Lecture Ready 01 With Keys and Tapescripts

LECTURE
READY
Strategies for Academic Listening,
1
Note-taking, and Discussion
Answer Key
and
Transcripts
2
1
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Contents
Answer Key . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Transcripts
Unt 1 Psychology
Chapter 1 The Frst Day n Socal Psychology Class . . . . . . . . . . . . . . . 15
Chapter 2 The Pace of a Place. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Unt 2 Busness
Chapter 3 Busness Innovaton . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Chapter 4 Global Busness: The Case of MTV . . . . . . . . . . . . . . . . . . . . 19
Unt 3 Meda Studes
Chapter 5 Celebrtes and the Meda . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Chapter 6 Communcaton Revolutons. . . . . . . . . . . . . . . . . . . . . . . . . . 22
Unt 4 Scence
Chapter 7 How Sleep Affects Thnkng . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Chapter 8 The Influence of Geography on Culture . . . . . . . . . . . . . . . . 25
Unt 5
Chapter 9 The Story of Fary Tales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Chapter 10 Archtecture: Form or Functon?. . . . . . . . . . . . . . . . . . . . . . 28
Lecture Ready 1: Answer Key 1

Answer Key
CHAPTER 1 thnk about socety…and how they behave

The First Day of Social Psychology together.
Class Exercise 4 (p. 7)
1. Ths class, partcpate dscussons, lsten
Build Background Knowledge lectures
Exercise 1 (p. 2) 2. Show mportance socal psychology
Answers vary 3. Course prepare students contnue studes
socal psychology
Exercise 3 (p. 4)
1. The students wll learn how people, thnk,
feel, and behave n socal stuatons. Listen and Take Notes
2. The quzzes and tests count for 20% each,
Exercise 1 (p. 8)
the fnal exam counts for 25%, papers and
Answers vary
presentatons count for 20%, and attendance
counts for 15%. Exercise 2 (p. 8)
3. The professor ncludes partcpaton n class Answers vary
dscussons. Also see transcript on page 15 of this booklet.
Exercise 4 (p. 4) Exercise 3 (p. 9)

1. c 4. f 7. b Answers vary
2. d 5. g 8. a
Exercise 4 (p. 9)
3. e 6. h
1. Students wll study people n socal
Exercise 5 (p. 4) stuatons—how people nteract wth other
b people, and the theory and research that
explans ths.
Exercise 6 (p. 5)
2. The professor wll expand on the deas
Answers vary
n the textbook wth explanatons and
Exercise 7 (p. 5) examples and also present new nformaton
Answers vary that sn’t n the textbook.
3. The professor expects the students to ask
questons, make comments, contrbute ther
Prepare to Listen and Take Notes deas, and lsten to each other.
Exercise 2 (p. 6) 4. The two parts of attendance are: 1) come to
2. aspect class and 2) partcpate
3. affect
4. conssts of Exercise 5 (p. 9)
5. theores Answers vary
6. research
Exercise 3 (p. 7) Discuss the Issues
Socal psychology s the study of the way All answers vary
people behave, and how people feel about
socal stuatons. So we wll learn about what
people thnk about other people and how they
2 Lecture Ready 1: Answer Key

CHAPTER 2 Exercise 4 (p. 17)
The Pace of a Place Answers vary
Possible answers are:
Build Background Knowledge Vacaton tme (away from work) vares dfferent
parts world
Exercise 1 (p. 12)
France: 5-6 weeks pad vacaton
Answers vary
Sweden: most vacaton tme Europe—8
Exercise 3 (p. 14) weeks
1. The effort a person makes to acheve as US: most workers 2 weeks
much as possble n a gven amount of tme Japan: 3 weeks offered, reports show only
2. When thnkng about pace, people consder half tme used
ther workplace, ther personal lves, and Example: Japan 1990—15.5 days vacaton
the envronment around them. gven, 8.2 days average taken
3. It depends on the ndvdual. A pace that s
too fast for one person mght be borng for
Listen and Take Notes
another.
Exercise 1 (p. 18)
Exercise 4 (p. 14) Answers vary
1. a
2. a Exercise 2 (p. 18)
3. b Answers vary
4. b Also see transcript on page 16 of this booklet.
5. b Exercise 3 (p. 19)
6. a Answers vary
7. a
1. Professor Levne wanted to know the
Exercise 5 (p. 14) answer to ths queston: What makes a
c place have a fast or slow pace?
Exercise 6 (p. 15) 2. The researchers looked at these three
Answers vary factors: walkng speed, speed n the
workplace, and accurate tme on clocks.
Exercise 7 (p. 15) 3. The fve fastest paced places are:
Answers vary Swtzerland, Ireland, Germany, Japan, Italy.
The fve slowest paced places are: Syra, El
Salvador, Brazl, Indonesa, Mexco
Prepare to Listen and Take Notes
4. The fastest paced place have these thngs
Exercise 2 (p. 16) n common: vtal economes (lots of money
1. compare changng hands), ndustralzaton (lots
2. factors of companes), larger populatons (many
3. analyze people), cooler clmates, cultures that value
4. tend to ndvdualsm (versus valung the group)
5. characterstcs
6. sgnfcant Exercise 5 (p. 20)
Answers vary
Exercise 3 (p. 16)
The pace of lfe n the Czech Republc has Exercise 6 (p. 20)
become more ntense snce the government Answers vary
changed n 1989. One reason for ths s that
before 1989, people were guaranteed a job. Ths
Discuss the Issues
guarantee of a job resulted n some people
All answers vary
workng and lvng at a more lesurely pace.

CHAPTER 3 gong to dscuss nnovaton . . . . That’s rght, .
Business Innovation . . how busnesses get new deas, who thnks of
the deas, and what they do wth them. Are you
Build Background Knowledge ready? All rght. Frst we’ll look at a couple of
new companes and then we’ll look at one new
Exercise 1 (p. 24)
product creator who s actually a good frend
Answers vary
of mne.
Exercise 3 (p. 25)
Exercise 5 (p. 28)
1. GE hred Beth Comstock to make the
Also see transcript on page 17 of this booklet.
company more creatve and nnovatve.
1. Topc lecture language: Our topc today s
2. He gves customers a very emotonal
Topc: software nnovaton
experence when they buy the products he
Bg pcture lecture language: We’re gong to
desgns.
dscuss a few examples of
3. They both try to help companes become
2. Topc lecture language: What I want to talk
more nnovatve when they desgn and sell
about today s
products.
Topc: product nnovaton n the world of
Exercise 4 (p. 26) new cars
1. g Bg pcture lecture language: I’m gong to
2. d cover and then I’ll cover
3. e 3. Topc lecture language: today we’re gong to
4. h dscuss
5. b Topc: nnovatons n the food world
6. a Bg pcture lecture language: frst we’ll look
7. f at and then we’ll look at
8. c
Exercise 6 (p. 28)
Exercise 5 (p. 26) types, In fact
b
Exercise 7 (p. 29)
Exercise 6 (p. 26) 1. Innovaton n the skn-care busness. The
Answers vary student wrote t all the way to the left.
2. Market research, create an experence for
Exercise 7 (p. 26)
the customer, and brng ‘real people’ nto
Answers vary
the company. The student ndented these
ponts.
Prepare to Listen and Take Notes 3. The student ndented t under the thrd
Exercise 1 (p. 27) pont
She msses the professor tellng the students Exercise 8 (p. 29)
what the lecture wll be about and the general Answers vary
plan of the lecture. Possible answers are:
Exercise 2 (p. 27) Product nnovaton—electroncs world
Answers vary dgtal musc players
cameras
Exercise 3 (p. 27) computer hardware
Answers vary Focus: Logtech
Exercise 4 (p. 28) makes headsets, keyboards
Greetngs everyone. It’s been a few days snce famous for computer mouse
we saw each other. Let’s get back together. Ths
mornng we have an nterestng topc. We’re

Listen and Take Notes qualty of ther products at the same tme
Exercise 1 (p. 30) that they swtched to usng just one name
Answers vary on all ther products.

Answers vary 1. a
Also see transcript on page 17 of this booklet. 2. a
3. b
Exercise 3 (p. 31) 4. a
Answers vary 5. b
1. They got deas for new products by luck, for 7. b
example, somethng happened by accdent 8. a
or surprse. Exercise 5 (p. 36)
2. They have courage and they thnk about b
ther product n a new way.
3. CEO realzed hs customers needed a Exercise 6 (p. 36)
reason to buy the Pod, so he asked hs Answers vary
people to fnd a way to use the machne Exercise 7 (p. 36)
to get musc from ther computer and the Answers vary
Internet so that they could lsten to the
musc everywhere.
4. They started to thnk about ther store n a Prepare to Listen and Take Notes
new way—as a “thrd” place where people Exercise 1 (p. 37)
could spend tme and use the Internet. Answers vary
Answers vary H there, everyone. It’s nne o’clock, so
let’s go ahead and get started. What
Exercise 6 (p. 31)
I want to talk about ths mornng s
Answers vary
the hstory of global brands . Now, why do I
want to talk about the hstory of global brands?
Discuss the Issues Shouldn’t we be talkng about the future?
All answers vary Maybe, but n busness, we can’t understand
the future untl we understand the past . . . .
All rght. I want to dscuss the causes of the
CHAPTER 4 falure of some companes who have tred to
Global Business: The Case of MTV do busness—Novaltes and other companes
that are no longer around.
Build Background Knowledge Exercise 3 (p. 38)
Exercise 1 (p. 34) Also see transcript on page 19 of this booklet.
Answers vary 1. Topc: a case study of Lev’s
2. Topc: the qualtes of successful
Exercise 3 (p. 35)
nternatonal brands of food today
1. A brand must earn over one bllon dollars
and must get over a thrd of ts profts from Exercise 4 (p. 38)
outsde ts home country. Also see transcript on page 19 of this booklet.
2. Some companes create one mage for the 1. Bg pcture lecture language: Today I’m
brand all over the world. gong to look at several ways
3. The dfferent names for ther products
confused people. They mproved ther

