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JohannaBlakley_2010W-_社交传媒和性别消失_
I'm going to make an argument today that may seem a little bit crazy: social media and the end of gender . 我今天要提出一个新思想, 它听上去有一点儿疯狂: 社交传媒和性别消失。
gender:n.性别;
Let me connect the dots. 让我把这两件事情联系起来。
I'm going to argue today that the social media applications that we all know and love, or love to hate, are actually going to help free us from some of the absurd assumptions that we have as a society about gender. 我今天要讲的是 那些我们从了解到喜爱,又从喜爱到痛恨的 社交传媒 其实在帮助我们 从社会中有关性别的 一些荒谬假设中摆脱出来。
absurd:adj.荒谬的;可笑的;n.荒诞;荒诞作品; assumptions:n.假定;假设;承担;获得;(assumption的复数)
I think that social media is actually going to help us dismantle some of the silly and demeaning stereotypes that we see in media and advertising about gender. 我认为社交传媒 正在帮我们消除 这些愚蠢和带有贬低的关于性别的刻板印象 我们在媒体和广告中都能看到 这些关于性别的陈规。
dismantle:v.拆开,拆卸;(逐渐)废除,取消; demeaning:adj.降低身份的;失去尊严的;v.降低身份;贬低;使失尊严;(demean的现在分词) stereotypes:n.模式化观念(或形象); v.对…形成模式化(或类型化)的看法; (stereotype的第三人称单数和复数) advertising:n.做广告;广告业;广告活动;v.做广告;(advertise的现在分词)
If you hadn't noticed, our media climate generally provides a very distorted mirror of our lives and of our gender, and I think that's going to change. 如果你还没注意到, 我们的媒体常常制造 有关我们生活和我们性别的 一个非常歪曲的镜像。 我认为这应该改变。
generally:adv.通常;普遍地,一般地; distorted:adj.歪曲的;受到曲解的;v.扭曲(distort的过去式和过去分词);
Now most media companies -- television, radio, publishing, games, you name it -- they use very rigid segmentation methods in order to understand their audiences. 现在多数媒体公司-- 电视,电台,出版社,游戏,你能讲得上名字的媒体 -- 他们使用非常刻板的细分方法 来了解他们的观众。
rigid:adj.严格的;僵硬的,死板的;坚硬的;精确的; segmentation:n.分割;割断;细胞分裂;
It's old-school demographics . 这是老派的人口统计学。
old-school:adj.古老的;古旧的;传统的; demographics:n.人口统计资料;
They come up with these very restrictive labels to define us. 他们想出这些非常带有限制性的标签来定义我们。
come up with:提出;想出;赶上; labels:n.标签;分类(label的复数形式);v.贴标签于;把…称为(label的三单形式); define:v.定义;使明确;规定;
Now the crazy thing is that media companies believe that if you fall within a certain demographic category then you are predictable in certain ways -- you have certain taste, that you like certain things. 最疯狂的是 媒体公司相信 如果你属于某种统计类别 他们就可以按某种方式来预测你（的行为）。 你就会有某种口味, 你就会喜欢某些特别的东西。
category:n.种类,分类;[数]范畴; predictable:adj.可预言的;
And so the bizarre result of this is that most of our popular culture is actually based on these presumptions about our demographics. 所以这奇怪的结果是 我们最受欢迎的文化 是建立在这些 有关统计的假象上。
bizarre:adj.奇异的(指态度,容貌,款式等); presumptions:假定;推定;
Age demographics: the 18 to 49 demo has had a huge impact on all mass media programming in this country since the 1960s, when the baby boomers were still young. 年龄统计学说: 从18岁到49岁的人, 对我国 自从1960年代起所有大众媒体 的节目安排有一个巨大影响力, 也就是当婴儿潮一代人还年轻时。
impact:n.影响;效果;碰撞;冲击力;v.挤入,压紧;撞击;对…产生影响; mass media:n.大众传媒; baby boomers:婴儿潮出生的一代人(babyboomer的名词复数);
Now they've aged out of that demographic, but it's still the case that powerful ratings companies like Nielson don't even take into account viewers of television shows over age 54. 现在他们已经过了那人口统计年龄段, 但这还有个例子 像Nielson这样评级优秀的公司 把年龄段 超过54岁的电视用户没有考虑在内。
ratings:n.评级;等级(rating的复数形式); take into account:考虑;重视;体谅;
In our media environment, it's as if they don't even exist. 在我们媒体环境中, 这就好比他们不存在似的。
