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The youth skill training has been one of the focuses of the international community for a long time. In recent years, structural reform, technical progress and pressure of globalization have greatly impacted on the world economy and hindered youth employment so that the youth employment problem has become extremely prominent in the whole world. Therefore, it is very important to improve youth skills and tackle competitive working pressure through efficient trainings.
With the support of International Ecological Safety Collaborative Organization and UN-HABITAT, I founded the bilingual magazine of UN Initiative and Technology for the Youth in September 2010, targeting at the problems of the youth in order to provide the youth, women and children with an interaction platform. They can learn the current problems and the ways and methods of skills training to improve themselves. The magazine has gained widespread recognition and praise from the international society since its publication. With this case, I want to share with you the idea that the mass media plays a significant role in the process of skills training for youth.
青年技能培训是国际社会长期以来最为关注的焦点问题之一。近年来，由于各国结构调整、技术进步、全球化压力，不仅对世界经济造成重大影响，而且严重阻碍了青年就业步伐，导致全球范围内青年失业问题日益突出。如何通过行之有效的培训途径，提高青年自身的修养和技能，应对多元化的工作和竞争压力变得由为重要。
为了使处于就业迷茫中的广大青年提供一个交流互动的平台，2010年9月，在联合国人类住区规划署与国际生态安全合作组织的支持下，我创办了中英双语杂志《联合国青年技术培训》，针对青年、妇女、儿童中存在的问题，使青年朋友们不仅能从中读到针砭时弊的解析，也能了解到诸多提高自身技能修养的培训方式与方法，这本杂志出版后受到了国际社会的广泛认可和好评。通过这个案例，我想要与各位朋友分享的话题是——大众媒体在青年技术培训过程中所承载的重要推动与传播功能。
Since the emergence of mass media, it has had the function of information communication. As an information exchange platform, it has become more distinct with the rise of network and new media. Along with the rapid development of network, a lot of information has greatly enriched people's horizons. Internet is favored by most young people with the advantages of fast speed, massive information and novel patterns. As a result, a large number of information and all kinds of knowledge on new skills quickly burst into the youths’ eyes. They can freely choose the ways to improve themselves according to personal interests as well as the employment requirement. Meanwhile, direct communication also helps the communication between youth and the government for the government to have direct access to information and implement relevant policies and regulations. This is called function acquisition. In addition, mass media has also set up a communication platform. Especially the interaction of new media greatly enhances personal subjectivity, liberates people's creativity, and provides a broader space for the generation of new knowledge or information. Each of the participants, i.e., publishers, communicators and consumers, has equal and mutual control of the content. New media changes the traditional media’s one-way model of “point to surface” to the communication of "point to point". So in the new media era, in terms of information dissemination, the traditional recipients change from simple unidirectional recipients of knowledge into the creators of knowledge and information. Therefore, we-media represented by blogs, and podcast appears. All young people can be the disseminators of information, as well as the recipients of information. We-media has changed the traditional mass media’s mindset that "I say and you listen", make possible the online BBS where the recipients can “control information" and be "interactive", and enable young people to share and communicate in real-time interaction, which greatly enhances the participation of youth in training activities. The above two points are the purpose for which I lead my team to develop the new media project, as I am not satisfied with the operation of traditional media. I hope youths all over the world can achieve real-time communication and interaction through the development of new media. According to data, with the increasingly worldwide unemployment, most young people of 20 to 24 in Canada who do not go to school can just find part-time jobs, which is the highest record in the country. In UK, young people under the age of 30 tend to be unemployed for more than two years. Young people are the biggest group of victims in the sluggish economic environment because unemployment is first aimed at inexperienced young people. In Australia, Europe or America, "jobless generation", "collapse generation" and "lost generation" have become the popular synonymous of this era. So, how to guide the youths to get out of the dilemma? "Opinion leaders" in the media tend to be a good method. Opinion leaders often provide information, opinions and comments for others and exert influence on others. They are mediation or filter link in forming the process of mass communication. They spread information to others and form two levels of transmission of information, which will directly affect the behaviors of others. In this way, youths in confusion can be liberated from the low moods and they will form a positive outlook on life. The media will give play to the guidance function.
