考研英語(yǔ)暑期實(shí)力提升閱讀

閱讀部分講義

曲根老師

2012年全國(guó)碩士研究生入學(xué)考試英語(yǔ)

SectionIIReadingComprehensionPartA

Directions:

Readthefollowingfourtexts.AnswerthequestionsbeloweachtextbychoosingA,B,Cor

D.MarkyouranswersonANSWERSHEET1.(40points)

Text1

Comeon–Everybody’sdoingit.Thatwhisperedmessage,halfinvitationandhalfforcing,iswhatmostofusthinkofwhenwehearthewordspeerpressure.Itusuallyleadstonogood-drinking,drugsandcasualsex.ButinhernewbookJointheClub,TinaRosenbergcontendsthatpeerpressurecanalsobeapositiveforcethroughwhatshecallsthesocialcure,inwhichorganizationsandofficialsusethepowerofgroupdynamicstohelpindividualsimprovetheirlivesandpossiblytheword.

Rosenberg,therecipientofaPulitzerPrize,offersahostofexampleofthesocialcureinaction:InSouthCarolina,astate-sponsoredantismokingprogramcalledRageAgainsttheHazesetsouttomakecigarettesuncool.InSouthAfrica,anHIV-preventioninitiativeknownasLoveLiferecruitsyoungpeopletopromotesafesexamongtheirpeers.

Theideaseemspromising，andRosenbergisaperceptiveobserver.Hercritiqueofthelamenessofmanypubic-healthcampaignsisspot-on:theyfailtomobilizepeerpressureforhealthyhabits,andtheydemonstrateaseriouslyflawedunderstandingofpsychology.”Daretobedifferent,pleasedon’tsmoke!”pleadsonebillboardcampaignaimedatreducingsmokingamongteenagers-teenagers,whodesirenothingmorethanfittingin.Rosenbergarguesconvincinglythatpublic-healthadvocatesoughttotakeapagefromadvertisers,soskilledatapplyingpeerpressure.

Butonthegeneraleffectivenessofthesocialcure,Rosenbergislesspersuasive.JointheClubisfilledwithtoomuchirrelevantdetailandnotenoughexplorationofthesocialandbiologicalfactorsthatmakepeerpressuresopowerful.Themostglaringflawofthesocialcureasit’spresentedhereisthatitdoesn’tworkverywellforverylong.RageAgainsttheHazefailed

oncestatefundingwascut.EvidencethattheLoveLifeprogramproduceslastingchangesislimitedandmixed.

There’snodoubtthatourpeergroupsexertenormousinfluenceonourbehavior.Anemergingbodyofresearchshowsthatpositivehealthhabits-aswellasnegativeones-spreadthroughnetworksoffriendsviasocialcommunication.Thisisasubtleformofpeerpressure:weunconsciouslyimitatethebehaviorweseeeveryday.

Farlesscertain,however,ishowsuccessfullyexpertsandbureaucratscanselectourpeergroupsandsteertheiractivitiesinvirtuousdirections.It’sliketheteacherwhobreaksupthetroublemakersinthebackrowbypairingthemwithbetter-behavedclassmates.Thetacticneverreallyworks.Andthat’stheproblemwithasocialcureengineeredfromtheoutside:intherealworld,asinschool,weinsistonchoosingourownfriends.

Accordingtothefirstparagraph,peerpressureoftenemergesas

asupplementtothesocialcure

astimulustogroupdynamics

anobstacletoschoolprogress

acauseofundesirablebehaviors

Rosenbergholdsthatpublicadvocatesshould

recruitprofessionaladvertisers

learnfromadvertisers’experience

stayawayfromcommercialadvertisers

recognizethelimitationsofadvertisements

Intheauthor’sview,Rosenberg’sbookfailsto

adequatelyprobesocialandbiologicalfactors

effectivelyevadetheflawsofthesocialcure

illustratethefunctionsofstatefunding[D]producealong-lastingsocialeffect

Paragraph5showsthatourimitationofbehaviors

isharmfultoournetworksoffriends

willmisleadbehavioralstudies

occurswithoutourrealizingit

canproducenegativehealthhabits

Theauthorsuggestsinthelastparagraphthattheeffectofpeerpressureis

harmful

desirable

profound

questionableText2

Adealisadeal-except,apparently,whenEntergyisinvolved.Thecompany,amajorenergysupplierinNewEngland,provokedjustifiedoutrageinVermontlastweekwhenitannounceditwasrenegingonalongstandingcommitmenttoabidebythestrictnuclearregulations.

