TED演讲之性别无限:社交传媒和性别消失
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。
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
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