媒介资产，可用于推销提升配套产品甚至还有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，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。
The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them。
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，是免费利用的媒介的反面。此时，媒介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），就像人质一样。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。
If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg。
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，学习曲线将会变得直上直下。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速从回收危机中把危害缓和下来，丰田的行动包括努力请用户进土威特这样的地方，挖掘社会新闻等等。 31.Consumers may create “earned” media when they are [A] obscssed with online shopping at certain Web sites。 [B] inspired by product-promoting e-mails sent to them。 [C] eager to help their friends promote quality products。
[D] enthusiastic about recommending their favorite products。 32. According to Paragraph 2,sold media feature [A] a safe business environment。 [B] random competition。 [C] strong user traffic。
[D] flexibility in organization。
33. The author indicates in Paragraph 3 that earned media [A] invite constant conflicts with passionate consumers。 [B] can be used to produce negative effects in marketing。 [C] may be responsible for fiercer competition。 [D] deserve all the negative comments about them。
34. Toyota Motor’s experience is cited as an example of
[A] responding effectively to hijacked media。
[B] persuading customers into boycotting products。 [C] cooperating with supportive consumers。 [D] taking advantage of hijacked media。
35. Which of the following is the text mainly about ? [A] Alternatives to conventional paid media。 [B] Conflict between hijacked and earned media。 [C] Dominance of hijacked media。 [D] Popularity of owned media。
Text 4
It’s no surprise that Jennifer Senior’s insightful, provocative magazine cover story, “I love My Children, I Hate My Life,” is arousing much chatter – nothing gets people talking like the suggestion that child rearing is anything less than a completely fulfilling, life-enriching experience. Rather than concluding that children make parents either happy or miserable, Senior suggests we need to redefine happiness: instead of thinking of it as something that can be measured by moment-to-moment joy, we should consider being happy as a past-tense condition. Even though the day-to-day experience of raising kids can be soul-crushingly hard, Senior writes that “the very things that in the moment dampen our moods can later be sources of intense gratification and delight。”
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。西尼尔不仅断定，孩子使得父母既快乐又痛苦，她还建议，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，但是西尼尔撰文认为，正是那些心绪沉重的时刻，日后却给我们带来由衷的欣喜。
The magazine cover showing an attractive mother holding a cute baby is hardly the only Madonna-and-child image on newsstands this week. There are also stories about newly adoptive – and newly single – mom Sandra Bullock, as well as the usual “Jennifer Aniston is pregnant” news. Practically every week features at least one celebrity mom, or mom-to-be, smiling on the newsstands。
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——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。
In a society that so persistently celebrates procreation, is it any wonder that admitting you regret having children is equivalent to admitting you support kitten-killing ? It doesn’t seem quite fair, then, to compare the regrets of parents to the regrets of the children. Unhappy parents rarely are provoked to wonder if they shouldn’t have had kids, but unhappy childless folks are bothered with the message that children are the single most important thing in the world: obviously their misery must be a direct result of the gaping baby-size holes in their lives。
在一个坚持不懈地庆祝生育的社会中，承认自己后悔生育孩子就相当于承认自己支持谋杀宠物猫，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，这显然并不合理。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。
Of course, the image of parenthood that celebrity magazines like Us Weekly and People present is hugely unrealistic, especially when the parents are single mothers like Bullock. According to several studies concluding that parents are less happy than childless couples, single parents are the least happy of all. No shock there, considering how much work it is to raise a kid without a partner to lean on; yet to hear Sandra and Britney tell it, raising a kid on their “own” (read: with round-the-clock help) is a piece of cake。
当然，在美国周刊与人这样的杂志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，而单亲家庭是最不快乐的。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自己的孩子的。）
It’s hard to imagine that many people are dumb enough to want children just because Reese and Angelina make it look so glamorous: most adults understand that a baby is not a haircut. But it’s interesting to wonder if the images we see every week of stress-free, happiness-enhancing parenthood aren’t in some small, subconscious way contributing to our own dissatisfactions with the actual experience, in the same way that a small part of us hoped getting “ the Rachel” might make us look just a little bit like Jennifer Aniston。
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事情：反思一下我们每周看的令人赏心悦目的杂志封面所说的为人父母，并不是为了在潜意识里通过这种育子经历让自己快乐，而是在潜意识中，我们有那种想成为雷切尔的心理，这种心理，使得我们看上去有点像詹尼弗亚尼斯顿。
36.Jennifer Senior suggests in her article that raising a child can bring [A]temporary delight [B]enjoyment in progress [C]happiness in retrospect [D]lasting reward
37.We learn from Paragraph 2 that
[A]celebrity moms are a permanent source for gossip。 [B]single mothers with babies deserve greater attention。 [C]news about pregnant celebrities is entertaining。 [D]having children is highly valued by the public。
38.It is suggested in Paragraph 3 that childless folks [A]are constantly exposed to criticism。 [B]are largely ignored by the media。
[C]fail to fulfill their social responsibilities。
40.Which of the following can be inferred from the last paragraph?
