Clay Shirky: How cellphones, Twitter, Facebook can make history

152,343 views ・ 2009-06-16

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翻译人员: Angelia King 校对人员: Chaoran Yu
00:16
I want to talk about the transformed media landscape,
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我谈谈变化中的媒体前景,
00:20
and what it means for anybody who has a message that they want to get out
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现时人们可以使用媒介
00:24
to anywhere in the world.
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以在世界任何一个地方进行分享。
00:26
And I want to illustrate that by telling a couple of stories
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我通过一些关于此变化的故事
00:28
about that transformation.
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来解释。
00:30
I'll start here. Last November there was a presidential election.
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首先,去年11月举办的美国总统选举。
00:33
You probably read something about it in the papers.
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你可能在报纸上读到一些新闻。
00:36
And there was some concern that in some parts of the country
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在美国各地出现了
00:39
there might be voter suppression.
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选票竞争的问题。
00:41
And so a plan came up to video the vote.
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有个计划是视频录像选举。
00:43
And the idea was that individual citizens
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这个点子是,
00:46
with phones capable of taking photos or making video
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每个市民通过有拍照和摄像功能手机
00:49
would document their polling places,
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来记录他们的选举场地,
00:51
on the lookout for any kind of voter suppression techniques,
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去监督任何选票竞争的公平性。
00:54
and would upload this to a central place.
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可以上传到一个[网络]核心位置。
00:56
And that this would operate as a kind of citizen observation --
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这是一种公民观察监督类型的操作。
01:00
that citizens would not be there just to cast individual votes,
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公民不仅仅只是行使个体公民选举。
01:04
but also to help ensure the sanctity of the vote overall.
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也是帮助确保整个选举的神圣。
01:08
So this is a pattern that assumes we're all in this together.
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这也确保了我们必须一起行使选举的形式。
01:12
What matters here
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这重要的
01:14
isn't technical capital,
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不是技术层面。
01:16
it's social capital.
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而是社会层面的。
01:18
These tools don't get socially interesting
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这些工具除非技术应用好才会在社会上越来
01:21
until they get technologically boring.
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越有趣。不至于乏味。
01:24
It isn't when the shiny new tools show up
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也不是要等到令人瞩目的新技术闪亮登场,
01:28
that their uses start permeating society.
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他们的使用才开始遍布社会。
01:30
It's when everybody is able to take them for granted.
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而是每一个人开始意识到这是必然的。
01:34
Because now that media is increasingly social,
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因为现在媒体迅速社会化,
01:37
innovation can happen anywhere
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创新在任何一个地方发生
01:40
that people can take for granted the idea that we're all in this together.
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人们可以想当然地认为我们都是身处其中。
01:44
And so we're starting to see a media landscape
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所以我们开始看到媒体前景
01:47
in which innovation is happening everywhere,
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的创新在任何地方发生。
01:50
and moving from one spot to another.
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从一个地方发展到另一个地方。
01:52
That is a huge transformation.
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这是巨大的转变。
01:56
Not to put too fine a point on it, the moment we're living through --
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不用列举更多,我们
01:59
the moment our historical generation is living through --
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处在历史发展中的一代人,在生活中
02:02
is the largest increase in expressive capability
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在人类历史中,表达能力是突出
02:06
in human history.
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增强的。
02:08
Now that's a big claim. I'm going to try to back it up.
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现在有个大要求。我说明一下。
02:10
There are only four periods in the last 500 years
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在过去的500年至少有4个阶段
02:14
where media has changed enough to qualify for the label "revolution."
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媒体发生很大变化,带有标志产品的变革。
02:17
The first one is the famous one, the printing press:
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第一种是有名的,出版媒介。
02:20
movable type, oil-based inks, that whole complex of innovations
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可携带的,油墨,创新的整合
02:23
that made printing possible
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使出版印刷可行
02:25
and turned Europe upside-down, starting in the middle of the 1400s.
