I ignore football unless it involves

我不關心足球，除非涉及到

guys my size or Bruno's size

和我或Bruno身材相當的人

running into each other at extremely high speeds.

用飛快的速度朝對方奔去

That said, it's been really hard

也就是說，到目前為止非常難

to ignore football

不關注足球

for the last couple of weeks.

在過去的幾週時間

I go onto Twitter, there are all these strange words that I've never heard before:

我上了Twitter，看到好多我從來沒見過的字

FIFA, vuvuzela,

FIFA, vuvuzela,

weird jokes about octopi.

關於章魚的奇怪笑話

But the one that's really been sort of stressing me out,

但是其中真正讓我感到壓力的

that I haven't been able to figure out,

我沒辦法了解意思的

is this phrase "Cala a boca, Galvao."

是這個詞："Cala a boca, Galvao."

If you've gone onto Twitter in the last couple of weeks,

如果你在過去幾週上過Twitter

you've probably seen this.

你應該看過這個詞

It's been a major trending topic.

這個詞已經變成主要的流行話題

Being a monolingual American, I obviously don't know what the phrase means.

身為一個只會講英文的美國人，我當然不了解這個詞的涵意

So I went onto Twitter,

所以我上了Twitter

and I asked some people if they could explain to me "Cala a boca, Galvao."

請人向我解釋"Cala a boca, Galvao."的意思

And fortunately, my Brazilian friends

很幸運地，我的巴西朋友們

were more than ready to help.

非常樂意幫忙

They explained that the Galvao bird

他們向我解釋，高爾文鳥

is a rare and endangered parrot

是一種稀有且瀕臨絕種的鸚鵡

that's in terrible, terrible danger.

正處於非常非常危急的境地

In fact, I'll let them tell you a bit more about it.

我讓他們來向你們更詳細的說明

Narrator: A word about Galvao, a very rare kind of bird

旁白：用一句話來描述高爾文鳥，就是這是一種即為稀少的鳥類

native to Brazil.

原生於巴西

Every year, more than 300,000 Galvao birds

每年，有超過三十萬隻的的高爾文鳥

are killed during Carnival parades.

在嘉年華會的遊行中被殺害

Ethan Zuckerman: Obviously, this is a tragic situation,

顯然，這是一個悲慘的局面

and it actually gets worse.

而且還正在惡化當中

It turns out that, not only is the Galvao parrot

事實證明，高爾文鸚鵡不僅是

very attractive, useful for headdresses,

非常迷人，可以用做頭飾

it evidently has certain hallucinogenic properties,

它顯然還具有讓人產生幻覺的特質

which means that there's a terrible problem

這意味著產生了一個嚴重的問題

with Galvao abuse.

就是高爾文的濫用

Some sick and twisted people have found themselves snorting Galvao.

有些病態扭曲的人會吸食高爾文鳥

And it's terribly endangered.

而這樣非常危險

The good news about this is that the global community --

好消息是全球的社群

again, my Brazilian friends tell me --

我的巴西朋友們接著告訴我

is pitching in to help out.

正在設法對此伸出援手

It turns out that Lady Gaga

而且Lady Gaga

has released a new single --

已經發行了一首新單曲

actually five or six new singles, as near as I can tell --

實際上，就我所知是五到六首新單曲

titled "Cala a boca, Galvao."

以"Cala a boca, Galvao."作為歌名

And my Brazilian friends tell me that

接著我的巴西朋友們告訴我

if I just tweet the phrase "Cala a boca, Galvao,"

只要我在Twitter上發佈 "Cala a boca, Galvao,"

10 cents will be given

就會有十分美金捐贈

to a global campaign

給一個全球的活動

to save this rare and beautiful bird.

以協助拯救這些稀少且美麗的鳥類

Now, most of you have figured out that this was a prank,

現在，你們多數已經發現這是一個騙局

and actually a very, very good one.

而且是非常非常好的一個騙局

"Cala a boca, Galvao" actually means something very different.

"Cala a boca, Galvao"實際上是有著完全不同的意思

In Portugese, it means "Shut your mouth, Galvao."

