传播学专业英语

1、ChapterOneIntroductiontoMassCommunicationKeyTermscommunication传播，交通：masscommunication,beincommunicationwith,feedback反馈:erpersonalcommunication人际传播:interpersonalrelationshipsencoding编码:audioencoding,hybridencodingdecoding解码:adaptivedecodingpublicrelations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，

2、massmedium大众媒介，大众传播工具，影响大量观众的一种公众媒介masscommunication大众传播，大众传播工具inferentialfeedback推断性反馈reciprocalmessages交互讯息：（reciprocal互惠的，彼此相反的）culturaldefinitionofcommunication传播的文化定义dominantculture（mainstreamculture）主流文化boundedculture（co-culture）亚文化:boundedfunctiontechnologicaldeterminism技术决定论:（determinism决定论，

3、宿命论）visualcommunication视觉传播thirdparticipant第三方：（participant参与者，参与的）concentrationofownership所有权集中convergence融合，会合点，集中，收敛conglomeration集团化，混合物，凝聚：Thestateofbeingconglomeratedeconomiesofscale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：globalizeaudiencefragmentation受众分析：（a

4、udience:听众，观众，读者。fragmentation:分裂，破碎）narrowcasting窄带广播nichemarketing分众营销：Bydefinition,then,abusinessthatfocusesonanichemarketisaddressinganeedforaproductorservicethatisnotbeingaddressedbymainstreamtargeting瞄准目标tastepublics对某媒体内容有共同兴趣的人群literateculture书面文化（literate学者，有文化的）oralculture口头文化（oral口头的，口腔的o

5、ralsurgery）Productionvalues制作标准MassCommunicationCommunication:transmissionofamessagefromasourcetoareceiver.BasicelementsofcommunicationWho?Sayswhat?Throughwhichchannel?ToWhom?Withwhateffect?ConditionsofcommunicationSharing（correspondence）FeedbackTheprocessofcreatingsharedmeaningImportantClause:Theme

6、diasofullysaturateoureverydaylivesthatweareoftenunconsciousoftheirpresence,nottomentiontheirinfluence.Mediaoftenreduceustomerecommoditiesforsaletothehighestbidder.Afundamentalthemeofthisbookisthatmediadononeofthisalone.Theydoitwithusaswellastousthroughmasscommunication,andtheydoitasacentral一manycrit

7、icsandscholarssaythecentral-culturalforceinoursociety.Thereisnoclearidentifiablesourceorreceiver.Alltheparticipants,orinterpretersareworkingtocreatemeaningbyencodinganddecodingmessages.Masscommunicationistheprocessofcreatingsharedmeaningbetweenthemassmediaandtheiraudiences.Encodedmessagesarecarriedb

8、yamedia,thatis,themeansofsendinginformation.Whenthemediumisatechnologythatcarriesmessagestoalargenumberofpeoplewecallitamassmedia.DefinitionofCultureThelearnedbehaviorofmembersofagivensocialgroup.ContentsofCulturePatterned,repetitivewaysofthinking,feeling,andactingFunctionsofCultureGuideoflifestyleL

9、imitationofCultureUnwillingorunabletomovepastpatterned,repetitivewaysofthinking,feeling,andacting.MassCommunicationandCultureWeareeveryoneinvolvedincreatingandmaintainingtheculturethatdefinesus.Wearethepeopleinvolvedinmassmediaindustriesandthepeoplewhocomposetheiraudiences.Aculturesvaluesandbeliefsr

10、esideinthestoriesittells.Ourstorieshelpdefineourrealities,shapingthewayswethink,feel,andact.Masscommunicationhasbecomeaprimaryforumforthedebateaboutourculture.Themostpowerfulvoicesintheforumhavethemostpowertoshapeourdefinitionsandunderstandings.ScopeandNatureofMassMediaNomatterhowwechoosetoviewthepr

