TEDxColoradoSprings
Christopher Bell: Bring on the female superheroes!
克里斯多夫 貝爾: 來吧，超級女英雄 !
Filmed:
Readability: 3.5
1,228,197 views
為何尋找超級女英雄的周邊商品如此困難? 在這場充滿熱情與火花的演講中，媒體研究學者( 以及星戰超級迷妹的父親)，克里斯多夫 貝爾 指出超級女英雄的玩具以及兒童商品是如何的少得可憐--- 以及這現象怎樣影響我們教育孩子認識世界。
Christopher Bell - Media studies scholar
Dr. Christopher Bell specializes in the study of popular culture, focusing on the ways in which race, class and gender intersect in different forms of media. Full bio
Dr. Christopher Bell specializes in the study of popular culture, focusing on the ways in which race, class and gender intersect in different forms of media. Full bio
Double-click the English transcript below to play the video.
00:12
I spend most of my time
0
800
3976
大部分時間，
00:16
thinking about little girls,
1
4800
1680
我都在思考與小女孩們相關的事情。
00:20
which is kind of a weird thing
for a grown man in our society to say.
for a grown man in our society to say.
2
8280
4776
在我們的社會中，
如果一個成年男人這樣做會顯得很奇怪，
如果一個成年男人這樣做會顯得很奇怪，
00:25
But I do. I spend most of my time
thinking about little girls,
thinking about little girls,
3
13080
2935
但我就是把大部分時間都用
在思考有關小女孩的事情上，
在思考有關小女孩的事情上，
00:28
and I think it's primarily
because I have one.
because I have one.
4
16040
2160
我認為這主要是因為我有女兒。
00:31
This one's mine, and I think
you would really like her.
you would really like her.
5
19160
3056
這是我女兒，你們肯定會非常喜歡她，
00:34
She is smart and funny
6
22240
2456
她聰明，幽默，
00:36
and kind to people and a good friend.
7
24720
2360
為人友善，是一個講義氣的人。
00:39
But when I talk about my daughter,
the word I find myself saying most
the word I find myself saying most
8
27960
4376
但是當我說起我的女兒時，
我用得最多的詞語是：
我用得最多的詞語是：
00:44
is "athlete."
9
32360
1200
運動員。
00:46
My kid's athletic.
10
34400
1200
我的孩子是個運動員，
00:48
She is strong and fast
11
36240
2536
她體魄强健，動如脫兔，
00:50
and has great balance
and good body control.
and good body control.
12
38800
3176
有良好的平衡感和控制力。
00:54
She is a three-time,
back-to-back-to-back state champion
back-to-back-to-back state champion
13
42000
3376
她曾是州內少林功夫比賽的三連冠，
00:57
in Shaolin Kempo.
14
45400
1656
00:59
At nine years old, she is already
halfway to a black belt.
halfway to a black belt.
15
47080
3696
在九歲的時候，她已經在取得
黑帶了。
黑帶了。
01:02
My daughter is athletic.
16
50800
1776
我的女兒是運動員。
01:04
Now, when a man who is six feet two
and 265 pounds stands in front of you
and 265 pounds stands in front of you
17
52600
4176
現在，當一個身高近兩米
體重265磅的男人站在你面前，
體重265磅的男人站在你面前，
01:08
and says his daughter is athletic,
18
56800
1736
說他的女兒是個運動員，
01:10
you might think
that's a reflection of him.
that's a reflection of him.
19
58560
2216
你可能會覺得女兒是受爸爸影響，
01:12
It is not.
20
60800
1216
但實際上不是這樣。
01:14
(Laughter)
21
62040
1456
（笑聲）
01:15
My wife in high school
was a two-time all-state soccer player
was a two-time all-state soccer player
22
63520
3376
我的妻子當年在國中時代
曾擔任兩屆全州足球運動員，
曾擔任兩屆全州足球運動員，
01:18
and a two-time all-state
volleyball player,
volleyball player,
23
66920
2296
同時也是兩屆全州
排球運動員，
排球運動員，
01:21
and I played "Dungeons and Dragons."
24
69240
2016
而我只是一個玩
《龍與地下城》遊戲的人。
《龍與地下城》遊戲的人。
01:23
And that is why,
25
71280
2096
所以這就是為甚麼，
01:25
although my daughter is an athlete,
26
73400
1936
即使我的女兒是運動員，
01:27
she's also a huge nerd, which I love.
27
75360
3176
她也是一個超級大怪胎，
我超喜歡這一點。
我超喜歡這一點。
01:30
She walks around our house
in a cloak of flames
in a cloak of flames
28
78560
2616
她在我們家裡穿
自己縫製的大斗篷，
自己縫製的大斗篷，
01:33
that she made herself.
29
81200
1640
上面印著火焰，
01:35
She sits on the Iron Throne --
30
83400
1976
她坐在鐵王寶座上——
01:37
(Laughter)
31
85400
1776
（笑聲）
01:39
even though she has never
seen "Game of Thrones,"
seen "Game of Thrones,"
32
87200
2336
即使她從來沒有看過
《權力的遊戲》。
《權力的遊戲》。
01:41
primarily because we are not
the worst parents who ever lived.
the worst parents who ever lived.
33
89560
3856
這主要是因為我們
並不是世界上最糟糕的父母。
並不是世界上最糟糕的父母。
01:45
But she knows there's someone
called the Mother of Dragons,
called the Mother of Dragons,
34
93440
2776
但她知道裡面有個叫
龍之母的人，
龍之母的人，
01:48
and she calls herself that
and she loves it.
and she loves it.
35
96240
2096
她就自稱這個名字
而且超級喜歡。
而且超級喜歡。
01:50
She's a huge comic book fan.
36
98360
1696
她超喜歡看漫畫書，
01:52
Right now, her favorite
character is Groot.
character is Groot.
37
100080
2056
最近，她最喜歡的角色是格魯特。
（出自《銀河守護隊》）
（出自《銀河守護隊》）
01:54
She loves Groot.