2. Bg pcture lecture language: What I want to Exercise 5 (p. 31)
do today s compare Answers vary
result, n general Answers vary
Exercise 6 (p. 39)
1. The three mportant deas are: 1) Samsung Discuss the Issues
had many dfferent brands for the same All answers vary
products 2) They wanted to dversfy and
3)ther profts began to ncrease. The
student showed these three mportant deas CHAPTER 5
by wrtng them all the way over to the left. Celebrities and the Media
2. Examples; explanaton; statstcs
Exercise 7 (p. 39) Build Background Knowledge
Answers vary Exercise 1 (p. 46)
Possible answers are: Photo: Actor Matt Damon sgnng autographs
2 ways global brands ncrease profts for fans
have 1 look everywhere Answers vary
eBay—webste for buy and sell
Exercise 3 (p. 47)
uses same ste n every country they’re n
1. James Houran s a psychologst who
use same ads everywhere
beleves people n today’s socety are too
Global Banks
focused on celebrtes and the actvtes of
value of brand up 20% n 2005
people n the entertanment world.
2. One thrd, or 33%, of the populaton has
Listen and Take Notes celebrty sckness.
Exercise 1 (p. 40) 3. People are more nterested n celebrtes
Answers vary now because there s more meda coverage
of celebrtes.
Exercise 2 (p. 40)
Also see transcript on page 19 of this booklet. 1. c
2. d
Exercise 3 (p. 41) 3. g
Answers vary 4. b
Exercise 4 (p. 41) 5. f
1. MTV has exsted for over 24 years, and 6. e
t reaches more than one bllon people 7. h
around the world. It s n more than 331 8. a
mllon homes n 164 countres n 18 Exercise 5 (p. 48)
dfferent languages. a
2. MTV’s busness plan s to expand ther
network untl t s everywhere n the world. Exercise 6 (p. 48)
3. The company broadcasts vdeos of local Answers vary
musc and t produces programs that focus Exercise 7 (p. 48)
on the people and the culture of the country Answers vary
that t’s n.
4. MTV hres local people who fnd the
performers who are popular n each country Prepare to Listen and Take Notes
and then creates programs wth the local Exercise 1 (p. 49)
performers. These words help you know the sequence, or
flow, of the nformaton.

Exercise 2 (p. 49) Listen and Take Notes
Now let me start wth an nterestng statstc: Also see transcript on page 20 of this booklet.
about twenty percent of people closely follow Exercise 3 (p. 53)
celebrtes n the meda. These people lke Answers vary
to talk about celebrtes wth ther frends,
maybe wth ther husband or wfe. Let’s move Exercise 4 (p. 53)
on to talk about the category of people who 1. Scentsts tell us that human bengs are
beleve they have a specal relatonshp wth a naturally nterested n famous people.
celebrty. 2. News coverage has gone down by about
10%. Ths s because the meda has more
Exercise 5 (p. 50) coverage of celebrty news and there s less
Also see transcript on page 20 of this booklet. space for real news.
1. c 3. Newspapers dscovered that celebrty news
2. a helps them sell more papers and there are
3. b more sources for news now, whch need
Exercise 6 (p. 50) appealng content.
Also see transcript on page 20 of this booklet. 4. Chldren know much less about world and
1. Transton lecture language: Let me start local events. Chldren are losng touch wth
wth ther frends and famles.
New dea: a dscusson of beauty Exercise 5 (p. 53)
2. Transton lecture language: Next, let’s talk Answers vary
about
New dea: another thng that happens n Exercise 6 (p. 53)
the bran Answers vary
3. Transton lecture language: Now that we’ve
talked about . . . , let’s talk about Discuss the Issues
New dea: how ths relates to the past and All answers vary
today
Exercise 7 (p. 50)
CHAPTER 6
Accordng to, knds
Communication Revolutions
Exercise 8 (p. 51)
Answers vary
Build Background Knowledge
2. Small # of people feel have specal Photos (clockwse from top rght): early
relatonshp wth celebrtes computer, stone tablets wth pctographc
3. What = beautful always Í wrtng, MP3 player n dockng staton, flng
4. 33% of research group have “celebrty cabnet
sckness.” Answers vary
5. Researches spoke to > 100 people wth
celebrty sckness. Exercise 3 (p. 57)
1. A wrtng system was developed to keep
track of weghng and measurng anmals
and foods. It was also a way to store and
transmt nformaton.

2. A pctographc system s a wrtng system Exercise 4 (p. 60)
based on pctures not sounds. Also see transcript on page 22 of this booklet.
3. Portable nformaton can be shared wth 1. c
others near and far away. 2. a
3. b
Exercise 4 (p. 58)
2. a Also see transcript on page 22 of this booklet.
3. b 1. Lecture language: What do we mean by
4. a Defnton: the use and knowledge of any
5. b tool that humans have nvented
6. b 2. Lecture language: the defnton s
7. a Defnton: system for sendng out and
8. b recevng movng pctures and sound over a
dstance
Exercise 5 (p. 58)
3. Lecture language: by rado I mean
b
Defnton: a system for sendng out sgnals
Exercise 6 (p. 58) wthout wres
Answers vary
Exercise 6 (p. 60)
Exercise 7 (p. 58) focus on, major
Answers vary
Exercise 7 (p. 61)
Answers vary
Prepare to Listen and Take Notes Exercise 8 (p. 61)
Usng a dctonary whle lstenng to a lecture Possible answers are:
creates two problems: the lstener stops 2. Sum wrtng = cuneform, .e. wedge
lstenng and does not follow the lecture, and shaped, lke pece of cake
the lstener mght mss the defnton gven by 3. Info used symbols; symbols = wedges
the lecturer. 4. Dffs betw early pcture wrtng:
Exercise 2 (p. 59) e.g. cun vs. Egypton heroglyphcs
Answers vary cun = more abstract .e. lke shapes
herog = more lke pcs
Exercise 3 (p. 59)
Now that we know a lttle bt about the
nventon of wrtng, let’s look at the tools that Listen and Take Notes
early wrters wrote wth. When people were Exercise 1 (p. 62)
wrtng on clay tablets they were usng bone Answers vary
tools. As the medum moved from clay to early
Exercise 2 (p. 62)
paper, people began to use to reed brushes and
Answers vary
pens. Now by reeds , I mean grasses that
usually grow by a rver . These were wrtng
tools. When pens were frst nvented they Exercise 3 (p. 63)
were made out of qulls, . . . qulls , meanng Answers vary
the end of a brd feather . But by 1850, qull
Exercise 4 (p. 63)
pens were less common because the qualty
1. Mass communcaton s communcaton
of the steel nbs , . . . let me defne that:
from one person or group of people,
the metal ponts of pens were called steel nbs,
through a medum, to many dfferent
. . . these nbs were now very good qualty and
people at once.
replaced qulls.

2. There were two problems wth early wrtten Exercise 6 (p. 70)
communcaton: 1) nformaton was wrtten Answers vary
on heavy clay tablets so t wasn’t portable
Exercise 7 (p. 70)
and 2) nformaton wasn’t avalable for
Answers vary
everyone because not everyone could read.
3. The three communcaton revolutons are
the development of phonetc wrtng, the Prepare to Listen and Take Notes
nventon of prntng and the prntng press, Exercise 1 (p. 71)
and the nventon of computers. Gve an example.
4. The three deas key to mass communcaton
are 1) the ablty to store nformaton, 2) Exercise 2 (p. 71)
the ablty to transport nformaton, 3) the Answers vary
ablty to have easy access to nformaton. Exercise 3 (p. 71)
Exercise 5 (p. 63) Lack of sleep causes many problems.
Answers vary For example , t hurts the body’s ablty
to stay healthy. Usually, ths s the result
Exercise 6 (p. 63) of the fact that the mmune system–the
Answers vary part of the body that protects us from
nfecton—s weakened wthout sleep.
Discuss the Issues Let me gve you an example of what
All answers vary happens. It s easer to get nfectons, such
as colds and flu. Another problem that
occurs s weght gan. Ths happens because
CHAPTER 7 the body loses the ablty to handle sugar;
for nstance , t turns sugar nto fat rather
How Sleep Affects Thinking
than burnng t as energy.
Build Background Knowledge Exercise 4 (p. 72)
Answers vary 1. b
2. c
1. They need 8.5 to 9.25, but they get 6.8
per nght. They loose 1.7 to 2.45, or Exercise 5 (p. 72)
approxmately 2 hours, per nght. Also see transcript on page 23 of this booklet.
2. Academc studes; socal lfe; part-tme or 1. Lecture language: for example
full-tme jobs; relatonshps Example: turn the rado up, open the car
3. Daytme drowsness; nablty to cope wth wndow to hear the traffc
stress; weght gan; poor health; low energy 2. Lecture language: here are some examples
Example: coffee, tea, soft drnks wth
Exercise 4 (p. 70) caffene, chocolate
1. b 3. Lecture language: for nstance
2. d Example: pull the car over and take a nap
3. a
4. h Exercise 6 (p. 72)
5. f area, evdence
6. c Exercise 7 (p. 73)
7. e 1. The topc s sleep advce. The student
8. g ndcates ths by puttng the topc n the
Exercise 5 (p. 70)
c

center wth a crcle around t and wrtng t CHAPTER 8
n captal letters The Influence of Geography on
2. The three areas to consder are Culture
psychologcal, physcal, and envronment.
These are wrtten below the topc and
Build Background Knowledge
arrows pont to them.
3. Examples are wrtten below the pont and Exercise 1 (p. 78)
put n parentheses. Answers vary

