Why videos go viral | Kevin Allocca

850,566 views ใƒป 2012-02-27

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

๋ฒˆ์—ญ: Woo Hwang ๊ฒ€ํ† : Tae Han Yoon
00:15
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,
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์•ˆ๋…•ํ•˜์„ธ์š”, ์ €๋Š” ์ผ€๋นˆ ์•Œ๋กœ์นด์ž…๋‹ˆ๋‹ค. ์œ ํˆฌ๋ธŒ์—์„œ ํŠธ๋žœ๋“œ ๋งค๋‹ˆ์ ธ๋กœ ์ผํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
00:18
and I professionally watch YouTube videos.
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์ฆ‰, ์ง์—…์œผ๋กœ ์œ ํŠœ๋ธŒ ์˜์ƒ๋“ค์„ ๋ณด๋Š” ์‚ฌ๋žŒ ์ž…๋‹ˆ๋‹ค.
00:20
It's true.
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์ง„์งœ์—์š”.
00:22
So we're going to talk a little bit today about how videos go viral
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์˜ค๋Š˜์€ ์œ ํŠœ๋ธŒ ์˜์ƒ์ด ์–ด๋–ป๊ฒŒ ํผ์ ธ๋‚˜๊ฐ€๋Š”์ง€์™€
00:25
and then why that even matters.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๊ฒƒ์ด ์™œ ์ค‘์š”ํ•œ์ง€์— ๋Œ€ํ•ด ์–˜๊ธฐ ํ•ด๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค.
00:27
We all want to be stars --
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์šฐ๋ฆฌ๋Š” ๋ชจ๋‘ ์Šคํƒ€๊ฐ€ ๋˜๊ณ  ์‹ถ์–ด ํ•ฉ๋‹ˆ๋‹ค.
00:29
celebrities, singers, comedians --
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์—ฐ์˜ˆ์ธ, ๊ฐ€์ˆ˜, ์ฝ”๋ฉ”๋””์–ธ ๊ฐ™์€ ์‚ฌ๋žŒ๋“ค์ฒ˜๋Ÿผ์š”.
00:32
and when I was younger, that seemed so very, very hard to do.
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์ œ๊ฐ€ ์–ด๋ ธ์„ ๋•Œ ์œ ๋ช…ํ•ด์ง„๋‹ค๋Š”๊ฑด, ์ •๋ง ์–ด๋ ค์šด ์ผ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
00:35
But now Web video has made it
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๊ทธ๋Ÿฐ๋ฐ ์›น์ƒ์—์„œ์˜ ์˜์ƒ์€ ๊ทธ๊ฒƒ์„ ๊ฐ€๋Šฅํ•˜๊ฒŒ ํ•ฉ๋‹ˆ๋‹ค.
00:37
so that any of us or any of the creative things that we do
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๋”ฐ๋ผ์„œ, ์—ฌ๋Ÿฌ๋ถ„์ค‘ ๋ˆ„๊ตฐ๊ฐ€ ํ˜น์€ ๋ˆ„๊ตฐ๊ฐ€ ๋งŒ๋“ ๊ฒƒ์ด
00:39
can become completely famous
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์šฐ๋ฆฌ ๋ฌธํ™”์˜ ์–ด๋–ค ๋ถ€๋ถ„์—์„œ
00:41
in a part of our world's culture.
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์•„์ฃผ ์œ ๋ช…ํ•ด์งˆ ์ˆ˜๋„ ์žˆ์Šต๋‹ˆ๋‹ค.
00:43
Any one of you could be famous on the Internet
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๋Œ์•„์˜ค๋Š” ํ† ์š”์ผ์— ์—ฌ๋Ÿฌ๋ถ„์ค‘ ๋ˆ„๊ตฐ๊ฐ€๊ฐ€
00:45
by next Saturday.
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์ธํ„ฐ๋„ท์—์„œ ์œ ๋ช…ํ•ด์งˆ ์ˆ˜ ๋„ ์žˆ๋Š” ๊ฒ๋‹ˆ๋‹ค.
00:47
But there are over 48 hours of video uploaded to YouTube
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ํ•˜์ง€๋งŒ ์œ ํŠœ๋ธŒ์—๋Š” ๋งค๋ถ„๋งˆ๋‹ค
00:49
every minute.
