传播学专业英语
包头考试中心-学科门类
Chapter One Introduction to Mass
Communication
Key Terms
communication
传播，交通：mass communication, be in communication
with,
feedback 反馈: asked the students for
feedback on the new curriculum.
interpersonal
communication 人际传播:interpersonal relationships
encoding 编码: audio encoding, hybrid encoding
decoding 解码: adaptive decoding
public
relations 公共关系
noise 噪音,响声，无用数据，吸引注意的言行
medium 媒介（media），手段，
mass medium
大众媒介，大众传播工具，影响大量观众的一种公众媒介
mass communication
大众传播，大众传播工具
inferential feedback 推断性反馈
reciprocal messages 交互讯息：（reciprocal互惠的，彼此相反的）
cultural definition of communication 传播的文化定义
dominant culture （mainstream culture）主流文化
bounded culture (co-culture) 亚文化: bounded
function
technological determinism 技术决定论:
(determinism决定论，宿命论)
visual communication 视觉传播
third participant 第三方：（participant 参与者，参与的）
concentration of ownership 所有权集中
convergence 融合，会合点，集中，收敛
conglomeration
集团化，混合物，凝聚：The state of being conglomerated
economies of scale 规模经济；因经营规模扩大而得到的经营节约
oligopoly 寡头式的垄断，求过于供的市场情况（oligopolies）
globalization 全球化：globalize
audience
fragmentation
受众分析：（audience：听众，观众，读者。fragmentation: 分裂，破碎）
narrowcasting 窄带广播
niche marketing 分众营销：By
definition, then, a business that focuses on a
niche market is addressing a need
for a
product or service that is not being addressed by
mainstream
targeting 瞄准目标
taste publics
对某媒体内容有共同兴趣的人群
literate culture 书面文化 （literate
学者，有文化的）
oral culture 口头文化（oral 口头的，口腔的 oral
surgery）
Production values 制作标准
Mass
Communication
Communication: transmission of a
message from a source to a receiver.
Basic elements of communication
Who?
Says what?
Through which channel?
To
Whom?
With what effect?
Conditions of
communication
Sharing (correspondence)
Feedback
The process of creating shared
meaning
Important Clause:
The media
so fully saturate our everyday lives that we are
often unconscious of their presence, 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 scholars 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
audiences.
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 Culture
The learned behavior of members of a given
social group.
Contents of Culture
Patterned, repetitive ways of thinking,
feeling, and acting
Functions of Culture
Guide of life style
Limitation of Culture
Unwilling or unable to move past patterned,
repetitive ways of thinking, feeling, and acting.
Mass Communication and Culture
We are
everyone involved in creating and maintaining the
culture that 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
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 Media
No
matter how we choose to view the process of mass
communication, it is impossible to deny that an
enormous
portion of our lives is spent 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 and much of the
content provided.
The role of technology
To some thinkers, it is machines and their
development that drive economic and 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 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 money
Some observers
think the money on mass communication was a
devastatingly bad development, not only in the
history of mass communication 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:
因特网被称为
第四媒体，是将它作为继报刊、广播、电视之后发展起来的、并与传统大众传播媒体并存
的新的媒体。实
际上第四媒体是不同于大众传媒的全新的传播媒介。它包含了人类信息传播的两种基本
的方式，即人际传
播和大众传播，因而它的发展突破了传统大众传播模式的框架。
今天因特网的触角已经延伸到了世界的
几乎每一个角落，信息在网上的流通已经不再受到时间和空间的
限制。世界上任何地方发生的任何事情，
任何国家的任何用户的观点，只要上了网，就可以在瞬间传遍
全球，而只要这一信息具有足够的价值或吸
引力，就可能引起全世界的关注。
在传统媒体的传播理念中，传者和受者是严格区分的
。前者主动地传播信息，后者被动地接受信息。也
就是说，无论报纸、广播还是电视，受众对于传播的内
容没有挑选的余地，最多只能选择看（听）还是
不看（听）。现在，网络媒体的受众除了可以在极大的范
围内选择自己需要的信息外，还可以参与信息的
传播。
Translation
Practice
English 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 occurs 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 ways
of thinking, feeling, and acting.
Culture
limits our options and provides useful guidelines
for behavior.
