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Humans not only love eating ice cream, they enjoy (1) it to their pets. Market studies show that ...
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Text2 JamesandBonnieSturgisarethekindofparentsanyschoolwouldliketoclaim.He’shighlyeducatedhasfourdegrees.She’sanenergeticstay-at-homemomwhospendshourseachweekcartingtheirfourchildrentoactivitiesneartheirPalmBeachCountyFla.home. Theyareinvolvedparentscommittedtotheirchildren’seducation--justnotcommittedtothepublicschools. TheSturgisesarehome-schoolerspartofagrowingmovementthatrejectsmanyofthepractices-andattimestheverypremises--ofpubliceducation.Home-schoolersbelievethatparentsarethebestteachersthatfamily-centerededucationtrumpsthetypicalK-12experienceanytimethatonlybyseparatingthemselvesfromacumbersomeandsomesaymorallycorruptsystemcantheyretaincontroloftheirchildren’slives. Inthepasttheresponseofmanyschoolboardmembershasbeen:"Iftheydon’twantwhatweofferletthemgo."Andonthoseoccasionswhenhome-schooledstudentsaskedtotryoutforthefootballteamplayinthebandorenrollinhigh-levelscienceclassestheresponsehasoftenbeen"no". Butthat’schanging.Moreschooldistrictsareopeningcoursesandextracurricularactivitiestohome-schoolersandtherhetoricissoftening. Thedistrict’sformerpolicytowardhome-schooling"wasn’tfriendlyatall"saysReneeSessleraboardmemberfortheReynoldsSchoolDistrictnearPortlandOre.."ItsaidWe’renotgoingtodoanythingforyou.’"Lastyeartheboardopenedphysicaleducationmusicprogramsandotheractivitiesandcoursestohome-schoolers. Extracurricularactivitieshavealsobeenopenedtohome-schoolersinPalmBeachCountyanddistrictsthroughoutFloridasinceastatelawwaspassedin1996.Noweveryschoolsysteminthestatehasacoordinatorwhohandlesrelationsbetweenthedistrictandhome-schoolingparents. "Ithinkcertainlyinthelastfiveyearsorsothere’sadifferentclimate"saysMikeSmithpresidentoftheHomeSchoolLegalDefenseAssociationHSLDAwhichadvocatesfortheinterestsofhome-schoolersandgoestocourtontheirbehalf."Noteverywherebutit’schanging." Whythenewattitude’Foronethingit’sgoodpublicrelations.Asanyboardmemberknowsit’sbettertoworkwithdisillusionedparentsthandrivethemfartheraway.Andit’sgoodbusinesstogetaportionofthefull-timeequivalentfundingfortheperiodthathome-schoolersareinschool. Theauthorsaystherhetoricissofteningtoshowthat
[A]Humanpopulationgrowthad&morepressuresonland. [B]Differentfactorsplayroleinlanddegradation. [C]Whatislandconversion [D]Theprotectedareascannotescapefromthedestruction. [E]Thelandconversionprocessesinstages. [F]Thelandconversionhasagreatimpactonnature. Theprojectionsofspecieslossbydeforestationlurkanumberofcrucialbuthard-to-plotvariablesamongwhichtwoareespeciallyweightycontinuinglandscapeconversionandthegrowthcurveofhumanpopulation. 41.____________________________________. Landscapeconversioncanmeanmanyrings:drainingwetlandstobraidroadsandairportsturningtallgrassprairiesundertheplowfencingsavannaandovergrazingitwithdomesticstockcuttingsecond-growthforestinVermontandconsigningthelandtoskiresortsorvacationsuburbsslash-and-burnclearingofMadagasar’srainforesttogrowriceonwethillsidesindustrialloggingonBorenotomeetJapaneseplywooddemands. 42.____________________________________. TheecologistJonTerborghandacolleagueCarelP.vanSchaikhavedescribedafour-stageprocessoflandscapeconversionthattheycalltheland-usecascade.Thesuccessivestagesare.1wildlandsencompassingnationalfloralandfaunalcommunitiesalteredlittleornotatallbyhumanimpact;2extensivelyusedareassuchasnaturalgrasslandslightlygrazedsavannakeptopenforpreyanimalsbyinfrequenthuman-setfiresorforestssparselyworkedbyslash-and-bumfarmersatlowdensity;3intensivelyusedareasmeaningcropriel&plantationsvillagecommonstravelcorridorsurbanandindustrialzones;4degradedlandformerlyusefulbutnowabusedbeyondvaluetoanybody. 43.____________________________________. Amongallformsoflandscapeconversionpushingtropicalforestsfromthewildlandscategorytotheintensivelyusedcategoryhasthegreatestimpactonbiologicaldiversity.YoucanseeitinthecentralAmazonwherebigtractsofrainforesthavebeenfelledandburnedinalargelyfutileattempttopasturecattleonsun-hardenedclay.Bythemiddleofthenextcenturyifthetrendcontinuestropical’forestwillexistvirtuallynowhereoutsideofprotectedareas--thatisnationalpark’wildliferefugesandotherofficialreserves. 44.____________________________________. Humanpopulationgrowthwillmakeabadsituationworsebyputtingevermorepressureonallavailableland.Theannualincreaseisnow80millionpeoplewithmostofthatincrementcominginlessdevelopedcountries.AccordingtoU.N.’smiddleestimatehumanpopulationwillrisefromthepresent5.9billionto9.4billionbytheyear2050.Anyoneinterestedinthefutureofbiologicaldiversityneedstothinkaboutthepressuresthesepeoplewillfaceandthepressurestheywillexertinreturn. 45.____________________________________. Thatdirectionnecessarilywillbetowardevermoredesperateexploitationoflandscape.EvenNoah’sarkonlymanagestorescuepairedanimalsnotlargeparcelsofhabitats.Thejeopardyoftheecologicalfragmentsthatwepresentlycherishasparksrefugesandreservesisalreadysevereduetointernalandexternalforcesinternalbecauseinsularityitselfleadstoecologicalunraveling;andexternalbecausethoseareasarestillundersiegebyneedyandcovetouspeople.Projectedforwardintoafutureof10.8billionhumansthatjeopardyincreasestothepointofimpossibility. Weshouldn’ttakecomfortinassumingthatat.leasttheparksandreserveslikeYellowstoneNationalParkwillstillharborgrizzlybearsintheyear2150.Thosepredatorpopulationsandotherspeciesdownthecascadearelikelytodisappear."Wildness"willbeawordapplicableonlytourbanturmoil.Lionstigersandbearswillexistinzoos.Naturewon’tcometoanendbutitwilllookverydifferent. 42
Text3 Towalkamongmestarshasbeenadreamofhumankindsincethebeginningoftimewanderingamongtheheavensthatinspirelegendsandfantasiesacrosstheages.Todaythatdreamhasbecomearealityamemoryofsomeofthegreatesthumanachievementsinhistory:walkingonthemoonsendingprobestodistantplanetsanddiscoveringthesecretsbehindthemysteriesofthecosmos.Inthemiddleofthetwentiethcenturyhoweverhumanswereatthehalfwaypointbetweenviewingspacetravelasadreamandasareality.Tothemitwasagoalratherthanamemoryandthetwomainforcesworkingtowardthatgoalweretheworld’stwosuperpowerstheSovietUnionandtheUnitedStates. Bothofthegreatnationsontheadventofincrediblyefficientrocketthrusterscapableofpropellingmanmadeobjectsintospacestrovetoachievethevictoryoffindingaplaceamongthestarsandsecuringtheconsiderableinternationalprestigeassociatedwiththatmonumentalachievement.TheSovietUniongainedtheinitialupperhandinthe"SpaceRace"asitiscommonlycalledsendingthefirstanimalintospacewith.itsSputnikprogram.Itssuccessandmomentumcarrieditforwardachievingthesecondremarkablegoalofputtingahumancosmonautintoorbitaroundtheearthandmoreimportantlybringinghimsafelybacktoearth. TheUnitedStatessensingitslosingpositionintheSpaceRacesetouttoachievethemostambitiousgoalyetitoputamanonthemoon.TheresourcesoftheentirenationweremobilizedtoworktowardthatgoalundertheordersofPresidentJohnF.KennedyinanattempttoassertitselfasacontenderintheSpaceRacedespitetheSovietUnion’searlyvictories.AfterseveralyearsalltheeffortsborefruitwhenNeilArmstronganAmericanbecamethefirstmantowalkonfilemoon. Withtheutteranceofhisfamouswords"That’sonesmallstepformanonegiantleapformankind"Armstrongstatedwhateveryonewasthinking.Theimpossiblehasbeenachievedforsuchafeatwasconsideredimpossibleascanthundredyearsprior.Withthespaceprogramcontinuingforwardthefuturedoesindeedseemtoholdunlimitedpossibilitiesforhumankind.Aninternationalspacestationisnoworbitingtheearthandthereareevenplansforcolonizingplanetsbringingthedreamsandfantasiesofyesterdayinlinewiththerealityoftoday. Themainpurposeofthistextisto