38
102160
1216
她超愛格魯特，
01:55
She adores The Incredible Hulk.
39
103400
1800
她也羨慕綠巨人，
01:58
But my daughter really at heart,
40
106080
2176
但是我女兒的心頭好
02:00
her thing is Star Wars.
41
108280
3016
是星球大戰。
02:03
My kid is a Jedi.
42
111320
1400
我的孩子是一個絕地武士，
02:05
Although some days she's also a Sith,
43
113560
1776
即使有些時候她也是一個西斯，
02:07
which is a choice that I can respect.
44
115360
3216
但我可以尊重這個還不錯的選擇。
02:10
(Laughter)
45
118600
1096
（笑聲）
02:11
But here's the question
that I have to ask.
that I have to ask.
46
119720
2656
但我要問一個問題：
02:14
Why is it that when
my daughter dresses up,
my daughter dresses up,
47
122400
2296
為甚麼當我女兒打扮成
02:16
whether it's Groot or The Incredible Hulk,
48
124720
2576
無論是格魯特還是綠巨人、
02:19
whether it's Obi-Wan Kenobi or Darth Maul,
49
127320
3536
無論是歐比王·肯諾比還是達斯·摩爾，
02:22
why is every character
she dresses up as a boy?
she dresses up as a boy?
50
130880
3800
為甚麼每個她打扮的角色
都是男生形象呢？
都是男生形象呢？
02:28
And where are all the female superheroes?
51
136320
2016
那些超級女英雄都在哪裡？
02:30
And that is not actually the question,
52
138360
1856
這並不是問題的所在，
02:32
because there's plenty
of female superheroes.
of female superheroes.
53
140240
2136
因為還是有很多超級女英雄。
02:34
My question really is,
where is all the female superhero stuff?
where is all the female superhero stuff?
54
142400
3520
我真正的問題是：
跟超級女英雄有關的東西都在哪裡？
跟超級女英雄有關的東西都在哪裡？
02:38
Where are the costumes?
Where are the toys?
Where are the toys?
55
146640
2040
她們的戲服，
玩具都在哪裡？
玩具都在哪裡？
02:41
Because every day when my daughter
plays when she dresses up,
plays when she dresses up,
56
149600
3736
因為當女兒每天打扮自己玩的時候
02:45
she's learning stuff
57
153360
1480
她也在學習。
02:48
through a process that,
in my own line of work,
in my own line of work,
58
156160
2216
作為一個研究媒體的教授，
02:50
as a professor of media studies,
59
158400
1576
這種過程在我的行業
02:52
we refer to as public pedagogy.
60
160000
1936
叫做公共教育學。
02:53
That is, it is how societies
are taught ideologies.
are taught ideologies.
61
161960
5216
這是社會灌輸意識型態的方式，
02:59
It's how you learned what it meant
to be a man or a woman,
to be a man or a woman,
62
167200
2736
這是你如何學習作為男人
或是女人的意義、
或是女人的意義、
03:01
what it meant to behave
yourself in public,
yourself in public,
63
169960
2576
在公共場合舉止得體的意義、
03:04
what it meant to be a patriot
and have good manners.
and have good manners.
64
172560
2736
做為愛國者的意義、
以及良好教養的意義。
以及良好教養的意義。
03:07
It's all the constituent social relations
that make us up as a people.
that make us up as a people.
65
175320
3856
就是這些種種社會關係
讓我們成為一個健全的人。
讓我們成為一個健全的人。
03:11
It's, in short, how we learn
what we know about other people
what we know about other people
66
179200
4016
簡單來說，這就是我們學習
了解他人
了解他人
03:15
and about the world.
67
183240
1776
以及了解這個世界的方法。
03:17
But we live in a 100-percent
media-saturated society.
media-saturated society.
68
185040
4456
但是我們生活在被媒體
滲透的社會中。
滲透的社會中。
03:21
What that means is that every single
aspect of your human existence
aspect of your human existence
69
189520
3496
也就是說，
人類本身的存在
人類本身的存在
03:25
outside of your basic bodily functions
70
193040
2376
除了身體機能外，
03:27
is in some way touched by media.
71
195440
2456
都會多多少少受媒體影響。
03:29
From the car that you drive
to the food that you eat
to the food that you eat
72
197920
2456
從你開的車到吃的食物
03:32
to the clothes that you wear
73
200400
1376
到你穿的衣服
03:33
to the way you construct
your relationships
your relationships
74
201800
2016
以至你建立關係的方式
03:35
to the very language
you use to formulate thought --
you use to formulate thought --
75
203840
3096
到你用來思考的語言，
03:38
all of that is in some way mediated.
76
206960
3256
所有的東西都或多或少被媒體化了。
03:42
So the answer in our society
77
210240
2016
所以在社會中
03:44
to how do we learn what we know
about other people and about the world
about other people and about the world
78
212280
3286
我們學習關於
其他人與世界的一切時，
其他人與世界的一切時，
03:47
is largely through media.
79
215590
2480
主要都是透過媒體。
03:50
Well, there's a wrinkle in that,
80
218880
2136
然而，這裡也有小問題：
03:53
in that our society,
81
221040
1776
因為在我們的社會中，
03:54
media don't simply exist as information
distribution technologies and devices.
distribution technologies and devices.
82
222840
5296
媒體不單是傳播信息
的科技與工具，
的科技與工具，
04:00
They also exist as corporate entities.
83
228160
2856
他們同樣以企業的形式存在。
04:03
And when the distribution of information
is tied to financial gain,
is tied to financial gain,
84
231040
5816
當信息的傳播與金錢的利益掛勾
04:08
there's a problem.
85
236880
1200
問題就出現了。
04:11
How big of a problem?
86
239080
1416
問題有多嚴重？
04:12
Well think about this:
87
240520
1216
這麼想下：
在1983年，百分之九十的美國媒體
由五十個公司擁有。
由五十個公司擁有。
04:13
in 1983, 90 percent of American media
were owned by 50 companies.
were owned by 50 companies.
88
241760
6736
04:20
In any market, 50 companies
doing something is a lot of companies.
doing something is a lot of companies.
