MODULE FOUR: KEEPING UP TO DATE

TOPIC AREAS:

• The Press
• Radio and television
• New information technologies and modern means of communication

GRAMMAR:
The category of mood: Subjunctive mood. The use of the non-factual Past
Indefinite (Subjunctive II Present) and the non-factual Past Perfect (Subjunctive II
Past) to express unreal activity in:
-subordinate clauses of unreal condition;
- subordinate object clauses after wish;
-subordinate clauses of comparison and predicative subordinate clauses
introduced by even if, even though;
-emphatic constructions such as it is (high) time, it is about time.

LEARN/REVISE
mass media ЗМІ (засоби масової інформації)
means of communication засіб комунікації
newspaper printing видання газет
readership коло читачів
circulation тираж
publication публікація
subscription передплата
censorship цензура
headline заголовок (статті)
column heading заголовок колонки
newspaper: local газета: місцева
rural сільська
quality серйозна
popular newspaper (tabloid): бульварна газета:
daily щоденна
weekly щотижнева
monthly місячна
quarterly квартальна
leading magazine провідний журнал
a wide range of questions широке коло питань
home (domestic) affairs події у країні
foreign affairs іноземні справи

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burning problems актуальні проблеми
latest events останні події
forecast for future прогноз на майбутнє
current events поточні події
sports report спортивний репортаж
stock market information біржова інформація
traffic report повідомлення про рух на дорогах
political issue політичне питання
controversial issue спірне питання
brainwashing “ідеологічна обробка”
gossip плітки, чутки, світська хроніка
newscast останні вісті, останні новини
coverage of news огляд новин
advertising time час на рекламу
wildlife documentary документальний фільм про живу
природу
soap operas (soaps) мильні опери
newsflash термінове повідомлення
brief summary of news короткий огляд новин
tit-bit цікава новина
advertisement реклама, оголошення, анонс
commercial реклама і оголошення, рекламна
(комерційна) передача
entertainment розвага
talk show ток-шоу
message повідомлення
TV channel телеканал
network мережа
news agency агентство новин
host, hostess ведучий, ведуча
correspondent кореспондент
editor-in-chief головний редактор
subeditor заступник редактора
disk jockey диск жокей
celebrity знаменитість
politician політик
film star кінозірка
TV viewer телеглядач
on the live air/broadcast в прямому ефірі
satellite TV супутникове телебачення
educational channel освітній канал
undeterred activity of journalists вільна діяльність журналістів і видавців
and publishers
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free access to printing matter вільний доступ до друкованої продукції
long lasting value довготривала цінність
time-consuming що потребує багато часу
It goes without saying само собою зрозуміло
to give coverage висвітлювати
to touch upon торкатися
to comment on коментувати
to shape/mould public opinion формувати громадську думку
to focus on зосереджувати увагу на
to provide забезпечувати
to subscribe to (for) передплачувати, підписуватися на
to deliver доставляти
to make profit on отримувати прибутки
to broadcast транслювати, передавати
to lead the discussion спрямовувати дискусію
to publish публікувати
to influence sb впливати на когось
to have a great impact/influence мати великий вплив на когось
on sb
to extend knowledge розширювати знання
to be on sale бути у продажу
to aim мати на меті
to deal мати справу
to interview брати інтерв’ю
to make fun of насміхатися
to satisfy demands задовольняти потреби
to attract a large audience приваблювати велику аудиторію
to absorb поглинати
to be aimed at / intended for / бути призначеним для
designed for
to spread розповсюджувати
to make sb do sth примушувати когось робити щось
to be popular with бути популярним серед

Timeline
1453: Johannes Gutenberg prints the Bible, using his printing press, ushering in
the Renaissance.
1620: First newspaper in English appears.
1830: Telegraphy is independently developed in Britain and the United States.
1876: First telephone call is made by Alexander Graham Bell.
1878: Thomas Alva Edison patents the phonograph.
1890: Telephone wires are installed in Manhattan.
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1898: Loudspeaker is invented.
1912: Air mail begins.
1915: Radiotelephone carries voice from Virginia to the Eiffel Tower.
1916: Tunable radios are invented.
1919: Short-wave radio is invented.
1922: the BBC is formed and broadcast to London.
1933: Edwin Armstrong invents FM Radio.
1934: Half of the homes in the USA have radios.
1935: First telephone call made around the world.
1936: the BBC opened the world’s first regular high definition television service.
1938: The War of the Worlds is broadcast on October 30, causing mass hysteria.
1939: Regular electronic television broadcasts begin in the USA.
1948: Cable television becomes available in the USA.
1951: The first colour televisions go on sale.
1959: Xerox makes the first copier.
1963: Audio cassette is invented in the Netherlands.
1965: Vietnam War becomes first war to be televised.
1969: Man’s first landing on the moon is broadcast to 600million people around
the globe.
1975: The MITS Altair 8800 becomes the first pre-assembled desktop computer
available on the market.
1981: The laptop computer is introduced by Tandy.
1983: Cellular phones begin to appear.
1984: Apple Macintosh is introduced.
1985: CD-ROMs begin to be sold.
1991: World-Wide Web (WWW) publicly released by Tim Berners-Lee at CERN.
1996: First DVD players and discs are available in Japan. Twister is the first film
on DVD.
1999: Napster contributes to the popularisation of MP3.

News travels faster today than ever before. We see, hear and read more
1 about world events than any other generation in history. But how did
the twentieth century’s media boom happen? Is it a miracle or
sometimes perhaps a monster, too? And what exactly are “the media”? Read
the text and answer the questions before and after it.

A WORLD OF INFORMATION
What are the Media?
“Media” is the plural of “medium”, which means a channel through which
information is transmitted (Chambers 20th Century Dictionary). But that’s not very
exact. It doesn’t tell us what kind of channel or what kind of information. For
example, are TV adverts a part of the media? Some people say yes, others say no.
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And what about films, novels or songs? It all depends where you draw the line
between fact and fiction. If you include all of them, a list of the media looks like
this: Advertising / Book Publishing / Cinema / The Pop Music Industry / The
Press (newspapers, magazines and comics) / Radio / TV / Video.
But if (like this Dossier) you limit your definition of “information” to facts,
the list becomes shorter. The Press / Radio /TV. These are “the news media”
which tell us, day by day, what’s happening in the world.

In the Past
Hundreds of years ago news travelled either by foot or on horseback.
Runners and riders took days, weeks, sometimes months to get from one place to
another. And what happened when they arrived? Well, often the news was
announced by the Town-Crier. He was a man with a bell and a loud voice who
shouted public information in the street. Communication has come a long way
since then.
Here are five key events in media history.

When Where What Happened

15th century Germany Johannes Gutenberg developed the first

printing press.

1621 Europe “The Corante”, Europe’s first printed

news-sheet, appeared.

1901 Britain Guglielmo Marconi sent the first

transatlantic radio message (from England
to Canada).

1962 America “Telstar”, the first communications

satellite, went into space.

1970s/’80s USA/Japan/Europe The micro-electronics revolution began.

Miracle or Monster?
Today, thanks to modern science, it’s possible to send words and pictures
around the world in seconds. International events can be followed by billions of
people every day. History takes place in our homes. But what effect does all this
information have on society? Does it make us more aware, tolerant and peaceful?
Or – on the other hand – does it make some people confused, depressed and
violent? There are other questions, too. For example: Who owns the media? Who

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chooses what they print and broadcast? Why does “news” usually mean “bad
news”? Do the press, radio and TV always report events in a fair, balanced way?
How do media standards vary from country to country?

Media Studies
Because these issues are so important, the media are now studied in schools
and colleges all over the world. Not only that – there are thousands of media
books these days as well. In that sense, the information industry doesn’t just report
modern life, it’s actually a part of it, too.

1. Is there the unanimous opinion concerning the notion Media? Tell about 2
approaches to the problem.
2. Was news always announced the same way as it is done nowadays?
3. What key events in media history do you know?
4. Is information available to everyone?
5. Why are the media studied in schools and colleges?

Transcribe the words. Then read the text and give English equivalents
2 of the words and word combinations in the chart. Get ready to discuss
the text.
Media, enormously, baffling, vary, conversely, banquet, insurmountable,
conjecture, recency, chemistry.

Визначити процес, друковані засоби інформації, електронні засоби

інформації, читачі, складне завдання, бульварна газета, серйозна газета,
сварка, фондова біржа, бути рідкісним (дефіцитним), столична щоденна
газета, сільська газета, встановити всеохоплююче визначення, удаватися
до припущення, новизна, забобони, близькість, навпаки, непереборні
перешкоди.

THE MASS MEDIA

What is mass communications? This word combination is generally used to
designate any process by which a person or a group communicates with the
masses. It also describes four chief media employed in the process – the
newspaper, the magazine, radio and television. These media can be called the
“media of mass communications”, the “vehicles of mass communications”, or “the
mass media”. The newspapers and magazines are often termed the “print media”
while radio and television are called the “electronic media”.
All the mass media are concerned with news. It may be news of the moment,
or what has just happened, or is in the process of happening. This is the kind of

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news usually treated by daily papers. Or it may be news of lasting interest for a
general or a particular audience, as is the case with weekly papers and magazines.
The idea of what news is has changed and developed enormously with the
mass readership of newspapers. To define “news” is a baffling task. An all-
inclusive definition is impossible because news is a relative matter, varying
sharply
1) from one paper to another
2) from one time to another
3) from one locality to another.
How the idea of news varies from one paper to another can be made clear by
placing the tabloid (popular paper) against the quality newspaper. In the tabloid
there are many stories that never appear in the quality paper – such as accounts of
family squabbles, gossip about semifamous personalities. Conversely, the
conservative daily carries many stories generally ignored by the tabloid – such as
detailed analysis of the stock market, etc.
How news varies from one time to another can be seen by checking the
stories in some one newspaper for extended period. On days when newsworthy
items are scarce a routine neighbourhood banquet becomes news. On other days,
like the morning after a national election, a similar banquet doesn’t merit even a
shot.
How news varies from one place to another is evident from a comparison of
the stories in a rural paper with those in a metropolitan daily. In the rural area a
small house fire is news. In the metropolitan area a dozen similar fires are ignored.
Despite these insurmountable obstacles to establish an all-inclusive definition,
journalists are in fairly common agreement that the following five qualities
characterize news stories.
First, news is any printable story which will interest the readers.
Second, news is always completely true, or it is at least a set of facts that have
been presented to the reporter as true. The news-teller may not resort to conjecture
or supposition: he is limited to the cold facts of the story, told without emotion,
prejudice, or personal opinion.
Third, news has a quality of recency about it. The old statement “as out of
date as yesterday’s newspaper” is still a reliable indication of the emphasis placed
on the recency.
Fourth, news has an element of proximity about it. People, generally
speaking, are most interested in events that are near them in space, time, and
general background.
Fifth, news must have some element of the unusual about it. The unusual
aspect brightens the newspaper page. Its importance is to be seen in the old saw
”If a dog bites a man, it’s not news; but if a man bites a dog, it is news”.
In any consideration of these five qualities that characterize “news” one
caution is important. The caution is that there can be no “chemistry” of the news
story because newspapers do not emphasize the qualities uniformly.
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 State whether the given statements from the text are true or false. If
3 false – correct them.
1. People are mainly interested in the local events.
2. The newspapers and magazines are called the “written media”.
3. The daily papers usually inform us about the news of lasting interest.
4. News is any printable story which will interest the readers.
5. Tabloids contain a lot of serious information.

Guess the words and phrases according to the given definitions.

4
1. A newspaper where you can find a detailed analysis of the stock
market, business events.
2. Radio and television are often called so.
3. Newspapers and magazines published every day.
4. People who read newspapers.
5. A daily newspaper in the capital.
6. A means of changing the TV channels without getting up from the sofa.
7. A person who contributes to the newspaper.

Answer the questions.

5
1. What is mass communications?
2. What is often termed “the print media”, “the electronic media”?
3. Why is it a baffling task to define “news”?
4. What information can we find in the quality newspapers?
5. What information do the tabloid(popular) papers have?
6. What five qualities characterize news stories?

Translate the sentences into English.

6
1. Задача газет та інших засобів масової інформації –
розповсюджувати інформацію та знання, сприяти розвитку мирних
відносин і дружби між народами.
2. Сенсаційний характер «жовтої преси» складає її відмінну особливість.
3. «Жовту пресу» часто називають пресою без душі.
4. Її джерела інформації перетворюють дійсно драматичні події в дешеву
мелодраму.

