Johanna Blakley: Social media and the end of gender

109,567 views ・ 2011-02-02

TED


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翻译人员: Angelia King 校对人员: Xiaoqiao Xie
00:15
I'm going to make an argument today
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我今天要提出一个新思想,
00:17
that may seem a little bit crazy:
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它听上去有一点儿疯狂:
00:20
social media and the end of gender.
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社交传媒和性别消失。
00:23
Let me connect the dots.
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让我把这两件事情联系起来。
00:26
I'm going to argue today
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我今天要讲的是
00:28
that the social media applications
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那些我们从了解到喜爱,又从喜爱到痛恨的
00:30
that we all know and love, or love to hate,
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社交传媒
00:33
are actually going to help free us
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其实在帮助我们
00:35
from some of the absurd assumptions
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从社会中有关性别的
00:37
that we have as a society about gender.
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一些荒谬假设中摆脱出来。
00:40
I think that social media
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我认为社交传媒
00:42
is actually going to help us dismantle
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正在帮我们消除
00:44
some of the silly and demeaning stereotypes
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这些愚蠢和带有贬低的关于性别的刻板印象
00:47
that we see in media and advertising
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我们在媒体和广告中都能看到
00:50
about gender.
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这些关于性别的陈规。
00:52
If you hadn't noticed,
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如果你还没注意到,
00:54
our media climate generally provides
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我们的媒体常常制造
00:56
a very distorted mirror
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有关我们生活和我们性别的
00:58
of our lives and of our gender,
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一个非常歪曲的镜像。
01:00
and I think that's going to change.
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我认为这应该改变。
01:02
Now most media companies --
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现在多数媒体公司--
01:04
television, radio, publishing, games, you name it --
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电视,电台,出版社,游戏,你能讲得上名字的媒体 --
01:07
they use very rigid segmentation methods
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他们使用非常刻板的细分方法
01:10
in order to understand their audiences.
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来了解他们的观众。
01:12
It's old-school demographics.
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这是老派的人口统计学。
01:14
They come up with these very restrictive labels to define us.
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他们想出这些非常带有限制性的标签来定义我们。
01:19
Now the crazy thing
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最疯狂的是
01:21
is that media companies believe
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媒体公司相信
01:23
that if you fall within a certain demographic category
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如果你属于某种统计类别
01:26
then you are predictable in certain ways --
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他们就可以按某种方式来预测你(的行为)。
01:28
you have certain taste,
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你就会有某种口味,
01:30
that you like certain things.
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你就会喜欢某些特别的东西。
01:32
And so the bizarre result of this
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所以这奇怪的结果是
01:34
is that most of our popular culture
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我们最受欢迎的文化
01:36
is actually based on these presumptions
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是建立在这些
01:38
about our demographics.
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有关统计的假象上。
01:41
Age demographics:
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年龄统计学说:
01:43
the 18 to 49 demo
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从18岁到49岁的人,
01:45
has had a huge impact
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对我国
01:47
on all mass media programming in this country
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自从1960年代起所有大众媒体
01:49
since the 1960s,
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的节目安排有一个巨大影响力,
01:51
when the baby boomers were still young.
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也就是当婴儿潮一代人还年轻时。
01:54
Now they've aged out of that demographic,
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现在他们已经过了那人口统计年龄段,
01:57
but it's still the case
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但这还有个例子
01:59
that powerful ratings companies like Nielson
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像Nielson这样评级优秀的公司
02:01
don't even take into account
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把年龄段
02:03
viewers of television shows over age 54.
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超过54岁的电视用户没有考虑在内。
02:06
In our media environment,
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在我们媒体环境中,
02:08
it's as if they don't even exist.
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这就好比他们不存在似的。
02:10
Now, if you watch "Mad Men," like I do --
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假如你和我一样看“MadMen广告狂人” --
02:12
it's a popular TV show in the States --
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这是在美国的一个流行电视节目 --
02:15
Dr. Faye Miller does something called psychographics,
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博士费伊·米勒研究所谓的消费心态学,
02:18
which first came about in the 1960s,
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它在1960年代第一次出现,
02:21
where you create these complex psychological profiles
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用来描绘消费者的
02:23
of consumers.
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复杂的心理概况。
02:25
But psychographics really haven't had a huge impact on the media business.
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但是消费心态学对媒体行业却没有多大的影响力。
02:28
It's really just been basic demographics.
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它仅是基础的人口统计。
02:32
So I'm at the Norman Lear Center at USC,
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我在南加州大学诺曼·李尔中心,
02:35
and we've done a lot of research over the last seven, eight years
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在过去七八年,我们做了很多
02:38
on demographics
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关于人口统计学的研究
02:40
and how they affect media and entertainment
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以及在我国和全球范围内
02:42
in this country and abroad.
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人口统计学是如何影响媒体和娱乐界的。
02:44
And in the last three years,
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在过去三年
02:46
we've been looking specifically at social media to see what has changed,
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我们一直仔细观察社交传媒,看它如何变化。
02:49
and we've discovered some very interesting things.
