Иностранный язык (английский язык). Перевод и разговорная речь. Учебное пособие
.pdfof attitudes and feelings. Culture is learned and transmitted from generation to generation.”
You may have heard these words - Culture Shock (психологическая травма в результате столкновения с культурой, резко отличной от собственной) - already and possibly within a negative context. Conflict in our lives, however, does not have to be negative. It can be used as a source of motivation, introspection, and change.
Culture shock is defined as a psychological disorientation that most people experience when living in a culture markedly different from one’s own. Culture shock occurs when our “...cultural clues, the signs and symbols which guide social interaction, are stripped away. ...A difficult part of this process for adults is the experience of feeling like children again, of not knowing instinctively the ‘right’ thing to do.”
Symptoms of culture shock include: homesickness (тоска по дому), boredom, withdrawal, excessive sleep, compulsive eating/drinking, irritability, stereotyping host nationals, hostility towards host nationals.
Everyone experiences culture shock in different ways, at different times and to different degrees. Usually the cultural adjustment process follows a certain pattern. At first, you will be excited about going to starting a new adventure. When you first arrive, everything will appear new and exciting. However, after some time, you may start to feel homesick and question why the Swiss (or Italians or French) do things differently than we do. You may even become irritated with these differences. However, you will eventually get used to this new way of life. And before you know it, you will be getting excited about the return home to your family and friends.
People from different cultures have different values (ценности). You may find your own values questioned, just as you are questioning those of the Swiss (or Italians, Germans, French, Hungarians, etc.). For example, a visitor from India to the US observed, “Americans seem to be in a perpetual hurry. Just watch the way they walk down the street. They never allow themselves the leisure to enjoy life; there are too many things to do.”
Sometimes our values and beliefs will conflict and sometimes they will converge with the cultures we visit. The better you are able to adjust to the differences, the greater the ability you will have in empathizing and communicating with those with whom you come in contact. The result will be a better understanding of your own values and the values of the people you will encounter (встречать).
91
Topic 20
Outstanding achievements, discoveries, inventions in my professional area
Just like all other aspects of life, the digital revolution has taken on the world of publishing also. With digital publishing coming to the fore, the publishing world has undergone several fundamental changes.
As more and more consumers use their tablet and mobile devices to consume content, we have seen major growth in digital publishing software and tools available to brands and publishers. These solutions have begun to vary from each other quite a bit, as they serve vastly different purposes within digital publishing.
What is digital publishing?
Digital publishing (which is also referred to as online publishing or e-publishing), is the publication on the web or on electronic carriers of magazines, e-books, white papers, reports, or any form of content that is typically long form.
Some digital publications are sold as subscriptions for monthly magazines while others are created specifically as free content and are monetized through advertising or used for (content) marketing purposes as digital magazines, ebooks or catalogues.
Some platforms work best for the paid content model, while others are more suited for content marketing and organic search.
Topic 21
ICT technologies in my professional area
If we think about the main achievements of the 20 century of course the first thing we name computers that have changed our life very seriously. Fifty years ago, people did not even hear of computers, and today we cannot imagine life without them.
They save a lot of time. They seldom make mistakes. It is much faster and easier to surf the Internet than to go to the library. On-line shopping makes it possible to find exactly what you want at the best price, saving both time and money. E-mail is a great invention, too. It is faster than sending a letter and cheaper than sending a telegram. We can store much information in our computers and we save much paper when we read from the screen.
All in all, I strongly believe that computers are a useful tool. They have changed our life for the better. So why should not we make them work to our advantage? Nowadays IT technologies are used to treat and diagnose diseases, to teach children and adults, to predict weather, to handle huge arrays of
92
information. We make movies and write books, we calculate financial risks and find our way in unknown places. Of course, we cannot trust everything on computers. They are tools, not our masters.
Just like all other aspects of life, the digital revolution has taken on the world of publishing also. With digital publishing coming to the fore, the publishing world has undergone several fundamental changes. Electronic publishing is basically a form of publishing in which books, journals and magazines are being produced and stored electronically rather than in print. These publications have all qualities of the normal publishing like the use of colours, graphics, images and are much convenient also. Electronic publishing empowers all writers in ways that no technology has ever done before. The use of licensed electronic information resources will continue to expand and in some cases become the sole or dominant means of access to content Without violating any issues of privacy or confidentiality we can dramatically enhance our understanding of information use.
Topic 22
My job responsibilities and requirements
One of the most difficult problems a young person faces is deciding what to do about a career. Choosing an occupation takes time, and there are a lot of things you have to think about as you try to decide what you would like to do. Occupation you want to devote your life is to bring you satisfaction. It is very important to choose a profession that suits your interest. In my opinion, a job should be interesting and socially important.
