The art of choosing | Sheena Iyengar | TED

シ―ナ・アイアンガ―: 選択術

翻訳: Aiko McLean 校正: Takako Sato

Today, I'm going to take you

今日は18分間

around the world in 18 minutes.

みなさんを世界に案内します

My base of operations is in the U.S.,

私の活動ベースは米国ですが

but let's start at the other end of the map,

まずは 遠く離れた―

in Kyoto, Japan,

京都での話から始めます

where I was living with a Japanese family

日本人家庭に下宿し

while I was doing part of my dissertational research

学位論文の調査をしていました

15 years ago.

15年前のことです

I knew even then that I would encounter

カルチャーショックや誤解を

cultural differences and misunderstandings,

経験するとは思っていましたが

but they popped up when I least expected it.

予想もしない形で訪れました

On my first day,

日本到着の１日目

I went to a restaurant,

レストランに入り

and I ordered a cup of green tea with sugar.

“砂糖入り”の緑茶をオーダー

After a pause, the waiter said,

ウェイターが一瞬戸惑い 言いました

"One does not put sugar in green tea."

“緑茶に砂糖は入れません”

"I know," I said. "I'm aware of this custom.

“その習慣は知っていますが

But I really like my tea sweet."

甘い緑茶が好きなんです”

In response, he gave me an even more courteous version

前よりも礼儀正しい口調で

of the same explanation.

同じことを言われました

"One does not put sugar

“緑茶には…

in green tea."

砂糖を入れませんので…”

"I understand," I said,

“日本人が無糖で飲むのは

"that the Japanese do not put sugar in their green tea,

十分存じていますが

but I'd like to put some sugar

わたくしは

in my green tea."

砂糖を入れるんです”

(Laughter)

(会場の笑い声）

Surprised by my insistence,

私がしつこいので

the waiter took up the issue with the manager.

彼は困って 店長のもとへ

Pretty soon,

すると間もなく

a lengthy discussion ensued,

彼らは長い話し合いをし

and finally the manager came over to me and said,

最終的に店長が謝りに来ました

"I am very sorry. We do not have sugar."

“あいにく 砂糖がございません...”

(Laughter)

(会場の笑い声）

Well, since I couldn't have my tea the way I wanted it,

私好みの緑茶がないので

I ordered a cup of coffee,

コーヒーを頼みました

which the waiter brought over promptly.

すぐさま コーヒーが運ばれ

Resting on the saucer

そこで見たのは

were two packets of sugar.

２袋の砂糖！

My failure to procure myself

私の注文 甘い緑茶が

a cup of sweet, green tea

通らなかった原因は

was not due to a simple misunderstanding.

単純な誤解ではありません

This was due to a fundamental difference

選択に対する双方の

in our ideas about choice.

根本的な考え方の違いです

From my American perspective,

米国人の考え方では

when a paying customer makes a reasonable request

お客さんが好みに基づいた

based on her preferences,

分別ある要求をする限り

she has every right to have that request met.

叶えてもらう権利があります

The American way, to quote Burger King,

バーガーキング曰く

is to "have it your way,"

“自己流で召し上がれ”

because, as Starbucks says,

スタバ 曰く

"happiness is in your choices."

“幸せは選択肢にある”

(Laughter)

(会場の笑い声）

But from the Japanese perspective,

でも 日本人の考えでは

無知な人を護るのは

it's their duty to protect those who don't know any better --

我らの務め

(Laughter)

(会場の笑い声）

in this case, the ignorant gaijin --

この場合 無知なガイジンを

from making the wrong choice.

誤った選択から護ること

Let's face it: the way I wanted my tea

私好みの緑茶は

was inappropriate according to cultural standards,

文化的基準に不適切

and they were doing their best to help me save face.

私の面子を保とうと

彼らは努めました

Americans tend to believe

反して 米国人は

that they've reached some sort of pinnacle

選択術の頂点を

in the way they practice choice.

極めていると考えがち

They think that choice, as seen through the American lens

すべての人間は先天的に

best fulfills an innate and universal

選択肢を求めるものだと―

desire for choice in all humans.

