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An industrial society, especially one as centralized and concentrated as that of Britain, is heavily...
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Thecomputerrevolutionmaywellchangesocietyasasdidth
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Screamingheadlinesaboutstarsarrestedforeverythingfromspousalabusetofirearmsviolationsmakeitpainfullyclearthatathletictalentisn’tenoughtodealwiththerigorsofbeingapro. 41._______________ Ateamthatfindsitselfinseriousbehavioralstraitswilloftenhireafamouspersontohelpdefusethesituationandhelppolishatarnishedfranchiseimages—witnesstheDallasCowboysnamingextremely-cleanformerAll-ProrunningbackCalvinHillaYaleDivinitySchoolgraduateasaspecialconsultant.Thereisanaccompanyingcommandmenthandeddownfromonhighbytheczarsofprosports:Ifyou’reaneliteathletetheroleofrolemodelismandatorynotoptional. 42._______________ "We’rerunningabusinesswhereplayersareourproducts.It’sabusinesswithveryvisibleandprominentyoungmenintheforefront"saysPatWilliamsseniorexecutivevicepresidentoftheNBA’sOrlandoMagicafranchisethathashired"DoctorJ"JuliusErvingasabroad-rangingambassadortothecommunityandthelockerroom."Surewe’reprotectingthebusinessbutWe’realsoprotectingthesporttoo.Andhavingabunchoflawbreakersplayingyoursportdoesn’tmakeitattractive—tofansortosponsors.It’salsotherightthingtodofortheseyoungmen." 43._______________ HillwhohasheldexecutivepositionswiththeClevelandBrownsandtheBaltimoreOriolessinceendinghisplayingdayssaysthepressureandscrutinyfacedbyhissonDetriotPistonsstarGrantHillarefarmoreintensethanwhatheenduredduringhisdaysinthe1960sandi970swiththeCowboysRedskinsandBrowns. 44._______________ "Whatscaresmeaboutfreeagencyisthesamethingthatscaresmeaboutsociety—thereisnolongerstabilityorasenseofcommunity"saysHill."andthat’shelpedbreakdownasenseofteamcultureandtradition." 45._______________ Notonlyaretoday’snewprosyoungerthanevertheyhaveahealthydisrespectfortheirathleticeldersandthetraditionsoftheleaguestheyareenteringaccordingtoGarySailesasportssociologistatIndianaUniversity. [A]Butaskyourself:DoesJerryJonestheowneroftheDallasCowboyshireHillbecauseheisgenuinelyconcernedaboutthepsychologicaleffectsoffameonMichaelIrvinamarriedmanwhowasfoundinahotelroomfullofcocaineandexoticdancersOrdoesJoneswanttoexpropriateHill’suprightimageaswhitewashforthedamagedonetohiscashflowandcorporaterelationsbyIrvinandothermembersof"America’sTeam" [B]"Thevaluesystemaredifferent"saysSailes"Theboundariesoftheirmainstreamdon’tintersectwiththeboundariesofmainstreamAmerica.Andifyou’renotfindingsomewaytobridgethegapbetweenmainstreamAmericaandwherethesekidscomefromyou’rewastingyourtime." [C]Attheheartofallthiscounselingandconcernistheday-to-daypressureonaproathlete."ThereisalotofmoneyandfameinvolvedwhenyousignaNBAcontract"saysLamontWinstonwhohandlesplayerprogrammesfortheKansasCityChiefs."Yetthereisnowhereinthatcontractthatsaysyouwillfeeltremendousstressyouwillfeeltremendousanxietyandpressure." [D]InbasketballWilliamsseesamoredevastatingversionofthematurityproblemaffectingprosportscausebytheinfluxofyoungerandyoungerplayerswhohavedecidedtoabandonthefinaltwoyearsofcollegeorditchcollegealtogether. [E]Andthistouchesonakeyproblemthatagenericmentoringprogrammemaynotaddress:therearecrucialculturaldifferencesbetweentheathletesandtheworldtheyareabouttoenter. [F]Healsopointstoadestructiveconsequenceoffreeagency—theendofanaturalclubhousesystemofveteranplayerswhoservedasmentorstoyoungrookiespassingonthetraditionsandexpectationsofaparticularclubbeittheDetriotTigersortheWashingtonRedskins. [G]Coachesownersandmanagersacknowledgetheincreasingneedtoteachtheirtalentshowtoactwhatandwhomtoavoidandwhatburdensaccompanythemoneyandthefame.Theplayersneedtobetaughtabouteverythingfromfinancesandcareerchoicesoutsidethegametoemotionalcounselingandsubstanceabuse 42
Text1 Overthelastdecadedemandforthemostcommoncosmeticsurgeryprocedureslikebreastenlargementandnosejobshasincreasedbymorethan400percent.AccordingtoDr.DuiDaviesofthePlasticSurgeryPartnershipinHammersmiththemajorityofcosmeticsurgerypatientsarenotchasingphysicalperfection.Rathertheyaredriventofantasticlengthstoimprovetheirappearancebyadesiretolooknormal."Whatwealllongforistolooknormalandbeingnormaliswhatisprescribedbytheadvertisingmediaandotherexternalpressures.Theygiveusperceptionofwhatisphysicallyacceptableandwefeelwemustlooklikethat." InAmericathedebateisnolongeraboutwhethersurgeryisnormal;ratheritcentersonwhatagepeopleshouldbebeforegoingundertheknife.NewYorksurgeonDr.GerardImberrecommends"maintenance"workforpeopleintheirthirties."Theideathatwaitinguntiloneneedsaheroictransformationissilly"hesays."Bythenyou’vewasted20greatyearsofyourlifeandal-lowedthingstogetoutofhand."Dr.Imberredrawsthelineatoperatingonpeoplewhoareunder18however"Itseemsthatsomeonewedon’tconsideroldenoughtoorderadrinkshouldn’tbeconsideringplasticsurgery. IntheUKcosmeticsurgeryhaslongbeenseenastheexclusivedomainoftheveryrichandfamous.Buttheproportionalcostoftreatmenthasfallensubstantiallybringingallbutthemostadvancedlasertechnologywithinthereachofmostpeople.Dr.Daviewhoclaimsto"eaterfortheaverageperson"agrees.Hesays:"Itreatafewoftherichandfamousandanawfullotofsecretaries.Ofcourse￡3000foranoperationisalotofmoney.Butitisalsoaninvestmentforlifewhichcostsabouthalfthepriceofagoodfamilyholiday." Dr.Daviessuspectsthattheincreasingsophisticationofthefatinjectingandremovaltechniquesthatallowpatientstobetreatedwithalocalanestheticinanafternoonhasalsohelpedpromotethepopularityofcosmeticsurgery.Yetasonewomanwhorecentlypaid￡2500foranoperationtoremovecellulitefromherthighsadmittedtheslopetobecomingacosmeticsurgeryveteranisadeceptivelygentleone."Ihadmylegsdonebecausethey’dbeenbuggingmeforyears.Butgoingintotheclinicstimulatedmyappetite.NowIdon’tthinkthere’sanyoperationthatIwouldruleouthavingifIcouldaffordit." AccordingtoDr.GerardImberrepeopleshouldhavecosmeticsurgery
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 12
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 20
