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  • Neil: Hello. Welcome to 6 Minute English, I'm Neil.

    哈囉,歡迎來到 6 分鐘英語,我是 Neil

  • Rob: And I'm Rob.

    我是 Rob

  • Neil: Rob, what generation are you?

    Rob,你是哪個世代的?

  • Rob: Well what are my choices?

    Rob: 有哪些可以選啊?

  • Neil: You can't choose what generation you are,

    Neil: 你不能選擇你的世代啦!

  • it depends on when you were born.

    它取決於你出生的年代

  • Rob: Oh, OK then, what are the different generations?

    Rob: 喔,那好吧,有哪些不同的世代呢?

  • Neil: Well, there are baby boomers, who

    Neil: 有嬰兒潮代

  • were born in between the 1940s and the early

    生於 1940 年到 1960 年初之間的

  • 60s. Then there was Generation X, born

    再來是 X 世代

  • between the mid 1960s and the early

    生於 1960 年到 1980 年初之間

  • 1980s. Then there is Generation Y,

    然後是 Y 世代

  • also known as millennials, born mid

    也是大家都知道的千禧世代

  • 1980s to late 1990s, and ...

    生於 1980 年到 1990 年之間

  • Rob: OK, let me guess, Generation Z? Born

    Rob: OK,讓我猜猜,Z 世代是出生於

  • in the late nineties or early noughties?

    90 年後或是 2000 年初

  • Neil: You're very smart. So, which one are you?

    Neil: 您真聰明,所以你是哪個世代呢?

  • Rob: Ah, that would give away my age,

    Rob: 呃,那會透露出我的年齡,對吧?

  • wouldn't it! OK, I have to confess I am

    好吧,我要坦白說我是

  • Generation X. And what about you, Neil?

    X 世代,Neil 那你呢?

  • Neil: Yes me too, Generation X. But today

    Neil: 我也是 X 世代的,但今天

  • we're going to focus on Generation Z, also

    我們今天要討論的是 Z 這個世代

  • known as Gen Z. What marks Gen Z in

    也是俗稱的 Z 世代,Z 世代比較特別的是

  • particular is that they are the social media

    它是個社群媒體的世代

  • generation. They have never known a time

    他們沒有經歷過

  • without social media.

    沒有社群媒體的年代

  • Rob: Oh, poor them!

    噢,可憐的他們!

  • Neil: Mmm, well, that's one view. Other

    Neil: 嗯,那只是一個看法

  • opinions are available. Before we look at

    還有其他的意見,在我們

  • Gen Z in more detail, a question though.

    進一部探討 Z 世代前,先考一個問題

  • No one can quite agree on who first used

    沒有人可以確定誰先使用了

  • the term 'social media', but we do know

    『社群媒體』這個詞,但是我們知道

  • from which decade it came. Was it...

    它在哪個年代誕生的,它是在

  • a) the 1980s, b) the 1990s, c) the noughties,

    (A) 1980 年 (B) 1990 年 (C) 2000 年

  • that is the first decade of the 21st Century.

    同時也是 21 世紀的第一個年代

  • Rob, what's your answer?

    Rob,你的答案是什麼?

  • Rob: Well, come on, it's quite a recent

    Rob: 拜託,它是個近期的東西

  • thing. It's got to be c) the noughties.

    一定是 (C) 2000 年

  • Neil: We'll find out the answer later in the

    Neil: 我們晚點在節目會找到答案

  • programme. Now we're going to hear

    那我們現在先聽

  • from Hiral Patel who is an analyst for

    來自 Barclays 銀行的分析師 Hiral Patel

  • Barclays. She appeared on BBC Radio 4's

    她來到 BBC 第 4 電台的

  • You and Yours programme and was

    You and Yours 節目

  • asked whether there was much difference

    被問到千禧與 Z 世代

  • between millennials and Generation Z.

    有很多不同的地方嗎?

  • Does she think they are the same or different?

    她會認為是一樣的還是不同的呢?

