Essential Journalism and Media Writing - It works - ÐÐ°Ð·Ð°Ð½ÑÐºÐ¸Ð¹ ...

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submitted through an agent. Gate closed. You rush out to a phone booth and start callingagents. Fourteen secretaries tell you that their agencies are not accepting new writers. Fourteenclosed gates. Finally, you find an agent who will see you (gate open!). You rush to the agent'soffice where he or she glances through your script and says, "No thanks" (gate closed). By nowthe point is probably clear. Many people serve as gatekeepers. In our hypothetical example,even if an agent agreed to represent you, the agent would then have to sell your script to aproducer who, in turn, might have to sell it to a production company which, in turn, might haveto sell it to a network. There are many gates to pass through.In the newsroom, an assignment editor decides whether to send a reporter to cover acertain event. The reporter then decides if anything about the event is worth reporting. Aneditor may subsequently shorten the story, if submitted, or delete it altogether. Obviously,gatekeepers abound in mass communication. The more complex the organization, the moregatekeepers will be found.It costs a large sum of money to start a mass communication organization and to keep itrunning. Recently, the Houston Chronicle was sold for more than $400 million. A dozenmagazines formerly owned by CBS were sold to a French company for about $700 million.U.S. News and World Report brought $167 million. In Los Angeles an FM station was sold fornearly $110 million and a TV station was bought for $510 million.Once the organization is in operation, expenses are also sizable. In the early 1990s, it costapproximately $4 to 5 million annually to run a small daily (one with a circulation of about35,000 to 40,000). A radio station in a medium-sized urban market might spend $700,000annually in operating expenses. A TV station in the top ten markets might need more than $10million to keep it going. These economic facts mean that only those organizations that have themoney necessary to institute and maintain these levels of support are able to enter into theproduction of mass communication.Media economics have contributed to another trend that made itself evident at the end ofthe decade: consolidation of ownership. Companies that have strong financial resources are thelikeliest to survive high operating expenses and are better able to compete in the marketplace.Consequently, by 1991 a number of global media giants had emerged that dominated the field.The biggest of these companies is Time Warner Inc., formed in 1989 by the merger of Time,Inc., with Warner Communications.Since we are talking about money, we should also note that most mass communicationorganizations exist to make a profit. Although there may be some exceptions to thisgeneralization (the public broadcasting system, for example), most newspapers, magazines,record companies, and TV and radio stations in the United States strive to produce a profit fortheir owners and stockholders. Although it is true that radio and television stations are licensedto serve in the public interest and that newspaper commonly assume a "watchdog" role onbehalf of their readers, if they do not make money, they go out of business. The consumer isthe ultimate source of this profit. When you buy an album or a movie ticket, part of the priceincludes the profit. Newspapers, TV, magazines, and radio earn most of their profits by sellingtheir audiences to advertisers. The cost of advertising, in turn, is passed on by themanufacturers to the consumer. Thus, although the process may be direct or indirect, theaudience eventually pays the bills.14
Since the audience is the source of profits, mass communication organizations competewith one another as they attempt to attract an audience. This should come as no surprise toanyone who has ever watched television or passed a magazine stand. The major TV networkscompete with one another to get high ratings. Millions of dollars are spent each year inpromoting the new fall season. Radio stations compete with other stations that have similarformats. Some even give away prizes for listening; others play more music. Record companiesspend large sums promoting their records, hoping to outsell their competitors. Dailynewspapers compete with weeklies and radio and television. Time competes with Newsweek.Motion picture companies gamble millions on films in an effort to compete successfully.Ex.1.Divide the text into logical parts.Ex.2.Give a title to each paragraph of the text.Ex.3.Express the main idea of each paragraph in a single sentence in English.Ex.4. Summarize the text in brief.15
Page 1 and 2: Казанский (Приволж
Page 4 and 5: информации. Данное
Page 6 and 7: Lesson 6. Part 1.General reading.