[A]Humanpopulationgrowthad&morepressuresonland. [B]Differentfactorsplayroleinlanddegradation. [C]Whatislandconversion [D]Theprotectedareascannotescapefromthedestruction. [E]Thelandconversionprocessesinstages. [F]Thelandconversionhasagreatimpactonnature. Theprojectionsofspecieslossbydeforestationlurkanumberofcrucialbuthard-to-plotvariablesamongwhichtwoareespeciallyweightycontinuinglandscapeconversionandthegrowthcurveofhumanpopulation. 41.____________________________________. Landscapeconversioncanmeanmanyrings:drainingwetlandstobraidroadsandairportsturningtallgrassprairiesundertheplowfencingsavannaandovergrazingitwithdomesticstockcuttingsecond-growthforestinVermontandconsigningthelandtoskiresortsorvacationsuburbsslash-and-burnclearingofMadagasar’srainforesttogrowriceonwethillsidesindustrialloggingonBorenotomeetJapaneseplywooddemands. 42.____________________________________. TheecologistJonTerborghandacolleagueCarelP.vanSchaikhavedescribedafour-stageprocessoflandscapeconversionthattheycalltheland-usecascade.Thesuccessivestagesare.1wildlandsencompassingnationalfloralandfaunalcommunitiesalteredlittleornotatallbyhumanimpact;2extensivelyusedareassuchasnaturalgrasslandslightlygrazedsavannakeptopenforpreyanimalsbyinfrequenthuman-setfiresorforestssparselyworkedbyslash-and-bumfarmersatlowdensity;3intensivelyusedareasmeaningcropriel&plantationsvillagecommonstravelcorridorsurbanandindustrialzones;4degradedlandformerlyusefulbutnowabusedbeyondvaluetoanybody. 43.____________________________________. Amongallformsoflandscapeconversionpushingtropicalforestsfromthewildlandscategorytotheintensivelyusedcategoryhasthegreatestimpactonbiologicaldiversity.YoucanseeitinthecentralAmazonwherebigtractsofrainforesthavebeenfelledandburnedinalargelyfutileattempttopasturecattleonsun-hardenedclay.Bythemiddleofthenextcenturyifthetrendcontinuestropical’forestwillexistvirtuallynowhereoutsideofprotectedareas--thatisnationalpark’wildliferefugesandotherofficialreserves. 44.____________________________________. Humanpopulationgrowthwillmakeabadsituationworsebyputtingevermorepressureonallavailableland.Theannualincreaseisnow80millionpeoplewithmostofthatincrementcominginlessdevelopedcountries.AccordingtoU.N.’smiddleestimatehumanpopulationwillrisefromthepresent5.9billionto9.4billionbytheyear2050.Anyoneinterestedinthefutureofbiologicaldiversityneedstothinkaboutthepressuresthesepeoplewillfaceandthepressurestheywillexertinreturn. 45.____________________________________. Thatdirectionnecessarilywillbetowardevermoredesperateexploitationoflandscape.EvenNoah’sarkonlymanagestorescuepairedanimalsnotlargeparcelsofhabitats.Thejeopardyoftheecologicalfragmentsthatwepresentlycherishasparksrefugesandreservesisalreadysevereduetointernalandexternalforcesinternalbecauseinsularityitselfleadstoecologicalunraveling;andexternalbecausethoseareasarestillundersiegebyneedyandcovetouspeople.Projectedforwardintoafutureof10.8billionhumansthatjeopardyincreasestothepointofimpossibility. Weshouldn’ttakecomfortinassumingthatat.leasttheparksandreserveslikeYellowstoneNationalParkwillstillharborgrizzlybearsintheyear2150.Thosepredatorpopulationsandotherspeciesdownthecascadearelikelytodisappear."Wildness"willbeawordapplicableonlytourbanturmoil.Lionstigersandbearswillexistinzoos.Naturewon’tcometoanendbutitwilllookverydifferent. 44
Whencompetitionisfierceandelbowsareflyingnothingismorenaturalthanthedesiretoclimbatoptheheap.Thebiggestfirmsinmostindustrieshaveanedge.Theyprobablybecamethebiggestbybeingthebest.46Theytendtobecomemoreefficientastheygrowreapingeconomiesofscalethusincreasingtheirmarginsandtheiradvantageoversmallerrivals.Beinglargeenoughtoshapeanindustrycanhelp.Andwhenthenationalchampionisfalteringthereisafairchancepoliticianswillconsiderittoobigtofail. 47Soyoumightthinkthatit’stimetocrackopenafewcansofthestuffatPepsiCowhichthisweeksurpassedCoca-Colainmarketvalueforthefirsttimein112yearsofcrazycompetition.AndyetwithoutwishingtospoilPepsi’spartythecaseforcelebrationisnotsoclear-cut.AsAmericahasdiscoveredinthegeopoliticsbusinessbeingnumberoneisnotmuchfun. Assoonasafirmclimbsabovethesharpelbowsofitsrivalsitstartsgettingpeltedwiththeeggsofanti-businessactivists.Peoplewhohatebigbusinessaimhigh.48SowhilebigbadWal-MartismockedTargethasinthepastcoupleofyearseasilycutthebenefitsofitsnon-unionworkers.Andwhenwasthelasttimeyousawananti-globalizationmobdestroyaBurgerKingoutlet 49UnlikeMicrosoftwhichisloathedbymanyforitsmonopolypowerApplehasnothadtocontendwiththousandsofyounghackersfightingtopokeholesinthesecurityofitsoperatingsystems.WhileNikewasinundatedwithcomplaintsaboutits"sweatshops"inpoorcountriesAdidassteadilyimproveditsbrandandhasrecentlyacquiredReeboktoemergeasastrongnumbertwo.IfonlyEbenezerScroogehadlivedacrosstownfromabiggerrivaltheghostsofChristmasmighthavepickedontheotherguyandleftthepoorcurmudgeontoagoodnight’ssleep. Asprotestersgetbetteratrunningmediacampaignsthesecond-bestadvantagemayevenbegrowing.50FirmssuchasFordBurgerKingandTargetdonothavedocumentary-makersqueuinguptoattacktheminsuchfilmsas"RogerandMe"GeneralMotors"SuperSizeMe"McDonald’sor"Wal-Mart:TheHighCostofLowPrice".Eveniftherunner-updoesgetcaughtdoingsomethingunpopularitcanpintheblameonmercilesscompetitionfromtheevilnumberone. FirmssuchasFordBurgerKingandTargetdonothavedocumentary-makersqueuinguptoattacktheminsuchfilmsasRogerandMeGeneralMotorsSuperSizeMeMcDonald’sorWal-Mart:TheHighCostofLowPrice.
AsPhiladelphiagrewfromasmalltownintoacityinthefirsthalfoftheeighteenthcenturyitbecameanincreasinglyimportantmarketingcenterforavastagriculturalhinterland.Marketdays1thecrowdedcityevenmorecrowdedasfarmersfromwithina2of24ormorekilometersbroughttheirsheepvegetablesciderandotherproductsfordirectsaletothe3.TheHighStreetMarketwascontinuously4throughouttheperioduntil17365it6fromFrontStreettoThird.By1745NewMarketwasopenedonSecondStreet.ThenextyeartheCallowHillMarketbegan7. Alongwithmarketdaysthe8oftwice-yearlyfairspersistedinPhiladelphia9aftersimilartradingdayshadbeendiscontinuedinothercolonialcities.The10providedameansofbringinghandmadegoodsfrom11placestowould-bebuyersinthecity.LinensandstockingsfromGermantown12werepopularitems. Auctionswereanotherpopular13oftrade.Becauseofthecompetitionretail14opposedtheseaswellasthefairs.15governmentalattemptstoeradicatefairsandauctionswerelessthansuccessfultheordinary16ofeconomicdevelopmentwasonthemerchants’sideasincreasingbusinessspecializationbecamethe17oftheday.Exportmerchantsbecamedifferentiatedfromtheirimportingcounterpartsandspecialtyshopsbegantoappear18generalstoressellingavarietyofgoods. OneofthereasonsPhiladelphia’smerchantsprosperedwasbecausethesurroundingareawasundergoingtremendouseconomicanddemographicgrowth.Theydidtheirbusiness19inthecapitalcityoftheprovince20tonotonlythegovernorandhiscirclebutcitizensfromalloverthecolony. 6
AsPhiladelphiagrewfromasmalltownintoacityinthefirsthalfoftheeighteenthcenturyitbecameanincreasinglyimportantmarketingcenterforavastagriculturalhinterland.Marketdays1thecrowdedcityevenmorecrowdedasfarmersfromwithina2of24ormorekilometersbroughttheirsheepvegetablesciderandotherproductsfordirectsaletothe3.TheHighStreetMarketwascontinuously4throughouttheperioduntil17365it6fromFrontStreettoThird.By1745NewMarketwasopenedonSecondStreet.ThenextyeartheCallowHillMarketbegan7. Alongwithmarketdaysthe8oftwice-yearlyfairspersistedinPhiladelphia9aftersimilartradingdayshadbeendiscontinuedinothercolonialcities.The10providedameansofbringinghandmadegoodsfrom11placestowould-bebuyersinthecity.LinensandstockingsfromGermantown12werepopularitems. Auctionswereanotherpopular13oftrade.Becauseofthecompetitionretail14opposedtheseaswellasthefairs.15governmentalattemptstoeradicatefairsandauctionswerelessthansuccessfultheordinary16ofeconomicdevelopmentwasonthemerchants’sideasincreasingbusinessspecializationbecamethe17oftheday.Exportmerchantsbecamedifferentiatedfromtheirimportingcounterpartsandspecialtyshopsbegantoappear18generalstoressellingavarietyofgoods. OneofthereasonsPhiladelphia’smerchantsprosperedwasbecausethesurroundingareawasundergoingtremendouseconomicanddemographicgrowth.Theydidtheirbusiness19inthecapitalcityoftheprovince20tonotonlythegovernorandhiscirclebutcitizensfromalloverthecolony. 4
