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Oxford EAP Intermedia B1
Oxford EAP Intermedia B1
JINTERMEDIATE / Bi-i
z -
OXFORD
UNIVBRSITY PRESS
Contents
LISTENING SPEAKING
KNOWLEDGE Short presentations Short presentations
1 Academic focus:
Page 007
Understanding main ideas in a
presentation
Talkin about experiences using the past
simple and present perfect
Understanding and presenting information
ldentifying word class to assist note Structuring and signposting a short
taking presentation
Recognizing sinposting in a presentation Presenting information about your
Using word class to identify main ideas academic experience and aims
Using the past simple and present perfect
to talk about experiences
3 MOTIVATION
Academic focus:
Page 035 Lectures (2)
Listening for the main points
Recognizing signposting language
Seminar discussions (2)
Understanding written and spoken
definitions
Definition and explanation
Taking detailed notes on explanations and Asking for and giving definitions and short
examples explanations
Signposting language (1): Giving an Participating in a seminar discussion
overview, sequencing Spoken detinitions
Academic focus:
Preparing to listen to a seminar
ldentifying context
Presentations
ldentifying main points and descriptive
language
Description
Using noun phrases in descriptions Referring to numerical information
Noun phrases (1): Adjective + noun, Giving a short presentation and providing
adverb + adjective + noun peer feedback
Numbers: Large numbers, percentages,
fractions, decimais
Academic focus:
ldentifying different positions in a lecture
ldentifying supporting arguments
Taking notes on a student presentation
Using reporting verbs to reter to points in
Reporting and summarizing
Using present and past tenses to report a presentation
findings Participating in a seminar discussion
Present and past tenses: Referring to Reporting verbs: Referring to points in
research findings a presentation
002 CONTENTS
READING WRITING VOCABULARV
CONTENTS 003
LISTENING SPEAKING
NETWORKS Lectures (5) Seminar discussions (5)
7 Academic focus:
Page 091
Using abbreviations and symbols to take
notes
Discussing and evaluating learning and
assessment methods
Contextualizing
ldentifying support for a position Listening for and comparing specific
Identifying examples and explanations context
ldentifying explaining and rephrasing
language
Explaining and rephrasing
Academic focus:
xamining evidence to prepare for a
debate
Evaluating a case study and identifying
options
Arument and evidence
Identifying main arguments and ldentifying and using hedging language
supporting evidence Presenting arguments for and against
Identifying and analysing maximizing and Hedging: Forms for expressing caution
minimizing language
Maximizing and minimizing language:
Modal verbs, verbs, and adverbs
Glossary of grammatical and Language reference page 176 Additional reference material page 186
academic terms page 175
004 CONTENTS
READING WRITING VOCABULARY
Writing: Sample answers page 189 Additional material from units poge 195 Video and audio transcripts page 206
List of sources for texts page 223
CONTENTS 005
Introduction
Welcome to Oxford Englishfor Academic Purposes a - will do a short listening or reading task to introduce
complete course for anyone preparing to study in the context and present examples of useful language.
English at university levei. At the end ofthe module there is normally an
opportunity to think about and evaluate your own
performance in the discussion or presentation task.
What is Oxford EAP?
Reading uses extracts from authentic academic
Oxford EAP is designed to improve your ability to
textbooks. It usually starts with a short task to get you
study effectively in Engiish, whether you are planning
thinldng about the topic, or to predict the content
to study on an undergraduate or postgraduate
of the text. Further tasks wili help you to identify
programrne. Whatever your academic background,
important features ofthe text, such as the main ideas
and whatever your chosen subject, Oxford EAP wili
or specffic language, and demonstrate how you can
help you develop your knowledge and skffls in ali of
read and understand an academic text even ifyou
the following areas:
don’t understand every word. This module often ends
• reading and understanding authentic academic with a task where you respond critically to what you
texts have read.
• listening to lectures and presentations
Writing focuses on some ofthe most important
• writing sentences, paragraphs, and different
aspects of academic writing in the first four units,
essaytypes
such as writing sentences, descriptions and simple
• participating in seminar and group discussions paragraphs. Later m the book you move on to, analyse
• preparing and giving simple presentations paragraph structure, learn how to write summaries
• improving your study skffls such as note-taking, and citations, and introductions and conclusions to
criticai thinldng, and woridng independentiy essays. In the last four units, you will look at different
types of essay (e.g. argument, probiem-solution, cause
• recognizing and using academic grammar and
and effect), looking at key aspects of organization,
vocabulary.
style, and use ofianguage. You wili aiso be helped to
check and evaluate your writing.
What is in a unit? Vocabulary looks at key aspects ofacademic
Oxford EAP has twelve units. Each unit starts with a vocabulary using the content of each unit, and covers
preview page which shows the learning objectives useful vocabulary-learning strategies.
for that unit, plus a short discussion task to get you
thinking about the unit theme.
lhe academic focus of each unit covers an important
What else is included?
aspect of academic study relevant to ali subject Each unit includes:
areas for example, definition and explanation,
-
• Academic language (grammar, vocabulary, and
description, using sources, comparison and contrast, useful phrases) related to the academic focus of
argument and evidence, and cause and effect. This the unit, with examples taken from the texts or
focus is maintained throughout the unit. video / audio transcripts. Where necessary, there is
lhe units are divided into four main modules - a cross-reference to the Language reference at the
Listening, Speaicing, Reading, and Writing plus a
- back of the book.
one-page Vocabulary module. Each module starts • Critical thinldng tasks encourage you to think
with a rationale (a short text explaining what happens about the content of each module, and about your
in the module), and includes a number of carefully own performance in writing and speaking tasks.
sequenced tasks which help you to meet the learning
• Independent study tips suggesting how to transfer
objectives for that module.
the skills from the course to your own studies.
Listening focuses mainly on listening to lectures At the back ofthe book there is:
and presentations. It uses short video extracts from • Glossary of grammatical and academic terms used
lectures to help you understand key information and inthisbook
language, as well as how the lecturer’s material is
• Language reference with more detailed
organized. Note-taking is a key part of most modules,
information on the language covered in the units
and the module usually ends with a critical thinking
task which asks you to respond to some questions • Additional reference material with information
about the content of the lecture or presentation. of plagiarism, citation, and proofreading and
self-editing
Speaking includes participating in seminars and • Sample essays and examples of academic writing
dliscussions, and giving presentations. It covers
• Video and audio transcripts.
communication strategies for these situations, and
presents and practises usefui language. Usually you
006 INTRODUCTION
UNIT 1 Knowledge
ACAD[MIC FOCUS: UNDRSTANDING AND PR[SNTING INFORMATION
007
Listening Short presentatons
During your course, you may have to listen to presentations by other students, by professional
people, or by experts from your area of study. Presentations usually contam language
that teNs you how the information in the talk is organized in other words, it signposts
-
the structure of the talk. You can use this signposting language to help you follow a
presentation and to take notes.
Academic
2
2 Look back at the words you underlined. Identify the word class for each word.
2 What actual words did you note down? Which word class are they?
2 1.5 Watch the five short clips and checkyour answers to 1 example, by watching
online lectures or
presentations.
TASK8 Respondingto a presentation ‘Nexttimeyouhave
chance to listen
to English outside the
1 Look back at your notes from Tasks 4 and 6. Work in pairs and discuss these questions. classroom, note down
1 Is getting work experience important to your future success? Why / Why not? what, and how much,
you understood.
2 What skills can youi area of study give you that will help in your future career?
2 [) 1.6 Watch lhe presentation again and notice lhe language Ryo uses to organize his
ideas. Tick lhe phrases in each column (A, B, or C) that you hear.
A O c
Today I’d Iike to talk to you about 0K, so first Iet me teu you about My first main aim was to
What 1 want to talk about today is The next stage of my presentation is plan / hope / aim / want to...
The focus of this presentation is And this brings me on to my second main point. What 1 would really Iike to do is
I’d Iike to finish my presentation by My main aim / ambition isto
psychology /salkolod3iJ noun ‘[u] the scientific study of the mmd and how it influences behaviour
cognitive Pkognativ/ adj connected with mental processes of understanding
1 What do you know about psychology? Have you ever studied it?
2 What do you think cognitive psychology is?
6 Cognition, i.e. cognitive processes: are based on how the human mmd represents the
world (e.g. images, words, concepts)
learnt this behaviour to perfection, but they need to rnodify it to tit the particular situation.
The player must respond to visual ínformation about the goalkeeper’s position and movement,
and its possible consequences. This is based on the recognition of patterns, This how-to-score
knowledge’ wiII help a player decide what aspects of the situation he needs to pay attention to
in order to place the bail accurately between the goalposts, Specialists in a certain field have
expert knowledge that comes from hours of practice. This means that to some extent they can do
the right things at the right time more or Iess automatically, but they always need to be able to
analyse each individual situation.
GLOSSARY
2 Cognitive psychologists would cail this ‘how-to-score knowledge’ a schema, and schema
determine (Li) to calculate sth
theory is a cognitive theory about information processing. A cognitive schema can be defined
exactly
as networks ot knowledge, beliefs, and expectations about particular aspects of the world.
integrate (v) to combine two
3 Schemas can describe how specific knowledge is organized and stored in a person’s memory 50 that or more things so that they
it can be accessed and used when it is needed as in the example of the expert footballer. It is not
- work together
possible to see a schema inside someones head, but using concepts Iike schemas help psychologists interpret (v) to expiam the
-and ali of us to understand, and discuss, what it would otherwise not be possible to do.
- meaning of sth; to decide that
4 Schema theory suggests that what we already know wiII influence the outcome of information sth has a particular meaning
1
processing. This idea is based on the belief that humans are active processors aí informatian. and to understand it in this
way
People do not passively respond to information. They interpret and integrate it to make sense
modify (v) to change sth
of their experiences, but they are not always aware of it. If information is missing, the brain filis
slightly
in the blanks based on existing schemas, or it simply invents something that seems to fit in.
outcome (n) the result or
Obviously this can result in mistakes called distortions.
-
‘Schemas ‘can describe how specific knowiedge is organized and stored in a persons memory so that
it can be accessed and used when it is needed 3-as in the exampie of the expert footbalier, 4
it is not
possibie to see a schema inside someone’s head, but usin concepts iike schemas heip psychologists
- and ali of us to understand, and discuss, what it wouid otherwise not be possibie to do.
-
theory is more frequent and rnore usefui than the verb theorize. Not ali forrns of the word are
found in ali word families.
Suffixes
Suifixes are a group of ietters added to the end of a word to change the form of that word.
For exarnpie:
Noun suifixes inciude: -tion, -ity, -ism, -ness (cognition, reolity, criticism, hoppiness)
Adjective suifixes inciude: -ai, abie, -ive, -fui (critical, memorable, informative, successful)
Adverbs typicaily take the suffix -Iy. (criticaily, successfuily)
The verb suffix -ize is very frequent: (criticize, theorize)
2 Complete the sentences with the correct form of the word in brackets.
1 The theory is that people choose how they behave. (base)
2 This latest piece of research a significant achievement. (representation)
3 There seems to be no that the research can be successfully completed.
(possible)
4 In a presentation it’s important to speak about your subject. (knowledge)
5 In order to leam new information, try representing it as a picture, and then
it (memory)
6 lt s difficult to complete a group assignment without the ofthe whole team
(involve)
3 Look at howwords from the table in 1 are used in Texts 1 and 2 on pages 013 and 014.
Select three or more words from the table and use them to write your own sentences.
2 Compare your answers with a partner. Discuss why you think you have these strengths
and weaknesses.
fees in workplace
3 tests main method of assessment 6 dissertation 30% final mark this
- -
degree programme
3 Join the two simple sentences together with the correct coordinator, and, but, or or.
1 The human mmd contains many ideas which are stored in the memory. These ideas
are organized in categories.
2 Science explores the way the human brain organizes memory. There are stil many
questions to answer about the biological origins of memory.
3 People can choose to remember information. Ihey can choose to forget it.
4 Some people use automatic processing to help them remember things. Some use
different techniques.
5 Pickering and Gathercole (2001) used the Test for Children. They found an
improvement in the working memory of the children they tested.
6 The material is not an exact copy of events or facts. It is stored in outline form.
4 Write at least two simple sentences for each of the following topics.
1 Previous courses you have studied
2 Your strengths and weaknesses in English
3 Some interesting things you know about your school/college/university
4 Information connected to your area of study
5 Connect your simple sentences from 4 to make compound sentences.
6 Compare your sentences with another student and ask follow-up questions.
One of the mostfundamental principies of cognitive psychology is that human beings are information processors
and that mental processes guide behaviour. One goal of cognitive research is to discover possibie principies
underiying cognitive processes. Psychoiogists see the mmd as a compiex machine rather iike an inteiligent,
-
information-processing machine using hardware (the brain) and software (mental images or representations).
According to this hne of thinking, information input to the mmd comes via bottom-up processing that is -
from the sensory system. This information is processed in the mmd by top-down processing via pre-stored
information in the memory. Finaliy, there is some output in the form of behaviour.
SOLJRCS: crane, J. & Hannibal, J. (2009). pp.67-8. Ia Psychoiogy: Course Companion. Oxford: Oxford University Press.
3 Decide on the word class for each academic word 1-5. Then match the words with
definitions a-e.
1 fundamental a series ofthings that are done in order to achieve a particular result
2 process b a law, a rule, or a theory that sth is based on
3 principle c a careful study of a subject, especially in order to discover new facts or
4 research information about it
5 complex d serious; affecting the most central and important parts ofsth
e difficult to understand
5 6
SOURCE: crane, J. & Hannibal, j. (2009). p68. IB Psyctiology: Course Componion. Oxford: Oxford University Press.
2 Select at least five of the academic words from the texts m this module, and write sentences
containing the words. If possible, relate the sentences to your own arca of study.
Example: The theory that supply affects prices is afundamental principie ofeconomics.
1’- —
hI
• Understanding the language of perspective Your stance is the position you take on an idea, issue, or
• Identifying perspectives in a lecture situation. It is essentially a more personal view which is
Speaking influenced by different information and evidence.
Identifying perspective and stance in a discussion 2 Read the situation below and match statements 1-4 to
Using perspective to inform stance perspectives a-d.
• Expressing and responding to stance in a Situation: A company is deciding whether to move its
discussion manufacturing base from the UK to India.
Reading 1 ‘We are unlikely to locate to India as it’s too far away from
• Understanding main ideas in paragraphs and our main markets.’
longer texts 2 ‘We might move to India because the labour costs are lower.’
• Identifying perspective and stance in a text 3 ‘We might need to work in a different way to be successful
• Responding critically to stance in a text in India.’
Writing 4 ‘It could be a good idea because manufacturing methods
• Analysing paragraph structure are very advanced in India.’
• Recognizing cohesion in a paragraph a economic b geographical c technological d cultural
• Writing topic sentences and concluding sentences
3 Underline the words in each statement that show the
Vocabulary speaker’s stance.
• Identifying common academic nouns
4 Work in pairs. Discuss the issue of deciding where to study
• Understanding stance
abroad from each of perspectives a-d in 2.
5 Using the perspectives you discussed in 4, discuss your
stance on studying in an English-speaking country like
theUK.
021
Listening Lectures (1)
Lectures are an important part of many academic courses. They provide an opportunity to gain
a arge amount of key information for your own area of study. Sometimes the transcript of a
ecture will be made available online to help you understand the content. The lecturer may give
information on a topic from different perspectives. This module helps you to focus on key
information about the topic, and to understand the language for referring to different perspectives.
2 1J 2.2 Watch Extract 2 and note down two pieces of information for each of the four
UN organs iii 1.
Example: Security Council:five permanent members; main responsibility to maintain -
2 J 2.1 Watch Extract 1 again. Listen for any words from the table in Task 3.1 and note
down the perspectives that the lecturer mentions.
ACADEMIC LANGUAGE
Talking about perspectives: using contextualizing language
To talk about perspectives, you can use phrases based on an adjective, adverb, or noun. For
example:
From a política! perspective, the UIV is arguably not very powerfuí. (adjective)
PoIItIcaIIy speaklng, these institutions are independent. (adverb)
As lar as geography is concerned, the UN Security Council oppears to co ver a lot of the
globe. (noun)
2 2.3 Watch Extract 3 again and note down any information about the UN that you
used to identify the perspectives in 1.
Example: Historical perspective: UN established 24 Oct 1945 / historically replaced -
3 Use the information you noted in 2 to write one sentence on each perspective
mentioned. Refer to the transcript on page 207 if necessary.
Example: The UN was established on 24 October 1945 to replace the League ofNations -
2 42.4 You are going to listen to two students discussing the statement m 1. Listen to
Extract 1 and decide:
1 who agrees with the statement
2 what reason(s) each person has for their opinion.
2 Work in groups. Discuss the statement and make notes on the different perspectives.
3 Report your discussion to the class. Use some of the phrases below.
From an economic perspective, ... Ifwe look at thisfrom a social perspective,
Politically speaking, ... Asfar as politics are concerned,
04 UNIT 26 SPEAKING
TASK 5 Using perspectives to inform your stance INDEPENDENT
STUDY
1 Use your notes from Task 4.1 to write a sentence showing your own stance on the It is important that your
statement about university education. stance is informed by a
Example: 1 think university education should befree because an educated workforce number of perspectives
as this wiII makin your
benefits the whole ofsociety, and that’s goodfrom an economic perspective. thinking more academic.
Next time you take
2 Expiam your stance to other students in the group. part in a seminar or
discussion, try to
consider different
6 Identifying stance in a discussion perspectives on the
issue before you give
1 )) 2.6 Listen to two students in a seminar discussing the statement in Task 4.1. Are your opinion.
theyfor or against the statement? Note down each student’s stance.
ACADEMIC LANGUAGE
Expressing stance (1) Useful phrases
To take part in a seminar effectively, you need to be able to say what you think, ask other
people what they think, and respond appropriately.
Giving an opinion Asking for an opinion Responding
1 think (thot.) What do you think? 1 con see what you’re sayíng
In my view What are your views on .7 lsee whatyoumean
point of view Butsurely...
market economy.
1 AU decisions are made by one organization.
2 fliere is a Iot of competition between organizations.
3 Prices and wages tend to be fixed.
4 Prices vary depending on how much people need or want
a product.
L L.
2 Read the first paragraph ofText 2 and identify the main idea, a or b.
a A free-market economy is best for both developed and developing countries.
b Ideas about ifie best ways to achieve economic growth have changed over time.
3 Read the rest of Text 2 and match paragraphs 2-8 to ideas a—g.
a Developing countries need governments to help in areas such as transportation,
energy supply, and health care.
b A free market economy can cause problems for the poorest people.
c A free market economy can cause different problems in chies than in rural areas.
d A combination of planned and free market policies is the most effective approach.
e It is difficult for developing countries to compete with developed countries.
f Other countries may not invest in a developing country for political reasons.
g Government intervention has helped some countries to be successful.
4 Identify lhe key words that helped you match each idea to a paragraph.
1 in the 1980s, there was a movement towards more free market, supply-side-oriented governments
in developed countries such as the USA and the UK, which saw a shift of emphasis in government
poiicy. This resuited in a change in direction in thinking on the best way to achieve growth and
development in developing countries. However, as we have moved into the new century, a number
of concerns have been raised about the value ot adopting a pure market-ied approach.
2 Infrastructure is unlikely to be created through a market-based approach and developing
countries simply do not have sufficient infrastructure to adopt a free market approach. Thus, this
requires planning for the future and government intervention.
3 Aithough the more developed countries promote trade liberalization, they themseives do
not liberalize ali their trade. Protectionism in deveioped countries makes it very difticuit for the
developing countries to compete on a fair basis. ln recent years, led by the larger developing
countries such as Brazii and india, deveioping countries have been cooperating with each other to
have more influence in trade negotiations.
4 The success of the export-led Asian Tigers did not happen without government intervention.
The governments in question were very interventionist in specific areas, especially in product
markets that needed help and protection before they were able to export. They also were able to
place great emphasis upon education and healthcare.
5 Although a more free market approach may lead to economic growth in the Iong term, there are GLOSSARY
without doubt short-term costs to the poorest people. in the short term, unempioyment rises, as IMF (n) the internationai
do the prices of essential products, and the provision of pubiic services also falis. This wiill hit the Monetary Fund
poorest sector of the popuiation more than anyone eise, causing greater income inequaiity. interventionism (n) a policy
6 The adoption of free market strategies tends to concentrate attention and activities on the urban where the government
sectors of an economy. This tends to increase the divide between rural and urban areas, increasing the influences the economy
leveis of poverty in rural areas and aiso leading to migration from rural to urban areas. This has created protectionism (n) protecting
large areas of slums on the edge of many maior cities in deveioping countries. your country’s businesses and
economy
7 Governments may adopt the concept of iiberaiized flows of capital, but a lack of poiltical stabiiity
slums (n) areas where poor
means that many countries are not in a position to attract the foreign investment necessary to
peopie hve
achieve growth.
supply-side oriented
8 in the end, it is clear that solutions wili lie in a combination of the different approaches and that policy (n) policies that try
the combination wiii need to be taiiored to suit the needs of each individual country. Adopting a to increase efficiency and
‘one size fits ali’ poiicy wiii not be effective, as the 1MF discovered in the 1980s. competition
trade iiberaiization (n)
SOURCE: BIink,]. & Dorton, 1. (2006). pp.401-4. 1B Economics componion. Oxford: Oxford University Press. buying and seiiing with very
few ruies
2 Look at the words or phrases that are circled and underlmed in paragraph 2 below.
1 Which words / phrases are related to a perspective?
2 Which words / phrases indicate the author’s stance, or opinion?
approach work.
2 Political, economic market-based opprooch, free morket approach, government unhikely, simply do not hove, sufficient,
intervention requires
3
1 Work in groups and discuss the following questions. Give reasons or examples where
possible.
1 Do you think governments should be responsible for developing a country’s
infrastructure?
2 Is inequality between individuais normal in any society? Is it a cause for concern?
3 Do you ffiink the benefits of economic growth outweigh the negatives (e.g. poverty,
poor health conditions, pollution)?
1
Universities do research in ali academic subject areas, such as
2
medicine, and companies carry out research into a wide range of products and services,
from new modeis of cars to what people buy in supermarkets. 3 For example, research by
pharmaceutical companies leads to the development of new medicines, and agricultural
companies research new varieties of vegetables and grains to provide better quaiity food for
our tables. 4
However, universities are essential for research, because they are where students
learn research methods. 5 These examples show that research is a widespread and essential
activity in universities and in the business world.
2 Read the paragraph again and select the best topic sentence from 1-3. Say why you
selected this sentence.
1 Fast-changing markets mean that companies have to respond to new demand.
2 Research today is carried out by both universities and companies.
.3 Today’s companies are heavily involved in research.
3 Match features a-d to sentences 1-5 in the paragraph.
a rationale: to expiam why the topic is important
b concluding sentence: to restate the main point and evaluate briefly
c development: to develop the main point with examples and explanation
d topic sentence: to introduce the topic ofthe paragraph
Sentences: 1 2 3 and 4 5
1
1t is important because it allows the assessor to see the employee
2
working and interacting with other employees, and to decide how effective they are at
carrying out their duties and responsibilities. 3
Unlike other methods of assessment, such
as psychometric tests and interviews, observation is simple and direct. 4 Psychoiogicaliy,
observation is iess threatening, and in terms of cost, it is also likely to be cheaper than other
methods. 5For these reasons, observation is a very practical and effective assessment method
for people at work.
4 Work in pairs. Compare and evaluate your topic sentences using questions 1-3.
1 Does the sentence introduce the topic ofthe paragraph?
2 Does it also mention a related idea?
3 Is the language in the sentence accurate?
Universities do research in ali academic subject areas, such as medicine, and companies carry
it out nto a wicle range of products and services, from new modeis of cars to what peopie
buy in supermarkets. For exampie, it can iead to the deveiopment of new medicines, and they
aiso research new varieties of vegetabies and grains to provide better quaiity foods for them
to eat. This is very important.
Iv 4
2 Work in pairs. For each word in bold, decide if the word it refers to (lis referent is clear
and certain.
3 Read the paragraph below. lJnderline the words and phrases which match the words
in bold in the paragraph in 1. lhe first is done as an example.
Universities do research in ali academic subject areas, such as medicine, and companies carry
out research into a wide range of products and services, from new modeis of cars to what
peopie buy in supermarkets. For exampie, research can lead to the development of new
medicines, and agricuiturai companies also research new varieties of vegetabies and grains to
provide better quaiity foods for people to eat. This type of research is very important.
1 Look again at the paragraph from Task 2.1. Decide what each word m bold refers to.
‘Observation is an important way for employers to assess their workforce. ‘It is important
because it allows the assessor to see the employee working and interacting with
other employees, and to decide how effective they are at carrying out their duties and
responsibilities. 3
Unlike other methods of assessment, such as psychometric tests and
interviews, observation is simple and direct. 4 Psychologically, observation is less threatening,
and in terms ot cost, it is also likely to be cheaper than other methods. 5For these reasons,
observation is a very practical and effective assessment method for people at work.
2 Complete the paragraph using the words in the list. You need to use some words more
than once.
they their them this some it who
One of the major health chailenges facing developed countries today is that increasing numbers
of people are doing little or no exercise. Recent research indicates a growth in the number of
people 1 appear to spend most of their day sitting down. As a result, 2
are becoming more at risk of serious illness, including heart disease. people report
that Iong working hours do not allow enough time for exercise,
while others admit that prefer to do sedentary activities like watching television.
...,...,..,,..,,..
The problem is serious from a number of perspectives. lt has been estimated to cost national
health services up to 10% of entire budgets in related treatment. For the people
concerned, lack of exercise is likely to have a negative effect on
overail quality of life. Exercise is also a social activity, so a lack of ‘° can result in
fewer opportunities for social interaction, The lack of exercise among certain groups of people is
a very serious problem today with significant health, financial, and social impacts.
O3 UNIT 20 WRITING
2 Work in pairS. Discuss your answers and give reasons. INDEPENDENT
STUDY
3 Look again at the toPic sentences and concluding sentences in 1. Note down words and
phrases from each sentence that you can use in your own writing on any topic. Good writers ciearly signal
the start of each paragraph
ExampleS 1 [topic] is becoming more important in [place]. by stating the topic, and
a These examples show that [topic] is developing in importance in [place]. end the paragraph with
a brief conclusion of the
main point.
Analysing concluding sentences Find at Ieast three
paragraphs in difterent
textbooks related to
1 Read the guidelines below. Evaluate the concluding sentences from the paragraphs m your area of study.
Tasks 1.1 and 4.1. usingguidelines 1-3. Identify and evaluate
the topic sentences and
Guidelines a concluding sentence should:
-
concluding sentences.
1 restate the topic and main point of the paragraph
2 summarize the information in the body of the paragraph
3 give a brief evaluation of lhe main point.
These examples show that research is a widespread and essential activity in universities and in
the business world. (Task 1.1)
For these reasons, observation is a very practical and effective assessment method for people
at work. (Task 4.1)
2 Read the paragraph in Task 1.1 agam. Decide if each sentence 1-3 below could replace
the concluding sentence in the paragraph. Use the guidelines m 1.
1 A further key point about research is that it can be extremely expensive.
2 Ihese examples show that research takes place in a range of educational and
commercial settings.
3 Universities, however, focus not only on research but also teaching.
7ance
1 Read the paragraph below from another essay and write a concluding sentence.
‘Computer files can be organized in a number of different ways. 2 The first choice for the user íEi My
is to decide how many folders to have. 3 Most users choose between organizing data into
either a very small number of folders, each containing a large number of files, or a very large
number of folders, each containing very few files, 4 Other choices include how many folders to
Folder 1
This means that the user
present at the highest levei of the ‘tree’, and the number of leveIs. 5
either has to navigate a large number of folders at the start, ar work their way down through Folder 2
a deep number of leveis. 6
Project2
2 Evaluate your concluding sentence using the guidelines in Task 6.1. Compare your
sentence with a partner, and evaluate each other’s sentences.
when it comes
,,,,,,,,.,.,,,,,,,,
,,,
such as
,,,.,,,.,,.
the minimum wage, have been supported by companies wanting to give workers a fairer
deal. This, and to reducing working hours, have had major impacts
on the way we work and spend. However, recent market turmoil has shown that following
business completely is an to economic success. Perhaps a better
solution is for governments to align the best of business ideas with
.....,
7
for growth.
3 Use coliocations from 2 to write three sentences about key concepts in your own
area of study.
035
.,. Listening Lectures (2)
When iistening to a lecture, you need to be able to recognize the
main points and supporting
details. lt is also important to understand how information and
ideas are organized. Lecturers
may use signposting expressions to show how their lecture wiII
be organized recognizing
-
these expressions wiII help you understand what you are going
to hear and the order in which
you wiII hear it. Lectures also often include definitions and explan
ations of key terms and
ideas. It is important to recognize these in order to take effecti
ve notes.
This module covers:
• Listening for the main points
• Recognizing signposting language
• Taking detailed notes on explanations and examp
les
3 Then, we’ll look at one ofthe most famous theories ofmotivation, SIideA
which is Maslow’s hierarchy of needs.
4 ,we’re how Maslow’s ideas influenced the Theories of 1
work ofDouglas McGregor motivation
5 And • Taylor
,Iwantto at a slightly different view of
motivation developed by McClelland and Burnham • Maslow
• McGregor
• McCIeIIand & Burnham
ACADEMIC LANGUAGE
Signposting language (1) Giving an overview, sequencing SideB
Lecturers often use different expressions to show the organi The history of
zation ot the lecture. For example:
Givlng an overview Sequencing points motivatiorial
As we’II see from todoy’s lecture theories at work
First, we’II Iook in more detoil ot
In todoy’s lecture I’d Iike to 100k ot Then, we’II move on to Iook ot Dr David Hughes
In this lecture, l’ll be focusing on AÍter thot we’re going to see Institute of Psychology
And then finally, 1 want to take
Slide C
Eariy2Oth CentLr. —
Self-actualization
Belonging
2 3.3 Watch the last part of Extract 3 again and answer questions 1-4.
1 Which need is fulfihled first?
2 Can you move from security needs straight to esteem needs?
3 What happens when one need is met?
4 Does everyone have to reach the top ofthe pyramid to be satisfied?
3 Compare your answers in 1 and 2 with another student. Help each other to complete
any missing information.
ACADEMIC LANGUAGE
Spoken definitions
Taking part in a seminar discussion may involve asking for and giving definitions ot key terms.
Vou may need to ive more explanation if people dont understand your first definition,
Asking for a definition 1 explanation
Can you expiam what you mean by intrinsic and extrinsic motivation?
Introducing a detinition 1 explanation
Focus Is when you have a clear idea what you want to achieve.
What 1 mean by intrinsic motivation is
Definlng a term using a relative clause with thot or which
Intrinsic motivation is motivation that comes from inside you.
Notivation can also be extrinsic, which means it comes from outside.
TASK5Tak!ngpartinaseminardiscussion INDEPENDENT
STUDV
1 Work in groups. You are going to take part in a seminar discussion on what makes a
The topic of a seminar is
good language learner. Make sure you: normally given in advance.
• ask for and give defin.itions based on the topic Ask your tutor for a
• Iist of usetul texts on
• listen actively to what other students say the topic before your
• respond to what other students say and ask for more information if necessary. seminar. Read some ot
these and note down
2 Evaluate your contribution to the discussion. Think about how well you did the ideas to contribute.
following things.
• asked for definitions or explanations
• defined or explained your key terms
• listened and responded to other people
3 Select one thing to improve next time you take part in a discussion.
2 Discuss some possible goals you can set yourself, which can help with motivation for
the scenarios in 1. For example:
• to improve your time for a 10-kilometre run
• to get a better grade in your next essay.
3 Present your ideas to the class. Use the phrases below to help you.
Ourgroup discussed ... An example ofa goalyou can setyourself
One way ofmotivatingyourself is to ...
Process goal
since your success is based on your opponent’s ability. Performance goals focus on achieving
objectives independent of other competitors, Setting a better time for a 10km run, or improving
the percentage of successful tennis serves frorn 50 per cent to 70 per cent are performance
goals. Process goals focus on the actions one must take to be successful in a sport and improve
performance for example, a basketball player releasing the bail at the peak of his or her jurnp.
-
Studies have shown that using a combination of these three types of goals produces better
performance than focusing on just one. GLOSSARY
3 Much of today’s research on goal setting is based on the original theory of goal setting expectation (n) a belief that
sth will happen because it is
established by Locke and Latham (1981). They argue that performance is regulated by the
Iikely
conscious goals that individuais attempt to achieve on a task.
handicap (n) (in golf) an
4 To be effective, goals should be specific, measurable, and related to behaviour, An ineifective advantage given to a weaker
goal is ‘to improve my golf game. An effective (and achievable) goal is ‘to lower my golf handicap player 50 that com petition is
from 14 to 11 by improving the accuracy of my approach shots to the green’. more equal when they play
against a stronger player
SOURCE: Crane, j. & Hannibal, J. (2009), pp.302-3. IB Psychoiogy: Course Componion, Oxford: Oxford University Press. regulate (v) to control sth by
means of rules or laws
3 Read sentences 1-3 from the text. Select the option, a or b, which is most similar in
meaning to each sentence.
Example: lhe sarne can be said for any marathon. (paragraph 1)
a Ali rnarathons have runners who have different goals for the sarne event.
b In other rnarathons rnost people have no expectation ofwinning the race.
Option b is most similar in meanin& because the expression ‘the same can
be said’ refers back to the sentence before. The authors are saying that in any
marathon most peopie know they won’t win the race, but they stiii take part.
1 It is clear that the runners rnust have different goais for the sarne event, although this
does not seem to influence their motivation to participate. (paragraph 1)
a Cornpetitors take part in a race for different reasons, but this does not affect their
rnotivation.
b Different leveis of rnotivation rnean that cornpetitors in an event have different goais.
2 Studies have shown that using a cornbination of these three types of goais produces
better perforrnance than focusing on just one. (paragraph 2)
a Research shows that peopie achieve better resuits when they foiiow outcorne,
perforrnance, and process goais.
b It is not clear which type of goai outcorne, perforrnance, or process is the rnost
— -
‘Motivation is defined as the direction and intensity of one’s effart (Sage 1977). The direction
of one’s effort refers to whether an individual seeks out or is attracted to certain activities. The
intensity of ones effort refers to how much effort a person puts into a task ar situation, 2 Going to
the gym three times a week is not enough: one actually has to put in some effort to undertake a
regime of exercise. Do you seek the lowest amount of exercise so that you can simply say, ‘1 goto the
GLOSSARY
gym7 Or do you work with a trainer and then follow the regime closely? Or do you push yourself too
adversity (n) a difficult or
hard, often resulting in fatigue and personal injury? lntensity also includes one’s persistence in the unpleasant situation
face of failure ar adversity.
intense (ad]) very strong
One way of looking at motivation is to discuss intrinsic versus extrinsic motives, 3 lntrinsic intensity (n) the state or
motives are those that come from within the individual. This could be the fun of being with the quality of being intense
team, the satisfaction of a faster finishing time in a lOOm race, enjoying the competition, or improved
persistence (n) the fact of
weII-being after an hour in the gym. lntrinsic motivation depends on the individuars own attitudes continuing to try todo sth
and perceptions, and it involves thinking carefully about situations. lntrinsic motivation does not despite difficulties, especially
have to be provided by others, and serves as a continuous drive towards satisfying individual needs. when other people are
This means that intrinsic motivation can be very persistent.
