"If the medium is the message,"

「如果媒介即訊息」

"And it doesn't matter what we say on TV,"

「我們在電視上說些什麼並不重要」

"Why are we all here tonight, and why am I asking this question?"

「為什麼我們今晚都在這裡?為什麼我要問這個問題呢？」

"There's a huge technology involved in TV, which surrounds you, physically."

電視牽涉到很多高科技，且這些都圍繞在你身旁。

"And the effect of that huge service environment on you, personally, is vast."

並且，有這麼多服務功能的環境對你的影響，就我自己的看法來說，是無遠弗屆的。

"The effect of the program is incidental."

這些節目帶來的影響其實只是附帶的、偶然的。

[soft music]

[輕音樂]

"The effect of the program is incidental."

這些節目帶來的影響其實只是附帶的、偶然的。

"The effect of the program is incidental."

這些節目帶來的影響其實只是附帶的、偶然的。

"The effect of the program is incidental."

這些節目帶來的影響其實只是附帶的、偶然的。

Marshall McLuhan's famous saying, "The medium is the message," poses interesting questions

馬謖‧麥克魯漢的名言：「媒介即是訊息」，點出了個有趣的問題

for the age of online video.

對於這個線上影視世代

He gets to the basic point in that clip. New forms of media actually reorganize our consciousness.

在簡報中，他提到這個基本的觀點。新的媒體形式重組了我們的意識知覺。

In McLuhan's time, the great shift in media was from print to electronic media;

麥克‧盧漢的當代，媒體最大的轉變是電子化輸出媒體的出現

Radio and, more importantly, television.

廣播、以及，更重要地，電視。

Where the printed book was what he called, "Hot Media," an intense, one-way off-loading

被印刷書籍稱之為『熱門媒體』，一種強烈的、單向的、

of high definition information into your mind, the TV was "cool", it was low definition,

降低高解析的訊息進入你腦袋時的負荷。電視是『cool』，有比較少的定義。

on in a busy house, interrupted by commercials, playing to all the senses.

在一個很繁忙的房子裡，被廣告打斷，運用到所有的感官。

In other words, it demanded your participation to fill in the gaps.

換句話說，他要求你參與去填補在節目之間的空檔。（他要求你在節目空檔中也要投入注意力）

Every kind of media, from print, to radio, to music, to television, to the Internet creates a kind of

所有種類的媒體，從印刷、到廣播、到音樂、到電視、到網路，都創造出一種

invisible environment around us. When you're watching TV, you may be aware of the particular show,

圍繞在我們身邊看不到的環境。當你在看電視時，你可能會注意到某些

of how funny or engaging it is, of how relatable the characters are, but rarely do we perceive

他有趣的或者是迷人的地方，跟角色的關聯，但我們很少會察覺

or step back to understand what it actually means to watch TV, what it means to be

或者是反思去理解，到底看電視這件事意味著什麼。到底代表了什麼

in that audiovisual immersive sensory environment.

在沉浸在視聽感知的環境中時。

It's no surprise that the great triumph of television is the triumph of advertising.

沒有意外的，電視最大的勝利之處是廣告的成功。

And what could possibly be more attune to the medium of television than commercials?

那要怎樣才能讓電視媒體比起廣告節目來說更為協調呢？

In 30 seconds or a minute, they invite or require participation while triggering each and every

在30秒內或者1分鐘內，他們邀請或者是要求觸發參與者的所有感官。

one of the senses.

This is not to say that advertisements are good for us, just good for TV.

這並不是說廣告對我們是好的，而是只對電視（台）來說是好的！

Just as early television took its cues from print, radio and film before coming into its own,

就像早期的電視，從印刷、廣播跟電影中埋線而來到我們眼前。

online video has taken its cues from TV.

線上節目則是在電視中埋伏筆。

But like TV, online video is a wholly new medium, operating in its own environment,

但像是電視，線上影片則是一個完全的新媒介，有它自己的運作環境，

reshaping our consciousness, again.

再次重塑我們的意識。

I mean, just the way we watch is different. We're close up to the screen, transfixed,

我指的是，至是觀看的方式有所不同。我們緊靠著螢幕，兩眼發直（呆若木雞），

but the screens are small, often the size of a phone. Whereas my hand is rarely on the remote control,

但螢幕很小，通常只有一個電話的大小。反之，我的手幾乎很少在遙控器上。

it's nearly always on the mouse, inviting different kinds of agencies, like the ease at which

幾乎都在滑鼠上，邀請不同類型的機構，喜歡瀏覽各種東西時的輕鬆氛圍

you can scan through something.

