研究援引廣告界所使用對年輕世代的稱謂---X世代、精靈世代、草莓族，探討此一新世代之特質以及東西方之差異，透過既有文獻之歸納與演繹，證明新世代因其在上一世代一嬰兒潮世代所掌控的媒體與權力的現今世界裡，被塑化為懶惰、不積極、不負責......等之負面形象，但實際上，基於不同世代成長與情境的差異，無論西方或東方的新世代，都發展出特有的行為模式與特質，並非全然如嬰兒潮世代所描述之新世代。 　　對於新世紀世代代的國家意識建構，本研究歸納政治社會化相關理論，以行銷觀點試擬建構新世代的國家意識途徑，即視圖家意識為行銷標的物，新世代為目標群眾，依據新世代的媒體消費特質、消費價值觀等，建構一組對新世代的國家意識行銷策略。

　　The terms of X generation, Genie generation, Strawberry People, cited from advertisement industry, are to explore their characteristics and the difference between the east and west cultures. The methodology of document induction and deduction is used to prove that the new generation has been shaped as a negative image, lazy, passive, irresponsible and so on because of the media and power handled by their former generation, the baby-boom generation. Due to different growth environment, both the east and the west new generations, however, have their own specific behavior models and features. They are not what the baby-boom generation depicted. 　　The related theories of socialization are induced in the study and the viewpoints of marketing are also taken as an approach for the buildup of national loyalty of new century generation, that is, national loyalty as a target and new century generation as target audience. The strategies are constructed based on their media consumption features and their consumption values.