大众传媒自诞生之日起就肩负着信息传播的功能。作为一个信息交流平台，这一点随着网络和新媒体的兴起更为明显。伴随着网络的迅猛发展，大量的信息极大地丰富了人们的视野。互联网以特有的零时差、零距离、零空间的优势和信息量大、图文并茂、形式新颖的特点，深受广大青年的青睐，从而导致井喷式的信息量大量涌出，各类有关新的科学技术迅速呈现在广大青年的视野之中，他们可以根据个人的兴趣爱好，以及社会就业缺口自由选择能提升个人修为的渠道，直接的交流可以迅速实现青年个体与政府间的沟通，更为直接的实现政府对信息的获取，从而进一步促进相关政策、法规的制定。这一点，我们称之为获取功能。除此之外，大众媒体还搭建了一个合作的交流平台。媒体尤其是新媒体的交互性使得个人的主体性大大加强，并极大地解放了人们的创造力，同时也为新的信息或知识的产生提供了更为广泛的空间。每个参与者，不论是出版者、传播者、还是消费者，对内容都拥有对等的和相互的控制。新媒体一改传统媒体单向“点对面”的传播模式成为“点对点”的传播。因此在新媒体时代的信息传播中，传统的受众由简单知识的单向接受者转变为知识与信息创造者，于是以博客、播客为代表的自媒体出现了。可以说所有的青年不仅是信息的传播者，也都可以是信息的受众，自媒体改变了传统大众传媒的“我说你听”的思维定势，使受众“左右信息 ”和“ 交互式 ”网上论坛成为可能，也为青年即时互动的分享与沟通成为可能，极大的增强了青年培训活动的凝合性与参与性。以上两点是我不满足于传统媒体的经营，带领团队致力于开发新媒体项目（APP）的目的，希望全球的青年通过新媒体功能的发展实现实时的交流与互动。当然，媒体也是了解青年舆论、引导青年思想和教育的重要方式。
目前，全球范围内的青年失业率逞进一步上升趋势，有媒体数据显示，加拿大20到24岁未求学的大多数青年，仅能找到一份半职工作，这是该国的历史新高；英国30岁以下的年轻人一般会有两年多左右的时间处于失业状态。青年人是经济环境不景气最大的受害者，因为就业的大门往往率先对这些没有经验的群体关闭。不管在澳洲，还是在欧洲、美洲,“ 无业代 ”、“ 崩世代 ”、“ 迷失的一代 ”、“ 蚁窝族 ”都成为这个时代的流行代名词，那么如何引导这部分迷茫中的青年走出困惑，媒体中的“ 意见领袖 ”往往是个不错的选择。意见领袖经常为他人提供信息、意见、评论，并对他人施加影响，是大众传播效果在形成过程的中介或过滤的环节。由他们将信息扩散给其他人，形成信息传递的两级传播，将直接影响到其他人的行为，运用这一点，将处于迷失状态的青年们从低落的情绪中解放出来，并引导他们形成积极地人生观，极致的发挥传媒的引导作用。
Media plays a positive role in youth’s employment and training with its inherent access function, communication function and guiding function. However, as a spread medium, the mass media still has the inevitable disadvantage that mixed information easily causes the blind following of some youths. Youths are in the period of forming and establishing their outlook on life and values. They are easily attracted by new things so they will form multiple values. If youths lack the ability to analyze and discriminate, their thoughts will be affected by the diverse values in media. They are easy to be lost in values. Their identification of bad values influences the establishment of the right ideals, beliefs and values to different extents. Especially a lot of youths have rebellious attitude to the education of orthodox values in order to reveal their unique personality. Marijuana, for example, has long been forbidden by the government, but it becomes the first choice of problematic youths. Many young people take marijuana for the first time not for the needs of the body, but for the intervention and guidance of bad information from media when their spirits are in a state of disorder and they communicate with others on media platform with no choice. Therefore, it is imperative to establish a healthy and orderly training and education media platform to help the youths set up the correct value orientation. Youth training and education are the only ways to solve the problem of youth unemployment and also the only ways to help young people build up correct outlook on life values. Experience tells us that although there are many ways of training, the media's role is unparalleled. So, I hope that you will provide new ideas for my new media team to accelerate the construction of the media for youths.
