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何谓“传媒”？简而言之，就是传播各种信息的媒体。不知不觉，它已渗透在我们生活的方方面面。随着科技的进步，各种各样的传媒设施遍布生活的每个角落，电话、唱片、电影、广播、电视、手机通讯等，这些业已成为除了衣食住行外不可或缺的生活必备品。半个世纪以来，互联网的出现和应用使得传媒有了划时代的发展和变革。有别于传统传媒在使用中受到时间和空间的限制，网络传媒的灵活性和机动性是其他媒体所望尘莫及的。未来传媒的发展，互联网的作用不可小觑，它将成为主流发展平台，将更广泛地影响我们的生活。下面，让我们进入丰富多彩的传媒世界，一起探寻其中的奥秘！

1. With the increasingly rapid pace of life, people tend to squeeze time to read before sleep, on the subway or caught in traffic jam. Reading on iPad perfectly fills these “scraps” of time.

随着现在日益加速的生活节奏，人们会在睡觉前、地铁上、堵车路上挤时间来阅读。在iPad上浏览一番正好使这些“碎片”时间充盈起来。

2. And you may pound the table and jump to your feet on another news, but it turns out to be a fake one.

还有个消息能让人气得拍案而起，结果却说是条假新闻。

3. The new-emerging “microblog” in recent years definitely surpasses its older generation.

近年来兴起的“微博”也是后生可畏。

4. Especially in this media-prevailing world, everyone loves to show in public eye.

尤其在这个媒体发达的时代，大家都会争相抛头露面，生怕别人不知道。

5. The marriage with internet will inject new vitality into TV.

和互联网的结合就能让电视焕发新的活力。

1. Nowadays, what are the influential media?

如今具有影响力的传媒有哪些？

—Newspaper is a classical medium which cannot be wholly substituted by high-tech.

报纸是经典的传播媒介，高科技并不能完全替代它。

2. How do the media influence our life?

媒体对我们的生活有何影响？

—We can learn what’s happening around the world in the first place.

我们能在第一时间了解世界上发生了哪些大事。

3. What are the popular media groups in China?

中国知名的传媒集团有哪些？

—Shanghai Media Group is dedicated to displaying the charm of Shanghai city and broadcasting Shanghai regional culture to the world.

上海东方传媒集团有限公司致力于展现上海城市魅力，传播中国海派文化。

A: I’ve seen many young people absorbed in their iPad on the subway, so I buy one for myself too. Look!

A: 现在坐地铁看见许多年轻人专注地玩着手中的iPad，我也禁不住给自己购置了一台，瞧！

B: Cool! Lots of young guys love playing games on it, but you bookworm must be planning to read on iPad.

B: 好酷！人家小青年爱玩游戏的多，你个书虫肯定打算用iPad来看书读报吧。

A: Yeah, it’s really convenient of using. Install an APP, download numerous books and the latest magazines, and then you can take it outside.

A: 猜对了。现在用着觉得很方便，只要装上个应用程序，就能下载大量书籍和最新的杂志刊物到iPad上，带上它出门了。

B: So, compared with reading paper books, newspapers and magazines, what’s special when using iPad?

B: 那在iPad上阅读跟平时读纸质书报杂志相比，有什么特别之处呢？

A: Of course there’s great difference. You don’t have to “turn pages” on iPad. When you touch the screen, you can select chapters in horizontal direction and read the contents in vertical direction. So in front of you is like a “canvas” of endless extension.

A: 差别可大了。有了iPad，就不用“翻页”了。当你触摸显示屏时，横向上选择章节目录，纵向上访问章节内容，在你面前呈现的就好比是横向和纵向都无尽延展的“画布”。

B: It can be imagined. iPad really reforms the way and experience of reading!

B: 可以想象，iPad真是革新了阅读方式和体验啊！

A: Right. What’s more amazing is when you read a novel on it, you can also watch the video of writer’s interview, the expert’s and the latest comments and so on. The interaction of multimedia and words will certainly upgrade and perfect the reading experience.

