考研英語近5年閱讀

12Text1

Comeon-Everybody'sdoingit.Thatwhisperedmessage,halfinvitationandhalfforcing,iswhatmostofusthinkofwhen

wehearthewordspeerpressure.Itusuallyleadstonogood-drinking,drugsandcasualsex.ButinhernewbookJointheClub,

TinaRosenbergcontendsthatpeerpressurecanalsobeapositiveforcethroughwhatshecallsthesocialcure,inwhich

organizationsandofficialsusethepowerofgroupdynamicstohelpindividualsimprovetheirlivesandpossiblytheword.

Rosenberg,therecipientofaPulitzerPrize,offersahostofexampleofthesocialcureinaction：InSouthCarolina,a

state-sponsoredantismokingprogramcalledRageAgainsttheHazesetsouttomakecigarettesuncool.InSouthAfrica,an

HIV-preventioninitiativeknownasLoveLiferecruitsyoungpeopletopromotesafesexamongtheirpeers.

Theideaseemspromising,andRosenbergisaperceptiveobserver.Hercritiqueofthelamenessofmanypubic-health

campaignsisspot-on：theyfailtomobilizepeerpressureforhealthyhabits,andtheydemonstrateaseriouslyflawed

understandingofpsychology.*4Daretobedifferent,pleasedon'tsmoke!”pleadsonebillboardcampaignaimedatreducing

smokingamongteenagers-teenagers,whodesirenothingmorethanfittingin.Rosenbergarguesconvincinglythatpublic-health

advocatesoughttotakeapagefromadvertisers,soskilledatapplyingpeerpressure.

Butonthegeneraleffectivenessofthesocialcure,Rosenbergislesspersuasive.JointheClubisfilledwithtoomuch

irrelevantdetailandnotenoughexplorationofthesocialandbiologicalfactorsthatmakepeerpressuresopowerful.Themost

glaringflawofthesocialcureasit*spresentedhereisthatitdoesn'tworkverywellforverylong.RageAgainsttheHazefailed

oncestatefundingwascut.EvidencethattheLoveLifeprogramproduceslastingchangesislimitedandmixed.

There'snodoubtthatourpeergroupsexertenormousinfluenceonourbehavior.Anemergingbodyofresearchshowsthat

positivehealthhabits-aswellasnegativeones-spreadthroughnetworksoffriendsviasocialcommunication.Thisisasubtleform

ofpeerpressure：weunconsciouslyimitatethebehaviorweseeeveryday.

Farlesscertain,however,ishowsuccessfullyexpertsandbureaucratscanselectourpeergroupsandsteertheiractivitiesin

virtuousdirections.It'sliketheteacherwhobreaksupthetroublemakersinthebackrowbypairingthemwithbetter-behaved

classmates.Thetacticneverreallyworks.Andthat'stheproblemwithasocialcureengineeredfromtheoutside：inthereal

world,asinschool,weinsistonchoosingourownfriends.

21.Accordingtothefirstparagraph,peerpressureoftenemergesas

[A]asupplementtothesocialcure[B]astimulustogroupdynamics

[C]anobstacletoschoolprogress[D]acauseofundesirablebehaviors

22.Rosenbergholdsthatpublicadvocatesshould

[A]recruitprofessionaladvertisers[B]learnfromadvertisers*experience

[C]stayawayfromcommercialadvertisers[D]recognizethelimitationsofadvertisements

23.Intheauthor'sview,Rosenberg'sbookfailsto

[A]adequatelyprobesocialandbiologicalfactorsfB]effectivelyevadetheflawsofthesocialcure

[C]illustratethefunctionsofstatefunding[D]producealong-lastingsocialeffect

24.Paragraph5showsthatourimitationofbehaviors

[A]isharmfultoournetworksoffriends[B]willmisleadbehavioralstudies

[C]occurswithoutourrealizingit[D]canproducenegativehealthhabits

25.Theauthorsuggestsinthelastparagraphthattheeffectofpeerpressureis

[A]harmful[B]desirable[C]profound[D]questionable

12Text2

Adealisadeal-except,apparently,whenEntergyisinvolved.Thecompany,amajorenergysupplierinNewEngland,

provokedjustifiedoutrageinVermontlastweekwhenitannounceditwasrenegingonalongstandingcommitmenttoabideby

thestrictnuclearregulations.

