传媒英语 Unit 4VIP免费

Unit4RadioContents:KeystotheexercisesTranslationSupplementaryReadingPartOneKeystotheexercisesI.Understandingthetext1.Theanswerisopen.2.Radiokeytraditionalstrengthwhencomparedtonewmediaalternativesavailabletodayisitsabilitytobetruly"live".Norecording,nostreaming,nodelay.Instantreal-timebroadcastingthatcantakeplacefromnearlyanyplaceorlocationtoreport,chronicleorcreate"live"newsandevents.Hereisthestillmuchuntappedpotentialofradio.Streetreporting.Realityradio.3.Althoughthetraditionalradiohasitsuniquetraitsandfeatures,italsohasalotofweakpoints,andsomeoftheseweakpointsarejustthestrongpointsofthenewmedia.IfradiorefusestoopenitselftotheconvergencewithnewmediaandtheInternet,itwillhavenopowertomatchallthosenewmedia.Ontheotherhand,someuniquecharacteristicsofradio,oncecombinedwiththeopportunitiesofferedbythewebandnewmedia,canpermitthecreationofanaltogethernewformofradio.4.Embraceconvergenceistheanswer.Focusonuniquenessandthematiccontentisthesolution.Retainradiocharacterizingstrengthswhilecombiningandenhancingthemwiththepowerofnewmediatechnologiesisthestrategy.5.Theycantakeequivalentlyasimilarprogrammingslant.Musicfocus.Newsfocus.Specificentertainmentfocusesaretheroadstotake.6.Thelivehumanvoice.Itispowerful,touchingandengaging.Beingabletolistentosomethingthatishappeningatthisverysecondinanotherplaceissomethingthatmosthumansgetfascinatedby.7.Interruptiveadsaredead.Strongpersonality,strongcontent.Radioswillbecomesearchenginestospecificcontent,musicandprogrammingonwhichtheyfocus.Listenerswillbecomethestars……8.Mediabecomesaparticipatorymedium.Nowadays,moreandmoretraditionallisteners,viewersorreadersbecomeactiveparticipants,contributors,stockholdersorevenmarketers.II.TranslationA.TranslatethefollowingparagraphsintoChinese.1.在率先使用播客的拥趸者和处于另一阵营的、富于进取精神的电台经理们的推动下，调频电台已经出现了一些变化，而这些变化将是未来调频电台的主要特点。尽管这种冲击的长期影响我们现在还难以全面认清，可转变已经在发生了。2.正如电视一样，调频电台也有着自己独有的特点和特色，但它们与新媒介以及因特网的融合是不可避免的，除非传统广播工作者们主动投身于这种融合，否则，他们将注定走向一条缓慢而痛苦的死亡之路。3.为媒介使用者提供工具和节目空间，让他们亲自制作、剪辑和汇编他们自己的音频节目是一个全新的重要策略，这反映了在其它的媒介领域正在发生着的一场革命。4.除非你对这些新技术带来的巨大机遇展开最大胆的想象，否则你将根本不清楚电台产业的未来是什么样的。5.但是现如今有多少电台都没能好好利用现场声音这个巨大的潜能，它们对于现场声音的利用仅仅限于无数次向听众报告时间，或是在我们收听体育比赛直播的时候。别的时候就听不到现场的声音了。B.TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.1.Facingthechallengesfromsomanynewmedia,hedecidedtoregroupthepress.2.Portabilityisoneofthetraitsuniquetoradio.3.Traditionalmedia’sconvergencewithnewmediaisinevitable.4.Forthoseradiostationsthatareunwillingtomakechange,itisalosingbattlefromtheverystart.5.Wecanlearngoodlessonsfromothermediaandtakeaprogrammingslant.III.VocabularyactivityOpenIV.OralactivityOpenPartTwoTranslationSectionA播客与传统广播的未来很多人都认为，播客会“改变”传统广播，果真如此吗？有些人甚至认为，传统广播目前正在走向衰亡正是因为播客和卫星广播的出现迅速而又势不可挡；另外，众多美国风格的商业电台节目质量低劣也是原因之一。虽然我100%地相信播客一定会对传统广播产生重要影响（这一点我们都知道），可我并不认为它会导致传统广播走向死亡。在...