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  • I remember first hearing the phrase internet meme

    我記得第一次聽到網絡追憶這句話的時候

  • and then being kind of annoyed

    然後有點惱火

  • because people very clearly thought that an internet meme

    因為人們非常清楚地認為,網絡備忘錄

  • was the only kind of meme there is.

    是唯一的一種備忘錄有。

  • We think about culture being eras, epochs or times within art,

    我們認為文化是藝術中的時代、時代或時代。

  • and so to actually talk about the discrete units that exist

    所以要真正談及存在的離散組織、部門

  • that are surrounding us all the time and how they evolve -

    圍繞在我們身邊的,以及它們是如何發展的----。

  • that was super, super interesting.

    這是超級,超級有趣。

  • All the time I was thinking,

    我一直在想

  • "God these brands are just going to tear me apart

    "天哪,這些品牌簡直要把我撕碎了

  • because of what I'm doing."

    因為我在做什麼。"

  • But they're still in on the joke.

    但他們還是在開玩笑。

  • And you have to be, and that's the thing.

    而你必須要這樣,這才是問題的關鍵。

  • You can't be seen as going,

    你不能被看成是去。

  • "No, I don't want to be a part of this."

    "不,我不想參與其中。"

  • This is the world we live in, this is it.

    這就是我們生活的世界,就是這樣。

  • This is what's going on around us.

    這就是我們身邊發生的事情。

  • Do you send a lot of memes?

    你發了很多備忘錄嗎?

  • I do yeah, constantly.

    是的,我經常這樣做。

  • Rather than communicate, like yeah.

    與其說是溝通,不如說是。

  • That's how I communicate.

    這就是我的溝通方式。

  • And they can just say a lot more than one sentence as well,

    而且他們也只是會說很多句話而已。

  • in some situations. True.

    在某些情況下。真。

  • Yeah, a meme is a written...

    是啊,備忘錄是一個書面... ...

  • is a written joke, yeah,

    是一個書面的笑話,是的。

  • that's related to something that happens in real life.

    這與現實生活中發生的事情有關。

  • I think it also links with this ironic attitude to everything.

    我想這也與這種諷刺一切的態度有關。

  • Where you can just express your disdain, disappointment,

    在那裡,你可以隨便表達你的不屑,失望。

  • a lack of trust in something.

    缺乏信任的東西。

  • So that's why we call it a universal language.

    所以,這就是為什麼我們稱它為通用語言。

  • It brings you to this part of the internet collective,

    它把你帶到了這部分互聯網集體中。

  • so you feel that a certain community gets you

    所以你覺得某個社區讓你

  • or maybe you're getting a certain community.

    或者你得到某個社區。

  • I read The Selfish Gene, Richard Dawkins, back at university

    我在大學時讀過理查德-道金斯的《自私的基因》。

  • and I was really inspired by the idea that you could have these

    我真的很受啟發的想法,你可以有這些。

  • units of culture called a meme that spread from person to person.

    的文化組織、部門,稱為人與人之間傳播的備忘錄。

  • So Dawkins talked about religion being the ultimate meme -

    所以道金斯談到宗教是終極的追憶------。

  • how you can have religion or the idea of God as such an infectious concept

    你怎麼能有宗教或上帝的概念作為這樣一個傳染性的概念。

  • that you can't not think about it once you've heard it,

    你不能不去想它,一旦你聽到它。

  • but then as it passes from person to person, it evolves.

    但後來隨著人與人之間的傳遞,它就會發生變化。

  • To understand memes,

    要了解備忘錄。

  • you need to understand the concept of a replicator.

    你需要了解複製器的概念。

  • That is information that is copied with variation and selection.

    那是經過變通和選擇後複製的資訊。

  • So genes are a replicator,

    所以基因是一種複製器。

  • when animals mate or seeds grow and so on

    交配時節

  • you have information that's copied

    你有複製的資訊

  • with variations

    變化

  • and huge selection pressure, so most of them die.

    和巨大的選擇壓力,所以大部分人都死了。

  • This is what Darwin saw back in The Origin of Species in 1859.

    這就是達爾文早在1859年《物種起源》中看到的。

  • The same applies to memes.