在葡萄文中，意謂著「Galvao，閉上你的嘴！」

And it specifically refers to this guy, Galvao Bueno,

而且特指這個人，Galvao Bueno

who's the lead soccer commentator

巴西環球電視台

for Rede Globo.

的體育主持人

And what I understand from my Brazilian friends

而就我從我巴西朋友們的了解

is that this guy is just a cliche machine.

這個人就只會講些陳腔爛調

He can ruin the most interesting match

能把比賽的樂趣完全抹煞掉

by just spouting cliche again and again and again.

只會不斷地說著一樣的東西

So Brazilians went to that first match

所以巴西人去看了他們的第一場

against North Korea,

對戰北韓的球賽

put up this banner, started a Twitter campaign

拉起了這面旗幟，開始了Twitter的活動

and tried to convince the rest of us

然後試著說服其他的人

to tweet the phrase: "Cala a boca, Galvao."

去Twitter上發"Cala a boca, Galvao."

And in fact, were so successful at this

而且，這個活動非常成功

that it topped Twitter for two weeks.

甚至在Twitter上稱霸了兩個禮拜

Now there's a couple --

現在，這裡有一些

there's a couple of lessons that you can take from this.

有一些我們可以從中學習的啟示

And the first lesson, which I think is a worthwhile one,

首先，我覺得值得學習的是

is that you cannot go wrong

呼籲人們在網路上活躍

asking people to be active online,

是不會錯的

so long as activism just means retweeting a phrase.

只要活躍意指著僅需要在Twitter上轉發

So as long as activism is that simple,

只要所要求的活躍程度這麼的簡單

it's pretty easy to get away with.

就很容易成功

The other thing you can take from this, by the way,

另外一件我們可以學到的

is that there are a lot of Brazilians on Twitter.

是Twitter上有很多巴西人

There's more than five million of them.

有超過五百萬的巴西人在上面

As far as national representation,

就國家的總人口來算

11 percent of Brazilian internet users are on Twitter.

有百分之十一有上網的巴西人在使用Twitter

That's a much higher number than in the U.S. or U.K.

這個數字比美國或英國都高得多

Next to Japan,

僅次於日本

it's the second most represented by population.

是人口比例第二高的

Now if you're using Twitter or other social networks,

現在你可能正在使用Twitter或其他的社群網絡

and you didn't realize

但你可能從未意識到

this was a space with a lot of Brazilians in it,

巴西人在其中佔了一席之地

you're like most of us.

就像大多數的我們都沒有意識到一樣

Because what happens on a social network

因為在社群網站裡

is you interact with the people

你所互動的這些人

that you have chosen to interact with.

是你選擇要和他們互動的人

And if you are like me, a big, geeky, white, American guy,

如果你和我一樣，是個魁武熱愛科技、美國的白人

you tend to interact with a lot of other geeky, white, American guys.

偏好和一群一樣熱愛科技的美國白人進行互動

And you don't necessarily have the sense

那麼你就不會發現

that Twitter is in fact a very heavily Brazilian space.

Twitter其實是個充斥著巴西人的地方

It's also extremely surprising to many Americans,

另外也讓很多美國人感到吃驚的是

a heavily African-American space.

Twitter也是個充斥著美國黑人的地方

Twitter recently did some research.

Twitter最近做了一些調查

They looked at their local population.

研究使用者的地域分布情況

They believe that 24 percent

調查結果表示，24%的

of American Twitter users are African-American.

美國Twitter使用者是黑人

That's about twice as high as African-Americans

以黑人在美國總人口數的比例來看

are represented in the population.

這個數字是其比例的兩倍

And again, that was very shocking to many Twitter users,

又一次的，這對多數Twitter使用者來說非常震驚

but it shouldn't be.

但其實不該如此的

And the reason it shouldn't be is that on any day

而不該感到震驚的原因，是因為每一天

you can go into Trending Topics.

你都可以在熱門話題排行榜中

And you tend to find topics

找到排行在前的話題

that are almost entirely African-American conversations.