Text4 "Whatadifferenceawordmakes."Theissueofsemanticshasbeenanongoingcomplaintagainstthemediawhichhasbeencharacterizedbyanincreasinglevelofsensationalismandirresponsiblereportingovertheyearsfosteredbyincreasinglyfiercecompetitionandstruggleforwiderdistributionsandreaderships. Afocalpointforthecriticismisthecoverageofhigh-profilecriminalcases.Withsuchheadlinesas"Mr.XArrestforFirst-DegreeMurder"prominentlydisplayedacrossthefrontpageithasbeenarguedthatsuchprovocativelanguageinfluencespublicopinioncausingprematureassumptionsofguiltbeforethemattercanbeproperlyandlegallydecidedinacourtoflaw.Thepowerofthemediatoinfluencepublicopinionandbyextensionlegalandpoliticalperceptionshaslongbeenestablishedandrecognizedspurringoutcrieswheninaccurateoroverlyembellishedstoriesresultinunwarranteddestructionofpublicimageorintrusionsintoprivacyofunwillingindividuals. Reportersandeditorstaketheutmostcareintheirchoiceofwordsforuseintheirarticlesbutwithconstantpressuretocreateprovocativeheadlinesinordertoselltheirpapersthedistinctionbetweenrespectableperiodicalsandtrashytabloidsisbecomingthinnereveryday.Thepredicamentisexacerbatedbythepublic’sseemingshortattentionspanputtingthepapersunderpressuretomaketheirstoriesasattention-grabbingastheyareaccurate.Furtherobfuscatingthesituationisthefactthatthesamephrasecanbeinterpretedinamyriadofdifferentwaysdependingonwhoreadsitmakingithardforonetojudgewhetheralineisexcessiveornot. WhateverthecausesandeffectshoweverthefreedomofpresslawsintheUnitedStatesmeanthatanychangetothestyleemployedbythemediamustbeself-imposed.Inthatrespectitappearsthatnothingwillbechanginginthenearfuturesincethepublic’sinsatiablehungerforcontroversyandscandalcontinuestodominateandsetthepaceformarketablereporting.Asthesensationalismanditsrelatedeffectscontinueintothelongertermhowever’therewillnodoubtbemoreoutcryasthetrendcontinues.Thiswillpossiblyresultinanupheavalofthesystemfavoringmoreaccurateunembellishedreportingconsistingofhardfactswithaminimumofsuppositionorcommentaryanddevoidofminorsandotherquestionablesourcesofinformation.Ifandwhenthatoccurswecantrulystatewithpridethatourmediaindustryisnotonlyafreeonebutaresponsibleandreliableone. Accuraterepresentationandreportingisvitalinthemediabecause
Whencompetitionisfierceandelbowsareflyingnothingismorenaturalthanthedesiretoclimbatoptheheap.Thebiggestfirmsinmostindustrieshaveanedge.Theyprobablybecamethebiggestbybeingthebest.46Theytendtobecomemoreefficientastheygrowreapingeconomiesofscalethusincreasingtheirmarginsandtheiradvantageoversmallerrivals.Beinglargeenoughtoshapeanindustrycanhelp.Andwhenthenationalchampionisfalteringthereisafairchancepoliticianswillconsiderittoobigtofail. 47Soyoumightthinkthatit’stimetocrackopenafewcansofthestuffatPepsiCowhichthisweeksurpassedCoca-Colainmarketvalueforthefirsttimein112yearsofcrazycompetition.AndyetwithoutwishingtospoilPepsi’spartythecaseforcelebrationisnotsoclear-cut.AsAmericahasdiscoveredinthegeopoliticsbusinessbeingnumberoneisnotmuchfun. Assoonasafirmclimbsabovethesharpelbowsofitsrivalsitstartsgettingpeltedwiththeeggsofanti-businessactivists.Peoplewhohatebigbusinessaimhigh.48SowhilebigbadWal-MartismockedTargethasinthepastcoupleofyearseasilycutthebenefitsofitsnon-unionworkers.Andwhenwasthelasttimeyousawananti-globalizationmobdestroyaBurgerKingoutlet 49UnlikeMicrosoftwhichisloathedbymanyforitsmonopolypowerApplehasnothadtocontendwiththousandsofyounghackersfightingtopokeholesinthesecurityofitsoperatingsystems.WhileNikewasinundatedwithcomplaintsaboutits"sweatshops"inpoorcountriesAdidassteadilyimproveditsbrandandhasrecentlyacquiredReeboktoemergeasastrongnumbertwo.IfonlyEbenezerScroogehadlivedacrosstownfromabiggerrivaltheghostsofChristmasmighthavepickedontheotherguyandleftthepoorcurmudgeontoagoodnight’ssleep. Asprotestersgetbetteratrunningmediacampaignsthesecond-bestadvantagemayevenbegrowing.50FirmssuchasFordBurgerKingandTargetdonothavedocumentary-makersqueuinguptoattacktheminsuchfilmsas"RogerandMe"GeneralMotors"SuperSizeMe"McDonald’sor"Wal-Mart:TheHighCostofLowPrice".Eveniftherunner-updoesgetcaughtdoingsomethingunpopularitcanpintheblameonmercilesscompetitionfromtheevilnumberone. Theytendtobecomemoreefficientastheygrowreapingeconomiesofscalethusincreasingtheirmarginsandtheiradvantageoversmallerrivals
Text4 "Whatadifferenceawordmakes."Theissueofsemanticshasbeenanongoingcomplaintagainstthemediawhichhasbeencharacterizedbyanincreasinglevelofsensationalismandirresponsiblereportingovertheyearsfosteredbyincreasinglyfiercecompetitionandstruggleforwiderdistributionsandreaderships. Afocalpointforthecriticismisthecoverageofhigh-profilecriminalcases.Withsuchheadlinesas"Mr.XArrestforFirst-DegreeMurder"prominentlydisplayedacrossthefrontpageithasbeenarguedthatsuchprovocativelanguageinfluencespublicopinioncausingprematureassumptionsofguiltbeforethemattercanbeproperlyandlegallydecidedinacourtoflaw.Thepowerofthemediatoinfluencepublicopinionandbyextensionlegalandpoliticalperceptionshaslongbeenestablishedandrecognizedspurringoutcrieswheninaccurateoroverlyembellishedstoriesresultinunwarranteddestructionofpublicimageorintrusionsintoprivacyofunwillingindividuals. Reportersandeditorstaketheutmostcareintheirchoiceofwordsforuseintheirarticlesbutwithconstantpressuretocreateprovocativeheadlinesinordertoselltheirpapersthedistinctionbetweenrespectableperiodicalsandtrashytabloidsisbecomingthinnereveryday.Thepredicamentisexacerbatedbythepublic’sseemingshortattentionspanputtingthepapersunderpressuretomaketheirstoriesasattention-grabbingastheyareaccurate.Furtherobfuscatingthesituationisthefactthatthesamephrasecanbeinterpretedinamyriadofdifferentwaysdependingonwhoreadsitmakingithardforonetojudgewhetheralineisexcessiveornot. WhateverthecausesandeffectshoweverthefreedomofpresslawsintheUnitedStatesmeanthatanychangetothestyleemployedbythemediamustbeself-imposed.Inthatrespectitappearsthatnothingwillbechanginginthenearfuturesincethepublic’sinsatiablehungerforcontroversyandscandalcontinuestodominateandsetthepaceformarketablereporting.Asthesensationalismanditsrelatedeffectscontinueintothelongertermhowever’therewillnodoubtbemoreoutcryasthetrendcontinues.Thiswillpossiblyresultinanupheavalofthesystemfavoringmoreaccurateunembellishedreportingconsistingofhardfactswithaminimumofsuppositionorcommentaryanddevoidofminorsandotherquestionablesourcesofinformation.Ifandwhenthatoccurswecantrulystatewithpridethatourmediaindustryisnotonlyafreeonebutaresponsibleandreliableone. Theopinionoftheauthoronmediareportingisthat
Weofferheresomeprinciplesforteachingextensivereadingasatoolforprofessionaldevelopment.Thesearewhatwebelievethebasicingredientsofextensivereading.Weencourageteacherstousethemasawaytoexaminetheirbeliefsaboutreadingingeneralandextensivereadinginparticularandthewaystheyteachforeignlanguagereading.Weposittheseprinciplesinthehopesthatotherswillconsiderthemandreacttothem. 41Thereadingmaterialiseasy. Thisclearlyseparatesextensivereadingfromotherapproachestoteachingforeignlanguagereading.Forextensivereadingtobepossibleandforittohavethedesiredresultstextsmustbewellwithinthelearners’readingcompetenceintheforeignlanguage. 42Avarietyofreadingmaterialonawiderangeoftopicsmustbeavailable. Thesuccessofextensivereadingdependslargelyonenticingstudentstoread.Toawakenorencourageadesiretoreadthetextsmadeavailableshouldideallybeasvariedasthelearnerswhoreadthemandthepurposesforwhichtheywanttoread. 43Learnerschoosewhattheywanttoread. Theprincipleoffreedomofchoicemeansthatlearnerscanselecttextsastheydointheirownlanguagethatistheycanchoosetextstheyexpecttounderstandtoenjoyortolearnfrom.Correlativetothisprinciplelearnersarealsofreeindeedencouragedtostopreadinganythingtheyfindtobetoodifficultorthatturnsoutnottobeofinterest. 44Learnersreadasmuchaspossible. Thisisthe"extensive"ofextensivereadingmadepossiblebythepreviousprinciples.Themostcriticalelementinlearningtoreadistheamountoftimespentactuallyreading. Thepurposeofreadingisusuallyrelatedtopleasureinformationandgeneralunderstanding. Inanextensivereadingapproachlearnersareencouragedtoreadforthesamekindsofreasonsandinthesamewaysasthegeneralpopulationoffirst-languagereaders.Thissetsextensivereadingapartfromusualclassroompracticeontheonehandandreadingforacademicpurposesontheother.Onehundredpercentcomprehensionindeedanyparticularobjectivelevelofcomprehensionisnotagoal.Intermsofreadingoutcomesthefocusshiftsawayfromcomprehensionachievedorknowledgegainedandtowardsthereader’spersonalexperience. 