Now, if you watch "Mad Men," like I do -- it's a popular TV show in the States -- 假如你和我一样看“MadMen广告狂人” -- 这是在美国的一个流行电视节目 --
Dr. Faye Miller does something called psychographics, which first came about in the 1960s, where you create these complex psychological profiles of consumers . 博士费伊·米勒研究所谓的消费心态学, 它在1960年代第一次出现, 用来描绘消费者的 复杂的心理概况。
Miller:n.磨坊主;磨坊工人; complex:adj.复杂的;合成的;n.复合体;综合设施; psychological:adj.心理的;心理学的;精神上的; profiles:n.配置文件; v.扼要描述; consumers:n.消费者;顾客;用户;(consumer的复数)
But psychographics really haven't had a huge impact on the media business. 但是消费心态学对媒体行业却没有多大的影响力。
It's really just been basic demographics. 它仅是基础的人口统计。
So I'm at the Norman Lear Center at USC, and we've done a lot of research over the last seven, eight years on demographics and how they affect media and entertainment in this country and abroad . 我在南加州大学诺曼·李尔中心, 在过去七八年,我们做了很多 关于人口统计学的研究 以及在我国和全球范围内 人口统计学是如何影响媒体和娱乐界的。
abroad:adv.在国外;到海外;adj.往国外的;n.海外;异国;
And in the last three years, we've been looking specifically at social media to see what has changed, and we've discovered some very interesting things. 在过去三年 我们一直仔细观察社交传媒,看它如何变化。 我们发现一些非常有趣的事。
specifically:adv.特别地;明确地;
All the people who participate in social media networks belong to the same old demographic categories that media companies and advertisers have used in order to understand them. 参与社交传媒网的所有人 都能被归入以前旧的人口统计学里的种类 那些媒体公司和广告商们 以前用来了解人们的统计种类。
participate:v.参加;参与; categories:n.(人或事物的)类别,种类(category的复数) advertisers:n.广告商(advertiser的复数形式);
But those categories mean even less now than they did before, because with online networking tools, it's much easier for us to escape some of our demographic boxes. 但是这些旧的统计分类和以前相比, 简直无足轻重。 因为有了在线网络工具, 要跳出 旧的人口统计的陈规变得容易多了。
We're able to connect with people quite freely and to redefine ourselves online. 我们能够更自由地与人联系在一起 在网上重新定义我们自己。
redefine:vt.重新定义;
And we can lie about our age online, too, pretty easily. 在网上关于年龄问题我们能很容易地撒谎。
We can also connect with people based on our very specific interests. 我们能按我们个人非常特别的喜好 来结识人们。
We don't need a media company to help do this for us. 我们不需要一个媒体公司 帮助我们做这个。
So the traditional media companies, of course, are paying very close attention to these online communities . 所以当然了,传统媒体公司 也特别关注这些在线社群。
traditional:传统的,惯例的, communities:n.社区;社会;团体;共有(community的复数)
They know this is the mass audience of the future; they need to figure it out. 他们知道这是未来的大众传媒。 他们需要摸清这些人。
But they're having a hard time doing it because they're still trying to use demographics in order to understand them, because that's how ad rates are still determined . 但是他们干的很困难 因为他们还试图使用旧的人口统计学说来了解大众, 因为广告收视率是由这些陈规来统计的。
determined:adj.决定了的:v.决定;(determine的过去分词和过去式)
When they're monitoring your clickstream -- and you know they are -- they have a really hard time figuring out your age, your gender and your income. 当他们监控你的点击流 你知道 他们的确很难 查出你的年龄,你的性别和你的收入。
They can make some educated guesses. 他们可以做一些学识方面的推测。
But they get a lot more information about what you do online, what you like, what interests you. 但是他们得到的很多的信息 是关于你在线做了什么, 你喜欢什么,你对什么感兴趣。
That's easier for them to find out than who you are. 这些他们很容易知道,但弄清你是谁就不容易了。
And even though that's still sort of creepy , there is an upside to having your taste monitored. 尽管这有点恐怖, 这也有个优势 就是监控你的喜好。