4 against you
‘Extrlnsic motives are the external rewards that we can gain fram taking part in sport ar exercise. regime (n) a set of rules
about food, exercise ar
This could be Draise from your coach. the chance to be with your friends. a major cantract with a
6
medical treatment that you
professional sports team. ar the status that follows fram being famous. follow in arder ta stay healthy
Both intrinsic and extrinsic motives are important in sport and exercise. Psychologists can target status (n) the social ar
both intrinsic and extrinsic motives to improve the performance of the individual. professional position of sb /
sth in relation to others
SOURC. Crane, J. & Hannibal, J. (2009). pp.304-5. IB Psychology: Course Componion. Oxford: Oxford University Press. weII-being (n) general health
and happiness
2 Read Text 2 again. Decide whether each underlined sentence 1-6 is:
1 a definition 2 an explanation or example.
3 Identify the phrases in sentences 1-6 of Text 2 that mtroduce a definition, an example,
or an explanation.
Definitions
Motivation is de!ined as the direction and intensity aí one’s effort.
lntrinsic motives are those that come from within the individual.
‘The intensity aí one’s effort’ reiers to how much effort a person puts into a task.
Success can be defined as achieving your goals.
Explanations
This means that intrinsic motivation can be very persistent.
lntrinsic motivation depends on the individual’s own attitudes and perceptions.
Examples
This could be the fun aí being with the team
An example of extrinsic motivation could be praise from your coach,
1 Work in groups. Read the main points from Texts 1 and 2 below and discuss whether
you agree. Give reasons and examples.
1 To be effective, goals should be specific, measurable, and related to behaviour. (Text 1)
2 Both intrinsjc and extrinsic motives are important in sport and exercise. (Text 2)
2 Discuss what you think are the best ways to achieve (a) success in sport, and (b)
academic success.
3 Think of a future event iii your life. Discuss how you can improve your own motivation
in order to achieve a better result.
INDEPENDENT
STUDY
TASK 2 Recognizng the structure of definitions Some ideas / concepts
are clearly definable but
1 Read sentences 1-5 and identify: others may have many
different definitions
a the term being defined b the head noun c the prepositional phrase. depending on the context,
or your point of view.
1 A wrench is a metal tool for holding and turning objects.
Next time you have a
2 Persistence is the state of continuing to try to do something despite difficulties. concept in your writing
that could have varied
3 A pension is a financial product for saving and investing money for old age.
definitions, think about
4 Physiology is the scientific study ofthe normal function ofliving things. how you can clearly
define it in this context.
5 Efficiency is the quality of doing something well with no waste of time or money.
2 a conference
3 asalary
4 ambition
3 Think of at least two terms from your area of study. Wnte a similar deflnition for each one.
There is strong evidence from many fields, such as business and sport, that motivation
is a key factor in achieving success. In business, studies have shown that managers who
understand what motivates their empioyees usuaily have a better success rate. Companies
whose managers are not aware of employee motivation are iess likeiy to be successful. Also
companies that use money as a sole means to motivate their staff may find it difficult to keep
them. Similarly, high leveis of motivation are essential to success in sport. Teams which use a
sports psychologist often have a more positive mental attitude. Athietes that set achievable
goais typicaliy enhance their performance. The situation is similar in education. For exampie,
people who are motivated to learn are often the most successful language learners.
1 What kinds of companies are likely to be (a) more successful, and (b) less successful?
2 What kinds of sports teams often have a more positive attitude?
3 Who are often the most successful language learners?
2 Compare your answers with another student. Identify the phrases that helped you
answer the questions in 1.
4 Compare your sentences with another student. Evaluate each other’s sentences and
rewrite them if necessary.
Paragraph 1
Herzberg (1957) developed a two-factor theory of motivation based on hygiene needs and
motivational needs. ‘Hygiene needs are those factors which create dissatisfaction at work
if they are not attended to. 2At school you will probably be demotivated if the classrooms are
not clean, ar if the heating is not working properly. lf these things are satisfactory, however, it
Hygiene factors are the things that are necessary for you to
is unlikely to Iead to motivation. 3
get started, but they don’t motivate you to succeed.
Paragraph 2
‘The difference between job enrichment and job enlargement is the difference between
quality and quantity. 2 Job enrichment is a way to give employees opportunities for using
the different skills they have, while job enlargement means simply increasing the range
of tasks a worker has to do, 3So, for instance, job enlargement could involve replacing an
assembly une with modular work where an employee (ar group of employees) carnes out
An enriched job differs from an enlarged job in that it involvesL
a job from start to finish 4
a range of tasks and challenges ot varying difficulty, as well as a complete unit of work, so
that an employee has a sense of achievement. On top of this, a manager will offer feedback,
encouragement, and support.
TITIE: Describe a theory of motivation that you know about and show how the theory can be
applied to work, or a sport.
3 Complete the examples from the Oxford Advanced Learners Dictionary with
adjectives from 1.
1 Large or important enough to have an effect or to be noticed: a highly discovery
a significant b major
2 Directed at dealing with sth or producing a successful result: It will require action.
a effective b positive
3 That is possible and likely to be achieved: a target
a specific b feasible
4 Correct and true in every detail: an description / account / calculation
.
a accurate b original
4 Write three sentences using a selection of nouns and adjectives from 2.
Goals that are too are harder to define, or achieve. (general / specific)
3 Examples of motivation include praise from tutors and coaches, and rewards
for success motivation includes the ‘love oflearning (extrinsic / intrinsic)
4 .. approaches are best understood by stating examples.
(practical / theoretical)
2 Complete the text using appropriate classifying and evaluative adjectives.
attainable individual personal unrealistic
Burton (1989) argues that goal setting has a psychological effect in that setting goals may
affect cognitive processes. This is known as the Indlrect thought process view. This
argues that failing 1 goals leads to changes in psychological factors that can
influence performance. 2 outcome goals can raise anxiety and harm
performance, whereas performance goals can lower anxiety and boost
.
confidence. Setting
4 goals is useful, but these must be done carefully.
3 Write a short paragraph describing and evaluating an aspect ofyour own area of study.
Include some ofthe adjectives from this module.
;t&
• Preparing to listen to a seminar presentation or lakes, ora part of the coast. Answer questions 1-4.
• identifying context 1 Where exactly is the area situated?
• Using noun phrases in descriptions 2 Is it typical, or unusual, within your country?
Speaking 3 Has it changed in the last fifty years? If so, how?
• ldentifying main points and descriptive language 4 Are there any threats to it? If so, what?
• Referring to numerical information
2 Select an area from 1 and analyse it from at least three of
• Giving a short presentation and providing
these perspectives:
peer feedback
commercial, cultural, ecological, environmental,
Reading geographical, historical, political, technological.
• Predicting the content of a text
• identifying the main ideas 3 Note down any themes, such as changes created by human
activity. Compare your themes with the other students iii
• Identifying and evaiuating supporting evidence
your group. Is there anything that you found particularly
• Using progressive forms to refer to change
interesting or surprising?
Writing
4 Briefly describe the arca to the class.
• Analysing, pianning, and using notes to buiid up a
paragraph Example: The Lake District is situated in the north-west of
• Using adverbiais to add context and supporting Bngland. There are lakes in other areas ofEngland,
information to a sentence but in the Lake District there are many lakes dose
together so it’s quite an unusual part ofthe country
Writing a descriptive paragraph
(geographical). The area is a national park, so it’s
‘JocabularV protected by the government (political). Anyforestiy
• identifying adverbial meanings work is sustainable meaning it’s well managed to
-
• Using adverbiais for cohesion protect the environment and the region’s safefrom
-
049
Listening Seminars (1)
A common activity in seminars is to present information you have read about or researched.
This is a way of sharing information about the seminar topic. As weIl as preparing what you
wilI say, you need to listen carefuNy to other students’ presentations. As you listen, try to
identify (1) contextualizing information, such as where something is and what it Iooks Iike,
and (2) the speaker’s main points. You may have an opportunity to ask questions, but it is also
useful to make brief notes on this information 50 that you can refer to them later.
Where
When
Why
How
Evaluation
2 EJ 4.2 Watch Extract 2 again and complete column B with the phrase the speaker uses
to signal each main point.
4 34.3 Watch Extract 3 again and complete sentences 1-5 with the descriptive phrases
the speaker uses.
1 Basically, Masdar is a
2 It’s been described as an
3 They’re based around clean technology lilce
4 So, as 1 said, Masdar is this new development for,
5 It uses solar energy, and
5 Compare your answers with another student. Help each other complete any missing
information.
towns and cities and the movement of people from rural to urban areas. Watch the
presentation and note down key information under headings 1-4.
1 Urbanization since 1900
2 Urbanization in the newly industrialized countries
3 lhe economic impacts of urbanization
4 lhe environmental impact ofurbanization
2 Work in pairs and discuss questions 1 and 2.
1 Which perspectives did the speaker mainly use to organize her presentation?
2 What do you think is the speaker’s stance on urbanization? Does she think it is mainly
positive or negative?
4 Presenting numbers
1 Look at slides 1 and 2. How would you say the numbers? (est.)
2 Practise presenting the numerical information on slides 1 and 2. Slide 2 Urbanization in China and the US
3 Use slides 1 and 2 to practise signposting language for introducmg a new point and
moving from one point to another.
changed into desert. Is desertification mainly (a) a natural process, or (b) a man-made
•1
process?
2 Read the section headings in the text and questions 1-4. Predict what information or
evidence you think the text will include for each heading.
1 What is desertification?
2 How widespread is the risk of desertification?
3 What are the natural causes of desertification?
ii
4 What are the human causes of desertification?
3 Read the text quickly and check your predictions from 2.
1
1
thousands ofvears ago long before humans had any major impact.’
-
you can see signs of change in this environment. In the recent past, this landscape looked very different
to the way it iooks today. As you can see, there is pienty of dead vegetation, plus the remains of animais
that once grazed the area. The iand in the photo is turning into a desert. This is caiied desertitication.
11.
Figure 4.32
global temperature and rainfail patterns. For instance, there is evidence that- as recentiy as 8000 years
ago (around the age of the iast Ice Age) the chmate in North Africa and the Middie East was much
-
wetter than it is today. This evidence inciudes iarge aquifers (groundwater reserves) iying beneath
desert countries iike Egypt and Jordan, as weil as fossil piant remains and archaeological evidence (such
as ancient rock art). Naturai ciimate change turned this region into desert thousands of years ago iong -
The ciimate is becoming more unpredictabie and more variabie. Only time wiil teu how much of this is a GLOSSARY
direct cause of current and future desertification. climate change (n) changes
in the earth’s weather,
Human causes
especialiy the rise in
People are not hkely to deliberateiy damage the iand on which they depend on for their survivai. However, temperatures caused by the
circumstances can lead to peopie’s actions tipping the dehcate baiance and inadvertentiy contributing increase of particular gases
towards the process of desertification. Most commoniy, this involves: cultivation (n) the preparation
• over-cultivation, intensive farming on marginai and can reduce sou fertiiity and damage its structure. and use of iand for growing
The iack of organic matter makes it crumbly and more likeiy to be washed or biown away. it aiso piants or crops
reduces its capacity to retain moisture. drought (n) a long period of
• over-grazing. Marginai grassiand has a sustainabie carrying capacity the number of animais that can
-
time without rain
be supported without causing Iong-term damage. lf this number is exceeded, the system becomes grazing (n) land with grass
that cows, sheep. etc. can eat
unsustainable and the vegetation and sou deteriorate. lf it continues, desertification can result.
• over-Irrigation. lf piants are appropriateiy irrigated, little water should be wasted. However, if and irrigation (n) the suppiy
of water to an area of iand
is over-irrigated, saiinization can occur. This creates an impermeabie and infertile saity crust on the through pipes or channeis for
surface, which (according to UNESCO) is a key feature of desertífication. growing crops
Other human activities that can damage the sou and vegetation (ieading to sou erosion and uitimately marginal (odj) on the edge
desertification) are: road buiiding, deforestation, and inappropriate tourism. sustainable (odj) invoiving
the use of natural products
SOURCC: Ross, 5., Digley, B., Chapman, R. & Cowling, 0, (2011). pp.146-7. AQA Geogrophy. Oxford: Oxford University Press. and energy in a way that does
not harm the environment
1 From your reading, do you think desertification is (a) a natural process, (b) a man
made process, or (c) both natural and man-made?
2 Do you think the writers of the text would agree with the statement in the essay titie?
2 Find examples of evidence lii the text on page 055 that is bothfor and against the
statement in the essay titie.
For Against
8,000 years ago the climate in North Africa and Intensive farming can damage sou
the !‘4iddle East was much wetter
3 Look at the arguments for and against the statement in 1. Do the authors provide
strong evidence to support both arguments?
‘The main natural cause is connected to climate, which has changed throughout geological time
INDEPENDENT
-
8,000 years ago (around the age of the Iast Ice Age) the climate in North Africa and the Middle East
STUDY
-
2 Think about three changes in your country that are currently happening. Write a
sentence to describe each of these changes.
1,
1 Which of the following 1-5 do you think are the authors’ aiius in the text on page 055?
1 To inform the reader about causes of desertification
2 To describe where desertification is happening
3 To evaluate the causes of desertification
4 To argue that man is the main cause of desertification
5 lo argue that desertification is a natural and unstoppable process
2 Which essay tftle 1-3 do you think the text might be the most useful source for?
1 Describe the stages and process of desertification.
2 Compare and contrast the different causes of desertification.
3 Evaluate the most effective way to manage the impact ofhuman activity on
desertification.
3 Work in pairs. lJiscuss which parts of the text you could use for each essay titie in 2.
nature which is not too negative or damaging. There are several ways to help this to happen.
(exampie) non-governmental organizations and charities need to put
pressure on businesses to operate cleanly. In the sarne way, governments across the worlcl
need to bring in new laws to protect the natural world, (evaluatian)
,
in countries where laws like this have been introduced, environmental damage has failen.
(simiiarity) people’s attitudes need to
, change 50 that they see the
world as an interconnected system rather than a limitless resource which humans can exploit.
This can be done in a number of ways, (exampie) through education
and advertising. ., ,,.
2 Compare your answers with another student. Expiam why you put the words / phrases
in these positions.
Notes
a Environmental damage serious / overlooked effect of driving locally & globally
-
-
d Use / sourcing fueis, i,e. petrol / diesel affects air quality damages human health &
- -
surrounding ecosystem
e Need look for different / more sustainable kinds of fuel
-
2 Smdy the example, where the notes in 1 are expanded into a complete sentence. Look
at the annotated example to see which words were added.
Example: Notes: Environmental damage serious / overlooked effect ofdriving locally
-
-
& globally
Complete sentence: Environmental damage is a sertous but overlooked effect
ofdrivin& both locally and globally.
2 You are going to write a paragraph describmg the relationship between the
environment and one or more academic disciplines. Note down ideas for stages 1-5.
Stage Example
1 Seiect an idea to write about from those you The relationship between technology and the
discussed in your groups, environment,
2 Decide on the topic of your paragraph. The effect of technoiogy on the environment.
3 Decide on the main point you want to make. Students need to understand that technoiogy
has a negative impact as weii as benefits.
4 Think of some examples and/or expianations Mobile phone masts and wind turbines; toxic
to support your main point. materiais in things iike mobile phones
5 Identify any terms that need a definition. toxic materiais
3 Using your notes in 2, write a paragraph of about 120-150 words. Follow guidelines
1-5. You may find it helpful to refer back to the sample paragraph in Task 1.
1 Write your topic sentence.
2 Decide where to state your main point after the topic sentence or near the end of
-
the paragraph.
3 Add sentences which include examples and explanation.
4 Make sure your paragraph is cohesive: check your use of pronouns (it, its, they, their)
and adverbiais such as Similarly and In other words.
5 Write a conciuding sentence to state or restate the main point and, if necessary, give a Sampie answer
briefevaiuation. page 189
Checkyourlanguage Yes No
Does each sentence have a subject, verb, and object?
is each verb in the right tense and form?
Do you use adverbiais and pronouns to make the paragraph cohesive?
2 Read at least two other students’ paragraphs. Evaluate their paragraphs using the
checklist in 1 and give feedback.
you can use In other words (sometimes abbreviated to i.e.), and to introduce an exampie you
can use an adverbial iike For example. Vou can introduce evaluation using adverbiais which
signai your stance, e.g. Signiflcantly. Finaiiy, you can introduce the main point, summarize, ar
conciude: In brief
3 Introducing an example:
4 Showing stance:
:...,.,...:........................
063
1 Listening Lectures ()
Lectures do not simply give information on a topic; they also present different positions on
an issue from individual groups of people, ar organizations, It is important to identify and
understand these difterent positions, as you may need to discuss them in a seminar ar write
about them in an assignment. To argue for ar against a particular position, a lecturer wilI often
refer to a study on the topic. ldentifying references to these studies can help you to research
further examples to support your own ideas in your written assignments,
2 Work in pairs and discuss how you like to organize your notes.
3 lJ 5.1 Watch the introduction to a lecture about the advertising industry. As you watch:
1 predict what the lecturer will talk about in the rest of the lecture
2 think about how the lecture will be organized, and what note-taking style you could
use to organize your notes on the rest of the lecture. b Two-page split
ACADEMIC LANGUAGE
Present and past tenses Referring to research findings
The present simple, present perfect, and past simple can ali be used to reter to research
findings. The speaker’s choice ot tense may depend on whether the research is past or current,
but may sometimes be a question of style.
The present simple is used to make general statements about research findings where time is
not reievant.
f4arketresearch.corn estimates that chiidren in the US directly spend $51.8 biilion each year.
f4cNeaI puts this figure at around $670 billian, and these figures continue to rise annually.
The present pertect is used when the findings are new or stiil relevant today.
One study by the Australian consurner group CHOICE has shown that..
The sarne study has also highlighted the fact that 86% aí parents would
The past simple is normaliy used when a specific date in the past is mentioned.
In 2007, CBS reported that the arnaunt aí rnoney spent an advertising to children in the US
was $17 billlon,
2 Discuss the effect of these media on you personally, on business, and on society
in general.
• Unexpected outcomes
Jamia Khan
Slide 1 Slide?
2 Work in pairs and predict one or two points that the speaker might make for slides 2-4.
Social class has traditionally been divided into three broad categories: an upper class that owns
property, and, and investments and is wealthy and powerful; a middle class made up of professional
workers such as managers and owners of small businesses: a Iower ciass of people who have 0w-
paid jobs or who are unemployed.
1 To what extent is this stratification (i.e. the division of something into different layers
or groups) of society into three classes accurate?
2 What other factors can determine a person’s class?
3 How easy is it for someone to change classes, and how long might this take?
2 Read Text 2, which is the opening part of a longer section in a sociology textbook.
Identify the three aspects of power mentioned in the text.
2 Imagine you have to prepare to write an essay on individual power and social power.
Decide the order in which you would do the following.
a Search for key words such as power in the titie, index, and contents pages of textbooks,
or online
b Study the essay titie carefully and make sure you understand it
c Read selected extracts from your sources
d Use material from the notes and summaries in your essay
e Think of ideas to use in the essay
f Make notes and summarize key information from your sources
g Search for relevant sources of information, such as textbooks or online articles
3 Compare your ideas with another pair, and give reasons for your selection. Are there
any other stages you would include?
Social class has traditionally been divided into three broad categories: an upper class that owns
property, land, and investments and is wealthy and powerful; a middle cíass made up of professional
workers such as managers and owners of small businesses; a Iower class of people who have Iow
paid jobs or who are unemployed.
1 To what extent is this stratification (i.e. the division of something into different layers
or groups) of society into three classes accurate?
2 What other factors can determine a person’s class?
3 How easy is it for someone to change classes, and how long might this take?
2 Read Text 2, which is the opening part of a longer section in a sociology textbook.
Identify the three aspects of power mentioned in the text.
4 Based on the completed notes, identify the main points that could be included in an
essay on individual and social power.
2 Match your noun phrases to one of the patterns from Academic Language.
2 Read Text 3, Class and economic power, which follows on from Texz 2, Class and status.
Which characteristics in 1 are mentioned in the text?
3 Find other words and phrases in the text related to each characteristic.
Example: money economic basis / assets / property / economic resources / investments
-
1 Work in groups. Discuss whether you agree with ideas 1-3 from the texts. Give reasons
and examples.
1 A person’s power comes from their economic resources.
2 A person’s economic power affects their life chances.
3 People are often likely to act, individually or collectively, in pursuit of their
class interests.
1 Work m pairs. Discuss items 1-6 and decide which you agree with. Give reasons.
A summary
1 includes your own ideas 4 includes all minor details
2 is much shorter than the original text 5 helps you to understand a text
3 includes ali main and supporting details 6 is useful for future activities.
Researcli questions: HOIL’ inanq feaders/iip sújies are títere? Are difierent stj/es betterfor di)frent situatiotis?
Autocratic Ieadership’
tradstiona/cornrnand/—_ i ii r
Autocratic ieaders hold on to as muçtí power and decision-makin as they possibiy coLil” DC liseful Iii
contra! !eaílershqi ,, 7
can. There is hkeiy to be minim’consuitation and empioyee input into decision- inanu/acturing
making. Orders shouid be obeyed and empioyees should welcome the structured
environment and the rewards they receive.
This styie of leadership is most hkely to be used when subordinates are unskifled,
not trusted, and their ideas are not valued. it is also more likely in an organization
that focuses on
uftnd has to make urgent decisions that depend highiy on
3
the ma he styie is hkeiy to be accompanied by very detaiied instructions
I’Vou/d t/iis u.’arl< nd dose supervision. In some sítuations subordinates may expect and iike to
- -
iii alicu/tures.
be toid what to do since there can be no second guessing or uncertainty. Notyood for
Note. no evidence pra videdfor ais, of 1/te c/a,,ns creative industries?
4 Look at each note-taking strategy m 3 and decide if they are passive or actii’e.
Passive note-taking accepting what you read or hear, and writing it down without
-
hear, and thinking critically about what you are writing down, and why it is useful.
5 A key idea in the first sentence of the text is holding on to power and decision-making.
Find words in the rest of the text that are related to this idea.
6 Read the notes summarizing the main ideas from the text. How might this person be
planning to use their reading of the text in a seminar discussion?
Autocratic leaders = control and power useful in unskilled non-creative job sectors
- -
Laissez-faire Ieadership
Laissez-faire means to leave alone’, In this Ieadership style the manager gives employees considerable
freedom in how they do their work. Employees can set their own goals, make their own decisions, and
resolve problems as they see fit,
This may be an appropriate management style to use when employees can be trusted to do their INDEPENDENT
job because they are motivated, skilled, and educated. lt may be appropriate when working with a
STUDY
culture based around the individual, and where people can work successfully on their own. Try to be active in your
note-taking by using
your own words, thinking
critically about the text,
2 Compare your notes with another student. Which active skffls did you use? and keeping in mmd your
research aims.
3 Look back at the summary notes in Task 2.6. Write similar notes summarizing the
Find two texts from
main ideas from the text on laissez-faire leadership. your area of study and
take notes using active
4 How are the ideas in the two texts connected? How could you link your notes on note-taking strategies.
each text?
Noun phrases (3) Summarzing ideas using key nouns and determiners
Key nouns and a related determiner can be used to summarize the main ideas within a text or
section of the text.
Use definite determiners to refer to a specific example.
The rewards ... This styíe of !eadership ,.. These studies ... His ideas ... Their own decisions
Use indefinite determiners to refer to an idea in general.
An organization A culture
...
2 Replace the phrases in italics in the text below with a suitable summarizing phrase.
the structured environment the rewards the relationships the working process
the personal characteristics
‘A strong, determined, and decisive personality traditionally associated with a good leader
is perhaps more associated with 20 setting in which there is a strong hierorchy and chain
of command found in traditional manufacturing contexts.
The role of individuais and their
3
position within the hierarchy clearly determine how an individual is expected to behave in
an organization. Employees were not expected to demand anything more than 4 the salary,
hoiidays, pension, and bonuses associated with their role. Today, however, ‘the way in which
peopie are expected to work plays a much more important role in determining managerial style.
Democratlc Ieadership
The democratic leadership style may not always work out, though. lt is iikely to be most
effective when used with skilled, free thinking, and experienced subordinates who enjoy
the reiationships and chaos that can result from beionging to a highly eftective team.
Nevertheless, the democratic process may siow down decision-making and may prove costly.
The styie also requires a positive chemistry in the team and if this is absent, no amount of
democracy can make the style work,
Summary: Experienced, skilied, and open-minded employees work well in a team when
relationships are good. However, democratic ieadership can be siow and costly, and can fali
without an effective team.
2 Look back at your own notes from Task 3.3. Write summaries ofautocratic and laissez
faire leadership styles using the summary iii 1 above as a model.
3 Read the paragraph on trait theory and write notes on the main ideas. Use your notes Sampie answer
to write a summary of the paragraph. page 189
Trait theory
‘She’s a bom ieader encapsulates the idea behind trait theory, which argues that some
individuais are bom with the characteristics that make them natural leaders. Trait theory
suggests that ieaders are different from other groups of individuaIs in that they consistentiy
demonstrate the foilowing characteristics: intelii8ence, self-confidence, determination,
integrity, sociability. lnterestingly, height and fluency in speech were often found to be
common traits too, as were flat feet. Critics of trait theory believe that it falis to take into
account the life experiences that can affect leadership.
4 Compare your summary with a partner. Use questions 1-4 to evaluate (a) your own
summary, and (b) your partner’s summary. Is the summary:
1 Complete (does it include the main idea from the original text)?
2 Concise (is it significantly shorter than the original text)?
3 Clear (is it easy to understand)?
4 Creative (does the writer use their own language)?
•
-
077
Listening Lectures (4)
Lecturers are likely to use a number of sources, such as textbooks or articles, to inform their lectures.
They will often use these to support their argument. Reading the sources either before or after the
lecture will help you to understand the topic of the lecture more fully. While listening to a lecture, you
need to be able to identify the sources that the lecturer refers to, 50 that you can follow up by reading
any useful extracts.
3 You are going to watch the flrst part of a lecture on ‘the globalization of business The
lecturer refers to two sources which her students will need to read during the course.
Look at the contents page of one ofthe books on page 196 and answer questions 1 and 2.
1 Which three chapters relate to the worldwide growth of industry and technology?
2 How could you use the book to prepare for the lecture?
3
Focus:
Key question:
4 .
.
2 Compare your answers in 1 with another student, and identify the language that
helped you complete the notes.
3 lJ 6.2 Watch Extract 2 and complete the notes on the Industrial Revolution. lhe
symbol means causes or leads to.
-
4 ll 6.3 Watch Extract 3 and note down the information given by the lecturer relating
to
points 1-4.
1 Examples of2lst C technological growth 3 lhe buying power ofAmericans
2 ‘lhe impact of 2Oth C technological growth 4 lhe cause of this increase in buying power
6 Work iii pairs. Use your notes on Extracts 1-3 to answer questions 1 and 2.
1 Why was the Industrial Revolution such an important social and historical event?
2 What are some of the benefits of industrialization and economic growth?
1 6.4 Watch the last part of Extract 3 again. Read statements 1-3 and decide if they INDEPENDENT
represent the stance of (a) the lecturer, or (b) the authors (Bowles, Edwards, and STUDY
Roosevelt). Lecturers often present
1 lhe ‘unprecedented growth in the availabffity of material goods’ is universally beneficial. opposing stances SO that
the information is not one
2 Everyday life was also made better through changes in diet and housing. sided.
3 Industrial and technological growth is a positive development. ‘ In a lecture, listen out
for evaluative words like
2 Work in groups. Write one sentence expressing an opposing stance to each statement m 1. beneficial and positive
and think of critical
Example: The ‘unprecedented growth in the availability ofmaterial goods’ can cause both
questions, e.g. How
unhappiness and environmental damage. beneficial? Beneficial for
whom?
3 Compare your answers with another group.
INDEPENDENT
1 Work m groups and discuss questions 1 and 2.
STUDY
1 Is continued economic growth always a good thing? Find a source from your
2 Does economic growth lead to increased wealth for everyone, or to increased inequality? own area of study.
‘What’s the stance
2 Write a short paragraph summarizing your own stance on the Industrial Revolution. of the author? What
Choose from one or more of the following perspectives. perspectives are
covered?
social political financial technical environmental
! .1.
os. 5,000
your country? E
4 Has your government taken steps to solve the problems 0.4 4,000
>
Can the panet sustain two billiori caís? Not as we know them. Today’s one billion vehicles are
already releasing extraordinary quantities of greenhouse gases into the atmosphere. They are using
up the world’s conventional petroleum supplies, starting political arguments over ou, and putting
pressure on the roads of today’s cities. Billions of hours are wasted stuck in traffic, and billions of
people are síckened by poliution from cars. From Paris to Fresno, and Delhi to Shanghai, conventional
motorization, conventional vehicles, and conventional fueis are polluting cities. Cars are arguably one
of the greatest man-made threats to human society.
Yet cars arent going to go away. The desire for personal vehicles is powerful and everywhere.
Cars offer unprecedented freedom, flexibility, convenience, and comfort, unmatched by bicycles ar
todays public transport. Cars have many benefits for those fortunate enough to own them. They have
GLOSSARY
transformed modern life and are one of the great industrial success stories of the twentieth century.
conservative (ad]) an
What, then, should be done about the soaring vehicle population? Radical changes are called for,
estimate lower than what
Vehicles need to change, as do the energy and transpartation systems in which they are embedded. is probably the real sum or
Even according to the most conservative scenarios, dramatic reductions in ou use and carbon amount
emissions will be needed within the next few decades to avoid serious economic and climate change. conventional (adj) normal and
ordinary; (of fuels) not nuclear
Sperling, D. & Gordon, D. (2009), pp.1-2. Two Billia,i Caís: Driving towords sustainability. Oxford: Oxford
SOURCE:
sustain (v) to provide enough
University Press,
of what sb/sth needs in arder
to exist
2 ‘4 6.6 Listen to an extract from a seminar discussion. Identify which ideas from Text 1
the speakers refer to. Do they agree or disagree with these ideas?
3 5) 6.6 Listen again and note down the phrases the speakers use to:
1 refertothetext
2 respond to a point in the text
3 respond to each other’s points.
include summaries of large quantities of material, or specific details to support your stance or
argument? This module helps you to evaluate and select relevant material from a longer text
in preparation for a piece of writing.
TITIE: ‘Popuiation growth is piacing immense pressure on the worid’s resources and humans need
to adapt their lifestyie to maintain the pionet’s existence.’ To what extent do you agree?
3 Identify the specific words or phrases in the text that helped you to match each
paragraph to its summary.
4 Highlight the main ideas in paragraphs 9 and 10. Use these to write a one-sentence
summary of each paragraph.
that was too dry ar too steeply sloping to sustain cultivation. Each year billions of tons of
topsoil are being blown away in dust storms or washed away in rainstorms. ieaving farmers
to try to feed some 70 million additionai peopie, but with less topsoil than the year before.
4 Demand for water also tripled as agricultural, industrial and recreational uses climbed, out
stripping the sustainable supply in many countries, As a result, water tables are faliing and weils
are going to dry. Rivers are going to be drained dry, to the detriment of wildlife and ecosystems,
5 Fossil fuel use quadrupled, setting in motion a rise in carbon emissions that is overwheiming
natures capacity to fix carbon dioxide. As a result of this carbon-fixing deficit, atmospheric CO 2
concentrations climbed from 316 parts per million (ppm) in 1959, when official measurement
began, to 369ppm in 2000.
6 The sector of the economy that seems likely to unravel first is food. Eroding soils, deteriorating
rangeiands, collapsing fisheries, falling water tabies, and rising temperatures are converging to
make it more difficuit to expand food production fast enough to keep up with demand. In 2002,
the worid’s grain harvest of 1,807 million tons feli short of world grain consumption by 100 miiiion
tons, or four percent. This shortfaii, the largest or record, marked the third consecutive year of
grain deficits, dropping stocks to the lowest levei in a generation.
7 Now the question is, can the worid’s farmers bounce back and expand production enough to fui
the 100-miiiion-ton shortfali, provide for the more than 70 miilion people added each year, and
rebuiid stocks to a more secure levei? in the past, farmers responded to short supplies and higher
grain prices by pianting more iand and using more irrigation water and fertihzer. Now it is doubtfui
that farmers can fui this gap without further depleting aquifers and jeopardizing future harvests.
8 In 1996, at the Worid Food Summit in Rome, hosted by the U.N. Food and Agriculture
Organization (FAO), 185 countries pius the Luropean Community agreed to reduce hunger by haif
by 2015. Using 1990-92 as a base, governments set the goai of cutting the number of peopie
who were hungry -860 miilion by roughiy 20 million per year. it was an exciting and worthy goai,
-
one that later became one of the U.N. Muhlennium Deveiopment Goais.
9 But in the iate 2002 review of food security, the United Nations issued a discouraging report:
‘This year we must report that progress has virtuaiiy ground to a hait. Our iatest estimates, based
on data from the years 1998-2000, put the number of undernourished people in the world at 840
miilion ... a decrease of bareiy 2.5 miiiion per year over the eight years since 1990-92.’
10 Since 1998-2000, worid grain production per person has faiien five per cent, suggesting that
the ranks of the hungry are now expanding. As noted eariier, life expectancy is piummeting in sub
Saharan Africa. lf the number of hungry peopie woridwide is aiso increasing, then two key social
indicators are showing widespread deterioration in the human condition.
Srown, L. in Dryzek, J.S. and Schlosberg, D. (2005). pp.38-9. Deboting the Earth: the Environmental PoIitics
SOIIRCE:
Reader. Oxford: Oxford University Press.
2 Identify the evidence the authors use to support their stance on each pomt and
complete column B of the table.
3 Use your notes from the table to summarize the authors’ stance on each point.
Example: Food supplies are the area most likely to collapsefirst, because ofour continuing
over-use ofresources.
rLE: ‘The world has a maximum number of people that it can support, and we hove
passed that point’ Discuss.
2 Read the essay plan. Does the writer planto agree or disagree with the statement?
1 Introduction: main stance lhe world has reached maximum capacity because
-
resources are being used so quickly that they are not naturally being replaced.
2 Paragraph 1 lhe growth iri population and demand on resources
-
3 Paragraph 2- Growth is good for economic prosperity and ultimately for standards
of living, especiafly in areas such as health and education.
4 Paragraph 3-lhe environment is being destroyed by human
5 Paragraph 4- We are no longer able to support everyone on the planet with the
amount of food we produce.
6 Conclusion Consumption patterns or the overail population size need to change
-
5 Compare the details you identified with another student. Give reasons for YOU to the sources you
needto use.
your selection.
TITIE: What are the main chailenges facing the world today as a result ai’ economic and
technological growth?
2 Read the paragraph from an essay on this titie and answer questions 1 —4.
1 Is this paragraph from the beginning of the essay, or near the rniddle?
2 How rnany different sources are used?
3 What are the two main views discussed in the paragraph?
4 What is the main idea of the paragraph?
‘As we have seen, recent economic and technological growth has led to a number of
environmental problems. ‘However, it has also led to a number of social challenges, the most
important of which is inequality. 3
One view is that in capitalist countries people’s incomes
have risen steadily (Bowles, Edwards, and Roosevelt, 2005, p8). 4 This means that countries
have become richer over the past two hundred years. 5 However, an opposing view is that some
people have become richer very quickly while others have not. 6 1n other words, inequality has
increased. 7
A Marxist perspective supports this view. °As reported by Wetherly and Otter (2011,
p341), Marx believed that ‘the social system of capitalism is very unequal’. 9
1t seems that
although incomes have risen generally, the gap between rich and poor people has increased.