米国人は思っています

Unfortunately,

残念ながら

these beliefs are based on assumptions

それは思い込みであり

that don't always hold true

異なる国や文化では

in many countries, in many cultures.

当てはまらないこともあります

At times they don't even hold true

米国においてですら

at America's own borders.

時には当てはまりません

I'd like to discuss some of these assumptions

これらの思い込みと

and the problems associated with them.

それに伴う問題について話します

As I do so, I hope you'll start thinking

みなさんも ご自分の思い込みや

about some of your own assumptions

それが形成された過程を

and how they were shaped by your backgrounds.

一緒に考えてみてください

First assumption:

１つめの思い込み

if a choice affects you,

“選択が自分に影響をもたらすなら

then you should be the one to make it.

自分が選択するべきだ

This is the only way to ensure

己の優先事項や利益を

that your preferences and interests

最大限 反映させるには

will be most fully accounted for.

自ら 選択するしかない”

It is essential for success.

成功には不可欠です

In America, the primary locus of choice

米国では 第一の選択権は

is the individual.

個人にあります

People must choose for themselves, sometimes sticking to their guns,

自分で選択するのが当たり前

regardless of what other people want or recommend.

人に左右されず信念を守る

It's called "being true to yourself."

自分に正直に生きる

But do all individuals benefit

でも この選択方法が

from taking such an approach to choice?

万人に有利と言えるでしょうか

Mark Lepper and I did a series of studies

マーク リッパーと共に

in which we sought the answer to this very question.

この疑問を解く調査をしました

In one study,

このリサーチで

which we ran in Japantown, San Francisco,

サンフランシスコの日本人街に行き

we brought seven- to nine-year-old Anglo- and Asian-American children

７～９歳の白人系とアジア系米国人を

into the laboratory,

研究所に呼び

and we divided them up into three groups.

子供を３グループに分けました

The first group came in,

第１グループに

and they were greeted by Miss Smith,

スミスを紹介し

who showed them six big piles of anagram puzzles.

６つの文字並べ替えパズルを見せました

The kids got to choose which pile of anagrams they would like to do,

子供は 好きなパズルを選択

and they even got to choose which marker

答えを書くマーカーペンまで

they would write their answers with.

選択できます

When the second group of children came in,

第２グループが同じ部屋で

they were brought to the same room, shown the same anagrams,

同じパズルを見せられます

but this time Miss Smith told them

でも今回はスミスが

which anagrams to do

どのパズルをするか

and which markers to write their answers with.

どのマーカーを使うかを指示

Now when the third group came in,

第３グループは

they were told that their anagrams and their markers

母親が決めたパズルとマーカーを

had been chosen by their mothers.

使うよう指示されます

(Laughter)

(会場の笑い声）

In reality,

実際には

the kids who were told what to do,

スミス または母親に

whether by Miss Smith or their mothers,

指示を受けたとは言え

were actually given the very same activity,

作業はまったく同じ

which their counterparts in the first group

第１グループだけは

had freely chosen.

選択の自由がありました

With this procedure, we were able to ensure

この手順で ３グループに

that the kids across the three groups

同じ作業を与え

all did the same activity,

成果を比較しやすいように

making it easier for us to compare performance.

アレンジしました

Such small differences in the way we administered the activity

小さな差を設けただけですが

yielded striking differences

子供の成果に

in how well they performed.

目を見張る差がでました

Anglo-Americans,

白人系米国人は

they did two and a half times more anagrams

自分でパズルを選んだ場合

when they got to choose them,

2.5倍もの量を解きました

as compared to when it was

このデータは

chosen for them by Miss Smith or their mothers.

スミスや母親が決めた時との比較です

It didn't matter who did the choosing,

誰が選ぶかには関係なく

if the task was dictated by another,

他人から命令されると

their performance suffered.

能力が落ちました

In fact, some of the kids were visibly embarrassed

母親が決めたと言うと

when they were told that their mothers had been consulted.

露骨に恥ずかしがる子もいました

(Laughter)

(会場の笑い声）

One girl named Mary said,

メアリーという子が言いました

"You asked my mother?"

