1、Unit 1 The mass media Integrated skills(I)By the end of this section, you will be able to:1.know the definition of media.2.know the brief history of media.3.know the types of media.4.know the advantages & disadvantages of Traditional and Online Marketing.5.read the article “The rise of online news m
2、edia”.Learning objectivesWarming upradiotelevisionnewspapersinternetmagazinesMediaWhat is media?The term media, which is the plural of medium, is the term we use to refer to different types of media that provide us with important information and knowledge. Media has always been part of our society,
3、even when people used paintings and writings to share information.It all started thousands of years ago.The brief history of mediaHuman communication through designed channels not through speech or gestures dates back to many tens of thousands of years ago when our ancient ancestors painted on the w
4、alls of caves.The types of mediaPrint MediaBroadcasting MediaInternet MediaNewspapersMagazinesBooks BannersBillboardsBrochuresFlyersTelevisionRadioMoviesSocial networks or websitesOnline forumsPodcastPrint Newspapers vs. Online Editions: The Pros and Cons.Print Newspapersonline EditionsPrint newspap
5、er pro: Its physical.The feeling of a warm newspaper right off the press is one of my favorite feelings, and the fact that a print newspaper can be physically held in your hands is a huge pro for print editions, in my opinion.Not only can you hold a print edition in your hand when you first get it,
6、but you can also save it back to look at any time.A print newspaper is everlasting and unchanging, whereas articles can be hidden away on an online website in a matter of a few days.Print newspaper con: Its not free.The price tag of a print newspaper, though small, is likely one of the biggest reaso
7、ns for its decline.Many people dont see the point in buying a print newspaper if they believe they can get all the news they need online for free.Although declining circulation doesnt matter since print newspapers still receive ad revenue. This decline in circulation could lead to a decline in adver
8、tising, which spells bad news for any newspaper.Online newspaper pro: Its immediately accessible and convenient.You arent going to make a trip to the store to buy the newspaper when you can look at the online edition right away.You dont have to hunt for the things you want to read. Because online ne
9、wspapers are very good at bringing the big news of the day to the focal point of the website. In this fast-paced world, people dont want to spend time fumbling through a print newspaper to find an article when they can search for and find it online in a matter of seconds.Online newspaper con: It doe
10、snt include everything.If a newspaper releases a special print publication outside of its regular edition for example, an edition specifically highlighting an upcoming election and its candidates this content often does not make it online.Sometimes online editions will even leave out content from th
11、e print newspapers regular edition.If it is a busy news day and content online is already overflowing, some smaller news items may never make it on the web, leaving online readers slightly less informed than print readers.Advantages & Disadvantages of Online mediaDiscussionARead the article on page
12、8 and fill in the following table.Simon has found an article about the history of online news media. Read the article below and answer the following questions.AThe rise of online news mediaThe past decades have witnessed the rapid development of online news media. In the mid-1990s, due to the popula
13、rity of personal computers and increased Internet access, some newspapers began to publish their own digital editions on the Internet. People can read the same content online as is printed in the newspapers every day. By the end of 1999, about 1,000 newspapers in China had set up their own online ne
14、ws platforms. At almost the same time, news websites with no print editions sprang up. They made a hit immediately because of a wider range of stories and almost instant updates of news events. Interaction was also encouraged as readers could post their own comments.Then we entered the smartphone er
15、a. Nowadays there are hundreds of thousands of news apps and official news media accounts on social media, with a total membership of over 700 million in China. Smartphone owners are finding it easier to read news on their mobile devices. They can check the latest news any time at any place.As the c
16、hart shows, technology has transformed the way people get news during the past years. From print media to broadcast media to online media, reading news has become a more personal and comprehensive experience than ever before.The variety and accessibility of online news means that the rapid rise of o
17、nline news media is unlikely to stop.ARead the article on page 8 and fill in the following table.(1)publish their own digital editions on the Internet(2) their own online news platforms(3) a wider range of stories and almost instant updates of news events(4) with a total membership of over 700 milli
18、on(5) on mobile devices any time at any place1. How has online news media developed over time?By the end of 1999, news websites sprang up.Then we entered the smartphone era. There are hundreds of thousands of news apps and official new media accounts on social media. Smartphone owners can check the
19、latest news any time at any place.During the past years, technology has transformed the way people get newsSimon has found an article about the history of online news media. Read the article below and answer the following questions.A2. What information can you get from the chart?With the improvement
20、 of science & technology, people change their ways to get information. Print media drops rapidly, broadcast media fall in popularity, while online media boost up.Simon has found an article about the history of online news media. Read the article below and answer the following questions.AB1ListeningL
21、isten to the interview and fil in the blanks.1. To learn about a specific topic from print newspapers or TV broadcasts, people would have to carefully _ or wait until a certain time of day, and by then the stories may have already _.2. According to one study, _ of online news readers regularly comme
22、nt on articles.check every page developed further38 percent3. If people find an interesting online news article, they can quickly let their friends know by sending them _ to the story or sharing it on _.4. A recent survey of _ found that _ trust print news more than online news. a link social media3
23、00 people65 percentB1ListeningListen to the interview and fil in the blanks.B2Listen to the interview again and complete the notes below.Miss Smiths opinion on online news mediaReasons for the popularity of online news media People have (1) _ to news. Readers can get the (2) _ whenever and wherever
24、they want. With (3) _, people can simply type in their search words and click “Search” to get the news they want. Online news media makes it easy for people to interact with others and talk about news.The future of online news mediaIt will develop (4) _ with print news media. Print news media is sti
25、ll viewed by many people as more trustworthy than online news media. It is hard to change peoples (5) _. Some people just enjoy the feeling of (6) _ when reading news. much easier access latest updates news sites on apps hand in hand reading habitsholding a physical newspaperAnswer two questions acc
26、ording to the interview.B1(1) How many advantages of online news media are mentioned in the interview?Two advantages are mentioned in the interview. On the one hand, online news media provides instantly updated news. On the other hand, it makes it possible for people to share ideas or news informati
27、on right away.Answer two questions according to the interview.B1(2) What are the advantages of print news media?Print news media is thought to be more trustworthy with more in-depth analysis by many people. Besides, holding a physical newspaper may give some people a feeling of enjoyment.The past de
28、cades have witnessed the rapid development of online news media.witness vt. & vi. the event happens in that place or during that period 是发生的时间或地点see (an event, typically a crime or accident) take place见证，目击to state publicly, especially in a law court, that something is true or that it happened作证Some
29、thing that serves as evidence; a sign. 是的迹象Language pointse.g. Did anyone witness the attack?This university has witnessed quite a few changes over the years.The past few years have witnessed great changes throughout Eastern Europe. Language pointswitness n. a person who sees an event happening, esp
30、ecially a crime or an accident 目击人someone who is asked to be present at a particular event and sign their name in order to prove that things have been done correctly 见证人，证人e.g. Police are appealing for witnesses to the accident to come forward. I was (a) witness to their quarrel. Mary appeared as a
31、witness for the defence.Language points【归纳】1) vt. 目击；见证 witness for 为作证 witness to (doing) sth. 作证证明(做)某事 (to为介词)2) n. 目击者; 证人; 证据 a witness to sth. 某事的证人 bear/give witness to sth. 为作证, 证明 in witness of 作为的证据Language points【语境应用】写出下列句子中画线部分单词的词性及含义。 1) The past few years have witnessed great changes throughout Eastern Europe. _2) One witness to the accident said the driver appeared to be drunk. _3) Tony arrived home just in time to witness his brother being taken away by the police. _ v. 见证n. 目击者 v. 亲眼看见，目击 Language pointsThanks