幾乎都是黑人的對話

This was a visualization done by Fernando Viegas

這是Fernando Viegas和Martin Wattenberg

and Martin Wattenberg,

所做數據視覺化

two amazing visualization designers,

兩個優秀的視覺化設計家

who looked at

針對

a weekend's worth of Twitter traffic

一週的Twitter流量所做的研究

and essentially found that a lot of these trending topics

發現了很多排行榜中的熱門話題

were basically segregated conversations --

都是種族區隔類的話題

and in ways that you wouldn't expect.

你應該想不到

It turns out that oil spill is a mostly white conversation,

像是「石油外洩」就是偏白人的對話內容

that cookout

而「野炊」

is a mostly black conversation.

則是偏黑人的對話內容

And what's crazy about this is that

其中最瘋狂的是

if you wanted to mix up who you were seeing on Twitter,

如果你想在Twitter參與不同的討論

it's literally a quick click away.

只要點一下滑鼠就能做到

You click on that cookout tag, there an entirely different conversation

你點「野炊」的標籤，然後就會出現一個完全不同的對話系列

with different people participating in it.

包括有很多不同的人參與討論

But generally speaking, most of us don't.

但一般而言，我們多數人都不會這麼做

We end up within these filter bubbles, as my friend Eli Pariser calls them,

我們會用一個個的過濾泡泡（我朋友Eli Pariser取的）

where we see the people we already know

我們只和已認識的人互動

and the people who are similar to the people we already know.

或是有相同話題的朋友的朋友

And we tend not to see that wider picture.

我們的視野常被侷限住

Now for me, I'm surprised by this,

我對這種現象感到吃驚

because this wasn't how the internet was supposed to be.

因為這不應該是網路

If you go back into the early days of the internet,

如果回到過去網路剛興起的時代

when cyber-utopians like Nick Negroponte

當像是Nick Negroponte這樣的網路烏托邦者

were writing big books like "Being Digital,"

撰寫像是《數位革命》這樣的大作

the prediction was that the internet

預測網路會成為

was going to be an incredibly powerful force

不可限量的強大力量

to smooth out cultural differences,

來化解文化間的隔閡

to put us all on a common field of one fashion or another.

讓所有人處在一個共同的平台

Negroponte started his book with a story

Negroponte以一個故事作為書的開頭

about how hard it is to build connections

講述在一個原子構成的世界中

in the world of atoms.

建立彼此的連接是多麼地困難

He's at a technology conference in Florida.

他在佛羅里達參加一個關於科技的會議

And he's looking at something really, truly absurd,

然後他發現了

which is bottles of Evian water on the table.

放在桌上的Evian礦泉水

And Negroponte says this is crazy.

接著Negroponte說這實在是太瘋狂了

This is the old economy.

這根本是舊經濟體系

It's the economy of moving these

這種經濟體系是把這些沈重又緩慢的原子

heavy, slow atoms over long distances that's very difficult to do.

在遙遠的距離下，非常困難地進行運輸

We're heading to the future of bits,

我們正邁向位元時代

where everything is speedy, it's weightless.

所有的東西會變得很快速、沒有重量

It can be anywhere in the world at any time.

可以在任何時間出現在世界的任何地方

And it's going to change the world as we know it.

像我們所知的，將改變整個世界

Now, Negroponte has been right about a lot of things.

現在來看，很多Negroponte的預測都實現了

He's totally wrong about this one.

但在一件事上他完全錯了

It turns out that in many cases

實際上在很多情況下

atoms are much more mobile than bits.

原子其實比位元的移動性更好

If I walk into a store in the United States,

當我走進美國的一家商店

it's very, very easy for me to buy water

要買一瓶水非常容易

that's bottled in Fiji,

這瓶水是在斐濟裝瓶的

shipped at great expense to the United States.

以極高的運費運到了美國

It's actually surprisingly hard

相對的，要我去看斐濟拍製的電影

for me to see a Fijian feature film.

卻非常地難

It's really difficult for me to listen to Fijian music.

要我聽斐濟的音樂，也很困難

It's extremely difficult for me to get Fijian news,

要看到斐濟的新聞，對我來說就更難了

which is strange, because actually there's an enormous amount going on in Fiji.

但這是很奇怪的，因為斐濟其實發生了很多事件

There's a coup government. There's a military government.

有政府政變、有軍事政府

There's crackdowns on the press.

有對媒體的掃蕩行動