89
248520
4296
在任何市場中，五十個的公司
是很大的群體，
是很大的群體，
04:24
It's a lot of different worldviews.
90
252840
1856
這裡面會有很多不同的觀點。
04:26
In 2015, that number has shrunk to six,
91
254720
4736
但在2015年，這個數量縮減到六間公司。
04:31
six companies.
92
259480
1335
只有六個公司。
04:32
They are NBCUniversal Comcast,
AOL Time Warner,
AOL Time Warner,
93
260839
3777
他們是NBC環球集團，
AOL時代華納
AOL時代華納
04:36
the Walt Disney Company, News Corp,
Viacom and the CBS Corporation.
Viacom and the CBS Corporation.
94
264640
5816
華特迪士尼公司，新聞集團，
維亞康姆，以及CBS集團。
維亞康姆，以及CBS集團。
04:42
These six companies produce
nine out of every 10 movies you watch,
nine out of every 10 movies you watch,
95
270480
3976
你看過的十之八九部電影，
04:46
nine out of every 10 television shows,
nine out of every 10 songs,
nine out of every 10 songs,
96
274480
3456
十之八九部電視劇，
十之八九首歌曲，
十之八九首歌曲，
04:49
nine out of every 10 books.
97
277960
1776
十之八九本書，
都是由這六間公司出品。
都是由這六間公司出品。
04:51
So my question to you is,
98
279760
1896
所以我給你的問題是，
04:53
if six companies control
90 percent of American media,
90 percent of American media,
99
281680
3696
如果六家公司控制住
美國百分之九十的媒體，
美國百分之九十的媒體，
04:57
how much influence do you think they have
over what you're allowed to see every day?
over what you're allowed to see every day?
100
285400
5080
你認為他們對你每天所能看到的
有多大的控制呢？
有多大的控制呢？
05:03
Because in media studies,
101
291880
1376
因為在媒體研究中。
05:05
we spend a lot of time saying
that media can't tell us what to think,
that media can't tell us what to think,
102
293280
3256
我們花了大量時間申明
媒體無法告訴我們應思考甚麼。
媒體無法告訴我們應思考甚麼。
05:08
and they can't; they're terrible at that.
103
296560
2256
他們不能，而且
他們做得很糟糕，
他們做得很糟糕，
05:10
But that's not their job.
104
298840
1376
但那畢竟不是他們的工作。
05:12
Media don't tell us what to think.
105
300240
1936
媒體沒有告訴我們思考甚麼，
05:14
Media tell us what to think about.
106
302200
2776
它只是告訴我們要思考甚麼。
05:17
They control the conversation,
107
305000
1856
媒體控制對話，
05:18
and in controlling the conversation,
108
306880
1736
而且在控制對話同時，
05:20
they don't have to get you
to think what they want you to think.
to think what they want you to think.
109
308640
3016
你不用去找出媒體要你思考甚麼。
05:23
They'll just get you thinking about
the things they want you to think about,
the things they want you to think about,
110
311680
3576
媒體直接讓你思考
它想你思考的事情，
它想你思考的事情，
更重要的，不去思考那些
它不想讓你去思考的事情。
它不想讓你去思考的事情。
05:27
and more importantly, not thinking about
the things they don't you to think about.
the things they don't you to think about.
111
315280
3896
它們控制對話。
05:31
They control the conversation.
112
319200
1936
05:33
How does this work in practice?
113
321160
1616
實際上這是如何做到的呢？
05:34
Let's just take one of those companies.
114
322800
1976
讓我們看看其中一間公司，
05:36
We'll do an easy one.
115
324800
1216
來看個簡單的。
05:38
Let's talk about the Walt Disney
Company for a second.
Company for a second.
116
326040
2536
我們現在來看看
華特迪士尼公司，
華特迪士尼公司，
我總是選華特迪士尼公司是因為，
05:40
The reason why I always pick
the Walt Disney Company is this.
the Walt Disney Company is this.
117
328600
2896
在場有哪位從來沒有看過
一部迪士尼的電影？
一部迪士尼的電影？
05:43
Is there a single person in this room
who has never seen a Disney movie?
who has never seen a Disney movie?
118
331520
3416
05:46
Look around. Exactly.
119
334960
1880
仔細看看四周。
05:49
I picked Disney because they have
what we call 100 percent penetration
what we call 100 percent penetration
120
337720
3656
我選擇迪士尼因為他們
擁有所謂的百分百滲透。
擁有所謂的百分百滲透。
05:53
in our society.
121
341400
1216
在我們的社會中，
05:54
Every single person
has been exposed to Disney,
has been exposed to Disney,
122
342640
2376
迪士尼影響著所有人，
05:57
so it's an easy one for me to use.
123
345040
1976
所以對我來講這是個方便的例子。
05:59
Since 1937, Disney has made most
of its money selling princesses to girls.
of its money selling princesses to girls.
124
347040
5256
從1937年開始，迪士尼通過
給女孩子賣公主玩具
給女孩子賣公主玩具
06:04
It's made a huge chunk of its money.
125
352320
2096
賺得盤滿缽滿。
06:06
Unless, of course, the princess
your daughter is interested in,
your daughter is interested in,
126
354440
2976
當然，除非你的女兒對公主沒興趣，
06:09
as my daughter is, is this one.
127
357440
1480
比如我女兒。
06:11
See, in 2012,
128
359880
2296
看看，在2012年，
06:14
Disney purchased LucasFilm
for the sum of four billion dollars,
for the sum of four billion dollars,
129
362200
4616
迪士尼花了總數四十億美金
買下了盧卡斯電影公司。
買下了盧卡斯電影公司。
06:18
and immediately they flooded
the Disney stores with Han Solo
the Disney stores with Han Solo
130
366840
3816
接著迪士尼商店內
是鋪天蓋地的韓・蘇洛，
是鋪天蓋地的韓・蘇洛，
06:22
and Obi-Wan Kenobi, with Darth Vader
and Luke Skywalker and Yoda
and Luke Skywalker and Yoda
131
370680
3336
還有歐比王・肯諾比，達斯・維達
路克・天行者以及尤達，
路克・天行者以及尤達，
06:26
and not Princess Leia.
