1341
.pdf3. If you are a regular reader of the press, you can get a lot of information.
Intellectual Qualities of Newspapers’ Readers
Word |
Meaning |
|
Usage |
||
Clever |
adj |
quick |
at |
Bright and smart (which is sometimes |
|
|
learning |
|
and |
derogatory) are informal words for |
|
|
understanding; |
clever: She is one of the brightest in the |
|||
|
having |
|
and |
class. She tries too hard to be smart. |
|
|
showing |
a |
quick, |
Brainy (informal) means "clever", often |
|
|
able, |
and effective |
at academic work: She's one of those |
||
|
mind; |
intelligent: |
brainy students! Brilliant is a strong |
||
|
the cleverest girl in |
word meaning "extremely clever": He's a |
|||
|
the |
class/a |
clever |
brilliant mathematician |
|
|
idea |
|
|
|
|
Genius |
n 1. great and rare |
Genius is a very strong word. It is only |
|||
|
powers of thought, |
used of very rare ability or of the person |
|||
|
skill or imagination |
who has it: Einstein had a genius / was a |
|||
|
2. a person of very |
genius. Talent is less strong. It is used of |
|||
|
great ability or very |
special ability but not of the person who |
|||
|
high intelligence |
has it: a young actress with a lot of talent |
|||
|
3. (for) |
a special |
/ She has a talent for music. |
||
|
ability |
or |
skill; |
1. There's genius in the way this was |
|
|
talent |
|
|
painted. / Rembrandt's self-portraits are |
|
|
|
|
|
|
works of genius. |
|
|
|
|
|
2. Einstein was a genius. |
|
|
|
|
|
3. She has a genius for saying the |
|
|
|
|
|
wrong thing |
Задание 9. Переведите данные ниже фразы на английский язык. Составьте с ними предложения.
– keen, sharp, superior intellect
of intellect (a person of keen intellect)
–to demonstrate, show intelligence
–great, high, keen, limited, low, outstanding, remarkable intelligence
–artificial, native intelligence
–the intelligence to + inf (She had the intelligence to see through their scheme)
13
–of a certain intelligence (a person of considerable intelligence)
–to collect, gather intelligence
–classified, combat, military, industrial, secret intelligence
Задание 10. Дайте определения следующим понятиям: a bargainconscious shopper; a money-conscious woman; a media-conscious politician; a conscious decision; a conscious effort; social consciousness; political consciousness; ecological consciousness; the moral consciousness of a political party.
Задание 11. Найдите во второй колонке верное определение для понятий из первой колонки.
have no conscience |
|
being fair and reasonable |
a prisoner of conscience |
|
feel troubled about something one |
|
|
has done or failed to do |
in all conscience |
|
making one feel guilty |
on one's conscience |
|
be as ready to do wrong as right |
have something on |
one's |
in prison especially for political or |
conscience |
|
religious beliefs |
Задание 12. Дополните третью колонку собственными примерами.
Intellect |
n 1. the ability to use |
1. a woman of superior |
|||||||
|
the |
power |
of |
reason |
intellect; |
|
|
|
|
|
(rather than to feel or |
|
|
|
|
||||
|
take action); ability to |
|
|
|
|
||||
|
think intelligently and |
|
|
|
|
||||
|
understand |
|
|
|
|
|
|
|
|
|
2. |
someone with |
a |
|
|
|
|
||
|
great intellect |
|
|
|
|
|
|
||
Intellectual |
adj |
1. of |
using, |
or |
1. intellectual topics / The |
||||
|
needing the use of the |
argument |
was |
|
too |
||||
|
intellect |
|
|
|
intellectual |
for |
me: |
I |
|
|
2. |
having |
a |
high |
couldn't follow a word of it. |
||||
|
intellect |
|
|
|
/ an intellectual film / an |
||||
|
|
|
|
|
|
intellectual |
giant |
(= |
an |
|
|
|
|
|
|
extremely clever person); |
|||
|
|
|
|
|
|
2. an intellectual family; -ly |
|||
|
|
|
|
|
|
adv: intellectually |
unsa- |
||
|
|
|
|
|
|
tisfactory / |
Intellectually |
||
14
|
|
|
|
|
|
|
|
|
speaking, it's a very weak |
|||||
|
|
|
|
|
|
|
|
|
piece of work |
|
|
|
||
|
|
|
|
|
|
|
|
|
|
|||||
Intellectual |
n someone |
who |
has |
|
|
|
|
|
|
|||||
|
the |
ability |
|
to |
reason |
|
|
|
|
|
|
|||
|
well, and (often) who |
|
|
|
|
|
|
|||||||
|
uses |
this |
|
ability |
in |
|
|
|
|
|
|
|||
|
his/her work |
|
|
|
|
|
|
|
|
|
