- •Рецензенты:
- •Авторы:
- •1) Коммуникационные компетенции.
- •2) Коммуникативная компетенция владения иностранным языком1.
- •Часть 1
- •1.2. Lead-in Discussion. Answer the following questions.
- •2.1. Read the article and find the information about the changes, which have been introduced in Eton; explain the title of the article. A New Kind of Elite
- •2.1.1. Key Vocabulary
- •2.1.2. Comprehension Questions
- •2.2. Read the article; explain the title of the article. America’s Community Colleges: On the Ascent
- •2.2.1. Key Vocabulary
- •2.2.2. Comprehension Questions
- •3.1. Read the text and find the facts proving the great influence of educational technologies on the lives of students and teachers. U.S. Students and the Technological Evolution
- •3.1.1. Comprehension Questions
- •3.2. Read the article; explain the title of the article. The Issue of “Choice”
- •3.2.1. Key Vocabulary
- •3.2.2. Comprehension Questions
- •4.1. Read the article. A Freshman at Brown University
- •4.1.1. Notes
- •4.1.2. Key Vocabulary
- •4.2. Read the text and find the facts on the advantages of co-op education. Co-op Education in us Colleges
- •4.2.1. Key Vocabulary
- •4.2.2. Comprehension Questions
- •5.1.1. Match the words and phrases with their definitions.
- •5.1.2. Match the words and phrases with their definitions.
- •5.1.3. Match the words and phrases with their definitions.
- •5.2.1. Give the Russian equivalents for the following words and expressions from texts (Focus 2).
- •5.2.2. Give the Russian equivalents for the following words and expressions from texts (Focus 3).
- •5.2.3. Give the Russian equivalents for the following words and expressions from the texts (Focus 4).
- •5.3.1. Find the English equivalents in texts (Focus 2) for the following Russian words and phrases.
- •5.3.2. Find English equivalents in texts (Focus 3) for the following Russian words and phrases.
- •5.3.3. Find the English equivalents in the texts (Focus 4) for the following Russian words and phrases.
- •5.4.1. Paraphrase the following, using the key vocabulary of the module (focus 2).
- •5.4.2. Paraphrase the following, using the key vocabulary of the module (focus 3).
- •5.4.3. Paraphrase the following, using the key vocabulary of the module (focus 4).
- •6.1. Render the following text in English. E-learning в помощь
- •6.2. Render the following text in English. Бизнес-образование: прагматики против академиков
- •6.3. Write an essay of 300-350 words on the educational reforms in Russia. Focus on either history of reforms or present-day developments.
- •7.1. Topics for Oral Discussion
- •7.2. Topics for Round Tables
- •7.3. Surf on the Web to find information on the European educational system. To help you we state several addresses to start with.
- •7.4. Education on the Internet
- •1.2. Lead-in Discussion. Answer the following questions.
- •2.1. Scan the text below and say what its essence is.
- •Infinite editions
- •2.1.1. Key Vocabulary
- •2.1.2. Comprehension Questions
- •2.2. Skim the text and find any information on the impact media violence has on children.
- •Violence in Pop Culture
- •2.2.1. Key Vocabulary
- •2.2.2. Comprehension Questions
- •3.1. Find the facts proving that the arts in America grow out of American culture. Bringing Art to All Americans
- •3.1.1. Key Vocabulary
- •3.1.2. Comprehension Questions
- •3.2. Read the following text. The Return of Beauty
- •3.2.1. Key Vocabulary
- •3.2.2. Comprehension Questions
- •4.1. Introduction. The cinema is an art form that is accessible to most people and it is one that most people enjoy.
- •4.1.1. Answer the questions in the quiz below to find out whether you’re a film buff.
- •4.1.2. Skimming and scanning. Read through the text quickly to find out the answers to the quiz. How many did you get right?
- •4.1.3. Choose the correct title (a-j) for each paragraph of the text (1-7). Not all the headings will be needed.
- •4.1.4. The following events are all stages in the history of the film industry. Read the text again carefully and number them 1-6 according to their historical order.
