2. Translate the following words; make up 15 sentences using them:

impact, to carry message through, direct mail circular, billboard, to aim at, to appeal to, focus, range, coverage, adjunct, to collect, to distribute, to serve, merchandising, in behalf of, to gauge, personnel, motion pictures.

3. Answer the following questions:

1. By what means can a message be communicated to a mass audience?

2. Upon what is the focus in different types of publications?

3. What do television and radio offer to the audience?

4. How many agencies of communication do you know? Name them.

5. What do advertising departments serve for?

6. What is the role of research individuals?

7. Who are the core communicators who work for and with mass media?

8. What other communicators can you name?

9. Are actors in television and motion pictures also communicators?

4. Define the part of speech of the underlined words.

ІV ВАРІАНТ

1. Read and translate the text: What Is Journalism?

A somewhat narrower definition is traditionally applied to the use of the mass media in order to identify the role of the journalist. In journalism there is an element of timeliness not usually present in the more leisurely types of writing of books. Journalism is a report of things as they appear at the moment of writing, not a definite study of a situation. Historically the journalist has been identified by society as carrying out two main functions: reporting the news and offering interpretation and opinion based on news. A journalist may write an account that is entertaining as well as newsworthy; but a person who writes for sheer entertainment only, such as some television script writers, is not a journalist.

Periodical journalism constitutes the oldest and most widely identified area. Periodicals are printed at regular and stated intervals. To be considered newspapers, periodicals must appear at least weekly in recognized newspaper format and have general public interest and appeal. Commonly identified as “journalists” are the reporters, writers, editors, and columnists who work for newspapers, press associations and syndicates, news magazines, and other magazines devoted largely to public affairs.

News reporting and commentaries delivered by television and radio are equally a form of journalism, as are public affairs documentaries, direct broadcasts of news events, motion picture newsreels, and filmed documentaries. The reporters, writers, editors, and photographers in the television-radio-film area point out that the general descriptive term “the press” applies to them as well as to print media men when they are dealing with news and opinion. But they tend more often to identify themselves with the name of their medium that with the collective word “journalist”.

The ephemeral nature of journalistic writing does not mean careless writing, as it is sometimes assumed. Journalistic writing is a contemporary report of the changing scene, intended to inform readers of what is happening around them. The impact of journalism can and often does influence the course of events being reported, because it brings the public opinion into focus and sometimes creates it.

The journalist deals in immediacy; he enjoys the stimulation of being close to events and the knowledge that his efforts can shape the future. The sum total of articles printed in the continuing issues of a periodical constitutes a big slice of history as it is being made. Many of the facts reported in any issue soon are outdated by later developments; yet they are true at the moment of writing.

The television and radio journalist communicates news of contemporary events by means of electronic devices rather than with paper and ink. Although this makes the transitory nature of air-wave journalism even more pronounced than that of the written word. Events with strong elements of sound or sight, such as a forest fire, a football game, or a political convention are especially well communicated by television and radio.

Dramatic evidence of how electronic and newspaper reporting can dominate the life of the world during a great crisis is found in the reporting of the assassination of President Kennedy. The four days after the fatal shots were fired at Mr. Kennedy, including the subsequent murder of the alleged assassin, Lee Harwey Oswald, as millions watched in horror on television, and finally the somber grandeur of the Presidential funeral, were all splendidly reported by television, radio, and newspapers. They provided a massive portrayal of events and held the world tightly in the grip of intense emotion.