Development of mass media

Module I. Development of mass media 

Unit 1. The history of Mass communications 

• What are your associations with mass media? Make a list of them.
• What mass media do you know? Classify them into some groups.
• What mass medium appeared first\last? Prove your answer.

   I. Read the text carefully to trace the development of mass communications step by step. Put in order the dates of appearance of all mass communications. 

History of Mass Media

   Mass media helps in connecting people and “brings the globe into our glance”. Let us take a look into the history as well as origin of mass media, which is also popularly known as public media.

   Mass media is a term used to denote a section of the media specifically envisioned and designed to reach a very large audience such as the population of a nation state. The term public media has a similar meaning: it is the sum of the public mass distributors of news and entertainment across mediums such as newspapers, television, radio and broadcasting.

   Mass media includes print media like newspaper and magazines, electronic media like radio, television and video and new age digital media like Internet, blogs and mobile phones. To know the origin and history of media, we should know the growth and evolution of mass media.

   History and Origin of Mass Media

   History of mass media can be traced back to the early days of dramas that were performed in various cultures. However, the term Mass Media originated with the print media that was also its first example. The first newspaper and the first dated printed book known as the “Diamond Sutra” were printed in China 868 A.D. Although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. But due to the high cost of paper and illiteracy amongst people, they didn’t prosper.

   Regarding the origin of the Mass Media, Europe can boast to be the primary source. It was Johannes Gutenberg, who for the first time printed a book in a printing press in 1453. This invention transformed the way the world received printed materials, although books remained too expensive really to be called a mass-medium for at least a century after that.

    Newspapers developed around from 1612, with the first example in English in 1620; but they took until the nineteenth century to reach a mass-audience directly.

   During the 20th century, the growth of mass media was driven by technology that allowed the massive duplication of material. Physical duplication technologies such as printing, record pressing and film duplication allowed the duplication of books, newspapers and movies at low prices to huge audiences. Radio and television allowed the electronic duplication of information for the first time.

   Of late, it is the Internet which has become the latest and most popular of the mass media. Here, information is been generated through various websites and search engines. One can play games, listen to radio while working and chat with friends and relatives, irrespective of location. It also gives information on various topics such as literature, politics, science, sports, fashion, movies, education, career, jobs etc. similar to other types of mass media.

   Thus, due to the progress of science and technology, history of media has evolved and reached the present-day world of internet, cellular phones, blogs and podcast.       (From “Journalism Today” by David Shaw)

2. Find the synonyms of the words in bold.

3. Write English equivalents to the following words: взгляд, происхождение, значение, развлечение, распространять, цифровой, безграмотность, размножение, огромный, болтать.

   Team work.

    In groups make a list of positive and negative characteristics of all mass media. (Think about health, coverage, target audience, quality, etc.) 

Unit 2. WORLD Journalism 

   Lead –in:

• Journalism is literature in a hurry. Matthew Arnold. How do you understand the given quotation? Do you agree with it?
• Who is involved in the sphere of journalism?
• Choose words which are connected with the profession of a journalist: information, entertainment, periodicals, reporters, interview, camera, paparazzi, facts, communication, connection, news, mass media, etc.
• Make a portrait of a journalist: his image, lifestyle, job, personality, etc.
• Choose the most appropriate definition of “journalism”:
• newspapers and magazines collectively;
• the profession of reporting or photographing or editing news stories for one of the media;
• the production of news reports and editorials through media such as newspapers, magazines, radio, television and the Internet;
• the activity or profession of being a journalist. The aggregating, writing, editing, and presenting of news or news articles for widespread distribution, typically in periodical print publications and broadcast news media, for the purpose of informing the audience;
• process of collection, writing, editing, and publishing news;
• writing intended for publication in a newspaper or magazine, or for broadcast on a radio or television program featuring news, sports, entertainment, or other timely material.
• the discipline of collecting, analyzing, verifying and presenting information regarding current events, trends, issues and people.

    Give your arguments.

• Self- evaluation

   Is journalism for you?

   Asking yourself the questions below will help you determine whether journalism is a good career choice for you.

