Placeholder Image

字幕列表 影片播放

已審核 字幕已審核
  • Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,

    嗨!我是凱文·艾羅卡,YouTube的趨勢分析經理

  • and I professionally watch YouTube videos.

    我以專業的眼光看YouTube影片

  • It's true.

    不蓋你

  • So we're going to talk a little bit today about how videos go viral

    今天我們來聊一聊影片爲什麼會爆紅

  • and then why that even matters.

    以及為什麼這很重要

  • We all want to be stars --

    我們都想成名–

  • celebrities, singers, comedians --

    名流、歌星、喜劇演員–

  • and when I was younger, that seemed so very, very hard to do.

    我年輕的時候,這好像非常非常困難

  • But now Web video has made it

    但是現在網路影片發達了

  • so that any of us or any of the creative things that we do

    所以無論是人或是有創意的事

  • can become completely famous

    都可以藉此在全球文化的

  • in a part of our world's culture.

    某一角成名

  • Any one of you could be famous on the Internet

    說不定在座的某一位

  • by next Saturday.

    在下星期六前就會成為網路名人

  • But there are over 48 hours of video uploaded to YouTube

    但是每分鐘有總長超過48小時的影片

  • every minute.

    上傳到YouTube

  • And of that, only a tiny percentage

    其中只有非常少的百分比

  • ever goes viral and gets tons of views and becomes a cultural moment.

    會爆紅,吸引成千上萬的人觀看,變成話題

  • So how does it happen?

    要怎樣才能爆紅?

  • Three things:

    有三個重要因素:

  • tastemakers, communities of participation

    領導潮流的人,製造參與感

  • and unexpectedness.

    以及意外感

  • All right, let's go.

    好吧!開始吧!

  • (Video) Bear Vasquez: Oh, my God. Oh, my God.

    (影片)熊先生:喔!天哪!喔!天哪!

  • Oh, my God!

    喔!我的天!

  • Wooo!

    哦!

  • Ohhhhh, wowwww!

    喔~哦~

  • KA: Last year, Bear Vasquez posted this video

    去年熊先生上傳了這支影片

  • that he had shot outside his home in Yosemite National Park.

    是他在優勝美地國家公園的住家外拍的

  • In 2010, it was viewed 23 million times.

    2010年這支影片的觀看次數為二億三千萬

  • (Laughter)

    (笑聲)

  • This is a chart of what it looked like

    這張圖顯示了

  • when it first became popular last summer.

    去年夏天他剛剛紅起來的樣子

  • But he didn't actually set out to make a viral video, Bear.

    但熊先生的原意不是要拍發燒影片

  • He just wanted to share a rainbow.

    他只是想要分享彩虹

  • Because that's what you do when your name is Yosemite Mountain Bear.

    因為這是自稱「優勝美地山景熊」的人

  • (Laughter)

    會做的事(笑聲)

  • And he had posted lots of nature videos in fact.

    其實他還上傳了很多自然景觀的影片

  • And this video had actually been posted

    這支影片事實上

  • all the way back in January.

    早年去年一月就在上面了

  • So what happened here?

    所以這裡到底發生了什麼事?

  • Jimmy Kimmel actually.

    都是因爲Jimmy Kimmel (美國脫口秀主持人)

  • Jimmy Kimmel posted this tweet

    Jimmy Kimmel這則推文

  • that would eventually propel the video to be as popular as it would become.

    推波助瀾使這支影片大受歡迎

  • Because tastemakers like Jimmy Kimmel

    因為像Jimmy Kimmel這種領導潮流的人

  • introduce us to new and interesting things

    不但會介紹新奇有趣的東西

  • and bring them to a larger audience.

    還會將這些東西推廣給廣大的觀眾

  • (Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫

    (影片)黑麗小姐:♫今天是星期五,星期五,玩樂的星期五♫

  • Everybody's looking forward to the weekend, weekend. ♫

    ♫每個人都巴望著週末,週末♫

  • Friday, Friday. Gettin' down on Friday. ♫

    ♫星期五,星期五,玩樂的星期五♫

  • KA: So you didn't think that we could actually have this conversation

    凱文:接下來要再繼續講下去

  • without talking about this video I hope.

