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• Технічні засоби організації дорожнього руху
• Товарознавство продовольчих товарів

Section 2 Reading materials

The media has always played an influential role in people's lives, from the legendary 'crier' who proclaimed the latest news in the town square to our modern day information highway [Internet]. When we speak of mass media, we usually separated it into two main areas:

- printed documents, e.g. newspapers, chronicles, books, catalogues, magazines, pamphlets, manuscripts and brochures, that date back to the fifteenth century printing press;

- electronic media, e.g. radio, television, films, recordings, tapes, CDs, Internet service, e-mail or something electrically transmitted, which came about in the 20th century.

Prereading exercises:

Exercise 1 As you read,think about and discuss how people are impacted by different mass media.

One problem facing society today is finding completely open silent moments, when our senses are not assaulted with messages demanding our attention, e.g. signs, billboards, notices, illustrations, drawings, bulletins, advertising, announcements, and sounds/noise. We may not realize how greatly we are influenced by this media invasion, as some intrusions are simple exposures known as subliminal experiences. Other experiences are meant to engage active listening and examining. Media informs, stimulates our senses, and appeals to our emotions, getting our attention and influencing our ideas, values, and attitudes. Local and global issues constantly impact lives. People actually hunger for the latest news', for information about the newest technical advancements and gadgets, and for appealing entertainment, i.e. television or radio programs, musicals, drama, competitions and sport performances.

Information is generally written, staged, presented so the masses will buy, vote, accept, believe, support, some commercial, charitable, political, philosophical or educational entity. Sometimes these concerns/interests coincide with the viewer's or listener's viewpoint and sometimes they won't. Individuals can express opinions in Letters to the Editor (newspapers) and Talk Shows or Call-ins (radio/TV). Mass media's output may be discriminating and have lasting value or it may be superficial, tawdry, or inappropriate programming that could be physically, emotionally, or intellectually harmful to the viewer/ listener, e.g. violence in children's shows/cartoons.

Often it seems that newspapers and magazines are words wrapped around advertisements; of course 'ads' actually pay for the news printing. It's also been said that TV / radio entertainment is selected to keep viewers receptive to commercial messages inserted into the programming.

News informationis usually selected, edited, produced, and arranged to reflect or support the media owner's opinions/policies; sometimes ideas are so interwoven that it is difficult to isolate or distinguish specific patterns. Reporters or any media individuals, for that matter, will quickly pick up the newspaper's policies and strategies and labor accordingly.

Exercise 2 Answer the following questions.

1 Do you know anything about the beginning of the newspaper? What exactly do you know? Where have you found out this information?

2 Try to guess how the first newspaper appeared, where and why?

Exercise 3 Read the topical vocabulary and find out how many words are new for you. Try to learn them. Share your ways of words learning with your groupmates, give advice.

Unit 1 The topical vocabulary

Account /əˈkaʊnt/ – n звіт, погляд, оцінка, повідомлення

account – v вважати за, розглянути

allow /əˈlaʊ/ – v допускати, дозволяти

amount – n кількість, сума, підсумок

amount /əˈmaʊnt/ – vутворювати суму, дорівнювати

announce – v оголошувати, сповіщати

annual /ˈæn ju əl/ – а щорічний

background – n походження

break – n пролом

break – v ламати, трощити

broadcast /ˈbrɔdˌkæst, -ˌkɑ:st/ – n радіопередача, трансляція по радіо

broadcast – v передавати по радіо

carry – v передавати, проводити

charge /tʃɑ:dʒ/ – n ціна

charge – v назначити ціну

circulation – тираж, поширення

contradictor – n опонент, противник

contradictory – а суперечливий

date – n дата, число

date back – v вести початок від

deserve /dɪˈzɜrv/ – v заслуговували

distinction /dɪˈstɪŋk ʃən/ – n різниця, розпізнання

distinctive /dɪˈstɪŋk tɪv/ – a характерний

domestic – а домашній, внутрішній

edit /ˈɛd ɪt/ – v редагувати, видавати, готувати до друку

edition – n видання, випуск, тираж

editor – n редактор, автор-передовик

efficiency /ɪˈfɪʃ ən si/ – n ефективність, продуктивність

efficient – а умілий, ефективний

expansion /ɪkˈspæn ʃən/ – n розповсюдження

fore-run – v передувати, провіщати

forerunner – n попередник, провісник, предтеча

handwritten – а рукописний

handwriting – n почерк

interview – n інтерв`ю, зустріч, співбесіда

issue – n випуск, видання, номер (газети)