References:
1 Bowles, S., Edwards, R., and Roosevelt, F. 2005. Understanding Capitalism: Competition,
Command, and Change. Oxford: Oxford University Press.
2 Wetherly, P. and Otter, D. 2011. The Business Environment: Themes and Issues 2nd ed.
Oxford: Oxford University Press.
But wherever and whenever capitalism took hold, people’s incomes and consumption leveis began to
rise na sustained way. [...] In the U.S. the buying power of the average income in 2002 was 32 times
what it was in 1789 (the year the U.S. Constitution was adopted). This does not mean, of course, that
Americans are now 32 times happier than they were in 1789, but does indicate an unprecedented
growth in the avaiiability ot material goods.
GLOSSARY
SOURC: Bowes, S., Edwards, R., & Roosevelt, F. (2005). p8. Understanding Capitallsm: Competition, Commond, and unprecedented (adj) that has
Chonge. Oxford: Oxford University Press, never happened, been done, or
been known before
Bowles, Edwards, and Roosevelt (2005, p8) argue that people have become richer as
technology has grown.
5 As argue, .
As reported by Wetherly and Otter (2011, p341), Marx believed that ‘the social system of
capitalism is very unequal’.
The quotation
The reference
2 Compare your answers to points 3-5 in the table with another student.
3 Write one citation for each source. Use two different ways of referencing.
TITLE: ‘Equality and quality af IiÍe are more important than economic and techno!ogical growth,’ Discuss.
2 You are going to write a paragraph for the essay in 1. Your paragraph should present
reasons why quality oflife is more important than growth. Follow steps 1-3 to select
material from different sources to use in your paragraph.
1 Tuin to page 198 and read Text 3. Identify any useful and relevant material from this
text to include in your paragraph. Repeat this process for Text 1 and Text 2 on page 198.
2 Organize the material you have selected using the headings in the table in Task 6.1.
3 Select material from at least two of these sources to use in your paragraph.
•
‘
• VI?
;.I
TC
091
1 Listening Lectures (5)
Lectures contam a large amount of information delivered over a long period of time, so it is
useful to develop note-taking strategies that mean vou can write quickly while Iistening. One
method is to use abbreviations and symbols as vou take notes. lt is important to identify
different positions being presented in a lecture. You also need to recognize any supporting
explanations and examples, so that you can evaluate the strength of an argument.
2= 5x 8 etc. 11 adv.
3 i.e. 6 e.g. 9 7I/S 12 disadv.
2 Match the symbols and abbreviations in 1 to the correct meaning a-l.
a for example, for instance g and .
b disadvantage h advantage
.,.
2 Work in pairs. Discuss whether the lecturer thinks cloud computing is mainly a good
thing or a bad thing.
2 Why does the lecturer use the two quotations? What point is she trying to make?
2 UJ 7.4 Watch the second part of Extract 2 again. For each advantage and disadvantage
you noted in Task 3, note down the example or explanation given by the lecturer.
3 Work in pairs and discuss:
• how you identified the examples and explanations
• how the examples and explanations help youto understand each ofthe main points.
ACADEMIC LANGUAGE
Explaining and rephrasing
In discussions, speakers often use a range of expressions to make their message clear.
Explaining (adding information)
But 1 meant, you know, about the information on learning and ossessments.
50 that means obviously our assignments and assessments.
WeII, basically what it means is that we have ta take responsibility.
Rephraslng (saying the sarne thing in different words)
What 1 meant was basically, we’ve got to work together and study together.
...
2 Take turns to expiam your decisions to the class. Make sure each point in guideline 2 is
included. After each presentation, ask questions to check your understanding.
textbooks are that they are generally seen as informative and reliable. When using textbooks
and other sources, you need to evaluate them, for exampJe by working out how useful,
complete, and reliable they are. You also need to identify information which is relevant to your
purpose; that is, what you are searching for and what you want to use the information for.
This module covers:
• Evaluating different sources
• Taking notes on detailed information
• Using notes to write a summary
• ldentifying and referencing source material
1 Look at the types of source 1-6 and say which ones you (a) have used for your written
assignments, and (b) might use in the future.
1 A page from a company website
2 An article from an academic journal
3 A textbook for university students
4 An article from a national newspaper or news website
5 A comment or thread on a blog
6 An encyclopaedia entry
2 Add any further sources that you might use.
3 Work in groups and discuss questions 1-4. Give reasons and examples where possible.
1 Which sources are most likely to be accurate and reliable i.e. you can trust what they say?
-
INDEPENDENT
2 Which sources can be the most current i.e. the information is recent and up-to-date?
-
STUDY
Asking evauative
3 Which sources offer the most depth and coverage i.e. are comprehensive and detailed?
—
questions is a key
4 Which sources are the mostfactual i.e. mainly present facts rather than opinion
-
academic skill.
or interpretation? Search for examples
aI key words 1 rom your
4 Look at the essay titie and select sources from 1 that you could use in the essay. own area 01 study in a
variety 01 sources, and
evaluate the information
TITLE: ‘The more traditionol sources of informotion such as textbooks ore Iess relevont to using the four questions
students todoy than newer sources such as blogs.’ Discuss. in Task 1.3.
Noun phrases (5) Expressing key information using complex noun phrases
In acaciemic texts, authars aften use complex noun phrases to express concepts and ideas which
inciude several different pieces of information. Many complex noun phrases use this pattern:
determiner (e.g. the, their, one af the) adjective(s) ar naun(s) ta modify the head naun +
-,
the head naun -* extra information foiiowing the head noun. determiner
The foiiowing exampie is built round the head naun developments:
adjective
One of the Iotest developments suitoble for use by the anime marketers
head noun
Understanding haw camplex noun phrases work wiIi help you ta understand academic texts.
information foiiowing
Using compiex noun phrases heips you ta write more cieariy and concisely.
the head naun
1 A1s with web content in general, e-mali marketing and newsletters, the
content of any
organizational biog must be considered carefuily, and this is the main problem for
organizations
considering this form of marketing communication. 2 Biogs are easy to start, but difficuit to
maintain. 3Writing coherently is a difficult and time-consuming task. 4 Writing with a passion is
even more so and blogs shouid show ‘attitude’ or they are simpiy press releases. 5
A comprehensive
biogging strategy is not, therefore, a cheap option. 6
For the commercial organization, a blog would
be a permanent, almost fufl-time job for a member of staff plus back-up to cover
-
hoiidays, illness,
etc. 7
1n some organizations, outsourcing the biog to a professional might be the best option.
Any
9 GLOSSARY
expense comes from the marketing budget. 9 As with web content, the commercial blog should
also be part of a managerial process in its publishing, with some kind of editorial control early adopters (n p1) people
included. who start to use a new
‘°After ali, like a web site, for the customer the blog is the organization. “Leaving
the global technoiogy or product as soon
reputation of the organization to an unskiiled member of staff is not good business, as it is avaiiabie
2 ‘As with chat-rooms and builetin boards the e-marketer can use blogs as a source
2 outsource (v), outsourcing (n)
of information.
Bloggers are usuaiiy enthusiasts on their own chosen subject, but they are also
3
‘ (busíriess) to arrange for sb
very often
early adopters who spread the word on new products. 14 0ffline market researchers spend a iot of outside a company to provide
time and money identifying and finding out the views of eariy adopters. ‘ goods or services for that
0nline they identify
5 company
themseives and make their opinions freeiy availabie.
press release (n) an officiai
SOURCE: Gay, R., Charlesworth, A., & Esen, R. (2007), p429. Onhine Morketing: A Customer-Led Approoch. Oxford: statement made to journalists
Oxford (Jniversity Press. by a iarge organization,
a poiiticai party, ora
government department
2 In paragraph 1 of Text 2 the mam pomt is that blogs are ‘easy to start, but
difficult to
maintain This is shown as being a problem. Work m pairs and complete
the table using
information from paragraph 1 (sentences 1-11).
Sentence Main point Type of information
(explanation, evaluation, problems, solution)
1 • The content of o blog con be a problem topic sentence
2 Use your notes from the table in Task 4.2 to complete the summary of Text 2,
paragraph 1. Write one sentence summarizing sentences 7-11. Use the following
structure:
statement of main point (solution) + explanation + evaluation
3 Take notes on the main pomt and explanations in paragraph 2 (sentences 12-15) using
the sarne approach as in Task 4.2.
4 Use your notes to write a surnmary of paragraph 2 with the following structure:
statement of main point (solution) + explanations.
TITIE: ‘The more traditional sources of information such as textbooks are less relevant to
students today than newer sources such as blogs.’ Discuss.
3 Select two pieces ofinformation that you identifled in 2, and write a reference for each one.
Example: Gay, Charlesworth, and Esen (2007, p.426) argue that bloggers have ‘attitude’
and ‘an opinion on everything!
4 What other sources could you use for the essay, and where could you find them?
of important ro’es. Firstly, it shouid gain the interest of the reader this can be done by
-
using an interesting fact, a quotation, or statistic. The introduction should also give a clear
statement of your argument and expiam exactly how you are going to answer the question
(the thesis statement). It may also indicate the structure of the essay.
TITLE: Describe the changes telecommunications have made to modern working life.
3 Match the common essayverbs 1-7 to meanings a-g. Essay titles can include
1 analyse a to look at two or more things in order to show how they many different verbs
but they can usually be
2 compare are similar to or different from each other divided into two groups:
3 1SCUSS b to talk or write about something in detail and consider (1) those with an element
different ideas and opinions about it of evaluation such as
4 iiiustrate discuss, evaluate, and
c to say what someone or something is like by giving justify and (2) those with
5 justify an element ofdescription,
details aboutthem
6 describe such as expiam and
d to examine something closely, in detail describe.
7 evaluate
e to think about the positive and negative aspects of Next time you get an
something and give an opirnon about it essay question. analyse
the question to make
f to give a good and acceptable reason for something sure you understand
what is expected.
g to make the meaning clear by giving examples
TITLC: ‘lmproving telecommunications networks are a positive development for human impact
L on the environment.’
TITIE: ‘Globalization would not have been possible wfthout the development of the internet
and te!ecommunications.’ Discuss.
I1nternationai trade, travei, and communications have been part of life for centuries; however,
the speed of growth in the internet and telephony has significantly transformed the world. 1 4
ln the 1930s in the UK it cost nearly a week’s wages to make a three-minute phone cali;
2 L_ ‘h__.
today it is around one penny to make a one-minute cali from the UK to India. More recently,
internet usage has exploded, from 100 miliion users woridwide in the eariy 1990s to more
than a billion in 2006 (Webster and Hamilton, 2009). Were it not for the growth and falling
costs of teiecommunications then globalization is unIikely to have happened at the rate it did.
This essay wiIi iook first at the historicai growth of the internet and teiecommunications,
4
foliowed by an assessment of their impact on the world.
4 Sentences a-d form an introduction to the following essay question. Put the sentences
in the correct order moving from general to specific information.
TITIE: ‘To what extent has the internet helped developing countries to progress?’ Discuss.
a lhis essay will argue that only a few developing countries have been able to progress
beyond that status due to the effects of the internet.
b lhe internet has clearly transformed both the professional and private lives of
the developed world, but the key question is how far it has impacted on the
developing world.
c While some countries have been able to take fuli advantage ofthe advances in the
reliability and reductions in the cost of communications, a great many more have
been left behind.
d Former developing countries such as India have benefited from the growth and
development of communications technology, with more than fifty per cent of the
world’s top 500 companies outsourcing IT and other parts ofbusiness there.
(Hamilton and Webster, 2009).
1 Work in pairs. Look at the essay question and the introduction below. Evaluate the
introduction usmg the criteria in Task 2.1.
TITLE: ‘Improving telecommunications networks are a positive development for human impact
on the environment’ Discuss.
Companies would have faced numerous chalienges when working internationally only thirty
years ago. Today cultural issues still play a great role a company’s potential for global success
and trade barriers still mean that trade within a country is easier than international trade
(Hamilton and Webster, 2009). Whilst the globalization of business has transformed the world
for both businesses and consumers it is debatable to what extent this has been positive or
negative, in particular for areas such as the environmental impact.
One significant positive development in recent years is in the vastly improved telecommunications
sector; using this development to reduce man’s negative impact on the environment is a key step
towards reversing current global trends that harm the environment
2 Read essay tities 1 and 2. Evaluate thesis statements a and b based on the criteria mi above.
1 ‘Evaluate the effects of telecommuting on family life.’
a Telecommuting is the process ofusing telecommunications tools to work from home.
b This essay discusses the effect oftelecommuting on family life, exploring the
significance of flexible working arrangements.
2 ‘Expiam why an effective online marketing strategy is essential for modern companies.’
a Companies now spend more money on online advertising than they do on
television advertising.
b Younger people use the internet more than television and other media therefore it is -
T1TIE: ‘The dev&opment of the internet has had the biggest single impact on modern lhe.’ Discuss.
Paragraph 2 Why other factors such as international travel, the rise of English, and
-
PLAN 1 PLAN 2
• Introduction • Introduction
Main argument and opinion Introduce the differing sides
• Paragraph 1 • Paragraph 1
Alternative arguments One theory of economic growth
• Paragraph • Paragraph
Justification of main argument Second theory of economic rowth
• Conclusion • Paragraph 3
Restatement of main argument Key differences
Conclusion
Summary of key distinguishing points
105
Listening Lectures (6)
Most iecturers use visuais in the form of siides, These may include text, images, or both.
They are intended to iilustrate or heip you understand what the iecturer is saying. Vou wiii
need to be abie to deal with visual information whiie you iisten. Some visuais contam iimited
information such as key terms and concepts; others are more compiex. Recognizing phrases
used to refer to visuais wiil help you understand the key information.
T..,,,InI T.,,nln;13
Characteristios of major
infrastructure projects
1 Serlous iisk in most projects
2 Non-standard technology and design
3 Many different groups involved
4 Main idea decided early “Iock-in”
—
2 ii 8.2 Read the notes below on slide 2. Watch Extract 2 and add any necessary details.
HongKong
• old airport Kai Tak (NE of city) • new airport site Chek Lap Kok (NE of Lantau)
risky location planes had to fly low
- -
engineering chailenge local geography
- -
Abbreviations
limited space for development
—
one of largest construction projects of 2Oth C
—
NE north-east
NW north-west
architects: Foster + Partners
-
SE = south-east
completed in 6 years
-
5W south-west
opened in 1998, a year later
-
4 1118.3 Watch Extract 3 and make similar notes on the mam pomts relating to slides 3-5.
Evaluate your notes using the questions m 3.
2 Work in pairs and compare your notes on slide 6. Discuss what information helped you
to write your notes, including the language used by the lecturer.
3 In Extract 4 the lecturer refers frequently to the work of the Danish academic Professor
Bent Flyvbjerg. Watch the extract again or read the transcript on page 215, and note
down the phrases the lecturer uses to refer to Flyvbjerg’s work.
1 Look back at slides 1-6 in Task 1. Why do you think the lecturer chose to present the
information in this way?
2 Do you find it easier to understand slides with visual mformation or mainly text? Why?
ACADEMIC LANGUAGE
Managing a discussion
In discussions, speakers often use a range of expressions to check understanding and to
refer
to what other people have said.
Checking that you understand Checking that other people understand you
50 whot you’re soying is.,. Do you see whot 1 mean?
ff1 understand you correctly, you think / mean
... Do you 10110w what l’m saying?
So do you meon .,.? Does that make sense?
Referring to what someone else has said
Asyousoid,
And following on from that point,
You made an interesting point about
4 Make notes on the points from Texts 1 and 2 that you want to refer to in the discussion.
5 Work in groups and discuss the statement in 1. Make sure that you:
• refer to your notes on any useful points from the texts
• check that you understand other speakers and that they understand you
• refer to any points made by other speakers.
Paragraph 2
Some wouid argue that competition is iargeiy for the good of the consumer. Competition can
both drive down prices and increase choices. However, according to Marx and Schumpter (cited
in Wetherly and Otter, 2011) competition is actualiy likely to iead to a decrease in choice as
one firm comes to dominate the market. So in the Iong term competition may neither drive
down prices nor increase the product range, but in actual fact have the opposite effect.
2 You are going to write two paragraphs for an essay using the text on page 111 as a main
source. Use topic sentences 1 and 2 to start each paragraph. Note down any further
information from the text that you can include in each paragraph.
1 Even a company with a monopoly faces the risk of competition from potential competitors.
2 Companies aim for a monopoly, or at least a controlling position, in order to protect
themselves from competition.
3 Compare the original quotation from the text and the paraphrase used in paragraph 1.
Original quotation: Many people are critical ofthe power ofthe ‘Big pharma.’ It is argued
that they seek to exploit large monopoly profits by selling drugs which are heavily branded
to rich people in the developed world.
Paraphrase: As Wetherly and Otter (2011) point out, pharmaceutical companies mostly seu
into the developed world where a high price can be chargedfor a branded drug.
4 Rewrite the information you selected in 2 using your own words. Introduce it using the
phrases below.
According to Wetherly and Otter (2011)
As Wetherly and Otter (2011) point out
Wetherly and Otter (2011) state that
5 Look at the final sentences in paragraphs 1 and 2 again. Use these as modeis to write
a concluding sentence for each ofyour own paragraphs. Make sure your concludmg
sentence says how the information you selected from the text relates to, or supports,
the topic sentence.
6 Write your two paragraphs m fuil. Make sure that each paragraph includes:
• the topic sentence
• an explanaüon or example to support the topic sentence
e a reference to a source
• a paraphrase ofthe information in the source INDEPENDENT
STUDY
• a comment 011 the importance ofthe information in the source.
Next time you are given
an essay or writing task
payattentionrohowthe
7 Critical thinking evaluating your writing
-
refeuences.
1 Compare your paragraphs with another student. Use questions 1-4 to evaluate (a) when you include
your own writing, and (b) your partner’s writing. information from source
texts in your writing,
1 Is there an explanation or example to support the topic sentence? it’s important to do
2 Does the selected information from the source support the main point in the topic so in vour own words.
Think about how it
sentence. relates to your main
3 Is the information rewritten in your / their own words? points, and remember
to add evaluation.
4 Does the concluding sentence provide a comment on the information in the source?
1 Read Text 1 and decide which sentence expresses the main pomt.
PCs to iPods and iPhones). lf successfully applied, R&D can allow the business to find gaps in the
existing markets or of course open up new markets entirely.
However, R&D is expensive, time consuming, and, if in the wrong direction, can be quite destructive
for a business. The examples of Enron, where the creed was ‘innovate ar die’, or the banking crisis
in
2008, serve as examples of innovation that was inappropriate and badly managed.
Clark, P., Golden, P,, O’Dea, M., Weiner, J., Woolrich, P., & Olmos,]. (2009). pp.268-9. IB Business and
SOURCE:
GLOSSARY
Hanagement Course Companion. Oxford: Oxford University Press.
R&D (n) research and
development
2 Decide which sentence 1-3 is a summary, a paraphrase, ora quotation.
1 Clark et ai. (2009, p.268) state that ‘innovation is a key function of any business
2 Two key purposes ofResearch and Development are identifying gaps in existing
markets and deveioping brand new markets (Clark et ai., 2009, p.268).
3 In their text ‘Innovation Research and development Clark et ai. (2009, pp.268-9)
-
discuss the role played by R&D in product development, and warn that R&D is both
expensive and time-consuming, as well as potentially destructive.
2 Identify the sentence(s) from Text 2 which gives information for items 1-3.
1 a definition of innavation
2 an explanation of creativity with examples
3 how entrepreneurs use innovation and creaüvity
3 Decide ifyou would cite each item 1-3 in 2 above as a quotation, a paraphrase, ora
summary. Use the following guidelines to help you.
• Is the original sentence clear, brief, and well-written would it work well as a quatatian’?
-
• Does lhe original sentence contam some useful and relevant points, which you could
put into your own words as a paraphrase?
-
• Is the original material more than two sentences? Can some points (e.g. supporting
ideas and examples) be missed out would it work best as a sumnzary?
-
Critical questions
• Is the paraphrase clear and easy to understand?
• Does the paraphrase contam ali the points of the original sentence?
• Does the paraphrase foliow a different sentence pattern to the original, and use some
different word forms?
• Is there a balance of original words from the source, e.g. key terms, and new / different words?
• Is a reference included, and is it correct?
3 Write a similar paraphrase of either sentence 5 or sentence 9 from Text 2 using the
guidelines in 2.
4 Look at the following example, which is a referenced quotation from Text 1. Write a
similar sentence including a quotation for sentence 2 of Text 2. Remember to include a
reference.
Example: Clark et ai. (2009, p.268) state that ‘innovation is a keyfunction ofany business’
Sentence 2: Innovation, or the production ofsomething new or original, resultsfrom the
ability to conceive ofand create new and unique products, services or processes.
5 Compare your sentences m 2, 3, and 4 with another student. Use the critica! questions
lii 1 to evaluate (a) your own sentences, and (b) your partner’s sentences.
while, since; highlight additional information in addition, moreover and give examples -for
-
aware of brand identity. the iPad has made Apple the biggest player in
tablet technology.
3 Being innovative with technology can ensure long-term success. it can
open new, diverse markets.
4 Financial stability has a positive effect of mental well-being. economic
success impacts on the health of a nation.
119
1 Listening Lectures (7)
The comparison of two ideas, theories, or groups is a common feature of many lectures. When
you listen to a lecture that includes comparison, it can be helpful to organize your notes
related to each item in diagram form, for example, a Venn diagram. This can help to c!arify the
similarities or differences between the two items. Lecturers may use a variety of language
structures to make comparisons recognizing these structures wiII help you understand the
-
2 9.2 Watch Extract 2 of the lecture comparing two competing products. Complete
the notes, which are organized into a Venn diagram.
navigation
f
3 Compare your notes with another student. Discuss the similarities and differences
between the two products and decide why one was more successful than the other.
1O UNIT 9A LISTENING
2 Work m pairs and discuss questions 1-2.
1 Why are innovators and laggards not likely to buy the sarne products?
2 Where wouid you place yourself / your friends / your family on the diagram in relation
to different technologies, e.g. phones, tablets, social media?
Aim: to compare and discuss three pieces of research on happiness, and which factors (eg. wealth
/ other?) contribute to happiness
Research question: What seem to be the main contributing factors to happiness?
Format: students present the main findings of the research they have read; seminar participants
note down the main conclusions & ask questions, followed by discussion
ii
3 Mainperspectives:
4 Context of the research (time period, places):
5 Key details ofthe research (type and size ofresearch):
6 Factors identified as influencing háppiness:
7 Main results:
8 Conclusions:
9 Any other interesting details / quotations from the research:
3 Compare your notes on Extracts 1 and 2 with another student. Help each other to
complete any missing mformation. Then look at the transcript on page 217.
4 Compare the information you noted down in 1 and 2 using the following phrases.
Compared with is similar to In comparison with
... In contrast,
...
2 Thinic of one thing you could do to improve your performance in future discussions.
Consumerist model
Under the consumerist model the manufacture of news is profit driven: news is seen primariiy as a
business enterprise, with news as a commodity. GLOSSARY
commodity (n) [economics] a
S0URC: Bainbridge, J., Goc, N., & Tynan, L. (2011). p.
2, Media and journalism 2nd ed. Oxford: Oxford University Press.
4 product ora raw material that
can be bought and sold
2 Work in pairs. Discuss whether you agree with the ideas described iii Texts 1 and 2.
Give reasons.
b Fifty years later, Ed Murrow’s revealing words echo in a world unsettled by threats to global peace,
and where hard news and investigative reporting are being increasingly replaced by infotainment.
(sentence 6)
INDEPENDENT
c While often quoted, Murrow’s criticism of the lack of endeavour by journalists and news STUDY
corporations at a time when the USA was swept up in a wave of anticommunist sentiment, had Comparisons in academic
little influence on stopping the commercialization of news. (sentence 8) texts are typically
evaluated for example,
-
1 Work in groups. Read statements 1-3 taken from Texts 1-3 and discuss whether the
information in each statement is (a) true, and (b) something positive. Give reasons.
1 ‘Under the consumerist model news is seen primarily as a business enterprise, with
...
a lt’s important for us to reassess our use of goods, and resources generally, in order for
society to continue effectively.
b The loyalty to a particular brand, and the way in which advertising is viewed, differs
significantly between generations, with less brand loyalty in the younger generation and
more negative views of advertising.
TITIE: ‘Older peopie have more disposabie income than younger peopie they are thereíore
-
1 a reference to the titie and introduction, 4 new information not covered in the
including the thesis statement body of the essay
2 a summary of the main points of the 5 a reference to, or recommendations for,
essay the future
3 an evaluation of the information in the 6 a reference to the findings or results
essay ofresearch
3 Read this conclusion to the essay in 2, and the tutor’s comments. Use the comments to
complete the criteria for writing an effective conclusion.
The loyalty to a particular brand and the way in which advertising is viewed Goodeva/uat/an a clear —
differ significantly between enerations, with loyalty diminishing in younger fojca/deduct,t, and
4goodc/ear generations and the negative views of advertising increasing.As lt_._—,ea5Qn/flg basedonjau,
restatement oft/ie companies need to revise their approach to advertising to the younger evidence iii t/ie essa,í
inain argument generation, by delivering a product with a less obvious seli
consumer feel like an individual. To continue to be successful top brands need to usefulto mention
tailor their message and use the technology available to help them achieve this, future implications
nus í tíie j-st timeou liave rnentioned tlie use oftec/ino/oqq
Introduction Introduction
Conclusion
a This structure taices each point of comparison related to the main question in tum, and
looks at the similarities and differences between the items to be compared.
b This structure takes each item to be compared and groups together ali the points of
comparison (similarities and differences) related to it.
2 Turn to page 201. Read the essay titie and the two essay outlines, A and B. Match each
outline to one of the structures in 1.
3 Work in pairs and discuss which structure you think is more effective for answering the
essay titie on page 201. Give reasons.
TITLE: ‘Changes in social attitudes are as important as the economy in determining how we
spend our money.’ Compare the effects of social attitudes and economic conditions on
consumer behaviour in the developed world.
In the developed world, the attitudes and values that affect social behaviour are changing.
This has an effect on consumption generally, One example is the change in gender roles. The
traditional view of male and female roles was once common, whereas these roles are now more
flexible. Men have taken on more feminine roles such as looking after children, while some women
have taken on more masculine roles in the world of business. Society now has a less narrow view
of the roles of men and women. In the same way, the rise of globalization has created societies
which have a much wider view of the world and their place in it. Many companies operate across
national borders, workforces have become more international, and global brands such as Apple,
Nike, and Samsung are found everywhere. Attitudes to technology have also changed. In the past,
older people were seen as more resistant to change, and especially to new technology, In contrast,
older people today are more attractive to marketers they are more interested in technology, have
-
more disposable income, and are loyal to certain brands. Similarly, younger consumers are also
interested in technology and highly aware of brands, AlI of these changes influence not only what
people consume, but also how they consume.
ACADEMIC_LANGUAGE
Comparison and contrast (3) Referring to similarity and difference
In academic writing, you can use a variety of words or phrases to indicate similarities or
differences between two items or ideas.
Reterring to similarity
Many older people are interested in technolagy, and are loyal to certain brands. In the sarne
way, / Sirnilarly, younger consumers are also highly aware of brands.
Both older and younger consumers are interested in technology, and are loyal to certain brands.
Like older consumers, younger consumers are interested in technology, and are loyal to
certain brands.
Referring to difference
In the past older people were seen as resistant ta change. In contrast, many older people
today are attractive to marketers.
In the past older people were seen as resistant to change, whereas / while today older
people are attractive to marketers.
In cornparison with previous generations, older people today are more attractive to marketers.
Unhike previous generations, older peopie today are more attractive to marketers.
Younger consumers earn less and have less disposable income, whereas older
consumers earn more and have more disposable income.
TITLE: ‘Older peopie have more disposable income than younger peopie they are therefore
-
• Reasons to target older consumers: people are living longer more older people /
-
prefer older, more familiar brands / have more time and money to spend
• Reasons to target younger consumers: important to build up loyalty to a brand / more
interested in new, innovative products / more easily influenced by marketing
2 Select a suitable structure for your essay: block or point-by-point.
3 Organize your notes into an outline for the essay. Your essay should include an
introduction, a conclusion, and at least two body paragraphs. Decide what information
you will include in each paragraph. Use the Outlines A and B on page 201 to help you.
2 Write a topic sentence for each paragraph, stating the main idea (see Unit 2D for ideas).
3 Write the main body paragraphs ofyour essay using the notes you made in Task 7.
Make sure each paragraph:
• has one clear topic, and that the comparisons made relate to that topic
• includes the language of comparison and contrast as necessary
• has a concluding sentence which restates the main point ofthe paragraph and gives a
brief evaluation (see Unit 2D for ideas).
Sampie answer
4 Write the conclusion to your essay. Make sure that it meets the criteria in Task 3.3. page 191
countries. The 2 can be in terms ofthe size ofeach group or in the way
society is organized. One thing that most cultures have
3 is that the
1..
between the working classes from one culture to another are quite striking.
,.,..,
The financial limitations that most working people face mean that the purchasing
behaviour of the working class in one country is that of other countries.
In particular, the working classes are more likely to focus on the here and now. This is a
6
from other social class groups who often have a longer-term focus on
things such as investments and pensions.
3 Thínk of two similar and two different views or ideas from your own area of study.
Write sentences using the comparing and contrasting language from this module.
133
r
Listening Debate extracts
A debate is a formal discussion of a single question or issue (the motion). Normally one or
more speakers make their pointsforthe issue and others speak againstthe issue. As you
listen, it is worth taking notes as you may have opportunities to put forward your own points
and questions, and possibly vote on the issue at the end of the debate. While listening, you
need to work out the speaker’s main point, and identify the evidence they use to support this.
This will help you evaluate what each speaker says.
2 U1 10.3 Watch Extract 3 again and note down the evidence to support his arguments.
2 ll 10.4 Watch eight short dips from Extracts 2 and 3 ofthe debate. Note down the
maximizing and minimizing language the speaker uses in each clip. understand how certain the
speaker is about a point.
3 Divide the expressions you noted into two groups, maximizing and minimizing. Listen to a lecture or
presentation onhine, if
4 Look at the transcript on page 218 and find more examples ofmaximizing and possible related to your
minimizing language. own area 01 study. Try to
identity any maximizing
5 Select at least three ofthe expressions you noted and use these to write sentences and minimizing
related to your own area of study. language used by the
speaker.
Example: Exposing metal to temperatures above 200°C can lead to changes in structure.
1 Work in pairs and discuss which of the actions below are unethical (not morally
acceptable) and which are criminal (against the law). Give reasons.
• Taking stationery (pens, paper, etc.) from your employer for your personal use.
• Using a company credit card for personal expenses and claiming these as work expenses.
• Paying money to an official in order to win a business contract (bribery).
2 Discuss whether it is acceptable for a company to behave unethically if it helps them to
stay in business.
ACADEMIC LANGUAGE
Hedging Forms for expressing caution
In academic situations, arguments are often presented cautiously. Vou can use a variety of
language to hedge ar express caution.
Modal verbs: Quitting his job might be a good idea.
Adverbs: WeII, arguably, that could put other people at risk.
Prepositional phrases: Generallyspeaking companies expect everyone to be a team player.
Impersonal verb phrases: It could be argued that the last option is preferable.
• Try to use language to express caution when putting forward your argument. Next time you are
in a discussion try
3 Evaluate your own participation in the discussion. Did you:. to consider as many
perspectives as possible
• present your argiiment clearly? and take notes 01 the
• provide reasons to support your argument? different arguments for
and against the topic.
• use language to express caution when putting forward your argument?
1 The earliest reputabie studies into the hnk between criminality and inteHigence were perhaps
those conducted by Goddard (1912), starting with an unscientific study of the Kahkak family.
8y using a subjective assessment of ‘feeble-mindedness’ it left more questions than answers.
Goddard’s iater studies were more acceptable ‘scientifically’, as they used the objective iQ tests
to measure for feeble-mindedness’, He studied the inmates of 16 prisons, and found that the
proportion of feeble-minded inmates ranged from 28 per cent to 89 per cent, the average being
about 50 per cent. His resuits, which were published in 1914, ied him to conclude that ali ‘feeble
minded’ individuais were potential criminais. ‘1
2 Most research carried out at the time arrived at a similar conclusion until the First World
War. During the war the United States army began to test the 1Q of their new soidiers. Their
aim was to declare ali the ‘feeble-minded’ as unfit for miiitary service. The outcome was that
about 50 per cent were ‘feebie-minded The army couid not accept this, and revised the levei of
‘feebie-mindedness’ to recruit more individuais. Foilowing the war, theorists adopted the army’s
arbitrary revision. Goddard himseif admitted that his previous findings were inaccurate. He even
accepted that inteliect was not purely hereditary but couid partialiy be corrected by careful
educational practices.
3 Investigations in the 50 years after 1920 iargely faiied to discover a connection between
criminality and ‘feebie-mindedness’. For example, the representative work of Mary Woodward
(1955) conciuded that ‘low inteiligence plays little or no role in delinquency’.
4 In Britain, one of the foremost pieces of research in this area is the Combridge Study in
Delinquent Deve!opment carried out by Cambridge University institute of Criminoiogy and
directed by West. it was a longitudinal study (i.e., followed the subjects over a period of time)
on boys from north-east London, who were under scrutiny from the age of 8 untfl the age of 25.
The results of this study have been the material for a number of books dating from 1969. One
written by West (1982) draws together ali the findings. The survey included a number of factors
which are commonly related to criminahty, such as parental conflict, separation or instabihty,
unsatisfactory chiid-rearing (such as negiect, crueity, incorrect discipline or supervision), pupils
who are ‘troublesome’ at primary schooi, low income families, large family size (which was found
to be a particuiariy important predictor for those with a number of older siblings), and one or
more criminal parents.
5 Ali those associated with the study were surprised to find that iow IQ seemed as closeiy related
to criminahty as these other, more widely accepted factors. The average lQ of future juveniie
delinquents was 95 and that of future non-dehnquents 101. This sounds a very small difference,
but its significance is masked because it reflects averages. Cose examination showed a lack of
delinquent boys in the high 1Q group, over 110. it also showed a lot of delinquent boys in the low
IQ group, under 90. The far more frequent (aimost twice as frequent) appearance of deiinquent
boys amongst the iow scorers was sufficient to allow West to include this as one of the most
important predictors of criminality. Even more interestingly, he discovered that 10w inteiligence
was particuiariy closely related to young convictions and repeated crime.
6 Farrington (1992), again working with the Cambridge data, found that a third of those scoring
below 90 on a non-verbal inteliigence test at ages 8-10 iater became convicted young offenders.
This is twice as many as those who scored over 90. This may suggest that those with low
intelligence are iess able to avoid conviction. However, it was also very closely reiated to high
GLOSSARY
leveis of self-reported delinquency. Low non-verbal abiiity was hnked to iow verbal abiiity and
to low achievement at schooi at the age of 11. Both of these were linked to juvenile convictions. child-rearing (n) iooking
after a chiid from a young age
They were also connected to students missing classes and leaving schooi at a young age. to adulthood
However, they were independent of other social hnks, such as large family size and iow income
deiinquent (n) a person,
(Lynam et ai. (1993)), especially young, who
7 lf there seems to be a relationship between criminality and intelligence the nature of that behaves badiy and commits
reiationship is both interesting and unclear. Apparentiy these individuais have difficuity in dealing minor crimes
with abstract concepts and reasoning. This reduces their abiiity to foresee the consequences of feebie-minded (odj) having
their actions either to themseives or others. They may thus be less iikely to be deterred by the a low levei of inteligence
possibihty of detection, conviction and punishment. inmate (n) a person in prison
verbal ability (n) the
SOURCE: Williams, K. (2008). p.272-4. Textbook on Criminology 6th ed. Oxford: Oxford University Press. ability to speak and express
yourself clearly
2 Rewrite sentences 1-6 using an adjective from 1 in place ofthe words in italics. You
may need to change the structure of some sentences.