    你想我們有可能不談這部片子嗎?

  • Rebecca Black's "Friday" is one of the most popular videos of the year.

    黑麗小姐的「星期五」是今年最夯的影片之一

  • It's been seen nearly 200 million times this year.

    今年就吸引了近二億人次觀看

  • This is a chart of what it looked like.

    這張表是它的趨勢圖

  • And similar to "Double Rainbow,"

    跟熊先生的「兩道彩虹」很類似

  • it seems to have just sprouted up out of nowhere.

    這片子好像突然就竄紅了

  • So what happened on this day?

    那天倒底發生了什麼事?

  • Well it was a Friday, this is true.

    那天是星期五,的確

  • And if you're wondering about those other spikes, those are also Fridays.

    其他那些高峰,是的,也是星期五

  • (Laughter)

    (笑聲)

  • But what about this day,

    但是那天

  • this one particular Friday?

    那個特別的星期五到底發生了什麼?

  • Well Tosh.0 picked it up, a lot of blogs starting writing about.

    就是Tosh.0(電視節目)選中了它,很多部落格也相繼討論

  • Michael J. Nelson from Mystery Science Theater

    奧秘科學劇院(電視節目)的邁可・納爾遜

  • was one of the first people to post a joke about the video on Twitter.

    率先在推特上取笑這支影片

  • But what's important is that an individual or a group of tastemakers

    重點是像這樣領導潮流的名人

  • took a point of view

    看了影片後

  • and they shared that with a larger audience, accelerating the process.

    跟廣大觀眾群分享觀點,加速了爆紅

  • And so then this community formed

    所以這群分享著

  • of people who shared this big inside joke

    共通笑話的觀眾

  • and they started talking about it and doing things with it.

    不但一起討論,接著還會搞一點東西來亂

  • And now there are 10,000 parodies of "Friday" on YouTube.

    所以現在YouTube上有一萬部「星期五」惡搞片

  • Even in the first seven days,

    甚至在最先七天

  • there was one parody for every other day of the week.

    就出現了針對週間其他天來亂的影片

  • (Laughter)

    (笑聲)

  • Unlike the one-way entertainment of the 20th century,

    不像20世紀的娛樂是單向行為

  • this community participation

    我們以集體參與傳播影片

  • is how we become a part of the phenomenon --

    或著集體對影片搞一點新東西

  • either by spreading it or by doing something new with it.

    使我們變成潮流的一分子

  • (Music)

    (音樂)

  • So "Nyan Cat" is a looped animation

    這個"Nyan Cat"(喵喵貓)是一種連續動畫圖

  • with looped music.

    配合著連續背景音樂

  • It's this, just like this.

    就是這個,只有這樣

  • It's been viewed nearly 50 million times this year.

    今年它的觀看次數是五千萬次

  • And if you think that that is weird,

    如果你覺得這簡直是不可思議

  • you should know that there is a three-hour version of this

    你就更難想像還有一個三小時的版本

  • that's been viewed four million times.

    吸引了四百萬人次觀看

  • (Laughter)

    (笑聲)

  • Even cats were watching this video.

    甚至還有貓在看這個影片

  • (Laughter)

    (笑聲)

  • Cats were watching other cats watch this video.

    貓在觀察其他的貓看這部影片

  • (Laughter)

    (笑聲)

  • But what's important here

    但是重要的是

  • is the creativity that it inspired

    在這網路科技怪咖文化裏

  • amongst this techie, geeky Internet culture.

    所激發出來的靈感和創造力

  • There were remixes.

    他們做了很多混音版

  • (Laughter)

    (笑聲)

  • Someone made an old timey version.

    有人弄了個懷舊版

  • (Laughter)

    (笑聲)

  • And then it went international.

