TEDWomen 2010
Johanna Blakley: Social media and the end of gender
喬漢娜·布雷克里（Johanna Blakley） : 社會媒體和性別區分的終結
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媒體和廣告公司至今仍使用舊的人口分類的方法來了解群衆，然而媒體專家喬漢娜·布雷克里（Johanna Blakley）認爲群衆是越來越難被掌握。她為我們解釋：當社會媒體的使用率高過於傳統媒體，女性使用者多於男性時，會發生什麽變化。
Johanna Blakley - Media maven
Johanna Blakley studies the impact of mass media and entertainment on our world. Full bio
Johanna Blakley studies the impact of mass media and entertainment on our world. Full bio
Double-click the English transcript below to play the video.
00:15
I'm going to make an argument today
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我今天要講的題目
00:17
that may seem a little bit crazy:
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聼起來有些瘋狂：
00:20
social media and the end of gender.
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社會媒體和性別區分的終結。
00:23
Let me connect the dots.
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讓我把之間的關係解釋一下
00:26
I'm going to argue today
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我今天要來闡述
00:28
that the social media applications
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讓我們又愛又恨的
00:30
that we all know and love, or love to hate,
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社交應用程式
00:33
are actually going to help free us
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實際上能讓我們
00:35
from some of the absurd assumptions
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從固有、荒謬的
00:37
that we have as a society about gender.
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性別差異的假設中解放。
00:40
I think that social media
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我甚至認爲
00:42
is actually going to help us dismantle
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社會媒體能幫我們
00:44
some of the silly and demeaning stereotypes
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破除一些在現有媒體和廣告裏
00:47
that we see in media and advertising
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充斥、圍繞在性別上的
00:50
about gender.
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既有概念。
00:52
If you hadn't noticed,
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如果你還沒注意到，
00:54
our media climate generally provides
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在當今的媒體氛圍裏所呈現的
00:56
a very distorted mirror
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我們的生活和性別
00:58
of our lives and of our gender,
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跟實際是有很大的差異的。
01:00
and I think that's going to change.
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我認爲這將會改變。
01:02
Now most media companies --
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大部分的媒體公司
01:04
television, radio, publishing, games, you name it --
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像電視、廣播、出版社、遊戲等
01:07
they use very rigid segmentation methods
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在了解他們的觀衆聽衆上
01:10
in order to understand their audiences.
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使用的還是很僵化的區分方法。
01:12
It's old-school demographics.
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是舊有的人口學
01:14
They come up with these very restrictive labels to define us.
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他們用這些很僵化的標籤來定義我們
01:19
Now the crazy thing
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更瘋狂的是
01:21
is that media companies believe
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媒體公司相信
01:23
that if you fall within a certain demographic category
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你要是屬於某個群體
01:26
then you are predictable in certain ways --
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那麽你的行爲也是可以預測的。
01:28
you have certain taste,
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你會有某些特定品味
01:30
that you like certain things.
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會喜歡某些事物。
01:32
And so the bizarre result of this
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這樣的推論就導致了這個奇怪的結果：
01:34
is that most of our popular culture
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大部分當今的流行文化
01:36
is actually based on these presumptions
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都是建立在這樣的
01:38
about our demographics.
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人口分類學上的假設上。
01:41
Age demographics:
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年紀分類學：
01:43
the 18 to 49 demo
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18到49歲的年齡層
01:45
has had a huge impact
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對我國大衆媒體的規劃
01:47
on all mass media programming in this country
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有重大影響。
01:49
since the 1960s,
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從1960年開始
01:51
when the baby boomers were still young.
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當嬰兒潮世代還年輕的時候就如此了。
01:54
Now they've aged out of that demographic,
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現在嬰兒潮的世代已經超過這個年齡層
01:57
but it's still the case
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但是大家的做法還是沒變
01:59
that powerful ratings companies like Nielson
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像尼爾森等較大的市調公司
02:01
don't even take into account
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甚至不把年紀大於54嵗的人
02:03
viewers of television shows over age 54.