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48์‹œ๊ฐ„์ด ๋„˜๋Š” ๋ถ„๋Ÿ‰์˜ ๋น„๋””์˜ค๊ฐ€ ์—…๋กœ๋“œ ๋ฉ๋‹ˆ๋‹ค.
00:51
And of that, only a tiny percentage
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์ด ๋น„๋””์˜ค ์ค‘ ์•„์ฃผ ์ ์€์–‘๋งŒ์ด ๋ฌธํ™”์ ์ธ ๊ฐ์ธ๋˜๊ณ ,
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
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์—„์ฒญ๋‚œ ์กฐํšŒ์ˆ˜๋ฅผ ๊ธฐ๋กํ•˜๋ฉฐ ํผ์ ธ๋‚˜๊ฐ‘๋‹ˆ๋‹ค.
00:56
So how does it happen?
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์ด๋Ÿฐ ์ผ๋“ค์€ ์–ด๋– ํ•œ ๋ฐฉ์‹์œผ๋กœ ์ผ์–ด๋‚ ๊นŒ์š”?
00:58
Three things:
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์„ธ๊ฐ€์ง€๊ฐ€ ์žˆ์Šต๋‹ˆ๋‹ค:
01:00
tastemakers, communities of participation
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์œ ํ–‰์„ ์ผ์œผํ‚ค๋Š” ์‚ฌ๋žŒ๋“ค๊ณผ, ์ฐธ์—ฌํ•˜๋Š” ์ปค๋ฎค๋‹ˆํ‹ฐ๋“ค
01:02
and unexpectedness.
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๊ทธ๋ฆฌ๊ณ  ๋ถˆํ™•์‹ค์„ฑ ์ž…๋‹ˆ๋‹ค.
01:04
All right, let's go.
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์ž ๊ทธ๋Ÿผ ์‹œ์ž‘ํ•ด ๋ณผ๊นŒ์š”?
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
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(์˜์ƒ) ๋ฒ ์–ด ๋ฐ”์Šคํ€˜์ฆˆ: ์ด๋Ÿฐ ์„ธ์ƒ์—.
01:10
Oh, my God!
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์˜ค ์„ธ์ƒ์—,
01:13
Wooo!
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์™€~!!!
01:15
Ohhhhh, wowwww!
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์˜คํ˜ธ~~ ์™€~~~
01:20
KA: Last year, Bear Vasquez posted this video
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KA: ์ž‘๋…„์—, ๋ฒ ์–ด ๋ฐ”์Šคํ€˜์ฆˆ๋Š” ์š”์„ธ๋ฏธํ‹ฐ ๊ตญ๋ฆฝ๊ณต์›์— ์žˆ๋Š”
01:22
that he had shot outside his home in Yosemite National Park.
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๊ทธ์˜ ์ง‘ ์•ž์—์„œ ์ดฌ์˜ํ•œ ์ด ๋น„๋””์˜ค๋ฅผ ์˜ฌ๋ ธ์Šต๋‹ˆ๋‹ค.
01:25
In 2010, it was viewed 23 million times.
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2010๋…„ ์ด ์˜์ƒ์€ 2์ฒœ3๋ฐฑ๋งŒ๋ฒˆ ์žฌ์ƒ๋์Šต๋‹ˆ๋‹ค.
01:28
(Laughter)
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(์›ƒ์Œ)
01:30
This is a chart of what it looked like
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์ด ์ฑ ํŠธ๋กœ ๋ณด์‹œ๋ฉด ์–ด๋–ค์ผ์ด ์žˆ์—ˆ๋Š”์ง€ ์•„์‹ค ๊ฑฐ์—์š”.
01:32
when it first became popular last summer.
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์ด์˜์ƒ์€ ์ž‘๋…„ ์—ฌ๋ฆ„์— ์ฒ˜์Œ ์œ ๋ช…์ƒˆ๋ฅผ ํƒ”์Šต๋‹ˆ๋‹ค.
01:35
But he didn't actually set out to make a viral video, Bear.
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ํ•˜์ง€๋งŒ, ๊ทธ๋Š” ์œ ๋ช…์„ธ๋ฅผ ํƒ€๋ ค๊ณ  ์˜์ƒ์„ ๋งŒ๋“  ๊ฒƒ์ด ์•„๋‹™๋‹ˆ๋‹ค.
01:38
He just wanted to share a rainbow.
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๊ทธ๋Š” ๊ทธ์ € ๋ฌด์ง€๊ฐœ๋ฅผ ๊ณต์œ ํ•˜๊ธธ ์›ํ–ˆ์Šต๋‹ˆ๋‹ค.