Instead,thecompanyhasdonepreciselywhatithadlongpromiseditwouldnotchallengetheconstitutionalityofVermont*s

rulesinthefederalcourt,aspartofadesperateefforttokeepitsVermontYankeenuclearpowerplantrunning.It'sastunning

move.

Theconflicthasbeensurfacingsince2002,whenthecorporationboughtVermont'sonlynuclearpowerplant,anaging

reactorinVernon.Asaconditionofreceivingstateapprovalforthesale,thecompanyagreedtoseekpermissionfromstate

regulatorstooperatepast2012.In2006,thestatewentastepfurther,requiringthatanyextensionoftheplantslicensebesubject

toVemontlegislature'sapproval.Then,too,thecompanywentalong.

EitherEntergyneverreallyintendedtolivebythosecommitments,oritsimplydidn'tforeseewhatwouldhappennext.A

stringofaccidents,includingthepartialcollapseofacoolingtowerin207andthediscoveryofanundergroundpipesystem

leakage,raisedseriousquestionsaboutbothVermontYankee*ssafetyandEntergy'smanagement-especiallyafterthecompany

mademisleadingstatementsaboutthepipe.EnragedbyEntergy'sbehavior,theVermontSenatevoted26to4lastyearagainst

allowinganextension.

Nowthecompanyissuddenlyclaimingthatthe2002agreementisinvalidbecauseofthe2006legislation,andthatonlythe

federalgovernmenthasregulatorypowerovernuclearissues.Thelegalissuesinthecaseareobscure：whereastheSupreme

Courthasruledthatstatesdohavesomeregulatoryauthorityovernuclearpower,legalscholarssaythatVermontcasewilloffera

precedent-settingtestofhowfarthosepowersextend.Certainly,therearevalidconcernsaboutthepatchworkregulationsthat

couldresultifeverystatesetsitsownrules.ButhadEntergykeptitsword,thatdebatewouldbebesidethepoint.

ThecompanyseemstohaveconcludedthatitsreputationinVermontisalreadysodamagedthatithasnotinglefttoloseby

goingtowarwiththestate.Butthereshouldbeconsequences.Permissiontorunanuclearplantisapoblictrust.Entergyruns11

otherreactorsintheUnitedStates,includingPilgrimNuclearstationinPlymouth.PledgingtorunPilgrimsafely,thecompany

hasappliedforfederalpermissiontokeepitopenforanother20years.ButastheNuclearRegulatoryCommission(NRC)reviews

thecompany'sapplication,itshouldkeepitmindwhatpromisesfromEntergyareworth.

26.Thephrase“renegingon"(Line3.para.l)isclosestinmeaningto

[A]condemning.[B]reaffirming.[C]dishonoring.[D]securing.

27.Byenteringintothe2002agreement,Entergyintendedto

[A]obtainprotectionfromVermontregulators.[B]seekfavorfromthefederallegislature.

[C]acquireanextensionofitsbusinesslicense[D]getpermissiontopurchaseapowerplant.

28.AccordingtoParagraph4,Entergyseemstohaveproblemswithits

[A]managerialpractices[B]technicalinnovativeness.[Clfinancialgoals.[D]businessvision

29.Intheauthor'sview,theVermontcasewilltest

[AJEntergy'scapacitytofulfillallitspromises.[BJthematureofstates'patchworkregulations.

[C]thefederalauthorityovernuclearissues,fD]thelimitsofstates'powerovernuclearissues.

30.Itcanbeinferredfromthelastparagraphthat

[AJEntergy'sbusinesselsewheremightbeaffected.[BJtheauthorityoftheNRCwillbedefied.

[C]EntergywillwithdrawitsPlymouthapplication.[D]Vermont'sreputationmightbedamaged.