Answers vary 1. “Slcon Valley” s the nckname for the
southern part of the San Francsco Bay Area
and surroundng communtes, located n
Listen and Take Notes northern Calforna n the Unted States.
Exercise 1 (p. 74) 2. Pleasant clmate, lots of open space,
Answers vary proxmty to markets across the Pacfc
Ocean
Exercise 2 (p. 74) 3. They make t easer to exchange goods.
Answers vary
Also see transcript on page 24 of this booklet. Exercise 4 (p. 80)
1. b
Answers vary 3. a
Exercise 4 (p. 75) 4. b
1. Sleep helps the body recover from physcal 5. a
actvtes and sleep s mportant for 6. b
learnng. 7. b
2. Sleep deprvaton mpars thnkng ablty, 8. b
physcal abltes, and moods. Exercise 5 (p. 80)
3. People are less able to speak clearly. Speech c
may be slurred. They may stutter or speak
n a monotone voce. They also speak at a Exercise 6 (p. 80)
slower pace than usual. Answers vary
4. Not gettng enough sleep can cause Exercise 7 (p. 80)
students to lose a lot of nformaton that Answers vary
they learned. In-class work and tests requre
students to have the ablty to speak clearly
and come up wth creatve answers, both of Prepare to Listen and Take Notes
whch can be hurt by sleep deprvaton. Exercise 1 (p. 81)
Exercise 5 (p. 75) b
Today we are gong to dscuss one
geographcal feature that has been
Discuss the Issues
mportant to the development of ctes.
All answers vary
We’ll look specfcally at waterways.
Let me explan what I mean by waterways.
By waterways, I mean rvers, lakes, ocean
bays—water that s deep and wde enough for

shps to travel on, . . . to transport physcal features and clmate of Afrca algn
. . . move products back and forth. under the “Afrca” headng)
So, let me show you why waterways have
been so mportant. In the tme before ralroads,
and before road systems and trucks and
arplanes,... waterways were the man way, and Exercise 1 (p. 84)
the least expensve way, to exchange products. Answers vary
So you can see that, when a cty was close Exercise 2 (p. 84)
to a waterway, t could have more exchange Answers vary
of products, and as a result, more economc Also see transcript on page 25 of this booklet.
development.
Exercise 3 (p. 85)
1. c Exercise 4 (p. 85)
2. b 1. It’s the study of the way that the physcal
3. a envronment of the Earth nteracts wth the
people and cultures of the Earth.
Exercise 5 (p. 82) 2. “Barrer effects” refers to the nfluence that
Also see transcript on page 25 of this booklet. geographcal features can have on cultures.
1. Explanaton lecture language: let me show 3. Isolaton can prevent cultures from
you what I mean exchangng nformaton, deas, or goods.
Explanaton: people learned about the It also causes cultures to develop separate
world through contact wth other people languages and prevents or lmts cultures
2. Explanaton lecture language: let’s look at from changng.
how ths worked 4. Oceans, forests, mountans, deserts, and
Explanaton: the closer to waterways tundra
people lved, the more opportunty they had
to exchange deas about the world Exercise 5 (p. 85)
3. Explanaton lecture language: let me explan Answers vary
Explanaton: cultures not near waterways Exercise 6 (p. 85)
usually developed more slowly than Answers vary
cultures near waterways because waterways
help people exchange deas
Discuss the Issues
Exercise 6 (p. 82) All answers vary
end up, classc example
Exercise 7 (p. 83)
1. Rvers; the student wrtes t at the top of the CHAPTER 9
chart The Story of Fairy Tales
2. Physcal features and clmate; these are
wrtten on the left sde of the chart Build Background Knowledge
3. The student wrtes the nformaton n lne Exercise 1 (p. 90)
wth each aspect on the left (so the physcal Fary tales (clockwse from top rght): Lttle Red
features of both regons algn wth “Physcal Rdng Hood (wth wolf); Cnderella; Jack and
features” on the left, and the clmate the Beanstalk; Sleepng Beauty
nformaton for each regon algns wth Answers vary
“Clmate” on the left) and the regon on the
top (so the physcal features and clmate Exercise 3 (p. 92)
nformaton for Western Europe algn under 1. A fary tale s a story that has magcal
the “Western Europe” headng, and the people and creatures n t.

2. Two popular themes are 1) a common Exercise 4 (p. 94)
person rsng above hs or her low poston Also see transcript on page 26 of this booklet.
n lfe and 2) cauton—the consequences of 1. b
not payng attenton to a warnng. 2. c
3. Chldren learn that, f you gnore a warnng, 3. a
you wll pay a penalty.
Exercise 5 (p. 94)
1. d 1. Important nformaton lecture language: t
2. c s mportant to note
3. e Important nformaton: The themes n older
4. b stores lke Cnderella stll have meanng
5. h today.
6. g 2. Important nformaton lecture language:
7. f wrte these down
8. a Important nformaton: smlartes between
Cnderella and Harry Potter:
Exercise 5 (p. 92)
• both have characters taken n by other
a
famles
Exercise 6 (p. 92) • both lve n terrble homes
Answers vary • both have a relatve ther own age
3. Important nformaton lecture language: I’ll
Exercise 7 (p. 92)
say t agan
Answers vary
Important nformaton: They both have a
wsh for a dfferent lfe. Ths wsh makes
Prepare to Listen and Take Notes many of the events n the story occur.
b assume, purpose
Answers vary 1. Stars next to deas; captal letters; arrows;
Exercise 3 (p. 93) underlne; labelng deas as mportant wth
Excerpt 1 the word “KEY” wrtten n captal letters
Today we’ll dscuss a fary tale that some say 2. The two most mportant ponts are
s the best-known fary tale n the world. Take hghlghted by markng them wth captal
a mnute and guess whch one that s . . . . Dd letters. The ponts are 1) the most common
you guess “Cnderella”? If you dd, you are correct. theme s that characters are treated
I want to pont out that there are over 700 unkndly and 2) the unknd treatment helps
varatons of the story . . . . Let me repeat that the character look for change.
, . . . 700 varatons of the story from many Exercise 8 (p. 95)
countres. Italy, Denmark, Vetnam, Russa, Answers vary
France, to name a few.
Excerpt 2
Next class, we’re havng a quz. I wll Listen and Take Notes
nclude names and dates on the quz, so Exercise 1 (p. 96)
t s mportant to wrte these n your notes . Answers vary
The oldest verson of Cnderella s “Yeh-hsen”
Exercise 2 (p. 96)
from Chna. The Chnese verson of Cnderella
Answers vary
s the earlest recorded verson of the tale. Ths
verson s over 1000 years old, . . . from the 9th
century.

Answers vary 1. People should be able to understand the
purpose of a buldng (functon) by ts
Exercise 4 (p. 97)
appearance (form).
1. People change nto anmals; for example, a
2. They wanted to know whether people could
boy becomes a brd. A prncess may sleep for
guess the purpose of each buldng from ts
a hundred years. Objects can be enchanted;
appearance. People guessed correctly only
for example, mrrors talk, pumpkns become
32% of the tme.
carrages, and a gene lves n a lamp.
3. Researchers beleve that when a buldng’s
2. Some people assume that fary tales were
form s clear, vstors can fnd ther way
created for chldren, but ths s not true; fary
and cty lfe s more comfortable and
tales are stores that adults told other adults.
understandable.
3. The purposes are 1) they help people
wonder about the workngs of the unverse; Exercise 4 (p. 102)
2) they entertaned people and helped 1. b
people escape from the routne of ther 2. a
lves; 3) they cvlze people by teachng 3. b
them how to be good ctzens. 4. b
4. Fary tales are actually very deep. They are 5. a
stores about who we are and how we beleve, 6. b
but they come n the form of entertanment, 7. a
so they are easy to understand.
Exercise 6 (p. 102)
Answers vary
Exercise 7 (p. 102)
Answers vary
Prepare to Listen and Take Notes
Discuss the Issues Exercise 1 (p. 103)
All answers vary Answers vary
Exercise 2 (p. 103)
CHAPTER 10 Answers vary
Architecture: Form or Function? Exercise 3 (p. 104)
Build Background Knowledge 1. c
1. (Clockwse from top rght) museum (The 3. b
Pompdou Centre, Pars, France); parking Exercise 4 (p. 104)
garage (entrance to the parkng garage of the Also see transcript on page 28 of this booklet.
Chat/Day Offce Buldng, Vence, Calforna, 1. Topc lecture language: Ths mornng I want
USA. Note, there are conference rooms to talk about
nsde the two cylnders, whch connect to Topc: a very mportant person who really
the offce buldng behnd. Consequently, nfluenced modern archtecture
one could argue that ths s an offce 2. Bg pcture lecture language: I’m gong to cover
buldng); office building (Swss Rensurance 3. Transton lecture language: Let me start wth
Tower, London, England); hotel (Burj al Arab New dea: a lttle background
Hotel, Duba, Unted Arab Emrates) 4. Defnton lecture language: By (vsonary), I
2. Answers vary mean

Defnton: someone who has the ablty to Exercise 5 (p. 97)
magne thngs for the future. Answers vary
5. Example lecture language: for example
Exercise 6 (p. 97)
Example: about the way to desgn
Answers vary
skyscrapers
6. Explanaton lecture language: what I mean s
Explanaton: the skyscraper, for Sullvan, Discuss the Issues
should be tall and also be decorated wth All answers vary
lots of attractve shapes, lke plant shapes,
and other pretty decoratons.
7. Important nformaton lecture language: Let
me repeat that
Important nformaton: Form follows
functon
Exercise 5 (p. 104)
pont, concept
Exercise 6 (p. 105)
1. Wrte the most mportant words
2. Use an nformal outlne (ndentaton)
3. Use symbols to represent words (=, +)
4. Use abbrevatons nstead of full words
(w/, LS)
5. Hghlght key deas (*, underlnng, all caps)

Exercise 1 (p. 106)
Answers vary
Exercise 2 (p. 106)
Answers vary
Exercise 3 (p. 107)
Answers vary
Exercise 4 (p. 107)
1. Lous Sullvan sad that form follows
functon.
2. He doesn’t beleve that form needs to follow
functon. He makes a game of the whole
dea.
3. It has many curves and round shapes. It has
no corners. It’s very shny. It’s on the water
so suggests a shp.
4. It does not reflect the dea that form follows
functon. It’s a beautful and nterestng
buldng, but t doesn’t communcate the
tradtonal dea of a museum.

