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1、ALIENATION AND THE INTERNETUnit 3Unit 3ALIENATION AND THE INTERNETUnit 3Unit3Watch the video and answer the following questions.1. According to Mark, why did people come to the Facemash in a stampede?Pre-reading Activities - Audiovisual supplement 1Audiovisual supplementCultural informationIt wasnt
2、because they saw pictures of hot girls, but because they saw pictures of girls they knew.For one thing, there was nothing to hack. People would provide their own pictures, their own information, and people had the ability to invite, or not invite, their friends to join. In addition, in a world where
3、 social structure was everything, that was the thing.2. According to Eduardo, what was so great about the idea?Pre-reading Activities - Audiovisual supplement 2Audiovisual supplementCultural informationFrom Youve Got MailMark: Eduardo:Mark:Eduardo:Mark: People came to the Facemash in a stampede, rig
4、ht?Yeah. But it wasnt because they saw pictures of hot girls. You can go anywhere on the Internet and see pictures of hot girls.Yeah.Thats because they saw pictures of girls they knew. People want to go on the Internet and check out their friends, so why not build a website that offers that? Friends
5、, pictures, profiles, whatever you can visit, browse around. Maybe its someone you just met at a party. But Im not talking about a dating site. Im talkingVideo Script1Audiovisual supplementCultural informationVideo Script1Eduardo:Mark:Eduardo:Eduardo:Mark: Mark: about taking the entire social experi
6、ence of college and putting it online. I cant feel my legs.I know. Im totally psyched about this, too. But, Wardo?Yeah?(recalling): “It would be exclusive.” You would have to know the people on the site to get past your own page, like getting punched. Now, thats good.Wardo, its like a final club, ex
7、cept were the president. Video Script1Eduardo: (recalling): I told him I thought it sounded great. It was a great idea. There was nothing to hack. People were gonna provide their own pictures, their own information. And people had the ability to invite, or not invite, their friends to join. See, in
8、a world where social structure was everything, that was the thing. The Internet is a wonderful source from which we can retrieve valuable information. Moreover, it facilitates our communication with people far away from us at a cost substantially less than that of traditional means of communication.
9、 Also, it can be an important building block to childrens learning because a vast amount of information is only clicks away. There is evidence suggesting that computer use is linked to slightly better academic performance.Cultural information 1Audiovisual supplementCultural informationPros and Cons
10、of the InternetCultural information 2Audiovisual supplementCultural information However, there is sufficient evidence indicating that the Internet can exert a harmful influence on people. For example, its addictive power has increased children andyoungsters time spent in front of the computer screen
11、s at the expense of other healthier physical activities, thus increasing their chance of getting overweight and short-sighted. In addition, children have limited ability of telling right from wrong and therefore are subject to the potential contaminating influence of the harmful materials on the Int
12、ernet.Global Reading - Main idea 1Structural analysisRhetorical features If the Internet allows for the free exchange of ideas, it helps to unify us. Then how does it alienate us while uniting us? How does it fragment society while globalizing ideas? This is the issue that the author tackles in the
13、text. This piece of argumentative writing falls into three parts.Part I (Paragraphs 1 2): The writer presents his thesis in the opening part: the Internet may be responsible for furthering the fragmentation of society by alienating its individual users.Global Reading - Main idea 1Structural analysis
14、Rhetorical featuresPart II (Paragraphs 3 6): The author supports his point with evidence and reasons in the body of argumentation.Part III (Paragraph 7): The writer reiterates his main idea in the conclusion of the text.Global Reading - Main idea 1Structural analysisRhetorical featuresThe thesis sta
15、tement of the text is in the second paragraph: “. the Internet may be responsible for furthering the fragmentation of society by alienating its individual users.” The concluding statement appears at the beginning of the last paragraph: “All this being said, I believe that the key to realizing the po
16、tential of the Internet is in achieving balance in our lives.”Structural analysis 1Structural analysisRhetorical features The seeming self-contradiction that the Internet can lead to globalization on the one hand and cause the alienation of the users from the people around them on the other is reinf
17、orced by the use of pairs of antonyms. Some examples: globalization/alienation; real / not real; reality / virtual existence; outside playing with his friends / play his games against his friends in the cyberspacePractice: Please find more examples of antonyms in the text. The Internet provides an a
18、mazing forum for the free exchange of ideas. Given the relatively few restrictions governing access and usage, it is the communications modal equivalent of international waters. It is my personal belief that the human potential can only be realized by the globalization of ideas. I developed this pos
19、ition years before the Internet came into widespread use. And I am excited at the potential for the Internet to dramatically alter our global society for the better. However I am also troubled by the possible unintended negative consequences.Will BakerALIENATION AND THE INTERNETDetailed reading1Deta
20、iled reading1Detailed reading2 There has been much talk about the “new information age.” But much less widely reported has been the notion that the Internet may be responsible for furthering the fragmentation of society by alienating its individual users. At first this might sound like an apparent c
21、ontradiction: how can something, that is on the one hand responsible for global unification by enabling the free exchange of ideas, alienate the participants? I had a recent discussion with a friend of mine who has what he described as a “problem” with the Internet. When I questioned further he said
22、 that he was “addicted,”Detailed reading23Detailed reading3and has “forced” himself to go off-line. He said that he felt like an alcoholic, in that moderate use of the Internet was just not possible for him. I have not known this fellow to be given to exaggeration, therefore when he described his In
23、ternet binges, when he would spend over twenty-four hours on line non-stop, it gave me pause to think. He said, “the Internet isnt real, but I was spending all my time on line, so I just had to stop.” He went on to say that all of the time that he spent on line might have skewed his sense of reality
24、, and that it made him feel lonely and depressed.Detailed readingDetailed reading4 The fragmentation of society has been lamented for some time now. It seems to me that it probably began in earnest after World War II when a generation returned from doing great deeds overseas. They won the war, and b
25、y God they were going to win the peace. Automobile ownership became commonplace and suburbs were created. “Progress” was their mantra. So even prior to the Internets widespread popularity, folks were already becoming distanced from their extended families and neighbors. And when we fast-forward to t
26、oday we see an almost cruel irony in that people can and often do develop on-line relationships with folks on the other side of the globe, without leaving their homes. Detailed reading4Detailed reading5Detailed readingBut at the expense of the time that would have otherwise been available for involv
27、ement in other activities which might foster a sense of community in their villages, towns and cities. Last weekend my wife and I invited our extended family to our home to celebrate our daughters birthday. During the celebration my young nephew spent the entire time on my computer playing a simulat
28、ed war game. My brother-in-law and I were chatting nearby and it struck us that in generations past, his son, my nephew, would have been outside playing with his friends. But now the little fellow goes on line to play his games against his friends in cyberspace.5Detailed reading6Detailed reading It