媒体先天具备的获取功能，交流功能与引导功能在解决青年人的就业与培训方面起着积极的作用，但是大众媒体作为一个广泛传播的介质，仍然存在着其不可避免的劣势。如，信息的混合性容易导致部分青年选择的盲从。青年正处于人生观、价值观的形成期和确立期，很容易受到新鲜事物的吸引，形成多元价值观念。如果青年分析力、判别力相对较弱，媒体中充斥的多元化价值观对青年思想所带来的前所未有的冲击，容易使青年陷入价值观的迷途，尤其是对糟粕价值观念无意识的认同，已不同程度地影响到青年正确的理想、信仰和价值观的确立，尤其是不少青年为了彰显独特的个性，往往对正统价值观教育产生逆反心理。以大麻的吸食为例，作为政府明令禁止吸食的物品，大麻长久以来都是作为禁物存在的，但却成为问题青年的首选，很多青年人最初吸食大麻并非因为身体需求，而是当精神处于无序状态的他们，无选择性的使用媒体平台进行与他人交流时，糟粕信息媒介的介入与引导。因此，建立一个健康有序的青年培训与教育媒体平台，帮助处于迷茫期的青年排除不利因素的干扰，树立正确的价值取向势在必行。
青年人的培训教育是解决青年失业问题的唯一途径，也是帮助青年人树立正确人生观价值观的唯一途径，经验告诉我们，虽然培训的方式有很多种，但是媒体在这些方式方法中所起到的凝合作用与交流作用无可比拟，因此，希望大家能为新媒体团队献计献策，加速属于青年团队媒体的创建。
With the support of International Ecological Safety Collaborative Organization and UN-HABITAT, I founded the bilingual magazine of UN Initiative and Technology for the Youth in September 2010, targeting at the problems of the youth in order to provide the youth, women and children with an interaction platform. They can learn the current problems and the ways and methods of skills training to improve themselves. The magazine has gained widespread recognition and praise from the international society since its publication. With this case, I want to share with you the idea that the mass media plays a significant role in the process of skills training for youth.
青年技能培训是国际社会长期以来最为关注的焦点问题之一。近年来，由于各国结构调整、技术进步、全球化压力，不仅对世界经济造成重大影响，而且严重阻碍了青年就业步伐，导致全球范围内青年失业问题日益突出。如何通过行之有效的培训途径，提高青年自身的修养和技能，应对多元化的工作和竞争压力变得由为重要。
为了使处于就业迷茫中的广大青年提供一个交流互动的平台，2010年9月，在联合国人类住区规划署与国际生态安全合作组织的支持下，我创办了中英双语杂志《联合国青年技术培训》，针对青年、妇女、儿童中存在的问题，使青年朋友们不仅能从中读到针砭时弊的解析，也能了解到诸多提高自身技能修养的培训方式与方法，这本杂志出版后受到了国际社会的广泛认可和好评。通过这个案例，我想要与各位朋友分享的话题是——大众媒体在青年技术培训过程中所承载的重要推动与传播功能。
Since the emergence of mass media, it has had the function of information communication. As an information exchange platform, it has become more distinct with the rise of network and new media. Along with the rapid development of network, a lot of information has greatly enriched people's horizons. Internet is favored by most young people with the advantages of fast speed, massive information and novel patterns. As a result, a large number of information and all kinds of knowledge on new skills quickly burst into the youths’ eyes. They can freely choose the ways to improve themselves according to personal interests as well as the employment requirement. Meanwhile, direct communication also helps the communication between youth and the government for the government to have direct access to information and implement relevant policies and regulations. This is called function acquisition. In addition, mass media has also set up a communication platform. Especially the interaction of new media greatly enhances personal subjectivity, liberates people's creativity, and provides a broader space for the generation of new knowledge or information. Each of the participants, i.e., publishers, communicators and consumers, has equal and mutual control of the content. New