Brenda Laurel on making video games for girls

62,727 views ใƒป 2009-03-02

TED


ืื ื ืœื—ืฅ ืคืขืžื™ื™ื ืขืœ ื”ื›ืชื•ื‘ื™ื•ืช ื‘ืื ื’ืœื™ืช ืœืžื˜ื” ื›ื“ื™ ืœื”ืคืขื™ืœ ืืช ื”ืกืจื˜ื•ืŸ.

ืžืชืจื’ื: Avshalom Ehrlich ืžื‘ืงืจ: Royi Noiman
00:12
Back in 1992, I started working for a company
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ื‘ืฉื ืช 1992, ื”ืชื—ืœืชื™ ืœืขื‘ื•ื“ ื‘ื—ื‘ืจื”
00:14
called Interval Research,
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ืฉื ืงืจืื” ืื™ื ื˜ืจื•ื•ืœ ืจื™ืกืจืฅ',
00:16
which was just then being founded
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ืฉื‘ื“ื™ื•ืง ืื– ื”ื™ืชื” ื‘ืชื”ืœื™ื›ื™ ื”ื™ื•ื•ืกื“ื”
00:18
by David Lidell and Paul Allen
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ืขืœ ื™ื“ื™ ื“ื™ื•ื•ื™ื“ ืœื™ื“ืœ ื•ืคื•ืœ ืืœืŸ
00:20
as a for-profit research enterprise in Silicon Valley.
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ื›ื—ื‘ืจืช ืžื—ืงืจ ืœืžื˜ืจืช ืจื•ื•ื— ื‘ืขืžืง ื”ืกื™ืœื™ืงื•ืŸ.
00:26
I met with David
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ื ืคื’ืฉืชื™ ืขื ื“ื™ื•ื•ื™ื“
00:28
to talk about what I might do in his company.
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ืœื“ื‘ืจ ืขืœ ืžื” ืฉื™ื™ืชื›ืŸ ืฉืืขืฉื” ื‘ื—ื‘ืจื” ืฉืœื•.
00:31
I was just coming out of a failed virtual reality business
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ื‘ื“ื™ื•ืง ื™ืฆืืชื™ ืžืขืกืง ื›ื•ืฉืœ ืœืžืฆื™ืื•ืช ืžื“ื•ืžื”
00:34
and supporting myself by being on the speaking circuit
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ื•ืชืžื›ืชื™ ื‘ืขืฆืžื™ ื‘ืขื–ืจืช ืžืชืŸ ื”ืจืฆืื•ืช
00:36
and writing books --
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ื•ื›ืชื™ื‘ืช ืกืคืจื™ื
00:38
after twenty years or so in the computer game industry
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ืœืื—ืจ ื› 20 ืฉื ื™ื ื‘ืชืขืฉื™ื™ืช ืžืฉื—ืงื™ ื”ืžื—ืฉื‘
00:41
having ideas that people didn't think they could sell.
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ืขื ืจืขื™ื•ื ื•ืช ืฉื”ื™ื• ืœื™ ืฉืื ืฉื™ื ืœื ื—ืฉื‘ื• ืฉื”ื ื™ื›ื•ืœื• ืœืžื›ื•ืจ.
00:45
And David and I discovered
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ื•ื“ื™ื•ื•ื“ ื•ืื ื™ ื’ื™ืœื™ื ื•
00:47
that we had a question in common,
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ืฉื™ืฉ ืœื ื• ืฉืืœื” ืžืฉื•ืชืคืช,
00:49
that we really wanted the answer to,
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ืฉืื ื• ื‘ืืžืช ืจื•ืฆื™ื ืืช ื”ืชืฉื•ื‘ื” ืœื”,
00:51
and that was,
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ื•ื”ืฉืืœื” ื”ื™ืชื”,
00:53
"Why hasn't anybody built any computer games for little girls?"
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"ืžื“ื•ืข ืืฃ ืื—ื“ ืœื ื™ืฆืจ ืฉื•ื ืžืฉื—ืงื™ ืžื—ืฉื‘ ืœื™ืœื“ื•ืช ืงื˜ื ื•ืช"
00:56
Why is that?
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ืžื“ื•ืข ื–ื”?
00:58
It can't just be a giant sexist conspiracy.
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ื–ื• ืœื ื™ื›ื•ืœื” ืœื”ื™ื•ืช ืกืชื ืงื ื•ื ื™ื” ืกืงืกื™ื˜ื™ืช ื’ื“ื•ืœื”.
01:01
These people aren't that smart.
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ื”ืื ืฉื™ื ื”ืืœื” ืœื ื›ืืœื” ื—ื›ืžื™ื.
01:04
There's six billion dollars on the table.
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ืžื•ื ื—ื™ื ืฉื™ืฉื” ืžื™ืœื™ืืจื“ ื“ื•ืœืจื™ื ืขืœ ื”ืฉื•ืœื—ืŸ.
01:07
They would go for it if they could figure out how.
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ื”ื ื”ื™ื• ื”ื•ืœื›ื™ื ืขืœ ื–ื” ืื ื”ื ื”ื™ื• ืžื‘ื™ื ื™ื ืื™ืš ืืคืฉืจ.
01:10
So, what is the deal here?
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ืื– ืžื” ื”ื‘ืขื™ื” ื›ืืŸ?
01:12
And as we thought about our goals --
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ื•ื‘ื–ืžืŸ ืฉื—ืฉื‘ื ื• ืขืœ ืžื˜ืจื•ืชื™ื ื• --
01:15
I should say that Interval is really a humanistic institution,
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ืื ื™ ืฆืจื™ื›ื” ืœื•ืžืจ ืฉืื™ื ื˜ืจื•ื•ืœ ื”ื™ื ื‘ืืžืช ืžื•ืกื“ ื”ื•ืžื ื™
01:18
in the classical sense
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ื‘ืžื•ื‘ืŸ ื”ืงืœืืกื™
01:21
that humanism, at its best,
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ืฉื”ื•ืžื ื™ื–ื, ื‘ืžื™ื˜ื‘ื•,
01:24
finds a way to combine clear-eyed empirical research
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ืžื•ืฆื ืืช ื”ื“ืจืš ืœืฉืœื‘ ืžื—ืงืจ ืืžืคื™ืจื™ ื‘ืจื•ืจ
01:27
with a set of core values
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ืขื ืกื˜ ืฉืœ ืขืจื›ื™ ืœื™ื‘ื”
01:30
that fundamentally love and respect people.
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ืฉื‘ื™ืกื•ื“ื ืื•ื”ื‘ื™ื ื•ืžื›ื‘ื“ื™ื ืื ืฉื™ื.
01:33
The basic idea of humanism
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ื”ืจืขื™ื•ืŸ ื”ื‘ืกื™ืกื™ ืฉืœ ื”ื•ืžื ื™ื–ื
01:36
is the improvable quality of life;
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ื”ื•ื ื‘ื™ื›ื•ืœืช ืฉื™ืคื•ืจ ืื™ื›ื•ืช ื”ื—ื™ื™ื,
01:39
that we can do good things,
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ืฉืื ื• ื™ื›ื•ืœื™ื ืœืขืฉื•ืช ื“ื‘ืจื™ื,
01:41
that there are things worth doing
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ืฉื™ืฉ ื“ื‘ืจื™ื ืฉื™ืฉ ืขืจืš ืœืขืฉื•ืช ืื•ืชื
01:43
because they're good things to do,
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ื‘ื’ืœืœ ืฉื”ื ื“ื‘ืจื™ื ื˜ื•ื‘ื™ื ืœืขืฉื•ืช
01:45
and that clear-eyed empiricism
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ื•ืฉืืžืคื™ืจื™ื•ืช ื‘ืจื•ืจื”
01:47
can help us figure out how to do them.
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ื™ื›ื•ืœื” ืœืขื–ื•ืจ ืœื ื• ืœื”ื‘ื™ืŸ ืื™ืš ืœื‘ืฆืข ืื•ืชื.