Transcripts
CHAPTER 1 Now, the lectures. I’m gong to gve a lecture

The First Day in Social Psychology n each of my classes. And durng my lectures,
Class I’m gong to expand on the deas that you read
about n your textbooks. So, for example, I mght
Lecture explan somethng that you read about n the
assgnment or I mght gve you another example
OK. Well, welcome, everyone, to Psychology
that wasn’t n the readng. Now I want to pont
210. Please take a seat. Ths s Psychology
out, and ths s pretty mportant, that my lectures
210, Introducton to Socal Psychology. I hope
wll also nclude nformaton that you won’t see
everyone s n the rght room. Are you? OK, good.
n the readngs. That’s rght. My lectures wll
Let me get started.
sometmes have new nformaton. So guess what?
For today, ths afternoon, snce ths s our frst day, You have to come to class. Uh huh.
I want to talk to you about ths course. I’m gong
All rght, the dscussons: the dscussons, class
to gve you some nformaton about what we wll
dscussons, our dscussons are an mportant
study and how we wll study t. So, I want to talk
aspect of ths course. Durng our dscussons, I wll
brefly about the feld of socal psychology and then
welcome your questons and comments anytme
I wll gve you more nformaton about the course
you want to say somethng. Anytme. You should
requrements. Everybody OK wth ths? OK.
feel free to contrbute your own deas and your
Frst of all, n ths course, we are gong to look own opnons. But . . . but, for . . . for ths to work,
at people n socal stuatons. So what does that you have to be wllng to let the other students do
mean? That means, how people nteract wth the same. Meanng that we . . . we all lsten to each
other people. That’s the smplest way to explan other. All of us. That’s the deal n here.
ths course. And we’re gong to dscuss some of
Oh, and by the way, I just want to say, you don’t
the theory and the research that explans all of
have to agree wth me. But whenever you do
ths. OK, but before I go any further, let me make
express your opnon, you do have to show me
one pont very clear: the man objectve of ths
that you understand the deas we’re talkng about
course s to help you to become more nterested
n class. So, what I’m sayng s, these dscussons
n the feld of socal psychology and to prepare
should show how you thnk about deas n the
you for more studes n ths feld. That s my
readngs and the deas you hear n the lectures
hope. OK?
and dscussons, and also what you thnk about
So I thnk by now everyone has had a chance to them. You get the pcture?
have a look at the syllabus. Yeah? You saw t on
Now, what about your grade? I know you want
my Web ste, rght? So, I thnk that you get the
to know ths nformaton. All rght. Your grade
pcture that . . . that I’m gong to expect a lot
conssts mostly of quzzes and exams. For quzzes,
from you n ths socal psychology class. So I wll
you’ll be able to use your lecture notes, so
go over the syllabus now, OK?
attendng class and takng good notes s gong to
Frst, let’s talk about the readngs: I’ll assgn be the key to your success n ths class. For exams,
new readngs each class perod and the readng you wll not be able to use your notes. So, no notes
assgnments are gong to come from the textbook. for exams. I’ll explan about the class presentaton
You should complete the assgned readngs by and the two opnon . . . and the two, . . . excuse
the date I gve you. That’s smple. You get the me, . . . two opnon papers later n the semester.
assgnments and then you do the readng. We don’t need to get nto that rght now.
Lecture Ready 1: Transcripts 15

All rght. You saw on the syllabus that attendance So what specfc characterstcs of places and
s also gong to be a . . . a bg component n cultures make them slow or fast? One socal
ths class. But let me talk about that rght now. psychologst, a fellow named Robert Levne, a
Attendance means you have to attend class professor at Calforna State Unversty n Fresno,
regularly, but not just come to class. You have Calforna, created a study that allowed researchers
to partcpate n class dscussons. So, what I’m to analyze some data, some numbers, that could
sayng s your partcpaton, whatever t s, s accurately defne the pace of lfe of a place. He
gong affect your grade. OK? So far, so good? wanted to know the answer to ths queston, “What
makes a place have a slow or fast pace?”
Now, I know ths seems lke a lot, but t’s really pretty
smple. My expectatons are that you come to class, Here’s how he and hs researchers went about t.
turn your work n when t’s due, share your deas, They analyzed and compared 31 dfferent ctes
lsten to others, and, and . . . and do the readngs, around the world. They looked at three dfferent
and you wll do fne n ths class. No problem. factors. Let me put them up here so you can follow.
OK? All rght. That’s enough for our frst day. I What s the average walkng speed of the place?
wll see you next tme and we wll dscuss chapter To measure that, he randomly selected people,
one n your textbooks. So there’s your frst both men and women, and watched the speed at
readng assgnment—chapter one! OK. Bye, now. whch they walked n crowded, downtown areas.
Uh, he watched them as they walked a dstance of
60 feet, or about 20 meters.
CHAPTER 2
Second, he looked at speed n the workplace. Now,
The Pace of a Place he dd ths n an nterestng way. He went to post
offces all around the world. Yes, that’s rght, post
Lecture offces. And, he measured how long t took a postal
Hello, everyone. Good to see you all. Are you clerk to sell someone a stamp. They measured the
ready to begn? Great, great. In ths class, tme that passed between when a clerk receved
we’ve been lookng at the behavor of people, the money and the customer receved the stamp.
and especally lookng at how ther behavor They looked at how much tme that took. OK, are
s affected by the place they lve n. I’d lke to you wth me so far? Yeah? OK.
contnue ths n today’s lecture. Today, I’d lke to
talk about a study that was done to measure the The thrd thng he looked at was how nterested
pace of lfe. The study compares dfferent ctes a place was n keepng accurate tme on clocks.
around the world and asks the queston, “How So, the researchers went to 15 randomly chosen
and why do dfferent places n the world have banks and looked at ther clocks. Then they
dfferent paces of lfe?” compared the tme on these clocks to the tme
reported by the phone company. You know what I
As you probably know, pace tends to be part of mean, when you call the phone company to learn
how we descrbe the atmosphere of the place. the tme of day from a recorded voce. That tme
If you’ve traveled a bt, or read about lfe n s consdered to be very accurate.
dfferent places, you know that the pace of lfe
dffers n dfferent cultures and places. Rght? So, the researchers looked at these factors durng the
But why are some places “faster” than others? workday n 31 dfferent ctes around the world to get
What exactly are the factors that make up the a specfc dea of pace. By lookng at these factors the
dfferences n pace of lfe? researchers came up wth a ratng of overall pace of
lfe—the overall sense of tme urgency. Let’s look at a
Before we dscuss ths queston, I want to make few hghlghts from ths survey.
sure that we all have the same dea about the
meanng of “pace of lfe.” By pace of lfe, I mean The survey, by the way, was conducted n the late
the speed at whch lfe s lved or busness s 1990s, so there may be some changes from what
carred out. OK? Let me get that up for you. we would fnd n the same countres today.
16 Lecture Ready 1: Transcripts

OK, n the “fastest” category, Swtzerland s n frst Introduction #2
place wth hgh rankng n all three areas. Ther Come on n everyone, take your seats. I wanted to
clock accuracy ranked frst. Then comes Ireland get started as soon as possble. OK. Let’s get back
and Germany. And Japan came n fourth. Really, to our dscusson of product nnovaton. What I
these top four countres were all very smlar. want to talk about today is product nnovaton
Let’s look now at places where lfe s slow. The n the world of new cars. Sound OK? Good. I’m
slowest countres were all non-ndustralzed going to cover some of the basc developments n
countres, meanng there s not much ndustry, the hstory of car nnovaton and then I’ll cover
not many factores producng products. You can some of the latest developments n European car
see here that they are from the Mddle East, nnovaton. So we’ll travel to Germany and Italy
Syra; Asa, Indonesa; and Latn Amerca, El today, too. Sound lke fun? OK, let’s get started.
Salvador, Brazl, and fnally Mexco.
Introduction #3
So, what are the common factors n the countres
at the top, and those at the bottom, of the lst? All rght. As I sad last tme, when was last tme?
For these experments and other studes, the Oh, one week ago already. Wow! OK, as I sad last
researchers found fve man factors that affect the tme, today we’re going to discuss nnovatons n
pace of lfe n cultures around the world. Let’s the food world. I thnk t’s very useful to know
look at those. People tend to move faster n places how food companes get ther deas and then
wth vtal economes—lots of money changng desgn ther new products. So even f you have no
hands; um, a hgh degree of ndustralzaton— nterest n food, you’re gong to learn a lot about
lots of companes; larger populatons—many, product nnovaton. So, first we’ll look at a lst of
many people; cooler clmates, not the hot ones; some of the top food companes n the country
and cultures that value ndvdualsm, versus and then we’ll look at two companes that are
valung the group. dong some very nterestng nnovatve thngs
wth ther packagng desgns.
Interestng, don’t you thnk? Unfortunately, we
can’t get nto ths dscusson now. We’ll talk about
these detals n the next class. All rght? Lecture
All rght. I thnk everyone s here, so I’m gong
to go ahead and get started. Let’s go back to our
CHAPTER 3 dscusson of busness nnovaton. And, yesterday
Business Innovation I was explanng that n busness there are many
types of nnovaton. So, we sad, remember,
Practice Lecture there’s product nnovaton, there’s nnovaton
n busness organzaton, of course there’s
Introduction #1
marketng nnovaton, and there are other types
Good, good. OK, today’s a busy day so let’s go of nnovaton. OK? Well, today, I want to talk
ahead and get started. Our topic today is software about product nnovaton. So, that means how
nnovaton. Software. So that could be new deas busnesses come up wth deas for new products.
n musc software or game software many knds First, we’ll talk about nnovaton n the 21st
of software. Ths s a very hot topc. We’re going century n general. Then I’ll tell you about some
to discuss a few examples of busness software qualtes that successful nnovators share and
nnovaton, so that means bankng software, gve you two good examples.
spreadsheet software, that sort of thng. And
f we have tme, some of the new stock tradng OK? Now, n the past, busnesses got a lot of
software. ther new deas because somethng they dd
was a surprse or a mstake. So, nnovaton was
somethng they ddn’t plan. It was just luck.
We all know that tmes have changed n the
21st century. It’s not enough for companes to