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
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์—ฌ๋Ÿฌ๋ถ„๋„ ์š”์„ธ๋ฏธํ‹ฐ ์‚ฐ์˜ ๊ณฐ์ด๋ผ๋ฉด ๊ทธ๋žฌ์„ ๊ฑฐ์—์š”.
01:42
(Laughter)
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(์›ƒ์Œ)
01:44
And he had posted lots of nature videos in fact.
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์‚ฌ์‹ค, ๊ทธ๋Š” ์—ฌ๋Ÿฌ ์ž์—ฐ ํ’๊ฒฝ์„ ์œ ํŠœ๋ธŒ์— ์˜ฌ๋ ธ์Šต๋‹ˆ๋‹ค.
01:47
And this video had actually been posted
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๊ทธ๋ฆฌ๊ณ  ๋ฌด์ง€๊ฐœ๊ฐ€ ์œ ํŠœ๋ธŒ์— ์˜ฌ๋ผ์˜จ๊ฑด ์‚ฌ์‹ค,
01:49
all the way back in January.
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1์›”๋‹ฌ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
01:52
So what happened here?
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์ด ๋ถ€๋ถ„์—์„œ ๋ฌด์Šจ์ผ์ด ์ผ์–ด๋‚œ ๊ฑธ๊นŒ์š”?
01:54
Jimmy Kimmel actually.
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์ง€๋ฏธ ํ‚ด๋ฉœ์ด
01:56
Jimmy Kimmel posted this tweet
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์ด ์˜์ƒ์„ ํŠธ์œ„ํ„ฐ์— ์˜ฌ๋ ธ์ฃ .
01:58
that would eventually propel the video to be as popular as it would become.
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๊ฒฐ๊ณผ์ ์œผ๋กœ ๋ฌด์ง€๊ฐœ ์˜์ƒ์ด ์œ ๋ช…ํ•ด์ง€๊ธฐ ์‹œ์ž‘ํ•˜๊ฒŒ ๋งŒ๋“ค์—ˆ์Šต๋‹ˆ๋‹ค.
02:01
Because tastemakers like Jimmy Kimmel
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์ง€๋ฏธ ํ‚ด๋ฉœ๊ณผ ๊ฐ™์€ ์œ ํ–‰์„ ๋งŒ๋“œ๋Š” ์‚ฌ๋žŒ๋“ค์ด
02:04
introduce us to new and interesting things
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์ƒˆ๋กญ๊ณ  ํฅ๋ฏธ๋กœ์šด ๊ฒƒ๋“ค์„ ๋Œ€์ค‘์—๊ฒŒ ์†Œ๊ฐœํ•˜๋ฉฐ
02:06
and bring them to a larger audience.
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์–ด๋งˆ์–ด๋งˆํ•œ ๊ด€์ค‘์„ ์˜์ƒ์— ๋Œ์—ฌ๋“ค์ž…๋‹ˆ๋‹ค.
02:08
(Video) Rebecca Black: โ™ซ It's Friday, Friday. Gotta get down on Friday. โ™ซ
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(์˜์ƒ) ๋ฆฌ๋ฒ ์นด ๋ธ”๋ž™: โ™ซ It's Friday, Friday. Gotta get down on Friday. โ™ซ
02:12
โ™ซ Everybody's looking forward to the weekend, weekend. โ™ซ
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โ™ซ Everybody's looking forward to the weekend, weekend. โ™ซ
02:17
โ™ซ Friday, Friday. Gettin' down on Friday. โ™ซ
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โ™ซ Friday, Friday. Gettin' down on Friday. โ™ซ
02:21
KA: So you didn't think that we could actually have this conversation
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KA: ์ด ์˜์ƒ์„ ์ด์•ผ๊ธฐ ํ•˜์ง€ ์•Š๊ณ ๋Š”
02:24
without talking about this video I hope.
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์šฐ๋ฆฌ๋Š” ๋Œ€ํ™”๊ฐ€ ๋˜์ง€ ์•Š๋Š” ๋‹ค๊ณ  ์ƒ๊ฐํ•˜๋Š”๋ฐ์š”.
