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)
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)
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)
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)

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?

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 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 щось,
tackle their 3) carbon footprint. 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) 5. вуглецевий вплив
carbon impacts of 6) digital content. 6. цифровий контент
By 7) mapping 8) the carbon hotspots of digital media 7. відобразити
content and services, they hope to create an 9) carbon 8. зони/очаги
calculator that will be 10) made available to any company інтенсивних викидів
providing media products and services. вуглецю
Christian Toennesen, senior partner at Carnstone11 and 9. вуглецевий
product manager of the project, said: “We can say with калькулятор
absolute certainty that the digital economy will continue to 10. надати у
grow. розпорядження
“What we don’t know is how those 11) modes of 12) digital 11. режими/форми
consumption 13) translate into carbon impacts and where 12. цифрове споживання
the ‘hotspots’ reside. DIMPACT12 will change that.” 13. трансформуватись,
According to the researchers, this project is the “first serious перетворювати
collaborative attempt to create a tool that takes the complexity 14. лежить в основі
out of calculating digital carbon emissions.” 15. мережі доставки
They claim that current methods of mapping the carbon 16. центри обробки
footprint of digital services in the advertising, publishing and даних
broadcasting sectors are difficult as a result of “hugely 17. поведінкова
complex” 14) underlying technological systems, including аналітика
15) delivery networks, 16) data centres, web infrastructure 18. значення
and user devices. енергоспоживання
As climate change continues to rise in importance, 19. інтенсивність викиду
participating companies will be able to utilize the tool to вуглецю в певному
understand the carbon impacts of their products and services. місці
Using 17) behavioural analytics data taken from user 20. загальна площа
devices, 18) energy consumption values from servers and 21. непростий, складний
19) location-specific carbon intensities, the tool will work 22. забезпечити, зробити
out how much electricity digital systems consume and their можливим
carbon footprint. 23. екологічна прозорість
Toennesen explained that companies will be able to “identify (бажання компанії
the carbon savings that can be made by alternative design інформувати про свої
decisions” and “find ways to reduce their 20) overall екологічні
footprint.” показники)
Dr Daniel Schien, senior lecturer in computer science at the 24. виконавчий директор,
University of Bristol, added: "From our previous work we генеральний
know that for many organisations in the information and директор
communications sector the majority of the carbon footprint 25. обнадійливий
from their digital services takes place outside of their 26. похвалити
organisations. 27. просочуватися вниз
28. рішучі кроки
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 “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 корисна інформація
Longley, 24) managing director of Utility Bidder14, said the 32. крок уперед, важлива
fact that studies and actual action are being taken to tackle the зміна
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.
“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.
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.

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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.
9
Sky Group Limited is a British media and telecommunications conglomerate, which is a division
of 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 pay-
TV 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.

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 11
Carnstone is an independent management consultancy, specialising in ESG and sustainability.
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.
13
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.
14
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?

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.

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 _______________________.

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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 _______________________.
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 _______________________.”

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

b. Write a short summary from 200-250 words. Make use of the linking words (see
APPENDIX 2).

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.
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, media product, broadcasting,
environmental transparency, tangible data, decisive steps, digital consumption, carbon intensity, to
trickle down

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

• 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

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 • to change something into a new form, especially to turn a plan into something real: a step-
change

• 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.

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

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.
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.

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
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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.

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

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».

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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
➢ pivotal
➢ narratives
➢ to forward
➢ regulatory
➢ sway
➢ driving

“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 Media, has dominated 1) ________ 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 2) ________ as he sees fit.

Although there has been skepticism over his influence, Murdoch has helped elect and 3) ________
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 4) ________ 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?

9
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 5) ________ his personal and thus
inconsistent political and economic agendas. 6) ________ 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 7) ________”.
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 8) ________ 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 9) ________ 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 10) ________ 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 11) ________
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 12) ________ 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 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 13) ________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 14) ________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.

10
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 15) ________ 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 16)
________, 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 17) ________ 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 18) ________ 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.

Aug 3, 2020

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. 1) ____ 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 2) ____ the
Department of State which, after many name changes, became the Office of Language Services
(LS) in 1985. Ever since, LS has carried 3) ____ a tradition and mission to provide language
support 4) ____ 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 5) ____ a variety of languages,
worldwide.

LS consists 6) ____ two divisions: the Translating Division (LS/T), which is responsible 7) ____
translating all written documents, and the Interpreting Division (LS/I), which provides interpreters
for all meetings that require spoken or verbal interpretation.

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Although LS/T translators are not always 8) ____ the spotlight, they constantly work to advance
U.S. diplomacy. In addition 9) ____ 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 10) ____ translations 11) ____ more than 100
courses each year.

While written materials are a key component to LS, when U.S. officials have a need to
communicate 12) ____ person with foreign-language speakers, LS/I is able to provide interpreters
and linguists who act as America’s mouthpiece, currently in 47 languages. 13) ____ 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 14) ____ 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 15) ____ 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 16) ____ the Department’s Bureau
of Educational and Cultural Affairs (ECA).

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 17) ____ 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 18) ____ the
globe. LS staffers can also be found 19) ____ 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.

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The dedicated staff at LS strives to cultivate valuable language assets to serve the Department and
U.S. Government 20) ____ 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
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

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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”.

LEXICAL CLINIC

❖ MEDIA
❖ CONTENT
❖ CONSUME
❖ NETWORK

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
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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

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

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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 the current administration.

