考研英语历年真题阅读

2012

Text1

Comeon-Everybody'sdoingit.Thatwhisperedmessage,halfinvitationandhalfforcing,iswhatmostofus

thinkofwhenwehearthewordspeerpressure.Itusuallyleadstonogood-drinking,drugsandcasualsex.Butinhernew

bookJointheClub,TinaRosenbergcontendsthatpeerpressurecanalsobeapositiveforcethroughwhatshecallsthe

socialcure,inwhichorganizationsandofficialsusethepowerofgroupdynamicstohelpindividualsimprovetheirlives

andpossiblytheword.

Rosenberg,therecipientofaPulitzerPrize,offersahostofexampleofthesocialcureinaction:InSouthCarolina,

astate-sponsoredantismokingprogramcalledRageAgainsttheHazesetsouttomakecigarettesuncool.InSouthAfrica,an

HIV-preventioninitiativeknownasLoveLiferecruitsyoungpeopletopromotesafesexamongtheirpeers.

Theideaseemspromising,andRosenbergisaperceptiveobserver.Hercritiqueofthelamenessofmany

pubic-healthcampaignsisspot-on:theyfailtomobilizepeerpressureforhealthyhabits,andtheydemonstrateaseriously

flawedunderstandingofpsychology.^^Daretobedifferent,pleasedon'tsmoke!”pleadsonebillboardcampaignaimedat

reducingsmokingamongteenagers-teenagers,whodesirenothingmorethanfittingin.Rosenbergarguesconvincinglythat

public-healthadvocatesoughttotakeapagefromadvertisers,soskilledatapplyingpeerpressure.

Butonthegeneraleffectivenessofthesocialcure,Rosenbergislesspersuasive.JointheClubisfilledwithtoo

muchirrelevantdetailandnotenoughexplorationofthesocialandbiologicalfactorsthatmakepeerpressuresopowerful.

Themostglaringflawofthesocialcureasit'spresentedhereisthatitdoesn'tworkverywellforverylong.RageAgainst

theHazefailedoncestatefundingwascut.EvidencethattheLoveLifeprogramproduceslastingchangesislimitedand

mixed.

There'snodoubtthatourpeergroupsexertenormousinfluenceonourbehavior.Anemergingbodyofresearch

showsthatpositivehealthhabits-aswellasnegativeones-spreadthroughnetworksoffriendsviasocialcommunication.

Thisisasubtleformofpeerpressure:weunconsciouslyimitatethebehaviorweseeeveryday.

Farlesscertain,however,ishowsuccessfullyexpertsandbureaucratscanselectourpeergroupsandsteertheir

activitiesinvirtuousdirections.It?sliketheteacherwhobreaksupthetroublemakersinthebackrowbypairingthemwith

better-behavedclassmates.Thetacticneverreallyworks.Andthat'stheproblemwithasocialcureengineeredfromthe

outside:intherealworld,asinschool,weinsistonchoosingourownfriends.

21.Accordingtothefirstparagraph,peerpressureoftenemergesas

[AJasupplementtothesocialcure

[B]astimulustogroupdynamics

[C]anobstacletoschoolprogress

[D]acauseofundesirablebehaviors

22.Rosenbergholdsthatpublicadvocatesshould

[A]recruitprofessionaladvertisers

[B]learnfromadvertisers9experience

[C]stayawayfromcommercialadvertisers

[D]recognizethelimitationsofadvertisements

23.Intheauthor'sview,Rosenberg'sbookfailsto

[A]adequatelyprobesocialandbiologicalfactors

[B]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

Text2

Adealisadeal-except,apparently,whenEntergyisinvolved.Thecompany,amajorenergysupplierinNew

England,provokedjustifiedoutrageinVermontlastweekwhenitannounceditwasrenegingonalongstanding

commitmenttoabidebythestrictnuclearregulations.

Instead,thecompanyhasdonepreciselywhatithadlongpromiseditwouldnotchallengetheconstitutionalityof

Vermont'srulesinthefederalcourt,aspartofadesperateefforttokeepitsVermontYankeenuclearpowerplantrunning.

It'sastunningmove.

Theconflicthasbeensurfacingsince2002,whenthecorporationboughtVermont^onlynuclearpowerplant,an

agingreactorinVernon.Asaconditionofreceivingstateapprovalforthesale,thecompanyagreedtoseekpermission

fromstateregulatorstooperatepast2012.In2006,thestatewentastepfurther,requiringthatanyextensionoftheplanfs

licensebesubjecttoVermontlegislature'sapproval.Then,too,thecompanywentalong.

