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Book Value<br>A Older people in particular are often taken aback by the speed with which the Internet's "next big thing" can cease being that. It even happens to Rupert Murdoch, a septuagenarian me dia mogul. Two years ago he bought MySpace, a social-networking site that has becomed the world's largest. The other day, however, Mr Murdoch was heard lamenting that MySpace appears already to be last year's news, because everybody is now going to Facebook, the second-largest social network on the web, with 31 million registered users at the last count Facebook was started in 2004 by Mark Zuckerberg, a student at Harvard and not even 20 a the time, along with two of his friends. The site requires users to provide their real names and e-mail addresses for registration, and it then links them up with current and former friend., and colleagues with amazing ease. Each Facebook ,profile" becomes both a repository of each user's information and photos, and a social warren where friends gossip, exchange messages and "poke" one another.<br>B Facebook is generating so much excitement this summer that bloggers are likening Mi Zuckerberg to Steve Jobs, the charismatic boss of Apple, and calling his company "the nex Google" on the assumption that a stock market listing must be imminent. It may be. Mr Zuck. erberg has rejected big offers from new- and old-media giants such as Yahoo! and Viacom One of his three sisters, who also works for Facebook, has posted a silly video online that makes fun of Yahoo!'s takeover bid and sings about "going for IPO". And Facebook has advertised for a "stock administration manager" with expertise in share regulations. Yet Mr Zuckerberg insists that he is "a little bit surprised about how focused everybody is on the 'exit'." The truth is that he is sick of talking about it. The venture capitalists backing Facebook may want to cash out, but Mr Zuckerberg is only 23 and doesn't need the money. He also happens to believe—rather as Google's young founders do—that he can, and should, change the world. A flotation would be a big distraction.<br>C Metaphorically, Mr Zuckerberg views himself as similar to the pioneering Renaissance map-makers who amassed and combined snippets of information and then charted new lands and seas so that other people could use their maps to find, say, new trade routes. In Mr Zucker-berg's case, the map charts human relationships. Whereas many of the other social networks on the web primarily help people to make new contacts online—whether for hanky panky, marriage or business—Mr Zuckerberg is exclusively interested in "mapping out" the "real and pre-existing connections" among people, he says.<br>D The fancy mathematical name he has for this map is a "social graph", a model of nodes and links in which nodes are people and connections are friendships. Once this social graph, or map, is in place, it becomes a potent mechanism for spreading information. For instance, he says, "we automatically know who should have a new photo album," because as soon as one person uploads it to the site, all her friends see it, and the friends of friends might notice too. Other social networks can also do this, of course, but Facebook is distinctive in several ways. First, it is currently considered classier than, say, MySpace. One academic researcher argues that Facebook is for "good kids", whereas MySpace is for blue-collar kids, "art fags", "goths" and "gangstas". Facebook's roots are indeed preppie. Mr Zuckerberg took Latin, Greek and fencing at Phillips Exeter Academy and started Facebook at Harvard, after all. From there, it spread to other elite universities, and it only opened up to the general population last September.<br>E Mr Zuckerberg, however, thinks that the bigger difference is that Facebook is now becoming a "platform". By this he means that it is evolving into a technology on top of which others can build new software tools and businesses. In May, Mr Zuckerberg op
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REAING PASSAGE 1<br>You should spend about 20 minutes on Questions 1-13, which are based on Reading Passage 1 below.<br>India's Modern Women<br>The country's younger generation is shedding submissive attitudes, wants careers, and longs for wealth. And marketers are paying attention. When the first American music videos and popular TV shows began appearing in Indian homes in the early 1990s thanks to satellite and cable, many pundits predicted Indian society would never be the same. For the first time, female viewers saw independent, successful women and fun, sensitive guys. Sex and divorce were openly discussed in these TV imports and couples kissed passionately—then still a taboo in Indian TV shows and movies.<br>Indeed, the impact on younger generations of Indian women has been profound. Whereas Indian women traditionally have been submissive to parents and husbands and valued frugality and modesty, a number of sociological studies show that young Indian females now prize financial independence, freedom to decide when m marry and have children, and glamorous careers. A generation back, women would sacrifice themselves and believed in saving. Today, it is spend, spend, spend. It is O.K. for a woman to want something for herself, and people will accept it if she goes out into a man's world making a statement.<br>Because today's young women are the key consumer group of tomorrow, these shifts have big implications for marketing companies. And the trends come out clearly in two recent studies. One study examined 3400 unmarried women aged 19-22 of different income and social levels. Altogether, the project involved 40 focus groups in five large urban areas and five smaller cities. In some cases, the researchers lived with the women for a while to study them more closely. 7he researchers supplemented this data with interviews of journalists, teachers, and psychologists.<br>Among the findings:<br>Guilt-free materialism. 51% of young single women in major urban areas say it's necessary to have a big house and big car to be happy. In smaller cities, 86% agreed with this statement. This shows that the less women have, the greater are their aspirations. One woman interviewed was making just $200 a year but said she wants to own a jet plane. A typical comment in recent interviews was, 'I want money, fame and SUCCESS'.<br>Parental ties. Traditionally, parents regarded girls as somebody else's future property. They arranged marriages for their daughters, and then the daughters would go away and take care of their in-laws, so parents needed and doted on sons. However, today's young women are rebelling against that. 67% say they plan to take care of their parents into their old age—and that means they need money. The company Unilever played on that sentiment with a recent controversial—but successful—ad for its Fair and Lovely line of beauty products. A daughter came home and found that her parents had no sugar for coffee because they couldn't afford it. She became an airline hostess after using the Fair and Lovely products to make her beautiful. She then visited her parents and took them to a first-class restaurant.<br>Marital freedom. Now many women say they'll marry when ready—not when their parents decide to marry them off. 65% say dating is essential, and they also want to become financially independent before they marry. 76% say they want to maintain that independence afterward. 60% say they'll decide how to spend their own salaries. What's mote, 76% say they'll decide when to have children. They now regard this as the woman's decision completely. In big metro areas, 24% say they never want children, and that number reaches 40% in smaller cities.<br>Individualism. Female role models in Indian culture used to personify perfections. Now, 62% of girls say it's O.K. if they have faults and that people see them. They don't want to be seen as Mrs. Perfect. Popular TV role models are like Phoebe in 'Friends'—wom
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