Chapter Two Books
Key Words
linotype 莱诺机械排版，莱诺排版机
offset lithography 胶版印刷（offset
偏移，平版印刷，胶印；lithography 平版印刷术）
dime novels
廉价小说（dime 一角硬币；novel 新奇的）
pulp novels
低俗小说（pulp 纸浆，果肉）
paperback books 平装本，纸面本
pocket books 口袋书
hardcover 精装本，精装的
audience reach 受众面（reach 延伸，区域）
censorship
审查制度，审查机构
mail order books 邮购书（order 定购，定单）
trade book 普及版图书，普及版
publishing houses 出版社
remainders 滞销书（残余物，剩余的，廉价出售）
e-publishing
电子出版
print on demand （POD）按需印制
d-books
网上下载图书
e-books 电子图书
personal digital
assistants (PDAs) 个人数字助理
priority 优先，优先权
refinement 改进，精致，文雅
concentrate on
集中，全神贯注于
literacy 有文化，有教养
magnitude
大小，数量，巨大，广大
commercialization 商品化
History of books
In 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 the 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 concentrated 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 Audiences
The book is the “mass” of
our mass media in audience reach and 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 book
The book industry is bound
by many of the same financial and industrial
pressures that constrain other media,
but
books, more than the others, are in a position to
transcend those constraints.
The role of
books in social movements
The 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 time and
space.
Trends
and Convergence in Book Publishing
Convergence
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,
first-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 here 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 had a brief flirtation with e-books,
handheld computers resembling books and dedicated
to
the receipt of downloaded works.
Trends and Convergence in Book Publishing
Opinion is divided on the benefit of corporate
ownership. The positive view is that the rich
parent company can
infuse the publishing house
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 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 presses
The overcommercialization of the book industry
is mitigated somewhat by the rise in the number of
smaller
publishing houses. Although these
smaller operations are large in number, they
account for a very small
proportion of books
sold.
Restructuring of book retailing
There are approximately 20000 bookstores in
the United States, but the number is dwindling as
small
independent operations find it
increasingly difficult to compete with such chains
as Barnes & Noble, Borders,
and Books-A-
Million.
Hot Topic
The power of
computer
Advantage：Gather and store
information，Process problems，Control working
process，Design new products，
Help manage
hotels, schools, hospitals, banks and so
on，Teaching
Disadvantage：Violation of
privacy，Computer crime，Unemployment，Lack of social
interaction，Hackers，
Porn，Make people lazy and
dependent
Chapter Three Newspapers
Key Words
executive editor
执行编辑（executive 执行的、行政的；执行者、经理主管人员）
front page
头版（front 前面、开头、前线；面对、朝向）
newsstand 报摊、杂志摊
subscription 订阅（量）（捐献、订金、签署、同意；subscriber）
(annual subscription 年度订阅，全年定费；bulk
subscriptions 大批订阅)
newsworthy
新闻价值；有报导价值的（news 新闻、消息、新闻报导；foreign news; home
news; news to this
hour; piper’s news）
pseudojournalism 虚假新闻(pseudo 假的，冒充的；journalism
新闻，新闻材料，新闻学)
news sheets 新闻纸(sheet
一片，一张，薄片，被单)
diurnals 日报、日刊；每日的，白天的
penny
press 便士报，廉价报纸（press 压、按、印刷、压力、拥挤，新闻）
mainstream paper 主流报纸
wire services
电讯服务（金属丝、电线、电报、电线；拍电报）
on-the-spot coverage
现场报道（coverage 覆盖、分析和报道某事物的范围、观察）
newspaper
chains 报业集团（chain 一连串、一系列、连锁商店）
distribution
分销， 发行
zoned editions 地区版（zoned 划成区域的）
ethnic press 少数种裔语言报纸（ethnic 人种的、种族的、少数民族）
alternative press 非正统报纸（alternative
二者选一的，可供选择的办法、事物，传统之外的）
dissident press
持不同政见报纸？(dissident 持不同政见者)
commuter papers
为乘交通工具上班族设计的报纸 (commuter 经常往返者)
digital
delivery daily 电子化投递日报
circulation area
发行区域(循环、流通、发行额)
layout 排版
newsletters
简报、时事通讯
public opinion 舆论
agenda setting
议程设置
After the Revolution, the new government
of the United 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, the 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
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 operation,
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 industry 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
information 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 computer
hardware and
software can now be combined to
do desktop publishing, small-scale print design,
layout, and production.