EitherEntergyneverreallyintendedtolivebythosecommitments,oritsimplydidn'tforeseewhatwouldhappen

next.Astringofaccidents,includingthepartialcollapseofacoolingtowerin207andthediscoveryofanunderground

pipesystemleakage,raisedseriousquestionsaboutbothVermontYankee'ssafetyandEntergy'smanagement-especially

afterthecompanymademisleadingstatementsaboutthepipe.EnragedbyEntergy'sbehavior,theVermontSenatevoted26

to4lastyearagainstallowinganextension.

Nowthecompanyissuddenlyclaimingthatthe2002agreementisinvalidbecauseofthe2006legislation,and

thatonlythefederalgovernmenthasregulatorypowerovernuclearissues.Thelegalissuesinthecaseareobscure:whereas

theSupremeCourthasruledthatstatesdohavesomeregulatoryauthorityovernuclearpower,legalscholarssaythat

Vermontcasewillofferaprecedent-settingtestofhowfarthosepowersextend.Certainly,therearevalidconcernsabout

thepatchworkregulationsthatcouldresultifeverystatesetsitsownrules.ButhadEntergykeptitsword,thatdebatewould

bebesidethepoint.

ThecompanyseemstohaveconcludedthatitsreputationinVermontisalreadysodamagedthatithasnotingleft

tolosebygoingtowarwiththestate.Butthereshouldbeconsequences.Permissiontorunanuclearplantisapoblictrust.

Entergyruns11otherreactorsintheUnitedStates,includingPilgrimNuclearstationinPlymouth.PledgingtorunPilgrim

safely,thecompanyhasappliedforfederalpermissiontokeepitopenforanother20years.ButastheNuclearRegulatory

Commission(NRC)reviewsthecompany'sapplication,itshouldkeepitmindwhatpromisesfromEntergyareworth.

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

[A]condemning.

[B]reaffirming.

[C]dishonoring.

[D]securing.

27.Byenteringintothe2002agreement,Entergyintendedto

[A]obtainprotectionfromVermontregulators.

[B]seekfavorfromthefederallegislature.

fC]acquireanextensionofitsbusinesslicense.

[D]getpermissiontopurchaseapowerplant.

28.AccordingtoParagraph4,Entergyseemstohaveproblemswithits

[A]managerialpractices.

[B]technicalinnovativeness.

[C]financialgoals.

[D]businessvision

29.Intheauthor'sview,theVermontcasewilltest

[A]Entergy'scapacitytofulfillallitspromises.

[B]thematureofstates*patchworkregulations.

[C]thefederalauthorityovernuclearissues.

[D]thelimitsofstates*powerovernuclearissues.

30.Itcanbeinferredfromthelastparagraphthat

[A]Entergy'sbusinesselsewheremightbeaffected.

[B]theauthorityoftheNRCwillbedefied.

[C]EntergywillwithdrawitsPlymouthapplication.

[D]Vermont'sreputationmightbedamaged.

Text3

Intheidealizedversionofhowscienceisdone,factsabouttheworldarewaitingtobeobservedandcollectedby

objectiveresearcherswhousethescientificmethodtocarryouttheirwork.Butintheeverydaypracticeofscience,

discoveryfrequentlyfollowsanambiguousandcomplicatedroute.Weaimtobeobjective,butwecannotescapethe

contextofouruniquelifeexperience.Priorknowledgeandinterestinfluencewhatweexperience,whatwethinkour

experiencesmean,andthesubsequentactionswetake.Opportunitiesformisinterpretation,error,andself-deception

abound.

Consequently,discoveryclaimsshouldbethoughtofasprotoscience.Similartonewlystakedminingclaims,they

arefullofpotential.Butittakescollectivescrutinyandacceptancetotransformadiscoveryclaimintoamaturediscovery.

Thisisthecredibilityprocess,throughwhichtheindividualresearcher^me,here,nowbecomesthecommunity'sanyone,

anywhere,anytime.Objectiveknowledgeisthegoal,notthestartingpoint.

