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AlexisOhanian_2009I-_怎样在社会媒体上溅起水花_
So, now, there are a lot of web 2.0 consultants who make a lot of money. 嗯,现在,很多web 2.0 (注重用户交互的新型互联网应用)的技术顾问赚了大钱。
consultants:n.[经]顾问;咨询顾问;咨询公司;咨询人员(consultant的复数);
In fact, they make their livings on this kind of stuff . 实际上,他们就是靠这东西为生的。
stuff:n.东西:物品:基本特征:v.填满:装满:标本:
I'm going to try and save you all the time and all the money and go through it in the next three minutes, so bear with me. 我会试着帮你节省点时间和钞票 在接下来的三分钟里关于这究竟是怎么回事,且听我一一道来。
Started a website back in 2005, with a few friends of mine, called Reddit.com. 我跟一群朋友在2005年建立了一个网站, 叫做Reddit.com。
That's what you'd call a social news website. 这是一个社交型新闻网站。
Basically all that means is that the democratic front page is the best stuff on the web. You find some interesting content , say a TEDTalk, submit it to Reddit, and the community of your peers will vote it up if they like it, vote it down if they don't. 基本上就是说公共首页 上罗列的是目前网上风头最劲的东西。你找到一些好玩儿的, 比如说TEDTalk, 传到Reddit上,然后你的社区同好们 喜欢就顶,不喜欢就踩。
Basically:adv.主要地,基本上; democratic:adj.民主的;民主政治的;大众的; front page:adj.(新闻等的)头版的;重要的;轰动的;vt.把…登在头版; content:n.内容,目录;满足;容量;adj.满意的;vt.使满足; submit:vt.使服从;主张;呈递;vi.提交;服从; community:n.社区;[生态]群落;共同体;团体; peers:n.平辈,同事(peer的复数);v.凝视;比得上(peer的三单形式);
And that creates the front page. It's always rising, falling, always changing. 首页就是这么来的。升升降降,新闻总是在换。
About a half million people visit every day. But this isn't about Reddit. 每天大概有50万的点击量。但这不是Reddit本身的魅力。
This is actually about discovering new things that pop up on the web. 这其实是大家对发掘网络上新鲜事的热情。
pop up:v.突然出现;
Because in the last four years we've seen all kinds of memes , all kinds of trends get born right on our front page. 因为最近四年我们见到了各种各样的流行语 和潮流从我们的首页开始发扬光大。
memes:模因(meme的复数); trends:n.趋势;倾向;动态;动向;(trend的第三人称单数和复数)
But this isn't even about Reddit itself. 但今天我要讲的不是有关Reddit。
It's actually about humpback whales. 是有关座头鲸的。
humpback:n.驼背;座头鲸;
Well, okay, technically it's actually about Greenpeace , which is an environmental organization that wanted to stop the Japanese government on their whaling campaign. 嗯,好吧,严格说来其实是有关Greenpeace(绿色和平), 一个环境保护组织,旨在阻止 日本政府的捕鲸运动。
Greenpeace:n.绿色和平组织(保护动物不遭捕猎等); organization:n.组织;机构;体制;团体;
These humpback whales were getting killed. 那里的座头鲸正遭受杀戮。
They wanted to put an end to it. And one of the ways they wanted to do it was to put a tracking chip inside one of these humpback whales. 他们想阻止这一切。途径之一 就是在这些座头鲸之一身上植入追踪芯片。
put an end to:结束;终止; tracking:n.追踪,跟踪;v.跟踪;(track的现在分词) chip:v.削,凿;削成碎片;剥落;碎裂;n.[电子]芯片;筹码;碎片;(食物的)小片;薄片;
But to really kind of personify the movement, they wanted to name it. 但为了使大家更有参与感,他们想为这只座头鲸命名。
personify:vt.使人格化;赋与…以人性;
