考研英语阅读例题：Textbooks' Digital Future

Textbooks' Digital Future

教科书的数字化未来

Businessweek

September 12th, 2010

Harold Elder is not your typical Apple fanboy. Yet the 58-year-old University of Alabama economics professor pre-ordered an iPad to make sure he had one of the first ones. The device is “something that I’ve been waiting for for years,” he says. And not, to be clear, merely for reasons of gadget lust. “It really has the possibility of making the learning experience much richer,” says Elder, who is considering testing a new iPad-ready digital textbook in his introductory microeconomics course in the fall of 2010.

“Richer” is certainly the right word to use. App developers aren’t the only one s who greeted the iPad’s release with gratitude and optimism. The textbook industry, too, sees it as a way to woo customers away from the used-book market,boost profits, and help students learn better. It’s a pivotal moment for a segment of the publishing industry that has stubbornly resisted change. Thanks in large part to the iPad and an expected rush of competitor slates, that resistance is crumbling.

Of course, it won’t happen overnight. Textbooks today are still bought and sold in much the same way th ey’ve always been. It may be slow-moving, but it’s highly profitable. While McGraw-Hill Education’s earnings fell by 14 percent in 2009 because of the recession, college textbook sales actually increased.

There are already digital textbooks available, and their numbers are expected to grow. CourseSmart, a San Mateo, Calif., company collectively owned by five of the biggest textbook publishers, has 6,000 educational titles for sale in digital format. But its electronic books are little more than scanned versions of printed works. A CourseSmart e-book includes some neat functions, like search capability and digital note-taking, but for the most part, it has few advantages over a traditional textbook other than weight and price.

That’s where a company like Inkling comes in. Inkling and its competitors are working with the textbook publishers to bring their books onto the iPad, iPhone, and other future devices. The aim, says Inkling’s MacInnis, is to harness all the advantages of a multitouch, Web-enabled slate. That means chemistry students won’t just see an illustration of a benzene molecule; they’ll spin and rotate a three-dimensional model of one. Biology students won’t just read about the cardiovascular system; they’ll see video of a beating heart, narrated by a world-class heart surgeon.

Big publishers like McGraw-Hill, Pearson, and Cengage are locked in a longstanding battle against the used-textbook market. Online textbook-rental companies offer lower prices than the publishers, and reach a wide customer base. But traditional publishers think technology will be their salvation.There’s no such thing as a “used” e-book, and digital textbooks are the center of a whole ecosystem of services—such as homework-management systems and video-capture technology for recording lectures—that publishers hope will be profitable.

A)One reason Harold Elder pre-ordered an iPad is that ________ .

A)he is crazy about Apple's new product

B)he just wants a new computer

C)he wants to enrich his online experience

D)he will use it to help his teaching

1.Digital textbooks can help the textbook industry achieve all the following goals EXCEPT ___.

3.boosting profit

4.abandoning traditional textbooks

5.winning customers away from used-book market

6.helping students learn better

https://www.wendangku.net/doc/587617202.html,pared with traditional textbooks, CourseSmart e-books may not have advantages in ____ .

A)weight and price

B)search ability

C)digital note-taking

D)selling

4. Inkling's digital books are better than CourseSmart's because _________ .

A)they have digital note-taking function

B)they have search capability

C)they take advantage of a multitouch, Web-enabled slate

D)they are much cheaper

5. The textbook industry's attitude towards digital books is ________ .

A) skeptical B) optimistic C) indifferent D) negative

考研词汇

device［di’vais］n.①装置，设备，仪表；②方法，设计

［真题例句］In the United States, multitudes of premiums for new devices (①) were awarded at country fairs and at the industrial fairs in major cities.［1996年阅读4］

［例句精译］在美国，奖励新发明的大量奖品在乡村集市和大城市的工业博览会上颁发。digital［’did?itl］a.数字的

［真题例句］There are technological reasons to hope the digital divide will narrow.［2001年阅读2］

［例句精译］一些技术上的因素使我们有理由期望数字差异会缩小。

optimism［’?ptimiz?m］n.乐观，乐观主义

［真题例句］With optimism characteristic of all industrialized countries, we came to accept that everyone is fit to be educated.［1999年阅读3］

［例句精译］随着工业化给国家带来的特有乐观精神，我们已经接受了人人都适合受教育的观念。

stubborn［'st?b?n］a.①顽固的，倔强的；②难对付的，难以克服的stubbornly adv. segment［’segm?nt］n.①阶层；②部分