01:50
So, contrary to popular belief,
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ืื–, ื‘ื ื™ื’ื•ื“ ืœืืžื•ื ื” ื”ืจื•ื•ื—ืช,
01:52
there is not a conflict of interest between empiricism and values.
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ืื™ืŸ ื ื™ื’ื•ื“ ืื™ื ื˜ืจืกื™ื ื‘ื™ืŸ ืืžืคื™ืจื™ื•ืช ื•ืขืจื›ื™ื.
01:57
And Interval Research is kind of the living example
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ื•ืื™ื ื˜ืจื•ื•ืœ ืจื™ืกืจืฅ' ื”ื™ื ื‘ืขืจืš ื”ื“ื•ื’ืžื ื”ื—ื™ื”
02:00
of how that can be true.
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ืœืื•ืคืŸ ื‘ื• ื–ื• ื™ื›ื•ืœื” ืœื”ื™ื•ืช ื”ืืžืช.
02:02
So David and I decided to go find out,
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ืื– ื“ื™ื•ื•ื™ื“ ื•ืื ื™ ื”ื—ืœื˜ื ื• ืœืฆืืช ื•ืœืžืฆื•ื,
02:04
through the best research we could muster,
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ื‘ืขื–ืจืช ื”ืžื—ืงืจ ื”ื˜ื•ื‘ ื‘ื™ื•ืชืจ ืฉื ื•ื›ืœ ืœืจื›ื–,
02:06
what it would take to get a little girl
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ืžื” ื™ื™ื“ืจืฉ ืขืœ ืžื ืช ืœื’ืจื•ื ืœื™ืœื“ื•ืช ืงื˜ื ื•ืช
02:09
to put her hands on a computer,
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ืœื”ื ื™ื— ืืช ื™ื“ื™ื”ืŸ ืขืœ ืžื—ืฉื‘.
02:11
to achieve the level of comfort and ease with the technology
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ืœื”ืฉื™ื’ ืืช ืจืžืช ื”ื‘ื˜ื—ื•ืŸ ื•ืชื—ื•ืฉืช ื”ื ื•ื—ื•ืช ืขื ื”ื˜ื›ื ื•ืœื•ื’ื™ื”
02:14
that little boys have because they play video games.
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ืฉื™ืฉ ืœื‘ื ื™ื ืงื˜ื ื™ื ื‘ื–ื›ื•ืช ื–ื” ืฉื”ื ืฉื™ื—ืงื• ืžืฉื—ืงื™ ื•ื™ื“ืื•
02:17
We spent two and a half years conducting research;
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ื”ืฉืงืขื ื• ืฉื ืชื™ื™ื ื•ื—ืฆื™ ื‘ื‘ื™ืฆื•ืข ืžื—ืงืจ;
02:20
we spent another year and a half in advance development.
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ื”ืฉืงืขื ื• ืขื•ื“ ืฉื ื” ื•ื—ืฆื™ ื‘ืคื™ืชื•ื— ืžืชืงื“ื.
02:24
Then we formed a spin-off company.
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ืื—ืจ ื›ืš ื”ืงืžื ื• ื—ื‘ืจื” ืฉื”ืชื‘ืกืกื” ืขืœ ื“ื‘ืจื™ื ืงื•ื“ืžื™ื.
02:27
In the research phase of the project at Interval,
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ื‘ืฉืœื‘ ื”ืžื—ืงืจ ืฉืœ ื”ืคืจื•ื™ื™ืงื˜ ื‘ืื™ื ื˜ืจื•ื•ืœ,
02:31
we partnered with a company called Cheskin Research,
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ื”ืงืžื ื• ืฉื•ืชืคื•ืช ืขื ื—ื‘ืจืช ืฆ'ืกืงื™ืŸ ืจื™ืกืจืฅ',
02:34
and these people -- Davis Masten and Christopher Ireland --
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ื•ืื ืฉื™ ื”ื—ื‘ืจื”, ื“ื™ื•ื•ื™ืก ืžืืกื˜ืŸ ื•ื›ืจื™ืกื˜ื•ืคืจ ืื™ืจืœื ื“,
02:38
changed my mind entirely about what market research was
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ืฉื™ื ื• ืืช ื“ืขืชื™ ืœื—ืœื•ื˜ื™ืŸ ืขืœ ืžื” ื”ื™ื” ืžื—ืงืจ ืฉื•ืง
02:41
and what it could be.
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ื•ืžื” ื”ื•ื ื™ื›ื•ืœ ื”ื™ื” ืœื”ื™ื•ืช.
02:42
They taught me how to look and see,
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ื”ื ืœื™ืžื“ื• ืื•ืชื™ ื›ื™ืฆื“ ืœื”ืกืชื›ืœ ื•ืœืจืื•ืช,
02:45
and they did not do the incredibly stupid thing
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ื•ื”ื ืœื ืขืฉื• ืืช ื”ืžืขืฉื” ื”ืžื˜ื•ืคืฉ ืœื”ื—ืจื™ื“
02:48
of saying to a child,
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ืฉืœื•ืžืจ ืœื™ืœื“,
02:50
"Of all these things we already make you,
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"ืžื›ืœ ื”ื“ื‘ืจื™ื ื”ืืœื• ืฉืื ื—ื ื• ื›ื‘ืจ ืžื›ื™ื ื™ื ืœืš,
02:52
which do you like best?" --
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ืื™ื–ื” ืืชื” ื”ื›ื™ ืื•ื”ื‘?"
02:53
which gives you zero answers that are usable.
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ืžื” ืฉืœื ื ื•ืชืŸ ืœืš ืืฃ ืชืฉื•ื‘ื” ืฉื ื™ืชืŸ ืœื”ืฉืชืžืฉ ื‘ื”.
02:55
So, what we did for the first two and a half years
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ืื–, ืžื” ืฉืขืฉื™ื ื• ื‘ืžืฉืš ื”ืฉื ืชื™ื™ื ื•ื—ืฆื™ ื”ืจืืฉื•ื ื•ืช
02:58
was four things:
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ื”ื™ื” ืืจื‘ืขื” ื“ื‘ืจื™ื:
03:00
We did an extensive review of the literature
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ื‘ื™ืฆืขื ื• ืกืงื™ืจื” ื ืจื—ื‘ืช ืฉืœ ื”ืกืคืจื•ืช
03:03
in related fields, like cognitive psychology,
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ื‘ื ื•ืฉืื™ื ืงืฉื•ืจื™ื ื›ื’ื•ืŸ ืคืกื™ื›ื•ืœื•ื’ื™ื” ืงื•ื’ื ื™ื˜ื™ื‘ื™ืช,
03:05
spatial cognition, gender studies,
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ืชืคื™ืกื” ืžืจื—ื‘ื™ืช, ืžื—ืงืจื™ ืžื’ื“ืจ,
03:07
play theory, sociology, primatology.
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ืชื™ืื•ืจื™ื•ืช ื‘ืžืฉื—ืง, ืกื•ืฆื™ื•ืœื•ื’ื™ื”, ืคืจื™ืžื˜ื•ืœื•ื’ื™ื” --
03:10
Thank you Frans de Waal, wherever you are,
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ืชื•ื“ื” ืœืš ืคืจื ื– ื“ื•ื‘ืืœ, ื”ื™ื›ืŸ ืฉืืชื”,
03:12
I love you and I'd give anything to meet you.
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ืื ื™ ืื•ื”ื‘ืช ืื•ืชืš ื•ื”ื™ื™ืชื™ ื ื•ืชื ืช ื”ื›ืœ ื›ื“ื™ ืœื”ื™ืคื’ืฉ ืื™ืชืš.