“なんで ママに聞くわけ？”

(Laughter)

(会場の笑い声）

In contrast,

それと反対に

Asian-American children

アジア系米国人の子供は

performed best when they believed

母親が選んだ時

their mothers had made the choice,

最もよく出来ました

second best when they chose for themselves,

２番目が自分で選択した時

and least well when it had been chosen by Miss Smith.

最下がスミスが選んだ時でした

A girl named Natsumi

なつみという子は

even approached Miss Smith as she was leaving the room

別れ際 スミスに駆け寄り

and tugged on her skirt and asked,

ぴったり くっついて言いました

"Could you please tell my mommy

“ママの言う通りにしたって

I did it just like she said?"

ママに伝えてくれる？”

The first-generation children were strongly influenced

二世である子供は 選択において

by their immigrant parents'

移民である両親から

approach to choice.

強い影響を受けていました

For them, choice was not just a way

彼らにとって 選択とは

of defining and asserting

個性の明示や主張の

their individuality,

手段だけでなく

but a way to create community and harmony

信用し尊敬する人たちに

by deferring to the choices

選択をゆだねることで

of people whom they trusted and respected.

社会や調和を築く手段でもあります

If they had a concept of being true to one's self,

“自分に正直に”という考えを持つとすれば

then that self, most likely,

おそらく 彼らの“自己”は

[was] composed, not of an individual,

個人ではなく

but of a collective.

集団的なものでしょう

Success was just as much about pleasing key figures

大切な人を喜ばせることは

as it was about satisfying

自分自身の望みを

one's own preferences.

満たすことに匹敵する

Or, you could say that

言葉を変えれば

the individual's preferences were shaped

個人の選択傾向は

by the preferences of specific others.

特定の人の望みによって形成されている

The assumption then that we do best

自分が下す決断が

when the individual self chooses

最も正しいという思い込みが

only holds

成り立つのは

when that self

自己が明らかに

is clearly divided from others.

他者から隔てられているときのみ

When, in contrast,

それに反して

two or more individuals

何名かの選択と成果が

see their choices and their outcomes

何名かの選択と成果が

as intimately connected,

絡み合っている場合

then they may amplify one another's success

共同体として選択することで

by turning choosing

互いの達成感が

into a collective act.

高まることがあります

To insist that they choose independently

逆に 個人の選択に徹すれば

might actually compromise

互いの能力や関係まで

both their performance

損なう結果になりかねません

and their relationships.

されど これが

Yet that is exactly what

アメリカの模範

the American paradigm demands.

相互存存をほとんど認めず

It leaves little room for interdependence

人間の不完全性に対する

or an acknowledgment of individual fallibility.

認識に欠けています

It requires that everyone treat choice

選択は 私的なもので

as a private and self-defining act.

自ら定める行為だと見なされる

People that have grown up in such a paradigm

このような模範の中で育った人なら

might find it motivating,

刺激を感じるでしょう

but it is a mistake to assume

でも 誰もがプレッシャーの中

that everyone thrives under the pressure

一人で選択しながら

of choosing alone.

成長すると思うのは間違いです

The second assumption which informs the American view of choice

米国人が持つ―

goes something like this.

２つ目の思い込み

The more choices you have,

“選択肢が

the more likely you are

多ければ多いほど

to make the best choice.

最高の決断をする”

So bring it on, Walmart, with 100,000 different products,

ウォールマートには10万の品数

and Amazon, with 27 million books

アマゾンには2700万冊の本

and Match.com with -- what is it? --

出会いサイト Match.comでは

15 million date possibilities now.

現在 1500万人の登録者

You will surely find the perfect match.

それゃ最高のパートナーが見つかるでしょう

Let's test this assumption

東ヨーロッパを例に

by heading over to Eastern Europe.

この思い込みをテストしましょう

Here, I interviewed people

インタビューを行いました

who were residents of formerly communist countries,

共産主義から

who had all faced the challenge

民主的かつ資本主義への

of transitioning to a more

移行を経験した人を

democratic and capitalistic society.

集めて話を聞きました

One of the most interesting revelations

興味深い事実は

came not from an answer to a question,

インタビュー中ではなく

but from a simple gesture of hospitality.