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
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๋ฆฌ๋ฒ ์นด ๋ธ”๋ž™์˜ "Friday"๋Š” ์˜ฌํ•ด ๊ฐ€์žฅ ์ธ๊ธฐ ์žˆ์—ˆ๋˜ ์˜์ƒ์ค‘ ํ•˜๋‚˜์ž…๋‹ˆ๋‹ค.
02:29
It's been seen nearly 200 million times this year.
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์˜ฌํ•ด ๊ฑฐ์˜ 2์–ต๋ฒˆ์˜ ์กฐํšŒ์ˆ˜๋ฅผ ๊ธฐ๋กํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
02:32
This is a chart of what it looked like.
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์ด ์ฐจํŠธ๋ฅผ ๋ณด๋ฉด์„œ ํ™•์ธํ•ด ๋ณผ๊นŒ์š”.
02:34
And similar to "Double Rainbow,"
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์Œ๋ฌด์ง€๊ฐœ ์˜์ƒ๊ณผ ๋น„์Šทํ•ด ๋ณด์ž…๋‹ˆ๋‹ค.
02:36
it seems to have just sprouted up out of nowhere.
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๊ทธ๋Ÿฌ๋‹ค๊ฐ€ ๊ฐ‘์ž๊ธฐ ์กฐํšŒ์ˆ˜๊ฐ€ ์ƒ์Šนํ•ฉ๋‹ˆ๋‹ค.
02:40
So what happened on this day?
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์ด๋‚  ์™œ ์ด๋ ‡๊ฒŒ ์กฐํšŒ์ˆ˜๊ฐ€ ๋Š˜์—ˆ์„๊นŒ์š”?
02:42
Well it was a Friday, this is true.
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๋„ค, ๋ฐ”๋กœ ๊ธˆ์š”์ผ์ด์—ˆ์Šต๋‹ˆ๋‹ค. ์ •๋ง์ž…๋‹ˆ๋‹ค.
02:45
And if you're wondering about those other spikes, those are also Fridays.
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๋‹ค๋ฅธ ๊ผญ์ง€์ ๋“ค์— ๋Œ€ํ•ด ๊ถ๊ตผํ•˜์‹ค ๊ฒ๋‹ˆ๋‹ค. ์—ญ์‹œ ๊ธˆ์š”์ผ๋“ค ์ž…๋‹ˆ๋‹ค.
02:48
(Laughter)
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(์›ƒ์Œ)
02:53
But what about this day,
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ํ•˜์ง€๋งŒ ์ด ๊ธˆ์š”์ผ์€
02:55
this one particular Friday?
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์–ด๋–ค๊ฐ€์š”?
02:57
Well Tosh.0 picked it up, a lot of blogs starting writing about.
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Tosh.0๋Š” ์ด ๋น„๋””์˜ค์— ๋Œ€ํ•ด์„œ ์—ฌ๋Ÿฌ ๋ธ”๋กœ๊ทธ์— ์“ฐ๊ธฐ ์‹œ์ž‘ํ•ฉ๋‹ˆ๋‹ค.
03:00
Michael J. Nelson from Mystery Science Theater
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Mystery Science Theater ๋“œ๋ผ๋งˆ์˜ Michael J. Nelson ์ž‘๊ฐ€๊ฐ€
03:02
was one of the first people to post a joke about the video on Twitter.
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์ด ์˜์ƒ์— ๋Œ€ํ•œ ๋†๋‹ด์„ ์ฒ˜์Œ ํŠธ์œ„ํ„ฐ์— ์˜ฌ๋ ธ์ฃ .
03:06
But what's important is that an individual or a group of tastemakers
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ํ•˜์ง€๋งŒ, ์ค‘์š”ํ•œ์ ์€ ์œ ํ–‰์„ ๋งŒ๋“ค์–ด๋‚ด๋Š” ๊ฐœ์ธ์ด๋‚˜ ๋‹จ์ฒด๊ฐ€
03:08
took a point of view
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๊ด€์‹ฌ๊ฑฐ๋ฆฌ๋ฅผ ๊ฐ€์ง€๊ณ  ๋‹ค์ˆ˜์˜ ๊ด€์ค‘๋“ค์—๊ฒŒ
03:10
and they shared that with a larger audience, accelerating the process.
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๊ณต์œ ํ•˜๊ณ  ๊ทธ ๊ณผ์ •์„ ๊ฐ€์†ํ™” ํ•œ๋‹ค๋Š” ๊ฒƒ ์ž…๋‹ˆ๋‹ค.