creepy:adj.令人毛骨悚然的;爬行的;
Suddenly our taste is being respected in a way that it hasn't been before. 突然我们的喜好备受尊重 这在以前从来没有过。
It had been presumed before. 以前我们的喜好都是被假定的。
presumed:adj.假定的;推测的;v.假定(presume的过去分词和过去式);
So when you look online at the way people aggregate , they don't aggregate around age, gender and income. 当你上网看人们聚成社群的方式, 人们不是 按年龄,性别和收入而走到一起。
aggregate:vi.集合; vt.集合; n.合计; adj.聚合的;
They aggregate around the things they love, the things that they like, and if you think about it, shared interests and values are a far more powerful aggregator of human beings than demographic categories. 人们而是按他们热爱的东西, 他们喜爱的东西走到一起。 如果你想想看,人类要是按分享爱好和价值 而不是按统计类别来分, 这是一种更强大的聚合力。
aggregator:n.聚合器,整合者;汇集者,聚合;
I'd much rather know whether you like " Buffy the Vampire Slayer " 我更愿意知道 你是否喜欢“吸血鬼猎人巴菲”
Buffy:adj.喝醉了的;淡黄色的; Vampire:n.吸血鬼;[脊椎]吸血蝙蝠; Slayer:n.凶手;杀人者;屠宰者;
rather than how old you are. 而不是想知道你的年龄。
That would tell me something more substantial about you. 这会让我加深对你的了解。
substantial:adj.大量的;实质的;内容充实的;n.本质;重要材料;
Now there's something else that we've discovered about social media that's actually quite surprising. 目前我们关于社交传媒的一些其它发现 的确非常令人惊喜。
It turns out that women are really driving the social media revolution . 事实证明,女性 真正是社交传媒革命的驱动力。
revolution:n.革命;旋转;运行;循环;
If you look at the statistics -- these are worldwide statistics -- in every single age category, women actually outnumber men in their use of social networking technologies . 如果你看看这些统计 -- 这些是全世界统计数据 -- 在每一个年龄组, 在使用社交网络技术方面 女性都多于男性。
statistics:n.统计数字;统计资料;统计学;(statistic的复数) worldwide:adj.全世界的;adv.在世界各地; outnumber:vt.数目超过;比…多; technologies:n.技术;科技(technology的复数);
And then if you look at the amount of time that they spend on these sites , they truly dominate the social media space, which is a space that's having a huge impact on old media. 然后如果你看 女性在这些网站所花费的时间, 女性真正地主宰了社交媒体空间, 这种社会媒体空间会 对旧媒体产生巨大冲击。
sites:n.网站(site的复数);遗址,举办地点;v.使...位于(site的单三形式); dominate:vt.控制;支配;占优势;在…中占主要地位;vi.占优势;处于支配地位;
The question is: what sort of impact is this going to have on our culture, and what's it going to mean for women? 问题是,对我们文化 它会起到什么影响, 对于女性这又意味着什么？
If the case is that social media is dominating old media and women are dominating social media, then does that mean that women are going to take over global media? 假如现在的情况是社交传媒 逐渐主宰旧媒体 同时女性在主宰社会媒体, 那么是否意味着女性 将会主宰全球媒体？
dominating:adj.个性强势的; v.支配; (dominate的现在分词) take over:接管;继承;接收;接任;接替; global:adj.全球的;总体的;球形的;
Are we suddenly going to see a lot more female characters in cartoons and in games and on TV shows? 我们是否会突然发现 在卡通里, 游戏中和电视秀上出现大量女性角色呢？
female:adj.女性的;雌性的;柔弱的,柔和的;n.女人;[动]雌性动物;
Will the next big-budget blockbuster movies actually be chick flicks ? 那么下一部大手笔的电影大片 会变成迎合女性消费者的肥皂剧吗？
blockbuster:n.轰动;巨型炸弹;一鸣惊人者; flicks:推击球;绒毛;微跳;(尤指用手指或手快速地)轻击(flick的第三人称单数);
Could this be possible, that suddenly our media landscape will become a feminist landscape? 有没有可能 突然我们媒体天地 变成女权主义天地？
landscape:n.景观;乡村风景画;(文件的)横向打印格式;v.对…做景观美化;美化…的环境; feminist:n.男女平等主义者;adj.主张男女平等的;
Well, I actually don't think that's going to be the case. 好吧,我其实不认为会这样。
I think that media companies are going to hire a lot more women, because they realize this is important for their business, and I think that women are also going to continue to dominate the social media sphere . 我认为媒体公司会雇佣更多的女性, 因为他们意识到这对他们行业来说很重要。 我认为女性 也会继续主宰 社交传媒的领域。
