Generation D D世代

对现在的青少年来说，上个网下载个东西就和打开电视一样简单，“永远在线”似乎已经成为他们的生活常态。他们不仅是数码世代的消费者，更成为数字文化的创造者。

 

Generation D refers to the generation that has grown up with and is completely at home with digital devices and digital culture.

“D世代”指的是伴随着数字装备和数字文化成长起来的一代，他们对数字装备非常精通。

 

Children and teens today have integrated digital culture seamlessly into their lives. For most, using the Internet, playing videogames, downloading music onto an iPod, or multitasking with a cell phone is no more complicated than setting the toaster oven to "bake" or turning on the TV.

如今的孩子和青少年已经把数字文化融入他们的生活。对他们的大多数来说，使用互联网、玩视频游戏、把音乐下载到iPod、或者用手机同时办几件事就和按下烤箱开关或者打开电视一样简单。

 

We are no longer talking about Generation X or Y, but Generation D, the digital generation.

如今我们不再讨论X世代或者Y世代，而是D世代，也就是数字世代。

 

The media has pictured the so-called "digital generation" in contradictory¹ ways: as bold trailblazers and innocent victims, as active creators of digital culture and passive targets of digital marketing². This reflects our ambivalent³ attitude toward both youth and technology.

媒体笔下的所谓数字世代是矛盾的：他们是勇敢的先行者，也是无辜的牺牲者；是数字文化积极的创造者，也是数字营销的被动目标。这反映出我们对青年和科技的矛盾态度。

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