12Text3

Intheidealizedversionofhowscienceisdone,factsabouttheworldarewaitingtobeobservedandcollectedbyobjective

researcherswhousethescientificmethodtocarryouttheirwork.Butintheeverydaypracticeofscience,discoveryfrequently

followsanambiguousandcomplicatedroute.Weaimtobeobjective,butwecannotescapethecontextofouruniquelife

experience.Priorknowledgeandinterestinlluencewhatweexperience,whatwethink,ourexperiencesmean,andthesubsequent

actionswetake.Opportunitiesformisinterpretation,error,andself-deceptionabound.

Consequently?discoveryclaimsshouldbethoughtofasprotoscience.Similartonewlystakedminingclaims,theyarefullof

potential.Butittakescollectivescrutinyandacceptancetotransformadiscoveryclaimintoamaturediscovery.Thisisthe

credibilityprocess,throughwhichtheindividualresearcher'sme,here,nowbecomesthecommunity'sanyone,anywhere,anytime.

Objectiveknowledgeisthegoal,notthestartingpoint.

Onceadiscoveryclaimbecomespublic,thediscovererreceivesintellectualcredit.But,unlikewithminingclaims,the

communitytakescontrolofwhathappensnext.Withinthecomplexsocialstructureofthescientificcommunity,researchersmake

discoveries；editorsandreviewersactasgatekeepersbycontrollingthepublicationprocess；otherscientistsusethenewfinding

tosuittheirownpurposes；andfinally,thepublic(includingotherscientists)receivesthenewdiscoveryandpossibly

accompanyingtechnology.Asadiscoveryclaimworksitthroughthecommunity,theinteractionandconfrontationbetween

sharedandcompetingbeliefsaboutthescienceandthetechnologyinvolvedtransformsanindividual'sdiscoveryclaimintothe

community'scrediblediscovery.

Twoparadoxesexistthroughoutthiscredibilityprocess.First,scientificworktendstofocusonsomeaspectofprevailing

Knowledgethatisviewedasincompleteorincorrect.Littlerewardaccompaniesduplicationandconfirmationofwhatisalready

knownandbelieved.Thegoalisnew-search,notre-search.Notsurprisingly,newlypublisheddiscoveryclaimsandcredible

discoveriesthatappeartobeimportantandconvincingwillalwaysbeopentochallengeandpotentialmodificationorrefutation

byfutureresearchers.Second,noveltyitselffrequentlyprovokesdisbelief.NobelLaureateandphysiologistAlbertAzent-Gyorgyi

oncedescribeddiscoveryas“seeingwhateverybodyhasseenandthinkingwhatnobodyhasthought.^^Butthinkingwhatnobody

elsehasthoughtandtellingotherswhattheyhavemissedmaynotchangetheirviews.Sometimesyearsarerequiredfortruly

noveldiscoveryclaimstobeacceptedandappreciated.

Intheend,credibility“happens“toadiscoveryclaim-aprocessthatcorrespondstowhatphilosopherAnnetteBaierhas

describedasthecommonsofthemind."Wereasontogether,challenge,revise,andcompleteeachother'sreasoningandeach

other'sconceptionsofreason.”

31.Accordingtothefirstparagraph,theprocessofdiscoveryischaracterizedbyits

[A]uncertaintyandcomplexity.[B]misconceptionanddeceptiveness.

[CJlogicalityandobjectivity.[D]systematicnessandregularity.

32.ItcanbeinferredfromParagraph2thatcredibilityprocessrequires

[A]strictinspection.[B]sharedefforts.[C]individualwisdom.[D]persistentinnovation.

33.Paragraph3showsthatadiscoveryclaimbecomescredibleafterit

[A]hasattractedtheattentionofthegeneralpublic.[B]hasbeenexaminedbythescientificcommunity.

[CJhasreceivedrecognitionfromeditorsandreviewers.IDJhasbeenfrequentlyquotedbypeerscientists.

34.AlbertSzent-Gy?rgyiwouldmostlikelyagreethat

[AJscientificclaimswillsurvivechallenges.IBJdiscoveriestodayinspirefutureresearch.