issue /ˈɪʃ u or, especially Brit., ˈɪsju/ – vвидавати (про видання)

item /ˈaɪ təm/ – n номер, пункт

journal – n журнал, газета, відомості

journalism – n журналістика

journalist – n журналіст

licence /ˈlaɪ səns/ – дозвіл, ліцензія

magazine – n журнал

market – ринок

marketing – n торгівля

miscellaneous /ˌmɪs əˈleɪ ni əs/ – а різноманітний

network – n мережа

news – n новини

operate – v працювати, управляти

pay – v платити

payment – n плата, платіж, внесок

praise /preɪz/ – n похвала

praise – vхвалити, звеличувати

predecessor /ˈprɛd əˌsɛs ər, ˌprɛd əˈsɛs ər or, especially Brit., ˈpri dəˌsɛs ər/ – n попередник, пращур

print – v друкувати

prove /pruv/ – v доводити, засвідчувати

publish – vвидавати, публікувати

quiz /kwɪz/ – nвікторина, радіо- (теле-) вікторина

regard /rɪˈgɑ:d/ – n погляд

regard – v розглядати, вважати

resemblance /rɪˈzɛm bləns/ – vсхожість

resemble – v бути схожим

review – n періодичний журнал, перегляд, рецензія review – v оглядати

reviewer – n оглядач

rhyme /raІm/ – vримований вірш

rhyme – v рифмувати

rival – а конкуруючий

rival – n суперник, конкурент

rival – v змагатися, конкурувати

rivalry /ˈraІ vəl ri/ – nсуперництво, конкуренція

skill – n мистецтво, майстерність

skilled – а досвідчений, умілий

spare/spɛə/ – а вільний,запасний,зайвий

split – v розколюватися, розділяти на частини

spread /spred/ – v простягатися, розповсюджуватися

subsidize – v субсидіювати

subsidy /ˈsΛb si di/ – n субсидія, дотація

view /vju/ – n вид

view – v оглядати, бачити, дивитися на

viewer – n глядач, телеглядач

TEXT A THE BEGINNING OF THE NEWSPAPER

Task: read the text, translate it into Ukrainian.

The English newspaper began when Englishmen began to understand the world around them, beyond the boundaries¹ of their own villages or towns. In England some hundred years ago, outside London, there were only small communities², where people were interested only in the daily life of their own countryside.

From early times three methods of circulation of news had been known: 1) the proclamation, issued by the king or the government, to inform the people about laws and posted up on the church door; 2) the sermon, preached by the clergy; 3) various kinds of popular ballads, poems, songs and rhymes sold in the streets or sung in taverns to celebrate events such as the birth or marriage of a prince or princess, victory in a battle and so on. In the country villages too the traveling packman would bring news of what was happening in the world outside. These were the only real popular news in England until the second half of the 19th century, when the printed press for the first time began to appeal to the mass of the ordinary people.

The first written news service was supplied to the great and wealthy people in Elizabethian England (1558—1603). They had to spend part of the year in London in attendance on the Queen⁴ in Parliament, or in the Law Courts. There they would hear news of important events. They also exchanged daily gossip with the crowds in the streets of London. During the summer the rich went to their country houses. To keep in touch with the news⁵ they often employed private news-writers called Intelligencers⁶, to send them regular bulletins of the gossip of the town. These reports were not printed, they were private letters addressed to a particular client.

Before the invention of printing in the 15th century Germany no good means existed for copying several letters or documents. The printing press was introduced into England by William Caxton in 1476. And to this day it is common to refer to newspapers generally and to the journalists who work for them and write them as, simply, «the press».

