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。