[C]effortstomakediscoveriesarejustified.[D]scientificworkcallsforacriticalmind.

35.Whichofthefollowingwouldbethebesttitleofthetest?

[A]NoveltyasanEngineofScientificDevelopment.[B]CollectiveScrutinyinScientificDiscovery.

[C]EvolutionofCredibilityinDoingScience.[D]ChallengetoCredibilityattheGatetoScience.

12Text4

IfthetradeunionistJimmyHoffawerealivetoday,hewouldprobablyrepresentcivilservant.WhenHoffa*sTeamsterswere

intheirprimein1960,onlyoneintenAmericangovernmentworkersbelongedtoaunion；now36%do.In2009thenumberof

unionistsinAmerica'spublicsectorpassedthatoftheirfellowmembersintheprivatesector.InBritain,morethanhalfof

public-sectorworkersbutonlyabout15%ofprivate-sectoronesareunionized.

Therearethreereasonsforthepublic-sectorunions'thriving.First,theycanshutthingsdownwithoutsufferingmuchinthe

wayofconsequences.Second,theyaremostlybrightandwell-educated.AquarterofAmerica'spublic-sectorworkershavea

universitydegree.Third,theynowdominateleft-of-centrepolitics.Someoftheirtiesgobackalongway.Britain'sLaborParty,

asitsnameimplies,haslongbeenassociatedwithtradeunionism.Itscurrentleader,EdMiliband,oweshispositiontovotesfrom

public-sectorunions.

Atthestateleveltheirinfluencecanbeevenmorefearsome.MarkBaldassareofthePublicPolicyInstituteofCalifornia

pointsoutthatmuchofthestate'sbudgetispatrolledbyunions.Theteachers'unionskeepaneyeonschools,theCCPOAon

prisonsandavarietyoflaborgroupsonhealthcare.

Inmanyrichcountriesaveragewagesinthestatesectorarehigherthanintheprivateone.Buttherealgainscomeinbenefits

andworkpractices.Politicianshaverepeatedly“backloaded”public-sectorpaydeals,keepingthepayincreasesmodestbutadding

toholidaysandespeciallypensionsthatarealreadygenerous.

Reformhasbeenvigorouslyopposed,perhapsmostegregiouslyineducation,wherecharterschools,academiesandmerit

payallfaceddrawn-outbattles.Eventhoughthereisplentyofevidencethatthequalityoftheteachersisthemostimportant

variable,teachers*unionshavefoughtagainstgettingridofbadonesandpromotinggoodones.

Asthecosttoeveryoneelsehasbecomeclearer,politicianshavebeguntoclampdown.InWisconsintheunionshaverallied

thousandsofsupportersagainstScottWalker,thehardlineRepublicangovernor.Butmanywithinthepublicsectorsufferunder

thecurrentsystem,too.

JohnDonahueatHarvard'sKennedySchoolpointsoutthatthenormsofcultureinWesterncivilservicessuitthosewhowant

tostayputbutisbadforhighachievers.TheonlyAmericanpublic-sectorworkerswhoearnwellabove$250,000ayearare

universitysportscoachesandthepresidentoftheUnitedStates.Bankers'fatpaypacketshaveattractedmuchcriticism,buta

public-sectorsystemthatdoesnotrewardhighachieversmaybeamuchbiggerproblemforAmerica.

36.Itcanbelearnedfromthefirstparagraphthat

[A]Teamstersstillhavealargebodyofmembers.[B]JimmyHoffausedtoworkasacivilservant.

[CJunionshaveenlargedtheirpublic-sectormembership.[DJthegovernmenthasimproveditsrelationshipwithunionists.

37.WhichofthefollowingistrueofParagraph2?

[A]Public-sectorunionsareprudentintakingactions.[B]Educationisrequiredforpublic-sectorunionmembership.

[CJLaborPartyhaslongbeenfightingagainstpublic-sectorunionsIDJPublic-sectorunionsseldomgetintroublefortheiractions

38.ItcanbelearnedfromParagraph4thattheincomeinthestatesectoris

[A]illegallysecured.[B]indirectlyaugmented.[C]excessivelyincreased.[D]fairlyadjusted.

