1 . Mr Wilson, professor of news media, has recently received many questions from his students and answered them online. Here are some of them:
• What is mass media?
Mass media refers to the sources of information and news that reach a large audience. Besides traditional media, technology has changed and there are many new media introduced to convey information to the masses such as: books and magazines, televisions, Internet videos, films and documentaries.
• What is the importance of mass media?
Different types of mass media provide us with various types of political, religious, economic and social related news and information.
Each media has its significance in some or the other way. For example, a newspaper provides information in rural areas and urban areas as well as a TV which also provides information, news and entertainment shows through a digital medium.
• What is traditional media?
Traditional media is considered as the oldest form of mass media, which transfers culture and tradition from generation to generation. People over some time developed different ways of communicating through local languages and written mediums. There are various forms of traditional media such as folk songs, fairs and festivals.
• Which sector is considered as the root of mass media?
The first modern mass media institution began with the development of the printing press.
• Are there any problems associated with mass media?
As with everything in life, mass media also comes with its own shortcomings. But there are enough experts to make up for that.
1. What has contributed to the popularity of modern media?| A．Communication. | B．Economic change. |
| C．Traditional culture. | D．New technology. |
| A．A dialogue between father and son. |
| B．A radio programme broadcasted at night. |
| C．A folk song popular with youngsters. |
| D．A piece of big news via Weibo. |
| A．It offers us all kinds of news. |
| B．The root of mass media is Internet. |
| C．The invention of paper is considered as the root of mass media. |
| D．There are no shortcomings in mass media. |
1. 读报的经历；2. 喜爱的栏目；3. 期望和祝福。
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2. 请按如下格式写字答题卡的相应位置作答。
Youth and Me
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Bad news sells. If it bleeds, it leads. No news is good news, and good news is no news. Those are the classic rules for the evening broadcasts and the morning papers. But now that information is being spread and monitored(监控) in different ways, researchers are discovering new rules. By tracking people’s e-mails and online posts, scientists have found that good news can spread faster and farther than disasters and sob stories.
“The ‘if it bleeds’ rule works for mass media,” says Jonah Berger, a scholar at the University of Pennsylvania. “They want your eyeballs and don’t care how you’re feeling. But when you share a story with your friends, you care a lot more how they react. You don’t want them to think of you as a Debbie Downer.”
Researchers analyzing word-of-mouth communication—e-mails, Web posts and reviews, face-to-face conversations—found that it tended to be more positive than negative(消极的), but that didn’t necessarily mean people preferred positive news. Was positive news shared more often simply because people experienced more good things than bad things? To test for that possibility, Dr. Berger looked at how people spread a particular set of news stories: thousands of articles on The New York Times’ website. He and a Penn colleague analyzed the “most e-mailed” list for six months. One of his first findings was that articles in the science section were much more likely to make the list than non-science articles. He found that science amazed Times’ readers and made them want to share this positive feeling with others.
Readers also tended to share articles that were exciting or funny, or that inspired negative feelings like anger or anxiety, but not articles that left them merely sad. They needed to be aroused(激发) one way or the other, and they preferred good news to bad. The more positive an article, the more likely it was to be shared, as Dr. Berger explains in his new book, “Contagious: Why Things Catch On.”
1. What do the classic rules mentioned in the text apply to?
| A．News reports. | B．Research papers. |
| C．Private e-mails. | D．Daily conversations． |
| A．They’re socially inactive. |
| B．They’re good at telling stories. |
| C．They’re inconsiderate of others. |
| D．They’re careful with their words. |
| A．Sports new. | B．Science articles. |
| C．Personal accounts. | D．Financial reviews. |
| A．Sad Stories Travel Far and Wide |
| B．Online News Attracts More People |
| C．Reading Habits Change with the Times |
| D．Good News Beats Bad on Social Networks |
