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生活在一个网红驱动的世界
We’re Living in the World That Klout Built

[2018年5月16日] 来源:纽约时报 作者:LIRIEL HIGA   字号 [] [] []  

I think my Klout score helped me get my first job working with Nicholas Kristof. In 2012, when I was interviewing to work with him, he mentioned my score on the site, which rates social media influence. It was high for a person who wasn’t a well-known journalist, and he was huge on social media, so on the advice of a friend I included it on my résumé. He noticed, and we are now colleagues at The New York Times.

我认为是我的Klout评分帮助我得到了第一份工作,让我能够与纪思道(Nicholas Kristof)共事。那是2012年。当时,我正为了和他一起工作的机会而接受面试,他提到了我在社交媒体影响力评估网站Klout上的分数。我的分数对一个不出名的记者来说算高的,而他又是社交媒体上的名人,于是在朋友的建议下,我把我的分数写在了简历上。他注意到了,我们现在是《纽约时报》的同事。

Now I cringe at the thought. It’s like bragging about my high school G.P.A. When Klout announced last week that it was shutting down, it got an internet wake fueled by mocking from, of course, people with high Klout scores.

现在一想起来我就感到难堪。那就像是在吹嘘我的高中平均学分绩点一样。Klout上周宣布即将关闭时,网上出现了悼念活动,人们的嘲讽为之推波助澜——当然,他们都是Klout上的高分人士。

Klout将于5月25日关闭,高分人士会哀悼它的消失。
Klout将于5月25日关闭,高分人士会哀悼它的消失。

“I feel like this @Klout score should have gotten me into more parties,” tweeted Anil Dash, an impressive 84 on a scale of 1 to 100.

“我感觉这个@Klout分数本来应该能让我参加更多派对,”阿尼尔·达什(Anil Dash)发推文说。在1到100分的评分体系中,此人的分数高达84分。

Eve Peyser joked, “It’s sad Klout is shutting down — what other service will congratulate me for being a gout expert?”

夏娃·佩泽(Eve Peyser)开玩笑说,“真可惜,Klout要关闭了,还有什么别的服务会祝贺我成为痛风专家?”

On May 25, Klout will shut down, but not because what it set out to do is irrelevant. On the contrary: Klout is closing because, well, we’re living our Klout scores now. The “influencer economy” is thriving, and it has created a new vocabulary. I just reached 500,000 Facebook fans! My YouTube video went viral. OMG, did you see who commented on my Instagram post? I’m trending worldwide. I checked in so many times I’m the mayor of my local bar.

Klout将于5月25日关闭,但不是因为它做的事情无关紧要。恰恰相反:Klout关闭是因为,好吧,是因为我们现在正过着Klout评分式的生活。“网红经济”蓬勃发展,并且创造出了一批新词汇。我在Facebook上的粉丝破50万了!我在YouTube上的视频火了。天哪,你看到谁给我的Instagram帖子留言了吗?我要火遍全球了。我去的次数太多,已经成了我们本地酒吧的大人物了。

I was happy to get a professional boost from social media influence; today, entire careers are built on it. In our influencer-driven world, Kim Kardashian gets paid $500,000 for touting a product on Instagram. Product placement on social media is so rampant that Olivia Wilde felt compelled to include the hashtag #notanad when she posted a picture of new sustainably made sneakers by Nike.

我很高兴能借助社交媒体的影响力提升我的事业,现在所有职业都建立在社交媒体影响力的基础上。在我们这个由网红驱动的世界里,金·卡戴珊(Kim Kardashian)在Instagram上宣传一款产品的酬劳是50万美元。产品植入在社交媒体上泛滥成灾,以至奥丽维娅·维尔德(Olivia Wilde)在发布耐克(Nike)用可持续方式生产的新款运动鞋的照片时必须加上#notanad(“非广告”)的标签。

Perks aren’t just for superstars. Alexandra Michelle (430,000 followers on Instagram) posts mesmerizing yoga videos and plugs the company that provides her apparel: “Outfit by my yoga fam @spiritualgangster.” Laura Izumikawa shares photos and videos of her adorable daughter on Instagram, and on Mother’s Day her 628,000 followers got a chance to win a bag, shoes and a necklace.