Example: IQ studies are considered to be a measure of inteiligence based onfact, not
personal opinion. -. IQ studies are considered to be an objective measure of
inteiligence.
1 It is one of the most important studies in the field.
2 li was a decision not based on any particular reason.
3 It is one of the most well respected studies of its kind.
4 lhe conclusions drawn are based on personal opinion, notfact.
5 Many early social experiments were done withoutfollowing accepted standards and
practices.
6 Whilst there are weaknesses in the study, the approach is betterfor most people than
many previous ones.
h.
4 Find premises 1-4 in the text on page 139. Identify the conclusion related to each
premise.
1 Fifty years of investigations found no link between inteiligence and criminality.
2 There were fewer delinquent boys in the high IQ group, over 110, and far more
delinquent boys in the low IQ group, under 90.
3 Children with low non-verbal inteiligence at ages 8-10 later became convicted
juvenhle offenders.
4 Low non-verbal ability was linked to low verbal ability and to low school attainment
atthe age of 11.
5 Work iii pairs and discuss which conclusions m 4 follow most logicafly from their premise.
It is reasonabie to accept that those with a Iower IQ are iess abie to avoid detection.
IM 1r1
lt is also worth noting that criminal activity (such as fraud and white-coflar crime), which is likely to
mostly be committed by individuais with high inteHience, is generally iess hkely to be discovered.
I:I”-’I
1Q theory, far from testing nnate inteiligence or nteilect, assesses the individual s schooi STIJDY
attainment, i.e. it measures leveis of comprehension and vocabulary, The scores would therefore
Evaiuating the strength
reflect educational attainment or cultural background rather than potential intefligence. of an argument is an
important academic skiil.
Conclusions need to
be closeiy iinked to the
premise to be convincing.
Others aliege that IQ tests simply measure ciass bias. The types of skiils which are measured are not Find a text from your
objective, but rather represent a cultural skiii which is most iikely held by, and usefui to, a middle- own area of study.
Idefltify the main
ciass urban dweller.
arguments presented
and evaluate the
strengthof these
2 Which premises and conclusions in 1 do you think rnost people agree with, and wldch are
the most discussed? Identify the words or phrases in each extract that help you to decide. -_________________
1 Work in groups and discuss questions 1-3. Give reasons to support your answers.
1 lhe text suggests that inteiligence is linked to criminality. Do you agree?
2 Is inteiligence innate (something we are bom with) or can it be developed through
education?
3 Can education reduce the chances of someone becoming a criminal?
2 Find evidence in the main text and the extracts in Task 5 to support your answers.
TITLE: ‘Internet-related crime is not as serious as “real-life” crime such as burglary and violent
crimes.’ Argue for or against this stotement.
Introduction 1
‘Since the growth of the internet in the 1990s, internet-reiated crime has become an
increasingiy worrying problem for society. ‘internet-related crime refers to any criminal activity
carried out mainly over the internet, such as fraud. 3Other important examples include identity
theft, hate crimes, and cyber-builying. 4 Such crimes are serious, partiy because peopie are often
abie to carry out crimes over the internet that they wouid not be abie to commit in ‘real life’.
‘Using examples and evidence from recent cases in Europe and the USA, this essay argues that
ali crimes are significant and shouid be treated seriously, whether ar not they are committed
This issue is examined from social, legal, and psychoiogicai
in ‘real ife’ or over the internet. 6
perspectives, which show the seriousness of the chalienge facing society today.
Introduction 2
‘Your internet service provider informs you that your usage is extremely high, even though
you do not use the internet very much. What have the other people in your househoid been
doing oniine? 2 The rise of the internet since the 1990s has created a number of worrying
issues: parents’ loss of controi over what their children are doing, opportunities for misusing
the technoiogy, and the growth of serious crimes with serious consequences. 3 internet-
related crime is particuiarly serious because the victims are often the most vulnerabie peopie
in society, for exampie teenagers and young peopie. 4 There are many examples of internet
related crime, including piracy, financial scams, and identity theft. ‘ln ali these types of crime,
in this essay, i will firstly present the case for ‘reai-Iife’ crimes being more
there is a victim. 6
serious than internet-related crime. i wili then argue that internet-related crime is as serious
as any other type of crime, by examining the possibiiities for crime provided by the internet,
with a particular focus on crimes involving young peopie.
STRUCTURE A STRUCTURE B
• Body paragraph 1 • Body paragraph 1
arguments for the equal importance of internet social arguments for the equal importance of
related crime internet-related crime
• Body paragraph 2 • Body paragraph 2
arguments againstthe equal importance of ínternet legal arguments for the equal importance of internet
related crime related crime
• Body paragraph 3 • Body paragraph 3
a counterargument against the arguments in psychological arguments for the equal importance of
paragraph 2, Ieading to evaluation internet-related crime
(In this structure, evaluation is integrated in ali three
body poragraphs.)
TITLE: ‘lnternet-related crime affects only particular groups and should not lead to a chane
offocus away fram traditional crime fighting,’ Argue for or against this stotement.
2 Select the most convincing arguments from 1-7 to include in the essay.
3 Using one of the essay structures in Task 2, work out a logical order for the arguments
you have chosen.
ACADEMIC LANGUAGE
Cohesion (4) Using synonyms and other cohesive language in a written text
Cohesive Ianguae helps to connect the meanin and ideas in a text. You can make your writing more cohesive
by using synonyms, and phrases with similar meanings:
internet-reiated crime has become an increasingiy worrying probiem for society Other important exampies
...
inciude identity theft, hate crimes, and cyber-builying Such crimes are serious
...
ali crimes are significant and should be treated seriousiy This issue is examined from different
...
2 Rewrite Introduction 3 below using the words / phrases in the hst to replace the
underlrned words / phrases
these worrymg developments such criminal actwity
these crimes these crimes are significant chalienge
Introduction 3
Cybercrime and internet related crime have become some of the most serious problems facing
society today 1 Cybercrime and internet related crime refer to crimes which take place anIme
These sermous problems include fraudulent financial transactions
rather than in real life 2
Cybercrime and internet-related crime
crimes of a racial nature, and certain sexual crimes. 3
must be taken very seriously because it is often the most vulnerable people in society, such
as young people, who are the victims. Young people should be protected, not victimized.
This essay examines the serlous problems related to cybercrime and internet-related crime,
by explaining why the 4 serious one, and by arguing that 6
problem is such a 5 cybercrime and
internet-related crime are of equal importance to ‘real-life’ crime.
1
criminal behaviour.
a To understand or think of sb / sth in a particular way.
b To state something as a fact but without giving proof.
c To put forward an idea or a plan for other people to think about.
d To give reasons why you think that sth is right / wrong, true / not true, etc.
e To feel uncertain about sth, that sth is not true, or will probably not happen
f To say that sth is true although it has not been proved and other people may not believe it.
2 Read sentences 1-6 and underline the word / words that demonstrates the writer’s stance.
1 lhe main problem in the physical studies was the research method used.
2 It is a mistake to think that genetics is the main determinant of criminal behaviour.
3 lhe misinterpretation of the data led to a number of people being serit to prison.
4 lhe narrow sample size makes the study invalid.
5 It is questionable whether the data can be applied to other cultural contexts.
6 lhe criticism of this book was wholly unjustified.
3 Match each positive stance 1-4 to a negative stance from 2.
1 lhe study was extensive and thorough.
2 It was a valid approach to take for the type of data required.
3 lhe accurate interpretation of the data meant there was no possibility of a mistake.
4 lhe negative interpretation ofthe data was based on sound evidence.
4 Complete the text using the correct word from each pair.
‘,. ,. ,
Early psychologists ‘.,,,..,,,,,,,,.. (argued / suggested) for a number of theories that today
are widely rejected. Many are not accepted largely due to basic 2,,,,,,, (problems /
doubts) in the research process such as a control group that ultimately make their
3 ...,,..,, (negative / invalid). Although there may have been weaknesses
conclusions
in these theories that made them .,,,.,, (alleged / questionable), they did make
people ,,,,,,,,, (perceive / criticize) behaviours and ideas in different ways. For
example, Goddard’s
6 . .. (data / claim) that intelligence was linked to criminality
has led to a vast growth in the body of research that would otherwise not be possible.
--
147
Listening Lectures (8)
Lectures which include discussion of problems and solutions can focus on either problems or
solutions, or both. When a lecture focuses on problems, this may be followed by a seminar or
another lecture on solutions. When the lecture focuses on solutions, you may have a seminar
ar lecture evaluating these solutions. Recognizing anguage that signais problems and
solutions wilI help your comprehension and note-taking. Recognizing evaluative language
wiH help you to assess the ecturer’s stance on possíble solutions.
ACADEMIC LANGUAGE
Problems and solutions
Speakers talking about problems and solutions often use a variety of nouns and verbs.
Reconizing key nouns and verbs can help you to identify whether a speaker is discussing a
problem or a solution.
As a country’s overail standard of living impraves, and its material wealth increases, 50 too
does the burden on that country’s resources in terms af energy use.
The develapment of these newly industrialized economies places increasing pressure on
the world’s energy supplies, particularly ou and gas.
Hawever, not only are the Chinese authorities loaking to address these issues within China,
they are also responding to them in a way that could further enhance their economic growth.
Sa, in what ways is China laoking ta resolve these issues? What solutions are they
currently Implementlng?
3 f) 11.2 Listen to the extract from the presentation and check your answers to 2.
4 Look at the transcript on page 219, or watch Extract 1 again. Identify any other nouns
and verbs related to problems and solutions. Solutions in
progress China —
2 Decide if the lecturer’s evaluation of each solution is (a) a mainly positive, (b) mainly
negative, or (c) neither positive or negative.
3 Identify the language the lecturer uses that helped you decide on your answers in 2.
1NDEPENDENT
1 Work in groups and discuss questions 1 and 2.
1 Do you agree with the lecttirer’s evaluations in Task 6? Give reasons. Addng questions to
2 Give your own evaluation of the solutions. Which one(s) will be most effective? your notes can help you
to remember ideas for
2 lhe lecturer says that dealing with the rising demand for energy when traditional further research.
sources of energy are running out is ‘the key issue facing the world’s governments Each time you are
given a seminar topic,
today: Do you agree? Give reasons and examples. note down research
questions based on your
3 Do you know of any solutions which the government ofyour country is impiementing notes trom the lecture.
to help solve this problem? Expiam them, and offer your evaluation.
1 Take turns to give your presentations. As you watch other groups’ presentations, note can be very valuable, as
down any points to give as feedback. Use the following questions to help you. they can offer a different
perspective from your
• Were the solutions presented clearly? teacher.
• Was the evidence and supporting information presented effectively? When giving
presentations, ask one
• Was evaluation included, and clearly presented? or two other students
• Overail, was the presentation clear and easy to understand? to prepare teedback
for you, and suggest
2 Work with one other group, and give feedback based on your notes in 1. specific areas for them
to focus on.
3 In your groups, discuss the feedback you have received and think about how you could
act on it next time you give a presentation.
UNIT 118 SPEAKING 151
Reading Textbooks (11)
Textbooks frequently present a problem ar problems, and it is important that you can identify
these problems from different perspectives, You also need to identify and understand any
analysis and evaluation of the problem for example, the main causes, and how serious it is.
-
Anaysis and evaluation are often followed by suggested solutions to the problem, and these
are also evaluated. The evaluation of the solution answers questions such as: Will this work?
How expensive is it? Is it effective?
2 Work in groups. Discuss what you know about each energy source, using
questions 1-3.
A
1 What geographical locations is it often found in?
2 Is it a renewable source of energy?
3 Is it used in your own country?
3 In your groups, identify at least one problem for each energy source. Look at the
problem from different perspectives, e.g. environmental, financial, political,
geographical, technological, ethical.
Example: Biofueis use up a large quantity ofpiants such as maize, which couid be eaten
by humans or animais. Growing ali these plants takes up a lot ofspace, which
again couid be usedfor other purposes.
2 The heading for the text is missing. Match the possible headings 1 and 2 with the
correct description, a or b.
1 What are the environmentally sustainable options available?
2 Balancing economic and environmental considerations
a a discussion of the environmental problems associated with different energy sources
b a description of the choices for ways of producing energy that are environmentally
sustainable
3 Read the text and select the most appropriate heading.
3 Work in pairs. Use the information from the table and your notes in 2 to give a spoken
description of one paragraph from the text. Use an appropriate reporting verb.
contrasts evaluates explains signais speculates states suggests
Example: Paragraph 1 explains the main benefits of using renewable-energy sources
compared to conventionai energy sources.
g Contrasts with the previous paragraph: signals that there are problems with ali renewable energy sources, and
states that specific problems are discussed in a different part of the text
h States another problem with biomass, and gives an example of a situation in a specific country
i Explains the difficuity of evaiuating different technologies, and gives examples and extra information 7
2 Identify the language in the text which expresses the problems, solutions, evaluation,
and contrasts in each paragraph.
Example: 1 lhere are several benefits of...
2 However /... have some environmental conseguences
3 Work in pairs. Compare your answers in 2 and discuss whether each word you
identified is positive, negative, or neutral.
Example: Paragraphs 1 and 2- The word benefits is always positive. lhe word
consequences seems to be neutral, but in the text it’s more negative because it
follows the word however, which signais contrast.
91
ACADEMIC LANGUAGE
Prepositions (2) Expressing meaning using complex prepositions
Academic texts often use complex prepositions (prepositions containing two to four words)
to express the relationship between two ideas ar objects. One example is in terms aí, which
introduces and specifies the context of something which has just been mentioned:
The effects of these can be summarized in terms of the equivalent amount of CO 2
produced per kWh, as in Table 10.4.
Examples of other complex prepositions from the text on page 153 include the following:
• Comparing two items: There are several beneíits aí using renewable-energy supplies
in preference to conventianal sources,
• Connecting two items: Their beneflts have to be seeri in relation to the olternatives.
• f4aking an exception: lt is unlikely, for example, that there will be much further
development of Iarge-scale hydroelectricity within the UK or the EU, apartfrom
re-powering existing schemes.
• lncluding something as part of samething else: Although this technology is counted
as part of total renewable-energy targets, it is omitted from most promotion schemes.
• Giving a reason: lt faces apposition because of fears of dioxin emissions.
2 Select at least three complex prepositions from Academic Language and write
sentences based on a topic related to your arca of study.
Example: Law Legaljudgements are normally made in relation to the context in which
-
1 Work in groups and discuss questions 1 and 2, based on evidence from the text. Think
about the mformation in relation to a country or countries you are famifiar with.
1 What are the main advantages and disadvantages of using renewable-energy sources?
2 What are the future prospects for using renewable-energy sources?
2 Discuss and evaluate possible solutions to some of the problems associated with fossil
fueis and renewable energy sources. E[hink ofways iii which your chosen arca of study
could contribute solutions to the problems.
TITLE: ‘Energy consumption in the developed and developing world is becoming dongerously
high.’ Suggest and evaluate different solutions for reducing energy consumption.
Solution”
Solution O
Solution C
Solution D
5 Look at the notes below on Solution A. Work in pairs and evaluate each ofyour own
solutions in a similar way.
Solution A: Encourage people to change to a vegetarian diet, as the production of meat
uses large amounts of energy and water.
Notes (evaluation):
Access to fresh water isn’t always available, so how do you ensure that food is hygienic?
A vegetarian diet is expensive in some locations dueto the cost of transport, which also
increases the amount of energy used.
To produce a kilo ofbeefcosts more per kilo than to produce a vegetable crop, dueto the
amount ofwater and energyneeded.
6 Use your notes in 5 to give each solution (A-D) a score on a scale of O to 4 for each
factor (O = poor; 4= very good).
Lower consumption of animal products is one of the most effective soiutions to reducing
energy consumption. America is the second largest energy consumer in the world and
currentiy uses one third of its energy consumption on producin animais for food (UN, 2010),
The Food and Agricultural Organization of the UN (2006) also reports that twenty per cent
of greenhouse emissions come from the meat industry and that fifty per cent of the world’s
crops are produced to feed animais. It could be argued that such a change wouid not oniy
reduce energy consumption but could also increase health throughout the world. There might
be a reduction in the intake of calories in the deveioped worid, which would help to reduce
the heaith problems related to obesity. An increase in calorie intake in the developing worid
would also help combat the issue of malnutrition. Whiie there are cleariy a number of benetits
to this change it might be challenging to impiement. ln many cuitures meat is seen as a iuxury
product and its consumption tends to increase in une with the weaith of a nation. Changing
dietary habits ingrained within a cuiture is Iikely to be a siow process.
3 Find examples ofwords / phrases that helped you to identify the evaluation in the
paragraph.
4 Why does the writer include both positive and negative evaluations?
5 Read the paragraph again and decide ifthe writer is using an integrated or block
structure to organize the essay.
TITLE: ‘Energy consumption in the deveioped and developing wor!d is becoming dangerously Sample answer
high.’ Suggest and evaluate different solutions for reducing energy consumption.
L page 193
1 Analyse the titie how many different elements does it include?
-
2 Review your notes on solutions and evaluations in Task 2 and organize them into an
outline for the essay. Your essay should include an introduction, a conclusion, and at
least two body paragraphs.
3 Select a structure for the essay, integrated or block. Decide how many paragraphs to
include and what information will go in each paragraph.
4 Write your introduction, including the features below (see Unit 7D for ideas).
• an opening sentence to gain the reader’s interest
• relevant background information
• a clear thesis statement
• a statement ofpurpose
5 Write the main body paragraphs ofyour essay. Make sure each paragraph includes:
• a topic sentence clearly stating the solution
• evidence to support the solution
• positive and negative evaluation of the solution INDEPENDENT
• appropriate phrases to introduce evaluation. STUDY
6 Write a conclusion summarizing the main ideas and restating the main thesis. Feedback is a key part of
Remember not to include any new information (see Unit 7D for ideas). the learning process. When
you receive feedback on
one piece of writing, you
should think about how
7 Evaluating your essay you can use it to improve
ciii your essays.
1 Work in pairs and evaluate each other’s essays. Use questions 1-4 to help you. When you next receive
1 Is it clear which solutions are being suggested, and why? feedback on an essay,
make a note 01 any
2 Are the solutions clearly evaluated? points that could apply
3 Identify the evaluative language used. Has it been used accurately? to olher essays and
check these before
4 Do the introduction and conclusion include ali the relevant features? you hand in your next
assignment.
2 Give each other feedback on your essays and suggest points for improvement.
2 Look at the ideas 1-5 and write two sentences for each, presenting a possible problem
and a way of responding to it.
1 Fossil fueis
2 High leveis of national debt
3 Crime leveis
4 Obesity
5 Aging population
3 Think about key problems that feature in your own area of study. How could they be
presented and responded to?
161
1 Listening Lectures (9)
Cause and eftect relationships are often considered in academic lectures, so it is important to
be able to identify whether a particular item is a cause or an effect. The lecturer may focus
mainly on the causes of something, or the effects, or a combination of both. Lecturers may
use a variety of Ianguage to describe causes and effects, and understanding this language
is essential to understanding the relationships being discussed. lt is also important that you
identify a lecturer’s evaluation of the causes and effects they discuss,
Dr Mark Leghton
Focus oflecture: Senior Lecturer,
The two main effects / impacts: Department of
Environmental Science
Urban heat island — cause / effects:
Rapid growth such as we see around us today can have serlous consequences. (noun)
...
There are two main issues which influence people’s health in cities, (verb)
Effect Cause
-
Heat stress 150 major factor mainly due to the ‘urban heat island’ effect. (preposition)
Urban areas are hotter because firstly they’re built up, rother than natural. (subordinator)
Cause Effect 1 Cause 4- Effect
-
Heat is oiro created by peopie and by traffíc. For these reasons urban areas are hotter,
causing what is known as the urban heat island effect, (adverbial)
ali cases, it is important to show which is the cause and which is the effect.
Meteorological variables -+ Cool air -+ humans use more energy to keep warm -
+
air temperature Warm air + Humans
Sweating, breathing deeply -
2 Compare your notes with another student and help each other to complete any Symbols:
missing information. includes or involves
affects / influences
3 Expand your notes into sentences. Use words / phrases from Academic Language and -,
Task 3 to express the cause and effect relationships clearly and accurately.
Example: lhermal stress (too much heat) + possible negative effectsfor human health
...
4 Connect your sentences in 3 to complete a paragraph about the effects ofthe bio
climate on human health. The first sentence of the paragraph is provided.
Bio-climate involves meteorological variables such as air temperature, and affects human
health in various ways.
human needs for food, shelter, freedom, etc.’ (Costanza et ai. 2009) reference is undated
1 Read the text agam and match each summary a-e to a paragraph 1-5
a Less developed countries need to continue to develop while they undergo
demographic change, in order to control population growth.
b An aging population is causing changes in some parts ofthe world.
c Demographic changes affect ali societies in different ways, but overail populations are
getting older.
d A larger aging population means that there will be more interest in improving the
quality ofpeople’s lives in old age.
e In some countries economic success is preferable to having a large family.
2 Decide which of the issues a-c has the most significam effect on society. Give reasons,
using examples from the text to support your ideas.
a World population growth
b An aging population
c ‘lhe pursuit of economic success
1
1 People living longer and fewer children being bom
1 Several European countries have a stable age structure
and a low death rate
2 Projected population growth
2 Half the worlds population lives in regions with a
fertility rate of less than 2.1
2 Underline the language in paragraphs 1 and 2 that expresses the cause and effect
relationships in 1.
3 Read paragraph 3 again and the pairs of sentences a-d. For each pair, decide which
sentence is the cause and which is the effect.
a Societies with low birth rates are changing. lhe ratio of older to younger people is
increasing.
b Changes in a society’s age structure can create other changes to people’s opportunities
and obligations. Ali societies have age-structured roles and opportunities.
c lhe ratio of older to younger people is increasing. Other changes to people’s
opportunities and obligations can happen.
d Other changes to people’s opportunities and obligations can happen. People may work
longer and start a family later.
4 Rewrite the pairs of sentences in 3 using the following words / phrases.
as a result because consequently this means that
as people work to achieve economic success. In the future, birth rates might
1,
Cause
Effect
1
TASK 5 Identifying stance in cause and effect relationships
1 Read paragraphs 4 and 5 of the text again and identify the author’s stance on points
a-e. For each point, identify the specffic words that indicate the author’s stance.
Example: lhe potential effects of population growth in sub-Saharan Africa, the Middle
East, India, and China. (paragraph 2)
Stance: This could have serious negative implicationsfor the entire world.
Words: It is a race to see bring griefto the entire world.
...
Prepositionaf verbs
Prepositional verbs (a verb combined with a preposition) are a typical feature of academic texts.
The extraordinary demographic changes that have olready taken place in our society did not
resultfrom any change in basic aging processes.
The enhanced survival of such groups Ieads to a large increase in the number of peopie
who reach reproductive age.
The most effective way to deal wlth the human overpopulation problem is not to deny
healthcare to elderly people in developed societies
The verb is not usually separated from the preposition. For example, we say:
The most effective way ta deal with the problem, NOT The mot effective way to deal the
problem with.
Other prepositional verbs inclucle: account for, consist af, depend on, focus on, look at.
Prepositional verbs with two objects are separated in the active form.
It’s a common mistake to associate pragress with economic growth.
We based our conclusion on the resuits af an extensive reseorch praject.
Similar verbs include: contribute to, relate to.
Some prepositional verbs are more common in the passive form, for example: is associated
with, is based on, is related to.
Pragress is sometimes associated with economic grawth.
1 Work in pairs and look at essay titles 1-3. Discuss which title the text on page 167
would be most useful as a source for. Give reasons.
1 ‘Describe and evaluate the main changes in world demographics in the twentieth
century
2 ‘lhe varying dernographic patterns around the world are likely to cause a range of
problerns for different societies. Describe and evaluate the effects ofthese changes’
3 ¶A11 progress brings with it negative consequences: Discuss.
2 Highlight the information in the text that you would include in your chosen essay title.
Give reasons for your selection.
Paragraph 1
Technological progress can have many neative consequences for wiidlife especiaily damage
to animal habitats. Urbanization can result in the loss of agricultural land, forest, or both. —
Depending on the local environment, such land is often the natural habitat of many animal
species, including birds and bats, and larger animais such as deer and foxes. The numbers of
animais like these quantifiably decline as a result of the construction of buildings and roads
on their former habitats. Forest destruction is particularly serious in the Amazon region, sub
Saharan Africa, lndia, and the Himalayas (Beeby and Brennan, 2008, p347). Other examples
of technological progress include an increase in air travei, resulting in dangers for birds
when they encounter aeroplanes, as well as further loss of habitat on the ground due to the
building and expansion of airports. Clearly these problems are becoming more serious because
of the rapid growth of urban areas in many developing countries, and the increase in air travei.
Beeby, A., & Brennan, A. (2008). First Ecoiagy: Ecologicai Principies and Environmentoi issues 3rd ed.
REFERENCE:
Oxford: Oxford University Press.
4 Connect the items in 3 using arrows (-) to show the causes and effects.
Example: technological progress -> damage to animal habitats
5 Note down aU the cause and effect language used in Paragraph 1, including the
surrounding words.
Example: can have many negative consequencesfor
6 ldentify any examples of evaluation in Paragraph 1. Make a note of any hedging
language used lii these evaluations.
Paragraph 2
Human beings are naturally driven to make progress in many areas, such as technology and
medicine. There are many possible effects of this progress. One effect is an increasing gap
between rich and poor, because keeping up with progress and development is expensive.
Another effect is a negative effect on the environment such as destruction of the rainforests,
because human progress tends to involve constructing new cities and infrastructure. Also,
because populations in most countries are rising, there is increasing pressure on limited
land resources to provide food to meet this demand. One further important effect of human
progress is the increasing expectation to use the latest medical treatments and drugs.
There is also a serious effect in terms of pressure on government budgets because of this.
Therefore, there are many serious effects of human progress in many different contexts.
2 Rewrite the paragraph using a greater variety of cause and effect language. Refer to
Task 1 and Academic Language for ideas.
3 Compare your rewritten paragraph with the original. Which one is more effective? Why?
TITLE: ldentify and discuss the key causes and effects of individual success in education.
Plan
Introduction:
• Context: the growing importance of education
• Main points: the causes of success are motivation, inteiligence, and good teaching
• Thesis statement: each cause of success is examined in a different paragraph; the
effects related to each clause are integrated in each paragraph.
Paragraph 1: Motivation drives students to work hard and make progress.
Paragraph 2: Inteiligence is a key influence on educational success.
Paragraph 3: Good teaching leads to effective learning and individual achievement.
Conclusion: Each of the three causes discussed is influential, and ali three together
should have a powerful impact on individual educationai success.
2 Work in pairs and compare your responses to the questions in 1.
TITLE: What are the main effects of recent developments in technology on education and learning?
2 How are ifie ideas connected, e.g. a possible connection, or a very strong cause and effect?
3 What does your audience need to know first, before moving on to the next item?
3 Work out what further information you need in order to write your essay, for example
specific evidence and examples to support your main points.
4 As a first step, review some of the reading texts in this book. Identify material in these
texts that you could use in your essay. Think about questions 1-3.
1 Is the material useful and relevant to your essay? How?
2 Does the material support, or give an example of, one ofyour main points?
3 ‘How much ofthe material do you need to use, e.g. a short quotation or paraphrase, or
a summary of a longer piece of text?
5 Now think about questions 1-3 above in relation to any other source material that you
have found online or in the library.
2 Work in groups. Read and evaluate one or more essays by other students, and give
feedback using the questions in Task 7.
3 Using the feedback you have received, make any necessary changes or improvements
to your essay.
173
UNIT 120 WRITING
Vocabulary Cause and effect
The language of cause and effect can be compiex, and can be built round nouns, e.g. cause;
verbs, e.g. lead to; adverbiais, e.g. as a result prepositions, e.g. due to; and subordinators,
e.g. because. A cause may be given before an effect, ar vice-versa, so you need to be abie to
accurateiy work out the meaning of cause and effect ianguage to avoid confusion.
Air poilution in cities is the resuit of compiex interactions between natural and man-made
environmental conditions. Poor air quaiity in cities is a serlous environmental problem and a growing
one in deveioping countries, Emissions from motor vehicles are a very important source of air
poliution throughout the worid, [...J Urban population growth is caused by migration into cities and a
surpius of births in the cities themseives, particuiarly the high birth rates in the developing countries.
A deep structurai change is mainly responsible for the migration into cities, especially in the non
industriaiized countries. [...] Urban population growth has many consequences. One of them is higher
emission of air poiiutants. [...J A study of air pollution in 20 of the 24 mega-cities of the worid shows
that ambient air poiiution concentrations are at leveis where serious heaith effects are reported.
SOURCE: Niemela, J. (2011). p42. Urban Ecology: patterns, processes, and oppiications. Oxford: Oxford University
Press.
Glossary 5
r
1’
4j
Words and phrases used to refer to grammar and other aspects of language in this book.
Active voice the form of the verb which Definite article te determiner lhe, which Preposition / prepositional phrase a
indicates something being done to the specifles deflnite meaning structure built round a preposition, e.g.
object, e.g. Technology lias made the growth Deiernsiner a word which specifies despite this dzfficulty
ofcompanies easier. something about lhe head noun, e.g. lhe, Prepositional verb a verb wfflch contains a
Adjective a word which modifies a noun, some, this base verb + a preposition, e.g. look mIo
e.g. a political issue, or functions as a Evaluation te writer’s subjective, evidence Prououn a word which takes the place of
complement, e.g. lhis issue appears based response to au idea in lhe text, e.g. anoter noun or noun phrase, e.g. he, ir
political. This argument is higlzly convincing. Quanlifier a delerminer which specifies te
Adverb a word which modifles usually Uead noun te main noun in a noun phrase, quantity or amount of te following noun,
an adjective or adverb, e.g. cxtremely e.g. their social, emotional, and personal e.g. many issues
interesting, or funcüons as an adverbial in development Quotation a citation which uses te exact
a sentence, e.g. However Hedge / hedging te language and academic words of te original source
Adverbial a word / phrase that adds extra practice of ‘softening’ statements, e.g. lhis Relalive clause a structure in a longer noun
information such as circumstance (how, may result infailure. phrase which follows lhe head noun and
where, when, why), e.g. during the 2Oth Indefinile article te determiner a (au before adds extra information, e.g. lhe choices that
centuryt stance and perspective, e.g. tu vowels), which specifles indefinite meaning are being voted upon
terms offinance or linking, e.g. however, Infinitlve te base form of the verb, with or Relalive pronoun a word tat llnks a relative
in conclusion withoul lo, e.g. consider, lo consider clause lo te head noun, i.e. lhal, which,
AffIx the term used to cover both prefix and iniransilive nol taking au object, e.g. lhey who, whom, whose; te relative adverbs
sufflx cope tvell in lessons. tvhen, where, and why can also be used in
Argument a written or spoken discussion introduction te part of a writren or spoken a similar way, e.g. lhe reason whyflooding
based on reason, logic, and evidence; an text which introduces te topic, focus, aims, occurred
argument can be lhe main argument or a and limitations of the whole lext Reporting te practice ofinforming and
supporting argument Modal verb an auxiliary verb such as may presenting information from anoter source
Article (1) the most frequent determiners: and should, which expresses objective Source the original texl from which a cilation
definite article the; indefinite article a / au. meanings, e.g. airborne poilulion may resull or reference is taken
Article (2) a type of text which presents facts tu lung damage; or subjective meanings, e.g. Stance a way of viewing someting which
and argument you should speak more slowly is essenttaily subjective but based on
Aspect te form of te verb which expresses Modifler / modify a word such as extremely evidence, and connecled lo an argument
how an action or state is viewed: in progress which adds to or limits the meaning of Subjecl the part of a sentence tat normally
(progressive), e.g. is changing, and / or another word, e.g. extremely significanl comes first in a sentence, and which
completed (perfect), e.g. has changed Noun a word which can refer lo anylhing performs lhe action of te mainverb, e.g.
Auxiliary verb a verb which combines with concrele, e.g. university, or abslract, e.g. Capital cities in developed countries often
another verb to indicate tense, e.g. is / was success have a complex Iranspori mnfraslruclure.
changing voice, e.g. is cleaned; aspect, e.g. Objecl lhe part of a senlence, usually a noun Subordinator a word which joins two clauses,
lias influenced; or a modal verb, e.g. can phase, which is affected by te acUou of e.g. (f while, because
becorne te verb and which normally comes after Suffix lhe last partiu some words, which
Cilalion a sununary, paraphrase, or lhe main verb; an object can become te expresses a particular meaning or
quolation which is from a source texr subject in te passive form of te senlence, grammatical property, e.g. -tion, -ize, -ship
Clause a grammatical unit which normally e.g. lhe inlernet lransformed consumpiton Summary a shorl text which expresses the
contains a subjecl, verb, and oter parts habits; Consutnption habits tvere main argument(s) of a longer text
of a sentence; a sentence maycontain one lransformed by the interneI. Tense te form of te verb which relates lo
clause, or two or more joined togelher using Paraphrase a piece of text which expresses time; English has two tenses: present, e.g.
a coordinator or subordinator similar ideas lo anolher lexl of similar this occurs and past, e.g. lhis occurred;
Coherence how a text is connected in terms lengt but using different language future time is referred to by using modal
of meaning and ideas Parliciple te form of lhe verb which ends verbs, e.g. will, may, and other expressions,
Coheslon how a lext is connected in terms of in -ingor -ed; used to form te progressive e.g. lhe price of oil is likely to rise
meaning and language aspect (-ing), perfect aspect (-ed), and drarnalically over lhe nexl decade.
Coilocatlon two words which frequently passive voice (-ed) Thesis slatemenl te part of a texl which
go together, e.g. signtficant difference, Parlicle a word, usually an adverb or briefly expresses some or ali of lhe
influential decisions preposilion of one syllable, which is following: purpose, aims, rationale,
Complement the part of the sentence attached to another word, e.g. look at limilations, organization
following verbs like be and seem, e.g. It Passive voice te form of lhe verb which is Topic sentence a sentence in a paragraph,
seems unlikely used lo indicale someting being done lo often one of te flrst sentences, which
Compound noun two nouns put togelher to lhe subjecl, e.g. sail is then added lo the expresses lhe topic of tal paragraph
create one meaning, e.g. radiojournalisr; mixlure Transilive taking au objecl, e.g. make a
unlike adjective + noun combinations, the Perspective au essentially objective way of decision
first noun is normaily stressed in spoken viewing someting, e.g.from a medical Verb te part of a sentence which typically
language perspective comes between te subject and lhe object,
Conclusion the part of a written or spoken Phrasal verb a verb which conlains te base and can be in te present or past tense, e.g.
texr which sums up te main argument of verb + au adverb particle, e.g. put away Cultural dgierences influence lhe wayfirms
te whole text, usually the end of the text Phrasal-prepositional verb a verb which tu lhe East and Wesl do business.
