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I think that social media is actually going to help us dismantle some of the silly and demeaning stereotypes that we see in media and advertising about gender.
|
Sosyal medyanın, basında ve reklamcılık sektöründe gördüğümüz cinsyetle ilgili aptalca ve aşağılayıcı basmakalıpların bazılarını ortadan kaldırmaya yardımcı olacağını düşünüyorum.
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en-tr
|
If you hadn't noticed, our media climate generally provides a very distorted mirror of our lives and of our gender, and I think that's going to change.
|
Se non l'aveste notato, il clima dei nostri media solitamente offre un'immagine distorta delle nostre vite e del nostro genere. E io credo che le cose stiano per cambiare.
|
en-it
|
Now most media companies -- television, radio, publishing, games, you name it -- they use very rigid segmentation methods in order to understand their audiences.
|
Bây giờ, hầu hết các công ty truyền thông tivi, radio, báo chí, các trò chơi... Họ sử dụng những phương pháp phân đoạn thị trường rất cứng nhắc để hiểu khán giả
|
en-vi
|
It's old-school demographics.
|
Este o împărțire demografică demodată.
|
en-ro
|
They come up with these very restrictive labels to define us.
|
Vytváří tyto velmi omezující nálepky, aby si nás zařadili.
|
en-cs
|
Now the crazy thing is that media companies believe that if you fall within a certain demographic category then you are predictable in certain ways -- you have certain taste, that you like certain things.
|
Je priam šialené, že mediálne spoločnosti veria tomu, že ak spadáte do určitej demografickej kategórie, ste svojim spôsobom predvídateľní. Máte určitý vkus, máte radi isté veci.
|
en-sk
|
And so the bizarre result of this is that most of our popular culture is actually based on these presumptions about our demographics.
|
Եվ այս ամենում արտառոց արդյունքը այն է, որ մասսայակն մշակույթի մեծամասնությունը իրականում հիմնված է մեր դեմոգրաֆիկ դասակարգման այս ենթադրությունների վրա:
|
en-hy
|
Age demographics: the 18 to 49 demo has had a huge impact on all mass media programming in this country since the 1960s, when the baby boomers were still young.
|
年紀分類學: 18到49歲的年齡層 對我國大衆媒體的規劃 有重大影響。 從1960年開始 當嬰兒潮世代還年輕的時候就如此了。
|
en-zh-tw
|
Now they've aged out of that demographic, but it's still the case that powerful ratings companies like Nielson don't even take into account viewers of television shows over age 54.
|
Dnes už však, vzhledem ke svému věku, do této kategorie nespadají, a i přesto vlivné výzkumné společnosti, jako je Nielson, vůbec neberou v potaz televizní diváky starší 54 let.
|
en-cs
|
In our media environment, it's as if they don't even exist.
|
Во нашето медиско опкружување како да не постојат.
|
en-mk
|
Now, if you watch "Mad Men," like I do -- it's a popular TV show in the States -- Dr. Faye Miller does something called psychographics, which first came about in the 1960s, where you create these complex psychological profiles of consumers.
|
Dacă te uiți la ”Mad Man” cum fac eu -- e un serial TV foarte popular în Statele Unite -- Dr. Faye Miller face ceva numit psiho-grafie, care a apărut întâi în anii 1960, pentru care creezi niște profiluri psihologice complexe ale consumatorilor.
|
en-ro
|
But psychographics really haven't had a huge impact on the media business.
|
Dar psiho-grafia nu a avut un impact prea mare în industria comunicațiilor.
|
en-ro
|
It's really just been basic demographics.
|
در حقیقت تنها جمعیت شناسی مقدماتی بود.
|
en-fa
|
So I'm at the Norman Lear Center at USC, and we've done a lot of research over the last seven, eight years on demographics and how they affect media and entertainment in this country and abroad.
|
И така, аз работя в Центъра Норман Лиър в Университета Южна Калифорния. И ние сме направили много изследвания през последните седем, осем години върху демографските данни, и влиянието им върху медиите и развлеченията в страната и чужбина.
|
en-bg
|
And in the last three years, we've been looking specifically at social media to see what has changed, and we've discovered some very interesting things.
|
在过去三年 我们一直仔细观察社交传媒,看它如何变化。 我们发现一些非常有趣的事。
|
en-zh-cn
|
All the people who participate in social media networks belong to the same old demographic categories that media companies and advertisers have used in order to understand them.