132
374040
1856
但就是沒有莉亞公主。
06:27
Why? Because this princess
messes up the public pedagogy
messes up the public pedagogy
133
375920
3416
為甚麼？因為這個公主
跟公主的形象有出入。
06:31
for these princesses.
134
379360
1776
06:33
So Disney did not put Princess Leia
merchandise in the store,
merchandise in the store,
135
381160
3536
所以迪士尼沒有把莉亞公主
的商品擺放在店裡。
的商品擺放在店裡。
06:36
and when people went to Disney and said,
136
384720
1936
當人們到迪士尼說：
06:38
"Hey, where's all
the Princess Leia stuff?"
the Princess Leia stuff?"
137
386680
2016
那些莉亞公主的周邊商品呢：
06:40
Disney said, "We have no intention
138
388720
1656
迪士尼說「我們沒有計畫
06:42
of putting Princess Leia
merchandise in the store."
merchandise in the store."
139
390400
2416
售賣莉亞公主的商品。」
06:44
And fans were angry
and they took to Twitter
and they took to Twitter
140
392840
2096
粉絲超級生氣，把這件事
發表到了推特，
發表到了推特，
06:46
with the hashtag #WeWantLeia.
141
394960
2096
標籤名叫“我們要莉亞”。
（#WeWantLeia）
（#WeWantLeia）
06:49
And Disney said,
"Wait, that's not what we meant.
"Wait, that's not what we meant.
142
397080
2416
然後迪士尼說
「等下,這不是我們的意思。
「等下,這不是我們的意思。
06:51
What we meant was,
143
399520
1656
我們的意思是
06:53
we don't have any Princess Leia
merchandise yet, but we will."
merchandise yet, but we will."
144
401200
3696
目前我們尚沒有任何莉亞公主
的商品，但是我們會生產的。」
的商品，但是我們會生產的。」
06:56
And that was in 2012, and it is 2015,
145
404920
3376
那是2012年的事情，
現在已經2015年了，
現在已經2015年了，
07:00
and if you go to the Disney Store,
as I recently have,
as I recently have,
146
408320
2531
如果你像我一樣
最近去過迪士尼的商店，
最近去過迪士尼的商店，
07:02
and look for Princess Leia merchandise,
147
410876
1864
尋找莉亞公主的商品，
07:04
do you know how many Princess Leia
items there are in the Disney Store?
items there are in the Disney Store?
148
412765
3334
你知道店裡有多少
莉亞公主擺出來嗎？
莉亞公主擺出來嗎？
07:08
Zero, because Disney has no intention
of putting Princess Leia in the store.
of putting Princess Leia in the store.
149
416124
3580
零個，因為迪士尼並不打算把
莉亞公主放到店鋪裡。
莉亞公主放到店鋪裡。
07:11
And we shouldn't be surprised
because we found out that was their policy
because we found out that was their policy
150
419728
3408
而且我們不應該感到驚訝，
因為這就是迪士尼的政策。
因為這就是迪士尼的政策。
07:15
when they bought Marvel in 2009
151
423160
3976
就像在2009年，迪士尼
07:19
for the sum of 4.5 billion dollars.
152
427160
2896
花了45億美金買下漫威。
07:22
Because when you make a lot of money
selling princesses to girls,
selling princesses to girls,
153
430080
3416
因為當你賺錢的方式是
賣公主給女孩，
賣公主給女孩，
07:25
you also kind of want
to make money from boys.
to make money from boys.
154
433520
2376
你也想要從男孩手裡賺錢。
07:27
And so what better to sell boys
than superheroes?
than superheroes?
155
435920
2456
那麼，還有甚麼比給男孩
賣超級英雄更好的方式呢？
賣超級英雄更好的方式呢？
07:30
So now Disney had access
to Captain America and to Thor,
to Captain America and to Thor,
156
438400
2976
所以迪士尼現在已經
擁有美國隊長以及雷神，
擁有美國隊長以及雷神，
07:33
The Incredible Hulk,
157
441400
1336
綠巨人，
07:34
and they had access even
158
442760
2776
他們甚至擁有
07:37
to a group of superheroes
no one had ever even heard of.
no one had ever even heard of.
159
445560
2736
一組從未有人聽說過的英雄
07:40
That's how good Marvel was
at selling superheroes.
at selling superheroes.
160
448320
3136
漫威總是能令超級英雄暢銷。
07:43
Last year, they released a film
called "Guardians of the Galaxy."
called "Guardians of the Galaxy."
161
451480
3416
去年，他們出品了一部電影
叫做「銀河護衛隊」，
叫做「銀河護衛隊」，
07:46
It's a film that absolutely
should not work.
should not work.
162
454920
2896
這是一部本來完全
沒有成功機會的作品。
沒有成功機會的作品。
07:49
Nobody knew who they were
except for comic book nerds like me.
except for comic book nerds like me.
163
457840
3080
除了一些像我一樣熱愛漫畫的怪胎
沒有人聽說過他們是誰。
沒有人聽說過他們是誰。
07:53
One of the characters is a talking tree.
164
461680
2296
其中一個角色是一顆會講話的樹，
07:56
One of the characters
is an anthropomorphic raccoon.
is an anthropomorphic raccoon.
165
464000
2456
還有一個角色
是人格化的浣熊，
是人格化的浣熊，
07:58
It should not work.
166
466480
1456
本來不會成功的。
07:59
And they made a killing
off of "Guardians of the Galaxy."
off of "Guardians of the Galaxy."
167
467960
3176
但是迪士尼讓《銀河護衛隊》
大獲成功。
大獲成功。
08:03
This character here in the middle,
her name is Gamora.
her name is Gamora.
