7 найда

UNIT 7 INTERNATIONAL MEDIA AND COMMUNICATIONS
SECTION 1.
READING & VOCABULARY
LEAD-IN:
I. Comment on the following:
1. "Information is the oxygen of the modern age.”- Ronald Reagan, (an American
politician and actor who served as the 40th president of the United States from 1981 to 1989,
1911 - 2004)
The statement, "Information is the oxygen of the modern age," is a powerful metaphor that
underscores the vital role information plays in contemporary society. Here are some key
points to consider when commenting on this statement:
1. Importance of Information: The comparison to oxygen highlights the essential nature
of information. Just as humans cannot survive without oxygen, modern society cannot
function without access to timely, accurate, and relevant information. Information drives
decision-making, innovation, and progress in various fields.
2. Ubiquity and Accessibility: In the modern age, information is everywhere and easily
accessible. The internet and digital technologies have made it possible for people to access
vast amounts of information from almost anywhere in the world. This accessibility has
democratized knowledge and empowered individuals in unprecedented ways.
3. Democratization of Information: Like oxygen, information does not discriminate. It is
available to all, regardless of geographic location or social status. This has led to a leveling
of the playing field in terms of access to knowledge and opportunities.
4. Power of Communication: Information serves as a means of communication and
connection among people and nations. It fosters understanding, cooperation, and
collaboration, transcending physical boundaries and fostering global interconnectedness.
5. Technological Advancements: The reference to the "modern age" acknowledges the
role of technological advancements in shaping the way information is generated,
disseminated, and consumed. The rapid evolution of technology has revolutionized how we
gather, store, and share information.
6. Challenges and Responsibility: While information can be empowering, it also poses
challenges, including the spread of misinformation and the erosion of privacy. With the
abundance of information available, there is a growing need for critical thinking and digital
literacy skills to navigate the digital landscape effectively.
7. Political and Societal Impact: Information has a profound impact on politics,
governance, and social dynamics. It can influence public opinion, shape policies, and even
lead to social movements. This underscores the need for ethical and responsible handling of
information by individuals and institutions.
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2. Satellite broadcasting makes it possible for information-hungry residents of many
closed societies to bypass state-controlled television channels. - Rupert Murdoch, (born 11
March 1931, an Australian-born American businessman, media proprietor, and investor. The
owner of hundreds of local, national, and international publishing outlets around the world,
including in the UK (The Sun and The Times), in Australia (The Daily Telegraph, Herald
Sun, and The Australian), in the US (The Wall Street Journal and the New York Post), and
the television broadcasting channels Sky News Australia and Fox News . He was also the
owner of Sky (until 2018), 21st Century Fox (until 2019)
The statement, "Satellite broadcasting makes it possible for information-hungry residents of

many closed societies to bypass state-controlled television channels," highlights the
significant role that satellite technology plays in providing access to information and media
content in regions where state control over traditional broadcast channels is prevalent. Here
are some key points to consider when discussing this statement:
1. Information Access: Satellite broadcasting offers an alternative means for people in
closed or authoritarian societies to access a broader range of information, news, and
entertainment content that may not be available through state-controlled media. This can be
especially important for individuals seeking diverse perspectives and uncensored news.
2. : Access to uncensored information is considered a fundamental human right.
Satellite broadcasting can contribute to advancing this right by providing citizens with
diverse perspectives and the ability to make informed decisions. It can also serve as a tool
for promoting media freedom and democracy in closed societies.
3. Impact on Societal Change: The availability of alternative information sources
through satellite broadcasting can contribute to societal change. It can foster public
awareness, mobilize civil society, and promote discussions on issues that may challenge the
status quo in closed societies.
3. There's no denying that television is one of the most powerful propaganda media
we've ever invented. - Jim Fowler, (an American professional zoologist and host of the
acclaimed wildlife documentary television show Mutual of Omaha's Wild Kingdom, 1930 –
2019) 4. The people will believe what the media tells them they believe. - George Orwell
(Eric Arthur Blair, better known by his pen name George Orwell, an English novelist,
essayist, journalist, and critic. His work is characterised by lucid prose, social criticism,
opposition to totalitarianism, and support of democratic socialism, 1903 -1950)
Many use the world when talking abouy countries like North Korea, Russia, Kazahstan,
Iran.Countries views as authoritarian tg=hrough the lens of the western media. Press
freedom. Freedom of thoughg. People use those terms when talking about countries like the
us, France, Australia. Democracises. Media acts as a check on political power. That media
inform the public, serve the public so that we can better engage in th epi-olitical process.
They tell us what those in power need them to tell us..so we can fall in line. Democrasy is
staged with the help of media that work as propaganda machines
Today the modern man is surrounded by information in free access, and it became an
essential part of daily life. In the media, the news feed is being updating every minute, and
each new day brings its own sensations. Due to this, it is important to be able divide
information and differ what is the truth, and what is the object of media’s manipulation. The
greatest power of the mass media is the power to ignore. The worst thing about this power is
that you may not even know you're using it.
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5. If you talk to a man in a language he understands, that goes to his head. If you talk to him
in his own language, that goes to his heart. ‒ Nelson Mandela, (black nationalist and the first
Black president of South Africa (1994–99). His negotiations in the early 1990s with South
African Pres. F.W. de Klerk helped end the country’s apartheid system of racial segregation
and ushered in a peaceful transition to majority rule. Mandela and de Klerk were jointly
awarded the Nobel Prize for Peace in 1993 for their efforts, 1918 – 2013)
he statement, "If you talk to a man in a language he understands, that goes to his head. If you
talk to him in his own language, that goes to his heart," emphasizes the power of effective
communication, particularly when it comes to using someone's native language or the
language they are most comfortable with. Here's a breakdown of the meaning and
implications of this statement:
1. Head vs. Heart: The statement suggests that there are two different levels of impact
when communicating with someone. When you speak to someone in a language they
understand (which could be a second language for them), the message may be processed
intellectually, engaging their rational thinking or "head." However, when you communicate
in their own native language, it has a more profound emotional impact, reaching their
"heart." In other words, it touches them on a deeper, more personal level.
2. Cultural and Emotional Connection: Language is not just a means of conveying
information; it also carries cultural and emotional connotations. Speaking in someone's
native language shows respect for their culture and heritage. It can also establish a stronger
emotional connection because it demonstrates a willingness to meet the person on their terms
and make them feel valued.
3. Building Trust and Understanding: Effective communication is crucial for building
trust and understanding between individuals from different linguistic and cultural
backgrounds. When you speak a person's native language, you are more likely to bridge
cultural gaps and establish rapport. 1. "Information is the oxygen of the modern age.”-
Ronald Reagan, (an American politician and actor who served as the 40th president of the
United States from 1981 to 1989, 1911 - 2004)
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cultural gaps and establish rapport.
II. Discuss the problem
1. When did the media age start? What influential media do you know?
2. What is the Information Age? What are the Milestones and who are the leaders of the
Information Age?
3. What means of communication do you know? What is meant by international
communication?
4. What events affected the adoption of mass media? How have different technological
transitions shaped media industries?
5. What is World Press Freedom Index? What did it highlight in 2023?
1. **The Media Age's Origins and Influential Media:**

- The Media Age, in its contemporary form, finds its roots in the late 19th and
early 20th centuries. This period saw a significant transformation in the way
information was disseminated and consumed, primarily due to the proliferation of
mass-printed newspapers and magazines. These publications became influential
platforms for news, entertainment, and advertising.
- Notable media outlets from this era include "The New York Times," founded
in 1851, and "The Times of London," established in 1785. These newspapers set
the standard for quality journalism and global reach.
- The Media Age continued to evolve with the introduction of radio
broadcasting, which gained popularity during the early 20th century. It allowed for
real-time communication and the broadcasting of news and entertainment to a
broad audience.
2. **The Information Age and Its Significance:**

- The Information Age, sometimes referred to as the Digital Age or Computer
Age, is characterized by the widespread use of computers and digital technology
to create, store, and exchange information. It emerged in the latter part of the 20th
century and continues to define our contemporary era.
- Key milestones in the Information Age include the development of the World
Wide Web in 1991 by Tim Berners-Lee, which revolutionized access to
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information and facilitated global connectivity. The proliferation of personal
computers in homes and workplaces also played a pivotal role.
- Leaders in the Information Age include visionary figures like Steve Jobs, co-
founder of Apple Inc., whose innovations such as the iPhone and Macintosh
computers transformed personal computing and communication. Bill Gates, the
co-founder of Microsoft, and Mark Zuckerberg, the co-founder of Facebook (now
Meta Platforms, Inc.), have also left a significant imprint on the digital landscape
through their respective companies.
3. **Means of Communication and International Communication:**

- Communication encompasses a vast array of means, including written and
spoken language, print media (such as newspapers and magazines),
telecommunication (telephones and telegrams), radio, television, the internet, and
social media platforms.
- International communication refers to the exchange of information, ideas, and
messages across national borders. It often relies on global communication
networks and platforms like the internet and satellite television to transcend
geographical limitations. It plays a critical role in diplomacy, commerce, culture,
and global interconnectedness.
4. **Impactful Events and Technological Transitions in Media:**

- The adoption of mass media has been influenced by pivotal events throughout
history. One of the most transformative was the invention of the printing press by
Johannes Gutenberg in the 15th century, which revolutionized the production of
books and facilitated the spread of knowledge.
- The 20th century saw the rapid growth of radio and television networks, with
milestones like the first radio broadcast in 1920 and the emergence of television as
a dominant medium in the mid-20th century.
- Technological transitions, such as the shift from analog to digital broadcasting,
have reshaped media industries by altering the way content is produced,
distributed, and consumed. The transition to digital formats allowed for higher
quality, interactivity, and the convergence of media platforms.
5. **World Press Freedom Index and Its 2023 Insights:**

