Прочитайте текст и выполните задания Mass communication 1. Mass communication may be defined simply...: ответ на тест 844693 - Английский язык

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Mass communication

1. Mass communication may be defined simply as messages directed at masses, or great numbers, of people. There are features of mass communication, however, that help to set it apart from other communication. Mass communication messages are prepared by institutions or other groups of people. A local television evening news program, for example, involves the three or four people who are seen at the news desk, but it also involves many people who are never seen on camera—camera operators, engineers, business managers, and many others.

2. Mass communication is also directed to a relatively large and anonymous audience—“to whom it may concern.” The message must appeal to a large number of people, or those producing it will not remain in business. Finally, the source of the message is remote—separated from the audience by time or space. As a consequence, those being addressed do not feel the same need to pay careful attention as do those in the company of the message source. For example, television viewers generally feel free to talk to each other, leave the room to get a snack, change channels, or fall asleep.

3. The fact that mass communication is a business has important implications. The mass media are in competition with each other for sales dollars, advertising revenue, or both. With advances in technology the number of alternatives is increasing. People have a greater variety of communication products from which to choose. Cable television, videotapes, and pay television systems, for instance, offer an increasing number of options to television viewers.

4. As some people turn away from regular network and local-station programming, advertisers may be unwilling to pay the prices asked for advertising time. In the past, magazine publishers, film producers, and radio stations found it necessary to reach out for specific audiences. It has been suggested that the general mass audience is disappearing in favor of a number of smaller, more limited mass audiences.
 (Encyclopedia Britannica)

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Mass communication is competitive business.

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Mass communication

1. Mass communication may be defined simply as messages directed at masses, or great numbers, of people. There are features of mass communication, however, that help to set it apart from other communication. Mass communication messages are prepared by institutions or other groups of people. A local television evening news program, for example, involves the three or four people who are seen at the news desk, but it also involves many people who are never seen on camera—camera operators, engineers, business managers, and many others.

2. Mass communication is also directed to a relatively large and anonymous audience—“to whom it may concern.” The message must appeal to a large number of people, or those producing it will not remain in business. Finally, the source of the message is remote—separated from the audience by time or space. As a consequence, those being addressed do not feel the same need to pay careful attention as do those in the company of the message source. For example, television viewers generally feel free to talk to each other, leave the room to get a snack, change channels, or fall asleep.

3. The fact that mass communication is a business has important implications. The mass media are in competition with each other for sales dollars, advertising revenue, or both. With advances in technology the number of alternatives is increasing. People have a greater variety of communication products from which to choose. Cable television, videotapes, and pay television systems, for instance, offer an increasing number of options to television viewers.

4. As some people turn away from regular network and local-station programming, advertisers may be unwilling to pay the prices asked for advertising time. In the past, magazine publishers, film producers, and radio stations found it necessary to reach out for specific audiences. It has been suggested that the general mass audience is disappearing in favor of a number of smaller, more limited mass audiences.
 (Encyclopedia Britannica)

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Why do mass communication addressees usually pay little attention to the communication source?

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Humanism

1. “Man is the measure of all things,” said the Greek philosopher Protagoras in the 5th century BC. This statement serves to clarify the two primary definitions of humanism. First of all, humanism was a movement that arose during the 14th century in Italy. The time in which humanism flourished was called the Renaissance, which means “rebirth”. Humanism was, in fact, the essence of the Renaissance. It involved a revival of study of the ancient Latin and Greek authors in order to learn about them for their own sake, to see them in their proper historical context. It involved trying to see what the ancient authors had actually meant, uninfluenced by specifically Christian interpretations of them.

2. Second, humanism became a point of view that asserted human dignity and values, and as such it survives today. Humanism expressed a confidence in humanity's ability to exert control over nature or to shape society according to its needs and desires.

3. Humanism derives from the Latin word humanitas. The word obviously means “humanity,” but in relation to humanism it signifies more. For the Roman statesman Cicero, humanitas meant a certain kind of broad education needed to function adequately in society. Such an education was designed to allow people to explore the whole range of knowledge in order to develop their full potential

4. For the Italian Renaissance humanists, the humanities consisted primarily of studying the ancient, pre-Christian authors. It also meant using the knowledge they gained to promote the development of human capacities, to open new possibilities for mankind. One of the new directions was exploration of the natural world by science. Ancient scientific texts spurred the scholars of the Renaissance to rethink the world and the universe and to look in new directions with new methods. Hence there occurred the birth of modern science and mathematics in the work of such men as Galileo, Copernicus, and Leonardo.
(Encyclopedia Britannica)
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Neither  religion nor God was rejected by humanism.

