金融時(shí)報(bào):互聯(lián)網(wǎng)土著？比想象的還“單純”

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2021年11月02日

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互聯(lián)網(wǎng)土著？比想象的還“單純”

盡管當(dāng)今的少年兒童都是伴隨著互聯(lián)網(wǎng)長(zhǎng)大的，號(hào)稱“互聯(lián)網(wǎng)土著”，但他們對(duì)于網(wǎng)上的各種伎倆卻未必更有辨識(shí)能力。

測(cè)試中可能遇到的詞匯和知識(shí)：

ageist年齡歧視者

dubbed被稱為

timid膽小的

uphold秉承

Young ‘digital natives' naive about internet advertising （421words）

By Henry Mance, Media Correspondent

Forget their ageist sneering — children may know less about the internet than many people think.

Research in the UK has found that a large proportion of children lack a basic understanding of how the online world works.

Only one-third of those aged 12 to 15 could identify which Google search results were adverts, while one in five said that all information returned by search engines must be true.

In addition, almost half did not know that YouTube — dubbed the new children's TV, thanks to the popularity of bloggers such as Zoella and Tanya Burr — is funded by advertising.

The findings, in a report by the UK communications watchdog Ofcom, come as regulators struggle to uphold television rules on advertising in the digital age.

“The internet allows children to learn, discover different points of view and stay connected with friends and family,” said James Thickett, Ofcom's director of research.

“But these digital natives still need help to develop the knowhow they need to navigate the online world.”

In Ofcom's research, children were shown a list of search results for the term “trainers”, and directed towards the top two results — which were in an orange box with the word “Ad” written in it.

Only 31 per cent of those aged 12 to 15 identified the sponsored links as advertising. Among those aged 8 to 11, the proportion was even lower — 16 per cent.

However, children's misunderstanding of media businesses was not restricted to new media. Among 12 to 15-year-olds, 17 per cent thought that the BBC was funded by advertising. The public broadcaster does not air ads in the UK.

Overall, children aged 12 to 15 now spend almost three hours a day online — half an hour more than they spend watching TV.

Nearly one in 10 children named YouTube as their preferred source of “true and accurate” information — more than double the proportion a year ago. The most popular answer remained the BBC, accounting for 52 per cent of responses.

Some consumer groups have expressed concern that the internet allows advertisers greater access to children, compared with the more regulated world of television. Parents are now more likely to be concerned about companies collecting their children's personal data than about the impact of computer games.

Regulators have so far made timid steps to apply existing standards to the new world. Last year, the Advertising Standards Agency ruled for the first time that YouTube video bloggers had broken advertising rules by failing to make clear that videos where they licked cream off an Oreo cookie as quickly as possible had been paid for by the brand.

請(qǐng)根據(jù)你所讀到的文章內(nèi)容，完成以下自測(cè)題目：

1.What's the proportion of children (12-15) thought all information returned by search engines must be true?

A.20%

B.30%

C.50%

D.80%

答案(1)

2.How could Zoella and Tanya Burr get the funded?

A.government support

B.advertising revenue

C.social donation

D.bank advance