THE MEDIA IN

ENGLISH-
SPEAKING
CONTEXTS
Los medios en culturas
anglfonas

Jorge Alejandro Abboud

Pablo Jess Garca

Ramn Antonio Rios

UNIVERSIDAD NACIONAL DE TUCUMN

Facultad de Filosofa y Letras
Departamento de Ciencias de la Comunicacin
2011
About the material

The Media in English Speaking contexts is designed for pre intermediate to intermediate
students of Communication Sciences who need to use English for study and work. On a
linguistic level it involves building on reading skills in the skimming and scanning of articles
related to the Media; expanding the students vocabulary and cultural awareness by the exposure
to different types of media from various English speaking countries.

The material also provides the students with tasks so they express their own opinions
and ideas on current issues in the news and where possible leading to further class discussion.

By the end of the course, the students are expected to:

Better understand the language of the media in English.

Improve their reading and writing skills and broaden their vocabulary.
Improve their oral presentation skills and ability to express their own opinions.
Improve their communicative skills.
 Introduction: What Is Communication?

Communication is the sharing of ideas and information. While many people think
of communicationprimarily in oral or written form, communication is much more. A knowing
look or a gentle touch can also communicate a message loud and clear, as can a hard push or an
angry slap.

Communication is defined as:

1. The act of transmitting
2. A giving or exchanging of information, signals, or messages as by talk, gestures, or
writing
3. The information, signals, or message
4. Close, sympathetic relationship
5. A means of communicating; specif., a system for sending and receiving messages, as by
telephone, telegraph, radio, etc.

6. A system as of routes for moving troops and material

7. A passage or way for getting from one place to another
8. The art of expressing ideas, esp. in speech and writing
9. The science of transmitting information, esp. in symbols

This definition suggests that there can be several different types of communication, falling into
the categories of non-verbal or verbal.

Non-Verbal Communication

Non-verbal communication involves exchanging information or transmitting data without the

use of words. There are many examples of non-verbal communication everywhere in the world.

While you may not stop to think about it, a red light or a stop sign is a clear form of non-verbal
communication. No one is physically telling you to stop, but you see that symbol or signal and
know immediately what is expected of you.

Likewise, body language and facial expressions are also examples of non-verbal
communication. Over the years, numerous research studies have been done to suggest that
babies respond to smiling faces the world over, and that when a person sees someone else smile,
he may become a bit happier as well.
Thus, while understanding non-verbal communication may require some knowledge of the
cultural and social meanings behind the symbols and signs used, some types of non-verbal
communication are instinctual and no teaching is necessary.

Verbal Communication

The system of verbal communication has become quite complex, with unique languages each
having millions of words.

Unlike non-verbal communication, in order for verbal communication to be meaningful, there

must generally be a readily accepted understanding of the meaning of a series of sounds. In
other words, sounds and words alone aren't sufficient to communicate: the person transmitting
the message and the person receiving the message generally must have a cultural background or
shared knowledge that allows them to understand what those sounds have come to mean.

However, even some oral or verbal communication can be intuitive. For example, animals use
verbal communication all the time to transmit messages to each other. Birds sing, some bugs
chirp when mating, hounds bark to alert the pack on a hunt, and even whales sing, although
scientists aren't 100 percent certain what those songs mean.

The fact that language was one of man's earliest developments, and the fact that there are
similarities among languages and that animals also engage in oral communication, all suggest
that although some shared cultural understanding is necessary, the specific act of verbal
communication may be innate.
Means of Communication

Over time, the methods and means used to communicate have expanded greatly. In early
records, hieroglyphics and primitive cave paintings were used to communicate information and
transmit messages. Oral stories and traditions were also passed down through generations and
eventually many of these stories also came to be written down in some cultures.