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列入電視市調的對象。
02:06
In our media environment,
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在當今的媒體大環境裏
02:08
it's as if they don't even exist.
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這些人被當作是不存在的。
02:10
Now, if you watch "Mad Men," like I do --
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你如果跟我一樣在看“廣告狂人”
02:12
it's a popular TV show in the States --
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這個在美國很受歡迎的連續劇
02:15
Dr. Faye Miller does something called psychographics,
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米勒博士在做一些“心理圖”的東西
02:18
which first came about in the 1960s,
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這產生於1960年左右
02:21
where you create these complex psychological profiles
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你去對消費者勾勒出
02:23
of consumers.
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描述複雜的心理檔案。
02:25
But psychographics really haven't had a huge impact on the media business.
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但是心理圖並沒有對媒體業產生重大的影響
02:28
It's really just been basic demographics.
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只是停留在基礎的人口分類學上而已。
02:32
So I'm at the Norman Lear Center at USC,
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我在南加大的Norman Lear中心
02:35
and we've done a lot of research over the last seven, eight years
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在過去的七八年裏我們做了很多
02:38
on demographics
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有關人口分類學的研究
02:40
and how they affect media and entertainment
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還有其對這國家或外國娛樂媒體
02:42
in this country and abroad.
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所產生的影響。
02:44
And in the last three years,
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在最近的3年裏
02:46
we've been looking specifically at social media to see what has changed,
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我們特別研究了社會媒體的改變
02:49
and we've discovered some very interesting things.
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我們發現了一些有趣的現象。
02:53
All the people who participate in social media networks
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所有使用社交媒體網路的人，
02:55
belong to the same old demographic categories
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過去媒體和廣告公司爲了分析研究
02:58
that media companies and advertisers
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所用的分類系統
03:00
have used in order to understand them.
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也還可以套用在他們的身上。
03:02
But those categories mean even less now
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但是這些分類的意義跟以前比起來
03:05
than they did before,
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顯得更不重要。
03:07
because with online networking tools,
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因爲這些線上的社交工具
03:09
it's much easier for us
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讓我們更輕易地
03:11
to escape some of our demographic boxes.
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能跳脫人口分類的框架。
03:13
We're able to connect with people quite freely
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我們能自由地跟其他人聯係
03:16
and to redefine ourselves online.
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還能重新定義我們在網上的身份。
03:18
And we can lie about our age online, too, pretty easily.
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我們也能輕易的謊報年齡。
03:22
We can also connect with people
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我們能和志同道合的人們
03:25
based on our very specific interests.
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互相聯繫。
03:27
We don't need a media company
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我們再也不需要媒體公司
03:29
to help do this for us.
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來幫我們。
03:31
So the traditional media companies, of course,
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所以這些傳統的媒體公司理所當然地
03:34
are paying very close attention to these online communities.
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緊密地在注意著這些網上的群體。
03:37
They know this is the mass audience of the future;
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他們知道這將是未來的目標群衆
03:40
they need to figure it out.
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他們必須了解這些人。
03:42
But they're having a hard time doing it
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但是這些人不像以前那麽容易了解
03:44
because they're still trying to use demographics in order to understand them,
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原因在於媒體公司還是用以前的分類來分析
03:47
because that's how ad rates are still determined.
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因爲這是決定廣告費用的標準。
03:50
When they're monitoring your clickstream --
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當他們監視你的點擊率
03:52
and you know they are --
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你也知道你是被監視的
03:54
they have a really hard time
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他們很難去分析出
03:56
figuring out your age, your gender and your income.
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你的年齡、性別和收入。
03:58
They can make some educated guesses.
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他們據以往經驗也許能猜出些端倪
04:00
But they get a lot more information
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但是他們得到的資訊
04:02
about what you do online,
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大部分是關於你爲何上網
04:04
what you like, what interests you.
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你喜歡什麽、對什麽有興趣
04:06
That's easier for them to find out than who you are.
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這比你是誰還容易猜到
04:09
And even though that's still sort of creepy,
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雖然這聽起來讓人覺得怪怪的
04:12
there is an upside
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但是有人監視你的興趣
04:14
to having your taste monitored.