A: 不错。更神奇的是当你在iPad上阅读一部小说时，还能看到作者的访谈视频、专家解读、最新评论等等。多媒体和文字内容的交互，使得用户的阅读体验不断升级和改善。

B: As this trend develops, do you think the paper version will be totally

out of the game in the future?

B: 照此发展下去，你说将来纸质书报会不会被淘汰出局哦？

A: Well, that maybe the trend. With the increasingly rapid pace of life, people tend to squeeze time to read before sleep, on the subway or caught in traffic jam. Reading on iPad perfectly fills these “scraps”of time.

A: 嗯，这可能是个发展趋势。随着现在日益加速的生活节奏，人们会在睡觉前、地铁上、堵车路上挤时间来阅读。在iPad上浏览一番正好使这些“碎片”时间充盈起来。

B: Though it’s true, when the battery is dead, you can read paper version anyway.

B: 话虽如此，可如果iPad没电了，你别忘了纸质书报还是有用武之地的哟。

1. be absorbed in 专心致志，全神贯注

［例］ She seemed totally absorbed in her books.

她好像完全被这本书迷住了。

2. out of the game 淘汰出局

［例］ The one who’s not determined to fight to the last second will be out of the game at first.

没决心奋战到底的人首先被淘汰。

A: How could the Internet make the broadcasting and spreading of news as swift as a sudden clap of thunder!

A: 网络竟能让信息以迅雷不及掩耳之势发布和散布啊！

B: Why did you say that?

B: 你何出此感慨啊？

A: Look at the fake news disclosed in 2011! All of them seemed like serious matters. The top one is “tax adjustment to annual bonus”, the pseudo event even reported on mainstream media such as CCTV and Xinhua Net.

A: 你看看这些披露的2011年假新闻，条条说得像模像样的。排在榜首的假新闻“年终奖计税方法调整”甚至还在央视和新华网这些个主流媒体进行过报道。

B: I see. The information concerning all tax-payers should be released more carefully, or the public will be misled.

B: 我也看到了。作为纳税人都关心的信息应该谨慎发布，否则将对民众造成严重误导。

A: And you may pound the table and jump to your feet on another news, but it turns out to be a fake one, you know what?

A: 还有个消息能让人气得拍案而起，结果却说是条假新闻，你知道不？

B: What? Don’t keep me in suspense! Isn’t it related to some accident?

B: 是什么呀？别卖关子了！难道跟什么事故的报道有关？

A: You are really sharp at news! That is “the number of casualty in major accident is limited to 35”. I saw such posts online listing major accidents reported in recent years, and the numbers were unexceptionally less than 35. No wonder it would arouse conjecture and discontentment.

A: 你的新闻直觉真够敏锐！就是“重大事故死亡人数上限为35人”。此前我也看到网上有帖子列举近年来报道的重大事故，死亡人数无一例外地低于这数字。难怪会引起民众的猜测和不满。

B: Fortunately it’s cleared later. Otherwise it may cause a severe public outcry.

B: 还好最后澄清了，不然后果很严重啊。

A: Of course! And some others are just rumors for entertainment. News like Wen Zhang’s “being” divorced, Bai Yansong’s “being”fired, Li Na’s “being” conceived, and Jin Yong’s “being” dead, really scared their fans. False alarms as they were, rumors actually brought great troubles to those celebrities.

A: 就是！还有些新闻纯属谣言，仅供大伙儿消遣了。诸如文章“被”离婚、白岩松“被”辞职、李娜“被”怀孕、金庸“被”去世这样的消息着实吓住了不少粉丝。虽然最终是虚惊一场，却给当事人惹了不少麻烦。

B: So the spreading of fake news must be controlled. Only with the help of irresponsible news websites and microblogs, as well as media personnel’s neglect of duties can rumors survive and go everywhere.

B: 看来得控制下假新闻的散布了。那些不负责任的新闻网站和微博的推波助澜以及媒体人员的玩忽职守才会导致谣言四起啊。

1. keep sb. in suspense 卖关子

［例］ Stop keeping me in suspense. Tell me what happened.

