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Business English Exercises
 

Science and marketing (1)

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Home > Teaching Business English > Business English Lessons, Advanced Level # 215
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Gitte Meyer of the Copenhagen Business School notes that during the past decades, swarms of scientists from a wide range of fields have migrated from their ivory towers and descended onto the marketplace, adapting themselves to marketing practices in the process.

Correct answer: (a) ivory towers

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With surprising ease, science journalism seems to be adapting too; penduling comfortably between old-fashioned enlightenment, aimed at promoting science as a common good, and PR exercises, aimed at selling science on behalf of private interests.

Correct answer: (a) common good

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This development provides food for thought in more than one sense.

Correct answer: (a) food

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In one respect, it prompts a critical question regarding conventional science journalism, marked by a lack of distinction vis-vis science popularization: does this kind of science writing in fact differ significantly from marketing practices?

Correct answer: (d) vis-vis

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At first glance at least, there does not appear to be a big difference — if any at all — between promoting and selling.

Correct answer: (a) glance

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Moreover, it prompts reflection on what kind of practices journalists, who are committed to enlightenment ideals about the rule of reason — ambiguous as those ideals are — should pursue in modern societies in order to keep the ideals alive.

Correct answer: (c) reflection

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Should they stick to conventions and simply continue to promote or to sell science?

Correct answer: (d) stick

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Or should they acknowledge that to promote what is seen, navely perhaps, but nevertheless as a general benefit, is a far cry from selling the same thing, in much the same way, on behalf of vested interests?

Correct answer: (a) cry

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The fundamental convention of science journalism is the convention of science transmission; that is, the prescription that journalists should relate to science by way of transporting scientific facts from scientists to a lay public for consumption.

Correct answer: (d) prescription

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The convention also contains the proscription that journalists should not interfere in any way with the scientific facts.

Correct answer: (d) proscription

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