传媒英语 Unit 4VIP专享VIP免费

第1页共16页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共16页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第2页共16页第1页共16页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共16页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...