|
参与社交传媒网的所有人 都能被归入以前旧的人口统计学里的种类 那些媒体公司和广告商们 以前用来了解人们的统计种类。
|
en-zh-cn
|
But those categories mean even less now than they did before, because with online networking tools, it's much easier for us to escape some of our demographic boxes.
|
Ancak bu kategoriler eskiden taşıdıklarından daha az önem arzediyorlar. Çünkü online ağ araçları ile demografik kutularının bazılarından kurtulmamız daha kolay.
|
en-tr
|
We're able to connect with people quite freely and to redefine ourselves online.
|
Մենք շատ ազատ կարող ենք կապ հաստատել մարդկանց հետ և այլ կերպ ներկայանանք համացանցում:
|
en-hy
|
And we can lie about our age online, too, pretty easily.
|
Եվ մենք նույնպես կարող ենք շատ հեշտ առցանա ստել մեր տարիքի մասին:
|
en-hy
|
We can also connect with people based on our very specific interests.
|
Podemos, igualmente, ligar-nos a pessoas com base nos nossos interesses específicos.
|
en-pt
|
We don't need a media company to help do this for us.
|
لا نحتاج لوسائل الإعلام لمساعدتنا للقيام بذلك.
|
en-ar
|
So the traditional media companies, of course, are paying very close attention to these online communities.
|
Конечно, традиционные СМИ обращают очень пристальное внимание на сообщества в сети.
|
en-ru
|
They know this is the mass audience of the future; they need to figure it out.
|
Elles savent que c'est le public de masse de l'avenir. Ils ont besoin de le comprendre.
|
en-fr
|
But they're having a hard time doing it because they're still trying to use demographics in order to understand them, because that's how ad rates are still determined.
|
Tetapi mereka kesulitan melakukan itu karena mereka masih mencoba menggunakan demografik untuk memahami mereka, karena itulah bagaimana tingkat iklan masih ditentukan.
|
en-id
|
When they're monitoring your clickstream -- and you know they are -- they have a really hard time figuring out your age, your gender and your income.
|
Када надгледају оно што посећујете на интернету - а знате да надгледају - стварно им је тешко да открију ваше годиште, пол и приходе.
|
en-sr
|
They can make some educated guesses.
|
他們據以往經驗也許能猜出些端倪
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en-zh-tw
|
But they get a lot more information about what you do online, what you like, what interests you.
|
Aber sie erhalten eine Menge mehr Informationen darüber, was Sie online machen, was Sie mögen, was Sie interessiert.
|
en-de
|
That's easier for them to find out than who you are.
|
É mais fácil para eles descobrir isso do que quem você é.
|
en-pt-br
|
And even though that's still sort of creepy, there is an upside to having your taste monitored.
|
mặc dù việc này làm bạn hơi dùng mình nó có một ưu điểm về việc gu của bạn bị giám sát.
|
en-vi
|
Suddenly our taste is being respected in a way that it hasn't been before.
|
Tout à coup, vos goûts sont respectés comme jamais auparavant.
|
en-fr
|
It had been presumed before.
|
Hồi trước nó đã được giả sử
|
en-vi
|
So when you look online at the way people aggregate, they don't aggregate around age, gender and income.
|
オンライン上で人々が集まる様子を見ると 人々は年齢や性別 収入で 集まっている訳ではありません
|
en-ja
|
They aggregate around the things they love, the things that they like, and if you think about it, shared interests and values are a far more powerful aggregator of human beings than demographic categories.
|
Նրանք համախբվում են այն ամենի շուրջ, ինչ սիրում են, ինչ ցանկանում են, և եթե դուք մտածեք դրա մասին, ընդհանուր հետաքրքրությունները և արժեքները առավել քան ուժեղ խթան են մարդկային արարածների համար քան դեմոգրաֆիկ խմբերը:
|
en-hy
|
I'd much rather know whether you like "Buffy the Vampire Slayer" rather than how old you are.
|
Mnohem víc mě zajímá, jestli máte rádi seriál "Buffy - bijec upírů", než kolik vám je let.
|
en-cs
|
That would tell me something more substantial about you.
|
Pastarieji duomenys suteiktų esminės informacijos apie jus.
|
en-lt
|
Now there's something else that we've discovered about social media that's actually quite surprising.
|
Բայց ևս մի բան կա, որ մենք բացահայտել ենք սոցիալական լրատվամիջոցների մասին, ինչը ակնհայտորեն զարմանալի է:
|
en-hy
|
It turns out that women are really driving the social media revolution.
|
Испоставља се да жене стварно воде револуцију друштвених медија.
