Деловые переговоры на иностранном языке. Английский язык. Часть 1. Лазаричева Е.С. - 19 стр.

events, producing news articles on short deadlines. While under pressure to be first     The other is the slogan of the drive         Другим     будет    лозунг     побу-
with their stories, news media organizations usually edit and proofread their reports    to find jobs for the physically           дительного мотива поиска работы для
prior to publication, adhering to each organization's standards of accuracy, quality     handicapped: "It's the abilities, not     инвалидов: «Для нас важны только
and style. Many news organizations claim proud traditions of holding government          the disabilities, that count."            способности, а не неспособности».
officials and institutions accountable to the public, while media critics have raised        Management by objective tells a          Руководство фирмы ставит перед
questions about holding the press itself accountable.                                    manager what he ought to do. The          менеджером определенные задачи в
          Electronic media and print media include:                                      proper organization of his job            соответствии с целями, стоящими перед
− Broadcasting, in the narrow sense, for radio and television.                           enables him to do it, but it is the       нею. Хорошая организация работы дает
− Various types of discs or tapes. In the 20th century, these were mainly used for       spirit of the organization that           ему возможность их выполнить Однако
    music. Video and computer uses followed.                                             determines whether he will do it or       именно дух мотивирует и олицетворяет
− Film, most often used for entertainment, but also for documentaries.                   not. It is the spirit that motivates,     освобождение человеческих ресурсов,
− Internet, which has many uses and presents both opportunities and challenges           that calls upon a man's reserves of       вдохновляет,     направляет    усилия
    (blogs and podcasts, such as news, music, pre-recorded speech and video).            dedication and effort, that decides       человека и в конечном итоге решает,
− Publishing, in the narrow sense, meaning on paper, mainly via books,                   whether he will give his best or do       будет ли он «выкладываться» или
    magazines, and newspapers.                                                           just enough to get by.                    сделает    ровно    столько,    чтобы
− Video games, which have developed into a mass form of media since cutting-                                                       «отделаться».
    edge devices such as the PlayStation 3, XBox 360, and Wii broadened their use.           It is the purpose of an                  Цель организации – «заставить
− Mobile phones, often called the 7th Mass Media, used for rapid breaking news,          organization to "make common men          обычных людей делать необычные
    short clips of entertainment like jokes, horoscopes, alerts, games, music, and       do uncommon things" — said Lord           вещи» (эта фраза принадлежит лорду
    advertising.                                                                         Beveridge. No organization can            Бевериджу). Ни одна из организаций не
          Broadcasting is the distribution of audio and/or video signals (programs)      depend on genius; the supply is           может полагаться на гениев, - их
to a number of recipients ("listeners" or "viewers") that belong to a large group.       always      scarce     and      always    предложение всегда ограничено и
This group may be the public in general, or a relatively large audience within the       unpredictable. But it is the test of an   непредсказуемо. Однако тест на
public. Thus, an Internet channel may distribute text or music world-wide, while a       organization that it makes ordinary       организацию заключается в том, чтобы
public address system in (for example) a workplace may broadcast very limited ad         human beings perform better than          заставить обычных людей работать
hoc soundbites to a small population within its range.                                   they are capable of, that it brings out   лучше, чем они могут, полностью
          The sequencing of content in a broadcast is called a schedule. With all        whatever strength there is in its         реализовать достоинства всех ее членов
technological endeavours a number of technical terms and slang are developed.            members and uses it to make all           и использовать их так, чтобы все
          Television and radio programs are distributed through radio broadcasting       other members perform better. It is       работали больше и лучше. Показателем
over frequency bands that are highly regulated by the Federal Communications             the test of an organization that it       хорошей организации работы будет
Commission. Such regulation includes determination of the width of the bands,            neutralizes the weaknesses of its         высокая     степень     нейтрализации
range, licencing, types of receivers and transmitters used, and acceptable content.      members.                                  недостатков работников.
          Cable programs are often broadcast simultaneously with radio and                   Altogether the test of a good            В широком смысле тест на
television programs, but have a more limited audience. By coding signals and             spirit is not that "people get along      правильный дух не означает, что «люди
having decoding equipment in homes, cable also enables subscription-based                together"; it is performance, not         ладят друг с другом», это работа, а не
channels and pay-per-view services.                                                      conformance.        "Good       human     взаимное      согласие.     «Хорошие
          A broadcasting organization may broadcast several programs at the same         relations" not grounded in the satis-     человеческие отношения», основанные
time, through several channels (frequencies), for example BBC One and Two. On            faction of good performance and the       не на удовлетворении от хорошей
the other hand, two or more organizations may share a channel and each use it            harmony of proper working relations       работы и гармонии нормальных
during a fixed part of the day. Digital radio and digital television may also transmit   are actually poor human relations         рабочих          отношений,          в
multiplexed programming, with several channels compressed into one ensemble.             and result in poor spirit. They do not    действительности     будут    плохими
          When broadcasting is done via the Internet the term webcasting is often        make people grow; they make them          человеческими      отношениями       и
used. In 2004 a new phenomenon occurred when a number of technologies                    conform and contract. I shall never       приведут к ненадлежащему духу. Они
combined to produce podcasting. Podcasting is an asynchronous                            forget the university president who       не способствуют росту людей, а делают
broadcast/narrowcast medium.

                                         48                                                                                        17