03:15
After we had done that with a pretty large team of people
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ืœืื—ืจ ืฉืกื™ื™ืžื ื• ืœื‘ืฆืข ืืช ื–ื” ื‘ืขื–ืจืช ืฆื•ื•ืช ื“ื™ ื’ื“ื•ืœ ืฉืœ ืื ืฉื™ื
03:18
and discovered what we thought the salient issues were
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ื•ื’ื™ืœื™ื ื• ืืช ืžื” ืฉื—ืฉื‘ื ื• ืฉื”ืŸ ื”ืกื•ื’ื™ื•ืช ื”ื—ืฉื•ื‘ื•ืช
03:21
with girls and boys and playing --
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ื”ืงืฉื•ืจื•ืช ื‘ื™ืœื“ื•ืช ื•ื‘ื ื™ื ื•ื‘ืžืฉื—ืงื™ื --
03:24
because, after all, that's really what this is about --
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ื‘ื’ืœืœ, ืฉื‘ืกื•ืคื• ืฉืœ ื“ื‘ืจ, ื–ื”ื• ืœืžืขืฉื” ืžื” ืฉืžื“ื•ื‘ืจ ืขืœื™ื• --
03:27
we moved to the second phase of our work,
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ื”ืžืฉื›ื ื• ืœืฉืœื‘ ื”ืฉื ื™ ืฉืœ ืขื‘ื•ื“ืชื™ื ื•,
03:29
where we interviewed adult experts
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ืฉื‘ื• ืจืื™ื™ื ื• ืžื•ืžื—ื™ื ืžื‘ื•ื’ืจื™ื
03:32
in academia, some of the people
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ื‘ืืงื“ืžื™ื”, ื›ืžื” ืžื”ืื ืฉื™ื
03:34
who'd produced the literature that we found relevant.
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ืฉื›ืชื‘ื• ืืช ื”ืกืคืจื•ืช ืฉืžืฆืื ื• ื›ืจืœื•ื•ื ื˜ื™ืช.
03:36
Also, we did focus groups with people who were on the ground with kids every day,
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ื•ื›ืžื• ื›ืŸ, ื”ืงืžื ื• ืงื‘ื•ืฆื•ืช ืžื™ืงื•ื“ ืขื ืื ืฉื™ื ืฉื”ื™ื• ื‘ืฉื˜ื— ืขื ื™ืœื“ื™ื ื›ืœ ื™ื•ื
03:39
like playground supervisors. We talked to them,
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ื›ืžื• ืžืฉื’ื™ื—ื™ื ืฉืœ ืžื’ืจืฉื™ ืžืฉื—ืงื™ื, ื“ื™ื‘ืจื ื• ืื™ืชื,
03:41
confirmed some hypotheses and identified some serious questions
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ืื™ืžืชื ื• ื›ืžื” ื”ื ื—ื•ืช, ื–ื™ื”ื™ื ื• ื›ืžื” ืฉืืœื•ืช ืจืฆื™ื ื™ื•ืช
03:44
about gender difference and play.
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ืขืœ ื”ื‘ื“ืœื™ื ื‘ืžื’ื“ืจ ื•ืžืฉื—ืง.
03:46
Then we did what I consider to be the heart of the work:
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ื•ืื– ื‘ื™ืฆืขื ื• ืืช ืžื” ืฉืื ื™ ืžื—ืฉื™ื‘ื” ืœืœื‘ ื”ืขื‘ื•ื“ื” --
03:50
interviewed 1,100 children, boys and girls,
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ืจืื™ื™ื ื• 1,100 ื™ืœื“ื™ื, ื‘ื ื™ื ื•ื‘ื ื•ืช,
03:53
ages seven to 12, all over the United States --
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ื’ื™ืœืื™ื 7 ืขื“ 12, ื‘ื›ืœ ืจื—ื‘ื™ ืืจืฆื•ืช ื”ื‘ืจื™ืช,
03:56
except for Silicon Valley, Boston and Austin
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ืœืžืขื˜ ืขืžืง ื”ืกื™ืœื™ืงื•ืŸ, ื‘ื•ืกื˜ื•ืŸ ื•ืื•ืกื˜ื™ืŸ
03:59
because we knew that their little families would have millions of computers in them
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ื‘ื’ืœืœ ืฉื™ื“ืขื ื• ืฉื‘ืžืฉืคื—ื•ืช ื”ืงื˜ื ื•ืช ืฉืœื”ื ื™ื”ื™ื• ืžื™ืœื™ื•ื ื™ ืžื—ืฉื‘ื™ื
04:03
and they wouldn't be a representative sample.
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ื•ื”ื ืœื ื™ื”ื•ื• ืžื“ื’ื ืžื™ื™ืฆื’.
04:06
And at the end of those remarkable conversations
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ื•ื‘ืกื•ืฃ ืื•ืชืŸ ืฉื™ื—ื•ืช ืžื•ืคืœืื•ืช
04:09
with kids and their best friends across the United States,
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ืขื ื™ืœื“ื™ื ื•ื”ื—ื‘ืจื™ื ื”ื˜ื•ื‘ื™ื ืฉืœื”ื ืœืจื•ื—ื‘ ืืจืฆื•ืช ื”ื‘ืจื™ืช,
04:12
after two years, we pulled together some survey data from another 10,000 children,
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ืœืื—ืจ ืฉื ืชื™ื™ื, ืจื™ื›ื–ื ื• ื›ืžื” ื ืชื•ื ื™ ืกืงืจ ืžืขื•ื“ 10,000 ื™ืœื“ื™ื
04:15
drew up a set up of what we thought were the key findings of our research,
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ืขืจื›ื ื• ืื•ืกืฃ ืฉืœ ืžื” ืฉื—ืฉื‘ื ื• ืฉื”ื™ื• ื”ืžืžืฆืื™ื ื”ืขื™ืงืจื™ื™ื ื‘ืžื—ืงืจ ืฉืœื ื•
04:24
and spent another year transforming them into design heuristics,
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ื•ื”ืฉืงืขื ื• ืฉื ื” ื ื•ืกืคืช ืœื”ืคื•ืš ืื•ืชื ืœื›ืœืœื™ ืืฆื‘ืข ื‘ืขื™ืฆื•ื‘,
04:28
for designing computer-based products --
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ืขื‘ื•ืจ ืขื™ืฆื•ื‘ ืžื•ืฆืจื™ื ืžื‘ื•ืกืกื™ ืžื—ืฉื‘
04:31
and, in fact, any kind of products -- for little girls, ages eight to 12.
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ื•ืœืžืขืฉื”, ื›ืœ ืžื•ืฆืจ ืœื™ืœื“ื•ืช ืงื˜ื ื•ืช, ื‘ื’ื™ืœืื™ื 8 ืขื“ 12.
04:35
And we spent that time designing interactive prototypes for computer software
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ื•ื”ืฉืงืขื ื• ืืช ื”ื–ืžืŸ ื‘ืขื™ืฆื•ื‘ ืื‘ื•ืช-ื˜ื™ืคื•ืก ืื™ื ื˜ืจืืงื˜ื™ื‘ื™ื™ื ืœืชื•ื›ื ื•ืช ืžื—ืฉื‘
04:40
and testing them with little girls.
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ื•ื‘ื—ื™ื ื” ืฉืœื”ื ื‘ืขื–ืจืช ื™ืœื“ื•ืช ืงื˜ื ื•ืช.
04:42
In 1996, in November, we formed the company Purple Moon
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ื‘ 1996, ื‘ื ื•ื‘ืžื‘ืจ, ื™ื™ืกื“ื ื• ืืช ื—ื‘ืจืช ืคืจืคืœ ืžื•ืŸ [ื™ืจื— ืกื’ื•ืœ, ื.ื.]
04:47
which was a spinoff of Interval Research,
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ืฉื”ื™ื™ืชื” ืžื‘ื•ืกืกืช ืขืœ ืื™ื ื˜ืจื•ื•ืœ ืจื™ืกืจืฅ'
04:49
and our chief investors were Interval Research, Vulcan Northwest,
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ื•ื”ืžืฉืงื™ืขื™ื ื”ืจืืฉื™ื™ื ืฉืœื ื• ื”ื™ื• ืื™ื ืจื•ื•ืœ ืจื™ืกืจืฅ', ื•ื•ืœืงืืŸ ื ื•ืจืกื•ื•ืกื˜,
04:52
Institutional Venture Partners and Allen and Company.
