这周我们接着讲2010 Text 3。文章第一、二段，作者分析了新媒体带来的机遇，讲解戳
考研英语真题精读：新媒体的兴起|2011 Text 3
。
第三、四段作者开始分析新媒体带来的风险以及企业应该如何应对。我们一起来读一读。
新一期的
经济学人精读社
正在招新中，
同学们可点击链接文了解详情与报名。
大家可以边听音频边独立阅读一遍原文，有不懂的地方没有关系，我们会在后文进行逐段讲解。
2011 Text 3
The same dramatic technological changes that have provided marketers with more (and more
diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible,
and much more damaging ways.
Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders,
or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.
If that happens, passionate consumers would try to persuade others to boycott products,
putting the reputation of the target company at risk.
In such a case, the company’s response may not be
sufficiently quick or
thoughtful, and
the learning curve
has been steep.
Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
2011 Text 3
第三、四段作者开始论述新媒体的风险。
①
The same dramatic technological changes that have provided marketers with more (and more
diverse
) communications choices have also increased the risk that passionate consumers will
voice
their opinions in quicker, more
visible
, and much more damaging ways. ②Such hijacked media are
the opposite of
earned media: an asset or campaign becomes
hostage to
consumers, other
stakeholders
, or
activists
who make negative
allegations
about a brand or product. ③Members of social networks, for instance, are learning that they can hijack media to
apply pressure on
the businesses that originally created them.
-
📒
语篇分析：
①句承上启下，上一段作者论述自有媒体的优势，本段转而阐述其带来的风险。
②句阐述劫持媒体与自有媒体的关系，以及劫持媒体的特点。③句社交网络为例，论证②句。
-
diverse
指“各种各样的，形形色色的”
(very different from each other)
，比如来自不同文化背景的人：
people from diverse cultures
。近义表达还有
various
,
all
kinds
of
sth
,
all
sorts
of sth
,
all manner of sth
,
a wide range of sth
，大家可以一起记忆。
-
voice
作动词指
“表达”
(to
express
a sentiment or opinion verbally)
，
相当于
express
。短语
voice one’s opinion
可以积累下来，指“表达某人的观点”。
[熟词僻义]
-
visible
指“明显的”
(an effect that is visible is great enough to be noticed)
，其反义词为
invisible
，指“看不见的，无形的”。
-
damaging
指“有害的，造成损害的”
(causing physical harm to someone or something)
，后面跟介词
to
，比如吸烟有害健康：
Smoking
is damaging to
health.
-
短语
have a damaging effect on sth / sb
也是外刊高频表达，指“对
…
有害，对
…
有破坏性影响”，可以替换我们熟悉的
have a bad effect on sb / sth
，比如二氧化碳排放对环境有害：
Carbon dioxide emissions
have a damaging effect on
the environment.
[写作推荐]
-
in a ….way
指“以
…
方式”
-
hijack
本义是
“劫持”
(illegally seize)
，后面跟交通工具，比如劫持飞机：
hijack a plane
。文中
hijacked media
“劫持媒体”，意思是被消费者劫持的媒体。
-
A is the opposite of B
指“
A
和
B
截然相反，
A
是
B
的对立面”。
-
hostage
[ˈhɑːstɪdʒ]
指“人质”，后面跟介词
to
，
be (a) hostage to sth
指“受制于某事”。
-
stakeholder
指“利益相关者”。
-
activist
[ˈæktɪvɪst]
指“积极分子；激进分子”
(someone who works hard doing practical things to achieve social or political change)
。
-
allegation
[ˌæləˈgeɪʃən]
指“说法，指控”
(a statement that someone
has done something wrong or illegal,
but that has not been proved)
，往往指没有证据的说法或指控。动词形式为
allege
，指在未证实的情况下“指控，断言”，形容词
alleged
指“被指控的”，比如犯罪嫌疑人，便称作
the alleged perpetrator
。
-
apply pressure on sth
指“
对
…
施压”，相当于
put pressure on sth
。
这些巨大的技术变革为营销者提供了更多（并且更多样化的）沟通方式，但同时也增加了风险，因为情绪激动的消费者能够以更快速、更明显、更具破坏性的方式表达他们的看法。这就是与“免费”媒体相反的“劫持”媒体：某种资产或某场营销活动变成了
对
某个品牌或产品不满的消费者、其他利益相关者或积极分子的劫持物。
例如，社交网络的用户逐渐认识到：
他们可以通过“劫持”媒体而向最初创建该媒体的企业施加压力。
①
If that happens, passionate consumers would try to persuade others to
boycott
products,
putting
the reputation of the target company
at risk
.
②
I
n such a case, the company’s response may not be
sufficiently
quick or
thoughtful
, and
the learning curve
h
as been
steep
.
③
Toyota Motor, for example,
alleviated
some of the damage from its
recall crisis
earlier this year with a relatively quick and
well-orchestrated
social-media response campaign, which included efforts to
engage with
consumers directly on sites such as Twitter and the social-news site Digg.
-
📒
语篇分析：
第四段阐述劫持媒体的负面影响以及企业应如何应对。
①句承接上文，阐述劫持媒体对企业的危害。代词
that
实现段间衔接。②句从反面强调企业在面对劫持媒体时要反应迅速、思考周全。
such
实现句间衔接。③句以丰田汽车公司的汽车召回事件为例，论证②句观点。
-
boycott
[ˈbɔɪkɒt]
作动词义为“拒绝购买，拒绝使用；抵制”
(to refuse to buy, use or take part in sth as a way of protesting)
，比如抵制日货：
to boycott
goods made in Japan
-
boycott
也可作名词，
a boycott on / of sth
表示“对…的抵制”，比如“盲目抵制日货”：
◇
a blind boycott on goods made in Japan
。
-
put sth at risk
指“危及
…
，让
…
处于危险之中”，比如
to put someone’s life at risk
让某人的生命处于危险中
-
sufficiently
指“足够地，充足地”，其反义词为
insufficiently
，比如《经济学人》一篇关于职场性别歧视的文章提到：
Women are criticised for being bossy, abrasive or strident, whereas men are encouraged to be more aggressive. But if women are warm and friendly, they get criticised for being
insufficiently
professional.
在评估人们的工作表现时，女性会因专横、粗鲁或强硬而受到批评，而男性却被鼓励要更咄咄逼人。但如果女性表现得热情、友好，又会被指责不够专业。
-
thoughtful
指“周到的；体贴的；深思熟虑的”
(showing the application of careful thought)
，
既可以形容物，比如周密的分析：
a thoughtful plan
，既可以形容人，比如他是一个很体贴，也很关心别人的人：
He is a thoughtful and caring man.
-
learning curve
指“学习曲线”
，文中
steep learning curve
指陡峭的学习曲线，潜台词是要学习的东西很多。
-
steep
义为“急剧的；陡峭的”
(a steep increase or fall in something is sudden and very big)
，在描述数据时可与前文
dramatic
相替换，比如猛增：
a dramatic rise / a steep rise
[写作推荐]
-
alleviate
[əˈliːvieɪt]
指“减轻，缓解”
(to make something less painful or difficult to deal with)
，后面往往跟痛苦或问题，适用于各种话题的作文里，比如
◇给学生
减负：
alleviate the burden on students
