媒介成为另一个商人的付费媒介（但有时候，促销产品的商人也直接面对用户，即把别人占有的媒介暂时变成自己占有的媒介）。例如，当一个电子商务零售商在自己的网站上出售广告空间时，就是如此。我们把这种出售的媒介定义为拥有的媒介。这种（出售空间式的）拥有的媒介是如此强大普遍，以致于其他团体把他们的希望（满意；内容；电子商务发动机）寄托在这种环境中。这种（寄托）趋势虽然依然在婴儿期，但我们相信这种从零售商和旅行提供商（如航空公司、旅馆）有效起步的趋势会越来越强劲。例如强生建立了一个婴儿中心，这是一种杰出的媒介资产，可用于推销提升配套产品，包括那些有竞争力的产品。除了带来利润，除了由于其他商人的到场可以使这个地方显得客观可信，以及给各个公司有机会了解有关其他公司需求的有价值的信息，还能有利于拓展所有公司都关心的用户交易。
这类戏剧性的技术革新给商人带来数量越来越多（种类也越来越多）的通信机会的同时，也同样会提高风险。因为热情的用户会更快、更形象、更有破坏力地表达自己的反对，这种被绑架的媒介，与上述的免费利用的媒介背道而驰（不是商人所希望出现的）。此时，媒介就像人质一样，成为敌人可用的财产或者发起的一次行动（敌人有用户、其他竞争对手、对某商标或产品向来没有好话的社会活动家）。例如，社会网络中的成员正在意识到他们可以绑架媒介，来对建立媒介的那些商人施加压力。
如果这种事情发生了，热情的用户就会努力劝说其他人抵制产品，使得目标公司声名处于危险之中。此时，公司的反应往往不会足够快，也不会足够理性，学习曲线将会变得很陡（学习曲线是表示单位产品生产时间与所生产的产品总数量之间的关系的一条曲线。一般情况下，产品总量越大，单个产品生产时间越短。也可以表示工人一定时间所犯错误数量与练习时间的关系，一般练习时间越长，单位时间内错误越少。这里的曲线陡时大约表示相同产量规模下，现在比原来单个产品所消耗的资源更多，或者说相同练习程度下，一定时间错误更多。总之，是比原来更糟糕了）。例如丰田汽车，今年早些时候通过相对来说较快和精心策划的行动从车辆召回危机中把损尽量降下来，丰田的行动包括努力请用户进土威特这样的地方，挖掘社会新闻的利用等等。
译文 4
毫无疑问，作为有煸动性的杂志封面故事，詹尼弗西尼尔的深刻见解——“我爱我的孩子们，我讨厌我目前的生活状况”——可以唤起人们的谈兴。可是，人们不会想到，养孩子可不是一件完全令人愉悦、生活充实的事情。西尼尔并没有简单地说，孩子使得父母既快乐又痛苦。她建议，我们需要重新定义幸福：幸福不应该像过去那样被定义为由一个个瞬间的快乐组合而成的东西；我们应该把幸福视为一种过去的状态。尽管抚养孩子的日子漫长难熬，令人筋疲力尽，但是西尼尔认为，正是那些心绪沉重的时刻，日后却给我们带来由衷的欣喜。
杂志封面上一位有魅力的母亲抱着一个可爱的婴儿，这种圣母与圣子的图画这周在报摊上可不止西尼尔这一起。例如杂志上讲到最近刚收养孩子的母亲——有时是刚变成单身母亲的人——桑德拉布鲁克，以及那种很常见的“詹尼弗阿尼斯顿怀孕了”的新闻。实际上，每周都有至少一位名流母亲、或者准母亲在杂志上笑迎读者。
在一个坚持不懈地倡导生育的社会中，承认自己后悔生育孩子就相当于承认自己赞同谋杀宠物猫，这难道不值得反思吗？把父母亲的后悔与孩子的后悔相提并论（可能指把作为孩子家长的那种辛苦产生的悔恨理解为根源出在孩子身上，从而产生关于生下孩子的后悔），这显然并不合理。（因此）不情愿养孩子的父母很少会反思自己是否应该养育孩子。但是那不幸福的无孩子的人却为类似“孩子是世上唯一最可珍惜的东西”这样的信息所烦恼。显然，他们的不幸必须通过生儿育女才能得以消除。
当然，在美国周刊与人这样的杂志上所提供的“社会名流父母亲”现象是不切实际的。特别是当“父母亲”是布鲁克这样的单身母亲时更是如此。多项研究表明，有孩子的父母很少比没有孩子的夫妇更快乐，而单亲家庭中的家长烦愁尤甚。这并不奇怪，因为一个人养一个孩子实在太麻烦了。然而，你看看桑德拉和布列尼说的话：自己“一个人”养孩子，其实非常简单。（她们当然觉得简单了，因为她们是在周围人全天候的帮助下养着孩子的。）
当然，要说很多人傻头傻脑地生育孩子，只是因为里斯和安格丽娜这种名流使这种行为看上去显得诱人，这也是不可能的——多数成年人其实理解：养孩子可不是像做个发型那么简单。但是这确实是一件很有趣的值得反思的事情：我们每周看的“轻松快乐做父母”的杂志封面，并不是通过潜意识的方式里让我们对（没有孩子的）现实经历不满，而是这些图片在潜意识中让我们有那种想成为雷切尔的心理，但实际上却使得我们看上去有点像詹尼弗亚尼斯顿。（大约指雷切尔养孩子显得潇洒，而詹尼弗生养孩子显得狼狈。）
2010年全国硕士研究生入学统一考试英语试题
Section I Use of English Directions:
In 1924 America's National Research Council sent two engineers to supervise a series of industrial experiments at a large telephone-parts factory called the Hawthorne Plant near Chicago. It hoped they would learn how stop-floor lighting大1家 workers' productivity. Instead, the studies ended 大2家 giving their name to the \大3家 to being experimented upon changed subjects' behavior.