The use of carrier pigeons, followed by Morse code and telegraph technology expanded the
reach of communication, making it possible for people to send messages over longer distances.
Today, communication has expanded and is easier than ever before. Television allows messages
to be communicated quickly and instantly to millions of viewers worldwide, and viewers can
watch events such as political elections unfold in real time.
Perhaps nothing has changed communication so much as the Internet. While television and
radio provided one-way communication, the Internet allows for the two-way exchange of
information and lets people throughout the world send data instantly and share ideas
immediately. Video chat, instant messages and even voice-over-IP telephone systems make it
possible to connect with and communicate with more people than ever before.

http://answers.yourdictionary.com/language/what-is-communication.html

STRATEGIC COMMUNICATION

The term strategic communications has become popular over the last two decades. It means
infusing communications efforts with an agenda and a master plan. Typically, that master plan
involves promoting the brand of an organization, urging people to do specific actions, or
advocating particular legislation.
It can refer to both a process, and to a specific job title.

Why strategic communications?

The field of communications is broad, encompassing professionals who create news or want
to push information to the public (public relations, public information, marketing), people
whodeliver news and media to the public (journalists, audio and video producers, public
speakers, educators), and people who study the interplay of media and society (researchers).
Strategic communications fuses the pushing and the delivering. According to Shayna
Englin, who teaches public relations and corporate communications at Georgetown, being
strategic means communicating the best message, through the right channels, measured against
well-considered organizational and communications-specific goals. Its the difference between
doing communications stuff, and doing the right communications stuff.

Several factors spawned the field:

New methods of outreach There are now many more avenues available to reach the
public than the now-crumbling empires of advertiser-sponsored newspapers, magazines, and
television. For example, a scientific or arts organization might simultaneously pitch stories
to journalists, write a blog for the public, and post to Facebook and Twitter.
Consistency & coordination There is a greater need for consistency between
departments, since the public can easily Google anything online. More coordination is also
needed, as the same communication channels (e.g., Facebook) are useful for education,
marketing, education, advocacy, fundraising, etc, and organizations need to strike a balance
between getting out important messages and also attracting readers.
More professionalism Also, there is a problem of amateurs running amok. Just as
desktop publishing allowed anyone with a PC to make a newsletter or magazine; the Internet
de-professionalized communications. The first generation of web sites in the 1990s were
created by tech departments and kids (not communications professionals), and the first
generation of Tweets and blog posts were typically made by young staffers. (Lets have the
intern start our Facebook page!)

Against this ever expanding variety of media, and low barriers to entry, it was easy to waste
resources or embarrass an organization. Unstrategic communication became more common.
Sure you got a lot of hits, impressions or followers, but so what? Executive management wanted
their communications to accomplish more concrete goals.

According to Tom Kelleher, chair of the School of Communications at the University of Hawaii,
the opposite of strategic communications is seat of the pants communications. He says that
cranking out press releases and seeking media coverage can feel productive, but without a
master plan, theres a risk of misallocating effort. This is particularly a problem for junior staff
or people who come from an advertising background, because they can be too focused on media
impressions (e.g., how many people listened to our advertisement on the radio) instead of
concrete outcomes (e.g., how many people got flu shots, or how many people learned about the
melting arctic).
 http://www.idea.org/blog/2011/03/16/what-is-strategic-communications/

Module I: The Media

I) THE MEDIA

1- Media Jargon. Whats the meaning of?

a- Ways of expressions through different kinds - Communication

of images.

b- Exchange of sense and information. - Receiver.

c- Exchange of messages through images. - Sender.

d- Product or author of a message or - Visual Arts

visual product.

e- Spectator, reader or interpreter of the message. - Code.

f- Set of signs that organize a message; rules or - Connoted sense.

conventions of the message.

g- Direct or literal comprehension of an image. - Denoted sense.

h- Associations derived from the image according - Visual communication

to collective and individual cultural codes.

2- The Mass Media1

Media is the plural form of medium. The media refer to methods of communication. Mass
media comprise mass communication and reach a mass audience, very often an entire state or
country or the entire world. Newspapers, magazines, radio, television and the Internet are all
examples of media.

