Unit 26 Media Coverage
媒体报道
大众传媒已经成为现代生活不可或缺的一部分。但他们真的可信吗?他们能给我们提供的内容到底有多少是真实的和客观的?我们是否只能成为坐在屏幕前接受欺骗的无助的”目标观众”?
What do we expect from those stalwart(坚定的) people who report the news? A past generation of journalists prided itself on the image of the fearless objective reporter, whose slogan was, \"Just the facts, Ma\'am. \" All editorializing was left to the editorials pages. Then the so-called \"investigative journalist\" was born. They blurred the distinction between reporting and editorializing. Investigative journalism seems to see its job as a mission to expose wrongdoing(不道德行为) and corruption in high places. Of course, on occasion(有时) these journalists do a good deed. And with the birth of the investigative journalist came the inevitable News Shows! They\'ve blurred the distinction between news and entertainment, often seeming to cater to(迎合) the public\'s taste for scandal(丑闻) and gossip than for real news. Put them all together and they make up the Media.
The media holds vast potential for education as well as the broadening of individual viewpoints.Conversely, it often has a frightening power to manipulate the minds of the masses. This last fact is demonstrated by millions who have become media dependent. Yes it\'s true. Just as there are people who are alcohol-dependent.
Just look at the effect the media has on most people\'s political views. Elections are sometimes indirectly decided by what the media presents to the public. We often choose political leaders in campaigns conducted in large part in the news, whether it\'s in the form of newspapers or television.It\'s all the same. And the nastier the campaign, the more coverage it gets.
One main area that many people have allowed the media to shape their views on is race relations. Because of the TV images of places that few of the viewers have ever visited, and incidents that they didn\'t actually witness and are not truly well informed about, personal decisions are made.Our fears and doubts about racial bias, rapists(强奸犯) and their victims, world hunger or what have you(等等), are aroused and fueled by a sensation-hungry media. It is also the media that either keeps us pumped up and excited about these issues or that lets our excitement dwindle and subside(减退).But where does it all start? Where does the finished product come from? Who is behind deciding what we all get to actually see in the end?
Whatever it is that we are seeing and reading about the issues mentioned above, and indeed countless others, all depends on the judgment of editors and network executives who are more or less self-appointed(自作主张的) judges of what is newsworthy and what is not. Do you know what it is that most often determines what goes on the front page of a newspaper and what is lost in its back pages? Marketing. Marketing judgment is foremost in making these decisions. Secondly there\'s editorial judgment. \"What is good for the public to hear on this issue?\" That is the question that they ask themselves, and when they formulate an answer they believe to be pleasing enough, then they put it all together and present it.
I have noticed that whenever the media focuses sharply on candidates for the presidency((美)总统职务) or especially for the Supreme Court, more often than not we learn more about their pasts than their current standing(立场) on health insurance, abortion(堕胎), the death penalty or what have you(等等). The media tries to sensationalize their youthful experiments with cocaine(可卡因) or their talks behind closed doors, like these are truly important errors. In today\'s permissive(自由的) and often pervasive(有渗透力的) society, it would be an odd thing indeed if a candidate appeared who didn\'t have any fault, wouldn\'t it? Anyway, for many viewers, and especially our younger generations, the faces that come up on the media screens are more real and more interesting than those of their coworkers, neighbors and schoolmates.
Our judicial(司法的) system could use tuning up too in various areas. More and more in recent years it seems that contributory negligence(因受伤一方本身的粗心而造成的意外事故) is not a viable(可行的) factor in many lawsuits(诉讼). Take this one case in particular. It happened some years back, I disremember where I read it. A guy decided to perform a stupid stunt(绝技), so he strapped a refrigerator onto his back and ran. It was a truly idiotic(白痴般的) thing to do. One of the straps broke, the guy fell down when the weight of the refrigerator shifted on his back. The refrigerator naturally fell on top of him. He got hurt, and he sued the manufacturer that made the broken strap. Believe it or not, he won! Believe it or not, a judge actually awarded him a cool(整整的) million for his troubles. No wonder it is that everywhere you look there are tort lawyers(民事诉讼律师) advertising their services to sue people on your behalf.