depend on luck to develop new products and companes, and that s, that they thnk about
compete successfully n global markets. In fact, ther product n a new way. OK? And when they
the research shows us that the best companes do ths knd of thnkng, they also nvent a new
make nnovaton a large part of ther busness. market. And of course, that means, you got t,
That means they spend a lot of ther money on hgher profts. Are you wth me so far? Good?
nnovaton. And that s exactly the opposte of
OK. A great example of ths s Starbucks.
watng for luck to happen, rght?
Starbucks. You guys know Starbucks, rght? The
OK. Let’s step t up now. I want to pont out one coffee chan—10,000 stores around the world. I
thng that these nnovatve companes have n just went to Starbucks n Tawan, as a matter of
common, one thng that they all have, and that fact. OK, a few years ago, Starbucks was lookng
s courage. Courage. What I’m sayng s these for a way to get new customers, and they wanted
companes aren’t afrad to take rsks. These to . . . they wanted a way to make customers stay
companes are constantly tryng new deas, and n the store longer. And what else? Spend more
even though they know, they know, that many of money. That’s when they started thnkng outsde
ther deas are gong to fal the busness experts of the box.
say that these companes “make ther own luck.”
They realzed that ther stores could be more
They make ther own luck. They are rsk-takers, to
than a place where people buy a cup of coffee.
put t smply.
They thought about what people do n ther
So let’s take a look at a couple of successful, free tme, and they realzed that people spend
nnovatve companes, meanng companes that a lot of tme on the Internet. Everybody knows
are creatng new products and are dong well. that. So, Starbucks thought people mght lke to
OK. A great example of ths . . . a great example do t outsde of ther house, where they could
for us to talk about s Apple Computers. Yeah. maybe meet new people. So, they started to
Apple Computers. provde wreless Internet servce, the Internet, n
ther coffee shops. Rght? They even have some
OK. Apple s a computer company n Calforna.
Starbucks where you can download musc to your
A few years ago, they came up wth the dea to
computer.
make a totally new product, a dgtal musc player
that was small and easy to use—the Pod. Rght? Now, I’ve got to pont out that Starbucks can’t
You know t. OK, now, Steve Jobs—he’s the CEO say for sure that ther profts went up after ths
of Apple—Steve Jobs realzed t wasn’t enough change, but they dd fnd . . . they dd fnd out that
to create a fun lttle machne for musc. People customers who use the Internet at Starbucks stay
stll needed a reason to buy t. So, he asked hs n the store nne tmes longer than customers who
company to thnk outsde the box. He wanted hs just drnk coffee there. So probably, probably, they
people to come up wth a way for customers to spend more money at Starbucks, too.
use ths lttle machne to get musc out of ther
Well, t’s an example of how a totally new dea can
computers and the Internet. And then, they could
change a busness. In ths case, they thought of a
lsten to the musc on ther Pod everywhere they
product n a new, and some people say, a strange,
went—at home, school, at the gym, and so on.
way. A way no one had ever thought about.
At the tme, everybody sad ths was mpossble,
Well, I see we’ve run out of tme. So, let’s pck up
mpossble, because nobody had ever done ths
tomorrow.
before. Well, Apple got to work and solved all
the techncal and legal problems, and today, well,
today, the Pod earns over one bllon dollars a
year for Apple. So, agan, t’s that courage to take
a rsk and try somethng completely new.
Now, let’s move on because there’s a second
mportant characterstc of today’s nnovatve

CHAPTER 4 So, MTV, the gant musc TV network. MTV s
Global Business: The Case of MTV a great case study because t shows us, I mean,
gves us a good dea of how one company can
Practice Lecture do busness all around the world wth ncredble
success. So, what I want to do is discuss the
Introduction #1 reasons for the ggantc success of MTV. Are we
Yes. It’s defntely tme to start. The clock s good to go?
tckng and there’s a lot of materal to cover. Let
me remnd you we have a test next Thursday. OK. So, frst of all, let’s look at some of the stat . . .
OK? All rght. Now, our topic today s a case uh, some of the statstcs for MTV, before we go on
study of Lev’s. Dd everyone get that? Lev’s, the to analyze ther busness plan. OK? OK. Frst of all,
nternatonal brand of blue jeans and of course MTV has been around for 25 years or so. It reaches
other casual clothes. But everyone knows Lev’s more than one bllon people around the world. You
for ther jeans. All rght. Today, today I’m going heard me rght. More than one bllon people watch
to look at several ways that Lev’s has expanded MTV. Most of these vewers are young people
globally. In fact, you may not know that the Lev’s between the ages of 10 and 34, who watch the musc
brand s on the lst of the top 100 global brands. vdeos and other programs that are created for a
young audence. So, n other words, MTV s already
the most popular televson network n the world, n
Introduction #2 the world. Pretty amazng stuff.
Good evenng. Yes, look at the clock. It’s sx
o’clock. Thank you for beng on tme. How s So, now, I’m hopng, I’m hopng that . . . I’m
everyone? Excellent. Let’s go ahead and begn. hopng that you’re wonderng what ther busness
We’re going to discuss the qualtes of successful plan s for the near future. What more could MTV
nternatonal brands of food today. Now, I’m want? Huh? Well, ther busness plan s to expand
talkng about ths because, n ths day and age, ther network—are you ready?—untl MTV exsts
we’re seeng a huge ncrease n the number of everywhere n the world. Untl every person n the
food products avalable to buy - lke sweets, world has the ablty to watch MTV. It’s already n
snacks, and let’s nclude beverages too - that lots of countres, but not n all. They want to be n all.
move n and out of a lot of countres. So what I So, let’s do some statstcs. Let’s talk about profts.
want to do today is compare the busness plan Here we go. In 2005, MTV brought n 5.2 bllon
of Hershey’s chocolate . . . to the busness plan dollars. That’s 5.2 bllon dollars from all around
of Lndt chocolate. Lndt s a chocolate company the world. Let me break that down for you. OK?
from Swtzerland . . . and Hershey’s s an MTV s an Amercan company, rght? In the
Amercan chocolate company. So, two chocolate Unted States, MTV reaches about . . . about 88
manufacturers, two chocolate companes. mllon homes. But, outsde the Unted States,
MTV s n more than 331 mllon homes. And
Lecture that’s n 164 countres. And you can watch t n 18
dfferent languages.
All rght, folks. Let’s go ahead and get the ball
rollng here. It’s Frday, and I’m sure everybody OK, here’s another way to say t. MTV s number
wants to start the weekend, rght? I’m sure I’m 48 on the lst of the top one hundred brands n
rght about that one. the world. Got the pcture? They’re bg. Bg n the
whole world! Very successful, rght? So you mght
OK. We’ve been dscussng some of the factors
be wonderng, “What makes MTV so successful?”
related to successful nternatonal busness.
I hope you’re wonderng. All rght, so let’s analyze
Today, I’d like to talk about a topc that I thnk
the factors that have led to MTV’s success.
you already know somethng about. Beleve t
or not, t’s MTV. That’s rght, MTV. Maybe your OK. Probably the man reason for MTV’s
favorte TV channel. MTV. success around the world s also maybe the most
nterestng one. You mght expect to fnd MTV

plays the same musc vdeos and the same shows beauty and celebrtes and then the dea of how
all over the world. But they don’t. Nope. They our brans feel pleasure when we see celebrtes.
play the musc that s popular n each country.
OK. Let me start with a dscusson of beauty. It’s
And not just each contnent—so, not Afrcan rock
an easy dea: celebrtes are beautful, rght? Well,
musc or European rock musc, but they play the
research now tells us that when a person sees
rock musc of Italy n Italy, and the rock musc of
a celebrty a part of the bran that’s related to
Kenya n Kenya. So, what I’m sayng s, they play
pleasure, well, that part of the bran gets excted.
the local popular musc.
Scentsts say humans have always had ths bran
They show vdeos of local people playng local reacton—and, . . . and ths s nterestng because
musc. And along the same lnes, they produce our deas of what s beautful always change—but
programs that focus on the people of the culture n any case, the bran connects beauty to pleasure.
of the country that they’re n. So, what I’m
Next, let’s talk about another thng that happens
sayng s, MTV n Inda looks lke Inda. In Japan,
n the bran. Bologsts say that when people see
Japanese MTV looks lke Japan. MTV may be a
celebrtes over and over agan, so when we see
huge, nternatonal company, but t looks local.
a famous actor on televson, n the moves, and
All rght. So, now we have to ask, how do these . n magaznes, for example, the bran actually
. . how does MTV do ths? How do they fnd the feels pleasure from seeng somethng t has seen
local talent? Well, the answer s, they hre staff before. So t seems the bran feels pleasure from
n each country. That means people who speak repeated meetngs wth the same face or body.
the country’s language and know about the
Now that we’ve talked about the brain’s reaction,
local muscal performers. And they create local
let’s talk about how ths relates to the past and
programs that show these performers. In fact, I
today. So, the past. Scentsts say that before TV
learned that the rule at MTV s that 70% of the
and moves and photos the human bran felt
programs must show local performers. So, local,
pleasure from seeng frends and famly. Those
local, local. That’s the story.
were the people we saw agan and agan, and
So, we can see that MTV really created a smart those were the experences that gave the bran
busness plan. And what’s the result? MTV’s pleasure. Now, we have meda mages—photos,
global market s growng 20 percent each year. vdeo, moves—and the bran has changed. It’s
Twenty percent each year! I just read that they changed and t feels pleasure from seeng the
want to ncrease ths to 40%. They have a plan, faces of celebrtes, of people we don’t know and
and for now t’s workng. They’re at the top of wll never know.
ther game.
All rght. Next tme we’ll look agan at MTV’s Lecture
success and see how we could apply these Good mornng, everybody. It’s good to see you all
deas, all ths stuff we sad today about ths here ths mornng. Yesterday, we talked about news
one company, to other knds of nternatonal coverage and ts effects on people. Today, well,
busnesses. OK? Bye-bye. this morning, I want to talk about another knd
of coverage and that’s the coverage of celebrtes
n the mass meda. Celebrtes, move stars, rock
CHAPTER 5
stars, and people lke that n the meda.
Celebrities and the Media
The reason for ths topc s, and I’m pretty
sure you all know ths, the amount of celebrty
Practice Lecture
coverage has been ncreasng tremendously.
All rght. Please take a seat. Please take a seat. OK. Everybody knows ths has been happenng.
We need to get started. OK, I want to talk about And t’s not just celebrty news sources. Today,
scence, and the scence of how people relate to t’s not unusual to see news about move stars
celebrtes. That’s rght, scence and celebrtes. or televson stars on the front pages of regular
Sound lke fun? I’m gong to cover the dea of newspapers. Yeah, newspapers.