Onceadiscoveryclaimbecomespublic,thediscovererreceivesintellectualcredit.But,unlikewithminingclaims,

thecommunitytakescontrolofwhathappensnext.Withinthecomplexsocialstructureofthescientificcommunity,

researchersmakediscoveries;editorsandreviewersactasgatekeepersbycontrollingthepublicationprocess;other

scientistsusethenewfindingtosuittheirownpurposes;andfinally,thepublic(includingotherscientists)receivesthenew

discoveryandpossiblyaccompanyingtechnology.Asadiscoveryclaimworksitthroughthecommunity,theinteraction

andconfrontationbetweensharedandcompetingbeliefsaboutthescienceandthetechnologyinvolvedtransformsan

individuafsdiscoveryclaimintothecommunity'scrediblediscovery.

Twoparadoxesexistthroughoutthiscredibilityprocess.First,scientificworktendstofocusonsomeaspectof

prevailingKnowledgethatisviewedasincompleteorincorrect.Littlerewardaccompaniesduplicationandconfirmationof

whatisalreadyknownandbelieved.Thegoalisnew-search,notre-search.Notsuiprisingly,newlypublisheddiscovery

claimsandcrediblediscoveriesthatappeartobeimportantandconvincingwillalwaysbeopentochallengeandpotential

modificationorrefutationbyfutureresearchers.Second,noveltyitselffrequentlyprovokesdisbelief.NobelLaureateand

physiologistAlbertAzent-Gyorgyioncedescribeddiscoveryas“seeingwhateverybodyhasseenandthinkingwhatnobody

hasthought.^^Butthinkingwhatnobodyelsehasthoughtandtellingotherswhattheyhavemissedmaynotchangetheir

views.Sometimesyearsarerequiredfortrulynoveldiscoveryclaimstobeacceptedandappreciated.

Intheend,credibility“happens“toadiscoveryclaim-aprocessthatcorrespondstowhatphilosopherAnnette

Baierhasdescribedasthecommonsofthemind."Wereasontogether,challenge,revise,andcompleteeachother5s

reasoningandeachother'sconceptionsofreason.^^

31.Accordingtothefirstparagraph,theprocessofdiscoveryischaracterizedbyits

[AJuncertaintyandcomplexity.

[B]misconceptionanddeceptiveness.

[C]logicalityandobjectivity.

[DJsystematicnessandregularity.

32.ItcanbeinferredfromParagraph2thatcredibilityprocessrequires

[A]strictinspection.

[BJsharedefforts.

[C]individualwisdom.

[D]persistentinnovation.

33.Paragraph3showsthatadiscoveryclaimbecomescredibleafterit

[A]hasattractedtheattentionofthegeneralpublic.

[B]hasbeenexaminedbythescientificcommunity.

[CJhasreceivedrecognitionfromeditorsandreviewers.

[D]hasbeenfrequentlyquotedbypeerscientists.

34.AlbertSzent-Gyorgyiwouldmostlikelyagreethat

[A]scientificclaimswillsurvivechallenges.

[B]discoveriestodayinspirefutureresearch.

[C]effortstomakediscoveriesarejustified.

[D]scientificworkcallsforacriticalmind.

35.Whichofthefollowingwouldbethebesttitleofthetest?

[A]NoveltyasanEngineofScientificDevelopment.

[B]CollectiveScrutinyinScientificDiscovery.

[C]EvolutionofCredibilityinDoingScience.

[D]ChallengetoCredibilityattheGatetoScience.

Text4

IfthetradeunionistJimmyHoffawerealivetoday,hewouldprobablyrepresentcivilservant.WhenHoffa's

Teamsterswereintheirprimein1960,onlyoneintenAmericangovernmentworkersbelongedtoaunion;now36%do.In

2009thenumberofunionistsinAmerica'spublicsectorpassedthatoftheirfellowmembersintheprivatesector.InBritain,

morethanhalfofpublic-sectorworkersbutonlyabout15%ofprivate-sectoronesareunionized.

Therearethreereasonsforthepublic-sectorunions,thriving.First,theycanshutthingsdownwithoutsuffering

muchinthewayofconsequences.Second,theyaremostlybrightandwell-educated.AquarterofAmerica'spublic-sector

workershaveauniversitydegree.Third,theynowdominateleft-of-centrepolitics.Someoftheirtiesgobackalongway.

Britain'sLaborParty,asitsnameimplies,haslongbeenassociatedwithtradeunionism.Itscurrentleader,EdMiliband,

oweshispositiontovotesfrompublic-sectorunions.

