Ea Reading Textbooks (9) ‘The information in textbooks often compares two or more theories, models, or ideas. These comparisons usually contain description and definition, examples, ané evaluation, When ‘reading this material you need to identify what is being compared, and the main similarities ‘and differences. You also need ta be able to evaluate how important these are. Comparisons may be made across different contexts times, places, and theories. This module covers: ‘© Analysing models and theories in a text ‘© Understanding comparison in text © Identifying and evaluating euthorial stance TASK 1 Previewing text and context 1 Workin groups and discuss questions 1-9, 1 Put the following reasons for reading and listening to the media in order of importance foryou. ‘ toget information about current affairs and/or sport ‘© topractise your reading, writing, and istening skills * tobe entertained 2 Doyou use any interactive media, e.g, a blog or a discussion forum, where you can ost comments? 3 Which media do you trust most for factual content (eg television, the internet, magazines)? 4 Doyou have any influence over the media in any way? TASK 2 Analysing models and theories in a text 1 You are going to read three short texts about news media. Read Texts | and 2 and note down two or three key words / phrases which refer to the main idea of each model or theory. Example: Consumerist model - news: profit-driven Consumerist model Under the consumerist model the manufacture of news is profit driven: news Is seen primarily a5 2 business enterprise, with news 2 a commodity. Glossary CSN Raa eammetty recent 4 ‘ce Bibi. Goc NA Tynan (213) p42 Meds onduraion Bede Over Oxlerd Unversy Pres proctor aa natal fat ‘an be bought ana sold a Consumption and production Both mass society and Marit theory assume that the content of he medals shaped by those who wn ad cool then Analteratv proach argues thatthe conten the medias determined by market forces, Thus the cntent of say. newspapesis shaped ot by ther ners but by the readers who by them. Newspapers and broadcasters are ulimatelyonerne wth ceualonandaudence GLOSSARY ‘gute. The market rules an the media wil alive whatever the consumer wants culation (nthe usual eT aD NIACIN UIESVETNUETOOOMY ES aber ct cgles ca Sunahara | POAT Seca he pA Oc Ontoré Une Pes newspaper or magnine that are sid each day, neck et 2 Workin pairs. Discuss whether you agree with the ideas described in Texts 1 and 2. Give reasons. 24 UNIT9C READINGTASK3 Identifying specific ideas in a text 1 Read Text 3 and identify the ideas you noted in Task 2.1. 2. Select the statement -c that best describes how the text insert Consumerist model relates to the rest of Text 3. a Itsummarizes the text. »b Itoffers a conclusion and evaluation ofthe tex. € Itdefines and explains the topic ofthe text. News audiences as consumers a "There has been a significant change in recent decades In the way the media proprietors view ther audences. | Consumerist model Media owners now see readers, Isteners and viewers | Under the consumerist model the as consumers of thelr commodities, in much the same | manufacture of news i profit, \way as the ouners of retail chains see their customers | driven news is seom pray 35 25 the consumes ofthe protucts they sel As Hist and | business enterprise with news Patching (2005: 104) claim, media industries today ‘treat | as a commodity. thelr audiences as ‘consumers’ of news entertainment, information, sport, and associated product packaging ‘again, this change might not be a5 recent as we think Fifty years ago, atthe height of Senator Joseph McCarthy's anticommunist campaign inthe USA, television and ratio journalist 4 Murrow citcized the media for entertaining people at a time when they should have in a wold unsettes by teats to global peace, and ‘where har news and investigative reporting are being Increasingly replaced by Infotainment. "nthe arly ‘wentyfist century, clerity news often dctates the news agenda “while often quoted, rows item of ‘te ack of endeavour by oul and news corporations ata tine when the USA was seat up in 2 wave of antcrnmunist sentiment had Ite Influence on stoping he conmeraeton of ews. 5The pubic ar becoming inceasingy afuentand consumerist nd they demand tobe entertaines__ftaiment ) eesion aswelasifomed "This means the ole andreevace ofthe investigate jouraltisincreasngy_rSurrnes ano soos dai (10 say tha this ‘ruealthoughthasrot been roved and other people ey rotbeleve endeavour) an attempt to Gost especaly sth new or act being calenged. Subjects nan entertaining Esc er TR LE Beni OW Mg es weal oer ESC 1]) wey (formation + ‘Sonar adopted fon Banbridge |, Goc Tyran L(@0LI} paz Med andjaunaism 2nded Oxork Greed entertainment) ‘Univesity Pres. ‘proprietor fr) the onner ota business ate et ‘3 Identify which sentences 1-9 contain material on news audiences as consumers. Underline the words / phrases which relate to this. Example: *Media owners now see readers listeners and viewers as ‘commodities. in much the same way asthe owners of retail chains see their ‘customers as the consumers af the produets they sell. 4. Select two of the sentences you identified, and write a citation for each one. Decide ‘whether to use a quotation or paraphrase, and remember to include a reference. Example: Bainbridge, Goe, and Tynan (2011, p.42) explain how readers, listeners, and viewers of media are compared to consumers of products sold in retail chains. UNTTaC READING 325TASK 4 Understanding comparison ina text 1 Decide whether the main comparisons in Teat 3 are between different times, places, or theories. 