11、ocessofmasscommunication,itisimpossibletodenythatanenormousportionofourlivesisspentininteractionwithmassmedia.Despitethepervasivenessofmassmediainourlives,manyofusaredissatisfiedwithorcriticalofthemediaindustriesperformanceandmuchofthecontentprovided.TheroleoftechnologyTosomethinkers,itismachinesand

12、theirdevelopmentthatdriveeconomicandculturalchange.Thisideaisrelatedtoastechnologicaldeterminism.Butothersseetechnologyasmoreneutralandclaimthatthewaypeopleusetechnologyiswhatgivesitsignificance.Technologycanbeourbestfriend,andtechnologycanalsobethebiggestpartypooperofourlives.Technologydoeshaveanim

13、pactoncommunication.Whattechnologydoesnotdoisrelieveusofourobligationtousemasscommunicationresponsibleandwisely.TheroleofmoneySomeobserversthinkthemoneyonmasscommunicationwasadevastatinglybaddevelopment,notonlyinthehistoryofmasscommunicationbutinthehistoryofdemocracy.Itrobbedpeopleoftheirvoice,oratl

14、eastmadethevoicesoftheadvertisersmorepowerful.Othersthinkitwasahugeadvanceforbothmasscommunicationanddemocracybecauseitvastlyexpandedthemedia.ChinesetoEnglish: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

15、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。TranslationPracticeEnglishtoChinese:Cultureisthelear

16、nedbehaviorofmembersofagivensocialgroup.Manywritersandthinkershaveofferedinterestingexpansionsofthisdefinition.Creationandmaintenanceofamoreorlescommoncultureoccursthroughcommunication,includingmasscommunication.Whenwetalktoourfriends;whenaparentraisesachild;whenreligiousleadersinstructtheirfollower

17、s;whenteachersteach;whengrandparentspassonrecipes.Acultureslearnertraditionsandvaluescanbeseenaspatterned,repetitivewaysofthinking,feelCulturelimitsouroptionsandprovidesusefulguidelinesforbehavior.ChapterTwoBooksKeyWordslinotype莱诺机械排版，莱诺排版机offsetlithography胶版印刷（offset偏移，平版印刷，胶印；lithography平版印刷术）dime

18、novels廉价小说（dime一角硬币；novel新奇的）pulpnovels低俗小说（pulp纸浆，果肉）paperbackbooks平装本，纸面本pocketbooks口袋书hardcover精装本，精装的audiencereach受众面（reach延伸，区域）censorship审查制度，审查机构mailorderbooks邮购书（order定购，定单）tradebook普及版图书，普及版publishinghouses出版社remainders滞销书（残余物，剩余的，廉价出售）e-publishing电子出版printondemand（POD）按需印制d-books网上下载图书e-bo

19、oks电子图书personaldigitalassistants（PDAs）个人数字助理priority优先，优先权refinement改进，精致，文雅concentrateon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HistoryofbooksInaddition,booksandreadingwereregardedassymbolsofwealthandstatusandthereforenotprioritiesforpeoplewhoconsideredthemselvestobepioneers,

20、servantsofthelord,oranti-Englishcolonists.AftertheWarofIndependence,printingbecameevenmorecentraltopolitical,intellectual,andculturallifeinmajorcities.The1800ssawaseriesofimportantrefinementstotheprocessofprinting.Thesedimenovelswereinexpensive,andbecausetheyconcentratedonfrontierandadventurestories

21、,theyattractedgrowingnumbersofreaders.Thecombinationoftechnicallyimproved,lower-costprintingandwidespreadliteracyproducedthefloweringofthenovelinthe1800s.BooksandtheirAudiencesThebookisthe“mass”ofourmassmediainaudiencereachandinthemagnitudeoftheindustryitselfactshapesthenatureoftherelationshipbetwee