|
en-sr
|
If you look at the statistics -- these are worldwide statistics -- in every single age category, women actually outnumber men in their use of social networking technologies.
|
Se você olhar as estatísticas – essas são estatísticas globais – em cada categoria etária, as mulheres superam os homens no uso de tecnologias de rede social.
|
en-pt-br
|
And then if you look at the amount of time that they spend on these sites, they truly dominate the social media space, which is a space that's having a huge impact on old media.
|
Un tad, ja paskatāties uz laiku, ko viņas pavada šajās vietnēs, viņas patiešām dominē sociālo mediju telpā, kas ir telpa, kurai ir liela ietekme uz vecajiem medijiem.
|
en-lv
|
The question is: what sort of impact is this going to have on our culture, and what's it going to mean for women?
|
Kyla klausimas, kokia įtaka bus padaryta mūsų kultūrai ir ką tai reikš moterims?
|
en-lt
|
If the case is that social media is dominating old media and women are dominating social media, then does that mean that women are going to take over global media?
|
Jeśli media społecznościowe przejmują dominację nad starymi a kobiety wiodą prym w mediach społecznościowych czy to znaczy, że kobiety przejmą media globalne?
|
en-pl
|
Are we suddenly going to see a lot more female characters in cartoons and in games and on TV shows?
|
Uvidíme zrazu omnoho viac ženských postáv v animákoch, videohrách a televízii?
|
en-sk
|
Will the next big-budget blockbuster movies actually be chick flicks?
|
¿Será la próxima superproducción exitosa una película «para chicas»?
|
en-es
|
Could this be possible, that suddenly our media landscape will become a feminist landscape?
|
만일 이것이 가능하다면 우리의 미디어 구도는 갑자기 여권 중심의 구도가 될까요?
|
en-ko
|
Well, I actually don't think that's going to be the case.
|
Eerlijk gezegd, ik denk van niet.
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en-nl
|
I think that media companies are going to hire a lot more women, because they realize this is important for their business, and I think that women are also going to continue to dominate the social media sphere.
|
Bence medya şirketleri bunun işleri için önemli olduklarını anlayıp daha fazla kadın çalıştıracaklar. Ve bence kadınlar ayrıca sosyal medya dünyasına hakim olmaya davam edecekler.
|
en-tr
|
But I think women are actually going to be -- ironically enough -- responsible for driving a stake through the heart of cheesy genre categories like the "chick flick" and all these other genre categories that presume that certain demographic groups like certain things -- that Hispanics like certain things, that young people like certain things.
|
De azt hiszem, -- elég ironikus módon -- ők lesznek a felelősek azért, hogy leszámoljanak az olyan giccses műfaji kategóriákkal mint a csajos film, és az összes olyan műfaji kategóriával, amely azt feltételezi, hogy bizonyos társadalmi csoportok meghatározott dolgokat kedvelnek. Hogy a spanyol ajkúak ezt kedvelik, a fiatalok pedig azt.
|
en-hu
|
This is far too simplistic.
|
Eso es demasiado simplista.
|
en-es
|
The future entertainment media that we're going to see is going to be very data-driven, and it's going to be based on the information that we ascertain from taste communities online, where women are really driving the action.
|
Идните забавни медиуми кои ќе ги видиме ќе бидат многу податочно-водени, и ќе бидат базирани на информациите кои ги добиваме од социјалните средини, каде жените навистина ги водат активностите.
|
en-mk
|
So you may be asking, well why is it important that I know what entertains people?
|
Có thể bạn tự hỏi, vậy thì tại sao ta lại cần biết việc gì khiến người ta tiêu khiển?
|
en-vi
|
Why should I know this?
|
Prečo by som to mala vedieť?
|
en-sk
|
Of course, old media companies and advertisers need to know this.
|
É óbvio que os "media" tradicionais e os publicitários precisam de saber isso.
|
en-pt
|
But my argument is that, if you want to understand the global village, it's probably a good idea that you figure out what they're passionate about, what amuses them, what they choose to do in their free time.
|
Но мой довод заключается в том, что если вы хотите получить общую картину, возможно, стоит узнать, в чем заключается их страсть, что восхищяет их, чем они предпочитают заниматься в свободное время.
|
en-ru
|
This is a very important thing to know about people.
|
C'est une chose importante à savoir sur les gens.
|
en-fr
|
I've spent most of my professional life researching media and entertainment and its impact on people's lives.
|
저는 제 직업적 생활의 대부분을 미디어와 엔터테인먼트 그리고 그것이 사람들의 삶에 미치는 영향에 대한 연구로 보냈습니다.
