演讲文本

We're able to connect with people quite freely
我们能够更自由地与人联系在一起
and to redefine ourselves online.
在网上重新定义我们自己。
And we can lie about our age online, too, pretty easily.
在网上关于年龄问题我们能很容易地撒谎。
We can also connect with people
我们能按我们个人非常特别的喜好
based on our very specific interests.
来结识人们。
We don't need a media company
我们不需要一个媒体公司
to help do this for us.
帮助我们做这个。
So the traditional media companies, of course,
所以当然了，传统媒体公司
are paying very close attention to these online communities.
也特别关注这些在线社群。
They know this is the mass audience of the future;
他们知道这是未来的大众传媒。
they need to figure it out.
他们需要摸清这些人。
But they're having a hard time doing it
但是他们干的很困难
because they're still trying to use demographics in order to understand them,
因为他们还试图使用旧的人口统计学说来了解大众，
because that's how ad rates are still determined.
因为广告收视率是由这些陈规来统计的。
When they're monitoring your clickstream --
当他们监控你的点击流
and you know they are --
你知道
they have a really hard time
他们的确很难
figuring out your age, your gender and your income.
查出你的年龄，你的性别和你的收入。
They can make some educated guesses.
他们可以做一些学识方面的推测。
But they get a lot more information
但是他们得到的很多的信息
about what you do online,
是关于你在线做了什么，
what you like, what interests you.
你喜欢什么，你对什么感兴趣。
That's easier for them to find out than who you are.
这些他们很容易知道，但弄清你是谁就不容易了。
And even though that's still sort of creepy,
尽管这有点恐怖，
there is an upside
这也有个优势
to having your taste monitored.
就是监控你的喜好。
Suddenly our taste is being respected
突然我们的喜好备受尊重
in a way that it hasn't been before.
这在以前从来没有过。
It had been presumed before.
以前我们的喜好都是被假定的。
So when you look online at the way people aggregate,
当你上网看人们聚成社群的方式，
they don't aggregate
人们不是
around age, gender and income.
按年龄，性别和收入而走到一起。
They aggregate around the things they love,
人们而是按他们热爱的东西，
the things that they like,
他们喜爱的东西走到一起。
and if you think about it, shared interests and values
如果你想想看，人类要是按分享爱好和价值
are a far more powerful aggregator of human beings
而不是按统计类别来分，
than demographic categories.
这是一种更强大的聚合力。
I'd much rather know
我更愿意知道
whether you like "Buffy the Vampire Slayer"
你是否喜欢“吸血鬼猎人巴菲”
rather than how old you are.
而不是想知道你的年龄。
That would tell me something more substantial about you.
这会让我加深对你的了解。
Now there's something else that we've discovered about social media
目前我们关于社交传媒的一些其它发现
that's actually quite surprising.
的确非常令人惊喜。
It turns out that women
事实证明，女性
are really driving the social media revolution.
真正是社交传媒革命的驱动力。
If you look at the statistics --
如果你看看这些统计 --
these are worldwide statistics --
这些是全世界统计数据 --
in every single age category,
在每一个年龄组，
women actually outnumber men
在使用社交网络技术方面
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,
女性在这些网站所花费的时间，
they truly dominate the social media space,
女性真正地主宰了社交媒体空间，
which is a space that's having a huge impact
这种社会媒体空间会
on old media.
对旧媒体产生巨大冲击。
The question is: what sort of impact
问题是，对我们文化
is this going to have on our culture,
它会起到什么影响,
and what's it going to mean for women?
对于女性这又意味着什么？
If the case is that social media
假如现在的情况是社交传媒
is dominating old media
逐渐主宰旧媒体
and women are dominating social media,
同时女性在主宰社会媒体，
then does that mean that women
那么是否意味着女性
are going to take over global media?
将会主宰全球媒体？
Are we suddenly going to see
我们是否会突然发现
a lot more female characters in cartoons
在卡通里，
and in games and on TV shows?
游戏中和电视秀上出现大量女性角色呢？
Will the next big-budget blockbuster movies
那么下一部大手笔的电影大片
actually be chick flicks?
会变成迎合女性消费者的肥皂剧吗？
Could this be possible,
有没有可能
that suddenly our media landscape
突然我们媒体天地
will become a feminist landscape?
变成女权主义天地？
Well, I actually don't think that's going to be the case.
好吧，我其实不认为会这样。
I think that media companies are going to hire a lot more women,
我认为媒体公司会雇佣更多的女性，
because they realize this is important for their business,
因为他们意识到这对他们行业来说很重要。
and I think that women
我认为女性
are also going to continue to dominate
也会继续主宰
the social media sphere.
社交传媒的领域。

视频及简介

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