of topics, from prostate cancer to the number of gambling casinos springing up on Indian reservations. 4. Both big and small corporations are using the web to make their message known and reporters are using computers to download packets of information, from news releases to sales statistics.

25. 5. Electronic mail is quite contrary to and different from the traditional U.S. snail mail so that it is more popular with journalists. 6. using the latest software and computers in their office, reporters can attend the news conference which is conducted and transmitted globally on the Web without even going away from their office desk. 7. all over the country, the newsrooms are using CD-ROMs. 8. until now, newspapers and magazines are trying hard to get more subscribers by putting electronic versions of their newspapers on the web.

26. Key to translation 1.If only you click onto the computer screen for news, a wealth of news can be presented for you. 2.He has put up a proposal for setting up a government web site. 3.The government has set up an organization to help those who turn to the government. 4.His proposal has made a great impact on this place, where factories have sprung up. 5.He wrote an article on how to power up electric bikes.