four subjects that obviously go together:

四件顯然相關的事物:

big data, tattoos, immortality and the Greeks.

巨量資料、紋身、永生和希臘。

Right?

沒錯吧?

Now, the issue about tattoos is that,

說到紋身，它有個特點就是

without a word, tattoos really do shout.

不需用到一個字就能有力的傳達。

[Beautiful]

[美麗]

[Intriguing]

[迷人]

So you don't have to say a lot.

所以你根本不需要長篇大論。

[Allegiance]

[聯盟]

[Very intimate]

[極度親密]

[Serious mistakes]

[嚴重錯誤]

(Laughter)

(笑聲)

And tattoos tell you a lot of stories.

紋身又可以敘述很多不同的故事。

If I can ask an indiscreet question,

我可以問個輕率的問題嗎:

how many of you have tattoos?

在座各位有誰紋身?

A few, but not most.

有幾位，還不算多數。

What happens if Facebook, Google, Twitter, LinkedIn,

如果你每天會使用的像是 Facebook、Google、Twitter、LinkedIn、

cell phones, GPS, Foursquare, Yelp, Travel Advisor,

手機、全球定位系統、Foursquare、Yelp、Travel Advisor

all these things you deal with every day

這類科技

turn out to be electronic tattoos?

全都成了電子紋身會怎樣?

And what if they provide as much information

又假設它們跟傳統的紋身般

about who and what you are as any tattoo ever would?

能夠傳達自我，又會怎麼樣?

What's ended up happening over the past few decades

事實上，經過了數十年

is the kind of coverage that you had as a head of state

元首級或巨星級的人

or as a great celebrity

才有的曝光度

is now being applied to you every day by all these people

現在每天都發生在我們身上，

who are Tweeting, blogging, following you,

這些關注、訂閱、追蹤你的社群網站用戶，

watching your credit scores and what you do to yourself.

正檢視著你的信用評分以及觀察所有你的一舉一動。

And electronic tattoos also shout.

而電子紋身一樣很能溝道一切。

And as you're thinking of the consequences of that,

在你想着電子紋身所帶來的後果，

it's getting really hard to hide from this stuff, among other things,

一分一秒過去，你愈來愈難避過它們，

because it's not just the electronic tattoos,

因為現今不只是電子紋身，

it's facial recognition that's getting really good.

人面識別科技也愈來愈精準了。

So you can take a picture with an iPhone and get all the names,

光用 iPhone 拍張照就可以看到每個人的名字，

although, again, sometimes it does make mistakes. (Laughter)

雖然，好吧，有時候並不是百分百準確。(笑聲)

But that means you can take a typical bar scene like this,

不過這又表示，例如這酒吧的畫面，

take a picture, say, of this guy right here,

你拍張照，就拿這人的臉孔來說，

get the name, and download all the records

你可以找出他的名字，然後下載他所有的電子紀錄。

before you utter a word or speak to somebody,

你連一句話都不用說，

because everybody turns out to be

因為我們每個人身上，

absolutely plastered by electronic tattoos.

全身都遍布著電子紋身。

And so there's companies like face.com that now have

甚至 face.com 這類公司，在網路上

about 18 billion faces online.

紀錄了大約 180 億個臉孔。

Here's what happened to this company.

而這是這家公司的結果

[Company sold to Facebook, June 18, 2012...]

[ 2012 年 6 月 18 日，Facebook 收購了這家公司]

There are other companies that will place a camera

有的公司也會放個

like this — this has nothing to do with Facebook —

這樣的相機 – 完全與 Facebook 無關 –

they take your picture, they tie it to the social media,

拍下你的照片後，再置入社會媒體，

they figure out you really like to wear black dresses,

他們便發現你很喜歡穿黑裙子，

so maybe the person in the store comes up and says,

這時候店員可能會走過來跟你說:

"Hey, we've got five black dresses

「嘿! 我們進了五件

that would just look great on you."

肯定很適合你的黑裙子。」

So what if Andy was wrong?

那麼 Andy 是不是錯了?

Here's Andy's theory.

這是Andy的想法，

[In the future, everybody will be world famous for 15 minutes.]

[在未來，人人都會是十五分鐘的名人。]

What if we flip this?

假設我們把這句翻過來，

What if you're only going to be anonymous for 15 minutes? (Laughter)

變成 [你只能默默無聞十五分鐘]? (笑聲)

Well, then, because of electronic tattoos,

嗯，有了電子紋身，

maybe all of you and all of us are very close to immortality,

我們可能已經很接近永生了，

because these tattoos will live

因為這些電子紋身

far longer than our bodies will.