Atthestateleveltheirinfluencecanbeevenmorefearsome.MarkBaldassareofthePublicPolicyInstituteof

Californiapointsoutthatmuchofthestate'sbudgetispatrolledbyunions.Theteachers9unionskeepaneyeonschools,the

CCPOAonprisonsandavarietyoflaborgroupsonhealthcare.

Inmanyrichcountriesaveragewagesinthestatesectorarehigherthanintheprivateone.Buttherealgainscome

inbenefitsandworkpractices.Politicianshaverepeatedly“backloaded“public-sectorpaydeals,keepingthepayincreases

modestbutaddingtoholidaysandespeciallypensionsthatarealreadygenerous.

Reformhasbeenvigorouslyopposed,perhapsmostegregiouslyineducation,wherecharterschools,academies

andmeritpayallfaceddrawn-outbattles.Eventhoughthereisplentyofevidencethatthequalityoftheteachersisthemost

importantvariable,teachers5unionshavefoughtagainstgettingridofbadonesandpromotinggoodones.

Asthecosttoeveryoneelsehasbecomeclearer,politicianshavebeguntoclampdown.InWisconsintheunions

haveralliedthousandsofsupportersagainstScottWalker,thehardlineRepublicangovernor.Butmanywithinthepublic

sectorsufferunderthecurrentsystem,too.

JohnDonahueatHarvard'sKennedySchoolpointsoutthatthenormsofcultureinWesterncivilservicessuit

thosewhowanttostayputbutisbadforhighachievers.TheonlyAmericanpublic-sectorworkerswhoearnwellabove

$250,000ayearareuniversitysportscoachesandthepresidentoftheUnitedStates.Bankers'fatpaypacketshaveattracted

muchcriticism,butapublic-sectorsystemthatdoesnotrewardhighachieversmaybeamuchbiggerproblemforAmerica.

36.Itcanbelearnedfromthefirstparagraphthat

[A]Teamstersstillhavealargebodyofmembers.

[B]JimmyHoffausedtoworkasacivilservant.

[C]unionshaveenlargedtheirpublic-sectormembership.

[D]thegovernmenthasimproveditsrelationshipwithunionists.

37.WhichofthefollowingistrueofParagraph2?

LAJPublic-sectorunionsareprudentintakingactions.

[B]Educationisrequiredforpublic-sectorunionmembership.

[C]LaborPartyhaslongbeenfightingagainstpublic-sectorunions.

[DJPublic-sectorunionsseldomgetintroublefortheiractions.

38.ItcanbelearnedfromParagraph4thattheincomeinthestatesectoris

[A]illegallysecured.

[BJindirectlyaugmented.

[C]excessivelyincreased.

[D]fairlyadjusted.

39.TheexampleoftheunionsinWisconsinshowsthatunions

[A]oftenrunagainstthecurrentpoliticalsystem.

[B]canchangepeople'spoliticalattitudes.

[CJmaybeabarriertopublic-sectorreforms.

[D]aredominantinthegovernment.

40.JohnDonahue'sattitudetowardsthepublic-sectorsystemisoneof

[AJdisapproval.

fB]appreciation.

[C]tolerance.

[D]indifference.

2011

Text1

ThedecisionoftheNewYorkPhilharmonictohireAlanGilbertasitsnextmusicdirectorhasbeenthetalkofthe

classical-musicworldeversincethesuddenannouncementofhisappointmentin2009.Forthemostpart,theresponsehas

beenfavorable,tosaytheleast."Hooray!Atlast!”wroteAnthonyTommasini,asober-sidedclassical-musiccritic.

Oneofthereasonswhytheappointmentcameassuchasurprise,however,isthatGilbertiscomparativelylittleknown.

EvenTommasini,whohadadvocatedGilbert'sappointmentintheTimes,callshim“anunpretentiousmusicianwithnoair

oftheformidableconductorabouthim."Asadescriptionofthenextmusicdirectorofanorchestrathathashithertobeen

ledbymusicianslikeGustavMahlerandPierreBoulez,thatseemslikelytohavestruckatleastsomeTimesreadersasfaint

praise.

Formypart,IhavenoideawhetherGilbertisagreatconductororevenagoodone.Tobesure,heperformsan

impressivevarietyofinterestingcompositions,butitisnotnecessaryformetovisitAveryFisherHall,oranywhereelse,to

hearinterestingorchestralmusic.AllIhavetodoistogotomyCDshelf,orbootupmycomputeranddownloadstillmore

recordedmusicfromiTunes.