What effect does that kind of idiotic suit have on small business? Many small companies can not afford to pay off a million dollar lawsuit and continue to thrive.
One more really curious thing. Nowadays it seems popular to try to get government grants.There is a book that tells one how to apply and get these grants for practically any reason. There once was supposedly a team of young scientists who applied for and actually received a $ 5 000 000 grant in order to do a study of the effects of bacteria on global warming. Is it true? I don\'t know. I wouldn\'t say it didn\'t happen.
Do we know our world well enough? Yes we know some of our world on a first hand basis but most of it we know through the media. Is that a sad thing or a good thing? I suppose it depends on whether or not the media does accurate reporting.
For instance, some people in a television audience may not know one single African American(非籍美洲人) personally, but he or she does know the media versions of some African Americans and their stereotypes(固定的形象) :the up-to-date wise-cracking(说俏皮话的) tough LA(洛杉矶) street kid (who might be male or female), Bill Cosby (who is described as kindly, forever smiling and self-depreciating), or Mike Tyson (described as the violent and self-destructive black male).Yes, the media magnates are undisputed experts at playing out with loving detail, the personal disasters, heroic rescues, and petty scandals that they know the viewers love. However, they take no responsibility whatsoever for providing true insights on credible issues like the politics of race, immigration, education, the national debt, mental health, or unemployment.
Now I ask you.
How does the media shape or distort our reality on a daily basis? Do they always skim the surface of our reality, soundly biting into it at given points and taking away the bits that allow us a chance for thinking about cause and effect? Are we always to be no more than helpless \"target audiences\" sitting around a television screen taking in the hype? Or can we do something to influence the steady stream of images and ideas that the media present to us?
Unit 27 The Freak Accident
意外伤害
玛蒂因一次意外事故失去了双腿的功能,但她没有消沉,反而发挥自己的才能,录制了一部介绍残疾人生活的录像,并获了奖。这次事故给了她改变世界的机会,也让她成为一名很好的制片人……
Dr. Kaye, Marty\'s neurologist, called it a “freak(意外的)” accident because the chance of it happening to a 10-year-old girl was almost nil(零). “The fact is, ” Dr. Kaye droned(低沉地说出), “spinal cord(脊髓) injuries occur most often among men ages 18--24. Paraplegia(下肢麻痹) is generally the result of motor vehicle accidents. Medical science is still in search of a cure,”she had noted with authority.
Marty had heard those words five years ago. At the time Dr. Kaye had given her the bad news, about not walking again, Marty was not listening. She was thinking about the freak accident.
It all happened on a Thanksgiving Day, when she was just 8 years old. Marty and her older sister, Eleanor, had gone to their backyard to pick apples for their mom. When Marty reached the top of the ladder, the rotten wood gave way. She tumbled noiselessly to the ground. There hadn\'t been pain.
But then, she noticed her legs didn\'t move.
The last words Marty remembered saying were, “Eleanor, get room, something is wrong. ”The next thing she remembered was lying in bed in the Children\'s Hospital. The surgical ward was active and fun. Respiratory therapists came every day to Marty\'s bedside. They taught her to blow the harmonica(口琴) so that she could strengthen her lungs.
Occupational therapists taught her to make birdhouses and belts. Her favorite therapist, Laura, was a physical therapist (理疗师). She taught Marry to use a wheelchair and to wheel down steps.
After just 3 months, Marry had gone home. Her mom had the house refitted, and a ramp(斜坡) had replaced the front steps.
Marty played chess, swam, went to school, and even rode horse. She was the same girl she always was; it was the people who had changed.
They said things like, “why not get an electric wheelchair, dear”, to which Marty always wantted to say, “what\'s wrong with wheeling my own chair?” And they always tried to push her chair,even when she didn\'t need help. Couldn\'t they see she managed just fine?
