Vocabulary

part and parcel - неотъемлемая часть

mould - формировать

habit - привычка

resist - сопротивляться

background – фон, задний план

be keen – сильно желать чего-либо

adore - обожать

joint venture – совместное предприятие

annoy – досаждать, надоедать

immense – огромный, громадный

Answer the questions.

1. Why do mass media become part of any contemporary society?

2. What part do mass media play in the life of society?

3. Why does TV dominate the lives of the most families?

4. What is a forum?

5. What kind of programmes attract vast audiences?

6. How do mass media stimulate science and progress?

7. Why are the people annoyed by TV commercials?

8.How can mass media raise the cultural level of the people?

Text 2 public relations dependence on the media

The purpose of public relations is to inform, shape opinions and attitudes, and motivate. This can be accomplished only if people receive messages constantly and consistently. 

The media, in all their variety, are cost-effective channels of communication in an information society. They are the multipliers that enable

millions of people to receive a message at the same time. Through the miracle of satellite communications, the world is a global village of shared information.     On a more specialized level, the media are no longer just mass communication. Thousands of publications and hundreds of radio, television, and cable outlets enable the public relations communicator to reach very specific target audiences with tailored messages designed just for them. Demographic segmentation and psychographics are now a way of life in advertising, marketing, and public relations.     The media's power and influence in a democratic society reside in their independence from government control. Reporters and editors make independent judgements about what is newsworthy and what will be disseminated. They serve as screens and filters of information, and even though not every one is happy with what they decide, the fact remains that media gatekeepers are generally perceived as more objective than public relations people who represent a particular client or organization.     This is important to you because the media, by inference, serve as third-party endorsers of your information. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy. The information is no longer from your organization.      Consequently, your dependence on the media requires that you be accurate and honest at all times in all your public relations materials. 

Vocabulary:

be designed for smb. – быть предназначенным для кого-либо

channels of communication – каналы связи

cost-effective - рентабельный

disseminate - распространять

endore information – поддерживать, распространять информацию

gate-keeper - редактор

inference – заключение, вывод

make a judgment – сделать заключение

reside in smth. – принадлежать чему-либо, заключаться в чем-либо

satellite communications – спутниковая связь

shape opinions and attitudes – сформировать точку зрения, мнение

tailored message – сообщение, составленное с учетом ситуации, рассчитанное на определенную аудиторию

target audience – целевая аудитория variety – разнообразие

Write down the questions for these answers:

1. The purpose of public relations is to inform, shape opinions and attitudes, and motivate.

2. The media’s power and influence in a democratic society reside in their independence from government control.

3. Media gate-keepers give your information credibility and importance by deciding that it is newsworthy.

Can you explain the following?

1. Through the miracle of satellite communications, the world is a global village of shared information.

2. Demographic segmentation and psychographics are now a way of life in advertising, marketing and public relations.

3. The media, by inference, serve as third-party endorsers of your information.