単なる もてなしの場で発見しました

When the participants arrived for their interview,

参加者がインタビューに現れたとき

I offered them a set of drinks:

飲み物を勧めました

Coke, Diet Coke, Sprite --

コーラやスプライトなど

seven, to be exact.

全部で７種類のソーダ

During the very first session,

最初のインタビューは

which was run in Russia,

ロシアで行いました

one of the participants made a comment

参加者の一人が言ったことに

that really caught me off guard.

不意を突かれました

"Oh, but it doesn't matter.

“どれでもいいです

It's all just soda. That's just one choice."

結局どれも炭酸飲料ですから”

(Murmuring)

（会場のざわめき）

I was so struck by this comment that from then on,

このコメントに衝撃を受け

I started to offer all the participants

全員に７種のソーダを

those seven sodas,

勧め始めました

and I asked them, "How many choices are these?"

選択肢はいくつかと

Again and again,

皆に尋ねました

they perceived these seven different sodas,

彼らは７種のソーダを７つの選択肢ではなく

not as seven choices, but as one choice:

１つのものとして

soda or no soda.

見ていました

When I put out juice and water

果汁ジュースと水を

in addition to these seven sodas,

７種のソーダに加えたら

now they perceived it as only three choices --

選択肢は３つと言いました

juice, water and soda.

果汁ジュースと水とソーダ

Compare this to the die-hard devotion of many Americans,

これに比べ 米国人の多くは

not just to a particular flavor of soda,

ソーダのフレーバーだけでなく

but to a particular brand.

ブランドにも とことん こだわります

You know, research shows repeatedly

調査結果が示すように

that we can't actually tell the difference

消費者はコーラとペプシを

between Coke and Pepsi.

実際には 区別できません

Of course, you and I know

もちろん 会場の私たちは

that Coke is the better choice.

コーラのほうがよいと分かってる

(Laughter)

(会場の笑い声）

For modern Americans who are exposed

他国に比べても

to more options and more ads associated with options

現代の米国は 選択肢や

than anyone else in the world,

広告で飽和しています

choice is just as much about who they are

自ら選択した商品は

as it is about what the product is.

自らの存在を表しているようなもの

Combine this with the assumption that more choices are always better,

“多いほどベター”という思い込みを加えると

and you have a group of people for whom every little difference matters

細部にこだわり 全ての選択は重要―

and so every choice matters.

そんなグループが成立します

But for Eastern Europeans,

でも 東欧人にしてみれば

the sudden availability of all these

突然 店頭に並んだ―

consumer products on the marketplace was a deluge.

数々の商品は圧倒的

They were flooded with choice

泳げないと反論する間もなく

before they could protest that they didn't know how to swim.

選択の海に投げこまれたようなもの

When asked, "What words and images

選択という言葉で 何を連想するか―

do you associate with choice?"

ワルシャワ出身の

Grzegorz from Warsaw said,

グレゴアさんに尋ねました

"Ah, for me it is fear.

“私には恐怖です

There are some dilemmas you see.

ジレンマを抱いています

I am used to no choice."

選択するのに慣れてませんから”

Bohdan from Kiev said,

キエフ出身のボーディンさんは

in response to how he felt about

新しい消費者市場に対し

the new consumer marketplace,

こんな意見を述べました

"It is too much.

“限度を超えている

We do not need everything that is there."

こんなに多くの商品は必要ない”

A sociologist from

ワルシャワ調査局の

the Warsaw Survey Agency explained,

社会学者はこう説明しました

"The older generation jumped from nothing

“年配の世代は 何もない社会から

to choice all around them.

選択の社会に飛び込びました

They were never given a chance to learn

彼らは どう対応していいのか

how to react."

学ぶ機会がなかったのです”

And Tomasz, a young Polish man said,

若いポーランド人 トーマス曰く

"I don't need twenty kinds of chewing gum.

“20種類のガムなど必要ない

I don't mean to say that I want no choice,

選択肢は要らないという意味ではないが

but many of these choices are quite artificial."

見せかけの選択肢が多いと思う”

In reality, many choices are between things

実際に 多くの選択肢には

that are not that much different.

たいした差はありません

The value of choice

選択の価値は

depends on our ability

数ある中から違いを見出す―

to perceive differences

我々の能力に

between the options.