03:13
And so then this community formed
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๊ทธ๋ž˜์„œ ์ด๋Ÿฐ ์ปค๋ฎค๋‹ˆํ‹ฐ๊ฐ€ ์ •๋ณด๋ฅผ
03:15
of people who shared this big inside joke
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๊ณต์œ ํ•˜๋Š” ์‚ฌ๋žŒ๋“ค์„ ํฌ๊ฒŒ ํ˜•์„ฑํ•˜์—ฌ,
03:17
and they started talking about it and doing things with it.
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๊ทธ ์ •๋ณด์— ๋Œ€ํ•ด ์ด์•ผ๊ธฐํ•˜๊ธฐ ์‹œ์ž‘ํ•˜๊ณ  ํ•จ๊ป˜ ๋ฌด์—‡์ธ๊ฐ€๋ฅผ ํ•˜๊ฒŒ ๋˜๋Š”๊ฑฐ์ฃ .
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
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๊ทธ๋ฆฌ๊ณ  ํ˜„์žฌ๋Š” ์œ ํŠœ๋ธŒ์— 10,000๊ฐœ ์ •๋„์˜ "Friday" ํŒจ๋Ÿฌ๋”” ์˜์ƒ์ด ์žˆ์Šต๋‹ˆ๋‹ค.
03:23
Even in the first seven days,
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์ฒ˜์Œ 7์ผ๋™์•ˆ์—๋Š”,
03:25
there was one parody for every other day of the week.
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๋‹ค๋ฅธ ์š”์ผ์— ๋Œ€ํ•œ ํŒจ๋Ÿฌ๋”” ์˜์ƒ๋„ ํ•˜๋‚˜์”ฉ ์žˆ์—ˆ์ง€์š”.
03:28
(Laughter)
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(์›ƒ์Œ)
03:32
Unlike the one-way entertainment of the 20th century,
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20์„ธ๊ธฐ์˜ ๋‹จ๋ฐฉํ–ฅ ์—”ํ„ฐํ…Œ์ธ๋จผํŠธ์™€ ๋‹ฌ๋ฆฌ,
03:35
this community participation
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์ด๋Ÿฐ ์ง‘๋‹จ์ ์ธ ์ฐธ์—ฌํ˜„์ƒ์ด
03:37
is how we become a part of the phenomenon --
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์ด๋ฃจ์–ด์ง€๊ฒŒ ๋œ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:39
either by spreading it or by doing something new with it.
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์˜์ƒ์„ ํผ๋œจ๋ฆฌ๋˜์ง€ ์•„๋‹ˆ๋ฉด ์˜์ƒ์„ ๊ฐ€์ง€๊ณ  ๋ญ”๊ฐ€ ์ƒˆ๋กœ์šด ๊ฒƒ์„ ํ•จ์œผ๋กœ ๋ง์ด์ฃ .
03:42
(Music)
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(์Œ์•…)
03:51
So "Nyan Cat" is a looped animation
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์ด "Nyan Cat"์€ ๋ฐ˜๋ณต๋˜๋Š” ์Œ์•…์„
03:54
with looped music.
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๋ฐฐ๊ฒฝ์œผ๋กœ ๋ฐ˜๋ณต์ ์œผ๋กœ ์›€์ง์ด๋Š” ์• ๋‹ˆ๋ฉ”์ด์…˜ ์ž…๋‹ˆ๋‹ค.
03:56
It's this, just like this.
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๋ฐ”๋กœ ์ด๊ฑฐ์ฃ .
03:58
It's been viewed nearly 50 million times this year.
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์ด ์˜์ƒ์€ 5์ฒœ๋งŒ๋ฒˆ์ด๋‚˜ ์กฐํšŒ ๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
04:02
And if you think that that is weird,
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์ด ์˜์ƒ์„ ์—ฌ๋Ÿฌ๋ถ„๊ป˜์„œ ์ด์ƒํ•˜๊ฒŒ ์ƒ๊ฐํ•˜์‹ ๋‹ค๋ฉด,
04:04
you should know that there is a three-hour version of this
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์ด ์˜์ƒ์˜ 3์‹œ๊ฐ„์งœ๋ฆฌ ์˜์ƒ์€
04:06
that's been viewed four million times.
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4๋ฐฑ๋งŒ๋ฒˆ์ด๋‚˜ ์กฐํšŒ ๋˜์—ˆ๋‹ค๋Š” ๊ฒƒ์„ ์•„์…”์•ผํ•ฉ๋‹ˆ๋‹ค.
