Newspapers are unable, seemingly, to discriminate between a bicycle accident and the collapse of civilisation.

Module 1. THE mass media

Introduction.............................................................................................................................
uNIT 1. the press........................................................................................................................
	1.1.? print media..............................................................................................................................
	1.2.? the newspaper: types and structure.......................................................................
	1.3. & — THE RISE OF THE NEWSPAPER INDUSTRY...................................................................
	1.4. 9 READING NEWSPAPERS..........................................................................................................
	1.5. & — THE BRITISH AND AMERICAN PRESS............................................................................
	1.6.? the news: gathering and delivering.......................................................................
	1.7. 9 from event to story – making it to the news....................................................
	1.8. & — newspapers in britain.................................................................................................
	1.9.? newspaper headline language....................................................................................
	1.10. & — THE british newspaper market.............................................................................
	1.11. & — a journalistic code....................................................................................................
	1.12. 9 interview with nigel dempster................................................................................
	1.13. & — GETTING INTO THE NEWS...............................................................................................
	1.14. & — newspapers, inane sheets of gossip...................................................................
	1.15. & — the future of newspapers......................................................................................
	1.16. REVISION........................................................................................................................................
unit 2. television and radio.............................................................................................
	2.1.? television................................................................................................................................
	2.2. & — A NATIONAL DISEASE?......................................................................................................
	2.3. & — THE STORY OF tv BROADCASTING..............................................................................
	2.4. 9 tv news.....................................................................................................................................
	2.5. & — RADIO and television...................................................................................................
	2.6. & — bbc – the world’s most listened-to station..................................................
	2.7. 9 Interview with Joanna Bogle......................................................................................
	2.8.? censorship...............................................................................................................................
	2.9. 9 children under the influence of the media.......................................................
	2.10. — children and television...............................................................................................
	2.11. 2 print journalism versus electronic journalism............................................
	2.12. REVISION........................................................................................................................................
uNIT 3. advertising..................................................................................................................
	3.1.? MEDIA AND ADVERTISING.....................................................................................................
	3.2.? ADVERTISING LANGUAGE......................................................................................................
	3.3. & — ADVERTISING TRICKS.......................................................................................................
	3.4. & — ADVERTISING MEDIA.........................................................................................................
	3.5. REVISION..........................................................................................................................................
Unit 4. CHECK YOURSELF........................................................................................................
Appendix 1. A Letter to the Editor.....................................................................................................................	71
Appendix 2. Writing a Comment.........................................................................................................................	73
Appendix 3. Academic Writing 1.........................................................................................................................	74
Appendix 4. Academic Writing 2.........................................................................................................................	76
Appendix 5. Agreement, Disagreement and Compromise..................................................................................	78
Appendix 6. Comparison and Contrast...............................................................................................................	80
Appendix 7. Signpost Expressions for Discussions.............................................................................................	82

Module 1. THE MASS MEDIA

Journalism is organized gossip.

Edward Egglestone

Journalism is the ability to meet the challenge of filling space.

Rebecca West

Newspapers are unable, seemingly, to discriminate between a bicycle accident and the collapse of civilisation.

George Bernard Shaw, 1931

If you don't read the newspaper, you are uninformed. If you do read the newspaper, you are misinformed.

Author unknown,

commonly attributed to Mark Twain or Thomas Jefferson

I wish there was a knob on the TV so that you could turn up the intelligence. They’ve got one marked "brightness", but it doesn't work, does it?

Leo Anthony Gallagher

INTRODUCTION

Task 1. Discuss the following questions with the group:

Ø What are the mass media?

Ø What Russian, British and American newspapers can you name?

Ø What types of newspapers do you know? What pages do most newspapers contain?

Ø Which is better: to watch the news on TV or to read it in a newspaper?

Ø What advantages do newspapers have over television and television over newspapers?

Task 2. Read the quotations above. What attitude to the mass media do they reveal? Elaborate. Do you have a similar attitude to the mass media? Why (not)? Discuss it with the group.

Task 3. Your teacher will now give you a newspaper. Describe it in as much a detailed way as you can in the written form.

Unit 1. the press

? VOCABULARY PRACTICE

Print media

Task 1. Study the material and learn the vocabulary units that you have been unfamiliar with.

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