Conjunclion te term used to cover both conlains te base verb + both au adverb Word class also known as ‘part of speech’; the
coordinator and subordinalor and a preposition particle, e.g. look up lo way a word is used in a particular contexl,
Contenl word a word which has real meaning (admire) e.g. the word like can funcrion as different
rather than just grammatical meaning; Phrase a structure built round a noim, verb, paris of speech: situations like this (prep);
nouns, verbs, adjectives, and adverbs are adjective, adverb, or preposition, e.g. a she lilces economics (v); like cases (adj)
content words similar problem
Coordinator a word which joins two units of Preflx the first part of some words, which
language: clauses, phrases, or words; the expresses a particular meaning or
most frequent conjunctions in English are grammatical property, e.g. un-, dis-, mega
and, but, or
GLOSSARY 175
Language reference
In sentences, the main clause elements are subject, verb, c Adjectives in the superlative form are less frequent in
object, complement, and adverbial. Ihese are colour academic writing.
coded throughout the Language reference section. • one-syllable adjectives form the superlative by adding
-est, e.g.
low lowest the lowest amount
-
Descriptive adjectives are very frequent in academic serious international concern, key social indicators
writing and can express a wide range of meanings such (evaluation classification)
-
as colour, size, time, and emotion. existing medical technology (description - classification).
Classifying adjectives are also frequent in academic Adjectives usuaily come before nouns, e.g. major cities,
writing. They often end in -ai, e.g. national, social, but underdeveloped societies, the main natural cause, but
can also have other endings, e.g. economic. Classifying sometimes come after the noun phrase following a verb
adjectives are not usually gradable, e.g. very eeonomic, such as is / are, seem(s), appear, become, e.g. technology
and they usually come before nouns rather than after. is important; that seems likely.
Evaluative adjectives are used to express a person’s Some adjectives can only go before a noun phrase, e.g. main.
stance, e.g. Others, especially those beginning with a-, go after, e.g.
an effective and achievable goal; These discussions have, they are aware ofit.
however, been enormousiy influential.
See 21 Linking adverbiais and 36 Stance and optionally one or more adverbiais: Bioggers have
perspective adverbiais attitude; Typicaily updated daiiy, blogs often reflect the
personaiity ofthe author.
4 Affixes More complex pattern with main clause, followed by
an adverbial clause (a clause which begins with a
The term affix covers prefixes and sufflxes. Affixes are
subordinator):
useful in recognizing word class, which in turn can help 1 subordinator
with understanding sentence structure.
• Most words ending in the suffix -ly are adverbs: an The boom yearfor blogging was 2002 as it movedfrom
adjective + -iy can form an adverb. minority interest into the mainstream.
• lhe most frequent noun suifixes include: -tion, -ity,
-er, -ness, -ism, -ment, -ant, -ship, -age, -ery.
• -ai is very common for classifying adjectives.
9 Complements
• Other common adjective suifixes include -ent, -ive, A complement is a clause element which follows certain
-ous,-ate, -fiLi, -less, -like, -type. verbs such as be and seem, e.g. An individuai’s decision
• Common verb suffixes include -ize, -ify, and -ate. to have chiidren seems to beflexibie; Goais should be
specfic, measurabie, and behaviourai in terms.
Many words in academic texts can have a number
of affixes to build up more complex meanings, e.g. It is called ‘complement’ because it adds complementary
commerce (n) commercj,al (adj) commerciaiize (v)
-
-
-
information about the subject. lhe subject and the
cornmerciaiization (n). complement refer to the same thing, e.g. An ineffective
goai is ‘to improve my golfgarne.’
In its original context, the comrnercialization of news, the
meaning can be rephrased as ‘news has become more In this exainple, the complement provides further
commercial information for the subject ofthe sentence: the goal is to
irnproue the game.
A complement is usually:
5 Articles • an adjective / adjective phrase, e.g. it is competitwe
See 15 Determiners • noun phrase, e.g. 17’zis couid be thefun ofbeing with
the team.
• or prepositional phrase, e.g. Many countries are not
in a position to attractforeign investment.
A complement can also be a to- infinitive: One way
ofiooking at motivation is to discuss intrinsic versus
extrinsic motives.
12 Conjunctions 16 Thefuture
Conjunctions include the two word classes of As there is no future tense in English, a number of other
coordlnators and subordinators. See 13 Coordinators forms are used. These include:
and 38 Subordinators. • the present tense, e.g. Vehicles need to change.
• the present progressive. lhe present progressive for
referring to the future is particularly used in spoken
13 Coordinators langiiage, and there are no examples in the written
lhe most frequent coordinators in English are: texts in this book.
• and (addition) lhe modal anxiliary verbs are also frequently used to
• but (contrast) refer to the future:
• or (alternative) • will It is unlikeiy that there will be muchfurther
Others include neither nor / either or. development ofkzrge-scale hydroelectricity within the UK.
... ...
verb must, e.g. The projected increase in the world’s llzis year we must report that progress has virtually
population must be the result ofpopulation growth in ground to a halt. (necessity / obligation)
less developed societies. It is clear that the runners must have differentgoalsfor
c Other modal auxiliary verbs can be used to express the same event. (deduction)
lesser degrees of certainty or confidence, e.g. Ifit In some organizations, outsourcing the biog to a
continues, desertfication can result; A morefree professionai might be the best option. (speculation)
market approach may lead to economic growth.
Modal verbs can be used with passives. In this case they
These examples show that the writer is not making a
are followed by be plus the main verb, e.g. Peopie may
very confident statement; the idea being expressed is
be asked to work longer and retire later = ‘someone (but
possible, not certain.
we do not know who) may ask people to work longer and
d Choice of adverbs indicate an authors’ confidence: retire later
Maximizing: absolutely, definitely, certainly
In academic texts, some verbs usually occur with a
Minimizing: often, probably, possibly
modal verb, e.g. interact, guarantee, survive.
e Choice ofverbs that express hedged’ opinions
are also used in minimizing, e.g. It appears that
the research is inconclusive; There seeins to be a 24 Nouns and noun phrases
correlation between education and crime. Noun phrases are the most important structures in
academic texts because they make up most of the text.
A lot of information can be packaged into noun phrases,
23 Modal verbs and as a result they can be very long and complicated.
Modal verbs are frequently used in academic texts.
Noun phrases typicaily account for about two-thirds of
They show degrees of certainty and confidence (see
the words in academic texts. A noun phrase can be one
22 Maximizing and minimizing language), and other
word or more. A pronoun, e.g. it, is also a noun phrase.
meanings such as necessity, obligation, and ability. Ali
lhere is no limit to the length of a noun phrase.
modal verbs have at least two different meanings, and
each meaning has at least two modal verbs to express it. Noun phrases are built round one noun, the head noun.
In order of frequency, these are: lhis is the noun which can be replaced by a pronoun.
• will (predictions, future certainty, conditionais, etc.) lhe pronoun then takes the place of the whole noun
• would (conditions, past habits, future in the past, etc.) phrase. lhe head nouns are given in bold in ali the
• can (possibiity, abiity, general truths, predictions, etc.) examples in this section:
• could (possibility, permission, predictions, etc.) the pianet it; Biiiions of hours
- - They / These; the
• may (possibility, predictions, permission, general content ofthe media it.-
truths, etc.) lhe noun phrase must agree with the verb, e.g.
• should (likelihood, desirability, suggestions, The boomyearfor blogging was (not were).
...
predictions, etc.)
Sometimes identifying the head noun can be difficult, e.g.
• must (obligation, necessity, deductions, conclusions, One ofthe latest developments suitablefor use by the online
regulations, etc.) marketers is It is / 17’zis is lhe verb ‘is’ in this
.
... -
... ...
• might (prediction, possibility, permission, etc.). example shows that the head is One, and not developments.
In addition, ought to can be classed as a modal (or semi Noun phrases are frequentiy used as the subject and/or
modal). The modal verb shall is the least frequently used; object in a sentence. lhey are also found as part oflarger
neither ought to nor shall occurs in the texts in this book.
siructures, for example when a long noun phrase is made
The following examples show various frequent meanings up of a number of shorter noun phrases. Noun phrases also
and the modal verbs used: frequently follow prepositions, to make up a prepositional
This set ofexperiences will influence the way they think phrase. Headings and titles are often noun phrases, e.g.
about the world. (prediction) Principies that define the cognitive levei ofanaiysis.
VVhen bioggers added their comments, other web users lhe main noun phrase structures can be represented in
would access those opinions. (habit in the past) the following five broad patterns and combinations:
For the commercial organization, a blog would be afuil
24.1 Pronoun as head noun
timejobfor a member ofstaff (condition)
Many noun phrases are made up of a pronoun,
Technoiogy can make it easierfor smallfirms to compete
sometimes with other words, but usually without.
with large. (possibility)
lhe pronouns often refer back to information in previous
77zere is much speculation on what boys and girls can or
sentences, e.g.
cannot do weil. (ability)
Global energy demand could still increase to 6 CMO by
then. (prediction) The st nchwtedinLondon.Itlooked at boys
from dzfferent social classes.
Aithough a morefree market approach may lead to
economic growth in the long run, there are without doubt
short-run costs to the poorest people. (likelihood) opinions on everything.
a
lhe subject can be very short, often a pronoun, e.g. This
31 Progressive forms raises ethical questions.
lhe progressive aspect shows that something is not
Often when the subject is short, the object can be long,
complete but in progress, e.g. The pubiic are becoming
increasingly affluent and consumerist. e.g. Schema theory suggests that what we already know
wiii influence the outcome ofinformation processing.
It is formed using the verb be plus the -ing form of the
Less frequently, the subject is verylong, e.g. Murrow’s
main verb.
criticism ofthe lack of endeavour byjournalists
Progressive forms can also be used with the other aspect, and news corporations had little influence on the
i.e. the perfect aspect, as well as modal verbs, e.g. The commercialization ofnews.
media should have been informing the public ofthe
lhe longer the subject, the more difficult it is to process
threat tofree speech.
the meaning of a sentence.
In the passive, the progressive form is marked by the
Simple sentences often contam one or more Adverbiais (A).
auxlliaryverb be, e.g. The role and relevance ofthe
investigativejournalist increasingly is being challenged. See 3 Adverbiais, 10 Complex sentences, and
11 Compound sentences
32 Pronouns
There are three main types ofpronouns: 36 Stance and perspective adverbiais
Stance is often expressed through adverbials:
personal, e.g. it, she, 1 (subject)
him, as, them (object) his, hers, theirs (possessive) These are, ofcourse, the extra costs in addition to the
normal market price ofelectricity.
relative, e.g. which, that, who
Obviousiy this can result in mistakes.
and interrogative, e.g. who, which, what
Further examples of stance adverbiais include:
Pronouns are words which take the place of a noun
• Arguably Cars are arguably one ofthe greatest man
phrase, e.g. People are not likely to deliberately damage
made threats to human society.
the iand which they depend onfor their survival; the
• Without doubt There are without doubt short-run
pronoun they takes the place of the noun peopie after it
costs to the poorest peopie.
has been mentioned.
• (Even more) interestingly Even more interestingiy, he
Pronouns are the only words in English which change discovered that low inteiligence was related to repeated
their form depending on whether they are in the subject crime.
or object position, e.g. He (subject), him (object).
AU the adverbiais in these examples express the stance of
the writer or speaker.
33 Relative clauses Perspective can also be expressed through adverbiais,
See 24 Nouns and noun phrases e.g. economicaily, technologicaliy, infinancial terms.
1
be followed by an adverbial, e.g. Incomes have risen
evenfaster than popuiation.
2 Verbs used with a complement, e.g. Serious droughts
have become more common; Humans are active
processors of information. These verbs need a
complement to complete the meaning, so the
complement is necessary and cannot be missed out.
3 Verbs used with one object, e.g. Government bodies
arrange ali production; Psychologists Identify three
lypes ofgoals. These verbs need an object and this
cannot be missed out.
4 Verbs used with two objects, e.g. Possession of
economic resources gives people their power to acquire
income and assets. In this example, the direct object of
the verb gives is their power ..., and the indirect object
is people = ‘the power is given to the people.’ There are
a limited number ofverbs with this pattern.
5 Verbs used with one object plus one necessary
adverbial / complement, e.g. Technoiogy has thus
made the rapid growth ofthe multinationai corporation
easier. In this example, the object of the verb has made
is the rapid growth ofthe muitinational corporation,
but the complement easier is also a necessary part of
the pattern and cannot be missed ow.
Some verbs, such as put, require an object and an
adverbial, e.g. They are putting pressure on the roads of
today’s cities. This example shows that both the object
pressure and the adverbial on the roads oftoday’s cities
are necessary to complete the meaning.
44 Wh- clauses
Clauses which begin with a wh- word, e.g. what, where,
can be used as the subject in a sentence, e.g. What he
means by this is that the inequalities in lfe chances are
determined by market position.
A wh- clause can also be the object of a sentence.
and part or ali of the work is not your own. It is away time when they could be assessing student’s
considered to be a serious matter in academic own work. lhe signs tutors look for when reading
institutions. If a student piagiarizes someone eise’s work assignments are:
they may lose grades, or fail part or ali oftheir course. • written work that is not properly referenced
Typical exampies of plagiarism include: • texts which have obvious differences in accuracy
• copying material from another source (e.g. textbook, and styie between paragraphs
internet text) without properly referencing it • written work which is obviousiy above the levei of
• handing in work that is not entirely your own the student.
• presenting any material, idea, research, argument, etc. It is not acceptable to get a large amount of help in
as your own when it is actualiy from another source writing assignments from a friend or famiiy member. It is
• handing in work for assessment that has already been also unacceptabie to use a professional agency to help in
assessed somewhere else. writing assignments.
Remember that using material without acknowledgment
from source is plagiarism even if the source is
—
How can you avoid plagiarism?
impublished, or is a lecture. There are other examples of lhe best way to avoid piagiarism is to foliow these six
piagiarism that also mean it is very important to ciearly guidelines.
understand academic referencing. For example, it could 1 Be informed read the information on piagiarism
-
be considered plagiarism ifyou copy an extract word for on your university or coilege website. Make sure you
word and reference it, but then forget to use quotation understand it, and keep up to date with any changes
marks so the text looks iike a paraphrase rather than in poiicy.
a direct quotation. It is important to rernember that 2 Be honest don’t try to deceive your tutor by handing
-
anything ‘borrowed’ from another author rnust be given in work which is not your own.
back’ by acknowiedging it properly and accurateiy.
3 Be professional foilow academic convention by
It is also important to realize that this process also
-
and advice on piagiarism at: other students, but write on your own.
http:/www.admin.ox.ac.uk/edc/goodpractice/about/ 6 Be smart don’t avoid piagiarism because you’ii be
-
1
188 AODITIONAL REFERENCE MATERIAL
Writing 5am pie answers
II
consume on a regular basis (Hoyer and Maclnnis, 2010, p.306). In addition, having
al position
benefited from lower housing and education costs, they are in a better financi
these factors,
than younger generations, and so have more money to spend. As a result of
tion.
there are clear advantages for companies who decide to target the older genera
er
However, it is also worth considering the potential benefits oftargeting the young
generatiori.
In contrast to their parents, young people have less money to spend and more
pressures on their time. They are also more heavily influenced by marketing and
nies to
therefore often switch brands on a regular basis, making it harder for compa
also represe nt the future
secure their loyalty (John et ai. 2006, pp.549-63). However, they
ts. Compa nies who can
and are far more willing to embrace new innovative produc
design their market ing
exploit the younger generation’s enthusiasm for innovation can
campaigns accordingly, for example making use of social media and other online
marketing avenues as a way to generate interest.
tion
In conclusion, it is clear that companies who succeed in targeting the oider genera
loyal and relativ ely affluen t custom er base.
as their consumers will benefit from having a
the type
However, the benefits ofthis strategy to the company are highly dependent on
to develo p their produc ts in the future.
ofproduct they are offering, and how they intend
to target the young er genera tion
Companies who value innovation would do better
nt the
since ffiese consumers are keen to embrace new technology. They also represe
ing metho ds in a dever way they
future, and if companies are able to exploit market
tion for decade s to come. Essent ially it
could secure the loyalty of the younger genera
their produc ts and their future strateg y
is the responsibility of every company to assess
target as their consum ers. They must
carefully before deciding on which generation to
ns.
also carefully consider both the short- and long-term implications of their decisio
References
Western
Hoyer, W. D. & Maclnnis, D. J. (2010). Consumer Behavior. United States: South-
Cengage Learning.
ptMaps:A
John, D. R., Loken, B., Kim, K., & Monga, A. B. (2006). Brand Conce
Methodologyfor Identfying Brand Association Networks. Journa l of Marketing Research.
US (Financial Times, 5 May 2006). One view is that since not everyone engages with the
internet, the potential impact of cybercrime on society as a whole is more limited than
other traditional forms of crime. However, this essay will argue that either directly or
indirectly everyone feels the consequences of internet crime, therefore a change in the
way we deal with this is needed.
Virtually every aspect of life that people engage with in the real world can now
be encountered in the virtual world finance, education, inteilectual property, sex.
-
Consequently, this leads to many possibilities to commit different crimes from the theft
of knowiedge and ideas, to that of stealing someone’s identity. Hamilton and Webster
(2009, p.l 18) argue that the internet is an appealing medium through which to commit
crime as there is increased anonymity due to the distance from which crimes can be
committed. lhus if something 50 prevalent is allowing crime to be committed in a new
manner then arguably a new approach to dealing with it is required.
One common argument against changing crime fighting methods is that a significant
proportion ofthe worid does not have access to, or use of, the internet. In 2012
approximately oniy one third of the world had access to the internet (Internet World
Stats, 2011). In contrast, ali people are at risk from traditional crimes such as burglary
or physical attacks, and as a resuit some believe that we should persist with traditional
approaches for countering crime.
lhe crimes perhaps most commonly associated with the internet are identity theft or
financial crimes. However, the internet can be used to commit a much wider range of
crimes and can be used as a means to an end to commit physical crimes. Knowledge that
can be gained through the intemet has enabled people to have access to information
that would have been limited to just a few individuais previousiy. For example, the
internet allows people greater access to instructions on how to make and use weapons.
This information has been used by individuais committing terrorist acts. lhe internet
also gives the criminally-minded the abiiity to communicate their beliefs, and share
these with others in a negative manner, for example, by inciting racial hatred.
In conclusion, whiie the internet may not be used by ali peopie in ali societies, in
certain countries its use impacts on many peopie’s daily iives. Many of these functions
are positive, but there are definite risks. lhe internet is not oniy a tooi to directiy commit
crime but one also to garner knowiedge that enabies peopie to commit many more
crimes not traditionally associated with the internet. These criminal activities couid have
effects which impact far beyond the online worid. Structural changes in the organization
of society inevitabiy iead to a need to deal with crime in a new way. As the internet ailows
for crime to be committed using different approaches, our methods ofpoiicing crimes
need to change too.
References
Hamilton, L. & Webster, P. (2009). The International Business Environment. Oxford:
Oxford University Press.
Internet Worid Stats. (2011). World Internet Users and Population Stats. availabie from:
http://www.internetworidstats.com/stats.htm. Retrieved: 28/05/2012.
1
192 SAMPLEANSWERS WRITING
1
Unit 110 TASK 6 (page 159)
‘Energy consumption in the developed and developing world is becoming
dangerously high.’ Suggest and evaluate different solutions for reducing
energy consumption.
ption nearly
According to McKinney, Schoch, and Yonavjak (2007) world energy consum
doubled between 1970 and 2000, and is set to double again betwee n 2000 and 2030.
stocks of fossil fueis, and
With the vast majority of energy being provided by limited
surpris ing that many people
their known impact on the environment, it is perhaps not
in hand
consider these leveis to be dangerously high. While this growth has gone hand
peopie’s consum ption
with population growth, it has been worsened by the fact that
impact ed on the leveis of
patterns are increasing rising standards of living have further
-
tend to
many ofwhich are primary or secondary uses of energy. For example, people
ts that are highly proces sed and packaged, and have
consume fewer convenience produc
nment ally friendly forms oftrans port. A positive impact
time to use slower, more enviro
on energy consumption would be among st the areas of life that wouid improve.
leveis
In conclusion, ultimately green energies are likely to be needed to sustain our
of energy consumption, yet at the moment their availability and efficiency is not
a
particularly widespread. A meat-based diet is high in energy use and a change to
be hard
vegetarian or vegan diet could help reduce consumption leveis, though it may
aged to
to convince people to change their diet. Alternatively, peopie could be encour
ns have
work iess in order to consume iess energy. Unfortunately, while these solutio
can be
great potential, they do require people to change at an individual levei, which
pouicy.
challenging to implement without accompanying changes in government
References
Systems
McKinney, M. L., Schoch, R. M., & Yonavjak, L. (2007). Environmental Science:
and Solutions. 4th Edition. Sudbury: Jones and Bartlett Publis hers mc.
De Graaf, J. (2010). ‘Reducing work time as a path to sustainabiity’ In Maniates,
to
M. (2010). State ofthe World 2010: Transforming Cultures From Consumerism
Sustainability. Worldwatch Institu te.
193
SAMPLEANSWERS WRITING
Unit 12D TASK7 (pagel7B)
Identify and discuss the key causes and effects of indviduaI success
in education.
As a country’s economy grows and develops so too does the demand for education.
There is a perception that a high levei of education can iead to a successful career, and
as a resuit greater and greater numbers are seeking to be educated at a higher levei. In
such a market being successful in education is likeiy to piay a role in success throughout
people’s lives. This essay will look at the main factors affecting educational success and
argue that motivation, intelligence, and teacher attitudes are key.
Motivation plays a key role in the success of many students as performance is
driven by the desire to achieve a goal. However, simply setting a goal is not sufficient
in motivating a student and in some cases may in fact lead to demotivation. Crane and
Hannibal (2009, p.303) believe that in order to work well people need to set an exact goal
that can be both measured and linked to a particular behaviour, for example, a certain
approach and method ofworking in order to achieve a realistic goal. Therefore, those
that are the most goal-driven in an academic environment are perhaps the most likely to
stand out as successful.
Another factor influencing educational success is the attribute ofinteiligence.
Educational attainment and life achievement are strongly dependent upon intelligence.
According to Delius and Delius (2012, p.693) inteiligence is the best predictor of
educational success and life-long income. When intelligence and motivation occur
together, there is potential for students to achieve the educational success that would
lead to greater long-term financial gain. In fact, these two factors could be key causes in
establishing differences in individual rates of success.
A final point that plays a role in educational success is teacher attitude. Numerous
studies have found that lower teacher expectations impact negatively on students.
Furthermore, in environments where students perceive the teaching as supportive there
is a correlation wkh positive academic performance (Klem and Connell, 2009, pp.262-
73). Thus students who perceive themselves to be in a supportive academic environment
are perhaps more likely to be academically successful.
In conclusion, perhaps unsurprisingly, one of the key factors in individual academic
success is that of inteiligence. However, no single factor is the sole key to academic
success; factors such as the educational environment and the motivation of the student
are powerful in shaping the difference in individual success.
References
Crane, J. & Hannibal, J. (2009). IB Psychology: Course Companion. Oxford: Oxford
University Press.
Delius, J. D. & Delius, J. A. M. (2012). ‘Inteiligence and Brains: An Evolutionary Bird’s-Eye
View In Zentail, T. R. & Wasserman, E. A. (2012). lhe Oxford Handbook ofComparative
Cognition. Oxford: Oxford University Press.
KLem, A. M. & Connell, 1. P. (2009). Relationships Matter: Linking Teacher Support to
Student Engagement and Achievement. Journal of School Health. Vol 74:7.
4 Listening to lecture extracts making notes on the main polnts then checking
with the transcrlpt
5 Attending live lectures and recording them to listen to again afterwards
6 Preparing n advance by reading key texts then following up the lecture with
more reading
TASK6
Guidelines for preparing a short presentation
Preparing your ideas
1 Select two perspectives to focus on (e.g. economic, environmental, social)
2 Decide what main points you want to include
3 Decide what background information you need
4 Think about your own stance what do you want your audience to understand?
-
Researching
1 Decide what numerical information or other data you need
2 Search online to find out key facts and figures, and examples to support your
main points
3 Use multiple sources to make sure your information is accurate
Preparing to speak
1 Introduce the structure and the main points clearly
2 Use signposting language to introduce new points
3 Use examples to support your main points
4 Include numerical information and check your pronunciation of numbers
5 Practise what you are going to say aim to speak for about 3 minutes
-
195
ADDITIONAL. MATERIAL FROM UNITS
Unit4B Speaking TASK7 (pageO5B)
Brief contents
01 Introduction: business and its environment’ 4
02 The economic environment
03 The technologicai environment
04 The political-legal environment
05 The social and cultural environment
06 Keeping the country stabie
07 Can the marketplace be ethical? Corporate social responsibility 4(
08 Achieving a better work-iife balance
09 Europe: an ever-closer union of member states?
10 Business and the changing public sector 4
11 Business in the political arena
12 Globalization of business
13 Baiancing business freedom and the authority of the law 4
14 Entrepreneurship and enterprise :4
15 Business and sustainable development
16 Conclusion: themes and issues looking ahead
-
Wetherly, P. & Otter, 0. (2011), pp.vii-viii. The Business Environment: Themes and Issues (2nd ed.).
SOURCE: Oxford:
Oxford University Press.
bikes will increase by three per cent annually. By 2020, there will be more than two billion
-
vehicles, at least half of them cars. The slowest car growth is expected in America (less than 1
per cent a year) and Western Europe (1 to 2 per cent), while the number of cars in China and India
is expected te grow more rapidly, at around seven te eight per cent per year. Growth in vehicle
use continues despite the fact that China, India, and many other countries don’t have ou supplies
te fuel their expanding vehicle numbers. Can countries peacefully coexist as they compete for
increasingly limited petroleum resources?
SOURC: Sperling, 0. & Gordon, 0. (2009). pp3-4. Two Billion Caís: Driving Towards Sustainability. Oxlord:
Qxford University Press.
Paragraph 2:
Paragraph 3:
3 Make brief notes on any points in the text you would like to include m the
discussion, and think about the phrases you could use to refer to them.
Bowles, S., Edwards, R. & Roosevelt, F. (2005). pp.8-9. Understanding Capitolism: Competition. Commond,
and Change. Oxford: Oxford University Press.
dependency tradition
The person most associated with radical views of capitalism was Karl Marx. For Marx, l9th-
century capitalism posed what he saw as a central contradiction. He agreed that capitalism led
to unprecedented growth but he argued that there was a problem. The social system of capitalism
is very unequal and access to resources and political power is concentrated in the hands of a few
people, the owners of capital or capitalists. The source of this growth was the ability of capitalists
to exploit their workers and as growth and wealth increased the conditions of workers would
deteriorate. This is a central Marxist idea: that growth, rather than benefiting everyone, can lead to
inequality, providing the conditions for a socialist revolution where the workers would take control
of the economy and run things in the interests of the whole of society, and not for the rich elites.
However, such a revolution would only occur after a long period of capitalist expansion which would
succeed in industrializing the economy.
SOuRCE:Wetherly, R & Otter, 0. (2011). p341. The Business Environment: Themes and Issues (2nd ed.), Oxford:
Oxford Unlversity Press.
souRcEWetherly, R & Otter, O. (2011). p346. The Business Environment: Themes and Issues (2nd ed.). Oxford:
Oxford University Press.
to take
Technology opens up many domestic and foreign opportunities for businesses who are ready
advantage of them.
Opportunities
old
New goods and services Companies can create new and improved goods and services, revive
-
in many different locations. Technology has therefore made the rapid growth of
economically active
l corporation easier. Companies can now have subsidiaries in many countries, but
the multinationa
in
their business strategies, production, and distribution can still be controlled by their head oftice
are able to employ around a
one country. So, for example, multinational corporations like Unilever
quarter of a million people in 100 countries and sell their products in 150 countries.
Small firms Technology can make it easier for small firms to compete with large ones. For example,
-
the internet enables alI tirms to communicate with customers both at a national and at international
their
levei, and to seu their goods and services at relatively low cost, Small companies can design
can use the
own websites for as little as a few thousand pounds. Firms producing for niche markets,
such as the American firm GLOSSARY
web to reach customers who are of little interest to larger distributors
niche market (n) a small and
Wal-Mart.
specialized market
Hamilton, L. & Webster, P. 2009. p199. The Internotionol Business Environment. Oxford: Oxford
University subsidiaries (n p1) smaller
5DURC
Press. companies partly or wholly owned
by another company
SOURC: Hamilton, L. & Webster, P. (2009). pp.204-6. The internationol Business Environment. Oxford: Oxford
University Press.
OUTLINE A OUTLINE B
• Introduction (including thesis statement) • Introduction (Including thesis statement)
-Spend more of their income on basic needs (e,g. food, -Older consumers earn more + more disposabie income
accommodation) • Body paragraph 2: Spending
-Spend money on leisure activities (e,g. sport. sociaiizing, -Vounger consumers spend more on basic needs
travei) -Oider consumers spend Iess on basic needs
More relaxed about debt and less likely to save -Qider and younger consumers spend on ieisure activities
• Body paragraph 2: Older consumers • Body paragraph 3: Saving
-Earn higher saiaries -Vounger consumers iess Iikely to save have iess money
-
Case stud 1
Bruce was twenty-six years old when he joined a large accounting firm after graduating with a good
degree in commerce. He was assigned to a team of auditors at Transition Technologies, which had
just been taken over by Paradox Corp. Bruce’s firm had been the auditors at Transition before the
takeover and had offered to continue at around half the usual price. Short cuts in auditing resulted.
Proper auditing procedures were not foilowed, and Bruce was frequently left to make important
decisions by himself, although he was not experienced. Bruce knew that he was in a competitive
environment and that he was, in a sense, on trial. He did not agree with the short cuts and felt that GLOSSARY
it was unfair to Transition and himself that he was sometimes left to deal with matters beyond his auditor (n) sb whose job is to
experience. But he also remembered being asked at his job interview if he was a team player who examine the financial records of
could carry other members of the team when the situation required. a company to ensure they are
accurate
SOURCE: Grace, D. & Cohen, S. (2009). p163. Business Ethics (4th ed.). Oxford: Oxford University Press. short cut (n) a way of doing sth
that is quicker than the usual way
Case study 2
in june 2002, after ten days of discussion of the evidence, a jury in Houston, Texas, in the USA,
convicted the accountancy tirm Arthur Andersen of ‘obstruction of justice’ in the Enron case.
Andersen then announced that it would stop auditing publiciy-hsted companies. This was the fali
of one of the worid’s iargest accounting firms. The company had revenues of over US$9 billion, and
85,000 empioyees in 84 countries, and its fali caused shock around the worid.
The company was founded in 1913 by Arthur Andersen, and was always known for its honesty
and integrity. However, its pursuit of profit led to its invoivement with some dubious corporate
chents inciuding Enron, WoridCom, and Sunbeam.
The effect of deaiing with such ciients cost Andersen its reputation and a iot of money.
The American financial reguiator, the SEC (Securities and Exchange Commission), fined Andersen $7
miiiion for overestimating the earnings of Waste Management Corporation by $1.4 billion. When the
eiectricai products company Sunbeam admitted overestimating its earnings, the sharehoiders sued
Andersen, and the firm had to pay $110 miliion.
So why did a firm based on integrity abandon its values? The American pohtician Barbara Toifier
describes Andersen as ‘rotting from within and being a victim of its own decision to put the
protection of client confidentiaiity above its responsibiiity to sharehoiders and taxpayers. According
to Toifier, Andersen lost its independence when it put its profitabie consulting services above its GLOSSRRY
role as auditor, and became iess wiiiing to risk the anger of its ciients, This may be the reason it dubjous (odj) probabiy not honest
failed to warn Enron, WorldCom and other clients about their revenue statements. fine (v) to make sb pay money as
Andersen’s independence had been compromised, and the firm was unabie to continue, The a punishment
company was Enron’s auditor for 16 years. in 2002 alone, Enron paid Andersen $25 miiiion in integrity (n) the quaiity of being
honest and having strong moral
auditing fees, and $27 miliion for consulting services.
principies
SOURCE: Grace, 0. & Cohen, S. (2009). p165. Business Etbics (4th ed.). Oxford: Oxford tirtiversity Press.. sue (v) make a ciaim for money in
a court of iaw
increasing global interconnectedness has been accompanied by the development of new threats
which can have a major impact on business. Advances in communications technology have made
it easier to commit crimes using computers and the internet. This fast-growing threat is cailed
cybercrime. lt is easier because it can be done at a distance and with anonymity. lt includes identity
theft where personal information, for exampie, from customers is stolen. Users are lured to fake web
sites where they are asked to enter personai information such as usernames and passwords, phone
numbers, addresses, credit card numbers, and bank account numbers. The information can be used
to empty bank accounts or to buy goods and services using frauduientiy obtained credit card detaiis.
lt also inciudes hacking into computers to get access to confidential business information, and the GLOSSARV
creation and distribution of viruses and worms on business computers. Cybercriminais may threaten fraud (n) the crime of cheating
to use the information they have stolen to attack companies’ systems. [..j sb in order to get money or goods
iilegafy
lt is estimated that, in Britain aione, six miliion peopie illegaliy downioad films and music every
fraudulently (odj) doing sth
year, costing tiim and music companies biliions of pounds in lost revenues. ln the UK, cyber-attacks
byfraud
are estimated to be costing businesses £10 biliion a year. in the USA, the FBI estimated that
lure (v) to persuade or trick sb
cybercrime costs US businesses £33 billion a year (Financial Times, 5 May 2006). to go somewhere or to do sth by
promising them a reward
Hamiiton, L., & Webster, P, (2009). p118. The lnternotionol Business Environment Oxford: Oxtord
SOURCE:
University Press. threat (n) the possibihty of
troubie, danger, or disaster
2 Read the text and complete the notes relating to the situation and problems
discussed in the text.