Instead,thecompanyhasdonepreciselywhatithadlongpromiseditwouldnotchallengetheconstitutionalityofVermont’srulesinthefederalcourt,aspartofadesperateefforttokeepitsVermontYankeenuclearpowerplantrunning.It’sastunningmove.

Theconflicthasbeensurfacingsince2002,whenthecorporationboughtVermont’sonlynuclearpowerplant,anagingreactorinVernon.Asaconditionofreceivingstateapprovalforthesale,thecompanyagreedtoseekpermissionfromstateregulatorstooperatepast2012.In2006,thestatewentastepfurther,requiringthatanyextensionoftheplant’slicensebesubjecttoVermontlegislature’sapproval.Then,too,thecompanywentalong.

EitherEntergyneverreallyintendedtolivebythosecommitments,oritsimplydidn’tforeseewhatwouldhappennext.Astringofaccidents,includingthepartialcollapseofacoolingtowerin207andthediscoveryofanundergroundpipesystemleakage,raisedseriousquestionsaboutbothVermontYankee’ssafetyandEntergy’smanagement–especiallyafterthecompanymademisleadingstatementsaboutthepipe.EnragedbyEntergy’sbehavior,theVermontSenatevoted26to4lastyearagainstallowinganextension.

Nowthecompanyissuddenlyclaimingthatthe2002agreementisinvalidbecauseofthe2006legislation,andthatonlythefederalgovernmenthasregulatorypowerovernuclearissues.Thelegalissuesinthecaseareobscure:whereastheSupremeCourthasruledthatstatesdohavesomeregulatoryauthorityovernuclearpower,legalscholarssaythatVermontcasewillofferaprecedent-settingtestofhowfarthosepowersextend.Certainly,therearevalidconcerns

aboutthepatchworkregulationsthatcouldresultifeverystatesetsitsownrules.ButhadEntergykeptitsword,thatdebatewouldbebesidethepoint.

ThecompanyseemstohaveconcludedthatitsreputationinVermontisalreadysodamagedthatithasnotinglefttolosebygoingtowarwiththestate.Butthereshouldbeconsequences.Permissiontorunanuclearplantisapoblictrust.Entergyruns11otherreactorsintheUnitedStates,includingPilgrimNuclearstationinPlymouth.PledgingtorunPilgrimsafely,thecompanyhasappliedforfederalpermissiontokeepitopenforanother20years.ButastheNuclearRegulatoryCommission(NRC)reviewsthecompany’sapplication,itshouldkeepitmindwhatpromisesfromEntergyareworth.

Thephrase“renegingon”(Line3.para.1)isclosestinmeaningto

condemning.

reaffirming.

dishonoring.

securing.

Byenteringintothe2002agreement,Entergyintendedto

obtainprotectionfromVermontregulators.

seekfavorfromthefederallegislature.

acquireanextensionofitsbusinesslicense.

getpermissiontopurchaseapowerplant.

AccordingtoParagraph4,Entergyseemstohaveproblemswithits

managerialpractices.

technicalinnovativeness.

financialgoals.

businessvision

Intheauthor’sview,theVermontcasewilltest

Entergy’scapacitytofulfillallitspromises.

thematureofstates’patchworkregulations.

thefederalauthorityovernuclearissues.

thelimitsofstates’powerovernuclearissues.

Itcanbeinferredfromthelastparagraphthat

Entergy’sbusinesselsewheremightbeaffected.

theauthorityoftheNRCwillbedefied.

EntergywillwithdrawitsPlymouthapplication.

Vermont’sreputationmightbedamaged.

