What is the main idea of the text and the key points of the passages?

5 6 7 8 9 10 11

4. Write down all the words referring to such issues as:

a) cultural differences, b) successful cooperation, c) negotiation tactics.

Read out the sentences they are used in and translate them into Russian.

Look back at the text, find out and write down the answers to the following questions.

- Draw a comparison of business behavior between the Americans and the English, between the Europeans and the Japanese.

- How do the Americans prepare for negotiations?

Do acquaintances and connections play a great role in the business life of France?

- Businessmen of which country (from the text) adore to discuss personal issues?

- What trick could help eliminate upcoming conflicting views?

- Business people of which country are the most talkative, according to the text?

- What step do the Japanese start a new business contact with?

6. Give Russian equivalents to the following words and expressions:

personal behavior, to establish relations, to prepare for negotiations, cultural differences, monkey business.

Fill in the chart with family words. Translate them into Russian.

Noun	Verb	Adjective	Adverb
	relate
		busy
	differ
culture
passion
	prefer
			highly

8. Translate the passages of the text in written form beginning from “ Unlike European ” up to “ possible time ”.

Write a short summary of the text of no more than 250 words using the guidelines on page 6.

Unit IV. MEDIA

Text 1.MEDIA AND SOCIETY

1. Answer these questions:

- What is the mass media?

- What forms of the mass media arc most influential today?

- What problems and issues are connected with the mass media?

Read the text and check if you were right.

MEDIA AND SOCIETY

The mass media is a significant force in modern society. Sociologists refer to this as a mediated culture where the media reflects and creates culture. Communities and individuals are bombarded constantly with messages from a multitude of sources including TV. Billboards, and magazines, to name a few. These messages promote not only products, but moods, attitudes, and a sense of what is and is not important.

In modern society the availability of the mass media has significantly increased. The media output is highly diverse with TV shows, paper articles, radio programmers, advertisements aimed to please all ages, incomes, backgrounds, and attitudes. This widespread availability and exposure makes the mass media the primary focus of most sociological discussions. The main concerns of sociologists are as follows: privacy, freedom of expression, censorship, morals, ethics, and the others.

More recently, the Internet has increased its role exponentially as more businesses and households "sign on." Although TV and the Internet have dominated the mass media, movies and magazines—particularly those lining the aisles at grocery checkout stands—also play a powerful role in culture, as do other forms of the media.

What role does the mass media play? Legislatures, the media executives, local school officials, and sociologists have all debated this controversial question. While opinions vary as to the extent and type of influence the mass media wields, all sides agree that the mass media is a permanent part of modern society.

Vocabulary Notes

Legislative -законодательный

Executive - исполнительный

Availability - доступность

Billboard – рекламный щит