Then there were the other questions like. “what happened to your legs”, to which Marty usually answered, “I thought I still had them, aren\'t they still there?” Then adults would ask her,“how do you go to the bathroom?” And Marty would reply,“I wheel there.”The one question Marty relished(喜欢) was, “how do you sleep?” Without missing a beat, Marty would shoot back,“like a baby, just fine, thanks.”
At first she would answer seriously, “I have a spinal cord injury”, and patiently explain, “I use a sliding board to get into bed, then I lie down.” But after 5 years, she was tired of the questions. So she just made up(捏造) answers.
“People are just curious, Marty”, her mother would explain. “It wouldn\'t hurt to be nice and give a real explanation.”
“Mom, I don\'t want to ask a lot of questions to people who walk, why do they all ask me questions?”
“Just try to be nice Marty, after all you are a role model for others in wheelchairs,” was her mom\'s usual reply.
“I just want to roll my wheelchair in peace, I don\'t want to be a role model.” Marty would shoot back.
Even though she resented the questions, Marty did want people to comprehend what life was like in a wheelchair. She didn\'t want pity;she just wanted people to feel comfortable around her.She hated feeling like some alien in a metal spaceship who was visiting from another planet.
“Well, I\'ve tried to explain, and that gets nowhere”, Marty grumbled to her best friend,Sasha, who had a sister also in a wheelchair. “People still look at me like I\'m sick or weird(怪异的).”
Sasha thought for a minute about what her friend had said. She had a sudden inspiration.“Hey, I know, why not make a video about what it\'s like to be in a wheelchair? I have a video camera, and we could write a script(剧本), you and me. What do you say?” Sasha enthused(对…表示热心).
Marty adopted Sasha\'s proposal,“Sasha, you are a genius. We could make a video about your sister and me, and give it to the public library. They could show it to people so they could see what people in wheelchairs can do.”
By the next weekend, the girls had finished their script. Dr. Laura had even drawn a diagram of the spinal cord. It showed how messages went from the brain down the nerves along the spinal cord. The messages ended where Marty\'s spinal cord was broken. That was why when her brain told her legs to move, they couldn\'t. That message never got to the legs. It got as far as the break in her spine.
The video also showed how Marty could get into cars, and into her bed. There was even a part where Marty got on her horse, and took her dog for a walk, and weeded her vegetable garden, and fixed a lamp bracket for the family. The girls decided to leave out the stuff(镜头资料) that showed how she went to the bathroom.
Marty and Sasha went to the Children\'s Hospital\'s ward and filmed the children who were undergoing treatment. They wanted others to see what it was like to lift weights and play cricket, and learn to dress yourself.
The preview was held in the community center events room. All of Marty and Sasha\'s classmates, their parents, the teachers, and the school principal came. The kids from the children\'s ward and the doctors and therapists came, too.
Marty had a lot of fun acting as Master of Ceremonies(仪式主持人). She even had an auction(拍卖) of artwork done by the children in the spinal cord ward. In all the proceeds was $1 000 that she donated to the spinal cord research.
That night, Marty thought about the “freak” accident. She thought how being in a wheelchair made her different, but it also had forced her to make her life special. She had been elected to represent other disabled people and educate them about disabled people. The freak accident had given her the chance to change the world. It had also made her into a pretty good film maker(制片人).
Her video won the children\'s video award, and she got another $1 000 which she donated the children\'s ward.
The apple tree is in bloom again. Sometimes Marty wheels to her backyard and looks up. She does not feel sad;she just tries to figure out how she can pick apples from the highest branch. If anyone can climb up that tree, it\'s Marty.