The idea arose because of the 大4家 behavior of the women in the Hawthorne plant. According to 大5家 of the experiments, their hourly output rose when lighting was increased, but also when it was dimmed. It did not 大6家 what was done in the experiment; 大7家something was changed, productivity rose. A(n) 大8家 that they were being experimented upon seemed to be 大9家 to alter workers' behavior 大10家itself.
After several decades, the same data were 大11家 to econometric the analysis. Hawthorne experiments has another surprise store 大12家the descriptions on record, no systematic 大13家 was found that levels of productivity were related to changes in lighting.
It turns out that peculiar way of conducting the experiments may be have let to 大14家 interpretation of what happed. 大15家, lighting was always changed on a Sunday. When work started again on Monday, output 大16家rose compared with the previous Saturday and 17 to rise for the next couple of days. 大18家, a comparison with data for weeks when there was no experimentation showed that output always went up on Monday, workers 大19家 to be diligent for the first few days of the week in any case, before 大20家 a plateau and then slackening off. This suggests that the alleged \
1. [A] affected [B] achieved [C] extracted[D] restored 2. [A] at [B] up [C] with [D] off
3. [A] truth [B] sight [C] act [D] proof
4. [A] controversial [B] perplexing [C] mischievous [D] ambiguous 5. [A] requirements [B] explanations [C] accounts [D] assessments 6. [A] conclude[B] matter [C] indicate [D] work
7. [A] as far as [B] for fear that [C] in case that [D] so long as 8. [A] awareness 10. [A] about
[B] expectation [C] sentiment
[D] illusion
9. [A] suitable [B] excessive 11. [A] compared
[C] enough [D] abundant
[D] conveyed
[B] for [C] on [D] by
[B] shown [C] subjected
12. [A] contrary to [B] consistent with [C] parallel with [D] peculiar to 13. [A] evidence [B] guidance [C] implication [D] source 14. [A] disputable
[B] enlightening [C] reliable [D] misleading
[D] suddenly
15. [A] In contrast [B] For example [C] In consequence [D] As usual 16. [A] duly [B] accidentally [C] unpredictably 17. [A] failed
[B] ceased [C] started [D] continued
20. [A] breaking [B] climbing [C] surpassing [D] hitting Section II Reading Comprehension Part A Directions:
Read the following four texts. Answer the questions below each text by choosing [A], [B], [C] or [D]. Mark your answers on ANSWER SHEET 1. (40 points)
Text 1
Of all the changes that have taken place in English-language newspapers during the past quarter-century, perhaps the most far-reaching has been the inexorable decline in the scope and seriousness of their arts coverage.
It is difficult to the point of impossibility for the average reader under the age of forty to imagine a time when high-quality arts criticism could be found in most big-city newspapers. Yet a considerable number of the most significant collections of criticism published in the 20th century consisted in large part of newspaper reviews. To read such books today is to marvel at the fact that their learned contents were once deemed suitable for publication in general-circulation dailies.
We are even farther removed from the unfocused newspaper reviews published in England between the turn of the 20th century and the eve of World War II, at a time when newsprint was dirt-cheap and stylish arts criticism was considered an ornament to the publications in which it appeared. In those far-off days, it was taken for granted that the critics of major papers would write in detail and at length about the events they covered. Theirs was a serious business, and even those reviewers who wore their learning lightly, like George Bernard Shaw and Ernest Newman, could be trusted to know what they were about. These men believed in journalism as a calling, and were proud to be published in the daily press. “So few authors have brains enough or literary gift enough to keep their own end up in journalism,” Newman wrote, “that I am tempted to define ‘journalism’ as ‘a term of contempt applied by writers who are not read to writers who are.’”