39.TheexampleoftheunionsinWisconsinshowsthatunions

[AJoftenrunagainstthecurrentpoliticalsystem.[B]canchangepeople'spoliticalattitudes.

[C]maybeabarriertopublic-sectorreforms.[D]aredominantinthegovernment.

40.JohnDonahue'sattitudetowardsthepublic-sectorsystemisoneof

[A]disapproval.[BJappreciation.[C]tolerance.fD]indifference.

HText1

ThedecisionoftheNewYorkPhilharmonictohireAlanGilbertasitsnextmusicdirectorhasbeenthetalkofthe

classical-musicworldeversincethesuddenannouncementofhisappointmentin2009.Forthemostpart,theresponsehasbeen

favorable,tosaytheleast.t4Hooray!Atlast!”wroteAnthonyTommasini,asober-sidedclassical-musiccritic.

Oneofthereasonswhytheappointmentcameassuchasurprise,however,isthatGilbertiscomparativelylittleknown.Even

Tommasini,whohadadvocatedGilbert'sappointmentintheTimes,callshim“anunpretentiousmusicianwithnoairofthe

formidableconductorabouthim.^^Asadescriptionofthenextmusicdirectorofanorchestrathathashithertobeenledby

musicianslikeGustavMahlerandPierreBoulez,thatseemslikelytohavestruckatleastsomeTimesreadersasfaintpraise.

Formypart,IhavenoideawhetherGilbertisagreatconductororevenagoodone.Tobesure,heperformsanimpressive

varietyofinterestingcompositions,butitisnotnecessaryformetovisitAveryFisherHall,oranywhereelse,tohearinteresting

orchestralmusic.AllIhavetodoistogotomyCDshelf,orbootupmycomputeranddownloadstillmorerecordedmusicfrom

iTunes.

Devotedconcertgoerswhoreplythatrecordingsarenosubstituteforliveperformancearemissingthepoint.Forthetime,

attention,andmoneyoftheart-lovingpublic,classicalinstrumentalistsmustcompetenotonlywithoperahouses,dancetroupes,

theatercompanies,andmuseums,butalsowiththerecordedperformancesofthegreatclassicalmusiciansofthe20thcentury.

Thererecordingsarecheap,availableeverywhere,andveryoftenmuchhigherinartisticqualitythantoday'sliveperformances;

moreover,theycanbe“consumed“atatimeandplaceofthelistener'schoosing.Thewidespreadavailabilityofsuchrecordings

hasthusbroughtaboutacrisisintheinstitutionofthetraditionalclassicalconcert.

Onepossibleresponseisforclassicalperformerstoprogramattractivenewmusicthatisnotyetavailableonrecord.Gilbert's

owninterestinnewmusichasbeenwidelynoted:AlexRoss,aclassical-musiccritic,hasdescribedhimasamanwhoiscapable

ofturningthePhilharmonicinto“amarkedlydifferent,morevibrantorganization.^^Butwhatwillbethenatureofthatdifference?

Merelyexpandingtheorchestra'srepertoirewillnotbeenough.IfGilbertandthePhilharmonicaretosucceed,theymustfirst

changetherelationshipbetweenAmerica'soldestorchestraandthenewaudienceithopstoattract.

21.WelearnfromPara.1thatGilbert'sappointmenthas

[A]incurredcriticism.[B]raiseduspicion.[C]receivedacclaim.(D]arousedcuriosity.

22.TommasiniregardsGilbertasanartistwhois

[AJinfluential.[BJmodest.[CJrespectable.[DJtalented.

23.Theauthorbelievesthatthedevotedconcertgoers

[AJignoretheexpensesofliveperformances.[B]rejectmostkindsofrecordedperformances.

ICJexaggeratethevarietyofliveperformances.[DJoverestimatethevalueofliveperformances.

24.Accordingtothetext,whichofthefollowingistrueofrecordings?

[A]Theyareofteninferiortoliveconcertsinquality.

