Hijacked

　　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. High-profile examples involve companies ranging from Nestlé (whose Facebook page was hijacked) to Domino’s Pizza (a prank online video of two employees contaminating sandwiches appeared on YouTube)。

　　In each case, passionate consumers tried to persuade others to boycott products, putting the reputation of the target company at risk. When that happens, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, mitigated 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。

　　The impact of the media revolution

　　The changing role of older media and the emergence of newer ones extend the marketer’s role well beyond the allocation of budgets and channels. Marketers today require a deep understanding of how consumers engage with different types of media at each stage of the journey toward a purchase decision. What’s more, these different kinds of media are related and interact with one another (Exhibit 2)， so marketing plans and capabilities must adapt and evolve. Paid, owned, earned, sold, and hijacked media are evolving in four primary ways。

　　Text 4文章取自News Week(新闻周刊)2010年9月7日，原文标题为Not On Board With Baby (孩子不能登机登船)，作者为Jennie Yabroff。文章讨论的是美国的社会文化--是否要孩子。文章关键在于对作者观点态度的把握。

　　点击查看原文：

　　It’s no surprise that Jennifer Senior’s insightful, provocative New York magazine cover story, “I Love My Children, I Hate My Life,” is inciting much chatter—nothing gets people talking like the suggestion that child rearing is anything less than a completely fulfilling, life-enriching experience. (Remember the heat that novelist Ayelet Waldman took for merely implying that she loved her husband more than her children?) Rather than conclude that children make parents either happy or miserable, Senior suggests we need to redefine happiness: instead of thinking of it as something that can be measured by moment-to-moment elation, we should consider being happy as a past-tense condition. Even though the day-to-day experience of raising kids can be soul-crushingly hard, Senior writes that “the very things that in the moment dampen our moods can later be sources of intense gratification, nostalgia, delight。” Apparently that selective, evolutionarily advantageous amnesia that makes women forget the pain of childbirth lasts well beyond the first years of your children’s lives. According to one long-term study in California, no participants regretted having children, but 10 people in the study reported regretting not having a family。

　　The New York cover showing an attractive blonde mother holding a cute, chubby, blue-eyed baby is hardly the only Madonna-and-child combo on newsstands this week. There’s also Real Housewife Bethenny Frankel above the People magazine headline “My Baby Saved Me,” a possibly pregnant (but probably just bloated) Jessica Simpson (OK! magazine’s “Baby for Jess”)， and “Baby No. 2 on the Way!” (despite any evidence of conception whatsoever) for reality-TV personality Kourtney Kardashian on the cover of inTouch. There are also stories about newly adoptive—and newly single—mom Sandra Bullock, as well as the usual “Jennifer Aniston is pregnant” news (at least the third such rumor about Aniston this year, but this is a slow year). Practically every week features at least one celebrity mom, or mom-to-be, smiling beatifically on the newsstands。

　　In a society that so relentlessly celebrates procreation (especially when done by attractive celebrities)， is it any wonder that admitting you regret having children is tantamount to admitting you support kitten-killing? It doesn’t seem quite fair, then, to compare the regrets of parents to the regrets of the childless. Unhappy parents rarely are provoked to wonder if they shouldn’t have had kids, but unhappy childless folks—those freakish nonbreeders—are bombarded with the message that children are the single most important thing in the world: obviously their misery must be a direct result of the gaping, baby-size holes in their lives。

　　Of course, the image of parenthood that celebrity magazines like Us Weekly, People, inTouch, and OK! present is hugely unrealistic, especially when the parents are single mothers like Bullock. According to several studies concluding that parents are less happy than childless couples, single parents are the least happy of all. No shock there, considering how much work it is to raise a kid without a partner to lean on; yet to hear Sandra, Britney, and Padma tell it, raising a kid on their “own” (read: with round-the-clock help) is a piece of cake。

　　It’s hard to imagine that many people are dumb enough to want children just because Reese and Angelina make it look so glamorous: most adults understand that a baby is not a haircut. But it’s interesting to wonder if the images we see every week of blissful, stress-free, happiness-enhancing parenthood aren’t in some small, subconscious way contributing to our own dissatisfactions with the actual experience, in the same way that a small part of us hoped getting “the Rachel” might make us look just a little bit like Jennifer Aniston。

　　四篇文章题材主要涉及经济和文化，题型分布相对较平均，例证题、词汇题和态度题都有相应的分布，较之去年难度降低。

　　B部分

　　文章取自Economist(经济学人)2010年2月25日。选的是大纲中第二种备选题型：排序题，这种题型是第一次在考试中出现。总体来看，难度与以前持平。

　　查看原文：

　　Professionalising the professor

　　-The difficulties of an American doctoral student

　　THIS subtle and intelligent little book should be read by every student thinking of applying to take a doctorate. They may then decide to go elsewhere. For something curious has been happening in American universities, and Louis Menand, a professor of English at Harvard University, captures it deftly。

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