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演讲简介：
根据媒体研究者约翰娜·布莱克利，媒体和广告公司还使用以前旧的统计来了解观众，但是人们在网上变得越来越难以追踪。随着社交传媒取代传统媒体，女性用户多于男性用户的事实，布莱克利讲到在未来媒体会发生什么变化
n. 港口，避难所，安息所 v. 安置 ... 于港中，
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- I'm going to make an argument today
- 我今天要提出一个新思想，
- that may seem a little bit crazy:
- 它听上去有一点儿疯狂：
- social media and the end of gender.
- 社交传媒和性别消失。
- Let me connect the dots.
- 让我把这两件事情联系起来。
- I'm going to argue today
- 我今天要讲的是
- that the social media applications
- 那些我们从了解到喜爱，又从喜爱到痛恨的
- that we all know and love, or love to hate,
- 社交传媒
- are actually going to help free us
- 其实在帮助我们
- from some of the absurd assumptions
- 从社会中有关性别的
- that we have as a society about gender.
- 一些荒谬假设中摆脱出来。
- I think that social media
- 我认为社交传媒
- is actually going to help us dismantle
- 正在帮我们消除
- some of the silly and demeaning stereotypes
- 这些愚蠢和带有贬低的关于性别的刻板印象
- that we see in media and advertising
- 我们在媒体和广告中都能看到
- about gender.
- 这些关于性别的陈规。
- If you hadn't noticed,
- 如果你还没注意到，
- our media climate generally provides
- 我们的媒体常常制造
- a very distorted mirror
- 有关我们生活和我们性别的
- of our lives and of our gender,
- 一个非常歪曲的镜像。
- and I think that's going to change.
- 我认为这应该改变。
- Now most media companies --
- 现在多数媒体公司--
- television, radio, publishing, games, you name it --
- 电视，电台，出版社，游戏，你能讲得上名字的媒体 --
- they use very rigid segmentation methods
- 他们使用非常刻板的细分方法
- in order to understand their audiences.
- 来了解他们的观众。
- It's old-school demographics.
- 这是老派的人口统计学。
- They come up with these very restrictive labels to define us.
- 他们想出这些非常带有限制性的标签来定义我们。
- Now the crazy thing
- 最疯狂的是
- is that media companies believe
- 媒体公司相信
- that if you fall within a certain demographic category
- 如果你属于某种统计类别
- then you are predictable in certain ways --
- 他们就可以按某种方式来预测你（的行为）。
- you have certain taste,
- 你就会有某种口味，
- that you like certain things.
- 你就会喜欢某些特别的东西。
- And so the bizarre result of this
- 所以这奇怪的结果是
- is that most of our popular culture
- 我们最受欢迎的文化
- is actually based on these presumptions
- 是建立在这些
- about our demographics.
- 有关统计的假象上。
- Age demographics:
- 年龄统计学说：
- the 18 to 49 demo
- 从18岁到49岁的人，
- has had a huge impact
- 对我国
- on all mass media programming in this country
- 自从1960年代起所有大众媒体
- since the 1960s,
- 的节目安排有一个巨大影响力，
- when the baby boomers were still young.
- 也就是当婴儿潮一代人还年轻时。
- Now they've aged out of that demographic,
- 现在他们已经过了那人口统计年龄段，
- but it's still the case
- 但这还有个例子
- that powerful ratings companies like Nielson
- 像Nielson这样评级优秀的公司
- don't even take into account
- 把年龄段
- viewers of television shows over age 54.
- 超过54岁的电视用户没有考虑在内。
- In our media environment,
- 在我们媒体环境中，
- it's as if they don't even exist.
- 这就好比他们不存在似的。
- Now, if you watch "Mad Men," like I do --
- 假如你和我一样看“MadMen广告狂人” --
- it's a popular TV show in the States --
- 这是在美国的一个流行电视节目 --
- Dr. Faye Miller does something called psychographics,
- 博士费伊·米勒研究所谓的消费心态学，
- which first came about in the 1960s,
- 它在1960年代第一次出现，
- where you create these complex psychological profiles
- 用来描绘消费者的
- of consumers.
- 复杂的心理概况。
- But psychographics really haven't had a huge impact on the media business.
- 但是消费心态学对媒体行业却没有多大的影响力。
- It's really just been basic demographics.
- 它仅是基础的人口统计。
- So I'm at the Norman Lear Center at USC,
- 我在南加州大学诺曼·李尔中心，
- and we've done a lot of research over the last seven, eight years
- 在过去七八年，我们做了很多
- on demographics
- 关于人口统计学的研究
- and how they affect media and entertainment
- 以及在我国和全球范围内
- in this country and abroad.
- 人口统计学是如何影响媒体和娱乐界的。
- And in the last three years,
- 在过去三年
- we've been looking specifically at social media to see what has changed,
- 我们一直仔细观察社交传媒，看它如何变化。
- and we've discovered some very interesting things.
- 我们发现一些非常有趣的事。
- All the people who participate in social media networks
- 参与社交传媒网的所有人
- belong to the same old demographic categories
- 都能被归入以前旧的人口统计学里的种类
- that media companies and advertisers
- 那些媒体公司和广告商们
- have used in order to understand them.
- 以前用来了解人们的统计种类。
- But those categories mean even less now
- 但是这些旧的统计分类和以前相比，
- than they did before,
- 简直无足轻重。
- because with online networking tools,
- 因为有了在线网络工具，
- it's much easier for us
- 要跳出
- to escape some of our demographic boxes.
- 旧的人口统计的陈规变得容易多了。
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| 重点单词 | 查看全部解释 | |||
| haven | ['heivn] | 联想记忆 | ||
| entertainment | [.entə'teinmənt] | 联想记忆 | ||
| complex | ['kɔmpleks] | 联想记忆 | ||
| predictable | [pri'diktəbl] | |||
| social | ['səuʃəl] | |||
| define | [di'fain] | 联想记忆 | ||
| escape | [is'keip] | |||
| distorted | [dis'tɔ:tid] | |||
| understand | [.ʌndə'stænd] | |||
| bizarre | [bi'zɑ:] | 联想记忆 |
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