29、seems to me that the Internet is a powerful tool that presents an opportunity for the advancement of the acquisition and application of knowledge. However, based on my personal experience I can understand how, as they surf the web some folks might be confronted with cognitive overload. And I can als
30、o understand how one might have his or her sense of reality distorted in the process. Is the Internet a real place? Depending upon how a “real place” is defined it might very well be. At the very least, I believe that when we use the Internet, 6Detailed reading7Detailed readingwe are forced to ask f
31、undamental questions about how we perceive the world about us perhaps another unintended consequence. Some would argue that the virtual existences created by some users who debate, shop, travel and have romance on line are in fact not real, while others would argue that, since in practical terms, fo
32、lks are debating, shopping, traveling and having romance, the converse is true.Detailed reading8Detailed reading All of this being said, I believe that the key to realizing the potential of the Internet is in achieving balance in our lives. This would allow us to maximize its potential without losin
33、g our sense of place. However, like most things, that is easier said than done. It seems to me that we are a society that values immediate gratification above all else, and what better place to achieve it than in cyberspace, where the cyber-world is your cyber-oyster. The widespread use of the autom
34、obile forever changed our society and culture, and perhaps a similar sort of thing is occurring now. I am not at all7Detailed reading9Detailed readingcertain where the “information superhighway” will lead us: some say to Utopia, while others feel its the road to hell. But I do know that we all have
35、the ability to maintain our sense of place in the world. Whether we choose to take advantage of this ability is another matter.How does the author start his argument? Detailed reading1-Quesion 1The author starts his argument by presenting an apparent contradiction: on the one hand, the Internet faci
36、litates global unification by enabling the free exchange of ideas; on the other, it alienates the participants.Detailed readingDetailed reading1-Quesion 2Detailed readingWhat is the authors purpose of citing the example of his friend in Paragraph 3? How is the example related to his argument? With t
37、he example of his friend, the author intends to convince the reader of the negative consequence of the Internet. His friend was addicted to the Internet and stayed on line too long. The side effect of the Internet upon his friend, i.e. distorting his sense of reality and making him feel lonely and d
38、epressed, is evidence that the Internet contributes to the fragmentation of society by alienating its individual users.Detailed reading1-Quesion 3Detailed readingWhat is the “cruel irony” concerning the use of the Internet mentioned at the end of Paragraph 4?The “cruel irony” means that on the one h
39、and the Internet provides users with a convenient means of communicating and making friends with people far apart, but on the other, it estranges them from people around them by curtailing their availability for face-to-face communication even with their families and close friends and for involvemen
40、t in community activities.Detailed reading1-Quesion 4Detailed readingWhat is the main idea of Paragraph 6?In this paragraph, the author means to illustrate how the overuse of the Internet may distort the users sense of reality.Detailed reading1-Quesion 5Detailed readingDoes the author believe it is
41、within human capacity to reap the benefit of the Internet without being penalized?Yes. He thinks that people are able to maintain their sense of place while exploiting the resources of the Internet.Detailed reading1 Activity 1Detailed readingGroup discussionDo you find the Internet useful in your li
42、fe? What advantages does the Internet bring to you? Are there any disadvantages of the Internet? Share your opinions about the pros and cons of the Internet with your groupmates.given: prep. when you consider sth.Detailed reading1 given e.g. Given his age (= considering how old he is), hes remarkabl
43、y active. Given her interest in children, teaching seems the right job for her.Detailed readinggiven that: conj.e.g. It was surprising the government was re-elected, given that they had raised taxes so much.a. fixed for a purpose and stated as suche.g. They were to meet at a given time and place.Det
44、ailed reading1 equivalent 1Detailed readingequivalent:n. sth. equal in value, measure, force, effect or significanceThe dress cost the equivalent of a weeks salary.What is the equivalent of fifty pounds in US dollars? e.g.Comparison: equivalent (of/to sth.) a. equal in value, amount, meaning, import
45、ance, etc.Eight kilometers is roughly equivalent to five miles. e.g.Comparison: equivalent (to sth.) Detailed reading1 equivalent 2Detailed readingRewrite the sentence using “equivalent”:Breathing such polluted air has the same effect as smoking ten cigarettes a day. Answer:Breathing such polluted a
46、ir is the equivalent of smoking ten cigarettes a day.Breathing such polluted air is equivalent to smoking ten cigarettes a day.Detailed reading1 dramaticallyDetailed readingdramatically: ad. suddenly and noticeablye.g. Prices have fallen dramatically. Events could have developed in a dramatically di
47、fferent way. a dramatic increase/fall/change/improvement dramatic results/developments/newse.g.Derivation:dramatic a.Detailed reading1 alterDetailed readingalter: v. become different; make sb./sth. differente.g. He had altered so much that I scarcely recognized him. Nothing can alter the fact that w
48、e are to blame. The landscape has been radically altered, severely damaging wildlife.They are making major/minor alterations to the house. e.g.Derivation:alteration: n. a change to sth. that makes it differentDetailed reading1 alternateDetailed readingalternate: a. (of two things) happening or follo
49、wing one after the other regularlye.g. She puts alternate layers of fruit and cream to make cake.v. (cause to) follow by turnse.g. We alternate periods of work and sleep.Detailed reading1 alternative 1Detailed readingalternative: n. a thing that you can choose to do or have out of two or more possib
50、ilitiese.g. You can be paid in cash weekly or by check monthly; those are the two alternatives. a. only before noun e.g. Have you got an alternative suggestion?Detailed reading1 alternative 2Detailed readingBlank filling:1. This shirt will have to be ; it is too large.2. This shirt needs ; it is too
51、 large.3. His moods between happiness and gloom.4. This method doesnt work. Do you have an solution?altered_alteration_alternate_alternative_Detailed reading1 furtherDetailed readingfurther: v. help forwarde.g. Additional training is probably the best way to further your career these days.The intere
52、sts of an organization will never be furthered through acts of terrorism. Note that when the same form is used as a noun, the stress shifts to the first syllable.Detailed reading1 fragment 1Detailed readingfragment:v. break into parts or small piecesPronunciation:e.g. The satellite will fragment and
53、 burn up as it falls through the Earths atmosphere.The government is planning to fragment the industry before privatizing it.n. a small part of sth. that has broken off or comes from sth. largere.g. Police found fragments of glass near the scene. I overheard a fragment of their conversation. Detaile
54、d reading1 fragment 2Detailed readinge.g. the fragmentation of the country into small independent statesDerivations: fragmentation: n.e.g. a fragmented societyfragmented: a.Detailed reading1 alienate 1Detailed readingalienate: v. cause sb. to feel very distant from or not welcome to sb. elsee.g. She
55、 was alienated from her brother by her foolish behavior.All these changes to the newspaper have alienated its traditional readers.Detailed reading1 alienate 2Detailed readinge.g. In a world that had suddenly become alien and dangerous, he was her only security. (a.)aliens from outer space (n.)Deriva
56、tions: alien: a. & n. e.g. The new policy resulted in the alienation of many voters. Many immigrants suffer from a sense of alienation.alienation: n.Detailed reading1 addicted 1Detailed readingaddicted: a. being dependent on sth. and wanting to spend as much time doing it as possiblee.g. Some youngs
57、ters are hopelessly addicted to video games.Shes become addicted to love stories.Collocation: be addicted to sth.Detailed reading1 addicted 2Detailed readinge.g. He is now fighting his addiction to alcohol. Derivations:addiction: n. e.g. Heroin is highly addictive.addictive: a.Detailed reading1 alco