[B]Theyareeasilyaccessibletothegeneralpublic.

[C]Theyhelpimprovethequalityofmusic.[DITheyhaveonlycoveredmasterpieces.

25.RegardingGilbert'sroleinrevitalizingthePhilharmonic,theauthorfeels

lAJdoubtful.[BJenthusiastic.[CJconfident.[DJpuzzled.

HText2

WhenLiamMcGeedepartedaspresidentofBankofAmericainAugust,hisexplanationwassurprisinglystraightup.Rather

thancloakinghisexitintheusualvagueexcuses,hecamerightoutandsaidhewasleaving“topursuemygoalofrunninga

company.^^Broadcastinghisambitionwas“verymuchmydecision/'McGeesays.Withintwoweeks,hewastalkingforthefirst

timewiththeboardofHartfordFinancialServicesGroup,whichnamedhimCEOandchairmanonSeptember29.

McGeesaysleavingwithoutapositionlinedupgavehimtimetoreflectonwhatkindofcompanyhewantedtorun.Italso

sentaclearmessagetotheoutsideworldabouthisaspirations.AndMcGeeisn'talone.InrecentweekstheNo.2executivesat

AvonandAmericanExpressquitwiththeexplanationthattheywerelookingforaCEOpost.Asboardsscrutinizesuccession

plansinresponsetoshareholderpressure,executiveswhodon'tgetthenodalsomaywishtomoveon.Aturbulentbusiness

environmentalsohasseniormanagerscautiousoflettingvaguepronouncementscloudtheirreputations.

Asthefirstsignsofrecoverybegintotakehold,deputychiefsmaybemorewillingtomakethejumpwithoutanet.Inthe

thirdquarter,CEOturnoverwasdown23%fromayearagoasnervousboardsstuckwiththeleaderstheyhad,accordingto

LiberumResearch.Astheeconomypicksup,opportunitieswillaboundforaspiringleaders.

Thedecisiontoquitaseniorpositiontolookforabetteroneisunconventional.Foryearsexecutivesandheadhuntershave

adheredtotherulethatthemostattractiveCEOcandidatesaretheoneswhomustbepoached.SaysKorn/Ferryseniorpartner

DennisCareyflcan'tthinkofasinglesearchI'vedonewhereaboardhasnotinstructedmetolookatsittingCEOsfirst.”

Thosewhojumpedwithoutajobhaven'talwayslandedintoppositionsquickly.EllenMarramquitaschiefofTropicanaa

decadeage,sayingshewantedtobeaCEO.ItwasayearbeforeshebecameheadofatinyInternet-basedcommoditiesexchange.

RobertWillumstadleftCitigroupin2005withambitionstobeaCEO.Hefinallytookthatpostatamajorfinancialinstitution

threeyearslater.

Manyrecruiterssaytheolddisgraceisfadingfortopperformers.Thefinancialcrisishasmadeitmoreacceptabletobe

betweenjobsortoleaveabadone."Thetraditionalrulewasit'ssafertostaywhereyouare,butthat'sbeenfundamentally

inverted,”saysoneheadhunter."Thepeoplewho'vebeenhurttheworstarethosewho'vestayedtoolong.”

26.WhenMcGeeannouncedhisdeparture,hismannercanbestbedescribedasbeing

[A]arrogant.[B]frank.[C]self-centered.[DJimpulsive.

27.AccordingtoParagraph2,seniorexecutives'quittingmaybespurredby

[AJtheirexpectationofbetterfinancialstatus.[BJtheirneedtoreflectontheirprivatelife.

[C]theirstrainedrelationswiththeboards.[D]theirpursuitofnewcareergoals.

28.Thewordttpoached^^(Line3,Paragraph4)mostprobablymeans

[AJapprovedof[BJattendedt).[CJhuntedfor.[DJguardedagainst.

29.Itcanbeinferredfromthelastparagraphthat

[A]topperformersusedtoclingtotheirposts.[B]loyaltyoftopperformersisgettingout-dated.

