Mass media (Дополнительное чтение), страница 2

The most significant usefulnessof these websites is in providing information, search engines, downloads throughlibraries, and interaction through the social networking sites. Due to these websitescarrying out e-commerce transactions has also become easy.4▫ Podcasts: Podcasts are mediums of mass communication that include shortvideo or audio files. They can be seen and heard on mobiles, computers, andportable media instruments.

They are engaging devices of communication.▫ E-Forums: E-Forums are bulletin boards on websites where people startthreads on topics. These are usually hosted on a website. These forums are openplatforms to discuss a range of topics. People give their opinions and share theirexperiences on various topics.▫ E-Books: There are a number of websites which have hosted eBooks andonline libraries. The main benefit of having eBooks is that you don't have to carrybulky books.

You can read them on your eBook readers, mobiles, computerscreens, or other devices. You can even adjust the font size to suit yourrequirements.▫ Blogging: A blog is a space on the Internet where a single person or agroup of people record their information, opinions, photos, videos, etc. It is aninteresting and free platform to talk about any topic. Interaction happens in theform of comments or feedback.▫ Internet TV: It is also known as online TV. It usually has an archive ofprogrammes. You have to choose the programme, you wish to view from the list.You can either view the programs directly from the host server, or download thecontent on your computer. It is an effective means of communication.▫ Facebook: It is the most popular social networking website. Facebook hasseveral applications which people utilize.

It is the best platform to meet old friends,or make new ones. Advertisers also like this forum for communicating about theirproducts.▫ Twitter: It is also a famous social networking website. Twitter is a microblogging site which allows interaction and feedback of different people. There wasa time when it was very popular among celebrities and individuals. Today, thegovernments of various nations have understood the importance of "tweeting"information to the public, and regularly share information through Twitter.▫ YouTube: It is a website which uploads content in a video format.

It housesa range of interesting videos that appeal to people of all generations. From films toeducational videos, you will find everything on YouTube.*From: http://www.buzzle.com/articles/different-types-of-mass-media.html5Answer the following questions and discuss them with your partner.1.What is Mass Media? What is it used for?2.Name several types of Mass Media.

What kind is the most popular now?3.What are the main features of New Age Mass Media?4.What do you think about all the advantages and disadvantages of every kindof Mass Media? Name as many as possible.5.What kind of New Age Media do you prefer most of all?Word listaccessto be accompanied withto appeal toavailableto be accustomed tobreakthroughcatchy phrasesto comprisecorecurrent affairsto dedicate toto distributeto emergeto encompassentertainmentexposurefrequencyto interact withinseparable partnetworkniche readershipto observepivotal rolepurchaseto reduceto requireдоступсопровождаться чем-топривлекатьимеющийся в наличии, свободныйпривыкший к чему-либопрорывлегко запоминающиеся фразысостоять изглавный, центральныйтекущие делапосвящатьраздавать, распределятьпоявляться, выяснятьсяохватыватьразвлечениекадрчастотавзаимодействовать снеделимыйсетьниша читателейнаблюдатьцентральный, значительныйпокупкаснижать, сокращатьтребовать(ся) ,нуждаться6Part 2Print MediaA brief history of newspapersThe earliest variation on a newspaper was a daily sheet published in 59 BCin Rome called Acta Diurna (Daily Events), which Julius Caesar ordered to beposted throughout the city.

The earliest known printed newspaper was in Beijing in748.In 1451, Johannes Gutenberg uses a press to print an old German poem, andtwo years later prints a 42-line Bible - the significance being the mass productionof print products, ushering in an era of newspapers, magazines, and books. By1500, the genesis of a postal system can be seen in France, while book publishingbecomes popular throughout Europe and the first paper mill can be found(England).Zeitung (newspaper) is a news report published in Germany in 1502, whileEncountre Trewe becomes the earliest known English-language news sheet in1513. Germany's Avisa Relation oder Zeitung, in 1609, is the first regularlypublished newspaper in Europe.

