thinking about little girls,

大部分時間，

which is kind of a weird thing for a grown man in our society to say.

我都在思考與小女孩們相關的事情。

But I do. I spend most of my time thinking about little girls,

在我們的社會中， 如果一個成年男人這樣做會顯得很奇怪，

and I think it's primarily because I have one.

但我就是把大部分時間都用 在思考有關小女孩的事情上，

This one's mine, and I think you would really like her.

我認為這主要是因為我有女兒。

She is smart and funny

這是我女兒，你們肯定會非常喜歡她，

and kind to people and a good friend.

她聰明，幽默，

But when I talk about my daughter, the word I find myself saying most

為人友善，是一個講義氣的人。

is "athlete."

但是當我說起我的女兒時， 我用得最多的詞語是：

My kid's athletic.

運動員。

She is strong and fast

我的孩子是個運動員，

and has great balance and good body control.

她體魄强健，動如脫兔，

She is a three-time, back-to-back-to-back state champion

有良好的平衡感和控制力。

in Shaolin Kempo.

她曾是州內少林功夫比賽的三連冠，

At nine years old, she is already halfway to a black belt.

在九歲的時候，她已經在取得 黑帶了。

My daughter is athletic.

我的女兒是運動員。

Now, when a man who is six feet two and 265 pounds stands in front of you

現在，當一個身高近兩米 體重265磅的男人站在你面前，

and says his daughter is athletic,

說他的女兒是個運動員，

you might think that's a reflection of him.

你可能會覺得女兒是受爸爸影響，

It is not.

但實際上不是這樣。

(Laughter)

（笑聲）

My wife in high school was a two-time all-state soccer player

我的妻子當年在國中時代 曾擔任兩屆全州足球運動員，

and a two-time all-state volleyball player,

同時也是兩屆全州 排球運動員，

and I played "Dungeons and Dragons."

而我只是一個玩 《龍與地下城》遊戲的人。

And that is why,

所以這就是為甚麼，

although my daughter is an athlete,

即使我的女兒是運動員，

she's also a huge nerd, which I love.

她也是一個超級大怪胎， 我超喜歡這一點。

She walks around our house in a cloak of flames

她在我們家裡穿 自己縫製的大斗篷，

that she made herself.

上面印著火焰，

She sits on the Iron Throne --

她坐在鐵王寶座上——

(Laughter)

（笑聲）

even though she has never seen "Game of Thrones,"

即使她從來沒有看過 《權力的遊戲》。

primarily because we are not the worst parents who ever lived.

這主要是因為我們 並不是世界上最糟糕的父母。

But she knows there's someone called the Mother of Dragons,

但她知道裡面有個叫 龍之母的人，

and she calls herself that and she loves it.

她就自稱這個名字 而且超級喜歡。

She's a huge comic book fan.

她超喜歡看漫畫書，

Right now, her favorite character is Groot.

最近，她最喜歡的角色是格魯特。 （出自《銀河守護隊》）

She loves Groot.

她超愛格魯特，

She adores The Incredible Hulk.

她也羨慕綠巨人，

But my daughter really at heart,

但是我女兒的心頭好

her thing is Star Wars.

是星球大戰。

My kid is a Jedi.

我的孩子是一個絕地武士，

Although some days she's also a Sith,

即使有些時候她也是一個西斯，

which is a choice that I can respect.

但我可以尊重這個還不錯的選擇。

(Laughter)

（笑聲）

But here's the question that I have to ask.

但我要問一個問題：

Why is it that when my daughter dresses up,

為甚麼當我女兒打扮成

whether it's Groot or The Incredible Hulk,

無論是格魯特還是綠巨人、

whether it's Obi-Wan Kenobi or Darth Maul,

無論是歐比王·肯諾比還是達斯·摩爾，

why is every character she dresses up as a boy?

為甚麼每個她打扮的角色 都是男生形象呢？

And where are all the female superheroes?

