評論
打印
We're able to connect with people quite freely
我們能夠更自由地與人聯系在一起
and to redefine ourselves online.
在網上重新定義我們自己。
And we can lie about our age online, too, pretty easily.
在網上關于年齡問題我們能很容易地撒謊。
We can also connect with people
我們能按我們個人非常特別的喜好
based on our very specific interests.
來結識人們。
We don't need a media company
我們不需要一個媒體公司
to help do this for us.
幫助我們做這個。
So the traditional media companies, of course,
所以當然了，傳統媒體公司
are paying very close attention to these online communities.
也特別關注這些在線社群。
They know this is the mass audience of the future;
他們知道這是未來的大眾傳媒。
they need to figure it out.
他們需要摸清這些人。
But they're having a hard time doing it
但是他們干的很困難
because they're still trying to use demographics in order to understand them,
因為他們還試圖使用舊的人口統計學說來了解大眾，
because that's how ad rates are still determined.
因為廣告收視率是由這些陳規來統計的。
When they're monitoring your clickstream --
當他們監控你的點擊流
and you know they are --
你知道
they have a really hard time
他們的確很難
figuring out your age, your gender and your income.
查出你的年齡，你的性別和你的收入。
They can make some educated guesses.
他們可以做一些學識方面的推測。
But they get a lot more information
但是他們得到的很多的信息
about what you do online,
是關于你在線做了什么，
what you like, what interests you.
你喜歡什么，你對什么感興趣。
That's easier for them to find out than who you are.
這些他們很容易知道，但弄清你是誰就不容易了。
And even though that's still sort of creepy,
盡管這有點恐怖，
there is an upside
這也有個優勢
to having your taste monitored.
就是監控你的喜好。
Suddenly our taste is being respected
突然我們的喜好備受尊重
in a way that it hasn't been before.
這在以前從來沒有過。
It had been presumed before.
以前我們的喜好都是被假定的。
So when you look online at the way people aggregate,
當你上網看人們聚成社群的方式，
they don't aggregate
人們不是
around age, gender and income.
按年齡，性別和收入而走到一起。
They aggregate around the things they love,
人們而是按他們熱愛的東西，
the things that they like,
他們喜愛的東西走到一起。
and if you think about it, shared interests and values
如果你想想看，人類要是按分享愛好和價值
are a far more powerful aggregator of human beings
而不是按統計類別來分，
than demographic categories.
這是一種更強大的聚合力。
I'd much rather know
我更愿意知道
whether you like "Buffy the Vampire Slayer"
你是否喜歡“吸血鬼獵人巴菲”
rather than how old you are.
而不是想知道你的年齡。
That would tell me something more substantial about you.
這會讓我加深對你的了解。
Now there's something else that we've discovered about social media
目前我們關于社交傳媒的一些其它發現
that's actually quite surprising.
的確非常令人驚喜。
It turns out that women
事實證明，女性
are really driving the social media revolution.
真正是社交傳媒革命的驅動力。
If you look at the statistics --
如果你看看這些統計 --
these are worldwide statistics --
這些是全世界統計數據 --
in every single age category,
在每一個年齡組，
women actually outnumber men
在使用社交網絡技術方面
in their use of social networking technologies.
女性都多于男性。
And then if you look at the amount of time
然后如果你看
that they spend on these sites,
女性在這些網站所花費的時間，
they truly dominate the social media space,
女性真正地主宰了社交媒體空間，
which is a space that's having a huge impact
這種社會媒體空間會
on old media.
對舊媒體產生巨大沖擊。
The question is: what sort of impact
問題是，對我們文化
is this going to have on our culture,
它會起到什么影響,
and what's it going to mean for women?
對于女性這又意味著什么？
If the case is that social media
假如現在的情況是社交傳媒
is dominating old media
逐漸主宰舊媒體
and women are dominating social media,
同時女性在主宰社會媒體，
then does that mean that women
那么是否意味著女性
are going to take over global media?
將會主宰全球媒體？
Are we suddenly going to see
我們是否會突然發現
a lot more female characters in cartoons
在卡通里，
and in games and on TV shows?
游戲中和電視秀上出現大量女性角色呢？
Will the next big-budget blockbuster movies
那么下一部大手筆的電影大片
actually be chick flicks?
會變成迎合女性消費者的肥皂劇嗎？
Could this be possible,
有沒有可能
that suddenly our media landscape
突然我們媒體天地
will become a feminist landscape?
變成女權主義天地？
Well, I actually don't think that's going to be the case.
好吧，我其實不認為會這樣。
I think that media companies are going to hire a lot more women,
我認為媒體公司會雇傭更多的女性，
because they realize this is important for their business,
因為他們意識到這對他們行業來說很重要。
and I think that women
我認為女性
are also going to continue to dominate
也會繼續主宰
the social media sphere.
社交傳媒的領域。