||||
Intelligence |
n 1. |
(good) |
ability |
to |
1. a boy of low intelligence |
|||||||||
|
learn, |
reason, |
and |
(= not very clever) / Use |
||||||||||
|
understand |
|
|
|
|
|
your |
intelligence (= |
don't |
|||||
|
2. a group of people |
be so foolish) / intelligence |
||||||||||||
|
who |
gather |
informa- |
test; |
|
|
|
|
|
|||||
|
tion, |
especially about |
2. He works in intelligence / |
|||||||||||
|
an |
enemy |
|
country |
Our |
intelligence |
reports |
|||||||
|
CIA |
= |
(the) |
Central |
indicate |
that |
rebel |
groups |
||||||
|
Intelligence |
Agency: |
are planning an attack. / |
|||||||||||
|
the |
USA |
government |
military |
intelligence |
/ |
Our |
|||||||
|
department |
that |
col- |
intelligence is that the spies |
||||||||||
|
lects |
|
|
information |
plan to leave the country |
|||||||||
|
about other |
countries, |
soon |
|
|
|
|
|
||||||
|
especially in secret |
|
|
|
|
|
|
|
||||||
IQ = intelli- |
a measure |
|
of |
human |
an IQ test / She has an IQ |
|||||||||
gence quotient |
intelligence, |
with |
100 |
of 127; intelligence test a |
||||||||||
|
representing |
the |
ave- |
standardized |
series |
of |
||||||||
|
rage |
|
|
|
|
|
|
|
problems |
progressively |
||||
|
|
|
|
|
|
|
|
|
graded |
in |
difficulty, |
|||
|
|
|
|
|
|
|
|
|
intended to test the relative |
|||||
|
|
|
|
|
|
|
|
|
intelligence of an individual |
|||||
Intelligent |
adj having or showing |
1. Compare intelligent adj, |
||||||||||||
|
powers |
of |
learning, |
intellectual n/adj and intel- |
||||||||||
|
reasoning, |
|
or |
under- |
lect n. An intelligent person |
|||||||||
|
standing, especially to |
is someone with a quick |
||||||||||||
|
a high degree: Human |
mind, |
but an intellectual |
|||||||||||
|
beings are much more |
(person) is someone who is |
||||||||||||
|
intelligent |
than |
ani- |
well-educated and interes- |
||||||||||
|
mals. / |
an |
intelligent |
ted in subjects which need |
||||||||||
|
suggestion / The collie |
long periods of study. A |
||||||||||||
|
is an intelligent |
dog, |
small child, or even a dog, |
|||||||||||
15
|
easily |
trained |
to |
can be intelligent but can- |
|||||||||
|
control sheep |
|
|
not be called an intellectual. |
|||||||||
|
|
|
|
|
|
|
2. When used to mean a |
||||||
|
|
|
|
|
|
|
person, |
intellect |
suggests |
||||
|
|
|
|
|
|
|
someone who has a very |
||||||
|
|
|
|
|
|
|
good brain, but perhaps not |
||||||
|
|
|
|
|
|
|
much |
practical |
ability: I'm |
||||
|
|
|
|
|
|
|
sure he's a real intellect, |
||||||
|
|
|
|
|
|
|
but |
he'd |
be |
nowhere |
|||
|
|
|
|
|
|
|
without his wife |
|
|
|
|||
Intelligentsia |
the |
people |
in |
society |
leading |
members |
of |
the |
|||||
|
who |
are |
highly |
intelligentsia |
|
|
|
||||||
|
educated |
|
and |
often |
|
|
|
|
|
|
|
||
|
concern |
|
themselves |
|
|
|
|
|
|
|
|||
|
with ideas |
and new |
|
|
|
|
|
|
|
||||
|
developments, |
|
|
|
|
|
|
|
|
|
|||
|
especially |
in |
art |
or |
|
|
|
|
|
|
|
||
|
politics |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
||||
Intelligible |
adj |
(to) |
(especially |
of |
His |
argument |
|
was |
so |
||||
|
speech |
or writing) |
confused that it was barely |
||||||||||
|
which |
|
can |
|
be |
intelligible. |
/ |
The report |
|||||
|
understood |
|
|
|
would be intelligible only to |
||||||||
|
|
|
|
|
|
|
an expert |
in |
computing; |
||||
|
|
|
|
|
|
|
opposite unintelligible |
|
|||||
Conscience |
an |
inner |
sense that |
is |
Be guided by your con- |
||||||||
|
conscious |
of |
moral |
science. / I had a bad/guilty |
|||||||||
|
rightness or wrongness |
conscience about not telling |
|||||||||||
|
of |
one's |
behaviour |
or |
her the truth. / I haven't |
||||||||
|
intentions, |
and |
makes |
done anything wrong - I've |
|||||||||
|
one know whether one |
got a clear conscience / She |
|||||||||||
|
is |
doing |
right |
or |
has no conscience (at all) |
||||||||
|
wrong: |
|
|
|
|
about cheating (= does not |
|||||||
|
|
|
|
|
|
|
feel at all guilty about it). / I |
||||||
|
|
|
|
|
|
|
can't advise you what to do |
||||||
|
|
|
|
|
|
|
- it's a matter of conscience |
||||||
|
|
|
|
|
|
|
(= of your moral judge- |