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在15世纪的中期,开始从上至下转变欧洲。
02:28
Then, a couple of hundred years ago,
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然后几百年过去
02:30
there was innovation in two-way communication,
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有两种交流媒体创新。
02:32
conversational media: first the telegraph, then the telephone.
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会话式的媒介,第一是电报,接下来是电话。
02:35
Slow, text-based conversations,
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慢,文本输入的会话,
02:38
then real-time voice based conversations.
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接着即时语音的会话。
02:40
Then, about 150 years ago,
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然后,大概150年以前,
02:42
there was a revolution in recorded media other than print:
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除了印刷,在记录媒体有个转变。
02:45
first photos, then recorded sound,
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首先照片,然后录制声音,
02:48
then movies, all encoded onto physical objects.
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然后电影,所有都转变为有形实体的编码。
02:51
And finally, about 100 years ago, the harnessing of electromagnetic spectrum
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最后大概100年前,电磁光谱的应用
02:54
to send sound and images through the air -- radio and television.
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开始通过空气,录音机,电视传播声音和视图。
02:58
This is the media landscape as we knew it in the 20th century.
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这是我们所知道的20世纪的媒体前景。
03:02
This is what those of us of a certain age
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那是我们有一定岁数的人成长和经历过
03:05
grew up with, and are used to.
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的年代。
03:08
But there is a curious asymmetry here.
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但是很奇怪这有个不对应的关系。
03:10
The media that is good at creating conversations
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媒体在交谈会话方面好,
03:13
is no good at creating groups.
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但没有群体组织。
03:15
And the media that's good at creating groups
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要是好在群体组织方面,
03:17
is no good at creating conversations.
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她又不适合交谈会话。
03:19
If you want to have a conversation
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如果在世界上你想有个会话,
03:21
in this world, you have it with one other person.
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你和另外一个人会话。
03:23
If you want to address a group, you get the same message
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如果你想建个组织,你得到同样的信息
03:26
and you give it to everybody in the group,
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你传递给组织里的每一个人。
03:28
whether you're doing that with a broadcasting tower or a printing press.
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不管你是和广播机构或者印刷出版社做那些。
03:32
That was the media landscape
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这都是
03:34
as we had it in the twentieth century.
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20世纪我们有的媒体前景。
03:36
And this is what changed.
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这已经变化了。
03:38
This thing that looks like a peacock hit a windscreen
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这种事看上去像孔雀开屏占了挡风玻璃
03:40
is Bill Cheswick's map of the Internet.
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是Bill Cheswick的网络图。
03:42
He traces the edges of the individual networks
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他追踪个人网络的分界线
03:44
and then color codes them.
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然后用颜色来编码他们。
03:46
The Internet is the first medium in history
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网络是历史上第一个媒介
03:48
that has native support for groups
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即自然生成组织
03:50
and conversation at the same time.
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同时又有对话。
03:53
Whereas the phone gave us the one-to-one pattern,
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电话只给我们一对一的形式。
03:56
and television, radio, magazines, books,
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电视,收音机,杂志,书,
03:58
gave us the one-to-many pattern,
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给我们一对很多的媒体形式。
04:00
the Internet gives us the many-to-many pattern.
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网络给我们许多对许多的媒体形式。
04:02
For the first time,
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第一次
04:04
media is natively good at supporting these kinds of conversations.
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媒体是自然好的支持了会话的类型。
04:08
That's one of the big changes.
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这是最大的变化之一。
04:11
The second big change
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第二个大变化
04:13
is that, as all media gets digitized,
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是随着所有媒体变数字化
04:15
the Internet also becomes the mode of carriage
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网络开始变成所有媒体传递
04:18
for all other media,
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的方式。
04:20
meaning that phone calls migrate to the Internet,
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意味着电话转到网络。
04:22
magazines migrate to the Internet, movies migrate to the Internet.