- •4.1.5. Key Vocabulary
- •4.2. Scan the text below and say what its essence is. Does the Market Produce Bad Art?
- •4.2.1. Key Vocabulary
- •4.2.2. Comprehension Questions
- •5.1.1. Match the words and phrases with their definitions.
- •5.1.2. Match the words and phrases with their definitions.
- •5.1.3. Match the words and phrases with their definitions.
- •5.2.1. Give the Russian equivalents for the following words and expressions from texts (Focus 2).
- •5.2.2. Give the Russian equivalents for the following words and expressions from texts (Focus 3).
- •5.4.2. Paraphrase the following, using the key vocabulary of the module (focus 3).
- •5.4.3. Paraphrase the following, using the key vocabulary of the module (focus 4).
- •6.1. Render the following text into English. Дитя и волшебство
- •6.2. Sum up the English version of 6.1.
- •6.3. Write an essay of 250 words on your favourite director’s creative work.
- •If you so desire, you may focus on either history of arts or present-day developments.
- •7.1. Discuss the following.
- •7.2. Look into the following statements and prove your own point of view.
- •7.3. Surf on the Web to find information on Hollywood. What kind of sites do they offer? Which do you like most?
- •7.4. Culture on the Internet
- •1.2. Lead-in Discussion. Answer the following questions.
- •2.1.1. Key Vocabulary
- •2.1.2. Comprehension Questions
- •2.2.1. Key Vocabulary
- •2.2.2. Comprehension Questions
- •3.1.1. Key Vocabulary
- •3.1.2. Comprehension questions
- •3.2. Read the article; explain the title of the article. Scan the text and say what its essence is. Explain the author’s point of view on the problem. A Fading Taboo
- •3.2.1. Key Vocabulary
- •3.2.2. Comprehension questions
- •4.1. Read the article. Scan the text below and say what its essence is. Explain the author’s point of view. Where Free’s a Crowd
- •4.1.1. Key Vocabulary
- •4.1.2. Comprehension Questions
- •4.2.1. Key Vocabulary
- •4.2.2. Comprehension Questions
- •5.1.1. Match the words and phrases with their definitions (Focus 2).
- •5.1.2. Match the words and phrases with their definitions (Focus 3).
- •5.1.3. Match the words and phrases with their definitions (Focus 4).
- •5.2.1. Give the Russian equivalents for the following words and expressions from texts (Focus 2).
- •5.4.2. Paraphrase the following, using the key vocabulary of the module (Focus 3).
- •5.4.3. Paraphrase the following, using the key vocabulary of the module (Focus 4).
- •6.1. Render the following text in English. Современная пресса Автограда
- •6.2. Sum up the English version of 6.1.
- •6.3. Render the following text in English. Проект "Карта российской прессы"
- •6.4 Write an essay of 300 words on advertising in Russia.
- •7.1. Topics for Oral Discussion
- •7.2. Look into the following statements and prove your own point of view.
- •7.3. Surf on the Web to find the information on the history of electronic media. Brief your group mates on your findings.
- •7.4. Mass Media on the Internet
- •1.2. Lead-in Discussion. Answer the following questions.
- •2.1. Scan the text to find facts proving that face-to-face communication is as widespread as ever. Skim the text and sum up the evidence in favour of electronic communication. Keep It Real
- •2.1.1. Notes
- •2.1.2. Key Vocabulary
- •2.1.3. Comprehension Questions
- •2.2. Scan the article to find all definitions of blog. Find the dates important for blogosphere. Skim the text to find out what blogs and blogging are.
- •It’s the links, stupid
- •2.2.1. Key Vocabulary
- •2.2.2. Comprehension Questions
- •2.3. Skim the article to find what the wiki principle is.