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ืื™ื ืกื˜ื™ื˜ื•ืฉื•ื ืืœ ื•ืื ืฆ'ืจ ืคืืจื˜ื ืจืก ื•ืืœืืŸ ื•ืฉื•ืช'
04:55
We launched a website on September 2nd
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ื”ืฉืงื ื• ืืชืจ ืื™ื ื˜ืจื ื˜ ื‘ืฉื ื™ ื‘ืกืคื˜ืžื‘ืจ,
04:59
that has now served 25 million pages,
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ืฉืขื›ืฉื™ื• ื›ื‘ืจ ืฉืจืช 25 ืžื™ืœื™ื•ืŸ ืขืžื•ื“ื™ื,
05:01
and has 42,000 registered young girl users.
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ื•ื™ืฉ ื‘ื• 42,000 ื™ืœื“ื•ืช ืฆืขื™ืจื•ืช ืจืฉื•ืžื•ืช ื›ืžืฉืชืžืฉื™ื
05:06
They visit an average of one and a half times a day,
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ืืฉืจ ืžืฉืงื™ืขื•ืช ื‘ืžืžื•ืฆืข -- ื”ืŸ ืžื‘ืงืจื•ืช ื‘ืžืžื•ืฆืข ืฉืœ ืคืขื ื•ื—ืฆื™ ื‘ื™ื•ื,
05:10
spend an average of 35 minutes a visit,
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ืžืฉืงื™ืขื•ืช ื‘ืžืžื•ืฆืข 35 ื“ืงื•ืช ื‘ื›ืœ ื‘ื™ืงื•ืจ,
05:13
and look at 50 pages a visit.
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ื•ืฆื•ืคื•ืช ื‘ 50 ืขืžื•ื“ื™ื ื‘ื‘ื™ืงื•ืจ.
05:15
So we feel that we've formed a successful online community with girls.
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ืื– ืื ื—ื ื• ืžืจื’ื™ืฉื™ื ืฉื”ืงืžื ื• ืงื”ื™ืœืช ืื™ื ื˜ืจื ื˜ ืžื•ืฆืœื—ืช ืขื ื™ืœื“ื•ืช.
05:20
We launched two titles in October --
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ื”ืฉืงื ื• ืฉื ื™ ื›ื•ืชืจื™ื ื‘ืื•ืงื˜ื•ื‘ืจ --
05:22
"Rockett's New School" -- the first of a series
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"ื‘ื™ืช ื”ืกืคืจ ื”ื—ื“ืฉ ืฉืœ ืจื•ืงื˜", ืฉื”ื•ื ื”ืจืืฉื•ืŸ ื‘ืกื™ื“ืจื”
05:24
of products -- is about a character called Rockett beginning her first day of school
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ืฉืœ ืžื•ืฆืจื™ื ืขืœ ื“ืžื•ืช ืฉื ืงืจืืช ืจื•ืงื˜ ื”ืžืชื—ื™ืœื” ืืช ื™ื•ืžื” ื”ืจืืฉื•ืŸ ื‘ื‘ื™ืช ืกืคืจ
05:28
in eighth grade at a brand new place, with a blank slate,
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ื‘ื›ื™ืชื” ื—' ื‘ืžืงื•ื ื—ื“ืฉ ืœื’ืžืจื™, ืขื ื“ืฃ ื—ืœืง,
05:31
which allows girls to play with the question of, "What will I be like when I'm older?"
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ืืฉืจ ืžืืคืฉืจ ืœื™ืœื“ื•ืช ืœืฉื—ืง ืขื ื”ืฉืืœื” "ืื™ืš ืื ื™ ืื”ื™ื” ื›ืฉืื”ื™ื” ืžื‘ื•ื’ืจืช ื™ื•ืชืจ?"
05:37
"What's it going to be like to be in high school or junior high school?
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"ืื™ืš ื–ื” ื”ื•ืœืš ืœื”ื™ื•ืช ื›ืฉืื”ื™ื” ื‘ืชื™ื›ื•ืŸ ืื• ื‘ื—ื˜ื™ื‘ืช ื”ื‘ื™ื ื™ื™ื?"
05:40
Who are my friends?";
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"ืžื™ ื”ื ื”ื—ื‘ืจื™ื ืฉืœื™?"
05:42
to exercise the love of social complexity
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ืœืชืจื’ืœ ืืช ื”ืื”ื‘ื” ืœืžื•ืจื›ื‘ื•ืช ื—ื‘ืจืชื™ืช
05:44
and the narrative intelligence that drives most of their play behavior;
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ื•ืืช ื”ืื™ื ื˜ื™ืœื’ื ืฆื™ื” ื”ืกื™ืคื•ืจื™ืช ืฉืžื ื™ืขื” ืืช ืขื™ืงืจ ื”ืชื ื”ื’ื•ืช ื”ืžืฉื—ืง ืฉืœื”ืŸ
05:48
and which embeds in it values about noticing that we have lots of choices
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ื•ืืฉืจ ื›ื•ืœืœืช ื‘ืชื•ื›ื” ืขืจื›ื™ื ืฉืœ ื”ื‘ื—ื ื” ื‘ื›ืš ืฉื™ืฉ ืœื ื• ื”ืจื‘ื” ื‘ื—ื™ืจื•ืช
05:54
in our lives and the ways that we conduct ourselves.
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ื‘ื—ื™ื™ื ื• ื•ื‘ื“ืจื›ื™ื ื‘ื”ืŸ ืื ื• ืžืชื ื”ื’ื™ื.
05:57
The other title that we launched is called "Secret Paths in the Forest,"
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ื”ื›ื•ืชืจ ื”ืฉื ื™ ืฉื”ืฉืงื ื• ื ืงืจื "ืฉื‘ื™ืœื™ื ืกื•ื“ื™ื™ื ื‘ื™ืขืจ",
06:00
which addresses the more fantasy-oriented, inner lives of girls.
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ืฉืคื•ื ื” ืœืฆื“ ื”ื ื•ื˜ื” ื™ื•ืชืจ ืœื“ืžื™ื•ืŸ ื‘ืขื•ืœืžืŸ ื”ืคื ื™ืžื™ ืฉืœ ื™ืœื“ื•ืช
06:03
These two titles both showed up in the top 50 entertainment titles in PC Data --
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ืฉื ื™ ื›ื•ืชืจื™ื ืืœื• ื”ื•ืคื™ืขื• ื‘ 50 ื›ื•ืชืจื™ ื”ื‘ื™ื“ื•ืจ ื”ืžื•ื‘ื™ืœื™ื ื‘ืคื™ืกื™ ื“ืื˜ื” --
06:08
entertainment titles in PC Data
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ื›ื•ืชืจื™ ื‘ื™ื“ื•ืจ ื‘ืคื™ืกื™ ื“ืื˜ื”,
06:11
in December, right up there with "John Madden Football,"
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ื‘ื“ืฆืžื‘ืจ, ื‘ื“ื™ื•ืง ื‘ืžื™ืงื•ื ื’ื‘ื•ื” ื™ื—ื“ ืขื "ืคื•ื˜ื‘ื•ืœ ื‘ืกื’ื ื•ืŸ ื’ื•ืŸ ืžืื“ืŸ"
06:15
which thrills me to death.
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ื•ื–ื” ืจื™ื’ืฉ ืื•ืชื™ ืœื’ืžืจื™
06:17
So, we're real,
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ืื–, ืื ื—ื ื• ืืžื™ืชื™ื™ื,
06:19
and we've touched several hundreds of thousands of little girls.
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ื•ื”ื’ืขื ื• ืืœ ื›ืžื” ืžืื•ืช ืืœืคื™ ื™ืœื“ื•ืช ืงื˜ื ื•ืช.
06:23
We've made half-a-billion impressions
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ืื– ืขื›ืฉื™ื•, ื™ืฆืจื ื• ื—ืฆื™ ืžื™ืœื™ืืจื“ ืจืฉืžื™ื
06:26
with marketing and PR for this brand, Purple Moon.
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ืขื ืฉื™ื•ื•ืง ื•ื™ื—ืกื™ ืฆื™ื‘ื•ืจ ืขื‘ื•ืจ ื”ืžื•ืชื’, ืคืจืคืœ ืžื•ืŸ.