• Do you regularly read at least one newspaper or consult an online equivalent, such as GlobeandMail.com?
• Do you regularly watch or listen to television or radio newscasts?
• Is it important to you to keep up with current events?
• Are you interested in other people’s lives?
• Are you able to talk to a wide variety of people?
• Do you work well to deadlines?
• Are you persistent and willing to dig for information?
• Have you mastered basic writing skills?

   If you answered NO to even one of the above questions, you may want to think again about whether journalism is a good match for your interests and abilities. 
 
 

Unit 3. How to enter the profession of a journalist

Lead-in:

• ‘Jack of all trades’- how do you understand this expression? Does it describe a journalist? In what way?
• Who is a journalist?
• Why would you like to be a journalist? Explain your choice.
• What does a reporter do every day?
• Are you sure that you are suitable for this profession? Why do you think so?
• What salary do you expect?
• Comment on

   Hard-bitten, rude, hat-wearing, shouting people who unravel crime mysteries and call their editor “Chief”. Do you recognize who are these people? Yes, journalists as they are shown in movies. Give your commentaries on this stereotype.

   Continue the list of qualities of a journalist: curious, enthusiastic, dedicated, responsible, and energetic, …… . 

   I. Round-table discussion

1. Are you a cub (новичок) reporter? Prove it.
2. Have you ever asked yourself the following questions:
• What skills do I need?
• How do I get into the newspaper industry?
• What qualifications do I need?
• What do I have to study?
• How do I get started?

            Can you answer them immediately?

   3. Put the number of points you would give to each item according to the degree

         of importance for making a good career in journalism:

• An interest in current affairs at all levels
• A lively interest in people, places and events
• An ability to write in a style which is easy to understand
• Good spelling, grammar and punctuation
• An appreciation of the part a local newspaper plays in the community
• A willingness to accept irregular hours
• An ability to work under pressure to meet deadlines
• Determination and persistence

             Explain your choice.  

   What You Need To Know About a Journalism Career

   A career in journalism seems exciting and glamorous. And in a way, it is. Your job will be definitely not boring because you get to experience new things and meet different people. Some will even have the chance to visit foreign lands and try out different food even while doing your job and getting paid for it. Some lucky ones will even have access to the most exclusive parties and hobnob with celebrities. They are treated like royalty and given freebies and gifts for their effort.

   But the same way that it is exciting and glamorous, it is also a harrowing and taxing job. Although they are seen to be partying and talking with people, they are actually setting the foundation for their work, which is broadcast news or a write-up on a newspaper. Even while talking to people, they are already subtly asking questions and forming conclusions in their head. It may seem like subterfuge but hey, that’s just how the industry works.

   Thus, they may appear like they are enjoying themselves but in truth, their mind and their heart is not really in the partying mood. They are instead working to get a story and get the facts for that story. And that can involve a lot of work. It’s not something as simple as asking questions. Journalists need to verify what they have heard and get a reliable source that they can quote. It would be good if they can get an interview with the person involved in the issue but most of the time, this is not possible so they need to find someone close to that person and get a statement from them. Finding a really reliable source is important if you want to create a credible name in the industry and also to avoid lawsuits and libel cases.

   Yes, journalists can be sued for what they have written. This is because what they write shape the public’s thought, opinion and perception of things and people. If what they say is not true, it can harm the image of a person, a business or any entity. Thus, it is important they be careful with what they say and write.

   Writing is not at all easy either. You don’t just write what you want and let the readers fill in the blanks. You need to be able to give them a complete set of information without really making it appear that you are. That is the beauty of journalism, giving them what you think without directly telling them or boring them with all the details.

   As much as possible, a journalist must be able to say what they mean in the shortest possible way that is interesting and comprehensible. This is especially true with broadcast news that needs to keep it short. The minutes are after all precious in airtime.

   A career in journalism may seem easy and ideal but like everything else in this world, it is not. When you really look at it closely, you will realize that it is as much work as being a secretary or being an office assistant. The only difference is you get to experience different things while doing your job. And maybe this is where the difference and the advantage of this industry lie.

   Still, to become a journalist, you need to be focused, skillful, passionate and generally good at your job like with every other jobs there are (Magazine “Profession – journalist”. № 5, 2009).