- •The wiki principle
- •2.3.1. Key Vocabulary
- •2.3.2. Comprehension Questions
- •3.1. Skim the article to define the new way of governing. Scan the text to illustrate the definition by some impressive statistics. A New Way of Governing in the Digital Age
- •3.1.1. Key Vocabulary
- •3.1.2. Comprehension Questions
- •3.2. Skim the text to decide whether it can be really safe in the cyberspace. Scan the dangers described and precautions taken. Staying Safe in Cyberspace
- •3.2.1. Key Vocabulary
- •3.2.2. Comprehension Questions
- •4.1. Skim the text to enumerate all aspects of the digital divide. Read the text to sum up what it is about. Bringing the Digital Divide
- •4.1.1. Key Vocabulary
- •4.1.2. Comprehension Questions
- •4.2. Look through the text to decide why it is headlined ‘Snooping Bosses’. Skim the article to find the percentage of employers who control their employees’ electronic behaviour. Snooping Bosses
- •4.2.1. Key Vocabulary
- •4.2.2. Comprehension Questions
- •5.1.1. Match the words and phrases with their equivalents (focus 2).
- •5.1.2. Match the words and phrases with their equivalents (focus 3).
- •5.1.3. Match the words and phrases with their equivalents (focus 4).
- •5.2.1. Give the Russian equivalents for the following words and expressions from texts (Focus 2).
- •5.4.2. Translate the following, using the key vocabulary of the module (focus 3).
- •5.4.3. Translate the following, using the key vocabulary of the module (focus 4).
- •6.1.1. Интернет будущего: "Чего изволите?"
- •6.1.2. «Всемирная паутина» (www или Web)
- •6.2. Sum up the English versions of 6.1.1 and 6.1.2.
- •6.3. Render the text in English. Понятие информационной безопасности
- •6.4. Write an essay of 300 words on the Internet in modern life.
- •Hatched, Matched and Dispatched
- •The Hard Turn
- •Taming the Wild Web
- •2. Render the following text into English.
- •Двойная игра – двойные ставки Британская система образования
- •Неподражаемый
- •Информационный террор
- •Vocabulary Index
2.1.1. Key Vocabulary
ENTRY |
TRANSLATION |
EXAMPLES AND NOTES |
bolster v |
перен.поддерживать (морально, материально и т.п.); поддерживать, содействовать |
He helped the players’ association secure radio and television revenue to bolster the new pension plan and supported a player’s minimum salary of $5,000. To bolster up their speech they quoted a speech by Ray Gunter |
outlook n |
перспективы, виды на будущее; мировоззрение, кругозор, точка зрения |
Officials say the outlook for the next year is gloomy. His basic outlook remains anchored in the liberal tradition |
venture n |
рискованное предприятие, начинание |
In her memoirs Naomi is quick to acknowledge that her grandmother was certainly important in her venture as a writer. The number of successful new business ventures is dwindling (decreasing). I might as well venture into advertising if I had enough money. |
thriving adj |
бурно развивающийся |
NOTE: предлог “on” употребляется перед указанием причины, источника данного процесса There is a thriving black market for videos. Creative people are usually very determined and thrive on overcoming obstacles |
spark v |
искриться; вдохновлять, воодушевлять, побуждать |
The proposals are expected to spark heated debate |
prod v |
1. колоть, тыкать, прокалывать, пронзать; 2. подгонять, побуждать, подстрекать, принуждать |
She prodded the cake with her fork to see if it was cooked. The report was a shock tactic to prod the Government into spending more money on the Health Service. |
scrappy adj |
бессвязный, бессистемный, путаный |
The play is somewhat scrappy structure. |
free-lance adj |
внештатный |
Jill was starting to get some freelance writing jobs from trade magazines. The Budapest office plans to hire freelance reporters to cover the latest happenings |
2.1.2. Comprehension Questions
What are the projects aimed at?
What makes the industry observers remain skeptical?
What did the first comprehensive survey of the field reveal?
Does the headline correspond to the contents of the article? Justify your point of view.
2.2. Read the article; explain the title of the article. Scan the text below and say what its essence is. Explain the following: “…the big money in media has always been in distribution…”; “The historical media play is having privileged access to limited shelf space”
Google Chooses Big Media
By Justin Fox
The search giant rewrote the rules of distribution and selling ads. The big movie, TV and print outfits may never catch up.
“Content is a king.” It’s a phrase uttered repeatedly by media executives making the case that the movie, music, TV shows, books and journalism their companies produce are the core of their business.
