$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$$\quad$Text 3
$\quad$$\quad$In his book The Tipping Point, Malcolm Gladwell argues that “social epidemics” are driven in large part by the acting of a tiny minority of special individuals, often called influentials, who are unusually informed, persuasive, or well-connected. The idea is intuitively compelling, but it doesn’t explain how ideas actually spread.
$\quad$$\quad$在他的《引爆点》中，Malcolm Gladwell议论到“社会传播”极大部分的受到一小部分特殊个人的行动的驱动，这些人经常被称为有影响力者，他们通常是消息灵通的、有说服力的、以及出身名门的。这个想法在直觉上很有说服力，但它并没有解释想法实际上是如何传播的。
$\quad$$\quad$The supposed importance of influentials derives from a plausible sounding but largely untested theory called the “two step flow of communication”: Information flows from the media to the influentials and from them to everyone else. Marketers have embraced the two-step flow because it suggests that if they can just find and influence the influentials, those selected people will do most of the work for them. The theory also seems to explain the sudden and unexpected popularity of certain looks, brands, or neighborhoods. In many such cases, a cursory search for causes finds that some small group of people was wearing, promoting, or developing whatever it is before anyone else paid attention. Anecdotal evidence of this kind fits nicely with the idea that only certain special people can drive trends.
$\quad$$\quad$人们对影响者重要性的假设来自于一个看起来很合理，但基本上未经检验的理论，即“两步流动沟通”：信息从媒体传播到影响力者再从他们传播到其他所有人。市场营销者接受了这个两步流通论因为这种理论说明他们如果可以找到一个有影响力者，这些被选中的人就能将他们的产品宣传出去。这个学说同时也解释了那些突然兴起的流行外观、品牌或社区的受欢迎程度。在许多这样的例子中，粗略地搜索一下就能发现，在其他注意到这些之前，已经有一小部分人在穿、宣传或是开发这些东西了。这类轶闻证据与只有特殊的人才能推动潮流的观点非常吻合。
$\quad$$\quad$In their recent work, however, some researchers have come up with the finding that influentials have far less impact on social epidemics than is generally supposed. In fact, they don’t seem to be required of all.
$\quad$$\quad$然而，一些研究者在他们最近的工作中发现有影响力者其实很少对社会传播有影响的观点正在逐渐被接受。事实上，可能完全不需要他们的存在。
$\quad$$\quad$The researchers’ argument stems from a simple observation observing about social influence, with the exception of a few celebrities like Oprah Winfrey—whose outsize presence is primarily a function of media, not interpersonal, influence— 310 even the most influential members of a population simply don’t interact with that many others. Yet it is precisely these non-celebrity influentials who, according to the two-step-flow theory, are supposed to drive social epidemics, by influencing their friends and colleagues directly. For a social epidemic to occur, however, each person so affected, must then influence his or her own acquaintances, who must in turn influence theirs, and so on; and just how many others pay attention to each of these people has little to do with the initial influential. If people in the network just two degrees removed from the initial influential prove resistant, for example, the cascade of change won’t propagate very far or affect many people.
$\quad$$\quad$研究人员的论点源于对社会影响力的简单观察，除了像奥普拉·温弗瑞这样的少数名人——她的巨大存在主要是媒体的功能，而不是人际影响——即使是人口中最有影响力的成员也根本不与那么多人互动。然而，根据两级流动理论，正是这些非名人但具有影响力的人，通过直接影响他们的朋友和同事，推动了社会流行。然而，要使一种社会流行潮真正形成，每一个受影响的人必须接着去影响他或她的熟人，这些熟人又必须再影响他们的熟人，如此循环下去;这些人中的每个人能得到多少人的关注与最初的有影响力的人没有多大关系。例如，如果在这个网络中，距离最初的有影响力的人仅相差两度的人被证明是抵制的，那么一连串的变化不会传播得很远，也不会影响到很多人。
$\quad$$\quad$Building on the basic truth about interpersonal influence, the researchers studied the dynamics of social influence by conducting thousands of computer simulations of populations, manipulating a number of variables relating of populations, manipulating a number of variables relating to people’s ability to influence others and their tendency to be influenced. They found our work shows that the principal requirement for what iswe call “global cascades” – the widespread propagation of influence through networks – is the presence not of a few influentials but, rather, of a critical mass of easily influenced people.
$\quad$$\quad$基于人际影响的基本事实，研究人员通过对人口进行数千次计算机模拟，操纵与人口有关的一系列变量，操控一系列与人们影响他人的能力和受他人影响的倾向有关的变量。我们的研究表明，所谓的“全球联系”——即影响力通过网络的广泛传播——的主要要求不是存在少数有影响力的人，而是存在一大批容易受影响的人。
31.By citing the book The Tipping Point, the author intends to
通过引用《起爆点》，作者倾向于展示 例证题：重点在例子之后（或之前）的部分
[A] analyze the consequences of social epidemics
分析社会传播的组成部分 错，就事论事，
[B] discuss influentials’ function in spreading ideas
讨论有影响力者在传播思想中的作用 对，引进对其作用的讨论
[C] exemplify people’s intuitive response to social epidemics
举例说明人们对社会传播的直觉反应 错，就事论事
[D] describe the essential characteristics of influentials.
描述有影响力者们必不可少的特征 错，就事论事
32.The author suggests that the “two-step-flow theory”
作者认为“两步传播理论”
[A] serves as a solution to marketing problems
表现的像一种解决市场问题的方法 错 就事论事
[B] has helped explain certain prevalent trends
帮助解释了具体的流行趋向 错 过于肯定
[C] has won support from influentials
获得了有影响力者的支持 错 获得的是市场营销者的支持
[D] requires solid evidence for its validity
需要实在的证据来证明其理论 对 多次强调其“不可靠”
33.What the researchers have observed recently shows that
研究人员最近观察到的展示了 例证题
[A] the power of influence goes with social interactions
影响力来源于社会互动 对
[B] interpersonal links can be enhanced through the media
社会互动链可以通过媒体来强调 错 就事论事
[C] influentials have more channels to reach the public
有影响力者有更多渠道来接触到公众 错 就事论事
[D] most celebrities enjoy wide media attention
许多名人受到媒体的关注 错 就事论事
34.The underlined phrase “these people” in Paragraph 4 refers to the ones who
第四段中下划线词“这些人”指的是
[A] stay outside the network of social influence
在网络影响之外的人 错
[B] have little contact with the source of influence
与影响来源几乎毫无联系的人 错
[C] are influenced and then influence others
受到其他人影响又影响其他人的人 对 第四段全段都在强调互动 相互影响的重要性
[D] are influenced by the initial influential
受到最初影响者影响的人 错
35.what is the essential element in the dynamics of social influence?
社会影响的首要动力因素是什么？ 细节题
[A] The eagerness to be accepted
热衷于被大家接受 错
[B] The impulse to influence others
影响他人的冲动 错
[C] The readiness to be influenced
受人影响的准备 对
[D] The inclination to rely on others
依靠他人的倾向 错
