TEDxColoradoSprings
Christopher Bell: Bring on the female superheroes!
克里斯多夫·贝尔: 让我们带上女超人！
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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。
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
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我生活中的大部分时间都在思考
关于小女孩的事情，
00:16
thinking about little girls,
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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.
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这对于当今社会一位
成年男性而言未免有些奇怪。
成年男性而言未免有些奇怪。
但是我确实花了大量时间
在思考小女孩的事，
在思考小女孩的事，
00:25
But I do. I spend most of my time
thinking about little girls,
thinking about little girls,
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00:28
and I think it's primarily
because I have one.
because I have one.
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我想主要原因是
因为我有一个女儿吧。
因为我有一个女儿吧。
00:31
This one's mine, and I think
you would really like her.
you would really like her.
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这是我的女儿，
我想你们会喜欢她的。
我想你们会喜欢她的。
00:34
She is smart and funny
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她聪慧过人，活泼可爱，
待人友好，是个不错的小伙伴。
00:36
and kind to people and a good friend.
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00:39
But when I talk about my daughter,
the word I find myself saying most
the word I find myself saying most
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但是当谈到我的女儿，
我发现我说的最多的词是
我发现我说的最多的词是
“运动员”。
00:44
is "athlete."
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00:46
My kid's athletic.
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我的孩子身体素质很好。
00:48
She is strong and fast
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她强壮，敏捷，
有着很棒的平衡感
和良好的身体协调性。
和良好的身体协调性。
00:50
and has great balance
and good body control.
and good body control.
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她在持续三天的少林拳法比赛中，
00:54
She is a three-time,
back-to-back-to-back state champion
back-to-back-to-back state champion
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00:57
in Shaolin Kempo.
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获得了三次州冠军。
九岁的她已接近黑带水平。
00:59
At nine years old, she is already
halfway to a black belt.
halfway to a black belt.
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我的女儿有着运动员的体魄。
01:02
My daughter is athletic.
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现在，一个高1.86米。
重120公斤的大汉站在你面前，
重120公斤的大汉站在你面前，
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
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说她的女儿是运动员，
01:08
and says his daughter is athletic,
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你也许会想，应该是遗传他的吧。
01:10
you might think
that's a reflection of him.
that's a reflection of him.
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01:12
It is not.
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并不是这样的。
01:14
(Laughter)
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（笑声）
01:15
My wife in high school
was a two-time all-state soccer player
was a two-time all-state soccer player
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我的妻子在高中曾两次
代表全州参加足球比赛，
代表全州参加足球比赛，
01:18
and a two-time all-state
volleyball player,
volleyball player,
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还两次代表全州参加排球比赛，
01:21
and I played "Dungeons and Dragons."
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而我那会儿还玩着“龙与地下城”。
01:23
And that is why,
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那也就是为什么，
01:25
although my daughter is an athlete,
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我的女儿不仅仅是个运动员，
01:27
she's also a huge nerd, which I love.
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她也是个技术能手，
我很喜欢她这点。
我很喜欢她这点。
01:30
She walks around our house
in a cloak of flames
in a cloak of flames
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她身披火焰斗篷在家中穿行，
01:33
that she made herself.
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这是她亲手制作的。
01:35
She sits on the Iron Throne --
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她坐在铁王座上，
（译注：来源于权力的游戏）
（译注：来源于权力的游戏）
（笑声）
01:37
(Laughter)
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即使她未曾看过《权利的游戏》，
01:39
even though she has never
seen "Game of Thrones,"
seen "Game of Thrones,"
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主要是因为我们并不是最糟的父母。
01:41
primarily because we are not
the worst parents who ever lived.
the worst parents who ever lived.
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但她知道有人叫做龙母，
01:45
But she knows there's someone
called the Mother of Dragons,
called the Mother of Dragons,
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她也自称龙母并怡然自得。
01:48
and she calls herself that
and she loves it.
and she loves it.
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她是个大大的漫画爱好者。
01:50
She's a huge comic book fan.
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现在，她最喜欢的角色是格鲁特。
01:52
Right now, her favorite
character is Groot.
character is Groot.
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她喜欢格鲁特。
01:54
She loves Groot.
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她崇拜绿巨人浩克。
01:55
She adores The Incredible Hulk.
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01:58
But my daughter really at heart,
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但是在我女儿的内心中，
星球大战才是她的最爱。
02:00
her thing is Star Wars.
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我的孩子是个绝地武士。
（星球大战中的重要组织）
（星球大战中的重要组织）
02:03
My kid is a Jedi.
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02:05
Although some days she's also a Sith,
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尽管有时她也扮成西斯，
（绝地武士的宿敌）
（绝地武士的宿敌）
是个令我敬佩的选择。
02:07
which is a choice that I can respect.
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（笑声）
02:10
(Laughter)
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但是我一直有个困惑，
02:11
But here's the question
that I have to ask.
that I have to ask.