Text3

Intheidealizedversionofhowscienceisdone,factsabouttheworldarewaitingtobeobservedandcollectedbyobjectiveresearcherswhousethescientificmethodtocarryouttheirwork.Butintheeverydaypracticeofscience,discoveryfrequentlyfollowsanambiguousandcomplicatedroute.Weaimtobeobjective,butwecannotescapethecontextofouruniquelifeexperience.Priorknowledgeandinterestinfluencewhatweexperience,whatwethinkourexperiencesmean,andthesubsequentactionswetake.Opportunitiesformisinterpretation,error,andself-deceptionabound.

Consequently,discoveryclaimsshouldbethoughtofasprotoscience.Similartonewlystakedminingclaims,theyarefullofpotential.Butittakescollectivescrutinyandacceptancetotransformadiscoveryclaimintoamaturediscovery.Thisisthecredibilityprocess,throughwhichtheindividualresearcher’sme,here,nowbecomesthecommunity’sanyone,anywhere,anytime.Objectiveknowledgeisthegoal,notthestartingpoint.

Onceadiscoveryclaimbecomespublic,thediscovererreceivesintellectualcredit.But,unlikewithminingclaims,thecommunitytakescontrolofwhathappensnext.Withinthecomplexsocialstructureofthescientificcommunity,researchersmakediscoveries;editorsandreviewersactasgatekeepersbycontrollingthepublicationprocess;otherscientistsusethenewfindingtosuittheirownpurposes;andfinally,thepublic(includingotherscientists)receivesthenewdiscoveryandpossiblyaccompanyingtechnology.Asadiscoveryclaimworksitthroughthecommunity,theinteractionandconfrontationbetweensharedandcompetingbeliefsaboutthescienceandthetechnologyinvolvedtransformsanindividual’sdiscoveryclaimintothecommunity’scrediblediscovery.

Twoparadoxesexistthroughoutthiscredibilityprocess.First,scientificworktendstofocusonsomeaspectofprevailingKnowledgethatisviewedasincompleteorincorrect.Littlerewardaccompaniesduplicationandconfirmationofwhatisalreadyknownandbelieved.Thegoalisnew-search,notre-search.Notsurprisingly,newlypublisheddiscoveryclaimsandcrediblediscoveriesthatappeartobeimportantandconvincingwillalwaysbeopentochallengeand

potentialmodificationorrefutationbyfutureresearchers.Second,noveltyitselffrequentlyprovokesdisbelief.NobelLaureateandphysiologistAlbertAzent-Gyorgyioncedescribeddiscoveryas“seeingwhateverybodyhasseenandthinkingwhatnobodyhasthought.”But

thinkingwhatnobodyelsehasthoughtandtellingotherswhattheyhavemissedmaynotchangetheirviews.Sometimesyearsarerequiredfortrulynoveldiscoveryclaimstobeacceptedandappreciated.

Intheend,credibility“happens”toadiscoveryclaim–aprocessthatcorrespondstowhatphilosopherAnnetteBaierhasdescribedasthecommonsofthemind.“Wereasontogether,challenge,revise,andcompleteeachother’sreasoningandeachother’sconceptionsofreason.”

Accordingtothefirstparagraph,theprocessofdiscoveryischaracterizedbyits

uncertaintyandcomplexity.

misconceptionanddeceptiveness.

logicalityandobjectivity.

systematicnessandregularity.

ItcanbeinferredfromParagraph2thatcredibilityprocessrequires

strictinspection.[B]sharedefforts.

[C]individualwisdom.[D]persistentinnovation.

Paragraph3showsthatadiscoveryclaimbecomescredibleafterit

hasattractedtheattentionofthegeneralpublic.[B]hasbeenexaminedbythescientificcommunity.

[C]hasreceivedrecognitionfromeditorsandreviewers.[D]hasbeenfrequentlyquotedbypeerscientists.

AlbertSzent-Gy?rgyiwouldmostlikelyagreethat

scientificclaimswillsurvivechallenges.[B]discoveriestodayinspirefutureresearch.

[C]effortstomakediscoveriesarejustified.[D]scientificworkcallsforacriticalmind.

Whichofthefollowingwouldbethebesttitleofthetest?

NoveltyasanEngineofScientificDevelopment.[B]CollectiveScrutinyinScientificDiscovery.

[C]EvolutionofCredibilityinDoingScience.[D]ChallengetoCredibilityattheGatetoScience.

Text4

IfthetradeunionistJimmyHoffawerealivetoday,hewouldprobablyrepresentcivilservant.WhenHoffa’sTeamsterswereintheirprimein1960,onlyoneintenAmericangovernmentworkersbelongedtoaunion;now36%do.In2009thenumberofunionistsin

America’spublicsectorpassedthatoftheirfellowmembersintheprivatesector.InBritain,morethanhalfofpublic-sectorworkersbutonlyabout15%ofprivate-sectoronesareunionized.

Therearethreereasonsforthepublic-sectorunions’thriving.First,theycanshutthingsdownwithoutsufferingmuchinthewayofconsequences.Second,theyaremostlybrightandwell-educated.AquarterofAmerica’spublic-sectorworkershaveauniversitydegree.Third,theynowdominateleft-of-centrepolitics.Someoftheirtiesgobackalongway.Britain’sLaborParty,asitsnameimplies,haslongbeenassociatedwithtradeunionism.Itscurrentleader,EdMiliband,oweshispositiontovotesfrompublic-sectorunions.

Atthestateleveltheirinfluencecanbeevenmorefearsome.MarkBaldassareofthePublicPolicyInstituteofCaliforniapointsoutthatmuchofthestate’sbudgetispatrolledbyunions.Theteachers’unionskeepaneyeonschools,theCCPOAonprisonsandavarietyoflaborgroupsonhealthcare.

Inmanyrichcountriesaveragewagesinthestatesectorarehigherthanintheprivateone.Buttherealgainscomeinbenefitsandworkpractices.Politicianshaverepeatedly“backloaded”public-sectorpaydeals,keepingthepayincreasesmodestbutaddingtoholidaysandespeciallypensionsthatarealreadygenerous.

Reformhasbeenvigorouslyopposed,perhapsmostegregiouslyineducation,wherecharterschools,academiesandmeritpayallfaceddrawn-outbattles.Eventhoughthereisplentyofevidencethatthequalityoftheteachersisthemostimportantvariable,teachers’unionshavefoughtagainstgettingridofbadonesandpromotinggoodones.

Asthecosttoeveryoneelsehasbecomeclearer,politicianshavebeguntoclampdown.InWisconsintheunionshaveralliedthousandsofsupportersagainstScottWalker,thehardlineRepublicangovernor.Butmanywithinthepublicsectorsufferunderthecurrentsystem,too.

JohnDonahueatHarvard’sKennedySchoolpointsoutthatthenormsofcultureinWesterncivilservicessuitthosewhowanttostayputbutisbadforhighachievers.TheonlyAmericanpublic-sectorworkerswhoearnwellabove$250,000ayearareuniversitysportscoachesandthepresidentoftheUnitedStates.Bankers’fatpaypacketshaveattractedmuchcriticism,butapublic-sectorsystemthatdoesnotrewardhighachieversmaybeamuchbiggerproblemforAmerica.

Itcanbelearnedfromthefirstparagraphthat

Teamstersstillhavealargebodyofmembers.

JimmyHoffausedtoworkasacivilservant.

unionshaveenlargedtheirpublic-sectormembership.[D]thegovernmenthasimproveditsrelationshipwithunionists.

WhichofthefollowingistrueofParagraph2?

Public-sectorunionsareprudentintakingactions.

Educationisrequiredforpublic-sectorunionmembership.

LaborPartyhaslongbeenfightingagainstpublic-sectorunions.[D]Public-sectorunionsseldomgetintroublefortheiractions.

ItcanbelearnedfromParagraph4thattheincomeinthestatesectoris

illegallysecured.

indirectlyaugmented.

excessivelyincreased.[D]fairlyadjusted.

TheexampleoftheunionsinWisconsinshowsthatunions[A]oftenrunagainstthecurrentpoliticalsystem.

canchangepeople’spoliticalattitudes.

maybeabarriertopublic-sectorreforms.[D]aredominantinthegovernment.

JohnDonahue’sattitudetowardsthepublic-sectorsystemisoneof[A]disapproval.

[B]appreciation.[C]tolerance.[D]indifference.

2011年全國(guó)碩士研究生入學(xué)考試英語(yǔ)

SectionIIReadingComprehensionPartA

Directions:

Readthefollowingfourtexts.Answerthequestionsbeloweachtextbychoosing[A],[B],[C]or[D].MarkyouranswersonANSWERSHEET1.(40points)

Text1

ThedecisionoftheNewYorkPhilharmonictohireAlanGilbertasitsnextmusicdirectorhasbeenthetalkoftheclassical-musicworldeversincethesuddenannouncementofhisappointmentin2009.Forthemostpart,theresponsehasbeenfavorable,tosaytheleast.“Hooray!Atlast!”wroteAnthonyTommasini,asober-sidedclassical-musiccritic.

Oneofthereasonswhytheappointmentcameassuchasurprise,however,isthatGilbertiscomparativelylittleknown.EvenTommasini,whohadadvocatedGilbert’sappointmentintheTimes,callshim“anunpretentiousmusicianwithnoairoftheformidableconductorabouthim.”AsadescriptionofthenextmusicdirectorofanorchestrathathashithertobeenledbymusicianslikeGustavMahlerandPierreBoulez,thatseemslikelytohavestruckatleastsomeTimesreadersasfaintpraise.

Formypart,IhavenoideawhetherGilbertisagreatconductororevenagoodone.Tobesure,heperformsanimpressivevarietyofinterestingcompositions,butitisnotnecessaryfor

metovisitAveryFisherHall,oranywhereelse,tohearinterestingorchestralmusic.AllIhavetodoistogotomyCDshelf,orbootupmycomputeranddownloadstillmorerecordedmusicfromiTunes.

Devotedconcertgoerswhoreplythatrecordingsarenosubstituteforliveperformancearemissingthepoint.Forthetime,attention,andmoneyoftheart-lovingpublic,classicalinstrumentalistsmustcompetenotonlywithoperahouses,dancetroupes,theatercompanies,andmuseums,butalsowiththerecordedperformancesofthegreatclassicalmusiciansofthe20thcentury.Thererecordingsarecheap,availableeverywhere,andveryoftenmuchhigherinartisticqualitythantoday’sliveperformances;moreover,theycanbe“consumed”atatimeandplaceofthelistener’schoosing.Thewidespreadavailabilityofsuchrecordingshasthusbroughtaboutacrisisintheinstitutionofthetraditionalclassicalconcert.

Onepossibleresponseisforclassicalperformerstoprogramattractivenewmusicthatisnotyetavailableonrecord.Gilbert’sowninterestinnewmusichasbeenwidelynoted:AlexRoss,aclassical-musiccritic,hasdescribedhimasamanwhoiscapableofturningthePhilharmonicinto“amarkedlydifferent,morevibrantorganization.”Butwhatwillbethenatureofthatdifference?Merelyexpandingtheorchestra’srepertoirewillnotbeenough.IfGilbertandthePhilharmonicaretosucceed,theymustfirstchangetherelationshipbetweenAmerica’soldestorchestraandthenewaudienceithopstoattract.

WelearnfromPara.1thatGilbert’sappointmenthas[A]incurredcriticism.

[B]raisedsuspicion.[C]receivedacclaim.[D]arousedcuriosity.

TommasiniregardsGilbertasanartistwhois[A]influential.

[B]modest.[C]respectable.[D]talented.

Theauthorbelievesthatthedevotedconcertgoers[A]ignoretheexpensesofliveperformances.

[B]rejectmostkindsofrecordedperformances.[C]exaggeratethevarietyofliveperformances.[D]overestimatethevalueofliveperformances.

Accordingtothetext,whichofthefollowingistrueofrecordings?[A]Theyareofteninferiortoliveconcertsinquality.

[B]Theyareeasilyaccessibletothegeneralpublic.[C]Theyhelpimprovethequalityofmusic.[D]Theyhaveonlycoveredmasterpieces.

RegardingGilbert’sroleinrevitalizingthePhilharmonic,theauthorfeels[A]doubtful.

