2009/08/31

Keep Walking

"Our spring was wonderful.
But the summer is over.

For a long time.
And we missed the autumn.
Now suddenly, it is cold, so cold that everything freezes.

My heart stopped. Our love fell asleep, it was surprised by the snow.
But those who are sleeping in the snow, do not notice death.

Keep well. "

Six months have come and passed.
And we didn't seize the chance.

2009/08/23

How Teenagers Consume Media: the report that shook the City

http://www.guardian.co.uk/business/2009/jul/13/teenage-media-habits-morgan-stanley

This is the full copy of the research note written by Matthew Robson (aged 15 years and seven months), an intern at Morgan Stanley, which caused a stir after it was published by the bank.


guardian.co.uk, Monday 13 July 2009 10.23 BST Article history


Radio

Most teenagers nowadays are not regular listeners to radio. They may occasionally tune in, but they do not try to listen to a program specifically. The main reason teenagers listen to the radio is for music, but now with online sites streaming music for free they do not bother, as services such as last.fm do this advert free, and users can choose the songs they want instead of listening to what the radio presenter/DJ chooses.



Television

Most teenagers watch television, but usually there are points in the year where they watch more than average. This is due to programs coming on in seasons, so they will watch a particular show at a certain time for a number of weeks (as long as it lasts) but then they may watch no television for weeks after the program has ended.


Teenage boys (generally) watch more TV when it is the football season, often watching two games and related shows a week (totalling about 5 hours of viewing). A portion of teenagers watches programs that are regular (such as soap operas) at least five times a week for half an hour or so but this portion is shrinking, as it is hard to find the time each day.


Teenagers are also watching less television because of services such as BBC iPlayer, which allows them to watch shows when they want. Whilst watching TV, adverts come on quite regularly (18 minutes of every hour) and teenagers do not want to watch these, so they switch to another channel, or do something else whilst the adverts run.


The majority of teenagers I speak to have Virgin Media as their provider, citing lower costs but similar content of Sky. A fraction of teenagers have Freeview but these people are light users of TV (they watch about 1 ½ hours per week) so they do not require the hundreds of channels that other providers offer.



Newspapers

No teenager that I know of regularly reads a newspaper, as most do not have the time and cannot be bothered to read pages and pages of text while they could watch the news summarised on the internet or on TV.


The only newspapers that are read are tabloids and freesheets (Metro, London Lite…) mainly because of cost; teenagers are very reluctant to pay for a newspaper (hence the popularity of freesheets such as the Metro). Over the last few weeks, the Sun has decreased in cost to 20p, so I have seen more and more copies read by teenagers. Another reason why mainly tabloids are read is that their compact size allows them to be read easily, on a bus or train. This is especially true for The Metro, as it is distributed on buses and trains.



Gaming

Whilst the stereotypical view of gamers is teenage boys, the emergence of the Wii onto the market has created a plethora of girl gamers and younger (6+) gamers. The most common console is the Wii, then the Xbox 360 followed by the PS3. Most teenagers with a games console tend to game not in short bursts, but in long stints (upwards of an hour).


As consoles are now able to connect to the internet, voice chat is possible between users, which has had an impact on phone usage; one can speak for free over the console and so a teenager would be unwilling to pay to use a phone.


PC gaming has little or no place in the teenage market. This may be because usually games are released across all platforms, and whilst one can be sure a game will play on a console PC games require expensive set ups to ensure a game will play smoothly. In addition, PC games are relatively easy to pirate and download for free, so many teenagers would do this rather than buy a game. In contrast, it is near impossible to obtain a console game for free.



Internet

Every teenager has some access to the internet, be it at school or home. Home use is mainly used for fun (such as social

networking) whilst school (or library) use is for work. Most teenagers are heavily active on a combination of social networking sites. Facebook is the most common, with nearly everyone with an internet connection registered and visiting >4 times a week. Facebook is popular as one can interact with friends on a wide scale. On the other hand, teenagers do not use twitter. Most have signed up to the service, but then just leave it as they realise that they are not going to update it (mostly because texting twitter uses up credit, and they would rather text friends with that credit). In addition, they realise that no one is viewing their profile, so their 'tweets' are pointless.


Outside of social networking, the internet is used primarily as a source of information for a variety of topics. For searching the web, Google is the dominant figure, simply because it is well known and easy to use. Some teenagers make purchases on the internet (on sites like eBay) but this is only used by a small percentage, as a credit card is required and most teenagers do not have credit cards. Many teenagers use YouTube to watch videos (usually anime which cannot be watched anywhere else) and some use it as a music player by having a video with the music they want to listen to playing in the background.



Directories

Teenagers never use real directories (hard copy catalogues such as yellow pages). This is because real directories contain listings for builders and florists, which are services that teenagers do not require. They also do not use services such as 118 118 because it is quite expensive and they can get the information for free on the internet, simply by typing it into Google.



