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KevinAllocca_2011Y-_为什么网络视频会风靡_
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| Hi. I'm Kevin Allocca, I'm the trends manager at YouTube, and I professionally watch YouTube videos. |
你好。 我是凯文·阿劳卡。 我是YouTube的趋势分析经理, 而我的专业就是观看YouTube视频。 |
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trends:n.趋势;倾向;动态;动向;(trend的第三人称单数和复数) professionally:adv.专业地;内行地;
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| It's true. |
这是真的。 |
| So we're going to talk a little bit today about how videos go viral and then why that even matters. |
所以今天我们要讨论一下为什么一些视频会风靡 甚至会变得重要。 |
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viral:adj.滤过性毒菌引起的;滤过性毒菌的;
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| We all want to be stars -- celebrities , singers, comedians -- and when I was younger, that seemed so very, very hard to do. |
我们都想成为明星 -- 名人, 歌手, 喜剧演员 -- 而当我年轻时,这是非常,非常难办到的。 |
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celebrities:n.名人;名誉;(celebrity的复数) comedians:n.滑稽演员;喜剧演员;(comedian的复数)
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| But now Web video has made it so that any of us or any of the creative things that we do can become completely famous in a part of our world's culture. |
不过现在网络视频让它成真 所以我们任何人都可以发挥创意做想做的事 然后瞬间成名 成为世界文化的一部分。 |
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creative:adj.创造性的;
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| Any one of you could be famous on the Internet by next Saturday. |
你们任何人都可在网络成名 就在下周六。 |
| But there are over 48 hours of video uploaded to YouTube every minute. |
不过每分钟有超过48小时的视频 上传到YouTube。 |
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uploaded:vt.上传;
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| And of that, only a tiny percentage ever goes viral and gets tons of views and becomes a cultural moment. |
在众多中, 仅有极小比率 会风靡及得到万人收看率,并成为一种霎时文化。 |
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percentage:n.百分比;百分率;利润的分成;提成; cultural:adj.与文化有关的;文化的;与艺术、文学、音乐等有关的;
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| So how does it happen? |
这又是怎么产生呢？ |
| Three things: tastemakers , communities of participation and unexpectedness. |
三要素: 时髦开创者,社区参与 还有意想不到。 |
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tastemakers:n.创造时髦风尚的人; communities:n.社区;社会;团体;共有(community的复数) participation:n.参与;分享;参股;
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| All right, let's go. |
好的,让我们看看。 |
| (Video) Bear Vasquez: Oh, my God. Oh, my God. |
（视频）熊先生· 瓦斯奎兹: 噢,我的老天。噢,我的上帝。 |
| Oh, my God! |
噢,我的上帝！ |
| Wooo! |
呜！ |
| Ohhhhh, wowwww! |
噢,哇塞！ |
| KA: Last year, Bear Vasquez posted this video that he had shot outside his home in Yosemite National Park . |
KA: 去年,熊先生 · 瓦斯奎兹上传了这视频 就在他优胜美地公园的住家外拍摄的。 |
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Yosemite:n.约塞米蒂国家公园(位于美国加利福尼亚州中部); National Park:n.国家公园;
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| In 2010, it was viewed 23 million times. |
在2010年,这部视频被观看了两千三百万次。 |
| (Laughter) |
(笑声） |
| This is a chart of what it looked like when it first became popular last summer. |
这张图表显示了 这部视频刚在夏末流行的状况。 |
| But he didn't actually set out to make a viral video, Bear. |
不过熊先生并没有要拍风靡视频的意向。 |
| He just wanted to share a rainbow . |
他只是想要分享一条彩虹 |
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rainbow:n.彩虹
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| Because that's what you do when your name is Yosemite Mountain Bear. |
因为这正是自称“优胜美地山熊”的人会做的事。 |
| (Laughter) |
（笑声） |
| And he had posted lots of nature videos in fact. |
他还上传了许多自然景观的视频。 |
| And this video had actually been posted all the way back in January. |
这视频实际上在 去年一月就上传了。 |
| So what happened here? |
所以之间到底是发生了什么事？ |
| Jimmy Kimmel actually. |
就是吉米·吉梅尔（美国脱口秀主持人）。 |
| Jimmy Kimmel posted this tweet that would eventually propel the video to be as popular as it would become. |
吉米·吉梅尔一则推文 推波助澜让这个视频大受欢迎。 |
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eventually:adv.最后,终于; propel:v.推进;驱使;激励;驱策;
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| Because tastemakers like Jimmy Kimmel introduce us to new and interesting things and bring them to a larger audience. |
因为有像吉米·吉梅尔这种潮流先锋 为我们介绍新颖又有趣的事物 从而让观众接触到这些事物。 |
| (Video) Rebecca Black: ? It's Friday, Friday. Gotta get down on Friday. ? |
（视频）丽贝卡·布莱克:?今天是周五,周五。玩乐派对在周五。? |
| ? Everybody's looking forward to the weekend, weekend. ? |
?每个人都期待着过周末,周末。? |
| ? Friday, Friday. Gettin' down on Friday. ? |
?周五,周五。玩乐在周五。? |
| KA: So you didn't think that we could actually have this conversation without talking about this video I hope. |
