1 Identity

Tarahumara boy in
traditional body paint,
Chihuahua, Mexico

8
 1.2 Building identity

VIRAL VIDEOS:
HOW THEY SPREAD

GRAMMAR Present tenses: active and passive 3 2 Listen to part of a radio programme about viral
videos and answer the questions.
1 Work in pairs. Have you ever been sent a link to a video
of any of these things? Tell your partner about some viral 1 Why are people studying the phenomenon of viral
videos you have seen. videos?
2 What are the differences between how people watch
an astronaut  cats  people dancing  songs
traditional media or content online?
3 Do people earn money from viral videos? If so, how?
2 Look at the infographic. Explain how a viral video
spreads.

12
 Unit 1 Identity
4 Read the sentences in the Grammar box. Answer the 7 Complete the text with the active and passive form of
questions (1–2). the verbs.

PRESENT TENSES: ACTIVE AND PASSIVE Videos VOTE NOW

Present simple: active and passive
Go Viral in the annual Videos Go Viral Award!

Millions of people watch mass media every day. This competition 1 (hold)
Millions of videos are uploaded to the Internet. every year to celebrate creativity and originality in
short videos. Voting 2 (take)
Present continuous: active and passive place online and the winners 3

(decide) by the number of votes. The short-listed

More people than ever are posting videos online.
videos 4 (host) here. This year
The whole phenomenon is being studied closely. we 5 (not accept) professional
1 Which tense describes routines, facts, and general videos: only amateur video-makers can enter. Vote
truths? as many times as you 6 (like).
2 Which tense describes temporary situations, activities
in progress, and trends? 8 Write sentences about online videos. Use the nouns, and
Check your answers on page 140 and do Exercises 1–6. the active and passive form of the verbs. Compare your
sentences with your group.

5 Choose the correct option to complete the sentences. Online videos give information about a range of different
things.
1 On the Youtubing 101 course, students are teaching /
are taught how to make videos. information people rules statistics
2 People are making / are made videos all the time. produce update upload view
3 Some music videos receive / are being received over a
billion hits. Pronunciation Word stress
4 Most online videos are streaming / are streamed,
although people also download / are downloaded a copy 9a 3 Listen to the sentences and underline the part of
to their devices. the word that is stressed. Then listen again and say if the
5 Increasingly, people are informing / are being informed word is being used as a noun, a verb, an adjective or an
by online news. adverb.
6 The influence of the Internet on broadcasting is growing / 1 a download b download 3 a update b update
is grown every year. 2 a online b online 4 a upload b upload

6 Complete the questions and answers from a podcast 9b Work in pairs. Take turns to use each word in a sentence
about viral videos and businesses. Use the present of your own. Check that your partner has stressed the
simple and present continuous active and passive form correct part of the word.
of the verbs.
Q: So, 1 do a lot of businesses use SPEAKING The Internet and me
viral videos? (use) 21st CENTURY OUTCOMES
10
A: Oh yes. They 2 their brand to a
Work in pairs. Look at the profiles of Internet users on
massive number of potential customers. (bring)
page 164. Then use the ideas to complete the questions for a
Q: And so how 3 you a video
quiz ‘The Internet and me’. Add two questions of your own.
go viral? (make)
A: Well, Quentin, that’s a question lots of companies
4
right now. (ask) The Internet and me
Q: And how 5 a business TIME ONLINE how often? / for how long?
how many people are viewing the video at any given
VIEWING live? / download for later?
moment? (know)
A: Well, every view, or ‘hit’ 6 by very SHARING how often upload or download?
sophisticated software. (register) ONLINE COMMUNITIES belong? / post? / host?
Q: And how 7 that information WEBSITE OR BLOG own? / write?
by a company? (use)
PASSWORDS how many? / how often update?
A: Basically, this data 8 the business
to track what’s popular. (allow)
11 Work with a new partner. Ask and answer the quiz questions.
Then decide which profile on page 164 fits your partner.

21st CENTURY OUTCOMES  ICT LITERACY Use technology as a tool to evaluate and communicate information 13
 1.3 Who am I?
READING A personal view on personal 6 Work in pairs. Discuss the questions.
branding 1 Do you agree with the statement ‘These days you are
1 Work in pairs. Discuss the questions. nobody unless you have a personal brand identity’?
2 What advantages does personal branding give? How do
1 Do you read any blogs regularly? What are they about? you think it helps someone professionally?
2 Why do you think people write blogs? 3 What would you put on your own brand T-shirt?
3 Do you write a blog or anything similar?