So, in true web fashion they put together a poll where they had a bunch of very erudite , very thoughtful , cultured names. 所以,遵循网络规则,他们发起了一场公投 包含很多非常高雅、深刻、有内涵的名字。
put together:..放在一起;组合;装配; poll:n.投票; v.获得(票数); adj.当事人一方作成的; a bunch of:一群;一束;一堆; erudite:adj.博学的;有学问的;n.饱学之士; thoughtful:adj.深思的;体贴的;关切的;
I believe this is a Farsi word for " immortal ." 我相信这是波斯语中的“不朽”。
Farsi:n.波斯语; immortal:adj.不朽的;神仙的;长生的;n.神仙;不朽人物;
I think this means " divine power of the ocean" 我认为这个的意思是“海之神力”
divine:adj.神圣的;非凡的;天赐的;极好的;v.占卜;预言;用占卜勘探;n.牧师;神学家;
in a Polynesian language. 一个波利尼西亚词。
Polynesian:adj.波利尼西亚的;波利尼西亚人的;n.波利尼西亚人;
And then there was this: Mister Splashy Pants. 然后就是这个了:喷水先生。
Splashy:adj.泥泞的;容易溅开的;遍布斑点的;引人注目的;
(Laughter) （笑声）
And this, this was special. Mister Pants, or Splashy, to his friends, was very popular on the Internet. 而这个,这个很特别。阿喷先生,或喷喷,因为朋友们的支持, 在网络上流行开来。
In fact, someone on Reddit thought, "Oh, what a great thing, we should all vote this up." 实际上,Reddit上的一些人认为, “哦,太棒了,我们该把它顶上去。”
And, you know, Redditors responded and all agreed. 然后,如你所知,Redditor（Reddit用户）们群起而顶之。
responded:v.回答,回应;作出反应;响应;反应灵敏;(respond的过去式和过去分词)
So, the voting started and we actually got behind it ourselves. 于是,选举开始,我们网站人员也在背后默默支持。
We changed our logo , for the day, from the alien to a Splashy, to sort of help the cause. 我们改变了网站徽标,把外星人 改成了喷水鲸鱼。
logo:n.标志;
And it wasn't long before other sites like Fark and Boing Boing and the rest of the Internet started saying, "Yes! We love Splashy Pants." 不久之后连Fark 和Boing Boing之类的网站都开始宣称 “是的！我们就爱喷水先生。”
sites:n.网站(site的复数);遗址,举办地点;v.使...位于(site的单三形式); Boing:int.啵嘤(弹簧突然弹开或振动时所发出的声音);
So, it went from about five percent, which was when this meme started, to 70 percent at the end of voting. 所以,票数从刚开始的5%, 一路涨到投票结束时的70%。
Which is pretty impressive right? We won! Mister Splashy Pants was chosen. Hmm, just kidding. Okay. 很牛对吧？我们赢了！喷水先生 被选中了。嗯,开个玩笑。好吧。
impressive:adj.感人的;令人钦佩的;给人以深刻印象的;
So, Greenpeace actually wasn't that crazy about it, because they wanted one of their more thoughtful names to win. 其实,绿色和平并不喜欢这个名字。 他们想要个更有深意的名字。
So they said, "No, no, just kidding. We'll give it another week of voting." 所以他们说,“不,不,这太扯了。我们再投一个礼拜。”
Well, that got us a little angry. 好吧,我们有点不爽。
So, we changed it to Fightin' Splashy. 所以,我们把口号改成了“加油喷水先生”。
(Laughter) （笑声）
And the Reddit community, really, and the rest of the internet, rather, really got behind this. 而且Reddit社区真的, 不如说整个互联网,真的都开始力挺它了。
Facebook groups were getting created. Facebook applications were getting created. Facebook上建立了新群组和新应用。
The idea was, "Vote your conscience ," vote for Mister Splashy Pants. 宗旨就是,“投良心票,” 投喷水先生票。
conscience:n.道德心,良心;
And people were putting up signs in the real world -- 而且在现实世界里人们也贴起了这样的标志——
(Laughter) -- about this whale. （笑声）—— 关于这条鲸鱼。
And this was the final vote. When all was cleared ... 终于到了最后关头。形势明朗了...
