傳播學專業(yè)英語

1、Chapter One Introduction to Mass CommunicationKey Termscommunication 傳播，交通：mass communication, be in communication with,feedback 反饋 : asked the students for feedback on the new erpersonal communication 人際傳播:interpersonal relationshipsencoding 編碼 : audio encoding, hybrid encodingdecodin

2、g 解碼 : adaptive decodingpublic relations 公共關(guān)系noise 噪音 ,響聲，無用數(shù)據(jù)，吸引注意的言行medium 媒介（ media） ，手段，mass medium 大眾媒介，大眾傳播工具，影響大量觀眾的一種公眾媒介mass communication 大眾傳播，大眾傳播工具inferential feedback 推斷性反饋reciprocal messages 交互訊息：（ reciprocal 互惠的，彼此相反的）cultural definition of communication 傳播的文化定義dominant culture（mainst

3、ream culture） 主流文化bounded culture （co-culture） 亞文化 : bounded functiontechnological determinism 技術(shù)決定論: （determinism 決定論，宿命論）visual communication 視覺傳播third participant 第三方： （ participant 參與者，參與的）concentration of ownership 所有權(quán)集中convergence 融合，會合點，集中，收斂conglomeration 集團化，混合物，凝聚：The state of being conglo

4、meratedeconomies of scale 規(guī)模經(jīng)濟；因經(jīng)營規(guī)模擴大而得到的經(jīng)營節(jié)約oligopoly 寡頭式的壟斷，求過于供的市場情況（oligopolies ）globalization 全球化：globalizeaudience fragmentation 受眾分析： （audience： 聽眾，觀眾, 讀者。 fragmentation: 分裂，破碎）narrowcasting 窄帶廣播niche marketing 分眾營銷：By definition, then, a business that focuses on a niche market is addressing

5、 a needfor a product or service that is not being addressed by mainstreamtargeting 瞄準目標taste publics 對某媒體內(nèi)容有共同興趣的人群literate culture 書面文化（ literate 學者，有文化的）oral culture 口頭文化（oral 口頭的，口腔的oral surgery）Production values 制作標準Mass CommunicationCommunication: transmission of a message from a source to a re

6、ceiver.Basic elements of communicationWho?Says what?Through which channel?To Whom?With what effect?Conditions of communicationSharing （correspondence）FeedbackThe process of creating shared meaningImportant Clause:The media so fully saturate our everyday lives that we are often unconscious of their p

7、resence, not to mention their influence.Media often reduce us to mere commodities for sale to the highest bidder.A fundamental theme of this book is that media do none of this alone. They do it with us as well as to us through mass communication, and they do it as a central - many critics and schola

8、rs say the central -cultural force in our society.There is no clear identifiable source or receiver.All the participants, or interpreters are working to create meaning by encoding and decoding messages.Mass communication is the process of creating shared meaning between the mass media and their audi

9、ences.Encoded messages are carried by a media, that is, the means of sending information. When the medium is a technology that carries messages to a large number of people-we call it a mass media.Definition of CultureThe learned behavior of members of a given social group.Contents of CulturePatterne

10、d, repetitive ways of thinking, feeling, and actingFunctions of CultureGuide of life styleLimitation of CultureUnwilling or unable to move past patterned, repetitive ways of thinking, feeling, and acting.Mass Communication and CultureWe are everyone involved in creating and maintaining the culture t

11、hat defines us. We are the people involved in mass media industries and the people who compose their audiences.A culture s values and beliefs reside in the stories it tells. Our stories help define our realities, shaping the ways we think, feel, and act.Mass communication has become a primary forum

12、for the debate about our culture. The most powerful voices in the forum have the most power to shape our definitions and understandings.Scope and Nature of Mass MediaNo matter how we choose to view the process of mass communication, it is impossible to deny that an enormous portion of our lives is s

13、pent in interaction with mass media.Despite the pervasiveness of mass media in our lives, many of us are dissatisfied with or critical of the media industries performance andh mofutche content provided.The role of technologyTo some thinkers, it is machines and their development that drive economic a

14、nd cultural change. This idea is related to as technological determinism.But others see technology as more neutral and claim that the way people use technology is what gives it significance.Technology can be our best friend, and technology can also be the biggest party pooper of our lives.Technology

15、 does have an impact on communication. What technology does not do is relieve us of our obligation to use mass communication responsible and wisely.The role of moneySome observers think the money on mass communication was a devastatingly bad development, not only in the history of mass communication

16、 but in the history of democracy. It robbed people of their voice, or at least made the voices of the advertisers more powerful.Others think it was a huge advance for both mass communication and democracy because it vastly expanded the media.Chinese to English:因特網(wǎng)被稱為第四媒體，是將它作為繼報刊、廣播、電視之后發(fā)展起來的、并與傳統(tǒng)大眾