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 5. Міжнародне співробітництво в галузі культури повинно охоплювати
всі види розумової і творчої діяльності в галузі освіти, науки, культури та
друку.
6. В сучасній пресі значне місце відводиться рекламі товарів та послуг.
7. Незважаючи на непереборні перешкоди, їм все ж вдалося заснувати
щотижневу газету для молоді.
8. Новизна та близькість подій є характерними для більшості статей.

Fill in the prepositions.

7
1. All the mass media are concerned …news.
2. News must have some element … the unusual … it.
3. The idea … what news is has changed and developed enormously … the
mass readership … newspapers.
4. The newspapers contain accounts … family squabbles, gossip …
semifamous personalities.
5. News has a quality … recency … it.

Translate the following word-combinations into English.

8
Бульварна газета, непереборні перешкоди, засоби інформації,
електронні засоби інформації, бути дефіцитним, забобони, визначити
процес, новизна, близькість, сільська газета, столична щоденна газета,
припущення, складне завдання.

Make up a sentence using as many phrases from the previous exercise as you
can. 9

Tell everything you know about the following notions.

10
Mass communications; print media; electronic media; newspaper; news-
teller; supposition; proximity; recency.

Make up a dialogue using the following phrases.

11
To draw the reader’s attention; to prefer doing sth.; a soap opera; weekly
magazines; mass media; tabloid; to review the events; sensations; metropolitan
events.
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 Write a mini-essay (up to 200 words) developing one of the ideas below.
12
1. People everywhere confuse what they read in newspapers with news.
2. When a dog bites a man that is not news. But if a man bites a dog, that is
news.
3. No news is good news.
4. Bad news has wings.

Match each word in the left-hand column with the best meaning in
13 the right-hand column.

1. a foreign a. a person who writes reviews of books, films or

correspondent theatre plays.
b. a journalist based abroad.
2. a sub-editor c. a journalist who writes a regular column or feature
for a newspaper/magazine.
3. a continuity person d. a person who operates a camera filming, a TV
programme or a film.
4. an editor e. someone who works in a newspaper office and
decides on how the pages should be laid out, how
5. a librarian stories need to be cut, what headlines should be
used and so on.
6. a bookseller f. a person responsible for the production of a
newspaper or magazine.
7. a publisher g. a person who works in a place which lends books.
h. a person responsible for seeing that the continuity
8. a columnist between one scene and another in a film is correct
– for making sure that people do not suddenly
9. a camera operator wear different earrings, for example.
i. someone who owns or works in a shop which sells
10. a critic books.
j. a person or company responsible for having a book
printed and organizing its sale.

Listen to the text about the British press.

14
A. Pre-Listening Activities.
1. Give the synonyms of the words:
a broadsheet ; a tabloid.
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2. Do you think the following sentences are true or false?
a) British people read a lot of newspapers.
b) Broadsheets are more popular than tabloids.
c) British children prefer magazines to newspapers.
d) More boys than girls in Britain buy magazines.

3. Listen to the text to find out if you are right.

B. Post-Listening Activities.
1. Enumerate the tabloids, the broadsheets and the magazines mentioned in the
text.
Tabloids Broadsheets Magazines

2. Answer the questions.

1. What is the difference between a tabloid and a broadsheet?
2. What are the four categories of magazines in Britain?
3. What are the main interests of teenagers in Britain?
4. Give the examples of Ukrainian tabloids and broadsheets.

Read the text and choose the correct answer.

15
1.Fleet Street is the home of the British … .
a) press b) radio
2. The national papers are sold … .
a) abroad b) all over the country
3. People in Britain buy more papers on … .
a) Sundays b) weekdays
4. The Sunday papers have … circulation than the dailies.
a) lower b) higher
5. Daily papers are published daily from … .
a) Monday to Saturday b) Monday to Sunday
6. Local papers serve towns and areas … London.
a) inside b) outside

The British Press

Fleet Street has been the home of the British press for 300 years. Here are
published almost all of Britain’s national newspapers. Here also are the
headquarters of many magazines, foreign and provincial press bureaus,
international news agencies.
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 The national papers are the ones sold all over the country, with a large
readership or “circulation”, giving general news; they are produced in London.
There are two main types of national paper – the “popular” papers and the
“quality” papers. The “popular” papers are smaller in size, with lots of pictures,
big headlines and short articles. They are easy to read and often contain little real
information. They usually have stories about ordinary people and events which are
included because they are amusing or odd. Examples of this type of newspapers
are “The Daily Mail,” “The Sun” and “The Daily Mirror.”
The more serious reader, who wants to read about politics and foreign affairs
reads “quality” papers. These papers, such as “The Daily Telegraph,” “The
Times” and “The Guardian” are bigger in size – (they’re called ”broadsheets”),
with longer articles and a wider coverage of events. They have different pages for
home news, foreign affairs, feature articles, fashion, business, sport and so on.
People in Britain buy more papers on Sunday than on weekdays. The
Sunday papers have higher circulation than the dailies. As with the dailies, there
are both “popular” and “quality” Sunday newspapers. The “quality” ones have
different sections and a colour magazine (usually full of advertisements).
In addition to these there are the evening papers such as “London’s Evening
Standard” and “Evening News”. Provincial or local papers serve towns and areas
outside London some of them are quite famous, like “The Birmingham Post,” for
example.
Most of the papers have a political viewpoint. They give opinions and news
which favour a political party or group.

Complete the table.

16
The “popular” papers The “quality” papers
Size
Pictures
Headlines
Articles
Information
Content
Examples

Translate the text into English.

17
У Великобританії продається більше національних та
регіональних щоденних газет у розрахунку на одну людину, ніж у будь-якій
іншій країні. Середній загальний тираж національних газет складає понад 14
мільйонів примірників у будень та 16 мільйонів – у неділю. У
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Великобританії друкується дев’ять національних ранкових щоденних газет,
п’ять із яких є якісними, дві – середніми та три популярними. Дев’ять
національних недільних газет розподіляються на чотири якісні, дві середні
та три популярні. Є також майже 100 щоденних та тижневих регіональних
газет, багато недільних газет та понад 7700 періодичних видань. Близько 800
газет, більшість із яких виходять раз на тиждень, розповсюджуються
безкоштовно та фінансуються за рахунок реклами. Їхній тижневий тираж
зараз складає 33 мільйони примірників.
Не існує ніякого державного контролю та цензури преси, яка
відображає різноманітні політичні погляди, інтереси та підтримує певний
освітній рівень. Газети завжди мають фінансову незалежність від політичних
партій. Коли в газетах висловлюються чіткі погляди або в редакторському
коментарі очевидно відображені політичні пристрасті, це зазвичай, є
результатом певних власницьких або інших партійних інтересів.

Listen to the interview with Hugh Stephenson, Professor of Journalism

18 at City University, London and answer the following questions.

1. Do the British like to read newspapers?

2. How were the popular papers invented?
3. Which were the first British newspapers?
4. Why does regional press make a great deal of money?
5. Why do people want to be newspapers owners?
6. What is “vanity publishing”?
7. How did Mr. Rupert Murdoch make his newspaper into a profitable business?
8. Which in interviewee’s opinion are the best newspapers?
9. Where can “the cheap journalism” be found?
10. Is “the cheap journalism” easy to write?
11. Is the British press funded by political parties?
12. What does the political colour of a newspaper in Britain depend on?

Read the texts and jokes. Be ready to retell them.

19
THE HISTORY OF THE NEWSPAPER
The earliest attempts to circulate news were in ancient Rome. In Rome the
“Daily Events” (“Acta Dierna”) was published from early days of the Empire until
its fall in A.D. 476 and, besides its general circulation, was used as a medium of
communication, between military officers and their armies.
Soon after the invention of printing, newspapers were circulated in Germany.
They were small sheets, generally in the form of a letter. Some numbers still in
existence contain accounts of the discovery of America, the surrender of Granada
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to Ferdinand and Isabella, and such local occurrences as earthquakes, executions
and witch burnings. In the sixteenth 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 “gazette”, 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.

***
A letter with a Dutch stamp on the envelope arrived at 43 Tudor Road,
Exford, the home of Mr. and Mrs. Stuart, the other day. It was addressed to Rose
Stuart, their 11-year-old daughter. When she opened it, she had a surprise. When
Rose was on a holiday at Deal in August, she wrote her name and address on a
sheet of paper, added the request “Please write to me”, put the paper in a bottle
and threw it into the sea.
On November 15, the bottle was picked up from the shore near a village in
Holland by a 14-year-old schoolboy. He opened it, found Rose’s message, and at
once replied to it.
“I’m learning English, but I don’t know many words yet,” he wrote. “I began
my lessons about eighteen months ago and I am a pupil of the technical school.”
He said he hoped Rose would write to him. With the letter, he sent some picture
postcards with views of places in the district.
Rose, a pupil of Exford County Girls’ Grammar School was delighted to
know that her bottle managed to swim across the Channel in spite of the stormy
weather through which it must have passed with its message on its three months
voyage.

***
“What are you doing, Bessie?”
“I’m writing a letter to my friend Kitty.”
“But how can you? You don’t know how to write.”
“Well, it doesn’t matter, because Kitty doesn’t know how to read.”

***
“What’s that piece of cord tied around your finger for?”
“My wife put it there to remind me to post a letter.”
“And did you post it?”
“No, she forgot to give it to me.”
***
Once my friend found that all his money was gone, so he sent this telegram to
his father:
“No mon. No fun. Your son.”
His father answered:
228
 “How sad. Too bad. Your Dad.”
Choose the right answer.
20
Newspapers and magazines #1

1. A … from the local newspaper asked for details of the accident.

a) broadcaster b) newsagent c) reporter d) salesman

2. The press couldn’t speak to the Ministry employees: they had to wait for a
statement from the government … .
a) messenger b) reporter c) speaker d) spokesman

3. Dear Sirs, I’m writing in response to your … for a sales clerk in yesterday’s
“Business Man”.
a) advertisement b) announcement c) propaganda d) publicity

4. Could I have a copy of the … issue of the “National Geographic”, please?

a) actual b) circulating c) latest d) recent

5. You must look in the … section of the newspaper to find what films are
showing.
a) diversion b) entertainment c) recreation d) variety

Choose the right answer.

21
Newspapers and magazines #2

1. Jim is the … critic of the local newspaper.

a) lettered b) literal c) literary d) literate

2. There are five … mistakes in this picture. Can you find them?
a) deliberate b) instrumental c) intensive d) presumptuous

3. What was the … of that article on Romania? I haven’t had time to read it.
a) digest b) draft c) gist d) synopsis

4. The information was … to the press before it was officially announced.

a) dripped b) dropped c) leaked d) seeped

5. Many of the new newspapers have a pronounced right-wing … .

a) balance b) bearing c) bias d) setting

229
6. An advertising … should be short, striking and easily remembered.
a) caption b) epigram c) motto d) slogan

7. He … the newspaper in the hope of finding news of his daughter.

a) glanced b) glimpsed c) observed d) scanned

8. He was angry because of the many … of his privacy by journalists.

a) infiltrations b) interferences c) interruptions d) invasions

9. She used her weekly column in the local newspaper as a … for her political
views.
a) means b) passage c) vehicle d) vessel

10. This paper intends to … fearlessly all forms of corruption in public life.
a) expose b) present c) uncover d) unveil

Study the procedure of newspaper production. State whether the given

22 statements are true or false. If the statement is wrong, give the correct
information. If right, enrich it with details.

1. The whole daily newspaper is prepared in advance.

2. Soft news is usually unpredictable.
3. A paper cannot predict hard news.
4. Early ideas usually change.
5. The paper is complete in the morning.
6. Sub-editors, designers and typesetters work with the help of computers.

Printing the News

Reporters have covered the day’s news. They’ve written their stories.
Now what happens? In Printing the News we explore how newspapers are
produced.
Ten Key Jobs
The Editor is in overall charge of the newspaper and what it prints.
The News Editor controls national or home news (and the journalists who report
it).
The Picture Editor chooses photographs, maps and illustrations.
The Designers control the paper’s visual style… its typefaces, the size of
headlines, where to put photos, etc.
The Sub-Editors check stories for mistakes. They also make them longer or
shorter if necessary.