    然後還有國際版的

  • (Laughter)

    (笑聲)

  • An entire remix community sprouted up

    混音族竄出

  • that brought it from being just a stupid joke

    讓這個原本只是個愚蠢的笑話

  • to something that we can all actually be a part of.

    變成大家都可以參一腳的玩意

  • Because we don't just enjoy now,

    因為我們不只是開心地看

  • we participate.

    我們還參與了製作

  • And who could have predicted any of this?

    當初有誰想得到這些呢?

  • Who could have predicted "Double Rainbow" or Rebecca Black

    誰能預料到「兩道彩虹」、黑麗小姐

  • or "Nyan Cat?"

    或「喵喵貓」會紅呢?

  • What scripts could you have written

    你會寫什麼劇本

  • that would have contained this in it?

    可能會把這些東西放在裡面的?

  • In a world where over two days of video

    在這個每分鐘會上傳

  • get uploaded every minute,

    總長超過兩天的網路影片界

  • only that which is truly unique and unexpected

    只有那些真的很特別很令人意外的片子

  • can stand out in the way that these things have.

    能以這些特徵引人注目

  • When a friend of mine told me that I needed to see this great video

    我的朋友大力推薦一段很棒的影片

  • about a guy protesting bicycle fines in New York City,

    是一個抗議紐約市單車罰單的傢伙拍的

  • I admit I wasn't very interested.

    我得承認我原本沒什麼興趣

  • (Video) Casey Niestat: So I got a ticket for not riding in the bike lane,

    (影片)凱西:我吃了一張罰單,因為我沒騎在單車專用道上

  • but often there are obstructions

    可是那裡障礙重重啊

  • that keep you from properly riding in the bike lane.

    我根本沒辦法在上面好好的騎車

  • (Laughter)

    (笑聲)

  • KA: By being totally surprising and humorous,

    凱西以出人意料的方式及幽默感

  • Casey Niestat got his funny idea and point

    吸引了五百萬人次觀看

  • seen five million times.

    他的搞笑版抗議

  • And so this approach holds

    這種方法適用在

  • for anything new that we do creatively.

    每一件我們所創作的新東西上

  • And so it all brings us

    所以這促使我們

  • to one big question ...

    問一個大哉問 ...

  • (Video) Bear Vasquez: What does this mean?

    (影片)熊先生:這意味著什麼?

  • Ohhhh.

  • (Laughter)

    (笑聲)

  • KA: What does it mean?

    這意味著什麼?

  • Tastemakers, creative participating communities,

    領導潮流者、創意性集體參與

  • complete unexpectedness,

    以及完全出人意料

  • these are characteristics of a new kind of media and a new kind of culture

    是新媒體及新文化的特徵

  • where anyone has access

    在其中人人都能參與

  • and the audience defines the popularity.

    而且由觀眾決定歡迎度

  • I mean, as mentioned earlier,

    我是說,就像之前提到的

  • one of the biggest stars in the world right now, Justin Bieber,

    現在最紅的藝人小賈斯汀

  • got his start on YouTube.

    也是從YouTube紅起來的

  • No one has to green-light your idea.

    你的點子不需要人批准

  • And we all now feel some ownership

    而且我們都覺得在流行文化裡

  • in our own pop culture.

    擁有或多或少的自主權

  • And these are not characteristics of old media,

    這些不是舊時代的媒體特徵

  • and they're barely true of the media of today,

    也不能代表今天的媒體

  • but they will define the entertainment of the future.

    但是他們一定會成為未來的娛樂型態

  • Thank you.

    謝謝

  • (Applause)

    (鼓掌)

Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,

嗨!我是凱文·艾羅卡,YouTube的趨勢分析經理

字幕與單字
已審核 字幕已審核

B1 中級 中文 美國腔 影片 笑聲 爆紅 潮流 黑麗 觀看

【TED】凱文·艾羅卡: 凱文·艾羅卡:為什麼影片會爆紅 (Why videos go viral | Kevin Allocca)

  • 7795 93
    VoiceTube   發佈於 2013 年 03 月 21 日
影片單字

返回舊版