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杂志转到网络。电影转到网络。
04:25
And that means that every medium
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也意味每个媒介和每隔一个媒介紧紧
04:27
is right next door to every other medium.
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联系。
04:32
Put another way,
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换句话说,
04:35
media is increasingly less just a source of information,
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媒介迅速减少为一些消息。
04:38
and it is increasingly more a site of coordination,
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他更多的是增长型协调网站。
04:41
because groups that see or hear or watch or listen to something
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因为组织看到,听到,被看到,去听一些事
04:44
can now gather around and talk to each other as well.
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现在可以聚到一起,互相交流。
04:48
And the third big change
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第三个变化是
04:51
is that members of the former audience, as Dan Gilmore calls them,
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以前观众的成员,就如Dan Gilmore称呼他们,
04:53
can now also be producers and not consumers.
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现在可以成为生产者而不是消费者。
04:57
Every time a new consumer
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每次一个新消费者
04:59
joins this media landscape
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加入这个媒体前景
05:01
a new producer joins as well,
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一个新生产者也随之产生。
05:03
because the same equipment --
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因为同样的设备,
05:05
phones, computers --
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电话,计算机,
05:07
let you consume and produce.
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让你消费和生产。
05:09
It's as if, when you bought a book, they threw in the printing press for free;
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这就好比,当你买本书,他们免费印刷刊物。
05:12
it's like you had a phone that could turn into a radio
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当你按对按钮,你用手机转变成
05:14
if you pressed the right buttons.
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收音机。
05:16
That is a huge change
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比我们的媒体前景有了巨大
05:19
in the media landscape we're used to.
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变化。
05:21
And it's not just Internet or no Internet.
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它不仅是网络化或者不网络化。
05:24
We've had the Internet in its public form
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我们已经有公众网络化
05:26
for almost 20 years now,
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到现在大概有20年。
05:28
and it's still changing
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他还是变化
05:30
as the media becomes more social.
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随着媒体变得越社会化。
05:32
It's still changing patterns
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他也变化形式
05:34
even among groups who know how to deal with the Internet well.
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尽管一些组织知道怎样很好的应对网络。
05:37
Second story.
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第二个故事,
05:39
Last May, China in the Sichuan province
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去年五月,中国四川省
05:41
had a terrible earthquake, 7.9 magnitude,
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发生里氏7.9级的地震,
05:44
massive destruction in a wide area, as the Richter Scale has it.
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里氏震级地区范围内有可怕的毁灭。
05:48
And the earthquake was reported as it was happening.
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地震发生时,即时被报道了。
05:54
People were texting from their phones. They were taking photos of buildings.
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人们用手机传信息。人们拍建筑物的照片。
05:57
They were taking videos of buildings shaking.
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也拍倒塌的楼房视频。
06:00
They were uploading it to QQ, China's largest Internet service.
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上传到中国最大的网络服务QQ,
06:03
They were Twittering it.
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他们推特这个信息。
06:05
And so as the quake was happening
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随着地震频频发生
06:08
the news was reported.
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新闻报道了。
06:10
And because of the social connections,
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因为社会关系,
06:12
Chinese students coming elsewhere, and going to school,
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中国学生到异地去留学。
06:15
or businesses in the rest of the world opening offices in China --
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其他国家的商人在中国开办事处。
06:19
there were people listening all over the world, hearing this news.
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全世界的人们了解了这新闻。
06:23
The BBC got their first wind of the Chinese quake from Twitter.
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BBC从推特得到中国四川地震的第一消息。
06:28
Twitter announced the existence of the quake
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推特报道地震的发生
06:31
several minutes before the US Geological Survey
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比美国地质调查早几分钟
06:33
had anything up online for anybody to read.
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在线的任何人都可以了解到。
06:37
The last time China had a quake of that magnitude
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上一次中国发生那规模的地震
06:40
it took them three months to admit that it had happened.