Text2 TeachersgrumbleoverpayeverywherebutinWestVirginiaWesleyanCollegetheangerisacute.Salariesherehavebarelymovedsince2000andtheaverageassistantprofessor’spayhasfallenbelowthatatSouthernWestVirginiaCommunityandTechnicalCollege.Onacampuswithjust86full-timefacultyasociologyprofessorsaidafewhundredthousanddollarsmorespentonteachingcouldmakearealdifference. WesleyanPresidentWilliamHadensaysthecollegeplanstoraisefacultypay.ButhesaysWesleyanisnothingwithoutstudents—"theyvotewiththeirfeet"—andthecollegehasnochoicebuttoaddresstheirwantsandneeds.Hesaystechnologyhasbeenabigpartofthatandsomerecentgraduatesagreethatit’svaluable—thoughmaybenotessential.DanielSimmonsa1999graduateandalsoamiddle-schoolteacherpraisedthetechnologyprogram."IfIhadgonetoanotherschoolitwouldn’thavebeenavailabletome"hesaid."Itwasveryconvenientanditwastopoftheline." ButaswiththefacultythequalityofhumaninstructorsisabigconcernamongWesleyanalumni."Alittlebitmoremoneyshouldhavebeenputintokeepingpeople"saidEvanKeelinga2002graduatenowpursuingadoctorateattheUniversityofVirginia.HefoundthequalityintheclassroomunevenandnotablyneitherhenortheDanielSimmonscametoWesleyanbecauseoftechnology.Theprogramwasabonusnottheprimarydraw.Skinnerthedirectorofadmissionandfinancialplanningacknowledgedthatseemswidelytrue.Prospectivestudentspaymoreattentiontomoretangiblesignsofgrowth."ItdidopensomedoorsforusbutwouldIhavelikedtohavehadanewresidencehallorrecreationalfacilityIprobablywouldhavepreferredthat"Skinnersaid.Hisdailystruggleremainsfillingthefreshmanclasswhichmaybedown50peopleormorethisyearduetochangesingovernmentfinancialaidprogramsandtheshutteringofthenursingprogram.Thecollegestillacceptsabout80percentofitsapplicantsandnolongerrequiresonlineapplications. Hadenacknowledgesthatwiththebenefitofhindsighthemighthavehandleddetailsofhowtheprogramwasfinanceddifferently.ButhemakesnoapologiesfortakingboldstepswhichhesayshaveindeedsetWesleyanapart."Weneededtomakeastatementaboutourcommitmenttotechnologyandourbeliefthatitwouldenhancethequalityofeducationandthepreparationofourstudents"hesaid.’"AndI’mstillbelievingthat." Accordingtothepassagewhichofthefollowingistrue
Text2 TheWorldWideWebhasbeensteadilycreatingawidespreadsurgeinsocialcapitalthroughE-mailconversationschatroomsnewsgroupsande-zones.TheseongoingconnectionsarenotanundergroundphenomenonbutamainstreammovementthatisrapidlyoverwhelmingtraditionalbusinessmodelsaccordingtotheauthorsofanotherrecentbookTheCluetrainManifesto. "OurlongingfortheWebisrootedinthedeepresentmentwefeeltowardsbeingmanaged"writesco-authorDavidWeinbergeracolumnistandcommentatorontheWeb’seffectonbusiness.TheCluetrainManifestoarguesthatknowledgeworkersarefindingitintolerablethattheiremployersrequirethemtospeakinartificial"businessvoices".TheWebhasbecometheidealalternative:apublicplacewherepeoplecanconverseintheir"authenticvoices"outsideofanorganization’sofficialcommunicationschannel. SomeofthesocialcapitalgeneratedbytheseindependentWebconversationsisbeingusedbyitscreatorstocircumventtheauthorityofcorporations.Forexampleacarownerwhothinkshewasoverchargedforservicetohisvehiclepostsaninquirytoanewsgroupforpeoplewhoownthesamemodelofear.Groupmembersrespondwiththeiradviceandpersonalexperiencesofgettingtheirowncarsserviced.Thenewsgroupisnotownedorcontrolledbythecarcompany.Infactamechanicemployedbythecarcompanyparticipatesintheconversationofferinghisknowledgeofwhatchargesarereasonableandhowcompanypoliciesvaryfromdealertodealerandevensuggestingwhichdealershipsofferthebestservice. Accordingtoco-authorRickLevinetilemechanic"wasspeakingforhiscompanyinanewway:honestlyopenlyprobablywithouthisboss’sexplicitsanction."Ineffectanemployeeofthecompanyindependentlyjoinedanetworkofconsumerstodirectlyhelpsatisfyacustomer."Companiesneedtoharnessthissortofcaringandletitsviralenthusiasmbecommunicatedinemployees’ownvoices"writesLevineformerWebArchitectforSunMicrosystem’sJavaSoftwaregroup. AsmoreandmorepeopleworkonlineandformWebrelationshipssharedknowledgecouldbecomeincreasinglypersonalincyberspace.Whetherbusinessjoinsintheconversationsornotitseemslikelythatthisfast-growingstrainofsocialcapitalwillremainvaluableforthosewhohelptocreateit. Accordingtothepassagewhatdoessocialcapitalreferto
Text4 TheentertainmentindustryandtechnologycompanieshavebeenwarringforyearsoverthedazzlingabilityofcomputersandtheInternettocopyandtransmitmusicandmovies. AcrucialbattleendedthisweekwitharulingbyAmerica’sSupremeCourtinfavourofcopyrightholderandagainsttwocompaniesthatdistributepeer-to-peerP2Psoftwarewhichletsuserssharefilesonlinewithothers.Thecourt’sdecisionthoughostensiblyavictoryforcontentprovidersis.neverthelessunlikelytostampoutfilesharing—muchofwhichwillcontinuefromoutsideAmerica—orstopthetechnologicalinnovationthatisthreateningthecurrentbusinessmodelsofmediafirms. ThecourtwasaskedtodecidewhethertwofirmsGroksterandStreamCastwereliableforcopyrightinfringementbytheircustomers.Twolowercourtshadsaidthatthefirmswerenotliablecitinga1984rulinginfavourofSony’sBetamaxvideorecorder.Thisheldthatatechnologyfirmisimmunefromliabilitysolongasthedeviceconcernedis"capableofsubstantialnoninfringinguses".Thecourtdidnotreinterpretthe1984decisioninlightoftheInternet.Insteadthejusticesruledthatthecaseraisedafarnarrowerissue:whetherGroksterandStreamCastinduceduserstoviolatecopyrightsandchosenottotakethesimpiestepsavailabletopreventit.SuchbehaviourwouldmakethefirmsclearlyliableforcopyrightinfringementandendtheirimmunityevenundertheBetamaxstandard.Thecourtreasonedthatthereweresufficientgroundstobelievethatinducementoccurredandsentthecasebacktolowercourtsfortrial. AlthoughtheGroksterdecisionwillprobablynotsquelchinnovationasmuchasmanytechfirmsfearitshouldcertainlymakeITandelectronicsfirmsmorecautiousabouthowtheymarkettheirproducts—andquiterighttoo.ButtheSupremeCourt’snarrowrulingmakesthisunlikely—indeedthejusticesnotedthetechnology’swidespreadlegitimateuse.Yettheirdecisionwillsurelyemboldentheentertainmentindustrytopursueincourtanyfirmsthattheycanclaimknowinglyallowinfringement;Thiscouldkilloffsomesmallinnovativestart-ups.Ontheotherhandtherulingcouldalsoprovidelegalcoverfortechfirmswiththewittoplastertheirproductswithwarningsnottoviolatethelaw. Butjudgedfromalong-termperspectivethisweek’svictoryforcopyrightholdersseemslikelytoproveaPyrrhicone.TheInternetandfilesharingaredisruptivetechnologiesthatgiveconsumersvastlymoreabilitytouseallsortsofmediacontentcopyrightedornot.Surelyentertainmentfirmsmustdevisewaystousethistechnologytoselltheirwaresthatwillalsoallowcopyrighttobeprotected. Solongastechnologycontinuestoevolveinwaysthatenablelegitimatecontentsharingpiracywillalsoprobablycontinuetosomedegree.Happilyinthiscasethepiracyseemstohavepromptedcontentfirmstocompetebyofferingbetterfee-basedservices.Thechallengeforcontentprovidersistousenewtechnologytocreatevalueforcustomersandtomakethosewhousecontentillegallyfeelbadaboutit. TherulingofAmerica'sSupremeCourt