得到好处的不仅仅是超级明星。亚历山德拉·米歇尔 (Alexandra Michelle,在Instagram上有43万粉丝)发布了一些迷人的瑜伽视频,并宣传了提供服饰的公司:“全套服装由我的瑜伽朋友@spiritualgangster提供。”劳拉·泉川(Laura Izumikawa)经常在Instagram上分享她可爱女儿的照片和视频,母亲节那天,她的62.8名粉丝有机会抽奖赢得包包、鞋子和项链。

Aspiring influencers don’t need to wait for companies to shower them with freebies or cash. On FameBit anyone with 5,000 subscribers or followers on YouTube, Twitter, Tumblr or Facebook can propose projects to sponsors across a variety of topics. And if companies don’t have $500,000 for a plug from a Kardashian, they can go to Shoutcart, view social followings for thousands of lesser influencers and buy a shout-out for as little as $1.

有抱负的网红无需等着公司给他们奉上大量免费的产品或现金。在FameBit网站,只要在YouTube、Twitter、Tumblr或Facebook拥有5000名订阅用户或粉丝,任何人都可以就各种各样的主题向赞助商发起项目提议。如果公司拿不出50万美元请卡戴珊做宣传,它们可以去Shoutcart,查看成千上万名小网红在社交媒体上的粉丝规模,并花钱请他们宣传,最低花费只需要1美元。

Of course, there is a danger to all this. “Black Mirror,” the science fiction television show, showed us what such a world looks like in the extreme. In the 2016 episode “Nosedive,” people are constantly rated by friends, colleagues and even passers-by on the street. People whose score drops too low on the 5-point scale are barred from renting nice cars, rebooking flights and even entering the building in which they work.

当然,这一切都有危险。科幻电视剧《黑镜》(Black Mirror)向我们展示了这样一个世界发展到极端会是什么样子。在2016年的《声誉骤降》(Nosedive)那集中,人们不断地被朋友、同事,甚至街上的路人评分。评分采用5分制,得分过低的人被禁止租好车、改签机票,甚至被禁止进入自己工作的大楼。

Lacie Pound, our protagonist, is a solid 4.2 but aspires to move into a luxury apartment complex that gives discounts to 4.5’s and above. Her plan to boost her score involves giving a knockout toast at a wedding, which has a guest list populated with high 4’s. Being friendly to the barista isn’t going to cut it; she needs people with high ratings to give her five stars.

女主角莱茜·庞德(Lacie Pound)一直都是4.2分,但她想搬进一处只给4.5分以上的人打折的豪华公寓住宅区。她提高评分的计划包括在一场婚礼上发表一篇引人注目的祝酒词,因为婚礼宾客中有很多评分接近5分的人。对咖啡馆服务生友好没有太大用处,她需要得分高的人给她打五星。

But what seems like a parody is not so different from our world in 2018, and I’m not just talking about the challenge of getting a ride when you have a low Uber rating. A recent story in Wired about social ranking in China examined Zhima Credit, which doesn’t just consider whether you pay your bills on time “but also what you buy, what degrees you hold, and the scores of your friends.” Its chief executive was quoted as saying that Zhima Credit “will ensure that the bad people in society don’t have a place to go, while good people can move freely and without obstruction.”

但是,这种夸张的演绎与2018年的世界没有很大不同,我说的不只是你在Uber评分低的情况下很难打到车的问题。《连线》(Wired)月刊前不久发表了一篇关于中国社交排名的文章,研究了“芝麻信用”,这项服务不仅审查你是否按时支付账单,“还研究你买了什么,持有什么学位,以及你朋友们的评分”。杂志援引芝麻信用首席执行官的话说,它“将确保社会上的坏人走投无路,而好人可以无拘无束地自由行动。” I don’t begrudge anyone their free workout gear. But I fear a world in which you could be denied freedom of movement because your best friends have blue-collar jobs or you never finished college.

我不嫉妒任何人得到免费健身装备。但我担心,在那样一个世界里,你可能会因为最好的朋友是蓝领工作者,或者因为你没有完成大学学业,从而被剥夺行动的自由。

In “Nosedive,” the heroes are the ones who resist the pressure to be fake and conniving to achieve higher scores. At the end of the episode — spoiler alert! — Lacie’s score has dropped to below one, she’s in jail, and the technology embedded in her eyes that lets her see people’s scores is removed. She gets into an argument with a fellow prisoner, and they start screaming at each other. But now, there’s no need to choose their words carefully for fear of offending someone and getting a low rating. Freedom, at last.

在《声誉骤降》那一集中,真正的英雄是那些抵制以造假和串通获得高分这种压力的人们。在这一集的结尾——剧透警告!——莱茜的评分降到了一分以下,她入狱了,她眼中植入的能看见别人评分的技术被移除了。她和一名狱友发生了争执,她们向对方尖叫。但是现在,她们没必要谨慎地选择自己的用词,也不必担心冒犯别人、获得低分。她们终于自由了。

Liriel Higa(@iDiplomacy)是时报观点与评论版面的编辑。

翻译:纽约时报中文网

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