I’d lke to show you some research that actually Let me explan. All these new sources of news—
shows how much new celebrty news coverage the Web stes and cable news channels gong 24
there s. So, take a look at ths graph. It’s got some hours a day—they need to attract vewers and fll
pretty sgnfcant results. OK, so, here you see the up broadcast tme and Internet space. They need
researchers analyzed Amercan news magaznes, content, and ths content has to be popular wth
so that means they looked at serous magaznes many people. So, more and more they feature
that have artcles about government, the entertanment news, especally Hollywood gossp.
economy, crme, thngs lke that. The tall columns
All rght. That’s enough about the change n the
show the percentages of real news—government,
meda. Let’s go on to what ths all, uh, what ths
the economy, and so on. And the short, red
all means to us, students of the meda. Well,
column shows the percentage of artcles about
research about chldren and the meda shows that
celebrtes. You can see that n the last 25 years or
kds today know much more about the lves of
so real news coverage has gone down about 10%
rock sngers and move stars than kds of the past,
and that celebrty news has doubled—meanng,
and they know much less about world and local
there’s twce as much celebrty news now as there
events, lke what the Presdent does or about a
was n 1980. That’s bg news!
new law that affects them, for example.
Experts who study the meda say that there s
Other research has ponted to another negatve
so much coverage of entertanment news—lke
result of all the celebrty coverage. At the London
when a rock star gets marred or dvorced or
School of Economcs and Scence, researchers
when an actress has a baby—so much of ths n
found that the human bran sn’t really made . . .
the newspaper and magaznes and on televson,
t’s not meant to take all ths constant news about
that there s less and less tme and space for real
celebrtes—weddngs, deaths, partes, all those
news, lke news about events n the world.
bts of celebrty news. The proof of ths, they tell
Now, we have to ask ourselves, why dd ths us, s that chldren who watch a lot of celebrty
change happen. Why s there so much nterest news, they . . . they dscovered, are losng touch
n celebrtes today? Well, let’s move on now to wth ther frends and famles. That means
dscuss that. Let’s look at one of the major reasons they’re spendng less tme wth the mportant
of the ncrease n meda coverage of celebrtes. people n ther lves and spendng more tme
wth famous move stars or rock stars—even
In a nutshell, celebrtes sell. Back n the 1980s,
though, of course, they don’t really know these
newspapers were startng to lose money. More
celebrtes, rght?
people were gettng ther news somewhere else,
not from newspapers. So newspapers began to Now, uh, to wrap up, I’m gong to br . . . uh,
prnt more news about celebrtes and fewer leave you wth some predctons for the future.
artcles wth real news. Why? Because celebrty Most meda experts wll tell you that the amount
news sells. It’s all about ncreasng ther profts. of celebrty coverage s not gong to stop. It’s
There’s no way around the fact. People buy gong to contnue to ncrease. And they also say
celebrty news. People buy newspapers to read that news coverage, regular news coverage, s
about move stars and other celebrtes. That’s t. gong to contnue to decrease. We’ll dscuss the
possble effects of ths n our group dscusson
OK. So that’s one reason for more celebrty coverage.
tomorrow. So, do a lttle thnkng about t, and be
Next, let’s talk about another reason. Ths reason s
prepared to share your deas. That’s t for today
also somethng we all know. It’s the ncrease n the
and I’ll see you all tomorrow.
number of Internet stes and televson channels. In
most places you can watch televson news 24 hours
a day, rght? So the number of new sources of news
s another cause here.

CHAPTER 6 that’s three thousand years ago. All rght. Now,
Communication Revolutions the development of phonetc wrtng meant that
wrtng moved away from usng pctographs—
Practice Lecture OK, now, these are symbols that represent objects
and deas—and moved toward usng symbols to
Now that we know about the early hstory of
represent the actual sound of the spoken word.
wrtng, I’d lke to look at the recent hstory of
communcaton. In recent hstory we see that Now, let me gve you an example. Now, n
communcaton has really been nfluenced by pctographc wrtng, people actually drew some
technology. Now what do I mean by technology? knd of pcture of an dea. So, for example, to
Well, I mean the use and knowledge of any tool communcate the dea of a dog, they actually
that humans have nvented. And recently we see drew a dog. But n phonetc wr . . . wrtng,
that there are qute a few technologes that make people represented the sound duh-aw-guh wth
t easer to get and share nformaton. three letters, D-O-G.
Televson s one technology. You all certanly Now, ths was revolutonary. Why? Because t
know what televson s, but the technical made wrtng easer. It was smaller, so t was
definition is, let’s see, televson s a system for actually easer to produce. So, we see a real
sendng out and recevng movng pctures and change n wrtng style.
sound over a dstance.
Now, not only dd the style of wrtng change,
The next technology to look at s rado. Agan, we but the medum on whch the wrtng appeared
all know what rado s n the general sense, but f changed also. Pctographc wrtng was done on
we descrbe ts technology, then, by radio, I mean heavy clay tablets. Tablets that were so heavy
a system for sendng out sgnals wthout wres. that they really weren’t portable. But around the
same tme that phonetc wrtng developed, a new
These two technologes, televson and rado, are
medum was nvented—papyrus. Now, papyrus was
two major ways that nformaton s transmtted to
a type of paper made from a grass plant. You can
large audences today.
magne that ths paper was much lghter than clay.
So, ths combnaton of a lght-weght

Lecture medum—papyrus—and phonetc wrtng made
OK, I’m ready to begn, so let’s get started. nformaton more portable, so t could reach a
So, we’re gong to contnue our dscusson bgger audence. Now, t also made t easer and
of mass communcatons today. Now, I want cheaper to store the nformaton. So, nformaton
you to remember that when you say “mass became more portable and storable.
communcatons,” we mean communcaton
from one person or group of people, through a So, ths meant that for the frst tme, people had
medum, whch s some communcaton devce, to access to wrtten materal, so more people became
many dfferent people at once. So there are many lterate. All rght? That is, they learned to read
people who are the recevers of the nformaton. and wrte, whch led to wder communcaton.
All rght? So let me just get that on the board. So, People n dfferent socetes could convey
nformaton through a medum, OK, to many. nformaton to people n other parts of the world.
So, you see, ths was really the begnnng of mass
Now today, we’ll look at how mass communcaton communcaton—one group or one person could
has changed over the centures. OK? We’ll be now communcate wth many people.
lookng at three major changes, revolutons really,
n the hstory of mass communcaton. So, as socetes grew more lterate, ths resulted
n a demand for materals for people to read. So,
Now, the frst communcatons revoluton was do you get the pcture? All rght. Because at ths
the development of phonetc wrtng. So, frst pont, we’re ready to look at the next change. The
was the development of phonetc wrtng. All bgger populaton of readers created the second
rght. Now, ths occurred 3000 years ago. So, communcatons revoluton, and that’s prntng.

So, the second s prntng. And t also ncludes communcaton. And let me just state them clearly.
the prntng press. Frst, the ablty to store nformaton. Second, the
ablty to transport nformaton. And fnally, havng
Now, a prntng press meant that nformaton could
access to nformaton. These are essental to mass
be reproduced quckly. Now, n the year 305, so
communcaton. OK? See you on Tuesday.
1,700 years ago, the frst wooden prntng presses
were nvented n Chna. The prntng press became
more wdely used when Johannes Gutenberg CHAPTER 7
nvented a prntng press n Germany n the year
1455, and that used metal and movable type. Now,
How Sleep Affects Thinking
ths was a very sgnfcant nventon. The metal
prntng press made t faster and easer to prnt Practice Lecture
books and materals. And faster meant that more Last week, I asked you to answer a survey
nformaton was avalable to many more people. queston. The queston was, f you become sleepy
whle drvng, what do you do to stay awake? I
Now let me explan why ths s consdered a want to start today by sharng and dscussng
revoluton. Before the prntng press, knowledge some of your answers.
and nformaton were n the hands of only
a few prvleged people. OK? A scholar who All of you had some nterestng thngs to share.
wanted to know some specfc thng or . . . or You all had technques, thngs that you do, trcks
get some specfc nformaton had to travel to really, to stay awake whle drvng.
the place where the nformaton was kept. But
One technque that many of you use s that you
once nformaton could be coped easly wth the
use some knd of loud nose to stay awake. For
prntng press, the nformaton tself could travel
example, many of you turn the rado up and open
to people beyond the socety that created t. OK?
the car wndow to hear the traffc nose. But let
And wth the prntng press, nformaton was
me say a bt about ths. Ths mght seem lke a
more accessble, so t was accessble to everyone.
good dea, but actually, t doesn’t work for very
So, you really see how bg ths revoluton was.
long. The loud nose and wnd make you feel
OK, now, t’s not a surprse that lbrares more awake brefly, but they won’t keep you from
developed as well, because t was easer to store feelng drowsy behnd the wheel.
nformaton on paper. Informaton was now both
Of course, drnkng caffene was another
portable and easy to store. OK?
technque that many of you use. Here are some
Now, ths brngs me to the thrd communcatons examples of the dfferent caffene-rch thngs you
revoluton, and that is computers. All rght? Now, all use to help you keep awake: coffee, tea, soft
we . . . we are all part of ths revoluton, whch drnks wth caffene, and a few people sad they
began n the 1950s: the computer revoluton. eat chocolate to stay awake, because chocolate
contans caffene, too. That’s true. But let’s look
Now, computers have become the electronc at ths technque. I know that caffene drnks are
storehouses and transmtters of large amounts a common way to try to stay awake whle drvng,
of nformaton—nformaton that prevously only but the truth s that caffene only helps for a
exsted n physcal form. OK? It was carved n short tme, and drvers stll feel drowsy. So t may
stone or wrtten on paper. keep you from fallng asleep, but t won’t stop
Computer technology makes everythng qucker drowsness, whch can have a bad effect on your
and easer. Computers process, transmt, and judgment and reacton tme.
store nformaton much more effcently than any Let’s move on now and look at one last technque
prevous system. Computers have changed the from your surveys, the best really. Ths technque
nature of mass communcaton. nvolves gettng some sleep. For instance, one
So, to wrap up, you can see from these changes student sad that he pulls over and takes a nap.
that there are three deas that are key to mass Now, ths s smart thnkng. The fact s that stoppng

and takng a 15-20 mnute nap, just a short one, s lost as much as 30% of what they had learned
the safest way to stay awake on a long drve. durng the week.
Why do you thnk ths s true? It seems the