Notes:

¹ beyond the boundaries – за межами;

² small communities – невеликі населені пункти;

³ the sermon, preached by the clergy – проповідь, яку читає священник;

⁴in attendance on the Queen – при королівському дворі;

⁵ keep in touch with the news – бути в курсі справ;

⁶ intelligencer – той, який інформує, доносить новини, інформатор.

Postreading exercises:

Exercise 1 Read the international words and guess their meaning. Mind the stress.

Exercise 2 Memorize the following pairs of derivatives. Translate them.

N→ Adj

skill skilful

market marketable

operation operative

edition editorial

V→ N

сirculate circulation

proclaim proclamation

govern government

operate operation

inform information

Exercise 3 Form the derivatives. Follow the model:

a) celebrate→ celebration

circulate

communicate

inform

violate

b)inefficient →efficient

inevitable

destructive

strict

irregular

Exercise 4 Match English and Ukrainian equivalents:

1 small communities; a) святкувати подію;

2 celebrate events; b) наймати приватних письменників;

3 exchange gossip; c) невеликі населені пункти;

4 employ private writers; d) винахід друкарства;

5 invention of printing; e) друкарський станок;

6 printing press; f) обмінюватися плітками.

Exercise 5 Choose the right word:

1 In England many years ago, outside London, there were only small ...

a) communities; b) churches; c) taverns.

2 Three methods of ... news were known.

a) printing; b) circulation of; c) copying.

3 They spent part of the year in London in ... on the Queen.
a) gossiping; b) celebrating; c) attendance.

Exercise 6 Complete the sentences.

1 The English newspaper began... 2 The people in small communities were interested only in... 3 In the second half of the 19th century the printed press began to appeal to... 4 The people exchanged daily gossip with... 5 The rich often employed private news-writers called...

Exercise 7 Insert the right word:

1) invented; 2) refer; 3) issued; 4) circulate; 5) «gazette».

The printing press was ... in Germany in the 15th century. Today we often ... to newspapers and to journalists as «the press». But the earliest attempts to ... news were made in Rome. The first official newspaper was ... in Venice. In that time it was called ... a name which we use today.

Exercise 8 Mark the statements that are true. Correct the false statements.

1 The first English newspaper began in Elizabethian times.

2 Three methods of circulation of news were known: the proclamation, the sermon and popular ballads.

3 The first written news service was supplied to the ordinary people of England.

4 The rich often employed private news-writers called intelli­gencers to send them regular bulletins of the gossip of the town.

5 To this day it is common to refer to newspapers and to the journalists who work for them as «the press».

Exercise 9 Answer the questions on the text.

1 When did the first English newspapers begin? 2 What three methods of circulation of news had been known in England from early times? 3 Who brought news to the villages? 4 How did the great and wealthy people get the news? 5 Whom did the rich employ in summer to keep in touch with the news? 6 Why is it common to refer to newspapers and to the journalists who work for them as «the press»?

Exercise 10 Make a short summary of the text or a plan. Retell the text.

TEXT B THE FIRST PRINTED NEWSPAPERS

Task: read the text; find the answers to the questionsgiven below.

The early and middle years of the 16th century were the years of wars and religious disputes all over Europe. All this aroused the interest¹ of ordinary people in information. The earliest newspapers appeared to supply that demand. By the end of the 16th century several printers in Germany and «Low countries» – Holland and Belgium – were producing pamphlets and announcements of great battles or sensational events, often called «relations»². There were also pocketsize «newsbooks» of 8, 16 or 24pages, summarizing the events of the past six months. These two types, the «relation» of a single event, usually on a single sheet of paper, and the general account of news collected over a period, were the two forerunners of the later newspaper.

The beginning of the newspaper press in England is connected with a long series of European conflicts known as the Thirty years war. In 1620 a great battle near Prague took place, and to report about the results of this battle to England, an Amsterdam bookseller and printer George Veseler published a news-sheet telling the story of the battle. It is regarded³ as the first English newspaper. Other news-sheets followed at irregular intervals. They usually consisted of twenty-four pages, size seven by five inches⁴. They reported foreign news, mostly the campaigns of the Thirty years war. It was too dangerous to write about English affairs for fear of trouble with the government or the powerful politicians.