22、nmediumandaudience.TheCultureValueofthebookThebookindustryisboundbymanyofthesamefinancialandindustrialpressuresthatconstrainothermedia,butbooks,morethantheothers,areinapositiontotranscendthoseconstraints.TheroleofbooksinsocialmovementsThemysteryandmiracleofabookisfoundinthefactthatitisasolitaryvoice

23、penetratingtimeandspacetogobeyondtimeandspace,andtoalightforamomentinthatplacewithineachofuswhichisalsobeyondtimeandspace.TrendsandConvergenceinBookPublishingConvergenceisalteringalmostallaspectsofthebookindustry.Mostobviously,theInternetischangingthewaybooksaredistributedandsold.Becauseanyonewithac

24、omputerandanoveltosellcanbypassthetraditionalbookpublishers,first-timeauthorsorwritersofsmall,nichebooksnowhaveanoutletfortheirwork.Printondemandisanotherformofe-publishing.Companiesstoreworksdigitallyand,onceordered,thatbookcanbeprintedandboundatabookstorethathasthepropertechnology.Industryinsiders

25、believePODisheretostay.Afterall,itreducesproductionanddistributioncosts,anditgetsmorebookstoreadersfasterandcheaperthancanthecurrentpublishingbusinessmodel.Onewaybookscanbereadintheirelectronicformistodownloadthemtoyourcomputer.Thepublishingandtechnologyindustrieshadabriefflirtationwithe-books,handh

26、eldcomputersresemblingbooksanddedicatedtothereceiptofdownloadedworks.TrendsandConvergenceinBookPublishingOpinionisdividedonthebenefitofcorporateownership.Thepositiveviewisthattherichparentcompanycaninfusethepublishinghousewithnecessarycapital,enablingittoattractbetterauthorsortotakegamblesonnewwrite

27、rsthatwould,inthepast,havebeenimpossible.Publishersattempttooffsetthelargeinvestmentstheydomakethroughthesaleofsubsidiaryrights,thatis,thesaleofthebook,itscontents,andevenitscharacterstofilmmakers,paperbackpublishers,bookclubs,foreignpublishers,andproductproducerslikeT-shirt,poster,coffeecup,andgree

28、tingcardmanufacturers.GrowthofsmallpressesTheovercommercializationofthebookindustryismitigatedsomewhatbytheriseinthenumberofsmallerpublishinghouses.Althoughthesesmalleroperationsarelargeinnumber,theyaccountforaverysmallproportionofbookssold.RestructuringofbookretailingThereareapproximately20000books

29、toresintheUnitedStates,butthenumberisdwindlingassmallindependentoperationsfinditincreasinglydifficulttocompetewithsuchchainsasBarnes&Noble,Borders,andBooks-A-Million.HotTopicThepowerofcomputerAdvantage：Gatherandstoreinformation，Processproblems，Controlworkingprocess，Designnewproducts，Helpmanagehotels

30、,schools,hospitals,banksandsoon，TeachingDisadvantage：Violationofprivacy，Computercrime，Unemployment，Lackofsocialinteraction，Hackers，Porn，MakepeoplelazyanddependentChapterThreeNewspapersKeyWordsexecutiveeditor执行编辑（executive执行的、行政的；执行者、经理主管人员）frontpage头版（front前面、开头、前线；面对、朝向）newsstand报摊、杂志摊subscription订

31、阅（量）（捐献、订金、签署、同意；subscriber）（annualsubscription年度订阅，全年定费；bulksubscriptions大批订阅）newsworthy新闻价值；有报导价值的（news新闻、消息、新闻报导；foreignnews;homenews;newstothishour;pipersnews）pseudojournalism虚假新闻（pseudo假的，冒充的；journalism新闻，新闻材料，新闻学）newssheets新闻纸（sheet一片，一张，薄片，被单）diurnals日报、日刊；每日的，白天的pennypress便士报，廉价报纸（press压、按、印