58、holicDetailed readingalcoholic: n. sb. who cannot stop drinking large amounts of alcohol, even when this is making him or her ille.g. shopaholic; chocaholic; workaholicWord Formation:-aholic: suffix in nounsliking sth. very much and unable to stop doing or using itDetailed reading1 in thatDetailed r
59、eadingin that: conj. (formal) for the reason that; becausee.g. She was fortunate in that she had friends to help her. Men differ from brutes in that they can think and speak.The news was all the more reliable in that it was from an official source.Detailed reading1 be given toDetailed readingbe give
60、n to: (formal) do sth. often or regularlye.g. He is given to heavy drinking.He is given to going for long walk on his own.Collocation: be given to sth. / doing sth.Detailed reading1 exaggerationDetailed readingexaggeration: n. action of making a situation, quality, or feature appear greater, more ob
61、vious, or more important than it really ise.g. The hotel was really filthy and Im not exaggerating. He tends to exaggerate the difficulties. Derivation: exaggerate: v. make sth. seem larger, better, worse or more important than it really ise.g. He told his story simply and without exaggeration.Detai
62、led reading1 bingeDetailed readingbinge: n. an occasion when an activity is done in an extreme way, esp. eating, drinking or spending moneye.g. go on a binge / an Internet binge / a chocolate bingeOne of the symptoms of this disease is binge eating.Detailed reading1 skewDetailed readingskew: v. caus
63、e to be not straight or exact; twiste.g. The companys results for this year are skewed because not all our customers have paid their bills.Todays election will skew the results in favour of the northern end of the country.Detailed reading1 lamentDetailed readinglament: v. express sadness and regret
64、about sth.e.g. He lamented the death of his friend. She lamented that she had never been to Paris. e.g. She shows a lamentable lack of understanding.Derivation: lamentable: a. very disappointingIt strikes me that nobody is really in favor of the proposal.我突然意识到没人真正喜欢这个提议。我突然意识到没人真正喜欢这个提议。Detailed re
65、ading1 it struck us that Detailed reading. it struck us that : . it occurred to us that / . we suddenly realized that e.g. How does the concert last night strike you?He struck me as an odd, old-fashioned professor of Chinese._ Blank filling: He challenged his accusers to confront him openly.They law
66、yer confronted the accused man with the forged check.This was the first time he had confronted an armed robber.Detailed reading1 confrontDetailed readingconfront: v.deal with a problem or difficult situation e.g. She knew that she had to confront her fears.He manifested extraordinary courage when co
67、nfronted with formidable difficulty.Synonym: face up toface sb. so that they cannot avoid seeing and hearing you, esp. in an unfriendly or dangerous situatione.g.Detailed reading1 perceive 1Detailed readingperceive: v. see, notice, or realize sth., esp. when it is not obviouse.g. I perceived a chang
68、e in his behavior. She perceived that all was not well. The patient was perceived to have difficulty in breathing.e.g. It was very perceptive of you to notice that.Derivations: perception: n. perceptive: a. having or showing the ability to see or understand things quickly, esp. things that are not o
69、bvious (1) The price increase has had no effect on sales. 价格增长对销售没有产生可见的影响。价格增长对销售没有产生可见的影响。(2) The drug can alter peoples of visual stimuli. 这种药物能够改变人的视觉刺激感知能力。这种药物能够改变人的视觉刺激感知能力。Detailed reading1 perceive 2Detailed readinge.g. Her foreign accent was barely perceptible.Derivations:perceptible: a. g
70、reat enough for you to notice it (Synonym: noticeable)perceptible_Blank filling: perception_Detailed reading1 converseDetailed readingconverse: n. the oppositee.g. In the U.S., cars are driven on the right side of the road, but in Britain the converse applies.It is possible, of course, that the conv
71、erse of this theory may also be true.Detailed reading1 maximizeDetailed readingmaximize: v.increase sth. as much as possiblee.g. maximize efficiency/fitness/profits computing Maximize the window to full screen.make the best use of sth.e.g. maximize opportunities/resources minimizeAntonym: Detailed r
72、eading1 valueDetailed readingvalue: v. regard highly; esteeme.g. We value your cooperation and would like to expand business with you.I have always valued your friendship. Collocations: value sb./sth. (as sth.); value sb./sth. (for sth.)他是我们队很看重的一个成员。他是我们队很看重的一个成员。He is a member of our team. valued_
73、Blank filling: Explanation:Note that the word “communication” is a mass noun. When used in the singular form it means the sharing or exchanging of information by speaking, writing, or by using some other medium. When used in the plural form, as in this sentence, it refers to the means of connection
74、between people or places, inDetailed reading1 it is the communications modal Detailed reading it is the communications modal equivalent of international waters. Paraphrase: as a mode of communications, the Internet is similar to international waters which are open to all countries to use.Detailed re
75、ading1 it is the communications modal Detailed readingparticular the means of sending or receiving information, such as telephone lines or computers. It may also refer to means of travelling or of transporting goods, such as roads or railways. Hence cross-cultural communication (跨跨文文化化交交际际), Ministr
76、y of Communications (交交通通部部), satellite communications (卫卫 星星 通通 讯讯 ), communications network (通讯网络通讯网络).Detailed reading1 he felt like an alcoholicDetailed reading he felt like an alcoholic, in that moderate use of the Internet was just not possible for him.Paraphrase: he felt like a person who is
77、given to excessive consumption of alcoholic as a limited use of the Internet would make him extremely unhappy.Detailed reading1 Progress was their mantraDetailed reading“Progress” was their mantra. Paraphrase:“Progress” was their oft-repeated and most cherished goal.Detailed reading1 Depending upon
78、how Detailed readingDepending upon how a “real place” is defined it might very well be. Paraphrase:According to the definition of a “real place”, the Internet could most reasonably be considered to be a “real place”.Detailed reading1 This would allow Detailed readingThis would allow us to maximize i
79、ts potential Paraphrase:Achieving balance in our lives would allow us to make the fullest use of the Internet .Detailed reading1 where the cyber-world Detailed reading where the cyber-world is your cyber-oyster.Paraphrase: where cyber-space is the very thing that gives you immediate gratification.e.
80、g. You have passed the first hurdle, and now the world is your oyster.Explanation:oyster (牡蛎牡蛎): a type of shellfish that can be eaten cooked or uncooked, and that produces a jewel called a pearl. The sentence here is a variation of the saying “The world is your oyster,” which means “You can achieve
81、 whatever you want.” Consolidation Activities- Vocabulary mainWord derivationPhrase practiceSynonym / AntonymVocabularyTranslation Integrated skillsOral activitiesWritingGrammarConsolidation Activities-Phrase practice 11) alienation n. alienate v. VocabularyTranslation Integrated skillsOral activiti
82、esWritingGrammarThe boring and repetitive nature of manufacturing jobs has led to the alienation of many workers.制造业的工作又枯燥又单调，使许多工人产生了一种疏离制造业的工作又枯燥又单调，使许多工人产生了一种疏离感。感。By adopting this policy, they risk alienating many of their supporters.他们采取这个政策，就要冒同许多支持者疏远的风险。他们采取这个政策，就要冒同许多支持者疏远的风险。e.g.Consolidat
83、ion Activities-Phrase practice 2VocabularyTranslation Integrated skillsOral activitiesWritingGrammar2) globe n. global a. globalize v. globalization n.The beautiful city attracts tourists from every corner of the globe every year.这个美丽的城市每年都吸引着全球各地的游客。这个美丽的城市每年都吸引着全球各地的游客。Environmental protection is
84、a global issue.环境保护是个全球问题。环境保护是个全球问题。The company has successfully globalized its business.公司已经成功地将业务推向了全球。公司已经成功地将业务推向了全球。e.g.Consolidation Activities-Phrase practice 2VocabularyTranslation Integrated skillsOral activitiesWritingGrammarChina has been experiencing rapid changes during the process of
85、globalization.中国在全球化的进程中经历着快速变化。中国在全球化的进程中经历着快速变化。e.g.Consolidation Activities-Phrase practice 3VocabularyTranslation Integrated skillsOral activitiesWritingGrammar3) fragmentation n. fragment n. & v. fragmented a.The country was facing the danger of fragmentation into several small independent stat