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

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

4. The meat was clearly not safe for people to eat.

5. All the information is available to subscribers only.

6. These products are not for our nationals to buy, but for export.

7. Such criticism has received wide attention and exposure in press and is taken very
seriously politically in donor countries.

8. American customers 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.

10. Uncontrollable increasing consumption of goods beyond those that are necessary
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.

12. He is extremely interested in politics.

13. I don't really enjoy these conferences, but they're a good opportunity to socialise.

14. Fire damaged several buildings.

15. .The brochure describes the exhibits 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

16
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
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.

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

17
 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 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 2. to hear an informal person-to-person means

of circulating information or gossip
e.g. There has been gavel-to-
gavel coverage of the Senate hearing, as the la
wmakers decide whether or not to approve the c
ontroversial legislation.

in the loop (opposite = out of the loop)
e.g. “I’ve tried to befriend my boss so that I can
be in the loop on what’s happening with the
company.”
3. a situation in which two people keep trying to
call each other on the telephone but are unable
to reach each other

•
heard from the grapevine 4. quickly and widely spread or popularized
especially by person-to-person
e.g. I heard through the grapevine that my electronic communication.
favourite band were about to release a new
album.

to play phone tag 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.______________________________________________________________________________
2.______________________________________________________________________________
3.______________________________________________________________________________
4.______________________________________________________________________________
5.______________________________________________________________________________

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ІІІ. Fill in the gaps.

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

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:

1. carry on a to bring to a successful issue,

complete, accomplish
You just have to carry on as if
nothing's happened.

2. carry out 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.

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3. to be carried away with 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.

III. Fill in the gaps.

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.

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.

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.)

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 • 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.

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 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.

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?

2. 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

22
3. Practise the word pronouncing.

frequency /ˈfriː.kwən.si/
curious /ˈkjʊə.ri.əs/
premium /ˈpriː.mi.əm/
inquisitorial /ɪnˌkwɪzəˈtɔːriəl/

4. Listening:

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

5. 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) ___________ who pay and the circulation that is growing and 2) ___________ but
for us the challenges how to get the best possible journalism and I tend call it mind stretching
journalism for 3) ___________how to get it to our readers in the form and with the frequency as
they want and 4) ___________because the social media it is a challenge but it is a huge
opportunity… it is a challenge but is a huge opportunity …5) ___________ you can reach people
much more easily and 6) ___________

(3:58 – 4:55)

Well again the main things you have 7) ___________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)
___________ 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) ___________ in which the people with the knowledge to drip
it down into something which it is much more 10) ___________ 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.______________________________________________________________________________
23
 ACADEMIC WRITING

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 'Wild-
goose 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.

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,

24
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).

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.

25
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, co-
workers 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?

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.

26
 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

accordingly. consumer perception

agreements consumer watchdog

array consumerism

behavioural analytics consumption

broadcasting contentment

cabinet officials counterparts

carbon calculator counterparts.

carbon footprint. coverage

carbon hotspots data centres,

carbon impacts decisive steps

carried away with delivery networks,

carry on digital consumption

carry out digital content

circulation dispersed

collaboration driving

commend for economic disruptors

communications economic slowdowns

27
enable media

enacting policies media diversity

energy consumption values mitigate

environmental transparency modes

forward moguls

gamble monitor

gavel-to-gavel mould

get resolved. narratives

grapevine nconsistent

gross network

imperative networker

In addition to old boy network

in the loop oust

information overall footprint

infuse phone tag

inquisitorial pivotal

insidious public economic perception

insight public opinion

interpreters regulatory

intricate details repeal

language assets safeguard

language barriers sentiment.

linguists servers

location-specific carbon intensities staffers

made available step-change

maintains stretching

managing director subscribers

mapping subscribers

28
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/
12. URL: https://en.wikipedia.org/wiki/Dentsu_International

13. URL: https://en.wikipedia.org/wiki/Schibsted

14. URL: https://en.wikipedia.org/wiki/University_of_Bristol

15. URL: https://nosweatshakespeare.com/quotes/famous/

16. URL: https://parade.com/1071386/kelseypelzer/william-shakespeare-quotes/

17. URL: https://uain.press/articles/propaganda-yak-skladova-peremogy-velyka-brytaniya-u-

drugij-svitovij-1066744

18. URL: https://www.brainyquote.com/topics/media-quotes

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19. URL: https://www.brainyquote.com/topics/media-quotes

20. URL: https://www.bristol.ac.uk/news/2020/january/dimpact.html

21. URL: https://www.economicsreview.org/post/how-murdoch-shapes-the-economy-the-

influence-of-media-and-media-moguls-on-economic-policy

22. URL: https://www.forbes.com/sites/nicholasfearn/2020/01/13/media-giants-team-up-on-

pioneering-tool-to-tackle-climate-crisis/

23. URL: https://www.goodreads.com/author/quotes/947.William_Shakespeare

24. URL: https://www.goodreads.com/quotes/tag/media

25. URL: https://www.invajy.com/shakespeare-quotes/

26. URL: https://www.state.gov/bureaus-offices/under-secretary-for-management/bureau-of-

administration/office-of-language-services/

27. URL: https://www.ukrinform.ua/rubric-ato/3753765-bitva-za-ukrainu-den-patsot-

patdesatij.html

28. URL: https://www.wisesayings.com/media-quotes/

29. URL: https://www.youtube.com/watch?v=nmiqDANSo0c

30. URL: https://www.youtube.com/watch?v=nmiqDANSo0c

31. URL:https://www.state.gov/bureaus-offices/under-secretary-for-management/bureau-of-
administration/office-of-language-services/

30