168
471160
2536
中間這個角色，
她的名字叫葛摩，
她的名字叫葛摩，
08:05
She's played by Zoe Saldana,
169
473720
1856
由柔伊・莎達娜扮演，
08:07
and she is strong and smart and fast
and fights like a ninja,
and fights like a ninja,
170
475600
3656
她堅強，聰慧，敏捷，
像忍者一樣決鬥，
像忍者一樣決鬥，
08:11
and she is played
by a beautiful black woman,
by a beautiful black woman,
171
479280
2136
由是一個美麗的黑人女性飾演。
08:13
and my daughter fell in love with her.
172
481440
2176
我的女兒愛上了她，
08:15
So like any good nerd dad,
I went to buy my daughter Gamora stuff,
I went to buy my daughter Gamora stuff,
173
483640
4216
像任何一個稱職的怪胎老爸一樣，
我去給女兒買了葛摩菈的周邊商品，
我去給女兒買了葛摩菈的周邊商品，
08:19
and when I got to the store,
I learned a very interesting thing.
I learned a very interesting thing.
174
487880
3096
當我到商店的時候，
我了解到一件非常有意思的事情：
我了解到一件非常有意思的事情：
08:23
If I wanted to buy her a Gamora backpack,
175
491000
2736
如果我想給女兒買一個葛摩菈的背包，
08:25
well, Gamora's not on it.
176
493760
1880
但是，葛摩菈不在上面。
08:28
They probably should have marketed this
as "some" of the Guardians of the Galaxy.
as "some" of the Guardians of the Galaxy.
177
496240
3816
他們可能把這個書包作為
「某些」銀河護衛隊成員的周邊商品在賣。
「某些」銀河護衛隊成員的周邊商品在賣。
08:32
(Laughter)
178
500080
2056
(笑聲)
08:34
And if I wanted to buy her a lunchbox,
she wasn't on it,
she wasn't on it,
179
502160
2976
而且如果我想給女兒買一個午餐盒，
葛摩菈不在上頭，
葛摩菈不在上頭，
08:37
and if I wanted to buy her a t-shirt,
180
505160
1976
如果我想給女兒買一件葛摩菈的T恤，
08:39
she wasn't on it.
181
507160
1376
葛摩菈不在上面。
08:40
And as a matter of fact,
182
508560
1896
實際情況是：
08:42
if I went to the store, as I did,
183
510480
2216
如果我到店裡
08:44
and looked at the display,
184
512720
1496
看看擺設，
08:46
you would find a small picture
of Gamora right here,
of Gamora right here,
185
514240
2816
會看到一張超級小的
葛摩菈圖片在這裡。
葛摩菈圖片在這裡。
08:49
but if you look at any
of the actual merchandise on that shelf,
of the actual merchandise on that shelf,
186
517080
3736
如果你尋找貨架上的實際商品，
08:52
Gamora is not on any of it.
187
520840
2576
葛摩菈不在任何一個商品上。
08:55
Now, I could have taken to Twitter
with the hashtag #WheresGamora,
with the hashtag #WheresGamora,
188
523440
3656
現在，我可以給推特上
貼標籤#葛摩菈到哪去了，
貼標籤#葛摩菈到哪去了，
08:59
like millions of fans did
across the world,
across the world,
189
527120
3176
就好像世界上百萬粉絲過去做的那樣。
09:02
but the truth was
I wasn't even really that surprised,
I wasn't even really that surprised,
190
530320
4096
但是真相是，我沒有一絲驚訝：
09:06
because I was there
when Disney had released "The Avengers."
when Disney had released "The Avengers."
191
534440
3936
因為當迪士尼發布《復仇者聯盟》
時，我也在現場。
時，我也在現場。
09:10
And just this year, we got
a new Avengers movie, the "Age of Ultron,"
a new Avengers movie, the "Age of Ultron,"
192
538400
3336
就在今年，一部新的復仇者聯
盟電影《奧創紀元》上映了，
盟電影《奧創紀元》上映了，
09:13
and we were very excited,
193
541760
1216
我們當時超級激動，
09:15
because there was not one
but two female superheroes,
but two female superheroes,
194
543000
2496
因為裡面有兩個超級女英雄：
09:17
Scarlet Witch and Black Widow.
195
545520
1976
緋紅女巫與黑寡婦。
09:19
And we were very excited.
196
547520
1296
我們超級激動，
09:20
But here's the real thing about this.
197
548840
2216
這事成真了，
09:23
Even though Scarlett Johansson,
198
551080
1776
即使史嘉蕾・喬韓森
09:24
who is one of the most popular
actresses in America, plays Black Widow,
actresses in America, plays Black Widow,
199
552880
3456
（美國最受歡迎女演員之一）
她扮演的黑寡婦，
她扮演的黑寡婦，
09:28
and Black Widow is the star
200
556360
1336
而且黑寡婦
09:29
of not one, not two,
but five different Marvel movies,
but five different Marvel movies,
201
557720
4976
不僅是一兩部漫威電
影的明星，而是五部。
影的明星，而是五部。
09:34
there is not a single piece
of Black Widow merchandise available.
of Black Widow merchandise available.
202
562720
4616
然而，任何關於黑寡婦的商品
仍然不存在。
仍然不存在。
09:39
Not one.
203
567360
1376
一個都沒有！
09:40
And if you go to the Disney store
and look for a Black Widow costume,
and look for a Black Widow costume,
204
568760
3256
如果你去迪士尼店裡
尋找黑寡婦的衣服，
尋找黑寡婦的衣服，
09:44
what you will find, is you will find
Captain America and The Incredible Hulk.
Captain America and The Incredible Hulk.
205
572040
3616
你只能找到美國隊長和綠巨人的，
09:47
You will find Iron Man and Thor.
206
575680
1576
你可以找到鋼鐵人以及雷神，
09:49
You will even find War Machine,
207
577280
1496
你甚至可以找到戰爭機器，
09:50
who isn't even really
in the movie that long.
in the movie that long.
208
578800
2776
即使它們在電影中沒出現多久，
09:53
Who you will not find is Black Widow.