230
The Advertising Manager sells space in the paper to people who want to advertise
goods and services.
The Typesetters turn sub-edited text into type. These days most typesetters use
computers.
The Printers make metal plates of the completed paper. These are then used to
produce thousands, often millions, of copies.
The Circulation Manager is in charge of sales. The newspaper business is very
competitive. Each paper measures its success by the number of readers it has.
Words and Pictures
About half of a daily newspaper can be prepared in advance (the adverts,
cartoons, crosswords, TV pages, features, etc). The other fifty per cent is either
soft news or hard news. Soft news includes all the events which a paper can
predict; for example …
major sports competitions
political conferences
elections
weddings
Hard news is different because it’s usually unexpected. Examples here
include…
plane crashes
assassinations
major crimes
So… as a newspaper’s day begins, it will already have lots of words and
pictures… but what it may not have is its front-page story.
The Editor’s Conference
Each morning the editor and his or her senior staff have a meeting. They
discuss which stories, headlines and pictures to use. At this stage, rough page
designs are drawn. These show what each page will look like. During the day,
though, these early ideas often change. New stories and pictures come in from
reporters, photographers and agencies all the time. And if a major event suddenly
happens, entire pages of the paper can change from one minute to the next.
Because of this, there’s second editor’s conference every afternoon, too.
Producing Pages
Here’s what used to happen in the past.
1. Journalists typed their stories.
2. Sub-editors checked and altered them.
3. Designers arranged the text and selected typefaces.
4. Typesetters set the finished copy.
Now, computers have made those four steps much quicker and simpler.
Journalists use word processors which instantly store their reports in the memory
of a central computer. This makes it possible for sub-editors, designers and
231
typesetters to work at the touch of a button. They can locate, cut, change, design,
set… text in a matter of minutes and without ever leaving their computer screens.
Printing and Distribution
When the paper is finally complete, it goes to the printers. These days, that
happens electronically, too. Then, once all the information has been put on special
metal plates, the presses (modern ones can print 200,000 papers per hour) are
ready to roll. By this time it’s usually midnight or even later. As soon as they’re
ready, copies are… folded, cut, sent to distribution centres all over the country,
driven to local newsagents and kiosks.
But, who knows? Maybe one day even distribution may be electronic. Then
newspapers won’t need to be printed. Instead, we’ll simply read them on our
computer screens.

Complete the following statements.

23
1. Some material of a daily newspaper is prepared in advance. These
2. Soft news includes…
3. Hard news includes…
4. New stories and pictures come in from…

Describe the procedure of newspaper production and major jobs

24 involved in the process.

Imagine that you are planning a news bulletin for the local TV channel.
25 Rank in order of importance items of news and write down what you
will show on television first, next and last. Give your reasons.

Imagine that you are a reporter of a local newspaper. Write an article

26 about what is going on in your native city.

Focus on Grammar
Match the parts of the sentences, than identify the type of conditionals.
27
1. If Paul enters the competition, A it wouldn’t have been stolen. 1
2. She won’t go to work, B if he had been on time. 2
3. If he had locked his car, C unless she’s better. 3
4. I would buy that vase D he’ll win. 4
5. He wouldn’t have missed the E if I had enough money. 5
meeting
232
 Put the verbs in brackets into the correct form.
28
Bob was getting very bored of lying in his hospital bed, so he was
quite happy to see his Uncle Hamish come into the room. “Hello Bobby!” shouted
Hamish. “How are you?” “I’d be better if I 1) …… (not/lie) in this hospital”,
grumbled Bob. ”Oh, cheer up!” said Hamish. “You 2) …… (never/get) better if
you have such a negative attitude.” “You’d have a negative attitude too if you
3) …….. (be) stuck in this boring room with no TV for 24 hours a day!” “Well,
you’ve no one to blame but yourself,” said Hamish. “If you had not been driving
so fast, you 4) …….. (not/crash) into that tree.” “Oh no, Uncle Hamish. Don’t say
that. If one more person 5) ……. (say) that to me, I swear I’ll punch them,” said
Bob. “Now, now Bobby! If I were you, I 6) …….. (be) more polite to my visitors.
You’re going to be in here for a few weeks, and if you’re rude to people, they 7)
…… (not/come) to see you,” warned Hamish. “I’m sorry,” Bob apologized. “I
promise I’ll be polite as long as you 8) …… (not/mention) my careless driving
again.” “Ok Bobby,” agreed Hamish. “I’m sorry too. I wouldn’t have mentioned it
if I 9) …….. (know) how upset it makes you.”

Rephrase the following using “unless”.

29
1. If the neighbours don’t stop shouting, I’ll call the police.
2. If he doesn’t pay the fine, he may go to prison.
3. If the traffic isn’t heavy, we should arrive by 10 pm.
4. If the Chinese restaurant isn’t open, we’ll go for a pizza.
5. If the athlete can’t improve his speed, he won’t break the record.

Rewrite the following sentences omitting “if”.

30
1. If you drink too much coffee, you won’t be able to sleep.
2. If you’d brought a map, we wouldn’t tell anyone about it.
3. If I were you, I wouldn’t tell anyone about it.
4. If he’d known about the meeting, I’m sure he would have come.
5. If you come across Paul, tell him I want to see him.

Rephrase the following using the words in brackets.

31
1. You can take photos in museums if you (only if, otherwise, as long as,
don’t use a flash. unless)
2. If you eat sensibly, you won’t put on (providing, unless, on condition
weight. that)
3. Should he invite me, I’ll go. (if, unless, provided, only if)
233
 Put the verbs in brackets into the correct tense.
32
“If you don’t work harder at school, you 1) …… (never/get) a good job.” I
remember my parents saying these words to me when I was at school. If I had
listened to them then, I 2) …… (not/become) what I am now. I 3) …… (be) so
much more if I had tried harder. I haven’t always been a tramp actually; when I
left school I had a job as a milkman and if the hours had been easier, I 4) …….
(do) it for much longer, but I hated getting up so early in the morning. When I lost
my job, I 5) …….. (cannot/pay) the rent, so my landlord said that if I 6) ………
(not/get) another job, I would be on the streets; and before I knew it, I was. I could
have got another job if I 7) …….. (want) to, but a first I quite enjoyed the freedom
of the outdoor life. If you sleep out in summer, it 8) ……. (not/be) too bad, but in
winter it’s awful. If I 9) ………. (can/change) anything about my life now, I
would get in touch with my family again, even though I know they would only
say, “if you’d worked harder at school, you10) …… (not/get) yourself in this
situation.”

Complete the following sentences with an appropriate conditional

33 clause.
1. If I won ₤1,000,000,
…………………………………………………………......
2. If you do well in the interview, ………………………………………………….
3. If you had caught the bus, ……………………………………………………….
4. Should you see Jane tonight, …………………………………………………….
5. But for him, I …………………………………………………………………….
6. Unless he gets a promotion, ……………………………………………………..
7. She would have gone to work …………………………………………………...
8. Only if you save your money, …………………………………………………...

Write sentences as in the example.

34
1. You want to visit Australia but you’re frightened of flying.
…I wish I weren’t frightened of flying. If I weren’t frightened of flying, I
could/would visit Australia.
2. You wanted to go to the theatre but you couldn’t find any tickets anywhere.
………………………………………………………………………………………
3. You wanted to ring Kelly but you lost her phone number.
………………………………………………………………………………………
4. You want to make a coffee but you’ve run out.
………………………………………………………………………………………
5. You want to go swimming but it’s too cold.
234
………………………………………………………………………………………
6. You went on holiday; your camera was stolen.
………………………………………………………………………………………
Read the article and give English equivalents of the following words
35
and word combinations.

Неможливо недооцінити; свобода слова; втілювати; недоліки; численні

помилки; гарантувати інформаційну об'єктивність; зловживання владою; на
мій погляд; виробити; неправильно інформувати людей; трактування
фактів; мати намір інформувати читачів; відвідати Україну; переговори;
висловити бажання; чесний та відвертий(прозорий); звичайні(банальні)
твердження; приховувати, замовчувати; неприємні події; руйнівні пожежі;
поломка каналізаційної системи; харчове отруєння; потік інформації;
новини в країні та із-за кордону; надто перебільшений; відчувати,
розуміти; додаткові статті; в результаті; рекламувати, „роздувати";
сумнівні кампанії з підтримки (напр.: президента); відповідне виконання;
загальновідомо; навмисна дезінформація; нав'язувати свої погляди
читачам.

Why I Avoid Reading Ukrainian Newspapers and Magazines

It is impossible to underestimate the meaning of mass media in our life as it
embodies the country’s freedom of speech. However, here I would like to put
aside positive features of our mass media and dwell on its drawbacks. Being a
writer, a reader and a spectator of TV programmes, I can outline the numerous
faults of Ukrainian newspapers and magazines.
The Ukrainian Constitution guarantees us freedom of speech. This is
wonderful. However, freedom of speech does not guarantee informational
objectivity. The abuse of power is as bad as the abuse of freedom of speech. In my
view, the Ukrainian mass media has worked out a number of ways to misinform
people which have to do both with presentation and interpretation of facts.
They say that a diplomat views language as a tool to hide his thoughts. I can
say the same about the Ukrainian official and governmental mass media. It seems
to me that Ukrainian papers aim at informing readers about the activity of state
bodies so that the readers will know nothing.
Once the ex-Secretary of State of the USA, Madeleine Albright, paid a visit
to Ukraine. According to the Ukrainian mass media, "during the negotiations with
Leonid Kuchma, Madeleine Albright expressed her desire to see Ukraine as a
democratic country and hoped that parliamentary elections would be honest and
transparent." It would be amazing if the ex-leader of American democracy flew to
Ukraine just to make such commonplace statements.
If our Ukrainian newspapers find it impossible to conceal that or other
unpleasant events, they attempt to "conceal" it among other officially created
235
sensations. For example, in order to distract people from important
intergovernmental negotiations that were not beneficial to Ukraine, the mass
media features articles about devastating fires in Vinnytsya, breakage of the
sewerage system in the Crimea or food poisoning in Donbas.
Every day tens of TV channels and radio stations and hundreds of newspapers
and magazines inform us about the latest domestic and foreign news. However,
this flow of information is not integral but divided into several segments. Some
events are overly exaggerated while others are concealed. As a result, Ukrainians
conceive life only in black and white colours.
Many Ukrainian papers select facts and news according to the slogan "Good
news is bad news". Journalists know that critical articles are more popular among
people than complementary ones. And consequently newspapers inform us about
fires, explosions, crimes, accidents, etc.
Journalists like sensations. Newspapers would rather tell about the murderer
who killed his girlfriend than write about the life of ten happy families. If there
were no sensations during the day, journalists have to boost some minor
happenings into real sensations. According to a wise saying of the TV reporter
Bernard Show, newspapers do not know the difference between a bicycle accident
and the crash of civilization.
It is not a secret that the owner of that or another edition dictates its
information policy. Practically every Ukrainian newspaper or magazine depends
either on government structures, political parties or financial and industrial
groups. Oftentimes, they initiate misinformation and dubious promotional
campaigns.
The problem is that Ukraine features no conditions for independent mass
media. If mass media is viewed as the fourth power, it must be under legislative
control. The Ukrainian government has approved a number of bills on the
activities of the mass media but they cannot guarantee its adequate fulfillment.
It is common knowledge that mass media helps to form public opinion. Once
former US President Richard Nixon said, "It is better to invest $1 million into
propaganda than spend $10 million for the production of new weapons." I do not
object that the mass media influences my opinions, but I'm against deliberate
misinterpretations. I would like to read newspapers that do not impose their views
on the readers but teach them to think.

Complete the word combinations.

36
Informational ...; overly ...; flow of ... ; numerous ... ; interpretation of
... ; good news ... ; devastating ... ; crash of... ; mass ... ; intergovernmental ... ;
legislative ... ; to invest ...

Continue sentences according to the article above.

37
236
 1. In my view, the Ukrainian mass media has worked out...
2. Journalists like ...
3. It is no secret that the owner of that or another edition ...
4. It is common knowledge that mass media helps ...
5. Many Ukrainian papers select facts and news according to the slogan
...
6. Every day TV channels and radio stations and newspapers and magazines
inform us about ...
7. It is impossible to underestimate the meaning of...
8. If there were no sensations during the day, journalists ...
9. The Ukrainian Constitution guarantees us ...
10. Ukrainians conceive life only in ...
11. The problem is that Ukraine features ...
12. According to a wise saying of the TV reporter Bernard Show, ...
13. Practically every Ukrainian newspaper or magazine depends either
on…
14. If mass media is viewed as the fourth power, it...

Answer the following questions.