左右されます

Americans train their whole lives

米国人は一生涯を通して

to play "spot the difference."

違いを見出す訓練をしています

They practice this from such an early age

幼い頃から 訓練してますから

that they've come to believe that everyone

先天的に持つ能力だと

must be born with this ability.

米国人は思っています

In fact, though all humans share

人間は皆 選択に対し

a basic need and desire for choice,

基本的なニーズや欲望を持っていますが

we don't all see choice in the same places

誰もが 同じ環境または度合いで

or to the same extent.

選択をとらえる訳ではありません

When someone can't see how one choice

複数の選択肢に

is unlike another,

違いを見出せない

or when there are too many choices to compare and contrast,

比較するには選択肢が多すぎる

the process of choosing can be

そんな時 選択という行為は

confusing and frustrating.

複雑で ストレスの原因になります

Instead of making better choices,

よりよい選択をするどころか

we become overwhelmed by choice,

困惑してしまいます

sometimes even afraid of it.

時には 恐れすら感じます

Choice no longer offers opportunities,

選択が 好機をもたらすどころか

but imposes constraints.

強要され 縛られます

It's not a marker of liberation,

選択が象徴するものは

but of suffocation

開放ではなく

by meaningless minutiae.

無意味でくだらない抑圧

In other words,

言い換えると

choice can develop into the very opposite

心の準備ができてない人に

of everything it represents

選択を強要すれば

in America

米国人がイメージする―

when it is thrust upon those

選択のあらゆる要素が

who are insufficiently prepared for it.

まったく逆のものに変化し得るのです

But it is not only other people

増え続ける選択肢に

in other places

プレッシャーを感じているのは

that are feeling the pressure

他国の人だけではありません

of ever-increasing choice.

米国人だって

Americans themselves are discovering

実際に 選択肢を多く持つよりも

that unlimited choice

“無数の選択”という理論を

seems more attractive in theory

語るほうが魅力的―

than in practice.

そう 気づき始めています

We all have physical, mental

人間は皆 身体的 精神的―

and emotional (Laughter) limitations

感情的な限界があり

that make it impossible for us

何から何まで

to process every single choice we encounter,

選択するのは不可能

even in the grocery store,

一生涯で行う―

let alone over the course of our entire lives.

選択の数は莫大です

A number of my studies have shown

私の研究結果が示すように

that when you give people 10 or more options

10以上の選択肢を与えると

when they're making a choice, they make poorer decisions,

人間の決断力は鈍ります

whether it be health care, investment,

健康保険であれ 投資であれ

other critical areas.

その他の重要な物事でもそうです

Yet still, many of us believe

それでも 多くの人は

that we should make all our own choices

自分ですべて選択するべきだ

and seek out even more of them.

さらなる選択肢を探すべきだと言う

This brings me to the third,

これが最も問題のある―

and perhaps most problematic, assumption:

３つ目の思い込みと関係します

"You must never

“選択肢を前に 決して

say no to choice."

背をむけてはならない”

To examine this, let's go back to the U.S.

これを試すべく 米国に話を戻し

and then hop across the pond to France.

その後 フランスに移りましょう

Right outside Chicago,

シカゴの郊外で

a young couple, Susan and Daniel Mitchell,

若い夫婦 スーザンとダニエルに

were about to have their first baby.

一人目の子が誕生しようとしていました

They'd already picked out a name for her,

赤ちゃんの名前も決めました

Barbara, after her grandmother.

祖母の名をとり バーバラ

One night, when Susan was seven months pregnant,

妊娠７ヶ月のある夜

she started to experience contractions

陣痛が始まり

and was rushed to the emergency room.

救急病院に急ぎました

The baby was delivered through a C-section,

帝王切開で生まれた 娘のバーバラは

but Barbara suffered cerebral anoxia,

脳無酸素症でした

a loss of oxygen to the brain.

脳内の酸素不足です

Unable to breathe on her own,

自分では呼吸ができず

she was put on a ventilator.