32、刷、压力、拥挤，新闻）mainstreampaper主流报纸wireservices电讯服务（金属丝、电线、电报、电线；拍电报）on-the-spotcoverage现场报道（coverage覆盖、分析和报道某事物的范围、观察）newspaperchains报业集团（chain一连串、一系列、连锁商店）distribution分销，发行zonededitions地区版（zoned划成区域的）ethnicpress少数种裔语言报纸（ethnic人种的、种族的、少数民族）alternativepress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）dissiden

33、tpress持不同政见报纸？（dissident持不同政见者）commuterpapers为乘交通工具上班族设计的报纸（commuter经常往返者）digitaldeliverydaily电子化投递日报circulationarea发行区域（循环、流通、发行额）layout排版newsletters简报、时事通讯publicopinion舆论agendasetting议程设置AftertheRevolution,thenewgovernmentoftheUnitedStateshadtodetermineforitselfjusthowfreeapressitwaswillingtotoler

34、ate.WhenthefirstCongressconvenedunderthenewConstitutionin1790,thenationsfoundersdebate,drafted,andadoptedthefirst10amendmentsoftheConstitution,calledtheBillofRight.Attheturnofthe19thcentury,urbanization,growingindustries,movementofworkerstothecities,andincreasingliteracycombinedtocreateanaudiencefor

35、anewkindofpaper,knownasthepennypress.Throughoutthisearlyperiodofthepopularizationofthenewspaper,numerousforeignlanguagedailiesalsobeganoperation,primarilyinmajorcitiesinwhichimmigrantstendedtosettle.Lossofcompetitionwithintheindustry,commercialism,civicjournalism,andtheevolutionofnewspaperreadership

36、arealteringnotonlythenatureofthemediumbutalsoitsrelationshipwithitsaudiences.Thenewspaperindustryhasseenadramaticdeclineincompetition.Thishastakentwoforms:lossofcompetingpapersandconcentrationofownership.Onlinejobhuntingandautosalesservicesarealreadycuttingintoadvertisingprofitsofnewspapers.TheInter

37、netandtheWorldWideWebprovidereaderswithmoreinformationandmoredepth,andwithgreaterspeed,thantraditionalnewspaper.InOctober2001,theNewYorkTimesbegandigitaldeliverydaily,deliveringthepaper,asitlooksinprint,tohomeandofficecomputers.Tothechagrinoftheestablishedpaper,readilyavailable,easy-to-use,andinexpe

38、nsivecomputerhardwareandsoftwarecannowbecombinedtododesktoppublishing,small-scaleprintdesign,layout,andproduction.ChapterThreeAmorepessimisticviewofthefutureofnewspapersisthatasnewspapershavereinventedthemselvesandbecomemoreuser-friendly,morecasual,morelifestyle-oriented,andmoreintouchwithyouth,they

39、havebecomeinessentialandunimportant,justanothercommodityinanovercrowdedmarketplaceofpopular,personality-centeredmedia.NewTrendinDigitalPublishingandCommunicationPODPublishonMobilePhoneSearchenginefromPCtoMobilePhoneWatermarkingIntegration,publish/subscriptionHowtomakeapresentationFocusononeinteresti

40、ngtopicFindthematerialGetusefulinformationandorganizetheseinformationFinishthePPTOrganizeyourspeechHowtomakeapresentationContentofthematerial:BasicConceptExistingProblem&CurrentMethodProblemnotresolvedTrendinthefutureMyinterestandopinionChapterFourMagazinesonlinemagazine在线杂志pictorialmagazines画刊newss

41、tands报摊targetedaudience目标受众splitruns专门特刊circulation发行量subscription订阅single-copysale单册零售controlledcirculation赠阅发行webzines网络杂志brandmagazine品牌杂志cabletelevision有线电视adrevenues广告收益onlinemagazine在线杂志readership读者人数，读者的身份pictorialmagazines画干刊（pictorial图示的，画报）newsstands报摊，杂志摊targetedaudience目标受众splitruns专门特干c