38
1. Why is it impossible to underestimate the meaning of mass media?
2. Why is it more important to dwell on the drawbacks of mass media?
3. What does the Ukrainian Constitution say on the point of mass media?
4. How do you understand the abuse of freedom of speech?
5. What are the ways to misinform people created by mass media? Give
examples.
6. How do newspapers conceal unpleasant events?
7. What is the slogan of many Ukrainian papers?
8. Do you know the saying of Bernard Show? What is it?
9. What is the position of the Ukrainian government?
10. Do you support the author's point of view?

Make up the sentences of your own using the phrases given below.
39
1. ... have to boost... into ....
2. I usually select ... according to ....
3. Some ... are overly exaggerated
while ... are concealed.
4. Consequently ...
5. My mother finds ... impossible to
conceal.
6. It is not a secret that ...
7. It is impossible to underestimate ...
8. ... aim(s) at...
9. Being a ... , I would like to dwell
on ...
10. My friend's drawback is ...
11. It is common knowledge that...
12. Recently ...
13. It would be amazing if...

237
 Make up a plan consisting of approximately 5 points. Retell the
40 article Why I Avoid Reading Ukrainian Newspapers and
Magazines according to your points.
Listening comprehension. ON TV AND RADIO
41
A. Listen to the record and answer the questions.
1. What is “the box”?
2. How many TV channels are there in Britain? What are they?
3. What channels are independent? What are they special for?
4. How many British homes subscribe to satellite or cable TV?
5. How many times a week are soaps broadcast in Britain (Ukraine)?
6. What do you know about the Australian soaps?
B. Complete the sentences.
1. BBC1 and ITV broadcast such programmes as…
2. BBC2 and Channel 4 show…
3. Coronation Street is …
4. Eastenders is …

Read the text and complete the sentences after it. Before you start
42 reading say which syllable in the following words is stressed. Get ready
to discuss the text.
Broadcasting, regulate, administrative, simultaneously, committee.

The British Broadcasting

All British broadcasting is based on the tradition that it is a public service
accountable to the people through Parliament. Two public bodies – The British
Broadcasting Corporation (BBC) and the Independent Broadcasting Authority
(IBA) – provide television and radio services; they work to broaden requirements
and objectives placed on them by Parliament. The Home Secretary regulates
broadcasting generally, is answerable to Parliament on broad policy questions, and
may issue directions on a number of technical and other matters.
Television viewing is by far the most popular leisure pastime in Britain.
Average viewing time per person is nearly 26 hours a week. Households with
television must buy a licence each year.
The constitution and finances of the BBC are governed by the Royal Charter
and a Licence and Agreement. The Corporation of 12 governors (each appointed
by the Queen on the advice of the Government and including separate governors
for Scotland, Wales and Northern Ireland) is responsible for all aspects of
broadcasting. Committees advise them on a wide range of matters including the
social effects of television, religious broadcasting, music, agriculture, schools
broadcasting, further education, programmes for immigrants, science and
engineering and charitable appeals. The governors appoint the Director General
who is chairman of the BBC’s board of management.
238
 The IBA’s constitution and finances are governed by statute. Its members
(three of whom have responsibility for Scotland, Wales and Northern Ireland) are
appointed by the Home Secretary. The IBA does not produce radio or television
programmes: these are provided by commercial programme companies. Its main
functions are to appoint the companies, supervise programme arrangements,
control advertising and build, own and operate transmitting stations. The chief
executive officer of the IBA, the Director General, is supported by headquarters
and regional office staff covering all technical and administrative services.
Fifteen television programme companies hold contracts to provide television
programmes in the 14 independent television regions.
In consultation with the IBA, each company plans the content of the
programmes to be broadcast in its area. These are produced by the company itself
and by other programme companies or purchased from elsewhere.
Four television channels are in operation. Through coordinated planning on
its two services the BBC caters simultaneously for people of different interests.
BBC-1 presents more programmes of general interest, such as light entertainment,
sport, current affair, children’s programmes, while BBC-2 places greater emphasis
on minority interests, providing a larger element of documentaries, travel
programmes, serious drama, music, and international films.
The BBC radio has four national channels. Radio 1 provides a programme of
pop music, while radio 2 provides light entertainment and music as well as being
the principal channel for the coverage of sport. Radio 3 provides mainly classical
music and in the evening also offers adult education programmes. Radio 4 is the
main speech programme, providing the principal news and information service.
The BBC External Services broadcast by radio to most countries overseas,
using English and many other languages. The language in which the External
Services broadcast and the length of time each is on the air are prescribed by the
Government. Radio for overseas is also produced by the radio services of the
Central Office of Information (COI).

1. There are two public bodies – … .

2. To watch TV families must buy … .
3. The constitution and finances of the BBC are governed by … .
4. Committees advise governors on different matters such as … .
5. The chairman of the BBC’s board of management is … .
6. The constitution and finances of the IBA are governed by … .
7. There are … TV programme companies, … television channels.
8. BBC radio has … national channels.

Complete the scheme.

43

239
 TV BBC radio
BBC-1 BBC-2 Radio 1 Radio 2 Radio 3 Radio 4

Listening Comprehension. RADIO WAVES

44 Supply the information about:

1. The number of national radio 5. Radio 3.

stations. 6. Radio 4.
2. The number of local radio stations. 7. Radio 5.
3. Radio 1. 8. Number of Radio 1 listeners.
4. Radio 2.

Translate the text into English.

45
Бі-Бі-Сі оперує двома національними телевізійними каналами,
що доповнюють один одного – Бі-Бі-Сі 1 та Бі-Бі-Сі 2, які працюють в ефірі з
ранку до пізньої ночі. Радіомережа Бі-Бі-Сі обслуговує аудиторію в 28
мільйонів слухачів на тиждень та запроваджує мовлення для п’яти
національних мереж. Бі-Бі-Сі має 32 місцеві радіостанції, що обслуговують
Англію та Нормандські острови, а також регіональні та громадські
радіослужби в Шотландії, Уельсі та Північній Ірландії.
Всесвітня служба радіо Бі-Бі-Сі передає програми англійською мовою
та 40 іншими мовами світу. Кількість постійних слухачів її в усьому світі
складає 133 мільйони. У 2004-2005 роках Всесвітнє телебачення Бі-Бі-Сі
мало ліцензію більш, ніж на 14500 годин мовлення на 80 країн світу, завдяки
чому Бі-Бі-Сі стала найбільшим у Європі експортером програм. Вона також
має канал розважальних програм для передплатників у континентальній
Європі та канал, що передає новини та інформацію арабською мовою.
Внутрішня служба Бі-Бі-Сі фінансується майже повністю за рахунок
продажу щорічних телевізійних ліцензій. Платної реклами не існує.
Всесвітня радіослужба Бі-Бі-Сі фінансується урядовими грантами, тоді як
Всесвітня служба телебачення Бі-Бі-Сі знаходиться на самофінансуванні.

Listening Comprehension. LET’S WATCH A VIDEO

46 Listen to the record and answer the questions.
1. How many households in Great Britain have a video recorder?
2. How do they use recorders?
3. What films are “popular” among teenagers?

240
 Read the text and explain the meanings of the following words and
47 word combinations.

breakthrough go on the air

turn sth. into reality accurate information
worldwide audience satellite TV
high definition television computer data-banks
via remote control sound and vision

TV Invention
The idea of a machine able to broadcast both sound and vision goes back to
1875. But it wasn’t until 1926 that a Scottish engineer turned the idea into a
practical reality. Now, his invention dominates the modern media. This is his
story.
John Logie Baird produced the first television pictures just eight years after
the First World War. They were in black and white and were not very clear, but he
had proved that the principle worked. Early sets made in the years after Baird’s
breakthrough cost as much as a small car and not many were sold. Soon, though,
his original system was improved and in 1936 Britain’s first regular TV
programme went on the air. “Here’s looking at you” was broadcast by the BBC
from north London’s Alexandra Palace studios twice a day for a weekly budget of
one thousand pounds. But Great Britain wasn’t the only country producing
programmes. Other European nations, including Germany, were also involved in
the early days of television. As, of course, was America – and it’s there that the
real TV revolution began after World War Two.
US television boomed in the late ‘40s. Commercial stations began to open in
almost every city, and national networks made programmes which were seen from
coast to coast. One of the American networks – CBS – even developed a colour
service as early as 1951. Two years later, TV took another important step when it
covered its first major national event – the coronation of Britain’s Queen Elizabeth
II. It was the first time that a worldwide audience of millions had seen history take
place in their own homes.
By the end of the decade, TV culture was rapidly becoming a fact of life on
both sides of the Atlantic. Even so, it was still a very young medium – lots of
people didn’t have sets – and many experts thought it wouldn’t last. That all
changed in the ‘60s and ‘70s, though, as television started to satisfy the public’s
desire, not just for entertainment, but also for rapid, accurate information. As more
and more sets were sold, the importance of TV news quickly grew. After all –
what other medium could show you live – as TV did in 1969 – Neil Armstrong’s
first steps on the moon?
Since 1980 there have been four more major developments. The first is video,
which has given viewers the power to control what they watch and when they
241
watch it. These days, fifty per cent of homes have a VCR (video-cassette recorder)
and millions more are being sold every year. The second is satellite TV. Thanks to
DBS (direct broadcast satellites), dozens of new channels are now available to
anyone who buys a receiving “dish”. Many of these new channels specialize in
one kind of programme – e.g. news, sport, cartoons, music, movies.
The third development is cable – a system of hi-tech wires, which provides
even more channels… at a price. But not only that. Cable also makes it possible
for you to communicate through your TV, not just the other way around. Fourthly,
there’s HDTV (high definition television), which now offers a much clearer and
more realistic picture than was possible even a few years ago.
So… more channels, more choice, more clarity. What is there left for TV to
achieve in the future? The answer to that is two-way communication. Modern
technology means that twenty-first century television will be linked to computer
data-banks. This way, viewers will be able to ask questions (via remote control)
about what they are watching and the answers will appear on their screens. This
idea is called “hyper-media” and it’s still at an early stage. But then, as we’ve just
seen, TV has come a very long way in a very short time. The hyper-media
revolution could happen sooner than many people think.

State whether the given statements from the text are true or false. If
48 the statement is wrong, give the correct information. If - right, enrich
it with details.
1. The first TV set was invented in 1875.
2. The only possible future achievement for TV is two-way communication.
3. Commercial stations boomed in 40s.
4. The first television pictures appeared right after the Second World War.
5. The first TV programme was broadcast by the ABC twice a day.
6. There were five major developments during the last 20 years.
7. New channels usually specialize in one kind of programme.
8. The coronation of the queen was on air when there was a war.
9. A Scottish engineer invented a TV set.

Answer the questions.

49
1. When was the machine invented?
2. Who was the first to produce pictures?
3. Why did they have problems with set selling?
4. What happened in 1936?
5. When was a colour service developed?
6. What historical event was displayed to a large audience?
7. What were further developments?
8. What else can be invented?
242
 On these TV screens you can see excerpts from an evening's viewing on
50 several different channels. The titles of the programmes watched by
Adrian and by Elizabeth will enable you to identify what each of them
saw. Match the screens to the titles, then number the screens accordingly.
Then look at the group of words on the next page. All these words are
connected with TV.
What’s on TV Tonight?

ADRIAN watched the following programmes: 1. The World Tonight: An Up-to-

the-Minute Report. 2. Is it Really a Bargain? Two Teams of Antiques Experts
243
Compete. 3. Top of the Pops – This Week's Best-Selling Singles. 4. Use Your
Vote Wisely. A Message from the Leader of the Opposition. 5. Wish on a Star: A
Galaxy of Top Entertainers. 6. The Masked Raiders' Revenge: Will give you
Nightmares! Don't watch alone!
ELIZABETH watched the following programmes: 7. The Open University
Foundation Course. 8. Athletics: Highlights from the Qualifying Rounds. 9. Never
a Dull Moment with Desmond the Duck: Fun for Young and Old. 10. The
European Economic Community: A Closer Look. 11. I.Q. Challenge: Beat the
Clock to Win the Jackpot. 12. Evening Worship: Prayers and Thanksgiving.

First cross out the 12 words or expressions which describe the 12 different
types of programme you have just identified. Then cross out:
a. people who appear on the screen
b. people who work behind the scenes
c. parts of a television
d. slang words for television
e. word for those who watch
Imagine that you are the presenter of a chat show. Write an outline of
51 your future programme, the subject for discussion, the experts who are
supposed to answer the audience’s questions, the problems you would
like to bring up in the programme, etc.

244
 As the producer of the new European Business Associates (EBA)
52 business news programme, write a letter to a famous businessperson
asking them for an interview. At the start of the letter you should
introduce yourself and give brief details of the programme and its aims.
Read about American radio and television. Match the columns. Get
53 ready to discuss the text.

