快速导航
学历类
职业资格
公务员
医卫类
建筑工程
外语类
外贸类
计算机类
财会类
技能鉴定
Selling Digital Music without Copy-protection Makes Sense
A. It was uncharacteristically low-key for the industry’s greatest showman.
But the essay published this week by Steve Jobs, the boss of Apple, on his
firm’s website under the unassuming title “Thoughts on Music” has nonetheless
provoked a vigorous debate about the future of digital music, which Apple
dominates with its iPod music-player and iTunes music-store. At issue is
“digital rights management” (DRM)—the technology guarding downloaded music
against theft. Since there is no common standard for DRM, it also has the
side-effect that songs purchased for one type of music-player may not work on
another. Apple’s DRM system, called FairPlay, is the most widespread. So it came
as a surprise when Mr. Jobs called for DRM for digital music to be
abolished.
B. This is a change of tack for Apple. It has come under fire from European
regulators who claim that its refusal to license FairPlay to other firms has
“locked in” customers. Since music from the iTunes store cannot be played on
non-iPod music-players (at least not without a lot of fiddling), any iTunes
buyer will be deterred from switching to a device made by a rival firm, such as
Sony or Microsoft. When French lawmakers drafted a bill last year compelling
Apple to open up FairPlay to rivals, the company warned of “state-sponsored
piracy”. Only DRM, it implied, could keep the pirates at bay.
C. This week Mr. Jobs gave another explanation for his former defence of DRM:
the record companies made him do it. They would make their music available to
the iTunes store only if Apple agreed to protect it using DRM. They can still
withdraw their catalogues if the DRM system is compromised. Apple cannot license
FairPlay to others, says Mr Jobs, because it would depend on them to produce
security fixes promptly. All DRM does is restrict consumer choice and provide a
barrier to entry, says Mr Jobs; without it there would be far more stores and
players, and far more innovation. So, he suggests, why not do away with DRM and
sell music unprotected? “This is clearly the best alternative for consumers,” he
declares, “and Apple would embrace it in a heartbeat.”
D. Why the sudden change of heart? Mr Jobs seems chiefly concerned with
getting Europe’s regulators off his back. Rather than complaining to Apple about
its use of DRM, he suggests, “those unhappy with the current situation should
redirect their energies towards persuading the music companies to sell their
music DRM-free.” Two and a half of the four big record companies, he helpfully
points out, are European-owned. Mr Jobs also hopes to paint himself as a
consumer champion. Apple resents accusations that it has become the Microsoft of
digital music.
E. Apple can afford to embrace open competition in music players and online
stores. Consumers would gravitate to the best player and the best store, and at
the moment that still means Apple’s. Mr Jobs is evidently unfazed by rivals to
the iPod. Since only 3% of the music in a typical iTunes library is protected,
most of it can already be used on other players today, he notes. (And even the
protected tracks can be burned onto a CD and then re-ripped.) So Apple’s
dominance evidently depends far more on branding and ease of use than
DRM-related “lock in”.
F. The music giants are trying DRM-free downloads. Lots of smaller labels
already sell music that way. Having seen which way the wind is blowing, Mr Jobs
now wants to be seen not as DRM’s defender, but as a consumer champion who
helped in its downfall. Wouldn’t it lead to a surge in piracy? No, because most
music is still sold unprotected on CDs, people wishing to steal music already
can do so. Indeed, scrapping DRM would probably increase online-music sales by
reducing confusion and incompatibility. With the leading online store, Apple
would benefit most. Mr Jobs’s argument, in short, is transparently self-serving.
It also happens to be right.
Notes to Reading Passage 1
1. low-key:
抑制的，受约束的，屈服的
2. showman:
开展览会的人, 出风头的人物
3. unassuming:
谦逊的, 不夸耀的, 不装腔作势的
4. iPod：
(苹果公司出产的)音乐播放器
5. iTunes store：
(苹果公司出产的)在线音乐商店
6. get off person’s back:
不再找某人的麻烦，摆脱某人的纠缠
7. gravitate:
受吸引，倾向于
8. unfazed:
不再担忧，不被打扰
Questions 1-7
Do the following statemets reflect the claims of the writer in Reading
Passage 1?
Write your answer in Boxes 1-7 on your answer sheet.
TRUE if the statement reflets the claims of the writer
FALSE if the statement contradicts the claims of the writer
NOT GIVEN if it is impossbile to say what the writer thinks about this
1. Apple enjoys a controlling position in digital music market with its iPod
music-player and iTunes music-store.
2. DRM is a government decree issued with a purpose to protect downloaded
music from theft by consumers.
3. Lack of standardization in DRM makes songs bought for one kind of music
player may not function on another.