［真题例句］International affiliates account for a fast growing segment(②) of production in economies that open up and welcome foreign investment.［2001年阅读4］

［例句精译］在那些对外开放并鼓励外资的国家的经济中，国际分公司在国民生产中成为一个快速增长的部门。

collective［k?'lektiv］n.集体；a.集体的，共同的collectively adv.

version［’v?: ?en］n.①型，版本；②译本，译文；③说法，看法；④（某种）形式

［真题例句］And if scientists have yet to create the mechanical version (④) of science fiction, they have begun to come close.［2002年阅读2］

［例句精译］如果科学家们还没有在机械上实现科幻小说的幻想，那么他们也已经很接近这个目标了。

harness ['ha:nis] v. 控制…以产生动力，利用;抑制，约束，驾驭

illustration［il?s’trei??n］n.①说明，例证；②图解

［真题例句］52.A blueprint made before inviting a friend to dinner is used in this passage as .［1996年阅读1］

［A］an illustration (①) of how to write an application for a job

［例句精译］本文中，请朋友吃饭前所做的计划被用来。

［A］举例说明如何写求职申请

salvation［s?l'vei??n］n.拯救，救助

背景常识介绍

未来五年美国的高等教育和职业教育市场上的新教材销售量中，数字化教科书销售量将会超过18%。这将促使数字化教科书销售收入超过100亿美元，从而超过传统教科书的生产。电子化教科书的销售量与应用软件开发和科技发展趋势密不可分，包括iPad和一系列平板电脑的成功发行，上网本销售量的增长，电子阅读器和阅读平台的推广和流行，以及智能手机市场的扩大。

参考译文

教科书的数字化未来

哈罗德·埃尔德并非你所认为的那种典型“苹果迷”。不过这位58岁的阿拉巴马大学经济学教授提前预定了一台iPad（苹果平板电脑），以保障自己是最早拿到的一批人之一。这个设备“是我等待已久的东西”，他说。明白地说，这并非只是出于对电子产品的欲望。“它确实可以使学习的感受变得更丰富，”埃尔德说，他正在考虑在其2010年秋季学期的微观经济学入门课程中试用一种新型的用于iPad的数字化教科书。

“更丰富”是肯定是个正确的描述词语。应用软件开发商并非是唯一怀着感激乐观欢迎iPad发行的人。教科书产业同样视其为从二手书市场夺回顾客、提高利润和帮助学生学得更好的办法。这是出版业中顽固拒绝改变领域的关键时刻。多亏了iPad和竞争者同类产品的预期涌现，抵抗一击即溃。

当然，这并非一夜之间发生的。今天教科书的买卖跟一直以来的情形差不多。可能效率慢，但利润很可观。虽然在2009年麦格劳-希尔教育集团因经济衰退收入下跌了14%，大学教科书销售量实际上涨了。

数字化教科书早已出现在市场上，而且数量呈上涨趋势。位于加州圣马特奥市的CourseSmart公司，由最大的教科书出版商中的五家共同拥有。该公司拥有6000种数字格式的教育类书籍。但是它的电子书几乎就是印刷版书籍的扫描版。一本CourseSmart电子书带有一些简单功能，例如搜索和数字化笔记功能，但大体说来，除了较为轻便和价格便宜，相对于传统教科书它并没有很大优势。

那就是类似Inkling的公司出现的原因。Inkling和它的竞争者与教科书出版商一起将他们的书装入iPad，iPhone以及其他未来电子产品。Inkling的麦克因尼斯说，目的是利用带有多触点技术和能连接网络的平板。那将意味着学化学的学生不用仅看平面的苯分子结构图；他们将可以旋转一个三维模型图。生物学的学生不仅能读到心血管系统；他们还能看到一颗跳动的心脏，听到世界一流心脏外科专家讲解。

大型出版商，比如麦格劳-希尔、皮尔森和圣智（Cengage）长期以来和二手书市场竞争激烈。网上教科书租用公司书价比出版商低，因此有广泛的客户群。但是传统出版商认为技术将是他们的救世主。市场上没有“二手”电子书这样的东西，数字化教科书处于整个服务生态系统的中心，比如家庭作业管理系统和记录讲课的视频采集技术等服务，出版商希望这些服务能够获利。

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