【题源阅读】纽约时报 | 不要轻视网红,他们正在主宰世界-安徽艾约塔硅油

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【题源阅读】纽约时报 | 不要轻视网红,他们正在主宰世界

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网红正在主宰世界
在商业世界，有影响力的文化已经是一种既定的力量。利用社交媒体工具和策略打造的一代直接面对消费者的品牌，已经一炮而红。成为一名“网红”是一份令人精疲力尽的工作，而擅长此道的人通常都用了好几年的时间才一步步爬上来。

不要轻视网红

Don’t Scoff at Influencers. They’re Taking Over the World. It’s increasingly obvious to me that the teenagers and 20-somethings who have mastered these platforms — and who are often dismissed as shallow, preening narcissists by adults who don’t know any better — are going to dominate not just internet culture or the entertainment industry but society as a whole.
不要轻视“网红”，他们正在主宰世界。在我看来，越来越清晰的一点是，掌握了这些平台的青少年和年轻人（他们往往被一些不了解情况的成年人视为肤浅、自满的自恋狂）将不仅主宰网络文化或娱乐产业，还有整个社会。

网红是有专长的

Being an influencer can be an exhausting job, and the people who are good at it have typically spent years working their way up the ladder. Many social media influencers are essentially one-person start-ups, and the best ones can spot trends, experiment relentlessly with new formats and platforms, build an authentic connection with an audience, pay close attention to their channel analytics, and figure out how to distinguish themselves in a crowded media environment — all while churning out a constant stream of new content.
成为一名“网红”是一份令人精疲力尽的工作，而擅长此道的人通常都用了好几年的时间才一步步爬上来。许多社交媒体的影响者其实都是一人创业公司，其中的佼佼者可以发现趋势走向、坚持不懈地尝试新格式、新平台，与受众建立一个真实的联系，密切关注他们的渠道分析，找到如何在一个拥挤的媒体环境下脱颖而出的办法——与此同时还在不断产生新的内容流。
Not all influencers are brilliant polymaths, of course. Some of them have succeeded by virtueof being conventionally attractive, or good at video games, or in possession of some othersurface-level attribute. Others have made their names with dubious stunts.
当然，并非所有“网红”都是博学多闻的聪明人。他们中的一些人之所以成功，是因为具有传统的吸引力，或者擅长电子游戏，或者拥有其他一些表面上的特质。还有人则以可疑的噱头爆得大名。

网红有影响力

But as social media expands its cultural dominance, the people who can steer the online conversation will have an upper hand in whatever niche they occupy — whether that's media, politics, business or some other field.
但随着社交媒体扩大在文化中的主导地位，那些能够在网上引导话题的人，将在他们占据的任何利基领域处在上风位置——无论是媒体、政治、商业还是其他领域。
“The way to think of influencers or creators is as entrepreneurs,” said Chris Stokel-Walker, the author of “YouTubers.” “These people are setting up businesses, hiring staff, managing budgets. These are massively transferable skills.”
“《YouTubers》一书的作者克里斯·斯托克尔-沃克说：“要把影响力人物或创造者看作创业者，这些人是在创业、招聘员工、管理预算。这些都是相当可转用的技能。”

影响力是种力量

In the business world, influencer culture is already an established force. A generation of direct-to-consumer brands that were built using the tools and tactics of social media has skyrocketed to success. Many social media stars strike endorsement deals with major brands, in addition to earning money through advertising and merchandise sales. And even executives in sleepy, old-line industries now hire"personal branding consultants" to help increase their online followings.
在商业世界，有影响力的文化已经是一种既定的力量。利用社交媒体工具和策略打造的一代直接面对消费者的品牌，已经一炮而红。除了通过广告和商品销售赚钱，许多社交媒体明星还与大品牌达成代言协议。甚至在那些昏昏欲睡的传统行业里，高管们如今也开始雇佣“个人品牌顾问”来帮助增加网上的关注者。
In truth, influencers have been running the world for years. We just haven't called them that. Instead, we called them "movie stars" or "talk-radio hosts"."The ability to stay relevant and attract attention to your work has always been critical. And who, aside from perhaps President Trump, is better at getting attention than a YouTube star?
事实上，“网红”已经统治这个世界很多年了。我们只是没有这么称呼他们，而是称他们为“电影明星”或“脱口秀主持人”。保持相关性和吸引别人注意你的工作的能力一直都很重要。除了特朗普总统，还有谁比YouTube明星更能吸引眼球呢?

不要轻视网红

“In the early days, it felt like this was a sub-niche of youth culture," Beau Bryant, the general manager of talent at Fullscreen, a management agency for digital creators, told me at VidCon. He gestured around at a room filled with influencers sitting on velvet couches. Some weretaking selfies and editing their Instagram stories. Others were holding business meetings aboutpartnerships and sponsored content deals.
“早期，我觉得这是青年文化的一个细分市场，” Fullscreen公司的人才总监博·布莱恩特在VidCon对我说。他指了指满屋坐在丝绒沙发上的网红们。一些人在自拍，编辑他们的Ins故事。一些人在举行有关合作伙伴关系和赞助内容交易的商务会议。
"Now, it just feels like this is what youth culture is," Mr. Bryant said.
“现在，好像这就是青年文化，”布莱恩特说。
In other words, influencers are the future. Dismiss them at your peril.
换句话说，“网红”就是未来。忽视他们，你只能后果自负。

大学英语四六级考试(CET-4、6)文章的主要来源是英美报刊杂志。
TIME《时代周刊》
npr 美国国家公共电台
Project Syndicate 报业辛加迪
Financial Times《金融时报》
Interesting Engineering 网站
Smithsonianmag 美国《史密森尼》杂志
The Conversation 解释型新闻网
http://cravingboston.wgbh.org 网站
PMI (即: Project Management Institute) 项目管理协会
Interesting Engineering网站
Harvard Business Review《哈佛商业评论》
The Daily Beast《每日野兽》新闻网站
Wired 美国《连线》杂志
The New York Times《纽约时报》
www.goodtherapy.org网站
Science Friday《科学星期五》
……
温馨提示：
参加考试的各位应该已经意识到了
无论是听力、写作、阅读、翻译
考核内容越来越国际化
如来源多为国外新闻、科技文章等
考核方向越来越接地气
如移动支付、公共图书馆等等
都是大学生的身边事
因此
建议
还要备考or想提升英语能力的同学们
有余力的情况下
可以多看看国外的新闻网站
多读读英美报刊杂志
听听BBC的新闻
看一些纪录片等等
这样可以
接触地道的英语表达，
培养英语思维，强化语感。
在做题过程中可以帮助你更快速的搞定内容哦~
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