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我们发现一些非常有趣的事。
02:53
All the people who participate in social media networks
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参与社交传媒网的所有人
02:55
belong to the same old demographic categories
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都能被归入以前旧的人口统计学里的种类
02:58
that media companies and advertisers
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那些媒体公司和广告商们
03:00
have used in order to understand them.
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以前用来了解人们的统计种类。
03:02
But those categories mean even less now
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但是这些旧的统计分类和以前相比,
03:05
than they did before,
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简直无足轻重。
03:07
because with online networking tools,
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因为有了在线网络工具,
03:09
it's much easier for us
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要跳出
03:11
to escape some of our demographic boxes.
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旧的人口统计的陈规变得容易多了。
03:13
We're able to connect with people quite freely
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我们能够更自由地与人联系在一起
03:16
and to redefine ourselves online.
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在网上重新定义我们自己。
03:18
And we can lie about our age online, too, pretty easily.
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在网上关于年龄问题我们能很容易地撒谎。
03:22
We can also connect with people
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我们能按我们个人非常特别的喜好
03:25
based on our very specific interests.
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来结识人们。
03:27
We don't need a media company
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我们不需要一个媒体公司
03:29
to help do this for us.
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帮助我们做这个。
03:31
So the traditional media companies, of course,
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所以当然了,传统媒体公司
03:34
are paying very close attention to these online communities.
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也特别关注这些在线社群。
03:37
They know this is the mass audience of the future;
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他们知道这是未来的大众传媒。
03:40
they need to figure it out.
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他们需要摸清这些人。
03:42
But they're having a hard time doing it
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但是他们干的很困难
03:44
because they're still trying to use demographics in order to understand them,
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因为他们还试图使用旧的人口统计学说来了解大众,
03:47
because that's how ad rates are still determined.
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因为广告收视率是由这些陈规来统计的。
03:50
When they're monitoring your clickstream --
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当他们监控你的点击流
03:52
and you know they are --
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你知道
03:54
they have a really hard time
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他们的确很难
03:56
figuring out your age, your gender and your income.
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查出你的年龄,你的性别和你的收入。
03:58
They can make some educated guesses.
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他们可以做一些学识方面的推测。
04:00
But they get a lot more information
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但是他们得到的很多的信息
04:02
about what you do online,
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是关于你在线做了什么,
04:04
what you like, what interests you.
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你喜欢什么,你对什么感兴趣。
04:06
That's easier for them to find out than who you are.
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这些他们很容易知道,但弄清你是谁就不容易了。
04:09
And even though that's still sort of creepy,
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尽管这有点恐怖,
04:12
there is an upside
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这也有个优势
04:14
to having your taste monitored.
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就是监控你的喜好。
04:17
Suddenly our taste is being respected
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突然我们的喜好备受尊重
04:19
in a way that it hasn't been before.
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这在以前从来没有过。
04:21
It had been presumed before.
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以前我们的喜好都是被假定的。
04:24
So when you look online at the way people aggregate,
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当你上网看人们聚成社群的方式,
04:27
they don't aggregate
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人们不是
04:29
around age, gender and income.
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按年龄,性别和收入而走到一起。
04:31
They aggregate around the things they love,
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人们而是按他们热爱的东西,
04:33
the things that they like,
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他们喜爱的东西走到一起。
04:35
and if you think about it, shared interests and values
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如果你想想看,人类要是按分享爱好和价值
04:37
are a far more powerful aggregator of human beings
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而不是按统计类别来分,
04:40
than demographic categories.
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这是一种更强大的聚合力。
04:42
I'd much rather know
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我更愿意知道
04:44
whether you like "Buffy the Vampire Slayer"
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你是否喜欢“吸血鬼猎人巴菲”
04:47
rather than how old you are.
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而不是想知道你的年龄。
04:49
That would tell me something more substantial about you.
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这会让我加深对你的了解。
04:53
Now there's something else that we've discovered about social media
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目前我们关于社交传媒的一些其它发现
04:55
that's actually quite surprising.
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的确非常令人惊喜。
04:57
It turns out that women
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事实证明,女性
04:59
are really driving the social media revolution.
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真正是社交传媒革命的驱动力。
05:03
If you look at the statistics --
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如果你看看这些统计 --
05:05
these are worldwide statistics --
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这些是全世界统计数据 --
05:07
in every single age category,
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在每一个年龄组,
05:10
women actually outnumber men
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在使用社交网络技术方面
05:12
in their use of social networking technologies.
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女性都多于男性。
05:16
And then if you look at the amount of time
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然后如果你看
05:18
that they spend on these sites,
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女性在这些网站所花费的时间,
05:20
they truly dominate the social media space,
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女性真正地主宰了社交媒体空间,
05:23
which is a space that's having a huge impact
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这种社会媒体空间会
05:26
on old media.
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对旧媒体产生巨大冲击。
05:28
The question is: what sort of impact
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问题是,对我们文化
05:30
is this going to have on our culture,
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它会起到什么影响,
05:33
and what's it going to mean for women?