45Readingspeedisusuallyfasterratherthanslower. Whenlearnersarereadingmaterialthatiswellwithintheirlinguisticabilityforpersonalinterestandforgeneralratherthanacademicpurposesitisanincentivetoreadingfluency. Wehopethattheseprincipleswillgiveteachersfoodforthoughtandreflectionastheyconsidertheirbeliefsabouthowbesttohelptheirstudentsbecomeproficientforeign-languagereaders. [A]Thelearners’experienceofreadingthetextisatthecenteroftheextensivereadingexperiencejustasitisinreadingineverydaylife.Forthisreasonextensivereadingisnotusuallyfollowedbycomprehensionquestions.Itisanexperiencecompleteinitself.Atthesametimeteachersmayaskstudentstocompletefollow-upactivitiesbasedontheirreading.Suchactivitieswhilerespectingtheintegrityofstudents’readingexperiencesextendthemininterestingandusefulways. [B]Booksmagazinesnewspapersfictionnon-fictiontextsthatinformtextsthatentertaingeneralspecializedlightserious. [C]Inhelpingbeginningreadersselecttextsthatarewellwithintheirreadingcomfortzonemorethanoneortwounknownwordsperpagemightmakethetexttoodifficultforoverallunderstanding.Intermediatelearnersmightusetheruleofhand--nomorethanfivedifficultwordsperpage. [D]Nuttallnotesthat"speedenjoymentandcomprehensionarecloselylinkedwithoneanother".Shedescribes"Theviciouscircleoftheweakreader:Readsslowly;Doesn’tenjoyreading;Doesn’treadmuch;Doesn’tunderstand;Readsslowly..."andsoon.Extensivereadingcanhelpreaders"enterinsteadthecycleofgrowth...Thevirtuouscircleofthegoodreader:Readsfaster;Readsmore;Understandsbetter;Enjoysreading;Readsfaster...". [E]Thereisnoupperlimittotheamountofreadingthatcanbedonebutabookaweekisprobablytheminimumamountofreadingnecessarytoachievethebenefitsofextensivereadingandtoestablishareadinghabit. [F]WhatHenrynoticedaboutherkevel-1non-readingundergraduatesisnolesstrueinforeignlanguagereading:"Mystudentsneededtoreadforthemselvesnotforme."Forstudentsusedtoworkingwithtextbooksandteacher-selectedtextsthefreedomtochoosereadingmaterialandfreedomtostopreadingmaybeacrucialstepinexperiencingforeignlanguagereadingassomethingpersonal. 44
Text2 JamesandBonnieSturgisarethekindofparentsanyschoolwouldliketoclaim.He’shighlyeducatedhasfourdegrees.She’sanenergeticstay-at-homemomwhospendshourseachweekcartingtheirfourchildrentoactivitiesneartheirPalmBeachCountyFla.home. Theyareinvolvedparentscommittedtotheirchildren’seducation--justnotcommittedtothepublicschools. TheSturgisesarehome-schoolerspartofagrowingmovementthatrejectsmanyofthepractices-andattimestheverypremises--ofpubliceducation.Home-schoolersbelievethatparentsarethebestteachersthatfamily-centerededucationtrumpsthetypicalK-12experienceanytimethatonlybyseparatingthemselvesfromacumbersomeandsomesaymorallycorruptsystemcantheyretaincontroloftheirchildren’slives. Inthepasttheresponseofmanyschoolboardmembershasbeen:"Iftheydon’twantwhatweofferletthemgo."Andonthoseoccasionswhenhome-schooledstudentsaskedtotryoutforthefootballteamplayinthebandorenrollinhigh-levelscienceclassestheresponsehasoftenbeen"no". Butthat’schanging.Moreschooldistrictsareopeningcoursesandextracurricularactivitiestohome-schoolersandtherhetoricissoftening. Thedistrict’sformerpolicytowardhome-schooling"wasn’tfriendlyatall"saysReneeSessleraboardmemberfortheReynoldsSchoolDistrictnearPortlandOre.."ItsaidWe’renotgoingtodoanythingforyou.’"Lastyeartheboardopenedphysicaleducationmusicprogramsandotheractivitiesandcoursestohome-schoolers. Extracurricularactivitieshavealsobeenopenedtohome-schoolersinPalmBeachCountyanddistrictsthroughoutFloridasinceastatelawwaspassedin1996.Noweveryschoolsysteminthestatehasacoordinatorwhohandlesrelationsbetweenthedistrictandhome-schoolingparents. "Ithinkcertainlyinthelastfiveyearsorsothere’sadifferentclimate"saysMikeSmithpresidentoftheHomeSchoolLegalDefenseAssociationHSLDAwhichadvocatesfortheinterestsofhome-schoolersandgoestocourtontheirbehalf."Noteverywherebutit’schanging." Whythenewattitude’Foronethingit’sgoodpublicrelations.Asanyboardmemberknowsit’sbettertoworkwithdisillusionedparentsthandrivethemfartheraway.Andit’sgoodbusinesstogetaportionofthefull-timeequivalentfundingfortheperiodthathome-schoolersareinschool. FromtheintroductionoftheSturgiseswelearnthat
Weofferheresomeprinciplesforteachingextensivereadingasatoolforprofessionaldevelopment.Thesearewhatwebelievethebasicingredientsofextensivereading.Weencourageteacherstousethemasawaytoexaminetheirbeliefsaboutreadingingeneralandextensivereadinginparticularandthewaystheyteachforeignlanguagereading.Weposittheseprinciplesinthehopesthatotherswillconsiderthemandreacttothem. 41Thereadingmaterialiseasy. Thisclearlyseparatesextensivereadingfromotherapproachestoteachingforeignlanguagereading.Forextensivereadingtobepossibleandforittohavethedesiredresultstextsmustbewellwithinthelearners’readingcompetenceintheforeignlanguage. 42Avarietyofreadingmaterialonawiderangeoftopicsmustbeavailable. Thesuccessofextensivereadingdependslargelyonenticingstudentstoread.Toawakenorencourageadesiretoreadthetextsmadeavailableshouldideallybeasvariedasthelearnerswhoreadthemandthepurposesforwhichtheywanttoread. 43Learnerschoosewhattheywanttoread. Theprincipleoffreedomofchoicemeansthatlearnerscanselecttextsastheydointheirownlanguagethatistheycanchoosetextstheyexpecttounderstandtoenjoyortolearnfrom.Correlativetothisprinciplelearnersarealsofreeindeedencouragedtostopreadinganythingtheyfindtobetoodifficultorthatturnsoutnottobeofinterest. 44Learnersreadasmuchaspossible. Thisisthe"extensive"ofextensivereadingmadepossiblebythepreviousprinciples.Themostcriticalelementinlearningtoreadistheamountoftimespentactuallyreading. Thepurposeofreadingisusuallyrelatedtopleasureinformationandgeneralunderstanding. Inanextensivereadingapproachlearnersareencouragedtoreadforthesamekindsofreasonsandinthesamewaysasthegeneralpopulationoffirst-languagereaders.Thissetsextensivereadingapartfromusualclassroompracticeontheonehandandreadingforacademicpurposesontheother.Onehundredpercentcomprehensionindeedanyparticularobjectivelevelofcomprehensionisnotagoal.Intermsofreadingoutcomesthefocusshiftsawayfromcomprehensionachievedorknowledgegainedandtowardsthereader’spersonalexperience. 45Readingspeedisusuallyfasterratherthanslower. Whenlearnersarereadingmaterialthatiswellwithintheirlinguisticabilityforpersonalinterestandforgeneralratherthanacademicpurposesitisanincentivetoreadingfluency. Wehopethattheseprincipleswillgiveteachersfoodforthoughtandreflectionastheyconsidertheirbeliefsabouthowbesttohelptheirstudentsbecomeproficientforeign-languagereaders. [A]Thelearners’experienceofreadingthetextisatthecenteroftheextensivereadingexperiencejustasitisinreadingineverydaylife.Forthisreasonextensivereadingisnotusuallyfollowedbycomprehensionquestions.Itisanexperiencecompleteinitself.Atthesametimeteachersmayaskstudentstocompletefollow-upactivitiesbasedontheirreading.Suchactivitieswhilerespectingtheintegrityofstudents’readingexperiencesextendthemininterestingandusefulways. [B]Booksmagazinesnewspapersfictionnon-fictiontextsthatinformtextsthatentertaingeneralspecializedlightserious. [C]Inhelpingbeginningreadersselecttextsthatarewellwithintheirreadingcomfortzonemorethanoneortwounknownwordsperpagemightmakethetexttoodifficultforoverallunderstanding.Intermediatelearnersmightusetheruleofhand--nomorethanfivedifficultwordsperpage. [D]Nuttallnotesthat"speedenjoymentandcomprehensionarecloselylinkedwithoneanother".Shedescribes"Theviciouscircleoftheweakreader:Readsslowly;Doesn’tenjoyreading;Doesn’treadmuch;Doesn’tunderstand;Readsslowly..."andsoon.Extensivereadingcanhelpreaders"enterinsteadthecycleofgrowth...Thevirtuouscircleofthegoodreader:Readsfaster;Readsmore;Understandsbetter;Enjoysreading;Readsfaster...". [E]Thereisnoupperlimittotheamountofreadingthatcanbedonebutabookaweekisprobablytheminimumamountofreadingnecessarytoachievethebenefitsofextensivereadingandtoestablishareadinghabit. [F]WhatHenrynoticedaboutherkevel-1non-readingundergraduatesisnolesstrueinforeignlanguagereading:"Mystudentsneededtoreadforthemselvesnotforme."Forstudentsusedtoworkingwithtextbooksandteacher-selectedtextsthefreedomtochoosereadingmaterialandfreedomtostopreadingmaybeacrucialstepinexperiencingforeignlanguagereadingassomethingpersonal. 42