86、es.国家正面临分裂成几个独立小国的危险。国家正面临分裂成几个独立小国的危险。There is not even the smallest fragment of truth in what he says!(n.) 他说的没有一点是真话！他说的没有一点是真话！A difference of interests between manufacturing and finance capital may fragment the bourgeoisie.(v.) 生产资本和金融资本的兴趣不同可能会分裂资产阶级。生产资本和金融资本的兴趣不同可能会分裂资产阶级。e.g.Consolidation A
87、ctivities-Phrase practice 2VocabularyTranslation Integrated skillsOral activitiesWritingGrammarThese policies will help to rebuild a fragmented community and create an environment suitable for children to grow up in.这些措施将有助于重建分裂的社区并创造适宜孩子成长的这些措施将有助于重建分裂的社区并创造适宜孩子成长的环境。环境。e.g.Consolidation Activities
88、-Phrase practice 4VocabularyTranslation Integrated skillsOral activitiesWritingGrammar4) addiction n. addict n. addicted a.There is a growing problem of heroin addiction among young people.年轻人吸食海洛因成瘾这一问题日益严重。年轻人吸食海洛因成瘾这一问题日益严重。He became an incurable computer game addict.他变成了一个不可救药的电脑游戏瘾君子。他变成了一个不可救药
89、的电脑游戏瘾君子。It doesnt take long to become addicted to these drugs.服用这些毒品不长时间就会上瘾。服用这些毒品不长时间就会上瘾。e.g.Consolidation Activities-Phrase practice 5VocabularyTranslation Integrated skillsOral activitiesWritingGrammar5) exaggeration n. exaggerate v. exaggerated a. Its no exaggeration to say that most students
90、 have never read a complete Shakespeare play.说大多数学生从来没有读过一部完整的莎士比亚戏剧，这说大多数学生从来没有读过一部完整的莎士比亚戏剧，这毫不夸张。毫不夸张。The press has deliberately exaggerated the seriousness of the situation.媒体刻意夸大了形势的严重性。媒体刻意夸大了形势的严重性。He tends to make greatly exaggerated claims.他倾向于作夸大其辞的断言。他倾向于作夸大其辞的断言。e.g.Consolidation Activit
91、ies-Phrase practice 6VocabularyTranslation Integrated skillsOral activitiesWritingGrammar6) depress v. depressing a. depressed a. depression n. The thought of having to take the exam again depressed me.想到还须重新考试，我就感到很郁闷。想到还须重新考试，我就感到很郁闷。Looking for a job these days can be very depressing.这年头，找工作会令人很沮
92、丧。这年头，找工作会令人很沮丧。e.g.Consolidation Activities-Phrase practice 2VocabularyTranslation Integrated skillsOral activitiesWritingGrammarThe country was still in the grip of economic depression.国家依然深陷经济萧条不能自拔。国家依然深陷经济萧条不能自拔。I feel very depressed in such kind of weather.我在这种天气里总是感到精神抑郁。我在这种天气里总是感到精神抑郁。e.g.C
93、onsolidation Activities-Phrase practice 7VocabularyTranslation Integrated skillsOral activitiesWritingGrammar7) simulation n. simulate v. simulated a.People can see clearly what happens in the computer simulation of nuclear explosion.在电脑模拟的核爆炸中，人们可以清楚地看到爆炸发生的在电脑模拟的核爆炸中，人们可以清楚地看到爆炸发生的情形。情形。In the dub
94、bing process, a sheet of metal was shaken to simulate the noise of thunder.在配音过程中，人们抖动金属片来模仿雷声。在配音过程中，人们抖动金属片来模仿雷声。He is addicted to simulated war games.他迷恋模拟战争游戏。他迷恋模拟战争游戏。e.g.8) gratification n. gratify v. gratitude n. His familys success was a great gratification to him in his old age.家庭的成功是他晚年十分
95、满意的事。家庭的成功是他晚年十分满意的事。It gratified me to see how much my wedding present was appreciated.看到我的结婚礼物倍受赞赏，我感到很高兴。看到我的结婚礼物倍受赞赏，我感到很高兴。She showed me her gratitude by inviting me to dinner.她请我吃饭以表谢意。她请我吃饭以表谢意。Consolidation Activities-Phrase practice 8VocabularyTranslation Integrated skillsOral activitiesWri
96、tingGrammare.g.3) He said it , not in jest.Consolidation Activities- Word derivation 1.1VocabularyTranslation Integrated skillsOral activitiesWritingGrammar1) Johns mind is always full of fantasies. He dreams of changing the world .for the better_2) In order to gain the utmost amount of benefit, thi
97、s corporation the exceptional opportunities open in exports.took advantage of _in earnest_Fill in the blank in each sentence with a phrase from the text in its appropriate form.Consolidation Activities- Word derivation 1.1VocabularyTranslation Integrated skillsOral activitiesWritingGrammar4) Accordi
98、ng to the Federal Bureau of Investigation, a man seen hanging around the area the shooting could have been involved in the assassination of the President.prior to _5) An opposition statesman said he hoped the agreement them about the futility of violence. would give pause to think _ Consolidation Ac
99、tivities- Word derivation 1.3VocabularyTranslation Integrated skillsOral activitiesWritingGrammar(change) for the better: improve1.e.g.我的商店经营状况有所好转，今年有望盈利。我的商店经营状况有所好转，今年有望盈利。Things are changing for the better at my store. I may make a profit this year.Consolidation Activities- Word derivation 1.4Vo
100、cabularyTranslation Integrated skillsOral activitiesWritingGrammartake advantage of: make use of sth. well; make use of an opportunity2.e.g.她利用孩子们不在的时间打扫了他们的房间。她利用孩子们不在的时间打扫了他们的房间。She took advantage of the childrens absence to tidy their rooms. Consolidation Activities- Word derivation 1.5Vocabulary
101、Translation Integrated skillsOral activitiesWritingGrammarin earnest: very serious and sincere about what you are saying and about your intentions; in a way that shows that you are serious3.e.g.我相信他说想娶她是真心实意的。我相信他说想娶她是真心实意的。I am sure he was in earnest when he said he wanted to marry her.Consolidatio
102、n Activities- Word derivation 1.6VocabularyTranslation Integrated skillsOral activitiesWritingGrammarprior to: (formal) before sth.4.e.g.全部安排都应在我们出发之前完成。全部安排都应在我们出发之前完成。All the arrangements should have been completed prior to our departure.Consolidation Activities- Word derivation 1.6VocabularyTrans
103、lation Integrated skillsOral activitiesWritingGrammargive . pause to think: make sb. think seriously about sth. or hesitate before doing sth. 5.e.g.一系列事故的发生使得政府停下来考虑交通安全问题。一系列事故的发生使得政府停下来考虑交通安全问题。The series of accidents gave the government pause to think about the traffic safety issue.alienate, isol
104、ate, estrangeConsolidation Activities- Synonym / Antonym11. However I am also troubled by the possible unintended negative consequences. Antonyms: intended, purposeful, intentional, planned 2. Automobile ownership became commonplace and suburbs were created. Synonyms: VocabularyTranslation Integrate
105、d skillsOral activitiesWritingGrammarAntonyms: extraordinary, unusual3. Those folks were already becoming distanced from their extended families and neighbors. 4. These activities might foster a sense of community among the local people.cultivate, nurture5. He said that he felt like an alcoholic in
106、that moderate use of the Internet was just not possible for him.considerable, excessive, indulgent6. It seems to me that the Internet is a powerful tool that presents an opportunity for the advancement of the acquisition and application of knowledge. improvement, enhancementConsolidation Activities-
107、 Synonym / Antonym2Synonyms: VocabularyTranslation Integrated skillsOral activitiesWritingGrammarAntonyms:Synonyms:Consolidation Activities- Synonym / Antonym3VocabularyTranslation Integrated skillsOral activitiesWritingGrammar7. And I can also understand how one might have his or her sense of reali
108、ty distorted in the progress. Synonyms: misrepresent, falsify8. We are forced to ask fundamental questions about how we perceive the world about us.Antonyms: unimportant, trivial, minorConsolidation Activities- Grammar mainVocabularyGrammarTranslation Integrated skillsOral activitiesWritingAbsolute
109、constructionTo: preposition or infinitive markerInversionConsolidation Activities- Grammar1.1Absolute constructionVocabularyGrammarTranslation Integrated skillsOral activitiesWritingAbsolute constructions are nonfinite or verbless adverbial clauses that have an overt subject but are not introduced b
110、y a subordinator and are not the complement of a preposition. Structurally, absolute constructions fall into four types: those with an infinite as verb element, those with an -ing participle as verb element, those with an -ed participle as verb element, and those without any form of verb element.A n
111、umber of officials followed the emperor, some to hold his robe, others to adjust his girdle, and so on. (infinite)Weather permitting, the cricket match will take place on Wednesday. (-ing participle)All of this being said, I believe that the key to realizing the potential of the Internet is in achie
112、ving balance in our lives. (-ing participle)His voice drowned by the noise, the speaker interrupted his lecture. (-ed participle)He went off, gun in hand. (prepositional phrase)The floor wet and slippery, we stayed outside. (adjectival phrase)For example:Consolidation Activities- Grammar1.2Vocabular
113、yGrammarTranslation Integrated skillsOral activitiesWriting1. a. Mark went homeward alone.b. His heart was full of a strange emotion. Consolidation Activities- Grammar1.3Combine the sentences in each group into one, using at least one absolute construction.VocabularyTranslation Integrated skillsOral
114、 activitiesWritingGrammarMark went homeward alone, his heart full of a strange emotion.Practice:Consolidation Activities- Grammar1.4VocabularyTranslation Integrated skillsOral activitiesWritingGrammar2. a. The cowboy dominates the pages of many magazines. b. His hair is dark and curly. c. His broad