Journalists present information or communicate through the media. There are different types
of media:

The print medium: printed publications such as newspapers and magazines.

The audio medium: similar to the print medium and is broadcast over a radio frequency.
On the other hand, the print medium uses the sense of sight rather than sound.

The video medium: Video provides movement on a screen. People can see videos and
hear sounds. Often it is broadcast live, this means that one sees it as it is happening. The
most well-known forms are television and movies.

The Internet medium: it is becoming more popular because it offers written news almost
instantaneously as it happens as well as audio and video news.

i) Answer the following questions

a- Whats the media?

b- Are there different types of media?
c- What examples of mass media can you mention?
d- Is a magazine print or video medium?
e- Is there only one form of video medium?
f- Why is the Internet medium becoming more popular?

3- Types of News Coverage2

News in Brief: Brief summaries of news events are quite common and offer quick
access to particular stories. They are usually about a summary of top world news stories
or minor local news stories.
1
http://open-site.org/Society/Media/ (modified for pedagogical purposes)
2
http://open-site.org/Society/Media/ (modified for pedagogical purposes)
 Breaking News Updates: News is a continuing story that is happening as it is reported.
A broadcaster may postpone or cancel current programming to cover the story. The
Internet is a good medium for covering breaking news stories.

Extensive Coverage: It is usually an issue of high news value. Television, radio and the
written media usually offer this kind of coverage.

Opinionative Columns: Columns and editorials published on the Internet, Internet web
logs, talkback radio programs and comment segments on television and radio are
examples of news coverage. They offer the audience an opinion and they do not always
include the facts or the events of the news

Press Releases: A business or organization issues press releases. They are an aspect of
public relations and therefore a marketing tool. They give a positive view of the
business or organization issuing them, but they can offer some factual value. Press
releases are also an important research tool to the media.

i) Say whether the following sentences are TRUE or FALSE. If FALSE, correct
them.

a- Extensive coverage is a summary of a very important piece of world or local news.

b- Opinionative columns are frequent in Newspapers.
c- The Internet is appropriate for covering breaking news stories.
d- News in brief presents an issue of high news value.
e- A broadcaster is a medium of communication.

II) NEWSPAPERS: ANALIZING FRONT PAGES

i) Look for international newspapers; bring one to the class and observe its front
page. Discuss with your partners the different parts you can see on the front page.
Discuss your with instructor if the Spanish versions of newspapers have or do not
have the same layout. Highlight, with different colours, the sections below on the
front page of the newspaper.

front headline
s

piece of
news
 picture -

ii) Answer the following questions about the front page of the English newspaper
you have.

a- Whats the name of the Newspaper?

b- How many pictures are there?

c- Which picture is about sports?

d- Is there a piece of news on politics?

e- Why is the first picture bigger than the others?

f- Describe the picture in the lead story

NEWSPAPERS: The Headline

a) Newspapers3

Newspapers and newsletters are periodical publications, usually released at regular

intervals, like every day, week or month. Traditionally, newspapers focused on current
events, although many newspapers now also have entertainment value with features and
reviews covering entertainment, cooking and lifestyle that one might expect from a
magazine. Newspapers usually also have classified and other advertisements, editorials,
and columns.

Newspapers are printed on an inexpensive type of paper called newsprint made of

wood-pulp, which is folded to fit broadsheet or tabloid size. Broadsheet newspapers
usually have more serious stories, while most tabloid newspapers cover more
sensational stories.

Why do we have newspapers?4

The main purpose of a newspaper is to inform the readers of the facts about current
events: what has happened, what is happening or what will or may happen. These
reports of facts are called factual news stories. They appear together in the news section.