人工呼吸器を装着

Two days later,

２日が経ち

the doctors gave the Mitchells

ドクターはこの夫妻に

a choice:

選択肢を与えました

They could either remove Barbara

生命維持装置を

off the life support,

外すべきか

in which case she would die within a matter of hours,

この場合 娘は数時間で亡くなります

or they could keep her on life support,

もしくは 延命処置を続けるか

in which case she might still die

この場合も 数日で

within a matter of days.

亡くなる可能性があります

If she survived, she would remain

生き延びたとしても

in a permanent vegetative state,

一生 植物状態のまま

never able to walk, talk

歩くことも 話すことも

or interact with others.

人との交流も不可能

What do they do?

この夫婦はどうしたでしょう？

What do any parent do?

一般的な親ならどうするでしょう？

In a study I conducted

二人の研究者と共に

with Simona Botti and Kristina Orfali,

リサーチを行い

American and French parents

米国人とフランス人の親を

were interviewed.

インタビューしました

They had all suffered

彼らは 皆―

the same tragedy.

同じ悲劇で苦しんだ人たち

In all cases, the life support was removed,

どのケースも 生命維持装置は外され

and the infants had died.

彼らの赤ちゃんは亡くなりました

But there was a big difference.

でも １つ大きな差がありました

In France, the doctors decided whether and when

フランスでは 生命維持装置を外すべきか―

the life support would be removed,

また その時期を決めるのは医師

while in the United States,

米国では

the final decision rested with the parents.

最終決断を下すのは親

We wondered:

私たちは考えました

does this have an effect on how the parents

わが子の喪失と向き合う上で

cope with the loss of their loved one?

この事実は 影響を及ぼすのか？

We found that it did.

影響していました

Even up to a year later,

１年経っても

American parents

米国人の親は

were more likely to express negative emotions,

否定的な感情を表す傾向がありました

as compared to their French counterparts.

対して フランス人の親は

French parents were more likely to say things like,

こんなことを言いました

"Noah was here for so little time,

“息子との時間は 僅かだったけど

but he taught us so much.

たくさんのことを教えてくれた

He gave us a new perspective on life."

新しい人生観を与えてくれた”

American parents were more likely to say things like,

米国人の親は こんなことを言いました

"What if? What if?"

“もし 他の選択をしていたら?”

Another parent complained,

別の親の不満

"I feel as if they purposefully tortured me.

“ドクターの意図的な拷問としか思えない

How did they get me to do that?"

なぜ あんな事を私にさせるの？”

And another parent said,

別の親の言葉

"I feel as if I've played a role

“死刑執行に加担した―

in an execution."

そんな心境です”

But when the American parents were asked

でも 米国人の親は

if they would rather have had

ドクターが決断したほうが良かったかと

the doctors make the decision,

尋ねられると

they all said, "No."

全員 ノーと答えました

They could not imagine

彼らには その選択を

turning that choice over to another,

他者に委ねるなど考えられなかった

even though having made that choice

自分で選んだ結果 罪悪感や

made them feel trapped,

怒りに苛まれたとしてもです

guilty, angry.

怒りに苛まれたとしてもです

In a number of cases

多くの人は

they were even clinically depressed.

うつ病と診断されていました

These parents could not contemplate

なぜ 彼らは選択放棄を

giving up the choice,

熟思できなかったのか？

because to do so would have gone contrary

選択を放棄することは

to everything they had been taught

今まで教わってきたことや

and everything they had come to believe

選択が持つ目的や

about the power

選択が持つ力への

and purpose of choice.

信念に反するからです

In her essay, "The White Album,"

ジョーン ディディオンのエッセイ―

Joan Didion writes,

「60年代の過ぎた朝」から引用します

"We tell ourselves stories

“人は生きるために

in order to live.

物語に意味づけをする

We interpret what we see,

現実を分析し

select the most workable

多数の選択肢から

of the multiple choices.

最も有効なものを選ぶ

We live entirely by the imposition

心に浮かぶ断片的な

of a narrative line

回想イメージを

upon disparate images,

物語の筋書きにこじつけ

by the idea with which we have learned to freeze

刻々と変わる情景を

the shifting phantasmagoria,

意識的に静止させながら

which is our actual experience."