All these things and, I'm sure many more you can identify, have effects on the styles that become

所有的這些東西，我很確定有更多是你可以定義的，有一些在風格上的效果會成為

widely viewed and adopted. But I think the largest ingredient of online video is the awareness

被廣泛的觀看與接受。但我覺得網路影片最大的吸引力其實是意識。

that every consumer is a potential creator. The appeal of lo-fi, of making something that anyone

每一個顧客都是潛在的創造者。針對做些什麼的低保真（對完整度的要求較低）技術的出現，

could potentially produce is extremely important to the culture of online video,

對於網路影片的文化而言，它最重要的意義是每個人都可以有創造的可能

so much so, I'm tempted to say that what's considered flawed and imperfect videography

非常（重要）。我很想說，那些在其他媒體看來有缺陷且不完美的視頻，

in the eyes of other media is actually essential to online video.

其實對於線上影片來說，至關重要。

McLuhan was fond of saying that radio was more suited to packages, to completed products,

McLuhan 因為說「廣播更適當被包裝」而被發現，他在電視產業還有一些對於過程的偏見時，

while TV had a preoccupation with processes, seeing how things were done.

把作品完成了，我們來看看他是怎麼做到的吧！

And I think this extends even further with online video. Just take a look at daily vlogs,

且我覺得，我們甚至可以延伸到線上影片的部分。就讓我們先看看每天的影音部落格吧！

perhaps the form that's most tailored to the medium of online video.

或許這個是最適合線上視頻媒介的形式。

The process of filming your day, of how the camera moves, is vital to the concept.

錄製你一天生活的過程，包括攝影器材怎麼移動，對這樣的概念都是很真實的（生動的）。

And there are certainly a number of other styles that have proven to be highly compatible with online video.

當然，還有其他無數的方式，都證明可以與線上影音高度相容。

One that comes to mind is animated explainers. Let's try to make a list of some more in the comments below.

其中一個出現在我腦中的是動畫解說員。讓我們試著來擬一下關於以下評論的清單。

I don't completely agree with McLuhan when he says, "The effect of the program is incidental."

當麥克魯漢說『節目帶來的影響只是偶然的。』我不全然同意

But I do think that great, valuable content for online video has to be matched with the style

但我很確信，線上影音的寶貴內容必然跟媒介的風格屬性是相符的。

that fits the medium. Of course, it's still really early in the history of this medium.

當然，對於這媒介史而言，這些都還很早（才剛開始）。

In ten or twenty years, with a better perspective, we'll be able to look back at all this work

在十年或二十年後，往一個好的願景思考，我們將會回頭看看這些作品（過程）

and point to the first true masterpieces of the medium.

並能指出媒介的第一個真實傑作。

But what's exciting now is that those of us who are working in online video are, in effect,

但現在最令人興奮的是，那些我們之中在網路影音上工作的人，實際上，

creating the form. We're writing the language of this new medium. And for that reason, experimentation

創造了出了這樣的方式。我們正在譜寫新媒介的語言。然後為了此理由，試驗

and innovation have to continue to be a top priority. And even for those who just watch, it's essential to study

及改革，我們必須要持續的去成為這重中之重（第一優先的）。即便是為了那些只是觀看的人，去研究媒介的本質

this medium as it grows, to be aware of its message in the unique environment it creates,

如同它的茁壯一般的，去意識到這些訊息在他獨特的環境中（到底是什麼樣子）怎麼創造的。

Because all aspects of the media,

因為媒體的這些所有面向

"Have an irresistible force when invisible."

當他是看不見的時候，反而有一種無法抵擋的力量。

Hey guys, some exciting news! I have twenty more Nerdwriter mugs available on my Patreon page.

嘿！你們，有些讓人興奮的新聞！我有超過20個可以用的Nerdwriter(每週出刊一次的網媒)媒體群在我的Patreon（藝術家為主的募資平台）頁面。

I learned a lot from the first batch, but god, they came out so great. So, they're $5.00, and in order to make

我從第一次的經驗中學到很多，但是上帝，他們超棒的。所以，他們有五百美元，並且為了讓

the price work, you'll get them after five videos and I'll be watching that.

資金可以運作，你將會在五個影片後得到它，並且我也會去觀看。

So, I do a video a week now, so it shouldn't be too long. I basically break even.

所以，我花了一個禮拜做了一支影片。所以，它應該不會太長。我基本上是收支平衡。

I just want you guys to have them because I think they're so cool.

我只是希望你們能擁有他們，因為我真覺得他超酷的！

Click here, anywhere on the mug, and you can claim them while they last. The first batch went pretty fast.

點擊這裡!這杯子的任何地方， 第一批麵包還蠻快就出爐了！

Thanks again for watching. A new video will be out next Wednesday, and I'll be in comments

再次感謝您的觀看。新的影片下週三就會出來了，我會在評論區

to talk about this because I want to talk about this a lot more, so find me down there, and I'll see you next time.

討論這個話題，因為我想要針對這個多說一些，所以在那下面找我吧！下次見！