04:08
(Laughter)
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(์›ƒ์Œ)
04:11
Even cats were watching this video.
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๊ณ ์–‘์ด๋“ค ์กฐ์ฐจ๋„ ์ด ์˜์ƒ์„ ๋ณด์ฃ .
04:13
(Laughter)
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(์›ƒ์Œ)
04:17
Cats were watching other cats watch this video.
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๋‹ค๋ฅธ ๊ณ ์–‘์ด๋“ค์ด ๋ณด๊ณ  ์žˆ๋Š” ์˜์ƒ์„ ๋ณด๊ณ  ์žˆ๋Š” ๊ณ ์–‘์ด๋„ ์žˆ์–ด์š”.
04:21
(Laughter)
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(์›ƒ์Œ)
04:29
But what's important here
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ํ•˜์ง€๋งŒ ์—ฌ๊ธฐ์„œ ์ค‘์š”ํ•œ๊ฒƒ์€
04:32
is the creativity that it inspired
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๊ธฐ์ˆ ์ž๋‚˜ ๊ดด์งœ์Šค๋Ÿฌ์šด ์ธํ„ฐ๋„ท ๋ฌธํ™”์—
04:34
amongst this techie, geeky Internet culture.
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์˜๊ฐ์„ ์ฃผ๋Š” ์ฐฝ์˜์„ฑ ์ž…๋‹ˆ๋‹ค.
04:37
There were remixes.
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๋ฆฌ๋ฏน์Šค ๋ฒ„์ ผ๋„ ์žˆ์Šต๋‹ˆ๋‹ค.
04:39
(Laughter)
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(์›ƒ์Œ)
04:41
Someone made an old timey version.
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์–ด๋–ค ์‚ฌ๋žŒ์€ ์˜›๋‚  ๋ฐฉ์‹์œผ๋กœ ๋งŒ๋“ค์—ˆ์ฃ .
04:44
(Laughter)
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(์›ƒ์Œ)
04:46
And then it went international.
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๊ทธ๋ฆฌ๊ณ  ๊ตญ์ œ์ ์ด ๋˜๊ธฐ๋„ ํ–ˆ์ฃ .
04:49
(Laughter)
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(์›ƒ์Œ)
05:03
An entire remix community sprouted up
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์ „์ฒด ๋ฆฌ๋ฏน์Šค ์ปค๋ฎค๋‹ˆํ‹ฐ๊ฐ€
05:06
that brought it from being just a stupid joke
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๋‹จ์ˆœํžˆ ์šฐ์Šค์šด ๋†๋‹ด๊บผ๋ฆฌ์—์„œ
05:09
to something that we can all actually be a part of.
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๋ชจ๋“  ์‚ฌ๋žŒ๋“ค์ด ์ฐธ์—ฌ ํ•  ์ˆ˜ ์žˆ๋Š” ๊ณต๊ฐ„์ด ๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
05:11
Because we don't just enjoy now,
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๊ทธ๋ƒฅ ๋‹จ์ˆœํžˆ ์ฆ๊ธฐ๋ ค๋Š” ๊ฒƒ์ด ์•„๋‹ˆ๋ผ
05:13
we participate.
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ํ•จ๊ฒŒ ์ฐธ์—ฌํ•˜๊ณ ์ž ํ•˜๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
05:18
And who could have predicted any of this?
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๋ˆ„๊ฐ€ ์ด๋Ÿฐ ํ˜„์ƒ์„ ์˜ˆ์ƒ ํ•  ์ˆ˜ ์žˆ์—ˆ๊ฒ ์–ด์š”?
05:20
Who could have predicted "Double Rainbow" or Rebecca Black
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๋ˆ„๊ฐ€ "Double Rainbow" ์˜์ƒ์ด๋‚˜, "Rebecca Black"
05:22
or "Nyan Cat?"
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๋˜๋Š” "Nyan Cat"์„ ์˜ˆ์ƒ ํ–ˆ๊ฒ ์Šต๋‹ˆ๊นŒ?
05:24
What scripts could you have written
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์ด๋Ÿฐ ์˜์ƒ์•ˆ์— ์–ด๋–ค ์ž๋ง‰์„
05:26
that would have contained this in it?
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์“ธ ์ˆ˜ ์žˆ์—ˆ์„๊นŒ์š”?