- The World Press Freedom Index is an annual assessment conducted by
Reporters Without Borders (RSF) that ranks countries based on the level of
freedom available to journalists. It considers factors like media independence,
pluralism, and the safety of journalists.
- In the 2023 World Press Freedom Index, several key insights were highlighted.
It pointed to ongoing challenges to press freedom worldwide, including
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government censorship, threats to journalists' safety, and the proliferation of
disinformation and misinformation, particularly on digital platforms. The report
emphasized the critical importance of protecting journalistic independence,
promoting transparency in media ownership, and defending the role of journalism
as a pillar of democracy in the modern age.
Ш. Read and translate the text.
TEXT 1
MEDIA GIANTS TEAM UP ON PIONEERING TOOL TO TACKLE CLIMATE CRISIS
Some of the world’s largest media companies have 1) teamed 1. об’єднати зусилля
up with computer scientists at the University of Bristol1 2) to 2. братися за
tackle their 3) carbon footprint. щось, боротися
In a 12-month 4) collaboration, academics will work with the
3. вуглецевий слід
BBC2, Dentsu Aegis Network3, Informa4, ITV5, Pearson6,
4. співпраця
RELX7, Schibsted8, Sky9 and TalkTalk10 to explore the 5)
carbon impacts of 6) digital content. 5. вуглецевий вплив
By 7) mapping 8) the carbon hotspots of digital media 6. цифровий контент
content and services, they hope to create an 9) carbon 7. відобразити
calculator that will be 10) made available to any company 8. зони/очаги
providing media products and services. інтенсивних викидів
Christian Toennesen, senior partner at Carnstone11 and вуглецю
product manager of the project, said: “We can say with 9. вуглецевий
absolute certainty that the digital economy will continue to
калькулятор
grow.
10. надати у
“What we don’t know is how those 11) modes of 12) digital
consumption 13) translate into carbon impacts and where розпорядження
the ‘hotspots’ reside. DIMPACT12 will change that.” 11. режими/форми
According to the researchers, this project is the “first serious 12. цифрове споживання
collaborative attempt to create a tool that takes the complexity 13. трансформуватись,
out of calculating digital carbon emissions.” перетворювати
They claim that current methods of mapping the carbon 14. лежить в основі
footprint of digital services in the advertising, publishing and 15. мережі доставки
broadcasting sectors are difficult as a result of “hugely 16. центри обробки даних
complex” 14) underlying technological systems, including
15) delivery networks, 16) data centres, web infrastructure 17. поведінкова аналітика
and user devices. 18. значення
As climate change continues to rise in importance, енергоспоживання
participating companies will be able to utilize the tool to 19. інтенсивність викиду
understand the carbon impacts of their products and services. вуглецю в певному
Using 17) behavioural analytics data taken from user місці
devices, 18) energy consumption values from servers and 20. загальна площа
19) location-specific carbon intensities, the tool will work
21. непростий, складний
out how much electricity digital systems consume and their
carbon footprint. 22. забезпечити, зробити
Toennesen explained that companies will be able to “identify можливим
the carbon savings that can be made by alternative design 23. екологічна прозорість
decisions” and “find ways to reduce their 20) overall (бажання компанії
12
footprint.” інформувати про свої
Dr Daniel Schien, senior lecturer in computer science at the екологічні показники)
University of Bristol, added: "From our previous work we 24. виконавчий
know that for many organisations in the information and директор, генеральний
communications sector the majority of the carbon footprint директор
from their digital services takes place outside of their 25. обнадійливий
organisations. 26. похвалити
27. просочуватися вниз
28. рішучі кроки
“This makes acquiring the data necessary for the calculations 29. розуміння
21) challenging. Our tools are designed to simplify these 30. контролювати,
calculations and thus 22) enable greater 23) environmental відслідковувати
transparency for the sector."
31. реальна/актуальна і
The project has been praised by energy experts. James
Longley, 24) managing director of Utility Bidder14, said the корисна інформація
fact that studies and actual action are being taken to tackle the 32. крок уперед, важлива
climate change by certain industries is 25) encouraging. “The зміна
University of Bristol should 26) be commended for working
with some of the biggest players in the media to tackle this.
However, this kind of thinking and direct action needs 27) to
trickle down to SMEs15 quickly,” he said.
“Many are starting to understand that their actions are leading
directly to climate change and 28) decisive steps are being
made.”
He added: "The idea of a carbon footprint calculator that
actually offers 29) insight to businesses is fascinating. I feel
that there is only so much that can be understood when
businesses 30) monitor their own impact. To have 31)
tangible and usable data and analysis is going to be 32) a
step-change for many."
Jan 13, 2020
Notes:
1
The University of Bristol is a red brick Russell Group research university in Bristol, England. It
received its royal charter in 1909, although it can trace its roots to a Merchant Venturers' school
founded in 1595 and University College, Bristol, which had been in existence since 1876.
Bristol is organised into six academic faculties composed of multiple schools and departments
running over 200 undergraduate courses. The university had a total income of £833.1 million in
2021–22, of which £186.4 million was from research grants and contracts. It is the largest
independent employer in Bristol.
Current academics include 21 fellows of the Academy of Medical Sciences, 13 fellows of the British
Academy, 13 fellows of the Royal Academy of Engineering and 44 fellows of the Royal Society.
Among alumni and past faculty, the university counts 9 Nobel laureates.
In addition, the university holds an Erasmus Charter, sending more than 500 students per year to
partner institutions in Europe. It has an average of 6.4 (Sciences faculty) to 13.1 (Medicine &
Dentistry Faculty) applicants for each undergraduate place.
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2
The British Broadcasting Corporation (BBC) is the national broadcaster of the United Kingdom,
based at Broadcasting House in London, England. It is the world's oldest national broadcaster, and
the largest broadcaster in the world by number of employees, employing over 22,000 staff in total,
of whom approximately 19,000 are in public-sector broadcasting.
3
Dentsu International (previously Dentsu Aegis Network) is a multinational media and digital
marketing communications company headquartered in London, United Kingdom, and a wholly
owned subsidiary of the Japanese advertising and public relations firm Dentsu.
4
Informa plc is a British publishing, business intelligence, and exhibitions group based in London,
England. It is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.
It has offices in 43 countries and around 11,000 employees. Informa owns numerous brands
including CRC Press, Fan Expo HQ, Game Developers Conference, Lloyd's List (London Press
Lloyd), Routledge, and Taylor & Francis. Informa acquired UBM in June 2018 as part of its
strategy to expand in North America and Asia.
5
ITV is a British free-to-air public broadcast television network. It was launched in 1955 as
Independent Television to provide competition to BBC Television (established in 1936). ITV is the
oldest commercial network in the UK. Since the passing of the Broadcasting Act 1990, it has been
legally known as Channel to distinguish it from the other analogue channels at the time: BBC One,
BBC Two, and Channel 4.
6
Pearson Education is a British-owned education publishing and assessment service to schools and
corporations, as well for students directly. Pearson owns educational media brands including
Addison–Wesley, Peachpit, Prentice Hall, eCollege, Longman, Scott Foresman, and others.
Pearson is part of Pearson plc, which formerly owned the Financial Times. It claims to have been
formed in 1840,[1] with the current incarnation of the company created when Pearson plc
purchased the education division of Simon & Schuster (including Prentice Hall and Allyn & Bacon)
from Viacom and merged it with its own education division, Addison-Wesley Longman, to form
Pearson Education. Pearson Education was rebranded to Pearson in 2011 and split into an
International and a North American division.
7
RELX plc (pronounced "Rel-ex") is a British multinational information and analytics company
headquartered in London, England.
Its businesses provide scientific, technical and medical information and analytics; legal information
and analytics; decision-making tools; and organise exhibitions. It operates in 40 countries and
serves customers in over 180 nations. It was previously known as Reed Elsevier, and came into
being in 1993 as a result of the merger of Reed International, a British trade book and magazine
publisher, and Elsevier, a Netherlands-based scientific publisher.
8
Schibsted Media Group is an international media group. The company has its headquarters in
Oslo, Norway, and is listed on the Oslo Stock Exchange. The CEO is Kristin Skogen Lund.
In 2019, Schibsted spun off the majority of their online marketplaces business area into a new
company called Adevinta. Brands such as Leboncoin.fr and Shpock were included, and stakes in
similar websites across Europe were also transferred. As of December 2022 Schibsted continues to
hold a 22.8% stake in the company.
Sky Group Limited is a British media and telecommunications conglomerate, which is a division of
9
Comcast, and headquartered in London. It has operations in the United Kingdom, Ireland,
Germany, Austria, Switzerland and Italy. Sky is Europe's largest media company and payTV
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broadcaster by revenue (as of 2018), with 23 million subscribers and more than 31,000 employees
as of 2019. The company is primarily involved in satellite television, producing and broadcasting.
The current CEO is Dana Strong.
Initially formed in 1990 by the equal merger of Sky Television and British Satellite Broadcasting,
BSkyB became the UK's largest digital pay television company. In 2014, after completing the
acquisition of Sky Italia and Sky Deutschland, the merged company changed its name to Sky plc.
10
TalkTalk Telecom Group plc (commonly known as TalkTalk Group, trading as TalkTalk) is a
company that provides pay television and Internet access services to businesses and consumers in
the United Kingdom. It was founded in 2003 as a subsidiary of Carphone Warehouse and was
demerged as a standalone company in March 2010. Its headquarters are in Salford.
Carnstone is an independent management consultancy, specialising in ESG and sustainability.

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Carnstone advises clients on the full range of social, environmental and ethical topics – from
supplier management to community investment, from climate change to corporate governance, from
human rights to investor relations. They have offices in London and Shanghai.
12
DIMPACT is a collaborative project, convened by Carnstone, with world-class researchers from
the University of Bristol and twenty-two of the world’s most innovative media and technology
companies. DIMPACT is a pioneering web app to help the digital media industry map and manage
its carbon impacts.
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Utility Bidder is a revolutionary service, set up to ensure customers get the best gas and electricity
tariffs on their business energy. Energy costs have become and increasing part of a business’s
overheads, so therefore reducing your bills will have an immediate positive impact on your bottom
line. Utility Bidder was set up in 2009; the founders had seen the opportunity to develop a service
offering focused on serving UK SMEs.
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Small and Medium Enterprise: a company, or companies considered as a group, that are neither
very small nor very large
READING COMPREHENSION
I. Answer the questions.
1. What is the purpose of collaborative team will work to tackle their carbon footprint?
2. How are the scientists going to map the carbon hotspots of digital media content?
3. What makes difficult for the scientists to map the carbon footprint of digital services in the
advertising, publishing and broadcasting sectors?
4. What will DIMPACT is supposed to change in environmental transparency?”
5. Why should the University of Bristol be commended for working with some of the biggest
players in the media to tackle carbon footprint?
1. The purpose of the collaborative team is to tackle the carbon footprint of some
of the world's largest media companies.
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2. The scientists will map the carbon hotspots of digital media content by
exploring their carbon impacts.
3. It's difficult for the scientists to map the carbon footprint of digital services in
the advertising, publishing, and broadcasting sectors because of the hugely
complex underlying technological systems, including delivery networks, data
centers, web infrastructure, and user devices.
4. DIMPACT is supposed to change environmental transparency by creating a

carbon calculator that will be made available to any company providing media
products and services. This will simplify the calculations and enable greater
environmental transparency for the sector.
5. The University of Bristol should be commended for working with some of the
biggest players in the media to tackle the carbon footprint. This kind of thinking
and direct action needs to trickle down to SMEs quickly. Many are starting to
understand that their actions are leading directly to climate change, and decisive
steps are being made. The idea of a carbon footprint calculator that offers insight
to businesses is fascinating, and having tangible and usable data and analysis will
be a step-change for many.
II. Decide which statement is TRUE and which is FALSE. Use the required information from the
text above and correct the false statements.
1. The world’s largest media companies have teamed up with computer scientists at the University of
Bristol offer a clear understanding of their carbon footprint.
2. The ‘hotspots’ are feasible to spot.
3. The media sector falls flat with environmental transparency.
4. A major improvement will be made by keeping track of analysis and real data.
5. The project has been lauded by energy experts.
6. An online carbon calculator will enable companies to reduce their overall footprint.
1. FALSE. The world’s largest media companies have teamed up with computer
scientists at the University of Bristol to tackle their carbon footprint, but the
primary goal is not to offer a clear understanding of their carbon footprint. Instead,
they aim to explore the carbon impacts of digital content.
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2. TRUE or false. The 'hotspots' are feasible to spot, as mentioned in the text. grow.
“What we don’t know is how those 11) modes of 12) digital consumption 13) translate into
carbon impacts and where the ‘hotspots’ reside
3. TRUE. The text suggests that the media sector faces challenges with
environmental transparency. This makes acquiring the data necessary for the
calculations
21) challenging. Our tools are designed to simplify these
calculations and thus 22) enable greater 23) environmental
4. TRUE. The project is expected to make a major improvement by providing

tangible and usable data and analysis.
5. TRUE. The project has been praised by energy experts, as stated in the text. The
project has been praised by energy experts. James Longley, 24) managing director of Utility
Bidder14, said the fact that studies and actual action are being taken to tackle the climate change
by certain industries is 25) encouraging. “The University of Bristol should 26) be commended
for working with some of the biggest players in the media to tackle this. However, this kind of
thinking and direct action needs 27) to trickle down to SMEs15 quickly,” he said
6. FALSE or true. While the project aims to create a carbon calculator, the primary
goal is to simplify calculations and enable greater environmental transparency for
the sector. The text does not explicitly state that the calculator will enable
companies to reduce their overall footprint.
Toennesen explained that companies will be able to “identify the carbon savings that can be
made by alternative design decisions” and “find ways to reduce their 20) overall footprint.”
III. Complete the following sentences using the required information from the text above.
1. Some of the world’s largest media companies have teamed up with computer scientists at the
University of Bristol _______________________.
2. According to the researchers, this project is the “first serious collaborative attempt
_______________________.”
3. By _______________________, they hope to create an online carbon calculator that will be made
available to any company providing media products and services.
4. Our tools are designed _______________________ for the sector."
5. To have _______________________data and analysis is going to be a step-change for many."
6. Christian Toennesen, said: “What we don’t know is _______________________.
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7. Using _______________________, the tool will work out how much electricity digital systems
consume and their carbon footprint.
8. “Many are starting to understand that their actions _______________________.”
1. Some of the world’s largest media companies have teamed up with computer
scientists at the University of Bristol to tackle their carbon footprint.
2. According to the researchers, this project is the “first serious collaborative

attempt to create a tool that takes the complexity out of calculating digital carbon
emissions.”
3. By mapping the carbon hotspots of digital media content and services, they
hope to create an online carbon calculator that will be made available to any
company providing media products and services.
4. Our tools are designed to simplify these calculations and thus enable greater
environmental transparency for the sector.
5. To have tangible and usable data and analysis is going to be a step-change for
many.
6. Christian Toennesen said: “What we don’t know is how those modes of digital
consumption translate into carbon impacts and where the ‘hotspots’ reside.”
7. Using behavioral analytics data taken from user devices, energy consumption
values from servers, and location-specific carbon intensities, the tool will work out
how much electricity digital systems consume and their carbon footprint.
8. “Many are starting to understand that their actions are leading directly to
climate change, and decisive steps are being made.”
IV. a. Make up a plan of the text.