2. Match the words with their definitions:

III. Complete the sentences:

1. A career in journalism is ….. .
2. A journalist will ………., ……, ….. .
3. If a journalist tells a lie, he can ….. .
4. The advantage of career in journalism is …. .
5. To become a journalist you need to be ….. .

   IV. Find all adjectives which are used to describe the personality of a journalist.

   V. Presentation

   Choose one journalist and present his\her story of success or tell about a person who started the career from journalism.  

MAKING A PRESENTATION

   Most presentations are divided into 3 main parts (+ questions): 

   As a general rule in communication, repetition is valuable. In presentations, there is a golden rule about repetition:

• say what you are going to say,
• say it,
• then say what you have just said.

   In other words, use the three parts of your presentation to reinforce your message. In the introduction, you tell your audience what your message is going to be. In the body, you tell your audience your real message. In the conclusion, you summarize what your message was.

We will now consider each of these parts in more detail.

   Introduction

   The introduction is a very important  –  perhaps the most important  – part of your presentation. This is the first impression that your audience have of you. You should concentrate on getting your introduction right. You should use the introduction to:

• welcome your audience
• introduce your subject
• outline the structure of your presentation
• give instructions about questions

 The following table shows examples of language for each of these functions. You may need to modify the language as appropriate. 

   Body

   The body is the 'real' presentation. If the introduction was well prepared and delivered, you will now be 'in control'. You will be relaxed and confident.

   The body should be well structured, divided up logically, with plenty of carefully spaced visuals.

   Remember these key points while delivering the body of your presentation:

• do not hurry
• be enthusiastic
• give time on visuals
• maintain eye contact
• modulate your voice
• look friendly
• keep to your structure
• use your notes
• signpost throughout
• remain polite when dealing with difficult questions

   Conclusion

   Use the conclusion to:

• Sum up
• (Give recommendations if appropriate)
• Thank your audience
• Invite questions

   The following table shows examples of language for each of these functions. You may need to modify the language as appropriate. 

   Questions

   Questions are a good opportunity for you to interact with your audience. It may be helpful for you to try to predict what questions will be asked so that you can prepare your response in advance. You may wish to accept questions at any time during your presentation, or to keep a time for questions after your presentation. Normally, it's your decision, and you should make it clear during the introduction. Be polite with all questioners, even if they ask difficult questions. They are showing interest in what you have to say and they deserve attention. Sometimes you can reformulate a question. Or answer the question with another question. Or even ask for comment from the rest of the audience. 
 

   GRAMMAR FOCUS 

   I. Focus on grammar. Study the following material on There is\there are. Illustrate these rules by your examples.

   There is/There are is a common phrase in English, used to indicate that something "exists" (существует, есть) or is (находится) in a certain location. The main subject follows the verb when there is/are is used.

+ There is\are + subject + place\time …

   e.g. There is an apple on the table.

       There are 15 students in our group.

                                               - There isn’t\ there aren’t + subject + place\time …

                                               -  There is no\There are no +subject+place\time… 

   e.g. There isn't a computer in my bedroom.

       There aren't any cinemas in this town.

                                              ?  Is\Are there + subject + place\time …

   e.g. Is there a restaurant here?       Yes, there is. / No, there isn't

To be

   II. Grammar Activity

   1. Add there is or there are to the following sentences.

      1) …many parks in New York.

      2) … a telephone I can use?

      3) … sites on the Internet that are really useful.

      4) … no free notebooks in the office.

      5) …. some articles in the newspaper about this festival.

      6) … any cheap hotels near here?

      7) … various mass media today.

      8) … no a musical channel in my house.

   2. Describe TV\radio programmes of a channel\radio station, Internet resources, etc. using There is\There are.

            e.g. In our city there are ….. TV channels. There is one musical channel, some news channels, etc. There are ….. programmes on …. channel. There is a programme about….  . There are no programmes about\with ……   etc. 

(10 sentences). 