78 percent of the votes, and to give you an idea of the landslide , the next highest name pulled in three. Okay? 78%高票当选,描述一下这场压倒性的胜利就是, 第二名只得到3%。了解了吧？
landslide:n.[地质]山崩;大胜利;vi.发生山崩;以压倒优势获胜;
So, there was a clear lesson here. 所以很明显。
And that was the the Internet loves Mister Splashy Pants. 网民喜欢喷水先生。
Which is obvious . It's a great name. 这名字很棒。
obvious:adj.明显的;显著的;平淡无奇的;
Everyone wants to hear their news anchor say, "Mister Splashy Pants." 大家都想在电视或广播上听到“喷水先生”。
(Laughter) （笑声）
And I think that's what helped drive this. 我觉得这也是原动力之一。
But what was cool was that the repercussions now for Greenpeace was, they created an entire marketing campaign around it. 但更酷的是现在绿色和平的对应, 他们将之彻底市场化了。
repercussions:n.反响,影响(repercussion的复数形式);
They sell Mister Splashy Pants shirts and pins . 他们卖喷水先生T恤和胸章。
pins:n.插脚,针;精确的综合导航系统;
They even created an e-card so you could send your friend a dancing Splashy. 他们甚至开发了一种电子贺卡,让你可以把跳舞的喷水先生发给你的朋友。
e-card:n.电子贺卡;电子名片;
But what was even more important was the fact that they actually accomplished their mission . The Japanese government called off their whaling expedition . Mission accomplished. 但更重要的是他们真的 完成了他们的任务。日本政府叫停了 他们的捕鲸考察。使命达成。
accomplished:adj.完成的;有技巧的;有学问的;v.完成;(accomplish的过去分词和过去式) mission:n.使命,任务;代表团;布道;v.派遣;向…传教; expedition:n.远征;探险队;迅速;
Greenpeace was thrilled . The whales were happy. That's a quote . 绿色和平很激动。鲸鱼们很开心。引用一下。
thrilled:adj.非常兴奋; v.使非常兴奋; (thrill的过去分词和过去式) quote:v.引用;报价;举例说明;开价;为(企业的股份)上市;n.引用;
(Laughter) （笑声）
And actually, Redditors in the Internet community were happy to participate , but they weren't whale lovers . 实际上,网络社区中的Redditor们 喜欢凑热闹,但他们并不真的热爱鲸鱼。
participate:v.参加;参与; lovers:n.情人(lover的复数形式);
A few of them certainly were. But we're talking about a lot of people who were just really interested and really caught up in this great meme, and in fact someone from Greenpeace came back on the site and thanked Reddit for its participation . 可能有一些是。但大多数人 只是对这个热闹感兴趣并且趋之若鹜。 绿色和平的人到这个网站来 感谢Reddit们的参与。
participation:n.参与;分享;参股;
But this wasn't really out of altruism . This was just out of interest in doing something cool. 但这种参与其实不是出于利他主义。只是大家都想做点很酷的事儿而已。
altruism:n.利他;利他主义;
And this is kind of how the Internet works. 这就是互联网世界的规则。
This is that great big secret. Because the Internet provides this level playing field . 这就是互联网的大秘密。因为网络提供了一个人人平等的游乐场。
level playing field:公平竞争环境;公平竞争的环境;公平赛场;
Your link is just as good as your link, which is just as good as my link. As long as we have a browser , anyone can get to any website no matter how big a budget you have. 你的链接和（转向另一观众）你的一样有价值, 我的也是一样。只要你有一个浏览器。 不管财力大小任何人都能访问任何网站。
As long as:conj.只要;长达;如果;既然; browser:n.[计]浏览器;吃嫩叶的动物;浏览书本的人; budget:n.预算,预算费;v.安排,预定;把…编入预算;adj.廉价的;
That is, as long as you can keep net neutrality in place. 只要网络能保持它的中立性。
neutrality:n.中立;中性;中立立场;
The other important thing is that it costs nothing to get that content online now. 另一个很重要的点是在网络上浏览内容现在不用花任何额外费用。
There are so many great publishing tools that are available, it only takes a few minutes of your time now to actually produce something. 我们有太多厉害的网络发布工具。 现在几分钟就可以有所创造。
And the cost of iteration is so cheap that you might as well give it a go. 重复操作是如此简单,你也许会想也试一把。
iteration:n.[数]迭代;反复;重复; might as well:不妨,何妨;还是…的好;
And if you do, be genuine about it. Be honest. Be up front. 如果你真的想做,请保持真诚。请实话实说。请敏锐前卫。
genuine:adj.真实的,真正的;诚恳的;
And one of the great lessons that Greenpeace actually learned was that it's okay to lose control. 而且绿色和平实际上学到了很重要的一课 那就是失控其实没什么大不了。
It's okay to take yourself a little less seriously, given that, even though it's a very serious cause, you could ultimately achieve your final goal. 不把自己太当回事也没什么大不了。 了解了这个,即使这本身是挺不得了的道理, 你最终就能实现你的目标。
ultimately:adv.最终;最后;归根结底;终究;
And that's the final message that I want to share with all of you -- that you can do well online. 这也是我想与大家分享的最后一个秘诀—— 就是上网也能做大事。
But no longer is the message going to be coming from just the top down. 但秘诀并不再是大人物掌控一切。
If you want to succeed you've got to be okay to just lose control. 若想成功,面对失控的情形你要心态平和。
Thank you. 谢谢大家。
(Applause) （掌声）