42、irculation发行量subscription订阅single-copysale单册零售controlledcirculation赠阅发行webzines网络杂志brandmagazine品牌杂志cabletelevision有线电视adrevenues广告收益directmail直接邮件，直接投递广告advertorials报道式广告complementarycopy补充性内容ChapterFiveFilmKeyWordsexhibition（电影）上映（表现，展览会，显示）zoopraxiscope幻灯片放映机persistenceofvision视觉惯性（persistence坚持，

43、持续）kinetograph活动影像摄影机emulsion感光剂replicaimage图像复制品（replica复制品）montage蒙太奇factorystudio摄影棚，一般指电影制片公司（studio工作制，演播室，摄影棚）budgetnights特价夜场（budget预算，做预算，廉价的）conceptfilm概念电影sampleaudience抽样观众（sample样品，例子；取样，采样，尝试）franchisefilm系列电影（franchise特权）movietie-inproduct置入电影的产品广告（tie-in搭卖的，搭卖的广告）productplacement置入式产品

44、广告，软广告的一种形式theatricalfilm剧场广告（theatrical戏剧性的）microcinema微型影院onlinevideo-on-demand在线视频点播paid-formessages有偿信息HistoryoftheMoviesEarlynewspapersweredevelopedbybusinesspeopleandpatriotsforasmall，politicallyinvolvedelitethatcouldread，buttheearlymovieindustrywasbuiltlargelybyentrepreneurswhowantedtomakemon

45、eyentertainingeveryone.Unliketelevision，whosebirthandgrowthwerepredeterminedandguidedbythealreadywell-establishedradioindustry，therewerenoprecedents，norules，andnoexpectationsformovies.TheearlystageWhenpeoplewatchedtherapidlyprojected，sequentialslides，theysawthepicturesasiftheywereinmotion.Thispercep

46、tionistheresultofaphysiologicalphenomenonknownaspersistenceofvision.ThebigstudiosIn1908ThomasEdison，foreseeingthehugeamountsofmoneythatcouldbemadefrommovies，foundedtheMotionPicturePatentsCompany，oftencalledsimplytheTrust.Thenewstudiosystem，withitsmoreelaboratefilmsandbig-namestars，wasborn，anditcontr

47、olledthemovieindustry.Theindustryprosperednotjustbecauseofitsartistry，drive，andinnovationbutbecauseitusedthesetomeettheneedsofagrowingaudience.ChangecomestoHollywoodAswasthecasewithnewspapersandmagazines，theadventoftelevisionsignificantlyalteredthemovie-audiencerelationship.Themoviebusinessalsosurvi

48、vedtheDepressionbecauseofitssizeandpower，bothresidinginasystemofoperationcalledverticalintegration.Usingthissystem，studiosproducedtheirownfilms，distributedthemthroughtheirownoutlets，andexhibitedthemintheirowntheaters.MoviesandTheirAudiencesThemoviesare“largerthanlife”,andmoviestarsaremuchmoreglamoro

49、usthantelevisionstars.Whatbecomesoffilmasanimportantmedium,saythemoviesdefenders,iscompletelydependentonus,theaudience.ScopeandnatureofthefilmindustryThemoviebusinesstodayenjoysfinancialhealthfortworeasons.Thefirstisimprovementsinitsthreecomponentsystems-production，distribution，andexhibition.Theseco

50、nd，isthatthemovieindustryhaslearnedtolivewithtelevision.ChapterSixRadioandSoundRecordingKeywordssoundrecording音响设备electronicmassmedium电子媒介nationalbroadcastmedium全国广播媒介newandemerging新兴的publicradio公共广播narrowdefinedaudiences细分受众telegraphcode电报编码point-to-pointcommunication点对点传播radiotelephone无线电话recorder