Page 8 and 9: Lesson 1Part 1. General Reading.Tex
Page 10 and 11: The recent appearance of new person
Page 12 and 13: 5. Audience E A way of thinking abo
Page 16 and 17: Lesson 1Part 2. Vocabulary Practice
Page 18 and 19: Lesson 1Part 3. News Writing and Re
Page 20: Give Russian equivalents to these w
Page 25 and 26: the doings of their elected officia
Page 27 and 28: Ex.3. Give English equivalents to t
Page 29 and 30: level of the individual. Consequent
Page 31 and 32: comforted by seeing that other peop
Page 33 and 34: Section 1Lesson 2Part 2. Vocabulary
Page 35 and 36: Lesson 2Part 3. News Writing and Re
Page 37 and 38: Like all stories, the basic news st
Page 39 and 40: elaboration. If the future action i
Page 41 and 42: Answer the following questions:Less
Page 43 and 44: Read and translate the text using a
Page 45 and 46: Ex.2 Give Russian equivalents to th
Page 47 and 48: - должен был быть из
Page 49 and 50: Yellow journalism tapered off after
Page 51 and 52: Ex.2. Look at the sentences below a
Page 53 and 54: Translate the words from the table
Page 55 and 56: Copying the words of other writers
Page 57 and 58: Wording of AttributionFor most hard
Page 59 and 60: ритм, пульсация, ре
Page 61 and 62: transmitted over the wires of the m
Page 63 and 64: бесконечный поток
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9. Выбираются фотог
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Lesson 4Part 2. Vocabulary Practice
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Lesson 4Part 3. News Writing and Re
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home. Potter and many other reporte
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Section BRead the following text qu
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3. Map searches: Click on a map sea
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to compileto bindupcomingsplit-scre
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changing layoutsEx.3. Give English
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6. Управляющий реда
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e) May I add a personal note to you
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Choose the best title for each part
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- verify the source‘s full name a
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Lesson 6Part 1. General ReadingText
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Read and translate the text using a
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Ex.1. Answer the following question
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1. The editorial department ___ dea
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Ex.1. Complete the examples with th
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The FORK methodYou can also try the
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or links will accompany your story?
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Lesson 7Part 1. General ReadingText
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with locally produced programming.
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Text BA Short History of Public Bro
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2) Divide the text into logical par
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Ex.1. Match the two parts of these
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appears the next day. But cliffhang
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are truly kickers. Strive for a ver
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Read the article and check your ans
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Of course, the writing style of bro
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Text CInvestigative Reports1) Read
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People in businesscaptains of indus
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To visualize - to envisionForeshado
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Regardless of the medium, stories s
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This technique is very effective fo
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To respond -to gain -to counsel -to
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the press representative for the an
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skills and try to persuade them to
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Getting the sackdismiss dismissal u
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By location, such as local, regiona
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Lesson 10Part 1. General ReadingTex
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At a basic level, we can distinguis
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Ex. 5. Write the opposites using th
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3. The invention of new communicati
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Lesson 10Part 2. Vocabulary Practic
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5) He's a popular journalist - so h
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Ex.4. Read this extract from the In
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When the hugely successful musical
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d) 'But it was still a royal gala,'
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Lesson 10Part 3. News Writing and R
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A.___________________A classical ca
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How would I feel if the story or ph
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Practical exercises:Work in groups
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Ex. 3. Match the words with their d
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evidence of an elite stage in the h
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'YOU'LL NEVER EAT LUNCH IN THIS TOW
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Films buffs and cult moviesfilm buf
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Ex.4. Read this article from The Ec
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It illustrates a design fault that
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Writers, editors, publishers, agent
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1 ) If something is unprecedented,
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If you are looking for an e-mail ad
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e expensive. Whether you get the da
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extrafactionfailurefictionfilm buff
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stage frightstanding ovationstarsta
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immediacy, breaking news - the even
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Lesson 3. Part 2. Vocabulary practi
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Work with a dictionary and find exp
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Ex.2. Look through the text again.
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A hap-hazard process - accidental,
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predict consequences, to adapt to a
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Which of the following can be consi
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Ex. 3. 1 - C, 2 - G, 3 - A, 4 - E,
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Bibliography1. Bill Mascull ―Key
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