2024年3月31日发(作者：)

Chapter One Introduction to Mass Communication



Key Terms

communication 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 relationships

encoding 编码: audio encoding, hybrid encoding

decoding 解码: adaptive decoding

public 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 function

technological 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 conglomerated

economies 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：globalize

audience 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



Mass Communication

Communication: transmission of a message from a source to a receiver.



Basic elements of communication

Who?

Says what?

Through which channel?

To Whom?

With what effect?



Conditions of communication

Sharing (correspondence)

Feedback

The process of creating shared meaning



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

central—many 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.



Definition of Culture

The learned behavior of members of a given social group.

Contents of Culture

Patterned, repetitive ways of thinking, feeling, and acting

Functions of Culture

Guide of life style

Limitation of Culture

Unwilling or unable to move past patterned, repetitive ways of thinking,

feeling, and acting.



Mass Communication and Culture

We 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 culture’s 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.



Scope and Nature of Mass Media

No 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.



The role of technology

To 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.



The role of money

Some 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.



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 Practice

English 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 culture’s 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 Books



Key Words

linotype 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



History of books

In 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.



Books and their Audiences

The 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.



The Culture Value of the book

The 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.



The role of books in social movements

The 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.



Trends and Convergence in Book Publishing

Convergence 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 Publishing

Opinion 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.



Growth of small presses

The 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 retailing

There 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.



Hot Topic

The power of computer

Advantage：Gather and store information，Process problems，Control working

process，Design new products，Help manage hotels, schools, hospitals, banks and

so on，Teaching

Disadvantage：Violation of privacy，Computer crime，Unemployment，Lack of

social interaction，Hackers，Porn，Make people lazy and dependent

Chapter Three Newspapers



Key Words

executive 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; piper’s 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

nation’s 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.



New Trend in Digital Publishing and Communication

POD

Publish on Mobile Phone

Search engine from PC to Mobile Phone

Watermarking

Integration, publish/subscription



How to make a presentation

Focus on one interesting topic

Find the material

Get useful information and organize these information

Finish the PPT

Organize your speech



How to make a presentation

Content of the material:

Basic Concept

Existing Problem & Current Method

Problem not resolved

Trend in the future

My interest and opinion

Chapter Four Magazines

online 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

newsstands 报摊，杂志摊

targeted audience 目标受众

split runs 专门特刊

circulation 发行量

图示的，画报）

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 Film



Key Words

exhibition ( 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



History of the Movies

Early 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.



The early stage

When 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.



The big studios

In 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.



Change comes to Hollywood

As 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.



Movies and Their Audiences

The 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.



Scope and nature of the film industry

The 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 Recording



Key words

sound 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 radio 公共广播

narrow defined audiences 细分受众

telegraph code 电报编码

point-to-point communication 点对点传播

radio telephone 无线电话

recorder player 留声机，唱机

soap operas 肥皂剧

listenership 听众数量

playlist 播放单

Internet piracy 网络盗版

Web radio 在线广播

Web-only radio 仅在线广播

streaming 网络浏览

MP3 音频压缩格式

Chapter Eight The Internet and the World Wide Web



Key words

Internet 互联网

Web censorship 网络审查（censorship 审查机构、审查制度）

lap top 手提电脑

Palm Pilot 掌上电脑

website 网址

digital computer 数字电脑

protocols 协议

hosts 服务器

mainframe computer 主机；中央处理器

minicomputer 微型电脑

terminal 电脑终端

operating system 操作系统

semiconductor 半导体

integrated circuit 集成电路

multimedia 多媒体

ISP( Internet Service Provider) 互联网服务提供商

World Wide Web 万维网

search engine 搜索引擎

spider 网络蜘蛛

spam 垃圾邮件

global village 地球村

copyright 版权

censorware 审查软件

encryption 加密术

click stream 点击流



A short history of the Internet

In 1962 the Air Force wanted to maintain the military’s ability to transfer

information around the country even if a given area was destroyed in an enemy

attack.

Scores of computer expert joined the rush toward the development of what

we know today as the Internet, a global network of interconnected computers that

communicate freely and share and exchange information.

The commercial computer explosion was ignited by IBM. Using its already

well-entrenched organization system of trained sales and service professionals,

IBM helped businesses find their way in the early days of the computer revolution.



The personal computer

The leaders of the personal computer revolution were Bill Gates and the duo

of Steve Jobs and Stephen Wozniak.

Sensing that the future of computing was in these personal computers and

that the power of computers would reside not in their size but in the software that

ran them

At nearly the same time with Bill Gates, in 1977, Jobs and Wozniak, also

college dropouts, perfected Apple Ⅱ, a low-cost, easy-to-use microcomputer

designed specifically for personal rather than business use.