Lecture bran needs tme—tme to fle away some new
In today’s class, I’d lke to contnue our dscusson nformaton and sklls n the proper places n the
of sleep. Today, we’ll dscuss the reasons why we bran so that they can be found and used later.
sleep. In other words, we’ll answer the queston, So, we know ths about, uh, learnng, but
Why do people sleep? And you mght fnd some scentsts want to know more. And, uh, one . .
of ths especally nterestng because I’ll be . one sce . . . one way scentsts learn about
dscussng some of the nterestng evdence on the reasons we need to sleep s they look at
how sleep affects learnng. what happens to people when they don’t sleep
We all know how t feels when we need sleep. We enough—when they are deprved of sleep.
feel drowsy, we have trouble concentratng, you Now, there are many, um, studes done to learn
know. But why do our bodes need sleep? It’s a good about the effects of sleep deprvaton. These
queston. Let’s look a bt at some of the reasons. studes all show the same thng: over tme,
Scentsts contnue to do studes to learn more sleep deprvaton can have serous sde effects.
about exactly why humans need sleep. Interestngly There are three areas that are most affected.
enough, they aren’t 100% sure. They don’t know, There s mparment of our thnkng ablty and
for example, why human bengs cannot smply rest, mparment of our physcal abltes and also our
meanng lay down quetly, as nsects do. But, they moods, our psychologcal condton s affected.
do know some of the reasons why we sleep. We’ll Now, let’s look at some examples at . . . of how the
look at two of the reasons. OK? thnkng ablty of the bran s affected by lack of
sleep. OK. Now ths dagram of the bran, I’d lke
One reason s that t helps our bodes recover. to look at just one part of the fr . . . the bran, the
Sleep helps the body recover from all the work t frontal lobe—the part of the bran that s at the
dd whle t . . . whle the person was awake. Ths forehead. You see t? Now, rght there at the bran.
makes sense, rght? Because we all know how bad
we feel when we suffer from sleep deprvaton. So, what does the frontal lobe do? Well, t helps
the body wth speech and wth creatve thnkng.
Studes show that there s another nterestng There have . . . there have been some nterestng
reason why we sleep. These studes show that studes that show there s less actvty n the
sleep s mportant for learnng. It ads, or helps, frontal lobe when people are sleep deprved.
learnng. Let’s look at how ths works. As a person So, ths means that people who are sleep . . . uh,
sleeps, the bran contnues to work. It performs people who are sleep deprved have dffculty wth
tasks. Tasks lke organzng long-term memory, functons performed n the frontal lobe. So, for
and ntegratng new nformaton learned durng example, when speech s affected, people are less
the day, and physcal tasks, lke reparng and able to speak clearly. Ths means that ther speech
renewng the nerve cells n the bran. s slurred. They stutter or speak n a flat, monotone
Ths s really mportant for you as students. voce. They also speak at a slower than usual pace.
You’ll be nterested to know, n some Now, another example is, sleep-deprved people
experments, a person tryng to learn don’t have the speed or creatve abltes to cope
somethng doesn’t actually learn t and mprove wth makng quck and logcal decsons. And
ther knowledge untl after they have had more once they have made the decsons, they don’t,
than sx hours of sleep. And lsten to ths. uh, act on them very successfully.
It’s surprsng. A stu . . . study done at Trent
Unversty n Ontaro, Canada, suggested that Studes have also shown that a lack of sleep mpars
students who studed hard all week and then people’s ablty to focus on several dfferent but
stayed up all nght partyng on the weekend related tasks at one tme. Ths means, for ex . . .
for instance, that . . . that tasks are done but more

slowly and less effcently. A good example of this is near waterways usually developed more slowly
that a person can react to a complex problem, but, than others, than cultures near waterways,
smlar to the verbal tests, they wll probably pck because they couldn’t easly talk to people from
an unorgnal or easy soluton. other places and exchange deas wth them.
So, you can see how mportant sleep s to the Some people argue that access to waterways was
bran and to your performance n class and on one of the most mportant nfluences on how a
tests, where speakng clearly and havng creatve culture learned about the world.
answers are both very mportant sklls. So, for
those of you who usually burn the candle at
both ends, I want you to go home tonght and
Lecture
get a good nght’s sleep—after you cram for Hello, everyone. Ready to begn? Today we are
tomorrow’s quz, of course! See you tomorrow. gong to talk about an aspect of geography called
cultural geography. I’d lke to dscuss the ways
that the geographcal features of the Earth affect
CHAPTER 8 the spread of cultures.
The Influence of Geography on But frst, what s cultural geography? It’s the
Culture study of the way that the physcal envronment
of the Earth nteracts wth the people and
Practice Lecture cultures of the Earth. Let me explain more so t’s
OK, today, let’s look at the postve way that clear. Cultural geography studes the locaton of
waterways nfluence the growth of ctes and cultures. A cultural geographer sees dfferences
cultures. We’ve talked about how waterways n cultures and wants to know what effect the
allow the exchange of products, but they also geography of the culture had n the spread, or
allow the exchange of deas. That’s what I’d lke to lack of spread, of cultural elements, lke belefs
talk about today. and customs.
OK, let me start wth a queston: How do we Now, ths should gve you a pretty good pcture of
learn about the world that exsts beyond our own the focus and nterest of cultural geography. So,
culture? Well, there are many ways that we learn let’s turn now and look more carefully at ths dea
about the world. Let me show you what I mean. of “culture,” and how cultures are affected by the
In the past before travel and communcaton were geography of the Earth.
so easy, people learned about the world through
Some experts say that there are, rght now, 15,000
contact, actual contact, wth other people and
dfferent cultures n the world. Now, by culture, I
other deas. There were no computers and no
mean groups of people who share smlar ways of
arplanes, for example. All rght?
gong about lfe. They have a common set of learned
But back then, t was geographcal features lke belefs, values, and behavors. Culture regons
waterways that made contact between people dffer greatly n sze. Some are very large, lke the
and deas possble. Let’s look at how this worked. Islamc culture regon that makes up mllons of
In the past, the closer to waterways that people square mles of North Afrca, the Mddle East, and
lved, the more opportunty they had to exchange Southwest Asa. Some are very small, lke Spansh
deas about the world. And ths exchange of deas Harlem, whch encompasses about two square
helped cultures grow and develop. mles of Manhattan n New York Cty. So, a cultural
geographer wants to know, why? Why are there so
We know that ths s true because, when we study many cultures on Earth today? If we all started out
cultures that lve n solaton from waterways, we more or less the same way, how dd we end up wth
see some thngs that are smlar. Let me explain. 15,000 dfferent cultures?
Shps travelng on rvers, lakes, and oceans
carred people, but they also carred people’s So, let’s look at ths dea, at how geographcal
deas and experences. Cultures that were not features affect the spread of culture. Today, I’ll

dscuss barrer effects. Ths s the term used to that so many languages exst n such a small
descrbe thngs that stop cultures from spreadng. space untl you look at the geography. Let me
explain. New Gunea s extremely mountanous
Physcal barrers are natural elements that
and has many deep valleys. It also has dense
prevent cultures from spreadng. These physcal
tropcal forests n the lowlands. These extreme
barrers solate people. They solate them by
geographcal features resulted n hundreds of
somehow preventng or lmtng chan . . . cultures
relatvely solated areas of people and these
from changng.
groups have developed ther own languages.
Isolaton s one general reason why we have so
OK. Now, the last two types of barrers are
many cultures. Let’s look at how this works.
deserts and tundra.
When people can easly communcate, they
exchange nformaton and deas. The more they You can easly see why deserts have also tended
share, the more smlar, the more alke, they tend to solate people and nhbt the spread of culture.
to become because deas, belefs, and values go I won’t go nto that one. But tundra, . . . tundra
back and forth between the cultures. Geographc you mght not be famlar wth. Tundra refers
solaton makes communcaton dffcult, and ths to areas lke you fnd n northernmost North
causes dfferences between cultures. We’ll dscuss Amerca and Europe. It’s an area at the very hgh
fve classc examples of physcal barrers. lattude at the top of the Earth. The envronment
s very cold, sub-freezng, and treeless. Natve
The frst s oceans. Oceans were barrers for
peoples adapted to ths harsh envronment but
centures. People lvng on slands surrounded
the harshness of the clmate made t dffcult to
by ocean were usually prevented from, or unable
access. So, tundra, also, s a physcal barrer.
to, exchange thngs wth other cultures. So, untl
shpbuldng and navgaton, oceans were a OK. Those are the fve barrer effects. The bottom
powerful barrer. Ths s even true today. Some lne s, physcal barrers have solated peoples
slands n the Pacfc Ocean are home to people and culture. It’s hard to magne today, because of
who have lttle contact wth the outsde world. amazng advances n travel and communcaton,
but these barrers were a sgnfcant nfluence n
Let’s move on. Forests are another example. In
the development of the cultures of the world. OK.
the past, forests were much larger than today. In
See you next tme.
fact, nearly all of what s now the western Unted
States, for example, was contnuous forest. And
ths was the same n large parts of Afrca, Asa, CHAPTER 9
Central and South Amerca.
The Story of Fairy Tales
How dd ths affect culture? Well, once a group of
people settled n the forest, they became separate Practice Lecture
from other groups. Can you magne ths? The In today’s lecture, we’ll be dscussng two fary
forest was so dense that they couldn’t easly go tales. One s very old, Cnderella—the story of a
through t. Forest socetes were solated because poor grl who marres a prnce. And the other s
t was so dffcult to travel. very modern, Harry Potter—the story of a boy who
OK. Our thrd example of a physcal barrer dscovers that he has magcal powers. By lookng
s mountans. In areas that are extremely at these two tales we’ll see that the themes used n
mountanous, we see that communcaton these stores are really qute smlar, even though
between cultures s also nhbted. Let me gve they are centures apart. In fact, it is important
you an example of ths: the sland of New Gunea. to note that the themes n older stores, lke
You heard of t? It’s an sland near Indonesa Cnderella, stll have great meanng today.
and Australa, n the South Pacfc Ocean. Now OK, so Cnderella and Harry Potter have a lot n
on ths small sland—the total populaton s 7 common. Let’s look at a few of the ponts that
mllon—there are an estmated 700 languages these stores share. Now, write these down, these
spoken. What an amazng fact! It makes no sense