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還是有些好處的。
04:17
Suddenly our taste is being respected
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突然間我們的喜好品味
04:19
in a way that it hasn't been before.
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得到了前所未有的重視。
04:21
It had been presumed before.
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在這之前都是別人幫我們設定好了。
04:24
So when you look online at the way people aggregate,
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你現在要是看看網路上人們聚集的原因
04:27
they don't aggregate
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這不是因爲大家
04:29
around age, gender and income.
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有相同的年齡、性別或收入。
04:31
They aggregate around the things they love,
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大家聚在一起是因爲
04:33
the things that they like,
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有相同的嗜好。
04:35
and if you think about it, shared interests and values
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你如果再想想，
04:37
are a far more powerful aggregator of human beings
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相同的嗜好，這個聚集人們的因素
04:40
than demographic categories.
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比起年齡來是要強許多的。
04:42
I'd much rather know
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我會比較想去知道
04:44
whether you like "Buffy the Vampire Slayer"
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你喜不喜歡"捉鬼者巴菲(Buffy the Vampire Slayer)”
04:47
rather than how old you are.
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而不是你今年幾嵗。
04:49
That would tell me something more substantial about you.
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這比年紀還帶來更多的資訊。
04:53
Now there's something else that we've discovered about social media
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我們還發現社會媒體
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that's actually quite surprising.
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一個驚人之處
04:57
It turns out that women
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那就是女人
04:59
are really driving the social media revolution.
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正在帶領著社會媒體革命。
05:03
If you look at the statistics --
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你如果看看統計數字
05:05
these are worldwide statistics --
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這些是世界的統計數字
05:07
in every single age category,
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在每一個年齡層裏
05:10
women actually outnumber men
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使用社交網路科技的女人
05:12
in their use of social networking technologies.
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都比男人要來得多。
05:16
And then if you look at the amount of time
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你要是再看看
05:18
that they spend on these sites,
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她們花在這些網站的時間
05:20
they truly dominate the social media space,
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女人真的主導了社會媒體的使用
05:23
which is a space that's having a huge impact
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而社會媒體進一步又對傳統媒體
05:26
on old media.
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有重大的影響。
05:28
The question is: what sort of impact
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所以問題是，這對我們的文化
05:30
is this going to have on our culture,
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會帶來什麽樣的衝擊
05:33
and what's it going to mean for women?
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這對女人又代表了什麽意義？
05:35
If the case is that social media
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如果說社會媒體
05:37
is dominating old media
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會主導傳統媒體
05:39
and women are dominating social media,
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而女人又會主導社會媒體的話，
05:42
then does that mean that women
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這是不是意味著說
05:44
are going to take over global media?
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女人會接管全球的媒體呢？
05:46
Are we suddenly going to see
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我們是不是將會
05:48
a lot more female characters in cartoons
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在卡通、遊戲、或電視節目裏
05:50
and in games and on TV shows?
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看到更多的女性角色的出現呢？
05:53
Will the next big-budget blockbuster movies
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下一部好萊塢的超級大製作
05:57
actually be chick flicks?
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會不會是女性電影呢？
06:00
Could this be possible,
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未來我們的媒體
06:02
that suddenly our media landscape
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是不是有可能
06:04
will become a feminist landscape?
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變得更有女性主義呢？
06:08
Well, I actually don't think that's going to be the case.
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我並不這樣認爲。
06:11
I think that media companies are going to hire a lot more women,
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我認爲媒體公司將會雇用更多的女性員工
06:14
because they realize this is important for their business,
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因爲他們了解這對公司是重要的。
06:16
and I think that women
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我也認爲
06:18
are also going to continue to dominate
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女性會繼續主導
06:20
the social media sphere.