AsPhiladelphiagrewfromasmalltownintoacityinthefirsthalfoftheeighteenthcenturyitbecameanincreasinglyimportantmarketingcenterforavastagriculturalhinterland.Marketdays1thecrowdedcityevenmorecrowdedasfarmersfromwithina2of24ormorekilometersbroughttheirsheepvegetablesciderandotherproductsfordirectsaletothe3.TheHighStreetMarketwascontinuously4throughouttheperioduntil17365it6fromFrontStreettoThird.By1745NewMarketwasopenedonSecondStreet.ThenextyeartheCallowHillMarketbegan7. Alongwithmarketdaysthe8oftwice-yearlyfairspersistedinPhiladelphia9aftersimilartradingdayshadbeendiscontinuedinothercolonialcities.The10providedameansofbringinghandmadegoodsfrom11placestowould-bebuyersinthecity.LinensandstockingsfromGermantown12werepopularitems. Auctionswereanotherpopular13oftrade.Becauseofthecompetitionretail14opposedtheseaswellasthefairs.15governmentalattemptstoeradicatefairsandauctionswerelessthansuccessfultheordinary16ofeconomicdevelopmentwasonthemerchants’sideasincreasingbusinessspecializationbecamethe17oftheday.Exportmerchantsbecamedifferentiatedfromtheirimportingcounterpartsandspecialtyshopsbegantoappear18generalstoressellingavarietyofgoods. OneofthereasonsPhiladelphia’smerchantsprosperedwasbecausethesurroundingareawasundergoingtremendouseconomicanddemographicgrowth.Theydidtheirbusiness19inthecapitalcityoftheprovince20tonotonlythegovernorandhiscirclebutcitizensfromalloverthecolony. 8
Text3 Inmorethanacenturyofhand-to-handcombatinshopssupermarketaislesrestaurantsandbarsaroundtheworldCoca-ColahasnearlyalwaysbeenintheleadandPepsiinsecondplace.WhenWarrenBuffettCoke’slong-timeinvestortoldtheboardthathehadvisitedapizzaparlourinOmahaNebraskawithhisgrandsononlytodiscoveritservednothingbutPepsiCoke’sbossesactedswiftlytoremovetheirarch-rivalfromthemenuandreplaceitwithCoke. IfonlytheAtlanta-basedcompanyhadmovedasdeterminedlyinresponsetochangingconsumertastesitmighthaveavoidedahumiliatingreversalinfortunes.OnDecember12thPepsiCoovertookCoca-Colainmarketcapitalisationforthefirsttime.WithPepsiCo’ssharepricehavingrisenby14%thisyearitsstockmarketvaluereached$98.4billioncomparedwith$97.9billionforCoca-Colawhichhasseenitssharesdeclineby1.2%inthesameperiod. Pepsiispowerednotbyitstraditionalfizzydrinks--salesofthoseareflat--butsuchproductsasGatoradeasportsdrinkthathasseensalesgrowbymorethan30%.GatoradealsorepresentsabroaderdiversificationbyPepsiCoawayfromarelianceonsugarycolasandintootherproducts.PepsiConowreportedlygetsaround20%ofitsrevenuefromsoftdrinksunlikeCoca-Colawheretheyaccountforsome80%. ManyofthebrandsthatPepsiCohasbeenacquiringandpromotingappealtoconsumers’concernsabouttheirhealth.PepsiCo’slatestadvertisingprogrammepromotesanew"SmartSpot"symbolwhichallowspeopletoidentifyhealthierproducts.ThespotsarebeingattachedtoGatoradeandotherPepsiCobrandssuchasTropicanaorangejuiceAquafinawaterbakedlay’scrispsandQuakerGranolaBars. Coca-Colawillnowtrytoregainthecrown.Havingenduredvarioustroublesandtwochiefexecutivessincethedeathin1997ofRobertoGoizuetaamuch-admiredbossCokebroughtaveteranNevilleIsdelloutofretirementlastyeartoreinvigoratethecompany.Mr.Isdellknowsathingortwoaboutbeinginsecondplace.Inthe1980shetookCokefromthenumbertwospotinthePhilippinestomoveaheadofPepsi. Mr.IsdellhasCoke’sownsportsdrinkPoweradeinhisportfolio--buthecouldhavehadGatorade.FiveyearsagoanotherfizzydrinkchampagnewasonicetocelebrateCoca-Cola’s$15.8billiontakeoverofQuakerOatsthenownerofGatorade.ThistakeoverwassupposedtoleadCokeintowhatlookedtobeahotnewmarketforhealthdrinks.Butthe"SageofOmaha"asMr.BuffettisknownblockedthedealinpartbecauseitwouldhavedilutedthevalueofCoke’sshares.PepsitookoverQuakerOatsinstead--amemorythatmustleaveMr.BuffettandotherCokeshareholderswithabittertasteintheirmouths. ThestoryofMr.Buffettisnotedtosuggestthat
46Technologyhasmadeiteasytocrossnationalfrontiersphysicallybuttherehasbeennoinventionofnewmentalhabitstoenablepeopletocopewithforeignersinanewway.Forthattohappenthehabitsoftouristswillhavetoalter.ThehiddengodoftravelisstillKarlBaedekereventhoughhediedin1859.Hisguidebookshaveapermanentpatternmakingtravelessentiallyamatterofsightseeinglookingatplacesratherthanatpeople.47Hisachievementwastofindsightsthatcouldbeguaranteedtobethereallthetimetobeclearlyidentifiabledatedandclassifiedaccordingtotheamountofadmirationtheydeserved.Hemadevisitstooldmonumentsandtoartmuseums--thestapledietofthetravelerdrawingattentionawayfromthelivinginhabitants.Tothisdaytourismisacourseinhistoryarchitectureaestheticsandtheappreciationofhotelsandfood.48Thecultof"sights"hasgrownsomuchthatmostforeignorganizedtravelinvolvesvirtuallynocontactwiththenativesbeyondthosewhospecializeincateringfortourists.Thebusinesstravelertendstomeetmainlypeopleinhisownprofession.HowdifferentfromtheitineraryofamodernpackageholidayisthisprogramdrawnupbyanEnglishmanSirFrancisHeadin1852beforetheguidebookstoldtouristswhattodo.InParishevisitedthemunicipalpawnshoptheasylumforblindyouthswhereBraillestillunknowninEnglandwasbeingusedaprisonanorphanageforabandonedchildrentheSalpetriereoldpeople’shomethemorguethenationalprintingworksthemilitaryacademythenationalassemblythepubliclaundryandfinallyheattended/helecturesattheConservatoryforArtsandCrafts.Theriseofbureaucraticofficialdomsoonstoppedthatkindofcuriosity;butperhapstodayanewopennesswillallowittoexpressitselfagain.Informertimestheattractionofforeigntravelwasoftenthatpeopledidabroadwhattheydarednotdoathomewhichisshyforeigncountrieswonreputationsforsexualdebauchery.TheFrenchconsideredEnglandasdebauchedastheEnglishvisitorstotheFoliesBergeresimaginedtheFrenchtobe.49ButnowthatavisittoFranceisnolongeradangerousadventureandthataninternationaluniformityexistsinsomanyofthegoodsandfacilitiesthetouristencounterswhereistheexcitementandwherearethenewdiscoveries Itistobefoundinthepeople.50Theforeignnessinforeigntraveltodaymustcomemainlyfrommeetingindividualswhomonewouldnotnormallymeetathome. Theforeignnessinforeigntraveltodaymustcomemainlyfrommeetingindividualswhomonewouldnotnormallymeetathome.
1showyourunderstandingofthesymbolicmeaningofthepicturebelow. 2giveaspecificexample/commentand 3giveyoursuggestionastothebestwaytotreattradition. Youshouldwriteabout200wordsonANSWERSHEET2.20points
Text1 Wal-Martisnowmountingaboldexpansionthatcoulddoubleitssaleswithinjustfiveyearsto$480billion.SomeofthatgrowthwillcomeinnewmarketsoutsidetheU.S.where1200storesinninecountriesalreadyaccountforabout16%ofthechain’stotalsales.ButevenmoregrowthwillbewonasthechaininsinuatesitselfintomoreU.S.neighborhoodsandinvadesmoreproductcategories. IfyouthinkWal-Martalreadysellsjustabouteverythingthinkagain.ThinkPCsceilingfansmorefashionableclothinggasolineandevencars."Theirgoalistohavea30%shareofeverymajorbusinesstheyarcin"saysLindaKristiansenaretailanalystforUBSWarburgEquityResearch.Ifthere’snoWal-Martstorenearyoujustwait.IfyoushopatWal-Martexpectyourstoretogetbiggeroranewstoretoopenevencloser.Thechainplanstoexpandfrom3400U.S.locationstoday-halfofthemintheSouth--toanationwidenetworkapproaching5000storesinfiveyears. Wal-Marthas1300Supercentersmanyofthemconvertedfromstandarddiscountstoresofferingeverythingfromhardwaretogroceriesanddrugs.Insomeareasitisplacingthese17O00-sq-mmonstersascloseas8kmapart.Andinthespacesbetweenit’stormentinglocalgroceriesandconveniencestoreswithNeighborhoodMarketscall’emSmall-Marts.Wal-MartisbuildingitsfirsturbanSupercenterindowntownDallas.Andwithoutfanfareitistestingused-carsalesalongsideoneofitsHoustonstores."It’ssurprisinghowmuchroomwehaveforgrowth"saysRobsonWalton58Sam’ssonandthecompany’snonexecutivechairman."I’mnottryingtobeflippant"addsLeeScott52Wal-Mart’sCEO."Butsimplyputourlong-termstrategyistobewherewe’renot." YetforWal-Marttogetwhereitisnowisgoingtobealotharderthanitwastogetwhereitis.Evenwithsalesexpectedtogrowtoabout$240billionforthefiscalyearthatendsJan.31pricewarsinitsgrocerybusinessnarrowedWal-Mart’sprofitmargintoitslowestlevelinfouryears.Thecompanyplanstofattenprofitsbybecomingmoreofaproducerandevendesignerofitsgoodsespeciallyclothing.It’smakingblousesinChinaandtowersinIndiathatitintendstoselleverywherefromBerlintoBeijingandBoston.Butfashionisanotoriouslyficklebusiness.AndbydivingdeeperintothemanufacturingofmoreofitsproductsWal-Martisbravingapaththathasbroughtgrieftosomeofhistory’sbiggestretailerssuchasA&PandSears. WhyareBerlintoBeijingandBostonmentionedinthelastparagraph