  • Hiral Patel: Most people view Generation

    Hiral Patel: 多數人認為 Z 世代

  • Z as mini-millennials - and that's because

    是迷你版的千禧世代 - 是因為

  • there is an obsession with the word

    對千禧這詞的認定

  • 'millennial'. Our research shows

    我們的研究指出

  • that Gen Z are different and that they have

    Z 世代比較不一樣,他們有自己的

  • their own set of values and preferences

    一套的價值觀與偏好

  • which consumer brands need to cater for.

    也是消費品牌需要迎合的部分

  • Our research found that Gen Z are

    研究發現 Z 世代都是

  • tech-innate, hyper-informed consumers,

    天生的科技通以及消息靈通的消費者

  • and extremely savvy. This hyper-connected

    且非常的精明,現今活在這高度連結的世界

  • world that we live in today is a new norm for them.

    對他們來說是一個新的準則

  • Neil: So Rob, does Hiral Patel think there

    Neil: Rob,Hiral Patel 認為

  • is much difference between the two generations?

    這兩個世代有不同之處嗎?

  • Rob: Yes, she does. But she comments

    Rob: 有,她認為有的

  • that not everyone does. 'Millennial' is a

    但她也說到不是每個人都這麼認為

  • term that is used so frequently that many

    千禧這詞常被泛指

  • people think it refers to all young people.

    所有的年輕人

  • Gen Z, she says are not mini-millennials,

    Z 世代表示不是迷你的千禧世代

  • they are quite different and have their own

    他們不太一樣且有自己的

  • values and preferences.

    價值觀與偏好

  • Neil: And this is important for consumer brands,

    Neil: 這對消費品牌是很重要的

  • for companies who want to sell to this

    想要賣東西他們的公司

  • generation. They need to cater for that

    他們需要去迎合這世代

  • generation, which means they need to

    意味著他們需要提供

  • provide goods that Gen Z want.

    Z 世代會想要的東西

  • Rob: And she describes Gen Z as being

    Rob: 還有她形容 Z 世代是個

  • tech-innate, hyper-informed consumers.

    天生的科技通、消息靈通的消費者

  • Neil: It's a bit of a mouthful but essentially

    Neil: 講的還滿多的但基本上

  • it means that they are extremely

    是說他們非常

  • comfortable with modern technology and

    的能接受現代科技

  • social media and as a result have a lot of

    還有社群媒體,結果擁有了

  • information about what's going on in the

    世界各地的資訊

  • world. This makes them savvy.

    這也使他們變得精明

  • Rob: And being 'savvy' means being able

    Rob: 精明意味著能夠

  • to understand situations well and make

    充分了解行情並做出明智的決定

  • clever decisions because of this knowledge.

    多虧於有科技面知識

  • Neil: Now I think I'm pretty savvy when it

    Neil: 現在我認為我非常的精通

  • comes to modern connected technology

    對於現代連結的科技

  • and media, but I didn't grow up with it, it's

    與社群媒體,雖然我的成長過程沒有它們,

  • new. For Gen Z, this level of technology is

    他們是新東西。這等級的科技

  • what is normal, it's all around and always

    對 Z 是代的人來說一直都是很普通的東西

  • has been, it's their norm, as Hiral Patel put

    這是他們基本的知識,就像 Hiral Pate 所說的

  • it. Here she is again:

    又換她了

  • Hiral Patel: Most people view Generation Z

    Hiral Patel: 多數人視 Z 世代

  • as mini-millennials - and that's because

    為迷你千禧 - 那是因為

  • there is an obsession with the word

    對『千禧』這一詞的認定

  • 'millennial'. Our research shows that Gen Z

    我們的研究指出 Z 世代

  • are different and that they have their

    有不同之處,他們有自己

  • own set of values and preferences which

    一套的價值觀與偏好

  • consumer brands need to cater for. Our

    使得消費者品牌要去迎合他們

  • research found that Gen Z are tech-innate,

    研究也指出 Z 世代的人是天生的科技通

  • hyper-informed consumers, and

    也是消息也靈通、又非常精明的

  • extremely savvy. This hyper-connected

    消費者。現今我們所活在的

  • world that we live in today is a new norm for them.

