評論
打印
I'm going to make an argument today
我今天要提出一個新思想，
that may seem a little bit crazy:
它聽上去有一點兒瘋狂：
social media and the end of gender.
社交傳媒和性別消失。
Let me connect the dots.
讓我把這兩件事情聯(lián)系起來。
I'm going to argue today
我今天要講的是
that the social media applications
那些我們從了解到喜愛，又從喜愛到痛恨的
that we all know and love, or love to hate,
社交傳媒
are actually going to help free us
其實在幫助我們
from some of the absurd assumptions
從社會中有關(guān)性別的
that we have as a society about gender.
一些荒謬假設(shè)中擺脫出來。
I think that social media
我認(rèn)為社交傳媒
is actually going to help us dismantle
正在幫我們消除
some of the silly and demeaning stereotypes
這些愚蠢和帶有貶低的關(guān)于性別的刻板印象
that we see in media and advertising
我們在媒體和廣告中都能看到
about gender.
這些關(guān)于性別的陳規(guī)。
If you hadn't noticed,
如果你還沒注意到，
our media climate generally provides
我們的媒體常常制造
a very distorted mirror
有關(guān)我們生活和我們性別的
of our lives and of our gender,
一個非常歪曲的鏡像。
and I think that's going to change.
我認(rèn)為這應(yīng)該改變。
Now most media companies --
現(xiàn)在多數(shù)媒體公司--
television, radio, publishing, games, you name it --
電視，電臺，出版社，游戲，你能講得上名字的媒體 --
they use very rigid segmentation methods
他們使用非常刻板的細(xì)分方法
in order to understand their audiences.
來了解他們的觀眾。
It's old-school demographics.
這是老派的人口統(tǒng)計學(xué)。
They come up with these very restrictive labels to define us.
他們想出這些非常帶有限制性的標(biāo)簽來定義我們。
Now the crazy thing
最瘋狂的是
is that media companies believe
媒體公司相信
that if you fall within a certain demographic category
如果你屬于某種統(tǒng)計類別
then you are predictable in certain ways --
他們就可以按某種方式來預(yù)測你（的行為）。
you have certain taste,
你就會有某種口味，
that you like certain things.
你就會喜歡某些特別的東西。
And so the bizarre result of this
所以這奇怪的結(jié)果是
is that most of our popular culture
我們最受歡迎的文化
is actually based on these presumptions
是建立在這些
about our demographics.
有關(guān)統(tǒng)計的假象上。
Age demographics:
年齡統(tǒng)計學(xué)說：
the 18 to 49 demo
從18歲到49歲的人，
has had a huge impact
對我國
on all mass media programming in this country
自從1960年代起所有大眾媒體
since the 1960s,
的節(jié)目安排有一個巨大影響力，
when the baby boomers were still young.
也就是當(dāng)嬰兒潮一代人還年輕時。
Now they've aged out of that demographic,
現(xiàn)在他們已經(jīng)過了那人口統(tǒng)計年齡段，
but it's still the case
但這還有個例子
that powerful ratings companies like Nielson
像Nielson這樣評級優(yōu)秀的公司
don't even take into account
把年齡段
viewers of television shows over age 54.
超過54歲的電視用戶沒有考慮在內(nèi)。
In our media environment,
在我們媒體環(huán)境中，
it's as if they don't even exist.
這就好比他們不存在似的。
Now, if you watch "Mad Men," like I do --
假如你和我一樣看“MadMen廣告狂人” --
it's a popular TV show in the States --
這是在美國的一個流行電視節(jié)目 --
Dr. Faye Miller does something called psychographics,
博士費伊·米勒研究所謂的消費心態(tài)學(xué)，
which first came about in the 1960s,
它在1960年代第一次出現(xiàn)，
where you create these complex psychological profiles
用來描繪消費者的
of consumers.
復(fù)雜的心理概況。
But psychographics really haven't had a huge impact on the media business.
但是消費心態(tài)學(xué)對媒體行業(yè)卻沒有多大的影響力。
It's really just been basic demographics.
它僅是基礎(chǔ)的人口統(tǒng)計。
So I'm at the Norman Lear Center at USC,
我在南加州大學(xué)諾曼·李爾中心，
and we've done a lot of research over the last seven, eight years
在過去七八年，我們做了很多
on demographics
關(guān)于人口統(tǒng)計學(xué)的研究
and how they affect media and entertainment
以及在我國和全球范圍內(nèi)
in this country and abroad.
人口統(tǒng)計學(xué)是如何影響媒體和娛樂界的。
And in the last three years,
在過去三年
we've been looking specifically at social media to see what has changed,
我們一直仔細(xì)觀察社交傳媒，看它如何變化。
and we've discovered some very interesting things.
我們發(fā)現(xiàn)一些非常有趣的事。
All the people who participate in social media networks
參與社交傳媒網(wǎng)的所有人
belong to the same old demographic categories
都能被歸入以前舊的人口統(tǒng)計學(xué)里的種類
that media companies and advertisers
那些媒體公司和廣告商們
have used in order to understand them.
以前用來了解人們的統(tǒng)計種類。
But those categories mean even less now
但是這些舊的統(tǒng)計分類和以前相比，
than they did before,
簡直無足輕重。
because with online networking tools,
因為有了在線網(wǎng)絡(luò)工具，
it's much easier for us
要跳出
to escape some of our demographic boxes.
舊的人口統(tǒng)計的陳規(guī)變得容易多了。