On a page of a news section, the first thing that catches the readers eyes are the
HEADLINES which vary in size and appear in different positions. The largest
headline, which is normally placed at the top of the newspaper, indicates that the news

3
http://open-site.org/Society/Media/Newspapers/
4
http://learning.ricr.ac.th/Efcass/chapter7.htm
 article beneath it is the most important story of that day. The smaller headlines, which
have less important news stories, are placed elsewhere in the newspaper.

A news story or news article begins with a HEADLINE. The headline is like the title of
the story. It tells newspaper readers what a news article is about. A good headline is
usually short, interesting and accurate. Words, structure, and style in headlines are
different from those in normal written language.

The part that follows the heading is called the LEAD. The lead, the first paragraph of
the news story is a summary of the important information the main idea of the story.
In the lead we normally find the WHO, WHAT, WHEN, WHERE, WHY and HOW.
However, very often, the lead cannot include every point. Therefore, the WHEN,
WHY, and HOW is normally left out or stated in the body.

The paragraphs, which follow the lead, are the BODY. The body of the news article
describes the events in detail.

b) Reading Headlines5

i) Read the following headlines and say what they are about.

New Questions About Lady Diana's Death

Man Killed Because Of Toilet Paper

'The Da Vinci Code' Author Goes To A London Court

Read the pieces of news that follow and do the exercises below.

New Questions About Lady Diana's Death 6

Since their deaths in Paris in 1997, there are some people who think that Lady
Diana and her lover Dodi Fayed were murdered. Now Dodi's father, businessman
Mohamed Al Fayed, has told a reporter that it was Prince Charles's father, Prince
Phillip, who wanted to kill them.

According to People magazine, Al Fayed told the reporter that Prince Phillip is a
Nazi and a gangster who planned the deaths of Diana and Dodi. Al Fayed also
5
http://www.simpleenglishnews.com/worldnews.shtml
6
http://www.simpleenglishnews.com/11499diana.shtml Friday, March 03, 2006 02:28:41 AM NEWS
 said that he was prepared to use all his money "into showing that Diana and Dodi
were murdered."

Answer

a- When did Diana and Dodi die?

b- Were they murdered?

c- Who is Mohamed Al Fayed?

d- What did he tell a reporter?

e- Who thinks that Prince Philip is a Nazi?

f- Were Dianas and Dodis deaths planned?

The Da Vinci Code Author Goes To A London Court7

Dan Brown, the author of The Da Vinci Code,

has been in a court in London this week. Brown is in court because

the authors of another book believe that he copied their work.

Writers Michael Baigent and Richard Leigh say that Brown used large sections of
their book, The Holy Blood and the Holy Grail, in his popular novel. The Da Vinci
Code has sold more than 40 million copies around the world. In the book, Brown
writes about the theory that Jesus was married to Mary Magdalene and that the couple
had a child.

i) True or False?

7
Tuesday, March 14, 2006 04:41:32 AM NEWS
 a- Dan Brown is the author of The Holy Blood and the Holy Grail.

b- Baignet and Leigh copied large sections from Browns book.

c- The book Brown wrote says that Jesus was Mary Magdalenes son.

d- The Da Vinci Code went to court.

How is a Newspaper Article Structured?

All newspaper articles follow a particular framework or structure.

Headline:

All stories have a headline, which gives the reader an idea of what the article is about. Tabloid
headlines often use puns or other techniques, such as alliteration, to captivate their audience.

Introduction:

As the first paragraph in an article, the introduction is very important. Its contents tell the reader
in more detail what the article is about. Research into how people reader newspapers shows that
most people read the headline first, followed by the first paragraph of the story. If the
introduction is not interesting then most people will to continue reading the article. The first
paragraph is often known as a stand-first, printed in a bold font.

Elaboration:

The next few paragraphs tell the reader more about the story that is outlined in the introduction.
They inform readers about the following key words:

What

When

Where

Who

Why.