Text4 RupertMurdochoncedescribedthemasthe"riversofgold"--thelucrativeclassified-advertisingrevenuesthatflowedintobignewspapergroups.ButthegoldenriversarebeingdivertedonlineastheInternetbreaksthegripthatlocalandregionalnewspapersonceheldovertheiradvertisingmarkets. Typicallyalocalnewspaperwouldexpecttogetsome80%ofitsrevenuefromadvertisingofwhicharoundtwo-thirdswouldcomefromclassifieds.ButlastyearintheSanFranciscoBayareajobadsworthsome$60mwerelostfromnewspaperstothewebreckonsClassifiedIntelligenceaconsultancy.EmapaBritishpublisherrecentlygavewarningofa30%declineinrecruitmentadsinoneofitstitlesNursingTimesfollowingthelaunchofafreewebsiteforjobsinBritain’sNationalHealthService. TheInternethasbecomethefastest-growingadvertisingmedium.Onlineadrevenuesreached$5.8billioninthefirstsixmonthsofthisyearinAmericaup26%onthesameperiodlastyearaccordingtoajointstudybytheInteractiveAdvertisingBureauandPricewaterhouse-Coopers.InBritainonlineadrevenuessurgedby62%inthesameperiodtoalmost￡500m$870m. Searchadvertising--thesmalltext-adsthatappearalongsideGoogleandYahoo!searches--accountfor40%oftheonlineadmarket.Another20%goestodisplayadsand18%toclassifiedadvertising.Butsearchadvertisingcanalsoworklikeasmalladandwillincreasinglychallengeprintclassifiedsaswebsitesdeveloplocalizedandmoreelaborateservicesforonlineusers. PerhapsthemostsignificantdevelopmentcameonNovember16thwhenGooglestartedupaprototypeservicecalledGoogleBase.Itoffersasearchabledatabaseoffreelistingsincludingsmalladswhichcanbenarroweddowntopostalregions.AmongitsfirstOfferingswereusedcars.InnotimeGooglecouldchallengeeBaywhoseownauctionlistingsnowworkmuchlikeagiantclassifiedwebsite--especiallywithits"buy-it-now"options.ButeBaychargessellers.Evensoitsoldmorethan450mitemsinthethreemonthstoSeptember30thforalmost$11billion. Inresponsemostprintpublishersareexpandingonline.Mr.MurdochisbuyingwebsitesincludingPropertyfinderandMySpaceasocial-networkingsite.NewspapergroupshaveteameduptojointlyoperatewebsitestocompetewithMonsterforrecruitmentads.Buttheonlineoperatorsareexpandingtoo.eBayforinstanceisbuildingaglobalnetworkofclassifiedsitesundertheKijijibrand.ItalsohasastakeinthepopularCraigs-listwhichhavingsoakedupsomanylistingsarounditsSanFranciscohomeisnowfrighteningothernewspapersasitexpandsitsmostly-freeadsservicetoothercitiesaroundtheworld. Thechallengethatnewspapersfacedfromthewebsiteis
AsPhiladelphiagrewfromasmalltownintoacityinthefirsthalfoftheeighteenthcenturyitbecameanincreasinglyimportantmarketingcenterforavastagriculturalhinterland.Marketdays1thecrowdedcityevenmorecrowdedasfarmersfromwithina2of24ormorekilometersbroughttheirsheepvegetablesciderandotherproductsfordirectsaletothe3.TheHighStreetMarketwascontinuously4throughouttheperioduntil17365it6fromFrontStreettoThird.By1745NewMarketwasopenedonSecondStreet.ThenextyeartheCallowHillMarketbegan7. Alongwithmarketdaysthe8oftwice-yearlyfairspersistedinPhiladelphia9aftersimilartradingdayshadbeendiscontinuedinothercolonialcities.The10providedameansofbringinghandmadegoodsfrom11placestowould-bebuyersinthecity.LinensandstockingsfromGermantown12werepopularitems. Auctionswereanotherpopular13oftrade.Becauseofthecompetitionretail14opposedtheseaswellasthefairs.15governmentalattemptstoeradicatefairsandauctionswerelessthansuccessfultheordinary16ofeconomicdevelopmentwasonthemerchants’sideasincreasingbusinessspecializationbecamethe17oftheday.Exportmerchantsbecamedifferentiatedfromtheirimportingcounterpartsandspecialtyshopsbegantoappear18generalstoressellingavarietyofgoods. OneofthereasonsPhiladelphia’smerchantsprosperedwasbecausethesurroundingareawasundergoingtremendouseconomicanddemographicgrowth.Theydidtheirbusiness19inthecapitalcityoftheprovince20tonotonlythegovernorandhiscirclebutcitizensfromalloverthecolony. 2
46Technologyhasmadeiteasytocrossnationalfrontiersphysicallybuttherehasbeennoinventionofnewmentalhabitstoenablepeopletocopewithforeignersinanewway.Forthattohappenthehabitsoftouristswillhavetoalter.ThehiddengodoftravelisstillKarlBaedekereventhoughhediedin1859.Hisguidebookshaveapermanentpatternmakingtravelessentiallyamatterofsightseeinglookingatplacesratherthanatpeople.47Hisachievementwastofindsightsthatcouldbeguaranteedtobethereallthetimetobeclearlyidentifiabledatedandclassifiedaccordingtotheamountofadmirationtheydeserved.Hemadevisitstooldmonumentsandtoartmuseums--thestapledietofthetravelerdrawingattentionawayfromthelivinginhabitants.Tothisdaytourismisacourseinhistoryarchitectureaestheticsandtheappreciationofhotelsandfood.48Thecultof"sights"hasgrownsomuchthatmostforeignorganizedtravelinvolvesvirtuallynocontactwiththenativesbeyondthosewhospecializeincateringfortourists.Thebusinesstravelertendstomeetmainlypeopleinhisownprofession.HowdifferentfromtheitineraryofamodernpackageholidayisthisprogramdrawnupbyanEnglishmanSirFrancisHeadin1852beforetheguidebookstoldtouristswhattodo.InParishevisitedthemunicipalpawnshoptheasylumforblindyouthswhereBraillestillunknowninEnglandwasbeingusedaprisonanorphanageforabandonedchildrentheSalpetriereoldpeople’shomethemorguethenationalprintingworksthemilitaryacademythenationalassemblythepubliclaundryandfinallyheattended/helecturesattheConservatoryforArtsandCrafts.Theriseofbureaucraticofficialdomsoonstoppedthatkindofcuriosity;butperhapstodayanewopennesswillallowittoexpressitselfagain.Informertimestheattractionofforeigntravelwasoftenthatpeopledidabroadwhattheydarednotdoathomewhichisshyforeigncountrieswonreputationsforsexualdebauchery.TheFrenchconsideredEnglandasdebauchedastheEnglishvisitorstotheFoliesBergeresimaginedtheFrenchtobe.49ButnowthatavisittoFranceisnolongeradangerousadventureandthataninternationaluniformityexistsinsomanyofthegoodsandfacilitiesthetouristencounterswhereistheexcitementandwherearethenewdiscoveries Itistobefoundinthepeople.50Theforeignnessinforeigntraveltodaymustcomemainlyfrommeetingindividualswhomonewouldnotnormallymeetathome. Thecultofsightshasgrownsomuchthatmostforeignorganizedtravelinvolvesvirtuallynocontactwiththenativesbeyondthosewhospecializeincateringfortourists
Text1 Wal-Martisnowmountingaboldexpansionthatcoulddoubleitssaleswithinjustfiveyearsto$480billion.SomeofthatgrowthwillcomeinnewmarketsoutsidetheU.S.where1200storesinninecountriesalreadyaccountforabout16%ofthechain’stotalsales.ButevenmoregrowthwillbewonasthechaininsinuatesitselfintomoreU.S.neighborhoodsandinvadesmoreproductcategories. IfyouthinkWal-Martalreadysellsjustabouteverythingthinkagain.ThinkPCsceilingfansmorefashionableclothinggasolineandevencars."Theirgoalistohavea30%shareofeverymajorbusinesstheyarcin"saysLindaKristiansenaretailanalystforUBSWarburgEquityResearch.Ifthere’snoWal-Martstorenearyoujustwait.IfyoushopatWal-Martexpectyourstoretogetbiggeroranewstoretoopenevencloser.Thechainplanstoexpandfrom3400U.S.locationstoday-halfofthemintheSouth--toanationwidenetworkapproaching5000storesinfiveyears. Wal-Marthas1300Supercentersmanyofthemconvertedfromstandarddiscountstoresofferingeverythingfromhardwaretogroceriesanddrugs.Insomeareasitisplacingthese17O00-sq-mmonstersascloseas8kmapart.Andinthespacesbetweenit’stormentinglocalgroceriesandconveniencestoreswithNeighborhoodMarketscall’emSmall-Marts.Wal-MartisbuildingitsfirsturbanSupercenterindowntownDallas.Andwithoutfanfareitistestingused-carsalesalongsideoneofitsHoustonstores."It’ssurprisinghowmuchroomwehaveforgrowth"saysRobsonWalton58Sam’ssonandthecompany’snonexecutivechairman."I’mnottryingtobeflippant"addsLeeScott52Wal-Mart’sCEO."Butsimplyputourlong-termstrategyistobewherewe’renot." YetforWal-Marttogetwhereitisnowisgoingtobealotharderthanitwastogetwhereitis.Evenwithsalesexpectedtogrowtoabout$240billionforthefiscalyearthatendsJan.31pricewarsinitsgrocerybusinessnarrowedWal-Mart’sprofitmargintoitslowestlevelinfouryears.Thecompanyplanstofattenprofitsbybecomingmoreofaproducerandevendesignerofitsgoodsespeciallyclothing.It’smakingblousesinChinaandtowersinIndiathatitintendstoselleverywherefromBerlintoBeijingandBoston.Butfashionisanotoriouslyficklebusiness.AndbydivingdeeperintothemanufacturingofmoreofitsproductsWal-Martisbravingapaththathasbroughtgrieftosomeofhistory’sbiggestretailerssuchasA&PandSears. Theauthor'sopinionuponthedevelopmentofWal-Martis