Unit 28 Death Valley
死亡谷
死亡谷的名字虽然不好,名声也欠佳,但这里并非只有黄沙和岩石的不毛之地。它是一个风景优美的地方,是许多动植物,甚至人类的家园……
Death Valley doesn\'t sound like a very inviting place. It is one of the hottest places in the world. The highest temperature ever recorded there was 134 degrees Fahrenheit, and that was in the shade! Death Valley in California(加利福尼亚州) covers nearly 3000 square miles, from which approximately 555 square miles are below the surface of the sea. One point is 282 feet below sea level--the lowest point in the Western Hemisphere. In Death Valley, pioneers and explorers faced death from thirst and the searing heat. Yet despite its name and bad reputation, Death Valley is not just an empty wildness of sand and rock. It is a place of spectacular scenic beauty and home to plants, animals, and even humans.
In 1849 a small group of pioneers struggled for three months to get across the rough land.They suffered great hardships as they and their wagons traveled slowly across the salt flats in the baking sun. They ran out of food and had to eat the oxen and leave their possessions behind. They ran out of water and became so thirsty that they could not swallow the meat. They found a lake and, being wild with joy, fell on their knees only to discover it was heavily salted. Finally, weak and reduced to almost skeletons, they came across a spring of fresh water and their lives were saved. When they finally reached the foot of mountains, they slowly climbed up the rocky slopes.One of them looked back and said, “Goodbye, Death Valley.”That has been its name ever since.
Death Valley is the driest place in North America. Yet far from being dead, it is alive with plants and animals. They have adapted to this harsh region. In the salt flats on the valley floor,there are no plants to be seen. But near the edge, there are grasses. Farther away, there are some small bushes and cactus(仙人掌). Finally, high on the mountainside, there are pine trees.
What is not visible are the seeds lodged in the soil, waiting for rain. When it does come, a brilliant display of wild flowers carpets the once barren(荒芜的) flatlands. Even the cactuses blossom.As the water dries up and the hot summer nears, the flowers die. But first they produce seeds that will wait for the rains of another year.
At noon on a summer day, Death Valley looks truly devoid(缺乏的) of wildlife. But in reality, there are 55 species of mammals(哺乳动物), 32 kinds of birds, 36 kinds of reptiles, and 3 kinds of amphibians(两栖动物). During the day many seek shelter under rocks and in burrows(洞穴). As night approaches, however, the land cools, and the desert becomes a center of animal activity. Owls hunt for mice. Bats gather insects as they fly. The little kid fox is out looking for food,accompanied by snakes, hawks, and bobcats(山猫). Many of these animals, like the desert plants,have adapted to the dry desert. They use water very efficiently. They can often survive on poor water supplies that would leave similar animals elsewhere dying of thirst.
Humans have also learned how to survive in this land. The natives knew where every hidden spring was. They also knew the habits of the desert animals, which they hunted. The natives, and later even the prospectors, ate every imaginable desert animal. They ate everything from the big horn sheep(巨角野羊) to snakes, rats and lizards(蜥蜴). They were often on the edge of starvation, In autumn they gathered nuts from the pine trees. Other foods they ate included roots, cactus plants, leaves, and sometimes insects.
The early prospectors didn\'t know the desert as well as the natives. Many died looking for gold and silver in Death Valley; others did find the precious metals. Then a “boomtown(新兴城镇)” was born. First it consisted of miners living in tents. Then permanent buildings were built. But when the mine failed, the town that was built up around it did too. Today the remains of these “ghost towns(鬼城(因金矿枯竭而被人遗弃的城镇))” are scattered about Death Valley.
Unit 29 Business:How to Serve the Society More Efficiently
企业:如何更好地为社会服务
企业在运营过程中要占用或者消耗社会资源,甚至带来诸如污染等社会问题。而这应列入其社会成本。拿钢铁公司来说,应该要求钢铁公司安装污染控制设备或者支付相当于因污染而造成的社会成本的罚金,否则钢铁公司就是牺牲了社会,养肥了自己。此外,本文也介绍了管理经济学中的其他重要课题……
One very important inquiry in managerial economics concerns the interrelationship between the firm and society. Managerial economics can help to clarify the vital role business firms play in our society and to point out ways of improving their operations for society’s benefit. A business enterprise is a combination of people, physical assets and information (technical, sales, coordinative and so on). The people directly involved include stockholders(股东) , management, labor, suppliers and customers. In addition to these direct participants, all society is indirectly involved in the firm’s operations because businesses use resources otherwise available for other purposes (including air and water), pay taxes if operations are profitable, provide employment, and generally produce most of the material output for our society.