[B]enthusiastic.[C]confident.[D]puzzled.

Text2

WhenLiamMcGeedepartedaspresidentofBankofAmericainAugust,hisexplanationwassurprisinglystraightup.Ratherthancloakinghisexitintheusualvagueexcuses,hecamerightoutandsaidhewasleaving“topursuemygoalofrunningacompany.”Broadcastinghisambitionwas“verymuchmydecision,”McGeesays.Withintwoweeks,hewastalkingforthefirsttimewiththeboardofHartfordFinancialServicesGroup,whichnamedhimCEOandchairmanonSeptember29.

McGeesaysleavingwithoutapositionlinedupgavehimtimetoreflectonwhatkindofcompanyhewantedtorun.Italsosentaclearmessagetotheoutsideworldabouthisaspirations.AndMcGeeisn’talone.InrecentweekstheNo.2executivesatAvonandAmericanExpressquitwiththeexplanationthattheywerelookingforaCEOpost.Asboardsscrutinizesuccessionplansinresponsetoshareholderpressure,executiveswhodon’tgetthenodalsomaywishtomoveon.Aturbulentbusinessenvironmentalsohasseniormanagerscautiousoflettingvaguepronouncementscloudtheirreputations.

Asthefirstsignsofrecoverybegintotakehold,deputychiefsmaybemorewillingtomakethejumpwithoutanet.Inthethirdquarter,CEOturnoverwasdown23%fromayearagoasnervousboardsstuckwiththeleaderstheyhad,accordingtoLiberumResearch.Astheeconomypicksup,

opportunitieswillaboundforaspiringleaders.

Thedecisiontoquitaseniorpositiontolookforabetteroneisunconventional.ForyearsexecutivesandheadhuntershaveadheredtotherulethatthemostattractiveCEOcandidatesaretheoneswhomustbepoached.SaysKorn/FerryseniorpartnerDennisCarey:”Ican’tthinkofasinglesearchI’vedonewhereaboardhasnotinstructedmetolookatsittingCEOsfirst.”

Thosewhojumpedwithoutajobhaven’talwayslandedintoppositionsquickly.EllenMarramquitaschiefofTropicanaadecadeage,sayingshewantedtobeaCEO.ItwasayearbeforeshebecameheadofatinyInternet-basedcommoditiesexchange.RobertWillumstadleftCitigroupin2005withambitionstobeaCEO.Hefinallytookthatpostatamajorfinancialinstitutionthreeyearslater.

Manyrecruiterssaytheolddisgraceisfadingfortopperformers.Thefinancialcrisishasmadeitmoreacceptabletobebetweenjobsortoleaveabadone.“Thetraditionalrulewasit’ssafertostaywhereyouare,butthat’sbeenfundamentallyinverted,”saysoneheadhunter.“Thepeoplewho’vebeenhurttheworstarethosewho’vestayedtoolong.”

WhenMcGeeannouncedhisdeparture,hismannercanbestbedescribedasbeing[A]arrogant.

frank.

self-centered.[D]impulsive.

AccordingtoParagraph2,seniorexecutives’quittingmaybespurredby[A]theirexpectationofbetterfinancialstatus.

[B]theirneedtoreflectontheirprivatelife.[C]theirstrainedrelationswiththeboards.[D]theirpursuitofnewcareergoals.

Theword“poached”(Line3,Paragraph4)mostprobablymeans[A]approvedof.

[B]attendedto.[C]huntedfor.[D]guardedagainst.

Itcanbeinferredfromthelastparagraphthat

topperformersusedtoclingtotheirposts.[B]loyaltyoftopperformersisgettingout-dated.[C]topperformerscaremoreaboutreputations.[D]it’ssafertosticktothetraditionalrules.

Whichofthefollowingisthebesttitleforthetext?[A]CEOs:WheretoGo?

[B]CEOs:AlltheWayUp?

[C]TopManagersJumpwithoutaNet[D]TheOnlyWayOutforTopPerformers

Text3

Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.Whiletraditional“paid”media–suchastelevisioncommercialsandprintadvertisements–stillplayamajorrole,companiestodaycanexploitmanyalternativeformsofmedia.Consumerspassionateaboutaproductmaycreate“owned”mediabysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWebsite.Thewayconsumersnowapproachthebroadrangeoffactorsbeyondconventionalpaidmedia.