Screamingheadlinesaboutstarsarrestedforeverythingfromspousalabusetofirearmsviolationsmakeitpainfullyclearthatathletictalentisn’tenoughtodealwiththerigorsofbeingapro. 41._______________ Ateamthatfindsitselfinseriousbehavioralstraitswilloftenhireafamouspersontohelpdefusethesituationandhelppolishatarnishedfranchiseimages—witnesstheDallasCowboysnamingextremely-cleanformerAll-ProrunningbackCalvinHillaYaleDivinitySchoolgraduateasaspecialconsultant.Thereisanaccompanyingcommandmenthandeddownfromonhighbytheczarsofprosports:Ifyou’reaneliteathletetheroleofrolemodelismandatorynotoptional. 42._______________ "We’rerunningabusinesswhereplayersareourproducts.It’sabusinesswithveryvisibleandprominentyoungmenintheforefront"saysPatWilliamsseniorexecutivevicepresidentoftheNBA’sOrlandoMagicafranchisethathashired"DoctorJ"JuliusErvingasabroad-rangingambassadortothecommunityandthelockerroom."Surewe’reprotectingthebusinessbutWe’realsoprotectingthesporttoo.Andhavingabunchoflawbreakersplayingyoursportdoesn’tmakeitattractive—tofansortosponsors.It’salsotherightthingtodofortheseyoungmen." 43._______________ HillwhohasheldexecutivepositionswiththeClevelandBrownsandtheBaltimoreOriolessinceendinghisplayingdayssaysthepressureandscrutinyfacedbyhissonDetriotPistonsstarGrantHillarefarmoreintensethanwhatheenduredduringhisdaysinthe1960sandi970swiththeCowboysRedskinsandBrowns. 44._______________ "Whatscaresmeaboutfreeagencyisthesamethingthatscaresmeaboutsociety—thereisnolongerstabilityorasenseofcommunity"saysHill."andthat’shelpedbreakdownasenseofteamcultureandtradition." 45._______________ Notonlyaretoday’snewprosyoungerthanevertheyhaveahealthydisrespectfortheirathleticeldersandthetraditionsoftheleaguestheyareenteringaccordingtoGarySailesasportssociologistatIndianaUniversity. [A]Butaskyourself:DoesJerryJonestheowneroftheDallasCowboyshireHillbecauseheisgenuinelyconcernedaboutthepsychologicaleffectsoffameonMichaelIrvinamarriedmanwhowasfoundinahotelroomfullofcocaineandexoticdancersOrdoesJoneswanttoexpropriateHill’suprightimageaswhitewashforthedamagedonetohiscashflowandcorporaterelationsbyIrvinandothermembersof"America’sTeam" [B]"Thevaluesystemaredifferent"saysSailes"Theboundariesoftheirmainstreamdon’tintersectwiththeboundariesofmainstreamAmerica.Andifyou’renotfindingsomewaytobridgethegapbetweenmainstreamAmericaandwherethesekidscomefromyou’rewastingyourtime." [C]Attheheartofallthiscounselingandconcernistheday-to-daypressureonaproathlete."ThereisalotofmoneyandfameinvolvedwhenyousignaNBAcontract"saysLamontWinstonwhohandlesplayerprogrammesfortheKansasCityChiefs."Yetthereisnowhereinthatcontractthatsaysyouwillfeeltremendousstressyouwillfeeltremendousanxietyandpressure." [D]InbasketballWilliamsseesamoredevastatingversionofthematurityproblemaffectingprosportscausebytheinfluxofyoungerandyoungerplayerswhohavedecidedtoabandonthefinaltwoyearsofcollegeorditchcollegealtogether. [E]Andthistouchesonakeyproblemthatagenericmentoringprogrammemaynotaddress:therearecrucialculturaldifferencesbetweentheathletesandtheworldtheyareabouttoenter. [F]Healsopointstoadestructiveconsequenceoffreeagency—theendofanaturalclubhousesystemofveteranplayerswhoservedasmentorstoyoungrookiespassingonthetraditionsandexpectationsofaparticularclubbeittheDetriotTigersortheWashingtonRedskins. [G]Coachesownersandmanagersacknowledgetheincreasingneedtoteachtheirtalentshowtoactwhatandwhomtoavoidandwhatburdensaccompanythemoneyandthefame.Theplayersneedtobetaughtabouteverythingfromfinancesandcareerchoicesoutsidethegametoemotionalcounselingandsubstanceabuse 44
Text4 TheentertainmentindustryandtechnologycompanieshavebeenwarringforyearsoverthedazzlingabilityofcomputersandtheInternettocopyandtransmitmusicandmovies. AcrucialbattleendedthisweekwitharulingbyAmerica’sSupremeCourtinfavourofcopyrightholderandagainsttwocompaniesthatdistributepeer-to-peerP2Psoftwarewhichletsuserssharefilesonlinewithothers.Thecourt’sdecisionthoughostensiblyavictoryforcontentprovidersis.neverthelessunlikelytostampoutfilesharing—muchofwhichwillcontinuefromoutsideAmerica—orstopthetechnologicalinnovationthatisthreateningthecurrentbusinessmodelsofmediafirms. ThecourtwasaskedtodecidewhethertwofirmsGroksterandStreamCastwereliableforcopyrightinfringementbytheircustomers.Twolowercourtshadsaidthatthefirmswerenotliablecitinga1984rulinginfavourofSony’sBetamaxvideorecorder.Thisheldthatatechnologyfirmisimmunefromliabilitysolongasthedeviceconcernedis"capableofsubstantialnoninfringinguses".Thecourtdidnotreinterpretthe1984decisioninlightoftheInternet.Insteadthejusticesruledthatthecaseraisedafarnarrowerissue:whetherGroksterandStreamCastinduceduserstoviolatecopyrightsandchosenottotakethesimpiestepsavailabletopreventit.SuchbehaviourwouldmakethefirmsclearlyliableforcopyrightinfringementandendtheirimmunityevenundertheBetamaxstandard.Thecourtreasonedthatthereweresufficientgroundstobelievethatinducementoccurredandsentthecasebacktolowercourtsfortrial. AlthoughtheGroksterdecisionwillprobablynotsquelchinnovationasmuchasmanytechfirmsfearitshouldcertainlymakeITandelectronicsfirmsmorecautiousabouthowtheymarkettheirproducts—andquiterighttoo.ButtheSupremeCourt’snarrowrulingmakesthisunlikely—indeedthejusticesnotedthetechnology’swidespreadlegitimateuse.Yettheirdecisionwillsurelyemboldentheentertainmentindustrytopursueincourtanyfirmsthattheycanclaimknowinglyallowinfringement;Thiscouldkilloffsomesmallinnovativestart-ups.Ontheotherhandtherulingcouldalsoprovidelegalcoverfortechfirmswiththewittoplastertheirproductswithwarningsnottoviolatethelaw. Butjudgedfromalong-termperspectivethisweek’svictoryforcopyrightholdersseemslikelytoproveaPyrrhicone.TheInternetandfilesharingaredisruptivetechnologiesthatgiveconsumersvastlymoreabilitytouseallsortsofmediacontentcopyrightedornot.Surelyentertainmentfirmsmustdevisewaystousethistechnologytoselltheirwaresthatwillalsoallowcopyrighttobeprotected. Solongastechnologycontinuestoevolveinwaysthatenablelegitimatecontentsharingpiracywillalsoprobablycontinuetosomedegree.Happilyinthiscasethepiracyseemstohavepromptedcontentfirmstocompetebyofferingbetterfee-basedservices.Thechallengeforcontentprovidersistousenewtechnologytocreatevalueforcustomersandtomakethosewhousecontentillegallyfeelbadaboutit. TheGroksterdecisionwasbasedontheevidencethatGrokster
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 10
