【Beyond Feelings】N0.3-7|1.3 The
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Sophie's Words：
1.3 大众文化的影响
In centuries past, family and teachers were the dominant, and sometimes the only, influence on children. Today, however, the influence exerted by mass culture (the broadcast media, newspapers, magazines, Internet and popular music) often is greater.
译文：
在过去几个世纪里，家庭和教师是孩子的主要影响因素，而且有时是唯一的因素。然而，当今社会大众文化对他们的影响往往更大，如广播媒体，新闻报纸，杂志，互联网，流行音乐等。
exert 英 [ɪg'zɜːt; eg-] 美 [ɪɡ'zɝt]vt. 运用，发挥；施以影响
By age 18 the average teenager has spent 11,000 hours in the classroom and 22,000 hours in front of the television set. He or she has had perhaps 13,000 school lessons yet has watched more than 750,000 commercials. By age thirty-five the same person has had fewer than 20,000 school lessons yet has watched approximately 45,000 hours of television and close to 2 million commercials.
译文：
18岁，青少年呆在教室和电视机面前的平均时间分别是11,000h，22,000h。他/她可能上了13,000节课，但却看了750,000个商业广告。35岁，相同的人群用在学校上的课不到20,000节，但却花了近45,000个小时看电视，看了近二百万个商业广告。
commercial英 [kə'mɜːʃlz] 美 [kəˈməʳʃəlz]
n. 商业广告；宣传（commercial的复数）；商业股票
What effects does mass culture have on us? To answer, we need only consider the formats and devices commonly used in the media. Modern advertising typically bombards the public with slogans and testimonials by celebrities. This approach is designed to appeal to emotions and create artificial needs for products and services. As a result, many people develop the habit of responding emotionally, impulsively, and gullibly to such appeals. They also tend to acquire values very different from those taught in the home and the school. Ads often portray play as more fulfilling than work, self-gratification as more desirable than self-control, and materialism as more meaningful than idealism.
译文：
大众文化对我们有何影响？为了回答，我们只需要考虑在媒体上常用的格式和设备。现代广告通常用广告语和名人来轰炸大众；这种方法用来唤起情感共鸣，创造对产品和服务的伪需求。因此许多人养成了一个情感上强烈回应并轻信这些广告的习惯。他们也同样倾向于吸收和家庭学校里差异很大的价值观。广告通常会把玩描述的比工作更能令人充实，自我满足比自我控制更值得，物质主义比理想主义更有意义。
Bombard 英 [bɒm'bɑːd] 美 [bɑm'bɑrd] vt. 轰炸；炮击 n. 射石炮
** testimonial** 英 [,testɪ'məʊnɪəl] 美 [,tɛstɪ'monɪəl]
n. 证明书；推荐书adj. 证明的；褒奖的；表扬的
impulsively 美 [ɪm'pʌlsɪvli] adv. 有推动力地
gullible 英 ['gʌlɪb(ə)l] 美 ['ɡʌləbl] adj. 易受骗的；轻信的
** fulfilling** 英 [fʊl'fɪlɪŋ] 美 [fʊl'fɪlɪŋ] adj. 令人满意的；能实现个人抱负的；令人高兴的
Television programmers use frequent scene shifts and sensory appeals such as car crashes, violence, and sexual encounters to keep audience interest from diminishing. Then they add frequent commercial interruptions. This author has analyzed the attention shifts that television viewers are subjected to. In a dramatic program, for example, attention shifts might include camera angle changes; shifts in story line from one set of characters (or subplot) to another, or from a present scene to a past scene (flashback), or to fantasy; and shifts to “newsbreaks,” to commercial breaks, from one commercial to another, and back to the program. Also included might be shifts of attention that occur within commercials. I found as many as 78 shifts per hour, excluding the shifts within commercials.
*This is typically accomplished by using two or more cameras and switching from one camera to another.
译文：
电视节目使用像汽车碰撞、暴力及性接触等快频场景切换和感官刺激去维持观众的兴趣；然后他们增加频繁的商业插播广告；这个作者曾分析电视观众会受到注意力转移。例如，在戏剧节目中，注意力切换可能会包括戏剧角度转换；故事线中的转换从一组任务（或次要情节）转换到另一个，或者从一个现在的场景转换到一个过去的场景（倒叙），或者转到幻想场景；转换到新闻报道，到一个又一个的商业广告，又回到节目中。商业广告中注意力转移也可能包含在里面。我发现每小时会切换78个之多，不包括那些在商业广告内部的切换点。
*这主要是用两个或两个以上的照相机，从一个相机切换到另一个相机完成。
scene 英 [siːn] 美 [sin] n. 场面；情景；景象；事件
shift 英 [ʃɪft] 美 [ʃɪft]
n. 移动；变化；手段；轮班 vi. 移动；转变；转换 vt. 转移；改变；替换
subplot 英 ['sʌbplɒt] 美 ['sʌb,plɑt] n. 次要情节；陪衬情节
flashback 英 ['flæʃbæk] 美 ['flæʃbæk] n. 倒叙；闪回；迷幻药效幻觉重现
newsbreak 英 ['njuːzbreɪk] 美 ['njʊz,brek] n. 有报导价值的事件
commercial break （广播、电视中插播的）商业广告
The number of shifts within commercials ranged from 6 to 54 and averaged approximately 17 per fifteen-second commercial. The total number of attention shifts came out to over 800 per hour, or over 14 per minute.+
+There are about eleven minutes of commercials per hour, the exact time varying by network and program. Thus, at a rate of 4 per minute, the total number of commercials per hour is 44. This calculates, therefore, to 78 shifts outside commercials plus 748 shifts (17 shifts per commercial×44 commercials per hour) within commercials for a total of 826.
