Johanna Blakley: 社會媒體和結束性別

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http://dotsub.com/view/d800be79-99d1-407d-a041-e94f886da4b4
Johanna Blakley: 社會媒體和結束性別
我今天讲一个论点， 它听上去有一点儿疯狂： 社会媒体和告别性别。 让我们在网上联系起来。 我今天要讲 我们都知道和喜爱的，或者喜爱但又痛恨的 社会媒体应用 它们的确在帮助我们 从 社会中有关性别的一些荒谬假设中摆脱出来。 社会媒体 正在帮我们消除 这些愚蠢和带有贬低的关于性别的刻板印象 正如我们在媒体和广告中看到的 这些陈规。
如果你还没注意到， 我们媒体界通常制造 有关我们生活和我们性别的 一个非常歪曲的镜像。 我认为这会改变。 现在多数媒体公司-- 电视，电台，出版社，游戏，你知道的媒体等-- 他们使用非常刻板的细分方法 来了解他们的观众。 这是老派的旧统计。 他们想出这些非常带有限制性的标签来定义我们。 现在疯狂的事 是媒体公司相信 如果你属于某种统计类别 然后按某种方式你会被预测到。 你有某种爱好， 你喜欢某种事。 所以这奇怪的结果是 我们最受欢迎的文化 是建立在这些 有关统计的假象上。
年龄统计： 从18岁到49岁阶段， 它对 我们国家自从1960年代起所有大众媒体 节目安排有一个巨大影响力， 也就是当婴儿潮一代人还年轻时。 现在他们已经过了那人口统计年龄段， 但这还有个例子 像Nielson这样评级优秀的公司 把年龄段 超过54岁的电视用户没有考虑在内。 在我们媒体环境中， 这就好比他们不存在似的。 假如你和我一样看“MadMen广告狂人” 这是在美国的一个流行电视节目。 博士费伊·米勒研究了叫消费心态学， 它在1960年代第一次出现， 创造这些复杂的消费者心理概况 。 但是消费心态学在媒体行业上却没有巨大的影响力。 它仅是基础统计。
所以我在南加州大学诺曼·李尔中心， 在过去7，8年，我们做了很多研究 在统计上 它们是如何 在我们国家和全球影响媒体和娱乐。 在过去三年 我们一直仔细观察社会媒体，看它如何变化。 我们发现一些非常有趣的事。 参与社会媒体网络的所有人 都属于以前旧的统计种类 媒体公司和广告商们 使用这些统计种类来了解人们。 但是现在这些统计种类比起以前的种类 要少得多。 因为有了在线网络工具， 它更方便于我们 从我们统计的一些定义陈规中逃脱出来。 我们能够更自由地与人联系在一起 在网上重新定义我们自己。 在网上关于年龄问题我们能很容易地撒谎。 我们能按我们个人非常特别的喜好 来结识人们。 我们不需要一个媒体公司 帮助我们做这个。
所以当然了，传统媒体公司 也特别关注这些在线社群。 他们知道这是未来的大众传媒。 他们需要搞明白。 但是他们做这个也要经历一段困难期 因为他们还试图使用统计来了解大众， 因为这还是由公告费率来做决定的。 当他们监控你的点击流 你知道 他们的确很难 查出你的年龄，你的性别和你的收入。 他们可以做一些学识方面的推测。 但是他们得到很多的信息 关于你在线做了什么， 你喜欢什么，你对什么感兴趣。 在网上他们特容易就能找出你到底是谁。 尽管这有点恐怖， 这也有个优势 来监控你的喜好。 突然我们的喜好备受尊重 这在以前从来没有过。 它之前已经被推测过。
当你上网看人们社群的方式， 人们不是 按年龄，性别和收入而走到一起。 人们而是按他们热爱的东西， 他们喜爱的东西走到一起。 如果你想想看，人类要是按分享爱好和价值 而不是按统计类别来分， 这是一种更强大的聚合力。 我更愿意知道 你是否喜欢“吸血鬼猎人巴菲” 而不是想知道你的年龄。 这会让我加深对你的了解。
目前我们关于社会媒体的一些其它发现 的确非常令人惊喜。 事实证明，女性 真正是社会媒体革命的驱动力。 如果你看看这些统计 这些是世界统计数据 在每一个年龄组， 女性的确多于男性 在使用社会网络技术方面。 然后如果你看 女性在这些网站所花费的时间， 女性真正地主宰了社交媒体空间， 这种社会媒体空间会 对旧媒体产生巨大影响。 问题是，对我们文化 它会起到哪种影响, 对于女性这又意味着什么？ 假如情况是社会媒体 正在主宰旧媒体 女性在主宰社会媒体， 那么是否意味着女性 将会主宰全球媒体？ 突然我们是否会看到 在卡通 游戏和电视秀上有大量女性角色呢？ 那么下一部大手笔的电影大片 真的会迎合女性消费者而制作肥皂剧吗？ 这可能吗？ 突然我们媒体天地 会变成女权主义天地吗？
好吧，我确实不认为这会是个问题。 我认为媒体公司会雇佣更多的女性， 因为他们意识到这对他们行业来说很重要。 我认为女性 也会继续主宰 社会媒体领域。 但我想，很讽刺的是女性的确会 对此负责 在俗气的流派类别给予狠狠的一击 就像肥皂剧 和其他所有类型种类 来推测某种统计小组 喜欢某种东西， 西班牙裔人喜好那个， 年轻人喜欢别的。 这过于太简单了。 我们要看到的未来娱乐媒体 会是以大量数据呈现， 它是基于 从我们在线社区文化中感知到的这些信息， 在此女性是真正驱动行动的力量。
你可能会问，那么要知道人们喜欢什么娱乐， 这为什么重要？ 我为什么要知道这个？ 当然，旧媒体公司和广告商 需要知道这个。 但我的论点是， 如果你想了解地球村， 一个好点子可能是你得搞清 人们对什么有激情，人们玩什么， 当人们自由时，他们选择做什么。 了解人们的喜好，这是非常重要的事。 我花了我整个职业生涯 研究媒体和娱乐 和它们对人们生活的影响。 我研究这个不仅仅是为了好玩儿 尽管这的确有很多乐趣 而是因为 我们的研究不断地证明 娱乐和游戏 会对人们的生活有巨大的影响 例如，在人们的政治信仰上 和人们健康问题上。 那么，如果你对了解世界有兴趣， 看看人们是怎样自娱自乐的 这就是一个非常好的开始。
想象一个媒体远景 它不再被 性别 和其他统计类别的站不住脚的陈规所主宰。 大家能想象这会是什么样吗？ 我迫不及待地想知道这远景的样子。
十分感谢。
（掌声）
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Johanna Blakley: Social media and the end of gender
I'm going to make an argument today that may seem a little bit crazy: social media and the end of gender. Let me connect the dots. I'm going to argue today that the social media applications that we all know and love, or love to hate, are actually going to help free us from some of the absurd assumptions that we have as a society about gender. 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.
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. Now most media companies -- television, radio, publishing, games, you name it -- they use very rigid segmentation methods in order to understand their audiences. It's old-school demographics. They come up with these very restrictive labels to define us. 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. And so the bizarre result of this is that most of our popular culture is actually based on these presumptions about our demographics.