Whencompetitionisfierceandelbowsareflyingnothingismorenaturalthanthedesiretoclimbatoptheheap.Thebiggestfirmsinmostindustrieshaveanedge.Theyprobablybecamethebiggestbybeingthebest.46Theytendtobecomemoreefficientastheygrowreapingeconomiesofscalethusincreasingtheirmarginsandtheiradvantageoversmallerrivals.Beinglargeenoughtoshapeanindustrycanhelp.Andwhenthenationalchampionisfalteringthereisafairchancepoliticianswillconsiderittoobigtofail. 47Soyoumightthinkthatit’stimetocrackopenafewcansofthestuffatPepsiCowhichthisweeksurpassedCoca-Colainmarketvalueforthefirsttimein112yearsofcrazycompetition.AndyetwithoutwishingtospoilPepsi’spartythecaseforcelebrationisnotsoclear-cut.AsAmericahasdiscoveredinthegeopoliticsbusinessbeingnumberoneisnotmuchfun. Assoonasafirmclimbsabovethesharpelbowsofitsrivalsitstartsgettingpeltedwiththeeggsofanti-businessactivists.Peoplewhohatebigbusinessaimhigh.48SowhilebigbadWal-MartismockedTargethasinthepastcoupleofyearseasilycutthebenefitsofitsnon-unionworkers.Andwhenwasthelasttimeyousawananti-globalizationmobdestroyaBurgerKingoutlet 49UnlikeMicrosoftwhichisloathedbymanyforitsmonopolypowerApplehasnothadtocontendwiththousandsofyounghackersfightingtopokeholesinthesecurityofitsoperatingsystems.WhileNikewasinundatedwithcomplaintsaboutits"sweatshops"inpoorcountriesAdidassteadilyimproveditsbrandandhasrecentlyacquiredReeboktoemergeasastrongnumbertwo.IfonlyEbenezerScroogehadlivedacrosstownfromabiggerrivaltheghostsofChristmasmighthavepickedontheotherguyandleftthepoorcurmudgeontoagoodnight’ssleep. Asprotestersgetbetteratrunningmediacampaignsthesecond-bestadvantagemayevenbegrowing.50FirmssuchasFordBurgerKingandTargetdonothavedocumentary-makersqueuinguptoattacktheminsuchfilmsas"RogerandMe"GeneralMotors"SuperSizeMe"McDonald’sor"Wal-Mart:TheHighCostofLowPrice".Eveniftherunner-updoesgetcaughtdoingsomethingunpopularitcanpintheblameonmercilesscompetitionfromtheevilnumberone. SowhilebigbadWal-MartismockedTargethasinthepastcoupleofyearseasilycutthebenefitsofitsnon-unionworkers
Text4 "Whatadifferenceawordmakes."Theissueofsemanticshasbeenanongoingcomplaintagainstthemediawhichhasbeencharacterizedbyanincreasinglevelofsensationalismandirresponsiblereportingovertheyearsfosteredbyincreasinglyfiercecompetitionandstruggleforwiderdistributionsandreaderships. Afocalpointforthecriticismisthecoverageofhigh-profilecriminalcases.Withsuchheadlinesas"Mr.XArrestforFirst-DegreeMurder"prominentlydisplayedacrossthefrontpageithasbeenarguedthatsuchprovocativelanguageinfluencespublicopinioncausingprematureassumptionsofguiltbeforethemattercanbeproperlyandlegallydecidedinacourtoflaw.Thepowerofthemediatoinfluencepublicopinionandbyextensionlegalandpoliticalperceptionshaslongbeenestablishedandrecognizedspurringoutcrieswheninaccurateoroverlyembellishedstoriesresultinunwarranteddestructionofpublicimageorintrusionsintoprivacyofunwillingindividuals. Reportersandeditorstaketheutmostcareintheirchoiceofwordsforuseintheirarticlesbutwithconstantpressuretocreateprovocativeheadlinesinordertoselltheirpapersthedistinctionbetweenrespectableperiodicalsandtrashytabloidsisbecomingthinnereveryday.Thepredicamentisexacerbatedbythepublic’sseemingshortattentionspanputtingthepapersunderpressuretomaketheirstoriesasattention-grabbingastheyareaccurate.Furtherobfuscatingthesituationisthefactthatthesamephrasecanbeinterpretedinamyriadofdifferentwaysdependingonwhoreadsitmakingithardforonetojudgewhetheralineisexcessiveornot. WhateverthecausesandeffectshoweverthefreedomofpresslawsintheUnitedStatesmeanthatanychangetothestyleemployedbythemediamustbeself-imposed.Inthatrespectitappearsthatnothingwillbechanginginthenearfuturesincethepublic’sinsatiablehungerforcontroversyandscandalcontinuestodominateandsetthepaceformarketablereporting.Asthesensationalismanditsrelatedeffectscontinueintothelongertermhowever’therewillnodoubtbemoreoutcryasthetrendcontinues.Thiswillpossiblyresultinanupheavalofthesystemfavoringmoreaccurateunembellishedreportingconsistingofhardfactswithaminimumofsuppositionorcommentaryanddevoidofminorsandotherquestionablesourcesofinformation.Ifandwhenthatoccurswecantrulystatewithpridethatourmediaindustryisnotonlyafreeonebutaresponsibleandreliableone. Somemediasourcesutilizecatchybutmisleadingheadlinesinorderto
Text3 Inmorethanacenturyofhand-to-handcombatinshopssupermarketaislesrestaurantsandbarsaroundtheworldCoca-ColahasnearlyalwaysbeenintheleadandPepsiinsecondplace.WhenWarrenBuffettCoke’slong-timeinvestortoldtheboardthathehadvisitedapizzaparlourinOmahaNebraskawithhisgrandsononlytodiscoveritservednothingbutPepsiCoke’sbossesactedswiftlytoremovetheirarch-rivalfromthemenuandreplaceitwithCoke. IfonlytheAtlanta-basedcompanyhadmovedasdeterminedlyinresponsetochangingconsumertastesitmighthaveavoidedahumiliatingreversalinfortunes.OnDecember12thPepsiCoovertookCoca-Colainmarketcapitalisationforthefirsttime.WithPepsiCo’ssharepricehavingrisenby14%thisyearitsstockmarketvaluereached$98.4billioncomparedwith$97.9billionforCoca-Colawhichhasseenitssharesdeclineby1.2%inthesameperiod. Pepsiispowerednotbyitstraditionalfizzydrinks--salesofthoseareflat--butsuchproductsasGatoradeasportsdrinkthathasseensalesgrowbymorethan30%.GatoradealsorepresentsabroaderdiversificationbyPepsiCoawayfromarelianceonsugarycolasandintootherproducts.PepsiConowreportedlygetsaround20%ofitsrevenuefromsoftdrinksunlikeCoca-Colawheretheyaccountforsome80%. ManyofthebrandsthatPepsiCohasbeenacquiringandpromotingappealtoconsumers’concernsabouttheirhealth.PepsiCo’slatestadvertisingprogrammepromotesanew"SmartSpot"symbolwhichallowspeopletoidentifyhealthierproducts.ThespotsarebeingattachedtoGatoradeandotherPepsiCobrandssuchasTropicanaorangejuiceAquafinawaterbakedlay’scrispsandQuakerGranolaBars. Coca-Colawillnowtrytoregainthecrown.Havingenduredvarioustroublesandtwochiefexecutivessincethedeathin1997ofRobertoGoizuetaamuch-admiredbossCokebroughtaveteranNevilleIsdelloutofretirementlastyeartoreinvigoratethecompany.Mr.Isdellknowsathingortwoaboutbeinginsecondplace.Inthe1980shetookCokefromthenumbertwospotinthePhilippinestomoveaheadofPepsi. Mr.IsdellhasCoke’sownsportsdrinkPoweradeinhisportfolio--buthecouldhavehadGatorade.FiveyearsagoanotherfizzydrinkchampagnewasonicetocelebrateCoca-Cola’s$15.8billiontakeoverofQuakerOatsthenownerofGatorade.ThistakeoverwassupposedtoleadCokeintowhatlookedtobeahotnewmarketforhealthdrinks.Butthe"SageofOmaha"asMr.BuffettisknownblockedthedealinpartbecauseitwouldhavedilutedthevalueofCoke’sshares.PepsitookoverQuakerOatsinstead--amemorythatmustleaveMr.BuffettandotherCokeshareholderswithabittertasteintheirmouths. ThetextsuggeststhatMr.Isdell
Text2 JamesandBonnieSturgisarethekindofparentsanyschoolwouldliketoclaim.He’shighlyeducatedhasfourdegrees.She’sanenergeticstay-at-homemomwhospendshourseachweekcartingtheirfourchildrentoactivitiesneartheirPalmBeachCountyFla.home. Theyareinvolvedparentscommittedtotheirchildren’seducation--justnotcommittedtothepublicschools. TheSturgisesarehome-schoolerspartofagrowingmovementthatrejectsmanyofthepractices-andattimestheverypremises--ofpubliceducation.Home-schoolersbelievethatparentsarethebestteachersthatfamily-centerededucationtrumpsthetypicalK-12experienceanytimethatonlybyseparatingthemselvesfromacumbersomeandsomesaymorallycorruptsystemcantheyretaincontroloftheirchildren’slives. Inthepasttheresponseofmanyschoolboardmembershasbeen:"Iftheydon’twantwhatweofferletthemgo."Andonthoseoccasionswhenhome-schooledstudentsaskedtotryoutforthefootballteamplayinthebandorenrollinhigh-levelscienceclassestheresponsehasoftenbeen"no". Butthat’schanging.Moreschooldistrictsareopeningcoursesandextracurricularactivitiestohome-schoolersandtherhetoricissoftening. Thedistrict’sformerpolicytowardhome-schooling"wasn’tfriendlyatall"saysReneeSessleraboardmemberfortheReynoldsSchoolDistrictnearPortlandOre.."ItsaidWe’renotgoingtodoanythingforyou.’"Lastyeartheboardopenedphysicaleducationmusicprogramsandotheractivitiesandcoursestohome-schoolers. Extracurricularactivitieshavealsobeenopenedtohome-schoolersinPalmBeachCountyanddistrictsthroughoutFloridasinceastatelawwaspassedin1996.Noweveryschoolsysteminthestatehasacoordinatorwhohandlesrelationsbetweenthedistrictandhome-schoolingparents. "Ithinkcertainlyinthelastfiveyearsorsothere’sadifferentclimate"saysMikeSmithpresidentoftheHomeSchoolLegalDefenseAssociationHSLDAwhichadvocatesfortheinterestsofhome-schoolersandgoestocourtontheirbehalf."Noteverywherebutit’schanging." Whythenewattitude’Foronethingit’sgoodpublicrelations.Asanyboardmemberknowsit’sbettertoworkwithdisillusionedparentsthandrivethemfartheraway.Andit’sgoodbusinesstogetaportionofthefull-timeequivalentfundingfortheperiodthathome-schoolersareinschool. Home-schoolersbelievethat
