题目内容
（请给出正确答案）
A.What young people saw and heard
B.What young people see and hear it
C.What does young people see and hear
D.What young people see and hear
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Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users' responses. But in some cases, one marketer's owned media become another marketer's paid mediafor instance, when an e-commerce retailer sells ad space on its Web site. We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment. This trend, which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products. Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies' marketing, and may help expand user traffic for all companies concerned.
The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.
If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. In such a case, the company's response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
Consumers may create "earned" media when they are______.
A．obsessed with online shopping at certain Web sites.
B．inspired by product-promoting e-mails sent to them.
C．eager to help their friends promote quality products.
D．enthusiastic about recommending their favorite products.
This could have a chilling effect on innovation and risks stifling emerging technologies with rules designed for another age, says Chris Marsden of RAND Europe, a think-tank that has analysed the potential impact of the proposed rules for Ofcom, Britain's media and telecoms regulator. "Regulators have to be thoughtful. They cannot predict the future of television "or the internet—no one can," says Niklas Zennstr. m, a co-founder of Skype, who is now setting up an internet television firm.
The proposed rules may be unrealistic as well as onerous. The idea that websites can be regulated like broadcasters, which are required to keep strict records of what they show in order to help watchdogs investigate complaints, is untenable. Firms could simply relocate outside the European Union to escape the new rules. Last week Ruth Hieronymi, a member of parliament, said she would introduce wording that might help to overcome some of the objections.
Behind the debate is the question of how best to balance competition and protection. Traditional broadcasters worry that they will be shackled by regulations while brisk start-ups can do as they please—so they like the idea of extending regulation to their new rivals. But even if the rules are approved as they stand, they will not come into force until 2010. Such a long, slow process seems incongruous given the pace of technological change.
The change of television can be attributed to______.
A．the scarce spectrum and only small number of stations existed
B．advancement of technology
C．the preference of different audiences
D．Europe's attempt to update the rules
Jeff Hancock of Cornell University in Ithaca, New York, asked 30 students to keep a communications diary for a week. In it they noted the number of conversations or E-mail exchanges they had lasting more than 10 minutes, and confessed to how many lies they told. Hancock then worked out the number of lies per conversation for each medium. He found that lies made up 14 percent of E-mails, 21 percent of instant messages, 27 percent of face-to-face interactions and an astonishing 37 percent of phone calls.
His results, to be presented at the conference on human-computer interaction in Vienna, Austria, in April, have surprised psychologists. Some expected E-mails to be the biggest liars, reasoning that because deception makes people uncomfortable, the detachment(非直接接触) of emailing would make it easier to lie. Others expected people to lie more in face-to-face exchanges because we are most practiced at that form. of communication.
But Hancock says it is also crucial whether a conversation is being recorded and could be reread, and whether it occurs in real time. People appear to be afraid to lie when they know the communication could later be used to hold them to account, he says. This is why fewer lies appear in E-mail than on the phone.
People are also more likely to lie in real time—in an instant message or phone call, say—than if they have time to think of a response, says Hancock. He found many lies are spontaneous(脱口而 出的) responses to an unexpected demand, such as: "Do you like my dress？"
Hancock hopes his research will help companies work out the best ways for their employees to communicate. For instance, the phone might be the best medium for sales where employees are encouraged to stretch the truth. But given his result, work assessment, where honesty is a priority, might be best done using E-mail.
Hancock' s study focuses on______.
A．the consequences of lying in various communications media
B．the success of communications technologies in conveying ideas
C．people's preference in selecting communications technologies
D．people's honesty levels across a range of communications media
Guthrie's contiguity principle offers practical suggestions for how to break habits.
One application of the threshold method involves the time young children spend on academic activities. Young children have short attention spans, so the length of time they can sustain work on one activity is limited. Most activities are scheduled to last no longer than 30 to 40 minutes. However, at the start of the school year, attention spans quickly wane and behavior. problems often result. To apply Guthrie's theory, a teacher might, at the start of the year, limit activities to 15 to 20 minutes. Over the next few weeks the teacher could gradually increase the time students spend working on a single activity.
The threshold method also can be applied to teaching printing and handwriting. When children first learn to form. letters, their movements are awkward and they lack fine motor coordination. The distances between lines on a page are purposely wide so children can fit the letters into the space. If paper with narrow lines is initially introduced, students' letters would spill over the borders and students might become frustrated. Once students can form. letters within the larger borders, they can use paper with smaller borders to help them refine their skills.
The fatigue method can be applied when disciplining disruptive students who build paper airplanes and sail them across the room. The teacher can remove the students from the classroom, give them a large stack of paper, and tell him to start making paper airplanes. After the students have made Several airplanes, the activity should lose its attraction and paper will become a cue for not building airplanes.
Some students continually race around the gym when they first enter their physical education class. To employ the fatigue method, the teacher might decide to have these students continue to nm a few more laps after the class has begun.
The incompatible response method can be used with students who talk and misbehave in the media center. Reading is incompatible with talking. The media center teacher might ask the students to find interesting books and read them while in the center. Assuming that the students find the books enjoyable, the media center will, over time, become a cue for selecting and reading books rather than for talking with other students.