Quotes:
Almost all news stories have comments from those involved or from voyeurs (onlookers). Their
function is to make the article more objective by keeping a balanced viewpoint. Alternatively,
they can make the article more subjective by sensationalising the reaction of the public and can
indicate bias.

Projection:

Many stories tell the reader what might happen next in relation to the event or people in the
report. This might include a comment from a police officer, an MP, a family member or a
general prediction of consequences or outcomes.

Bias
Something to keep in mind when reading newspaper articles is bias. Usually, the views of
newspapers are predetermined by their political ideology i.e. which political party they support.
The Daily Mail, for example, is very biased towards the Conservative Party or right wing,
whereas The Guardian is more socialist in outlook, or left wing.

However, bias does not have to be political. Journalists can be biased towards certain types of
people, places and organisations. Many journalists have been accused of bias for not
representing a balanced viewpoint in a report.

Tabloid & Broadsheet

The most striking difference between tabloid and broadsheet newspapers is their language.
Below are two checklists of tabloid and broadsheet language.

Please note that these are not totally comprehensive and you must add to them as you go along.

Tabloid

Informal

Use of puns

Use of alliteration

Exaggeration for effect

Slang

Colloquial language (chatty)

Informal names used

Short, snappy sentences

Heightened language (over the top)

 Brand names

Adjectives often carry sexual overtones

A focus upon appearance

Frequent use of elision e.g. wont, dont. This is another informal technique

Broadsheet
More formal

Metaphors rather than puns

Rhetorical questions

More complex sentences (look for sentences separated by lots of commas, semi-colons etc.)

Puns sometimes used, although more subtle

Statistics

Descriptions of people tends to relate to personality or position in society

Politicians comments often included, with a commentary by the journalist

A Glossary of Language Terms

! Informal language: characterised by short sentences, use of slang and colloquialisms.

! Formal language: complex sentences, no slang, Standard English used.

! Colloquial language: chatty, conversational language, sometimes characterised by the use

of slang.

! Adjective: describes a noun.

! Adverb: describes a verb, usually an action.

! Noun: person, place or thing.

! Verb: an action word.

! Pronoun: replaces a noun e.g. I, she, he, we. We is an inclusive pronoun, as it tries to
include the audience with the writer or speaker.

! Elision: deliberately missing out letters n words e.g. dont instead of do not.

! Metaphor: describing something as something else; a description that is not meant

literally.

! Rhetorical question: a question asked for effect that does not require an answer.
 ! Pun: a double meaning or play on words.

! Semantic field: a recurring theme or image in a piece of writing e.g. there is a semantic
field of animals in the Beckham article in The Sun animal snarling savage roared.

Richard Williams, Royton & Crompton School, 2002

ACTIVITY ONE: DUE FRIDAY 28th of OCTOBER:

a) Analysing Headlines.

i) Pick out two or three headlines from any English or American Newspapers
and write a short paragraph for each of them saying what you think the stories are
about.

III) TELEVISION

1- Summarizing a text

i) Read the following text and say what it is about. Then, write a summary.

Television8

Television is a system by which transient images are produced in series to appear as a

moving picture, similar to a film. As with most films, a television also usually provides sound to
accompany the picture. Television will usually be transmitted through VHF or UHF radio
signals, by cable or by satellite.

"Broadcasting is the transmission of radio and television programs that are intended for
general public reception," reports the Britannica 15th Edition of 1986. Television involves the
transmission of entertainment, information and education programs to a vast public audience in
picture and sound.

Television uses electrical communication and transports an electrical image and a

sequence of electrical impulses to produce a final image. The images are produced so quickly,
(within less than 0.1 seconds), so it appears to be a moving continuous image from the
perspective of the human eye. To remain fast and continuous, the image should refresh about
every 0.035 seconds. It is approximated that about 300,000 details are sent through the airwaves
to provide televisions with an accurate image.