1. A habit forming drug A level of the people

2. To raise the cultural B the family life most of the time
3. Mass media C a permanent background noise
4. To murder D with the listeners
5. To dominate E impossible to resist
6. The broadcasts are popular F the innocent old lady
7. To deal with G the viewer
8. To convince H the domestic problems
9. An appeal I to drink a new beer
10. To create J mould public opinion

American Radio and Television

Mass media (that is the press, the radio and television) play an important part
in the life of society. They inform, educate and entertain people. They also
influence the way people look at the world and make them change their views.
“After all,” say American media men, “news is not what happens - it is what you
see or read about in mass media.” In other words, mass media mould public
opinion.
Millions of Americans in their spare time watch TV and read newspapers.
The daily paper dominates family life at breakfast, TV dominates the life of the
family most of the time. The TV set is not just a piece of furniture. It is someone
who is “one of the family.” It is also a habit forming drug impossible to resist. The
radio is turned on most of the time, creating a permanent background noise. It
does not interfere with your activities. You can listen to the radio while doing
some work about the house, reading a book or driving a car.
On the radio one can hear music, plays, news, and various commentary and
discussions called forums. At a forum several authorities exchange views on
social, economic and political problems, as well as on books of common interest.
A number of sides are represented so that the listeners can hear various opinions.
Such broadcasts are popular with the listeners. A peculiar feature of the American
radio is a soap opera. It is a sentimental serial drama dealing with domestic
problems and meant for housewives. A soap opera is usually broadcast every day.
Most people find soap operas boring.
Various radio and TV games, such as a quiz programme on TV, also attract a
large audience. During a radio panel-game listeners of the radio send questions to
the studio to be answered by TV viewers.
245
 There is a lot of advertising on American TV and radio. Some of the TV and
radio stations are owned by big corporations or individuals. The owners can
advertise whatever they choose. To advertise their goods commercial firms buy
TV and radio time. So, most of radio and TV time is taken up by advertisements.
The firms also sponsor shows and programmes that make people buy their goods.
For instance, to attend a show or to take part in a quiz programme you may have
to send to the studio the required number of empty cartons, boxes or wrappings
(depending on what product the sponsoring firm is selling). People are attracted by
such programmes not only that because they provide entertainment. A valuable
prize is usually promised for the correct answer to the main question, such as a
video or radio cassette-recorder or a stereo music center and speakers. Americans
are very optimistic. Their optimism makes them believe in luck and buy things
which they may not need at all. The sponsoring firm makes a great profit on such
programmes. The more people attend the show, the greater is the profit of the
firm.
Advertising promotes business and benefits businessman but often annoys the
general public. The play you are watching on TV may be interrupted several times
by an appeal to use a new perfume or detergent, or drink a certain beer. Though
Americans are used to everything being advertised, watching such programmes
gives one a headache instead of providing relaxation. Sometimes the patience of
the viewer snaps and he turns off the TV set without ever learning who murdered
the innocent old lady, hijacked the plane, forged the cheques, poisoned the wife of
the millionaire, kidnapped his daughter or committed some other crime. The
viewer will never know if the police caught the burglar who robbed the bank or if
the criminal escaped being punished.
To convince the viewer that a certain product is the best and to persuade him
to buy it takes not only a lot of imagination but also a lot of time. The same
advertisement is repeated dozens of time every day, which bores the viewers.
According to some critics the immense cultural possibilities of American
mass media are used mainly for the purpose of selling people more things than
they really need. Freedom of speech, as some critics declare, allows great
commercial firms to pull the rest of the people down to their own intellectual
level.
But it is hardly fair to say that American mass media do not try to raise the
cultural level of the people or to develop their artistic taste and with great
professional skill. Radio and television bring into millions of homes not only
entertainment and news but also cultural and educational programmes. Radio
stations broadcast about ten thousand hours of musical programmes weekly. Many
programmes are made up almost entirely of classical music.
There is a lot of education both on the radio and on television. For instance,
you can take a TV course in history, political economy, management, banking and
in many other subjects, or learn a foreign language by radio. Educational TV firms
and programmes are shown in schools and colleges as part of the curriculum.
246
 The opinion that all commercial programmes are of little artistic value can
also be disputed.

Fill in the prepositions if necessary.

54
1. … … … the radio one can hear music, plays, news.
2. … … … other words, mass media mould … … …public opinion.
3. Mass media play an important part … … … the life … … … society.
4. There is a lot … … … advertising … … … American TV and radio.
5. Millions … … … Americans … … … their spare time watch TV and read
newspapers.
6. Some … … … the TV and radio stations are owned … … … big corporations
or individuals.
7. Many programmes are made up almost entirely … … … classical music.
8. A soap opera is a sentimental serial drama dealing … … … domestic problems
and meant … … … housewives.
9. TV dominates … … … the life … … … the family most … … … the time.
10. The play you are watching … … … TV may be interrupted several times.
11. A valuable prize is usually promised … … … the correct answer … … … the
main question.
12. The more people attend the show, the greater is the profit … … … the firm.
13. The radio does not interfere … … … your activities even when it is turned …
14. There is a lot … … … education both … … … the radio and … … …
television.
15. To take part … … … a quiz programme you may have to send … … … the
studio the required number … … … empty cartons, boxes…
16. You can listen … … … the radio … … … doing some work … … … the
house, reading a book or driving … … … a car.
17. Such broadcasts are popular … … … the listeners.
18. People are attracted … … … such programmes because they provide
entertainment.
19. The sponsoring firm makes a great profit … … … such programmes.
20. The same advertisement is repeated dozens … … … time every day.
21. Educational TV films and programmes are shown … … … schools and
colleges as part … … … the curriculum.

Complete the following sentences.

55
1. Millions of Americans in their spare time …
2. On the radio one can hear …
3. Some of the TV and radio stations are owned …
247
4. Advertising promotes business and benefits businessman but …
5. So most of radio and TV time is taken up by …
6. There is a lot of advertising on …
7. The more people attend the show, …
8. There is a lot of education both on …
9. Mass media mould …
10. The radio is turned on most of the time, creating …
11. The sponsoring firm makes a great profit on …
12. To attend a show or to take part in a quiz programme you may have to …
13. Educational TV firms and programmes are shown in …
14. The play you are watching on TV may be interrupted several times by …
15. TV dominates the life …
16. Mass media play …
17. To advertise their goods commercial firms …
18. A peculiar feature of the American radio ...

Answer the questions.

56
1. What does TV mean for Americans?
2. What can one hear on the radio? Does the American radio have any peculiar
features?
3. How do sponsoring firms make people buy their products?
4. How do American mass media raise the cultural level of the people?
5. Describe the procedure of the quiz programme.
6. Why do American viewers often find TV programmes boring?
7. What is the American point of view on mass media?

Translate the sentences into English.

57
1. Мільйони американців у свій вільний час дивляться телевізор та
читають газети.
2. ЗМІ формують громадську думку, вони інформують, навчають та
розважають людей.
3. В кінцевому результаті телебачення домінує в житті людей.
4. Іншими словами, телебачення має специфічну (особливу) рису, якій
неможливо протистояти.
5. Ви можете слухати радіо, роблячи щось вдома, читаючи книжку або їдучи
в машині.
6. Мильна опера – це сентиментальна драма, яка призначається для
домогосподинь, але більшість людей вважають її нудною.
7. Вікторини приваблюють велику публіку.
8. Щоб прийняти участь у вікторині, вам потрібно надіслати до студії
248
 потрібну кількість обгорток.
9. Спонсори отримують прибуток через рекламу.
10. Дивлячись шоу великої художньої цінності ви розвиваєте свій художній
смак.
11. Грабіжники грабують банки, інколи навіть крадуть літак та скоюють
вбивство.

Role-play the following situations. Prove your point of view.

58

A).1. Your favourite programmes are entertaining like talk shows, quizzes, game
shows etc. It’s so boring for you to watch documentaries.
2. You don’t understand how people can watch different entertaining
programmes. You think it’s just a waste of time. Only educational programmes,
documentaries are worth watching.
B).1. You want to watch your favourite soap opera. But your friend wants to
watch the newscast which is on at the same time as the soap opera. Explain to
your friend that there is nothing more interesting than a regular series of this
soap.
2. You want to watch the newscast. But your friend wants to watch his/her
favourite soap opera which is on at the same time as the news. Persuade your
friend that what is going on in the world is more important than a regular series
of any soap opera.

C).1. You are a real TV addict. You can spend hours and hours watching different
programmes on TV. You try to persuade your friend that television definitely
plays a very important part in people’s lives.
2. You don’t like watching TV. You prefer going out to sitting in front of a TV
set. Try to persuade your friend who is a real TV addict that there are much
more interesting things to do instead of watching TV.

D).1. You work on TV. You are convinced that TV is the most powerful kind of
mass media. Why do you think so?
2. You are a correspondent of the newspaper. You think that the press is not
less important than TV. Prove it.

Read the text, translate it into Ukrainian and answer the questions.
59
1.How many TV sets do American households usually have?
2. How many of them would you like to have? Why?
3. What is the variety of programmes on TV?
249
 4. Why do we call a drama “soap opera”? How is it connected with soap?
5. What do they have for children on TV?
6. What about evening entertainment?
7. What are the three national networks?
8. How should we use a cable TV?
9. What are the advantages of cable TV?
10. What is TV criticized for?
11. How does the TV influence people/children/students/teachers/you?
The Tube
By far, the most popular leisure time activity is watching television. There is
at least one TV set in 98% of American households, and many have two or three.
Two thirds of homes also have a videocassette recorder (VCR), which is capable
of recording and playing back sound and picture. Television satisfies many of the
other interests that Americans enjoy – sports, news, music, theatre and movies.
For those that are at home during the day, there is afternoon fare consisting of
game shows and serialized dramas commonly called "soap operas". (The opera
part of the name comes from the complicated plots and incredible story lines.
Soap comes from the fact that, in pre-television days, the sponsors of serialized
radio dramas were sellers of soap and other products purchased by listeners.) For
pre-school children, TV offers clever programmes that educate while entertaining.
Saturday mornings are also for the children, who are "treated" to hours of
animated cartoons. At dinnertime, the local and national news is broadcast for half
an hour or an hour. Evening entertainment consists mostly of situation comedies
(sitcoms) which portray some aspect of life (family, single, elderly, and so forth)
in a "humorous" way. Every other line of dialogue is expected to produce a laugh.
In case it doesn't, recorded laughter is provided. There are also adventure shows,
dramas, and various weekly shows which have the same cast of characters and
general theme but a different story each week.
The production of television programmes is dominated by three national
networks. They are the American Broadcasting Company (ABC), the Columbia
Broadcasting System (CBS), and the National Broadcasting Company (NBC).
These are privately owned companies that sell advertising time for a profit. Most
television stations are affiliated with one of those networks, which provides
programming to the member stations. As a result, programmes produced by a
network are broadcast all over the nation. Another network, the Public
Broadcasting System, is a non-commercial company funded by public and private
grants. Much of the broadcasting on the network is without advertising. Because it
does not depend on advertising for support, it can broadcast programmes that do
not appeal to mass audiences, such as the plays of George Bernard Shaw or
William Shakespeare, concerts, and in-depth discussions of news events.
For those who want more TV than the regular stations provide, cable TV is
available in many parts of the country. To receive cable TV, one must pay a
monthly subscription fee. Wires and a special tuner are attached to the TV set to
250
enable the subscriber to receive the cable broadcasts. Cable stations tend to
specialize in one type of programmes. There are stations for sports, movies, music
videos, business, health, and the arts. Unlike commercial stations, programmes on
cable TV are not usually interrupted for commercials.
Many people have criticized television programming. They complain that it
does not challenge the intellect, shows too much violence, and appeals to the least
educated of viewers in order to get the largest audience. To a great extent, these
criticisms are correct. But there are also many excellent TV programmes available
for people who are selective in their viewing.
Television has become the main source of information and entertainment for
the average American. It is estimated that by the time a child reaches 18, he or she
has spent almost twice as much time watching TV as in the classroom. Many
people are concerned about TV's influence. News is edited and condensed to fit
into two or three minutes per event. Unrealistic family and social situations are
portrayed, with all problems easily solved within half an hour, giving the young a
distorted view of life. How has TV affected the young people who grew up
watching it? Unquestionably, children learn a lot from TV shows, but not all of it
is appropriate or positive. American concerns about the low level of many popular
TV shows have led to TV's insulting nickname, "the boob tube." Moreover, many
educators believe that today's American students read and write less well than
students of earlier generations because so much of their knowledge has come to
them via TV and film rather than the printed word.