06:30
Ninety-six percent of them, roughly, have been positive;
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ื‘ืขืจืš 96 ืื—ื•ื–ื™ื ืžื”ื, ื”ื™ื• ื—ื™ื•ื‘ื™ื™ื,
06:33
four percent of them have been "other."
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ืืจื‘ืขื” ืื—ื•ื–ื™ื ืžืชื•ื›ื ื”ื™ื• ืื—ืจื™ื.
06:35
I want to talk about the other,
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ืื ื™ ืจื•ืฆื” ืœื“ื‘ืจ ืขืœ ื”ืื—ืจื™ื,
06:37
because the politics of this enterprise, in a way,
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ื‘ื’ืœืœ ืฉื”ืžื“ื™ื ื™ื•ืช ืฉืœ ื”ื—ื‘ืจื”, ื‘ื“ืจืš ืžืกื•ื™ื™ืžืช,
06:40
have been the most fascinating part of it, for me.
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ื”ื™ืชื” ื”ื—ืœืง ื”ืžืจืชืง ื‘ื™ื•ืชืจ ืฉืœ ื–ื”, ื‘ืฉื‘ื™ืœื™.
06:42
There are really two kinds of negative reviews that we've received.
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ื™ืฉื ื ืœืžืขืฉื” ืฉื ื™ ืกื•ื’ื™ื ืฉืœ ื‘ื™ืงื•ืจื•ืช ืฉืœื™ืœื™ื•ืช ืฉืงื™ื‘ืœื ื•.
06:46
One kind of reviewer is a male gamer
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ืกื•ื’ ืื—ื“ ืฉืœ ืžื‘ืงืจ ื”ื•ื ืฉื—ืงืŸ ื–ื›ืจ
06:50
who thinks he knows what games ought to be,
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ืฉื—ื•ืฉื‘ ืฉื”ื•ื ื™ื•ื“ืข ืื™ืš ืžืฉื—ืงื™ื ืฆืจื™ื›ื™ื ืœื”ื™ื•ืช,
06:52
and won't show the product to little girls.
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ื•ืœื ื™ืจืื” ืืช ื”ืžื•ืฆืจ ืœื™ืœื“ื•ืช ืงื˜ื ื•ืช.
06:55
The other kind of reviewer is a certain flavor of feminist
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ื”ืกื•ื’ ื”ืื—ืจ ืฉืœ ืžื‘ืงืจ ื”ื•ื ืกื•ื’ ืžืกื•ื™ื™ื ืฉืœ ืคืžื™ื ื™ืกื˜
06:59
who thinks they know what little girls ought to be.
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ืืฉืจ ื—ื•ืฉื‘ื™ื ืฉื”ื ื™ื•ื“ืขื™ื ืžื” ื™ืœื“ื•ืช ืงื˜ื ื•ืช ืฆืจื™ื›ื•ืช ืœื”ื™ื•ืช.
07:02
And so it's funny to me that these interesting, odd bedfellows
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ืœื›ืŸ ื–ื” ืžืฉืขืฉืข ืขื‘ื•ืจื™ ืฉืœืฉื•ืชืคื™ื ื”ืžื•ื–ืจื™ื, ื”ืžืขื ื™ื ื™ื™ื ืืœื”
07:08
have one thing in common:
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ื™ืฉ ื“ื‘ืจ ืื—ื“ ื‘ืžืฉื•ืชืฃ.
07:10
they don't listen to little girls.
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ื”ื ืœื ืžืงืฉื™ื‘ื™ื ืœื™ืœื“ื•ืช ืงื˜ื ื•ืช.
07:14
They haven't looked at children
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ื”ื ืœื ื”ืกืชื›ืœื• ืขืœ ื™ืœื“ื™ื
07:17
and they're certainly not demonstrating any love for them.
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ื•ื”ื ืœืœื ืกืคืง ืื™ื ื ืžืคื’ื™ื ื™ื ืฉื•ื ืื”ื‘ื” ื›ืœืคื™ื”ื.
07:21
I'd like to play you some voices of little girls
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ืื ื™ ืจื•ืฆื” ืœื”ืฆื™ื’ ืœื›ื ื›ืžื” ืงื•ืœื•ืช ืฉืœ ื™ืœื“ื•ืช ืงื˜ื ื•ืช
07:24
from the two-and-a-half years of research that we did --
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ืžืชื•ืš ื”ืฉื ืชื™ื™ื ื•ื—ืฆื™ ืฉืœ ื”ืžื—ืงืจ ืฉืขืฉื™ื ื• --
07:26
actually, some of the voices are more recent.
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ืœืžืขืฉื” ื›ืžื” ืžื”ืงื•ืœื•ืช ื”ืœืœื• ื”ื ืžืื•ื—ืจื™ื ื™ื•ืชืจ.
07:28
And these voices will be accompanied by photographs
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ื•ืงื•ืœื•ืช ืืœื• ื™ืœื•ื• ืขืœ ื™ื“ ืชืฆืœื•ืžื™ื
07:31
that they took for us of their lives,
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ืฉื”ื ืฆื™ืœืžื• ื‘ืฉื‘ื™ืœื ื• ืžืชื•ืš ื—ื™ื™ื”ืŸ,
07:33
of the things that they value and care about.
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ืฉืœ ื”ื“ื‘ืจื™ื ืฉื”ืŸ ืžืขืจื™ื›ื•ืช ื•ืื›ืคืช ืœื”ืŸ ืžื”ื.
07:35
These are pictures the girls themselves never saw, but they gave to us
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ืืœื• ื”ืŸ ืชืžื•ื ื•ืช ืฉื”ื™ืœื“ื•ืช ืขืฆืžืŸ ืžืขื•ืœื ืœื ืจืื•, ืืš ื”ืŸ ื ืชื ื• ืื•ืชืŸ ืœื ื•
07:38
This is the stuff those reviewers don't know about and aren't listening to
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ื–ื”ื• ื”ื—ื•ืžืจ ืืฉืจ ืื•ืชื ืžื‘ืงืจื™ื ืื™ื ื ืžื•ื“ืขื™ื ืœื• ื•ืื™ื ื ืžืงืฉื™ื‘ื™ื ืœื•
07:43
and this is the kind of research I recommend to those
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ื•ื–ื”ื• ืกื•ื’ ื”ืžื—ืงืจ ืฉืื ื™ ืžืžืœื™ืฆื” ืœื›ื,
07:45
who want to do humanistic work.
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ื”ืจื•ืฆื™ื ืœืขืฉื•ืช ืขื‘ื•ื“ื” ื”ื•ืžื ื™ืกื˜ื™ืช.
07:47
Girl 1: Yeah, my character is usually a tomboy.
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ื•ื™ื“ืื•: [ื—ื“ืจื™ ืฉื™ื ื”] ื™ืœื“ื” 1: ื›ืŸ, ื”ื“ืžื•ืช ืฉืœื™ ื”ื™ื ื‘ื“ืจืš ื›ืœืœ ื™ืœื“ื” ื ืขืจื™ืช (ื˜ื•ืžื‘ื•ื™ื™)
07:49
Hers is more into boys.
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ืฉืœื” ื ื•ื˜ื” ื™ื•ืชืจ ืœื”ื™ื•ืช ื‘ืŸ.
07:51
Girl 2: Uh, yeah.
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ื™ืœื“ื” 2: ื”ื, ื›ืŸ.