别卖关子了。告诉我发生了什么事。

2. be sharp at 对……敏锐，灵敏

［例］ The girl is sharp at music.

这女孩对音乐的感受力很敏锐。

A: You know what, our “Sina Weibo” has become one of the top two microblog service providers around the world. It’s competing with Twitter!

A: 知道吗，国内的“新浪微博”已成为全球使用最多的两家微博服务提供商之一，而且它的对手竟然是“推特”!

B: That’s fantastic! The new-emerging “microblog” in recent years definitely surpasses its older generation.

B: 真了不起！近年来才兴起的“微博”真是后生可畏啊。

A: Of course. Nowadays microblog is not only a socialityplatform for personal friendship. It also acts as the image spokesperson for government and several enterprises.

A: 是啊。现在，微博不只是个人增进友情的社交平台，政府还有不少企业都已设立官方微博来作为它们的形象代言人。

B: What a creative idea! While spreading official information widely, microblog is convenient for those fans to exchange and offer opinions and advices.

B: 这确实是个有创意的好想法，既广泛传递了官方信息，又便于同粉丝们采取互动、聆听民意。

A: Yeah. “Shanghai City” launched at the end of 2011 has already aroused great attention. You can find almost all information concerning people’s life and channels where you can further solve your problems there.

A: 嗯，去年年底才上线的“上海发布”就引起了大家的热烈关注。关乎民生的信息以及进一步了解的渠道在这上面基本都能找到。

B: Awesome! I feel ashamed that as a Shanghainese, I didn’t keep my eye on this official microblog of our municipal government.

B: 太棒了！身为上海人还没关注咱市政府的官方微博真是惭愧啊。

A: Never mind. It’s not late to do it now. Besides, take a look at microblogs of P＆G and Unilever, you’ll learn more about their products, enterprise spirits and what they do to fulfill social responsibilities.

A: 没关系，现在关注起来也不迟啊。看看宝洁、联合利华这些名企的微博，还能多多了解它们家的产品、企业精神，以及在承担企业社会责任过程中做了哪些实事。

B: It seems microblog plays a nice role as the image spokesperson. It narrows the gap between people and government, public and famous enterprises.

B: 看来微博的形象代言人角色扮演得真不错，拉近了政府、名企与普通百姓之间的距离。

A: But we can’t deny that microblog is a double-edged sword. With its spreading efficiency and influence, the occurrence of negative news would be lethal to certain enterprises.

A: 不过话说回来，微博同样是把双刃剑。一旦有什么负面消息出现，以微博的传播速度和影响力，对当事企业可能是致命的。

B: So, the supervision by microblog will drive excellent enterprises to be better, and put bad ones into danger.

B: 所以啊，有了微博的舆论监督，优秀企业会越做越好，逊色的企业就有危险喽。

1. surpass 超过，胜过

［例］ The younger generation will surpass the older.

一代更比一代强/后生可畏。

2. launch 发行，推出

［例］ The new model will be launched in July.

新型号产品将在七月推出。

A: Have you ever found we’re surrounded by advertisements?

A: 你有没有发现我们身边充斥着广告啊？

B: Of course! Not to mention those on newspapers, magazines, web pages, radio, TV… I also see ads outdoor, on a bus or subway, in the elevator, and even in my MMS...

B: 当然！报纸、杂志、网页、广播、电视上的广告就不提了，走在路上能见着户外广告，乘坐公交地铁能见着广告，搭个直升电梯能见着广告，连手机收个彩信也有广告……

A: What a close observation! I really think ads are becoming a part of our life. If they’re gone one day, we may not feel at ease.

A: 观察得真细致呢！真觉得广告好像成了生活的一部分，可能哪天它们不见了反而浑身不自在了。

B: How can ads disappear anyway? Especially in this media-prevailing world, everyone loves to show in public eye.

B: 广告怎会不见呢，尤其在这个媒体发达的时代，大家都会争相抛头露面，生怕别人不知道。

A: Right. Ads can penetrate everywhere, even in the midst of movies and TV shows.

