-
Unit 9
array of
institutions and
individuals
differing
in
purpose,
scope,
method,
and
cultural
context.
Mass
media
include
all
forms
of
information
communicated
to
large
groups
of
people,
from
a
handmade
sign
to
an
international news
network.. Being very pervasive in industrialized
countries,they have a powerful
impact
onhow those populations view the world,It is only
the most local and personal events that
are experienced first-hand,Those in the
larger community ,the state ,the country, and the
rest of the
world are experienced
through the eyes of journalists
“大众传媒”这
个词具有迷惑性，它看似简单，
实际上包含了不计其数的一系列机构和个
体，这些机构和个体有着不同的宗旨、范围、
方式和文化背景。大众传媒包括所
有达到大量
群众的信息，
不管是何种形式—从手制的牌匾到国际
化的新闻网络。
在工业化国家，
大众传
媒无处不在，
它强有力地影响着人们对世界的看法。
人们只能亲
身经历当地的和个人化的事
件，而要了解大一点的社区、州、国家和世界的另一些地方，
人们就得通过新闻工作者的眼
睛了
。<
/p>
How Mass Media Affect Our
Perception of Reality
before
September 11
th
,2001,The
U.S. mass
media were focused on sports,
the lives of
various
celebrities,
and
a
Congressman's
relationship
with
a
missing
staff
everything
changed.
A
skyscraper
complex,
militant
group,
and
distant
country
suddenly
dominated
mass
media
as
people
sought
to
understand
what
had
occurred,
what
to
make
of
passenger planes turned
into missiles, and who to trust for credible
information on terrorism.
1.
在
2001
年
9
月
11
日之前，美国媒体的主要焦点是体育赛事，
名人轶事，以及某个国会议
员与一个失踪职员的关系等。然而，
9
之后一切都发生了改变。一幢摩天大楼，一个武
装组织，
以及一个遥远的国家突然之间主宰了大众传媒。
这是因
为美国民众迫切想要弄明白
:
到底发生了什么事，
是什么让载人的客机变成了导弹，
谁提供的有关恐怖主义的情报才是真
实可信的。
dramatic
shift
in
media
emphasis
is
an
excellent
recent
example
of
how
mass
media
help
to
shape
our
shifting
concerns
and
beliefs.
Why
could
we
have
been
so
concerned
about
celebrity lifestyles
one week and so unconcerned the next? Why such a
prior general disinterest in
an already
notorious terrorist group, and in festering Middle
East countries and cultures? Why the
sudden media shift from a Regularly-
Criticized-President to an Esteemed-Leader-
President?
2.
这次媒体焦点的巨大转变是近期的
一个好例子
，
它展示了大众传媒如何帮助我们形成迅速
变化的关注点和信念。
为什么我们在这一周里对名人的生活方式如此关注
，
而到了下一周却
又对此变得漠不关心
?
为什么公众以前对一个早已臭名昭著的恐怖组织、对日益衰败的中东
< br>国家和文化都普遍缺乏兴趣
?
为什么媒体以前对我们的总
统总是批评，而突然之间又将其誉
为一位令人尊敬的、勇于承担责任的总统
?
ic advances in mass
communication
and transportation during
the past 50 years have
truly created a
global village, a mass society. Things occurring
anywhere are now quickly known
everywhere. Mass media both overwhelm
us with information, and help us to sort it out. <
/p>
3.
大众传媒和交通运输在过去
50
年里迅猛发展，
把世界真真切切地变成了一个地球村，一
个大众社会。
如今，
任何地方发生的事件都会迅速
地传播到世界的每一个角落。
大众传媒不
仅用铺天盖地的信息将
我们淹没，也帮助我们对这些信息加以分类整理。
media seek a broad audience for a typically
narrow (and often biased) message
that's
typically embedded in
entertainment or useful information/opinion. Mass
media communication is
expensive,
so
it's
funded
through
participant
admissions/subscriptions
and
contributions,
or
through
sponsorships
and
advertising
(or
a
combination
of
these
funding
sources).
It
thus
must
provide something
sufficiently valuable to its potential audience to
gain that necessary financial
support.
4.
