Unit 2 Reading 2

Answers to the questions

• P. 37 B
• 1a 2b 3b 4b 5a 6a 7b 8a 9a 10a 11a 12b
• P. 38 C
• 1. Generation Z is a different generation from those that came before, and companies
need to market differently to sell to them.
• 2. The audience is marketers, companies, and others interested in understanding Gene
ration Z.
• 3. The references provide specific examples of how companies are marketing differentl
y to get the attention of Gen Z.
• 4. Generation Z has always had access to information, so these young people value ge
tting real and truthful information.
• 5. Gen Z finds influencers on social media, such as Instagram and YouTube. They trust
them to make conscious decisions about the brands they work with.
• D. 1 T(P1) 2 F(P1) 3F(P1) 4 F(P2) 5 T(P2) 6 T(P3) 7 F(P3) 8 F(P
5) 9 T(P7) 10 T (P10)

• P. 39 E 1b 2d 3a 4c 5e
p. 39 F
Generation Z
• Born between 1996 and 2011
• Total 60 million in U.S.
• Don’t remember a time without technolo
gy
• Grew up in an era when information alwa
ys available
• Are less trusting of brands
• Are less brand conscious
• Value authenticity and transparency
• Trust influencers they follow on social me
dia
Millennials
• Most studied generation
• Internet pioneers
• Invented Facebook, shopped
from their smartphones
• Smoothly transitioned from s
atellite TV to Hulu and Netfli
x
• Expressions
• 1. awakening = awareness
• 2. strategist = one who is skilled in strategy
• 3. pivotal = crucial; very important
• 4. align = to join with others in a cause
• 5. be made up of = be composed of
• 6. regulator = a person or thing that regulates
• 7. neuroscience 신경과학
• 8. keep hooked=keep addicted
• 9. notification = a formal announcement
• 10. vice versa = conversely
• 11. out of reach
• 12. figure out
• 13. take advantage of
• 14. crave = long for/ desire
• 15. exclusively = solely
• 16. bait = lure
• 17. tactic = trick
• 18. metric 미터법 ; 계량법
• 19. suck = draw
• 20. escalate = increase
• 21. browse = to look for information on the internet.
• 22. counter = retort 응수하다
• 23. manipulate = handle
• 24. adhere = stick; attach
• 25. customize = custom-make 맞춤제작하다
• 26. alert (n) = 경보
• 27. be inclined to
• 28. impulsive = instinctive
• The structure of the Reading
• P. 1-P. 9
• The Reason why we are addicted to phones
• - Because technology manipulates our attention (=brain).
• (Tech professionals design programs to addict us.) +(advertisers)

• - Technology is being designed to change what we think and do.

• - Our brains are programmed to seek more of whatever gives us this pleasure.
• - Users are not the customers of technology, but the products.