|
en-ko
|
And I do it not just because it's fun -- though actually, it is really fun -- but also because our research has shown over and over again that entertainment and play have a huge impact on people's lives -- for instance, on their political beliefs and on their health.
|
Und ich mache das nicht nur deshalb, weil es Spaß macht -- obwohl es tatsächlich wirklich Spaß macht -- sondern auch, weil unsere Forschungen wieder und wieder gezeigt haben, dass Unterhaltung und Spiel einen großen Einfluss auf das Leben der Menschen haben -- zum Beispiel auf ihre politische Einstellung und auf ihre Gesundheit.
|
en-de
|
And so, if you have any interest in understanding the world, looking at how people amuse themselves is a really good way to start.
|
Dus als je de wereld enigszins wil begrijpen, dan is kijken naar hoe mensen zich amuseren echt een goede startbasis.
|
en-nl
|
So imagine a media atmosphere that isn't dominated by lame stereotypes about gender and other demographic characteristics.
|
Deci imaginați-vă o atmosferă a mass-media care nu e dominată de stereotipuri ignorante despre sex și alte caracteristici demografice.
|
en-ro
|
Can you even imagine what that looks like?
|
Կարո՞ղ եք պատկերացնել ինչպեսին դա կլինի:
|
en-hy
|
I can't wait to find out what it looks like.
|
Аз нямам търпение, за да разбера как ще изглежда.
|
en-bg
|
There's an African proverb that goes, "The lion's story will never be known as long as the hunter is the one to tell it."
|
Hay un proverbio africano que dice: "La historia del león nunca será conocida mientras sea el cazador quien la cuente".
|
en-es
|
More than a racial conversation, we need a racial literacy to decode the politics of racial threat in America.
|
比起種族談話, 我們更需要種族知識, 才能理解美國種族威脅的政治。
|
en-zh-tw
|
Key to this literacy is a forgotten truth, that the more we understand that our cultural differences represent the power to heal the centuries of racial discrimination, dehumanization and illness.
|
La clé de cette alphabétisation est une vérité oubliée : plus nous comprenons que nos différences culturelles ont le pouvoir de guérir des siècles de discrimination raciale, de déshumanisation et de maladie.
|
en-fr
|
Both of my parents were African-American.
|
私の両親はどちらもアフリカ系アメリカ人です
|
en-ja
|
My father was born in Southern Delaware, my mother, North Philadelphia, and these two places are as different from each other as east is from west, as New York City is from Montgomery, Alabama.
|
我父親出生於南達拉威, 我母親出生於北費城, 這兩個地方的差異 可說是南轅北轍, 就如同紐約市 與阿拉巴馬州蒙哥馬利。
|
en-zh-tw
|
My father's way of dealing with racial conflict was to have my brother Bryan, my sister Christy and I in church what seemed like 24 hours a day, seven days a week.
|
O modo como meu pai lidava com o conflito racial era mantendo meu irmão Bryan, minha irmã Christy e eu na igreja, o que parecia ser 24 horas por dia, 7 dias por semana.
|
en-pt-br
|
(Laughter) If anybody bothered us because of the color of our skin, he believed that you should pray for them, knowing that God would get them back in the end.
|
(خنده حضار) اگر هر کسی بخاطر رنگ پوست ما را آزار میداد، این باور را داشت که باید برایشان دعا کرد، چون که خدا آنها را گیر خواهد انداخت.
|
en-fa
|
(Laughter) You could say that his racial-coping approach was spiritual -- for later on, one day, like Martin Luther King.
|
(Risas) Se podría decir que su enfoque para afrontar lo racial fue espiritual, para más adelante, para algún día, como Martin Luther King.
|
en-es
|
My mother's coping approach was a little different.
|
نوع مقابله مادر من کمی متفاوت بود.
|
en-fa
|
She was, uh, you could say, more relational -- right now, like, in your face, right now.
|
人間関係に重きを置いたものでした 「その場で 直に」 「すぐに」
|
en-ja
|
More like Malcolm X.
|
Más como Malcolm X.
|
en-es
|
(Laughter) She was raised from neighborhoods in which there was racial violence and segregation, where she was chased out of neighborhoods, and she exacted violence to chase others out of hers.
|
(笑声) 她成长的社区 存在种族暴力和隔离, 她被逐出了这个社区, 然后她也以暴力回敬, 把其他人驱逐出她的社区。
|
en-zh-cn
|
When she came to Southern Delaware, she thought she had come to a foreign country.