2 Read the blog post by an acupuncture therapist. What is VOCABULARY Tasks and interests
the writer’s purpose (a–c)? What helps you to decide? 7 Match the words in bold in the sentences with these
a to sell products connected to personal branding words.
b to give a personal perspective on personal branding
assists committed to concentrate on
c to explain why personal branding is important
fascinated by give handle  
3 Read the blog post again. Match the headings (1–5) with is responsible for lead loves makes
the paragraphs (A–E) in the blog post.
1 I head up a technology company.
1 Clothing with a message
2 My boss is passionate about what she does.
2 Defining my personal brand
3 We focus on the customer experience.
3 Promoting myself
4 My colleague helps people with their queries.
4 Something to think about
5 They offer a service to elderly people.
5 Why is personal branding important?
6 Our designer creates amazing works of art.
4 Choose the best option (a–c) according to the information 7 I’m interested in how things work.
in the blog post. 8 My manager co-ordinates all aspects of our work.
9 We deal with financial matters every day.
1 The T-shirts the writer talks about are printed with … . 10 Our secretary is involved in local sports events.
a a sports brand logo
b information about you 8 Use the expressions in Exercise 6 to write ten sentences
c your photograph that are true for you. Then work in pairs and compare
2 The writer’s blog is read … . your sentences with your partner. Ask follow-up
a around most of the world questions for at least five sentences.
b because her brand is well-known A: I’m passionate about animals.
c by a lot of people B: Oh? Does your job involve working with any animals?
3 The writer says … describe herself in a few words.
a it’s impossible to
b most people know how she would
SPEAKING Personal branding
c she’ll think about how to 9 21st CENTURY OUTCOMES
Work in pairs. Think of three people you both know
5 Work in pairs. Find these terms in the blog post. Is the
professionally or by reputation. Discuss the questions.
writer negative or positive about these aspects of her
Try to use some of the words from the blog on page 15.
‘personal brand’?
1 How successfully do they promote themselves?
1 brand (line 3)
2 Do you think they have a personal brand? How would
2 presence (line 12)
you describe it?
3 communicating (line 13)
4 profile (line 15)
5 email address (line 16)
6 self-promotion (line 19)
7 stand out (line 21)
8 passionate (line 22)
9 distinct (line 26)
10 benefit (line 26)
11 reputation (line 27)
12 self-image (line 28)

14
AT EASE With Acupuncture

Unit 1 Identity
A Personal View on Personal Branding

  
About Me

About This Site

Acupuncture

Reflexology

Therapeutic Massage

Homeopathy

Hypnosis
A A clothing company in Canada will sell you a T-shirt printed with your vision of Complementary Medicine
yourself for the modest price of $20. It’s a new twist on the concept of personal
branding – why promote a multinational sportswear brand by wearing their logo Archived Posts
when you can promote yourself instead? And it got me thinking. First, what
At Ease With Acupuncture
kind of thing do people come up with for their T-shirt design? And second, what 5

exactly does wearing a self-branded T-shirt say about you? A Personal View On
Personal Branding
B Apparently, these days, you are nobody unless you have a personal brand identity.
We’re sending out signals about ourselves all the time, so we should make sure
they are the right signals – or so the argument goes. So I decided to look more
closely at how well I’m developing my own personal brand. And this is what I 10

found out.

C Firstly, just by writing this blog, I’m building my brand. It gives me a presence on
social media and a way of communicating with the world. And my blog is read
by a healthy number of people. So that’s good. But I’m not doing so well when
it comes to my profile: my details are minimal and I haven’t joined any of those 15

networking sites for professionals. Worse still, my email address says nothing
about me! The ideal email address is something like firstname.lastname@ … ,
not the name of your favourite superhero with a few numbers added in, like mine
(Storm 376). So far, then, I’m giving myself 4/10 for self-promotion.

D The next thing to look at, apparently, is the brand itself. Who am I? What do I 20

stand for? What makes me stand out from my colleagues? Now here, I’m happy to
say, I think I score a bit higher. I know what I’m passionate about (and so do you if
you’re a regular visitor to this blog).

E People often use words like ‘empathy’, ‘expertise’ and ‘supportive’ when they
talk about my approach to acupuncture – and in fact that’s exactly what I try to 25

bring to my sessions. So I know what makes me distinct and the benefit that I
offer my clients. I have a reputation for quality (almost all of my new clients are
sent by previous clients) that fits with my self-image. I reckon I can award myself
8/10 for brand identity. But can I sum that up in ten to fifteen words? And that
brings me to the all-important question – what would I put on my T-shirt? Well, let 30

me give it some thought, and I’ll reveal all in my next post ...

21st CENTURY OUTCOMES CRITICAL THINKING Effectively analyse and evaluate evidence, claims and beliefs 15