Notes:

¹ aroused the interest – викликало цікавість;

² «relations» – тут. розповіді;

³ it is regarded – вважається;

⁴ seven by five inches – сім на п’ять дюймів.

1 What aroused the interest of ordinary people in information?

2 How were the first pamphlets printed in Germany and «Low Countries» called?

3 What were the two forerunners of the later newspapers?

4 What is regarded as the first English newspaper?

5 Why did the first news-sheets report only foreign news?

TEXT С THE PREDECESSORS OF AMERICAN PRESS

Task: read the text, get ready to render its contents in Ukrainian.

The periodical press of the USA appeared more than 250 years ago. Its history is usually connected with the editing of the first American weekly¹ «Boston News Letter», the 1st copy of which appeared in April 1704 in Boston. But even 15 years before September 1690, in Boston a daily was published, but it was suppressed by the English Colonial Administration as it had some violations of the law² of the colony.

The paper «Boston News Letter» was the only рареr in the colony during 15 years. Its editor was a Boston postman John Campbell. The editors of the first newspapers in the towns of the colony were mostly postmen because they were the first to set information³ from abroad. This information dominated in the American newspapers.

So, the first edition of the «Boston News Letter» contained the information taken from the London paper⁴. The news from abroad published in the first American papers was from two to six months old^5.

In some weeklies information of a local character began to appear, and soon occupied the leading place. Home information was limited to the announcements about the arrival and departure of vessels and the time-table of post coaches.

Notes:

¹ the editing of the first American weekly – видання першої американської щотижневої газети;

² violations of the law – порушення законів;

³ they were the first to set information – вони першими отримували інформацію;

⁴ contained the information taken from the London paper – містило інформацію, отриману з лондонської газети;

⁵ from two to six months old – застарілі на 2 – 6 місяців.

TEXT DTHE HISTORY OF THE NEWSPAPER

Task: read the text and say what the predecessors of today’s newspapers were.

The earliest attempts to circulate news were made in ancient Rome. In Rome «the Daily Events» was published from early days of the Empire until its fall in A.D.¹ 476 and, besides its general circulation, was used as a medium of communication² between military officers and their armies.

Soon after the invention of printing, newspapers were circulated in Germany. They were small sheets, generally in accounts of the discovery of America³, the surrender of Granada to Ferdinand and Isabella⁴, and such local events as earthquakes, executions and witch burning⁵.

In the 16th century an official newspaper was issued in Venice, with accounts of battles and other matters of public interest. This paper was circulated throughout Europe, and originally sold for a small coin called a «gazetta». In time the paper was called «gazetta», a name which is still used. These little sheets, issued occasionally, had little in common with the great newspapers of today, with their great number of news items.

Notes:

¹ A.D. – Anno Domini – лат. нашої ери;

² medium of communication – засіб комунікації;

³ discovery of America – відкриття Америки;

⁴ the surrender of Granada to Ferdinand and Isabella – загарбання Гранади Ізабеллою I Кастильською і Фернандом II Арагонським (у 1492 р. поклало кінець владі мусульман в Іспанії);

⁵ witch burning – спалювання відьом.

TEXT E

Have you ever faced with difficulties in translating a headline, of an article especially, when it is written by a native speaker? Have you? And small wonder! The world of headline English seems to be some kind of amazement. But the matter is that headline writers try to strike the reader's eye by using as few words as possible. So some headlines seem to be a mere verbiage than look like any common sentence! Some features of it are presented below:

• The infinitive is used to express that smth is going to happen in the future:

PRESIDENT TO CURB SPENDING

• A simple form of the verb is used:

PRINCE WEDS

•Articles and auxiliary words are often omitted:

SHOP BLAZE 10 INJURED

• Abbreviations are often used:

PM BACKS PRESIDENT'S PLAN

In essence, in headline English shorter and with more dramatic sound words are used.

You see, this text has no title. Give the title to the text. Pay attention to the headlines in newspapers, magazines etc. Be ready to discuss them at the lessons.

Would you like to learn more about headlines?

TEXT F (can be taken as homework or as an individual home reading task)

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