115、shoulders are sloping yet powerful. d. His expression is calm and confident.The cowboy dominates the pages of many magazines, his hair dark and curly, his broad shoulders sloping yet powerful and his expression calm and confident.Consolidation Activities- Grammar1.4VocabularyTranslation Integrated s
116、killsOral activitiesWritingGrammar3. a. The professor rested against the blackboard. b. Chalk was held in one hand. c. The textbook was held in the other hand.The professor rested against the blackboard, chalk in one hand, textbook in the other.Consolidation Activities- Grammar1.4VocabularyTranslati
117、on Integrated skillsOral activitiesWritingGrammar4. a. Sarah sank in the nearest chair. b. She was completely exhausted. c. Her limbs were stiff with cold. d. Her mind was a piece of blank.Sarah sank in the nearest chair, completely exhausted, her limbs stiff with cold, and her mind a piece of blank
118、.This guy is not given to exaggeration. (to as a preposition)The key to realizing the potential of the Internet is in achieving balance in our lives. (to as a preposition)I used to get up early in the morning. (to as an infinitive marker)I am used to getting up early in the morning. (to as a preposi
119、tion)To: preposition or infinitive marker Apart from being an infinitive marker, to can also be a preposition, which is followed by a noun or a noun equivalent. Consolidation Activities- Grammar2.1VocabularyTranslation Integrated skillsOral activitiesWritingGrammarVocabularyTranslation Integrated sk
120、illsOral activitiesWritingGrammarFor example:Consolidation Activities- Grammar2.2VocabularyTranslation Integrated skillsOral activitiesWritingGrammarFor example:He swore to having paid for the goods (= he swore he had paid). (to as a preposition)He swore to tell the truth (= he swore he would tell t
121、he truth). (to as an infinitive marker)Put the verbs in brackets into a gerund or an infinitive.1. I object to (be treated) like a child.2. His suggestions went very near to (resolve) our dilemma. 3. He bought the old house with an eye to (make) it a hotel. 4. Im so tired I dont think I feel up to (
122、go) shopping today. 5. The teacher wishes to (speak) to you in regard to (be) late.being treated_resolving_making_going_speak_being_Consolidation Activities- Grammar2.3VocabularyTranslation Integrated skillsOral activitiesWritingGrammarPractice:6. I have a few letters to (write) preparatory to (begi
123、n) the days work.Consolidation Activities- Grammar2.4VocabularyTranslation Integrated skillsOral activitiesWritingGrammarwrite_beginning_Inversion When we use negative adverbials at the beginning of a clause, the subject and the verb are inverted. Inversion can also occur after a clause beginning wi
124、th only + adverb / prepositional phrase / adverbial clause.Consolidation Activities- Grammar2.1VocabularyTranslation Integrated skillsOral activitiesWritingGrammarVocabularyTranslation Integrated skillsOral activitiesWritingGrammarFor example:Never had I found him in such a good mood. Only through s
125、heer luck did he manage to get some tickets.So quickly did the workmen finish the job that they were highly praised.Consolidation Activities- Grammar2.2VocabularyTranslation Integrated skillsOral activitiesWritingGrammarRewrite the following sentences, beginning with the words given.1. He had hardly
126、 arrived when she started complaining. Hardly 2. Once Manton gets logged onto the Net, he rarely cares about anything else. Rarely had he arrived when she started complaining._ does Manton care about anything else once he gets logged onto the Net.Practice:_Consolidation Activities- Grammar2.3Vocabul
127、aryTranslation Integrated skillsOral activitiesWritingGrammar3. The passengers are not permitted to open the doors themselves under any circumstances. Under no circumstances4. He spoke so impressively that everyone listened in awed silence. So are the passengers permitted to open the doors themselve
128、s. impressively did he speak that everyone listened in awed silence._Consolidation Activities- Grammar2.4VocabularyTranslation Integrated skillsOral activitiesWritingGrammar5. I only realized what trouble he was in when I heard his voice trembling. Only when I heard his voice trembling did I realize
129、 what trouble he was in._Consolidation Activities- Translation11. 在日本人生产的一种电子游戏中，玩游戏的人可以模拟在日本人生产的一种电子游戏中，玩游戏的人可以模拟艾滋病患者从染上艾滋病毒直到死亡的经历。艾滋病患者从染上艾滋病毒直到死亡的经历。 (simulate)In a Japanese-made video game, players can simulate the experience of AIDS from HIV infection until death.VocabularyGrammarTranslation
130、Integrated skillsOral activitiesWritingIf you simulate sth., you give the effect or appearance of it and imitate it. Translate the following sentences into English.Consolidation Activities- Translation2VocabularyTranslation Integrated skillsOral activitiesWritingGrammarPractice： 电脑软件可以被用来模拟海底的状况。电脑软
131、件可以被用来模拟海底的状况。这些鞋子是用仿制皮革制成的。这些鞋子是用仿制皮革制成的。Computer software can be used to simulate conditions on the seabed.These shoes are made of simulated leather.Consolidation Activities- Translation32. 我们只能以牺牲质量为代价来提高产量，但这可能会损我们只能以牺牲质量为代价来提高产量，但这可能会损害公司的声誉。害公司的声誉。(at the expense of)VocabularyTranslation Integ
132、rated skillsOral activitiesWritingGrammarWe can only increase production at the expense of quality, which could ruin the companys reputation. If you do one thing at the expense of another, you sacrifice the latter, or do the former at the cost of the latter.Consolidation Activities- Translation4Prac
133、tice： 他以自己的健康为代价来完成这项工作。他以自己的健康为代价来完成这项工作。VocabularyTranslation Integrated skillsOral activitiesWritingGrammarHe finished the job at the expense of his health.Consolidation Activities- Translation53. 她难得生气，不过这次她可真的是发脾气了。她难得生气，不过这次她可真的是发脾气了。(be given to)VocabularyTranslation Integrated skillsOral act
134、ivitiesWritingGrammarShe is not often given to anger, but this time she really lost her temper.If you are given to sth., you do it often or regularly.Consolidation Activities- Translation6Practice：她有消沉的倾向。她有消沉的倾向。他是个不错的家伙，就是常常说傻话。他是个不错的家伙，就是常常说傻话。VocabularyTranslation Integrated skillsOral activitie
135、sWritingGrammarShe is given to depression.He is a nice guy, but rather given to making stupid remarks.Consolidation Activities- Translation74. 一名外语教师如果要在中学任教，他最起码要持有正规一名外语教师如果要在中学任教，他最起码要持有正规教育院校颁发的学位证书。教育院校颁发的学位证书。(at the very least)VocabularyTranslation Integrated skillsOral activitiesWritingGramm
136、arA teacher of foreign language should possess at the very least a graduate degree from a certified education school or institute if he is to teach high school.When something is “at the very least”, it is no less than Consolidation Activities- Translation8VocabularyTranslation Integrated skillsOral
137、activitiesWritingGrammarPractice：这个项目至少要花一年的时间。这个项目至少要花一年的时间。如果你想在某一公司工作，至少你要表现出对所申请工作如果你想在某一公司工作，至少你要表现出对所申请工作的兴趣。的兴趣。This project will take a year, at the very least.If you are hoping to work in a company, at the very least you need to exhibit a positive interest in the job on offer.Consolidation
138、Activities- Translation75. 我很快觉察到我无法使他改变想法。我很快觉察到我无法使他改变想法。(perceive)VocabularyTranslation Integrated skillsOral activitiesWritingGrammarI soon perceived that I couldnt make him change his mind.If you perceive sth., you see, notice, or realize sth., esp. when it is not obvious.Consolidation Activiti
139、es- Translation8VocabularyTranslation Integrated skillsOral activitiesWritingGrammarPractice：我们看不出问题出在何处。我们看不出问题出在何处。他们发觉自己不受欢迎便走了。他们发觉自己不受欢迎便走了。We were unable to perceive where the problem lay.They perceived that they were unwelcome and left.Consolidation Activities- Integrated skillsVocabularyTran
140、slation Integrated skillsOral activitiesWritingGrammarDictationClozeConsolidation Activities- Integrated skills1VocabularyTranslation Integrated skillsOral activitiesWritingGrammarDictation You will hear a passage read three times. At the first reading, you should listen carefully for its general id
141、ea. At the second reading, you are required to write down the exact words you have just heard (with proper punctuation). At the third reading, you should check what you have written down.Consolidation Activities- Integrated skills2VocabularyTranslation Integrated skillsOral activitiesWritingGrammar
142、The Internet undoubtedly enriches our lives in many ways. / The instant reach of the email / makes keeping-in-touch so rewarding / and so excuse-proof. / The access to so much information by our fingertips / certainly makes a tremendous difference. / But do all these new platforms / of carrying on e