大众传媒为典型的受众面非常狭小的
(
通常带有偏见
)
讯息
寻求广泛的受众群体，这类讯息
通常嵌于娱乐或有用的信息
< br>/
观点中。大众传媒的成本极其昂贵，所以它通过加盟许可
/
订阅
和捐款来获取资金，或者通过赞助和广告
(
或者多管齐下
)
来获取资
金。因此，它必须为潜在
的受众提供足够有价值的讯息，以此获得必要的资金支持。
mass
media
have
a
“
slow
news
day
”
problem.
They
have
pages
and
time
to
fill,
even
when events are
mundane. A common solution at such times is to
focus on sports and the lives of
celebrities (people who are well known
for their well-knownness, as Andy Warhol once put
it), or
to
take
something
relatively
trivial
and
expand
it
into
something
important.
Think
back
to
the
pre-September 11 focus.
5.
大众传媒总会遇到这样一个问题—某一天
< br>没有任何值得报道的新闻。
然而，
即使这一天的
事件统统乏善可陈，媒体也得想法把版面填满，或把播出时间打发完。当此类情况发生时，
通常的解决办法是将新闻报道的重点放在体育赛事和名人轶事上
(
如安迪
·
沃霍尔所言
:“
名人
因众所周知而有名
”)
，或者在某个比较琐碎的小事情
_L
大做文
章，将其包装成重要的大事
件。回想
9
事件发生前的热点，正是如此。
media
encompass much more than print and
electronic forms of communication (such
as
magazines
and
television).
Sporting
events,
churches,
museums,
theme
parks,
political
campaigns, catalogs, and concerts are
also forms of mass media, although many people
consider
them to be something other
than mass media.
6.
大众传媒并不局限于
印刷媒介和电子通信
媒介等形式
(
如杂
志和电视
)
。
尽管许多人不认同，
但体育赛事、教堂、博物馆、主题公园、政治活动、目录单和音乐会也是大众传播的媒介形<
/p>
式。
U.S.
Constitution underscores the importance
of the open communication of information
and opinion in our democratic society
by granting considerable self-direction to the
various forms
of mass media. A
marketplace mentality suggests that useful
information and opinions will spread,
and
the
useless
will
disappear.
A
free-speech
society
can
thus
tolerate
instances
of
false
information,
stupidity, and vulgarity - assuming them to be a
temporary irritant.
7.
美国宪法赋予
各种形式的大众媒体极大的自主权，
以此来强调信息和想法的公开交流对民
主社会的重要性。
从一种市场心态来看，
有用的信息
和想法将会得到传播，
而无用的终将消
失。
因此，
一个言论自由的社会能够容忍虚假信息、
愚蠢和庸俗
—
假设这些东西仅会扰人一
时，不会长
久。
media are very
competitive. Folks today
have many
options about the TV and films they
watch, the books and magazines they
read, the cultural and religious institutions they
attend. The
challenge for a media
program is to get and hold the attention of mass
media shoppers -- who are
channel
surfing, browsing at a bookstore, checking out
various churches.
8.
大众传媒间的竞争
很激烈。今天的人们对
于所看的电视和电影、所读的书籍和杂志、所参
< br>加的文化和宗教机构都有很多的选择。
媒体面临的挑战是如何吸引并抓住大众传媒
消费者的
注意力
~
一地们正在来回调换
频道，在书店翻阅书籍，在教堂之间穿梭。
a
stimulating competitive environment,
a
media program must score quickly. Since you're
still
reading
this
column,
the
title
and
opening
paragraph
must
have
sufficiently
caught
your
attention
so
you
continued.
Emotional
arousal
drives
attention,
which
drives
learning
and
conscious
behavior
-
so
it's
important
for
mass
media
programmers
to
understand
and
present
content that will
emotionally arouse potential participants.
9.
在竞争激烈的环境下，
一个媒体策划必须具备快速
得分的能力。
既然你仍在阅读这个专栏
的文章，
一定是文章的标题和开头充分吸引了你的注意力，
这样
你才会继续读下去。
调动情
感能够激发注意力，
进而激发学习和自觉行为。因此，对大众传媒策划人来说，一件非常重
要的事就
是了解并报道能够激发潜在受众情感的新闻事件。