The world currently consumes energy equal to 3 CMO (cubic Global sources of energy in 2006
miles of 011) each year. lt uses 1.0 CMO from ou, 0.8 CMO
from coal, 0.6 CMO from natural gas, and approximately
0.2 CMO each from hydro-electric power, nuclear, and
wood. Although its population is only 1/2Oth of the world
population, the United States uses about one-f)fth of the
world’s energy. There will soon be substantial increases in
global energy demand: more than three billion people are
poised to sharply increase their standard of living, and in
India and China there are already large groups of people
whose wealth equals that of the average citizen of richer
countries such as Sweden and Switzerland, Business as R 0:1(1.06) • HyoeI€ctric (017)
usual for the world which includes a steady improvement
-
• Coal(021) • Bicmass (0.19)
d Natura(gas(O.61( • Geothermal(<01)
in energy efficiency would place the annual global demand
-
Situation
Current global energy consumption: 3 CMO per year, ofwhich:
- 1.0 CMO from ou
- O.8from
Estimated reserves (years): 50 • difficult to find and access new cii fields
Current reserves (CMO): 42 • consuming nations giobally have te rely on producing nations (risk te suppiy)
Estimated reserves (years): 100 • further natural gas resources have been located in sands, but suitable technoiogy is
not yet
developed to access these
Coal • distributed wideiy in the world, except Middle East
Estimated reserves (years): 80 • te meet rising demand, coal consumption needs to increase trem 0.8 CMO/year to over 2 CMO/
year by 2060, meaning that 5,000 new coal-flred piants need te be buiit, about two new
plants each week for 50 years
Nuclear • global uranium reserves are equivaient to 28 CMO
Current reserves (CMO): 28 (of uranium) • there is widespread oppositien to nuclear power
Estimated reserves (years): 50+ • te meet demand one new nuclear plant needs te be built per week for the
next 50 years
Geothermal • current production is only 0.05 CMO, but is expected te double in next 10 years
• global potential is up te 4 CMO, of which 0.8 CMO suitabie ter electricity production
• new technoiogies needed to extract energy from deep, hot, dry rocks
Hydroelectric • limited potential for expansien: most large rivers of the world already have
power plants
• large populations may have te be relocated when new dams are built
• the worid’s largest hydroeiectric project, Three Gorges Dam, was built over 15 years and cost
$30 biliion. Te produce 1 CMO annually means building equivaient of 153 Three Gorges Oams,
i,e, one every four months for the next 50 years
Wind • annual global potential for wind energy production is over 40 CMO, but it requires
a large ameunt of Iand
• te produce 1 CMO means 1,200 new turbines each week for 50 years
• turbines can affect wildlife, especialiy birds
Concentrated Solar Power • the earth receives 23,000 CMO of energy per year from the sun
• iimited number of suitable locations, with currently few large projects
• to preduce 1 CMO from selar power, 70,000 large-scale projects wouid need te be built, e. 27
per week for 50 years
Photovoltaics (PV) • located on people’s rooftops, where the energy is used
• currently the most expensive alternative energy source
• te preduce 1 CMO from rooftop PV systems would mean installing 250,000 systems every day
for 50 years
Biomass • total global potential of 20 CMO/year
• plants grown for fuel mean less available for food
• biofueis from other plant sources (e.g. algae) are possible: 1 CMO would require 390,000
square km of and, i.e. 1/3Oth that of conventional biomass
Press.
souRcv:Adapted from information in: Crane, H. D., Kinderman, E. M., & Malhotra, R. (2010). pp.266-72. A Cubic Hile of Dii, New Vork: Oxford University
Planning a presentation
1 Decide on the main points to include these are essentially the solutions (the
—
Organizing a presentation
Stage 1 Introduction: open the presentation, introduce the group, state the titie, give
an overview of lhe aims of lhe presentation
Stage 2 Main body: present each main point (solution), with evidence and/or
supporting information, and evaluation.
Stage 3 Conclusion: give a brief evaluation of the overail solution, conclude lhe
presentation
demonstrate your critical thinking skills. So idea of what 1 mean, in academic situalioris
Unit 1 you have to learn to chalienge ideas and not you’re always reading for a reason for
-
just accept everything that you read, or tat example, to write an essay, to give a
Listening you’re told. It’s almost impossible to get a presentation, to prepare for a test.
good mark unless you do tis and for me
- 2 ...‘lhis course really helps you to deal wit
UEJ1.i Extracti these chailenges. So to go back to what 1
that was te biggest difference from school.
Mohammed 0K. My name’s Mohammed. And also, you need to pay attention to your was saying earlier, the reading needs to be
I’m going to teil you about my experience feedback you get from your tutor. Don’t just used in the writing, and tis is te oter big
ofthe pre-sessional course 1 took here at look at te mark look at te comments
- area te course heiped me wit.
te university. 1 studied a three-month and see te areas your teachers want you to 3 And also, you need to pay attention to your
course in Academic Reading and Writing. improve. feedback you get from your tutoL Don’t just
So, firstly, I’m going to ralk about my 0K, let’s move on and talk about work look at the mark look at the comments
—
1 have tu say it’s a bit strange being back mark on tis course, and you have to research don’t worry if you’re finding it hard. There’s
here, but it’s nice to be back too. 1 actually it for a whole academic year. So it needs to be lots ofhelp and support available.
completed my Master’s in Pood Science two something tat you’re really interested in. It
years ago, but 1 was really pleased when also needs to be an area tat’s not too broad
Speaking
—
1 was asked to come back and share my nine months isn’t tat long, 50 you know,
experience with you. Just to give you a brief keep it focused. Your dissertation is a real test
overview: first, 1,11 talk about te academic ofyour academic abilities and it will probably
and professional skills you get on the decide the degree ciassification you get. So it’s Hi. My name’s Ryo Hashimoto. Well, today I’d
programme, and then 1,11 talk about how to never too early to start thinking about it. like to taik to you about my recent educational
get te best support while you’re here. experience, and my aims for te future.
1.4 Extract 4 0K, SO first let me teu you about where
tJ1.2 Extract2 I’ve been studying. My flrst main aim was to
lhe main reason 1 chose to study Food
At te beginning 1 wasn’t too happy about Science here is because of the supportyou get get into a very good university in my home
having to take an English course. 1 studied as a student and the skills development.
...
country, which is Japan. Sol applied to Keio
English at school for ten years, and 1 just Obviouslyir’s important to knowyour subject University in Tokyo, which is te capital of
wanted to get on with studying my degree. You well, but once you leave you may have to work Japan, as you know.
know, 1 felt 1 knew ali that was needed to know in a iot of different professionai contexts. So tat was my first choice, and 1 studied
...
and that 1,11 be fine. But now, looking back, I’m very hard, you know, late every evening, and
So two things tat are really important
really pleased that 1 took the course. There are to learn and improve are your writing and most weekends. In Japan it’s very competitive
big differences between te English classes 1 and you have to study very hard if you want
your presenting skilis. These will help you
had at school and te classes 1 took here. get better marks in your course modules, but to succeed. And I’m pleased to say that 1
...
Firstly, academic reading. In school reading also ihey’re reaiiy important when you start was offered a place at the university to study
was mainly to start a discussion or to learn working. In a lot ofjobs, you’ll have tu report economics.
vocabulary or grammar. We didn’t have to do things like research findings, or results of tests What 1 would reaiiy iike to do is work in a
much with the actual text. To give you an idea and experiments er, tat can be in writing
...
large international company, iike NTT, for
ofwhat 1 mean, in academic siruations you’re or in a presentation. exampie, or Mizubo Bank. And actuaiiy, this
always reading for a reason for example,
-
There are important rules about what’s is my message to you today. Work hard and
to write an essay, to give a presentation, to expected ofyou as a student, as a professional, you can achieve success anything you want,
-
prepare for a test. So you need to learn how to in terms of skill. And this course can really really.
use the information in te tens in these kinds help you develop those skifls. 1 know tat for 0K, I’m making that sound, you know,
ofassessments. You also need to understand many ofyou, this course is probably a career quite easy. But in reality, it’s not SO simpie, of
the writer’s opinion, 50 you can use it to change. It is for nearly 30 per cent of students course.
support your argument. Then, also, you have everyyear. It can be difficult, because you may And tis brings me on to my second
50 much more reading to do, and II can be have been an expert in anoter field in the main point. As 1 said, 1 was accepted by
difficult to decide what you need to read and past, 1 don’t know, accounüng or someting. Keio University, but 1 needed to improve my
what makes a good source. But now you’re not an expert and you aren’t English. In fact, 1 still need to improve my
You know, this course really helps you to used to being a student any more. Another 30 English, especiaUy my writing. So before
deal with these chalienges. So to go back to per cent ofyou probably come from different
what 1 was saying earlier, te reading needs educational systems. This course is very
to be used in te writing, and this is te other international, and te tutors ali know tat it
big area the course helped me with. 1 leamt can be difficult to understand te expectations
usefiul things like how to summarize, how to of a new system. But for bot of tese groups,
paraphrase, how to reference work correcrly in 1 tink this course provides reaily excellent
my writing aH really useful stuff. At te time
...
support so, you know, make use ofit ifyou
1 didn’t think it was that important, but then need it.
one time 1 lost 10 per cent of my mark because So, to sum up, 1 wouid say don’t just learn
ofpoor referencing, so well, yeah, ten 1
...
your subjects develop other skiils and don’t
-
realized how important it was. worry if you’re finding it hard. ‘Ihere’s lots of
help and support available.
UJ1.3 Extract3
Probably te main thing you’ll ali want to 1.5
know is, how can 1 get really good marks? 1 Firstly, academic reading. In schooi reading
As you know, the university gives degrees was mainly to start a discussion or to iearn
in four classifications. And really, to get te vocabuiary or grammar. We didn’t have to
top classifications, you have to be able to do much with the actual text. To give you an
and you pay for extra classes in any subject,
— military power. But the other organs of te UN Now, as 1 suggested earlier, the Security
really. But for me it was English. really don’t have tat kind ofpower. Council gives the UN significant potential
Unfortunately, tat took up a lot of extra 0K, so turning to te General Assembly - militarypower and reach. It’s one ofthe UN’s
time, and of course 1 also had to concentrate tis is like te ‘parliament’ ofthe United most important organs. lhe Security Council
on my main academic subjects. So that ... Nations, the political arin, ifyou like. In was initially made up of 11 states. Alter 1965
didn’t really work out for me. political terms it carnes a iot ofweight. Ml it had 15 states, and these include the tive
Well, the end of my story is 1 still haven’t
— te UN member states are represented in te permanent members China, France, Russia,
-
reached my target levei yet. lhat’s why General Assembly, and each member state te UK, and te United States. lhe oter ten
I’m here. has one vote. lhey vote on important matters members are non-permanent members.
I’d like to finish my presentation by saying related to international peace and securtty, Now, as far as geography is concerned, the
again, ‘work hard, and you can achieve and many oter issues as well. UN Security Council appears to cover a lot of
success 1 know 1 haven’t achieved my main But whatever te General Assembly te globe. But if you tink about it, all of tese
ambitions yet, but 1 know that 1 will reach decides on any issue is basically a
- — countries are in the northern hemisphere.
my goals and 1 will enter the Economics recommendation, it is not a binding decision. No soutern hemisphere countries are
Department at Keio University next academic So this means they can’t force any state, represented permanently on the Security
year. And go on to study abroad. any country, to do anything. However, te Council no African, no Latim American
-
known. Obviously, the UN is an international Secretary-Generals like Kofl Annan or Ban don’t think so?
organization, and it operates in most Ki-moon. As well as having an administrative A Well, no no, 1 tink it’s more about, um,
...
countries around the world. role, the Secretariat carnes out research. individual responsibility. Individuais and
lhe UN is invoived in a wide range of But it’s mainly bureaucratic, and it doesn’t companies well, tey all need to take
...
activities, but its main mission is to promote have tat much obvious political power. lhe responsibility for their own actions you ...
peace and security around the world. So, Secretary-General, tough, does have an know, whatever tey do that contributes to
the aim of tis lecture is really to give you an important diplomatic role. carbon emissions, or whatever.
understanding of te UN from a number of 0K. lhe next organ is the Economic and B Butwhy?
different perspectives. Social Council abbreviated to ECOSOC.
-
A Well, look, it just makes sense to me tat the
Now, as te name suggests, te United ECOSOG is responsible for overseeing people who cause te poilution should be
Nations is one of oniy a very few organizations the activities of a large number of other more responsible.
with a truly global reach, from almost every institutions within the United Nations. It B Well, 1 think it makes more sense for
perspective political, economic, miiitary,
— operates with the authority of te General governments to do it if...
humanitarian, and so on. Historically, the Assembly, and its main purpose is to
UN can trace its development back to te coordinate te economic and social work of 42.5 Extract2
two World Wars which took place in te te UN. C Right, so what perspectives might there be
20t century, and we need to understand ECOSOC also oversees a large number on this topic? Apart from the environmental
something about this historical background. of oter institutions, such as te World perspective, obviously.
I’d like to begin with an overview ofthe Health Organization. lhey have teir own D Well, 1 tink just in that statement you’ve
structure of te UN, how it’s organized, and budgets and their own heads, and so on clearly got three groups. lhe government
after tat we can move on to look at te 50 financially and politically speaking, these is te political perspective. Individuais,
purpose of the UN in other words, what it’s
-
institutions are independent. And they’re te general public tat’s the social —
for and why we need it. And finally, we’ll take big financial institutions for example, te
-
perspective. And ten companies would
a brief look at the history of te organization, WHO budget for 20 12-13 was approximately have a commercial perspective.
and how such a historical institution remains 2.5 billion dollars. C Yeah, yeah, tat’s right. 0K, well so what ...
of te United Nations. Now, te first point established just after te end of te Second C Mm... Politically speaking, te
to note is te UN is made up of a group of World War, on te 24th of October, 1945. responsibility would probably be put back
internationai institutions. lhe best known of Historically, it was set up to replace the League onto companies and people, wouldn’t it? 1
tese is the central organization the central
— ofNations, which itself was establishedjust mean, for example, by creating new laws.
United Nations system. Now, most of you will after te First World War, in 1919. D Exactiy, yes sol would say from a
...
recognize the UN headquarters in New York. lhe aim of te League of Nations was to political perspective it would become te
There are tive main organs of te UN, tive ensure tat future wars were impossible. responsibility of companies and individuais
main divisions, ifyou like. But in tis lecture Now obviously, it failed in tat objective, and and not te government trough te -
we’re going to look at only four of tem the — a key reason why it failed was that it had no creation of new laws.
Security Council, the General Assembly, the real power. Similarly, a key aim of te UN C Yeah, 1 agree wit tat. 0K, how about
Secretariat, and te Economic and Social has always been to promote world peace. socially, te social perspective? 1 mean,
Council. We’ll talk about te role of te But unlike the League ofNations, it has te don’t people think tat tey pay teir taxes,
International Court of Justice when we look at legitimacy to do so. In oter words, it has the so basically te governrnent should take
international law, later on in this semester. legal autority, te legal power, to carry out care ofit?
So, firstly, as te name suggests, te tat objective. D lhat’s true, but 1 tink a iot of people are
purpose of te Security Council isto focus 0K, so te UN started out in 1945 wit also quite green, you know. lhey’re quite
on security. It has tive permanent member 51 member countries. Today, nearly every environmentally-minded.
countries, and its main responsibility, state in the world is a member of the UN. C Yes, but tey still expect the government
essentially, is to maintain international And what’s important about te UN, and to have a role. 1 think socially speaking it’s
peace and security. It has the power to issue one reason why it’s more successful tan difficult to have just one perspective you ...
directives and, ifnecessary, to send in peace the League of Nations, is that it has the UN know, because everyone’s different. 1 would
keeping forces to help reduce te risk ofwar Security Council. So, from a legal and a say most people would see tis as mainly
in problem areas of the world. So te Security military perspective, the UN is much more te government’s role, but not only the
Coundil is the one organ which has some powerful. government’s role.
only ifie government’s. And individuais today’s lecture, Taylor’s ideas still apply to on te slide here and in your handout. Now, if
should take some responsibility too. 0K. So many different areas of management they’re
— you look at te iabels on each levei, these are
what about from a commercial perspective? still relevant today, in oter words. However, quite broad, quite general ao it may not be
...
to be a financial beneflt for companies to three questiona. water, a place to live. lhe basics. And in terms
be more green, 1 suppose. 1 think many
... What are the things that motivate peopie? ofwork, tia need is met by a person receiving
companies would probably say it’s the How have tese different teories developed a basic salary, teir basic pay.
government’s role and they’ll only do what over time? And how have they influenced lhe next level up is called security needs,
they have to within the law. each other? which is the need to feel safe and secure. So
C Yeah, that’s the key difference for me So First, we’ll look in more detail at
... in terma of work this means things iike job
between the social and commercial Taylor’s idea that money is the key motivator security and a pension.
perspectives. Individual people might take in the workpiace. Then, we’ll move on to Next we have beionging. Now, tis can
some responsibiiity, but companies won’t look at one of te most famous theories of be understood as the need to feel part of a
take responsibility without a good reason motivation, which is Maslow’s hierarchy of group in other words, to have friends, and
-
or unless the law makes them. needs. Some ofyou maybe already familiar to feel dose to peopie you workwit, to your
D 0K, so we think that it has to be mainly
... with this. After that, we’re going to see how coileagues.
the govemment’s responsibility. Because, Maslow’s ideas influenced the work of 0K, moving up, number four is esteem.
as we said, commercially there’s no proflt Douglas McGregor in the 1960s. And ten Esteem needs are connected to status it’s —
to be made, so companies won’t take finaily, 1 want to take a look ata siightiy about being accepted and respected by other
responsibility. different view of motivation developed by peopie. An obvious example of tis atworkis
C Yes. But I’d also add that society should, and McClelland and Burnham, which was aU someone’s job titie are tey a ‘manager or
—
probably does, take some responsibiiity. about power. are tey a ‘director’?
Finally, te highest levei is seIf
4)) 2.6 Extract 3 3.2 Extract 2 actualization. E[his comes from a sense of
A So come on, then, Dan. What are your views Frederick Taylor was, as you know, achievement. lo fuifil tis need, peopie need
on this issue? 1 mean, should university responsible for developing the theory of to have a job tat they find challenging, to feel
education be provided for free by the ‘scientific management This idea was based they are achieving everything they are capable
government? on late 19t, early 2Oth centuryworking of... aitough, of course, not everyone gets to
8 Er well, yeah. From my point ofview,
... practices, and it was ali about increasing tia levei.
it should be. Ifyou iook at it from an efflciency in the workplace ao, doing the
-
Now, Masiow believed tat the needs
economic perspective, a highly-educated same amount of work using lesa time and lesa of each levei had ir be satisfied before a
country well, it usually has a strong
... money. Taylor’s theory, as we’ve seen, was person couid move up to te next levei. So
economy. So it’s probably going to beneflt based on the idea tat people are motivated for exampie, ifyou take someone atwork,
ifie whole of society to educate people for mainly by money. Essentially, ifyou pay teir physiological needs iike having a basic
free. 1 mean, what do you think? someone enough money, then they’ll be saiary have to be met before tey cm start to
A In my view, is no, it shouldn’t be free.
... willing todo any job. 0K? think about security needs, such as having a
13 Really? At flrst, very few people questioned this pension pian.
A No. 1 think if you want to go to university relatively early concept of motivation. Masiow also argued that peopie had to
you should be, well, you know, you should However, as psychology, the study of move from one levei to the next level in te
be prepared to pay for ti Otherwise it’s just, psychology, started to become more accepted, hierarchy. They couldn’t mias a levei. In oter
look, it’s far too expensive for the economy. more ideas about motivation started to words, it’s not possibie to go straight from
Especially in this economic climate. emerge. And this happened right through the physiological needs to beionging needs. How
Governments, they don’t want ir support second half ofthe twentieth century. thatworks is that, according to Masiow, as one
free education. So much later, in the 1940s and 1950s,
...
need is met people start to feel that tey want
8 0K, 1 can see what you’re saying but in you have the psychoiogist Abraham Maslow, to fuifil the other needs. But not everyone
most countries people pay their taxes, the man most people probabiy associate needs to reach te top levei. As 1 said, in terma
ao they should have a right to education, with theories of motivation. In 1943 Maslow of teir work, some peopie may just be happy
sureiy? 1 mean, the economy gets the published a paper in which he divided meeting te iower-level needs.
benefit because people’s incomes will be motivation frito five main areas in hierarchy
higher if they have a better education, 50 a hierarchy of needs. This was followed a Speaking
the government gets more income tax few years later by a book, Motivation and
eventually, anyway. Personality. And we’ll talk more about this in 4))) 3.4 Extract 1
A Mm 1 see what you mean, but 1 don’t
... ... a moment. Now, Maslow’s theory caused a iot
of discussion and debate, and consequentiy A 0K, ao we have tive minutes to decide on
know. I’m not sure that’s the case. 1 mean,
a number of other teories emerged quite te tree most important qualities tat
1 think it dependa on, you know, the
quickly afterwards. make a good language iearner. Does anyone
university and the subject you study. And
haveanyideas...?
anyway, look, some people go just for an One theory that soon foiiowed Maslow
was McGregor’s theory ofmanagement 8 Weii, yes 1 tink as far as I’m concerned,
education. Not everyone goes just ao tiiey
...
styles. McGregor divided bis theory of ira ahout focus. Ifyou focus on the task,
can make money.
management into two groups, )[heory X and reaily focus, ten you will, you know, you’ii
8 But surely if they have to pay, that means
achieve resulta.
only peopie with money will get to go to Theoryl. lheory X was heaviiy influenced
by the lower ievels of Maslow’s hierarchy C Ali right, butwhat rype of focus? Do you
university. 1 mean, really, morally speaking
mean like focus on exams, or taking your
is that right? Is it fair? and Theorylwas influenced by the higher
leveis of te hierarchy. Some time later, in lecture notes, or or what?
...
A Oh 0K, perhaps we should look at this
8 No, not exactiy, no. 1 mean tat you have to
...
Unit 3 tey focused on what motivates the manager. you’re going, and you’re clear about what
you need to do to get there.
And they concluded that managers are mainly
Listeni ng motivated by power. 111 come back to tia A 1 see. And ao you’re saying tat focus is the
point iater. most important ting?
E3.1 Exiracti 8
Soas we discussed lastweek, one of the flrst 3.3 Extract 3
people to write about te role ofmanagement As we’ve afready seen, perhaps te moas
was the American, Frederick Taylor. And famous theory of motivation is Maslows
C Well, 1 wouid say motivation. East, near Abu Dhabi, which is te capital
4.2 Extract 2
A Right Yes? oftheUnised Arab Emirases. Is’s about 17
So I’ve been reading about Tiaojin eco-city.
...
text earlier, it taiks about two kinds of Dhabi, near Abu Dhabi insernasiooai airpors.
China. Actually, Tianjio itseif is ao oid city, 1 said Masdar was a oew deveiopment. Is
motivation, intrinsic motivation and
and today it’s ao iocreasingly imporlant and was crealed io 2006, bul 1 think te interestiog
extriosic motivation.
fass-growiog city. thing, te ioteressiog questioo, is why isss
A Can you expiam what you mean by intrinsic
So, what is Tianjin eco-city? Basicaiiy Masdar essablished.
and extrinsic motivation? It seems iike they
it’s a modero city which is designed to Obviously it’s io the middle of a major
can be defined differently.
be environmentaliy frieodiy, and to be as oii-producing region te United Arab
C 0K, well, in very simpie terms you couid -
sussainable as possibie. And also, so have a Emirales has over eighl per cenl ofthe world’s
say, like, ‘inside’ and ‘outside’ motivation.
iow impact 00 the envirooment arouod it. sotai ou reserves. That’s enough ou lo lasI
B Sorry, can you expiam that?
Tiaojio eco-city is situated a little bis aboul anoter hundred years. Bus tere are
A Yes, do you mean, iike, inside your head?
ousside of the maio city. Is takes about ao hour probiems with lhis because, as we ali know,
C 0K What 1 mean by intrinsic motivation
to drive tere, but tf you use te newlight
...
is motivasion tat comes from inside you. te ou is going lo run ous one day. And lhe
raiiway syssem you can get there lo about teo use of ou and oter fueis is having a negasive
So it has noting to do with outside factors,
minutes. effect on lhe environment. Climase chaoge,
or wish what other people want from you.
So when did it start? Well, il’s quite a oew poiiutmon tese are serious issues.
But motivation can also be extriosic, —
which means it comes from outside. It’s in So Masdar was planned as tis ne’.v kind
...
prime minister at the lime, Wen Jiabao, met of eco-city. It’s nos based 00 oil. It uses solar
the text, guys.
wish a senior minister from Siogapore to energy, and other renewable eoergy sources.
A 0K...
discuss lhe buiiding of a new sussainable but It aims for zero emissions, and zero waste.
C So, ifyou really want to achieve something,
efficieot city. lhey’re managing the water suppiy, there are
iet’s say ruo a marathon, or, 1 don’t icnow,
The reasoo for this was because there no cars, ooly pubiic lransport. And the city
learn Arabic or someshing ifyou’re
are so maoy pressures on te environmeot
...
motivated enough, you’li do is. You wifl be wmil be home lo companies tal specialize
in a couotry like China Poiiution is a big
...
in eoviroomeotaiiy-based products. Most
successfui, uitimasely.
problem, and aiso te rapidly increasiog of tese companies are privaleiy owned
B So it’s iike focus, then. It’s te same thing.
demand for resources like food and energy. and tey’re there lo make money. But te
C Well, oot exactiy, because Look, to
And iand, of course a los of the couotryside is
...
the land, hecause is was waste land and quite irnporlansly talensed empioyees, are woricing
there’s often some kind of reward, like -
poiiuted. And it was by lhe sea sois was also there 00w. So 1 shink thas it’s already very
money or, iike, higher status. And that’s
quite salty. Alter te clean-up, basicaiiy they successfui, and is going to be even more
what motivates you.
made ali te pians and tey went ahead wish successfui lo lhe fusure.
lhe eco-city project.
There were a los of challenges. For example,
Unit4 how lo deal wilh te greenhouse gases iike Speaking
, carbon dioxide. Ali lhe buiidings in
2
CO
Listening Tianjin have very good iosulatmon, SO they 1114.4 Extract 1
use iess eoergy, ali lhe windows are doubie lo my preseolalion today I’m goiog to iook
4.1 Extracti glazed, and so 00. lhe whoie city has a as lhe background to urbaoization across
percentage of Os energywhich must be zero lhe world and in particular in China, where
So as I’m lhe first, 1 think maybe it’s a good
emission energy, iike using soiar power. tere’s beeo a dramatic movemens of te total
idea to start with a definition of an eco-city
So, has ali tis heen effecsíve? Does ti work? population from lhe country lo urban areas
so thas we ali have lhe sarne definition, and
we’re ali tafldng about the same shing. So, Actually, right 00W it’s too eariy to say. Bul mn recent years. I’il ten move on lo iook as
there are a iot of posisive shings about Tianjin firstiy the ecooomic impacts, and secondly
what is an eco-city?
eco-city. is has high-ievei politicai support, te eovironmental impacss, ofurbanization
Well, here are a few characteristics. An
and shis has beeo a reaiiy importans factor in in China.
eco-city is a city that puts the environment
gettiog te project off te ground. Also, is has 0K, firas 1 waol lo taik about urbanization in
first. It’s sustainabie II uses energy sources
ciear aims, and it has some realiy inseressing
—
Mso, an eco-city is pianned. Is doesn’t just as tat lime, tis was 13 per ceot of te totai
1134.3 Extract3 world popuiation. By 1950, is had mncreased
happen. So, ifyou put these things together,
you could say that an eco-city is a city which 0K, well, 1 want lo teil you about Masdar, lo 732 million, which was
is piaoned to have iow energy use and iow which is lhe city tat I’ve beeo researching.
emissions. Is’s environmensally friendiy. Firss of aU, has aoyone heard of Masdar City
So, last weekwe taiked about using hefore? No? Weii, maybe ti iso’t very weII
...
contextuaiizing questions duriog our knowo yes, bus actuaiiy it’s a very imporsant
presensations, to heip structure our saiks. I’ve city. Basicaiiy, Masdar is a completeiy new,
tried so use tem ali, so hopefully you’il flnd plaooed city. It’s been described as an
this preseosation easy to follow. ‘emergiog cieantech cluster
0K. Firstiy, what te ‘what’ questioo.
...
What does tas meao? WeU, ao ‘emerging
lo this case, what is an eco-city? And what cieansech clusser’ is a clusser that means
—
is Tianjin, the particular eco-cityl’m taiking hke a group, or a network, a clusser of say
about? Then, it’s where and when so, where
-
compusers, it’s a ciuster of businesses or
is it? And wheo did te projecs start? Wheo compaoies which are coonected. And
did key decisions ges made? Then why te -
‘cleantech’ means they’re based around
‘academic’ question. Why was it planned io clean sechooiogy like carbon-oeutrai energy
that way? Why did it happen? Nexs how how -
systems. So lhey don’s cause dangerous
does ti work, how did is come aboul? And emissions. And ‘emerging’ just means il’s
finaliy evaluasion. Wiii it be effective or oot? growing, it’s happeniog 00w. Is that clear? Is
I-Iow sigoificant is it? How ioflueotial is it? We that 0K?
oeed to shink about quessions like tal. 0K. So, as 1 said, Masdar is shis new
deveiopment for new and environmensally
based compaoies. It’s iocated in the Middie
in towns and cities, but less than 20 per in towns and cities, hut less than 20 per amount of money spent on advertising to
cent of China’s population lived in urban cent of China’s population lived in urban children in teUS was 17 billion doilars.
areas. By 2011, Arnerica’s urban population areas. By 2011, America’s urban population Most countries have controls on what can
had increased slightly to 80 per cent ofthe had increased slightlyto 80 per cent ofthe be advertised to children, and when, and how.
total population. But it’s now not reaily total population. But it’s now not realiy One example oftis is limiting te advertising
increasing. Over the sarne period, China’s increasing. Over te same period, China’s of tings like sweets, breakfast cereais, and
urban population increased to alrnost 50 per urban population increased to almost 50 per fast food products. Obviously, tis is because
cent, almost half of the popuiation, The size cent, almost half of te population. lhe size of te concerns about children’s healt, and in
ofthe population in China also means that a ofthe population in China also means that a particular te rise in obesity. lhe argument is
small percentage increase is a large number small percentage increase is a large number tat advertising rnakes unhealthy foods more
tn real terms. It’s estimated that an extra 350 in real terms. It’s estimated that an extra 350 attractive. But the advertising industry doesn’t
rniilion peopie will be living in cities in China million people will be living in cities in China necessaruly agree tat these reguiations
by 2030— that would be a further 15 per cent by 2030— tat would be a further 15 per cent are needed. One common argument tey
increase. increase. put forward is that there’s no evidence that
So rnoving on to iook at te economic advertising is a cause of childhood obesity.
irnpacts of urbanization. Now, you could LEJ 4.6 Another common argument from te
saytat urbanization has been one ofthe 1 In my presentation today I’m going to iook advertising industry is that it has te right
rnain drivers of econornic growth in China, at te background to urbanization across to free speech tat as an organization,
...
and it’s likely to continue to move the te world and in particular in China advertisers should have te sarne rights as any
country forward. In the next twenty years, it’s 2 I’ll ten move on to look at firstly te individual. Finally, tey argue tat the quality
predicted that around 50,000 new skyscrapers economic impacts, and secondly te of children’s teievision would be much lower
will be built, and that tere will be around 200 environrnental impacts, of urbanization in if there was less money from advertising. And
million new urban jobs. China. tus is significant according to a UNESCO
—
Urban populations consurne rnore food, 3 For instance, in 1900 it stood at just 220 funded study, income from chuldren’s
energy, and consumer goods than rural million at tat time, tis was 13 per cent of
—
advertising has reached around 900 mullion
populations. For example, in China the urban te total world population. dollars per year 50 it’s a market tat’s worth
...
population eats 60 per cent more meat than 4 So, ifwe iook at te siide here we can see an almost a billion dollars.
te rural population. Urban residents are also overview of te main urban areas.
25 per cent rnore likely to have a refrigerator 5 As you can see, in 1978, three-quarters of 5.3 Extract 3
than people in rural areas. Ali of this is positive the US population, so 75 per cent, lived in In response to the industry’s argurnent tat
in terrns of future economic developrnent. towns and cities, but iess than 20 per cent of tere’s actually no proof of a iink between
0K, that was te econornic irnpacts. China’s popuiation lived in urban areas. advertising and chiidhood obesity, a number
Next I’d like to look at the environmental 6 So moving on to look at the economic ofhealt organizations and doctors have
impact. There are obviousiy concems about impacts ofurbanization. Now, you couid come out strongly to argue against tis. No
the negative effects of urbanization say that urbanization has been one of one is claiming it’s te only cause of obesity,
overcrowding in cities, pollution, people the main drivers of econornic growth in obviously changes in lifestyle, genetics, and
-
consuming more resources. But tere are China diet in general are ali major causes of obesity.
also positive aspects to urbanization from an 7 For example, in China the urban population However, many health professionals tink
environmental point ofview. eats 60 per cent more meat tan te rural it’s an irnportant factor. For example, te
Firstly, te birt rate among urban population. Worid Health Organization has judged tat
populations usually falis and in the longer
...
8 0K, that was the economic impacts. Next advertising is a probable cause of obesity.
term tis will reduce population growth. I’d like to look at te environmental impact. Unfortunately, it’s very difficult to prove a
Secondly, a fali in te rural population rneans clear cause and effect reiationship, but it’s still
fewer people using the land for farming, and interesting tat such respected organizations
over time nus reduces te negative effects on belueve tere is a reiationship.
the environment, and te total arnount of land Unit 5
used by the human population. 5.4 Exuracu 4
However, the increased use of energy in Listening So moving on As 1 said earlier, it’s quite
...
urban areas, and the increase in pollution,
lJs Extracti difficult to estimate chuldren’s spending
rneans that cities tend to be warmer. City
power, either direct or indirect. However, it’s
temperatures can be up to 1.3 degrees Celsius In today’s lecture we’re going to be looking clear that children can influence parental
higher, and in te context of cimate change, at te ethics of advertising to children. In spending. So how do parents feel about te
-
tis can be seen as a problem. particular, we’ll look at te different views effects of advertising on teir chiidren? Weli,
So, in conclusion, 1 would say that te on how te advertising industry should be tere’s evidence that many parents feel very
process ofurbanization is going to continue. regulated when it comes to advertising aimed strongiy about the way advertising influences
Currentiy, there are neariy four billion people at children. Firstly, 1 want to consider some of te demands their children make on them.
living in towns and cities worldwide. There are the industry’s arguments against regulations One study by te Australian consumer group
environmental chailenges, but also economic being put in place. So, why do they feel CHOICE has shown tat as many as 89 per
benefits. 1 tink tat if it’s well rnanaged, ah crtising doesn’t need to be regulated? I’ll cent of parents feei tat advertising directiy
urbanization will lead to increased health ten move on to look at some of te public affects the demands tat teir children make
and prosperity everywhere, especially in the healt concerns, particulariy in relation to for certain types of food. lhe sarne study
developing world. te advertising of food and drinkproducts. has also highlighted te fact that 86 per
And then anoter position 1 want to look at
...
cent of parents would be in favour of more
4.5 Extract 2 is tat of te parents, wit a focus on ‘pester government regulation of advertising. 1 should
0K, first 1 want to taik about urbanization in power Do parents believe tat television stress that tus is only one study, but at te
general, across the world. Since the begihning advertising realiy makes their chiidren more same time such high figures 89 per cent
-
ofthe twentieth century, te world’s urban demanding, especially in terms of asking tem and 86 per cent suggest that te concern is
-
population has increased massively. For to buy particular products? And then finally, widespread.
instance, in 1900 it stood at just 220 miilion - we’ll look at te role of government and te
at tat time, tis was 13 per cent of the total steps that different governments around the UJ5.5 Exuract5
world population. By 1950, it had increased world have taken to reguiate advertising to
lEhis brings me on to my next point, which is
to 732 miilion, whichwas 29 per cent ofthe children.
the role of government reguiation. As we’ve
total world population. And in 2005, this had
seen, te advertising industry argues tat
risen to 3.2 billion. So in 2005, 49 per cent 5.2 Exurnct2
it has te right to free speech, but tere’s
ofthe total world population were living in So firstiy, why is the market chuldren as
...
aiso a widespread feeiing that it’s more
urban areas. That’s almost half the world’s a group... why is tis market interesting to important to protect the health ofchildren.
population living in major towns and cities. advêrtisers? Well, it’s wort a lot of money, lhe World Heait Organization has reported
And according to te UN, this figure is likely although it’s not easy to give exact figures on on te various positions taken by different
to rise to 4.9 billion, or 60 per cent, by 2030. So te purchasing power of children even in
...
governments. A number of European
nearly 5 billion urban residents. just one country, never mmd the world. But countries including Sweden, Norway, and
As you can see, in 1978, tree-quarters for example, in 2007 CBS reported tat te treiand, have banned advertising to chuldren
ofthe US population, 50 75 per cent, lived
Welcome to my presentation this morning. events that kind of activity would noS have
-
how lheir deveiopment might be linked. Whal
I’m Jamila Khan and I’m going to be talidng been possibie a fewyears ago. And that’s really are the paraileis? What are the connections?
about lhe power ofsocial media. exciting. Now lhe growlh of technoiogy and
...