Chapter Three
A
more pessimistic view of the future of newspapers
is that as newspapers have reinvented themselves
and
become more user-friendly, more casual,
more lifestyle-oriented, 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 Communication
POD
Publish on Mobile Phone
Search engine from
PC to Mobile Phone
Watermarking
Integration, publishsubscription
How
to make a presentation
Focus on one
interesting topic
Find the material
Get
useful information and organize these information
Finish the PPT
Organize your speech
How to make a presentation
Content of
the material:
Basic Concept
Existing
Problem & Current Method
Problem not resolved
Trend in the future
My interest and
opinion
Chapter Four Magazines
online magazine 在线杂志
pictorial magazines
画刊 newsstands 报摊
targeted audience 目标受众
split runs 专门特刊
circulation 发行量 subscription
订阅
single-copy sale 单册零售 controlled
circulation 赠阅发行
webzines 网络杂志 brand
magazine 品牌杂志
cable television 有线电视
ad
revenues 广告收益
online magazine 在线杂志
readership 读者人数，读者的身份
pictorial
magazines 画刊（pictorial 图示的，画报）
newsstands
报摊，杂志摊
targeted audience 目标受众
split
runs 专门特刊
circulation 发行量
subscription 订阅
single-copy sale 单册零售
controlled circulation 赠阅发行
webzines 网络杂志
brand magazine 品牌杂志
cable television 有线电视
ad revenues 广告收益
direct mail 直接邮件，直接投递广告
advertorials 报道式广告
complementary copy
补充性内容
Chapter Five Film
Key
Words
exhibition ( 电影) 上映（表现，展览会，显示）
zoopraxiscope 幻灯片放映机
persistence of
vision 视觉惯性 （persistence 坚持，持续）
kinetograph 活动影像摄影机
emulsion 感光剂
replica image 图像复制品（replica 复制品）
montage 蒙太奇
factory studio
摄影棚，一般指电影制片公司（studio 工作制，演播室，摄影棚）
budget
nights 特价夜场（budget 预算，做预算，廉价的）
concept film
概念电影
sample audience 抽样观众(sample 样品,
例子；取样，采样，尝试)
franchise film 系列电影（franchise
特权）
movie tie-in product 置入电影的产品广告（tie-in
搭卖的，搭卖的广告）
product placement
置入式产品广告，软广告的一种形式
theatrical film
剧场广告（theatrical 戏剧性的）
microcinema 微型影院
online video-on-demand 在线视频点播
paid-for
messages 有偿信息
History of the Movies
Early 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,
whose 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
stage
When people watched the rapidly
projected, sequential slides, they saw the
pictures as if they were in motion.
This
perception is the result of a physiological
phenomenon known as persistence of vision.
The big studios
In 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
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 Hollywood
As was the case with newspapers and magazines,
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 through their own outlets,
and exhibited
them in their own theaters.
Movies and Their Audiences
The 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,
the
audience.
Scope and nature of the
film industry
The 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 Recording
Key words
sound recording 音响设备
electronic mass
medium 电子媒介
national broadcast medium
全国广播媒介
new and emerging 新兴的
public
radio 公共广播
narrow defined audiences 细分受众
telegraph code 电报编码
point-to-point
communication 点对点传播
radio telephone 无线电话
recorder player 留声机，唱机
soap operas 肥皂剧
listenership 听众数量
playlist 播放单
Internet piracy 网络盗版
Web radio 在线广播
Web-only radio 仅在线广播
streaming 网络浏览
MP3 音频压缩格式
Chapter Eight The
Internet and the World Wide Web
Key
words
Internet 互联网
Web censorship
网络审查（censorship 审查机构、审查制度）
lap top 手提电脑
Palm Pilot 掌上电脑
website 网址
digital
computer 数字电脑
protocols 协议
hosts 服务器
mainframe computer 主机；中央处理器
minicomputer
微型电脑
terminal 电脑终端
operating system
操作系统
semiconductor 半导体
integrated
circuit 集成电路
multimedia 多媒体
ISP(
Internet Service Provider) 互联网服务提供商
World
Wide Web 万维网
search engine 搜索引擎
spider
网络蜘蛛
spam 垃圾邮件
global village 地球村
copyright 版权
censorware 审查软件
encryption 加密术
click stream 点击流
A short history of the Internet
In
1962 the Air Force wanted to maintain the
military’s ability to transfer information around
the country even if
a given area was destroyed
in an enemy attack.
Scores of computer expert
joined the rush toward the development of what we
know today as the Internet, a
global
network of interconnected computers that
communicate freely and share and exchange
information.
The commercial computer
explosion was ignited by IBM. Using its already
well-entrenched organization system
of trained
sales and service professionals, IBM helped
businesses find their way in the early days of the
computer
revolution.
The personal
computer
The leaders of the personal computer
revolution were Bill Gates and the duo of Steve
Jobs and Stephen Wozniak.
Sensing that the
future of computing was in these personal
computers and that the power of computers would
reside not in their size but in the software
that ran them
At nearly the same time with
Bill Gates, in 1977, Jobs and Wozniak, also
college dropouts, perfected Apple Ⅱ, a
low-
cost, easy-to-use microcomputer designed
specifically for personal rather than business
use.
The Internet Today
The World
Wide Web is not a physical place, the heart of the
Web lies in the protocols that defines its use,
such
as using hypertext transfer protocols
(HTTP) to transport files from one place to
another.
The Internet and Its Users
Finding information on the Web is becoming
easier thanks to the growing number of companies
creating search
engines, spiders, or Web
crawlers.
Changes in the Mass
Communication Process
The Internet is
different from these more traditional media.
Rather than changing the relationship between
audiences and industries, the Net changes the
definition of the different components of the
process and , as a
result, changes their
relationship.
Changes in the Mass
Communication Process
On the Net a single
individual can communicate with as large audience
as can the giant, multinational
corporation
that produces a network television program.
The double edge of technology
Technology is a double-edged sword. Its power
----for good and for bad---resides in us. The same
aviation
technology that we use to visit
relatives halfway around the world can also be
used to destroy the World Trade
Center.
Translation Technique
动词-名词的相互转译
They are waiting for a sight of the Queen
passing by.
We can house you if the hotels are
full.
形容词-副词的相互转译
On this question,
people of different age groups think differently.
状语译成句子
Officially, he’s on holiday;
actually, he is in hospital.
Surprisingly
enough, none of them showed any sign of fear in
face of death.
She wisely didn’t attempt to
apologize.
同位语译成句子
Tom, normally a
timid boy, jumped into the river and saved the
drowning girl.
Shanghai, once the paradise for
adventurers, is now the largest industrial base in
China.
表语译成句子
I leave Beijing
tonight, heartened with agreements we have
reached, cheered by the frankness and fullness of
our
discussions, grateful for the hospitality
you have accorded our party.
翻译为被动句
The unemployment rate in that country is
expected to remain stable for 2009.
His
frequent absence from class must be dealt with
immediately.
Nowadays, her songs are so
popular among the young people that they are
played on the radio every Sunday.
翻译为主动句
What we say here will not be long remembered.
We both believe that through vigilance and
strength, in your words, a war can be postponed,
and in our words,
war can be avoided.
常用被动句型
It is said that the new
president is going to pay a visit to the refugee
camp.
It is reported that ten people died in
the traffic accident.
It must be pointed out
that mistakes of this kind should not be repeated.
It is believed that more and more people in
China will be moving out of the city to live in
the country.
It is known to all that smoking
does harm to our health.
It is hoped that you
will be back after you complete your Ph.D. in the
U.S.A.
限制性定语从句翻译成前置定语
Law offers us
our best hope of overcoming the differences that
prevail the world.
I am deeply touched by the
warm and friendly words the President has just
addressed to me.
非限制性定语从句翻译成后置的并列分句
I told the news to Robert, who told it to his
friend Larry, and soon the news spread all over
the campus.
非限制性定语从句翻译成前置定语
He
appeared to be returning home from a walk, for his
shoes, which followed a fashion long since out of
date,
were covered with dust.
有的定语从句，相当于状语从句，表示原因、目的、结果、让步等关系。
Norway is, quite naturally, paying great
attention to developments in Europe and in the
Atlantic community,
which are so instrumental
to the maintenance of peace and security of the
world.
有的定语从句，相当于状语从句，表示原因、目的、结果、让步等关系。
My uncle, who will be seventy tomorrow, is
still a keen soprtsman.
先行词及其定语从句翻译成主谓结构
Charlie, who never believed in interfering if
it could be avoided, left her alone, hoping that
she would eventually
come around.
抽象名词具体化
Most people in America,
minority people in particular, are convinced that
injustices exist in their economic
system.
the +ed分词（形容词）
the exploited（被剥削的人）
the oppressed（受压迫的人）
the disabled （残疾人）
the inexperienced （没经验的人）
the young
The wounded was a policeman.
The wounded
were taken to hospital.
Robin Hood and his men
robbed the rich to help the poor.
适当添加成分
Standing together, we can further peace and
security. Great nations, if adversaries, cannot
draw from each other’s
strengths.
长句翻译：按原句的结构顺序
I suppose that if a
man has a confused mind he will write in a
confused way, if his temper is capricious his
prose
will be fantastical, and if he has a
quick, darting intelligence that is reminded by
the matter in hand of a hundred
things, he
will, unless he has great self-control, load his
pages with metaphor and simile.
长句翻译：按汉语的逻辑顺序
The time is now near
at hand which must probably determine whether
Americans are to be freemen or slave;
whether
they are to have any property they call their own;
whether their houses and farms are to be pillaged
and
destroyed, and themselves consigned to a
state of wretchedness from which no human efforts
will deliver them.