Devotedconcertgoerswhoreplythatrecordingsarenosubstituteforliveperformancearemissingthepoint.Forthe

time,attention,andmoneyoftheart-lovingpublic,classicalinstrumentalistsmustcompetenotonlywithoperahouses,

dancetroupes,theatercompanies,andmuseums,butalsowiththerecordedperformancesofthegreatclassicalmusiciansof

the20lhcentury.Thererecordingsarecheap,availableeverywhere,andveryoftenmuchhigherinartisticqualitythan

today'sliveperformances;moreover,theycanbe“consumed“atatimeandplaceofthelistener'schoosing.Thewidespread

availabilityofsuchrecordingshasthusbroughtaboutacrisisintheinstitutionofthetraditionalclassicalconcert.

Onepossibleresponseisforclassicalperformerstoprogramattractivenewmusicthatisnotyetavailableonrecord.

Gilbert'sowninterestinnewmusichasbeenwidelynoted:AlexRoss,aclassical-musiccritic,hasdescribedhimasaman

whoiscapableofturningthePhilharmonicinto“amarkedlydifferent,morevibrantorganization.^^Butwhatwillbethe

natureofthatdifference?Merelyexpandingtheorchestra'srepertoirewillnotbeenough.IfGilbertandthePhilharmonic

aretosucceed,theymustfirstchangetherelationshipbetweenAmerica'soldestorchestraandthenewaudienceithopsto

attract.

21.WelearnfromPara.1thatGilbert'sappointmenthas

[A]incurredcriticism.

[Biraisedsuspicion.

[C]receivedacclaim.

[DJarousedcuriosity.

22.TommasiniregardsGilbertasanartistwhois

[A]influentiaL

[B]modest.

[C]respectable.

[D]talented.

23.Theauthorbelievesthatthedevotedconcertgoers

[A]ignoretheexpensesofliveperformances.

[B]rejectmostkindsofrecordedperformances.

[C]exaggeratethevarietyofliveperformances.

[D]overestimatethevalueofliveperformances.

24.Accordingtothetext,whichofthefollowingistrueofrecordings?

[A]Theyareofteninferiortoliveconcertsinquality.

[BJTheyareeasilyaccessibletothegeneralpublic.

[C]Theyhelpimprovethequalityofmusic.

[D]Theyhaveonlycoveredmasterpieces.

25.RegardingGilbert'sroleinrevitalizingthePhilharmonic,theauthorfeels

[AJdoubtful.

[B]enthusiastic.

[C]confident.

[D]puzzled.

Text2

WhenLiamMcGeedepartedaspresidentofBankofAmericainAugust,hisexplanationwassurprisinglystraightup.

Ratherthancloakinghisexitintheusualvagueexcuses,hecamerightoutandsaidhewasleaving“topursuemygoalof

runningacompany.^^Broadcastinghisambitionwas“verymuchmydecision,McGeesays.Withintwoweeks,hewas

talkingforthefirsttimewiththeboardofHartfordFinancialServicesGroup,whichnamedhimCEOandchairmanon

September29.

McGeesaysleavingwithoutapositionlinedupgavehimtimetoreflectonwhatkindofcompanyhewantedtorun.It

alsosentaclearmessagetotheoutsideworldabouthisaspirations.AndMcGeeisn'talone.InrecentweekstheNo.2

executivesatAvonandAmericanExpressquitwiththeexplanationthattheywerelookingforaCEOpost.Asboards

scrutinizesuccessionplansinresponsetoshareholderpressure,executiveswhodon'tgetthenodalsomaywishtomoveon.

Aturbulentbusinessenvironmentalsohasseniormanagerscautiousoflettingvaguepronouncementscloudtheir

reputations.

Asthefirstsignsofrecoverybegintotakehold,deputychiefsmaybemorewillingtomakethejumpwithoutanet.In

thethirdquarter,CEOturnoverwasdown23%fromayearagoasnervousboardsstuckwiththeleaderstheyhad,

accordingtoLiberumResearch.Astheeconomypicksup,opportunitieswillaboundforaspiringleaders.

Thedecisiontoquitaseniorpositiontolookforabetteroneisunconventional.Foryearsexecutivesandheadhunters

haveadheredtotherulethatthemostattractiveCEOcandidatesaretheoneswhomustbepoached.SaysKom/Ferrysenior

partnerDennisCareyflcan'lthinkofasinglesearchI'vedonewhereaboardhasnotinstructedmetolookatsittingCEOs

first.”