Viral/Outdoor Marketing

Most teenagers enjoy and support viral marketing, as often it creates humorous and interesting content. Teenagers see adverts on websites (pop ups, banner ads) as extremely annoying and pointless, as they have never paid any attention to them and they are portrayed in such a negative light that no one follows them.


Outdoor advertising usually does not trigger a reaction in teenagers, but sometimes they will oppose it (the Benetton baby adverts). Most teenagers ignore conventional outside advertising (billboards etc) because they have seen outside adverts since they first stepped outside and usually it is not targeted at them (unless it's for a film). However, campaigns such as the GTA: IV characters painted on the side of buildings generate interest because they are different and cause people to stop and think about the advert, maybe leading to further research.



Music

Teenagers listen to a lot of music, mostly whilst doing something else (like travelling or using a computer). This makes it hard to get an idea of the proportion of their time that is spent listening to music.


They are very reluctant to pay for it (most never having bought a CD) and a large majority (8/10) downloading it illegally from file sharing sites. Legal ways to get free music that teenagers use are to listen to the radio, watch music TV channels (not very popular, as these usually play music at certain times, which is not always when teenagers are watching) and use music streaming websites (as I mentioned previously).


Almost all teenagers like to have a 'hard copy' of the song (a file of the song that they can keep on their computer and use at will) so that they can transfer it to portable music players and share it with friends.


How teenagers play their music while on the go varies, and usually dependent on wealth –with teenagers from higher income families using iPods and those from lower income families using mobile phones. Some teenagers use both to listen to music, and there are always exceptions to the rule.


A number of people use the music service iTunes (usually in conjunction with iPods) to acquire their music (legally) but again this is unpopular with many teenagers because of the 'high price' (79p per song). Some teenagers use a combination of sources to obtain music, because sometimes the sound quality is better on streaming sites but they cannot use these sites whilst offline, so they would download a song then listen to it on music streaming sites (separate from the file).



Cinema

Teenagers visit the cinema quite often, regardless of what is on. Usually they will target a film first, and set out to see that, but sometimes they will just go and choose when they get there. This is because going to the cinema is not usually about the film, but the experience –and getting together with friends. Teenagers visit the cinema more often when they are in the lower end of teendom (13 and 14) but as they approach 15 they go to the cinema a lot less. This is due to the pricing; at 15 they have to pay the adult price, which is often double the child price. Also, it is possible to buy a pirated DVD of the film at the time of release, and these cost much less than a cinema ticket so teenagers often choose this instead of going to the cinema. Some teenagers choose to download the films off the internet, but this is not favourable as the films are usually bad quality, have to be watched on a small computer screen and there is a chance that they will be malicious files and install a virus.



Devices


Mobile Phones

99% of teenagers have a mobile phone and most are quite capable phones. The general view is that Sony Ericsson phones are superior, due to their long list of features, built in walkman capability and value (£100 will buy a mid-high range model). Teenagers due to the risk of it getting lost do not own mobile phones over the £200 mark. As a rule, teenagers have phones on pay as you go. This is because they cannot afford the monthly payments, and cannot commit to an 18-month contract. Usually, teenagers only use their phone for texting, calling.

Features such as video messaging or video calling are not used –because they are expensive, (you can get four regular texts for the price of one video message). Services such as instant messaging are used, but not by everyone. It usually depends whether the phone is Wi-Fi compatible, because otherwise it is very expensive to get internet off the phone network. As most teenagers' phones have Bluetooth support, and Bluetooth is free, they utilise this feature often. It is used to send songs and videos (even though it is illegal) and is another way teenagers gain songs for free. Teenagers never use the ringtone and picture selling services, which gained popularity in the early 00s. This is because of the negative press that these services have attracted (where the charge £20 a week with no easy way to cancel the service) and the fact that they can get pictures and music on a computer –then transfer it to their phones at no cost. Mobile email is not used as teenagers have no need; they do not need to be connected to their inbox all the time as they don't receive important emails. Teenagers do not use the internet features on their mobiles as it costs too much, and generally, if they waited an hour they could use their home internet and they are willing to wait as they don't usually have anything urgent to do.


Teenagers do not upgrade their phone very often, with most upgrading every two years. They usually upgrade on their birthday when their parents will buy them a new phone, as they do not normally have enough money to do it themselves.



Televisions

Most teenagers own a TV, with more and more upgrading to HD ready flat screens. However, many are not utilising this HD functionality, as HD channels are expensive extras which many families cannot justify the added expenditure. Many of them don't want to sign up to HD broadcasting services, as adverts are shown on standard definition broadcasts, so they can't see the difference. Most people have Virgin Media as a TV provider. Some have Sky and some have Freeview but very few only have the first five channels (BBC One, BBC Two, ITV, Channel Four and Channel Five).



Computers

Every teenager has access to a basic computer with internet, but most teenagers computers are systems capable of only everyday tasks. Nearly all teenagers' computers have Microsoft office installed, as it allows them to do school work at home. Most (9/10) computers owned by teenagers are PCs, because they are much cheaper than Macs and school computers run Windows, so if a Mac is used at home compatibility issues arise.