   LISTENING ACTIVITY

  “To Google” by Professor David Crystal

   I. Match these words and phrases to their definitions.

       coinage                       a big letter, like ‘G’, not ‘g’

       a hit                            a machine used to clean a carpet or floor

       penalty                       when a search engine finds a search word on a web page

       a trademark              a symbol or name that represents a company or product

      a capital letter           a form of a word

       a vacuum cleaner      punishment

   II. a) ‘Google’ is a noun – the name of a company and a search engine – and a verb. Look at the words in the box. Which ones are both nouns and verbs, which ones have a different form for the noun? Sort them into the two boxes [A and B] and give the noun form if it is different.

      inform   damage   shop   educate   interest   entertain   choose   interview

      wait     witness   lose    structure     solve      select       close       stay 

    b) Put the correct form of the words in box A in the sentences below.

a. The police are looking for any ________ to the crime.

b. Cars have been ________ the environment for over a hundred years.

c. I prefer not to _______ in supermarkets, I go to local stores instead.

d. He’s a TV presenter. He ________ film stars about their lives and careers.

e. He said that my essay has got a good _______ but the grammar is poor.

f. So tell me about your free time, what _______ do you have?

g. Sorry, the traffic was terrible. Have you been _______ long?

h. How long did she ________ at her friend’s house?

   III. Listen to Professor Crystal. State if the following statements are true or false.

1. In 1990 a language society said google was the most useful word.
2. The name ‘Google’ comes from a word used in mathematics.
3. Professor Crystal comments that the Google search engine might be too effective.
4. The company Google thinks the verb should be written ‘google’, not  ‘Google’.
5. Professor Crystal says that the company name ‘Hoover’ is also used as a verb.
6. Professor Crystal thinks that businesses cannot manage the way people use their names and trademarks.

   IV. Discuss these questions with a partner.

1. How often do you use the Internet and what for?
2. How do you find things on the Internet - which search engines do you use?
3. Do you have a preferred search engine? Why do you usually use that one? Do you use different search engines for different things e.g. shopping?
4. How long do you think it usually takes you to find what you are looking for?
5. Do you ever get frustrated and give up your search?
6. Could search engines be improved?
7. Are you a frequent googler?

Glossary

Module II. POWER OF MODERN COMMUNICATION 

Unit 1. TYPES OF MEDIA

Lead-in:

   Answer the following questions, compare your opinions in a group discussion.

• What are the different media of mass communication?
• What do we understand by mass communication?
• What is the difference between print and electronic media?
• What    is    the    difference    between    face-to-face    and    mass communication?

I. Scan the text below and find the definitions for the following terms:

Mass media, print media, electronic media, news media 

THE MEDIA

   The media include print media such as newspapers and magazines, and electronic media such as radio and television.

   The word media is most often used to refer to the communication of news, and in this context means the same as news media.

   Media and mass media are often used when discussing the power of modern communications.

   The press usually refers just to newspapers, but the term can be extended to include magazines.

   THE PRESS

   Newspapers are either tabloid, a format usually associated in the English speaking world with popular press or broadsheet, associated with quality journalism. Tabloids are sometimes referred to as a gutter press by people who disapprove of them. Tabloids often have very large circulations (number sold) and even bigger readerships (total number of people reading them). Papers such as these are often referred to as mass circulation papers.

   Printed periodicals, newspapers, and other publications appear at regular intervals, for example, a daily comes out every day, a fortnightly – once in two weeks (once a fortnight).

   National newspapers circulate all over the country. They cover national or home news as well as news from abroad or international news. Local newspapers (or regional papers) serve community interests. In the local press the terms “popular” or “quality” have no real significance, the papers tend to be politically neutral. They contain articles which feature the life of the local community as well as details of local theater and cinema performances. Such newspapers carry a lot of advertisement.

   Sunday papers. Popular Sunday papers published in Britain on Sundays are national ones. Quality Sunday papers devote large sections to literature and the arts, business and sport, and have long feature articles which explore specific subjects in depth. They come with color supplements or magazines. There are a growing number of free sheets – papers delivered free to every house in the area. Some of these have an editorial content, but many consist largely of the advertising which finances them.

   ELECTRONIC MEDIA

   Programmes on radio and television may be referred to formally as broadcasts; and they may be referred to informally as shows, specially in American English.

   Programmes or shows on radio and television are often presented or hosted by a programme host. Popular music Programmes are presented by disc jockeys or DJs.

   News programmes may be hosted, fronted, or anchored by anchors famous in their own right, sometimes more famous than the people in the news. Variations of the noun anchor are shown above.