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Business English Exercises
 

Science and marketing (2)

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Home > Teaching Business English > Business English Lessons, Advanced Level # 216
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Gitte Meyer of the Danish Centre for Bioethics explains that the fundamental convention of science journalism is that of science transmission; science journalists should not concern themselves with questions of knowledge; reflection on such questions should be strictly confined within the scientific community.

Correct answer: (a) community

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From this description, it is fairly easy to spot what is similar between the convention and marketing: neither allows for sceptical and critical questions to be posed.

Correct answer: (a) posed

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The convention may be seen as an annex to an old, unwritten contract between science and society.

Correct answer: (c) annex

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That is, the at the same time paradoxical and pragmatic agreement that science was a valuable part of society by not being part of society: science was agreed to be, somehow, situated outside society.

Correct answer: (d) paradoxical

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Residing in a remote spot, supposed to be above moral disagreement and conflicts of interest, science was expected to produce 'pure' knowledge, and this knowledge everybody could rely upon — exactly because it was understood to be disconnected from society.

Correct answer: (a) interest

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Lines of information had, however, to be established in order for the rest of society to share in the pure light of science; scientific results, thus, had to be transmitted, by scientists themselves, or by journalists.

Correct answer: (a) Lines

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In the early 18th century, science was energetically promoted amongst the public: in London's coffee houses, lecturers offered demonstrations with globes, orreries and other instruments displaying the marvels of the clockwork universe, while performing chemical, magnetic, and electrical experiments.

Correct answer: (a) coffee

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In the spring of 1713, Newton's protg William Whiston was holding forth on mathematics and science at both Douglas's in St. Martin's Lane and at the Marine near the Royal Exchange.

Correct answer: (d) forth

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In the journal 'The Spectator', Joseph Addison and Richard Steele in 1711 foresaw with delight those times "when Knowledge, instead of being bound up in Books, and kept in Libraries and retirement, is thus obtruded upon the Publick; when it is canvassed in every Assembly, and exposed upon every Table."

Correct answer: (a) bound

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So the convention and the practice of science transmission has quite a long history; it has been motivated by aims of 'pure' enlightenment and of spreading the gospel of the scientific worldview, but probably it has always been a mixed-purpose enterprise.

Correct answer: (a) gospel

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