07:53
Girl 1: We have -- in the very beginning of the whole game, always we do this:
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ื™ืœื“ื” 1: ื™ืฉ ืœื ื• -- ืžืžืฉ ื‘ื”ืชื—ืœื” ืฉืœ ื›ืœ ื”ืžืฉื—ืง ืื ื—ื ื• ืชืžื™ื“ ืขื•ืฉื•ืช ืืช ื–ื”
07:56
we each have a piece of paper; we write down our name, our age --
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ืœื›ืœ ืื—ืช ืžืื™ืชื ื• ื™ืฉ ื“ืฃ ื ื™ืจ, ืื ื—ื ื• ืจื•ืฉืžื•ืช ืืช ื”ืฉืžื•ืช ืฉืœื ื•, ื”ื’ื™ืœ ืฉืœื ื•,
07:59
are we rich, very rich, not rich, poor, medium, wealthy,
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ื”ืื ืื ื—ื ื• ืขืฉื™ืจื•ืช, ืžืื•ื“ ืขืฉื™ืจื•ืช, ืœื ืขืฉื™ืจื•ืช, ืขื ื™ื•ืช, ืžืžื•ืฆืขื•ืช, ืืžื™ื“ื•ืช,
08:05
boyfriends, dogs, pets -- what else -- sisters, brothers, and all those.
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ื—ื‘ืจื™ื ื‘ื ื™ื, ื›ืœื‘ื™ื, ื—ื™ื•ืช ืžื—ืžื“ -- ืžื” ืขื•ื“ -- ืื—ื™ื•ืช, ืื—ื™ื ื•ื›ืœ ืืœื•.
08:12
Girl 2: Divorced -- parents divorced, maybe.
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ื™ืœื“ื” 2: ื’ืจื•ืฉื™ื -- ื”ื•ืจื™ื ื’ืจื•ืฉื™ื, ืื•ืœื™.
08:16
Girl 3: This is my pretend [unclear] one.
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ื™ืœื“ื” 3: ื–ื•ื”ื™ ื”ืขืžื“ืช ืคื ื™ื [ื“ื™ื‘ื•ืจ ืœื ื‘ืจื•ืจ] ืื”ื•ื‘ื” ืขืœื™.
08:19
Girl 4: We make a school newspaper on the computer.
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ื™ืœื“ื” 4: ืื ื—ื ื• ืžื›ื™ื ื•ืช ืขื™ืชื•ืŸ ื‘ื™ืช-ืกืคืจื™ ื‘ืžื—ืฉื‘.
08:21
Girl 5: For a girl's game also usually they'll have really pretty scenery
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[ืื•ืกืคื™ื] ื™ืœื“ื” 5: ืœืžืฉื—ืง ืฉืœ ื™ืœื“ื•ืช ื‘ื“ืจืš ื›ืœืœ ื™ื”ื™ื” ื ื•ืฃ ืžืื•ื“ ื™ืคื”
08:26
with clouds and flowers.
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ืขื ืขื ื ื™ื ื•ืคืจื—ื™ื.
08:28
Girl 6: Like, if you were a girl and you were really adventurous and a real big tomboy,
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ื›ืื™ืœื•, ืื ื”ื™ื™ืช ื™ืœื“ื” ื•ื”ื™ื™ืช ื‘ืืžืช ื ื•ืขื–ืช ื•ื˜ื•ืžื‘ื•ื™ื™ ื’ื“ื•ืœื” ื•ืืžื™ืชื™ืช
08:32
you would think that girls' games were kinda sissy.
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ื”ื™ื™ืช ื—ื•ืฉื‘ืช ืฉืžืฉื—ืงื™ื ืœื™ืœื“ื•ืช ื”ื ื›ืื™ืœื• ื“ื™ ื ืฉื™ื•ืช.
08:36
Girl 7: I run track, I played soccer,
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ื™ืœื“ื” 6: ืื ื™ ืจืฆื”, ืฉื™ื—ืงืชื™ ื›ื“ื•ืจื’ืœ,
08:40
I play basketball, and I love a lot of things to do.
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ืื ื™ ืžืฉื—ืงืช ื›ื“ื•ืจืกืœ ื•ืื ื™ ืื•ื”ื‘ืช ื”ืจื‘ื” ื“ื‘ืจื™ื ืœืขืฉื•ืช.
08:43
And sometimes I feel like I can't really enjoy myself unless it's like a vacation,
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ื•ืœืคืขืžื™ื ืื ื™ ืžืจื’ื™ืฉื” ืฉืื ื™ ืœื ื™ื›ื•ืœื” ื‘ืืžืช ืœื”ื ื•ืช, ืืœื ืื ื–ื” ื›ืžื• ื—ื•ืคืฉื”,
08:51
like when I get Mondays and all those days off.
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ื›ืžื• ืฉื™ืฉ ืœื™ ืืช ื™ืžื™ ืฉื ื™ ื•ื›ืœ ื™ืžื™ ื”ื—ื•ืคืฉื” ื”ืืœื”.
08:55
Girl 8: Well, sometimes there is a lot of stuff going on
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ื™ืœื“ื” 7: ื˜ื•ื‘, ืœืคืขืžื™ื ื”ืจื‘ื” ื“ื‘ืจื™ื ืงื•ืจื™ื
08:58
because I have music lessons and I'm on swim team --
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ื‘ื’ืœืœ ืฉื™ืฉ ืœื™ ืฉื™ืขื•ืจื™ ืžื•ื–ื™ืงื” ื•ืื ื™ ื‘ื ื‘ื—ืจืช ืฉื—ื™ื™ื” [ืื•ืžื ื•ืช ื•ืคืขื™ืœื•ื™ื•ืช]
09:02
all this different stuff that I have to do,
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ื•ื›ืœ ื”ื“ื‘ืจื™ื ื”ืื—ืจื™ื ื”ืืœื” ืฉืื ื™ ืฆืจื™ื›ื” ืœืขืฉื•ืช,
09:05
and sometimes it gets overwhelming.
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ื•ืœืคืขืžื™ื ื–ื” ื”ื•ืคืš ืœื”ืฆืคื”.
09:08
Girl 9: My friend Justine
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ื—ื‘ืจื” ืฉืœื™ ื’'ืืกื˜ื™ืŸ
09:12
kinda took my friend Kelly, and now they're being mean to me.
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ื›ืื™ืœื• ื’ื ื‘ื” ืืช ื”ื—ื‘ืจ ืฉืœื™ ืงืืœื™, ื•ืขื›ืฉื™ื• ื”ื ืžืชื ื”ื’ื™ื ื›ืœืคื™ ื‘ื ื‘ื–ื™ื•ืช.
09:16
Girl 10: Well, sometimes it gets annoying when your brothers and sisters,
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ื™ืœื“ื” 8: ื˜ื•ื‘, ืœืคืขืžื™ื ื–ื” ืžืชื—ื™ืœ ืœื”ืฆื™ืง ื›ืฉื”ืื—ื™ื ื•ื”ืื—ื™ื•ืช ืฉืœืš,
09:19
or brother or sister, when they copy you and you get your idea first
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ืื• ื”ืื— ืื• ื”ืื—ื•ืช, ื›ืฉื”ื ืžื—ืงื™ื ืื•ืชืš ื•ืœืš ื™ืฉ ืืช ื”ืจืขื™ื•ืŸ ืจืืฉื•ื ื”
09:24
and they take your idea and they do it themselves.
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ื•ื”ื ืœื•ืงื—ื™ื ืืช ื”ืจืขื™ื•ืŸ ื•ื”ื ืขื•ืฉื™ื ืื•ืชื• ื‘ืขืฆืžื.
09:30
Girl 11: Because my older sister, she gets everything
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ื™ืœื“ื” 9: ื‘ื’ืœืœ ืฉืื—ื•ืชื™ ื”ื’ื“ื•ืœื”, ื”ื™ื ืžืงื‘ืœืช ื”ื›ืœ
09:33
and, like, when I ask my mom for something, she'll say, "No" -- all the time.
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ื•..., ื›ืžื• ื›ืฉืื ื™ ืžื‘ืงืฉืช ืžืืžื ืฉืœื™ ืžืฉื”ื• ื”ื™ื ืชื’ื™ื“, "ืœื", ืชืžื™ื“.
09:37
But she gives my sister everything.
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ืื‘ืœ ื”ื™ื ืชืชืŸ ืœืื—ื•ืชื™ ื›ืœ ื“ื‘ืจ.