comparsons of the stores, because there wll be But ths, n fact, s absolutely not the case. From the
somethng on the quz about them. OK? very begnnng, thousands of years ago, fary tales
were stores that adults told other adults.
OK. Frst, both characters are taken n by other
famly members and the famles are very But why dd they start tellng fary tales? What
unhappy about havng to do ths. Both lve n was the purpose of fary tales? We wll look
homes that are terrble places for them, where at three general, dfferent deas about the
they are not happy and not loved. purposes that fary tales serve. These purposes
are important to dscuss because they help us
We also see that both have at least one relatve ther
understand why fary tales were meant for adults,
own age: Harry has a cousn and Cnderella has two
for the adult magnaton.
stepssters. And t s the cousn, or the stepssters,
that the parents love—not Harry and Cnderella. The frst dea s that fary tales cause a sense of
wonder n the reader or lstener. Let me explan.
Next, an mportant part of every fary tale, t s
Wonder s the emoton that we feel when we
n fact a key part of every tale, s that they both
are excted by the dea that somethng new and
have a wsh, a wsh that we see n many fary
unexpected or unexplanable has happened. It s
tales. They wsh that they could be somewhere
ths sense of wonder, ths sense of strange and
else leadng a dfferent lfe. I’ll say it again. They
magcal thngs happenng, that some scholars
both wsh for a dfferent lfe and ths wsh s what
beleve s the reason that fary tales exst. They
makes many of the events n the story occur.
help people wonder about the workngs of the
OK, now the one fnal thng that they have unverse—ths unverse where anythng can
n common s that. In both stores a mracle happen at any tme. In fact, all knds of strange
happens. The mracle s that they are both gven thngs happen n fary tales.
a chance. A chance to change the unchangeable,
Let me explan how ths works. If we can magne
to become what they wshed for, to lve a better
that anythng can happen to the characters n
lfe. They both fnd ther place n the world, and
fary tales, then we mght also beleve that thngs
people who love them.
can happen n our own lves. That lfe can change,
that problems can go away, people can fnd
Lecture answers. So, you see, fary tales help make us
It’s good to see you all. Looks lke you’re ready hopeful. They make us beleve that lfe really can
to go. OK, good. I’d lke to get started on today’s get better. Isn’t ths a wonderful explanaton?
topc. Today, we wll be dscussng fary tales. OK, let’s move on and look at another possble
Let me start off wth a defnton so we have a purpose of fary tales, and that s entertanment.
clear dea of what we mean by fary tales. Fary Just entertanment. People ddn’t have TVs or
tales are stores that have magcal people and rados or even theater n most places, so what dd
creatures n them. they do? They played musc, they talked, they told
Thngs happen n fary tales that can’t happen each other stores.
n ordnary lfe. Let me gve you a few examples: Scholars support ths dea by pontng out that
A boy becomes a brd, a prncess sleeps for a fary tales became very popular n Europe and
hundred years, mrrors talk, pumpkns become Amerca durng the late 1800s. Oh, and by the
carrages, a lamp s home to a gene. The word we way, I wll nclude some dates on the quz, so
use to descrbe the events that happen n fary you should probably include them in your notes.
tales s magcal. Where was I? Oh, the late 1800’s. OK. At that
OK. Let’s dve n and focus today on the purpose of pont n hstory, daly lfe and work was extremely
fary tales and answer ths queston: Why were fary routne and borng. Take, for example, factory
tales created? Let’s start by lookng at the audence. work, or beng a worker on a farm. Ths knd of
Who were fary tales wrtten for? Some people work can be very hard on the body and mnd and
assume that fary tales were created for chldren. leave lttle tme for daydreamng and lesure and

magnaton. So, fary tales helped people escape All rght. Let me start with a lttle background.
from the routne n ther lves. Sullvan was born n Boston but soon moved to
Chcago, n 1873, and that’s mportant because
OK? Now I want to dscuss one more dea about
many of Sullvan’s great buldngs are n Chcago.
the purp . . . purpose of fary tales. Some say that
fary tales serve the purpose of cvlzng people. Now, Sullvan had many deas about skyscrapers.
Now, what do I mean by cvlzng? Cvlzng And the thng you should know about Sullvan
really means educatng people about good s that he was a true vsonary. . . . By visionary,
behavor. Let’s look at how ths works. Thnk of I mean someone who has the ablty to magne
the plots n fary tales—the events n each story. thngs for the future. He thought of thngs before
These events teach us thngs. They teach readers anyone else.
mportant values of lfe and socety. Values lke
So Sullvan had all these really new deas about,
hard work, honesty, goodness.
for example, about the way to desgn skyscrapers.
Ths s a really good way to teach people how to be He beleved that the skyscraper could . . . should
good ctzens. There are always clear consequences celebrate and show off ts heght. So what I mean
n these fary tales. For example, people get punshed is, the skyscraper, for Sullvan, should be tall and
for not obeyng ther parents, so we learn to obey also be decorated wth lots of attractve shapes,
our parents. Most fary tales show characters gettng lke plant shapes, and other pretty decoratons.
rewards when they change ther behavor and follow They should not be just a tall, plan box.
the rules of the famly or socety.
Sullvan s most famous for one partcular
So, when you take a step back, you really see that dea. He sad that, n archtecture, form follows
these stores, . . . these stores that you thnk of functon. Let me repeat that: Form follows
as smple and chldlke, are really not so smple. functon. So the purpose of a buldng should
In fact, they’re really very deep. Fary tales are help the archtect create the desgn of the
stores about who we are and what we beleve n. buldng. You get the pcture? The buldng should
They may come n the form of entertanment— look lke what t s, what ts purpose s.
easy to understand tales of wonder—but they’re
All rght. I’d lke you to read more about Sullvan
actually qute powerful.
n Chapter 17 of your textbook and be prepared
So, let me wrap up wth ths thought. If you doubt to dscuss some of hs buldngs next tme.
the power of fary tales, thnk for a mnute about
how many of these stores you stll know.
Lecture
OK. That’s t for today. Bye-bye. Good afternoon, everyone. Now, before you . . .
before we get started, remember you’ll have a
quz n the next class. OK?
CHAPTER 10
Architecture: Form or Function? OK. So today, we begin our discussion of modern
archtecture, and ths afternoon I’ll be dscussng
a very general concept that s mportant for our
Practice Lecture
understandng of modern archtecture. Now, as I
OK. OK. Settle down. I have a lot to cover today. dscuss ths concept, I’m gong to gve you a lttle
OK? Ths mornng I want to talk about a very background on modern archtecture. Then later,
mportant person who really nfluenced modern I’ll move on to focus on one gant archtect of our
archtecture, and that’s Lous Sullvan. Yes, Lous tmes, and that’s Frank Gehry.
Sullvan. You’ve heard of hm? Yeah? Most people
who have studed archtecture know somethng OK. Frst, let me gve you a . . . a tny lttle bt of
about hm. OK. Well n today’s class, I’m going background on modern archtecture. OK, now, we
to cover some of the bg deas we got from Lous all know that a buldng does more than smply gve
Sullvan because he’s gong to be very mportant us shelter. We can all thnk of some buldngs that
to us n ths class. are just really beautful, or really nterestng. So,

ths tells us that sometmes archtecture can also be, This leads us to my favorte modern archtect,
well, art. Let me explain what I mean. Let’s take a and he’s very famous for not belevng that form
look at these famous buldngs just to get an dea. follows functon. Hs name s Frank Gehry.
Here’s a buldng by the famous archtect Anton Let me show you hs most famous desgn. Ths s
Gaud. Take a look at ths. Everyone loves ths the Guggenhem Museum n Blbao, n Span. It’s
buldng. It’s an apartment buldng, but from our a very well-known museum. There’s famous art
pont of vew today, t certanly s more than just nsde—pantngs and statues nsde—but do you
a shelter for people. It’s also very pleasng to the thnk ths looks lke a museum? I don’t thnk so. Take
eye. To me and many other people, t’s very fun to a look at these curves, these round shapes. Gehry
look at. It’s truly a work of art. Isn’t t fabulous? desgned ths, some people say, so there are no real
corners, no straght lnes, so sometmes t looks lke a
Now, here’s the tallest buldng n the world rght
shp. And t’s on the water, as you can see.
now. It’s a skyscraper n Tawan, called Tape
101. Most people who see ths buldng love t, So when people vst the museum, what do
not because t’s an offce buldng and not only they notce? They notce the shny curves, the
because t’s so tall. It’s also ncredbly beautful. reflecton of the water, but they mght not
Don’t you thnk so? mmedately thnk, “Ah-ha! Ths s a museum.”
So what I’m trying to show you here is that
So, I thnk I’ve made my pont that . . . that
there s very lttle connecton between the form
archtecture has a purpose, but t’s also somethng
of the buldng—all these curves, all the shny
that can be very beautful at the same tme. It can
metal—and the purpose of the buldng—to
please the eye. This is an important point.
show the art to people. It’s an art museum, but t
All rght. This brings me to the key concept doesn’t really look lke one.
for today. In modern archtecture, so let’s say
OK, snce we have a few more mnutes, let’s
archtecture from 1900 to the present, there’s
analyze another Frank Gehry buldng. Here t
been ths bg queston: What s the relatonshp
s. Ths buldng s very playful, very fun, and
between a buldng’s form and ts functon? Ths
t really catches the eye, huh? OK, but I have a
was the queston asked by the world-famous
surprse for you. Ths s actually the computer
Amercan archtect named Lous Sullvan.
scence research center at the Massachusetts
OK. Now, Sullvan beleved qute strongly Insttute of Technology—MIT—the most famous
that form follows functon. OK? But what was unversty for scence and technology n the
Sullvan’s pont? Hmm? OK. Well, Sullvan wanted world. So t’s a very serous place.
to say that the purpose of a buldng should tell
So agan, we see Frank Gehry makng a knd of
the archtect how to desgn the buldng. And
game out of the whole form and functon dea.
consequently, people should be able to know what
He’s beng ronc, meaning he’s actually dong
ts purpose was just by lookng at t.
the opposte of what he clams to be dong—
So, most archtects agreed wth Sullvan and desgnng a buldng for a serous purpose. You
followed hs dea . . . ths . . . for the next several could say, he’s, well, he’s really twsted the form
decades. Now, I want to move on to show you and functon dea. And he’s had a lot of fun along
how archtects have changed ther atttude about the way. Ths place s really crazy. I . . . I love t.
form and functon. Ths s very nterestng. In the
OK, I . . . I thnk I’d better wrap t up now. Next
last, uh, let’s say, 25 years, many archtects, . . .
tme we’ll focus on one type of modern buldng,
many famous archtects, . . . have gnored what
the skyscraper. OK? See you next week.
Sullvan sad. They’ve chosen to go aganst the
dea that form follows functon. And they’ve bult
some fantastc buldngs.

1
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LECTURE

© Oxford University Press 2007

Executive Publisher: Janet Aitchison

Printed in Hong Kong

Lecture Ready 1: Answer Key 1

CHAPTER 1 thnk about socety…and how they behave

Exercise 4 (p. 4) Exercise 3 (p. 9)

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Exercise 2 (p. 30) Exercise 4 (p. 36)

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Exercise 8 (p. 73) Exercise 3 (p. 79)

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Listen and Take Notes

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CHAPTER 1 Now, the lectures. I’m gong to gve a lecture

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So, ths combnaton of a lght-weght

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Why do you thnk ths s true? It seems the

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CHAPTER 1 thnk about socety…and how they behave

CHAPTER 1 Now, the lectures. I’m gong to gve a lecture

So, ths combnaton of a lght-weght

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