143、xisting activities / contribute to the making of the new opportunities / created by the coming of electricity and telephone, / and steam locomotives and airplanes? / Do they really boost our productivity / and create new wealth? / AreDictation Consolidation Activities- Integrated skills3VocabularyTr
144、anslation Integrated skillsOral activitiesWritingGrammarwe simply using a new platform in the Internet / to do things we have been doing without it? / If so, we dont really need Internet companies to do them for us. / Perhaps, the leaders of the Internet revolution / cant easily reconcile with their
145、 fate of becoming dispensable. / It certainly will take a lot of independent thinking on our own part / to get over the Internet-is-the-world mood.Consolidation Activities- Integrated skills4Cloze Since the 1960s, when the Internet was developed by the Pentagon (1) a military network capable (2) sur
146、viving nuclear war, the technology and number of users have grown at an unthinkable (3) . This explosion has brought (4) it all sorts of moral and practical questions including the censorship by the state. We censor all of our media (5) the interests of society as a whole, and the Internet is no dif
147、ferent.VocabularyTranslation Integrated skillsOral activitiesWritingGrammaras_of_rate_with_in _Consolidation Activities- Integrated skills5Freedom of speech is not an absolute thing (6) a right that our society gives us; when, however, freedom of speech conflicts with another individuals right (7) p
148、rivacy, quality of life (8) even life itself, censorship is not only justified but a duty of (9) society. Racist and terrorist propaganda and hardcore pornography on the Internet should be censored. The landmark Communications and Decency Act (CDA) was passed in 1996 in the U.S. to tackle this (10)
149、.VocabularyTranslation Integrated skillsOral activitiesWritingGrammarbut_to_or_any_problem_ Since the 1960s, when the Internet was developed by the Pentagon (1) a military network capable (2) surviving nuclear war, the technology and number of users have grown at an unthinkable (3) . This explosion
150、has brought (4) it all sorts of moral and practical questions including the censorship by the state. We censor all of our media (5) the interests of society as a whole, and the Internet is no different.as_of_rate_with_in _Consolidation Activities- Hints1The sentence lacks a preposition, and “to deve
151、lop A as B” which means “to develop A when considered as being B” fits into the context.VocabularyTranslation Integrated skillsOral activitiesWritingGrammarConsolidation Activities- Hints2VocabularyTranslation Integrated skillsOral activitiesWritingGrammarA preposition is needed to link the adjectiv
152、e “capable” with the following gerund, and “be capable of” is a fixed collocation. Since the 1960s, when the Internet was developed by the Pentagon (1) a military network capable (2) surviving nuclear war, the technology and number of users have grown at an unthinkable (3) . This explosion has broug
153、ht (4) it all sorts of moral and practical questions including the censorship by the state. We censor all of our media (5) the interests of society as a whole, and the Internet is no different.as_of_rate_with_in _Consolidation Activities- Hints3VocabularyTranslation Integrated skillsOral activitiesW
154、ritingGrammarIt can be inferred from the context that it talks about the speed of growth, thus “at a rate”. Since the 1960s, when the Internet was developed by the Pentagon (1) a military network capable (2) surviving nuclear war, the technology and number of users have grown at an unthinkable (3) .
155、 This explosion has brought (4) it all sorts of moral and practical questions including the censorship by the state. We censor all of our media (5) the interests of society as a whole, and the Internet is no different.as_of_rate_with_in _Consolidation Activities- Hints4VocabularyTranslation Integrat
156、ed skillsOral activitiesWritingGrammarIt reads that the explosion has brought various problems “with” it, and the preposition “with” suffices. Since the 1960s, when the Internet was developed by the Pentagon (1) a military network capable (2) surviving nuclear war, the technology and number of users
157、 have grown at an unthinkable (3) . This explosion has brought (4) it all sorts of moral and practical questions including the censorship by the state. We censor all of our media (5) the interests of society as a whole, and the Internet is no different.as_of_rate_with_in _Consolidation Activities- H
158、ints5VocabularyTranslation Integrated skillsOral activitiesWritingGrammar“Interest” here means “a good result or an advantage for sb./sth.”, and the fixed phrase “in the interests of sb./sth.” naturally fits into the context. Since the 1960s, when the Internet was developed by the Pentagon (1) a mil
159、itary network capable (2) surviving nuclear war, the technology and number of users have grown at an unthinkable (3) . This explosion has brought (4) it all sorts of moral and practical questions including the censorship by the state. We censor all of our media (5) the interests of society as a whol
160、e, and the Internet is no different.as_of_rate_with_in _Freedom of speech is not an absolute thing (6) a right that our society gives us; when, however, freedom of speech conflicts with another individuals right (7) privacy, quality of life (8) even life itself, censorship is not only justified but
161、a duty of (9) society. Racist and terrorist propaganda and hardcore pornography on the Internet should be censored. The landmark Communications and Decency Act (CDA) was passed in 1996 in the U.S. to tackle this (10) .but_to_or_any_problem_Consolidation Activities- Hints6VocabularyTranslation Integr
162、ated skillsOral activitiesWritingGrammarJudging from the context, “freedom of speech” is a right our society gives us, and the sentence should be a contrastive expression between the negation in the first part and the second part; thus, “not but ” is naturally expected.Freedom of speech is not an ab
163、solute thing (6) a right that our society gives us; when, however, freedom of speech conflicts with another individuals right (7) privacy, quality of life (8) even life itself, censorship is not only justified but a duty of (9) society. Racist and terrorist propaganda and hardcore pornography on the
164、 Internet should be censored. The landmark Communications and Decency Act (CDA) was passed in 1996 in the U.S. to tackle this (10) .but_to_or_any_problem_Consolidation Activities- Hints7VocabularyTranslation Integrated skillsOral activitiesWritingGrammarAgain, a preposition is missing between the no
165、un “right” and the following nouns, while “to” habitually follows “right” to construct the phrase “right to sth. / to do sth.”, meaning “a moral or legal claim to have or get sth. or to behave in a particular way”.Freedom of speech is not an absolute thing (6) a right that our society gives us; when
166、, however, freedom of speech conflicts with another individuals right (7) privacy, quality of life (8) even life itself, censorship is not only justified but a duty of (9) society. Racist and terrorist propaganda and hardcore pornography on the Internet should be censored. The landmark Communication
167、s and Decency Act (CDA) was passed in 1996 in the U.S. to tackle this (10) .but_to_or_any_problem_Consolidation Activities- Hints8VocabularyTranslation Integrated skillsOral activitiesWritingGrammar“Privacy, quality of life”, and “life itself” construct a coordinate structure, and a coordinator, imp
168、lying alternation, is needed, thus “or”.Freedom of speech is not an absolute thing (6) a right that our society gives us; when, however, freedom of speech conflicts with another individuals right (7) privacy, quality of life (8) even life itself, censorship is not only justified but a duty of (9) so
169、ciety. Racist and terrorist propaganda and hardcore pornography on the Internet should be censored. The landmark Communications and Decency Act (CDA) was passed in 1996 in the U.S. to tackle this (10) .but_to_or_any_problem_Consolidation Activities- Hints9VocabularyTranslation Integrated skillsOral
170、activitiesWritingGrammarJudging from the context, the sentence means that censorship is a duty in all societies. As “society” appears as a singular, a determiner meaning any one of all is needed. Here, “any” is used with singular countable nouns to refer to one of a number of things or people, when