    這同樣適用於備忘錄。

  • All the information that we put out all day long and all the books

    我們整天放出的所有資訊和所有的書籍

  • we read and the radio programs and TV things we watch and so on,

    我們讀的書,我們看的廣播節目和電視節目等等。

  • they're competing for our attention.

    他們在爭奪我們的注意力。

  • Most of them we forget, most of them nobody bothers to watch

    大部分我們都忘記了,大部分沒有人去看。

  • and the very few that succeed and get millions of people involved

    和極少數的成功,並得到數以百萬計的人的參與。

  • are the ones that we see all around us in the world.

    是我們在這個世界上看到的身邊的。

  • Same process is happening in biology with a different mechanism.

    同樣的過程在生物學中也在發生,但機制不同。

  • First of all it got a bit of attention

    首先,它得到了一點關注

  • but it sort of sat there for a little bit

    但它有點坐在那裡一點點。

  • and things and I was thinking, "Ah maybe they're not that funny".

    我在想,"啊,也許他們沒那麼好笑"。

  • And then there was a fashion show in Paris, the Dior show.

    然後在巴黎有一場時裝秀,迪奧秀。

  • And at the time Celine Dion was superhype because

    而當時席琳-迪翁是超級炒作,因為

  • she was over in Paris and everyone was just going crazy for her.

    她在巴黎,每個人都在為她瘋狂。

  • And I saw this image of her with this Dior bag, so I put the Celine logo

    我看到她拿著Dior包包的照片 所以我把Celine的標誌放了上去

  • on top of it and faked it up to look like it was gold,

    上,並把它偽造成黃金的樣子。

  • posted it,

    發佈了它。

  • went to bed,

    睡覺去了。

  • woke up in the morning to a complete tirade of messages on my phone.

    早上醒來時,我的手機上有一連串的資訊。

  • And Dior had reposted it and it just completely kicked off.

    而迪奧曾轉發過,就徹底踢開了。

  • When I think of memes I think of them as synonymous with the idea

    當我想到memes的時候,我認為他們是想法的同義詞。

  • of creating bits of culture.

    的創造文化的位。

  • And I think the best advertising and the best design and the best thinkers

    而我認為最好的廣告和最好的設計以及最好的思想者

  • behind the best advertising, and best design,

    最好的廣告,和最好的設計背後。

  • have always gone out to create bits of culture. And that's memetic.

    一直去創造文化的位。而這就是記憶力。

  • The fact that you've given people the structure for them

    事實上,你已經給人們提供了他們的結構。

  • to find themselves in, they might not have called it

    陷入其中,他們可能不叫它

  • memetic or called it memes.

    memetic或叫它memes。

  • It's really important to understand what it means to say

    瞭解什麼是 "說",真的很重要。

  • genes are selfish.

    基因是自私的。

  • Or replicators are selfish or memes are selfish.

    或者複製者是自私的,或者備忘錄是自私的。

  • What it means is that they will get copied

    就是說他們會被人抄襲

  • however and whenever they can, given the opportunity.

    然而,只要有機會,只要他們能夠。

  • So when we think about the world of memes -

    是以,當我們想到備忘錄的世界----------。

  • internet memes or every other kind of memes -

    網絡備忘錄或每一個其他類型的備忘錄 - 。

  • we think we're developing them, designing them, creating them

    我們認為我們正在開發它們,設計它們,創造它們。

  • for our own purposes, when a different way of looking at it

    為我們自己的目的,如果換個角度看問題的話

  • is they are using us to get themselves ahead in the competition.

    是他們在利用我們,讓自己在競爭中領先。

  • And that way of looking at it shows you how very close to biology it is

    而這種看問題的方式讓你看到了它是多麼的接近於生物學

  • and how our role is not to be in charge and doing it for our own sake,

    以及我們的角色如何不是為了自己的利益而負責和做。

  • it's all really happening for the sake of the memes themselves.

    這一切都真的發生了 為了備忘錄本身。

I remember first hearing the phrase internet meme

我記得第一次聽到網絡追憶這句話的時候

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自動翻譯

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A2 初級 中文 備忘錄 自私 追憶 複製 基因 文化

迷因的簡史|BBC創意 (A brief history of memes | BBC Ideas)

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    Summer 發佈於 2020 年 10 月 08 日
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