凯文:如果没有这部视频,你未必能想到 我们将有接下来这场谈论。 |
| Rebecca Black's "Friday" is one of the most popular videos of the year. |
丽贝卡·布莱克的“周五”是年度最红的视频之一。 |
| It's been seen nearly 200 million times this year. |
今年吸引了将近两亿的观看次数。 |
| This is a chart of what it looked like. |
这张图表展现了它流行的趋势。 |
| And similar to "Double Rainbow," |
跟熊先生的“两道彩虹”雷同, |
| it seems to have just sprouted up out of nowhere . |
这部视频好像不知从哪儿就猛然窜红。 |
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sprouted:adj.萌芽的;已发芽的;发了芽的;v.发芽;迅速生长(sprout的过去分词); nowhere:v.无处; n.无处; adj.不存在的;
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| So what happened on this day? |
那天究竟发生什么事情呢？ |
| Well it was a Friday, this is true. |
噢,就是那天,一个周五,真的。 |
| And if you're wondering about those other spikes , those are also Fridays. |
如果你疑惑那些高峰时期,那些全是在周五。 |
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spikes:n.钉鞋(spike的复数);v.把…钉牢(spike的第三人称单数);
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| (Laughter) |
（笑声） |
| But what about this day, this one particular Friday? |
但是在那天, 这个特别的周五究竟发生什么呢？ |
| Well Tosh .0 picked it up, a lot of blogs starting writing about. |
就是Tosh.0（电视节目）选中了它,很多部落格也争相讨论。 |
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Tosh:n.胡说;梦话;废话; blogs:n.网志;博客;v.写网志;写博客;(blog的第三人称单数和复数)
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| Michael J. Nelson from Mystery Science Theater was one of the first people to post a joke about the video on Twitter. |
奥秘科学剧院（电视节目)的迈克尔·约翰·纳尔逊 率先在他的推特上嘲弄这部视频。 |
| But what's important is that an individual or a group of tastemakers took a point of view and they shared that with a larger audience, accelerating the process . |
重点有这样一个或一群潮流先锋 看了视频后 跟广大观众分享他们的观点,加速整个视频窜红。 |
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individual:n.个人;有个性的人;adj.单独的;个别的; point of view:观点;见地;立场; accelerating:adj.促进的,[物]加速的;催化的; process:v.处理;加工;列队行进;n.过程,进行;方法,adj.经过特殊加工(或处理)的;
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| And so then this community formed of people who shared this big inside joke and they started talking about it and doing things with it. |
而这个群体形成 共享笑话并不断分享, 不但会讨论它,还会恶搞出自己的版本。 |
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community:n.社区;[生态]群落;共同体;团体;
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| And now there are 10,000 parodies of "Friday" on YouTube. |
所以现在有上万个恶搞版 周五”在YouTube上传播。 |
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parodies:n.滑稽模仿作品(文章、音乐作品或表演等的滑稽模仿); v.滑稽地模仿; (parody的复数);
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| Even in the first seven days, there was one parody for every other day of the week. |
就连周一至周末 都有不同的滑稽模仿。 |
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parody:n.拙劣的模仿;诙谐的改编诗文;vt.拙劣模仿;
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| (Laughter) |
（笑声） |
| Unlike the one-way entertainment of the 20th century, this community participation is how we become a part of the phenomenon -- either by spreading it or by doing something new with it. |
不像二十世纪的单向娱乐媒体, 这是一个集体参与 从而让我们成为全民现象一部分-- 通过传播或者自主创新。 |
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one-way:adj.单程的;单行道的;单方面的; phenomenon:n.现象;杰出的人;非凡的人(或事物);
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| (Music) |
（音乐） |
| So "Nyan Cat" is a looped animation with looped music. |
这只“Nyan Cat （喵喵喵）是一种连环动画片 配合连续的背景音乐。 |
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looped:adj.成圈的;酩酊大醉的;v.成圈;打环(loop的过去式和过去分词); animation:n.活泼,生气;激励;卡通片绘制;
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| It's this, just like this. |
就是这个,只是这样。 |
| It's been viewed nearly 50 million times this year. |
今年被观看次数多达五千万次。 |
| And if you think that that is weird , you should know that there is a three-hour version of this that's been viewed four million times. |
假如你觉得这个是不可思议, 你就更难想象这段视频还有三小时的版本 吸引了四百万人观看。 |
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weird:adj.奇怪的;奇异的;离奇的;n.命运;宿命;命运女神; three-hour:n.[美国俚语,青少年用语]厌倦,难以忍受;
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| (Laughter) |
（笑声） |
| Even cats were watching this video. |
甚至还有猫会看这部视频。 |
| (Laughter) |
（笑声） |
| Cats were watching other cats watch this video. |
猫在看其他猫观看这部视频。 |
| (Laughter) |
（笑声） |
| But what's important here is the creativity that it inspired amongst this techie , geeky Internet culture. |
但这最重要的 是激发了创意 的这种科技,极客网络文化。 |
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inspired:adj.受到启发的; v.鼓舞; (inspire的过去分词和过去式) amongst:prep.在…之中;在…当中(等于among); techie:n.高科技专家;热衷电子学的电子迷;技师; geeky:adj.(俚)令人讨厌的;
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| There were remixes . |
还制作了混音版。 |