Comment on the following statements.

60
1. For pre-school children, TV offers clever programmes that educate
while entertaining.
2. Privately owned companies sell advertising time for a profit.
3. If you want more TV, cable TV is available for you.
4. Many people criticize television programming.
5. Television has become the main source of information and entertainment for
the average American.

Make up your own sentences with the phrases given below.

61
1. The most popular leisure time activity of … is …
2. … is capable of …
3. At dinnertime, … is broadcast for … hour(s).
4. … in a humorous way.
5. For those who want/like …, … is available in …
6. … is/are attached to …
251
 7. … became the main source of … for …
8. It is estimated that …
9. Unquestionably, …

There are hundreds of different jobs in the TV world. Here, in

62 alphabetical order, is the Media Dossier’s guide to just twenty of the
most important ones.
Jobs in Television – Who does What from Script to Screen

252
Announcers link one programme to the next. They provide
viewers with vital information and help to create a TV
station's identity. To do this, they need to know a lot
about every possible kind of programme. Most
announcers write their own scripts.

There are two kinds of TV camera – 'electronic' (these

use videotape) and 'film'. The majority of studio
programmes involve between four and six electronic
cameras. But the people who operate them don't always
work in studios. They sometimes record OBs (outside
broadcasts), too. Camera operators follow a specially
marked script which tells them exactly what to film and
when to film it.

Costume designers plan and create clothes for TV

actors. This can involve any style from an eighteenth
century dress to a twenty-first century spacesuit. For
historical dramas, designers do a lot of research to
make sure that every costume is accurate.

The director has creative control of a programme. He or

she... • plans it • directs the actors and technicians during
filming • works with the editor after filming. Most
directors have done several other jobs in TV before they
start to actually make programmes.

After a programme is filmed it has to be edited or 'cut'.

The editor's job is to take out what isn't needed and put all
the best scenes in order.
This complex, creative work is done on an editing
machine. There are different kinds for film and
videotape.

253
These technical experts look after the quality of TV's
sound and pictures. They control all the complex
equipment used to make and broadcast programmes.
Plus, if there's a technical fault, they're the people who
find and repair it.

During filming, a TV director isn't on the studio floor.

He or she is in a separate control room called the
'gallery'. So, how do directors give instructions to
actors and technicians? Via floor managers who
receive orders (through a pair of headphones) and
pass them on to everyone else.

There are more graphics in television today than ever

before. These are all the... • credits • maps •
cartoons • diagrams which appear
on our screens. They're created by graphic designers
who use computers to bring their ideas to life.

TV journalists not only collect and write the news,

many also present it, too. Working with a camera crew,
correspondents like these always have to prepare their
reports under great pressure. But then, when the story is
ready, they must look calm, cool and professional as
they broadcast it on the air – live.

Modern TV companies have huge collections of... •

old programmes ▪ videotapes • films • records ▪
scripts • photos • sound effects. The librarians who
look after these collections are in charge of tele-
vision's history.

254
Lighting is an important part of any TV programme.
How a show looks, and its atmosphere, both depend on
the right lights being in the right place. To achieve this,
lighting directors work closely with the production
team and camera crew.

The producer's job is to suggest ideas for programmes

and to make sure that programmes are made on time
and within budget. Many producers work in one
particular part of the TV world – for example, drama or
current affairs.

PAs assist directors. They arrange meetings, help to

prepare the production and write down any changes to
the script. Then, during filming, they sit beside the
director and make sure that all the technicians know
what to do.

This busy job involves the day-today needs of everyone

making a TV programme. What are they going to eat?
Where are they going to stay if they have to film on
location? How are they going to travel there? It is
problems like these that the production manager has to
solve.

It takes a lot of work to find all the information and

interviewees which TV programmes depend on. The
people who do that work are researchers. They... •
check facts • locate old photos and pieces of film •
contact people who are going to appear in programmes.
Many presenters begin their TV careers as researchers.

255
Every organisation needs secretaries and TV
companies are no exception. It's possible for a secretary
in TV to work for just one person... a director or
producer, for example, or else for a department, e.g.
finance, public relations or contracts.

'Sets' are the furniture, walls, windows, floors, etc.,

made for TV shows. There are lots of different kinds.
In a soap opera, for example, the sets usually include
modern, realistic lounges and offices. On the other
hand, for a news bulletin the set is often just a table
and two or three chairs. But whether it's simple or
complex, every set has to be designed.

'Sound technicians' are responsible for all the

microphones and recording equipment in a studio.
The voices and music which this equipment receives
are then balanced by 'sound mixers' who work in a
special control room.

Transmission controllers make sure that programmes

and the links between them are all broadcast at exactly
the right time. This is a very important job. If the
transmission controller makes a mistake, the result is
millions of blank TV screens.

Vision mixers work on live TV programmes. They sit

in the gallery where there are several screens. Each one
shows pictures from a different camera. The vision
mixer's job is to follow signals from the director and
cut from one picture to the next.

256
 Choose the right answer.
63
Television
1. I must remember to … my TV license next week .
a) regain b) renew c) replace d) retain

2. The … comedy in the silent films was especially funny.

a) clownish b) mocking c) slapstick d) witty

3. There is a fault at our television station. Please do not … your set.

a) adjust b) change c) repair d) switch

4. The laughter on many comedies on TV isn’t real laughter, it’s … laughter.

a)bottled b) canned c) corked d) wrapped

5. The poor reception on your TV is probably due to outside … .

a) interception b) interference c) interruption d) intervention

Read the text and give English equivalents of the following words and
64 word combinations. Get ready to discuss the text.

Ентузіаст, різноманітні хобі, філателія, бджільництво, періодичне видання,

житель сільської місцевості, забезпечувати, видання, періодичність
(частота), з хвилюванням (дуже сильно), з’являтися в продажу, довга
черга, підписуватись на (газети), розносити (доставляти) пошту, тираж,
забавний (смішний), розважальний, широка мережа, розширювати,
Міжнародна організація радіомовлення і телебачення, система
Інтербачення, Українське національне інформаційне агентство, Українське
незалежне інформаційне агентство „Республіка”, завдання (план), під
егідою, передова стаття, розповсюджувати, не дочірній.

Mass Media in Ukraine

As you know, mass media consist of the press, radio and television.
There are newspapers and magazines for readers of all ages, professions and
levels of training, as well as for the enthusiasts of diverse hobbies – from philately
and tourism to apiculture and cinema. Besides, there are various periodicals based
on particular interests. For instance, the newspaper Silske Zhyttya (Rural Life) is
addressed mainly to rural residents, Medical Newspaper – to medical workers, and
a lot of newspapers and magazines are published especially for teachers of
schools, colleges and universities, for businessmen, etc.
257
 Today’s Ukrainian periodicals are independent and the state guarantees their
economic independence. Nowadays Ukraine numbers over 4,000 editions varying
in forms of ownership, genre, type and periodicity.
People always anxiously await the next issues of these periodicals and when
they come on sale, long queues form early in the morning at news-stands.
Nobody can doubt the role of the press in present-day life. It is extremely
important. People in our country are great readers of newspapers and magazines.
A lot of them subscribe to various papers and journals which are delivered to their
homes. Vechirniy Kyiv is a local independent paper and its circulation is very big
because this newspaper informs the readers of local and national events. There are
also such magazines as Vitchyzna, Vsesvit, newspapers News from Ukraine, Kyiv
Post and Digest which are published in English. Their contents deal with very
burning problems of our present-day life and history, sometimes they are amusing
and entertaining and touch upon cultural and sport events. In any case they help to
improve English.
In general, the most popular newspapers in Ukraine are the following: Fakty i
Kommentarii – mass-circulation daily; Silski Visti – daily, popular among rural
readership; Vechernie vesti – mass-circulation daily; Segodnya – mass-circulation
daily; Kyiv Post – English-language daily; the Day – English-language weekly;
Ukrayina Moloda – daily; Zerkalo Nedeli – political weekly; Holos Ukrayiny –
parliamentary newspaper; Ukrayinska Pravda – online news, English-language
pages.
There are also magazines for children, young people and women, socio-
political, literary, scientific, popular science, sport and satirical periodicals. They
can be daily, weekly, quarterly or monthly.
There is a wide network of TV and radio broadcasting in our country.
Television is now increasingly being used to analyze the socio-economic progress
taking place in Ukraine. It focuses more on reports, discussions, commentaries and
dialogues with viewers. They discuss ways of improving the Ukrainian economy
and solving social problems. After such discussions there are tens of thousands of
phone calls from viewers all of which are not left unanswered.
Many people watch TV at leisure. One can choose the programme one likes
best. Those who like music can listen to various concerts. Sport fans can watch
football or hockey matches. Television extends our knowledge about the world in
which we live. Millions of people can see different lands, new plants, unusual
animals and birds, mountains and valleys.
The national radio-and-television network of Ukraine is made up of
government-run and non-government-run companies. Ukraine is a member of the
International Telecommunication Union and an active participant in the
Intervision network, created under ITU auspices. The state TV and Radio
Company operates two channels and includes editorial services specializing in
political analysis, public-political programmes, current information, youth and
sport programmes and several creative unions and their channels. The increasingly
258
popular non-government TV companies are Inter TV, Studio 1+1, STB, Novy
kanal, ICTV, 5 Kanal, etc.
Among Ukraine’s information agencies special popularity has the
“UKRINFORM” (the Ukrainian National Information Agency), the Ukrainian
Independent Information Agency Respublika (UNIAR), the Ukrainian
Independent News Agency Interfax-Ukraina (UNIAN), etc. These agencies have
correspondents and reporters in every administrative region and abroad and
disseminate press, radio, photo, video and TV information both within and outside
Ukraine. Professional journalists are associated in the National press Club, a
public politically non-affiliated organization whose main target and purpose
consist in extending contacts among the media people in Ukraine and beyond its
borders and in improving the Ukrainian journalists’ professional experience.

Use the appropriate words to complete the sentences.

65
1. There are newspapers and magazines for readers of all ages,
professions and levels of ________, as well as for the enthusiasts of ________
hobbies – from philately and tourism to _________ and cinema.
2. Besides, there are various _________ based on particular interests.
3. Today’s Ukrainian periodicals are _____________ and the state guarantees
their ____________ independence.
4. Nowadays Ukraine numbers over 4,000 _____________ varying in forms
of ownership, genre, type and _______________.
5. People always ____________ await the next issues of these
_____________ and when they come on sale, long ___________ form early in the
morning at _________________.
6. Nobody can doubt the role of ____________ in present-day life.
7. It is ____________ important.
8. A lot of people ____________ to various papers and journals, which are
_________________ to their homes.
9. “Vechirniy Kyiv” is a _________ independent paper, and its
____________ is very big, because this newspaper ____________ the readers of
local and national events.
10. Besides, I’m fond of reading such magazines as “Vitchyzna”, “Vsesvit”,
newspapers “News from Ukraine” and “Digest” which are ____________ in
English.
11. Their _______ deal with very ________ problems of our present-day life
and history, sometimes they are ___________ and entertaining and touch upon
cultural and sport _______.
12. There are also magazines for children, young people and women, socio-
political, _________, scientific, popular science, sport and ____________
periodicals.
259
 13. They can be daily, weekly, _____________ or monthly.
14. There is a wide ___________ of TV and radio _________ in our country.
15. Television is now _______________ being used to analyze the socio-
economic __________ taking place in Ukraine.
16. It ____________ more on reports, discussions, commentaries and
dialogues with _________.
17. They discuss ways of improving the Ukrainian _______________ and
solving social ______________.
18. After such discussions there are tens of thousands of phone
____________ from viewers all of which are not left ________________.
19. Many people watch TV at _____________.
20. Television ______________ our knowledge about the world in which we
live.
21. Ukraine is a member of the International Telecommunication Union and
an active __________ in the Intervision network, __________ under ITU
auspices.
22. The state TV and Radio Company ____________ two channels and
includes _________ services specializing in political ____________, public-
political programmes, current ___________, youth and sport ____________.
23. The National press Club is a public politically __________ organization
whose main target and purpose consist in ____________ contacts among the
media people in Ukraine and beyond its _____________, and in improving the
Ukrainian journalists’ professional experience.

Choose the best continuation for the given sentences.