05:29
In a world where over two days of video
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๋งค๋ถ„๋งˆ๋‹ค ์ดํ‹€ ๋ถ„๋Ÿ‰์˜ ์˜์ƒ์ด
05:31
get uploaded every minute,
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์˜ฌ๋ผ์˜ค๋Š” ์„ธ์ƒ์—์„œ,
05:33
only that which is truly unique and unexpected
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์ •๋ง ๋…ํŠนํ•˜๊ณ  ์ƒ์ƒํ•˜์ง€ ๋ชปํ–ˆ๋˜ ๊ฒƒ๋“ค๋งŒ์ด
05:35
can stand out in the way that these things have.
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์ด๋ ‡๊ฒŒ ๋ˆˆ์— ๋„์ผ ์ˆ˜ ์žˆ๋Š” ๊ฒƒ์ด์ฃ .
05:38
When a friend of mine told me that I needed to see this great video
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์ œ ์นœ๊ตฌ๊ฐ€ ์ €๋ณด๊ณ  ๋‰ด์š•์‹œ์—์„œ ์ž์ „๊ฑฐ ๊ณผํƒœ๋ฃŒ์— ํ•ญ์˜ํ•˜๋Š”
05:41
about a guy protesting bicycle fines in New York City,
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ํ•œ ์นœ๊ตฌ์˜ ์˜์ƒ์„ ๋ด์•ผ ํ•œ๋‹ค๊ณ  ํ–ˆ์„ ๋•Œ,
05:44
I admit I wasn't very interested.
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์ €๋Š” ์‚ฌ์‹ค ๋ณ„๋กœ ๊ด€์‹ฌ์ด ์—†์—ˆ์Šต๋‹ˆ๋‹ค.
05:46
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,
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(์˜์ƒ) ์ผ€์ด์‹œ ๋‹ˆ์ด์Šคํ…Œ๋“œ: ์—ฌ๊ธฐ ์ œ๊ฐ€ ์ž์ „๊ฑฐ๋ฅผ ์ž์ „๊ฑฐ ์ „์šฉ๋„๋กœ์—์„œ ํƒ€์ง€ ์•Š์•˜๋‹ค๊ณ  ๋ฐ›์€ ๋”ฑ์ง€๊ฐ€ ์žˆ๋Š”๋ฐ์š”,
05:49
but often there are obstructions
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๊ทธ๋Ÿฐ๋ฐ ์ž์ „๊ฑฐ ์ „์šฉ๋„๋กœ์—๋Š” ์ข…์ข… ์ง„๋กœ๋ฅผ ๋ฐฉํ•ดํ•˜๋Š”
05:51
that keep you from properly riding in the bike lane.
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์žฅ์• ๋ฌผ๋“ค์ด ์žˆ์Šต๋‹ˆ๋‹ค.
05:54
(Laughter)
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(์›ƒ์Œ)
06:08
KA: By being totally surprising and humorous,
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๋†€๋ž๊ณ  ์œ ๋จธ๋Ÿฌ์Šคํ•˜๊ฒŒ ๋งŒ๋“ค์—ˆ๋Š”๋ฐ์š”,
06:10
Casey Niestat got his funny idea and point
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์ผ€์ด์‹œ ๋‚˜์ด์Šคํ…Œ๋“œ์˜ ์žฌ๋ฐŒ๋Š” ์•„์ด๋””์–ด๋Š”
06:14
seen five million times.
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5๋ฐฑ๋งŒ๋ฒˆ์ด๋‚˜ ์กฐํšŒ ๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
06:16
And so this approach holds
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์ด๋Ÿฐ ์ ‘๊ทผ๋ฐฉ๋ฒ•์€ ์šฐ๋ฆฌ๊ฐ€ ์ฐฝ์˜์ ์œผ๋กœ ํ•  ์ˆ˜ ์žˆ๋Š”
06:18
for anything new that we do creatively.
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์–ด๋–ค ์ƒˆ๋กœ์šด ๊ฒƒ๋“ค์ด๋ผ๋„ ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
06:20
And so it all brings us
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์ด๋Ÿฐ ๋ชจ๋“  ๊ฒƒ๋“ค์€ ์šฐ๋ฆฌ์—๊ฒŒ
06:22
to one big question ...
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ํฐ ์งˆ๋ฌธ์„ ๋˜์ง‘๋‹ˆ๋‹ค.
06:24
(Video) Bear Vasquez: What does this mean?