17、傳播媒體并存的新的媒體。實際上第四媒體是不同于大眾傳媒的全新的傳播媒介。它包含了人類信息傳播的兩種基本的方式，即人際傳播和大眾傳播，因而它的發(fā)展突破了傳統(tǒng)大眾傳播模式的框架。今天因特網(wǎng)的觸角已經(jīng)延伸到了世界的幾乎每一個角落，信息在網(wǎng)上的流通已經(jīng)不再受到時間和空間的限制。世界上任何地方發(fā)生的任何事情，任何國家的任何用戶的觀點，只要上了網(wǎng)，就可以在瞬間傳遍全球，而只要這一信息具有足夠的價值或吸引力，就可能引起全世界的關(guān)注。在傳統(tǒng)媒體的傳播理念中，傳者和受者是嚴格區(qū)分的。前者主動地傳播信息，后者被動地接受信息。也就是說，無論報紙、廣播還是電視，受眾對于傳播的內(nèi)容沒有挑選的余地，最多只能選擇看（聽）還

18、是不看（聽）?，F(xiàn)在，網(wǎng)絡媒體的受眾除了可以在極大的范圍內(nèi)選擇自己需要的信息外，還可以參與信息的傳播。Translation PracticeEnglish to Chinese:Culture is the learned behavior of members of a given social group. Many writers and thinkers have offered interesting expansions of this definition.Creation and maintenance of a more or les common culture occur

19、s through communication, including mass communication. When we talk to our friends; when a parent raises a child; when religious leaders instruct their followers; when teachers teach; when grandparents pass on recipes.A culture s learner traditions and values can be seen as patterned, repetitive way

20、s of thinking, feeling, and acting. Culture limits our options and provides useful guidelines for behavior.Chapter Two BooksKey Wordslinotype 萊諾機械排版，萊諾排版機offset lithography 膠版印刷（offset 偏移，平版印刷，膠?。籰ithography 平版印刷術(shù)）dime novels 廉價小說（dime 一角硬幣；novel 新奇的）pulp novels 低俗小說（pulp 紙漿，果肉）paperback books 平裝本，紙

21、面本pocket books 口袋書hardcover 精裝本，精裝的audience reach 受眾面（reach 延伸，區(qū)域）censorship 審查制度，審查機構(gòu)mail order books 郵購書（order 定購，定單）trade book 普及版圖書，普及版publishing houses 出版社remainders 滯銷書（殘余物，剩余的，廉價出售）e-publishing 電子出版print on demand （POD）按需印制d-books 網(wǎng)上下載圖書e-books 電子圖書personal digital assistants （PDAs） 個人數(shù)字助理pri

22、ority 優(yōu)先，優(yōu)先權(quán)refinement 改進，精致，文雅concentrate on 集中，全神貫注于literacy 有文化，有教養(yǎng)magnitude 大小，數(shù)量，巨大，廣大commercialization 商品化History of booksIn addition, books and reading were regarded as symbols of wealth and status and therefore not priorities for people who considered themselves to be pioneers, servants of t

23、he lord, or anti-English colonists.After the War of Independence, printing became even more central to political, intellectual, and cultural life in major cities.The 1800s saw a series of important refinements to the process of printing.These dime novels were inexpensive, and because they concentrat

24、ed on frontier and adventure stories, they attracted growing numbers of readers.The combination of technically improved, lower-cost printing and widespread literacy produced the flowering of the novel in the 1800s.Books and their AudiencesThe book is the “ mass” of our mass media in audience reach a

25、nd in the magnitude of the industry itself, and this fact shapes the nature of the relationship between medium and audience.The Culture Value of the bookThe book industry is bound by many of the same financial and industrial pressures that constrain other media, but books, more than the others, are

26、in a position to transcend those constraints.The role of books in social movementsThe mystery and miracle of a book is found in the fact that it is a solitary voice penetrating time and space to go beyond time and space, and to alight for a moment in that place within each of us which is also beyond

27、 time and space.Trends and Convergence in Book PublishingConvergence is altering almost all aspects of the book industry. Most obviously, the Internet is changing the way books are distributed and sold.Because anyone with a computer and a novel to sell can bypass the traditional book publishers, fir

28、st-time authors or writers of small, niche books now have an outlet for their work.Print on demand is another form of e-publishing. Companies store works digitally and, once ordered, that book can be printed and bound at a bookstore that has the proper technology.Industry insiders believe POD is her

29、e to stay. After all, it reduces production and distribution costs, and it gets more books to readers faster and cheaper than can the current publishing business model.One way books can be read in their electronic form is to download them to your computer. The publishing and technology industries ha