Forty-four years after the first newspaper inEngland, the Oxford Gazette is published, utilizing double columns for the firsttime; the Oxford/London Gazette is the first true newspaper. The first NorthAmerican newspaper, Public Occurrences Both Foreign and Domestic, waspublished in 1690 in Boston.The 1700s was a century in which market elements were created thatencouraged the development of daily newspapers: rising literacy, the formation ofnation-states, a rising literary and philosophical tradition emphasizing democraticinvolvement in government, and technologies that supported newspaperproduction. In short, it was a great news century. The first daily newspaper wasThe Daily Courant in London, 1702. In 1754, The Daily Advertiser in London usesthe first four-column format.

France's first daily newspaper appears in 1777,Journal de Paris, while the first United States daily was The Pennsylvania Packetin 1784.In 1873, an illustrated daily newspaper can be seen in New York. In 1878the first full-page newspaper advertisements appear, and in 1880 the firstphotographs are seen in newspapers, using halftones.With the basic technical groundwork for the modern newspaper in place bythe late 19th century, the story of newspapers in the 20th century was aboutprofessional development and adaptation to changing consumer and mediamarkets. The story also involved an evolving business model that rode an evergrowing wave of mass-market advertising.*From: http://window.edu.ru/library/pdf2txt/938/29938/13167/page17Find the English equivalents in the text.•возрастающая грамотность;•поощрять развитие чего-либо;•по всему городу;•развитие модели бизнеса на растущей волне массовой рекламы;•возвещающая об эре…;•зарождение (возникновение) почтовой службы.Answer the following questions.1.

What was the first regularly published newspaper in Europe?2. In which newspaper were the double columns utilized for the first time?3. When and where was the first North American newspaper published?4. What were the market elements that encouraged the development of dailynewspaper in the 17th century?5. What were the first daily newspapers in London, Paris and the US? When didthey come into circulation?British NewspapersAll newspapers in Britain can broadly be divided into the quality press(“broadsheet”) and the popular press (“tabloid”).The quality newspapers/ broadsheets are also known as “heavies” and theyusually deal with home and overseas news, with detailed and extensive coverage ofsports and cultural events.

Besides they also carry financial reports, travel newsand book and film reviews.Broadsheet is a size and format for newspapers and a descriptive termapplied to papers which use that format rather than the smaller tabloid format.Historically, broadsheets were developed when in 1712 a tax was placed on Britishnewspapers based on the number of their pages. Broadsheet newspapers tend to bemore intellectual in content than their tabloid counterparts, examining stories inmore depth and carrying sensationalist celebrity stories less often. However, whilethis distinction is widely used, some tabloid papers - particularly The Daily Mailand The Daily Express - point out that the term "tabloid" strictly refers only to thepaper size, and often use phrases such as "broadsheet quality in a tabloid format".The Times, The Financial Times, The Guardian, The Daily Telegraph, TheIndependent, are known as quality papers or broadsheets.

So, quality papers aim atpresenting the reader with a full and serious coverage of important home andforeign events. They examine the subject more deeply and give more informationthan the popular papers. All the quality papers use the large, full-scale broadsheetformat, their style is clear-cut and the language is straightforward, free from slangand sensation.8Apart from a classification of style and ways of presentation there is also thedivision between political attitudes. Although newspapers are not directly linked topolitical parties, there are strong connections. The majority of papers– even thosewhich carry little serious news – are conservative in outlook.

Of the six qualitydailies The Daily Telegraph (founded in 1855) is strongly conservative. It is abroadsheet published on 28 pages with 5 per cent of the whole space given over tothe pictures.The Guardian (The Manchester Guardian until 1956) is a broadsheet with leftof center political standpoint. It is liberal in outlook though it doesn’t represent theofficial view of the Liberal Party.

Note that Manchester Guardian was launched in1821. The Guardian enjoys particular popularity among those readers who areconnected with the arts. The paper’s motto is “Facts are sacred, comment is free”.This paper because of its very honest comment of news is very influential.The Financial Times saw its appearance in 1888. At present it is no moresimply the commercial specialist paper it used to be and has become a majorquality paper.The Times (1785) is the oldest of the existing papers.