||||||
|
|
|
|
|
|
|
ment) |
|
|
|
|
|
|
Сconscientious |
adj |
showing |
great |
a conscientious worker / a |
|||||||||
16
|
care, attention, or seri- |
conscientious |
piece |
of |
|||||
|
ousness of purpose |
work; conscientious object- |
|||||||
|
|
|
|
|
tor a person who refuses to |
||||
|
|
|
|
|
serve in the armed forces |
||||
|
|
|
|
|
because |
of |
moral |
or |
|
|
|
|
|
|
religious beliefs |
|
|||
Conscious |
adj 1. having all one's |
1. He is badly hurt but still |
|||||||
|
senses |
working and |
conscious. |
|
|
||||
|
able |
to |
understand |
2. |
We |
suddenly became |
|||
|
what is happening; not |
conscious of a sharp in- |
|||||||
|
in a sleeping state |
crease of the temperature. / |
|||||||
|
2. knowing, |
under- |
He |
wasn't |
conscious |
of |
|||
|
standding, |
or |
recogni- |
having offended her. / (+ |
|||||
|
zing something; aware |
that) I was conscious that |
|||||||
|
|
|
|
|
he was not well, despite his |
||||
|
|
|
|
|
efforts at conversation |
|
|||
Consciousness |
1. the |
condition of |
to raise political / social / |
||||||
|
being awake and able |
ecological consciousness |
|
||||||
|
to understand |
what is |
|
|
|
|
|
||
|
happening |
|
|
|
|
|
|
|
|
|
2. the ideas, opinions, |
|
|
|
|
|
|||
|
etc., held by a person |
|
|
|
|
|
|||
|
or a group of people |
|
|
|
|
|
|||
|
about the stated thing |
|
|
|
|
|
|||
Задание 13. Ответьте письменно на вопрос:
What do you think should be done to raise ecological consciousness?
17
PART I. PR AND MASS MEDIA
Задание 1. Прочитайте и переведите текст. Составьте краткий и развернутый планы текста.
Media Dependence on Public Relations
Public relations sources provide most of the information used in the media today. A number of research studies have substantiated this, including the finding that today’s reporters and editors spend most of their time processing information, not gathering it.
1200 New York Times, Washington Post front pages were studied as far back as 1973 and it was found that 58,2 percent of the stories came through routine bureaucratic channels (official proceedings, news releases and conferences or other planned events). Just 25,2 percent were the products of investigative journalism, and most of these were produced by interviews, the result of routine access to spokespersons. As the report said, “The reporter cannot depend on legwork alone to satisfy his papers’ insatiable demand for news. He looks to official channels to provide him with newsworthy material day after day”.
A New York public relations firm, Jerico Promotions, sent questionnaires to 5,500 journalists worldwide and got 2,432 to respond. Of that number, 38 percent said they get at least half of the story ideas from public relations people. The percentage was higher among metropolitan reporters, who spent most of their time covering “hard” news.
In other words public relations materials save media outlets the time, money, effort of gathering their own news.
Задание 2. Ознакомьтесь со списком слов из текста, дополните без обращения к словарю пустые строки перевода.
accomplish one’s goal |
достичь своей цели |
adversarial |
враждебный |
be dependent upon |
|
smb. |
|
comprehensive |
исчерпывающий |
|
18 |
contribute to smth. |
|
|
|
credibility |
|
|
|
fact sheet |
подборка данных, «объективка» |
||
friction |
разногласие |
|
|
insatiable |
неуемный, жадный |
|
|
media outlets |
местные телестудии, радиостанции, |
||
|
редакции, «точки» средств массовой |
||
|
информации |
|
|
medium |
|
|
|
mutual |
|
|
|
op-ed page/article |
полоса газеты, где публикуются |
||
|
статьи, отражающие точку зрения на |
||
|
какой-либо |
вопрос, |
колонка |
|
читателей |
|
|
press kit |
пресс-подборка |
|
|
process information |
обрабатывать информацию |
|
|
provide information |
предоставлять информацию |
|
|
respective |
соответственный |
|
|
routine |
|
|
|
satisfy demand |
удовлетворить спрос |
|
|
story |
газетный материал, сообщение в |
||
|
печати |
|
|
substantiate |
подтвердить данными |
|
|
timely |
|
|
|
Задание 2. Найдите и выпишите из текста предложения, содержащие слова из таблицы и составьте с ними предложения.