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remixes:使再混合;再搅拌(remix的第三人称单数);混音版音乐(remix的复数);
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| (Laughter) |
（笑声） |
| Someone made an old timey version. |
有人还制作了怀旧版。 |
| (Laughter) |
（笑声） |
| And then it went international. |
然后走国际版路线。 |
| (Laughter) |
（笑声） |
| An entire remix community sprouted up that brought it from being just a stupid joke to something that we can all actually be a part of. |
整个混音群窜红 让这个原本只是个愚弄笑话 变成大家都可以参与创作的玩意。 |
| Because we don't just enjoy now, we participate . |
因为现在我们不仅在享乐, 我们还参与其中。 |
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participate:v.参加;参与;
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| And who could have predicted any of this? |
有谁能料到这一切呢？ |
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predicted:v.预言;预告;预报;(predict的过去分词和过去式)
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| Who could have predicted "Double Rainbow" or Rebecca Black or "Nyan Cat?" |
谁能料到“两道彩虹”或丽贝卡·布莱克 又或者“Nyan Cat” (喵喵喵）会红呢？ |
| What scripts could you have written that would have contained this in it? |
你会写怎样的剧本 会在里面包含这些创作？ |
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scripts:n.原稿,手稿(script的复数形式);
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| In a world where over two days of video get uploaded every minute, only that which is truly unique and unexpected can stand out in the way that these things have. |
在这个每分钟就上传足够两天 观看的网络视频世界, 只有那些独特和难以想象的视频 才能引人关注。 |
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only that:只是;要不是; unique:adj.独特的,稀罕的;[数]唯一的;n.独一无二的人或物; unexpected:adj.意外的,想不到的; in the way:妨碍;挡道;
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| When a friend of mine told me that I needed to see this great video about a guy protesting bicycle fines in New York City, |
我的一个朋友大力推荐一段很赞的视频 是一个抗议纽约市单车罚款的人拍的, |
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protesting:v.(公开)反对;抗议;坚决地表示;申辩;(protest的现在分词)
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| I admit I wasn't very interested. |
我得承认我原本没什么兴趣。 |
| (Video) Casey Niestat: So I got a ticket for not riding in the bike lane , but often there are obstructions that keep you from properly riding in the bike lane. |
（视频）凯西·尼塞特:我吃了一张罚单,因为我没在自行车道上骑车, 不过常常因为许多障碍 让你根本没法在自行车道上好好骑车。 |
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bike lane:un.自行车专用道; obstructions:n.障碍(obstruction的复数);妨碍物;
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| (Laughter) |
（笑声） |
| KA: By being totally surprising and humorous , |
凯文:以出人意料的幽默方式 |
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humorous:adj.诙谐的,幽默的;滑稽的,可笑的;
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| Casey Niestat got his funny idea and point seen five million times. |
凯西·尼塞特有他有趣的想法和论点 吸引了五百万人次观看。 |
| And so this approach holds for anything new that we do creatively . |
这种方式适用于 我们创新的每一件事上。 |
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approach:n.方法;路径;v.接近;建议;着手处理; creatively:adv.创造性地;有创造力地;
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| And so it all brings us to one big question ... |
所以促使我们 有这样一个问题... |
| (Video) Bear Vasquez: What does this mean? |
（视频）熊先生 · 瓦斯奎兹:这代表什么？ |
| Ohhhh. |
噢... |
| (Laughter) |
（笑声） |
| KA: What does it mean? |
凯文:这意味什么？ |
| Tastemakers, creative participating communities, complete unexpectedness, these are characteristics of a new kind of media and a new kind of culture where anyone has access and the audience defines the popularity . |
潮流先锋,创意参与团体, 以及怪咖, 这些是新媒体和新文化的特征 在其中人人能参与 让观众定义何为流行。 |
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participating:v.参加;参与(participate的现在分词) characteristics:n.特征;特点;品质;(characteristic的复数) defines:v.阐明;明确;界定;画出…的线条;描出…的外形(define的第三人称单数) popularity:n.流行;受欢迎;普及
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| I mean, as mentioned earlier, one of the biggest stars in the world right now, Justin Bieber, got his start on YouTube. |
正如我上述, 现在最红的艺人贾斯汀·比伯, 也是从YouTube上窜红。 |
| No one has to green-light your idea. |
你的点子不需要人允准。 |
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green-light:vt.同意成交;给…绿灯;准许…继续进行[亦作greenlight];
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| And we all now feel some ownership in our own pop culture. |
在自创流行文化中 我们都有自主权。 |
| And these are not characteristics of old media, and they're barely true of the media of today, but they will define the entertainment of the future. |
然而这一切并不是旧媒体的特征, 也不能完全代表今天的媒体, 不过它们一定会成为未来媒体的娱乐形态。 |
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barely:adv.仅仅,勉强;几乎不;公开地;贫乏地;
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| Thank you. |
谢谢。 |
| (Applause) |
（掌声） |