Title: "Media Giants Collaborate to Tackle Carbon Footprint of Digital Content"
Introduction:
• Briefly introduce the collaborative effort between major media companies and the University
of Bristol.
• Mention the goal of the collaboration: addressing the carbon footprint of digital content.
Body:
1. The Collaborative Initiative (Paragraph 1)
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• Explain the collaboration between leading media companies and academic researchers.
• List the participating companies, emphasizing their significance in the media industry.
2. Mapping Carbon Impacts (Paragraph 2)
• Describe the purpose of the collaboration: mapping the carbon hotspots of digital media
content and services.
• Highlight the objective of creating a universal carbon calculator for media companies.
3. Importance of the Project (Paragraph 3)
• Quote Christian Toennesen from Carnstone regarding the growth of the digital economy.
• Emphasize the need for understanding the carbon impacts of digital consumption.
4. Complexity of Carbon Mapping (Paragraph 4)
• Explain why current methods of mapping carbon footprints are challenging.
• Mention the complexity of technological systems involved, including delivery networks, data
centers, web infrastructure, and user devices.
5. Utilizing the Carbon Calculator (Paragraph 5)
• Describe how the tool will work using behavioral analytics data, energy consumption values,
and location-specific carbon intensities.
• Highlight the benefits for participating companies in understanding and reducing their carbon
footprint.
6. Simplifying Environmental Transparency (Paragraph 6)
• Quote Dr. Daniel Schien regarding the carbon footprint of digital services in the information
and communications sector.
• Explain how the tools developed by the University of Bristol aim to simplify calculations
and enhance environmental transparency.
7. Support from Energy Experts (Paragraph 7)
• Mention positive feedback from energy experts, including James Longley from Utility
Bidder.
• Highlight the significance of industries taking steps to combat climate change.
8. Encouraging Action Across Industries (Paragraph 8)
• Emphasize the need for the collaborative efforts seen in the media industry to extend to small
and medium-sized enterprises (SMEs).
• Discuss the impact of climate change awareness on businesses.
9. The Promise of a Carbon Footprint Calculator (Paragraph 9)
• Express the potential of a carbon footprint calculator in offering valuable insights to
businesses.
• Highlight the importance of tangible and usable data for companies.
Conclusion:
• Summarize the significance of the collaborative project in addressing the carbon footprint of
digital media.
• Emphasize the potential impact of this initiative on both the media industry and the broader
business landscape.
b. Write a short summary from 200-250 words. Make use of the linking words (see APPENDIX
2).
In January 2020, major media companies joined forces with the University of Bristol in a
groundbreaking collaboration to address the carbon footprint associated with digital content. This
12-month initiative involves prominent companies such as the BBC, Dentsu Aegis Network,
19
Informa, ITV, Pearson, RELX, Schibsted, Sky, and TalkTalk. The primary objective is to map the
carbon hotspots within digital media content and services, with the ultimate aim of creating a
universal carbon calculator accessible to all media providers.
Christian Toennesen, senior partner at Carnstone, underlined the inevitability of the digital
economy's growth and the need to understand the carbon implications of digital consumption. This
initiative, named DIMPACT, represents a pioneering effort to simplify the complex task of
calculating digital carbon emissions.
Mapping the carbon footprint of digital services is challenging due to the intricate technological
systems involved, including delivery networks, data centers, web infrastructure, and user devices.
However, by using behavioral analytics data, energy consumption values, and location-specific
carbon intensities, the tool being developed will calculate electricity consumption and carbon
footprints. This will enable participating companies to identify carbon-saving opportunities and
reduce their overall environmental impact.
Dr. Daniel Schien, senior lecturer in computer science at the University of Bristol, highlighted that
the majority of carbon emissions from digital services in the information and communications sector
occur outside organizations, making data acquisition for calculations challenging. The tools being
developed aim to simplify these calculations and enhance environmental transparency for the sector.
Energy experts praised this initiative for addressing climate change within industries. James
Longley, managing director of Utility Bidder, commended the collaboration between academia and
media giants and urged for similar thinking to extend to small and medium-sized enterprises
(SMEs). He believes that tangible and usable data will be a game-changer for businesses in
understanding and mitigating their carbon impact.
This collaboration represents a significant step in the media industry's efforts to reduce its
environmental footprint, with the potential to influence broader business practices as awareness of
climate change continues to grow.
ACTIVE VOCABULARY: TEXT 1
I. Transcribe the following. Consult APPENDIX 2 if necessary.

Behavioural, calculator, collaborative, commend, company, content, economy, environmental,
infrastructure, insight, media, to utilize.
1. Behavioural - /bɪˈheɪvjərəl/
2. Calculator - /ˈkælkjəˌleɪtər/
3. Collaborative - /kəˈlæbərətɪv/
4. Commend - /kəˈmɛnd/
5. Company - /ˈkʌmpəni/
6. Content - /ˈkɒntɛnt/
7. Economy - /ɪˈkɒnəmi/
8. Environmental - /ɛnˌvaɪrənˈmɛntəl/
9. Infrastructure - /ˈɪnfrəˌstrʌkʧər/
10. Insight - /ˈɪnsaɪt/
11. Media - /ˈmiːdiə/
12. To utilize - /tuː ˈjuːtɪˌlaɪz/
II. Define or explain the terms used in the text, consult English-English Dictionary (for
reference see APPENDIX 4). carbon footprint, impact, insight, network, web infrastructure,
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media product, broadcasting, environmental transparency, tangible data, decisive steps, digital
consumption, carbon intensity, to trickle down
1. Carbon Footprint: The total amount of greenhouse gases, primarily carbon dioxide, produced directly or
indirectly by an individual, organization, event, or product throughout its lifecycle. It is usually measured in units
of carbon dioxide equivalents (CO2e) and reflects the environmental impact in terms of carbon emissions.
2. Impact: In this context, "impact" refers to the effect or influence that digital content and services have on the
environment, specifically in terms of carbon emissions or environmental consequences.
3. Insight: Insight refers to a deep understanding or perception gained through analysis, observation, or study. It
often involves seeing the underlying causes and effects of a situation or phenomenon.
4. Network: A network is a collection of interconnected entities (such as computers, devices, or organizations) that
communicate and share resources with one another. It can refer to both physical (wired or wireless) and virtual
connections.
5. Web Infrastructure: Web infrastructure comprises the underlying technologies, servers, software, and protocols
that support the operation and functionality of the World Wide Web. It includes web servers, data centers, and
related components.
6. Media Product: A media product is any form of content or creative work that is produced for distribution
through various media channels. It can include newspapers, magazines, television programs, movies, websites,
and more.
7. Broadcasting: Broadcasting is the distribution of audio or video content to a wide audience through radio,
television, or the internet. It involves transmitting content to multiple recipients simultaneously.
8. Environmental Transparency: Environmental transparency refers to openness and clarity regarding
environmental impacts and practices. It involves providing accurate and accessible information about an
organization's or industry's environmental footprint.
9. Tangible Data: Tangible data refers to information that is concrete and can be measured, observed, or
physically represented. It contrasts with abstract or intangible concepts.
10. Decisive Steps: Decisive steps are actions or measures taken with determination and promptness to address a
particular issue or achieve a specific goal. They involve making important choices or decisions to bring about
change.
11. Digital Consumption: Digital consumption pertains to the utilization of digital resources, services, or content,
such as websites, apps, streaming media, and online communication platforms.
12. Carbon Intensity: Carbon intensity measures the amount of carbon dioxide emissions produced per unit of a
specific activity, product, or service. It quantifies the carbon emissions relative to a particular output or input.
13. To Trickle Down: "To trickle down" is a metaphorical expression indicating the gradual spread or distribution of
something, such as knowledge, benefits, or actions, from one level or group to another, often from the top to
the bottom of a hierarchy or from larger entities to smaller ones.
III. a. Find in the text equivalents of the following words.
• all the energy used to perform an action, manufacture something or simply inhabit a
building
• determines whether consumption is to be carried out as backward or forward consumption,

or whether both consumption types are allowed., set of rules or habits in the way a person or
a group acquires and consumes good
21
• refer to the electronic delivery of information including data and content across multiple
platforms and devices like web or mobile that is entirely automated, or involves very little
human intervention.
• make determined efforts to deal with (a problem or difficult task).

media, describes any channel of communication.
• to join another person, or form a group with other people, in order to do something together
• in general rather than in particular, or including all the people or things in a particular group
or situation
• to formally praise or mention with approval someone or something:: to recommend as

worthy of confidence or notice
• to change something into a new form, especially to turn a plan into something real: a
stepchange
• connected to, served by, or available through a system and especially a computer or
telecommunications system
• a measure of how clean our electricity is. Electricity that's generated using fossil fuels is
more carbon intensive, as the process by which it's generated creates CO2 emissions.
1. All the energy used to perform an action, manufacture something, or inhabit a building: This
concept is referred to indirectly as "carbon footprint" in the text. The carbon footprint measures the
environmental impact, including the energy usage associated with various activities, products, or
services.
2. Set of rules or habits in the way a person or a group acquires and consumes goods: This is
not explicitly mentioned in the text, but it can be related to "modes of digital consumption." It refers
to the patterns or behaviors in which individuals or groups acquire and utilize digital content or
services.
3. Refer to the electronic delivery of information including data and content across multiple
platforms and devices like web or mobile that is entirely automated, or involves very little human
intervention: This is described in the text as "digital content and services." It encompasses the
automated or semi-automated distribution of information across various digital platforms.
4. Make determined efforts to deal with (a problem or difficult task): The term "decisive steps"
in the text can be related to this meaning. It implies taking determined and purposeful actions to
address a particular issue or challenge.
5. Media, describes any channel of communication: The term "media" in the text refers to
various communication channels, including digital media, broadcasting, and content delivery.
6. To join another person, or form a group with other people, in order to do something together:
The text doesn't directly mention this concept, but it can relate to the collaboration of media
companies and the University of Bristol to address carbon emissions collectively.
7. In general rather than in particular, or including all the people or things in a particular group
or situation: The concept of "universal carbon calculator" in the text implies that the tool will be
applicable to all media providers and not limited to specific cases.
22
8. To formally praise or mention with approval someone or something; to recommend as
worthy of confidence or notice: This is related to the term "commend" in the text, which suggests
recognizing and praising the collaborative efforts of the media companies and the university.
9. To change something into a new form, especially to turn a plan into something real: a step-
change: The text doesn't explicitly mention this concept, but it can be related to the idea of creating
a practical tool (carbon calculator) from the collaborative initiative.
10. Connected to, served by, or available through a system and especially a computer or
telecommunications system: This concept aligns with the notion of "digital infrastructure" and
"technological systems" mentioned in the text. It refers to systems and technologies that support
digital communication and content delivery.
11. A measure of how clean our electricity is. Electricity that's generated using fossil fuels is
more carbon-intensive, as the process by which it's generated creates CO2 emissions: This
corresponds to the term "carbon intensity" in the text, which measures the carbon emissions
produced per unit of activity, product, or service, including electricity generation.
b. Find in the text opposites of the following words.

• precise, specific, narrow
• hesitating, irresolute
• criticize, attack, dinnounce
• secretiveness, dishonesty, non-openness, with intention to hide
• impalpable. Immaterial, not having measurable weight or importance
• independently, singly,one-sidedly
• Precise, specific, narrow: The opposite concept in the text is represented by "in general,"
which implies a lack of specificity or precision, encompassing a broader scope.
• Hesitating, irresolute: The opposite of hesitating or irresolute behavior is implied by phrases
like "determined efforts," "decisive steps," and "promptness" in the text, which indicate a resolute
and determined approach.
• Criticize, attack, denounce: The opposite idea in the text is "commend," which means to
formally praise or mention with approval, as opposed to criticizing or denouncing.
• Secretiveness, dishonesty, non-openness, with intention to hide: The opposite concept is
"environmental transparency," which refers to openness and clarity, implying honesty and a lack of
secretiveness or intention to hide.
• Impalpable, immaterial, not having measurable weight or importance: The text doesn't
explicitly mention the opposite concept, but the discussion of carbon emissions and their
measurement suggests a focus on tangible and measurable environmental factors, making them the
opposite of impalpable or immaterial.
• Independently, singly, one-sidedly: The text emphasizes collaboration, which involves
multiple parties working together, thus contrasting with the idea of acting independently or one-
sidedly.
IV. Translate the following sentences, paying attention to the underlined parts/active
vocabulary of the text.
1. The research affords a new insight into the origins of the universe.
2. Schools will team up with university maths departments to give pupils top-quality tuition.
3. There should be some tangible evidence that the economy is starting to recover.
4. Since 1950, worldwide energy consumption had more than quadrupled.
5. Right now, States use different mechanisms to map fires.
23
6. The major impact of this epidemic worldwide is yet to come.
7. Customers have used these for skiing and working outdoors in frigid temps, and commend
the easy-to-use app and the functionality of the socks.
8. For all these reasons, mass surveillance of digital content and communications data presents
a serious challenge to an established norm of international law.
9. Tangible assets include a company's physical property like real estate, factories, equipment,
and inventories as well as its financial balances.
10. Website problems can quickly translate into losing sales and customers.
11. Fuel consumption values and carbon dioxide emissions were determined by the new WLTP
test.
12. His speech called for a step change in attitudes to the environment in the 21st century.
13. Despite such warnings and the pledges made in the Paris Agreement to tackle climate
change, global emissions have continued to rise, barring a dip in 2020.
14. The famous economical model posits that, should the wealthy be allowed to make as much
money as possible, it will trickle down to everyone else in society.
15. The MAN D1556 simultaneously achieves the most economical consumption values in the
entire engine-map range thanks to its modern design.
1. Дослідження дає нове розуміння походження Всесвіту.
2. Школи об'єднаються з математичними факультетами університетів, щоб

забезпечити учням високоякісне навчання.
3. Повинні з'явитися реальні докази того, що економіка починає відновлюватися.
4. З 1950 року споживання енергії у світі зросло більш ніж у чотири рази.
5. Наразі держави використовують різні механізми для картографування пожеж.
6. Основний вплив цієї епідемії в усьому світі ще попереду.
7. Клієнти використовували їх для катання на лижах та роботи на відкритому

повітрі в морозну погоду, і високо оцінили простий у використанні додаток та
функціональність шкарпеток.
8. З усіх цих причин масове стеження за цифровим контентом і комунікаційними

даними становить серйозний виклик усталеній нормі міжнародного права.
9. Матеріальні активи включають фізичну власність компанії, таку як