209
581600
2416
但你就是找不到黑寡婦。
09:56
And I could have gone to Twitter
with the hashtag, as many people did,
with the hashtag, as many people did,
210
584040
3536
我可以去推特貼標籤，
像多數人那樣：
像多數人那樣：
09:59
# WheresNatasha.
211
587600
1776
#娜塔莎在哪裡？
10:01
But I'm tired of doing that.
212
589400
2336
但我懶得這麼做，
10:03
I'm tired of having to do that.
213
591760
1776
我懶得去做這些。
10:05
All over the country right now,
214
593560
1536
現在，全國中，
10:07
there are kids playing
with the Cycle Blast Quinjet play set,
with the Cycle Blast Quinjet play set,
215
595120
3456
有孩子在玩復仇者聯盟
的戰鬥機套裝，
的戰鬥機套裝，
10:10
where Captain America
rides a motorcycle out of a moving jet
rides a motorcycle out of a moving jet
216
598600
3976
美國隊長騎著摩托
從戰鬥機直奔而出，
從戰鬥機直奔而出，
10:14
and it's really awesome.
217
602600
1536
這真的超級酷。
10:16
You know how awesome it is?
218
604160
1336
你知道有多酷嗎？
10:17
So awesome that when
it happened in the movie,
it happened in the movie,
219
605520
2456
酷到當電影中這事發生的時候，
10:20
it was Black Widow that did it.
220
608000
2376
是黑寡婦做到的。
10:22
Not only has she been erased,
221
610400
3576
然而她不僅僅被抹掉了，
10:26
but she has been replaced
with a male figure.
with a male figure.
222
614000
4480
而且還被男性角色代替，
10:31
And so what is this teaching us?
223
619640
3056
所以這意味著甚麼？
10:34
I mean, over the next five years,
224
622720
1896
我指的是，在未來五年
10:36
Disney and Warner Bros.
and a bunch of movie studios
and a bunch of movie studios
225
624640
3696
迪士尼和華納兄弟，
還有其他電影工作室
還有其他電影工作室
10:40
are going to release
over 30 feature-length films
over 30 feature-length films
226
628360
3416
將要上映超過三十部長篇電影，
10:43
with comic book characters,
227
631800
1456
他们改編自動漫人物。
10:45
and of those 30 feature-length films,
228
633280
2376
而在這三十部長篇電影中，
10:47
exactly two of them
will have female solo leads.
will have female solo leads.
229
635680
4896
已經確認有兩部將由
女性擔當主角。
女性擔當主角。
10:52
Two.
230
640600
1216
兩部！
10:53
Now, there will be females
in the rest of these movies,
in the rest of these movies,
231
641840
2856
剩下的電影中會有女性角色，
10:56
but they will be sidekicks,
they will be love interests,
they will be love interests,
232
644720
2656
但是他們都是配角，
是電影的愛情原素，
是電影的愛情原素，
10:59
they will be members of teams.
233
647400
1429
他們會是團隊的成員，
11:00
They will not be the main character.
234
648853
1803
但不會是主角。
11:02
And if what we learn, what we know
235
650680
2256
如果我們通過媒體學到
11:04
about other people and about the world
we learn through media,
we learn through media,
236
652960
3016
關於其他人以及世界的信息。
11:08
then these companies are teaching
my daughter that even if she is strong
my daughter that even if she is strong
237
656000
3536
那麼，這些公司是在向我的
女兒灌輸思想
女兒灌輸思想
就是即使她是堅強，聰明，
敏捷，勇猛如忍者，
敏捷，勇猛如忍者，
11:11
and smart and fast
and fights like a ninja,
and fights like a ninja,
238
659560
3216
11:14
all four of which are true of her,
239
662800
3056
這四個特點都是她的真實寫照，
11:17
it doesn't matter.
240
665880
1736
可惜這些都不重要。
11:19
She will either be ignored like Gamora
241
667640
2416
她要麼會像葛摩菈那樣被忽視，
11:22
or erased and replaced with a boy
242
670080
2656
要麼會被刪除或者被男孩所取代，
11:24
like Black Widow.
243
672760
1240
就好像黑寡婦一樣。
11:26
And it's not fair.
244
674920
1656
這真不公平，
11:28
It's not fair to her and it's not fair
to your sons and daughters either.
to your sons and daughters either.
245
676600
4056
不僅對她不公平，對你的兒子，女兒
也一樣不公平。
也一樣不公平。
11:32
But here's the thing:
246
680680
1256
但是有件事：
11:33
I'm raising a little girl,
and she has a little tomboy in her,
and she has a little tomboy in her,
247
681960
3296
我在養育一個小女孩，
一個頗有男子氣的女孩，
一個頗有男子氣的女孩，
11:37
which by the way is
a terrible thing to call a girl.
a terrible thing to call a girl.
248
685280
2496
然而這種稱呼是對女孩的諷刺。
11:39
What that basically is saying is,
those traits that define you,
those traits that define you,
249
687800
3216
基本來說，定義你的那些特點
11:43
they're not really yours,
250
691040
1216
並不是真正的你。
11:44
they're just on loan to you
for a little while from boys.
for a little while from boys.
251
692280
2680
這些特質只是從男孩那裡
暫時借給你的。
暫時借給你的。
11:47
But do you know how much grief
she's going to take in her life
she's going to take in her life
252
695560
3296
但是你知道就是因為她那男子氣，
11:50
for having a little tomboy in her?
253
698880
1720
她將要承受多少痛苦嗎？
11:53
Zero. None.
254
701320
1976
零，一點都沒有。
11:55
People will think it's cute.
255
703320
1376
人們會覺得這很可愛，
11:56
They'll call her feisty,
because in our society,
because in our society,
256
704720
2616
他們會稱她為活潑好動，
因為在我們的社會中
因為在我們的社會中
11:59
adding so-called male traits to girls
257
707360
2416
把這種所謂的男性特點放在
女孩身上，
女孩身上，
12:01
is seen as an upgrade, seen as a bonus.
258
709800
3176
看起來是一種讚揚，好像獎勵。
12:05
I'm not raising a little boy, like Mike.