171、it does not matter which one, and is used here for emphasis.Freedom of speech is not an absolute thing (6) a right that our society gives us; when, however, freedom of speech conflicts with another individuals right (7) privacy, quality of life (8) even life itself, censorship is not only justified
172、but a duty of (9) society. Racist and terrorist propaganda and hardcore pornography on the Internet should be censored. The landmark Communications and Decency Act (CDA) was passed in 1996 in the U.S. to tackle this (10) .but_to_or_any_problem_Consolidation Activities- Hints10VocabularyTranslation I
173、ntegrated skillsOral activitiesWritingGrammarA noun referring to the problem of censorship is missing here, while “ to tackle a problem” comes out naturally.Consolidation Activities- Oral activitiesVocabularyTranslation Integrated skillsOral activitiesWritingGrammarHaving a dialogueHaving a discussi
174、onConsolidation Activities- Oral activities1Having a dialogueVocabularyTranslation Integrated skillsOral activitiesWritingGrammar surf the web, addict, alcoholic, non-stop, moderate, binge, skew the sense of reality, depress, cognitive overload, virtual existence, perceive, unreal, harmfulWords and
175、phrases for reference:Topic: Suppose your desk-mate has recently become addicted to the Internet, which makes him/her often absent from class and fallen behind in his/her studies. Try to persuade him/her out of this habit.Consolidation Activities- Having a discussion2Having a discussionDo the advant
176、ages of the Internet outweigh its disadvantages?Viewpoints for reference:VocabularyTranslation Integrated skillsOral activitiesWritingGrammarease of gathering and sharing information; speed up communication while reducing the costs; SOHO; facilitate business transactions; improve the public supervis
177、ion over governmental issues and foster justiceAdvantages:Consolidation Activities- Having a discussion3VocabularyGrammarTranslation Integrated skillsOral activitiesWritingspread of unhealthy information, e.g. violence, pornography, rumor; endanger personal privacy; risk of online crime; highly addi
178、ctive; skew the sense of reality; reduce the sense of community and give rise to alienationDisadvantages:Consolidation Activities- Writing mainVocabularyTranslation Integrated skillsOral activitiesWritingGrammarSuggestion: Write a problem-solving essay. The problem needs to be presented and explaine
179、d clearly (e.g. the first paragraph), and necessary evidence is required to back up your description (e.g. the second paragraph), and finally, suggestions on the solution should be proposed (e.g. the last paragraph).Consolidation Activities- Writing1VocabularyTranslation Integrated skillsOral activi
180、tiesWritingGrammarPractice: Write a three-paragraph essay on the given topic: “The Disadvantages of TV”In the first paragraph, tell the reader about the problem caused by the extensive use of the TV. In the second paragraph, provide evidence to prove that the problem is serious. And in the third par
181、agraph, make suggestions on how to solve this problem.Section Five Further EnhancementText IIMemorable quotesLead-in questionsTextQuestions for discussionLead-in questions1) Have you heard of the company American Online (AOL)?2) What do you think will make an Internet-related business successful?Lea
182、d-in questionsText IIMemorable quotesAMERICA ONLINE: LOSING THE BATTLES, BUT WINNING THE WAR For the better part of 15 years, America Online (AOL) CEO and founder Steve Case has nurtured a vision. Back in the days when modems creaked along 300 bits a second, when it took half an hour to download a s
183、mall black-and-white photo, Case imagined a world where ordinary folk, like the ones he grew up with in Hawaii, would find real utility in connected computers. However, back then almost everyone considered Cases vision a perfectly ridiculous idea except Case, of course.Text1Text IIMemorable quotesMi
184、chael H. Mescon et al.1Text2Text IIMemorable quotes In 1985 he founded a company that eventually became America Online, and he has just jousted with the doubters ever since. Today, AOL connects millions of users to the Internet for a fee. The company categorizes Web sites and Internet information in
185、to Web channels (similar to special TV stations) for travel, shopping, games, personal finance, and so on. By putting a frame around the Internet and world of information, AOL makes surfing the Net really, really easy, besides being fun and affordable. But for Steve Case, living his dream has been a
186、nything but easy.2Text3Text IIMemorable quotes It all started with a unique marketing approach blanketing the countryside with diskettes containing AOL software. At trade shows, on magazine covers, in mailers, even on airplanes you couldnt miss the free AOL disks. One analyst called this “ marketing
187、 by carpet bombing.” Although it took the company five years to attract a million subscribers, it only took two more years to double that. Thats more than The New York Times and Washington Post have added during the last half-century. The Internet market changed overnight, and forever. Millions inst
188、antly recognized the value of getting online, and AOL was their first, best hope.3Text4Text IIMemorable quotes But enticing people with freeware and then charging them higher-than-market rates to hook into the Internet even if AOL made it user-friendly meant users might try a different service. So i
189、n 1996 AOL made its prices more competitive, and thats when the self-demolition derby began. First AOL changed its pricing structure to allow for unlimited access at a flat rate. Expecting 200,000 new customers, it attracted 500,000 in one month! Even though it had added modems in anticipation of in
190、creased demand, the surge quickly ate up the additional capacity, forcing AOLs already strained network to back up like a kitchen sink. Customers screamed. Frustrated users called4Text5Text IIMemorable quotesthe company America Onhold or America Offline and for good reason. Attorney generals threate
191、ned to sue AOL for advertising a service it couldnt deliver. And AOL forced to suspend its TV pitch for new subscribers cut back on direct marketing and pumped an additional $100 million into its ailing network. But the mess worsened. Case threw gasoline on the fire by publicly appealing to members
192、to try to show some restraint during the peak evening hours. His appeal backfired. Skeptical users stayed on even longer, fearing that if they logged off, they wouldnt be able to get back on. Wall Street analysts argued that this was the sort of5Text6Text IIMemorable quotesproblem that would drive A
193、OL users into the arms of other Internet firms, and the companys too-rich stock price collapsed twice. Even though Case settled with the attorneys and state officials, it took him months to win back consumer confidence not to mention a couple of hundred million dollars. “These guys flirted with disa
194、ster,” says one industry expert. “Fortunately, they were smart enough to pull it out.” So how does AOL continue to do it? How does it continue to get new customers? “Theres a Silicon Valley syndrome that is out of touch with what customers want,” says Case. “Our market is everyone else.” And interna
195、l research suggests “everyone” could soon push AOL to 25 million members. Still, some wonder how AOL can compete with other Internet service providers. After all, people can access much of the same Internet information without having to go through a gatekeeper like AOL. With cheaper alternatives ava
196、ilable, theres a limit to how much AOL can charge customers for this hand-holding, which is why AOL is relying on advertising.Text7Text IIMemorable quotes6Text8Text IIMemorable quotes Case has decided that advertising revenue is the key to the online giants future financial health. He wants advertis
197、ing to account for at least 25 percent of revenue an ambitious but attainable goal. After all, with a viewership thats now approaching that of ESPN, MTV, CNN, and a few others, if AOL fills that time with advertising, the power of the revenue generation machine is phenomenal. In addition to advertis
198、ing, AOL is also banking on the growing business of selling products online and, of course, getting new subscribers. Firms such as 1-800-Flowers and bookseller Barnes & Noble pay a hefty7Text9Text IIMemorable quotesfee for a direct line to AOLs growing audience. And AOLs deal with WorldCom in which
199、AOL swallowed CompuServe (the nations oldest online service) sent 2.6 million subscribers AOLs way. In spite of this growth, the dirge goes on. First, critics point out that AOL has always been behind the technology curve. For instance, software for surfing the Web is revised about three times faste