Firms exist because they are useful in the process of allocating resources, producing and distributing goods and services. If social welfare could somehow be measured, business firms might be expected to operate in a manner that would lead toward maximizing some index of social well-being. Just which bundle of goods and services as well as which distribution pattern for the bundle would maximize social welfare is a complex, actually unanswerable, question. It is, however, one of the most vital questions facing us today.
The traditional way of handling this matter in the United Stated has been through the economic and political systems. The economic system produces and allocates goods and services through the market mechanism. Firms determine what consumers desire, bid for the resources necessary to produce these products, and then make and distribute them. The participants—suppliers of capital, labor and raw materials—must all be compensated from the sale of the output. Further, the firm competes for the consumer’s dollar with other firms in the same and other industries. This process is “natural” in the sense that it occurs in all human societies as they develop.
A difficulty arises in the course of this development. Certain groups are likely to gain excessive economic power permitting them to obtain too large a share of the value created by firms. To illustrate, the economics of producing and distributing electric power are such that only one firm can efficiently serve a given community. As a result, the electric company could charge high prices and earn excessive profits. Society’s solution to this potential exploitation is rate regulation. Prices charged by electric companies and certain other monopolistic enterprises are controlled and held down to a level just sufficient to provide stockholders with a “fair” rate of return on their investment. The regulatory(调整的) process is simple in concept; but in practice, it is costly, difficult to operate, and in many ways arbitrary. It is a poor substitute for competition, but a substitute that is sometimes necessary.
The second problem in the economic development of society occurs when a limited number of firms serve a given market. If the firms compete with one another, no exploitation(剥削) occurs; however, if they conspire(共谋) with one another in setting prices, they may be able to obtain excessive profits. The antitrust laws(反托拉斯法) are designed to prevent such collusion(勾结), as well as to prevent the merging of competing firms whenever the effect of the merger would be to lessen competition substantially. Like direct regulation, the antitrust laws contain arbitrary elements and are costly to administer, but they, too, are necessary if economic justice, as defined by the body politic(国家), is to be preserved.
The third problem is that, under certain conditions, firms can exploit workers, so laws designed to equalize the bargaining power of firms and workers have been developed. These labor laws require firms to submit to collective bargaining and to refrain from(戒除) certain “unfair” practices.
The fourth problem by the economic system is that, in their production processes, firms may impose costs on society; for example, by dumping wastes into air or the water or by defacing(损伤外观) the earth, as in strip mining(露天采矿). If a steel mill creates polluted air, which requires people to paint their houses in three years instead of in five years or to have their clothes dry-cleaned(干洗) more frequently or to suffer lung illness, the mill is creating a cost to society in general, or a social cost. The steel company should be required to install pollution-control equipment or to pay fines equal to the social cost of the pollution; otherwise, the steel company is gaining at the expense of society, because the company is not paying its full social costs. Additionally, failure to shift social costs back onto the firm results in an economically inefficient allocation of resources between industries and firms. Currently some of the practices being applied to avoid this include the establishment of emissions limits both for manufacturing processes and for products that pollute (for example, autos), as well as the imposition of fines or outright (彻底的)closures of firms that do not meet these standards.
All the measures discussed above—utility regulation, antitrust laws, labor laws, and pollution control restrictions—are examples of actions taken by society to modify the behavior of business firms and to make this behavior more consistent with broad social goals. Since these social measures all constrain firms, the economy of the United States could be called a constrained –enterprise system as opposed to a free-enterprise system.