нерухомість, заводи, обладнання та інвентар, а також її фінансові баланси.
10. Проблеми з веб-сайтом можуть швидко призвести до втрати продажів і

клієнтів.
11. Показники споживання пального та викидів вуглекислого газу були визначені

за допомогою нового тесту WLTP.
12. У своєму виступі він закликав до кардинальної зміни ставлення до

навколишнього середовища в 21 столітті.
24
13. Незважаючи на такі застереження і зобов'язання, взяті в Паризькій угоді щодо
боротьби зі зміною клімату, глобальні викиди продовжують зростати, якщо не брати
до уваги падіння в 2020 році.
14. Відома економічна модель стверджує, що якщо дозволити багатим заробляти

якомога більше грошей, то вони просочаться до всіх інших членів суспільства.
15. Завдяки сучасній конструкції MAN D1556 одночасно досягає

найекономічніших показників витрати палива у всьому діапазоні двигунів.
V. Complete each sentence with the correct form of the following words. There is one
word too many. to map impacts energy consumption trickled down digital
content to tackle tangible step change translate into insights to commend
1. The manifesto includes tough measures ____________ road congestion and environmental
pollution.
2. The project would give scientists new ____________ into what is happening to the Earth's
atmosphere.
3. We are the first manufacturer to use blockchain technology ____________ CO2 emissions
in the global battery cell supply chain.
4. They are supposed to help households cut their ____________ and reduce bills.
5. We need to be concerned about the environmental ____________s of all this construction.
6. Delaying retirement will inevitably ____________ greater competition for jobs.
7. Information about what happened finally ____________ to me.
8. For a low-budget film, it has much____________ it
9. Other____________ benefits include an increase in salary and shorter working hours.
10. In order to reduce the illegal distribution and consumption of ____________, the authorities
are adopting copyright laws.
1. The manifesto includes tough measures to tackle road congestion and environmental
pollution.
2. The project would give scientists new insights into what is happening to the Earth's
atmosphere.
3. We are the first manufacturer to use blockchain technology to map CO2 emissions in
the global battery cell supply chain.
4. They are supposed to help households cut their energy consumption and reduce bills.
5. We need to be concerned about the environmental impacts of all this construction.
6. Delaying retirement will inevitably translate into greater competition for jobs.
7. Information about what happened finally trickled down to me.
8. For a low-budget film, it has much tangible to it.
9. Other tangible benefits include an increase in salary and shorter working hours.
10. In order to reduce the illegal distribution and consumption of digital content, the
authorities are adopting copyright laws.
VI. Translate into English using Active Vocabulary of Text 1.
25
1. У статті, опублікованій у журналі Resources, Conservation and Recycling, дослідники
пропонують проводити наради лише зі звуком і без відео, оскільки це суттєво
зменшує вуглецевий та водний сліди.
2. Країни Балтії об’єднали зусилля для того щоб протистояти дезінформації та
пропаганді про війну в Україні.
3. Мобільні технології та цифровізація суспільства сприяють розвитку цифрового
контенту.
4. Нині у світі позначають 47 зон вулканічної активності , згідно з Глобальною
програмою вулканізму Смітсонівського інституту. (the Smithsonian Institution's Global
Volcanism Program.)
5. Генеральний секретар ООН Антоніу Гутерріш заявив про «великий крок вперед» у
переговорах щодо експорту українського зерна.
6. «Україна досягає суттєвого прогресу в реформах, які визначені в Угоді про асоціацію.
Ми повинні похвалити її за це», - заявив депутат від політичної групи Європейської
народної партії Міхаель Галер.
7. зможуть «визначити економію вуглецю, яку можна досягти за допомогою
альтернативних проектних рішень» компанії і «знайти способи зменшити свій 20)
загальний слід».
8. Картографуючи очаги інтенсивних викидів цифрового медіаконтенту та послуг,
вони сподіваються створити калькулятор викидів вуглецю, який стане доступним
для будь-якої компанії, що надає медіапродукти та послуги.
9. На порталі Дія.Бізнес з’явилась корисна інформація для українців, які виїхали до
Британії.
10. Наші інструменти створені для спрощення цих розрахунків і, таким чином,
забезпечення більшої екологічної прозорості для сектора».
In an article published in the journal Resources, Conservation and Recycling, researchers suggest
conducting meetings with sound only and without video, as it significantly reduces carbon and water
footprints.
The Baltic countries have teamed up to to counter disinformation and propaganda about the war in
Ukraine.
Mobile technologies and societal digitalization contribute to the development of digital content.
Currently, there are 47 zones of volcanic activity marked in the world, according to the Smithsonian
Institution's Global Volcanism Program.
26
UN Secretary-General Antonio Guterres has announced a "significant step change" in negotiations
regarding the export of Ukrainian grain.
"Ukraine is making significant progress in the reforms outlined in the Association Agreement. We
should commend it for that," said Michael Gahler, a member of the European People's Party
political group.
Companies will be able to "determine the carbon savings that can be achieved through alternative
project decisions" and "find ways to reduce their overall footprint."
By mapping the hotspots of intensive emissions of digital media content and services, they hope to
create a carbon emissions calculator that will be available to any company providing media products
and services.
Useful information for Ukrainians who have moved to the UK has appeared on the Diya.Business
portal.
"Our tools are designed to simplify these calculations and, thus, provide greater environmental
READING 2:
Read the text by Charlie Yang How Murdoch shapes the economy: the influence of media, and
media moguls, on economic policy. Use the words and phrases below to complete the text. Read
the text again and translate it. Underline or write out all useful expressions. Make a short
presentation based on the theme of the article.
TEXT 2
HOW MURDOCH SHAPES THE ECONOMY: THE INFLUENCE OF MEDIA, AND

MEDIA MOGULS, ON ECONOMIC POLICY
➢ areas
➢ targeted
➢ oust
➢ to mitigate
➢ gamble
➢ to mould
➢ economic disruptors ➢ consumer perception
➢ moguls
➢ gross
➢ the media landscape
➢ compared
27
➢ pivotal
➢ narratives
➢ to forward
➢ regulatory
➢ sway
➢ driving0
➢ Areas - /ˈɛəriəz/
➢ Targeted - /ˈtɑːrɡɪtɪd/
➢ Oust - /aʊst/
➢ Mitigate - /ˈmɪtɪɡeɪt/
➢ Gamble - /ˈɡæmbəl/
➢ Mould - /moʊld/
➢ Economic Disruptors - /ˌiːkəˈnɒmɪk dɪsˈrʌptərz/
➢ Consumer Perception - /kənˈsuːmər pərˈsɛpʃən/
➢ Moguls - /ˈmoʊɡəlz/
➢ Gross - /ɡroʊs/
➢ The Media Landscape - /ðə ˈmiːdiə ˈlændskeɪp/
➢ Compared - /kəmˈpɛrd/
➢ Pivotal - /ˈpɪvətəl/
➢ Narratives - /ˈnærətɪvz/
➢ Forward - /ˈfɔrwərd/
➢ Regulatory - /ˈrɛɡjʊləˌtɔri/
➢ Sway - /sweɪ/
➢ Driving - /ˈdraɪvɪŋ/
➢ області
цілеспрямовано
витіснити
пом'якшити
➢ грати
➢ формувати
➢ економічні підривники ➢ споживче сприйняття
магнати
брутто
➢ медіа-ландшафт
➢ порівняно
➢ ключові
➢ наративи
➢ просувати
➢ регуляторний
➢ розгойдування
➢ рушійний
“I'm not an economist … economists were created to make weather forecasters look good.” For the latter
half of the twentieth century and the start of the 21st, Rupert Murdoch, the family patriarch of Murdoch
28
Media, has dominated the media landscape of some of the most influential democracies in the world. With
his unique brashness and unwillingness to conform to the reasonable, Murdoch has demonstrated the
unparalleled ability to alter political and economic narratives as he sees fit.
Although there has been skepticism over his influence, Murdoch has helped elect and oust multiple Prime
Ministers — from Tony Abbott to Margaret Thatcher — and played a large part in Donald Trump’s shock
2016 victory. By using his political leverage, Murdoch cleared the pathway to mogul status, but also
maintained sway in government policies. But all this is not a secret. In fact, Murdoch’s influence in politics
is so apparent that he has been condemned not only in the few papers he does not own but in the memoirs
of the last three Australian Prime Ministers (excluding Abbott, a Murdoch sympathizer).
What is less readily apparent to us is the insidious influence that Murdoch, and indeed media moguls, exert
upon the economic policies of Australia, the U.S, and the U.K.. In considering this, a few questions jump
out at us. How, why, the implications, and most importantly: is there anything to be done?
Perhaps the best place to start is to understand Murdoch’s historical shadow over government economic
policy. As a strong proponent of creative destruction — the abolition of old economic practices, however
premature, for progress — to maximize profits (see the Wapping Dispute), Murdoch has been unafraid to
bluntly direct his publications to forward his personal and thus inconsistent political and economic agendas.
Compared with being simply conservative or progressive, this allows Murdoch to adapt to evolving
economic landscapes and position his media accordingly. The most prominent example of Murdoch’s
influence can be seen in the media's response over stimulus packages during times of crisis. During the
2008 GFC, the Australian Rudd government implemented a number of stimulus packages to restart the
economy that the Murdoch Media criticized: reporting in the Herald-Sun (2009) that it was “Rudd’s $42
billion gamble”. Whilst at the time not being particularly impactful in changing the policy nor the
government, Murdoch was able to build on this momentum by campaigning against the Minerals Resource
Rent Tax, a fiscal policy targeted at taxing 30% of profits from big mining businesses to change the
economic landscape of the mining industry. Ultimately, he played a role in electing a new conservative
government under Tony Abbott, who successfully repealed the tax in 2014. However, in the economic
response to today’s pandemic Murdoch flipped his media’s position to support the Morrison government
stimulus packages that dwarf that of Rudd’s, aiding Morrison’s approval ratings to reach the highest level
of any Prime Minister in the last 10 years.
Other areas where Murdoch has influenced economic policy include Carbon taxes for a greener economy
and, in the U.S., Trump’s tariffs and protectionist economic outlook (which he supported). Murdoch’s
presence is similarly felt in the U.K., where he played a pivotal role in ensuring Brexit, stating “When I go
into Downing Street they do what I say; when I go to Brussels they take no notice.” Brexit and Trumpian
economics have been the two big economic disruptors of the last decade; it is undeniable that Murdoch
oozes economic influence.
But why does Murdoch and indeed the media have so much economic power? And why is this problematic?
The most logical argument would simply be that the media influences public opinion, which the
government panders to, thus altering economic policy and increasing economic speculation and uncertainty.
This is especially true for Murdoch; Bennett and Lyengar (2008) argue that an increasingly fragmented
media market limits its ability to mould public economic perceptions, leading to the conclusion that, in the
case of Murdoch, monopolizing the media industry allows for consistent messaging and thus a greater
ability to influence public and corporate economic perception. Which is why Murdoch’s power in the
29
monopolized media in Australia and the U.K. is far greater than America and it’s comparatively diverse
media landscape. Moreover, in many cases political influence mirrors economic influence, because the
driving force behind fiscal and monetary policies is of course the government.
But even so, surely the actual state of the economy would be the greatest determinant of public economic
perception? This may be true, evidenced in the public support for an Emissions Trading Scheme despite
heavy resistance from News Corp. But in times of crisis such as today, when economic policy truly matters,
mass media gains power. As Lishan Su (2008) states “during recessions and times of economic slowdowns,
media have a more powerful effect on consumer sentiment.” It’s hard to measure how much impact the
Murdoch Media has on consumer perception and the corporate landscape; although Murdoch’s power is
first and foremost of a political nature it is clear that this influence seeps into the world of government
economic policy.
It doesn’t take an expert to figure out why the media’s disproportionate influence on economic policy is so
worrying. When determinations of economic policy are left to obscenely rich, conservative old white males,
you can be sure that the majority of us will be all the worse off for it. So, what can we do to mitigate media
economic influence? There is no easy answer. Until we can elect (and keep elected) a government that
doesn’t cower under Murdoch and other moguls, we cannot prevent their influence in the politics of
economics. But while it isn’t feasible to censor the media from discussing economics, that would be a gross
violation of free speech, we can explore enacting policies that safeguard media diversity and prevent
monopolization. Policies like subsidizing independent media, restricting market share, or establishing
regulatory bodies must all be considered.
Rupert Murdoch’s reign over Australian, U.K., and American media is almost over, and while presumptive
heir Lachlan Murdoch has raised concern over his intensely far-right, nationalistic views, only time will tell
how invested he is in shaping the next period of Western economic policy.
READING 3:
Read the text by Lefteris Kafatos, a diplomatic interpreter in the Office of Language Services in the
Bureau of Administration. Dedicated team at language services breaks through language
barriers. Put the following prepositions in each space in the text below: for (3), at (2), of, on, in
(6), into, to, around, by, with, within, besides. Read the text again and translate it. Underline or
write out all useful expressions. Make a presentation based on the text.
TEXT 3 OFFICE OF LANGUAGE SERVICES DEDICATED TEAM AT LANGUAGE