sphere:n.球;领域;球体;球形;v.使成球形;包围;把…放在球内;使处于天体之间;
But I think women are actually going to be -- ironically enough -- responsible for driving a stake through the heart of cheesy genre categories like the " chick flick " 但我想,很讽刺的是女性的确会 挑起大梁, 给予俗气的流派类别狠狠的一击 就像对肥皂剧
ironically:adv.讽刺地;说反话地; responsible:adj.负责的,可靠的;有责任的; stake:n.桩,棍子;赌注;火刑;奖金;v.资助,支持;系…于桩上;把…押下打赌; cheesy:adj.干酪质的;下等的;漂亮的; genre:n.类型;种类;体裁;样式;流派;风俗画;adj.风俗画的;以日常情景为主题的; chick flick:n.女性电影(旨在迎合女性口味的电影);
and all these other genre categories that presume that certain demographic groups like certain things -- that Hispanics like certain things, that young people like certain things. 和其他的各种体裁 人们总是假设某种人口统计学里的类别 就会喜欢某种特定的体裁。 比如南美人喜好这个, 或者年轻人总是喜欢那个。
Hispanics:n.西班牙裔;
This is far too simplistic . 这太过简单了。
simplistic:adj.过分简单化的;过分单纯化的;
The future entertainment media that we're going to see is going to be very data-driven , and it's going to be based on the information that we ascertain from taste communities online, where women are really driving the action. 我们将会看到未来的娱乐媒体 是会以大量数据为基础的, 是会基于 从我们在线社区文化中感知到的信息, 这里女性其实真是引擎。
data-driven:adj.依照数据处理的; ascertain:vt.确定;查明;探知;
So you may be asking, well why is it important that I know what entertains people? 你可能会问,知道人们喜欢什么娱乐, 为什么重要？
Why should I know this? 我为什么要知道这个？
Of course, old media companies and advertisers need to know this. 当然,旧媒体公司和广告商 需要知道这个。
But my argument is that, if you want to understand the global village , it's probably a good idea that you figure out what they're passionate about, what amuses them, what they choose to do in their free time. 但我的论点是, 如果你想了解地球村, 一个好点子恐怕正是搞清 人们对什么有激情,人们玩什么, 当人们自由时,他们选择做什么。
global village:n.地球村(指整个世界作为一个由电子通信系统连接的单一集体); passionate:adj.热情的;热烈的,激昂的;易怒的; amuses:vt.娱乐;消遣;使发笑;使愉快;
This is a very important thing to know about people. 了解人们的喜好,这是非常重要的事。
I've spent most of my professional life researching media and entertainment and its impact on people's lives. 我花了我整个职业生涯 研究媒体和娱乐 和它们对人们生活的影响。
professional:adj.专业的;职业的;职业性的;n.专业人员;职业运动员;
And I do it not just because it's fun -- though actually, it is really fun -- but also because our research has shown over and over again that entertainment and play have a huge impact on people's lives -- for instance , on their political beliefs and on their health. 我研究这个不仅仅是为了好玩儿 -- 尽管这的确有很多乐趣 -- 而是因为 我们的研究不断地证明 娱乐和游戏 会对人们的生活有巨大的影响 -- 例如,在人们的政治信仰上 和人们健康问题上。
over and over again:adv.一再地;反复不断地; instance:n.实例;情况;建议;v.举...为例;
And so, if you have any interest in understanding the world, looking at how people amuse themselves is a really good way to start. 那么,如果你对了解世界有兴趣, 看看人们是怎样自娱自乐的 这就是一个非常好的开始。
So imagine a media atmosphere that isn't dominated by lame stereotypes about gender and other demographic characteristics . 想象一个媒体远景 它不再被 性别 和其他统计类别决定的站不住脚的陈规所主宰。
atmosphere:n.大气;气氛;气压;风格; dominated:v.支配;控制;左右;影响;(dominate的过去式和过去分词) lame:adj.瘸的; n.(金属)薄板; v.使残废; characteristics:n.特征;特点;品质;(characteristic的复数)
Can you even imagine what that looks like? 大家能想象这会是什么样吗？
I can't wait to find out what it looks like. 我迫不及待地想知道这远景的样子。
Thank you so much. 十分感谢。
(Applause) （掌声）