It happens to be a dubious claim. Sure, movies, music and TV shows have value – as do magazine columns. But they alone have never generated the huge, reliable profits that keep investors happy and pay for midtown Manhattan skyscrapers. No, the big money in media has always been in distribution.
Sometimes the media companies do this distributing themselves – think of TV networks, or newspapers and their delivery boys. But even when others own the movie theatres or the bookstores, big media have long been defined by their ability to make sure their products are displayed prominently there. “The historical media play,” says consultant John Hagel,” is having privileged access to limited shelf space.”
On the Internet, though, the shelves go on and on and on. And as words, music and now video move to the new environment, that traditional economics of media are under attack. Tellingly, the most valuable media company in the world right now is not Disney or News Corp. or Time Warner (owner of Time) but Google, which helps people find stuff on those endless online shelves.
Google makes virtually all its money - $10.6 billion in revenue last year and $3.1 billion in after-tax profit – selling advertisements. But except for a few endeavours like Google Maps, it’s a media firm that produces no content. Rather than take on established media outfits as outright competitors, Google has been trying to persuade them to let it help them find audiences and sell ads. Some media powers have signed up. But the prospect of a world organized on Google’s terms remains unsettling to executives accustomed to controlling the path their products take to consumers.
“Once, we had a very simple distribution model, our own branded store,” Mark Thompson, director general of the British Broadcasting Corporation (BBC), said. Now “we’ve got to get used to an environment where people access our content in a variety of different ways.” Thompson sees this is an opportunity – the BBC signed a deal to set up three new “channels” on Google’s YouTube site to show short video clips from its programs and share in the ad revenue YouTube generates.
“One of the things no media organization can do now is cancel the future,” he said.
US media giant Viacom – whose founder, Sumner Redstone, is credited with coining the phrase “Content is king” – has taken a different tack. Viacom’s Daily Show and Colbert Report generated a steady stream of popular clips on YouTube. In February the company demanded that YouTube remove the videos, and this month it sued Google for $1 billion. Viacom also signed a deal to distribute shows via YouTube competitor Joost.
Viacom’s aim, CEO Philippe Dauman said at an investor conference, was “to show our content in an environment we control.” But online audiences gravitate toward neutral platforms that old-line media companies don’t control, from Google’s search box to Apple’s i’Tunes Music Store – and to You-Tube, which already gets more traffic than all the TV-network websites combined, according to research firm Hitwise. “Eventually all of the copyrighted content will be available on virtually all of the sites,” Google CEO Eric Schmidt said in an interview on Bloomberg TV. “The growth of You-Tube, the growth of online, is so fundamental that these companies are going to be forced to work with and in the Internet.”
But will YouTube and sites like it ever deliver media companies the sort of return on content that they’re accustomed to? Google’s big stroke of moneymaking genius was to sell them to anybody. With five minutes and a credit card, you can sign up to bid on a search phrase – cream cheese, say – and pay Google only if people actually click through to your site. Google has since extended this advertising network to other sites, so your ads might show up next to a food blogger’s post about bagels as well.
For small advertisers and publishers, Google’s automated advertising network is a boon: a new, cost-effective way to connect with one another and with customers. But big media companies had already established connections before Google came along, and so far the amounts of money Google offers content producers are paltry compared with what gets thrown around in traditional media. This is especially true with online video, where nobody has really figured out how to match ads to content. YouTube, which Google purchased for $1.65 billion in October, took in just $15 million in revenue last year – less than the cost of making two episodes of the BBC/HBO drama Rome.
That said, YouTube’s audience is growing fast, and there is a certain inevitability of a world where all content producers succumb to the rules of the Web.Hagel, a veteran at parsing the strategic implications of the Internet for business, thinks established media should be trying to “build relationships with audience members” by recommending content made by others and encouraging participation. He’s probably right about this, but lots of purely online companies – among them Yahoo! And, yes, Google – are working on it too. The upshot is that content may increasingly have to stand, or swim, or sink on its own, which isn’t something kings do very well.
Source: Time, 2007, March, 26
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