51、player留声机，唱机soapoperas肥皂剧listenership听众数量playlist播放单Internetpiracy网络盗版Webradio在线广播Web-onlyradio仅在线广播streaming网络浏览MP3音频压缩格式ChapterEightTheInternetandtheWorldWideWebKeywordsInternet互联网Webcensorship网络审查(censorship审查机构、审查制度)laptop手提电脑PalmPilot掌上电脑website网址digitalcomputer数字电脑protocols协议hosts服务器mainframec

52、omputer主机；中央处理器minicomputer微型电脑terminal电脑终端operatingsystem操作系统semiconductor半导体integratedcircuit集成电路multimedia多媒体ISP(InternetServiceProvider)互联网服务提供商WorldWideWeb万维网searchengine搜索引擎spider网络蜘蛛spam垃圾邮件globalvillage地球村copyright版权censorware审查软件encryption加密术clickstream点击流AshorthistoryoftheInternetIn1962the

53、AirForcewantedtomaintainthemilitarysabilitytotransferinformationaroundthecouagivenareawasdestroyedinanenemyattack.ScoresofcomputerexpertjoinedtherushtowardthedevelopmentofwhatweknowtodayastheInternet,aglobalnetworkofinterconnectedcomputersthatcommunicatefreelyandshareandexchangeinformation.Thecommer

54、cialcomputerexplosionwasignitedbyIBM.Usingitsalreadywell-entrenchedorganizationsystemoftrainedsalesandserviceprofessionals,IBMhelpedbusinessesfindtheirwayintheearlydaysofthecomputerrevolution.ThepersonalcomputerTheleadersofthepersonalcomputerrevolutionwereBillGatesandtheduoofSteveJobsandStephenWozni

55、ak.SensingthatthefutureofcomputingwasinthesepersonalcomputersandthatthepowerofcomputerswouldresidenotintheirsizebutinthesoftwarethatranthemAtnearlythesametimewithBillGates,in1977,JobsandWozniak,alsocollegedropouts,perfectedAppleII,alow-cost,easy-to-usemicrocomputerdesignedspecificallyforpersonalrath

56、erthanbusinessuse.TheInternetTodayTheWorldWideWebisnotaphysicalplace,theheartoftheWebliesintheprotocolsthatdefinesitsuse,suchasusinghypertexttransferprotocols(HTTP)totransportfilesfromoneplacetoanother.TheInternetandItsUsersFindinginformationontheWebisbecomingeasierthankstothegrowingnumberofcompanie

57、screatingsearchengines,spiders,orWebcrawlers.ChangesintheMassCommunicationProcessTheInternetisdifferentfromthesemoretraditionalmedia.Ratherthanchangingtherelationshipbetweenaudiencesandindustries,theNetchangesthedefinitionofthedifferentcomponentsoftheprocessand,asaresult,changestheirrelationship.Cha

58、ngesintheMassCommunicationProcessOntheNetasingleindividualcancommunicatewithaslargeaudienceascanthegiant,multinationalcorporationthatproducesanetworktelevisionprogram.ThedoubleedgeoftechnologyTechnologyisadouble-edgedsword.Itspowerforgoodandforbadresidesinus.Thesameaviationtechnologythatweusetovisit

59、relativeshalfwayaroundtheworldcanalsobeusedtodestroytheWorldTradeCenter.TranslationTechnique动词-名词的相互转译TheyarewaitingforasightoftheQueenpassingby.Wecanhouseyouifthehotelsarefull.形容词-副词的相互转译Onthisquestion,peopleofdifferentagegroupsthinkdifferently.状语译成句子Officially,hesonholiday;actually,heisinhospital.

60、Surprisinglyenough,noneofthemshowedanysignoffearinfaceofdeath.Shewiselydidntattempttoapologize.同位语译成句子Tom,normallyatimidboy,jumpedintotheriverandsavedthedrowninggirl.Shanghai,oncetheparadiseforadventurers,isnowthelargestindustrialbaseinChina.表语译成句子IleaveBeijingtonight,heartenedwithagreementswehavere