30、d a brief flirtation with e-books, handheld computers resembling books and dedicated to the receipt of downloaded works.Trends and Convergence in Book PublishingOpinion is divided on the benefit of corporate ownership. The positive view is that the rich parent company can infuse the publishing house

31、 with necessary capital, enabling it to attract better authors or to take gambles on new writers that would , in the past, have been impossible.Publishers attempt to offset the large investments they do make through the sale of subsidiary rights, that is, the sale of the book, its contents, and even

32、 its characters to filmmakers, paperback publishers, book clubs, foreign publishers, and product producers like T-shirt, poster, coffee cup, and greeting card manufacturers.Growth of small pressesThe overcommercialization of the book industry is mitigated somewhat by the rise in the number of smalle

33、r publishing houses. Although these smaller operations are large in number, they account for a very small proportion of books sold.Restructuring of book retailingThere are approximately 20000 bookstores in the United States, but the number is dwindling as small independent operations find it increas

34、ingly difficult to compete with such chains as Barnes & Noble, Borders, and Books-A-Million.Hot TopicThe power of computerAdvantage： Gather and store information ， Process problems， Control working process ， Design new products，Help manage hotels, schools, hospitals, banks and so on， TeachingDis

35、advantage： Violation of privacy ， Computer crime ， Unemployment ， Lack of social interaction ， Hackers，Porn， Make people lazy and dependentChapter Three NewspapersKey Wordsexecutive editor 執(zhí)行編輯（executive 執(zhí)行的、行政的；執(zhí)行者、經(jīng)理主管人員）front page 頭版（ front 前面、開頭、前線；面對、朝向）newsstand 報攤、雜志攤subscription 訂閱（量）（捐獻、訂金、

36、簽署、同意；subscriber）（annual subscription 年度訂閱，全年定費；bulk subscriptions 大批訂閱）newsworthy 新聞價值；有報導價值的（ news 新聞、 消息、 新聞報導；foreign news; home news; news to thishour; piper s ） news pseudojournalism 虛假新聞（pseudo 假的，冒充的；journalism 新聞，新聞材料，新聞學）news sheets 新聞紙 （sheet 一片，一張，薄片，被單）diurnals 日報、日刊；每日的，白天的penny press

37、便士報，廉價報紙（press 壓、按、印刷、壓力、擁擠，新聞）mainstream paper 主流報紙wire services 電訊服務（金屬絲、電線、電報、電線；拍電報）on-the-spot coverage 現(xiàn)場報道（coverage 覆蓋、分析和報道某事物的范圍、觀察）newspaper chains 報業(yè)集團（chain 一連串、一系列、連鎖商店）distribution 分銷， 發(fā)行zoned editions 地區(qū)版（zoned 劃成區(qū)域的）ethnic press 少數(shù)種裔語言報紙（ethnic 人種的、種族的、少數(shù)民族）alternative press 非正統(tǒng)報紙（al

38、ternative 二者選一的，可供選擇的辦法、事物，傳統(tǒng)之外的）dissident press 持不同政見報紙？（dissident 持不同政見者）commuter papers 為乘交通工具上班族設計的報紙（commuter 經(jīng)常往返者）digital delivery daily 電子化投遞日報circulation area 發(fā)行區(qū)域（循環(huán)、流通、發(fā)行額）layout 排版newsletters 簡報、時事通訊public opinion 輿論agenda setting 議程設置After the Revolution, the new government of the Unite

39、d States had to determine for itself just how free a press it was willing to tolerate.When the first Congress convened under the new Constitution in 1790, th e nation s founders debate, drafted, and adopted the first 10 amendments of the Constitution, called the Bill of Right.At the turn of the 19th

40、 century, urbanization, growing industries, movement of workers to the cities, and increasing literacy combined to create an audience for a new kind of paper, known as the penny press.Throughout this early period of the popularization of the newspaper, numerous foreign language dailies also began op

41、eration, primarily in major cities in which immigrants tended to settle.Loss of competition within the industry, commercialism, civic journalism, and the evolution of newspaper readership are altering not only the nature of the medium but also its relationship with its audiences.The newspaper indust

42、ry has seen a dramatic decline in competition. This has taken two forms: loss of competing papers and concentration of ownership.Online job hunting and auto sales services are already cutting into advertising profits of newspapers.The Internet and the World Wide Web provide readers with more informa

43、tion and more depth, and with greater speed, than traditional newspaper.In October 2001, the New York Times began digital delivery daily, delivering the paper, as it looks in print, to home and office computers.To the chagrin of the established paper, readily available, easy-to-use, and inexpensive