259
713000
3376
我並不是在養育一個男孩，
像麥可
像麥可
12:08
Mike is a little boy in Florida.
He's 11 years old,
He's 11 years old,
260
716400
2936
麥可是一個在佛羅里達的男孩
他十一歲了，
他十一歲了，
12:11
and the thing that he loves
most in the world
most in the world
261
719360
2136
世界上他最喜歡的事，
12:13
is a show called "My Little Pony:
Friendship is Magic,"
Friendship is Magic,"
262
721520
2936
就是一個叫做《彩虹小馬:
友誼就是魔法》的演出，
友誼就是魔法》的演出，
12:16
like millions of other children
across America.
across America.
263
724480
3056
好比美國其他數百萬的孩子一樣。
12:19
Now, the show is marketed to girls
ages five to nine,
ages five to nine,
264
727560
3496
現在，這個表演的目標銷售人群
是五歲到九歲的小女孩，
是五歲到九歲的小女孩，
12:23
but there are millions of boys
265
731080
2336
但是有上百萬個男孩
12:25
and grown men
266
733440
1776
以及成年的男人
12:27
who enjoy "My Little Pony:
Friendship is Magic."
Friendship is Magic."
267
735240
2376
也喜歡看《彩虹小馬:
友誼就是魔法》。
友誼就是魔法》。
12:29
They have a club.
268
737640
1216
他們有個俱樂部，
12:30
They call themselves Bronies,
269
738880
1856
他們自稱小馬。
12:32
pony bros, guys who like ponies.
270
740760
3216
小馬哥，喜歡小馬的哥們，
12:36
I happen to be one of them.
271
744000
1896
我恰好也是他們中的一位。
12:37
And what are Mike and myself
272
745920
3536
而我和麥可
12:41
and millions of other boys and men
learning in this feminine,
learning in this feminine,
273
749480
2858
還有其他上百萬的男孩與男人
從這個女性化
從這個女性化
12:44
sissified world of "My Little Pony?"
274
752362
2854
娘娘腔的《彩虹小馬》世界中
學到了甚麼？
學到了甚麼？
12:47
Well, they're learning to study hard
and to work hard and to party hard
and to work hard and to party hard
275
755240
4856
他們認識到要認真學習，
努力工作，盡情地玩，
努力工作，盡情地玩，
12:52
and to look good and to feel good
276
760120
2056
要打扮好看， 保持愉悅，
12:54
and to do good,
277
762200
1536
和做有益的事情。
12:55
and heaven preserve us from teaching
these wussified concepts to boys.
these wussified concepts to boys.
278
763760
5096
然而上帝不允許我們
把這些柔弱的思想傳授給男孩。
把這些柔弱的思想傳授給男孩。
13:00
So the other kids in his neighborhood
pick on Mike and they beat him up
pick on Mike and they beat him up
279
768880
3936
所以麥可鄰居的其他小孩
欺負他，揍他，
欺負他，揍他，
13:04
and they make fun of him,
280
772840
1256
嘲笑他。
13:06
and at 11 years old, Mike goes home,
281
774120
2456
在麥可十一歲的時候，
他回家，
他回家，
13:08
finds a belt, wraps it around his neck,
282
776600
2336
找了條皮帶，繞在自己的脖子上，
13:10
and hangs himself
from the top bunk of his bed.
from the top bunk of his bed.
283
778960
2776
把自己吊死在上格床的圍欄上。
13:13
Because we have developed a society
284
781760
2576
因為我們建立了這樣的社會，
13:16
in which you would rather be dead as a boy
than thought of as liking stuff for girls.
than thought of as liking stuff for girls.
285
784360
5896
在這裡你寧願作為一個男孩去死
也不要被人認為喜歡女孩子的玩具。
也不要被人認為喜歡女孩子的玩具。
13:22
And that is not Mike's fault.
That is our fault.
That is our fault.
286
790280
3176
這不是麥可的錯，
這是我們的錯，
這是我們的錯，
13:25
We have failed him.
287
793480
2296
我們對不起他。
13:27
We have failed our children.
288
795800
2296
我們對不起自己的孩子們。
13:30
And we have to do better for them.
289
798120
1936
所以我們要為他們做的更好。
13:32
We have to stop making it
so that the only female superheroes
so that the only female superheroes
290
800080
2896
我們需要停止製造
這種印象：
這種印象：
13:35
appear on shirts that are pink
and cut for girls.
and cut for girls.
291
803000
3120
唯一出現在T恤上的女英雄
都是粉色的，給女孩穿的。
都是粉色的，給女孩穿的。
13:38
We have to stop.
292
806840
1216
我們必須要停止，
13:40
And when I was putting this together,
people said to me,
people said to me,
293
808080
2816
當我把這些放在一起的時候，
人們朝我說，
人們朝我說，
13:42
"Well, that's never going to happen."
And I said, "Oh really?"
And I said, "Oh really?"
294
810920
2936
「這永遠不會發生」
我會說「喔,是嗎?」。
我會說「喔,是嗎?」。
13:45
Because just this year, Target announced
295
813880
1936
因為就在今年,，塔吉特(超市)宣布：
13:47
that they were going to stop
gendering their toy aisles.
gendering their toy aisles.
296
815840
2640
他們將停止以性別區分玩具部通道，
13:51
They were going to mix it up.
297
819200
1416
他們會把玩具混在一起。
13:52
Now, before we break our shoulders
patting Target on the back,
patting Target on the back,
298
820640
3576
現在，我們滿懷歡喜，
準備讚揚塔吉特時，
準備讚揚塔吉特時，
13:56
just this week they released a shirt
299
824240
1936
就在這周，他們推出了一件衣服，
13:58
in which one of the most
iconic scenes in "Star Wars: A New Hope"
iconic scenes in "Star Wars: A New Hope"
300
826200
3216
「星球大戰:曙光乍現」
中最有代表性的一幕---
中最有代表性的一幕---
14:01
where Princess Leia stands up
to the Dark Lord of the Sith,
to the Dark Lord of the Sith,
301
829440
2976
莉亞公主對抗西斯黑暗尊主。
14:04
was released on a t-shirt
302
832440
1216
被印在T恤上，
14:05
in which she's mysteriously
replaced by Luke.
replaced by Luke.