Text2 TheWorldWideWebhasbeensteadilycreatingawidespreadsurgeinsocialcapitalthroughE-mailconversationschatroomsnewsgroupsande-zones.TheseongoingconnectionsarenotanundergroundphenomenonbutamainstreammovementthatisrapidlyoverwhelmingtraditionalbusinessmodelsaccordingtotheauthorsofanotherrecentbookTheCluetrainManifesto. "OurlongingfortheWebisrootedinthedeepresentmentwefeeltowardsbeingmanaged"writesco-authorDavidWeinbergeracolumnistandcommentatorontheWeb’seffectonbusiness.TheCluetrainManifestoarguesthatknowledgeworkersarefindingitintolerablethattheiremployersrequirethemtospeakinartificial"businessvoices".TheWebhasbecometheidealalternative:apublicplacewherepeoplecanconverseintheir"authenticvoices"outsideofanorganization’sofficialcommunicationschannel. SomeofthesocialcapitalgeneratedbytheseindependentWebconversationsisbeingusedbyitscreatorstocircumventtheauthorityofcorporations.Forexampleacarownerwhothinkshewasoverchargedforservicetohisvehiclepostsaninquirytoanewsgroupforpeoplewhoownthesamemodelofear.Groupmembersrespondwiththeiradviceandpersonalexperiencesofgettingtheirowncarsserviced.Thenewsgroupisnotownedorcontrolledbythecarcompany.Infactamechanicemployedbythecarcompanyparticipatesintheconversationofferinghisknowledgeofwhatchargesarereasonableandhowcompanypoliciesvaryfromdealertodealerandevensuggestingwhichdealershipsofferthebestservice. Accordingtoco-authorRickLevinetilemechanic"wasspeakingforhiscompanyinanewway:honestlyopenlyprobablywithouthisboss’sexplicitsanction."Ineffectanemployeeofthecompanyindependentlyjoinedanetworkofconsumerstodirectlyhelpsatisfyacustomer."Companiesneedtoharnessthissortofcaringandletitsviralenthusiasmbecommunicatedinemployees’ownvoices"writesLevineformerWebArchitectforSunMicrosystem’sJavaSoftwaregroup. AsmoreandmorepeopleworkonlineandformWebrelationshipssharedknowledgecouldbecomeincreasinglypersonalincyberspace.Whetherbusinessjoinsintheconversationsornotitseemslikelythatthisfast-growingstrainofsocialcapitalwillremainvaluableforthosewhohelptocreateit. Employeeswithon-linerelationshipscanbenefitthecompanybecause
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 4
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 2
Text3 SearchengineGooglewasaimingtofloatonWallStreetthisweekvaluedatupto$36billion.ButtheInternetcompany’sadvisersaremeetingthisweekendtodiscusspossiblydelayingthepubliclistingafterasharpfallinsharepricesinNewYorkonFriday.Aninsidersaidlastnight:"Thefloatisteeteringonthebrink—itreallyis50/50atthisstagealthoughmanyofusareoptimistic."TheinitialpublicofferingIPOofsharesinGooglewhichcouldraisenearly$4bnwillamounttooneofthebiggestIPOsforyears.Butmany:USfirmshaveshelvedtheirIPOsamidvolatilemarketconditionsandinvestorsappearunwillingtosubscribetonewequity.AWallStreetanalystsaidthattheGoogleIPO"wouldbeaseminaleventfortheAmericanstockmarket"asitsrealsignificancewasthatitwouldtestwhetherornottherecoveryinequitypricessincetheendoftheIraqwarhadtakenhold."Ifthisfloatworksalotofothercompanieswillbeencouragedandcometothemarketlaterintheyear"theinsideradded."ButitwillbebadnewsiftheIPOispulledorthesharesfallsharplyafterthecompanyislisted.IfthathappensitcouldkillofftheIPOmarketinAmericaandelsewhereforatleast12months." SeveralfundmanagershavealreadyexpressedreservationsaboutCoogleinparticularitshighvaluationandthecomplexwaythesharesarebeingsold.MoreovertheGoogleflotationistakingplaceatatimewhentechnologycompaniesintheUShavebeenshunned.OnThursdaytheIPOhitatechnicalhitchoverthefailureofthecompanytomeetitslegalobligationsconcerningitsemployees’stockoptionplans.ButthecompanydidnotthinkthatthedisclosurewouldmeanadelaytotheIPOwhichisdueonTuesdayAtthetopofthesuggestedpricerangeGooglewouldbevaluednotfarshortofitsrivalInternetfirmYahoo!—andthishasraisedeyebrowswithintheindustry.TheauctionisbeingconductedovertheInternetandpotentialbuyerswillhavetoregisterbysigningontoaGooglewebsite.Butonlyinvestorswhohavebrokerageaccountswithoneofthe28USbanksandbrokersunderwritingthestocksalewillbeableto-apply.Googlesufferedasetbacklastmonthafteritreportedanunexpectedslowdowninitshugegrowthrate.ButsourcesclosetoGoogle’sfoundersLarryPageandSergeyBrinsaidthatthetailing-offofgrowthwasduetoseasonalfactorsandwouldnotaffecttheIPO. BythephraseraisedeyebrowswithintheindustryLine7Paragraph2wecanlearnthatGooglehas
Text3 SearchengineGooglewasaimingtofloatonWallStreetthisweekvaluedatupto$36billion.ButtheInternetcompany’sadvisersaremeetingthisweekendtodiscusspossiblydelayingthepubliclistingafterasharpfallinsharepricesinNewYorkonFriday.Aninsidersaidlastnight:"Thefloatisteeteringonthebrink—itreallyis50/50atthisstagealthoughmanyofusareoptimistic."TheinitialpublicofferingIPOofsharesinGooglewhichcouldraisenearly$4bnwillamounttooneofthebiggestIPOsforyears.Butmany:USfirmshaveshelvedtheirIPOsamidvolatilemarketconditionsandinvestorsappearunwillingtosubscribetonewequity.AWallStreetanalystsaidthattheGoogleIPO"wouldbeaseminaleventfortheAmericanstockmarket"asitsrealsignificancewasthatitwouldtestwhetherornottherecoveryinequitypricessincetheendoftheIraqwarhadtakenhold."Ifthisfloatworksalotofothercompanieswillbeencouragedandcometothemarketlaterintheyear"theinsideradded."ButitwillbebadnewsiftheIPOispulledorthesharesfallsharplyafterthecompanyislisted.IfthathappensitcouldkillofftheIPOmarketinAmericaandelsewhereforatleast12months." SeveralfundmanagershavealreadyexpressedreservationsaboutCoogleinparticularitshighvaluationandthecomplexwaythesharesarebeingsold.MoreovertheGoogleflotationistakingplaceatatimewhentechnologycompaniesintheUShavebeenshunned.OnThursdaytheIPOhitatechnicalhitchoverthefailureofthecompanytomeetitslegalobligationsconcerningitsemployees’stockoptionplans.ButthecompanydidnotthinkthatthedisclosurewouldmeanadelaytotheIPOwhichisdueonTuesdayAtthetopofthesuggestedpricerangeGooglewouldbevaluednotfarshortofitsrivalInternetfirmYahoo!—andthishasraisedeyebrowswithintheindustry.TheauctionisbeingconductedovertheInternetandpotentialbuyerswillhavetoregisterbysigningontoaGooglewebsite.Butonlyinvestorswhohavebrokerageaccountswithoneofthe28USbanksandbrokersunderwritingthestocksalewillbeableto-apply.Googlesufferedasetbacklastmonthafteritreportedanunexpectedslowdowninitshugegrowthrate.ButsourcesclosetoGoogle’sfoundersLarryPageandSergeyBrinsaidthatthetailing-offofgrowthwasduetoseasonalfactorsandwouldnotaffecttheIPO. AccordingtothepassageGoogle'sIPOistosharemarketrecoveryas
Directions: Studythefollowingpicturescarefullyandwriteanessayto 1deducethepurposeofthepainterofthepicture 2giveyourcomments. Youshouldwriteabout160—200wordsneatlyonANSWERSHEET2.