Television systems are intended to add senses of vision and hearing beyond that of
normal human capability. For example, a soccer game on the other side of the world transmitted

8
http://open-site.org/Arts/Television/
live. Important variables in television systems include brightness, color, detail, size and shape.
The position of objects on the screen influences experiences, emotions and senses.

Sir Isaac Shoenberg had a significant impact on the early days of television, having led
a research group investigating television. His electronic scanning outperformed Baird's
mechanical alternative and the BBC used his television standards for the first 26 years of
operation.

America's NBC pioneered network broadcasting in America after a demonstration at the

1939 New York World's Fair and the CBS followed the same year

ACTIVITY TWO: DUE TO FRIDAY 4th of NOVEMBER:

CHOOSE A TV PROGRAMME YOU USUALLY WATCH AND/OR LIKE. WRITE A

COMMENT ON IT: DESCRIBE WHAT THE PROGRAMME IS ABOUT, THE KIND
OF PEOPLE OR PROFESSIONALS IN IT, CHARACTERISTICS OF THE
PROGRAMME, THE AUDIENCE IT IS AIMED AT, WHY YOU LIKE IT, AND ANY
OTHER INFORMATION YOU CONSIDER IMPORTANT TO BE MENTIONED.

IV) A NEWSPAPER ARTICLE9

British TV bosses have banned a commercial made by Australias tourism industry. The
ad will not be shown because of the words bloody hell in the slogan, "So where the bloody
hell are you?" The question is an invite for Brits to take a vacation in Australia. However, the
conservative advertising execs decided it was bad language and too rude for British ears. The
colorful commercial highlights all the things Australia is famous for - lovely beaches, crystal
clear ocean, aboriginal dancing and beer. British people can see the ad in full in cinemas,
newspapers and on the Internet.

Australias Tourism Minister Fran Bailey is shocked by the ban and said it was
comical. She added that research showed the British [love] oursense of humor. Tourism
executive Scott Morrison is also amazed at the decision. However, the ban has given the visit
Australia campaign a lot of free publicity. Some Aussies agree with the ban. One politician
said: People can usually say those things to somebody they know wellin this instance, were
talking to strangers of a different culture who I think may be offended.

http://www.sowherethebloodyhellareyou.com

i) True / False: Look at the articles headline and guess whether these sentences are true (T) or
false (F):

a. British TV execs banned an Australian ad because of bad language. T/F

b. A slogan in the ad for Australian tourism talked about blood. T/F

9
http://www.breakingnewsenglish.com/0603/060310-tourism-e.html#top
c. Britains advertising execs are worried about British peoples ears. T/F

d. British people can see the banned ad in cinemas and in newspapers. T/F

e. Australias tourism minister said the ban was comical. T/F

f. The minister said Brits loved the Aussie sense of humor. T/F

g. An Australian politician said the ban was a terrible mistake. T/F

h. Another politician said no one would be offended by the slogan. T/F

ii) Synonym match: Match the following synonyms from the article:

a. shown funny

b. ad impolite

c. invite surprised

d. rude case

e. highlights advert / advertisement

f. shocked media attention

g. comical displayed

h. publicity stresses

i. instance upset

j. offended invitation

iii) Phrase match: Match the following phrases from the article (sometimes more than one
combination is possible):

a. British TV bosses have with the ban

b. So where the bloody clear ocean

c. advertising execs decided it was bad to somebody they know well

d. crystal of humor

e. British people can see the ad banned a commercial

f. the British [love] our sense publicity

g. a lot of free who I think may be offended

h. Some Aussies agree in full in cinemas

i. People can usually say those things language and too rude

j. strangers of a different culture are you?"

VI. THE RADIO10

10
Nick Caramella & Elizabeth Lee (2008) Cambridge English for the Media. Italy: C.U.P. pp 18 21.
Activity three: DUE TO: FRIDAY 11TH OF NOVEMBER: DO THE TASKS 2e AND 2f
ABOVE AND E-MAIL IT TO rarios1957@gmail.com