我々は生きている”

The story Americans tell,

米国人が語る信念

the story upon which

アメリカンドリームに基づいた―

the American dream depends,

アメリカンドリームに基づいた―

is the story of limitless choice.

限りない選択の物語

This narrative

この物語は

promises so much:

実に多くを保証します

freedom, happiness,

自由や幸福

success.

そして成功

It lays the world at your feet and says,

揺ぎない世界を築き 語りかけます

"You can have anything, everything."

“何だって 手に入れられる”

It's a great story,

素晴しい物語です

and it's understandable why they would be reluctant

信念を貫きたいのも

to revise it.

理解できます

But when you take a close look,

でも 注意深く見てみると

you start to see the holes,

落とし穴が見えてきます

and you start to see that the story

この物語が色んな形で

can be told in many other ways.

語ることができると気づき始めます

Americans have so often tried to

米国人は 何度も

disseminate their ideas of choice,

米国の選択観を広めようとしました

believing that they will be, or ought to be,

オープンな心と知性をもって

welcomed with open hearts and minds.

受け入れられるものだと信じて

But the history books and the daily news tell us

しかし歴史書や新聞で見られるように

it doesn't always work out that way.

そう うまくは行きません

The phantasmagoria,

刻々と変わる情景―

the actual experience that we try to understand

物語を通して 理解し

and organize through narrative,

理由付ける行いは

varies from place to place.

ところ変われば その姿を変えます

No single narrative serves the needs

万人のニーズにかなう―

of everyone everywhere.

物語は存在しません

Moreover, Americans themselves

また 米国人も

could benefit from incorporating

長年 選択を左右してきた―

new perspectives into their own narrative,

自らの物語に

which has been driving their choices

新しい見方を取り込むことで

for so long.

恩恵を受けられます

Robert Frost once said that,

ロバート フロストの言葉

"It is poetry that is lost in translation."

“詩は 翻訳の過程で失われた”

This suggests that

この言葉が示唆するのは

whatever is beautiful and moving,

どんなに美しく 感動的で

whatever gives us a new way to see,

新しい見解をもたらす詩であろうが

cannot be communicated to those

他の言語を話す人には

who speak a different language.

伝わらない ということ

But Joseph Brodsky said that,

反して ヨシフ ブロツキー曰く

"It is poetry

“詩は 翻訳の過程で

that is gained in translation,"

向上したのだ”

suggesting that translation

翻訳とは 創造的で

can be a creative,

影響力のある行為だと

transformative act.

示唆しています

When it comes to choice,

選択に関して言えば

we have far more to gain than to lose

多くの物語の翻訳物に関わることで

by engaging in the many

失うものよりも

translations of the narratives.

得るものが多いのです

Instead of replacing

物語を別のものに

one story with another,

取り替えるのではなく

we can learn from and revel in

既存する色んなバージョンや

the many versions that exist

今後書かれていくバージョンから

and the many that have yet to be written.

学び 楽しむことができるのです

No matter where we're from

どこで生まれようが

and what your narrative is,

物語がなんであれ

we all have a responsibility

選択が持つ―

to open ourselves up to a wider array

幅広い可能性や

of what choice can do,

数多くの意味に

and what it can represent.

心を開ける責任が我々にはあります

And this does not lead to

この考えが モラル相対主義を

a paralyzing moral relativism.

麻痺させることはありません

Rather, it teaches us when

むしろ いつ どのように

and how to act.

行動すべきか 教えてくれます

It brings us that much closer

選択がもつ可能性に

to realizing the full potential of choice,

気づかせてくれます

to inspiring the hope

希望を吹き込み

and achieving the freedom

保証はあっても

that choice promises

必ずしも実現しない―

but doesn't always deliver.

自由の獲得へと近づきます

If we learn to speak to one another,

たとえ 翻訳を通してでも

albeit through translation,

他者との交流を学べば

then we can begin to see choice

選択がいかに

in all its strangeness,

奇妙で 複雑で

complexity

絶対的な美しさを持つか

and compelling beauty.

分かるはずです

Thank you.

ありがとうございます

(Applause)

（会場の拍手）

Bruno Giussani: Thank you.

ありがとうございました

Sheena, there is a detail about your biography

貴女に関することで パンフレットには

that we have not written in the program book.