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社會媒體。
06:22
But I think women are actually going to be -- ironically enough --
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很諷刺地，我也認爲
06:25
responsible for driving a stake through the heart
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女性會帶起一陣軟性
06:28
of cheesy genre categories
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輕薄俗的片種
06:32
like the "chick flick"
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像是女性影片
06:34
and all these other genre categories
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或其他這一類的影片
06:36
that presume that certain demographic groups
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那種由人口分類學假設的
06:39
like certain things --
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某個年齡層會喜歡某種類型的影片
06:41
that Hispanics like certain things,
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像拉丁裔的人喜歡某些事物
06:43
that young people like certain things.
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年輕人喜歡某些事物。
06:45
This is far too simplistic.
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這樣的推論還是太簡單化了。
06:47
The future entertainment media that we're going to see
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將來的媒體會是
06:50
is going to be very data-driven,
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十分資料導向的
06:52
and it's going to be based on the information
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將會是基於
06:54
that we ascertain from taste communities online,
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我們調查線上社群的喜好品味來設計的
06:57
where women are really driving the action.
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而這裡會由女性來主導。
07:00
So you may be asking, well why is it important
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你可能會問，爲什麽知道
07:03
that I know what entertains people?
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什麽帶給人們歡樂是重要的？
07:05
Why should I know this?
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爲什麽我需要知道這些？
07:07
Of course, old media companies and advertisers
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當然，傳統的媒體和廣告公司
07:09
need to know this.
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需要知道這些。
07:11
But my argument is that,
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但是我的理論是
07:13
if you want to understand the global village,
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你如果想了解地球村
07:15
it's probably a good idea that you figure out
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你最好要去知道
07:17
what they're passionate about, what amuses them,
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他們喜歡什麽，對什麽感興趣
07:20
what they choose to do in their free time.
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有空時作什麽消遣。
07:23
This is a very important thing to know about people.
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這對了解人們來説是很重要的。
07:26
I've spent most of my professional life
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我大部分的職業生涯
07:29
researching media and entertainment
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都花在了解媒體和娛樂
07:31
and its impact on people's lives.
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還有他們對人們生活的影響。
07:33
And I do it not just because it's fun --
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我之所以這麽做不止是因爲這很有趣
07:36
though actually, it is really fun --
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事實上，這真的很有趣，
07:38
but also because
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也還因爲
07:40
our research has shown over and over again
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我們的研究一再顯示
07:42
that entertainment and play
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娛樂和遊戲
07:44
have a huge impact on people's lives --
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對人們的生活有深遠的影響
07:47
for instance, on their political beliefs
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譬如說，對他們的政治理念
07:49
and on their health.
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和他們的健康都有影響。
07:51
And so, if you have any interest in understanding the world,
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再者，你如果對了解這世界有興趣
07:54
looking at how people amuse themselves
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可以看看人們如何娛樂自己
07:56
is a really good way to start.
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這是個很好的研究起點。
07:59
So imagine a media atmosphere
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所以，想像一個媒體
08:02
that isn't dominated by lame stereotypes
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不是被殘缺的
08:05
about gender
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性別、或其他年齡層的
08:07
and other demographic characteristics.
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刻板印象所主導。
08:09
Can you even imagine what that looks like?
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你能想像那會是怎麽樣的一個情景嗎？
08:11
I can't wait to find out what it looks like.
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我真是等不及去看那會是怎麽樣。
08:13
Thank you so much.
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謝謝大家。
08:15
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Johanna Blakley - Media mavenJohanna Blakley studies the impact of mass media and entertainment on our world.
Why you should listen
As the Deputy Director of the Norman Lear Center (a media-focused think tank at the University of Southern California) Johanna Blakley spends much of her time exploring how our entertainment interacts with our political, commercial and social habits. She is especially interested in the surprising impact of intellectual property rights on innovation, organizing conferences around the lack of creative ownership in fashion as well as technology and the ownership of creative content.
Blakley has worked across a huge variety of media platforms -- producing for the web on a large scale, conducting gaming research, coordinating events for film festivals and executing consumer research on entertainment and politics. Drawing on this vast body of experience, she also lectures at USC and helped develop their masters program in Public Diplomacy.
Johanna Blakley | Speaker | TED.com