Text2 TeachersgrumbleoverpayeverywherebutinWestVirginiaWesleyanCollegetheangerisacute.Salariesherehavebarelymovedsince2000andtheaverageassistantprofessor’spayhasfallenbelowthatatSouthernWestVirginiaCommunityandTechnicalCollege.Onacampuswithjust86full-timefacultyasociologyprofessorsaidafewhundredthousanddollarsmorespentonteachingcouldmakearealdifference. WesleyanPresidentWilliamHadensaysthecollegeplanstoraisefacultypay.ButhesaysWesleyanisnothingwithoutstudents—"theyvotewiththeirfeet"—andthecollegehasnochoicebuttoaddresstheirwantsandneeds.Hesaystechnologyhasbeenabigpartofthatandsomerecentgraduatesagreethatit’svaluable—thoughmaybenotessential.DanielSimmonsa1999graduateandalsoamiddle-schoolteacherpraisedthetechnologyprogram."IfIhadgonetoanotherschoolitwouldn’thavebeenavailabletome"hesaid."Itwasveryconvenientanditwastopoftheline." ButaswiththefacultythequalityofhumaninstructorsisabigconcernamongWesleyanalumni."Alittlebitmoremoneyshouldhavebeenputintokeepingpeople"saidEvanKeelinga2002graduatenowpursuingadoctorateattheUniversityofVirginia.HefoundthequalityintheclassroomunevenandnotablyneitherhenortheDanielSimmonscametoWesleyanbecauseoftechnology.Theprogramwasabonusnottheprimarydraw.Skinnerthedirectorofadmissionandfinancialplanningacknowledgedthatseemswidelytrue.Prospectivestudentspaymoreattentiontomoretangiblesignsofgrowth."ItdidopensomedoorsforusbutwouldIhavelikedtohavehadanewresidencehallorrecreationalfacilityIprobablywouldhavepreferredthat"Skinnersaid.Hisdailystruggleremainsfillingthefreshmanclasswhichmaybedown50peopleormorethisyearduetochangesingovernmentfinancialaidprogramsandtheshutteringofthenursingprogram.Thecollegestillacceptsabout80percentofitsapplicantsandnolongerrequiresonlineapplications. Hadenacknowledgesthatwiththebenefitofhindsighthemighthavehandleddetailsofhowtheprogramwasfinanceddifferently.ButhemakesnoapologiesfortakingboldstepswhichhesayshaveindeedsetWesleyanapart."Weneededtomakeastatementaboutourcommitmenttotechnologyandourbeliefthatitwouldenhancethequalityofeducationandthepreparationofourstudents"hesaid.’"AndI’mstillbelievingthat." ThequotationofSkinner'swordsLines7—8Paragraph3isusedtoshowthat
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 16
Themeaningsof"science"and"technology"havechangedsignificantlyfromonegenerationtoanother.Moresimilaritiesthandifferenceshowevercanbefoundbetweentheterms.46Bothscienceandtechnologyimplyathinkingprocessbothareconcernedwithcausalrelationshipsinthematerialworldandbothemployanexperimentalmethodologythatresultsinempiricaldemonstrationsthatcanbeverifiedbyrepetition.47Scienceatleastintheoryislessconcernedwiththepracticalityofitsresultsandmoreconcernedwiththedevelopmentofgenerallawsbutinpracticescienceandtechnologyareinextricablyinvolvedwitheachother.Thevaryinginterplayofthetwocanbeobservedinthehistoricaldevelopmentofsuchpractitionersaschemistsengineersphysicistsastronomerscarpenterspottersandmanyotherspecialists.Differingeducationalrequirementssocialstatusvocabularymethodologyandtypesofrewardsaswellasinstitutionalobjectivesandprofessionalgoalscontributetosuchdistinctionsascanbemadebetweentheactivitiesofscientistsandtechnologists;butthroughouthistorythepractitionersof"pure"sciencehavemademanypracticalaswellastheoreticalcontributions. 48Indeedtheconceptthatscienceprovidestheideasfortechnologicalinnovationsandthatpureresearchisthereforeessentialforanysignificantadvancementinindustrialcivilizationisessentiallyamyth.Mostofthegreatestchangesinindustrialcivilizationcannotbetracedtothelaboratory.Fundamentaltoolsandprocessesinthefieldsofmechanicschemistryastronomymetallurgyandhydraulicsweredevelopedbeforethelawsgoverningtheirfunctionswerediscovered.Thesteamengineforexamplewascommonplacebeforethescienceofthermodynamicselucidatedthephysicalprincipleunderlyingitsoperations. Inrecentyearsasharpvaluedistinctionhasgrownupbetweenscienceandtechnology.Advancesinsciencehavefrequentlyhadtheirbitteropponentsbuttodaymanypeoplehavecometofeartechnologymuchmorethanscience.49Forthesepeoplesciencemaybeperceivedasasereneobjectivesourceforunderstandingtheeternallawsofnaturewhereasthepracticalmanifestationsoftechnologyinthemodernworldnowseemtothemtobeoutofcontrol. 50Manyhistoriansofsciencearguenotonlythattechnologyisanessentialconditionofadvancedindustrialcivilizationbutalsothattherateoftechnologicalchangehasdevelopeditsownmomentuminrecentcenturies.Innovationsnowseemtoappearataratethatincreasegeometricallywithoutrespecttogeographicallimitsorpoliticalsystems.Theseinnovationstendtotransformtraditionalculturalsystemsfrequentlywithunexpectedsocialconsequences.Thustechnologycanbeconceivedasbothacreativeandadestructiveprocess. Manyhistoriansofsciencearguenotonlythattechnologyisanessentialconditionofadvancedindustrialcivilizationbutalsothattherateoftechnologicalchangehasdevelopeditsownmomentuminrecentcenturies.