66
1. The contents of periodicals …
a) deal with very burning problems of our life.
b) focus more on dialogues with viewers.
c) are extremely important.
2. The main target of the National press Club consists in …
a) choosing the programmes people like best.
b) entertaining the public.
c) extending contacts among the media people.
3. Those who like music …
a) can watch TV at leisure.
b) can listen to various concerts.
c) can extend their knowledge about the world we live in.
4. The national radio-and-television network of Ukraine is made up of …
a) government-run and non- government-run companies.
b) affiliated and non-affiliated organizations.
c) press, radio and television.
260
 5. Ukraine is a member of …
a) UNIAN.
b) ITU.
c) National press Club.

Fill in prepositions if necessary.

67
1. People always anxiously await … … … the next issues of the
periodicals.
2. Mass media consist … … … the press, radio and television.
3. Nobody can doubt the role … … … the press … … … present-day life.
4. Many people watch TV … … … leisure.
5. TV focuses more … … … reports, discussions, commentaries and dialogues …
… viewers.
6. The agencies have correspondents and reporters … … … every administrative
region and abroad.
7. The contents deal … … … very burning problems … … … our present-day
life.
8. … … … the discussions there are tens … … … thousands … … …phone calls
… … … viewers all … … … which are not left unanswered.
9. When the periodicals come … … … sale, long queues form early … … … the
morning … … news-stands.
10. There is a wide network … … … TV and radio broadcasting … … … our
country.
11. Professional journalists are associated … … … the National press Club.
12. People … … … our country are great readers … … … newspapers and
magazines.
13. I’m fond … … … reading such magazines as “Vitchyzna”, “Vsesvit”,
newspapers “News from Ukraine” and “Digest” which are published … … …
English.
14. Those who like music can listen … … … various concerts.
15. There are also magazines … … … children, young people etc.
16. People subscribe … … …various papers and journals, which are delivered …
… … their homes.
17. Television extends our knowledge … … … the world … … … which we live.
18. Ukraine is an active participant … … … the Intervision network, created …
… … ITU auspices.
19. The newspapers inform the readers … … … local and national events.
20. The newspaper “Silske Zhyttya” (“Rural Life”) is addressed mainly … … ...
rural residents.
21. Ukraine is a member … … … the International Telecommunication Union.
22. The main target and purpose ... … … the National press Club consists… … …
extending contacts among the media people … … … Ukraine and beyond its
261
 borders.
23. There are various periodicals based … … … particular interests.
Discuss the following questions.
68
1) What is the function of the radio and television?
2) What are your favourite newspapers, magazines, radio and TV programmes?
3) What newspapers and magazines have you subscribed to this year?
4) Why do you like to read periodicals (to listen to the radio, to watch TV
programmes)?
5) What newspapers and magazines inform the readers of the life in this country
(the life of youth)?
6) In what languages are newspapers “Digest”, “News from Ukraine”, “Moscow
News” printed?
7) What kind of English periodicals do you read?
8) Are you fond of reading scientific magazines?
9) Are today’s Ukrainian periodicals independent?
10) Is the press extremely important nowadays? Why? Give the reasons.
11) What magazines for children (young people, women) do you know? Do you
find them interesting (amusing, entertaining, useful)?
12) What events and reports do you follow in newspapers and magazines?
13) Do you watch TV every day?
14) What TV programmes are the most popular with the young people in
Ukraine?

Write a letter to the local TV-company with your suggestions as to how

69 to improve the quality and raise the standard of TV programmes.

What do you think are the most obvious advantages and disadvantages
70 of television? Give your reasons.

Think of some examples of these forms of media in your country.

71 Which are the most popular at the moment? Do you read/watch them
yourself? Which are your favourites? How often can you read/watch
them?
♦ print media ♦ television news bulletins
♦ electronic media ♦ weather bulletins
♦ tabloid newspapers ♦ real life dramas (such as emergency
♦ quality newspapers rescues)
♦ rural paper ♦ cartoons
♦ metropolitan daily ♦ BBC1
♦ national daily papers ♦ BBC2
♦ Reuters and Associated Press ♦ ITV news programmes
Agency news ♦ Ukrainian state television and radio
262
♦ fashion magazines Company programmes
♦ game shows ♦ soap operas

In groups, discuss which of these comments might be made about each

72 of the forms of media in Task 71. Explain your reasons if necessary.

– this process by which a person or a group of persons communicates with the

masses by means of newspapers/radio and television can be called indirect
communication;
– their approach tends to be very sensational and sometimes irresponsible;
– the reporting is very biased;
– the reporting is usually objective and accurate;
– they can be very misleading;
– they're harmless fun;
– the information they provide is usually reliable;
– they are mainly aimed at women/men/children;
– they can influence the way people think and behave;
– they raise important issues sometimes;
– they make people more aware of what's going on in the world;
– they can cause a lot of harm;
– they can be very entertaining;
– they can really annoy me sometimes;
– watching all of them chaotic is like going shopping without a list.

Describe the ways television can be used for educational purposes.

73

Your English friend who is staying with you wants to know about the
74 most interesting TV programmes she/he can watch while in Kyiv. Be
her/his TV-guide, give a short review of the channels and programmes
you value most. Use either a dialogue form (or a form of an essay).

The Media: The Internet and E-mail

Read the text, translate it into Ukrainian. Do the quiz after it and
75 discuss your answers with a partner.

The Internet
The Internet (also known simply as "the Net" or "the Web") can be briefly
understood as "a network of networks". Specifically, it is the worldwide, publicly

263
accessible network of interconnected computer networks that transmit data by
packet switching using the standard Internet Protocol (IP). It consists of millions
of smaller domestic, academic, business, and governmental networks, which
together carry various information and services, such as electronic mail, online
chat, file transfer, and the interlinked Web pages and other documents of the
World Wide Web.
Contrary to some common usage, the Internet and the World Wide Web are
not synonymous: the Internet is a collection of interconnected computer networks,
linked by copper wires, fiber-optic cables, wireless connections etc.; the Web is a
collection of interconnected documents, linked by hyperlinks and URLs. The
World Wide Web is accessible via the Internet, along with many other services
including e-mail, file sharing and others described below.
Toward the end of the 20th century, the advent of the World Wide Web
marked the first era in which any individual could have a means of exposure on a
scale comparable to that of mass media. For the first time, anyone with a web site
can address a global audience, although serving to high levels of web traffic is still
relatively expensive. It is possible that the rise of peer-to-peer technologies may
have begun the process of making the cost of bandwidth manageable. Although a
vast amount of information, imagery, and commentary (i.e. "content") has been
made available, it is often difficult to determine the authenticity and reliability of
information contained in web pages (in many cases, self-published). The invention
of the Internet has also allowed breaking news stories to reach around the globe
within minutes. This rapid growth of instantaneous, decentralized communication
is often deemed likely to change mass media and its relationship to society.
"Cross-media" means the idea of distributing the same message through
different media channels. A similar idea is expressed in the news industry as
"convergence". Many authors understand cross-media publishing to be the ability
to publish in both print and on the web without manual conversion effort. An
increasing number of wireless devices with mutually incompatible data and screen
formats make it even more difficult to achieve the objective "create once, publish
many".

*****
Surprised
After being nearly snowbound for two weeks last winter, a Seattle man
departed for his vacation in Miami Beach, where he was to meet his wife the next
day at the conclusion of her business trip to Minneapolis.
They were looking forward to pleasant weather and a nice time together.
Unfortunately, there was some sort of mix up at the boarding gate, and the man
was told he would have to wait for a later flight. He tried to appeal to a supervisor
but was told the airline was not responsible for the problem and it would do no
good to complain.

264
 Finally, upon arrival at the hotel the next day, he discovered that Miami
Beach was having a heat wave; and its weather was almost as uncomfortably hot
as Seattle’s was cold. The desk clerk gave him a message that his wife would
arrive as planned. He could hardly wait to get to the pool area to cool off, so he
quickly sent his wife an e-mail. However, due to his haste, he made an error in the
e-mail address. Instead of the message being sent to his wife, his message arrived
at the home of an elderly preacher’s wife whose even older husband had died only
the day before. When the grieving widow opened her e-mail, she took one look at
the monitor, let out an anguished scream, and fell to the floor dead.
Her family rushed to her room where they saw this message on the screen.
Dearest wife,
Departed yesterday as you know. Just now got checked in. Some confusion
at the gate. Appeal was denied. Received confirmation of your arrival tomorrow.
Your loving husband.
P.S. Things are not as we thought. You’re going to be surprised at how hot
it is here.

THE INTERNET/AND YOU

1. How long have you been using e-mail and the Internet? How, much have they
changed your life?
2. How often do you check your e-mail?
3. How many messages do you send or receive each day?
4. Do all your family have e-mail?
5. Do you use it for work or for your own private interest?
6. How quickly do you find what you want on the Web?
7. Which search engines do you use?
8. What are your favourite Internet sites?
9. What’s the most unusual site that you’ve ever visited?
10. Are there any companies whose sites you find particularly good or bad?
11. Have you ever logged on to a chat room?
12. If so, do the people you meet there have similar interests to yours?
13. Do you know anyone who’s met someone through the Internet?
14. Should the Internet, which is now used by millions of children worldwide, be
subject to censorship laws? Should these laws be international?

Listen to two people discussing some of the questions in the quiz (Task
76 75). The first time you listen, tick the questions they discuss. The
second time, note down their answers. What other aspects of the
Internet do they talk about?

265
 Read the information in the chart to get a general idea of pros and cons
77 of the Internet use.
Here is a list of some possible advantages (pros) and disadvantages (cons)
of the Internet use.

pros cons
e-mail, instant messaging1, chat ISP9 charges can be high for heavy users
rooms2, newsgroups3
e-commerce4 (e.g. Internet banking, downloading10 and uploading11 times can
travel booking) be slow
ability to send files as attachments5 spam12 can be annoying
fun of just browsing6 and surfing the cookies13 track your activities on the Web
Web7
ability to transmit graphic images8 many sites contain pornography and
and sound files other offensive material14
1
a kind of e-mail where both people are online at the same time
2
an online conversation between a group of people on topics chosen by them,
where you can enter or leave the 'room' at any time
3
a website where people with shared interests can get news and information
4
all kinds of business done on the Internet
5
files you send at the same time as e-mail messages
6
looking at different websites, with no particular goal
7
moving from one website or one web page to another, usually looking for
something
8
technical term for pictures, icons, diagrams, etc.
9
(pronounced I-S-P) Internet Service Provider: a company that offers users
access to the Internet and services such as news, e-mail, shopping sites, etc.,
usually for a monthly fee
10
bringing files to your computer from the Internet
11
sending files from your computer to the Internet or to another Internet user
12
unwanted advertisements and other material sent to you by e-mail from
companies
13
a kind of program that is sent from the Internet to your computer, often
without your knowledge, which can follow and record what you do, which
websites you visit, etc.
14
material such as pornography, or extreme political views, or material that
encourages hate and violence against people

266
 Translate the sentences into Ukrainian, learn the words and word
78 combinations on E-mail and Internet communications.
1. I've bookmarked the CNN home page as I use it regularly to get the
latest news. [put it in a list of websites I can access immediately]
2. If you subscribe to newsgroups, you often get hundreds of messages. [become
a member of]
3. Some ISPs allow you to screen out unwanted mail. [prevent from reaching
you]
4. Our server [central computer that distributes e-mail and other services to a
group of users] at work was down [not working] yesterday so I didn't get your
message till today.
5. Someone hacked into our company server and destroyed all our files. [accessed
it illegally]
6. Do you have good anti-virus software? It's worth updating it frequently.
[protection against computer viruses]
7. She must have changed her e-mail address – the e-mail I sent her bounced.
[came back to me]
8. That file you sent me as an attachment was unreadable. The text was completely
garbled. [just a series of meaningless letters and numbers]

Translate the following words and phrases into English.

79
Інтернет-бізнес; комп’ютерна графіка; непотрібна інформація, що
примусово розсилається абонентам електронної пошти; повернутись; робити
закладку, додати у вибране; сервер; зареєструватись; миттєвий зв’язок;
провайдер послуг в Інтернеті; за і проти; відправка файлів; перекручувати;
проникнути до комп’ютерної мережі без дозволу; тематична конференція
(форум); завантаження; образливий матеріал; переглядати веб-сайти; не
працювати; пароль; блукати сайтами у пошуках інформації; чат; ігнорувати;
антивірусна програма; прикріплені файли.