Thosewhojumpedwithoutajobhaven'talwayslandedintoppositionsquickly.EllenMarramquitaschiefof

Tropicanaadecadeage,sayingshewantedtobeaCEO.ItwasayearbeforeshebecameheadofatinyInternet-based

commoditiesexchange.RobertWillumstadleftCitigroupin2005withambitionstobeaCEO.Hefinallytookthatpostata

majorfinancialinstitutionthreeyearslater.

Manyrecruiterssaytheolddisgraceisfadingfortopperformers.Thefinancialcrisishasmadeitmoreacceptabletobe

betweenjobsortoleaveabadone."Thetraditionalrulewasit'ssafertostaywhereyouare,butthat'sbeenfundamentally

inverted/5saysoneheadhunter.<4Thepeoplewho'vebeenhurttheworstarethosewho'vestayedtoolong.^^

26.WhenMcGeeannouncedhisdeparture,hismannercanbestbedescribedasbeing

[AJarrogant.

[B]frank.

[C]self-centered.

[D]impulsive.

27.AccordingtoParagraph2,seniorexecutives'quittingmaybespurredby

[A]theirexpectationofbetterfinancialstatus.

[BJtheirneedtoreflectontheirprivatelife.

[C]theirstrainedrelationswiththeboards.

[Djtheirpursuitofnewcareergoals.

28.Theword“poached”(Line3,Paragraph4)mostprobablymeans

[A]approvedof.

[B]attendedto.

[CJhuntedfor.

[D]guardedagainst.

29.ltcanbeinferredfromthelastparagraphthat

[A]topperformersusedtoclingtotheirposts.

[B]loyaltyoftopperformersisgettingout-dated.

[C]topperformerscaremoreaboutreputations.

[D]it'ssafertosticktothetraditionalrules.

30.Whichofthefollowingisthebesttitleforthetext?

[A]CEOs:WheretoGo?

[B]CEOs:AlltheWayUp?

[C]TopManagersJumpwithoutaNet

[D]TheOnlyWayOutforTopPerformers

Text3

Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.Whiletraditionalttpaid^^

media-suchastelevisioncommercialsandprintadvertisements-stillplayamajorrole,companiestodaycanexploit

manyalternativeformsofmedia.Consumerspassionateaboutaproductmaycreate“owned“mediabysendinge-mail

alertsaboutproductsandsalestocustomersregisteredwithitsWebsite.Thewayconsumersnowapproachthebroadrange

offactorsbeyondconventionalpaidmedia.

Paidandownedmediaarecontrolledbymarketerspromotingtheirownproducts.Forearnedmedia,suchmarketers

actastheinitiatorforusers'responses.Butinsomecases,onemarketer'sownedmediabecomeanothermarketer'spaid

media-forinstance,whenane-commerceretailersellsadspaceonitsWebsite.Wedefinesuchsoldmediaasowned

mediawhosetrafficissostrongthatotherorganizationsplacetheircontentore-commerceengineswithinthatenvironment.

Thistrend,whichwebelieveisstillinitsinfancy,effectivelybeganwithretailersandtravelproviderssuchasairlinesand

hotelsandwillnodoubtgofurther.Johnson&Johnson,forexample,hascreatedBabyCenter,astand-alonemediaproperty

thatpromotescomplementaryandevencompetitiveproducts.Besidesgeneratingincome,thepresenceofothermarketers

makesthesiteseemobjective,givescompaniesopportunitiestolearnvaluableinformationabouttheappealofother

companies'marketing,andmayhelpexpandusertrafficforallcompaniesconcerned.

Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore(andmorediverse)communications

choiceshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuch

moredamagingways.Suchhijackedmediaaretheoppositeofearnedmedia:anassetorcampaignbecomeshostageto

consumers,otherstakeholders,oractivistswhomakenegativeallegationsaboutabrandorproduct.Membersofsocial

networks,forinstance,arelearningthattheycanhijackmediatoapplypressureonthebusinessesthatoriginallycreated

them.

Ifthathappens,passionateconsumerswouldtrytopersuadeotherstoboycottproducts,puttingthereputationofthe

targetcompanyatrisk.Insuchacase,thecompany'sresponsemaynotbesufficientlyquickorthoughtful,andthelearning

curvehasbeensteep.ToyotaMotor,forexample,alleviatedsomeofthedamagefromitsrecallcrisisearlierthisyearwitha

relativelyquickandwell-orchestratedsocial-mediaresponsecampa