4. Apple has been criticized by European regulators since it has refused to
grant a license FairPlay to other firms.
5. All music can be easily played on non-iPod music devices from Sony or
Microsoft without too much fiddling.
6. Apple depends far more on DRM rather than branding for its dominance of
the digital music devices.
7. If DRM was cancelled, Sony would certainly dominate the international
digital music market.
Questions 8-10
Choose the appropriate letters A-D and write them in boxes 8-10 on your answe
sheet.
8. Which of the following statements about Mr. Jobs’ idea of DRM is NOT
TRUE?
A. DRM places restrictions on consumer’ choice of digital music products
available.
B. DRM comples iTunes buyers to switch to a device made by Sony or
Microsoft.
C. DRM constitutes a barrier for potential consumers to enter digital music
markets.
D. DRM hinders development of more stores and players and technical
innovation.
9. The word “unfazed” in line 3 of paragraph E, means___________.
A. refused
B. welcomed
C. not bothered
D. not well received
10. Which of the following statements is TRUE if DRM was scapped?
A. Sony would gain the most profit.
B. More customers would be “locked in”.
C. A sudden increase in piracy would occur.
D. Online-music sales would probably decrease.
Questions 11-14
Complete the notes below.
Choose NO MORE THAN THREE WORDS from Reading Passage 1 for each answer.
Write your answers in boxes 11-14 on your answer sheet.
Mr. Steve Jobs, the boss of Apple, explains the reason why he used to defend
DRM, saying that the company was forced to do so: the record companies would
make their music accessible to …11...only if they agreed to protect it using
DRM; they can still…12…if the DRM system is compromised. He also provides the
reason why Apple did not license FairPlay to others: the company relies on them
to …13….But now he changes his mind with a possible expectation that Europe’s
regulators would not trouble him any more in the future. He proposes that those
who are unsatisfactory with the current situation in digital music market should
…14… towards persuade the music companies to sell their music DRM-free.
To begin with,"muzak"(音乐广播网 )was intended simplyto createasoothing(安慰)atmosphere.Recently,however,it's ecome big business —thanks in part to recentresearch.Dr.Ronald Milliman,an American marketing expert,hasshown that music can boost sales or increase factory roduction by as much as a third.But,it has to be light music.A fast one has no effect atall on sales.Slow music can increase receipts by 38%.This isprobably because shoppers slow down and have more opportunityto spot items they like to buy.Yet,slow music isn't alway sanswer.Dr.Milliman found,for example,that in restaurants slowmusic meant customers took longer to eat their meals,whichreduced overall sales.So restaurants owners might be welladvised to play up-tempo music to keep the customers moving—unless of course,the resulting indigestion leads tocomplaints!
练习：
1.The reason why background music is so popular isthat ______.
A.it can have a powerful effect on those who hear it
B.it can help to create a soothing atmosphere
C.it can boost sales or increase factory production erywhere
D.it can make customers eat their meals quickly
2.Background music means ________.
A.light music that customers enjoy mostB.fast music that makes people move
fast
C.slow music that can make customers enjoy their meals
D.the music you are listening to while you are doingomething
3.Restaurant owners complain about background musicbecause ______.
A.it results in indigestion
B.it increases their sales
C.it keeps customers moving
D.it decreases their sales
4.The word"up-tempo music"probably means_____.
A.slow music
B.fast music
C.light music
D.classical music
1 There's a dimmer switch inside the sun that causes its brightness to rise
and fall on timescales of around 100,000 years - exactly the same period as
between ice ages on Earth. So says a physicist who has created a computer model
of our star's core.
2 Robert Ehrlich of George Mason University in Fairfax, Virginia, modelled
the effect of temperature fluctuations in the sun's interior. According to the
standard view, the temperature of the sun's core is held constant by the
opposing pressures of gravity and nuclear fusion. However, Ehrlich believed that
slight variations should be possible.
3 He took as his starting point the work of Attila Grandpierre of the Konkoly
Observatory of the Hungarian Academy of Sciences. In 2005, Grandpierre and a
collaborator, Gábor ágoston, calculated that magnetic fields in the sun's core
could produce small instabilities in the solar plasma. These instabilities would
induce localised oscillations in temperature.
4 Ehrlich's model shows that whilst most of these oscillations cancel each
other out, some reinforce one another and become long-lived temperature
variations. The favoured frequencies allow the sun's core temperature to
oscillate around its average temperature of 13.6 million kelvin in cycles
lasting either 100,000 or 41,000 years. Ehrlich says that random interactions
within the sun's magnetic field could flip the fluctuations from one cycle
length to the other.
5 These two timescales are instantly recognisable to anyone familiar with
Earth's ice ages: for the past million years, ice ages have occurred roughly
every 100,000 years. Before that, they occurred roughly every 41,000 years.