[A]Having children contributes little to the glamour of celebrity moms。 [B]Celebrity moms have influenced our attitude towards child rearing。 [C]Having children intensifies our dissatisfaction with life。 [D]We sometimes neglect the happiness from child rearing。
Part B Directions:
The following paragraph are given in a wrong order. For Questions 41-45, you are required to reorganize these paragraphs into a coherent text by choosing from the list A-G to filling them into the numbered boxes. Paragraphs E and G have been correctly placed. Mark your answers on ANSWER SHEET 1. (10 points)
[A] No disciplines have seized on professionalism with as much enthusiasm as the humanities. You can, Mr Menand points out, became a lawyer in three years and a medical doctor in four. But the regular time it takes to get a doctoral degree in the humanities is nine years. Not surprisingly, up to half of all doctoral students in English drop out before getting their degrees。
[B] His concern is mainly with the humanities: Literature, languages, philosophy and so on. These are disciplines that are going out of style: 22% of American college graduates now major in business compared with only 2% in history and 4% in English. However, many leading American universities want their undergraduates to have a grounding in the basic canon of ideas that every educated person should posses. But most find it difficult to agree on what a “general education” should look like. At Harvard, Mr Menand notes, “the great books are read because they have been read”-they form a sort of social glue。
[C] Equally unsurprisingly, only about half end up with professorships for which they entered graduate school. There are simply too few posts. This is partly because universities continue to produce ever more PhDs. But fewer students want to study humanities subjects: English departments awarded more bachelor’s degrees in 1970-71 than they did 20 years later. Fewer students requires fewer teachers. So, at the end of a decade of theses-writing, many humanities students leave the profession to do something for which they have not been trained。
[D] One reason why it is hard to design and teach such courses is that they can cut across the insistence by top American universities that liberal-arts educations and professional education
[D]are less likely to be satisfied with their life。
39.According to Paragraph 4, the message conveyed by celebrity magazines is [A]soothing。 [B]ambiguous。 [C]compensatory。 [D]misleading。
should be kept separate, taught in different schools. Many students experience both varieties. Although more than half of Harvard undergraduates end up in law, medicine or business, future doctors and lawyers must study a non-specialist liberal-arts degree before embarking on a professional qualification。
[E] Besides professionalizing the professions by this separation, top American universities have professionalised the professor. The growth in public money for academic research has speeded the process: federal research grants rose fourfold between 1960and 1990, but faculty teaching hours fell by half as research took its toll. Professionalism has turned the acquisition of a doctoral degree into a prerequisite for a successful academic career: as late as 1969a third of American professors did not possess one. But the key idea behind professionalisation, argues Mr Menand, is that “the knowledge and skills needed for a particular specialization are transmissible but not transferable。”So disciplines acquire a monopoly not just over the production of knowledge, but also over the production of the producers of knowledge。
[F] The key to reforming higher education, concludes Mr Menand, is to alter the way in which “the producers of knowledge are produced。”Otherwise, academics will continue to think dangerously alike, increasingly detached from the societies which they study, investigate and criticize。”Academic inquiry, at least in some fields, may need to become less exclusionary and more holistic。”Yet quite how that happens, Mr Menand dose not say。
[G] The subtle and intelligent little book The Marketplace of Ideas: Reform and Resistance in the American University should be read by every student thinking of applying to take a doctoral degree. They may then decide to go elsewhere. For something curious has been happening in American Universities, and Louis Menand, a professor of English at Harvard University, captured it skillfully。
G → 41. →42. → E →43. →44. →45.
Part C
详见：http://www.economist.com/node/15577485
2011年考研英语一阅读真题全文翻译及答案-七绝俗手版