SERVICES BREAKS THROUGH LANGUAGE BARRIERS
When U.S. leaders converse with representatives from non-English speaking nations,
translation plays an imperative role in ensuring successful communication. In 1789,
when a newly born nation suddenly found itself with the need to communicate with
foreign countries, America’s first Secretary of State, Thomas Jefferson, established the
Clerk of Foreign Languages within the Department of State which, after many name
changes, became the Office of Language Services (LS) in 1985. Ever since, LS has
30
carried on a tradition and mission to provide language support for the conduct of
foreign policy. Today, LS is a part of the Bureau of Administration’s Operations Office
(A/OPR) and is comprised of an elite team of linguists who translate and interpret for
senior-level officials and Department employees in a variety of languages, worldwide.
LS consists of two divisions: the Translating Division (LS/T), which is responsible for
translating all written documents, and the Interpreting Division (LS/I), which provides
interpreters for all meetings that require spoken or verbal interpretation.
Although LS/T translators are not always in the spotlight, they constantly work to advance
U.S. diplomacy. In addition to playing a vital role in international treaties and agreements,
LS/T translates all manner of government materials and diplomatic documents—from
démarches in cables to notes between world leaders. In January 2019, a team of 19 French
and Spanish LS/T translators worked long and grueling hours to complete the United States-
Mexico-Canada Agreement (USMCA), the treaty that replaced the North American Free Trade
Agreement in 2018. This process was a massive undertaking where all 360,000 English words
needed to match their French and Spanish counterparts. Other examples of LS/T work
include translating brochures for foreign tourists visiting the Supreme Court, and manuals
used by U.S. military to train overseas partners. LS/T is also a key partner for the Bureau of
Diplomatic Security’s (DS) Anti-Terrorism Assistance Program (ATAP), working to provide DS
with translations for more than 100 courses each year.
While written materials are a key component to LS, when U.S. officials have a need to
communicate in person with foreign-language speakers, LS/I is able to provide interpreters
and linguists who act as America’s mouthpiece, currently in 47 languages. Besides the
Secretary and other Department officials, LS/I also serves the President and Vice President,
the National Security Council and a host of other cabinet officials at the Departments of
Defense, Commerce and more. Anytime there is a major international summit, such as the
U.N. General Assembly, LS/I interpreters are there conveying America’s message into other
languages. In addition to assisting with high-level communication in the White House
Situation Room and DoS Operations Center, LS/I interpreters also support the day-to-day
communications that underpin American diplomacy. LS/I linguists regularly interpret at
working-level meetings where intricate details of difficult agreements often get resolved.
In addition to government-to-government diplomacy, LS/I interpreters also serve in the

realm of public diplomacy. One of the most effective means for improving understanding
and goodwill between the U.S. and foreign partners is person-to-person diplomacy, another
field in which LS/I interpreters shine. A prime example is the support LS/I provides for the
International Visitor Leadership Program (IVLP), a professional exchange run by the
Department’s Bureau of Educational and Cultural Affairs (ECA).
31
LS/I interpreters accompany and interpret for foreign leaders in an array of industries who
were nominated by U.S. embassies to travel throughout the United States in order to meet
counterparts and learn more about American culture. LS/I interpreters act as linguistic and
cultural bridges that span the cultural divides between America’s leaders and foreign
partners.
Since the translation and interpretation industries are constantly evolving, LS maintains
contact with language communities both domestically and abroad. LS also participates in
exchanges with embassies to infuse their language pools with the living languages actually
spoken on-site. One example includes a recent exchange with Embassy Montevideo’s Cecilia
Fraga, a translator, who was able to assist LS while teleworking to complete her embassy
duties in Uruguay. This embodies the close collaboration between Washington-based
linguists and those at embassies around the globe. LS staffers can also be found at venues
such as the Interagency Language Roundtable, the American Translators Association and on
campus at the Middlebury Institute of International Studies, where they train future linguists
and recruit fresh talent.
The dedicated staff at LS strives to cultivate valuable language assets to serve the
Department and U.S. Government at large. Their linguists are trusted professionals who
maintain the high level of proficiency that American diplomacy requires.
TRANSLATION
Render the following text into English using some of the studied vocabulary.
Пропаганда як складова перемоги. Велика Британія у Другій світовій
Щоб виграти війну, замало лише військової міці. Справжня перемога – це, насамперед,
психологія. Щоб перемогти ворога, потрібно спочатку завоювати душі свого народу.
Прикладом такої боротьби є Велика Британія у Другій світовій війні. Журналісти BBC
Culture дослідили, як британська пропаганда боролась з ворогом у сорокових роках минулого
століття.
Перед урядом країни стояло непросте завдання – ще свіжими були спогади про недолугу
діяльність міністерства інформації під час Першої світової, коли з німців ліпили образ
недолюдків, які їдять людей. Тому у свідомості більшості жителів Сполученого Королівства
пропаганда асоціювалась з брехнею і нещирістю.
Відразу по закінченню Першої світової війни міністерство інформації ліквідували, оскільки

його діяльність викликала у людей лише незадоволення. Але з початком Другої світової уряд
був змушений відновити його діяльність – підданим короля Георга VI необхідно було
32
пояснити, навіщо країна оголосила війну Третьому Райху і чому терпить нищівні поразки від
Вермахту.
Генеральний директор ВВС Джон Рейт, який 1940 року став міністром інформації, визначив
ключові напрямки роботи свого відомства під час війни: “новини – це ударні війська
пропаганди, а в галузі пропаганди треба говорити правду, нічого, крім правди, і, наскільки
можливо, повну правду”.
Але самої правди було явно недостатньо для завоювання сердець британців. Тому
міністерство інформації не гребувало старими і перевіреними методами пересмикувань та
маніпулювань. У методичці, розробленій британськими спеціалістами, рекомендувалось
якнайчастіше використовувати в роботі інстинкти натовпу, і апелювати саме до них, а не до
розуму. Серед ключових прийомів також запропонували якнайчастіше використовувати
прості гасла, які повинні мобілізувати народ на захист вітчизни.
Міністерство випускало безліч книг, буклетів, фільмів, радіопередач. Воно ініціювало масові
інформаційні кампанії, які періодично прокочувалися країною. Одна з них називалась
“Кампанією гніву” і мала за мету закріпити у масовій свідомості постулат про надзвичайну
жорстокість нацистського режиму.
Крім мобілізації народу на боротьбу з ворогом, ця кампанія переслідувала ще кілька цілей.

Річ у тім, що для більшості населення війна була далекою і незрозумілою, адже
безпосередньо на території метрополії бойові дії не велись. А ще нацистська ідеологія була
досить популярною всередині самої країни, а лідер Британського союзу фашистів Освальд
Мослі був помітною фігурою на політичному небосхилі Королівства.
Внаслідок “Кампанії гніву” з німців вдалось виліпити образ ворога, прихильники ж Освальда
Мослі перетворились на класичну “п’яту колону” в свідомості більшості британців. Сам
Мослі провів усю війну у в’язниці, а Британський союз фашистів оголосили поза законом і
заборонили.
На радіо, яке було в ті часи найпопулярнішим та найпотужнішим засобом масової

інформації, почали виходити сатиричні та комедійні передачі, де відомі коміки висміювали
німців. Такою була, наприклад, програма англійського актора-коміка Томмі Гендлі “Знову ця
людина!”. В ній Гендлі виступав в ролі Міністра загострення ситуації і напускання
таємничості в Канцелярії пройдисвітів.
У кампанії з висміювання ворога брали активну участь преса та кіно. У газетах постійно
з’являлись карикатури та гуморески, в яких піднімалося на сміх вище керівництво Райху, а
солдатів Вермахту робили недолугими та не досить розумними.
Великою популярністю на екранах Сполученого Королівства користувалась робота

кінорежисера Чарльза Рідлі, який взяв кадри з фільму Лені Ріфеншталь “Тріумф волі” про
з’їзд Націонал-соціалістичної робітничої партії Німеччини 1934 року, де нацисти
марширують у Нюрнберзі, і наклав на них популярний танцювальний мотив із мюзиклу “Я і
моя дівчина”.
Propaganda as a component of victory. Great Britain in the Second World War
33
Military might alone is not enough to win a war. True victory is, first and foremost, psychology. To
defeat the enemy, you must first win the souls of your people.
An example of such a struggle is the United Kingdom in World War II. Journalists from BBC
Culture journalists investigated how British propaganda fought the enemy in the forties of the last
century.
The government faced a difficult task: the memories of the Ministry of Information's inept activities
during the First World War, when the Germans were portrayed as subhuman, human-eating
creatures, were still fresh. Therefore, in the minds of most people in the United Kingdom,
propaganda was associated with lies and insincerity.
Immediately after the end of the First World War, the Ministry of Information was liquidated, as its
activities caused only dissatisfaction among people. But with the outbreak of the Second World
War, the government was forced to resume its activities - King George VI's subjects needed to be
explained why the country had declared war on the Third Reich and why it was suffering crushing
defeats from the Wehrmacht.
The Director General of the BBC, John Reith, who became the Minister of Information in 1940,
identified the key areas of his agency's work during the war: "the news is the shock troops of
propaganda, and in the field of propaganda, the truth, nothing but the truth, and, as far as possible,
the whole truth, must be told."
But the truth alone was clearly not enough to win the hearts of the British. Therefore, the Ministry
of Information did not disdain the old and and proven methods of tugging and manipulation. A
manual developed by British experts recommended using crowd instincts as often as possible and
appealing to them rather than to reason. Among the key techniques, it was also suggested that
simple slogans should be used as often as possible to mobilize the people to defend the homeland.
The Ministry published many books, booklets, films, and radio programs. It initiated massive
information campaigns that periodically swept across the country. One of them was called the
"Campaign of Rage" and was aimed at consolidating in the mass consciousness the postulate of the
extreme cruelty of the Nazi regime.
In addition to mobilizing the people to fight the enemy, this campaign pursued several other goals.
The fact is that for the majority of the population, the war was distant and incomprehensible,
because there were no hostilities directly on the territory of the metropolis. In addition, Nazi
ideology was quite popular within the country itself, and the leader of the British Union of Fascists,
Oswald Mosley, was a prominent figure in the political sky of the Kingdom.
As a result of the "Campaign of Rage," the Germans were molded into the image of the enemy,
while supporters of Oswald
Mosley's supporters turned into a classic "fifth column" in the minds of most Britons. Mosley
himself spent the entire war in prison, and the British Union of Fascists was outlawed and banned.
The radio, which was the most popular and powerful media outlet at the time, began to air satirical
and comedy programs in which famous comedians ridiculed the Germans. This was, for example,
the program of the English actor-comedian Tommy Handley "That Man Again!". In it, Handley
played the role of the Minister of Aggravation and Mystery in the Office of the Rascals.
34
The press and cinema took an active part in the campaign to ridicule the enemy. The newspapers
constantly published cartoons and humorous stories that made fun of the Reich's top leadership, and
made the Wehrmacht soldiers look stupid and not smart enough.
Very popular on the screens of the United Kingdom was the work of film director Charles Ridley,
who took footage from Leni Riefenstahl's film Triumph of the Will, about the 1934 congress of the
National Socialist Workers' Party of Germany, where the Nazis march in Nuremberg, and set it to a
popular dance motif from the musical Me and My Girl.
Summery
During World War II, the United Kingdom recognized that military might alone wouldn't secure
victory; psychological warfare and propaganda played a crucial role in winning the hearts and
minds of the people. This article delves into how British propaganda strategies evolved during the
war.
The government faced a challenge as the memories of ineffective propaganda during the First
World War were still fresh. The Ministry of Information's activities had portrayed Germans as
subhuman creatures, creating negative associations with propaganda. However, with the outbreak of
the Second World War, the government reinstated the ministry to explain the war's necessity and
the country's struggles.
John Reith, the Director General of the BBC and Minister of Information in 1940, emphasized the
importance of truth in propaganda. Nevertheless, truth alone wasn't sufficient to sway the British
public. The Ministry of Information utilized crowd psychology and manipulation techniques,
appealing to instincts rather than reason. Simple slogans were frequently employed to mobilize the
population for defense.
The ministry disseminated information through various mediums such as books, booklets, films,
and radio programs. Mass information campaigns like the "Campaign of Rage" aimed to reinforce
the idea of Nazi cruelty in the public's consciousness. This campaign also aimed to counter the
war's distance and the popularity of Nazi ideology within the country.
Through propaganda, the Germans were portrayed as the enemy, and British Union of Fascists
supporters were marginalized. Radio programs and satirical comedy ridiculed the Germans, while
newspapers and cinema used humor to belittle the Reich's leadership and Wehrmacht soldiers.
Charles Ridley even created a humorous film using footage from Leni Riefenstahl's "Triumph of the
Will" set to a popular dance motif, further diminishing the enemy's image.
LEXICAL CLINIC
❖ MEDIA
❖ CONTENT
❖ CONSUME
❖ NETWORK
35
1. media /ˈmiː.di.ə/
Is media singular or plural?: Usage Guide
The singular media and its plural medias seem to have originated in the field of advertising over
70 years ago; they are still so used without stigma in that specialized field. In most other
applications media is used as a plural of medium. The popularity of the word in references to the
agencies of mass communication is leading to the formation of a mass noun, construed as a
singular.
1. a plural of medium. a) a method or way of expressing something, b) the material through

which a wave or other force travels c): something in a middle position d): a middle condition or
degree e) a condition or environment in which something may function or flourish Ocean fish live
in a medium of salt water. 2. plural a) the media the means of communication that reach large
numbers of people, such as the internet, newspapers, magazines, television and radio considered
as a group: usually media
b) something (such as a magnetic disk) on which information may be stored с) material or technical
means of artistic expression (such as paint and canvas, sculptural stone, or literary or musical form
d) a substance regarded as the means of transmission of a force or effect air is the medium that
conveys sound e) go-between, intermediary 3. medias plural : members of the mass media
2. content /ˈkɑːnˌtɛnt/ (n) plural contents 1. contents (plural) : the things that are in something
the drawer's contents 2. (noncount) : the ideas, facts, or images that are in a book, article, speech,
movie, etc. 3. a summary of the book's content 4. (noncount) : the amount of something that is in
something else
content /kənˈtɛnt/ (adj) not used before a noun [more content; most content] pleased and
satisfied : not needing more
content /kənˈtɛnt/( v) to make (someone) pleased and satisfied, to limit (oneself) in requirements,
desires, or actions content /kənˈtɛnt/ (n) a feeling of being pleased and satisfied : the state of
being content to your heart's content contentment contentment (n) the quality or state of being
contented, something that contents
3. consume (tr v) 1. to do away with completely: destroy 2. a) to spend wastefully: squander

b) use up 3 a) to eat or drink especially in great quantity b) to enjoy avidly: devour 4. to engage
fully: engross consumed with curiosity 5. to utilize as a customer (intr v) 1. to waste or burn away:
perish 2. to utilize economic goods consumer (n ) a person who buys goods or services for their
own use
consumerism (n) /kənˈsu·məˌrɪz·əm/