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政府花了3个月的时间才承认地震发生了。
06:45
(Laughter)
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(笑声)
06:46
Now they might have liked to have done that here,
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现在他们有可能喜欢这样做,
06:48
rather than seeing these pictures go up online.
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而不是看到这些上传的图片。
06:51
But they weren't given that choice,
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但是他们别无选择。
06:54
because their own citizens beat them to the punch.
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因为他们自己公民先发制人报道了新闻。
06:57
Even the government learned of the earthquake from their own citizens,
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甚至政府从他们自己的公民那了解到地震。
07:01
rather than from the Xinhua News Agency.
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而不是从新华社。
07:04
And this stuff rippled like wildfire.
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这个有点像野火燎燃。
07:06
For a while there
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有一段时间
07:08
the top 10 most clicked links on Twitter,
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推特上前10常被链接的网页,
07:10
the global short messaging service --
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全球短信服务,
07:12
nine of the top 10 links were about the quake.
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有9个链接都是关于地震的。
07:15
People collating information,
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人们整理信息,
07:17
pointing people to news sources,
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给人们带来新闻资源
07:19
pointing people to the US geological survey.
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美国地质调查
07:21
The 10th one was kittens on a treadmill, but that's the Internet for you.
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第十条就好象猫在踏车上,但那就是对于你而言的网络化。
07:25
(Laughter)
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(笑声)
07:26
But nine of the 10 in those first hours.
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10个里头的9个第一时间。
07:29
And within half a day donation sites were up,
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在半天内捐款网出现。
07:33
and donations were pouring in from all around the world.
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从全球蜂拥而至的捐款。
07:37
This was an incredible, coordinated global response.
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这真是不可思议的,协调一致的全球反应。
07:41
And the Chinese then, in one of their periods of media openness,
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然后中国,媒体公开化阶段一种
07:43
decided that they were going to let it go,
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决定让它公开化。
07:45
that they were going to let this citizen reporting fly.
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他们开始让居民猛速地报道。
07:50
And then this happened.
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然后这个发生了。
07:52
People began to figure out, in the Sichuan Provence,
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在四川省,人们开始指出,
07:54
that the reason so many school buildings had collapsed --
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许多学校倒塌的原因是,
07:57
because tragically the earthquake happened during a school day --
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因为地震发生时,悲剧性地,正好是在学校的时间。
08:01
the reason so many school buildings collapsed
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许多学校倒塌的原因
08:03
is that corrupt officials had taken bribes
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是豆腐渣工程
08:05
to allow those building to be built to less than code.
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是这些建筑不按指标去建筑。
08:09
And so they started, the citizen journalists started
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紧接着,公民记者也开始
08:12
reporting that as well. And there was an incredible picture.
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报道了。这有一副震惊的图片。
08:15
You may have seen in on the front page of the New York Times.
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你也可能在纽约时报头版看到过。
08:17
A local official literally prostrated himself in the street,
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一个当地官员在街上抗议人群的
08:21
in front of these protesters,
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前面直接跪倒,
08:23
in order to get them to go away.
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好让她们离开。
08:26
Essentially to say, "We will do anything to placate you,
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基本上说:“我们会弥补一切过失,
08:28
just please stop protesting in public."
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请停止抗议吧。”
08:31
But these are people who have been radicalized,
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但是人们却被激怒了。
08:33
because, thanks to the one child policy,
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由于计划生育法
08:35
they have lost everyone in their next generation.
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他们失去了下一代的孩子。
08:38
Someone who has seen the death of a single child
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一些人看到独身孩子的死亡
08:40
now has nothing to lose.
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现在一无所有了。
08:42
And so the protest kept going.
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所以抗议会继续下去。
08:44
And finally the Chinese cracked down.
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最终中国采取严厉手段。
08:47
That was enough of citizen media.
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居民媒体有很多。
08:50
And so they began to arrest the protesters.