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 6
Text4 TheentertainmentindustryandtechnologycompanieshavebeenwarringforyearsoverthedazzlingabilityofcomputersandtheInternettocopyandtransmitmusicandmovies. AcrucialbattleendedthisweekwitharulingbyAmerica’sSupremeCourtinfavourofcopyrightholderandagainsttwocompaniesthatdistributepeer-to-peerP2Psoftwarewhichletsuserssharefilesonlinewithothers.Thecourt’sdecisionthoughostensiblyavictoryforcontentprovidersis.neverthelessunlikelytostampoutfilesharing—muchofwhichwillcontinuefromoutsideAmerica—orstopthetechnologicalinnovationthatisthreateningthecurrentbusinessmodelsofmediafirms. ThecourtwasaskedtodecidewhethertwofirmsGroksterandStreamCastwereliableforcopyrightinfringementbytheircustomers.Twolowercourtshadsaidthatthefirmswerenotliablecitinga1984rulinginfavourofSony’sBetamaxvideorecorder.Thisheldthatatechnologyfirmisimmunefromliabilitysolongasthedeviceconcernedis"capableofsubstantialnoninfringinguses".Thecourtdidnotreinterpretthe1984decisioninlightoftheInternet.Insteadthejusticesruledthatthecaseraisedafarnarrowerissue:whetherGroksterandStreamCastinduceduserstoviolatecopyrightsandchosenottotakethesimpiestepsavailabletopreventit.SuchbehaviourwouldmakethefirmsclearlyliableforcopyrightinfringementandendtheirimmunityevenundertheBetamaxstandard.Thecourtreasonedthatthereweresufficientgroundstobelievethatinducementoccurredandsentthecasebacktolowercourtsfortrial. AlthoughtheGroksterdecisionwillprobablynotsquelchinnovationasmuchasmanytechfirmsfearitshouldcertainlymakeITandelectronicsfirmsmorecautiousabouthowtheymarkettheirproducts—andquiterighttoo.ButtheSupremeCourt’snarrowrulingmakesthisunlikely—indeedthejusticesnotedthetechnology’swidespreadlegitimateuse.Yettheirdecisionwillsurelyemboldentheentertainmentindustrytopursueincourtanyfirmsthattheycanclaimknowinglyallowinfringement;Thiscouldkilloffsomesmallinnovativestart-ups.Ontheotherhandtherulingcouldalsoprovidelegalcoverfortechfirmswiththewittoplastertheirproductswithwarningsnottoviolatethelaw. Butjudgedfromalong-termperspectivethisweek’svictoryforcopyrightholdersseemslikelytoproveaPyrrhicone.TheInternetandfilesharingaredisruptivetechnologiesthatgiveconsumersvastlymoreabilitytouseallsortsofmediacontentcopyrightedornot.Surelyentertainmentfirmsmustdevisewaystousethistechnologytoselltheirwaresthatwillalsoallowcopyrighttobeprotected. Solongastechnologycontinuestoevolveinwaysthatenablelegitimatecontentsharingpiracywillalsoprobablycontinuetosomedegree.Happilyinthiscasethepiracyseemstohavepromptedcontentfirmstocompetebyofferingbetterfee-basedservices.Thechallengeforcontentprovidersistousenewtechnologytocreatevalueforcustomersandtomakethosewhousecontentillegallyfeelbadaboutit. Thebesttitleforthepassagemightbe
Text1 Overthelastdecadedemandforthemostcommoncosmeticsurgeryprocedureslikebreastenlargementandnosejobshasincreasedbymorethan400percent.AccordingtoDr.DuiDaviesofthePlasticSurgeryPartnershipinHammersmiththemajorityofcosmeticsurgerypatientsarenotchasingphysicalperfection.Rathertheyaredriventofantasticlengthstoimprovetheirappearancebyadesiretolooknormal."Whatwealllongforistolooknormalandbeingnormaliswhatisprescribedbytheadvertisingmediaandotherexternalpressures.Theygiveusperceptionofwhatisphysicallyacceptableandwefeelwemustlooklikethat." InAmericathedebateisnolongeraboutwhethersurgeryisnormal;ratheritcentersonwhatagepeopleshouldbebeforegoingundertheknife.NewYorksurgeonDr.GerardImberrecommends"maintenance"workforpeopleintheirthirties."Theideathatwaitinguntiloneneedsaheroictransformationissilly"hesays."Bythenyou’vewasted20greatyearsofyourlifeandal-lowedthingstogetoutofhand."Dr.Imberredrawsthelineatoperatingonpeoplewhoareunder18however"Itseemsthatsomeonewedon’tconsideroldenoughtoorderadrinkshouldn’tbeconsideringplasticsurgery. IntheUKcosmeticsurgeryhaslongbeenseenastheexclusivedomainoftheveryrichandfamous.Buttheproportionalcostoftreatmenthasfallensubstantiallybringingallbutthemostadvancedlasertechnologywithinthereachofmostpeople.Dr.Daviewhoclaimsto"eaterfortheaverageperson"agrees.Hesays:"Itreatafewoftherichandfamousandanawfullotofsecretaries.Ofcourse￡3000foranoperationisalotofmoney.Butitisalsoaninvestmentforlifewhichcostsabouthalfthepriceofagoodfamilyholiday." Dr.Daviessuspectsthattheincreasingsophisticationofthefatinjectingandremovaltechniquesthatallowpatientstobetreatedwithalocalanestheticinanafternoonhasalsohelpedpromotethepopularityofcosmeticsurgery.Yetasonewomanwhorecentlypaid￡2500foranoperationtoremovecellulitefromherthighsadmittedtheslopetobecomingacosmeticsurgeryveteranisadeceptivelygentleone."Ihadmylegsdonebecausethey’dbeenbuggingmeforyears.Butgoingintotheclinicstimulatedmyappetite.NowIdon’tthinkthere’sanyoperationthatIwouldruleouthavingifIcouldaffordit." Accordingtothetextthereasonforcosmeticsurgeryis
Themeaningsof"science"and"technology"havechangedsignificantlyfromonegenerationtoanother.Moresimilaritiesthandifferenceshowevercanbefoundbetweentheterms.46Bothscienceandtechnologyimplyathinkingprocessbothareconcernedwithcausalrelationshipsinthematerialworldandbothemployanexperimentalmethodologythatresultsinempiricaldemonstrationsthatcanbeverifiedbyrepetition.47Scienceatleastintheoryislessconcernedwiththepracticalityofitsresultsandmoreconcernedwiththedevelopmentofgenerallawsbutinpracticescienceandtechnologyareinextricablyinvolvedwitheachother.Thevaryinginterplayofthetwocanbeobservedinthehistoricaldevelopmentofsuchpractitionersaschemistsengineersphysicistsastronomerscarpenterspottersandmanyotherspecialists.Differingeducationalrequirementssocialstatusvocabularymethodologyandtypesofrewardsaswellasinstitutionalobjectivesandprofessionalgoalscontributetosuchdistinctionsascanbemadebetweentheactivitiesofscientistsandtechnologists;butthroughouthistorythepractitionersof"pure"sciencehavemademanypracticalaswellastheoreticalcontributions. 48Indeedtheconceptthatscienceprovidestheideasfortechnologicalinnovationsandthatpureresearchisthereforeessentialforanysignificantadvancementinindustrialcivilizationisessentiallyamyth.Mostofthegreatestchangesinindustrialcivilizationcannotbetracedtothelaboratory.Fundamentaltoolsandprocessesinthefieldsofmechanicschemistryastronomymetallurgyandhydraulicsweredevelopedbeforethelawsgoverningtheirfunctionswerediscovered.Thesteamengineforexamplewascommonplacebeforethescienceofthermodynamicselucidatedthephysicalprincipleunderlyingitsoperations. Inrecentyearsasharpvaluedistinctionhasgrownupbetweenscienceandtechnology.Advancesinsciencehavefrequentlyhadtheirbitteropponentsbuttodaymanypeoplehavecometofeartechnologymuchmorethanscience.49Forthesepeoplesciencemaybeperceivedasasereneobjectivesourceforunderstandingtheeternallawsofnaturewhereasthepracticalmanifestationsoftechnologyinthemodernworldnowseemtothemtobeoutofcontrol. 50Manyhistoriansofsciencearguenotonlythattechnologyisanessentialconditionofadvancedindustrialcivilizationbutalsothattherateoftechnologicalchangehasdevelopeditsownmomentuminrecentcenturies.Innovationsnowseemtoappearataratethatincreasegeometricallywithoutrespecttogeographicallimitsorpoliticalsystems.Theseinnovationstendtotransformtraditionalculturalsystemsfrequentlywithunexpectedsocialconsequences.Thustechnologycanbeconceivedasbothacreativeandadestructiveprocess. Bothscienceandtechnologyimplyathinkingprocessbothareconcernedwithcausalrelationshipsinthematerialworldandbothemployanexperimentalmethodologythatresultsinempiricaldemonstrationsthatcanbeverifiedbyrepetition.