1. protection of consumers against harmful products or business methods 2. the state of an
advanced industrial society in which a lot of goods are bought and sold 3. disapproving the
situation in which too much attention is given to buying and owning things:
consumer watchdog
an official organization that works to protect the rights and interests of people who buy things or
use services
36
consumption (n) 1. the amount used or eaten, 2. the act of using, eating, or drinking something 3 .
the situation in which information, entertainment, etc. is intended for a particular group of people.
4. old-fashioned for tuberculosis(= a serious disease of the lungs)
4. network /ˈnetwɜːk/ (n) 1. a fabric or structure of cords or wires that cross at regular intervals and
are knotted or secured at the crossings 2. a system of lines or channels resembling a network
3. an interconnected or interrelated chain, group, or system 4. a system of computers and

peripherals that are able to communicate with each other 5. a group of radio or television stations
linked by wire or radio relay 6. a radio or television company that produces programs for
broadcast over such a network 7. a usually informally interconnected group or association of
persons (such as friends or professional colleagues)
network (tr v) 1. to cover with or as if with a network 2. (chiefly British) to distribute for broadcast
on a television network (also broadcast) 3. to join (things, such as computers) in a network
(intr v) to engage in networking

networker (n) 1. a person who works from home or from an external office via a computer
network. 2. a person who forms business contacts through informal social meetings
the old boy network (British English, informal, often disapproving, especially in the past) the
situation in many British companies, government departments and branches of the armed forces
where people give jobs to former students of the school or university that they went to.
EXERCISES
I. Paraphrase the expressions given in bold type using Lexical Clinic.
1. Polls show that voters are growing less and less satisfied with – content the current
administration.
2. Meetings routinely take - consume at least 20 hours of his time a week.
3. You can have your TV connected - networked to your home computer.
4. The meat was clearly not safe for people to eat. - content
5. All the information - media is available to subscribers only.
6. These products are not for our nationals to buy - consumption , but for export.
7. Such criticism has received wide attention and exposure in press - media and is taken
very seriously politically in donor countries.
8. American customers - consumers are becoming informed about the safety of products
made for children.
9. Recruiting staff used to be done by means of the old business connections among former
alumni association. - the old boy network
37
10. Uncontrollable increasing consumption of goods beyond those that are necessary -
consumerism has become a watchword of our culture despite regular and compelling calls
for its end.
11. Many businesses are finding Web video an attractive marketing tool - content.
12. He is extremely interested – consumed with in politics.
13. I don't really enjoy these conferences, but they're a good opportunity to socialise - network.
14. Fire damaged – consumed several buildings.
15. .The brochure describes the exhibits - media of the museum.
II. Learn the following chains of words and use them or their derivatives in the given
sentences.
social media – media (3) – medium - media coverage
1. Apple's current keyboards can use the function keys … for alternate functions such as controlling
volume, screen brightness, _________ playback 2.The internet is a growing _________ for
uncensored information and discussion. 3. The linkage between translation and interpreting in the
_________ context is another subject worth delving into in the future. 4. The print _________
cannot compete with the television. 5. Legal experts said that, in general, requests from a
government official to censor a _________post could violate the First Amendment if there was
even a perception that refusal could mean retaliation. 6. _________of cycling in July was pretty
impressive.
content (n,2) – content (v) – contents (2) - contentment
1. A table of _________ is a list that is placed at the beginning of some books. It shows how the
book is divided into sections and at which page each section begins. 2. Most manufacturers
_________ themselves with updating existing models. 3. Most soft drinks have a high sugar
_________. 4. But growth experts agree that finding ways to explore self-improvement, even
during challenging times, can play a pivotal role in finding _________ in our lives. 5. I emptied
the _________ of the fridge into carrier bags. 6. All this cool _________ is available to
subscribers only.
consumption - consumes - are consuming - are consumed - was consumed with - consumer -
consumer watchdog - consumerism
1. This device will monitor how much energy your household appliances _________ at any time. 2.
The new exhaust system, it is claimed, will lower fuel _________ 3. Beyond streaming, content
from Asian countries has become increasingly dominant on TikTok and YouTube, platforms where
Gen Z especially _________ most of its content. 4. He _________ guilt after the accident. 5. Most
of their manufactured products _________ domestically. 6. Brilliant marketing helped transform
38
Barbie into an icon of _________.. 7. A _________ warned today that hundreds of thousands of
people have been conned by fake lottery scams.8. One of the most significant trends for startups is
to focus on _________ values like sustainability, health consciousness, and social responsibility.
network - networkers – network (v) – networking (2) – networked (pp) - the old boy network
1. His words garnered a mixed response among seasoned _________ yesterday. 2. They _________
through friends, former co-workers, and professional organizations. 3. Students are sold on the idea
that working for free is an unofficial rite of passage to _________ opportunities and, eventually,
high-paying employment. 4. Huge sections of the rail _________ are out of action. 5.
Our computer system consists of about 20 personal computers _________ to a powerful file-server.
6. In addition, the tech park offers consulting services, a program focused on business expansion
and other intangible benefits such as _________ events. 7. Most of the managers were chosen by
_________ and many of them turned out to be incompetent.
social media – media (3) – medium - media coverage

1. Apple's current keyboards can use the function keys for alternate functions such as controlling
volume, screen brightness, media playback.
2. The internet is a growing medium for uncensored information and discussion.
3. The linkage between translation and interpreting in the media context is another subject worth
delving into in the future.
4. The print media cannot compete with the television.
5. Legal experts said that, in general, requests from a government official to censor a social media post
could violate the First Amendment if there was even a perception that refusal could mean retaliation.
6. Media coverage of cycling in July was pretty impressive.
content (n,2) – content (v) – contents (2) - contentment
1. A table of contents is a list that is placed at the beginning of some books. It shows how the book is
divided into sections and at which page each section begins.
2. Most manufacturers content themselves with updating existing models.
3. Most soft drinks have a high sugar content.
4. But growth experts agree that finding ways to explore self-improvement, even during challenging
times, can play a pivotal role in finding contentment in our lives.
5. I emptied the contents of the fridge into carrier bags.
6. All this cool content is available to subscribers only.
consumption - consumes - are consuming - are consumed - was consumed with - consumer - consumer
watchdog - consumerism
1. This device will monitor how much energy your household appliances consume at any time.
2. The new exhaust system, it is claimed, will lower fuel consumption.
3. Beyond streaming, content from Asian countries has become increasingly dominant on TikTok and
YouTube, platforms where Gen Z especially consumes most of its content.
4. He was consumed with guilt after the accident.
5. Most of their manufactured products are consumed domestically.
6. Brilliant marketing helped transform Barbie into an icon of consumerism.
7. A consumer watchdog warned today that hundreds of thousands of people have been conned by
fake lottery scams.
8. One of the most significant trends for startups is to focus on consumer values like sustainability,
health consciousness, and social responsibility.
39
network - networkers – network (v) – networking (2) – networked (pp) - the old boy network
1. His words garnered a mixed response among seasoned networkers yesterday.
2. They network through friends, former co-workers, and professional organizations.
3. Students are sold on the idea that working for free is an unofficial rite of passage to networking
opportunities and, eventually, high-paying employment.
4. Huge sections of the rail network are out of action.
5. Our computer system consists of about 20 personal computers networked to a powerful file-server.
6. In addition, the tech park offers consulting services, a program focused on business expansion and
other intangible benefits such as networking events.
7. Most of the managers were chosen by the old boy network, and many of them turned out to be
incompetent.
III. Write out verbs/adjectives/adverbs that are used with the Vocabulary (derivatives). Be
sure to use a combinatory dictionary.
e.g. THE INTERNATIONAL COMMUNITY
IDIOMS
An idiom is a phrase, saying, or a group of words with a metaphorical (not literal) meaning, which
has become accepted in common usage. An idiom’s symbolic sense is quite different from the literal
meaning or definition of the words of which it is made. There are estimated to be at least 25,000
idiomatic expressions in the English language.
I. Match the following idioms and expressions with their definitions and provide their
Ukrainian equivalents.
It went viral - вірусне - 4 1.media coverage that lasts from the beginning t
o the end of a formal session, such as a trial or p
e.g. A viral video. It was amazing how fast the olitical convention.
story went viral
gavel-to-gavel coverage - 1 2. to hear an informal person-to-person means

of circulating information or gossip
e.g. There has been gavel-togavel coverage of
the Senate hearing, as the la wmakers decide
whether or not to approve the c ontroversial
legislation.
висвітлення "від слова до слова
Наприклад, висвітлення слухань у Сенаті,

коли законодавці вирішували, чи
схвалювати суперечливий закон чи ні,
відбувалося "з уст в уста".
40
in the loop (opposite = out of the loop) – 5 - 3. a situation in which two people keep trying to
тримати когось в курсі подій. call each other on the telephone but are unable
to reach each other
e.g. “I’ve tried to befriend my boss so that I can
be in the loop on what’s happening with the
company.”
heard from the grapevine - 2 4. quickly and widely spread or

popularized especially by person-to-person
чутки з чужих вуст electronic communication.
Наприклад, я дізнався з чуток, що мій
улюблений гурт збирається випустити
новий альбом.
e.g. I heard through the grapevine that my

favourite band were about to release a new
album.
to play phone tag - 3 5. to keep someone informed or up to date.
e.g “Kate hasn’t gotten a hold of her mother

yet today. They’ve been playing phone tag.”
II. Make up sentences using the given idiomatic expressions.
1. Diplomats engaged in phone tag as they tried to schedule a meeting between the two nations'
leaders.
2. The United Nations provided gavel-to-gavel coverage of the international summit, allowing
people worldwide to follow the discussions.
3. The ambassador stayed in the loop regarding the ongoing negotiations, ensuring their
country's interests were well-represented.
4. Unfortunately, due to a communication breakdown, some countries were left out of the loop
when it came to critical trade agreements.
5. The viral video of the peace treaty signing ceremony helped spread a message of unity and
cooperation across borders.
6. News of the potential international trade deal leaked from the grapevine, creating
anticipation and speculation among businesses and governments.
1.______________________________________________________________________________
2.______________________________________________________________________________
3.______________________________________________________________________________
4.______________________________________________________________________________
5.______________________________________________________________________________
ІІІ. Fill in the gaps.
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phone tag gavel-to gavel coverage in the loop out of the loop it went viral from
the grapevine
1. You can tell she's __________. She always knows about policy decisions before the rest of us.
2. I hear __________that it's been developed by a team of ex-Adobe programmers so perhaps that's
not surprising.
3. Through its mobile-first platform, Sonder uses technology to help customers avoid typical hotel
headaches like waiting in line for a physical check-in and __________for service and
maintenance requests.
4. Facebook's data scientists and operations team scrambled to pull down the misinformation before
__________.
5. But the state’s community access cable channels, which provide local news, sports, and
__________ of local government, say the tax is essential to keep them afloat
You can tell she's in the loop. She always knows about policy decisions before the rest of us.
 I hear from the grapevine that it's been developed by a team of ex-Adobe programmers, so perhaps
that's not surprising.
 Through its mobile-first platform, Sonder uses technology to help customers avoid typical hotel
headaches like waiting in line for a physical check-in and gavel-to-gavel coverage for service and
maintenance requests.
 Facebook's data scientists and operations team scrambled to pull down the misinformation before it
went viral.
 But the state’s community access cable channels, which provide local news, sports, and
phone tag of local government, say the tax is essential to keep them afloat.
PHRASAL VERBS
A phrasal verb is a combination of a verb + particle(s). The particle(s) changes the meaning of the
verb. Phrasal verbs are used to make speech less formal.
PHRASAL VERB
CARRY
I. Match the phrasal verbs with their definitions:
42
1. carry on - c a to bring to a successful issue,
You just have to carry on as if complete, accomplish
nothing's happened.
2. carry out - a b. to be so excited that one is no longer in