44、computer hardware and software can now be combined to do desktop publishing, small-scale print design, layout, and production.Chapter ThreeA more pessimistic view of the future of newspapers is that as newspapers have reinvented themselves and become more user-friendly, more casual, more lifestyle-o

45、riented, and more in touch with youth, they have become inessential and unimportant, just another commodity in an overcrowded marketplace of popular, personality-centered media.New Trend in Digital Publishing and CommunicationPODPublish on Mobile PhoneSearch engine from PC to Mobile PhoneWatermarkin

46、gIntegration, publish/subscriptionHow to make a presentationFocus on one interesting topicFind the materialGet useful information and organize these informationFinish the PPTOrganize your speechHow to make a presentationContent of the material:Basic ConceptExisting Problem & Current MethodProble

47、m not resolvedTrend in the futureMy interest and opinionChapter Four Magazinesonline magazine 在線雜志pictorial magazines 畫刊newsstands 報攤targeted audience 目標受眾split runs 專門特刊circulation 發(fā)行量subscription 訂閱single-copy sale 單冊零售controlled circulation 贈閱發(fā)行webzines 網(wǎng)絡雜志brand magazine 品牌雜志cable television 有線電

48、視ad revenues 廣告收益online magazine 在線雜志readership 讀者人數(shù)，讀者的身份pictorial magazines 畫刊（ pictorial 圖示的，畫報）newsstands 報攤，雜志攤targeted audience 目標受眾split runs 專門特刊circulation 發(fā)行量subscription 訂閱single-copy sale 單冊零售controlled circulation 贈閱發(fā)行webzines 網(wǎng)絡雜志brand magazine 品牌雜志cable television 有線電視ad revenues 廣告收益

49、direct mail 直接郵件，直接投遞廣告advertorials 報道式廣告complementary copy 補充性內(nèi)容Chapter Five FilmKey Wordsexhibition （ 電影 ） 上映（表現(xiàn)，展覽會，顯示）zoopraxiscope 幻燈片放映機persistence of vision 視覺慣性（ persistence 堅持，持續(xù)）kinetograph 活動影像攝影機emulsion 感光劑replica image 圖像復制品（replica 復制品）montage 蒙太奇factory studio 攝影棚，一般指電影制片公司（studio 工作

50、制，演播室，攝影棚）budget nights 特價夜場（budget 預算，做預算，廉價的）concept film 概念電影sample audience 抽樣觀眾（sample 樣品 , 例子；取樣，采樣，嘗試）franchise film 系列電影（franchise 特權(quán)）movie tie-in product 置入電影的產(chǎn)品廣告（tie-in 搭賣的，搭賣的廣告）product placement 置入式產(chǎn)品廣告，軟廣告的一種形式theatrical film 劇場廣告（theatrical 戲劇性的）microcinema 微型影院online video-on-demand

51、在線視頻點播paid-for messages 有償信息History of the MoviesEarly newspapers were developed by businesspeople and patriots for a small, politically involved elite that could read, but the early movie industry was built largely by entrepreneurs who wanted to make money entertaining everyone.Unlike television, w

52、hose birth and growth were predetermined and guided by the already well-established radio industry, there were no precedents, no rules, and no expectations for movies.The early stageWhen people watched the rapidly projected, sequential slides, they saw the pictures as if they were in motion.This per

53、ception is the result of a physiological phenomenon known as persistence of vision.The big studiosIn 1908 Thomas Edison, foreseeing the huge amounts of money that could be made from movies, founded the Motion Picture Patents Company, often called simply the Trust.The new studio system, with its more

54、 elaborate films and big-name stars, was born, and it controlled the movie industry.The industry prospered not just because of its artistry, drive, and innovation but because it used these to meet the needs of a growing audience.Change comes to HollywoodAs was the case with newspapers and magazines,

55、 the advent of television significantly altered the movie-audience relationship.The movie business also survived the Depression because of its size and power, both residing in a system of operation called vertical integration.Using this system, studios produced their own films, distributed them thro

56、ugh their own outlets, and exhibited them in their own theaters.Movies and Their AudiencesThe movies are “ larger than life ” , and movie stars are much more glamorous than television stars.What becomes of film as an important medium, say the movies defenders, is completely dependent on us, theaudie

57、nce.Scope and nature of the film industryThe movie business today enjoys financial health for two reasons. The first is improvements in its three component systems-production, distribution, and exhibition. The second, is that the movie industry has learned to live with television.Chapter Six Radio and Sound RecordingKey wordssound recording 音響設備electronic mass medium 電子媒介national broadcast medium 全國廣播媒介 new and emerging 新興的 public radio 公共廣播narrow defined audiences 細分受眾 telegraph code 電報編碼point-to-point communication 點對點傳播 radio telephone 無線電話 recorder player