【阅读】考研英语题源阅读:Internet firms
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Internet firms Growing, wildly

China’s online-search market comes under scrutiny

互联网公司:纸鸢高飞,线不可断 中国互联网搜索市场大整顿

THE duty of large corporations is “not limited to ‘not being evil’”, argues People’s Daily, thebombastic mouthpiece of China’s Communist Party. The newspaper desires greater social responsibility at China’s internet-search firms. It apparently wants them actively to “stand up for the company’s ethics”. NOTES: 1、bombastic 大话连篇,夸夸其谈的 2、mouthpiece 喉舌,代言人(原指电话的话筒) 3、人民日报:People’s Daily 4、internet-search firm 互联网搜索公司 5、ethics n.道德准则 eg.professional/ business/ medical ethics 职业/商业道德/医德 6、stand up for sth 坚决维护,捍卫

中国之喉舌人民日报发文指出:“企业的责任不只局限于‘不走邪路’。”该报呼吁中国互联网搜索公司承担更多社会责任,明显表示希望他们积极行动,“维护企业道德精神”。

The publication’s wrath centres on Baidu, China’s biggest online-search firm, for a scandal involving the ads it carries. Dodgy postings for questionable medical treatments may have led to a cancer patient’s death—after reportedly he paid $30,000 for the quackery. The case has prompted Chinese regulators to open an investigation into the company’s advertising practices, news that sent Baidu’s shares tumbling this week. The mess follows another health furore. In January, Baidu’s boss admitted that his firm had accepted payments from ostensibly independent health experts moderating its online chat rooms for sick patients. NOTES: 1、wrath n.(old-fashioned or fml)盛怒 2、centre (sth) on/ around/ upon sb/sth 把……当作中心 eg.Discussions were centred on developments in Eastern Europe. 3、dodgy a.(BrE, infml)狡诈的,可疑的(seeming or likely to be honest) 4、quackery 庸医行径,江湖医术 5、furore n.群情激愤 6、ostensible a.表面的,宣称的,假托的 eg.The ostensible reason for his absence was illness. 7、moderate a.适度的,中等的;温和的 v.缓和,使适中;主持(讨论、辩论等)(本文意思) eg.The television debate was moderated by a law professor.

文章(publication指的是出版物,这里也就是代指刊发的人民日报和评论文章)的矛头主要指向中国最大的线上搜索公司百度,因其卷入一桩广告丑闻。它在搜索结果中放置了宣传虚假疗法的医疗广告,报道称一名癌症患者为此花费三万美元之后含恨离世。这一事件迫使中国监管部门开始对该企业的广告业务进行调查,消息一出,本周百度股价大跌。此次混乱紧随新一轮医疗群怒而来。一月时,百度掌门人曾承认其公司在貌似私营的健康专家所开的网上诊疗室中抽取了分成。

The newspaper’s admonition also took a sideswipe at Google, whose long-standing motto is “Don’t be evil.” The American search giant noisily pulled out of China in 2010 rather than be subject to official censorship. Despite this seemingly principled departure, Google actually kept several of its lower-profile businesses going. It is rumoured that Google Play, its app store for Android smartphones, may arrive in China soon (which would require the firm to kowtow to censors). NOTES: 1、admonition n.(fml)警告,告诫 2、sideswipe v.借机抨击,影射 3、pull out 驶离路边,驶出 pull out (of sth) 脱离,退出 eg.The project became so expensive that we had to pull out. 4、保持低调 keep low profile 5、kowtow n.叩头,磕头(这是中文音译过去的英语单词)

文章传递出来的警告意味也在影射谷歌,其长久以来把“不行邪事” 挂在嘴边。这个美国搜索巨头于2010年高调退出中国市场,而不愿受制于官方的审查制度。尽管看起来这像是在坚守原则,然而实际上谷歌仍然保留了几项更为低调的业务。有传言称,其为安卓手机设计的应用——谷歌游戏商店,可能不久就会登陆中国(这样可能就需要该公司向审查官员低头)。

The troubles at Baidu and the temptations of Google have the same root cause: China’s soaring online-search market (see chart). Revenues are forecast roughly to double to 411 billion yuan ($63 billion) by 2018. Group M, a division of WPP, a big advertising firm, estimates that roughly half of all advertising spending in China will take place online this year, up from just 15% five years ago and higher than the global average of 31%. Mobile online advertising shot up by 178% year on year in 2015, to 90 billion yuan. NOTES: 1、division n.(机构的)部门

百度遇到的麻烦和谷歌产生的诱惑其实根本原因相同:来源于中国蒸蒸日上的线上搜索市场。预测认为相关收入到2018年大约会翻两番,达到41.1亿元(6.3亿美元)。大型广告公司 WPP 集团的子公司群邑集团(Group M)预计今年中国所有广告投入中差不多有半数会投向网络平台,比五年前15%的比例高得多,也高于31%的国际平均水平。移动互联网广告与去年同期相比增长178%,达到9亿元。

Breakneck growth has come with problems. Recent reports from the University of Toronto found that browsers developed by Baidu and others used weak or little encryption, collected vast amounts of needless, intrusive personal data and proved highly vulnerable to malware. (Baidu insists its products are safe, but acknowledges ongoing efforts will “significantly strengthen information security”.) Other research suggests 15-20% of the roughly 10 billion daily clicks traded in advertising exchanges in China are generated by automated “bots”—not humans. Evil or not, the party newspaper is right to call for China’s internet firms to do better. NOTES: 1、breakneck n.瓶颈 2、encryption n.加密(还记得苹果与美国联邦局的大战吗,当时联邦政府一直要求苹果配合解密,加密是encryption,解密就是decrytion,动词形式分别为encrypt 和 decrypt,当然也可以使用 unlock,也是外刊用过的) 3、intrusive a.侵扰的 4、malware 恶意软件,病毒 词缀:mal-:构成n./ v./ adj. ,表示:bad or badly;not correct or correctly eg: malpractice 玩忽职守,malfunction (v.)出现故障

而现在突破性猛增带来许多问题。最近来自多伦多大学的一项报告发现包括百度开发的浏览器在内的许多浏览器加密功能脆弱甚至完全没有,收集了大量无用、侵扰性的个人信息,而且被证实难以抵挡恶意软件的侵袭。(百度坚称其产品安全可靠,却承认其后续努力会“加强信息安全”。)其他研究显示在中国活动的广告交易中,约100亿日点击量中有15-20%由自动“机器人”产生——而非人为。无论邪恶与否,中共的人民日报呼吁中国互联网企业精益求精,是无比正确的。


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