TED演讲:让我们带上女超人!(5)
Since 1937, Disney has made most of its money selling princesses to girls.
从1937年开始，迪士尼就通过向女孩儿们出售公主玩偶赚钱。
It’s made a huge chunk of its money.
他们为此大赚了一笔。
Unless, of course, the princess your daughter is interested in, as my daughter is, is this one.
当然，除非你的女儿和我的女儿一样，喜欢这样的角色。
See, in 2012, Disney purchased LucasFilm for the sum of four billion dollars,
看看吧，在2012年，迪斯尼总共花了40亿美元收购卢卡斯影业，
and immediately they flooded the Disney stores with Han Solo and Obi-Wan Kenobi, with Darth Vader and Luke Skywalker and Yoda and not Princess Leia.
之后汉索罗，欧比旺·肯诺比，达斯·维德，卢克·天行者和尤达，就迅速占据了迪斯尼商店，但却没有莱娅公主。
Why? Because this princess messes up the public pedagogy for these princesses.
为什么？因为这名公主会扰乱我们对这些公主的公共认知。
So Disney did not put Princess Leia merchandise in the store,
所以迪斯尼并没有把莱娅公主商品化。
and when people went to Disney and said, “Hey, where’s all the Princess Leia stuff?”
当人们跑到迪斯尼并询问，“嘿，莱娅公主的商品在哪儿呢？”
Disney said, “We have no intention of putting Princess Leia merchandise in the store.”
迪斯尼回答：“我们并不打算提供莱娅公主的周边商品。”
And fans were angry and they took to Twitter with the hashtag #WeWantLeia.
所以粉丝们很生气，他们在Twitter上发起了标签，＃我们想要莱娅。
And Disney said, “Wait, that’s not what we meant.
然后迪斯尼回复，“等一下，那不是我们的本意。
What we meant was, we don’t have any Princess Leia merchandise yet, but we will.”
我们的意思是，我们目前还没有莱娅公主的相关商品，但我们会有的。”
And that was in 2012, and it is 2015, and if you go to the Disney Store, as I recently have,
那是在2012年的事了，到了2015年，如果你像我一样，最近去过迪斯尼商店，
and look for Princess Leia merchandise, do you know how many Princess Leia items there are in the Disney Store?
寻找莱娅公主的相关商品，你猜商店里有多少关于她的商品？
Zero, because Disney has no intention of putting Princess Leia in the store.
一件都没有，因为迪斯尼从来就不打算把莱娅公主放进商店。
And we shouldn’t be surprised because we found out that was their policy
我们不应该为此感到奇怪，因为那其实是他们在2009年，
when they bought Marvel in 2009 for the sum of 4.5 billion dollars.
总共花了45亿美金收购漫威的时候就定好的政策。
Because when you make a lot of money selling princesses to girls, you also kind of want to make money from boys.
因为之前通过向女孩们顷售公主玩偶赚了一大笔，他们也想从男孩儿那挣点钱。
And so what better to sell boys than superheroes?
有什么比超级英雄更适合男孩们的吗？
So now Disney had access to Captain America and to Thor, The Incredible Hulk,
所以迪斯尼就有了美国队长，雷神，绿巨人，
and they had access even to a group of superheroes no one had ever even heard of.
他们甚至还拥有了一批我们没人听说过的超级英雄。
为什么想找到女英雄的周边商品就那么难呢？在这个充满热情的，亮点不断的演讲中，媒体研究学者（一个星战迷女儿的父亲）克里斯多夫·贝尔为我们指出了女性英雄玩具和商品严重缺失的现状，并强调这件事将决定我们如何教导孩子认识这个世界。