|
當她來到南達拉威時, 她以為她到了國外。
|
en-zh-tw
|
She didn't understand anybody, particularly the few black and brown folks who were physically deferential and verbally deferential in the presence of whites.
|
No entendía a nadie, particularmente a los pocos negros y morenos que eran físicamente deferentes y verbalmente respetuosos en presencia de los blancos.
|
en-es
|
Not my mother.
|
我母親不會。
|
en-zh-tw
|
When she wanted to go somewhere, she walked.
|
Cuando quería ir a algún lado, lo hacía.
|
en-es
|
She didn't care what you thought.
|
لا تهتم بما تظن.
|
en-ar
|
And she pissed a lot of people off with her cultural style.
|
Irritava muitas pessoas com seu estilo cultural.
|
en-pt-br
|
Before we get into the supermarket, she would give us the talk: "Don't ask for nothin', don't touch nothin'.
|
在我们进超市之前, 她会跟我们说, “什么都别要, 什么都别碰。
|
en-zh-cn
|
Do you understand what I'm saying to you?
|
Razumete li šta hoću da vam kažem?
|
en-sr
|
I don't care if all the other children are climbing the walls.
|
我不管其他小孩 是不是都在爬墙。
|
en-zh-cn
|
They're not my children.
|
Ce ne sont pas mes enfants.
|
en-fr
|
Do you understand what I'm saying to you?"
|
متوجه هستید چی میگم؟»
|
en-fa
|
In three-part harmony: "Yes, Mom."
|
Em coro de três vozes: "Sim, mãe".
|
en-pt-br
|
Before we'd get into the supermarket, that talk was all we needed.
|
슈퍼마켓에 들어가기 전에 그 말이 저희가 들어야 할 전부였죠.
|
en-ko
|
Now, how many of you ever got that talk?
|
الأن, كم منكم تلقى هذا الخطاب؟
|
en-ar
|
How many of you ever give that talk?
|
有多少人曾經給過這種談話?
|
en-zh-tw
|
(Laughter) How many of you ever give that talk today?
|
(خنده حضار) چند نفر از شما همچین صحبتی را با کسی انجام دادهاید؟
|
en-fa
|
My mother didn't give us the talk because she was worried about money or reputation or us misbehaving.
|
او این صحبتها را برای انجام نمیداد چون نگران پول یا شهرت یا بدرفتاریهای ما بود.
|
en-fa
|
We never misbehaved.
|
悪さなんてしませんでした
|
en-ja
|
We were too scared.
|
ما خیلی ترسیده بودیم.
|
en-fa
|
We were in church 24 hours a day, seven days a week.
|
لقد كنا في الكنيسة 24 ساعة يومياً سبعة أيامٍ فى الأسبوع.
|
en-ar
|
(Laughter) She gave us that talk to remind us that some people in the world would interpret us as misbehaving just by being black.
|
(Risos) O discurso dela era para nos lembrar de que algumas pessoas no mundo julgavam nosso mau comportamento pelo simples fato de sermos negros.
|
en-pt-br
|
Not every parent has to worry about their children being misjudged because of the color of their skin, just by breathing.
|
不是所有家長都要擔心 他們的小孩因為膚色, 連只是呼吸都會被錯誤評斷。
|
en-zh-tw
|
So we get into the supermarket, and people look at us -- stare at us as if we just stole something.
|
وحينما ندخل إلى السوبرماركت, وينظر الناس إلينا -- يحدقون فينا وكأننا سرقنا شئ.
|
en-ar
|
Every now and then, a salesperson would do something or say something because they were pissed with our cultural style, and it would usually happen at the conveyor belt.
|
De temps en temps, un vendeur faisait ou disait quelque chose car notre style culturel les énervait et cela se produisait souvent à la caisse.
|
en-fr
|
And the worst thing they could do was to throw our food into the bag.
|
他們能做出最糟的事 就是把我們的食物丟到袋子裡。
|
en-zh-tw
|
And when that happened, it was on.
|
Quando isso acontecia, o clima esquentava.
|
en-pt-br
|
(Laughter) My mother began to tell them who they were, who their family was, where to go, how fast to get there.
|
(笑声) 我母亲会开始告诉他们 他们是什么东西, 他们家里人是什么东西, 应该下几层地狱, 以多快的速度可以下去。
|
en-zh-cn
|
(Laughter) If you haven't been cursed out by my mother, you haven't lived.
|
(笑) 私の母から罵しられたことがないんだったら 人生まだまだ
|
en-ja
|
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