1341

that the majority of publicists are incompetent.

Journalists also resent the use of gimmicks in sending materials to the news media. These gimmicks are meant simply to separate the news release or press kit from the stack on the recipient's desk. However, gatekeepers complain that such gimmicks constitute gifts or "freebies", which their organizations, on principle, do not accept. Some newspapers even return such minor gimmicks as key chains, T-shirts, and coffee mugs. In sum, if you're thinking about using a gimmick with a news release, carefully assess the recipient's potential reaction.

The Wall Street Journal – влиятельная ежедневная политикоэкономическая газета деловых кругов, крупнейшая по тиражу газета США (около 2 млн экз.), регулярно занимает место в десятке лучших. Известна лаконичным стилем изложения новостей и авторитетным анализом тенденций деловой и финансовой жизни. Издается в НьюЙорке, основана в 1889 г.

Vocabulary:

23

Задание 14. Составьте план к тексту и перескажите текст с опорой на него.

Задание 15. Составьте логическую схему текстов Media

Dependence on Public Relations, Public Relations Dependence on the Media и Areas of Friction. Полученную схему используйте для составления и пересказа текста, обобщающего ваши знания по данной теме. Сравните полученный пересказ с пересказом, сделанным по заданию 13.

PART II. THE WORLD-FAMOUS NEWSPAPERS

Задание 1. Прочитайте и переведите тексты The British Press и Press in Britain. На основе этих двух текстов постройте одну логическую схему, обобщающую содержание текстов (см. образец на стр. 43). По своей схеме составьте один общий текст.

The British Press

The British press consists of several different kinds of newspapers. The national papers are the ones sold all over the country, with a large readership or «circulation», giving general news; they are produced in the capital city, London. In recent years the circulation of the national newspapers has gone down. Some papers had to close from because they weren’t making enough money – either from the sale of the paper or from the advertising in it. Some newspapers have started up in the last twenty

years – for instance, The Sun and The Daily Star.

There are two main types of national paper – the “popular” papers and the “quality” papers. The popular papers are smaller in size with lots of pictures, big headlines and short articles. They are easy to read often contain little real information; sometimes they give more space to opinions than to news. They usually have “human interest” stories, stories about ordinary people and events, which are included because they are amusing or odd. Examples of these types are The Daily Mail, The Sun, The Daily Mirror.

“Quality» appeal to the more serious reader, who wants to read about

24

politics and foreign affairs. These papers such as The Daily Telegraph, The Times and The Guardian are bigger in size, with longer articles and a wider coverage of events. They have different pagers for home news, foreign affairs, feature articles, fashion, business, sport and so on.

People in Britain buy more papers on Sunday than on weekdays. The Sunday papers have a higher circulation than the dailies. As with the dailies, there both popular and quality Sunday newspapers. The quality ones have different sections and a colour magazine (usually full of advertisements).

In addition to these there are evening papers such as London’s Evening Standard and Evening News. Provincial or local papers serve towns and areas outside London; some of them are quite famous, like Birmingham Post, for example.

Most of the papers have political viewpoint. They give opinions and news which favour a political party or group.

Vocabulary:

Press in Britain

Probably in no other country are there such great difference between the various national daily newspapers – in the type of news they report and the way they report it. On the one hand, there are the “quality” newspapers: The Times, The Independent, The Guardian, The Financial Times and The Daily Telegraph. These concern themselves as far as possible with factual reports of major national and international events, with the world of politics and business and with the arts and sport.

On the other hand, there are the “populars” and “tabloids”, so-called because of their smaller size. The tabloids – the most widely read of which are The Daily Mail, The daily Express, the Daily Mirror, The Sun and Daily Star. The Sun and Daily Star concentrate on more emotive reporting of stories often featuring sex, violence, the Royal Family, film and pop

25

stars, and sport. It is often said that the popular press aims to entertain its readers rather than inform them.

The tabloid press is much more popular than the quality press.

In some countries newspapers are owned by government or by political parties. This is not the case in Britain. Newspapers here are mostly owned by individuals or by publishing companies and the editors of the papers are usually allowed considerate freedom of expression. This is not to say that newspapers are without political bias. Papers like The Daily Telegraph, The Daily Express and The Sun, for example, usually reflect Conservative opinions in their comment and reporting, while The Daily Mirror and The Guardian have a more left-wing basis.

In addition to the 12 national daily newspapers there nine national papers which are published on Sundays. Most of the ‘Sundays’ contain more reading matter than daily papers and several of them are also include “color supplements” – separate colour magazines which contain photographically-illustrated feature articles. Reading a Sunday paper, like having a big Sunday lunch, is an important tradition in many British households.

Besides, nearly every area in Britain has one or more local newspapers.

The British are one of the biggest newspapers-reading nations in the world.

Vocabulary:

26

The Guardian

The Guardian holds the distinction of being Britain's only newspaper which has risen from the rank of a small provincial Manchester weekly to become one of the country's top quality national dailies. Its gradual but steady rise to such heady prominence stems from several strong journalistic roots, among them appeal to young intellectuals, insistence on balanced and fair reporting, good international coverage and relative financial security.