control of one's behavior
The Social Democrats could still carry out their
threat to leave the government.
3. to be carried away with - b c. to continue doing, pursuing, or operating
There's far too much food - I'm afraid I got a

bit carried away.
II. Make up a short story using as many phrasal verbs CARRY as possible.
Once upon a time in a small coastal town, there was a fisherman named Jack who loved the sea
more than anything else. He lived by the shore and spent his days fishing and caring for his
boat, the "Salty Marlin."
One sunny morning, as Jack was getting ready to head out to sea, he noticed a message in a
bottle floating near his boat. Curiosity got the better of him, so he reached down and fished it
out of the water. To his surprise, the message was a treasure map!
Excitement carried him away, and he decided to follow the map's instructions, hoping to find a
hidden treasure chest filled with riches. He quickly stowed his fishing gear on the boat and set
sail.
As he sailed along the coast, he came across a group of dolphins playing in the waves. Jack
decided to carry on with his journey but couldn't help but watch the joyful dolphins as they
leaped out of the water.
Following the map's directions, Jack navigated through rocky cliffs and carried his boat through
narrow, hidden coves. It was an arduous journey, but his determination kept him going.
Finally, he reached a secluded beach where an "X" marked the spot. He anchored the Salty
Marlin and carried a shovel and a metal detector to the spot where the treasure was supposedly
buried. With each dig, his heart raced, but it seemed like hours passed without any luck.
Just as he was about to give up, the metal detector started beeping wildly. With renewed energy,
he dug deeper and uncovered an old, weathered chest. His excitement carried him away as he
opened it to reveal a trove of sparkling jewels and gold coins.
Jack had found the long-lost treasure hidden for generations. He quickly carried it back to his
boat, not knowing the adventure that awaited him once he returned home. Little did he know
that his discovery would carry him to even greater adventures on the high seas and new
friendships forged through the love of the ocean.
III. Fill in the gaps.

43
1. But he has been charged with conspiring to block Congress from carrying ___ its work
confirming Biden's election that day, and successfully obstructing the vote confirmation by
directing his supporters to the Capitol..
2. Daphne is carrying ___ the family tradition by becoming a lawyer.
3. A survey is now being carried ___ nationwide.
4. We must not be carried ___ by our own rhetoric about human rights and democracy; we
have to prioritise caution, humility, understanding and realism.
5. The Security Service of Ukraine and the country’s navy carried ___ the attack that damaged
Olenegorsky Gornyak, a landing vessel of the Russian navy, according to an official with the
security service.
6. Her bravery has given him the will to carry ___with his life and his work.

But he has been charged with conspiring to block Congress from carrying out its work confirming Biden's
election that day, and successfully obstructing the vote confirmation by directing his supporters to the
Capitol.
 Daphne is carrying on the family tradition by becoming a lawyer.
 A survey is now being carried out nationwide.
 We must not be carried away by our own rhetoric about human rights and democracy; we have to
prioritize caution, humility, understanding, and realism.
 The Security Service of Ukraine and the country’s navy carried out the attack that damaged
Olenegorsky Gornyak, a landing vessel of the Russian navy, according to an official with the security
service.
 Her bravery has given him the will to carry on with his life and his work.
GRAMMAR CLINIC
❖ Present Participles ( staying, leaving))

❖ Past Participles (left)
❖ Perfect Participles (having left)
Present Participles and past participles can be used as adjectives. The present participle (-ing)
escribes what smb or smth is .( It answers the question What kind) The past participle (-ed)
describes how smb feels. .( It answers the question How do you feel?)
It was an embarrassing situation
He was embarrassed.
Participles can also be used:
• instead of a relative pronoun and full verb.
44
The girl playing the piano is my sister. (The girl who is playing the piano is my sister)
The new phone advertised on TV is very expensive. (The new phone which is advertised on TV is
very expensive.)
• to express reason
Feeling shy, Kate did not call Ben. (Because she was shy…)
Having spent all the money we went home on foot. (Because we had spent…)
• to express time
Having taken the Master’s degree I applied for a job. (After I had taken..) I
met Jane while shopping. (I met Jane while I was shopping)
• instead of the past simple in narratives when we describe actions happening one after
another
Seeing me she smiled (She saw me and she smiled)
• to avoid repeating the past continuous in the same sentence.

She was walking down the street eating ice-cream. (She was walking down the street and she was
eating ice-cream.)
EXERCISES
1. Underline the correct word.
1. I was not really impressed/impressing by his reciting of Shakespeare’s verse.
2. - What do you think of that new restaurant? – The food was disgusted/disgusting.
3. Household chores are always time-consumed/time-consuming.
4. By the time we got home we all felt exhausting/ exhausted.
5. It is an annoyed/annoying habit to pick one’s nose.
6. Miss Blake is always encouraged/ encouraging in her attitude towards the students.
7. - Did you enjoy your weekend? - It was not that relaxed/relaxing.
8. Her networking/ networked skills were legendary in the business.
45
2. Translate into English.
1. Лідери країн, що розвиваються, виступають за створення більш справедливої до їхніх

країн світової фінансової системи.
2. Ми підтримуємо економіку власної країни, купуючи товари вітчизняного виробництва
3. Переговорна група, яка складається З 194 країн-членів конвенції, повинна

формулювати довгостроковий підхід до проблеми змінення клімату.
4. Прибувши на вокзал, він побачив, багато людей, які чекали на делегацію.
5. Договір, підписаний нашими країнами, неодмінно сприятиме економічному

зростанню і процвітанню.
6. Почувши, як кандидат у президенти розмовляє із виборцями, я зрозумів, що він

зробить усе, щоб його обрали.
7. Зовнішня політика, яка зараз проводиться урядом країни, сприятиме подальшому

міжнародному співробітництву.
8. Будучи найпопулярнішим та найпотужнішим засобом масової інформації, радіо у

Великобританії під час другої світової війни мало вплив на погляди людей.
9. Інформація, яка замочувалась ЗМІ і урядом, просочилась через "сарафанне радіо."
10. Побачивши, скільки людей прийшло на вибори, стало зрозуміло, що новий парламент
буде обраний.
1. Leaders of developing countries are advocating for a global financial system that is fairer to
their countries.
2. We support the economy of our own country by buying domestically produced goods
3. The negotiating group, which consists of 194 member countries of the convention, should
formulate a long-term approach to the problem of climate change.
4. Arriving at the train station, he saw many people waiting for the delegation.
5. The treaty signed by our countries will certainly contribute to economic growth and
prosperity.
6. When I heard the presidential candidate talking to the voters, I realized that he would do
everything to get elected.
7. The foreign policy currently being pursued by the government will promote further
international cooperation.
46
8. As the most popular and powerful medium, radio in the UK during World War II had an
impact on people's views.
9. The information that was being withheld by the media and the government was leaked
through word of mouth.
10. Seeing how many people came to the polls, it became clear that a new parliament would be
elected.
SECTION 2
LISTENING & WRITING
Before listening:
1. Answer the questions.
What is the future of the media in the digital era? What is the role of an editor today?
The future of media in the digital era is dynamic and ever-evolving, marked by rapid
technological advancements and shifting consumer preferences. Several key trends and
considerations shape the future of media:
1. Digital Transformation: Media organizations are increasingly transitioning to digital
platforms to reach wider audiences. The digital era has blurred the lines between traditional
media outlets and online platforms, leading to a convergence of media formats.
2. Mobile-First: With the proliferation of smartphones and tablets, media consumption has
become more mobile-centric. Content must be optimized for mobile devices to remain
accessible to audiences.
3. Social Media: Social media platforms have become powerful distribution channels for news
and content. Media outlets use these platforms to engage with audiences, share stories, and drive
traffic to their websites.
4. Data and Analytics: Media organizations are leveraging data and analytics to understand
audience behavior, preferences, and trends. This information helps in content personalization,
targeted advertising, and decision-making.
5. Video and Multimedia: Video content continues to grow in popularity. Short-form video,
live streaming, and multimedia storytelling have become integral parts of media strategies.
6. Fake News and Misinformation: Combatting fake news and misinformation is an ongoing
challenge. Media outlets are investing in fact-checking and verification processes to maintain
credibility.
7. Subscription Models: Some media outlets are shifting towards subscription-based models to
generate revenue and reduce reliance on advertising. Quality content and value-added services
are essential for retaining subscribers.
8. Artificial Intelligence (AI): AI and machine learning are used for content recommendation,
automated reporting, and chatbots for audience engagement.
9. User-Generated Content: Audiences are increasingly contributing to news and content
creation through social media and citizen journalism. Media outlets incorporate user-generated
content into their reporting.
47
The Role of an Editor Today:
In the digital era, the role of an editor has evolved to adapt to the changing landscape of media:
1. Content Curation: Editors curate content from various sources, including in-house writers
and external contributors. They select the most relevant and engaging stories for publication.
2. Digital Skills: Editors need proficiency in digital tools and platforms. They oversee online
content management systems, optimize content for search engines, and ensure content is
mobile-friendly.
3. Audience Engagement: Editors understand audience preferences and engage with readers
through comments, social media, and feedback. They use analytics to gauge content
performance.
4. Multimedia Integration: Editors oversee the integration of multimedia elements like videos,
images, infographics, and interactive features into content.
5. Fact-Checking and Verification: Editors play a crucial role in upholding accuracy and
credibility. They fact-check stories, verify sources, and ensure content aligns with ethical
journalism standards.
6. Adaptability: Editors must adapt to rapidly changing trends and technologies. They should
be open to experimenting with new formats and distribution channels.
7. Strategic Planning: Editors contribute to editorial strategies, including content planning,
audience targeting, and revenue generation through advertising or subscriptions.
8. Collaboration: Collaboration with writers, reporters, designers, and developers is essential to
create comprehensive and engaging content.
9. Ethical Decision-Making: Editors make ethical decisions regarding sensitive content,
conflicts of interest, and responsible reporting.
Overall, the role of an editor in the digital era involves not only maintaining journalistic
integrity but also embracing innovation and audience engagement to thrive in a fast-paced and
competitive media landscape.
1. Study the definitions of words and word-combinations given below. Provide equivalents in
Ukrainian.
up for grabs available to anyone who is interested. circulation the number of people that a
newspaper or magazine is regularly sold to:
inquisitorial asking for information, especially in a threatening way that continues for a long
period of time
2. Practise the word pronouncing.
frequency /ˈfriː.kwən.si/ curious /ˈkjʊə.ri.əs/ premium /ˈpriː.mi.əm/