As for me, I have chosen the profession of an engineer. I’ve always been fond of Mathematics, Physics and Computers and the profession of engineer is connected with them and I hope it will provide me with a good job and money.
In my opinion, this profession is interesting and socially important. We all know that the economic situation in our country is rather complicated. Now Russia needs good specialists for its enterprises. Engineers, creating new materials and production technologies, raise the international prestige of our country.
The industrial progress of mankind is based on the development of engineering. Nowadays engineers try to find more efficient ways of generating energy and to develop methods of new material production.
It means that the list of spheres where engineers can work is very long - Chemistry, Machine Building, Information Technology and so on.
93
Engineer’s job is to invent new products, test their components and make mathematical analysis, drawings and specifications. It means that he or she has to work with an enormous amount of literature and carry out thousands of experiments and calculations.
That is why it is very important for an engineer to be a skillful computer user and to speak foreign languages, English, first of all.
All these things can be learnt in our University if future engineers study hard and try to realize their ambitions.
Iamgoingtospecializeinprintingmachines.Itisamuchdemandedprofession and I am sure I will never have problems with finding an interesting job.
Topic 23
The history of my professional area
Many consider the printing press to be the most important invention in the history of the world. Imagine a world with no books, newspapers, or magazines. The printing press has allowed the widespread dissemination and storage of important ideas. Without it, the world’s societies would have been doomed to “reinvent the wheel” every few years. All other advancements in science, medicine, politics, technology, and religion have come about because of the printing press.
As far back as 3000 BC in early Mesopotamia, solid round seals were used to roll impressions onto clay tablets. From there, Chinese and Egyptian “printers” used small stamps to print images onto various materials — mostly cloth and silk. Asian printers later developed a method of printing larger texts and images using wood blocks.
In 1040 AD, a major printing milestone impacted the world when moveable type was first introduced by the Chinese. This method was characterized by the use of movable metal characters. However, because the Chinese character set (with no alphabet) consisted of several thousand individual characters, the method was not widely used.
By the 1400’s, European printers started using moveable type and in a very short time it was possible to produce printed books relatively cheaply. The Gutenberg Bible (1455) showcased an emerging revolution in global communication. For the first time, it was possible to influence the masses with important ideas, creating disruptive changes in geopolitical and religious realms.
Today, digital printing has amplified the reach and capabilities of publishers. With no need for printing plates, it is now possible to “print on demand.” This
94
development allows the printing of published works as needed, and in quantities that conform to real demand.
Printing advancements have been so important to the world, writer and teacher Howard Rheingold once said: “You can’t have an industrial revolution, you can’t have democracies, you can’t have populations who can govern themselves until you have literacy. The printing press simply unlocked literacy.” 19th century abolitionist Wendell Phillips said: “What gunpowder did for
war the printing press has done for the mind”.
Topic 24
Science and technology
Science is important to most people living in the modern world for a number of reasons. In particular, science is important for world peace and understanding, for understanding of technology, and for our understanding of the world.
Science is important for world peace in many ways. On the one hand, scientists have helped to develop many of the modern tools of war. On the other hand, they have also helped to keep the peace through research, which has improved life for people. Scientists have helped us understand the problem of supplying the world with enough energy; using energy of the sun and of the atom. Scientists have also analyzed the world’s resources. Scientists study the Universe and how to use its possibilities for the benefit of people.
Scientists are also important for everyone who is affected by modern technology. Many of the things that make our lives easier and better are results of advances in technology. We cannot imagine our life without computers, mobile phones, different electrical appliances like microwave oven, vacuum cleaner or dishwasher.
Scientists are learning to predict earthquakes, to study many other natural events such as storms. Scientists are also studying various aspects of human biology and the origin and development of the human race. The study of the natural world may help improve life for many people all over the world.
Topic 25
Arts in Britain
The arts in Britain are flourishing, and present a varied and lively picture. London has become an international forum of the arts, with major exhibitions of painting and sculpture and theatre, opera and ballet companies and orchestras drawing large audiences. Throughout Britain there are festivals and centres of
95
artistic activity – among them the Edinburgh International Festival, the music festivals at Aldeburgh, Windsor and Cheltenham and opera at Glyndebourne.
The spread of musical interest in Britain owes much to the British Broadcasting Corporation with its daily music programme and its partial financing of the Promenade Concerts at the Royal Albert Hall, London.
There are over 900 museums and art galleries in Britain and art exhibitions are shown all over the country through the Arts Council, which distributes government grants for music, drama, painting and sculpture. Local authorities play an important part in encouraging the arts, supporting galleries, orchestras and arts centres – an example is the ambitious Midlands Art Centre for young people in Birmingham.
British artists, writers, musicians and architects exert a powerful influence abroad. Notable figures include sculptors Henry Moore and Anthony Caro, painters Francis Bacon and Graham Sutherland and, among younger artists, RichardSmith,winnerof amajorinternational prizein1967,RichardHamilton, who painted the first “pop” picture, and Bridget Riley, internationally known artist whose work has also inspired fashion.
British music owes’ much to the composer Benjamin Britten, whose influence has produced a new school of British opera. In architecture the work of Sir Basil Spence (Coventry Cathedral, Sussex University) and the collective work of modern British architects in housing and town planning are outstanding.
Literature presents great diversity. Poetry has received fresh stimulus from regional movements including the Liverpool poets, who write for public performance. Among novelists of worldwide reputation are Graham Greene, Angus Wilson, William Golding, Iris Murdoch and Muriel Spark.
Topic 26
Museums and Art Galleries
Every country has museums and art galleries. Some of them are world famous. A museum is a place where various collections of works of art are displayed. There are different kinds of museums: history museums, museums of art, archaeological museums, science museums and others. I would like to tell you about some of the most famous museums in the world.
I live in Moscow, the capital of Russia and there are a lot of large museums in the city. One of the biggest museums is the Pushkin Museum of Fine Arts, which houses one of the world’s largest collections of the ancient, oriental and classical art. You can see sculptures, paintings and other works of art by
96
world-famous artists. The museum holds one of the biggest collections of Ancient Egyptian Art.
The Tretyakov Gallery is one of the biggest art galleries in the world. It was founded by a Russian merchant, Pavel Tretyakov, who gave his private collection of paintings to Moscow. The Gallery has a great collection of works by Russian famous painters. It consists of seven departments. You can see portraits, seascapes, landscapes and other genres of painting there.
St. Petersburg, which once was the capital of Russia, is famous for its museums, too. The Hermitage is one of the biggest museums in the world. A lot of permanent and temporary exhibitions are displayed there. The museum consists of six buildings. The most famous are: Winter Palace and the Hermitage. You can see portraits of Russian tsars, Roman statues, works of Western European Art, Egyptian Art and Oriental Art there.
If you go to Great Britain, you should definitely visit the British Museum in London. The museum is very big and you can see works of art in glass, stone, gold and also a few collections on natural history there.
The Tower of London is another big museum in London. It used to be a treasury, a prison, an observatory and even a zoo. The Tower of London hosts a big collection of arms and jewels.
The United States of America is famous for its museums and galleries, too. There is the Smithsonian Institution in Washington, D.C. It consists of several museums and art galleries that are free and open to the public. The National Portrait Gallery has a big collection of those who played an important role in the history and culture of the USA. The National Museum of Natural History is popular with children. The museum contains one of the world’s largest scientific collection: exhibits on human culture, evolution, dinosaurs, birds, animals, sea life, meteorites, plants, rocks and minerals.
Another famous museum is the National Air and Space Museum. It houses the world’s most expensive collection of aircrafts and spacecrafts. Visitors can see exhibits on the history of air crafting and watch documentaries in the IMAX movie theatre that is situated inside the building. The National Museum of American History explores America’s scientific, cultural and political history. It also houses the first American flag.
All museums are very interesting to visit. Museums and art galleries give us an opportunity to learn facts about art, history and culture of different peoples and countries.
97
Topic 27
Modern state, trends and prospects in my professional area Top 10 Printing Industry Trends
The future is full of promise and opportunities for graphic arts industry. 3D printing, printed electronics, functional and industrial printing will gain more market share. Predicting the future is dangerous and often embarrassing. We live in an unpredictable world and unfortunately, we have to get used to it. The top 10 technology trends that will be strategic for most organizations includes Computing Everywhere, The Internet of Things, 3D Printing, Advanced, Pervasive and Invisible Analytics, Context-Rich Systems, Smart Machines, Cloud/Client Computing, Web-Scale IT and Risk-Based Security and SelfProtection. Some of these trends have a profound impact on printing industry as well. There are also other factors that will offer new opportunities and challenges for printing industry. Here are 10 strategic printing industry trends that will shape the world of graphic arts according the new drupa report (the largest printing equipment exhibition in the world, held every four years by Messe Düsseldorf in Düsseldorf, North Rhine-Westphalia, Germany) on the impact of Internet on print as well as other resources.
1 - Computing everywhere
It’s all about mobile devices. Mobile adoption is slowing, but new users in the developing regions of Asia-Pacific and the Middle East and Africa will drive further increases. Between 2013 and 2017, mobile phone penetration rose from 61.1% to 69.4% of the global population, according to a new eMarketer report. That means people now perform a myriad of computing and other activities on the go. Print shop owners also have the ability and tools to manage they day to day operation using a mobile phone. Print buyers also can order print via a mobile phone and log on to an app created by a print shop or a print supplier, witnessing more people using mobile to order print or follow up with their orders.
2 - 3D Printing, printed electronics and functional printing
3D printing will continue with their rapid expansion and some say it might take off and go mainstream. Other than 3D printing, printed electronics, functional and industrial printing will gain more market share. The staggering growth of these technologies has been a key driver for drupa 2016 to focus more heavily on future-oriented technologies, opening up significant opportunities and growth potential worldwide, primarily in the field of packaging, functional and industrial printing. Sales in the packaging print sector will rise annually by four percentage points to US$ 970 billion by 2018.
98
3 - Crossmedia and multichannel
The internet and digital communication overall has changed print in a fundamental way. Marketers will therefore consider all the channels available and choose those that fit within budget and prompt the best (ideally recordable) response. Regrettably, younger marketers may only consider digital channels. Yet print can add huge value to multichannel campaigns. So direct mail that drives consumers to a digital channel, ideally via an interactive element, is an attractive way forward.
4 - The Internet of Things
So print is now part of the broader communications industry, and printing companies need to be increasingly IT-led. On the other hand with the advent of Internet a new concept dubbed as The Internet of Things is emerging which promises that every object will eventually be hooked up to a network. This trend will continue as more people go online to do everything from shopping to downloading music and video.
5 - The explosion of ecommerce
During past two decades the volume of ecommerce in many countries has grown from negligible to huge volumes that include virtually all companies and most consumers. The growth figures are just astonishing; with even the most mature market, the US, still growing at 8% per annum, with China to triple its volume of online trading by 2020. There are many advantages to ecommerce that explain this explosion in participation, and the pace will accelerate further with increasing numbers of consumers using their Internet enabled mobile phones to participate in ‘m-commerce’.
6 - The shift to mass customization
The industry has seen a dramatic shift from mass production of static print to an ever increasing proportion of small runs of digital print and down further to individual runs of one. Digital communications has driven this shift, supported by sophisticated data management and workflows. One key driver of mass customisation is the ever-increasing volume of digital data that is being held – so-called ‘big data,’ where the volumes are so large that conventional analyses would struggle to cope. However with the right software and skills to drive it, very exact segmented marketing, down to the level of individuals, can occur – either digitally or by printing. Here is a great opportunity for printers (who are used to handling high volumes of digital data) to manage and analyse customers’ data for them.
99
7 - Packaging on the rise
Packaging will continue to attract investment from printers. Packaging are becoming smarter and this trend will continue. Packaging is a recession proof industry and a relatively comfortable way for printers to get more revenue. Commercial printers will invest more and more in package printing and label printing equipment.
8 - Cloud printing
The advantages are many but the most important one is perhaps the ability of cloud printing solution to be used on a cross-platform basis with iPad, iPhone, iPod touch, BlackBerry and Android. Many companies including Google are now offering cloud printing services which enables printers to connect to cloud servers. Many printers normally use and handle huge amount of data during prepress stage. Cloud technology enables them to use cloud solutions instead of investing huge amount of money and resources for buying and installing expensive servers.
9 - Environmentally friendly practices
Printing industry has a bad rep. Many falsely believe this industry is a major polluter. Nothing far from the truth. Printers have always recycled their used plates and waste papers. Now with the introduction of processless plates printing industry is even more environmentally friendly. Major plate manufacturers are improving and enhancing the processless and chemical free plates. Printer are also embracing these plates. On the other hand major press manufacturers such as Heidelberg, are using ecofriendly practices and encouraging printers to adopt them as well.
10 - Production Inkjet printers
B2 format presses are becoming more attractive for printers because of the advances in sheet transport and Digital front ends. Each of the manufacturers of production inkjet printers has created messaging around imaging. Some focus on resolution, some on halftone screening equivalents, some on raw jetting speed, etc. So now printers have a variety of choices. Top manufacturers including, HP, Kodak, Canon, Screen and others are offering state-of-the- art production inkjet printers and printers are also finding them interesting, with the introduction of reader-customised newspapers and other advanced printing services.
100