Mass media (Дополнительное чтение), страница 5

Anyoneprimitive!with the right technical know-how can•Email is not only fast, it is also cheap. intercept it without your knowing.Unlike long distance telephone calls, •although, as stated above, it’s anyou pay no more for messages.advantage that email messages are•Also, email messages are easily stored. easily stored, this can also be aBecause they’re electronic, saving an disadvantage. If you say nasty thingsemail message you’ve received (and about your boss in a message, a savedcalling it back up again later) is a copy can come back to haunt you in thebreeze.future.•In addition to this, email is •A final and very important point is thatenvironmentally friendly because of email can take over your life.

Because itbeing electronic. It saves natural is so easy to start getting more and more17resources such as paper.correspondence, and you end up•Last but not least, email is practically spending most of your day reading anduniversal. More and more people use it responding to floods of messages.every day.Overall, however, the pros of email outweigh the cons. Email hastransformed the world of communication in largely beneficial ways, and alongsidetext messaging, is now a major way of keeping in touch.*From: “New Headway” (upper-intermediate)Apple MacintoshAre you a Mac user? For many, home computers have become synonymouswith Windows and Bill Gates, but there has always been a loyal band of AppleMacintosh users, whose devotion to the Apple brand and its co-founder StevenJobs is almost religious.Steven Jobs and Steven Wozniak dropped out of college and got jobs inSilicon Valley, where they founded the Apple Computer company in 1976, thename based on Job’s favourite fruit.

They designed the Apple computer in Job’sbedroom, having raised the capital by selling their most valued possessions – anold Volkswagen bus and a scientific calculator. The later model, the AppleMacintosh, introduced the public to point and click graphics. It was the first homecomputer to be truly user-friendly, or as the first advertising campaign put it, “thecomputer for the rest of us”.When IBM released its first PC in 1981, Jobs realized that Apple wouldhave to become a more grown-up company in order to complete effectively. Hebrought in John Sculley, the president of Pepsi-Cola, to do the job, asking him:“Do you want to just sell sugared water for the rest of your life, or do you want tochange the world?” Sculley and Jobs began to argue bitterly, however, and after apower struggle, Jobs was reluctantly forced to resign.By 1996 Apple was in trouble, due to the dominance of Windows softwareand the increasing number of PC clones which could use it.

Jobs, having had greatsuccess with his animation studio Pixar, was brought back to the ailing firm for anannual salary of $1, and the company gradually returned to profitability.Apple’s computers cost more than most PCs, and have a more limited rangeof software available for them, but their great appeal has been the attention todesign, making Apple the cool computer company. The launch of the stunningmulti-coloured iMac in 1997, followed by the sleek new iMac in 2002, marked theend of the computer as an ugly, utilitarian machine, and brought the homecomputer out of the study and into the lounge.

As Steve Jobs put it, “Othercompanies don’t’ care about design. We think it’s vitally important.”18Apple’s fortunes were transformed again with the development of the iPodin 2003, which soon became a must-have gadget and brought about a boom inInternet music sales. And of course, it was beautifully stylish.*From: “New Headway” (upper-intermediate)Answer the following questions.1. How did Jobs and Wozniak design the Apple computer?2. What characteristics of Apple’s computers can you name?3.

What is Ipod a must-have gadget?The book is rebornYou are about to leave for holiday. You have two long weeks on a beachahead of you― a chance to read all those books you’ve been planning to read allyear. So you decide to pack a selection of paperbacks. You know paperback booksare incredibly light and convenient, so it comes as rather as a shock when you putfour or five in your suitcase and realize they are as heavy as a brick. Suddenly thethought that you will have to carry all that weight through the airport doesn’t seemquite so appealing.Well, now there is a solution. Instead of carrying heavy books around yousimply take an e-book.

In the same way that MP3 players mean you don’t have tocarry around dozens of CDs, the e-book contains all the books you might want toread in one small package. So, if you’re not sure whether you are going to feel likea lightweight romance or a heavyweight biography, that’s no problem. You simplyload all the books you might want into memory and then make up your mind whenyou arrive.So, how does it work? Electronics companies had been working on the ebook for years before they found the perfect combination of materials andtechnology. The magic ingredient was electronic paper, a US invention that iscompletely different from the liquid crystal display (LDC) technology used formost computer screens.

Earlier versions of the e-book had suffered from the sameproblems as laptop computers and mobile phone screens―the screens wereimpossible to see in bright sunlight and people found that their eyes were gettingtired after using them for any length of time. Manufacturers knew they had toinvent a superior technology, and electronic paper was the result―it is flicker-freeand looks exactly like real paper and ink.And the e-book has many other advantages.

The size of text can be changedat the flick of a switch, which means many people with poor eyesight will be ableto read without needing glasses. As well as text, the e-book can display picturesand diagrams, and with an electronic pen the reader can make notes on the screenwhich the machine will remember, making it an ideal product for students.

In fact,there are several internet companies that will be supplying medical and scientific e19book files in the near future. So the students of tomorrow won’t have to spend afortune on those expensive university textbooks―they’ll simply log on the Internetand download everything they need to their e-book.*From: “Language Leader” (upper-intermediate)Work with a partner to discuss the following.1.2.3.What sort of things do you read on a computer rather than on paper?How does reading a computer screen compare with reading a book?Name advantages and disadvantages of e-books.Word listaccording toto allowapplicationappropriatecollaborationcommonto be compiledto considerto containcontentto contribute tocorrespondencedestinationto double-checkto downloadto enablefloods of messagesgadgetgraduallyincreasinglaunchprofitabilitypros and consto receiveсогласно чему-либоразрешать, позволятьприложениесоответствующийсотрудничествообщийсоставляться кем-тополагатьвмещатьсодержаниевносить вкладсоответствиеместо назначенияперепроверятьскачать (информацию)давать возможностьпоток сообщенийустройствопостепенновозрастающийзапускдоходностьза и противполучать20softwaresuccessfulto supplyto take overto updateto uploadпрограммное обеспечениеуспешныйпоставлятьовладетьобновлятьзагружать (информацию)21Общий словарьaccessto be accompanied withto appeal toavailableto be accustomed tobreakthroughcatchy phrasesto comprisecorecurrent affairsto dedicate toto distributeto emergeto encompassentertainmentexposurefrequencyto interact withinseparable partnetworkniche readershipto observepivotal rolepurchaseto reduceto requireadvertisementto aim atapplied tocoveragedeliberatelyto be devoted todistinctto emphasizeextensivereliablesignificanceto tend toartificialto assembleto cope withдоступсопровождаться чем-топривлекатьимеющийся в наличии, свободныйпривыкший к чему-либопрорывлегко запоминающиеся фразысостоять изглавный, центральныйтекущие делапосвящатьраздавать, распределятьпоявляться, выяснятьсяохватыватьразвлечениекадрчастотавзаимодействовать снеделимыйсетьниша читателейнаблюдатьцентральный, значительныйпокупкаснижать, сокращатьтребовать(ся) ,нуждатьсярекламастремиться к чему-тообращенный к чему-тоосвещение событияпреднамереннопосвящатьотличный, отчетливыйподчеркивать; делать упор на чем-тообширныйнадежный, достоверныйзначение, важностьсклоняться кискусственныйсобиратьсправляться с22to defineto be fascinated byto involveto proveultimatelyto escape fromto compare withsuccessfulto have influence onaccording toto allowapplicationappropriatecollaborationcommonto be compiledto considerto containcontentto contribute tocorrespondencedestinationto double-checkto downloadto enablefloods of messagesgadgetgraduallyincreasinglaunchprofitabilitypros and consto receivesoftwaresuccessfulto supplyto take overto updateto uploadдавать определениебыть очарованным чем-топодразумевать, быть связаннымдоказыватьв конце концовубегать от чего-тосравнивать с чем-тоуспешныйоказывать влияние на что либосогласно чему-либоразрешать, позволятьприложениесоответствующийсотрудничествообщийсоставляться кем-тополагатьвмещатьсодержаниевносить вкладсоответствиеместо назначенияперепроверятьскачать (информацию)давать возможностьпоток сообщенийустройствопостепенновозрастающийзапускдоходностьза и противполучатьпрограммное обеспечениеуспешныйпоставлятьовладетьобновлятьзагружать (информацию)23.