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为什么当我的女儿想要换装打扮时，
02:14
Why is it that when
my daughter dresses up,
my daughter dresses up,
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无论是格鲁特还是绿巨人，
02:16
whether it's Groot or The Incredible Hulk,
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无论是欧比旺·克诺比，还是达斯·摩尔，
（都是星球大战中的人物）
（都是星球大战中的人物）
02:19
whether it's Obi-Wan Kenobi or Darth Maul,
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为什么她饰演的都是男性角色？
02:22
why is every character
she dresses up as a boy?
she dresses up as a boy?
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02:28
And where are all the female superheroes?
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女性超级英雄都去哪了？
这么问并不确切，
02:30
And that is not actually the question,
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因为世界上有很多女性英雄。
02:32
because there's plenty
of female superheroes.
of female superheroes.
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事实上，我的问题是，
所有女英雄的周边产品都哪儿去了？
所有女英雄的周边产品都哪儿去了？
02:34
My question really is,
where is all the female superhero stuff?
where is all the female superhero stuff?
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02:38
Where are the costumes?
Where are the toys?
Where are the toys?
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她们的服装，形象玩具都在哪儿？
02:41
Because every day when my daughter
plays when she dresses up,
plays when she dresses up,
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因为当我的女儿每天换装扮演时，
02:45
she's learning stuff
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她都在学习，
02:48
through a process that,
in my own line of work,
in my own line of work,
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在我自己的本职工作中，
作为一个媒体分析领域的教授，
02:50
as a professor of media studies,
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我们把这个过程称为公共教育学。
02:52
we refer to as public pedagogy.
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也就是说，这关于社会如何
被赋予意识形态。
被赋予意识形态。
02:53
That is, it is how societies
are taught ideologies.
are taught ideologies.
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它让你懂得，作为
一名男性或女性的意义，
一名男性或女性的意义，
02:59
It's how you learned what it meant
to be a man or a woman,
to be a man or a woman,
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在公共场合自我表现的意义，
03:01
what it meant to behave
yourself in public,
yourself in public,
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成为一个忠心耿耿
又彬彬有礼的人的意义。
又彬彬有礼的人的意义。
03:04
what it meant to be a patriot
and have good manners.
and have good manners.
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03:07
It's all the constituent social relations
that make us up as a people.
that make us up as a people.
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就是这些所有的社会关系
组成了我们大家。
组成了我们大家。
简而言之，那就是我们如何
了解到，我们对于其他人的认知，
了解到，我们对于其他人的认知，
03:11
It's, in short, how we learn
what we know about other people
what we know about other people
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以及我们对于全世界的认知。
03:15
and about the world.
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03:17
But we live in a 100-percent
media-saturated society.
media-saturated society.
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但是我们生活在一个
媒体无处不在的社会中。
媒体无处不在的社会中。
03:21
What that means is that every single
aspect of your human existence
aspect of your human existence
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也就是说，人类在
基本生理机能之外的
基本生理机能之外的
03:25
outside of your basic bodily functions
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每一个方面，
03:27
is in some way touched by media.
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都多多少少与媒体有关联。
从你开的车，吃的食物
03:29
From the car that you drive
to the food that you eat
to the food that you eat
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到你穿的衣服，
03:32
to the clothes that you wear
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到你建立人际关系的方式，
03:33
to the way you construct
your relationships
your relationships
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到你表达思路时
所使用的特有的语法——
所使用的特有的语法——
03:35
to the very language
you use to formulate thought --
you use to formulate thought --
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03:38
all of that is in some way mediated.
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所有这些都以某种方式被媒体化了。
03:42
So the answer in our society
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所以，在我们的社会中，
03:44
to how do we learn what we know
about other people and about the world
about other people and about the world
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关于如何了解自己
对于其他人和世界的认知，
对于其他人和世界的认知，
03:47
is largely through media.
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答案就是很大程度上，
是通过媒体的。
是通过媒体的。
然而，有一个在媒体中存在，
03:50
Well, there's a wrinkle in that,
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在社会中也同样存在的小问题，
03:53
in that our society,
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03:54
media don't simply exist as information
distribution technologies and devices.
distribution technologies and devices.
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媒体并不单单作为信息发布的
技术和设备而存在，
技术和设备而存在，
它们也作为企业的实体而存在。
04:00
They also exist as corporate entities.
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并且，当信息的发布与商业利益挂钩时，
04:03
And when the distribution of information
is tied to financial gain,
is tied to financial gain,
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04:08
there's a problem.
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就出现了问题。
多么严重的问题呢？
04:11
How big of a problem?
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04:12
Well think about this:
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试想一下：
04:13
in 1983, 90 percent of American media
were owned by 50 companies.
were owned by 50 companies.
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在1983年，五十家公司掌控着
全美国百分之九十的媒体。
全美国百分之九十的媒体。
04:20
In any market, 50 companies
doing something is a lot of companies.
doing something is a lot of companies.
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在任何市场领域，五十家公司
共营意味着很多个公司。
共营意味着很多个公司。
意味着许多不同的世界观。
04:24
It's a lot of different worldviews.
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04:26
In 2015, that number has shrunk to six,
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在2015年，公司的数目
锐减到了六个，
锐减到了六个，
六家公司。
04:31
six companies.
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04:32
They are NBCUniversal Comcast,
AOL Time Warner,
AOL Time Warner,
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它们是NBC环球集团，
AOL时代华纳公司，
AOL时代华纳公司，
04:36
the Walt Disney Company, News Corp,
Viacom and the CBS Corporation.
Viacom and the CBS Corporation.
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迪士尼公司，新闻集团，
维亚康姆以及CBS公司。
维亚康姆以及CBS公司。
04:42
These six companies produce
nine out of every 10 movies you watch,
nine out of every 10 movies you watch,
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这六家公司制作了你所
接触过的绝大多数电影，
接触过的绝大多数电影，
04:46
nine out of every 10 television shows,
nine out of every 10 songs,
nine out of every 10 songs,
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绝大多数的电视节目，
绝大多数的歌曲，
绝大多数的歌曲，
04:49
nine out of every 10 books.
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绝大多数的书籍。
04:51
So my question to you is,
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所以我要问你们的是，
04:53
if six companies control
90 percent of American media,
90 percent of American media,
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如果六家公司控制着
全美国百分之九十的媒体，
全美国百分之九十的媒体，
你们认为，在观看什么节目的问题上，
它们对你们产生了多大的影响？
它们对你们产生了多大的影响？
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?
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05:03
Because in media studies,
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因为在媒体学的研究中，
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,
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我们花费大量的时间说明
媒体并不能告诉我们去想什么，
媒体并不能告诉我们去想什么，
05:08
and they can't; they're terrible at that.
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它们确实不能，
而且做得很糟糕。
而且做得很糟糕。
05:10
But that's not their job.
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不过那不是它们分内的事情。
05:12
Media don't tell us what to think.
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媒体并不告诉我们要去想什么，
05:14
Media tell us what to think about.
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媒体告诉我们要去思考什么。
05:17
They control the conversation,
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它们掌控着我们的谈话内容，
即使是现在，
05:18
and in controlling the conversation,
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它们不必让你想到
它们想要让你想的东西，
它们想要让你想的东西，
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.
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它们仅仅是让你思考
他们想要让你思考的事情，
他们想要让你思考的事情，
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,
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更重要的是，不去思考
它们不想让你思考的事情。
它们不想让你思考的事情。
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.
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它们掌控了谈话内容。
05:31
They control the conversation.
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这在我们的实际生活中
是如何奏效的呢？
是如何奏效的呢？
05:33
How does this work in practice?
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让我们找到
这六家公司中的一家。
这六家公司中的一家。
05:34
Let's just take one of those companies.
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一家简单的。
05:36
We'll do an easy one.
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让我们聊聊迪士尼公司。
05:38
Let's talk about the Walt Disney
Company for a second.
Company for a second.
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我总是选择
迪士尼公司的原因是，
迪士尼公司的原因是，
05:40
The reason why I always pick
the Walt Disney Company is this.
the Walt Disney Company is this.
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在座的观众中有从未
看过迪士尼电影的人吗？
看过迪士尼电影的人吗？
05:43
Is there a single person in this room
who has never seen a Disney movie?
who has never seen a Disney movie?
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看吧，答案显而易见。
05:46
Look around. Exactly.
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05:49
I picked Disney because they have
what we call 100 percent penetration
what we call 100 percent penetration
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我选择迪士尼公司是因为，
用我们的话说，它百分之百的
用我们的话说，它百分之百的
05:53
in our society.
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渗透进了我们的社会。
每一个人都曾经接触迪士尼，
05:54
Every single person
has been exposed to Disney,
has been exposed to Disney,
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所以我用它来举例效果最好。
05:57
so it's an easy one for me to use.
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从1937年开始，迪士尼就通过
向女孩儿们出售公主玩偶赚钱。
向女孩儿们出售公主玩偶赚钱。
05:59
Since 1937, Disney has made most
of its money selling princesses to girls.
of its money selling princesses to girls.
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他们为此大赚了一笔。
06:04
It's made a huge chunk of its money.
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当然，除非你的女儿
和我的女儿一样，
和我的女儿一样，
06:06
Unless, of course, the princess
your daughter is interested in,
your daughter is interested in,
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喜欢这样的角色。
06:09
as my daughter is, is this one.
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06:11
See, in 2012,
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看看吧，在2012年，
迪斯尼总共花了40亿
美元收购卢卡斯影业，
美元收购卢卡斯影业，
06:14
Disney purchased LucasFilm
for the sum of four billion dollars,
for the sum of four billion dollars,
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06:18
and immediately they flooded
the Disney stores with Han Solo
the Disney stores with Han Solo
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之后汉索罗，欧比旺・肯诺比，达斯·维德，
06:22
and Obi-Wan Kenobi, with Darth Vader
and Luke Skywalker and Yoda
and Luke Skywalker and Yoda
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卢克·天行者和尤达（星球大战人物），
就迅速占据了迪斯尼商店。
就迅速占据了迪斯尼商店。
06:26
and not Princess Leia.
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但却没有莱娅公主
（同为星球大战人物）。
（同为星球大战人物）。
为什么？因为这名
公主会扰乱我们对
公主会扰乱我们对
06:27
Why? Because this princess
messes up the public pedagogy
messes up the public pedagogy
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这些公主的公共认知。
06:31
for these princesses.
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所以迪斯尼并没有
把莱娅公主商品化。
把莱娅公主商品化。
06:33
So Disney did not put Princess Leia
merchandise in the store,
merchandise in the store,
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当人们跑到迪斯尼并询问，
06:36
and when people went to Disney and said,
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“嘿，莱娅公主的商品在哪儿呢？”
06:38
"Hey, where's all
the Princess Leia stuff?"
the Princess Leia stuff?"
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迪斯尼回答：“我们并不打算
06:40
Disney said, "We have no intention
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提供莱娅公主的周边商品。”
06:42
of putting Princess Leia
merchandise in the store."
merchandise in the store."
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所以粉丝们很生气，
他们在Twitter上
他们在Twitter上
06:44
And fans were angry
and they took to Twitter
and they took to Twitter
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发起了标签，
＃我们想要莱娅。
＃我们想要莱娅。
06:46
with the hashtag #WeWantLeia.
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然后迪斯尼回复，“等一下，
那不是我们的本意。
那不是我们的本意。
06:49
And Disney said,
"Wait, that's not what we meant.
"Wait, that's not what we meant.
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06:51
What we meant was,
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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。”
相关商品，但我们会有的。”
06:53
we don't have any Princess Leia
merchandise yet, but we will."
merchandise yet, but we will."
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那是在2012年的事了，
到了2015年，
到了2015年，
06:56
And that was in 2012, and it is 2015,
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如果你像我一样，
最近去过迪斯尼商店，
最近去过迪斯尼商店，
07:00
and if you go to the Disney Store,
as I recently have,
as I recently have,
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寻找莱娅公主的相关商品，
07:02
and look for Princess Leia merchandise,
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你猜商店里有多少关于她的商品？
07:04
do you know how many Princess Leia
items there are in the Disney Store?
items there are in the Disney Store?
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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。
不打算把莱娅公主放进商店。
07:08
Zero, because Disney has no intention
of putting Princess Leia in the store.
of putting Princess Leia in the store.
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我们不应该为此感到奇怪，
因为那其实是他们在2009年，
因为那其实是他们在2009年，
07:11
And we shouldn't be surprised
because we found out that was their policy
because we found out that was their policy
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总共花了45亿美金收购漫威的时候
07:15
when they bought Marvel in 2009
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就定好的政策。
07:19
for the sum of 4.5 billion dollars.
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因为之前通过向女孩们
顷售公主玩偶赚了一大笔，
顷售公主玩偶赚了一大笔，
07:22
Because when you make a lot of money
selling princesses to girls,
selling princesses to girls,
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他们也想从男孩儿那挣点钱。
07:25
you also kind of want
to make money from boys.
to make money from boys.
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有什么比超级英雄
更适合男孩们的吗？
更适合男孩们的吗？
07:27
And so what better to sell boys
than superheroes?
than superheroes?
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所以迪斯尼就有了美国队长，雷神，
07:30
So now Disney had access
to Captain America and to Thor,
to Captain America and to Thor,
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绿巨人，
07:33
The Incredible Hulk,
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他们甚至还拥有了一批
07:34
and they had access even
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我们没人听说过的超级英雄。
07:37
to a group of superheroes
no one had ever even heard of.
no one had ever even heard of.
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07:40
That's how good Marvel was
at selling superheroes.
at selling superheroes.
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这体现了漫威是出色的英雄卖家。
去年，他们发售了一部
名叫《银河守护者》的影片。
名叫《银河守护者》的影片。
07:43
Last year, they released a film
called "Guardians of the Galaxy."
called "Guardians of the Galaxy."
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这是一部绝不可能火的影片，
07:46
It's a film that absolutely
should not work.
should not work.
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因为除了像我这样的漫画书呆子，
一般都没人听说过这些英雄。
一般都没人听说过这些英雄。
07:49
Nobody knew who they were
except for comic book nerds like me.
except for comic book nerds like me.
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07:53
One of the characters is a talking tree.
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其中一个形象，
是一棵会说话的树。
是一棵会说话的树。
另一个形象则是
一个拟人化的浣熊。
一个拟人化的浣熊。
07:56
One of the characters
is an anthropomorphic raccoon.
is an anthropomorphic raccoon.
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这怎么想也火不了啊。
07:58
It should not work.
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但他们真的就拿着
《银河守护者》大赚了一笔。
《银河守护者》大赚了一笔。
07:59
And they made a killing
off of "Guardians of the Galaxy."
off of "Guardians of the Galaxy."
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这个中间的形象，
她的名字是加美拉。
她的名字是加美拉。
08:03
This character here in the middle,
her name is Gamora.
her name is Gamora.
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她是由佐伊·索尔达娜扮演的，
08:05
She's played by Zoe Saldana,
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她是一个坚强，聪颖，敏捷，
打斗起来和忍者一样的形象，
打斗起来和忍者一样的形象，
08:07
and she is strong and smart and fast
and fights like a ninja,
and fights like a ninja,
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由一位美丽的黑人女性扮演，
08:11
and she is played
by a beautiful black woman,
by a beautiful black woman,
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我的女儿爱上了这个形象。
08:13
and my daughter fell in love with her.
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所以，我就像一般的好爸爸那样，
去给女儿买加美拉的周边商品。
去给女儿买加美拉的周边商品。
08:15
So like any good nerd dad,
I went to buy my daughter Gamora stuff,
I went to buy my daughter Gamora stuff,
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当我到了商店，我得知了
一件十分有趣的事情。
一件十分有趣的事情。
08:19
and when I got to the store,
I learned a very interesting thing.
I learned a very interesting thing.
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如果我想给她
买一个加美拉书包，
买一个加美拉书包，
08:23
If I wanted to buy her a Gamora backpack,
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上面是没有加美拉的。
08:25
well, Gamora's not on it.
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08:28
They probably should have marketed this
as "some" of the Guardians of the Galaxy.
as "some" of the Guardians of the Galaxy.
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也许他们在打标牌的时候，
应该标成《银河守护者》中的“某些人”。
应该标成《银河守护者》中的“某些人”。
（笑声）
08:32
(Laughter)
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如果我想给她买个午饭袋，
08:34
And if I wanted to buy her a lunchbox,
she wasn't on it,
she wasn't on it,
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08:37
and if I wanted to buy her a t-shirt,
180
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加美拉也不在上面。
T恤也是一样的。
08:39
she wasn't on it.
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事实上，
08:40
And as a matter of fact,
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如果我去商店，我确实去看过了，
08:42
if I went to the store, as I did,
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会看到在展品区，
08:44
and looked at the display,
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有一个加美拉的小照片在这儿。
08:46
you would find a small picture
of Gamora right here,
of Gamora right here,
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2816
但当你仔细看架子上的商品实物时，
08:49
but if you look at any
of the actual merchandise on that shelf,
of the actual merchandise on that shelf,
186
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3736
你会发现加美拉没有
出现在任何商品上。
出现在任何商品上。
08:52
Gamora is not on any of it.
187
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现在，我可以在Twitter上发
＃加美拉去哪儿了，
＃加美拉去哪儿了，
08:55
Now, I could have taken to Twitter
with the hashtag #WheresGamora,
with the hashtag #WheresGamora,
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就像世界各地成千上万的
粉丝们一样。
粉丝们一样。
08:59
like millions of fans did
across the world,
across the world,
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3176
但事实上，我并不对此感到惊讶，
09:02
but the truth was
I wasn't even really that surprised,
I wasn't even really that surprised,
190
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4096
因为当迪斯尼播出《复仇者联盟》的
时候我也经历过了。
时候我也经历过了。
09:06
because I was there
when Disney had released "The Avengers."
when Disney had released "The Avengers."
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就在今年，我们又迎来了
复联的新续集《奥创纪元》，
复联的新续集《奥创纪元》，
09:10
And just this year, we got
a new Avengers movie, the "Age of Ultron,"
a new Avengers movie, the "Age of Ultron,"
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3336
然后我们很激动，
09:13
and we were very excited,
193
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因为其中有，不是一个，
而是两位女超级英雄，
而是两位女超级英雄，
09:15
because there was not one
but two female superheroes,
but two female superheroes,
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腥红女巫和黑寡妇。
09:17
Scarlet Witch and Black Widow.
195
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1976
所以我们很激动。
09:19
And we were very excited.
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但真相是这样的。
09:20
But here's the real thing about this.
197
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2216
即使是由斯嘉丽·约翰逊，
09:23
Even though Scarlett Johansson,
198
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1776
美国当红女星扮演的黑寡妇；
09:24
who is one of the most popular
actresses in America, plays Black Widow,
actresses in America, plays Black Widow,
199
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即使黑寡妇形象存在于
09:28
and Black Widow is the star
200
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1336
不是一部两部，而是五部
不同的漫威电影，
不同的漫威电影，
09:29
of not one, not two,
but five different Marvel movies,
but five different Marvel movies,
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市场上也还是找不到任何
关于黑寡妇的产品。
关于黑寡妇的产品。
09:34
there is not a single piece
of Black Widow merchandise available.
of Black Widow merchandise available.
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一个也没有。
09:39
Not one.
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如果你前往迪斯尼商店，
寻找黑寡妇的服饰，
寻找黑寡妇的服饰，
09:40
And if you go to the Disney store
and look for a Black Widow costume,
and look for a Black Widow costume,
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你会发现，能找到的都是
美国队长，绿巨人，
美国队长，绿巨人，
09:44
what you will find, is you will find
Captain America and The Incredible Hulk.
Captain America and The Incredible Hulk.
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钢铁侠，或者雷神的服饰。
09:47
You will find Iron Man and Thor.
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1576
你甚至还能找到战争机器，
（钢铁侠的好朋友）
（钢铁侠的好朋友）
09:49
You will even find War Machine,
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在电影中都没怎么出镜的那种。
09:50
who isn't even really
in the movie that long.
in the movie that long.
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但是就是没有黑寡妇。
09:53
Who you will not find is Black Widow.
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2416
我本可以登录Twitter，
像许多人那样贴个标签，
像许多人那样贴个标签，
09:56
And I could have gone to Twitter
with the hashtag, as many people did,
with the hashtag, as many people did,
210
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3536
＃娜塔莎在哪儿。
09:59
# WheresNatasha.
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1776
但是我已经对这种
行为感到疲惫了。
行为感到疲惫了。
10:01
But I'm tired of doing that.
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2336
我对这种情况感到疲惫了。
10:03
I'm tired of having to do that.
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1776
现在全国上下，
10:05
All over the country right now,
214
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1536
孩子们都在玩一个基于
复联专用战斗机场景的游戏，
复联专用战斗机场景的游戏，
10:07
there are kids playing
with the Cycle Blast Quinjet play set,
with the Cycle Blast Quinjet play set,
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在其中，美国队长骑着摩托车
冲出了飞行中的战斗机，
冲出了飞行中的战斗机，
10:10
where Captain America
rides a motorcycle out of a moving jet
rides a motorcycle out of a moving jet
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3976
那场面太酷了。
10:14
and it's really awesome.
217
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1536
你能想象有多酷吗？
10:16
You know how awesome it is?
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在电影当中，也是这样的刺激，
10:17
So awesome that when
it happened in the movie,
it happened in the movie,
219
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这其实是黑寡妇的戏份。
10:20
it was Black Widow that did it.
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不仅她的形象被抹去了，
10:22
Not only has she been erased,
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3576
还被一位男性形象所取代了。
10:26
but she has been replaced
with a male figure.
with a male figure.
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4480
10:31
And so what is this teaching us?
223
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这又给了我们怎样的启示呢？
我的意思是，在未来的五年当中，
10:34
I mean, over the next five years,
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迪士尼和华纳兄弟公司，
还有一群电影工作室
还有一群电影工作室
10:36
Disney and Warner Bros.
and a bunch of movie studios
and a bunch of movie studios
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将会推出超过30部基于漫画形象的
10:40
are going to release
over 30 feature-length films
over 30 feature-length films
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全长电影。
10:43
with comic book characters,
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在这超过30部电影中，
10:45
and of those 30 feature-length films,
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2376
准确来说只有两部
将会由女性独立领导。
将会由女性独立领导。
10:47
exactly two of them
will have female solo leads.
will have female solo leads.
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两部而已。
10:52
Two.
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虽然其他这些电影中也
都是有女性形象的，
都是有女性形象的，
10:53
Now, there will be females
in the rest of these movies,
in the rest of these movies,
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2856
10:56
but they will be sidekicks,
they will be love interests,
they will be love interests,
232
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但她们都只是配角，爱情筹码，
和团队中的一员而已。
10:59
they will be members of teams.
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她们不会是主角。
11:00
They will not be the main character.
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1803
如果我们对其他人和
11:02
And if what we learn, what we know
235
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这个世界的认知都是通过媒体，
11:04
about other people and about the world
we learn through media,
we learn through media,
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那么这些公司正在教育我的女儿，
即使她很坚强，
即使她很坚强，
11:08
then these companies are teaching
my daughter that even if she is strong
my daughter that even if she is strong
237
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很聪明，很敏捷，
打斗起来像个忍者，
打斗起来像个忍者，
11:11
and smart and fast
and fights like a ninja,
and fights like a ninja,
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3216
即使这些素质她都具备了，
11:14
all four of which are true of her,
239
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也毫无意义。
11:17
it doesn't matter.
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1736
她要不就会像
加美拉那样被忽视，
加美拉那样被忽视，
11:19
She will either be ignored like Gamora
241
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2416
要不就会像黑寡妇那样，
11:22
or erased and replaced with a boy
242
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被其他男孩儿取代。
11:24
like Black Widow.
243
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1240
11:26
And it's not fair.
244
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这不公平。
这对她不公平，对你们的
儿子女儿们也不公平。
儿子女儿们也不公平。
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
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但关键在于：
11:32
But here's the thing:
246
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1256
我正在养育一个小女孩儿，
她的个性有点儿像假小子，
她的个性有点儿像假小子，
11:33
I'm raising a little girl,
and she has a little tomboy in her,
and she has a little tomboy in her,
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虽然听上去对一个女孩有点像贬义词，
11:37
which by the way is
a terrible thing to call a girl.
a terrible thing to call a girl.
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但是这些媒体传达给大众的却是，
这些定义你们的东西，
这些定义你们的东西，
11:39
What that basically is saying is,
those traits that define you,
those traits that define you,
249
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并非属于你们，
11:43
they're not really yours,
250
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1216
这些特质只是从
男孩那儿暂时接过来的。
男孩那儿暂时接过来的。
11:44
they're just on loan to you
for a little while from boys.
for a little while from boys.
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2680
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
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但是你知道她会
因为假小子的性格而感到
因为假小子的性格而感到
人生有多么令人悲伤吗？
11:50
for having a little tomboy in her?
253
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1720
11:53
Zero. None.
254
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1976
一点儿都不会。
人们会认为这很可爱。
11:55
People will think it's cute.
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1376
人们会用争强好胜形容她，
因为在这个社会当中，
因为在这个社会当中，
11:56
They'll call her feisty,
because in our society,
because in our society,
256
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女性具有一点儿所谓的男性特质，
11:59
adding so-called male traits to girls
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其实是一种升级，
被认为是额外的优势。
被认为是额外的优势。
12:01
is seen as an upgrade, seen as a bonus.
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我没有抚养过像Mike
这样的小男孩儿。
这样的小男孩儿。
12:05
I'm not raising a little boy, like Mike.
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Mike是弗罗里达州的
一名小男孩儿，他今年11岁。
一名小男孩儿，他今年11岁。
12:08
Mike is a little boy in Florida.
He's 11 years old,
He's 11 years old,
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他在这个世界上最喜欢的东西，
12:11
and the thing that he loves
most in the world
most in the world
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和美国其他
成千上万的孩子们一样，
成千上万的孩子们一样，
12:13
is a show called "My Little Pony:
Friendship is Magic,"
Friendship is Magic,"
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是一部动画片，名叫
《小马驹之友谊魔法》。
《小马驹之友谊魔法》。
12:16
like millions of other children
across America.
across America.
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这个动画的消费人群
针对5-9岁的小女孩，
针对5-9岁的小女孩，
12:19
Now, the show is marketed to girls
ages five to nine,
ages five to nine,
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但是却有不计其数的小男孩儿，
12:23
but there are millions of boys
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还有成年男性
12:25
and grown men
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也喜欢《小马驹之友谊魔法》。
12:27
who enjoy "My Little Pony:
Friendship is Magic."
Friendship is Magic."
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他们成立了一个俱乐部。
12:29
They have a club.
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他们称自己为小马兄弟，
12:30
They call themselves Bronies,
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一群喜欢小马驹的男人。
12:32
pony bros, guys who like ponies.
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我碰巧就是其中之一。
12:36
I happen to be one of them.
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Mike和我，还有无数的
12:37
And what are Mike and myself
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男孩和男人们，从这个女性化的
12:41
and millions of other boys and men
learning in this feminine,
learning in this feminine,
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12:44
sissified world of "My Little Pony?"
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“我的小马世界”里学到了什么呢？
他们懂得了努力学习，
努力工作，努力玩耍，
努力工作，努力玩耍，
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
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懂得了举止得体，乐观自信，
12:52
and to look good and to feel good
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行善积德，
12:54
and to do good,
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而男孩生来就被避免了
接触这些死板的概念。
接触这些死板的概念。
12:55
and heaven preserve us from teaching
these wussified concepts to boys.
these wussified concepts to boys.
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所以邻里的孩子就
在Mike身上找茬儿，
在Mike身上找茬儿，
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
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殴打他，嘲笑他，
13:04
and they make fun of him,
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作为一名11岁的男孩，
Mike回到家，
Mike回到家，
13:06
and at 11 years old, Mike goes home,
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找到了跟带子，套过脖子，
13:08
finds a belt, wraps it around his neck,
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把自己挂在了上铺的床沿上。
13:10
and hangs himself
from the top bunk of his bed.
from the top bunk of his bed.
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因为我们的社会决定了一种模式，
13:13
Because we have developed a society
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宁可做一名死去的男孩，
也不愿被人说喜欢女孩的东西。
也不愿被人说喜欢女孩的东西。
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.
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那不是Mike的错。
那是我们的错。
那是我们的错。
13:22
And that is not Mike's fault.
That is our fault.
That is our fault.
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我们令他失望了。
13:25
We have failed him.
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我们令我们的孩子们失望了。
13:27
We have failed our children.
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我们应该为了他们做得更好。
13:30
And we have to do better for them.
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我们必须停止这么做，
不能让女超人的形象
不能让女超人的形象
13:32
We have to stop making it
so that the only female superheroes
so that the only female superheroes
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只出现在针对女孩儿的，
可爱的粉嘟嘟的T恤上。
可爱的粉嘟嘟的T恤上。
13:35
appear on shirts that are pink
and cut for girls.
and cut for girls.
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13:38
We have to stop.
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我们必须停止。
当我这么说的时候，
一些人回复我说：
一些人回复我说：
13:40
And when I was putting this together,
people said to me,
people said to me,
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“好吧，但那绝不可能发生。”
然后我说：“是吗？”
然后我说：“是吗？”
13:42
"Well, that's never going to happen."
