Using Media to Make a Difference The MADD Campaign：利用媒体来区别madd战役

Using Media to Make a Difference The MADD Campaign：利用媒体来区别madd战役 Mid-term on Using Media to Make a Difference: The MADD Campaign Directions: Read the following selection and then answer the questions. After Candy Lightner’s child was killed in a drunk-driving accident in 1980, she sought out others like herself, mothers who had lost children to the volatile mix of cars and alcohol. What she hoped they could do was provide each other with emotional support and campaign to ensure that other parents would never know their grief. As a result, Mothers Against Drunk Driving (MADD) was born. There are now more than 400 chapters of MADD in the United States and a number of foreign groups as well. Individuals and businesses contribute over $40 million a year to MADD’s efforts, which include a variety of educational, public relations, and victims’ assistance programs. MADD’s primary public information campaign, Project Red Ribbon, which runs throughout the Thanksgiving to New Year’s holiday season, annually distributes more than 30 million red ribbons. People tie them to the rearview mirrors, door handles, and radio antennae of their cars. This reminder encourages people not to drive if under the influence of drugs or alcohol, to call a cab if necessary, or even to take away a friend’s car keys if he or she is drunk. The ribbon also serves as a sign of solidarity against the terrors of drunk driving. MADD has enlisted in Project Red Ribbon such major corporations as 7-Eleven Stores, and the national trucking company Consolidated Freightways Motorfreight. Among MADD’s public are teenagers. With its parallel organization, Students Against Drunk Driving, SADD, MADD targets this high-risk group through various educational campaigns and in the media aimed at teen audiences. The organization also conducts public information campaigns aimed at adult drivers and repeat drunk drivers, often in conjunction with state and other authorities. It also assists legislators in their efforts to pass drunk-driving legislation. Finally, two more of MADD’s publics are public servants such as police and paramedics, who must deal with the effects of drunk driving, and the families and friends who have lost loved ones in alcohol-or-drug-related driving accidents. Has MADD made a difference? Since 1988, numerous prime-time television programs have featured episodes about the dangers of drunk driving. MADD’s professional staff has served as script advisors to these programs. MADD was instrumental in passage of the federal Drunk Driving Prevention Act of 1988, offering states financial incentives to set up programs that would reduce alcohol-and-drug-related automobile fatalities. This legislation also made 21 the national minimum legal drinking age. MADD successfully campaigned for the Victim’s Crime Act of 1984, making compensation from drunk drivers to victims and their families federal law. There are two even more dramatic examples of how successful Lightner’s group has been. According to the National Commission Against Drunk Driving, there have been significant reductions in the number of alcohol-and-drug-related auto fatalities in every year since MADD was founded. But MADD’s cultural impact shows most strongly in the way people treat drunk drivers. It is no longer “cool” to talk about how smashed we got at the party, or how we can’t believe we made it home. Almost every evening out with a group of friends includes a designated driver. Drunk drivers are considered nearly as despicable as child molesters. Many in public relations, traffic safety, and law enforcement credit MADD’s public relations effort with this change. th(Baran, Stanley, Introduction to Mass Communication, 6 edition, 2008, p. 344) Multiple Choice _____ 1. What is the meaning of the word volatile as used in paragraph 1? a. light-hearted b. fickle c. likely to get out of control suddenly d. evaporating quickly _____ 2. What is the meaning of the word parallel as used in paragraph 3? a. equally distant b. serious c. similar to or alike d. sadly lacking _____ 3. What is the meaning of the phrase in conjunction with as used in paragraph 3? a. in conflict with b. in combination with c. independently of d. with the approval of _____ 4. What is the meaning of the word despicable as used in paragraph 5? a. evil b. contemptible c. despised d. all of the above _____ 5. The author of the selection suggests that a. Candy Lightner’s organization has had little success. b. MADD helped popularize the use of designated drivers. c. the death rate from alcohol-related traffic accidents has continued to increase. d. people are not interested in driving safely and soberly. _____ 6. The focus of paragraphs 4 and 5 is to a. provide examples of MADD’s success b. discuss why young people join SADD c. discuss successful prime-time TV shows d. explain the Victim’s Crime Act of 1998 _____ 7. From this selection, you could infer that the author probably feels that a. MADD has been able to contribute very little to change attitudes about driving safely. b. MADD’s public relations campaign has significantly changed attitudes toward drinking and driving. c. Organizations like MADD are unlikely to succeed in their stated goals. d. MADD should concentrate on other issues too. _____ 8. The best title for this selection would be a. Project Red Ribbon b. Candy Lightner c. Making a Difference By Getting MADD d. Getting Smashed _____ 9. The author’s primary purpose in writing this selection is to a. inform readers about the life of Candy Lightner. b. inform readers about the founding, goals, and success of MADD. c. persuade readers to become members of MADD. d. persuade readers not to drink and drive. ____10. A key idea expressed in this selection is that a. Society should prohibit the consumption of alcoholic beverages. b. Trying to reduce the incidence of drunk-driving is hopeless. c. Young people should be able to legally drink at age 18. d. MADD has had some success in changing laws regarding drinking and driving. ____11. The transition phrase as a result in paragraph 1 indicates a. classification and division b. cause and effect c. comparison d. contrast ____12. The tone of this selection could best be described as a. angry b. optimistic c. cheerful d. serious ____13. MADD’s “public” includes all of the following except a. teenagers b. police c. elderly retirees d. paramedics ____14. Candy Lightner formed MADD for all of the following reasons except a. She lost a child to a drunk driver. b. She wanted to associate with others who had faced a similar situation. c. She wanted to ensure that others would not have to endure a similar grief. d. She hoped the organization would serve as a stepping-stone for public office. True or False ____15. SADD was founded before MADD. ____16. Project Red Ribbon serves as a reminder to people not to drive drunk. ____17. Project Red Ribbon runs from Christmas to Labor Day. ____18. MADD assists legislators in enacting laws that combat drunk-driving. ____19. The MADD red ribbon serves as a symbol of solidarity that condemns drunk-driving. ____20. Major corporations are unlikely to participate in a MADD campaign. In Your Own Words 1. The founding of Candy Lightner’s organization is an example of a person who took a personal tragedy and turned it into something positive for others. Can you think of any similar examples, maybe from your personal life? 2. Do you think that MADD illustrates the saying “that which does not kill us makes us stronger”? Explain your answer. 3. Do you think it helps to be around others who have suffered in a similar fashion? Or do you think this would simply prolong grief by “keeping open an old wound”?