200、r than AOLs software, and this technology gap can only get worse. Plus, AOL has a high turnover of subscribers. Thats because for many, AOL serves as training wheels for the Net from which they eventually graduate. In fact, retaining customers will become even harder as phone companies, 8Text10Text
201、IIMemorable quotescable companies, Microsoft, and Netscape make it even easier to connect to the Internet, browse the Web, chat, and send e-mail without going through the suburban environment of AOL. In addition, customers could also be turned off by the increasingly intrusive ads, upon which AOLs f
202、lat-price business model now depends. Yet, despite all these challenges and the predictions of doomsayers over the years, Cases company has shown that it has at least the potential to thrive. The plain fact is that America Online has always been able to do what no one expects it to survive.Text2 Abo
203、ut the text Text IIMemorable quotesAbout the text This text is taken from Business Today (1999) by Michael H. Mescon et al.For the better part of 15 years (Paragraph 1) For more than half of 15 years, i.e. about 10 years or more Text2 For the better part of 15 years Text IIMemorable quotesCEO (Parag
204、raph 1) chief executive officerText3 CEO Text IIMemorable quotesText4 jousted with the doubters Text IIMemorable quotesjousted with the doubters (Paragraph 2) compete with doubtful people for superiorityText4 derbyText IIMemorable quotesderby (Paragraph 4) race or contestText4 at a flat rate Text II
205、Memorable quotesat a flat rate (Paragraph 4) at a fixed priceText4 back up Text IIMemorable quotesback up (Paragraph 4) jamText4 His appeal backfiredText IIMemorable quotesHis appeal backfired. (Paragraph 5) His appeal had the opposite result to what he had expected.Text4 Silicon Valley Syndrome Tex
206、t IIMemorable quotesSilicon Valley syndrome (Paragraph 6) an inward-looking set of attitudes within the hi-tech sector Text4 ESPNText IIMemorable quotesESPN (Paragraph 7) an electronic commercial network with its major interest in sportsText4 MTV Text IIMemorable quotesMTV (Paragraph 7) music TVText
207、4 CNN Text IIMemorable quotesCNN (Paragraph 7) cable news networkText4 phenomenalText IIMemorable quotesphenomenal (Paragraph 7) unusually goodText4 1-800-FlowersText IIMemorable quotes1-800-Flowers (Paragraph 7) a major floral and gift retailer and distribution company in the U.S., and one of the f
208、irst retailers to use a 247 toll-free telephone number and online media and the Internet for direct sales to consumers. The company specializes in retail sales of flowers and gift items within the U.S.Text4 browseText IIMemorable quotesbrowse (Paragraph 8) look through in a casual wayText4 blanketin
209、g the countryside Text IIMemorable quotesblanketing the countryside with diskettes containing AOL software (Paragraph 3) covering the countryside completely in the free distribution of diskettes containing AOLs softwareText4 marketing by carpet bombing Text IIMemorable quotesmarketing by carpet bomb
210、ing (Paragraph 3) Carpet bombing is the act of dropping bombs in an area extensively so as to destroy it completely. Here the expression is used metaphorically to refer to AOLs marketing strategy.Text4 advertising revenue Text IIMemorable quotesadvertising revenue (Paragraph 7) income the company re
211、ceives from advertisingText4 the technology curve Text IIMemorable quotesthe technology curve (Paragraph 8) the developmental trend of technologyText4 AOL has a high turnover of Text IIMemorable quotesAOL has a high turnover of subscribers. (Paragraph 8) The rate is high at which old subscribers of
212、AOL are replaced by new ones.Text4 More about the authorText IIMemorable quotesAbout the author The lead author, Michael H. Mescon, former dean of the J. Mack Robinson College of Business at Georgia State University, is the author or co-author of more than 300 articles and books. He is the lead auth
213、or of Business Today, the most successful introductory business textbook in the U.S. Business Today, from which the text is taken, received the McGuffey Award for longevity and excellence from the Text and Academic Authors Association. He also wrote Showing Up for Work and Other Keys to Business Suc
214、cess, which earned him the Georgia Author of the Year Award from the Council ofText4 More about the authorText IIMemorable quotesAuthors and Journalists. He holds an honorary doctorate of humane letters from the College of Charleston and an honorary doctorate of private enterprise from The Citadel,
215、where he also holds a visiting Chaired Professorship. Dr. Michael Mescon is active in community affairs and public service including serving on the boards of the Boys Scouts of America, ALS Association, Adaptive Learning Center, Northside Hospital and Heart Fund Chairperson Heart Association and so
216、on.Text4 About the textText IIMemorable quotesAbout the text Despite any disadvantages it may have, as discussed in Text I, the Internet undoubtedly contains unlimited business opportunities. This was recognized as early as the 1980s, when Internet firms mushroomed, and competition became fierce. So
217、 it was not easy for the firms to survive. In Text II, the authors described how America Online, an Internet firm, has managed to live through the intense competition.Text4 About the textText IIMemorable quotes We may divide the text into three parts. Part I includes the first two paragraphs, where
218、the authors introduce their point, “for Steve Case, living his dream has been anything but easy.” In Part II (Paragraphs 3 7), Mescon et al. relate the efforts that America Online made in confronting one difficulty after another on its way to survival: how it attracted so many subscribers, how it de
219、alt with the network jam, and what strategy it took to maintain its financial health. Part III, the last paragraph, concludes that despite all the challenges it is facing, America Online has the potential to thrive. Because it was by no means easy to get a large number of subscribers, especially at
220、the very beginning. AOL had to start with this unique marketing approach to make its product known to the general public. As a matter of fact, it took five years for this company to attract a million subscribers. He imagined a world in which computers would be connected so that they could work much
221、faster and everybody could use them.Questions for discussion11. What vision did Case have?Text IIMemorable quotes2. Why did AOL take the blanketing approach?3. What difficulties did AOL meet with?It did not expect the fast increase of subscribers and failed to satisfy the needs of its customers. As
222、a result, it lost a lot of money and consumer confidence.Questions for discussion2Text IIMemorable quotes4. How did AOL survive the strong competition?It got a large amount of revenue from advertising on the Internet and selling products online.1. Information technology and business are becoming ine
223、xtricably interwoven. I dont think anybody can talk meaningfully about one without talking about the other. Bill GatesMemorable Quotes1Text IIMemorable quotesMemorable Quotes2Text IIMemorable quotes2. I think its fair to say that personal computers have become the most empowering tool weve ever crea
224、ted. Theyre tools of communication, theyre tools of creativity, and they can be shaped by their user. Bill GatesMemorable Quotes4Text IIMemorable quotesQuestions for discussion:1) Share your opinions with your classmates about how computers have changed our way of life and how they will change our l
225、ife in the future.2) Give an example about the interweaving between information technology and business.Memorable Quotes5Text IIMemorable quotesGuidance: business life, information sharing, communication, entertainment, etc. Predictions about the future life are open to discussion.1) Suggestion: on-
226、line shopping, on-line advertisement, on-line banking, on-line business transactions, etc.2) Suggestion:William Henry “Bill” Gates III, (born October 28, 1955) is an American business magnate, philanthropist, author, and was chairman of Microsoft. He is consistently ranked among the worlds wealthiest people and was the wealthiest overall from 1995 to 2009, excluding 2008 and is one of the best-known entrepreneurs of the personal computer revolution. He has also authored or co-authored several books.Questions for discussion1Text IIMemorable quotesNotation type here个人观点供参考，欢迎讨论