inquisitorial /ɪnˌkwɪzəˈtɔːriəl/
1. Up for grabs" - доступний для всіх, хто зацікавлений.
2. "Circulation" - тираж, кількість людей, яким регулярно продається газета або журнал.
3. "Inquisitorial" - допитливий, запитуючий інформацію, особливо способом, який може
вважатися загрозливим, і триває протягом тривалого часу.
В українській мові відповідники для цих слів можуть бути такими:
1. "Up for grabs" - доступний для всіх, хто зацікавлений - "вільний для забору".
2. "Circulation" - тираж - "розповсюдження", "поширення".
3. "Inquisitorial" - допитливий, запитуючий інформацію - "допитливий", "цікавий",
"запитуючий".
2. Listening:
48
Listen to Financial Times editor Lionel Barber talking to Zanny Minton Beddoes, editor-in-chief of
The Economist, and Alan Rusbridger, former editor-in-chief of The Guardian.
https://www.youtube.com/watch?v=nmiqDANSo0c
3. Fill in the gaps.
Watch the video and fill in the gaps with the missing words or word-combinations:
LIONEL BARBER DISCUSSES FUTURE OF MEDIA | FT WEEKEND
(1:25 – 2:08)
The business is changing very dramatically I hope and for me it is very exciting time I think we are
lucky enough 1) to have a body of subscribers___________ who pay and the circulation that is
growing and 2) _the profitability of circulations og growing__________ but for us the challenges
how to get the best possible journalism and I tend to call it mind stretching journalism for 3)
___globally curious________how to get it to our readers in the form and with the frequency as
they want and 4) __that is the exiting_________because the social media it is a challenge but it is a
huge opportunity… it is a challenge but is a huge opportunity …5) _it is the combination between
I think a delivery truck and megaphone__________ you can reach people much more easily and
6) you can distribute your content much more Easily and in different ways___________
(3:58 – 4:55)
Well again the main things you have 7) to be curious___________and the whole politic and all
those kinds remain true I felt my job was to try and understand that technology not because it was
technology 8) becouse it is signified a completely different social__shift_________ it was the
biggest thing since Gutenberg. Now when we think of Gutenberg we don’t necessarily think of
technology of printing we think about the democratization of reading and of thought and what’s
happening and 9) _we are moving from vertical world__________ in which the people with the
knowledge to drip it down into something which it is much more 10) ___widely
dispersed________ and as an editor you cannot afford to ignore that..
After Listening:
6. Write five good questions to this talk. When you have finished, interview other students.
1.______________________________________________________________________________
2.______________________________________________________________________________
3.______________________________________________________________________________
4.______________________________________________________________________________
5.______________________________________________________________________________
ACADEMIC WRITING
49
1. What are the key challenges and opportunities that the speaker sees in the changing
landscape of journalism and media business?
2. How does the growth in circulation and profitability impact the speaker's approach to
journalism?
3. How does the speaker describe the role of social media in today's media environment, and
why does he consider it both a challenge and an opportunity?
4. What does the speaker mean by "mind-stretching journalism," and why is it important in the
digital era?
5. How does the shift from a "vertical world" to a "widely dispersed" one affect the role of an
editor, according to the speaker?
Write an essay (for Guidelines see APPENDIX 6) on one of the following topics.
1. „Content is not just king, it is the emperor of all things electronic.“ — Rupert Murdoch The
revolution in global communications thus forces all nations to reconsider traditional ways
of thinking about national sovereignty George Shultz
2. The process of translating comprises in its essence the whole secret of human
understanding of the world and of social communication.” Hans-Georg Gadamer
3. “The average TV commercial of sixty seconds has one hundred and twenty half-second clips
in it, or one-third of a second. We bombard people with sensation. That substitutes for
thinking.”
― Ray Bradbury, Fahrenheit 45
4. We're not in an information age anymore. We're in the information management age. Chris
Hardwick
RECITE A PIECE OF POETRY
Recite a verse by Shakespeare
The legacy of William Shakespeare has endured for over four centuries, and his works remain
popular both within the educational system and amongst the general public. His sonnets and plays,
which fall into the categories of comedy, tragedy or history, contain themes that are still relevant
today. His works have inspired generations of authors, playwrights and filmmakers.
William Shakespeare played a major role in the transformation of the English language. Many
words and phrases were first written down in his plays.
'Elbow room' (King John), 'heart of gold' (Henry V), 'tower of strength' (Richard III) and
'Wildgoose chase' (Romeo and Juliet) - just a handful of the many well-known English phrases that
we've learnt from Shakespeare and use in our day to day lives more than 400 years later.
50
the early modern English language was less than 100 years old in 1590 when Shakespeare was
writing. No dictionaries had yet been written and most documents were still written in
Latin. He contributed 1,700 words to the English language because he was the first author to write
them down.
a) Study the phrases. Translate them. Learn them by heart.
It's Greek to me Julius Caesar,
Neither rhyme nor reason The Comedy of Errors
The clothes make the man Hamlet,
In my heart of hearts Hamlet,

Own flesh and blood Hamlet,
Wear my heart upon my sleeve Othello
The world is my oyster The Merry Wives of Windsor,
All that glitters isn't gold The Merchant of Venice
Break the ice Taming of the Shrew
b) Read some of the famous quotes by Shakespeare and try to understand what Shakespeare is
saying? Try to give your own translation. Learn some of them.
“All the world’s a stage, and all the men and women merely players; they have their exits and their
entrances; and one man in his time plays many parts, his acts being seven ages." – As You Like It
“I must be cruel only to be kind; thus bad begins, and worse remains behind.” Hamlet
“Neither a borrower nor a lender be.” Hamlet
“Listen to many, speak to a few.” Hamlet
“Of all the wonders that I yet have heard, it seems to me most strange that men should fear; seeing
that death, a necessary end, will come when it will come.” –, Julius Caesar
“No legacy is so rich as honesty.” – All’s Well That Ends Well
“All other doubts, by time let them be clear'd: Fortune brings in some boats, that are not steered.” –
William Shakespeare, Cymbeline
SECTION 3
SPEAKING & DISCUSSION
1. Present current news (see APPENDIX 7). Prepare and deliver a piece of current news
related to the topic of UNIT 7 (a five-minute speech).
51
Requirements:
1. The speech should have an introductory paragraph, a main body, a conclusion. Use linking
devises to bridge the paragraphs.
2. Give references to the following information:
− an author of the article/video report/programme; − a
source (a newspaper/a magazine/a programme, etc.);
− the date of the publication.
3. In order to be audience-oriented provide key words/word-combinations with the transaltion into
Ukrainian that may be unfamiliar to your groupmates.
Be ready to maintain a discussion on the topic of the current news.
2. Round-table discussion. Get ready to discuss The problem of communication challenges in a
global marketplace. Distribute the roles among the participants and do not forget about the
role of the chairperson.
Role A Language barriers and cultural differences. You think reluctancy to

collaborate due to poor interpersonal relationships among co-workers
because of cultural differences can cost businesses greatly. Tell the others
why fostering cross-cultural communication through intercultural training
is absolutely necessary within a multicultural company.
Role B Time zones. You think with the rapid uptake of remote work, modern
companies have seized the opportunity to bring the best professionals into
their teams, hiring talent from all around the globe.
Tell the others why not being able to communicate in real-time,

coworkers from different time zones may find themselves stuck on
different projects or tasks. This may lead to serious delays or missed
deadlines, which have a negative impact on a business.
Role C Finding the right communication tools and technologies. You think
finding the right tools and communication channels is often one of the
most acute communication challenges. E-mails, for example, continue to
be a primary channel used for business communication. Thanks to their
professional tone, they make a great external communication channel. On
the other hand, because of that same formality, they may not be as
effective in the case of internal communication.
3. Discuss the problem
1. What are the characteristics of international communication?
2. What does global communication imply?
3. What are the Communication Challenges in a Global Market?
4. Global media: What big challenge should the industry address?
52
5. The Global Information Revolution and Its Challenge to State Power.
6. The pandemic as a challenge and a chance for global media
7. How is media affected by globalization?
8. What are Global Media Consumption Trends?
9. Leveraging strategies to address global communication.
10. Implications of Global media for multinational advertising.

11. Ethical Challenges of Global Media. Global Media Ethics: Problems and Perspectives
SUPPLEMENTARY
When it comes to news corporations, there are very few with a legacy to match that of the British
Broadcasting Corporation. Better known as the BBC, it has dominated British culture with
documentaries, radio shows, movies, miniseries, and more. Find out more about the history,
controversies and criticisms of the BBC and be ready for the test.
GLOSSARY 7
accompany compared consumer
accordingly. perception
agreements array consumer watchdog
behavioural consumerism
analytics consumption
broadcasting cabinet contentment
officials carbon counterparts
calculator carbon counterparts.
footprint. carbon coverage
hotspots carbon data centres,
impacts carried decisive steps
away with carry on delivery networks,
carry out circulation digital consumption

53
digital content
dispersed driving
collaboration
economic disruptors
commend for
communications economic slowdowns
enable enacting policies media media
energy consumption values diversity
environmental mitigate modes
transparency forward moguls
gamble monitor
gavel-to-gavel mould
get resolved. narratives nconsistent
grapevine network networker old boy
gross network oust overall
imperative In footprint phone tag pivotal
addition to in public economic perception
the loop public opinion regulatory
information repeal safeguard
infuse sentiment. servers staffers
inquisitorial step-change
stretching
insidious subscribers
subscribers
insight
interpreters
intricate
details
language assets language barriers

linguists location-specific carbon
intensities made available
maintains managing director
54
mapping
sway up for grabs . tackle venues
tangible and usable data vertical
targeted viral
teamed up with working-level meeting
translate into
trickle down
REFERENCES:
1. BBC World Service URL: https://en.wikipedia.org/wiki/Informa
2. Cambridge Advanced Learner’s Dictionary. URL: https://dictionary.cambridge.org

3. Cambridge Advanced Learner’s Dictionary. URL: https://dictionary.cambridge.org
4. Dentsu International URL: https://en.wikipedia.org/wiki/BBC_World_Service
5. Dictionary by Merriam-Webster. URL: https://www.merriam-webster.com/

6. Dictionary by Merriam-Webster. URL: https://www.merriam-webster.com/ 7. Digital
Diplomacy URL: https://www.diplomacy.edu/topics/digital-diplomacy/
8. Oxford English Dictionary- Lexico. URL:
https://www.lexico.com/definition/oxford_english_dictionary 9.
Oxford English Dictionary- Lexico. URL:
https://www.lexico.com/definition/oxford_english_dictionary
10. Oxford Learner’s Dictionary. URL:https://www.oxfordlearnersdictionaries.com/
11. Oxford Learner’s Dictionary. URL:https://www.oxfordlearnersdictionaries.com/
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13. URL: https://en.wikipedia.org/wiki/Schibsted
14. URL: https://en.wikipedia.org/wiki/University_of_Bristol
55
15. URL: https://nosweatshakespeare.com/quotes/famous/
16. URL: https://parade.com/1071386/kelseypelzer/william-shakespeare-quotes/
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udrugij-svitovij-1066744
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19. URL: https://www.brainyquote.com/topics/media-quotes
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theinfluence-of-media-and-media-moguls-on-economic-policy
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onpioneering-tool-to-tackle-climate-crisis/
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ofadministration/office-of-language-services/
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patsotpatdesatij.html
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31. URL:https://www.state.gov/bureaus-offices/under-secretary-for-management/bureau-
ofadministration/office-of-language-services/
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UNIT 7 INTERNATIONAL MEDIA AND COMMUNICATIONS

The statement, "Satellite broadcasting makes it possible for information-hungry residents of

2. Satellite broadcasting makes it possible for information-hungry residents of many

The statement, "Satellite broadcasting makes it possible for information-hungry residents of

2. Satellite broadcasting makes it possible for information-hungry residents of many

The statement, "Satellite broadcasting makes it possible for information-hungry residents of

2. Satellite broadcasting makes it possible for information-hungry residents of many

The statement, "Satellite broadcasting makes it possible for information-hungry residents of

1. **The Media Age's Origins and Influential Media:**

2. **The Information Age and Its Significance:**

3. **Means of Communication and International Communication:**

4. **Impactful Events and Technological Transitions in Media:**

5. **World Press Freedom Index and Its 2023 Insights:**

Ш. Read and translate the text.

Jan 13, 2020

Carnstone is an independent management consultancy, specialising in ESG and sustainability.

4. DIMPACT is supposed to change environmental transparency by creating a

4. TRUE. The project is expected to make a major improvement by providing

2. According to the researchers, this project is the “first serious collaborative

IV. a. Make up a plan of the text.

ACTIVE VOCABULARY: TEXT 1

I. Transcribe the following. Consult APPENDIX 2 if necessary.

III. a. Find in the text equivalents of the following words.

• determines whether consumption is to be carried out as backward or forward consumption,

• make determined efforts to deal with (a problem or difficult task).

• to formally praise or mention with approval someone or something:: to recommend as

b. Find in the text opposites of the following words.

1. Дослідження дає нове розуміння походження Всесвіту.

2. Школи об'єднаються з математичними факультетами університетів, щоб

3. Повинні з'явитися реальні докази того, що економіка починає відновлюватися.

5. Наразі держави використовують різні механізми для картографування пожеж.

6. Основний вплив цієї епідемії в усьому світі ще попереду.

7. Клієнти використовували їх для катання на лижах та роботи на відкритому

8. З усіх цих причин масове стеження за цифровим контентом і комунікаційними

9. Матеріальні активи включають фізичну власність компанії, таку як

10. Проблеми з веб-сайтом можуть швидко призвести до втрати продажів і

11. Показники споживання пального та викидів вуглекислого газу були визначені

12. У своєму виступі він закликав до кардинальної зміни ставлення до

14. Відома економічна модель стверджує, що якщо дозволити багатим заробляти

15. Завдяки сучасній конструкції MAN D1556 одночасно досягає

VI. Translate into English using Active Vocabulary of Text 1.

HOW MURDOCH SHAPES THE ECONOMY: THE INFLUENCE OF MEDIA, AND

TEXT 3 OFFICE OF LANGUAGE SERVICES DEDICATED TEAM AT LANGUAGE

In addition to government-to-government diplomacy, LS/I interpreters also serve in the

Пропаганда як складова перемоги. Велика Британія у Другій світовій

Відразу по закінченню Першої світової війни міністерство інформації ліквідували, оскільки

Крім мобілізації народу на боротьбу з ворогом, ця кампанія переслідувала ще кілька цілей.

На радіо, яке було в ті часи найпопулярнішим та найпотужнішим засобом масової

Великою популярністю на екранах Сполученого Королівства користувалась робота

Propaganda as a component of victory. Great Britain in the Second World War

1. a plural of medium. a) a method or way of expressing something, b) the material through

3. consume (tr v) 1. to do away with completely: destroy 2. a) to spend wastefully: squander

consumerism (n) /kənˈsu·məˌrɪz·əm/

3. an interconnected or interrelated chain, group, or system 4. a system of computers and

(intr v) to engage in networking

I. Paraphrase the expressions given in bold type using Lexical Clinic.

2. Meetings routinely take - consume at least 20 hours of his time a week.

3. You can have your TV connected - networked to your home computer.

5. All the information - media is available to subscribers only.

1. The Media Age's Origins and Influential Media:

2. The Information Age and Its Significance:

3. Means of Communication and International Communication:

4. Impactful Events and Technological Transitions in Media:

5. World Press Freedom Index and Its 2023 Insights: