unit-9How-Mass-Media-Affect-Our-Perception-of-Reality.docx

Unit9“Massmedia*isadeceptivelysimpletermencompassingacountlessarrayofinstitutionsandindividualsdifferinginpurpose,scope,method,andculturalcontext.MassmediaincludeallformsofinformationcommunicatedIolargegroupsofpeople,fn)mahandmadesignlaninternationalnewsnetwork.Beingvcr)pervasiveinindustrializedcountrics.thcyhaveapowerfulimpactOnhoWIhosCpopulationsviewtheworld.ltisonlythemostlocalandpersonaleventsthatareexperiencedfirst-hand,Thosein(helargercommunityJhestateJhecountry,andtherestof(heworldarcexperiencedlh11)ughIheeyesofjournalists“大众传媒”这个询具有迷性，它看似何洁，事实上包含了不计其数的一系列机构和个体.这些机构和个体有着不同的宗旨、范围、方式和文化背景.大众传媒包括全部达到大1群众的信息，不管是何种形式一从手制的牌麻到国际化的新闻网络，在工业化国家，大众传媒无处不在，它强有力地影响着人们对世界的行法。人们只能亲身经脸当地的和个人化的事芬.而要了解大一点的社区、州、国家和世界的另一些地方,人们就得通过新闱工作者的朱睹了。HowMassMediaAffectOurPerceptionofReality1.JustbeforeSeptemberll,b2)01ThcUSmassmediawerefocusedonsports.IhClivesofvariouscelebrities,andaCtmgrcssniansrelationshipwithamissingstaffmember.Theneverythingchanged.Askyscrapercomplex,militantgroup,anddistantCOUlHrysuddenlydominatedmassmediaaspeoplesoughttoIlnderSUUHiwluhadoccurred,whatomakeofpassengerplanesturnedinu>missiles,andwhoto(rslforcredibleinformationonlem)rism.I.在2001年9月Il日之前，美国媒体的主要焦点是体育界，幺人轶事以及某个国会议员与一个失踪联员的关系等.然而.9“11之后一切都发生了交史.一幢摩天大楼,一个武装组织，以及一个遥远的国家突然之间主宰了大众传媒.这是因为美国民众迫切想要弄明白:究党发生了什么小，是什么让软人的客机变成了导弹，谁供应的有关恐怖主义的情报才是ft实可信的.2.Thatdramaticshiftinmediaemphasisisanexcellentrecentexampleofhowmassmediahelptoshapeourshiftingconcernsandbeliefs.Whycouldwehavebeensoconcernedab<MitcelebrityIifesiylesoneweekandsounconcernedIhenext?Whysuchapriorgeneraldisinterestinanalreadynoluriusterroristg11>up.HndinfesteringMiddleEastcountriesandcultures?Why(hesuddenmediashiftfromaRcgularly-Criticized-PrcsidcnttoanEstccmcd-1.cadcr-Prcsidcnt?2.这次第体焦点的巨大转变是近期的一个好例子.它展示I'大众传媒如何帮助我们形成快速变更的关注点和信念.为什么我In在这一周里对名人的生活方式如此关注，而到了下一冏却又对此变得漠不关切？为什么公众以前对个早己臭名昭著的恐怖祖织、对11益衰败的中东国家和文化部普期缺乏发好?为什么媒体以前对我们的总统总是指责，而突然之间又将其誉为一位令人敬重的、勇于担当责任的总统？3.l)ramaticadvancesinmasscommunicationandtransportationduringthepast50yearshaverulycreatedaglobalvillage,amasssociety.Thingsoccurringanywherearcnowquicklyknowneverywhere.Massmediabothoverwhelmuswithinformation,andhelpUStosortitout.3 .大众传媒和交通运在过去50年星迅猛发展把世界tl口实切地变成了一个地球村,个大众社会.如今任何地方发生的事务都会快速地传播到世界的每一个角落.大众传媒不仅用遮天蔽日的信息将我们沉没，也AJ助我们对这些信息加以分类整理.4 .Massmediaseekabroadaudienceforatypicallynarrow(andoftenbiased)message(hat'stypicallyembeddedinCntertainnienlorusefulinformalion.*'opinion.Massmediacommunicationisexpensive,soitsfundedthroughparticipantadmissions/subscriptionsandcontributions,orthroughsponsorshipsandadvertising(oracombinationofthesefundingsources).ItthusmustprovidesomethingSufficieinlyvaluable(oitsx>te11ialaudienceiogain(hatnecessaryfinancialsupport.4大众传媒为典型的受众面特别狭小的(通常常有偏见，讯息J求广泛的受众群体，这类讯息通常嵌于消遣或行用的信息/观点中。大众传媒的成本极其昂贵，所以它通过加盟许可/订阅和捐款来获得资金，或者通过吩助和广告(或者多管齐下)来获得资金.因此，它必露为潜在的受众供应足终有价值的讯息，以此荻得必要的资金支持，1 .,hemassmediahavea“slownewsday”problem.'Iheyhavepagesandtimetofill,evenwheneventsarcmundane.AcommonSoIUlionatsuchtimesistofocusonsportsandthelivesofcelebrities(peoplewhoarewellknownforheirwell-knownness*asAndyWaiholoncePUti()tortolakesomethingrelativelytrivialandCXPUnditintosmelhingimportant.Thinkbackto(heprc-Scp<cnbcr11focus.5 .大众传媒总会也到这样一个问T一天没有任何使得报道的新闻，然而,即使这天的步务统统乏善可陈，媒体也汨想法把版面地满，或把播出时间打发完。当此类状况发生时，通常的解决Zf法是将新闻报道的虫点放在体育赛M和名人轶W上(如安迪沃彼尔所言名A因众所周知而出名')或者花某个比较琐碎的小事情一1.大做文4,将其包装成重要的大事务.回想911事务发生前的热点,正是如此。6 .Nfassmediaencompassmuchmorethanprintandelectronicformsofcommunication(suchasmagazinesandtelevision).Sportingevents,churches,museums,themeparks,politicalCanipaigns.calak>gs.andconcertsarcalsoformsofmassmedia,althoughmanypeopleconsiderthemtobesomethingotherthanmassmedia.6大众传媒并不属限于印U媒介和电子通信媒介等形式(如杂志和电视).尽管很多人不认同.但体可炎事、教堂、博物馆、主即公园、政治活动、书目单和音乐会也是大众传播的媒介形式。7 .ThcU.S.ConstitutionunderscorestheimportanceftheopvncommunicationofinformationandopinioninourdemocraticSOCiCtybygrantingconsiderableSdf-direCtiontothevariousIbrmsofmassmedia.Amrkcllaccmentalitysuggeststhatusefulinformationandopinionswillspread,andtheuselesswilldisappear.frees)eechsocietycanthusIolenUeinstancesofseinfo11nalin.slupidi(y.andvulgarilv-assumingIhernlobeaIcrnporaryimlimt.8 .美国宪法给予各种形式的大众集体极大的自主权，以此来强调信息和想法的公开沟通对民主社会的重要性.从一种市场心态来看.有用的信息和想法将会得到传播.而无用的终将消逝.因此，个言论自由的社会能够容忍虚假信忠、愚it和施俗一假设这些东西仅会扰人一时，不会许久。9 .Massmediaarcverycompetitive.FolkstodayhavemanyoptionsabouttheTVandfilmsIheywatch,thebooksandmagazinestheyread,theculturalandreligiousinstitutionstheyattend.,Vhcchallengeforamediaprogramistogelandholdtheattentionofmassmediashoppers-whoarcchannelsurfing,browsingatabooks(ov.checkingoutvariouschurches.8.大众传媒间的竞争很微今日的人力对所看的电视和电影、所读的竹格和杂志、所参与的文化和宗教机构都有很多的选择。媒风光临的挑战是如何吸引并抓住大众传媒消费者的留意力i地们正在来回调换频道,在书店翻阅书籍,在教堂之间穿梭.9.lnastimulatingcompetitiveenvironment,amediar<)grammustscorequickly.Sinceyou,rcstillreading(hiscolumn,(hetitleandopeningparagraphnus(haveSufficienilyCaUghlyourattentionsoyoucontinued.EnKHiQnaIarousaldrivesattention,whichdriveslearningandconsciousbehavior-soitsimportantformassmediaprogrammerstounderst