And I said, "Oh really?"
And I said, "Oh really?"
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因为就在今年，塔吉特
（Target百货公司）宣布，
（Target百货公司）宣布，
13:45
Because just this year, Target announced
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他们将要取消玩具的性别通道。
13:47
that they were going to stop
gendering their toy aisles.
gendering their toy aisles.
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2640
13:51
They were going to mix it up.
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他们要把玩具混在一起。
不过，在我们准备
支持塔吉特的时候，
支持塔吉特的时候，
13:52
Now, before we break our shoulders
patting Target on the back,
patting Target on the back,
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他们在这周又发行了一款T恤，
13:56
just this week they released a shirt
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13:58
in which one of the most
iconic scenes in "Star Wars: A New Hope"
iconic scenes in "Star Wars: A New Hope"
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在上面印着“星球大战：曙光乍现”中
最具标志性的一幕：
最具标志性的一幕：
莱娅公主直面西斯黑暗尊主。
14:01
where Princess Leia stands up
to the Dark Lord of the Sith,
to the Dark Lord of the Sith,
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但T恤上的画面，
14:04
was released on a t-shirt
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莱娅却神秘的被卢克取代了。
14:05
in which she's mysteriously
replaced by Luke.
replaced by Luke.
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所以我们也不能高兴得太早。
14:07
So let's don't pat ourselves
on the back too much.
on the back too much.
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同样是这周，
14:11
Just this week also,
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迪斯尼宣布他们不会
再把万圣节服饰性别化了。
再把万圣节服饰性别化了。
14:12
Disney announced it was no longer
going to gender its Halloween costumes,
going to gender its Halloween costumes,
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我要说：“谢谢你，迪斯尼，
14:17
which I say, "Thank you, Disney,
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你们的服饰本来就
只印男性超级英雄，
只印男性超级英雄，
14:18
except the only costumes you make
are of male superheroes,
are of male superheroes,
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所以谁穿也没什么区别吧？”
14:21
so does it matter
who you have wearing them?"
who you have wearing them?"
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14:25
Just this week, Mattel, who makes Barbie,
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就在这周，生产了
芭比娃娃的美泰公司，
芭比娃娃的美泰公司，
14:27
announced they're going to release
a line of DC superhero girls.
a line of DC superhero girls.
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宣布他们将会发布
超能英雄少女组合。
超能英雄少女组合。
有趣的是，
14:30
And the funny thing is,
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当他们和女孩儿们交流，
14:32
they met with girls
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询问她们想要怎样的娃娃时，
14:33
and asked them what they
wanted to see in dolls,
wanted to see in dolls,
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你会发现，她们想要那种
14:35
and you can see, they have calves
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手臂和腿部可以弯曲的，
那样就可以作一些超人动作。
那样就可以作一些超人动作。
14:38
and elbows that bend
so they can do superhero stuff.
so they can do superhero stuff.
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请购买它们吧。
14:41
And please buy them.
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不要只买给你们的女儿们，
14:43
And don't just buy them
for your daughters,
for your daughters,
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也买给儿子们吧。
14:45
buy them for your sons.
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因为男孩们玩儿女版超人玩具，
14:46
Because it's important that boys
play with and as female superheroes
play with and as female superheroes
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就和我女儿玩男版一样意义重大。
14:51
just as my daughter plays
with and as male superheroes.
with and as male superheroes.
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事实上，在我理想中的社会，
14:55
As a matter of fact, what I would love
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当每个人前往商店时，
14:57
is a world in which every person
who goes to the store
who goes to the store
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他们的脑海中只需要
闪过一个小的流程图，
闪过一个小的流程图，
15:00
goes with a little flowchart in their head
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就能决定是否给男孩儿
或是女孩儿买这种玩具，
或是女孩儿买这种玩具，
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,
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真的是很简单的流程图，
因为其中只有一个问题：
因为其中只有一个问题：
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.
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那就是：“这个玩具
需要用到性器官吗？”
需要用到性器官吗？”
15:09
It says, "Is this toy
operated with you genitals?"
operated with you genitals?"
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（笑声）
15:12
(Laughter)
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如果答案是肯定的，
15:14
If the answer is yes,
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15:17
then that is not a toy for children.
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那这个玩具绝对少儿不宜！
（笑声）
15:19
(Laughter)
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15:22
And if the answer is no,
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如果答案是否认的，
那这个玩具就同样适合男孩和女孩。
15:25
then it's for boys and girls.
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就是这么简单。
15:28
It's really simple.
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因为今天就决定了明天的明天，
在我的明天中，
在我的明天中，
15:29
Because today is about the future
of the future, and in my future,
of the future, and in my future,
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男孩和女孩是平等的，
15:33
boys and girls are equally respected,
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他们平等的被尊重，被重视，
最重要的是平等的被象征。
最重要的是平等的被象征。
15:37
equally valued, and most importantly,
equally represented.
equally represented.
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15:42
Thank you.
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谢谢。
（掌声）
15:43
(Applause)
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Translated by Junyi Sha
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