media changes the traditional media’s one-way model of “point to surface” to the communication of "point to point". So in the new media era, in terms of information dissemination, the traditional recipients change from simple unidirectional recipients of knowledge into the creators of knowledge and information. Therefore, we-media represented by blogs, and podcast appears. All young people can be the disseminators of information, as well as the recipients of information. We-media has changed the traditional mass media’s mindset that "I say and you listen", make possible the online BBS where the recipients can “control information" and be "interactive", and enable young people to share and communicate in real-time interaction, which greatly enhances the participation of youth in training activities. The above two points are the purpose for which I lead my team to develop the new media project, as I am not satisfied with the operation of traditional media. I hope youths all over the world can achieve real-time communication and interaction through the development of new media. According to data, with the increasingly worldwide unemployment, most young people of 20 to 24 in Canada who do not go to school can just find part-time jobs, which is the highest record in the country. In UK, young people under the age of 30 tend to be unemployed for more than two years. Young people are the biggest group of victims in the sluggish economic environment because unemployment is first aimed at inexperienced young people. In Australia, Europe or America, "jobless generation", "collapse generation" and "lost generation" have become the popular synonymous of this era. So, how to guide the youths to get out of the dilemma? "Opinion leaders" in the media tend to be a good method. Opinion leaders often provide information, opinions and comments for others and exert influence on others. They are mediation or filter link in forming the process of mass communication. They spread information to others and form two levels of transmission of information, which will directly affect the behaviors of others. In this way, youths in confusion can be liberated from the low moods and they will form a positive outlook on life. The media will give play to the guidance function.
大众传媒自诞生之日起就肩负着信息传播的功能。作为一个信息交流平台，这一点随着网络和新媒体的兴起更为明显。伴随着网络的迅猛发展，大量的信息极大地丰富了人们的视野。互联网以特有的零时差、零距离、零空间的优势和信息量大、图文并茂、形式新颖的特点，深受广大青年的青睐，从而导致井喷式的信息量大量涌出，各类有关新的科学技术迅速呈现在广大青年的视野之中，他们可以根据个人的兴趣爱好，以及社会就业缺口自由选择能提升个人修为的渠道，直接的交流可以迅速实现青年个体与政府间的沟通，更为直接的实现政府对信息的获取，从而进一步促进相关政策、法规的制定。这一点，我们称之为获取功能。除此之外，大众媒体还搭建了一个合作的交流平台。媒体尤其是新媒体的交互性使得个人的主体性大大加强，并极大地解放了人们的创造力，同时也为新的信息或知识的产生提供了更为广泛的空间。每个参与者，不论是出版者、传播者、还是消费者，对内容都拥有对等的和相互的控制。新媒体一改传统媒体单向“点对面”的传播模式成为“点对点”的传播。因此在新媒体时代的信息传播中，传统的受众由简单知识的单向接受者转变为知识与信息创造者，于是以博客、播客为代表的自媒体出现了。可以说所有的青年不仅是信息的传播者，也都可以是信息的受众，自媒体改变了传统大众传媒的“我说你听”的思维定势，使受众“左右信息 ”和“ 交互式 ”网上论坛成为可能，也为青年即时互动的分享与沟通成为可能，极大的增强了青年培训活动的凝合性与参与性。以上两点是我不满足于传统媒体的经营，带领团队致力于开发新媒体项目（APP）的目的，希望全球的青年通过新媒体功能的发展实现实时的交流与互动。当然，媒体也是了解青年舆论、引导青年思想和教育的重要方式。