6 Most scientists believe that the ice ages are the result of subtle changes
in Earth's orbit, known as the Milankovitch cycles. One such cycle describes the
way Earth's orbit gradually changes shape from a circle to a slight ellipse and
back again roughly every 100,000 years. The theory says this alters the amount
of solar radiation that Earth receives, triggering the ice ages. However, a
persistent problem with this theory has been its inability to explain why the
ice ages changed frequency a million years ago.
7 "In Milankovitch, there is certainly no good idea why the frequency should
change from one to another," says Neil Edwards, a climatologist at the Open
University in Milton Keynes, UK. Nor is the transition problem the only one the
Milankovitch theory faces. Ehrlich and other critics claim that the temperature
variations caused by Milankovitch cycles are simply not big enough to drive ice
ages.
8 However, Edwards believes the small changes in solar heating produced by
Milankovitch cycles are then amplified by feedback mechanisms on Earth. For
example, if sea ice begins to form because of a slight cooling, carbon dioxide
that would otherwise have found its way into the atmosphere as part of the
carbon cycle is locked into the ice. That weakens the greenhouse effect and
Earth grows even colder.
9 According to Edwards, there is no lack of such mechanisms. "If you add
their effects together, there is more than enough feedback to make Milankovitch
work," he says. "The problem now is identifying which mechanisms are at work."
This is why scientists like Edwards are not yet ready to give up on the current
theory. "Milankovitch cycles give us ice ages roughly when we observe them to
happen. We can calculate where we are in the cycle and compare it with
observation," he says. "I can't see any way of testing [Ehrlich's] idea to see
where we are in the temperature oscillation."
10 Ehrlich concedes this. "If there is a way to test this theory on the sun,
I can't think of one that is practical," he says. That's because variation over
41,000 to 100,000 years is too gradual to be observed. However, there may be a
way to test it in other stars: red dwarfs. Their cores are much smaller than
that of the sun, and so Ehrlich believes that the oscillation periods could be
short enough to be observed. He has yet to calculate the precise period or the
extent of variation in brightness to be expected.
11 Nigel Weiss, a solar physicist at the University of Cambridge, is far from
convinced. He describes Ehrlich's claims as "utterly implausible". Ehrlich
counters that Weiss's opinion is based on the standard solar model, which fails
to take into account the magnetic instabilities that cause the temperature
fluctuations.
Questions 1-4
Complete each of the following statements with One or Two names of the
scientists from the box below.
Write the appropriate letters A-E in boxes 1-4 on your answer sheet.
A. Attila Grandpierre
B. Gábor ágoston
C. Neil Edwards
D. Nigel Weiss
E. Robert Ehrlich
1. ...claims there a dimmer switch inside the sun that causes its brightness
to rise and fall in periods as long as those between ice ages on Earth.
2. ...calculated that the internal solar magnetic fields could produce
instabilities in the solar plasma.
3. ...holds that Milankovitch cycles can induce changes in solar heating on
Earth and the changes are amplified on Earth.
4. ...doesn't believe in Ehrlich's viewpoints at all.
Questions 5-9
Do the following statements agree with the information given in the reading
passage?
In boxes 5-9 on your answer sheet write
TRUE if the statement is true according to the passage
FALSE if the statement is false according to the passage
NOT GIVEN if the information is not given in the passage
5. The ice ages changed frequency from 100,000 to 41,000 years a million
years ago.
6. The sole problem that the Milankovitch theory can not solve is to explain
why the ice age frequency should shift from one to another.
7. Carbon dioxide can be locked artificially into sea ice to eliminate the
greenhouse effect.
8. Some scientists are not ready to give up the Milankovitch theory though
they haven't figured out which mechanisms amplify the changes in solar
heating.
9. Both Edwards and Ehrlich believe that there is no practical way to test
when the solar temperature oscillation begins and when ends.
Questions 10-14
Complete the notes below.
Choose one suitable word from the Reading Passage above for each answer.
Write your answers in boxes 10-14 on your answer sheet.
The standard view assumes that the opposing pressures of gravity and nuclear
fusions hold the temperature ...10...in the sun's interior, but the slight
changes in the earth's ...11... alter the temperature on the earth and cause ice
ages every 100,000 years. A British scientist, however, challenges this view by
claiming that the internal solar magnetic ...12... can induce the temperature
oscillations in the sun's interior. The sun's core temperature oscillates around
its average temperature in ...13... lasting either 100,000 or 41,000 years. And
the ...14... interactions within the sun's magnetic field could flip the
fluctuations from one cycle length to the other, which explains why the ice ages
changed frequency a million years ago.
