시사미디어영어 출석수업대체시험 중점공부내용

- 시사미디어의 각 강에서 출석수업 대체시험을 위해 중점적으로 공부해야 하는 문단을 한 강 별로 4~5개씩 선정한 내용입니다.
- 아래 내용에 대한 전체적 해석(의역) 및 부분 해석, 해설은 강의 홈페이지의 자료실에 있는 각 강별 전체 기사에 제공되어 있습니다. 
- 여기서는 중점적으로 공부해야 할 본문 내용만 알려드립니다. (괄호 안의 숫자는 전체 기사 중 각 문단의 순서)

<1강>
Cord-Cutting To Accelerate In 2021, With 27% Of Cable Households Disconnecting

(1) Cord-cutting will accelerate in 2021, sending cable-TV subscriptions into virtual free fall, with a whopping 27% of U.S. households saying they’ll cancel their pay-TV package by year’s end, a new survey by The Trade Desk predicts.


(2) That’s nearly double the 15% cancellation rate of 2020, and far above the single-digit rates of previous years, according to the second Future of TV survey of 2,100 U.S. consumers released today. Cord-cutting already has left the industry at its lowest ebb in decades, with only about two-thirds of U.S. households still subscribing to cable, satellite or “skinny bundle” packages of traditional broadcast and cable networks.

(3) Time spent watching traditional TV has plummeted as well, as pandemic audiences increasingly shifted attention to streaming services, the study says. Already 68% of view time is devoted to streamers, only 28% to traditional TV.

(7) Marketing on connected TVs is a different business in many ways from traditional cable and broadcast, so almost two in five advertisers said they’re focusing on building skill sets appropriate to the new TV universe. More than half said they plan to make sure their current teams have skills in both traditional and connected TV.

(8) The study said several behavior shifts are already manifesting in both video consumption and the ads designed to reach those audiences:

● The breakdown of prime time and other day-part programming in an on-demand world;
● The need for integrated, cross-channel strategies that are more targeted and that tightly control frequency, or how often a specific audience sees a given ad;
● A shift to new kinds of ad formats, especially shorter ones.

(15) More worrisome for broadcast and cable is the weakening power of live sports, which was shut down for months during the initial lockdown and has struggled with the pandemic’s impacts and soft ratings ever since.


<2강>
Why the Success of The New York Times May Be Bad News for Journalism

(2) That was back in the heady days of digital media in 2014, and I was at BuzzFeed News, one of a handful of start-ups preparing to sweep aside dying legacy outlets like The Times.

(5) I’m stepping into the space opened a decade ago by David Carr, the late columnist who chronicled an explosion of new online outlets. My focus will probably be the opposite: The consolidation of everything from movies to news, as the media industry gets hollowed out by the same rich-get-richer, winner-take-all forces that have reshaped businesses from airlines to pharmaceuticals.

(7) The gulf between The Times and the rest of the industry is vast and keeps growing: The company now has more digital subscribers than The Wall Street Journal, The Washington Post and the 250 local Gannett papers combined, according to the most recent data. And The Times employs 1,700 journalists — a huge number in an industry where total employment nationally has fallen to somewhere between 20,000 and 38,000.

(8) The Times so dominates the news business that it has absorbed many of the people who once threatened it: The former top editors of Gawker, Recode, and Quartz are all at The Times, as are many of the reporters who first made Politico a must-read in Washington.

(13) The rise of The Times from wounded giant to reigning colossus has been as breathtaking as that of any start-up. As recently as 2014, print advertising was collapsing and the idea that subscribers would pay enough to support the company’s expensive global news gathering seemed like a pipe dream.

<3강>

Social Media’s Globe-Shaking Power

(2) On Monday, both Google and Facebook altered their advertising policies to explicitly prohibit sites that traffic in fake news from making money off lies. That’s very likely a worthwhile fix, even if it comes too late. The internet has loosened our collective grasp on the truth, and efforts to fight that dismaying trend are obviously worth pursuing.

(3) Yet it would be a mistake to end this investigation at fake news. In fact, the dangers posed by fake news are just a symptom of a deeper truth now dawning on the world: With billions of people glued to Facebook, WhatsApp, WeChat, Instagram, Twitter, Weibo and other popular services, social media has become an increasingly powerful cultural and political force, to the point that its effects are now beginning to alter the course of global events.

(4) The election of Donald J. Trump is perhaps the starkest illustration yet that across the planet, social networks are helping to fundamentally rewire human society. They have subsumed and gutted mainstream media. They have undone traditional political advantages like fund-raising and access to advertising. And they are destabilizing and replacing old-line institutions and established ways of doing things, including political parties, transnational organizations and longstanding, unspoken social prohibitions against blatant expressions of racism and xenophobia.

(5) Most important, because these services allow people to communicate with one another more freely, they are helping to create surprisingly influential social organizations among once-marginalized groups. These ad hoc social movements range widely in form, from “alt-right” white supremacists in the United States to Brexiters in Britain to ISIS in the Middle East to the hacker collectives of Eastern Europe and Russia. But each in its own way is now wielding previously unthinkable power, resulting in unpredictable, sometimes destabilizing geopolitical spasms.