書かれていないことがあります

But by now it's evident to everyone in this room. You're blind.

もうお気づきでしょうが 目が不自由です

And I guess one of the questions on everybody's mind is:

誰もが この疑問を抱いたと思います

How does that influence your study of choosing

目の障害が どんな影響を及ぼすのか？

because that's an activity

選択という行為は

that for most people is associated with visual inputs

美的感覚や色など

like aesthetics and color and so on?

視覚的な情報と関連していますよね？

Sheena Iyengar: Well, it's funny that you should ask that

面白い質問ですね

because one of the things that's interesting about being blind

盲目として生きてて 面白いことは

is you actually get a different vantage point

目の見える人が選択するのを

when you observe the way

観察する上で

sighted people make choices.

異なる利点があるんです

And as you just mentioned, there's lots of choices out there

おっしゃるように 視覚的な選択も

that are very visual these days.

最近ではたくさんあります

Yeah, I -- as you would expect --

察しはつくでしょうが

get pretty frustrated by choices

選択で イライラすることもあります

like what nail polish to put on

例えば 色を選ぶとき

because I have to rely on what other people suggest.

他人の提案に頼るしかなく

And I can't decide.

自分では 決められません

And so one time I was in a beauty salon,

ある日 マニキュア購入の際

and I was trying to decide between two very light shades of pink.

２色の薄ピンクで迷っていました

And one was called "Ballet Slippers."

１つ目の名前は “バレエ シューズ”

And the other one was called "Adorable."

もう1つは “可憐”

(Laughter)

（会場の笑い声）

And so I asked these two ladies,

２人の女性に意見を求めました

and the one lady told me, "Well, you should definitely wear 'Ballet Slippers.'"

１人のお勧めは “バレエ シューズ”

"Well, what does it look like?"

“どんな色？”

"Well, it's a very elegant shade of pink."

“とてもエレガントなピンクよ”

"Okay, great."

“あら いいわね”

The other lady tells me to wear "Adorable."

もう１人のお勧めは “可憐”

"What does it look like?"

“どんな色？”

"It's a glamorous shade of pink."

“華やかなピンクよ”

And so I asked them, "Well, how do I tell them apart?

今度は２人に尋ねました

What's different about them?"

“２色の違いは何？”

And they said, "Well, one is elegant, the other one's glamorous."

“１つはエレガント　もう片方は華やか”

Okay, we got that.

さっきと同じ答えです

And the only thing they had consensus on:

２人の意見が一致したのは

well, if I could see them, I would

もし目が見えたら その違いが

clearly be able to tell them apart.

はっきりと分かるだろう ということ

(Laughter)

（会場の笑い）

And what I wondered was whether they were being affected

選択に影響を与えるのは

by the name or the content of the color,

名前の印象？ それとも色？

so I decided to do a little experiment.

そこで 実験をしてみました

So I brought these two bottles of nail polish into the laboratory,

研究室に ２本のマニキュアを持ち込み

and I stripped the labels off.

ラベルをはがしました

And I brought women into the laboratory,

研究室に女性を呼び

and I asked them, "Which one would you pick?"

どちらを選ぶか尋ねました

50 percent of the women accused me of playing a trick,

半数の人は 疑ってかかりました

of putting the same color nail polish

私が２本に まったく同じ色を

in both those bottles.

入れたんじゃないかと

(Laughter)

（会場の笑い）

(Applause)

（会場の拍手）

At which point you start to wonder who the trick's really played on.

トリックにかかったのは誰でしょう？

Now, of the women that could tell them apart,

とにかく 色を区別できた人たちは

when the labels were off, they picked "Adorable,"

ラベルなしだと “可憐”を選び

and when the labels were on,

ラベルがあると

they picked "Ballet Slippers."

“バレエ シューズ”を選びました

So as far as I can tell,

盲目の私に言えるのは

a rose by any other name

バラに 別の名を与えれば

probably does look different

花のイメージや

and maybe even smells different.

香りまで 変わるのでしょう

BG: Thank you. Sheena Iyengar. Thank you Sheena.

シーナさん ありがとうございました

(Applause)

（会場の拍手）