Games Consoles

Close to a third of teenagers have a new (<2 ½ years old) games console, 50% having a Wii, 40% with an Xbox 360 and 10% with a PS3. The PS3 has such a low figure because of its high price (£300) and similar features and games to an Xbox 360, which costs less (£160). The Wii's dominance is due to younger brothers and sisters, they have a Wii and parents are not willing to pay for another console.

2009/08/20

台灣50年來最慘重的水災---國土之殤

商業週刊
撰文者:張毅君

http://www.businessweekly.com.tw/webarticle.php?id=37549&p=1

你可能會不理解,老天爺為什麼總是要五毛給一塊?

四十八小時前,石門水庫一道道乾涸造成大地的裂痕,像是餵不飽的孩子,一張張開口渴望的嘴。

四十八小時後,全台灣泡在水裡,水流像是無數雙強勁的手,一一撕裂大地上任何一樣東西,滾滾泥水,斷橋、垮樓、崩路、活埋。水是輕柔,下手卻重。

老天爺開了一場玩笑,我們二千三百萬人卻笑不出來。這是一場共同承擔的劫難,我們誰都逃離不了。

三十年前,水產養殖是讓我們驕傲的,日本消費者盤中的鰻魚丼、石斑魚湯,來自養殖戶年年「進貢」,我們換到了鈔票,他們得到了美味。在大量抽取地下水之後,我們的鈔票換來鬆散的土質、年年下降的地層。

盧山溫泉、知本溫泉,不也是另一種驕傲?為了更靠近山、更親近水,讓來自都市的人重拾兒時回憶、重新認識山水,我們在河岸築起了度假飯店,我們在山坡鬆軟的地質上,硬是多擠出一、二公尺的地來蓋民宿。

一場大水,我們二、三十年來跟大地爭來的,一次都還給它了。

一代代傳下來的老智慧:夫唯不爭,天下莫能與之爭。但對於人多地少、在台灣土生土長的人來說,怎麼能接受這樣的觀念?

當然要爭!我們把大地的資源當成最廉價的生財器具,濫墾、抽取地下水、填海爭地、砍樹填地,創造經濟奇蹟,讓每一個人的生活過得更好。因為小,我們更要大,要台灣第一,養魚、養蝦、養花、種檳榔、種水果,都要第一。

我們抱怨洪水來得太急,自問一下,我們不也急著把免費的大地資源廉價加工後販售出去?

我們都一直要求速度,那是台灣的本事,要的是讓子孫豐衣足食,我們不理會大地的呻吟。百年台灣,耗盡了千年資源。

大地就像一個人,哪邊有傷口,哪邊就最脆弱。這回,台灣的傷口太深了,水流一刀刀把台灣的土地切割,而這些傷口,這一塊土地的人都有責任。

土石流什麼時候才會停?學者的提醒:等山坡地都沖成平地,就會停了!

這是我們要的答案嗎?如果不是,如果希望子孫下一代,不再為了洪流的生離死別而哭泣,我們能不能靜下心來,聽聽大地的聲音。

大地「委屈」了二、三十年,非得要它用激烈的手段抗議,才能喚醒我們?我們只會一直問:我們要什麼。問一問大地要什麼?它要的是喘一口氣、留一點生生不息的空間;而不要趕盡殺絕,用到一滴不剩。

如果還有下一個三十年、下一個五十年,颱風還是年年報到,風雨還是如期光顧,我們準備用什麼樣的心情來面對?日夜恐懼、逃離家園?還是挺直腰桿,不畏不懼?

這是一個機會,讓我們認清台灣的脆弱。如果就此放慢腳步,想一想,我們要一個全新的台灣,它應該是長什麼樣子。這次的水災,是一次總算帳,過去三十年犯的錯,不會一筆勾消;未來三十年台灣的新面貌,我們卻可以自己決定要什麼、不要什麼。如果與大地相處是我們未來最重要的功課,就要更謙虛聆聽。

莫為死者悲哀,請為生者流淚,留下來的人如果不能參透大自然反撲背後的智慧,往者在天堂還是會望著一張張流淚的臉孔,等著下一場災難降臨。

2009/08/05

捨棄的能力

不知道從甚麼時候開始
人變得很保守,很謹慎。

儘管已清楚知道眼前短暫的目標,只是短期的目標罷了
仍因種種顧慮不敢丟棄現階段擁有的雞肋
到最後連具體的顧慮是甚麼都記得不太清楚
茫茫醒來只知道自己還困在原境

不平的時候,為了省事輕易放棄反擊
渴望的時候,用盡理由催眠自己別妄動追尋
抉擇的時候,擔心他人的質疑早一步準備解釋

儘管有份他人眼裡的好差
儘管有個看似積極的目標
已經很久沒機會讀一本好書
和朋友坐下來悠閒地喝喝茶


人在不知不覺中
已經忘記了捨棄的能力