Unit 30 Something about Telephone
电话点滴
现在,电话已经成为世界上最普通的音频通讯工具,今天的电话较之当时贝尔发明的简陋装置,是无以伦比的精巧和有效,而且,今天使用电话的方式也是贝尔当年不可能预见的……
When imaginative scientists first suggested the possibility that one person could speak directly to another over a long distance, few people took them seriously. Among the few who did was a Scots-born(苏格兰出生的) American named Alexander Graham Bell(亚历山大?格拉海姆?贝尔,美国发明家), who was one of the first to develop a telephone in 1876. Now the most common means of voice communication in the world, the telephone of today, is infinitely more sophisticated and effective than the crude instrument developed by Bell, and it is being used in ways he could not possibly have foreseen.
One area that is rapidly expanded is communications service “on the move”. Because America is such a highly mobile society—a society on wheels—telephones in cars and trucks are becoming as essential as those in homes and offices. Industry officials have predicted that mobile communications service will soon be more competitive in many respects than the service provided by telephones that do not move.
Another area rapidly developing is overseas telephone service. In 1927, when overseas telephone service was inaugurated(开创) with a radio telephone call between New York and London, the occasion was heralded(宣布) as “thrilling”. Today, many telephone users regard international calls as routine, and overseas service, thanks largely to undersea cables(海底电缆) and communications satellites, has undergone extraordinary improvement. Transmission has been made clearer, charges have been greatly reduced and dependability has been improved. Overseas telephone service has now been extended to nearly 350 countries and areas throughout the world.
The introduction of direct distance dialing in 1951was one of the most significant developments in the effort to improve long-distance service. Direct distance dialing is not only fast and convenient for the caller, it has also enabled telephone companies to handle the extraordinary growth of telephone use that has occurred since the 1950s. between 1950 and 1973 the number of telephone in the United States tripled, with the addition of 90 million telephones. For the Bell Telephone System(贝尔电话公司) alone, long-distance calls in the same period have increased from 1.4 billion to 8.5 billion, and indications have shown that long-distance calls will continue to increase significantly in the years ahead. In 1972, 77 percent of the 8.5 billion long-distance calls were dialed by the customer.
Another very significant development in telephone use is in the area of data communications. Here is an example of how medical data are being transmitted. In a small town in the western part of the United States about 300 people gathered in the local school to undergo tests for lung diseases. The procedures followed marked a major advance in detecting diseases by providing almost instantaneous computer diagnosis over long-distance lines. First, technicians at the school used touch-tone telephones(按键式电话) to send vital statistics on the person being tested to the computer, which was located in a hospital 60 miles away. The individual then exhaled into a spirometer(肺活量计测仪), which measures volume and rate of air exhalation(呼气), and these measurements were automatically transmitted to the computer. The computer instantly calculated the results and within two seconds relayed them back to the testing center. Normally, it takes hours or even weeks to evaluate spirometer measurements. By utilizing a computer and data communications, however, the time lag is reduced to seconds. Moreover, people in a remote community are put within arm’s length of the most up-to-date medical facilities available.
For many people the most exciting development in recent years is picturephone service(可视电话业务). Picturephone services, which will become available commercially at the beginning of this century, is being used by large business corporation; but it will no doubt spread from the office to the home. It is already clear that the next best thing in telephone service is going to be picturephone call.
Possibly the most significant research now being conducted is in the use of the laser beam in telephone communications. This wonderful light, first produced by scientists in 1960, can beam continuously and with extraordinary intensity. Instead of using light to see by, telephone researchers are thinking of way to use light to communicate by. In other words, they are thinking of using light as radio waves to transmit telephone calls, television programs and data messages from one point to another, with the expansion of picturephone service and high-speed data communications between computers, present message-carrying capacities may soon become inadequate. If it turns out to be technically and economically sound, the laser might prove to be a major breakthrough in telephone communications.
Current research in telephone communications is so extensive and changes are coming about so rapidly that no one can predict with accuracy what the telephone of tomorrow will look like. But there is at least one prediction that can be made with assurance: there will be more and more telephones in the future, and the will be much better than present ones. |