【正文】 t of corporate ownership. The positive view is that the rich parent pany can infuse the publishing house with necessary capital, enabling it to attract better authors or to take gambles on new writers that would , in the past, have been impossible.Publishers attempt to offset the large investments they do make through the sale of subsidiary rights, that is, the sale of the book, its contents, and even its characters to filmmakers, paperback publishers, book clubs, foreign publishers, and product producers like Tshirt, poster, coffee cup, and greeting card manufacturers. w Growth of small pressesThe overmercialization of the book industry is mitigated somewhat by the rise in the number of smaller publishing houses. Although these smaller operations are large in number, they account for a very small proportion of books sold.Restructuring of book retailingThere are approximately 20000 bookstores in the United States, but the number is dwindling as small independent operations find it increasingly difficult to pete with such chains as Barnes amp。 when religious leaders instruct their followers。Translation PracticeEnglish to Chinese:Culture is the learned behavior of members of a given social group. Many writers and thinkers have offered interesting expansions of this definition.Creation and maintenance of a more or les mon culture occurs through munication, including mass munication. When we talk to our friends。也就是說(shuō)，無(wú)論報(bào)紙、廣播還是電視，受眾對(duì)于傳播的內(nèi)容沒(méi)有挑選的余地，最多只能選擇看（聽(tīng)）還是不看（聽(tīng)）。在傳統(tǒng)媒體的傳播理念中，傳者和受者是嚴(yán)格區(qū)分的。今天因特網(wǎng)的觸角已經(jīng)延伸到了世界的幾乎每一個(gè)角落，信息在網(wǎng)上的流通已經(jīng)不再受到時(shí)間和空間的限制。實(shí)際上第四媒體是不同于大眾傳媒的全新的傳播媒介。Chapter One Introduction to Mass Communicationw Key Termsmunication 傳播，交通：mass munication, be in munication with,feedback 反饋: asked the students for feedback on the new curriculum. interpersonal munication 人際傳播:interpersonal relationshipsencoding 編碼: audio encoding, hybrid encodingdecoding 解碼: adaptive decodingpublic relations 公共關(guān)系noise 噪音,響聲，無(wú)用數(shù)據(jù)，吸引注意的言行 medium 媒介（media），手段，mass medium 大眾媒介，大眾傳播工具，影響大量觀眾的一種公眾媒介 mass munication 大眾傳播，大眾傳播工具inferential feedback 推斷性反饋reciprocal messages 交互訊息：（reciprocal互惠的，彼此相反的）cultural definition of munication 傳播的文化定義dominant culture （mainstream culture）主流文化bounded culture (coculture) 亞文化: bounded functiontechnological determinism 技術(shù)決定論: (determinism決定論，宿命論)visual munication 視覺(jué)傳播third participant 第三方：（participant 參與者，參與的）concentration of ownership 所有權(quán)集中convergence 融合，會(huì)合點(diǎn)，集中，收斂conglomeration 集團(tuán)化，混合物，凝聚：The state of being conglomeratedeconomies of scale 規(guī)模經(jīng)濟(jì)；因經(jīng)營(yíng)規(guī)模擴(kuò)大而得到的經(jīng)營(yíng)節(jié)約oligopoly 寡頭式的壟斷，求過(guò)于供的市場(chǎng)情況（oligopolies）globalization 全球化：globalizeaudience fragmentation 受眾分析：（audience：聽(tīng)眾，觀眾，讀者。fragmentation: 分裂，破碎）narrowcasting 窄帶廣播niche marketing 分眾營(yíng)銷(xiāo)：By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream targeting 瞄準(zhǔn)目標(biāo)taste publics 對(duì)某媒體內(nèi)容有共同興趣的人群literate culture 書(shū)面文化 （literate 學(xué)者，有文化的）oral culture 口頭文化（oral 口頭的，口腔的 oral surgery）Production values 制作標(biāo)準(zhǔn)w Mass CommunicationCommunication: transmission of a message from a source to a receiver.n Basic elements of municationWho?Says what?Through which channel?To Whom?With what effect?n Conditions of municationSharing (correspondence)FeedbackThe process of creating shared meaningw Important Clause:The media so fully saturate our everyday lives that we are often unconscious of their presence, not to mention their influence.Media often reduce us to mere modities for sale to the highest bidder.A fundamental theme of this book is that media do none of this alone. They do it with us as well as to us through mass munication, and they do it as a central—many critics and scholars say the central –cultural force in our society.There is no clear identifiable source or receiver.All the participants, or interpreters are working to create meaning by encoding and decoding messages.Mass munication is the process of creating shared meaning between the mass media and their audiences.Encoded messages are carried by a media, that is, the means of sending information. When the medium is a technology that carries messages to a large number of peoplewe call it a mass media.w Definition of CultureThe learned behavior of members of a given social group. Contents of CulturePatterned, repetitive ways of thinking, feeling, and actingFunctions of CultureGuide of life styleLimitation of CultureUnwilling or unable to move past patterned, repetitive ways of thinking, feeling, and acting.w Mass Communication and CultureWe are everyone involved in creating and maintaining the culture that defines us. We are the people involved in mass media industries and the people who pose their audiences.A culture’s values and beliefs reside in the stories it tells. Our stories help define our realities, shaping the ways we think, feel, and act.Mass muni