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(์˜์ƒ) ๋ฒ ์–ด ๋ฐ”์Šค์ผ€์ฆˆ: ์ด๊ฒŒ ๋ฌด์Šจ ๋œป์ด์ฃ ?
06:27
Ohhhh.
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์˜ค...
06:29
(Laughter)
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(์›ƒ์Œ)
06:32
KA: What does it mean?
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KA: ๋ฌด์Šจ ๋œป์ผ๊นŒ์š”?
06:35
Tastemakers, creative participating communities,
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์œ ํ–‰์„ ์„ ๋„ ํ•˜๋Š” ์‚ฌ๋žŒ๋“ค, ์ฐฝ์˜์ ์œผ๋กœ ์ฐธ์—ฌํ•˜๋Š” ์ปค๋ฎค๋‹ˆํ‹ฐ๋“ค์€
06:38
complete unexpectedness,
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์˜ˆ์ƒ์น˜ ๋ชปํ•œ ๊ฒƒ๋“ค์„ ์ด๋ฃจ์–ด ๋ƒ…๋‹ˆ๋‹ค.
06:40
these are characteristics of a new kind of media and a new kind of culture
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์ด๋Ÿฐ ํŠน์„ฑ๋“ค์ด ์ƒˆ๋กœ์šด ์ข…๋ฅ˜์˜ ๋ฏธ๋””์–ด์ด๋ฉฐ,
06:43
where anyone has access
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๋ˆ„๊ตฌ๋‚˜ ์ ‘๊ทผ ํ•  ์ˆ˜์žˆ๋Š” ์ƒˆ๋กœ์šด ์ข…๋ฅ˜์˜ ๋ฌธํ™”์ž…๋‹ˆ๋‹ค.
06:45
and the audience defines the popularity.
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๊ทธ๋ฆฌ๊ณ  ์ฒญ์ค‘๋“ค์ด ์ธ๊ธฐ๋ฅผ ๊ฒฐ์ • ํ•ฉ๋‹ˆ๋‹ค.
06:47
I mean, as mentioned earlier,
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์ œ๋ง์€ ์ฒ˜์Œ์— ๋ง์”€๋“œ๋ฆฐ ๊ฒƒ์ฒ˜๋Ÿผ,
06:49
one of the biggest stars in the world right now, Justin Bieber,
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ํ˜„์žฌ ์„ธ์ƒ์—์„œ ๊ฐ€์žฅ ์œ ๋ช…ํ•œ ์Šคํƒ€์ค‘์— ํ•œ๋ช…์ธ ์ €์Šคํ‹ฐ ๋น„๋ฒ„๋„
06:51
got his start on YouTube.
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์œ ํŠœ๋ธŒ์—์„œ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
06:53
No one has to green-light your idea.
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์•„๋ฌด๋„ ์—ฌ๋Ÿฌ๋ถ„์˜ ์•„์ด๋””์–ด์— ์ด๋ž˜๋ผ ์ €๋ž˜๋ผ ํ•˜์ง€ ๋ชปํ•ฉ๋‹ˆ๋‹ค.
06:56
And we all now feel some ownership
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์šฐ๋ฆฌ๋Š” ์šฐ๋ฆฌ์˜ ๋Œ€์ค‘๋ฌธํ™”์— ๋Œ€ํ•œ
06:58
in our own pop culture.
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์†Œ์œ ๊ถŒ์„ ๊ฐ€์ง€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
07:00
And these are not characteristics of old media,
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์ด๋Ÿฐ๊ฑด ๊ตฌ์‹œ๋Œ€ ๋ฏธ๋””์–ด์˜ ํŠน์ง•์ด ์•„๋‹™๋‹ˆ๋‹ค.
07:02
and they're barely true of the media of today,
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๊ทธ๋ฆฌ๊ณ  ์˜ค๋Š˜๋‚ ์˜ ์ง„์ •ํ•œ ๋ฏธ๋””์–ด์ผ ์ˆ˜ ์—†๊ฒ ์ง€๋งŒ
07:05
but they will define the entertainment of the future.
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์ด๋Ÿฐ๊ฒƒ๋“ค์ด ๋ฏธ๋ž˜์˜ ์ฆ๊ฑฐ์›€์„ ๋งŒ๋“ญ๋‹ˆ๋‹ค.
07:07
Thank you.
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
07:09
(Applause)
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(๋ฐ•์ˆ˜)
์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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