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  3. It was supposed to be the new-media election. E-mail, blogging, social networking and tweeting were expected to surge in importa

It was supposed to be the new-media election. E-mail, blogging, social networking and tweeting were expected to surge in importa

admin2015-05-24  71
问题     It was supposed to be the new-media election. E-mail, blogging, social networking and tweeting were expected to surge in importance and perhaps to decide the race. Something else has happened. Britain’s first television debate, on April 15th, was followed by a ten-point swing to the Liberal Democrats. The debate and its aftermath dominated political news for several days and has transformed the race. It is a triumph for old media.
    There were signs even before the debate that new media were not living up to expectations. A survey carried out during the first week in April by the National Endowment for Science, Technology and the Arts (NESTA) found that 79% of Britons could not recall seeing any online electioneering—not even an e-mail. The organization concluded that politicians were failing to take advantage of new media’s huge potential to engage with voters. Perhaps. Or perhaps this is to confuse novelty with importance. For several reasons, traditional media are rather good at delivering political messages.
    The first television debate, on ITV, was watched by 9.4m Britons. That works out to 37% of the prime-time audience—better than the share of Americans who watched the first round between John McCain and Barack Obama in 2008. Television is the only technology that can reach so many people in a single day. But others are not far behind. Although their circulation has declined, newspapers still reach large audiences. The Sun, which supports the Conservatives, is read by 8m people each day. Bycomparison, much-touted social media like Twitter are so niche as to be almost invisible.
    And old media take up a big proportion of people’s leisure time. Each televised debate lasts for 90 minutes. The average reader spends 40 minutes with his daily newspaper and an hour with the Saturday and Sunday papers. It takes just seconds to read an e-mail or a politician’s tweet. One must make some heroic assumptions about the appeal of digital media to think they influence people as much as traditional outlets.
    Unlike the internet, newspapers and television tilt towards the old, with fully 47% of the audience for the first debate being aged 55 or older. Advertisers are less keen to reach the old than the young, which is one reason newspapers are losing money. But an aged audience is precisely what politicians want. The old are much more likely to vote than the young. Of course, the television debates have been circulated through tweets and e-mails, just as they have been dissected by newspapers. New media are handy for firing up committed supporters, too. But when it comes to reaching the voters who matter, the old technologies are still the best.
The author mentions the survey conducted by NESTA to show that
选项 A、around 80% of the British people forget online-electioneering.
B、new media are not as effective as expected in the election.
C、most politicians have not put the new media into full play to win voters.
D、the novelty of the new media should not be confused with its importance.
答案B
解析 例证细节题。根据专有名词NESTA定位到第二段。该机构调查结果表明：“79%的英国人记不起…甚至也不记得看过任何相关的电子邮件”，并称政治家并未发挥新媒体的巨大潜力去拉拢选民。故不难选出 B项(新媒体在大选中并不如预期那样有效)为答案。
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