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所以他们开始逮捕抗议者。
08:52
They began to shut down the media that the protests were happening on.
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他们开始封锁抗议者搞的媒体。
08:56
China is probably the most successful
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中国可能是世界上最成功的
09:00
manager of Internet censorship in the world,
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网络审查监管人,
09:03
using something that is widely described as the Great Firewall of China.
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使用一些被广泛称为的中国防火墙。
09:07
And the Great Firewall of China
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中国防火墙
09:09
is a set of observation points
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是设置观察点
09:11
that assume that media is produced by professionals,
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以确保专家弄出媒体,
09:15
it mostly comes in from the outside world,
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主要监察的是外部世界,
09:18
it comes in relatively sparse chunks,
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和相对分散的媒体,
09:21
and it comes in relatively slowly.
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相对比较慢。
09:24
And because of those four characteristics
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通过这四个特点
09:26
they are able to filter it as it comes into the country.
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中国政府可以过滤它,然后这种媒体才进入到中国。
09:30
But like the Maginot Line,
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就好像是马其诺防线,
09:32
the great firewall of China was facing in the wrong direction
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中国防火墙
09:35
for this challenge,
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搞错了对象。
09:37
because not one of those four things was true in this environment.
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因为在当下这四个特点都站不住脚。
09:43
The media was produced locally. It was produced by amateurs.
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由于媒体当地化和业余化,
09:45
It was produced quickly. And it was produced at such an incredible abundance
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媒体很快就形成,产生了不可思议的丰富内容。
09:50
that there was no way to filter it as it appeared.
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政府已没有办法去过滤已经发布的媒体。
09:54
And so now the Chinese government, who for a dozen years,
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所以现在中国政府,花了20年,
09:57
has quite successfully filtered the web,
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相当成功地过滤网页,
10:01
is now in the position of having to decide
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现在要决定
10:03
whether to allow or shut down entire services,
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是否容许或者关闭整个服务器。
10:07
because the transformation to amateur media
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因为大众媒体的转变
10:10
is so enormous that they can't deal with it any other way.
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是如此巨大而找不出好的方法来解决。
10:14
And in fact that is happening this week.
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事实这周也发生了。
10:16
On the 20th anniversary of Tiananmen
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于天安门20周年庆时
10:18
they just, two days ago, announced
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他们2天前宣布
10:21
that they were simply shutting down access to Twitter,
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他们已经关闭推特的使用。
10:24
because there was no way to filter it other than that.
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没法去过滤它就关闭。
10:28
They had to turn the spigot entirely off.
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他们要关闭整个推特接口信息。
10:32
Now these changes don't just affect people who want to censor messages.
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现在这些变化不仅仅影响审查信息的人们。
10:36
They also affect people who want to send messages,
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他也影响传递信息的人们。
10:39
because this is really a transformation of the ecosystem as a whole,
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这确实如一个统为一体的生态系统转变。
10:42
not just a particular strategy.
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不仅仅指特别的战略。
10:44
The classic media problem, from the 20th century
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自从20世纪,传统的媒体问题
10:48
is, how does an organization have a message
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是怎样让组织发布一个
10:50
that they want to get out
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信息
10:52
to a group of people distributed at the edges of a network.
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传递到一个网络组里的成员。
10:54
And here is the twentieth century answer.
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这是20世纪的答案。
10:57
Bundle up the message. Send the same message to everybody.
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捆绑信息。传递同一信息给每个人。
11:01
National message. Targeted individuals.
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全国信息。针对性个体。
11:03
Relatively sparse number of producers.
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相对分散生成者。
11:05
Very expensive to do,
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非常昂贵去媒体化。
11:07
so there is not a lot of competition.
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所以没有激烈的竞争。
11:09
This is how you reach people.
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这就是你怎么传递信息给人们的。
11:11
All of that is over.