I’ve been interested in social media for a 0K, iet’s iook at social media in action—
capitaiism within lhe worid economy... 0K,
number ofyears, and recently I’ve been doing what are the advantages and what are lhe this is obviously a very broad lheme to be
some research into this area. And when 1 say limitalions? starting out wilh. Essentiaiiy, we need lo ask
social media in this presentation, I’m mainly So, first of ali, most social media have iow lhe key question: what are or what were lhe
- -
talking about Facebook and Twitter. barriers of entry. They’re easy to access, easy main causes oftechnoiogicai growth, and lhe
So first of aU, I’d like to give you an idea to use, and aimost everyone can get their growth of capitalism as an economic system?
of how powerfui these social media have message out lhere. And we couid also ask, is lhis growth a good
become. They’re products ofWeb 2.0, part of And lhen lhere’s equality. Social media are lhiag? Who exactly has benefited from is, and
the later development of the worid wide web, democratic you don’t have to be famous or
-
who hasn’t?
basicafly after the year 2000. So let’s look at rich or well-connected to use them. Everyone 0K, 80 lel’s slart by looking at lhe reasons
how they started. has lhe same access, everyone can have an behind lhe growth of lhe worid economy over
Firstly, Pacebook Facebook was launched
...
equal say. lhe past two to three hundred years. And ia
in 2004. Ifyou’ve seen the fim lhe Social Siso, lhere are no direct costs. Social media particular, lhe part piayed by lhe Industrial
Network, you’U know that it was originaily are free to use, and obviously this is attractive Revolution and lhe changes which ied up to
set up as a networking site for students at to businesses as weii as individuais. lhe Industrial Revolution.
Harvard University, in the United States, It 0K, I’m kind of contradicting myseifhere
expanded to other American universities and In theory, everybody can access social media.
[) 6.2 Exlract 2
high schoois and it was particularly useful
... But in reality, they can’t People who are very lo undersland how lhe world economy
when people were looking for jobs, because poor, or don’t have internet or mobile access, came to grow 80 significantiy and for such
they could promote themselves in a more they’re excluded, just as lhey’re excluded from a long period of time, we have to go back
direct way. many olher areas of modern life. in time lo lhe centuries ieading up to lhe
-
Facebook currently has about one bllhion 1 sald eariier that social media bypass Industrial Revolution. Duriag this period,
users worldwide. ‘Ihat figure is rising rapidiy -
olher traditionai media. ‘Ihey can also lhere was a gradual move away from a
but it’s also faliing. It’s both rising and falling bypass governments, and government mainly agricuiturai economy, where lhe
because there are aiways new people joining reguiations. They have a global reach, and majority of goods rools, clothinhhousehoid
-
the network from around the world. But, aS the most governments flnd dias lhey’re almosl items were made individually, by hand. As
-
sarne tirne, other users are leaving Facebook impossibie to regulate. technology advanced more quickly, new tools
and cancelling their subscriptions, especially However, just because you’re operating and olher products were invented. And lhis
in places like the United States. digitaily, in the virtual worid, that doesn’t enabled economic growlh, which in turn ied
The United States was also where Twitter mean you’re above lhe iaw. lhere are cases to further technological advances. So you
started. Twitter was set up in 2006 as a way of where users have got into troubie lhrough had lhis momentum buiiding up and lhese
...
communicating for smali groups of people. Tweeting. Some users have even been advances in technoiogy and new iaventions,
But obviously, it didn’t stay smaii for Iong, convicted of crimes like the recent case
... lhis cycie ofinvention, ifyouwill lhis
...
and it currently it has over 200 miilion users where a student was sent to prison for writing was what ied eventually to lhe Industrial
worldwide. racist Tweets about a public figure. Revoiution.
So, these companies, Pacebook and Twitter, On the olher hand, there is ‘safety ia Now, you might think of lhe Industrial
are probably the most successful social media numbers If one person is doiag something, Revolution as somelhing lhat happened a long
companies. They’re integrated into smart ti might be considered to be wrong, but if a time ago aboul two hundred to two hundred
-
phones and tabiets and they’re also being miiiion peopie are doiag is, what can anyone and fifty years ago, in facl. And ia a sense
used more and more by businesses, as weli as do about ti, even the government? So, for you’d be right. However, one view is lhat lhe
by individuais. example, if thousands ofusers are sharing Industrial Revolution is not over. It’s actually
some restricted information, how do you stop still going on it’s become permanent, a khnd
-
5.7 Extract 2 them? You can’l prosecute them ali. So lhis is ofpermanent revolution. ‘Ihis is lhe view
So, now I’d like to look aS the purpose and the another example of lhe power of social media. of Bowles, Edwards, and Roosevelt in lheir
possibilities of social media. ‘lhere are other iimilations, of course. lhere book Understanding Capitalism. You should
Basically, there’s been a change in the way are some things you just can’t do with social be familiar wilh lhe first lhree chapters of
social media are used since most ofthese media. You still need real people, and real lhis book, as it’s on your reading lisl. lhe
companies were first set up. There’s been a places, to meet up and do real lhiags, obviousiy. aulhors taik about what lhey cai a ‘permanent
move from small local use like university
... Ifyou ask a h3-year-oid what theywant technoiogical revoiutioal And basicahhy what
students ia the case of Pacebook to the ... from social media, they’ll probabiy say they lhey mean is, lhe Industrial Revoiution is sufi
global mass-market use that we see today. want to socialize, to chat with their friends. going ou.
Secondly, social media like Facebook and Great but what happens to real-life chalting?
-
So, ifwe iook at lhe global economy today,
Twitter allow businesses and individuais to How does that help children deveiop socially? lhe single most importanl cause of lhe
network with each other and make usefui And is someone you only know onliae growlh ia lhe worid economy is lhe Industrial
contacts ao they have a professional role as
-
reaily a ‘friend’? Isn’t iS a bis sad that people
- Revoiutjori. And lhere are a number of
weii as a social role. Businesses can advertise not just kids prefer lo communicate by text
-
reasons for lhis.
themselves and their ideas or exchange
... or Tweet ralher than face to face? As 1 sald earlier, in lhe late eighteenlh and
information with anyone in the worid. And So finaliy, 1 think we have to ask, what is nineteenlh centuries, technoiogy developed
obviousiy they make it possibie for individuais the point of social media? How usefui are lhey rapidiy in vital areas iike agricuiture and
to keep in contact sociaily with friends,
... really? And how reliable? Are the advanlages manufacturing. lhis early technoiogical
family, former classmates, and coileagues. bigger than the disadvantages? deveiopment didn’t just
And also to make new friends, of course. 0K, so, I’d iike to leave you with a few
Next, what’s interesting is that social media questions to think about.
can often bypass the traditionai media -
As we know, lhis process of technological by now lhai lhere’s more lhan one side lo possible alternatives. Lei me flnd il, waii a
growth and economic developmeni continued
lhe siory. Wheiher or noi industrial and minute, um, yeah, here, ii says, ‘Vehicies
...
mio lhe iwenlieih century. Obviously one iechnological growth is a good thing is open lo need lo change, as do ihe energy and
discussion and inierpreiaiion. transportailon systems lii which lhey are
of lhe major changes was ihe expansion
ofthe road network, highways, and lhe For lhe momeni, in lhis pari of lhe lecture, embeddedi 1 think lhat’s preity clear.
increase in lhe numbers of cars and irucks, lel’s consider anolher, opposing political 8 1 suppose so, bul ii seems lo me ihat ihese
especially after World War 2. Bui it wasn’i perspective lhe Marxist perspective. 1
—
become more global, and ihey preseni a also suggesi lhai ifwe don’i make lhese
computing, digital iechnology, and mobile Marxisi view of lhis process. As lhe aulhors
communications smart phones are just one changes, we’re ali going to suffer
...
poini oui, lhe poliiical ihinker and wriler Karl economically, environmenially
exampie ofthis. Marx was associaied wilh a radical view of
Now, no one disputes lhis continued BOK...yeah...
capiialism. So we might expeci a more critical A And lhey argue that even ifwe make these
growlh is real. What is more open to siarice lhan lhe one we looked ai earlier, pui
discussion is lis impaci, and in particular changes lhere are still going lo be big
forward by Bowles, Edwards, and Roosevelt. problems. 1 just lhinkwe have to take lhis
what ii means for ordinary people. In lhe 0K, so in lhe coniexi of lhe globalizalion
book 1 referred lo earlier, Bowles, Edwards, really seriously.
ofbusiness, lhen ihe auihors’ firsi poini
...
and Roosevelt stress lhe improvemenis, what is lhai Marx undersiood lhal capiialism led
lhey describe as ‘lhe significani increase in 1 6.7 Extract 2
lo growih, strong growih. In lhis sense he
people’s consumplion standards In oiher A So, do you ihink lhe siluation is really thal
agreed wiih lhe views ofAdam Smiih, lhe
words, people are buying and consuming eighteenlh-ceniury philosopher and polilical bad?
more producis and services they have ...
wriler. Smilh’s view, esseniially, was lhai lhe B Well, ifyou look ai lhe firsi paragraph, 1
more, they use more. And lhe aulhors see a lhink il’s difficuli lo argue wilh lhe poinis.
developmeni of markeis led lo improvemenis
direcl link between these improvemenis in 1 mean, according lo lhe lext lhe number
in produciivily, and lherefore lo economic
living standards and lhe growlh of capilaiism growih and because oflhis, he believed
-
of cars is increasing, which means lhe
lhrough lhe 20lh centnry. Their argumenl is, capiialism was a posilive force, a force for problem will only gei worse.
and I’m quoling here from lhe same page, good. Bui lhis is where Marx disagreed A 1 suppose so, bul ii seems to me lhal
‘Wherever and whenever capitalism look lhere are more serious lhreais lo society
wilh Smilh. Marx believed lhai lhe problem
hold, people’s incomes and consumplion wilh capilalism, and with indusirializaiion
lhan cars. 1 mean, over-population, waier
leveis began lo rise in a suslained way supply There are oiher lhings lo worry
generally, was lhat ii led lo inequality lhe
...
-
like a 3,200 per cenl increase over a period among lhe majoriiy of lhe populaiion. Bui lhe lext also says lhal we need a radical
of 220 years. So basically, they’re saying lhat soluiion, we need to make big changes in
these huge increases in living standards were lhe technology and lhe infraslructure. 1
broughl aboui hy lhe growlh of induslry and - Speaking don’l necessarily agree wilh lhal point.
effectively by capiialism.
-
technological growth is really a good lhing. A 1 undersiand what you’re saying, bui 1 don’i information ofvarious kinds as a web of nodes
ihink it’s as simple as shall 1 have a car or in which lhe user can
nol, or how much 1 should use ii. 1 mean,
according lo lhe lexi il’s also about how
whenever they want. Now, the authors resources. For example, it allows different would be impossible. And Larry Ellison, te
clairned in this docurnent that a relatively levels of use depending on howbusyyou cozfounder of te computer company Oracle,
srnall number of links was enough to get from are 50 it’s greener, because there’s, there’s
... has argued that cloud computing is simply a
Ato B, from anywhere to anywhere. less waste of resources And there’s normally
... term to describe ‘everything we already do
So, essentially, the web has evolved in the automatic data protection, and backup, and Now, of course, both Gibson and Ellison are
sarne way as well, for exarnple, a food chain
... recovery as part of te service. right. lhe cloud is everything te web does
might develop in the natural world. Now, So, tere are clear advantages and clear and so it has to be vague, otherwise it would
after a brief posting to a newsgroup in August econornic beneflts associated with cloud be inaccurate. 0K?
1991, it went global very, very quickly. In an computing, as well as benefits in terrns of
article about the web, Tirn Berners-Lee wrote efficiency and security. But there are also a 7.4 Extra cl 2 Part 2
‘collaborators welcorne Now, so rnany people number of disadvantages. Firstly, security So, lI we don’t know exactlywhat cloud
took up that invitation, that by 2009 there were again. ‘lhe nature of cloud cornputing computing is, why is everyone so interested
230 rnillion websites and an average of six rneans tat ali security services are managed in it?
rnillion new ones being added every rnonth. externally, 50 you’re trusting a third party, Well, for businesses tere are a number
So even looking at it frorn a different way, sorneone you don’t know, with your data, and of advantages. Firstly, cloud computing
looking at the internet in a different way, it quite possibly quite valuable data. How secure allows a computer user to have additional
could be argued that it had already becorne is tat? For instance, cloud cornputing service capacity beyond their existing capabilities. For
the size of a cloud at that point. providers, are able to control and monitor example, they can get access to software, to
communication and data. In other words, data and extra storage space ou a needs basis,
7.2 Extract 2 tey can access your confidential information when they need it. How does that work? Well,
So what is cloud cornputing? Well, the idea whenever they want, and do what tey want companies or individuals can get additional
of cloud cornputing is sirnilar to Berners-Lee with it. There is sornething called the Cloud hard disk space by paying a fee for what they
and Cailliau’s original business model, revised Security Alliance, which is au organization use. Now, tat fee is normally much, much
and expanded to take advantage of the growth that promotes best practice for security lower tan te cost of buying, installing, and
of the world wide web. There’s been a lot of assurances, but it’s not a legal code. So the maintaining new hardware. So, as a result,
interest in cloud cornputing in the rnedia issue of security is a long way from being a company can have a sophtsticated II
over the last fewyears, and a lot ofpeople resolved. infrastructure wit minimal investment. And
have written about its potential for the future. Another disadvantage is that users can tis also means they don’t have to invest in
However, there’s still sorne debate about what becorne too dependent on an external cloud expensive upgrades as well.
cloud cornputing is, exactly. For example, service provider. Let’s look at a couple of lhe second advantage is connected to te
the science fiction writer Williarn Gibson, examples. Firstly, there’s the obvious risk that way tat te hardware and the software are
who created the terrn cyberspace, has argued the service provider could go out of business provided. Cloud computing is basically the
that its ‘main usefulness lies in its vagueness - cloud cornputing is like any other business, delivery of a service rather tan a product. So
In other words, the terrn ‘cloud’ is useful it faces te sarne econornic chalienges as tings like software, shared resources, and
precisely because it’s not exactly clear what any company. Secondly, cloud cornputing information are supplied to users’ computers
the cloud is and to try to define it too exactly
...
providers can have technical problems from a centralized source, via te internet.
would be impossible. And Larry Ellison, the and that rneans that your data rnay not be E[hink ofit like electricity or gas, say, or oter
co-founder of the cornputer cornpany Oracle, accessible when you need it. And while this utilities like your water supply. What 1 mean
has argued that cloud cornputing is sirnply a can happen with any service model, in this by this is, at the moment most traditional
term to describe ‘everything we already do case, with cloud cornputing, tere’s nothing standalone systems rarely use more tan 20
Now, of course, both Gibson and Ellison are the user can do to solve te problem. per cent of teir available capacity. So many
right. ‘lhe cloud is everything the web does A third issue is cost. You might think that users, especially businesses, are buying
and so II has to be vague, otherwise it would tis kind of service is always going to be products tat are much bigger tan they really
be inaccurate. 0K? cheaper, but it’s actually not clear whether it need. It’s a bit like every street having their
So, ifwe don’t know exactly wbat cloud will save users money longer term. Currently, own electricity system in other words, it’s
...
computing is, why is everyone so interested there’s a lot of cornpetition for cloud services very inefficient.
init? because it’s not te normal model. But one
...
So, a clear advantage of cloud computing
Well, for businesses there are a nurnber scenario is that as more and more companies is that it offers a much more efficient use of
of advantages. Firstly, cloud cornputing change to this model, they’ll become more resources. For example, it allows different
allows a computer user to have additional dependent. And as a result, costs are likely to levels of use depending on how busy you
capaciry beyond their existing capabilities. For go up and the fees for additional services are are 80 it’s greener, because there’s, there’s
...
example, they can get access to software, to also going to get higher. lo put it another way, less waste ofresources And tere’s normally
...
data and extra storage space on a needs basis, cloud models tend to make sense only when automatic data protection, and backup, and
when they need it. How does that work? Well, te user needs a limited range of services for recovery as part of the service.
companies or individuais can get additional a short period of time, or when their usage is So, tere are clear advantages and clear
hard disk space by paying a fee for what they minimal. economic benefits associated with cloud
use. Now, that fee is normally much, rnuch So, at the moment, cloud computing looks computing, as well as benefits in terms of
lower than the cost ofbuying, installing, and likely to become te normal model for many efficiency and security. But tere are also a
rnaintaining new hardware. So, as a result, business users. However, there are certain number of disadvantages. Firstly, security
a company can have a sophisticated IT risks attached around security and reliability. again. lhe nature of cloud computing
infrastructure with minirnal investrnent. And And also, depending on how the business means that ali security services are managed
this also rneans they don’t have to invest in model develops, it’s still not clear whether externally, so you’re trusting a tird party,
expensive upgrades as well. it makes economic sense for the majority of someone you don’t know, with your data, and
lhe second advantage is connected to the companies. quite possibly quite valuable data. How secure
way that the hardware and the sofrware are is tat? For instance, cloud computing service
provided. Cloud cornputing is basically the 7.3 Exlract 2 Part 1 providers, are able to control and monitor
delivery of a service rather than a product. So So what is cloud computing? Well, the idea communication and data. In oter words,
things like software, shared resources, and of cloud computing is similar to Berners-Lee they can access your confidential information
inforrnation are supplied to users’ cornputers and Cailliau’s original business model, revised whenever tey want, and do what tey want
frorn a centralized source, via the internet. and expanded to take advantage of te growth wit it. Ibere is something called the Cloud
Think ofit like electricity or gas, say, or other of the world wide web. ‘There’s been a lot of Security Alliance, which is an organization
utiliries like your water supply. What 1 rnean interest in cloud computing in the media tat promotes best practice for security
by this is, at te moment rnost traditional over the last few years, and a lot of people assurances, but it’s not a legal code. So te
standalone systems rarely use rnore than 20 have written about its potential for te future. issue of security is a long way from being
per cent of their available capacity. So rnany However, there’s stffl some debate about what resolved.
users, especially businesses, are buying cloud computing is, exactly. For example, Another disadvantage is tat users can
products that are rnuch bigger tan they really the science fiction writer William Gibson, become too dependent on an external cloud
need. It’s a bit like every street having their who created the term cyberspace, has argued service provider. Let’s look at a couple of
own electricity systern in other words, it’s
... tat its ‘main usefulness lies tu its vagueness examples. Firstly, tere’s te obvious risk tat
very inefficient. In other words, te term ‘cloud’ is useful te service provider could go out of business -
So, a clear advantage of cloud cornputing precisely because it’s not exactly clear what cloud computing is like any other business,
is that it offers a much rnore efficient use of te cloud is and to try to define it too exactly
... it faces the same economic chailenges as
UNIT 7 TRANSCRIPTS
any company. Secondly, cloud computing C OK,whynot? tat tey help you, and tey don’t erm, ...
providers can have technicai probiems B 0K, weli, we’ve got haif an hour now. Why dictate what you do, he said.
and that means that your data may not be don’t we have a coffee and lalk about how B 0K, fine. So what approach should we
...
accessible when you need it. And while this todo it? take? And, should we look for some kind
can happen with any service model, in this of sludy network system tat’s aiready out
case, with cioud computing, there’s nothing ))7.6 Extract2 tere somewhere? Or shouid we try lo work
te user can do to solve the problem. B So, how do you actually work together? with what we’ve gol?
A third issue is cost. You might think that 1 mean, Professor Chapman was lalldng C Yeah.
tis kind of service is always going to be about study networks study groups. How
-
cheaper, but it’s actuaiiy not clear whether it ))) 7.7 Ciips 1-5
did tey work for you in France?
MII save users money longer term. Currently, A 0K WeII, we used to meet regulariy, and
... 1
tere’s a lot of competition for cloud services work out how to do our assignments. Whal 8 1 know. 1 read aboul 11 in te prospectus!
because it’s not te normal model. But one ..,
lo read, what te tens mean. Quite difficult A Come on. You knowwhat 1 mean. What 1
scenario is that as more and more companies tings, iike what the tutor wanted us lo do, meant was basicaiiy we’ve gol lo work
...
change to this model, they’II become more and what ideas to use. togeter and study togeter
dependent. And as a result, costs are likely to B That sounds interesting. Well, 1 tink you’re 2
go up and the fees for additional services are right. We should seI up our own sludy A Yes, and it’s Irue. In France, when 1
...
also going to get higher. To put it another way, network. was at universily in France il was very
...
cloud modeis tend to make sense onlywhen C Erm What is a study network, exactly?
... compelitive. Bul aclually we aU worked
te user needs a limited range of services for A Well, basicaily, tere’s te work we ali have togeter, we helped each oter a lot.
a short period of time, or when their usage is to do individually C You mean, like, helping each oter wit te
minimai. C 0K... answers?
So, at the moment, cloud computing looks A ... So tat means obviousiy our assignments A No, no ..not tat. What I’m lrying lo say is,
.
likely to become te normal model for many and assessments. But tere are a lot of in France we worked logeter a lot. We gol
business users. However, tere are certain opportunities lo work in groups, too. togeter and shared our ideas. We heiped
risks attached around security and reliabiity. For exampie, we have to do a group each oter wilh our work So, maybe we
...
And also, depending on how te business presentation this term, and tere are online should do te same tmng here. Maybe we
model develops, it’s still not clear whether discussion groups should seI up our own smdy network.
II makes economic sense for the majority of B Yes, so we need to look for lhese 3
companies. opportunities. And Professor Chapman said A So tal means obviousiy our assignmenls
...
we’ii get reguiar study quizzes and assessments. Bul tere are a lot of
C That’s good. We used to have pop quizzes, opportunities lo work in groups, loo.
Speaking Iike a test in class. But they didn’t teu us in For example, we have lo do a group
)))7.5 Extracti advance. II was to check our iearning. presenlation tis lerm, and tere are onlmne
8 Mm tat’s inleresting. So regular progress
... discussion groups
A So, what did you think of Professor tests is that what you mean?
- 4
Chapman’s presentation? C Yeah, progress tests, tal’s right. B 0K, weii, flrsl of ali, Professor Chapman
B WeII, it just reminded me how much work 1 A So, out of interest, do eiter ofyou normally said tal we have lo ‘maximize our study
have to do. I’m not doing enough studying. study in groups, with other students? Or do opporrunilies
A Yes, well, it’s the same for me. But 1 meant, you study aione? C What does lhal mean?
you know, um, about te informadon on C 1 like studying in groups, but E WeII, basically what 11 means is lhat we have
learning and assessments. Ali tat stuff E 1 usuafly sludy on my own. lo take responsibiiity. So iel’s lry lo come
...
about how to study. C That’s what 1 was going to say. 1 think up wit some concrele ideas for our study
B I’m glad he talked about ali tat, it was studying in groups is really usefui, but 1 nelwork.
interesting. 1 mean, he’s right, we do usuaiiy work on my own. Like you. 5
need to manage our learning and our A 0K, good. So, the next question is, do we E 1 have anoter question. How does il ali
assignments more effectiveiy. Yeah, 1 think really want lo go ahead and seI up a study til in with whal we aiready do? We aiready
it’s good that he talked about II. network? Or do we want to join a study have a iol of face-lo-face iearning you...
A Yes, 1 guess we already know tat, but, network that aiready exists? know, iike ieclures and seminars.
um, what 1 found interesting was what he
...
B 0K, weli, first of ali, Professor Chapman C What, you think il might be a wasle of time?
said about working togeter, and how we’re said that we have tu ‘maximize our study E Weii, no, bul What l’m saying is, how
...
expected to work togeter on te learning opporlunities does a sludy network add lo ali tal? What’s
assignments 50 we depend on each oter
...
C What does that mean? te extra value?
for our assessments. 1 tink that’s really 8 WeII, basically what it means is tat we have
important. to take responsibiiity. So iel’s try lo come
...
B 1 know. 1 read about it in te prospecms! up with some concrele ideas for our study
A Come on. You knowwhat 1 mean. What 1 network. Unit8
meant was basicaiiy we’ve got to work
...
A 0K. Let’s slarl wit some questions.
togeter and study togeter C 1,11 write them down. Listening
C Hi. A Thanks. So, first, what’s our aim? What’s lhe
B Oh, heilo 1 didn’t see you in te
...
point of having a sludy network?
L8.1 Extracti
presentation. C Well, 1 tink... So loday’s leclure is on Major constructton
C No, 1 couidn’t make It this moming. 1 A Hoid on, let’s just get lhe questions dowri projects: innovation and risk in airport design.
feel really bad about missing Professor first. Then we can tink about lhe answers. Now, aI lhe centre ofinnovation is lhe idea
Chapman’s presentation. Erm could you ...
E Whal about resources? What do we need? of someting new, and for archileclure
maybe expiam the main points...? A 0K, tat’s good. and construclion projects, innovalion has
8 Of course. Actually, he said in te B And who’s going to join te network? always been important. Witoul innovation,
presenlation tat when you have to A Exceilent How big Mil it be? How many
... we jusl repeat what exisls already, and we
explain someting to anoter student, you peopie? don’l move forward. And lo meel te needs
understand it better yourself. C And what are te responsibilities? How wiii ofcomplexprojects, such as tose of a new
A Yes, and it’s true. In France, when 1 ...
te network be managed? airporl, we need innovation new ideas, new
...
in France we worked togeter a lot. We got a study network add to ali tat? What’s te Kong airport and aiso aI lhe Terminal 5
-
togeter and shared our ideas. We heiped extra vaiue? deveiopment at London’s Heatrow airporl,
each oter wit our work so, maybe we
...
A Can we come back lo resources? Remember one of te busiest airports in te worid.
should do the same ting here. Maybe we whal Professor Chapman said aboul 1 want lo describe tese projects briefiy,
shouid set up our own study network. resources tal you should make sure
... and use tem as exampies lo show why
1
innovation is one ofthe main factors behind reserved for future airport expansion. During there are often competing interests in terms
new infrastructure developments at airports te design stage, in te 1980s, it was realized ofdecision-making, and planning and
generally... And 1 also want to show how tey would probably need to continue to management of te project.
innovative ideas can benefit te end users, in expand, and in fact tese plans, tese Fourth, tereis what Flyvbjerg calis ‘lock
this case passengers and airport staff. expansion plans, are now quite far advanced. iul Now, by tis he means that te main idea
Now, whenyou start a major construction 0K, so let’s turn to our oter project. lhis is of te project is decided ata very early stage,
project, obviouslyyou have to think about te project at Terminal 5 at London Heathrow. and alternative choices and options often are
the risks involved, so 1 want to look at risk lhis was needed for similar reasons to te not looked at or analysed. Ali te planning is
in relation to tese two airport projects to ... expansion at Hong Kong growing demand
- focused on the chosen project and its design,
see what can go wrong, and look at why such and limited capacity. 80 other alternatives, which may be better, are
projects don’t always turn out as planned. Here on tis map of London you can see not considered.
We’ll look at how, to be successful, they Heatrow, situated on te lefr-hand side of Number five, the details and sire of a
need not only physical resources land, - te silde, to te west of te city near te M25, project can also change. For example,
building materiais they also need effective
- London’s orbital motorway, in blue. lhere are technology may change or customers may
management and innovative technology oter airports around London, including City come up wit new requirements.
in te form of computer software. And this airport to the east of te centre, but Heatrow 0K, point six. Statistical evidence shows
software has to be reliable. lfit’s not reliable, is te largest airport, and tere was pressure that most projects don’t take account
te whole project can be affected. on it to expand. of unplanned events. Now, obviously,
And then later in te lecture, 1 want to So it was decided in te early 1980s that a unplanned events can’t be predicted. But the
look at howwe evaluate major construction new fifth terminal was needed at Heathrow. point is, they’re going to happen and project
projects and why 80 many big projects
... For many years it had just tree terminals. teams need to make sure they have extra
overrun teir budgets and end up costing
... Terminal 4 opened in 1986. But te need for a time and money available tu case someting
much more than was planned at the start. fifth terminal quickly became apparent. lhis unexpected happens. lhis is known as
was driven by British Airways, who are now contingency planning.
8.2 Extract 2 based in Terminal 5. lhe British architectural Flyvbjerg also refers to ‘niisinformation’
-
So let’s look first at Hong Kong’s airport. 1 firm, the Richard Rogers Partnership, was the wrong information, in oter words. lhis
want to start by going back to the 1970s. At this chosen to design te building, working wit is very common tu big projects. And tzis
time it was clear tat the old airport in Hong te engineering 1km Arup, and oter partners misinformation is mainly about te costs,
Kong, Kai Tak, was running out of capacity. as well. about te beneflts, and about risks. For
lhey needed to increase te sire of the airport Here, you can see Terminal 5, on te left of example, it may be tu some people’s interest
and build a second runway, but there was very te slide, in the western part of te airport. lo underestimate te cost ofconstruction, and
little space. lhe terminal took a long time to complete. this can lead to problems.
lhe map on this slide shows the whole of lhere was a long public consultation process So, ali these factors tat Fiyvbjerg talks
Hong Kong, and on te right-hand side, you and construction didn’t start unifi 2002. about can result in what he calls ‘cost
can see the old airport, Kai Tak it’s situated
—
And te new terminal opened tu 2008. lhe overruns’ and ‘beneflt shortfalis What
in te north-east of te city. lhe problem was terminal building is currently the largest tis means in simple terms is that more is
that Kai Tak was in a very risky location single covered construction in the UK. promised, less is delivered, and lhe whole
the planes had to fly low over the city to land. So what about innovation? Well, several project costs more tan was planned.
Because space was 80 limited, an innovative innovative techniques were used in te 0K, I’d like now to look again at Hong Kong
solution was needed. So a completely new construction process for Terminal 5. For airport and Heatrow Terminal 5, and see
site was chosen to build a replacement example, conventional cranes couldn’t be how Flyvbjerg’s points about risk apply to
airport the island known as Chek Lap Kok,
-
used because they would interfere wit te tese two projects.
here on te left of te slide, off the north coast airport’s radar systems, 50 smaller cranes were
of Lantau. And as you can probably see, it used to build te roof on te ground and then
doesn’t look very natural in shape compared it was lifted up into position in sections. Speaking
with te oter islands around it. So you can see tat innovation has played
i)8.5 Extract 1
lhis is because Chek Lap Kok island an important role in the development ofbot
presented a major engineering chailenge. lhe major projects. As 1 said, we’ll examine te A It’s pretty obvious really, isn’t it? lhat a
island had to be levelled off, and new land had idea of innovation in more detail later on. more innovative firm is going to be more
to be reclaimed back from the sea on its north successful.
coast, lhis kind of thing had been done before, 8.4 Extract 4 B Well, I’m not 80 sure. 1 mean, there are a
in other parts of the world, but the preparation 0K, these are two very successful and lot of innovative firms that have failed, that
of Chek Lap Kok island for its new role as host innovative projects. However, tere were aren’t really successful.
to Hong Kong’s airportwas one of te largest also serious problems wit both projects, A So what you’re saying is that the innovative
construction projects of te 20th century. lhe and tese need to be considered alongside firms aren’t always te successful ones?
architects Foster and Partners, from te UK, the success stories. When they opened, bot B Well, yes 1 mean, you always hear
...
were chosen to design the project, and the Hong Kong airport and Heatrow Terminal 5 about lhe successful ones like Apple and
whole project, including te levelling off of suffered from serious II failures. Microsoft but there must be hundreds
...
the island and the reclamation of land from Now, I’d like to relate tese failures to a of oters that fail, even tough tey’re
the sea, was completed extremely quickly - number of questions raised by Professor Bent quite innovative. But then as te text
in only sixyears. lhis is an extraordinary Flyvbjerg of te Said Business School at te says, companies tat aren’t aware of
achievement. lhe new airport opened in 1998, University of Oxford. Flyvbjerg has identified technological change, or aren’t prepared for
about a year after the handover of Hong Kong a number of negative characteristics of major it, they’re tu a dangerous position.
to China in 1997. infrastructure projects. lhis slide outlines A Yes, and tfyou’re you know, successfully
...
tese characteristics, which I’d like lo run innovative, it can put you in a good
U3 8.3 Flxtract 3 through now. position. Like te text says, you can end
First, Flyvbjerg argues tat most major up with a bigger market share. As you
Here’s a plan of the airport. You should be
infrastructure projects involve risk. lhis is said, Apple are incredibly successful, and
alie to make out te two runways, situated
because they have long periods ofpreparation incredibly innovative. 1 mean, the products,
along each side of Chek Lap Kok island, north
and planning. And also tey’re very complex. te design, teir brand everyting.
...
and south. And you’ll also notice a very large
Put simply, in most projects like tis, a lot of B Yeah, yeah, And foliowing on from tat
...
China, particularly te south, but also for Flyvbjerg’s tird point is that there are
many different groups ofpeople involved globalization.
other countries in te region. -
A Well, yeah, because the company doesn’t downloads that aliowed them to not
... However, lhe iPod was generally considered
have to be innovative they just have to see
- only seu to a bigger market but it also lo have a more allraclive design lhan Zune. It
what’s there and take advantage of it. Do cut production costs massiveiy and ... was seen as slylish, modern, cooi whereas,
...
you see what 1 mean? distribution. you know, many people disliked lhe design of
B 1 think so. You mean, someone else does C Yeah Zune. Nol everyone agrees, bul some experts
the innovating so lhe company takes less of E Yeah, and foiiowing on from that poinl in lhe induslry said lhal lhe Zune was acluafly
a risk. lhere are aiso a lol of companies thal were technicaily superior, although il depends
A Yeah, exactly, a firm can have its head office successful but just didn’l recognize the which individual features you’re lalking about.
in one location but have different parIs imporlance of new developments. Some For example, lhe Zune had a bigger screen,
ofthe business based anywhere. lhe last music companies are a classic example of which you’d thinkwould be a posilive fealure.
point erm, in lhe text about the size of
... ... that. However, some users felI il was more pixelaled
a company. 1 think it’s lhe most interesting. C WeU, there are quite a few music shops so il didn’l aclually provide betler viewing of
You know, that small firms now have a thal just don’t exist any more on the
... movies even lhough lhe screen was bigger.
...
chance to compete with big firms. 1 think high slreel or oniine. lf they’d moved lo Many fealures such as lhe navigalion were
that’s a really important poinl. dowrsloads, you know, more quickly or considered equally good on both devices. So
B Reaily? So what you’re saying is being big
... whalever, they’d probably still be doing 0K. if lhe Zune was in many ways jusl as good as
is not an advantage any more? D You made an inleresting point about lhe iPod, and for some people was lechnically
A Well, no, not quite. But lhey at leasl have a companies nol recognizing the imporlance superior, why did II fail lo gain markel share?
chance to compete. A smaller flrm selling of a new development quickly enough. 1 Weii, il may be lhal it was simply five years
a niche product can actually reach a lot of mean, well, Nokia is a classic example. loo lale. ‘lhe iPod gained ils market-leading
customers now, much more easily than in E Exactly, lhey were a brand ieader bul lhey posilion by being lhe flrst of ils kind, by doing
lhe past. jusl iosl 50 much ground because lhey were somelhing new and differenl
B Weli, lhey’re not reaiiy competing though, too siowwith smart phones.
are they? 1 mean, if a big company wanted [EI 9.3 Extract3
to seu the same product they could. So il’s Before we continue, I’d jusl iike lo give you
a bigger market but lhere’s not really direct an overview of one of lhe mosl common
competition. Does that make sense? Unit9 methods of analysing consumer behaviour.
