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Final exam：

I.Translate the following sentences into English: (20 points,

5 for each one)

II.Translate the following paragraph into Chinese: ( 10 points)

III.Answer the following questions: (40 points)

IV.Reading and writing : (30 points)

1.What did Joseph Pulitzer provide his readers with?

2.What is news? What is journalism? How to differentiate them?

3.Why do we need news? Why do we care about the character of

news and journalism we get?

4.What is the purpose of journalism? How to fulfill it?

5.What challenges the purpose of journalism? What is the old

threat? Which one challenges journalism in China more? Why?

6.What is communication? Please draw the V-shaped continuum of

communication process and explain it.

7.What are the 3 communication markets? What are the

differences among them?

We can see identifiable exchange of money taking place in 2

commercial markets, but there is no exchange of money

happening in marketplace of ideas, instead, people exchange ideas.

In consumer market, the suppliers are media, which provide

information products to users---individuals.

In advertising market, the suppliers are media, too, but they provide space and time to users---advertisers.

8.Do you think it is necessary for ordinary people to distinguish the

3 communication markets? Why or why not?

9.What is propaganda? How to differentiate propaganda from

“normal communication” and other forms of advocacy? Why is it so negative in English? How does it work in the society?

10.What is media literacy? What are the 8 key concepts of media

literacy? Do you think REAL media literate education in China is possible? Why or why not?

1. All media are construction

The media do not present simple reflections of external reality. Rather, they present carefully crafted constructions that reflect many decisions and result from many determining factors. Media Literacy works towards deconstructing these constructions, taking them apart to show how they are made.

2. The media construct reality

The media are responsible for the majority of the observations and experiences from which we build up our personal understandings of the world and how it works. Much of our view of reality is based on media messages that have been pre-constructed and have attitudes, interpretations and conclusions already built in. The media, to a great

extent, give us our sense of reality.

3. Audiences negotiate meaning in the media

The media provide us with much of the material upon which we build our picture of reality, and we all "negotiate" meaning according to individual factors: personal needs and anxieties, the pleasures or troubles of the day, racial and sexual attitudes, family and cultural background, and so forth.

4. Media have commercial implications

Media Literacy aims to encourage an awareness of how the media are influenced by commercial considerations, and how these affect content, technique and distribution. Most media production is a business, and must therefore make a profit. Questions of ownership and control are central: a relatively small number of individuals control what we watch, read and hear in the media.

5. Media contain ideological and value messages

All media products are advertising, in some sense, in that they proclaim values and ways of life. Explicitly or implicitly, the mainstream media convey ideological messages about such issues as the nature of the good life, the virtue of consumerism, the role of women, the acceptance of authority, and unquestioning patriotism

6. Media have social and political implications

The media have great influence on politics and on forming social change. Television can greatly influence the election of a national

leader on the basis of image. The media involve us in concerns such as civil rights issues, famines in Africa, and the AIDS epidemic. They give us an intimate sense of national issues and global concerns, so that we become citizens of Marshall McLuhan's "Global Village."

7. Form and content are closely related in the media.

As Marshall McLuhan noted, each medium has its own grammar and codifies reality in its own particular way. Different media will report the same event, but create different impressions and messages

8. Each medium has a unique aesthetic form

Just as we notice the pleasing rhythms of certain pieces of poetry or prose, so we ought to be able to enjoy the pleasing forms and effects of the different media.

11.What is general-interest newspaper? What is customized

newspaper?

12.What caused the close or sharply retrenched operations of many

papers? What do you think about the future of newspaper?

The 3rd one: the early strategic error of newspapers, they didn’t charge for online edition.

13.What do you think about Joseph Pulitzer?

14.What is basic book?

15.What do you know about book publishing business in the US?

Book publishing business in the America is quite flourish, but

only a few presses dominate the most lucrative areas. Because the greatest expenses of book publishing typically relate to the ability to contract out the services of compositing, printing and binding at reasonable price, and finding, preparing, marketing, distributing, and exhibiting titles.

But small presses can survive if they find a highly specialized niche.

16.How does Our Bodies, Ourselves help with the women’s health

movement?

Our Bodies, Ourselves is an influential book for and about women.

On the one hand, it provides its readers with a woman’s perspective on issues related to women’s health; on the other hand, it has used its profits to fund numerous local, national, and international women’s health advocacy groups and movements.

17.What do you know about modern magazine industry in the US?

What is special edition?

Nowadays, modern magazine publishing business is trying to reach highly specialized audience. Those traditional magazine made necessary changes by publishing special editions, regional editions and international editions; new publications are cropping up which are devoted to entirely to very select audience.

Special edition is published by old mass circulation magazines based on demography and region, with different content under

the same cover.

18.What is commercial radio? What is noncommercial radio?

19.What does music station produce? What is radio station’s format?

How can it help radio executives make money?

In the highly competitive media environment, radio executives realized that it is impossible to be all things to everyone, so they broke the listeners into small groups and attract the lucrative one by a certain kind of format.

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