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这已经都是过去的。
11:14
We are increasingly in a landscape where media is global,
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我们快速经历一个媒体全球化的前景。
11:17
social, ubiquitous and cheap.
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社会化,无处不在的和便宜的。
11:20
Now most organizations that are trying to send messages
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现在多数组织开始发布信息
11:25
to the outside world, to the distributed collection of the audience,
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给外面世界,引起公众的关注,
11:29
are now used to this change.
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好现在适应这种变化。
11:31
The audience can talk back.
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公众可以恢复会话。
11:33
And that's a little freaky. But you can get used to it after a while, as people do.
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这有点奇特。但是你过一段就会习惯,随着人们这样做。
11:38
But that's not the really crazy change that we're living in the middle of.
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我们生活其中,但这绝对不是疯狂的变化。
11:42
The really crazy change is here:
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比较疯狂变化是这里。
11:45
it's the fact that they are no longer disconnected from each other,
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事实上,彼此之间不再被分隔。
11:49
the fact that former consumers are now producers,
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以前消费者现转为生成者。
11:52
the fact that the audience can talk directly to one another;
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公众可以直接和另一个公众交流。
11:55
because there is a lot more amateurs than professionals,
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有比专业多得多的业余媒体者。
11:58
and because the size of the network,
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因为网络的规模,
12:01
the complexity of the network is actually the square
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复杂化实际上是参与者数量
12:04
of the number of participants,
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的平方。
12:06
meaning that the network, when it grows large,
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意味网络,它变大,
12:08
grows very, very large.
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变得异常,异常大。
12:10
As recently at last decade,
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过去的最近十年,
12:12
most of the media that was available for public consumption
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大众消费的多数媒体
12:15
was produced by professionals.
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是专业形成的。
12:17
Those days are over, never to return.
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那些日子一去不复返。
12:21
It is the green lines now, that are the source of the free content,
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现在是绿色信息年代,免费内容的来源。
12:24
which brings me to my last story.
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我的最后一个故事。
12:27
We saw some of the most imaginative use
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在奥巴马竞选活动,我看到一些很有想象化的社会媒体
12:29
of social media during the Obama campaign.
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应用。
12:32
And I don't mean most imaginative use in politics --
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我不是指政治上的想象化应用。
12:34
I mean most imaginative use ever.
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而是曾具最具创意想象的应用。
12:37
And one of the things Obama did, was they famously,
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奥巴马做过其中之一,比较出名的,
12:39
the Obama campaign did, was they famously put up
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在奥巴马竞选中,他们建了有名的
12:41
MyBarackObama.com, myBO.com
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My Barak Obama dot com, myBO.com (同一个网站)
12:43
And millions of citizens rushed in to participate,
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百万市民蜂拥而入,
12:47
and to try and figure out how to help.
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尝试和弄明白怎么帮助奥巴马。
12:49
An incredible conversation sprung up there.
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令人吃惊的对话开始出现。
12:52
And then, this time last year,
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然后,去年这个时候,
12:55
Obama announced that he was going to change his vote on FISA,
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奥巴马宣布他将改变他在FISA的选票。
12:58
The Foreign Intelligence Surveillance Act.
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外国情报监察法。
13:00
He had said, in January, that he would not sign a bill
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在1月份,他说过,将不签署这项
13:02
that granted telecom immunity for possibly warrantless spying
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授权电信系统监视
13:06
on American persons.
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美国人的议案。
13:09
By the summer, in the middle of the general campaign,
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夏天,大型竞选期间,
13:11
He said, "I've thought about the issue more. I've changed my mind.
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他说, 这个问题我想很多。我要改变我的观点。
13:13
I'm going to vote for this bill."
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我要对这议案投一票。
13:15
And many of his own supporters
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在他自己网站的许多支持者
13:17
on his own site went very publicly berserk.
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公开地对此生气,狂怒。
13:22
It was Senator Obama when they created it. They changed the name later.