• P. 10-P. 11
• Ways of changing our addiction to phones
• THIS IS WHY YOU'RE ADDICTED TO YOUR PHONE
• 1 In 2015, Max Stossel, 28, had an awakening(=realization=ep
iphany). He was a successful social media strategist1 (who is)
working with major multinational companies. But that same y
ear, he realized that some of the work he was doing/ wasn't
actually in people's best interests. Stossel has since become a
pivotal part (=important role) of the Time (which is) Well Spe
nt movement. It “aims to align technology with our human v
alues." 에피파니 icon 빌런 villain
• rude
• 2 Time Well Spent was co-founded by the former Google “pr
oduct philosopher” Tristan Harris. It is made up of (=is comp
osed of) “a group of industry insiders,” many of whom(=and
many of them) have worked for companies like Facebook and
Snapchat but have now aligned themselves with the moveme
nt in some ( 어떤 ) way. Last year, Ofcom, the UK communicati
ons regulator, found that more than half of all Internet users i
n Britain/ feel they're addicted to technology. “There's this ide
a that we're addicted to our phones, and that we've done this
to ourselves,” says Stossel. “That is just not true.”
• 3 Stossel explains /that tech design is increasingly informed b
y behavioral psychology and neuroscience. Tristan Harris hims
elf studied at Stanford's Persuasive Tech Lab,/ which (and it)
describes itself as creating “insight into how computing prod
ucts can be designed to influence and change human behavi
or.” The Lab's website states, “Technology is being designed
( 고안되다 = planned) to change what we think and do.” It (th
e Lab’s website) gives several examples of this from Faceboo
k, YouTube, and Twitter.
• 4 “When you understand neuroscience and you understand h
ow to develop apps, you can essentially program the brain,”
Stossel says. “There are thousands of people on the other sid
e of your screens whose job it (false suject) is to keep (true s
ubject) you as hooked (sucked=connected=addicted) as possi
ble, and they've gotten very good at it.”
• 5 I ask Stossel just how good these people are. I control my
notifications, not vice versa, I tell him. He asks a simple questi
on: “Do you feel at all stressed when your phone is out of rea
ch and it buzzes?” Um. Yes. Figuring (=gerund) out how to ca
pture my attention like that,/( 주어 ) is, according to Stossel, “t
he job of everybody in my industry.”
• 6 Broadly speaking (=generally speaking), tech design seeks
to take advantage of(=make use of) our brain's reward syste
m, where (relative adverb=and there) dopamine2 activation le
ads to feelings of satisfaction and pleasure. Our brains are pr
ogrammed to seek more of whatever gives us this pleasure—
so much so ( 너무 그래서 = 그런 성향이 너무 강해서 ) that we cr
ave it (=this pleasure) when we don't have it. The same syste
m that makes us crave drugs or certain foods/ can also make
us crave particular apps, games, sites, and devices.
• 7 But Time Well Spent believes/ (that) this problem isn't exclu
sively (=solely) a tech one(=problem). Stossel points out how
the ways that content is created—including negative headline
s and clickbait3 tactics—/ ( 주어 ) can also fit into this type of
persuasion. “The problem is that it's everything,” he says. “It's
all of the life that we live in. Life has become an “attention ec
onomy,” Stossel explains. “Everybody wants to grab (=captur
e) as much of our attention as possible. I was designing notifi
cation structures to help take you out of your world and brin
g you into mine.”
• 8 Stossel argues that users are not the customers of technolo
gy, but the products. Our attention is the thing (that is) being
sold. “We use lots of platforms for free,” he says. But advertis
ers pay the platforms money to get our attention while we're
on there. “We're not the ones (who are) paying, so the things
that matter to us / go second (= 두번째다 ) to what matters to
advertisers,” says Stossel.
• 9 Success in the tech world is often measured using the metr
ic ( 미터법 / 측정법 ) of “time (which is) spent”—that is, how lo
ng we spend using (gerund) an app, streaming a service, or b
rowsing a website. An example is the way (how) videos auto-
play on certain platforms. This keeps more people online for l
onger. But, Stossel says, “that doesn't mean that they actually
want to stay online for longer.” Stossel believes that this cons
tant demand for our attention/ is making us lose focus on th
e things (that are) really important.
• 10 In the days following (participle) my conversation with Stossel, I
notice how often I get sucked (=hooked 붙잡혀 있다 ) into aimlessl
y moving through the Instagram stories of people (whom) I don't e
ven know. What starts as a mindless scroll through my Facebook fe
ed (n. 먹이 / 밥 ) before bed ( 잠자기 전에 의례 하는 페이스북
살펴보기 )/ can easily escalate (=increase) into huge periods of wa
sted time. I can certainly see the merit (=advantage) of what Time
Well Spent is campaigning for. But the sheer (=utter; pure) scale of
change (which is) needed /( 주어 ) leaves me wondering if(=whethe
r) their fight might be impossibly idealistic. ( 필요한 변화의 엄청난
규모를 생각해보면 그들의 싸움이 불가능할 정도로 이상적인 것은 아닌지
의문이 든다 .)
• 11 “It is absolutely possible,” Stossel counters. “The challenge is getting (gerund) consumers to d
emand it (=change).” He believes technology will manipulate our attention in ever more effective
ways. “The future will be so good at this. That’s why we need to demand this change now.”/ Until
that change comes, /Time Well Spent co-founder Harris/ adheres to certain lifestyle changes/(whi
ch) the movement has designed for living better in the attention economy:
• • He's turned off almost all notifications on his phone and has customized the vibration for text
messages. Now he can feel the difference between an automated alert (=notifications) - noun) an
d a human’s (alert = customized vibration).
• • He's made the first screen of his phone almost empty, with only functional apps like Uber and
Google Maps. He can't get sucked into spending hours on these.
• • He's put any apps he's inclined to waste time on ( 자신이 시간을 허비하는 경향이 있는 ), or any ap
ps with colorful, attention-grabbing icons, inside folders on the second page of his phone. To op
en an app, he types its name into the phone’s search bar—which reduces impulsive clicks.
• • He also has a sticky note on his laptop. What does it say? “Do not open without intention.”
• Next class
• 1. Presentation – 신재훈 여인혁 윤상현
• - Causes of addiction to phones (textbook) + other causes
• - Ways of changing addiction to phones (textbook) + other w
ays

• 2. Review Quiz on Unit 2 (April 15)

• 3. Mid-term Exam on Apr. 22