Unfortunately, these critics are virtually forgotten. Neville Cardus, who wrote for the Manchester Guardian from 1917 until shortly before his death in 1975, is now known solely as a writer of essays on the game of cricket. During his lifetime, though, he was also one of England’s foremost classical-music critics, a stylist so widely admired that his Autobiography (1947) became a best-seller. He was knighted in 1967, the first music critic to be so honored. Yet only one of his books is now in print, and his vast body of writings on music is unknown save to specialists.
Is there any chance that Cardus’s criticism will enjoy a revival? The prospect seems remote. Journalistic tastes had changed long before his death, and postmodern readers have little use for the richly upholstered Vicwardian prose in which he specialized. Moreover, the amateur tradition in music criticism has been in headlong retreat.
21. It is indicated in Paragraphs 1 and 2 that
[A] arts criticism has disappeared from big-city newspapers. [B] English-language newspapers used to carry more arts reviews. [C] high-quality newspapers retain a large body of readers. [D] young readers doubt the suitability of criticism on dailies.
22. Newspaper reviews in England before World War II were characterized by [A] free themes. [B] casual style. [C] elaborate layout. [D] radical viewpoints. 23. Which of the following would Shaw and Newman most probably agree on?
[A] It is writers' duty to fulfill journalistic goals.[B] It is contemptible for writers to be journalists. [C] Writers are likely to be tempted into journalism. [D] Not all writers are capable of journalistic writing.
24. What can be learned about Cardus according to the last two paragraphs? [A] His music criticism may not appeal to readers today. [B] His reputation as a music critic has long been in dispute.
[C] His style caters largely to modern specialists.[D] His writings fail to follow the amateur tradition. 25. What would be the best title for the text?
[A] Newspapers of the Good Old Days [B] The Lost Horizon in Newspapers [C] Mournful Decline of Journalism [D] Prominent Critics in Memory Text 2
Over the past decade, thousands of patents have been granted for what are called business methods. Amazon.com received one for its \for an asset allocation strategy. One inventor patented a technique for lifting a box.
Now the nation's top patent court appears completely ready to scale back on business-method patents, which have been controversial ever since they were first authorized 10 years ago. In a move that has intellectual-property lawyers abuzz the U.S. court of Appeals for the federal circuit said it would use a particular case to conduct a broad review of business-method patents. In re Bilski, as the case is known , is \very big deal\says Dennis D. Crouch of the University of Missouri School of law. It \the potential to eliminate an entire class of patents.\
Curbs on business-method claims would be a dramatic about-face, because it was the federal circuit itself that introduced such patents with is 1998 decision in the so-called state Street Bank case, approving
a patent on a way of pooling mutual-fund assets. That ruling produced an explosion in business-method patent filings, initially by emerging internet companies trying to stake out exclusive rights to specific types of online transactions. Later, move established companies raced to add such patents to their files, if only as a defensive move against rivals that might beat them to the punch. In 2005, IBM noted in a court filing that it had been issued more than 300 business-method patents despite the fact that it questioned the legal basis for granting them. Similarly, some Wall Street investment films armed themselves with patents for financial products, even as they took positions in court cases opposing the practice.
The Bilski case involves a claimed patent on a method for hedging risk in the energy market. The Federal circuit issued an unusual order stating that the case would be heard by all 12 of the court's judges, rather than a typical panel of three, and that one issue it wants to evaluate is whether it should \
The Federal Circuit's action comes in the wake of a series of recent decisions by the supreme Court that has narrowed the scope of protections for patent holders. Last April, for example the justices signaled that too many patents were being upheld for \that are obvious. The judges on the Federal circuit are \to the anti-patent trend at the Supreme Court\says Harold C. Wegner, a patent attorney and professor at George Washington University Law School.
26. Business-method patents have recently aroused concern because of
[A] their limited value to business [B] their connection with asset allocation [C] the possible restriction on their granting [D] the controversy over authorization 27. Which of the following is true of the Bilski case?
[A] Its ruling complies with the court decisions [B] It involves a very big business transaction [C] It has been dismissed by the Federal Circuit [D] It may change the legal practices in the U.S. 28. The word \[A] loss of good will [B] increase of hostility [C] change of attitude [D] enhancement of dignity
29. We learn from the last two paragraphs that business-method patents [A] are immune to legal challenges [B] are often unnecessarily issued [C] lower the esteem for patent holders [D] increase the incidence of risks 30. Which of the following would be the subject of the text?
[A] A looming threat to business-method patents[B] Protection for business-method patent holders [C] A legal case regarding business-method patents [D] A prevailing trend against business-method patents Text 3
In his book The Tipping Point, Malcolm Gladwell argues that social epidemics are driven in large part by the acting of a tiny minority of special individuals, often called influentials, who are unusually informed, persuasive, or well-connected. The idea is intuitively compelling, but it doesn't explain how ideas actually spread.
The supposed importance of influentials derives from a plausible sounding but largely untested theory called the \and from them to everyone else. Marketers have embraced the two-step flow because it suggests that if
2000到2011年历年考研英语真题+答案完美版 - 图文