303
833680
2256
在裡面，公主被路克神秘地取代了，
14:07
So let's don't pat ourselves
on the back too much.
on the back too much.
304
835960
3016
所以，我們不要太指望他們。
14:11
Just this week also,
305
839000
1496
同樣就在這周，
14:12
Disney announced it was no longer
going to gender its Halloween costumes,
going to gender its Halloween costumes,
306
840520
4456
迪士尼申明將不再給萬聖節
服飾區分性別。
服飾區分性別。
14:17
which I say, "Thank you, Disney,
307
845000
1776
這裡我要說：
「謝謝你，迪士尼
「謝謝你，迪士尼
14:18
except the only costumes you make
are of male superheroes,
are of male superheroes,
308
846800
2736
可是你唯一製造的服飾
只印有超級男英雄
只印有超級男英雄
14:21
so does it matter
who you have wearing them?"
who you have wearing them?"
309
849560
2120
所以無論是誰穿，
又有甚麼區別呢？」
又有甚麼區別呢？」
14:25
Just this week, Mattel, who makes Barbie,
310
853040
2216
就在這周，製造芭比娃娃的美泰兒，
14:27
announced they're going to release
a line of DC superhero girls.
a line of DC superhero girls.
311
855280
3456
宣布他們將要發布一系列
DC超級英雄女孩。
DC超級英雄女孩。
14:30
And the funny thing is,
312
858760
1256
有意思的是，
14:32
they met with girls
313
860040
1416
他們見了一些女孩，
14:33
and asked them what they
wanted to see in dolls,
wanted to see in dolls,
314
861480
2376
問她們想在娃娃上看到甚麼。
14:35
and you can see, they have calves
315
863880
2376
你能看到，娃娃有
可以彎曲的小腿和手肘，
可以彎曲的小腿和手肘，
14:38
and elbows that bend
so they can do superhero stuff.
so they can do superhero stuff.
316
866280
3576
這樣她們就能做一些超人的動作。
14:41
And please buy them.
317
869880
1536
所以請買他們吧，
14:43
And don't just buy them
for your daughters,
for your daughters,
318
871440
2016
不只是給你的女兒買，
14:45
buy them for your sons.
319
873480
1336
也買給你們的兒子。
14:46
Because it's important that boys
play with and as female superheroes
play with and as female superheroes
320
874840
4936
因為給男孩玩這些超級女英雄的玩具
很重要，
很重要，
14:51
just as my daughter plays
with and as male superheroes.
with and as male superheroes.
321
879800
3976
就好比我女兒玩超級男英雄一樣。
14:55
As a matter of fact, what I would love
322
883800
1856
實際上，我所愛的世界，
14:57
is a world in which every person
who goes to the store
who goes to the store
323
885680
2576
是一個人人都可以去商店，
15:00
goes with a little flowchart in their head
324
888280
2696
腦內都有一個小小的流程圖，
15:03
of whether or not they should buy
this toy for a boy or a girl,
this toy for a boy or a girl,
325
891000
3096
讓他們決定應否買這玩具
給男孩或者女孩。
給男孩或者女孩。
15:06
and it's a real simple flowchart
because it only has one question on it.
because it only has one question on it.
326
894120
3381
這是一個簡單的圖表，
因為裡面只有一個問題：
因為裡面只有一個問題：
15:09
It says, "Is this toy
operated with you genitals?"
operated with you genitals?"
327
897525
3051
「這個玩具有生殖器官嗎?」
15:12
(Laughter)
328
900600
2256
(笑聲)
15:14
If the answer is yes,
329
902880
1840
如果有的話，
15:17
then that is not a toy for children.
330
905800
1816
那麼這玩具就是兒童不宜了。
15:19
(Laughter)
331
907640
1560
(笑聲)
15:22
And if the answer is no,
332
910760
3176
如果沒有的話，
15:25
then it's for boys and girls.
333
913960
2216
那玩具就適合男孩和女孩玩。
15:28
It's really simple.
334
916200
1496
就是這麼簡單。
15:29
Because today is about the future
of the future, and in my future,
of the future, and in my future,
335
917720
3976
因為今天都是關於未來的未來，
而在我的未來中，
而在我的未來中，
15:33
boys and girls are equally respected,
336
921720
3256
男孩和女孩會同樣得到尊重，
15:37
equally valued, and most importantly,
equally represented.
equally represented.
337
925000
4600
同樣受到重視，最重要的，
同樣獲得代表。
同樣獲得代表。
15:42
Thank you.
338
930520
1216
謝謝你們
15:43
(Applause)
339
931760
3200
(掌聲)
ABOUT THE SPEAKER
Christopher Bell - Media studies scholarDr. Christopher Bell specializes in the study of popular culture, focusing on the ways in which race, class and gender intersect in different forms of media.
Why you should listen
Dr. Christopher Bell is an Assistant Professor of Media Studies and the Director of Graduate Studies in the Department of Communication at the University of Colorado Colorado Springs (UCCS).
At UCCS, Bell teaches both theory and methodology courses in critical analysis of popular culture, rhetorical theory, representation theory and mass media. His academic books include American Idolatry: Celebrity, Commodity and Reality Television (McFarland 2010), Hermione Granger Saves the World! (McFarland 2012), Legilimens! Perspectives in Harry Potter Studies (Cambridge Scholars 2013), From Here to Hogwarts (McFarland 2015) and Wizards vs. Muggles (McFarland 2016).
For more than ten years, Bell has been a featured professional speaker on a variety of college campuses, both large and small, nationally touring on issues of race, class and gender in the media. In what little spare time is left over, Bell is the author of the children's books Do Not Open the Door! and Do Not Look Under the Rug!, a competitive gamer (competing on regional and international circuits), and he travels with his wife and daughter.
Christopher Bell | Speaker | TED.com