Themeaningsof"science"and"technology"havechangedsignificantlyfromonegenerationtoanother.Moresimilaritiesthandifferenceshowevercanbefoundbetweentheterms.46Bothscienceandtechnologyimplyathinkingprocessbothareconcernedwithcausalrelationshipsinthematerialworldandbothemployanexperimentalmethodologythatresultsinempiricaldemonstrationsthatcanbeverifiedbyrepetition.47Scienceatleastintheoryislessconcernedwiththepracticalityofitsresultsandmoreconcernedwiththedevelopmentofgenerallawsbutinpracticescienceandtechnologyareinextricablyinvolvedwitheachother.Thevaryinginterplayofthetwocanbeobservedinthehistoricaldevelopmentofsuchpractitionersaschemistsengineersphysicistsastronomerscarpenterspottersandmanyotherspecialists.Differingeducationalrequirementssocialstatusvocabularymethodologyandtypesofrewardsaswellasinstitutionalobjectivesandprofessionalgoalscontributetosuchdistinctionsascanbemadebetweentheactivitiesofscientistsandtechnologists;butthroughouthistorythepractitionersof"pure"sciencehavemademanypracticalaswellastheoreticalcontributions. 48Indeedtheconceptthatscienceprovidestheideasfortechnologicalinnovationsandthatpureresearchisthereforeessentialforanysignificantadvancementinindustrialcivilizationisessentiallyamyth.Mostofthegreatestchangesinindustrialcivilizationcannotbetracedtothelaboratory.Fundamentaltoolsandprocessesinthefieldsofmechanicschemistryastronomymetallurgyandhydraulicsweredevelopedbeforethelawsgoverningtheirfunctionswerediscovered.Thesteamengineforexamplewascommonplacebeforethescienceofthermodynamicselucidatedthephysicalprincipleunderlyingitsoperations. Inrecentyearsasharpvaluedistinctionhasgrownupbetweenscienceandtechnology.Advancesinsciencehavefrequentlyhadtheirbitteropponentsbuttodaymanypeoplehavecometofeartechnologymuchmorethanscience.49Forthesepeoplesciencemaybeperceivedasasereneobjectivesourceforunderstandingtheeternallawsofnaturewhereasthepracticalmanifestationsoftechnologyinthemodernworldnowseemtothemtobeoutofcontrol. 50Manyhistoriansofsciencearguenotonlythattechnologyisanessentialconditionofadvancedindustrialcivilizationbutalsothattherateoftechnologicalchangehasdevelopeditsownmomentuminrecentcenturies.Innovationsnowseemtoappearataratethatincreasegeometricallywithoutrespecttogeographicallimitsorpoliticalsystems.Theseinnovationstendtotransformtraditionalculturalsystemsfrequentlywithunexpectedsocialconsequences.Thustechnologycanbeconceivedasbothacreativeandadestructiveprocess. Indeedtheconceptthatscienceprovidestheideasfortechnologicalinnovationsandthatpureresearchisthereforeessentialforanysignificantadvancementinindustrialcivilizationisessentiallyamyth.
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 14
Text2 TeachersgrumbleoverpayeverywherebutinWestVirginiaWesleyanCollegetheangerisacute.Salariesherehavebarelymovedsince2000andtheaverageassistantprofessor’spayhasfallenbelowthatatSouthernWestVirginiaCommunityandTechnicalCollege.Onacampuswithjust86full-timefacultyasociologyprofessorsaidafewhundredthousanddollarsmorespentonteachingcouldmakearealdifference. WesleyanPresidentWilliamHadensaysthecollegeplanstoraisefacultypay.ButhesaysWesleyanisnothingwithoutstudents—"theyvotewiththeirfeet"—andthecollegehasnochoicebuttoaddresstheirwantsandneeds.Hesaystechnologyhasbeenabigpartofthatandsomerecentgraduatesagreethatit’svaluable—thoughmaybenotessential.DanielSimmonsa1999graduateandalsoamiddle-schoolteacherpraisedthetechnologyprogram."IfIhadgonetoanotherschoolitwouldn’thavebeenavailabletome"hesaid."Itwasveryconvenientanditwastopoftheline." ButaswiththefacultythequalityofhumaninstructorsisabigconcernamongWesleyanalumni."Alittlebitmoremoneyshouldhavebeenputintokeepingpeople"saidEvanKeelinga2002graduatenowpursuingadoctorateattheUniversityofVirginia.HefoundthequalityintheclassroomunevenandnotablyneitherhenortheDanielSimmonscametoWesleyanbecauseoftechnology.Theprogramwasabonusnottheprimarydraw.Skinnerthedirectorofadmissionandfinancialplanningacknowledgedthatseemswidelytrue.Prospectivestudentspaymoreattentiontomoretangiblesignsofgrowth."ItdidopensomedoorsforusbutwouldIhavelikedtohavehadanewresidencehallorrecreationalfacilityIprobablywouldhavepreferredthat"Skinnersaid.Hisdailystruggleremainsfillingthefreshmanclasswhichmaybedown50peopleormorethisyearduetochangesingovernmentfinancialaidprogramsandtheshutteringofthenursingprogram.Thecollegestillacceptsabout80percentofitsapplicantsandnolongerrequiresonlineapplications. Hadenacknowledgesthatwiththebenefitofhindsighthemighthavehandleddetailsofhowtheprogramwasfinanceddifferently.ButhemakesnoapologiesfortakingboldstepswhichhesayshaveindeedsetWesleyanapart."Weneededtomakeastatementaboutourcommitmenttotechnologyandourbeliefthatitwouldenhancethequalityofeducationandthepreparationofourstudents"hesaid.’"AndI’mstillbelievingthat." FacultiesinWesleyanhavelowersalariesmainlybecausethecollege