But perhaps the paper's chief strengths lie in its consistent emphasis on social reform and progressive liberal thought. In the past, the Guardian was called "Britain's non-conformist conscience", a role in which it still sees itself. Its priority is the people who govern the country and the way the country is governed. But, as its coverage demonstrates, its interests are numerous - economics, finance, industry, business, sports, science, current history, contemporary literature and art. At times its features take it as far a field as archaeology, engineering, philosophy and man's early beginnings.

One revealing measure of a daily's content and appeal is the readership it attracts. Officials of the Guardian say they are trying to reach those with an intelligent, free-thinking, international outlook. Surveys indicate their quest is successful. Daily circulation is about 280,000, of which 75% percent are subscriptions. Since readership statistics in England indicate each copy of a newspaper attracts three to four readers, well over a million of people will read the Guardian on an average day. More significantly, the

27

studies indicate these Guardian readers are "a lot younger, better off and better educated than the general run of the population".

The statistics do not adequately reveal Guardian readers' life styles. Further study of reader profiles indicates many are the thoughtful, discriminating, elite of the society who attach importance to social and cultural enrichment activities, such as books, records, sports, music, the theater and good restaurants. And they are financially prudent, investing in insurance, bank accounts and homes in preference to clothes and cars.

Most intriguing of all is the psychological profile of Guardian readers. A 1973 British Market Research Bureau survey showed them to rate high in tender-mindedness ("kindly, imaginative and sensitive"), imagination ("intensive subjectivity and inner mental life") and radicalism ("experimenting, analytical, free-thinking"). The study also found numerous opinion leaders among Guardian readers, people described as "adventurous, thick-skinned and socially bold".

Other surveys indicate that readers value the Guardian most for its lack of bias. Without a doubt, the paper, along with its more conservative counterpart, the Times, is a national institution in Britain, reporting all sides of life widely. But editorially it is highly opinionated. Its human interest appeals attract a Wide spectrum of readers. With such an all inclusive approach, the Guardian has made a significant impact on the British society.

The Guardian's small format Guardian Weekly is also read widely in intellectual circles, even in other countries. In the United States, this version is the most widely read paper imported into the country. Since the Guardian has no Sunday edition, the Guardian Weekly, an anthology of its best stories, fills this weekend need, with most of its 40,000 copies going abroad.

Several features contribute to the Guardian's bright, attractive, smart appearance. A small cartoon, small pictures of personalities and a small ad or two usually grace the front page - a contrast to pre-1952 days when personal advertisements comprised the front page. One outstanding characteristic is the clear organization of the paper into sections, such as "Overseas News", "Home News", "Arts Guardian", "Financial Guardian", "Small Business Guardian", "Guardian Women", and "Sports Guardian". Virtually every issue contains feature or special report pages. Two editorial pages are given to editorial comment and feedback.

Early in 1978, a staff of 1,003 was serving the Guardian, 428 of them technical, 252 administrative and 273 editorial personnel. A staff of 100

28

supplies advertisement copy, including at least two full-page color ads every week. Together, they turn out four editions each day. Forty-one reporters cover government, one indicator reflecting the paper's vision of "admonishing and instructing the national conscience" and its claim to be national in character.

No local news is printed unless it is of national interest; local news is left to the provincial dailies. But, domestically, the paper does keep offices or bureaus in Bristol, Leeds, Edinburgh and Glasgow. In addition, local correspondents or stringers are located in every major town and city of Britain.

Throughout its 150-years-plus history, the Guardian's journalistic quality has been as consistent as its liberal views and its appeal to the informed and the intelligent. This time-tested combination unmistakably has made the Guardian one of the world's truly great newspapers, not just for a brief moment, but across the decades.

Задание 2. Не обращаясь к словарю, заполните пустые строки таблицы.

29

30

Задание 3. Выпишите транскрипцию и значения данных ниже слов. Составьте словосочетания с этими словами: security, conscience, conscious, consciousness, engineering, adventurous, psychological, psychology, international, stringer, archaeology, emphasis, emphasize, quest, profile, adequately, personnel, adventure, bureau, imagination, imaginative, throughout, priority, thoroughness, advertise, advertising, advertisement.

Задание 4. Переведите: editorial comment, department, matter, policy, space, opinion, staff, writer, board; independent thinker, opinion, work, research; to conduct a campaign, a meeting, negotiations, business, affairs, an orchestra; to achieve success, one's purpose, distinction; effective thinking, speaker, capital measures; sharp criticism, voice, wind, flash, contrast, pain.

Задание 5. Найдите однокорневые слова и переведите их со словарем: determine, commit, differ, generality, editor, vary, differently, natural, commitment, edit, generally, varied, readable, editorial, real, nature, general, variety, different, generalize, readership, variant, determination, committee, reader, various, difference, editorship, naturally, generalization, determinative.

Задание 6. Соотнесите слова из первой колонки с их определениями из второй:

31

Задание 7. Ответьте на вопросы:

1. What newspaper had you contributed to before you entered the

Omsk? 4. Has the dean's office determined the day of the examination?

5.Are you determined to study any other language besides English? Why?

6.Which entertainment programme on TV do you prefer? Why does it appeal to you? 7. What books appeal to you? Fiction? Detective stories? Science fiction? 8. Whose paintings appeal to you?

Задание 8. Заполните вторую колонку таблицы, не обращаясь к словарю.

32