目前，全球范围内的青年失业率逞进一步上升趋势，有媒体数据显示，加拿大20到24岁未求学的大多数青年，仅能找到一份半职工作，这是该国的历史新高；英国30岁以下的年轻人一般会有两年多左右的时间处于失业状态。青年人是经济环境不景气最大的受害者，因为就业的大门往往率先对这些没有经验的群体关闭。不管在澳洲，还是在欧洲、美洲,“ 无业代 ”、“ 崩世代 ”、“ 迷失的一代 ”、“ 蚁窝族 ”都成为这个时代的流行代名词，那么如何引导这部分迷茫中的青年走出困惑，媒体中的“ 意见领袖 ”往往是个不错的选择。意见领袖经常为他人提供信息、意见、评论，并对他人施加影响，是大众传播效果在形成过程的中介或过滤的环节。由他们将信息扩散给其他人，形成信息传递的两级传播，将直接影响到其他人的行为，运用这一点，将处于迷失状态的青年们从低落的情绪中解放出来，并引导他们形成积极地人生观，极致的发挥传媒的引导作用。
Media plays a positive role in youth’s employment and training with its inherent access function, communication function and guiding function. However, as a spread medium, the mass media still has the inevitable disadvantage that mixed information easily causes the blind following of some youths. Youths are in the period of forming and establishing their outlook on life and values. They are easily attracted by new things so they will form multiple values. If youths lack the ability to analyze and discriminate, their thoughts will be affected by the diverse values in media. They are easy to be lost in values. Their identification of bad values influences the establishment of the right ideals, beliefs and values to different extents. Especially a lot of youths have rebellious attitude to the education of orthodox values in order to reveal their unique personality. Marijuana, for example, has long been forbidden by the government, but it becomes the first choice of problematic youths. Many young people take marijuana for the first time not for the needs of the body, but for the intervention and guidance of bad information from media when their spirits are in a state of disorder and they communicate with others on media platform with no choice. Therefore, it is imperative to establish a healthy and orderly training and education media platform to help the youths set up the correct value orientation. Youth training and education are the only ways to solve the problem of youth unemployment and also the only ways to help young people build up correct outlook on life values. Experience tells us that although there are many ways of training, the media's role is unparalleled. So, I hope that you will provide new ideas for my new media team to accelerate the construction of the media for youths.
媒体先天具备的获取功能，交流功能与引导功能在解决青年人的就业与培训方面起着积极的作用，但是大众媒体作为一个广泛传播的介质，仍然存在着其不可避免的劣势。如，信息的混合性容易导致部分青年选择的盲从。青年正处于人生观、价值观的形成期和确立期，很容易受到新鲜事物的吸引，形成多元价值观念。如果青年分析力、判别力相对较弱，媒体中充斥的多元化价值观对青年思想所带来的前所未有的冲击，容易使青年陷入价值观的迷途，尤其是对糟粕价值观念无意识的认同，已不同程度地影响到青年正确的理想、信仰和价值观的确立，尤其是不少青年为了彰显独特的个性，往往对正统价值观教育产生逆反心理。以大麻的吸食为例，作为政府明令禁止吸食的物品，大麻长久以来都是作为禁物存在的，但却成为问题青年的首选，很多青年人最初吸食大麻并非因为身体需求，而是当精神处于无序状态的他们，无选择性的使用媒体平台进行与他人交流时，糟粕信息媒介的介入与引导。因此，建立一个健康有序的青年培训与教育媒体平台，帮助处于迷茫期的青年排除不利因素的干扰，树立正确的价值取向势在必行。
青年人的培训教育是解决青年失业问题的唯一途径，也是帮助青年人树立正确人生观价值观的唯一途径，经验告诉我们，虽然培训的方式有很多种，但是媒体在这些方式方法中所起到的凝合作用与交流作用无可比拟，因此，希望大家能为新媒体团队献计献策，加速属于青年团队媒体的创建。