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Mass communication

1. Mass communication may be defined simply as messages directed at masses, or great numbers, of people. There are features of mass communication, however, that help to set it apart from other communication. Mass communication messages are prepared by institutions or other groups of people. A local television evening news program, for example, involves the three or four people who are seen at the news desk, but it also involves many people who are never seen on camera—camera operators, engineers, business managers, and many others.

2. Mass communication is also directed to a relatively large and anonymous audience—“to whom it may concern.” The message must appeal to a large number of people, or those producing it will not remain in business. Finally, the source of the message is remote—separated from the audience by time or space. As a consequence, those being addressed do not feel the same need to pay careful attention as do those in the company of the message source. For example, television viewers generally feel free to talk to each other, leave the room to get a snack, change channels, or fall asleep.

3. The fact that mass communication is a business has important implications. The mass media are in competition with each other for sales dollars, advertising revenue, or both. With advances in technology the number of alternatives is increasing. People have a greater variety of communication products from which to choose. Cable television, videotapes, and pay television systems, for instance, offer an increasing number of options to television viewers.

4. As some people turn away from regular network and local-station programming, advertisers may be unwilling to pay the prices asked for advertising time. In the past, magazine publishers, film producers, and radio stations found it necessary to reach out for specific audiences. It has been suggested that the general mass audience is disappearing in favor of a number of smaller, more limited mass audiences.
 (Encyclopedia Britannica)

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Communication contexts consist of the audience being addressed and the social settings in which communication occurs.

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Humanism

1. “Man is the measure of all things,” said the Greek philosopher Protagoras in the 5th century BC. This statement serves to clarify the two primary definitions of humanism. First of all, humanism was a movement that arose during the 14th century in Italy. The time in which humanism flourished was called the Renaissance, which means “rebirth”. Humanism was, in fact, the essence of the Renaissance. It involved a revival of study of the ancient Latin and Greek authors in order to learn about them for their own sake, to see them in their proper historical context. It involved trying to see what the ancient authors had actually meant, uninfluenced by specifically Christian interpretations of them.

2. Second, humanism became a point of view that asserted human dignity and values, and as such it survives today. Humanism expressed a confidence in humanity's ability to exert control over nature or to shape society according to its needs and desires.

3. Humanism derives from the Latin word humanitas. The word obviously means “humanity,” but in relation to humanism it signifies more. For the Roman statesman Cicero, humanitas meant a certain kind of broad education needed to function adequately in society. Such an education was designed to allow people to explore the whole range of knowledge in order to develop their full potential

4. For the Italian Renaissance humanists, the humanities consisted primarily of studying the ancient, pre-Christian authors. It also meant using the knowledge they gained to promote the development of human capacities, to open new possibilities for mankind. One of the new directions was exploration of the natural world by science. Ancient scientific texts spurred the scholars of the Renaissance to rethink the world and the universe and to look in new directions with new methods. Hence there occurred the birth of modern science and mathematics in the work of such men as Galileo, Copernicus, and Leonardo.
(Encyclopedia Britannica)
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The Renaissance was based on the ideas of Humanism.

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Mass communication

1. Mass communication may be defined simply as messages directed at masses, or great numbers, of people. There are features of mass communication, however, that help to set it apart from other communication. Mass communication messages are prepared by institutions or other groups of people. A local television evening news program, for example, involves the three or four people who are seen at the news desk, but it also involves many people who are never seen on camera—camera operators, engineers, business managers, and many others.

2. Mass communication is also directed to a relatively large and anonymous audience—“to whom it may concern.” The message must appeal to a large number of people, or those producing it will not remain in business. Finally, the source of the message is remote—separated from the audience by time or space. As a consequence, those being addressed do not feel the same need to pay careful attention as do those in the company of the message source. For example, television viewers generally feel free to talk to each other, leave the room to get a snack, change channels, or fall asleep.

3. The fact that mass communication is a business has important implications. The mass media are in competition with each other for sales dollars, advertising revenue, or both. With advances in technology the number of alternatives is increasing. People have a greater variety of communication products from which to choose. Cable television, videotapes, and pay television systems, for instance, offer an increasing number of options to television viewers.

4. As some people turn away from regular network and local-station programming, advertisers may be unwilling to pay the prices asked for advertising time. In the past, magazine publishers, film producers, and radio stations found it necessary to reach out for specific audiences. It has been suggested that the general mass audience is disappearing in favor of a number of smaller, more limited mass audiences.
 (Encyclopedia Britannica)

Укажите, какой части текста (1, 2, 3, 4) соответствует следующая информация

Mass communication products are created by a group of people.