-
Chapter One
Introduction to Mass
Communication
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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 <
/p>
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：
（
re
ciprocal
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（<
/p>
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
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Mass Communication
Communication: transmission of a
message from a source to a receiver.
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Basic elements of
communication
Who?
Says
what?
Through which channel?
To Whom?
With what effect?
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Conditions of communication
Sharing (correspondence)
Feedback
The process of
creating shared meaning
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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.
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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.
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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.
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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
muc
h of the content provided.
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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.
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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.
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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
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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
Disad
vantage
：
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, th
e 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.
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New Trend
in Digital Publishing and Communication
POD
Publish on Mobile Phone
Search engine from PC to Mobile Phone