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1. 阅读理解
Bad news sells. If it bleeds, it
leads. No news is good news, and good news is no news. Those are the classic
rules for the evening broadcasts and the morning papers. But now that information
is being spread and monitored in different ways, researchers are discovering
new rules. By tracking people's e-mails and online posts, scientists have found
that good news can spread faster and farther than disasters and sad stories.
"The 'if it bleeds' rule
works for the mass media," says Jonah Berger, a scholar at the University
of Pennsylvania. "They want your eyeballs and don't care how you're
feeling. But when you share a story with your friends, you care a lot more how
they react. You don't want them to think of you as a Debbie Downer."
Researchers analysing
word-of-mouth communication—e-mails, web posts and reviews, face-to-face
conversations—found that it tended to be more positive than negative, but that
didn't necessarily mean people preferred positive news. Was positive news
shared more often simply because people experienced more good things than bad
things? To test for that possibility, Dr Berger looked at how people spread a
particular set of news stories: thousands of articles on The New York Times'
website. He and a Penn colleague analysed the "most e-mailed" list
for six months. One of his first findings was that articles in the science
section were much more likely to make the list than non-science articles. He
found that science amazed the Times'
readers and made them want to share this positive feeling with others.
Readers also tended to share
articles that were exciting or funny, or that inspired negative feelings like
anger or anxiety, but not articles that left them merely sad. They needed to be
aroused one way or the other, and they preferred good news to bad. The more
positive an article, the more likely it was to be shared, as Dr Berger explains
in his new book, Contagious: Why Things
Catch On.
（1）What do the classic rules mentioned in the text apply to?
A . News reports.
B . Research papers.
C . Private e-mails.
D . Daily conversations.
（2）What can we infer about people like Debbie Downer?
A . They're socially inactive.
B . They're good at telling stories.
C . They're inconsiderate of others.
D . They're careful with their words.
（3）Which tended to be the most e-mailed according to Dr Berger's research?
A . Sports news.
B . Science articles.
C . Personal accounts.
D . Financial reviews.
（4）What can be a suitable title for the text?
A . Sad stories travel far and wide
B . Online news attracts more people
C . Reading habits change with our times
D . Good news beats bad on social networks