A 0K, so if 1 understand you correctly, you You may have seen lhis diagram before lhis
mean the company is more innovative, it’s Listening is known as an adoption curve, or innovalion
-
stronger, but il’s still not competing? curve, and il was developed by an American
E Exactiy. Like II says in lhe text, innovations LEI 9.1 Extracti
sociologisl called Everell Rogers in 1962
like the internet mean they can polentially Now, as we’ve seen, approaches to and il’s still used loday. Basically, Rogers
seu lo a lol more people. marketing a new product are quite varied, divided consumers mIo five main groups,
depending on lhe sector and lhe lype of called innor’ators, early adopters, early
.4 ) 8.6 Extract 2 product. In lhis lecture 1 would like to focus majority, late majority, and laggards. Now,
B Bul it’s common sense that spending on a particular area, which we could cali innovators are lhe smaliest group lhey’re
...
money on Research and Development is an high-value consumer electronics. So Ibis is lhe firsl people lo adopl a new, revolulionary
advaritage to a firm, isn’t 11? things like smarl phones, MP3 players, tablet product Innovalors are more advenlurous
A Do you mean companies are going lo be compulers, laplops, notebooks, ali kinds of lhan other consumers, more willing lo
more successful the more they spend? I’m personal devices So, innovalive technology
...
take risks. lhey’re often young, lhey have a
not sure 1 agree with lhal. ‘Ihat means lhat a in a consumer conlext. As we know, this is a high social status, and a good income. And
lol of companies must waste a 101 of money very compelilive and fast-moving sector. Now, lhe second-fastest group lo adopl a new
never really going anywhere. 1 mean, ff it 1 want lo look aI lwo main areas. Firstiy, how producl are early adopters. They have similar
was that easy everyone would do il. Do you companies differenliale themselves, and lheir characlerislics lo innovalors, lhey’re perhaps
follow what I’m saying? producls, from lheir compelilors’ producls. a little more careful, bul lhey’re open-minded
B WeU, yes, 1 think so ff1 understand
...
And lhen secondly, we’re going lo look aI and willing lo lry out new ideas. lhen we
you correclly, you think a 101 of money is differenlialion in terms of lhe consumer, lhe come lo lhe majority of consumers lhese —
invested and effectively tt’s wasted. lhey cuslomer. So, who lhese products are targeted fali mIo lwo roughly equal groups. lhe early
never get it back. at, and the risks associaled wilh each type majority are careful consumers lhey may
-
A Exactly. 1l’s not lhal simple. lf research ofproduct, and each lype ofconsumer. 0K? lake significanlly longer lhan lhe innovalors
equals success, equals profit, everyone So jusl lo give you an example of whal 1 want and early adoplers lo buy a revolulionary
wouid do it. As you said, a iot of the time lo lalk aboul, leIs take a look at some of lhe producl, bul they accepl change probably
lhere’s no relurn on lhe investment. lypical examples of high-value consumer more quickly lhan lhe average consumer.
producls lhen after lhe early majorily, we have lhe
.4)5)8.7 Extract3 late majority lhey’re more conservalive
-
successful, but didn’t recognize the released belween 2001 and 2011. Now, you’ll a me-Ioo producl. And finally, we have lhe
importance of a new deveiopment. see lhal lhey’re arranged in pairs and each
... laggards, lhe lasI lo adopl a new producl.
C Weli, Nokia were a top mobile company, pair, one of the producls could be described lhey’re more Iradilional, lhey tend lo be older
but they feli behind because they didn’t as a revolulionary producl and lhe olher as a and lend nol lo like change.
move quickiy enough with good smart me-loo producl. So, in very basic lerms, one is
an original idea, somelhing new and differenl, 9.4 Extracl 4
phones.
D Amazon was started in a garage and il’s and lhe olher is a copy. So leIs lake a look aI lhis issue of
now one of lhe biggest book retauiers in the Ifwe lake lhe Appie iPod, for exampie revolulionary products versus me-loo
worid. Well, nol just books, acmally. Now lhe iPod revolulionized lhe way people producls. lhe first lhing lo say is lhal nol ali
E A lol of lelecoms companies had real buy and hslen lo music. Apple released lhe me-loo producls fail lo lake market share
problems because mobile phone iPod in 2001 and in 2006 Microsoft released in lhe way lhal lhe Microsoft Zune did. And
companies took so much of the markel. lheir MP3 player, lhe Zune, as a direcl obviously, Microsoft has been mncredibly
compelilor lo lhe iPod. Some ofyou may nol successful in olher areas.
.4)) 8.8 Extract 4 have heard of lhe Zune because Microsoft So how does being a revolulionary producl
stopped producing new models in 2011. compare wilh being a me-loo producl? Is il
C As you said earlier, there’s a iot of
So why did a producl from one of lhe most belter or worse lo be revolulionary?
companies lhat have failed because
successful companies of all lime, Microsoft, Well, revolulionary producls face
they’ve failen behind with technoiogical
fail lo gain markel share? Bolh of lhese devices
deveiopments.
could play music and videos, bolh had similar
One reason is that it’s much more djfficult to can gain a strong share of the market that W 9.6 Extract 2
communicate the benefits of a completely can be difficuit for me-too products to enter.
Tutor Weii, thankyou very much for that,
new product to consumers. So companies However, by differentiating itseif from the
Alex. 0K, let’s move on to our next piece of
need to be more creative in communicating competition, and meeting customer needs
research. So tat was Emily next. Over to
those benefits in persuading consumers
... better, a me-too product can gain significant
that they need something they’ve never you, Emily.
market share.
had. And Apple, of course, have been very Emily Thankyou. WeU, the articie 1 read is
successful at this. Me-too products, on by Rodríguez-Pose and Maslauskaite 1 ...
the other hand, are usually entering an Speaking tink tat’s how you say it, yeah? 0K. So
...
established market and competing with te article is ‘Can pohcy make us happier?
i)9.5 Extracti Individual characteristics, socio-economic
products tat are already there. So what the
manufacturer of a me-too product has tu do Tutor So we’re talking about te main factors factors and iife satisfaction in Central and
is persuade consumers that their product that contribuir to personal happiness. 0K, Bastem Europe It was published ir 2011.
is better than the others. That can also be so, Aiex, could we start wit you today? Well, flrst of ali, te context. lhe focus of te
difficult, but it’s a very different kind of Aiex Er 0K, thanks. Yes, well 1 read an
...
research is Central and Eastern European
chailenge. articie caiied ‘Measuring te impact of countries. lhe articie starts out by saying
fhere are risks for companies in launching major life events upon happiness’ from ...
that ten years alter te fail of te Berlin Wall
both types ofproduct. As we sawwit te the InternationalJournal ofEpidemiology. in 1989 so around te year 2000 erm,
... ...
Rogers adopion curve, the people who are It’s by trvo researchers caiied Dmitri Bailas the main characteristics which defined
most likely to buy a revolutionary product and Danny Doriing from te University people in Central and Eastern European
are te innovators and te early adopters, of Sheffieid. So, teir aim was to look at countries compared to Western Europeans
followed by te early majoriry. Late majority ways of measuring happiness in terms of was that they were poorer, and less happy.
what happened in people’s lives. So what lhe articie takes a mainiy economic
consumers and iaggards are much more
were the situations or events that affected perspective, and tey use data from EVS
likely to buy me-too products. Now, the
whether or not people were happy. lhey tat’s the European Values Study... and
risks for me-too products are not as high as
looked at tese mainly from an economic Eurostat data. Anyway, in 2004 there were
for the revolutionary ones. It’s much riskier
perspective. And the main context for ten countries tat joined te European
to launch a revolutionary product because
their research is Britain, 80 it’s oniy people Union, and these countries were mainly
statistically only 2.5 per cent of consumers are
living in Britain who were interviewed. former communist countries. lheywere
likely to buy it at the start of its life cycle. If a
lhe research took place in the 1990s, so it’s calied the BOlO. And during the period
revoiutionary product reaches the later stages
in tis cycle, that’s when other companies presented as the state of British happiness 1999 to 2008 te gross domestic product,
at the end of te last century. 0K? te GDP of these ten countries, grew by an
wili try to gain market share through me-too
AU Yes, thanks, Aiex Yes, tank you. average of 400 per cent.
products. For example, te iPod was arguably ...
Alex 0K, well, Bailas and Doriing based teir Alex lhat’s very strong growt.
being used by te early or even late majorfty
research on a survey using questionnaires. Emily Yes, but what’s interesting is, during
before Microsoft launched the Zune.
These questionnaires were given out to the same period leveis of individual
So where’s te risic in being a revoiutionary
product? Weii, quite simpiy, failure. It’s easy to 10,000 people living in Britain in the
...
happiness stayed more or less te same -
fali, and a lot ofproducts do. There are studies 1990s. And one of te questions on te they increased by iess than 15 per cent in
that show tat somewhere between 48 and 99 survey is about happiness. So, Bailas and most countries. lhe articie says that the
per cent of innovative products fail. For every Dorhng, these researchers, tey categorized levei of happiness has, and this is the quote,
eighty... that’s eight zero eighty different ‘remained low or very low troughout
iPhone there are hundreds of other products ...
question the quaiity or the functionaiity ofthe is what tey say, and I’m quoting: Our
analysis suggests tat in British society chiidren you have, empioyment conditions,
product.
bythe end of te 20t century, personai levei ofeducation, and where you live.
The icey to being successfui as a me-mo
relationships were extremeiy important in Ihese are ali possible factors which can
product is differentiation. A product needs to
terms ofhappiness. lhe anaiysis presented affect happiness. Anyway, these researchers
be different enough from its competitors to be
interesting ro consumers. A study by Cooper in tis articie suggests that what matters the emphasize that income is ‘among te
most in British people’s lives is to have good most studied’ factors, and tey find that -
tose needs, but do it better. So they have the another piece of similar research. And this
doubie chailenge ofneeding to be better, but alternative research found that peopie’s
also cheaper, tan the competition. health is more important compared to
So, what does this teU us? Weii, other iife events, inciuding financial
revolutionary products need ir be more situation.
creative in their marketing, they need to be
abie to handie risk and accept a higher rate
offailure. A successfui revoiutionary product
Emily Yes. And also weli, tere has been
... that potentially, they can iead to antisocial 10.3 Extract 3
strong economic growth, but it takes attitudes and behaviour, even criminal
Chair Thank you very much, Suzanna. Weil,
time for tis to change people’s leveis activity.
of happiness. And economic factors Let’s look at some of tese points now. some important points there, and bIs
can be negative as well there’s high
- My flrst poinl is tat piaying video games is lo tink aboul. I know tat Michael has
unempioyment, infiation, a iot ofinequality not a productive activity. I said that video a number of points tat he would like to
between peopie tese factors can bring
... games exisl, erm, essenrially, to 1111 up ieisure make, but I’m going to ask him first to
down peopie’s happiness. time, and tey certainly take up a great deal respond lo what Suzanna has said.
Tutor Well, thank you very much, Emily. E[hat of time for lhe people who piay them. Bul Michael lhank you Yes, as you say,
...
whiie they’re playing, lhey’re nol producing Suzanna raises a number ofinleresling
was very interesting. And now we need to
hear about Stefan’s research. Ihank you, anything useful, they’re not achieving poinls. What I’d like todo, I think, is
respond to these points one by one. Now,
Stefan anything. lhey’re not being sociable, buiiding
friendships and networks, and lhey’re not I’ve read te same research as Suzanna, and
out tere learning new skuils and doing 1 tink it’s interesling tat we don’t agree on
new things. So game-playing is clearly te evidence.
Unit 10 unproductive. From tat point ofview, it’s a So flrstiy, te point aboul game-piaying
compiete a waste of time. being ao unproductive aclivily a ‘wasle
-
Listening Moving on lo my second poinl. You could of time; 1 beiieve were the words you used.
argue lhat game-piaying improves players’ Now, tis may be a widely heid opinion, but
10.1 Extracti cognitive sldils their abiiity lo tink and
...
lo be convincing ii needs more evidence.
So this debate focuses on the motion ‘Piaying reacl. But research has shown tat any Alto, if playing computer games is a waste
video games leads to increased leveis of crime, improvement in cognitive skills is very limited, of time, ten you might as weii say tat
including violence and antisocial behaviour watching television is a waste of time,
as Sims and Mayer found in 2002. In oter
Our two main speakers today are the words, ifyou piay a game where you have lo reading magazines is a waste of time,
journaiist and social commentator, Suzanna manipuiate an objecl, you might be able to challing to your friends online is a waste
Fiorelia, who wiii be arguing in favour of te manipulale a similar objecl more effecliveiy of time. Maybe tey are, bul there doesn’t
motion that piaying video games does lead
-
in real Me, but you probably won’t be abie to seem to be any evidence for lhis. Il’s just ao
to increased leveis of crime transfer tis skiil to other kinds of objecls and opinion. So you could aiso say tal ali tese
And speaking against the motion contexts. activities are perfectiyvalid and useful.
we have the psychoiogist and biogger 0K, Suzanna’s second poinl, that players’
My tird poinl is important, and il goes iike
Michaei Conneliy, who is an expert on te rhis. It’s wideiy believed that playing violenl cognilive skulls are only improved in a very
psychoiogicai and social effects oftechnology. video games can iead to vioience in real life. limited way. Now, lhere’s actually very little
Weicome to both ofyou. Admirtediy, lhis can be a difficuit point to evidence for tis. Olher research seems lo
There wili be an opportunity for te prove, but tere is research to suggest tat supporl lhe idea thal gaming can have a
audience to say what they think after we’ve significant effect 00 cognitive abiity. For
after playing vioient and aggressive video
heard from Suzanna and Michael. And it’U games, peopie may behave in an aggressive example, tere’s ao article pubiished by a
be interesting at the end to see whether way. And if more peopie are behaving leam of researchers from lhe Psychoiogy
you’re convinced by teu arguments and te Deparlmenl aI te Universily of Illinois.
aggressively, tis has a negative effect on
supporting evidence that you’ve heard. society generaiiy. Aggression becomes more lhe titie of rhis is ‘lhe effecls ofvideo
So, iet’s start with arguments in favour of common in society as a whoie. game playing on allention, memory, and
te motion Suzanna Fioreila. executive controE And te autors found
... Bensley and Van Eenwynk found evidence
ofthis in teir 2001 analysis of 28 research some very imporlanl cognitive differences
10.2 Extract 2 studies. It applied particuiarly to younger between experl game-players and 000-
children, aged from four lo eight years old. gamers. Now, tere’s no doubl tal experl
‘ihankyou. I’d iike to start by asking two
Anolher piece ofresearch links video-games game-piayers performed beller in cerlain
questions. What are video games for? And
halis in Soulh-East Asia wit recruilmenl for areas tey lrack objecls more effectively,
—
can flnd new members. lhis research is by swilch more quickly from one lask lo
actualiytere are a number ofpossible
anoter.
answers. From a commerciai perspective, Jon Vagg, published in the BritishJournal of
Criminology. Now, I couid give you more examples,
- you could say tat video games are a
Another reiated point is te research tat bul let’s move on lo Suzanna’s tird poinl
product. They’re tere to make money for the
has been done into anlisocial effecls on - tal playing vioienl video games can iead
companies tat produce them, and tey do
chiidren. lhe work of Gentiie and oters lo violence in real iife, lo a more aggressive
tis very successfully.
sociely. 1 tink we have lo be careful here.
But of course, tere’s more to it tan found ‘increased leveis’ ofvideo-game
playing were linked to antisociai effects As Suzanna said, a boI of people believe
tat. We hve in an age when peopie work
in children, even children who weren’t tis lo be frue. But I don’l agree wit lhe
fewer hours than at any time in te past,
inlerprelalion of te research done by
and therefore have much more ieisure time. previousiy behaving in an aggressive way. Ihis
suggests tat piaying video games is linked Bensley and Van Eenwynk. 1 don’l lhink il’s
Children and young people in particular have
to antisocial behaviour, which may inciude as simpie as you suggest, Suzanna. Yes, lhey
a lot of free time. Playingvideo games fifis
vioient behaviour. So, ti wouid seem that tere did flnd tal piaying an aggressive video
some of tat time for many of tese peopie,
is some evidence to suggest tat antisocial game was often foiiowed by aggressive
whereas in te past tey may have spent that
behaviour can lead lo vioient behaviour, and behaviour, bul tis behaviour was very
time working or srudying, reading or piaying
tento criminal activily. brief. And more importantly, te research
sport. I’ii come back to tis point later, bur I
One lasl poinl. Piaying video games can, oniy idenlifled tis behaviour in children
tink what it teus us is tat video games exist
like oter activilies, be addictive. lhe more aged four years lo eightyears, nol in oider
mainiy to fifi up peopie’s time. Apart from
you piay, lhe more you want lo play. I’ve seen chuldren. In oter words, il’s nol cerlain
that, they don’t make a useful contribution
chiidien piay games lilerally for hours, and wheter te effecl is te same in oter
to peopie’s lives. Indeed, as I’m about to
te nexl day tey want to go back and spend groups of gamers of differenl ages.
argue, most of te effects tey have on people,
even more time doing the same ting. And if Aiso, te research done by Jon Vagg
especiallyyounger peopie, are negative. And
you try to stop tem, tey get moody or angry. doesn’t conclude tal playingvideo games
at the extreme end of ‘negative video games
I’m sure lhal many of you have seen similar ieads lo violent behaviour. Whal he is
can lead to crime.
exampies of tis kind of effect. And addiction acluaiiy taying is tal some gang members
So, tis brings us to te second question.
is, of course, hnked lo criminahly addicts golo places lilce gaming halls lo find te
What are te effects? I have lo say first of —
oflen behave aggressively when tey don’l get kind of people who mighl be persuaded lo
ali tal tere’s no absoluteiy ciear answer
teir ‘fix And in extreme cases some commil join teir gang. Elhis is nol lhe same ting.
to tis question. lhe evidence is not as
crimes to fuei lheir addictions. Il’s nol playing video games lhal leads lo
strong as, say, the evidence for te negative
So, video-gaming and criminahty in my gang culture, il’s te places where young
effects of smoking on health. But there -
view, tey’re closeiy linked. peopie play lhe games. lhis is like saying
appears lo be evidence, quite convincing
tal drug deaiers lry lo seu lheir drugs lo
evidence, to suggest tal many of te effects
peopie in cafés and bars so going lo cafés
of piaying video games are negalive. And
—
The piece ofresearch Suzanna quoted is superiors, or he can do nothing and pretend for energy, when conventional sources are
quite convincing, although there’s other it’s not happening. already under pressure, and in some cases in
research which has found that antisocial B Basically, yes. So what are te advantages danger of running out.
effects in children are not significant. But and disadvantages of each of these ideas? For many years lhe highesl consumers of
as 1 say, there’s quite a substantial body of energy globally have been in te developed
evidence which suggests a possible link 3)10.6 Extract 2 world, principaliy Europe and North America,
between playing video ganes and a degree 8 Well, te flrst option certainly deals with the and increasingly now in te Middle East.
of antisocial behaviour. problem from a personal perspective, but However, in recent years, we’ve seen te
And moving on to Suzanna’s fifth point well, what abous the other people involved? emergence of other major economies, in
now... I’m sorry, but this point is really not A What do you mean? particular Brazilian, Russian, Chinese, and
very convincing, Think about what she said. 8 Well arguably, tal could put other people Indian economies. Several of these China
—
‘I’ve seen children play for hours Well, I’ve at risk. ‘rhey could lose their jobs too, if and Russia in particular are energy-rich,
—
seen a lot of interesting thirzgs too, but that te situation comes to light. lhe company wit extensive supplies of their own.
doesn’t make tem scientiflc facts. Kids get might lose a lot ofbusiness. lhe development of tese newly
moodywhen they can’t do what theywant -
A You think so? industrialized economies places increasing
now, is tal really news? Do kids who don’t 8 Deflnitely. What happens when they find pressure on te world’s energy supplies,
play video ganes not get moody? lhis is tat people haven’t been doing their jobs parlicularly ou and gas. lust under three
just personal experience. Maybe playing properly? Or what if someone’s taking billion of lhe world’s seven billion inhabitants
video games can be addictive, but where’s money oul of lhe company? live in tese four counlries. And lhey’re
the evidence? Another point ‘addiction
...
A True. 0K, 80 personally il would mean getting richer, and tey’re consuming more.
is linked to criminality 1 don’t think so. he’d be better off because he’d be out of Over te next few decades, te world is going
It’s a big step from playing a video game to te situation but it might not be the right
...
lo face increasing chailenges in terms of
committing a crime. Ifyou’re going to make decision ethically. fulfiuing te growing demand for energy.
claims like these, you must provide real 8 And actually it might not be te right lhis is clearly a global issue, but the
evidence, not just a generalization with no decision personally. Il’s his firsl job, he’s nol solutions partly, at least lie wit individual
- -
support. very experienced. II won’t look good if he countries. And tis is whal 1 want lo
Suzanna, 1 know that you’ll want to come moves on loo quickly. concentrale on today.
back at me on ali oftis, but let me just say A Well, 0K, whal about lhe idea of speaking Currenlly, te world’s largesl consumer
a couple more things, if 1 may lo his bosses? of energy is China. And China itself
B I’m not sure. He could lose his job because acknowledges lhat tere are a number of
10.4 Extract 4 he’s not being a team player. 1 mean, problems wit its own energy infraslructure.
generally speaking, companies expect lhe system is far from perfect. However, not
1 Indeed, as I’m about to argue, most ofthe
everyone lo be a team player. And also, if only are te Chinese autorilies looking lo
effects they have on people, especially
he’s lhe one who brings up te problem, address tese issues witin China, lhey are
younger people, are negative. And at te
thal could be a bad ting for him. You also responding to tem in a way lhat could
extreme end of ‘negative video ganes can
lcnow... ifhe’s seen as a whistle-blower. furter enhance lheir economic growth.
lead to crime.
A Yes, 1 see whal you mean. But it could have So, in what ways is China looking lo
2 Admittedly, this can be a difficult point to
te effect of getring his bosses lo provide resolve tese issues? Whal solutions are tey
prove, but tere is research to suggest tat
more staff. lhey might not realize how bad currently implementing?
after playing violent and aggressive video
games, people may behave in an aggressive ilis.
way. E Elhal could be the case, but 1 doubt il, 1 think
3 1 said tal video ganes exist, em, tey might be more lilcely to blame Bruce. World energy supply is considered by some
essentially, to liii up leisure time and they
... A 0K, well 1 suppose il could be argued
... analysls lo be a treat to world peace. It’s
certainly take up a great deal of time for te tal te lasI option is preferable. likely tat tere’fl be a shortage of fossil fueis
people who play tem. 8 What, just do noting? You think tat’s an in te future, and any drop in world energy
4 So game-playing is clearly unproductive. oplion? supplies could cause a crisis on a scale never
From tat point ofview, it’s a complete a A Yes, arguably, ifhe manages to cope and lhe seen before. One issue lo overcome is tal
waste of time. client’s happy he might gel promoled. modern life is dependent on high energy
5 ‘fhis suggests that playing video games is B Mm, possibly. consumption. Many counlries are looking to
linked to antisocial behaviour, which may A lhen il would be someone else’s problem, improve lhe energy efficiency of homes and
include violent behaviour. not bis. offices. For example, te Chinese goveromenl
6 So, it would seem that tere is some B 1 don’t know 1 mean, what if he can’t
... hopes lo address te issue by introducing a
evidence to suggest tat antisocial cope? He could still lose his job and people range of solutions. One option is lo update
behaviour can lead to violent behaviour, would tink il was his faull. Surely it’s betrer and modernize power planls. Additionally,
and then to criminal activity. to quit tan he fired? 1 still tink quitting alternalive sources such as wind, solar, and
7 Maybe tey are but there doesn’t seem to
— could be bis best option. biofueis are being explored. However, tere
be any evidence for tis. It’s just an opinion. has been a recent dispute aboul te use of
So you could also say tat all tese activities biofuels as an allernative energy source.
are perfectly valid and useful.
8 Ifyou’re going to make claims like tese, Unit 11 UJ11.3 Extract2
you must provide real evidence, not just a Now, as 1 said, China is te world’s biggesl
generalization with no support. Listening energy consumer and its energy consumptiofl
has grown dramalically, in lime wit a similar
11.1 Extracti
growth in lis economy. Between 2005 and
Speaking As lhe wealth of a country’s population grows, 2010 China’s demand
sotoo does teir standard of living. They have
)))i0.5 Exiracti more money, tey eat better, teyhave nicer
A So what do you think? What choices does homes, teir healt improves. Ali of tis is a
he have? good thing of course. But te downside of
B Well, he could leave his job, look for lhis and il’s obvious when you thinlc about
-
A 1 suppose that’s one option. Quitting his consumption goes up. As a country’s overall
job might be a good idea. Or he could do standard of living improves, and its material
China wants to dose them down and replace to te national and international issue of te materiais used to make te solar paneis,
them with more energy-efficient plants. Many energy consumption, of energy-efficiency. tere have been dramatic improvements in
small and medium-sized power plants can So the government has selected tive te cost and efficiency of using this system.
also be quite inefficient and there are issues
... provinces and eight cities around te Researchers in the United States have been
around poilution here too. country to be te first to introduce iow working on photovoitaics, photovoltaic cells.
‘lhe Chinese government has a planto carhon deveiopment. Each province and lhese convert the sun’s energy directiy into
replace these smaller plants with larger, city is being encouraged to create plans for eiectricity. And today they can capture and
more energy-efficient, coal-fired power medium- and long-term development aimed convert nearer to 35 per cent of the sun’s
stations such as the one in Beihua, which at reducing energy use in teir local area. lhe energy.
is Asia’s largest coal-fired power station. government intends to support low-carbon lhere have aiso been improvements to te
Now, while tis solution may not address innovations in these areas special industrial
... way energy is stored. For exampie, in battery
te fundamental issue ofincreased energy parks, residential communities, and specific design, in particular, a iithium-ion energy
consumption overali, or the longer-term products and services ... so it’s putting a lot of storage unit tat’s much more efficient than
environmental impact, it does improve energy money and resources into te initiative. traditionai batteries.
production in te short-term. One example of this is Tianjin eco-city What this means is, solar paneis are
In te long term, China recognizes the in te north-east ofthe country. lhis is an now abie to generate substantially more
need to limit its energy use and intends to innovative approach, and it has worked for electricity tan in te past, and to store it
put a cap on energy growth. An energy cap, China in te past. However, some criiics have more efflcienrly. So solar energy is becoming
therefore, is a maximum limit placed on the suggested ihat ioo many resources will be a lot cheaper. So the beiief tat solar power
amount of energy used. ‘lhe annual growth concentrated in certain areas, and tat oter is an expensive source of renewable energy
in energy consumption has been around parts of te countrywill fali behind as a result. is rapidly changing, dueto technological
8 per cent on average. In 2010, the rate of deveiopments that have improved bot costs
energy consumption was 3.25 billion tonnes and efflciency.
of coal, or te equivalent, per year. China Speaking 0K, now I’d iike to hand over to Yakut to
acknowledges that the demand for energy talk about the next solution.
))11.4 Extracti
is still going to increase over te coming
decades ... but none the less, they’ve set a We ali know that our main sources of energy, ))11.6 Extract3
cap ofjust over four billion tonnes of coal, or coal, ou and gas, te so-called fossii fueis lhanks, Louisa. So what 1 want to iook ai is
the equivalent, per year. lhis would reduce tey take millions ofyears to develop, and at wind power. People have been using wind
energy consumption, or the levei of increase some point in te future tey are going to run power in different ways for tousands ofyears,
in energy consumplion each year, to below out. So we have to tink about this now. What and it’s actuaiiy one of te most efficient ways
tive per cent. However, it still means te happens when the ou runs out? When there’s of generating electricity. lhe main problem is
annual consumption will be higher than at no more coai, no more gas? Where do we get te beiief that wind power is too unreliabie.
present. And it would still make China one of our energy from? lhe wind doesn’t biow ali te time, ii biows
the largest, ifnot the largest, energy consumer So this presentation is about some of te ai different speeds, in different directions,
in the world. possible solutions to the future of energy you don’t know when it’s going to biow
Now, as we know, China has rapidly supplies. We need to think about alternatives, you can’t reiy on ir. lhere are other concerns
become one of the world’s most important about renewable sources of energy and -
In terms of transportation, China has part of the presentationwull he quite short. So, as Andrews and Ielley say in their book,
also seen significant growth in the numher So firstiy, Louisa’s going to talk about solar Energy Science, ifwe can improve storage and
of cars on the road and therefore tey’re energy, and te idea that it’s too expensive. distribution metods, then wind energy couid
looking at the large-scale development of lhen Yakut is going to iook at wind power, and make a significant contriburion to the supply
electric vehicles more energy-efficient, less
—
the concern tat it’s unreliable. And finally, of carbon-free electricity. 0K, so 1,11 hand over
polluting, and not reliant on ou. And in terms 1,11 talk about a third possihie solution, marine to Kris for the last part.
of agriculture, food production, China is aiso energy, energy from te sea, and the idea that
investing in biotechnology wit the aim of it’s too expensive and difficult to produce. ))11.7 Extract4
developing more energy-efficient food crops. But 1 should say tat tese are only some of
0K, so iastiy, I’m going to iook at wave energy,
lhe question is, of course, wull tese newer te possibie solutions tere isn’t time to talk
—
Progress, as we saw last week, suggests effects on human healt, very quicldy. tese technologicai advances can actually
improvement, te idea of things getting ti is quite likely tat in some parts ofthe reduce empioyment, especiaiiy in areas ilke
better and it tends to be associated with
... worid summer temperatures wifl increase manufacturing or agricuiture. If technology
things like economic growt, industriaiization, dueto giobai warming. This is going to be a starts to do te work tat was previously done
and urbanization. Weil, these things are of particuiar problem in urban areas. And heat by people, ten obviousiy more people wili
course in many ways very positive, but as I’m waves like te one in Europe in 2003 will be be unempioyed, witout a job. And tis has
about to argue, rapid growth such as we see normal rater than exceptionai. a negative effect, because there are fewer
around us today in many parts of te world So, how does heat work in relation to te peopie spending money keeping the economy
can have serious consequences. And not ali of hurnan body? Weii, tere are severai processes growing. And low leveis of employment also
tem are positive. going on. We produce energy constanriy, as have other effects on peopie’s heaith, on
...
lhe area I’m going to focus on today is a result of digesting our food and trough their psychological weli-being, educationai
urbanization, and in particular te impacts activities like waildng and running. lhis opportunities, leveis of crime, and so on.
ofthe urban iifestyie, te urban climate, on energy has to be balanced in order to keep Anoter issue to think about is that
human healt. What are te effects on human the body temperature constant, at 37 degrees. economic growth is usuaily measured in gross
heait of living in a city? Obviously ti depends Basicaily, in cooler air, we lose heat energy domesúc product, or GDP. GDP is te total
on what kind of urban environment we’re because we need lo use more energy to keep value of ali
taildng about not ali cities are the same.
... warm. And in warm air we gain heat energy.
Living in, iiving in Vancouver or Copenhagen Humans release energy in a number
and living in 1 don’t know, let’s say Jakarta
... ofways, such as sweating, and breating
or Kolkata is cieariy not te same thing,
... deepiy. Breating deepiy produces a lot of
but tere wiil be similar effects, none the humidity, a iot of moisture, and tis ieads
iess. Now tese effects, these impacts, can ir a signiflcant loss of energy from the body.
be positive, negative, or broadiy neutral. But We can do tis at any temperature, inciuding
actuaiiy, when we talk about ‘impacts tey tropical temperatures, but as the humidity
tend to be more negative tan positive. in the surrounding air increases, the process
So, what are te main impacts ofthe urban becomes less effective. lhe resuit is an
chmate on human heaith? Broadly speaking, increase in people suffering from heat stress.
there are two main issues which influence Two local environmentai factors directiy
people’s health in cities. lhese are heat stress affect body temperature. lhese are wind
during summer conditions, and air pollution. and sun. Anywind speed wili heip to keep
Heat stress in particular is a major factor, your body temperature down te higher
-
mainiy due to te ‘urban heat island’ effect. te wind speed, te stronger te cooilng
Now, the urban heat island effect refers to a effect, normaily. On the oter hand, ifyou
siruation where the areas around large urban stay too long in the sun, you’re exposed to
centres, or cities, are measurabiy hotter tan solar radiation, which means you’re receiving
like, that resources such as ou or gas are finite.
1
EJ 12.5 Extract 2
jo>
There’s a limited supply and one day they’re
going to run out. GDP only provides a short So, I’m saying tat economic growt alone
term view. So you could argue that it doesn’t is nota good way to measure progress in any
actually help measure progress at ali. society. We aiso need to consider otber social
and environmental factors. 1 want to argue lhe rc
4)12.4 that te two most important factora reiated to from
A So, do you think economic growth is a progresa are education and health. Whether
...
saying, it seems that economic growth isn’t earn better salaries, and to achieve their own
1
a good indicator ofprogress, but I’m not economic goais. As a resuit, they contribute to
...
sure 1 agree. 1 mean, ifthe economy’s doing te economy by spending money and paying
well, isn’t that a good thing? taxes. Improving peopie’s knowiedge and
A But what about te fact that it might not sidfls through education means you have a
-
-
be an accurate measure? There was the better educated workforce, and this supports
example that not aU goods and services are economic growth. From a social perspective,
sold, 80 1 think arguably there’s a lot of
...
education gives peopie more opportunities
to work in a wide range of professions. It
1
economic activity going on that can’t be
measured, because we don’t know about it. gives tem more choice, more control over
13 Yeah 1 know what you’re saying, but
...
their woridng lives, and over their future. And
in a sense we can’t expect to measure aiso, you couid argue that education ieads
everything. 1 would argue that it still gives to a more creative society peopie who have
-
us a good indication of weii, you know, knowledge and ideas, and want to improve
...
how weil things are progressing. things. And iet’s not forget that improvements
A Perhaps, but then as we heard, it also in education are also connected to
doesn’t mean we know who’s benefiting. improvementa in heait generaliy.
We don’t know anything about the So, heaith is also cioseiy linked to
distribution ofwealth, and ifincomes are education, and to te economic and social
going up right across society. Some people factors associated with progress. From an
couid still be on low incomes. economic perspective, obviousiy, if people
13 That’s true to a certain extent, 1 suppose. are healthy ten tey’re able to work, to find
But then, presumably the argument is productive employment. This factor has real
that rich people will be paying higher economic benefits. Over time, it raises income
taxes and that money can be used by the leveis and leads to a reduction in poverty
govemment well, you know, for the good because ifyou have a productive workforce,
...
higher in an economy tat’s performing past, were seen as positive effects of economic
badiy? And aiso well, noting’s really a growth. However, 1 think you couid argue tat
...
good long-term indicator, is it? the cause and effect relationship is actually
A So you mean iow economic growtb ieads to te oter way around. A well-educated
high unemployment? and healty popuiation is likely to iead to
13 Yes. And also, erm an indication of good economic growth, rater than te opposite.
...
performance now tends not to be a reliable So it couid be argued that increased access
indicator of future performance. to education, improvements in healt care,
A 1 see what you’re saying, but for me the and heaithier lifestyies, are actuaiiy better
basic measure is just wrong. As Matt said, indicators of progress than economic growth.
GDP doesn’t refiect individual weaith and
it doesn’t include ali aspecta of goods and
services.
\() \ (crph
I3 IllIN
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