09:39
Brenda Laurel: I want to show you, real quickly, just a minute
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ื‘ืจื ื“ื” ืœืื•ืจืœ: ืื ื™ ืจื•ืฆื” ืœื”ืจืื•ืช ืœื›ื, ืžืžืฉ ืžื”ืจ, ืจืง ื“ืงื”
09:41
of "Rockett's Tricky Decision," which went gold two days ago.
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ืžืชื•ืš "ื”ื”ื—ืœื˜ื” ื”ืงืฉื” ืฉืœ ืจื•ืงื˜", ืฉื”ืคืš ื–ื”ื‘ [ืžื›ืจ ื”ืจื‘ื” ืขื•ืชืงื™ื] ืœืคื ื™ ื™ื•ืžื™ื™ื.
09:44
Let's hope it's really stable.
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ื‘ืื• ื ืงื•ื•ื” ืฉื”ื•ื ื‘ืืžืช ื™ืฆื™ื‘.
09:47
This is the second day in Rockett's life.
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ื–ื”ื• ื”ื™ื•ื ื”ืฉื ื™ ื‘ื—ื™ื™ื” ืฉืœ ืจื•ืงื˜,
09:50
The reason I'm showing you this
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ื•ื”ืกื™ื‘ื” ืฉืื ื™ ืžืจืื” ืœื›ื ืืช ื–ื”
09:52
is I'm hoping that the scene that I'm going to show you will look familiar
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ื”ื™ื ืฉืื ื™ ืžืงื•ื” ืฉื”ืกืฆื™ื ื” ืฉืื ื™ ืขื•ืžื“ืช ืœื”ืจืื•ืช ืœื›ื ืชืจืื” ืžื•ื›ืจืช
09:56
and sound familiar, now that you've listened to some girls' voices.
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ื•ืชืฉืžืข ืžื•ื›ืจืช, ืขื›ืฉื™ื• ืฉื”ืื–ื ืชื ืœืงื•ืœื•ืช ืฉืœ ื›ืžื” ื™ืœื“ื•ืช.
09:59
And you can see how we've tried to incorporate the issues that matter to them
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ื•ืืชื ื™ื›ื•ืœื™ื ืœืจืื•ืช ืื™ืš ื ื™ืกื™ื ื• ืœืฉืœื‘ ืืช ื”ื ื•ืฉืื™ื ืฉืžืฉืžืขื•ืชื™ื™ื ืœื”ืŸ
10:04
in the game that we've created.
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ื‘ืชื•ืš ื”ืžืฉื—ืง ืฉื™ืฆืจื ื•.
10:09
Miko: Hey Rockett! C'mere!
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ื•ื™ื“ืื•: ืžื™ืงื•: ื”ื™ื™ ืจื•ืงื˜! ื‘ื•ืื™'ื ื”!
10:11
Rockett: Hi Miko! What's going on?
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ืจื•ืงื˜: ื”ื™ื™ ืžื™ืงื•! ืžื” ืงื•ืจื”?
10:13
Miko: Did you hear about Nakilia's big Halloween party this weekend?
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ืžื™ืงื•: ืฉืžืขืช ืขืœ ืžืกื™ื‘ืช ืœื™ืœ ื›ืœ ื”ืงื“ื•ืฉื™ื ื”ื’ื“ื•ืœื” ืฉืœ ื ืงื™ืœื” ื‘ืกื•ืฃ ืฉื‘ื•ืข ื”ื–ื”?
10:16
She asked me to make sure you knew about it.
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ื”ื™ื ื‘ื™ืงืฉื” ืžืžื ื™ ืœื•ื•ื“ื ืฉืืช ื™ื•ื“ืขืช ืขืœ ื–ื”.
10:18
Nakilia invited Reuben too, but --
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ื ืงื™ืœื” ื”ื–ืžื™ื ื” ื’ื ืืช ืจื•ื‘ืŸ, ืื‘ืœ
10:21
Rockett: But what? Isn't he coming?
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ืจื•ืงื˜: ืื‘ืœ ืžื”? ื”ื•ื ืžืชื›ื•ื•ืŸ ืœื‘ื•ื?
10:23
Miko: I don't think so.
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ืžื™ืงื•: ืื ื™ ืœื ื—ื•ืฉื‘ืช.
10:25
I mean, I heard his band is playing at another party the same night.
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ืื ื™ ืžืชื›ื•ื•ื ืช, ืฉืžืขืชื™ ืฉื”ืœื”ืงื” ืฉืœื• ืžื ื’ื ืช ื‘ืžืกื™ื‘ื” ืื—ืจืช ื‘ืื•ืชื• ื”ืขืจื‘.
10:28
Rockett: Really? What other party?
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ืจื•ืงื˜: ื‘ืืžืช? ืื™ื–ื• ืžืกื™ื‘ื” ืื—ืจืช?
10:32
Girl: Max's party is going to be so cool, Whitney.
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ื™ืœื“ื”: ื”ืžืกื™ื‘ื” ืฉืœ ืžืงืก ื”ื•ืœื›ืช ืœื”ื™ื•ืช ืžื’ื ื™ื‘ื”, ื•ื•ื˜ื ื™.
10:36
He's invited all the best people.
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ื”ื•ื ื”ื–ืžื™ืŸ ืืช ื›ืœ ื”ืื ืฉื™ื ื”ื›ื™ ืฉื•ื•ื™ื.
10:38
BL: I'm going to fast-forward to the decision point
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ื‘.ืœ: ืื ื™ ื”ื•ืœื›ืช ืœื”ืจื™ืฅ ืงื“ื™ืžื” ืœื ืงื•ื“ืช ื”ื”ื—ืœื˜ื”
10:41
because I know I don't have a lot of time.
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ื‘ื’ืœืœ ืฉืื ื™ ื™ื•ื“ืขืช ืฉืื™ืŸ ืœื™ ื”ืจื‘ื” ื–ืžืŸ.
10:43
After this awful event occurs, Rocket gets to decide how she feels about it.
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ืื—ืจื™ ืฉื”ืื™ืจื•ืข ื”ื ื•ืจื ื”ื–ื” ืงื•ืจื”, ืจื•ืงื˜ ืฆืจื™ื›ื” ืœื”ื—ืœื™ื˜ ืื™ืš ื”ื™ื ืžืจื’ื™ืฉื” ืœื’ื‘ื™ ื–ื”.
10:47
Rockett: Who'd want to show up at that party anyway?
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ื•ื™ื“ืื•: ืจื•ืงื˜: ืžื™ ื‘ื›ืœืœ ืจื•ืฆื” ืœื”ื’ื™ืข ืœืžืกื™ื‘ื” ื”ื–ืืช?
10:50
I could get invited to that party any day if I wanted to.
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ืื ื™ ื™ื›ื•ืœื” ืœื”ื™ื•ืช ืžื•ื–ืžื ืช ืœืžืกื™ื‘ื” ื”ื–ื• ืžืชื™ ืฉืื ื™ ืจื•ืฆื” ืื ื”ื™ื™ืชื™ ืจื•ืฆื”.
10:54
Gee, I doubt I'll make Max's best people list.
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ื™ื•, ืื ื™ ื‘ืกืคืง ืื ืื›ื ืก ืœืจืฉื™ืžืช ื”ืื ืฉื™ื ื”ืฉื•ื•ื™ื ืฉืœ ืžืงืก.
10:58
BL: OK, so we're going to emotionally navigate.
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ื‘.ืœ: ื‘ืกื“ืจ, ืื– ืื ื—ื ื• ื”ื•ืœื›ื™ื ืœื ื•ื•ื˜ ืจื’ืฉื™ืช,
11:00
If we were playing the game, that's what we'd do.
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ืื ื”ื™ื™ื ื• ืžืฉื—ืงื™ื ืืช ื”ืžืฉื—ืง, ื–ื” ืžื” ืฉื”ื™ื™ื ื• ืขื•ืฉื™ื.