译文：
商业广告里场景切换帧数范围是6到54帧，每15秒的商业广告里平均约切换场景帧数约17帧。注意力转移总数每小时超过800次，每小时超过14帧。+
+每个小时约有11分钟的商业广告，准确时间随着网络和节目变化。因此，以一个4帧每分钟的速率来算，每小时的商业广告总数是44。因此，按此计算，商业广告外78帧加上748帧（每个商业广告17帧乘以每小时44个商业广告），得到总数826帧。
This manipulation has prevented many people from developing a mature attention span. They expect the classroom and the workplace to provide the same constant excitement they get from television. That, of course, is an impossible demand, and when it isn’t met they call their teachers boring and their work unfulfilling. Because such people seldom have the patience to read books that require them to think, many publishers have replaced serious books with light fare written by celebrities.
译文：
这种操纵使得许多人没法发展一个成熟的注意广度。他们希望课堂和工作场所也能像电视里一样提供相同的恒定的刺激。当然这是不可能的要求，而且当该要求没有得到满足时，他们就称他们老师无趣，工作无意义。因为这些人没有耐心去读需要他们思考的书，所以许多出版社用名人写的美食书本代替严肃类书籍。
attention span [心理] 注意广度；注意力的持续时间
Even when writers of serious books do manage to become published authors, they are often directed to give short, dramatic answers during promotional interviews, sometimes at the expense of accuracy. A man who coaches writers for talk shows offered one client this advice: “If I ask you whether the budget deficit is a good thing or a bad thing, you should not say, ‘Well, it stimulates the economy but it passes on a burden.’ You have to say ‘It’s a great idea!’ or ‘It’s a terrible idea!’ It doesn’t matter which.”12(Translation: “ Don’t give a balanced answer. Give an oversimplified one because it will get you noticed.”)
译文：
甚至当严肃类书籍成功成为出版社作者，在促销见面会上，他们常常直接给一个短的戏剧化的答案，有时有失准确性。一个指导作者进行脱口秀的人给他的委托人这么建议道：“如果被问到财政赤字是好事还是坏事，不能说‘嗯，它刺激了经济但是传递了负担。’，必须说‘这是个好想法’或者‘这是个糟糕的想法’，说哪一个无所谓。”12（翻译：“不要给一个均衡的答案；各一个过分简化的答案，因为它将会让你得到注意。”）
at the expense 以…为代价
budget deficit [财政] 预算赤字
oversimplified [,əuvər'simplifaid] adj. 过于简单化的
Print journalism is also in the grip of sensationalism. As a newspaper editor observed, “Journalists keep trying to find people who are at 1 or at 9 on a scale of 1 to 10 rather than people at 3 to 7 [the more moderate positions] where most people actually are.”13Another journalist claims, “News is now becoming more opinion than verified fact. Journalists are slipping into entertainment rather than telling us the verified facts we need to know.”14
译文：
报刊杂志也受哗众取宠主义的限制。一位报刊编辑评论道：“记者一直试图找到1至10范围内的那个1和9 的人，而非实际上大部分人都处在的3至7这个范围内的人（那些更中立的人）”。13另一个记者则认为“现在新闻报导得越来越多的是观念而非查证的事实，记者渐渐偷偷加入娱乐内容，而非告诉大众需要知道的那些查证的事实。”14
print journalism
[主美国英语]报刊新闻业，报刊业新闻工作(区别于广播、电视新闻工作)
grip 英 [grɪp] 美 [ɡrɪp]
n. 紧握；柄；支配；握拍方式；拍柄绷带 vt. 紧握；夹紧 vi. 抓住
in the grip of 在…的支配下；受…控制
sensationalism 英 [sen'seɪʃ(ə)n(ə)lɪz(ə)m] 美[sɛn'seʃənəlɪzəm]n. 追求轰动效应；哗众取宠
slip 英 [slɪp] 美 [slɪp]
vi. 滑动；滑倒；犯错；失足；减退
vt. 使滑动；滑过；摆脱；塞入；闪开
n. 滑，滑倒；片，纸片；错误；下跌；事故
adj. 滑动的；有活结的；活络的**
Today’s politicians often manipulate people more offensively than do journalists. Instead of expressing their thoughts, some politicians find out what people think and pretend to share their ideas. Many politicians hire people to conduct polls and focus groups to learn what messages will “sell.” They even go so far as to test the impact of certain words—that is why we hear so much about “trust,” “family,” “character,” and “values” these days. Political science professor Larry Sabato says that during the Clinton impeachment trial, the president’s advisors used the term private lives over and over—James Carville used it six times in one four-minute speech—because they knew it could persuade people into believing the president’s lying under oath was of no great consequence.15
译文：
与记者相比，当今政客操控民众更为令人讨厌。取代表达他们自己的想法，有些政客研究民众的想法，并且假装分享他们的观念。许多政客雇佣人们去进行民意测试和小组讨论，学习哪些信息可以卖。他们甚至去测试特定单词的影响——这是为何我们听到这么多关于“信任”“家庭”“品质”“价值观”的原因。政治学教授Larry Sabato认为克林顿弹劾审讯期间，总统顾问一边又一遍地用到私人生活这个词——James Carville在一个14分钟的演讲中用了6词——因为他们知道这可以说服民众相信总统宣誓后撒谎是不足轻重的。15
offensively [ə'fɛnsɪvli] adv. 冒犯地；讨厌地
focus group 焦点小组；关注群体；小组讨论；分组座谈会
go so far as to 至于；甚至……
impeachment 英 [ɪm'pi:tʃmənt] 美 [ɪm'pitʃmənt] n. 弹劾；控告；怀疑；指摘
trial 英 ['traɪəl] 美 ['traɪəl] n. 试验；审讯；努力；磨炼 adj. 试验的；审讯的