In a social studies class some students regularly fall asleep. The teacher realized that using the board and overhead projector while lecturing was very boring. Soon the teacher began to incorporate other elements into each lesson, such as experiments, and debates, in an attempt to involve students and raise their interest in the course.
The purpose of this passage is to ______.
A．inform
B．persuade
C．debate
D．narrate
Sheet music or printed music, too, is material culture. Scholars once defined folk music-cultures as those in which people learn and sing music by ear rather than from print, but research shows mutual influence among oral and written sources during the past few centuries in Europe, Britain and America. Printed versions limit variety because they tend to standardize any song, yet they stimulate people to create new and different songs. Besides, the ability to read music notation has a far-reaching effect on musicians and, when it becomes widespread, on the music-culture as a whole.
Music is deep-rooted in the cultural background that fosters it. We now pay more and more attention to traditional or ethnic features in folk music and are willing to preserve the folk music as we do with many traditional cultural heritage. Musicians all over the world are busy with recording classic music in their country for the sake of their unique culture. As always, people’s aspiration will always focus on their individuality rather than universal features that are shared by all cultures alike.
One more important part of music’s material culture should be singled out: the influence of the electronic media—radio, record player, tape recorder, and television, with the future promising talking and singing computers and other developments. This is all part of the “information-revolution”, a twentieth century phenomenon as important as the industrial revolution in the nineteenth. These electronic media are not just limited to modern nations; they have affected music-cultures all over the globe.
第36题：Which of the following does not belong to material culture？
［A］ Instruments.
［B］ Music.
［C］ Paintings.
［D］ Sheet music.
But the fact remains that 2 million Americans—most of them women and girls—do suffer from eating disorders. In the most extreme cases they literally starve themselves to death. And those who survive are at greater risk of developing brittle bones, life-threatening infections, kidney damage and heart problems. Fortunately, doctors have learned a lot over the past decade about what causes eating disorders and how to treat them.
The numbers are shocking. Approximately 1 in 150 teenage girls in the U. S. falls victim to anorexia nervosa, broadly defined as the refusal to eat enough to maintain even a minimal body weight. Not so clear is how many more suffer from bulimia, in which they binge on food, eating perhaps two or three days’ worth of meals in 30 minutes, then remove the excess by taking medicine to move the bowels or inducing vomiting. Nor does age necessarily protect you. Anorexia has been diagnosed in girls as young as eight. Most deaths from the condition occur in women over 45.
Doctors used to think eating disorders were purely psychological. Now they realize there’s some problematic biology as well. In a study published in the Archives of General Psychiatry recently, researchers found abnormal levels of serotonin, a neurotransmitter in the brain, in women who had been free of bulimia for at least a year. That may help explain why drugs have allowed a lot of people to stop swallowing in large doses of food. Unfortunately, the pills don’t work as well for denial of food. Nor do they offer a simple one-stop cure. Health-care workers must re-educate their patients in how to eat and think about food.
How can you tell if someone you love has an eating disorder？ “Bulimics will often leave evidence around as if they want to get caught.” Says Tamara Pryor, director of an eating-disorders clinic at the University of Kansas in Wichita. Anorexics, by contrast, are more likely to go through long periods of denial.
第36题：We can infer from the first paragraph that _____.
［A］ the media has mislead the public’s view of celebrities
［B］ there is much misunderstanding about eating disorders
［C］ body image concerns are an indication of eating disorders
［D］ the entertainment industry is combating eating disorders
When people do read, I think they'll want to feel they are reading literature, or (2)_____ something serious. (3)_____ you're going to find fewer books presenting themselves as no-nonsense and (4)_____ assuming literary pretensions and being packaged as works of art. We can expect an extraordinary variety of genre, but with an underlying (5)_____ of sentiment and vision.
Translators can only (6)_____ from this desire for the presumably sophisticated. We can look forward to lots of difficult names and fantastic stories of foreign parts enthusiastically (7)_____ by the overall worship of the "global village". Much of this will be awful and some wonderful, (8)_____ don't expect the press or the organizers of prizes to offer you much help in making the appropriate distinctions. They will be chiefly (9)_____ in creating celebrity, the greatest enemy of discrimination, but a good prop for the (10)_____ consumer.
Every ethnic grouping over the world will have to be seen to have a great writer—a phenomenon that will (11)_____ a new kind of provincialism, more chronological than geographic, (12)_____ only the strictly contemporary is talked about and (13)_____ Universities, including Cambridge, will include (14)_____ their literature syllabus novels, written only last year. (15)_____ occasional exhumation for the Nobel, the achievements of ten or only five years ago will be largely forgotten.
In short, you can't go too far wrong when predicting more of the same. But there is a (16)_____ side to this—the inevitable reaction against it. The practical things I would like to see happen—publishers seeking less to (17)_____ celebrity through extravagant advertising, (18)_____ and magazines (19)_____ space to reflective pieces—are rather more improbable than the Second Coming(耶稣复临). But dullness never quite darkens the whole planet. In their own idiosyncratic fashion a few writers will (20)_____ be looking for new departures.
A．when
B．that
C．which
D．where