Text1 TheJapanesegovernmentwantswomenlikeTaekoMizuguchitogetmarriedandstartdoingsomethingaboutthenation’splungingbirthrate.Butshe’snotinterested.AtleastnotifherprospectivehusbandisJapanese. AgrowingnumberofJapanesewomenaregivingupontheirmalecounterpartsandtakingagamblethatlookingabroadforlovewillbringthemthequalitiesinapartnerthatseemrareathome."Theytreatyoulikeequalsandtheydon’thesitatetoexpressmutualfeelingsofrespect—IthinkWesternmenaremoreadeptatsuchthingsthanJapanesemen"saysthe36-year-oldMs.Mizuguchiwhoworksatatoptradingfirm."Theydon’tactlikewomenaremaids—Ithinktheyviewwomenasindividuals." UnderscoringthatJapanesewomenarelosinghopewiththelocalboysdatingagenciestohelpsnagaWesternhusbandhavesprungupinTokyosomewithbranchesintheUSandEurope.Suchcompaniesrigorouslyvettheirclientsscreeningforeducationfamilybackgroundoccupationandlifegoals.Thekindofwomenwhosignupforsuchservicesincludedoctorslawyersandotherprofessionals—womenwhohavedelayedmarriagetoconcentrateoncareersandwhoaren’tkeentogiveuphardwongainstobecomeahousewifeasmanyJapanesemenexpect.Agenerationofwomenwhoarenowenteringtheir30sdon’twanttogiveupsinglelifeunlessprospectivepartnersarewillingtobreakfromtraditionalgenderroles. Governmentpollsconductedtofindoutwhywomenhaveputoffmarriageuntilwellafter25yearsofage—knownasawoman’s"’bestbefore’date"—showthateconomicindependenceiskeytothechange.AsmostJapanesewomenhavetheirownincomemarriageisnolongerafinancialnecessityandwomenwanttofindcompanionshipinahusband.Havingruledoutanold-fashionedJapanesehusbandmanywomenherethinkthesolutionisaWesternman.Indeedsomeseemsoenthralledwiththeideathattheyarewillingtospend’thousandsofdollarstoinspectthewarespersonally. TobefairnotalltheblameforfemaleangstherecanbelaidonJapanesemenThegovernmenthasbeenslowtoenforceequalopportunitylawsandbothpayandtheglassceilingin’mostJapanesecorporationsremainlowforwomen.Recessionhashamperedlongermaternityleaveandotherfamilyfriendlypolicies.AsJapan’sfertilityratedropstonewlowsthegovernmentisanxiouslydrawingupplanstomakeiteasierforyoungcouplestoraisechildrenthroughsuchmeasuresastheprovisionofcheappublichoming. InJapanesewomen'sopiniontheirmalecounterparts
Text1 TheJapanesegovernmentwantswomenlikeTaekoMizuguchitogetmarriedandstartdoingsomethingaboutthenation’splungingbirthrate.Butshe’snotinterested.AtleastnotifherprospectivehusbandisJapanese. AgrowingnumberofJapanesewomenaregivingupontheirmalecounterpartsandtakingagamblethatlookingabroadforlovewillbringthemthequalitiesinapartnerthatseemrareathome."Theytreatyoulikeequalsandtheydon’thesitatetoexpressmutualfeelingsofrespect—IthinkWesternmenaremoreadeptatsuchthingsthanJapanesemen"saysthe36-year-oldMs.Mizuguchiwhoworksatatoptradingfirm."Theydon’tactlikewomenaremaids—Ithinktheyviewwomenasindividuals." UnderscoringthatJapanesewomenarelosinghopewiththelocalboysdatingagenciestohelpsnagaWesternhusbandhavesprungupinTokyosomewithbranchesintheUSandEurope.Suchcompaniesrigorouslyvettheirclientsscreeningforeducationfamilybackgroundoccupationandlifegoals.Thekindofwomenwhosignupforsuchservicesincludedoctorslawyersandotherprofessionals—womenwhohavedelayedmarriagetoconcentrateoncareersandwhoaren’tkeentogiveuphardwongainstobecomeahousewifeasmanyJapanesemenexpect.Agenerationofwomenwhoarenowenteringtheir30sdon’twanttogiveupsinglelifeunlessprospectivepartnersarewillingtobreakfromtraditionalgenderroles. Governmentpollsconductedtofindoutwhywomenhaveputoffmarriageuntilwellafter25yearsofage—knownasawoman’s"’bestbefore’date"—showthateconomicindependenceiskeytothechange.AsmostJapanesewomenhavetheirownincomemarriageisnolongerafinancialnecessityandwomenwanttofindcompanionshipinahusband.Havingruledoutanold-fashionedJapanesehusbandmanywomenherethinkthesolutionisaWesternman.Indeedsomeseemsoenthralledwiththeideathattheyarewillingtospend’thousandsofdollarstoinspectthewarespersonally. TobefairnotalltheblameforfemaleangstherecanbelaidonJapanesemenThegovernmenthasbeenslowtoenforceequalopportunitylawsandbothpayandtheglassceilingin’mostJapanesecorporationsremainlowforwomen.Recessionhashamperedlongermaternityleaveandotherfamilyfriendlypolicies.AsJapan’sfertilityratedropstonewlowsthegovernmentisanxiouslydrawingupplanstomakeiteasierforyoungcouplestoraisechildrenthroughsuchmeasuresastheprovisionofcheappublichoming. ThemajorfactorthatleadsJapanesewomentopostponetheirmarriageis
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 18
Ascientistwhodoesresearchineconomicpsychologyandwhowantstopredictthewayinwhichconsumerswillspendtheirmoneymuststudyconsumerbehavior.Hemustobtain1bothonresourcesofconsumersandonthemotivesthat2toencourageordiscouragemoneyspending. Ifan3wereaskedwhichofthreegroupsborrowmost--peoplewithrisingincomes4incomesordecliningincomes--hewould5answer:thosewithdecliningincomes.Actuallyintheyears1997-2000theanswerwas:peoplewithrisingincomes.Peoplewithdecliningincomeswerenextandpeoplewithstableincomesborrowedthe6.Thisshowsusthattradition-al7aboutearningandspendingarenotalways8Anothertraditionalassumptionisthatifpeoplewhohavemoneyexpectpricestogouptheywill9tobuy.Iftheyexpectpricestogodowntheywillpostponebuying.10researchsurveyshaveshownthatthisisnotalways11Theexpectationsofpriceincreasesmaynotstimulatebuying.One12attitudewasex-pressedbythewifeofamechanicinaninterviewatatimeofrisingprices.Herfamilyhadbeenplanningtobuyanewcarbuttheypostponedthispurchase.13theriseinpricesthathasal-readytakenplacemayberesentedandbuyer’sresistancemaybeevoked. The14mentionedabovewascarriedoutinAmerica.Investigations15atthesametimeinGreatBritainhoweveryieldedresultsthatweremore16traditionalassumptionsaboutsavingandspendingpatterns.Theconditionmostcontributivetospending17tobepricestability.Ifpriceshavebeenstableandpeopleconsiderthattheyare18theyarelikelytobuy.Thusitappearsthatthecommon19policyofmaintainingstablepricesisbasedonacorrectunderstandingof20psychology. 8
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