A: 也对。广告真是无孔不入，有些甚至渗透到了电影和电视剧中。

B: Hah, remember the product placement of Yili milk in Transformers III?

B: 哈，记得《变形金刚III》中伊利牛奶的植入广告不？

A: Yeah, at the thought of “I’m not talking to you until I finish my Shuhua milk”, I still want to laugh. It’s so ridiculous and has nothing to do with the plot.

A: 嗯，那句“让我先喝完舒化奶再跟你说”，现在想来都觉得好笑。这广告的植入太过生硬，跟情节完全不沾边。

B: But as Michael Bay said, this ad is for Chinese sponsors, and meanwhile, to create a comic atmosphere for the audience.

B: 不过据导演的回应，这完全对得起中国赞助商，也为该片增添了喜剧元素。

A: In my view, since ads are powerfully penetrable, we can take good advantage of them to popularize public welfare, charity and environmental protection in public areas such as outdoors, buses, subways, shopping malls and elevators. The use of ads shouldn’t be limited to entertaining claptraps in the movie.

A: 我倒觉得，既然广告具有如此强大的渗透力，不妨借助它在户外、公交、地铁、商场、电梯这些公共场所推广和宣传公益、慈善、环保等理念，而不只当它是影片中哗众取宠的噱头。

B: You’re right. I can’t agree with you more. Ubiquitous ads can do something big.

B: 嗯，很有道理，完全赞成！无处不在的广告理应有更大的作为。

1. in the midst of sth./doing sth. 当某事发生时

［例］ a country in the midst of a recession

处于衰退中的国家

She discovered it in the midst of sorting out her father’s things.

她在整理父亲的东西时发现了它。

2. at the thought of 一想到……就……

［例］ He was still frightened at the thought of his first flight.

一想到第一次坐飞机时的情形他就害怕。

A: With “omnipotent” PC and cell phone, my TV set is becoming a decoration.

A: 现在有了电脑、手机这些全能型设备，电视机好像成了摆设。

B: Really? The marriage with Internet will inject new vitalityinto TV. Have you heard about iTV?

B: 不是吧，和互联网的结合就能让它焕发新的活力哦！听说过iTV吧？

A: Yeah, but I rarely have chance to watch TV…

A: 嗯，可我看电视的机会实在不多……

B: Then you have to learn the merits of iTV. It can also offer you new TV shows and movies.

B: 那你得了解下iTV的好处了，它也能实现你看剧看电影的愿望。

A: Fine! Would you please save my effort and tell me some more?

A: 太好了！要不省点力气你给我介绍介绍呗。

B: Ok, let’s make it brief. iTV is the combination of TV set plus broadband plus STB. It’s an advanced form of digital TV, and you’ll see the home page for selection as you turn the TV on.

B: 好的，我就简单说说吧。iTV就是电视机+宽带+机顶盒的总和，是数字电视的一种先进形式。这样打开电视就能直接进入首页面进行选择啦。

B: Next, press the navigation buttons. I recommend you “Premiere Zone”. There you’ll find the hottest and latest movies. You can also watch the prevue first and then the story in details.

B: 点击导航按钮就行了。特别推荐你“首映专区”，那里可都是最新最热门的影片哦。你可以先看预告片了解故事梗概，再继续正式观看。

A: Hurrah, so I don’t have to stare at the little screen of my laptop! Has iTV any other powerful function?

A: 好哇，那我就不用再守着电脑的小屏幕喽！iTV还有什么强大的功能吗？

B: Of course, I just introduced you its “VOD” function, another one is“Replay”. For instance, if you miss some live programs, you can watch it again in two days. Moreover, you can pause, go back and forward whenever you want. Never will you miss the highlights anymore.

B: 当然，刚给你介绍的是iTV的“点播”功能，另一大功能就是“回看”。比如你错过了某个想看的直播节目，那你就能在两天内重新观看。还能随时暂停、后退和快进，不怕错过精彩镜头。

A: Awesome! I’ll bring iTV back to my home soon, to watch TV in a brand-new way!

A: 太棒了！过些天我就给家里装一个，进入“电视新看法”时代！