The Internet Today

The World Wide Web is not a physical place, the heart of the Web lies in the

protocols that defines its use, such as using hypertext transfer protocols (HTTP) to

transport files from one place to another.



The Internet and Its Users

Finding information on the Web is becoming easier thanks to the growing

number of companies creating search engines, spiders, or Web crawlers.



Changes in the Mass Communication Process

The Internet is different from these more traditional media. Rather than

changing the relationship between audiences and industries, the Net changes the

definition of the different components of the process and , as a result, changes

their relationship.



Changes in the Mass Communication Process

On the Net a single individual can communicate with as large audience as can

the giant, multinational corporation that produces a network television program.



The double edge of technology

Technology is a double-edged sword. Its power----for good and for

bad---resides in us. The same aviation technology that we use to visit relatives

halfway around the world can also be used to destroy the World Trade Center.

Translation Technique



动词-名词的相互转译

They are waiting for a

sight

of the Queen passing by.

We can

house

you if the hotels are full.



形容词-副词的相互转译

On this question, people of different age groups think

differently

.



状语译成句子

Officially

, he’s on holiday; actually, he is in hospital.

Surprisingly

enough, none of them showed any sign of fear in face of death.

She

wisely

didn’t attempt to apologize.



同位语译成句子

Tom,

normally a timid boy

, jumped into the river and saved the drowning girl.

Shanghai,

once the paradise for adventurers

, is now the largest industrial

base in China.



表语译成句子

I leave Beijing tonight, heartened with agreements we have reached, cheered

by the frankness and fullness of our discussions, grateful for the hospitality you

have accorded our party.



翻译为被动句

The unemployment rate in that country

is expected

to remain stable for 2009.

His frequent absence from class must be dealt with immediately.

Nowadays, her songs are so popular among the young people that they are

played on the radio every Sunday.



翻译为主动句

What we say here

will not be long remembered

.

We both believe that through vigilance and strength, in your words,

a war can

be postponed

, and in our words,

war can be avoided

.



常用被动句型

It is said

that the new president is going to pay a visit to the refugee camp.

It is reported

that ten people died in the traffic accident.

It must be pointed out

that mistakes of this kind should not be repeated.

It is believed

that more and more people in China will be moving out of the

city to live in the country.

It is known to all

that smoking does harm to our health.

It is hoped

that you will be back after you complete your Ph.D. in the U.S.A.



限制性定语从句翻译成前置定语

Law offers us our best hope of overcoming the differences that prevail the

world.

I am deeply touched by the warm and friendly words the President has just

addressed to me.



非限制性定语从句翻译成后置的并列分句

I told the news to Robert, who told it to his friend Larry, and soon the news

spread all over the campus.



非限制性定语从句翻译成前置定语

He appeared to be returning home from a walk, for his shoes, which followed

a fashion long since out of date, were covered with dust.



有的定语从句，相当于状语从句，表示原因、目的、结果、让步等关系。

Norway is, quite naturally, paying great attention to developments in Europe

and in the Atlantic community, which are so instrumental to the maintenance of

peace and security of the world.



有的定语从句，相当于状语从句，表示原因、目的、结果、让步等关系。

My uncle, who will be seventy tomorrow, is still a keen soprtsman.



先行词及其定语从句翻译成主谓结构

Charlie, who never believed in interfering if it could be avoided, left her alone,

hoping that she would eventually come around.



抽象名词具体化

Most people in America, minority people in particular, are convinced that

injustices exist in their economic system.

the +ed分词（形容词）

the exploited（被剥削的人）

the oppressed（受压迫的人）

the disabled （残疾人）

the inexperienced （没经验的人）

the young

The wounded was a policeman.

The wounded were taken to hospital.

Robin Hood and his men robbed the rich to help the poor.



适当添加成分

Standing together, we can further peace and security. Great nations, if

adversaries, cannot draw from each other’s strengths.



长句翻译：按原句的结构顺序

I suppose that if a man has a confused mind he will write in a confused way, if

his temper is capricious his prose will be fantastical, and if he has a quick, darting

intelligence that is reminded by the matter in hand of a hundred things, he will,

unless he has great self-control, load his pages with metaphor and simile.



长句翻译：按汉语的逻辑顺序

The time is now near at hand which must probably determine whether

Americans are to be freemen or slave; whether they are to have any property they

call their own; whether their houses and farms are to be pillaged and destroyed,

and themselves consigned to a state of wretchedness from which no human

efforts will deliver them.