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对于女性这又意味着什么?
05:35
If the case is that social media
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假如现在的情况是社交传媒
05:37
is dominating old media
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逐渐主宰旧媒体
05:39
and women are dominating social media,
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同时女性在主宰社会媒体,
05:42
then does that mean that women
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那么是否意味着女性
05:44
are going to take over global media?
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将会主宰全球媒体?
05:46
Are we suddenly going to see
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我们是否会突然发现
05:48
a lot more female characters in cartoons
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在卡通里,
05:50
and in games and on TV shows?
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游戏中和电视秀上出现大量女性角色呢?
05:53
Will the next big-budget blockbuster movies
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那么下一部大手笔的电影大片
05:57
actually be chick flicks?
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会变成迎合女性消费者的肥皂剧吗?
06:00
Could this be possible,
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有没有可能
06:02
that suddenly our media landscape
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突然我们媒体天地
06:04
will become a feminist landscape?
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变成女权主义天地?
06:08
Well, I actually don't think that's going to be the case.
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好吧,我其实不认为会这样。
06:11
I think that media companies are going to hire a lot more women,
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我认为媒体公司会雇佣更多的女性,
06:14
because they realize this is important for their business,
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因为他们意识到这对他们行业来说很重要。
06:16
and I think that women
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我认为女性
06:18
are also going to continue to dominate
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也会继续主宰
06:20
the social media sphere.
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社交传媒的领域。
06:22
But I think women are actually going to be -- ironically enough --
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但我想,很讽刺的是女性的确会
06:25
responsible for driving a stake through the heart
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挑起大梁,
06:28
of cheesy genre categories
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给予俗气的流派类别狠狠的一击
06:32
like the "chick flick"
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就像对肥皂剧
06:34
and all these other genre categories
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和其他的各种体裁
06:36
that presume that certain demographic groups
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人们总是假设某种人口统计学里的类别
06:39
like certain things --
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就会喜欢某种特定的体裁。
06:41
that Hispanics like certain things,
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比如南美人喜好这个,
06:43
that young people like certain things.
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或者年轻人总是喜欢那个。
06:45
This is far too simplistic.
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这太过简单了。
06:47
The future entertainment media that we're going to see
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我们将会看到未来的娱乐媒体
06:50
is going to be very data-driven,
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是会以大量数据为基础的,
06:52
and it's going to be based on the information
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是会基于
06:54
that we ascertain from taste communities online,
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从我们在线社区文化中感知到的信息,
06:57
where women are really driving the action.
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这里女性其实真是引擎。
07:00
So you may be asking, well why is it important
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你可能会问,知道人们喜欢什么娱乐,
07:03
that I know what entertains people?
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为什么重要?
07:05
Why should I know this?
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我为什么要知道这个?
07:07
Of course, old media companies and advertisers
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当然,旧媒体公司和广告商
07:09
need to know this.
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需要知道这个。
07:11
But my argument is that,
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但我的论点是,
07:13
if you want to understand the global village,
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如果你想了解地球村,
07:15
it's probably a good idea that you figure out
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一个好点子恐怕正是搞清
07:17
what they're passionate about, what amuses them,
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人们对什么有激情,人们玩什么,
07:20
what they choose to do in their free time.
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当人们自由时,他们选择做什么。
07:23
This is a very important thing to know about people.
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了解人们的喜好,这是非常重要的事。
07:26
I've spent most of my professional life
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我花了我整个职业生涯
07:29
researching media and entertainment
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研究媒体和娱乐
07:31
and its impact on people's lives.
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和它们对人们生活的影响。
07:33
And I do it not just because it's fun --
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我研究这个不仅仅是为了好玩儿 --
07:36
though actually, it is really fun --
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尽管这的确有很多乐趣 --
07:38
but also because
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而是因为
07:40
our research has shown over and over again
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我们的研究不断地证明
07:42
that entertainment and play
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娱乐和游戏
07:44
have a huge impact on people's lives --
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会对人们的生活有巨大的影响 --
07:47
for instance, on their political beliefs
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例如,在人们的政治信仰上
07:49
and on their health.
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和人们健康问题上。
07:51
And so, if you have any interest in understanding the world,
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那么,如果你对了解世界有兴趣,
07:54
looking at how people amuse themselves
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看看人们是怎样自娱自乐的
07:56
is a really good way to start.
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这就是一个非常好的开始。
07:59
So imagine a media atmosphere
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想象一个媒体远景
08:02
that isn't dominated by lame stereotypes
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它不再被
08:05
about gender
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性别
08:07
and other demographic characteristics.
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和其他统计类别决定的站不住脚的陈规所主宰。
08:09
Can you even imagine what that looks like?
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大家能想象这会是什么样吗?
08:11
I can't wait to find out what it looks like.
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我迫不及待地想知道这远景的样子。
08:13
Thank you so much.
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十分感谢。
08:15
(Applause)
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(掌声)
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