2 Read paraphrases I-9 of sentences 1-9 in Text 3, and decide whether each one is true or false based on the information in the text. 1 Media owners views of their audience have remained the same 2 Media owners see their readers, ec. as consumers. 3. Media industries teat audiences as consumers. 44 The shift (in sentence 1) has happened aver the last few years. 5 The journalist Bd Murrow criticized the media for offering oo much information rather than entertainment. 6 Murnows cxtcisms are sil significant 7 News is led by celebrity news in the 21st century. {8 Murrow’s criticism of journalists has greatly influenced the commercialization of news. 9-The public wants not only information but entertainment, o investigative journalism isbecominglessimportant. 3 Correct the sentences you identified as false. foe Example: Media owners’ views of her audience have remained the same. TASK 5 Identifying and evaluating the authors’ stance 1 Decide which sentences 1-9 in Text 3 express the authors’ stance. 2 Underline the words / phrases in sentences a-d below that indicate the authors’ stance. Example: There has been a significant change in recent decades in the way the media proprietors view their audiences. (sentence 1) 2 Again, this change might not be as recent as we think. (sentence 4) ity years ater, Ed Murow’s revealing words echo Ina world unsettled by threats to global peace, and where hard news and investigative reporting are being increasingly replaced by infotainment. (sentence 5) INDEPENDENT © le often quoted MuroWs citclsm of the ack of endeavour by jouralsts ané news | STUDY corporations ate when the USA was swept up ina wave of anticommunist sentiment. red | Conpaizonsinxcaenic litle inuence on stopping the commetiaiation af nes. (sentence B) tensare pial hited for eorpl, itso sytens resto tohavecierences then 4 The public are becoming Increasingly affluent and consumerist. and they demand to be | onesystemis el to ‘entertine a wel as informed. Tis means the ole andeevance ofthe iestigatvejoumalst | beshoun tobernare isceasingl being challenge. (sentences 9 and 10) feetn > Look at chapter otatextbook rom | 3 Decide whether the words / phrases you underlined are comparative, evaluative, or canst both. Lookcat the language carefully in its context in the original texto see how itisused. | {90% «compat Example: The phrase Significant change’ in sentence 1s evaluative rather than Systems, ete. and comparative. The authors use the adjective Significant to show their opinion |S any elton onthe change - they see it as important. pas 226. UNITS READINGEE Comparison and contrast (2) Understanding longer phrases and structures Academic texts often use longer phrases or structures to show similarities (comparison) Such phrases balance’ the two things being compared, For example, in te following sentence, media owners are compared tothe owners of real chains ‘Meata owners now see readers, listeners and viewers as consumers of their commodities, in ‘much the same way as te owners of retal chains see their customers os the consumers ofthe products they sell the structures that are used inthis way include in the same way os just as and just ike (ess ‘formal, ‘To show differences (contrast, longer phrases or structures include: ‘Again, this change might not be as recent as we think Thus the content of say, newspapers s shaped nat by ther owners but by the readers who buy them. In the consumerist model, content ofthe news Is érven by the market rather than the producer. TASK 6 Using comparison and contrast phrases 1 Match sentence halves 1-5 to 2-c using the phrases below. ascomplexas inthesameway inasimilarway ratherthan not... (but) In this model, listeners and viewers are seen ‘The consumption of news can be analysed In some contests, the term model can be defined One of the most significant aspects of consumer behaviour in economies ‘Television programmes in public service broadcasts are influenced by legal obligations the European Union is consumer loyalty. as passive consumers butas active analysts of currently available options. bby consumer preferences. to the term theory. as the consumption ofthe latest products and services. TASK 7 Cri 1 Work in groups. Read statements 1-3 taken from Texts 1-3 and discuss whether the information in each statement i (a) true, and (b) something positive. Give reasons. 1 “Under the consumerist model... news is seen primarily asa business enterprise, with, news asa commodity (Text 1) 2 "The content of newspapers is shaped by the readers who buy them. The media will deliver whatever the consumer wants’ (Text2) 3. “The public are becoming increasingly affluent and consumerist, and they demand to be entertained as wel as informed. This means the role and relevance of the investigative journalists increasingly being challenged! (Text 3) ical thinking - responding to ideas in a text UwT9c Rexoinc 327