Paidandownedmediaarecontrolledbymarketerspromotingtheirownproducts.Forearnedmedia,suchmarketersactastheinitiatorforusers’responses.Butinsomecases,onemarketer’sownedmediabecomeanothermarketer’spaidmedia–forinstance,whenane-commerceretailersellsadspaceonitsWebsite.Wedefinesuchsoldmediaasownedmediawhosetrafficissostrongthatotherorganizationsplacetheircontentore-commerceengineswithinthatenvironment.Thistrend,whichwebelieveisstillinitsinfancy,effectivelybeganwithretailersandtravelproviderssuchasairlinesandhotelsandwillnodoubtgofurther.Johnson&Johnson,forexample,hascreatedBabyCenter,astand-alonemediapropertythatpromotescomplementaryandevencompetitiveproducts.Besidesgeneratingincome,thepresenceofothermarketersmakesthesiteseemobjective,givescompaniesopportunitiestolearnvaluableinformationabouttheappealofothercompanies’marketing,andmayhelpexpandusertrafficforallcompaniesconcerned.

Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore(andmore

diverse)communicationschoiceshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamagingways.Suchhijackedmediaaretheoppositeofearnedmedia:anassetorcampaignbecomeshostagetoconsumers,otherstakeholders,oractivistswhomakenegativeallegationsaboutabrandorproduct.Membersofsocialnetworks,forinstance,arelearningthattheycanhijackmediatoapplypressureonthebusinessesthatoriginallycreatedthem.

Ifthathappens,passionateconsumerswouldtrytopersuadeotherstoboycottproducts,puttingthereputationofthetargetcompanyatrisk.Insuchacase,thecompany’sresponsemaynotbesufficientlyquickorthoughtful,andthelearningcurvehasbeensteep.ToyotaMotor,forexample,alleviatedsomeofthedamagefromitsrecallcrisisearlierthisyearwitharelativelyquickandwell-orchestratedsocial-mediaresponsecampaign,whichincludedeffortstoengagewithconsumersdirectlyonsitessuchasTwitterandthesocial-newssiteDigg.

Consumersmaycreate“earned”mediawhentheyare

obscssedwithonlineshoppingatcertainWebsites.

inspiredbyproduct-promotinge-mailssenttothem.

eagertohelptheirfriendspromotequalityproducts.

enthusiasticaboutrecommendingtheirfavoriteproducts.

AccordingtoParagraph2,soldmediafeature

asafebusinessenvironment.

randomcompetition.

strongusertraffic.

flexibilityinorganization.

TheauthorindicatesinParagraph3thatearnedmedia

inviteconstantconflictswithpassionateconsumers.

canbeusedtoproducenegativeeffectsinmarketing.

mayberesponsibleforfiercercompetition.

deserveallthenegativecommentsaboutthem.

ToyotaMotor’sexperienceiscitedasanexampleof

respondingeffectivelytohijackedmedia.

persuadingcustomersintoboycottingproducts.

cooperatingwithsupportiveconsumers.

takingadvantageofhijackedmedia.

Whichofthefollowingisthetextmainlyabout?

Alternativestoconventionalpaidmedia.

Conflictbetweenhijackedandearnedmedia.

Dominanceofhijackedmedia.

Popularityofownedmedia.

Text4

It’snosurprisethatJenniferSenior’sinsightful,provocativemagazinecoverstory,“IloveMyChildren,IHateMyLife,”isarousingmuchchatter–nothinggetspeopletalkinglikethesuggestionthatchildrearingisanythinglessthanacompletelyfulfilling,life-enrichingexperience.Ratherthanconcludingthatchildrenmakeparentseitherhappyormiserable,Seniorsuggestsweneedtoredefinehappiness:insteadofthinkingofitassomethingthatcanbemeasuredbymoment-to-momentjoy,weshouldconsiderbeinghappyasapast-tensecondition.Eventhoughtheday-to-dayexperienceofraisingkidscanbesoul-crushinglyhard