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. 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. In our media environment, it's as if they don't even exist. 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. But psychographics really haven't had a huge impact on the media business. It's really just been basic demographics.
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. 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. 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. 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. We're able to connect with people quite freely and to redefine ourselves online. And we can lie about our age online too pretty easily. We can also connect with people based on our very specific interests. We don't need a media company to help do this for us.
So the traditional media companies, of course, are paying very close attention to these online communities. They know this is the mass audience of the future. They need to figure it out. 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. 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. They can make some educated guesses. But they get a lot more information about what you do online, what you like, what interests you. That's easier for them to find out than who you are. And even though that's still creepy, there is an upside to having your taste monitored. Suddenly our taste is being respected in a way that it hasn't been before. It had been presumed before.
So when you look online at the way people aggregate, they don't aggregate around age, gender and income. 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. I'd much rather know whether you like "Buffy the Vampire Slayer" rather than how old you are. That would tell me something more substantial about you.
Now there's something else that we've discovered about social media that's actually quite surprising. It turns out that women are really driving the social media revolution. 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. 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. The question is, what sort of impact is this going to have on our culture, and what's it going to mean for women? 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? Are we suddenly going to see a lot more female characters in cartoons and in games and on TV shows? Will the next big-budget blockbuster movies actually be chick flicks? Could this be possible, that suddenly our media landscape will become a feminist landscape?
Well, I actually don't think that's going to be the case. 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. 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. This is far too simplistic. 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.
So you may be asking, well why is it important that I know what entertains people? Why should I know this? Of course, old media companies and advertisers need to know this. 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. This is a very important thing to know about people. I've spent most of my professional life researching media and entertainment and its impact on people's lives. 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. And so, if you have any interest in understanding the world, looking at how people amuse themselves is a really good way to start.
So imagine a media atmosphere that isn't dominated by lame stereotypes about gender and other demographic characteristics. Can you even imagine what that looks like? I can't wait to find out what it looks like.
Thank you so much.
(Applause)