    高連結世界,對他們來說是新的準則

  • Neil: Right time to review this week's

    Neil: 到了複習本周單詞的時間

  • vocabulary, but first let's have an

    首先我們要來解答

  • answer to that quiz. In what decade was

    前面的問題,社群媒體

  • the term 'social media' first coined? Was it:

    是在哪的年代發明的? 它是在

  • a) the 1980s, b) the 1990s, c) the noughties

    (A) 1980 年代 (B) 1990 年代 (C) 2000 年代

  • What did you say, Rob?

    你選那個,Rob?

  • Rob: Yeah, well I said c) the noughties.

    Rob: 我選 (C) 2000 年代

  • Neil: You're wrong. Perhaps unsurprisingly,

    Neil: 你答錯了,不出所料

  • the 1990s is the answer. I'm sure most of

    1990 年代才是正確的,我非常確定

  • you got that one correct. Right, now, the vocabulary.

    大多數的你們都會答對這題,現在來討論單詞

  • Rob: Yes this week we've been talking

    Rob: 這周我們一直在討論

  • about 'generations'.

    『世代』

  • This is a term used to describe people born

    這詞通常是用來形容在特定時代

  • in a particular period of time, usually, but

    出生的人們

  • not always a period of about 18 to 20 years.

    但不總是在 18 到 20 年間

  • Neil: And we were focussing on

    Neil: 我們也有討論到

  • Generation Z or Gen Z which includes

    Z 的世代或是 Z 世代

  • those born in the early noughties,

    包括了 2000 年初的

  • which is the first decade of the 21st

    2000 到 2009 年,這也是 21 世紀

  • Century from 2000 to 2009.

    的第一個年代

  • Rob: The next expression was 'to cater for'.

    Rob: 下一個詞是『迎合』

  • This means to provide something that is

    它的解釋是提供特定族群

  • needed or wanted for a particular group.

    需要或是想要的東西

  • And if you are trying to sell something,

    如果你想要賣東西的話

  • you need 'to cater for' your target market.

    你需要去迎合你的目標市場

  • Neil: And if your market is Gen Z you need

    Neil: 如果你的市場是 Z 世代的話

  • to be aware that they are tech innate,

    你需要注意到他們是天生的科技通

  • hyper-informed. They have grown up with

    且消息靈通。他們從小就開始

  • connected technology and are very knowledgeable.

    使用科技產品,懂得東西比較多

  • Rob: This makes them extremely 'savvy'.

    Rob: 這使的他們很精明

  • This adjective means 'smart and

    這詞是表示聰明與智慧

  • intelligent'. In this context it means they

    在這段對話裡表示他們

  • are able to make smart decisions

    對於買東西

  • about what to buy because they are

    能夠做出明智的決定

  • connected so many sources of information.

    因為他們知道很多資訊

  • And for Gen Z, this level of interaction and

    至於 Z 世代,他們互動與連結的程度

  • connectivity is 'the norm'. It's what is

    是個準則,

  • normal, what is usual for them. So where I

    對他們來說是沒什麼的

  • struggle sometimes with modern life and

    但這現代生活與科技對我來說有點吃力

  • technology - for Gen Z, it's easy.

    對 Z 世代卻很輕鬆

  • Neil: Well that may be true but I'm savvy

    Neil: 儘管如此,我還是很精明的知道

  • enough to know that it's time to end the

    該要結束今天的節目了

  • programme. Do join us again next time

    下次在收聽我們的頻道

  • and remember you can find us on

    還有可以在 Instagram、Facebook、

  • Instagram, Facebook, Twitter, YouTube

    Twitter、 YouTube 頻道找到我們

  • and of course our website bbclearningenglish.com.

    當然還有我們的網站 bbclearningenglish.com.

  • And let's not forget our app Rob!

    還有別忘了我們的 App, Rob!

  • Rob: Download it now. It's free!

    現在就下載,是免費的

  • Neil: Join us again next time. Goodbye.

    Neil: 歡迎下次收聽,再見

  • Rob: Bye!

    拜!

Neil: Hello. Welcome to 6 Minute English, I'm Neil.

哈囉,歡迎來到 6 分鐘英語,我是 Neil

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六分鐘學會用英文描述 Z 世代 (Describing Generation Z: 6 Minute English)

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    Evangeline 發佈於 2018 年 11 月 12 日
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