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他们推选了参议员奥巴马,之后他们改变总统投票。
13:25
"Please get FISA right."
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请让外国情报监察法合理化。
13:27
Within days of this group being created
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随着这个组织刚产生的几天之内
13:29
it was the fastest growing group on myBO.com;
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在myBO.com 是最快增长的组织。
13:32
within weeks of its being created it was the largest group.
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几周内他是最大的了。
13:35
Obama had to issue a press release.
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奥巴马只好召开一个新闻发布。
13:38
He had to issue a reply.
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他不得不公开回复。
13:41
And he said essentially, "I have considered the issue.
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他基本上说:“我已经考虑这个问题。
13:43
I understand where you are coming from.
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我理解你们都是从哪里来。
13:45
But having considered it all, I'm still going to vote the way I'm going to vote.
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但是全面考虑,我还是要去投我应该投的票。
13:49
But I wanted to reach out to you and say, I understand that you disagree with me,
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但是我想让你们知道,我理解你们和我意见不统一。
13:52
and I'm going to take my lumps on this one."
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我在这一点不会妥协。
13:55
This didn't please anybody. But then a funny thing happened in the conversation.
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这并没有取悦任何人。但是在这个会话里有趣的事发生了。
13:59
People in that group realized
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组里的人们意识到
14:01
that Obama had never shut them down.
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奥巴马没有把组织关闭。
14:05
Nobody in the Obama campaign had ever tried to hide the group
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在奥巴马竞选团队里没有一个人曾试图隐藏组织
14:09
or make it harder to join,
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或者使组织很难加入,
14:11
to deny its existence, to delete it,
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否定它的存在,删除它,
14:13
to take to off the site.
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取缔网站。
14:15
They had understood that their role
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他们知道他们的角色
14:19
with myBO.com was to convene their supporters
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用myBO.com 去召集他们的支持者
14:22
but not to control their supporters.
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但不是控制他们的支持者。
14:25
And that is the kind of discipline
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这是一种
14:27
that it takes to make really mature use
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媒体成熟
14:31
of this media.
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使用的体系。
14:34
Media, the media landscape that we knew,
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媒体,我们虽知道的,曾熟悉的媒体前景,
14:38
as familiar as it was, as easy conceptually as it was
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简单概念就是
14:41
to deal with the idea that professionals broadcast
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专业广播人报道
14:43
messages to amateurs,
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给业余大众的观点
14:45
is increasingly slipping away.
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迅速悄然而逝。
14:48
In a world where media is global, social, ubiquitous and cheap,
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在这个世界里,媒体是全球化,社会化,无处不在和廉价的,
14:52
in a world of media where the former audience
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媒体世界原先的大众
14:54
are now increasingly full participants,
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现在急速完全参与为媒体者,
14:58
in that world, media is less and less often
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在这个世界,媒体就是显而易见
15:02
about crafting a single message
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关于生成一个信息
15:05
to be consumed by individuals.
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会被不同的个体分享消化。
15:08
It is more and more often
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它会越来越明显
15:10
a way of creating an environment for convening
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创造一个聚集
15:13
and supporting groups.
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和支持组织的方式。
15:15
And the choice we face,
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我们面临选择,不管媒体环境对我们是否有利,
15:17
I mean anybody who has a message they want to have heard
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我指发信息的任何人想让
15:19
anywhere in the world,
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世界上任何地方都能
15:22
isn't whether or not that is the media environment we want to operate in.
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了解到信息媒体。
15:25
That's the media environment we've got.
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这才是我们要的媒体环境。
15:27
The question we all face now is,
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现在我们都面临的问题是,
15:29
"How can we make best use of this media?
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“我们怎样更好应用这个媒体?
15:31
Even though it means changing the way we've always done it."
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尽管他意味我们得随时改变即以执行的方法。”
15:35
Thank you very much.
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十分感谢。
15:37
(Applause)
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(鼓掌)
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