Read about the influence of the media on people. Note down from the
80 text English equivalents for the following words and word-
combinations. Be ready to discuss the text.
порушувати питання; вміле навіювання; “промивання мозку”; міркування,
обговорення; дозволений; впливати на людей; сприйнятливий до;
довготривала цінність; емоційно шкідливий.

Growing Up With the Media

267
 Mass media play a large and influential part in our life. Is this good or bad?
When people make a fuss about the media being a bad influence, they usually are
talking about television, the most powerful medium of all. An experiment
conducted in Europe showed that watching television is psychologically addictive.
The idea of becoming addicted to television brings up questions involving subtle
conditioning and brainwashing that could be friendly or vicious.
In a commercial society the media’s ability to stimulate motivation to buy –
almost as though people were puppets on strings – builds other people’s power. It
can be power for good or power for bad, but it is always power for control.
All these negative aspects of growing up with the media need consideration.
At the same time you are enjoying the positive aspects of immediately knowing
what’s going on in the world, sharing great entertainment and historical events
with someone else, and having the fun of trying out a new product that you
wouldn’t have known about without advertising.
At age seven, newspapers enter a child’s life, usually through the comic
strips. You are one of these children. As you grew, you absorbed uncritically, as
children do. You absorbed ideas about behaviour, about right and wrong, good
and bad, the permissible and the forbidden. These ideas were presented to you –
and still are – directly and indirectly with the entertainment, advertising, and
information.
Another indicating of media influence is in the language we use. Whole new
vocabularies come into existence with new inventions.
The impact of the mass media is very strong. It changes our language,
stimulates our emotions, informs our intellect, influences our ideas, values, and
attitudes. The majority of the material we see and hear is chosen or designed to
produce a predetermined response. Even that part of media output called
“entertainment” is chosen to keep you quiet, unquestioning, and receptive to
commercial messages inserted throughout. This is evident whether the
entertainment is a TV drama with commercials every few minutes or a newspaper
or magazine article with columns of type wrapped around the advertisements.
Anyway, some of the media’s output has long lasting value and worth; some
is not only cheap and superficial stuff, but physically, emotionally, and
intellectually harmful.

Find in the text above equivalents for the following words and
81 phrases and use them in sentences of your own:

influence; having great control or influence; extremely interested in sth and

spending a lot of time on it; to take sth into the mind and learn or understand it;
decided or fixed in advance; advertisement on television or radio.

Role-play the following situation. Prove your point of view.

82 268
 Student 1. You think that TV has a bad influence on people because it is
killing the habit of reading; people have become lazier because of television. Your
friend has a different point of view.
Student 2. You disagree that TV influences people in a bad way. You think
that modern life is impossible without television.
Translate into English.
83
Нещодавно в Києві проходила конференція старшокласників
“Діти і телебачення”. У ході її підготовки в навчальних закладах та
юнацьких громадських організаціях проводилося рейтингове опитування
школярів, дискусії, круглі столи з актуальних питань впливу сучасного
телебачення на молоде покоління, творчі зустрічі з тими, хто створює дитячі
та молодіжні програми.
Аналіз анкет старшокласників засвідчив, що 63% з них надають
перевагу телебаченню з усіх видів проведення вільного часу. Вони
вважають, що телебачення має велику виховну силу і має допомагати у
соціальному становленні молоді.
Старшокласники схвалюють появу на каналах національного
телебачення програм інформаційного та публіцистичного спрямування,
програм, що висвітлюють різні аспекти економічного, соціального і
культурного життя.
Але старшокласників дуже непокоїть те, що з екранів телевізорів на
дітей та підлітків сиплеться шквал негативної інформації, пропагуються
насильство, жахи, відвертий секс, дратує нав’язлива реклама. Занепокоєні
вони і тим, що на телебаченні майже нема інтелектуальних, пізнавальних
програм для дітей та підлітків, а ті, що є, не відповідають їх запитам.
Учасники конференції висловили надію, що у недалекому
майбутньому на телебачення з’явиться окремий освітній канал, який
доповнюватиме шкільний матеріал, розширюватиме кругозір підлітків з
різних галузей науки і техніки, літератури та мистецтва. Наголошувалось на
необхідності створити і молодіжний канал, який висвітлював би сучасні
молодіжні проблеми.

Read the text and describe the procedure of creating commercials.

84 Give Ukrainian equivalents of the bold-typed words.

“We’ll be back right after this break”

THE WORLD COMMERCIALS
Some people love them – others hate them – but almost everybody watches
dozens of TV commercials every day. They are, in fact, a vital part of modern
media culture. Why? Because they don't just sell us products – they also reflect
269
our dreams, fears, stereotypes and fantasies. So, how do they work? Our journey
through the land of 'jingles' and 'slogans' begins with...

Television commercials have to obey different rules in

The RULES different countries. Even so, a few basic conditions exist
almost everywhere. For example, advertisers mustn't attack
someone else's product or make false promises. What they
say must be in the words of Britain's advertising rules,
'legal, decent, honest and truthful'.

When a company wants to sell its product on TV it goes to

The ACCOUNT an advertising agency. If it likes the agency's ideas it pays
them to make one or more commercials. This business
relationship is called an 'account'. These days, many top
accounts are worth several million pounds.

So, what kinds of products are advertised on TV? Well –

The PRODUCT almost anything. For example... • banks • cars • chocolate •
insurance • toothpaste • computers • toys • coffee • airlines
• supermarkets.

OK – so, an agency has a new account. What does it do

The MARKET first? A. Market research. In other words, it talks to
RESEARCH consumers about the product and analyses what they say.
To do this, it divides consumers into groups according to
their... • age • race • sex • income. Market research shows
what people think about the product.

Next comes the concept. This is a general idea for the style
of the commercial. For example, it may be a cartoon
The CONCEPT fantasy, a '50s rock and roll party or a romantic beach
scene. Some of today's most popular concepts include...•
the mini-soap (a series of commercials which tell a story) •
the environment (this shows how healthy and natural a
product is) • 'the new man'(images of gentle, sensitive men,
often shown with babies or young children) • 'the female
executive' (images of successful women with glamorous,
busy lives).

A team of advertising agency people create each

The commercial. One member of the team is the art director.
STORYBOARD Once there's a concept, he or she produces a storyboard.
This is a series of pictures which shows what the
270
 commercial will look like and how it will develop scene by
scene.

Another important member of the team is the copy-writer.

It's his or her job to write a script for the ad. This usually
The SLOGAN includes a short, clever, easy-to-remember phrase or
'slogan'. Three recent slogans in British commercials
were... 'Gas - the heat of the moment' (British Gas), 'Sony -
why compromise?'(Sony), 'Everything you want from a
store and a little bit more' (Safeway supermarkets).

Images and words are both vital factors in a TV

The MUSIC commercial. Another is the music. Some ads have their
own short song or 'jingle' (which usually includes the
slogan). Others use pop, jazz or classical tunes to create a
mood which fits the product.

Commercials are 'one-minute-movies'. They cost a lot of

The SHOOT money and some take weeks to film. Others, of course,
only take two or three days. It all depends on the product,
the concept and the budget.

'Slots' are the short breaks during and between

The SLOT programmes. TV companies sell them to advertisers, but
not all for the same price. A slot at 4.30 pm, for example, is
much cheaper than one at 8 pm. That's because more
people watch TV in the evening or 'peak viewing' hours.

Read the article about new ideas in advertising an d th i n k of other

85 interesting advertising techniques used in Ukraine.

In Japan, several different ways of

advertising products are used. Here are a few Effective TV Commercials
examples.
One advertising technique used
on Japanese television is to play
the exact same commercial twice
in a row without a pause. Such
commercials are usually short,
loud, and cheaply made. The less
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 professional-looking the
commercial, the more effective it
becomes when shown twice.

Giveaways
What better way to get people to pay
attention to you than to give them
something that has your message on it,
that is free and practical, and that they'll
carry around with them and use often?
The most common giveaway in Japan is
packets of tissue paper. Why? Perhaps
because many public restrooms in Japan
don't provide paper towels.

Video Billboards on Wheels

Used frequently by Japanese liquor
and cosmetics companies, Mobotron
is a giant VCR on wheels with a
screen measuring 10 by 13 feet (3 by
4 meters). It is rented by the day and
can go anywhere. It can be driven
through city streets with the video
and soundtrack playing, or it can be
stationed at locations such as a golf
course, school, company sports event,
or convention.

1) Do you think each of the techniques above is effective? Why or why not?
2) Can you think of any disadvantages to these types of advertising?

Read the article and search for more examples of amusing

86 commercials.

Western Advertising in Ukraine – Amusing!

272
 I would like to share some amusing observations I made while watching
commercials on Ukrainian and Russian TV channels. The mechanical transfer of
Western commercials into a different language environment often results in a
"brick dropped onto the heads of potential consumers". Here are a few examples.
The "Wash and Go" shampoo commercial may work alright for native
speakers of English, but for the Ukrainian (Russian) ear the word "wash" sounds
like Russian word "vosh" that means louse — the worst possible association that
the commercial of a hair-care product may create in the minds of the potential
buyers!
The cosmetic company "Avon" is operating through a network of
distributors who call themselves consultants. I do not know what Avon sales
figures are, but I bet they would be much higher if the company invested in
language training for its consultants so that they should be no longer tempted to
treat the word Avon as a Russian word and pronounce it as "a:von". "Von" in
Russian means "get lost" or "get out of here". Even though unintentional, a "get
lost" message from a salesperson is not conducive to good sales. What's worse, it
makes you suspicious as to how competent their consultants are to advise you on
cosmetic products that are labelled in English.
Another example of an advertising lapse is the commercial for "Blue water"
mineral water. "Blue water" sounds like Ukrainian word "bluvota "or "vomit".
Again this is the last thing that a consumer of a beverage should make a
connection with.
The Gillette commercial in Ukrainian was the most harmless and just struck
one as being funny. "Zhylet" in Ukrainian is a "waistcoat", so subconsciously that
is what a Ukrainian speaker was expecting to see – a "zhylet" or a "waistcoat".
Only the close-up of a shaving male left no doubt as to what was being advertised
there.
It's not all that bad though. The producers of ‘More’ cigarettes have hit the
jackpot with this name – as far as Ukraine is concerned. And if I go further with
the lottery analogy, I would say they simply bought the lottery ticket (they gave
the name to the product) without bothering to fill it out (there was no advertising
in Ukraine at least none I am aware of). With few exceptions almost all the letters
are read in Ukrainian words, so Ukrainian smokers do not ask for English
"More"(mo:), but for Ukrainian "More" (all the four letters are pronounced),
meaning "sea". And unless it is this understandable name or rather an easy
connection the local smokers make with the Ukrainian "more" – "sea" that is
contributing to the popularity of this brand, what is it then? Just luck, pure and
simple? The kind of luck you need to hit the jackpot?
It's interesting to note that the "Blue water" commercial very soon
disappeared from the TV screens; Gillette was very distinctly pronounced as
"dzhylet", the initial D was probably aimed at distinguishing English Gillette from
Ukrainian "zhylet", while the "Wash and Go" commercial had an enviably long
life with "Wash" still sounding like "vosh"-"louse".
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 I personally have always been distrustful of the "VOSH" shampoos and
preferred vitamins in Pantene Pro-V. Avon claims to have good shampoos too and
I might be talked into buying one, provided next time I am approached by their
consultant he gets the name of the company right.

Role-play the following situation. Prove your point of view.

87
Student 1. Advertisements inserted everywhere annoy you very much. You
think it’s better to forbid advertising. Your friend doesn’t share this point of view.
Student 2. You think that advertising plays an important role in people’s life
because one wouldn’t know about different goods, services, etc. without it. Your
friend doesn’t think so.

Write a short article about a popular quiz show on television

88 describing what you like/dislike about it.

Role-play the situations.

89
1. You are two students discussing what specialization to choose: a TV
journalism or newspaper reports. Discuss merits and demerits, using active
vocabulary.

2. You are two highly inspired student-reporters, very enthusiastic about your job.
Tell each other why. Use active vocabulary.

3. One of you is a TV journalist and other contributes to a newspaper. Discuss

advantages and disadvantages of your job. Use active vocabulary.

4. You are two terribly tired and run out of steam reporters hating your job. Tell
each other the reasons. Use active vocabulary.

Write any one of the following news reports using 120-180 words.
90
1. You work as a journalist. Write a news report about a car accident which
resulted in the death of two drivers.
2. You work for a newspaper. Write a news report about a bank robbery in which
the robbers escaped.
3. You work as a freelance reporter. Write a news report about two swimmers who
were saved by a dolphin.
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