Text4 RupertMurdochoncedescribedthemasthe"riversofgold"--thelucrativeclassified-advertisingrevenuesthatflowedintobignewspapergroups.ButthegoldenriversarebeingdivertedonlineastheInternetbreaksthegripthatlocalandregionalnewspapersonceheldovertheiradvertisingmarkets. Typicallyalocalnewspaperwouldexpecttogetsome80%ofitsrevenuefromadvertisingofwhicharoundtwo-thirdswouldcomefromclassifieds.ButlastyearintheSanFranciscoBayareajobadsworthsome$60mwerelostfromnewspaperstothewebreckonsClassifiedIntelligenceaconsultancy.EmapaBritishpublisherrecentlygavewarningofa30%declineinrecruitmentadsinoneofitstitlesNursingTimesfollowingthelaunchofafreewebsiteforjobsinBritain’sNationalHealthService. TheInternethasbecomethefastest-growingadvertisingmedium.Onlineadrevenuesreached$5.8billioninthefirstsixmonthsofthisyearinAmericaup26%onthesameperiodlastyearaccordingtoajointstudybytheInteractiveAdvertisingBureauandPricewaterhouse-Coopers.InBritainonlineadrevenuessurgedby62%inthesameperiodtoalmost￡500m$870m. Searchadvertising--thesmalltext-adsthatappearalongsideGoogleandYahoo!searches--accountfor40%oftheonlineadmarket.Another20%goestodisplayadsand18%toclassifiedadvertising.Butsearchadvertisingcanalsoworklikeasmalladandwillincreasinglychallengeprintclassifiedsaswebsitesdeveloplocalizedandmoreelaborateservicesforonlineusers. PerhapsthemostsignificantdevelopmentcameonNovember16thwhenGooglestartedupaprototypeservicecalledGoogleBase.Itoffersasearchabledatabaseoffreelistingsincludingsmalladswhichcanbenarroweddowntopostalregions.AmongitsfirstOfferingswereusedcars.InnotimeGooglecouldchallengeeBaywhoseownauctionlistingsnowworkmuchlikeagiantclassifiedwebsite--especiallywithits"buy-it-now"options.ButeBaychargessellers.Evensoitsoldmorethan450mitemsinthethreemonthstoSeptember30thforalmost$11billion. Inresponsemostprintpublishersareexpandingonline.Mr.MurdochisbuyingwebsitesincludingPropertyfinderandMySpaceasocial-networkingsite.NewspapergroupshaveteameduptojointlyoperatewebsitestocompetewithMonsterforrecruitmentads.Buttheonlineoperatorsareexpandingtoo.eBayforinstanceisbuildingaglobalnetworkofclassifiedsitesundertheKijijibrand.ItalsohasastakeinthepopularCraigs-listwhichhavingsoakedupsomanylistingsarounditsSanFranciscohomeisnowfrighteningothernewspapersasitexpandsitsmostly-freeadsservicetoothercitiesaroundtheworld. Bysayingthegoldenriversarebeingdivertedtheauthormeans
PartB Directions: Studythefollowingdrawingcarefullyandwriteanessayinwhichyoushould 1describethedrawing 2interpretitsmeaningand 3giveyourcommentonit. Youshouldwriteabout160-200wordsneatlyonANSWERSHEET2.
46Technologyhasmadeiteasytocrossnationalfrontiersphysicallybuttherehasbeennoinventionofnewmentalhabitstoenablepeopletocopewithforeignersinanewway.Forthattohappenthehabitsoftouristswillhavetoalter.ThehiddengodoftravelisstillKarlBaedekereventhoughhediedin1859.Hisguidebookshaveapermanentpatternmakingtravelessentiallyamatterofsightseeinglookingatplacesratherthanatpeople.47Hisachievementwastofindsightsthatcouldbeguaranteedtobethereallthetimetobeclearlyidentifiabledatedandclassifiedaccordingtotheamountofadmirationtheydeserved.Hemadevisitstooldmonumentsandtoartmuseums--thestapledietofthetravelerdrawingattentionawayfromthelivinginhabitants.Tothisdaytourismisacourseinhistoryarchitectureaestheticsandtheappreciationofhotelsandfood.48Thecultof"sights"hasgrownsomuchthatmostforeignorganizedtravelinvolvesvirtuallynocontactwiththenativesbeyondthosewhospecializeincateringfortourists.Thebusinesstravelertendstomeetmainlypeopleinhisownprofession.HowdifferentfromtheitineraryofamodernpackageholidayisthisprogramdrawnupbyanEnglishmanSirFrancisHeadin1852beforetheguidebookstoldtouristswhattodo.InParishevisitedthemunicipalpawnshoptheasylumforblindyouthswhereBraillestillunknowninEnglandwasbeingusedaprisonanorphanageforabandonedchildrentheSalpetriereoldpeople’shomethemorguethenationalprintingworksthemilitaryacademythenationalassemblythepubliclaundryandfinallyheattended/helecturesattheConservatoryforArtsandCrafts.Theriseofbureaucraticofficialdomsoonstoppedthatkindofcuriosity;butperhapstodayanewopennesswillallowittoexpressitselfagain.Informertimestheattractionofforeigntravelwasoftenthatpeopledidabroadwhattheydarednotdoathomewhichisshyforeigncountrieswonreputationsforsexualdebauchery.TheFrenchconsideredEnglandasdebauchedastheEnglishvisitorstotheFoliesBergeresimaginedtheFrenchtobe.49ButnowthatavisittoFranceisnolongeradangerousadventureandthataninternationaluniformityexistsinsomanyofthegoodsandfacilitiesthetouristencounterswhereistheexcitementandwherearethenewdiscoveries Itistobefoundinthepeople.50Theforeignnessinforeigntraveltodaymustcomemainlyfrommeetingindividualswhomonewouldnotnormallymeetathome. Technologyhasmadeiteasytocrossnationalfrontiersphysicallybuttherehasbeennoinventionofnewmentalhabitstoenablepeopletocopewithforeignersinanewway.
Text4 RupertMurdochoncedescribedthemasthe"riversofgold"--thelucrativeclassified-advertisingrevenuesthatflowedintobignewspapergroups.ButthegoldenriversarebeingdivertedonlineastheInternetbreaksthegripthatlocalandregionalnewspapersonceheldovertheiradvertisingmarkets. Typicallyalocalnewspaperwouldexpecttogetsome80%ofitsrevenuefromadvertisingofwhicharoundtwo-thirdswouldcomefromclassifieds.ButlastyearintheSanFranciscoBayareajobadsworthsome$60mwerelostfromnewspaperstothewebreckonsClassifiedIntelligenceaconsultancy.EmapaBritishpublisherrecentlygavewarningofa30%declineinrecruitmentadsinoneofitstitlesNursingTimesfollowingthelaunchofafreewebsiteforjobsinBritain’sNationalHealthService. TheInternethasbecomethefastest-growingadvertisingmedium.Onlineadrevenuesreached$5.8billioninthefirstsixmonthsofthisyearinAmericaup26%onthesameperiodlastyearaccordingtoajointstudybytheInteractiveAdvertisingBureauandPricewaterhouse-Coopers.InBritainonlineadrevenuessurgedby62%inthesameperiodtoalmost￡500m$870m. Searchadvertising--thesmalltext-adsthatappearalongsideGoogleandYahoo!searches--accountfor40%oftheonlineadmarket.Another20%goestodisplayadsand18%toclassifiedadvertising.Butsearchadvertisingcanalsoworklikeasmalladandwillincreasinglychallengeprintclassifiedsaswebsitesdeveloplocalizedandmoreelaborateservicesforonlineusers. PerhapsthemostsignificantdevelopmentcameonNovember16thwhenGooglestartedupaprototypeservicecalledGoogleBase.Itoffersasearchabledatabaseoffreelistingsincludingsmalladswhichcanbenarroweddowntopostalregions.AmongitsfirstOfferingswereusedcars.InnotimeGooglecouldchallengeeBaywhoseownauctionlistingsnowworkmuchlikeagiantclassifiedwebsite--especiallywithits"buy-it-now"options.ButeBaychargessellers.Evensoitsoldmorethan450mitemsinthethreemonthstoSeptember30thforalmost$11billion. Inresponsemostprintpublishersareexpandingonline.Mr.MurdochisbuyingwebsitesincludingPropertyfinderandMySpaceasocial-networkingsite.NewspapergroupshaveteameduptojointlyoperatewebsitestocompetewithMonsterforrecruitmentads.Buttheonlineoperatorsareexpandingtoo.eBayforinstanceisbuildingaglobalnetworkofclassifiedsitesundertheKijijibrand.ItalsohasastakeinthepopularCraigs-listwhichhavingsoakedupsomanylistingsarounditsSanFranciscohomeisnowfrighteningothernewspapersasitexpandsitsmostly-freeadsservicetoothercitiesaroundtheworld. Whatcanbepredictedfromthelastparagraph
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