Задание 3. Дайте английский эквивалент следующим словосочетаниям, обращаясь к тексту:
подготовиться к пресс-интервью; писать такие материалы, как «объективка», пресс-подборка; взаимно зависеть др. от др.; упоминать о зонах разногласий;
распространять недоброжелательную атмосферу; важная часть взаимоотношений; доверие и взаимность;
обеспечитьточной своевременнойи исчерпывающей информацией;
19
репортеры и редакторы; обрабатывать, а не собирать информацию.
Задание 4. Дайте русский эквивалент следующим слово-
сочетаниям: front pages; official proceedings; news releases; to satisfy paper’s insatiable demand for news; to get half of story ideas from; to cover “hard” news; to save media outlets the time; effort of gathering own news.
Задание 5. Ответьте на вопросы к тексту:
In what way can any medium do its job? What kind of job is it? Where do reporters and editors get most of the information today?
Задание 6. Составьте план к тексту и перескажите текст, используя свой план.
Public Relations Dependence on the Media
The purpose of public relations is to inform, shape opinions and attitudes, and motivate. This can be accomplished only if people messages constantly and consistently.
The media, in all their variety, are cost-effective channels of communication in an information society. They are the multipliers that enable millions of people to receive a message at the same time. Through the miracle of satellite communication, the world is a global village of shared information.
On a more specialized level, the media are no longer just mass communication. Thousands of publications and hundreds of radio, television, and cable outlets enable the public relations communicator to reach very specific target audiences with tailored messages designed just for them. Demographic segmentation and psychographics are now a way of life in advertising, marketing, and public relations.
The media's power and influence in a democratic society reside in their independence from government control. Reporters and editors make independent judgments about what is newsworthy and what will be disseminated. They serve as screens and tillers of information, and even though not every one is happy with what they decide, the fact remains that media gate-keepers are generally perceived as more objective than public relations people who represent a particular client or organization.
This is important to you because the media, by inference, serve as
20
third-party endorsers of your information. Media gatekeepers give your information credibility andimportance by deciding that it is newsworthy.
Задание 7. Переведите определение психографии в научном стиле русского языка.
Psychographic – a system for classifying people by mental attitudes and values rather than by physical characteristics, income level, or place of residence – психография.
Задание 8. Ознакомьтесь со списком слов из текста, дополните без обращения к словарю пустые строки перевода.
be designed for |
быть предназначенным для |
channels of |
каналы связи |
communications |
|
cost-effective |
рентабельный |
disseminate |
распространять |
endorse information |
поддерживать, распределять |
|
информацию |
gate-keeper |
редактор |
inference |
заключение, вывод |
make a judgment |
|
reside in |
принадлежать ч.-л., заключаться |
|
в ч.-л. |
satellite communications |
|
shape opinions and |
сформировать точку зрения, |
attitudes |
мнение |
tailored message |
сообщение, составленное с учетом |
|
ситуации, рассчитанное на |
|
определенную аудиторию |
target audience |
целевая аудитория |
variety |
|
Задание 9. Найдите и выпишите из текста предложения, содержащие слова из таблицы и составьте с ними предложения.
Задание 10. Дайте английский эквивалент следующим словосочетаниям:
цель отношений по связям с общественностью; люди получают сообщение (информацию); постоянно;
21
во всем многообразии; информационное общество; чудо общения через спутник; большая деревня; специализированный уровень;
сообщение, приготовленное специально для них.
Задание 11. Дайте русский эквивалент следующим слово-
сочетаниям: a way of life in advertising, marketing, and public relations; the media’s power; independence from government; control; reporters and editors; make independent judgments about; filters of information; to serve as; represent a particular client.
Задание 12. Ответьте на вопросы к тексту:
What is the purpose of public relations? In what condition can it be accomplished? What can you tell about its independence? In what way do you depend on the media?
Задание 13. Прочитайте текст и ответьте на вопросы:
On what condition is the relationship between media and public relations based? How do journalists usually call public relations people? What policy has the Wall Street Journal adopted? What is a “public relation gimmick”? What for gimmicks are used?
Areas of Friction
The relationship between public relations and the media is based on mutual cooperation, trust, and respect. Unfortunately, that is not always the case. The following are some areas of friction.
Name – Calling. Many journalists openly disdain public relations people and call them “flacks”, a derogatory term for press agents. It is somewhat akin to call journalists “hacks”. Due to protests from the public relations community, the Wall Street Journal has now adopted a policy that forbids the use of the word “flack” by reporters in their stories. Unfortunately, many other newspapers have not followed suit.
Journalists often refer to the activities or policies of organizations as “public relations gimmicks”.
Excessive Hype and Promotion. Journalists receive hundreds of news releases that are poorly written, contain no news, and read like commercial advertisements. It is no wonder that after a while they form the opinion
22