[CJtopperformerscaremoreaboutreputations.[DJit\safertosticktothetraditionalrules.

30.Whichofthefollowingisthebesttitleforthetext?

[A]CEOs:Wheret)Go?[B]CEOs:AllheWay中？

[CJTopManagersJumpwithoutaNet[DJTheOnlyWayOutforTopPerformers

HText3

Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.Whiletraditional"paid”media-

suchastelevisioncommercialsandprintadvertisements-stillplayamajorrole,companiestodaycanexploitmanyalternative

formsofmedia.Consumerspassionateaboutaproductmaycreate“owned“mediabysendinge-mailalertsaboutproductsand

salestocustomersregisteredwithitsWebsite.Thewayconsumersnowapproachthebroadrangeoffactorsbeyondconventional

paidmedia.

Paidandownedmediaarecontrolledbymarketerspromotingtheirownproducts.Forearnedmedia,suchmarketersactas

theinitiatorforusers,responses.Butinsomecases,onemarketer'sownedmediabecomeanothermarketer'spaidmedia-for

instance,whenane-commerceretailersellsadspaceonitsWebsite.Wedefinesuchsoldmediaasownedmediawhosetrafficis

sostrongthatotherorganizationsplacetheircontentore-commerceengineswithinthatenvironment.Thistrend,whichwe

believeisstillinitsinfancy,effectivelybeganwithretailersandtravelproviderssuchasairlinesandhotelsandwillnodoubtgo

further.Johnson&Johnson,fbrexample,hascreatedBabyCenter,astand-alonemediapropertythatpromotescomplementaryand

evencompetitiveproducts.Besidesgeneratingincome,thepresenceofothermarketersmakesthesiteseemobjective,gives

companiesopportunitiestolearnvaluableinformationabouttheappealofothercompanies9marketing,andmayhelpexpanduser

trafficforallcompaniesconcerned.

Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore(andmorediverse)communications

choiceshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmore

damagingways.Suchhijackedmediaaretheoppositeofearnedmedia:anassetorcampaignbecomeshostagetoconsumers,

otherstakeholders,oractivistswhomakenegativeallegationsaboutabrandorproduct.Membersofsocialnetworks,forinstance,

arelearningthattheycanhijackmediatoapplypressureonthebusinessesthatoriginallycreatedthem.

Ifthathappens,passionateconsumerswouldtrytopersuadeotherstoboycottproducts,puttingthereputationofthetarget

companyatrisk.Insuchacase,thecompany'sresponsemaynotbesufficientlyquickorthoughtful,andthelearningcurvehas

beensteep.ToyotaMotor,forexample,alleviatedsomeofthedamagefromitsrecallcrisisearlierthisyearwitharelativelyquick

andwell-orchestratedsocial-mediaresponsecampaign,whichincludedeffortstoengagewithconsumersdirectlyonsitessuchas

Twitterandthesocial-newssiteDigg.

31.Consumersmaycreate“earned“mediawhentheyare

[AJobsessedwithonlineshoppingatcertainWebsites.[B]inspiredbyproduct-promotinge-mailssenttothem.

[C]eagertohelptheirfriendspromotequalityproducts.[DIenthusiasticaboutrecommendingtheirfavoriteproducts.

32.AccordingtoParagraph2,soldmediafeature

[AJasafebusinessenvironment.[B]randomcompetition.

[C]irongusrtaffic.[D]fexibilityhoganization.

33.TheauthorindicatesinParagraph3thatearnedmedia

[A]inviteconstantconflictswithpassionateconsumers.[B]canbeusedtoproducenegativeeffectsinmarketing.

[C]mayberesponsibleforfiercercompetition.[D]deserveallthenegativecommentsaboutthem.

34.ToyotaMotor'sexperienceiscitedasanexampleof

[A]respondingeffectivelytohijackedmedia[B]persuadingcustomersintoboycottingproducts.

[C]cooperatingwithsupportiveconsumers[D]takingadvantageofhijackedmedia.

35.Whichofthefollowingisthetextmainlyabout?

[A]Alternativestoconventionalpaidmedia.[B]Confl