11:02
If at any time during the game we want to learn more about the characters,
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ืื, ื‘ื›ืœ ื–ืžืŸ, ื‘ืžื”ืœืš ื”ืžืฉื—ืง ืื ื—ื ื• ืจื•ืฆื™ื ืœืœืžื•ื“ ื™ื•ืชืจ ืขืœ ื”ื“ืžื•ื™ื•ืช
11:05
we can go into this hidden hallway,
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ืื ื• ื™ื›ื•ืœื™ื ืœื”ื›ื ืก ืœืชื•ืš ื”ืžืกื“ืจื•ืŸ ื”ื ืกืชืจ ื”ื–ื”
11:07
and I'll quickly just show you the interface.
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ื•ืื ื™ ื‘ื–ืจื™ื–ื•ืช ืจืง ืืจืื” ืœื›ื ืืช ื”ืžืžืฉืง.
11:10
We can, for example, go find Miko's locker
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ืื ื• ื™ื›ื•ืœื™ื, ืœื“ื•ื’ืžื, ืœืœื›ืช ืœื—ืคืฉ ืืช ื”ืืจื•ื ื™ืช ืฉืœ ืžื™ืงื•
11:15
and get some more information about her.
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ื•ืœืงื‘ืœ ืงืฆืช ื™ื•ืชืจ ืžื™ื“ืข ืขืœื™ื”.
11:18
Oops, I turned the wrong way.
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ืื•ืคืก, ื”ืœื›ืชื™ ืœื›ื™ื•ื•ืŸ ื”ืœื ื ื›ื•ืŸ.
11:20
But you get the general idea of the product.
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ืื‘ืœ ื”ื‘ื ืชื ืืช ื”ืจืขื™ื•ืŸ ื”ื›ืœืœื™ ืฉืœ ื”ืžื•ืฆืจ.
11:22
I wanted to show you the ways, innocuous as they seem,
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ืจืฆื™ืชื™ ืœื”ืจืื•ืช ืœื›ื ืืช ื”ื“ืจื›ื™ื, ืœื ืžืœื”ื™ื‘ื•ืช ื›ืคื™ ืฉื”ืŸ ื ืจืื•ืช,
11:25
in which we're incorporating what we've learned about girls --
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ืฉื‘ื”ืŸ ื›ืœืœื ื• ืืช ืžื” ืฉืœืžื“ื ื• ืขืœ ื™ืœื“ื•ืช --
11:28
their desires to experience greater emotional flexibility,
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ืืช ื”ืจืฆื•ื ื•ืช ืฉืœื”ืŸ ืœื—ื•ื•ืช ื’ืžื™ืฉื•ืช ืจื’ืฉื™ืช ื’ื“ื•ืœื” ื™ื•ืชืจ,
11:32
and to play around with the social complexity of their lives.
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ื•ืœื”ืฉืชืขืฉืข ืขื ื”ืžื•ืจื›ื‘ื•ืช ื”ื—ื‘ืจืชื™ืช ืฉืœ ื—ื™ื™ื”ืŸ
11:38
I want to make the point that what we're giving girls, I think, through this effort,
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ืื ื™ ืจื•ืฆื” ืœื˜ืขื•ืŸ ืฉืžื” ืฉืื ื• ื ื•ืชื ื™ื ืœื™ืœื“ื•ืช, ืื ื™ ื—ื•ืฉื‘ืช, ื‘ืืžืฆืขื•ืช ื”ืžืืžืฅ ื”ื–ื”,
11:44
is a kind of validation,
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ื”ื•ื ืกื•ื’ ืฉืœ ืื™ืฉื•ืจ,
11:47
a sense of being seen.
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ืชื—ื•ืฉื” ืฉืจื•ืื™ื ืื•ืชืš.
11:49
And a sense of the choices that are available in their lives.
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ื•ื˜ืขื™ืžื” ืžื”ื‘ื—ื™ืจื•ืช ื”ืืคืฉืจื™ื•ืช ื‘ื—ื™ื™ื”ืŸ.
11:52
We love them.
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ืื ื—ื ื• ืื•ื”ื‘ื™ื ืื•ืชืŸ.
11:54
We see them.
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ืื ื—ื ื• ืจื•ืื™ื ืื•ืชืŸ.
11:56
We're not trying to tell them who they ought to be.
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ืื ื—ื ื• ืœื ืžื ืกื™ื ืœื•ืžืจ ืœื”ืŸ ืžื™ ื”ืŸ ืฆืจื™ื›ื•ืช ืœื”ื™ื•ืช.
11:58
But we're really, really happy about who they are.
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ืื‘ืœ, ืื ื—ื ื• ื‘ืืžืช, ื‘ืืžืช ืฉืžื—ื™ื ืขืœ ืžื™ ืฉื”ืŸ.
12:01
It turns out they're really great.
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ืžืกืชื‘ืจ ืฉื”ืŸ ื‘ืืžืช ื ืคืœืื•ืช.
12:03
I want to close by showing you a videotape
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ืื ื™ ืจื•ืฆื” ืœืกื™ื™ื ื‘ื›ืš ืฉืืฆื™ื’ ืœื›ื ืกืจื˜ ื•ื™ื“ืื•
12:07
that's a version of a future game in the Rockett series
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ื–ื•ื”ื™ ื’ื™ืจืกื” ืฉืœ ืžืฉื—ืง ืขืชื™ื“ื™ ื‘ืกื™ื“ืจื” ืฉืœ ืจื•ืงื˜
12:11
that our graphic artists and design people put together,
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ืฉื”ืžืขืฆื‘ื™ื ื”ื’ืจืืคื™ื™ื ื•ืžืขืฆื‘ื™ ื”ืžืžืฉืง ื”ืจื›ื™ื‘ื•,
12:15
that we feel would please that four percent of reviewers.
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ืฉืื ื• ืžืจื’ื™ืฉื™ื ืฉื™ืจืฆื” ืืช ืืจื‘ืขืช ื”ืื—ื•ื–ื™ื ืฉืœ ื”ื‘ื™ืงื•ืจื•ืช.
12:50
"Rockett 28!"
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"ืจื•ืงื˜ 28"
12:57
Rockett: It's like I'm just waking up, you know?
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ื•ื™ื“ืื•: ืจื•ืงื˜: ื–ื” ื ืจืื” ื›ืื™ืœื• ืฉืื ื™ ืจืง ืžืชืขื•ืจืจืช, ืืช ื™ื•ื“ืขืช
13:01
BL: Thanks.
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ื‘.ืœ: ืชื•ื“ื”.
ืขืœ ืืชืจ ื–ื”

ืืชืจ ื–ื” ื™ืฆื™ื’ ื‘ืคื ื™ื›ื ืกืจื˜ื•ื ื™ YouTube ื”ืžื•ืขื™ืœื™ื ืœืœื™ืžื•ื“ ืื ื’ืœื™ืช. ืชื•ื›ืœื• ืœืจืื•ืช ืฉื™ืขื•ืจื™ ืื ื’ืœื™ืช ื”ืžื•ืขื‘ืจื™ื ืขืœ ื™ื“ื™ ืžื•ืจื™ื ืžื”ืฉื•ืจื” ื”ืจืืฉื•ื ื” ืžืจื—ื‘ื™ ื”ืขื•ืœื. ืœื—ืฅ ืคืขืžื™ื™ื ืขืœ ื”ื›ืชื•ื‘ื™ื•ืช ื‘ืื ื’ืœื™ืช ื”ืžื•ืฆื’ื•ืช ื‘ื›ืœ ื“ืฃ ื•ื™ื“ืื• ื›ื“ื™ ืœื”ืคืขื™ืœ ืืช ื”ืกืจื˜ื•ืŸ ืžืฉื. ื”ื›ืชื•ื‘ื™ื•ืช ื’ื•ืœืœื•ืช ื‘ืกื ื›ืจื•ืŸ ืขื ื”ืคืขืœืช ื”ื•ื•ื™ื“ืื•. ืื ื™ืฉ ืœืš ื”ืขืจื•ืช ืื• ื‘ืงืฉื•ืช, ืื ื ืฆื•ืจ ืื™ืชื ื• ืงืฉืจ ื‘ืืžืฆืขื•ืช ื˜ื•ืคืก ื™ืฆื™ืจืช ืงืฉืจ ื–ื”.

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