遠比我們肉體的壽命長。

And if that's true, then what we want to do

而如果這是真的，那麼我們要

is we want to go through four lessons from the Greeks

從古希臘學四堂課，

and one lesson from a Latin American.

還有從拉丁美洲學一課。

Why the Greeks?

為什麼是希臘？

Well, the Greeks thought about what happens

嗯，長久以來希臘人思考著

when gods and humans and immortality mix for a long time.

神、人和永生牽扯在一起的後果。

So lesson number one: Sisyphus.

第一課：西西弗斯。

Remember? He did a horrible thing, condemned for all time

記得他嗎？他犯了罪，受譴責要

to roll this rock up, it would roll back down,

將一塊巨石推上山，然後巨石又會滾下山腳。

roll back up, roll back down.

永無止境地推上，滾下，

It's a little like your reputation.

就像你的聲譽：

Once you get that electronic tattoo,

一當你有了電子紋身，

you're going to be rolling up and down for a long time,

你就會一直推上又滾下，

so as you go through this stuff,

所以你下次上網，

just be careful what you post.

千萬要留意你po了什麼。

Myth number two: Orpheus, wonderful guy,

第二個神話：俄爾甫斯。他人不錯，

charming to be around, great partier, great singer,

有魅力，是個社交好手，又很會歌唱。

loses his beloved, charms his way into the underworld,

失去他的愛人後，他便闖入地獄

only person to charm his way into the underworld,

他是唯一能夠用魅力闖入地獄的人

charms the gods of the underworld,

打動了地府眾神。

they release his beauty on the condition

結果祂們答應釋放俄爾甫斯的嬌妻，

he never look at her until they're out.

但走出地獄之前絕對不能回頭看自己的妻子。

So he's walking out and walking out and walking out

他走了又走，

and he just can't resist. He looks at her, loses her forever.

但終究忍不住回頭看了她，就此永遠失去了她。

With all this data out here, it might be a good idea

網路有這麼多人的個人資訊，

not to look too far into the past of those you love.

我們應該小心不要太深入地查看親朋好友的過去。

Lesson number three: Atalanta.

第三課：阿塔蘭塔。

Greatest runner. She would challenge anybody.

她跑得很快，很愛挑戰他人。

If you won, she would marry you.

誰跑贏了她就能娶她。

If you lost, you died.

但輸的人都要受死。

How did Hippomenes beat her?

希波墨尼斯是怎樣贏的？

Well, he had all these wonderful little golden apples,

他有這些美麗的金蘋果，

and she'd run ahead, and he'd roll a little golden apple.

每當阿塔蘭塔跑過他，他就滾出一顆金蘋果，

She'd run ahead, and he'd roll a little golden apple.

再跑過他，他就再丟出一顆金蘋果。

She kept getting distracted. He eventually won the race.

阿塔蘭塔不停被分心，最後希波墨尼斯就贏了賽跑。

Just remember the purpose as all these little golden apples

在這些金蘋果引誘你去

come and reach you and you want to post about them

po文、推特、或是在深夜傳訊息時，

or tweet about them or send a late-night message.

要想想你本來目的是什麼。

And then, of course, there's Narcissus.

對了，當然，有納西瑟斯。

Nobody here would ever be accused or be familiar with Narcissus.

我想這兒沒人會熟悉納西瑟斯(英：Narcissus；是自戀，Narcissism 的來源字)

(Laughter)

(笑聲)

But as you're thinking about Narcissus,

但當你在笑納西瑟斯的同時，

just don't fall in love with your own reflection.

不要戀上自己的倒影。

Last lesson, from a Latin American:

最後，從一名拉美人身上所學的一堂課：

This is the great poet Jorge Luis Borges.

他是博爾赫斯，偉大的詩人。

When he was threatened by the thugs

當他被阿根廷軍政府

of the Argentine military junta,

的惡棍脅迫的時候，

he came back and said, "Oh, come on,

他說：「噢，來吧！

how else can you threaten, other than with death?"

除死亡以外，你還能怎威脅我?」

The interesting thing, the original thing,

有趣又獨創的方法

would be to threaten somebody with immortality.

就是用不死來威脅人。

And that, of course, is what we are all

當然，這正是我們目前

now threatened with today because of electronic tattoos.

應付電子紋身威脅的方法。

Thank you.

謝謝。

(Applause)

(鼓掌聲)