那些超級女英雄都在哪裡？

And that is not actually the question,

這並不是問題的所在，

because there's plenty of female superheroes.

因為還是有很多超級女英雄。

My question really is, where is all the female superhero stuff?

我真正的問題是： 跟超級女英雄有關的東西都在哪裡？

Where are the costumes? Where are the toys?

她們的戲服， 玩具都在哪裡？

Because every day when my daughter plays when she dresses up,

因為當女兒每天打扮自己玩的時候

she's learning stuff

她也在學習。

through a process that, in my own line of work,

作為一個研究媒體的教授，

as a professor of media studies,

這種過程在我的行業

we refer to as public pedagogy.

叫做公共教育學。

That is, it is how societies are taught ideologies.

這是社會灌輸意識型態的方式，

It's how you learned what it meant to be a man or a woman,

這是你如何學習作為男人 或是女人的意義、

what it meant to behave yourself in public,

在公共場合舉止得體的意義、

what it meant to be a patriot and have good manners.

做為愛國者的意義、 以及良好教養的意義。

It's all the constituent social relations that make us up as a people.

就是這些種種社會關係 讓我們成為一個健全的人。

It's, in short, how we learn what we know about other people

簡單來說，這就是我們學習 了解他人

and about the world.

以及了解這個世界的方法。

But we live in a 100-percent media-saturated society.

但是我們生活在被媒體 滲透的社會中。

What that means is that every single aspect of your human existence

也就是說， 人類本身的存在

outside of your basic bodily functions

除了身體機能外，

is in some way touched by media.

都會多多少少受媒體影響。

From the car that you drive to the food that you eat

從你開的車到吃的食物

to the clothes that you wear

到你穿的衣服

to the way you construct your relationships

以至你建立關係的方式

to the very language you use to formulate thought --

到你用來思考的語言，

all of that is in some way mediated.

所有的東西都或多或少被媒體化了。

So the answer in our society

所以在社會中

to how do we learn what we know about other people and about the world

我們學習關於 其他人與世界的一切時，

is largely through media.

主要都是透過媒體。

Well, there's a wrinkle in that,

然而，這裡也有小問題：

in that our society,

因為在我們的社會中，

media don't simply exist as information distribution technologies and devices.

媒體不單是傳播信息 的科技與工具，

They also exist as corporate entities.

他們同樣以企業的形式存在。

And when the distribution of information is tied to financial gain,

當信息的傳播與金錢的利益掛勾

there's a problem.

問題就出現了。

How big of a problem?

問題有多嚴重？

Well think about this:

這麼想下：

in 1983, 90 percent of American media were owned by 50 companies.

在1983年，百分之九十的美國媒體 由五十個公司擁有。

In any market, 50 companies doing something is a lot of companies.

在任何市場中，五十個的公司 是很大的群體，

It's a lot of different worldviews.

這裡面會有很多不同的觀點。

In 2015, that number has shrunk to six,

但在2015年，這個數量縮減到六間公司。

six companies.

只有六個公司。

They are NBCUniversal Comcast, AOL Time Warner,

他們是NBC環球集團， AOL時代華納

the Walt Disney Company, News Corp, Viacom and the CBS Corporation.

華特迪士尼公司，新聞集團， 維亞康姆，以及CBS集團。

These six companies produce nine out of every 10 movies you watch,

你看過的十之八九部電影，

nine out of every 10 television shows, nine out of every 10 songs,

十之八九部電視劇， 十之八九首歌曲，

nine out of every 10 books.

十之八九本書， 都是由這六間公司出品。

So my question to you is,

所以我給你的問題是，

if six companies control 90 percent of American media,

如果六家公司控制住 美國百分之九十的媒體，

how much influence do you think they have over what you're allowed to see every day?

你認為他們對你每天所能看到的 有多大的控制呢？

Because in media studies,

因為在媒體研究中。

we spend a lot of time saying that media can't tell us what to think,

我們花了大量時間申明 媒體無法告訴我們應思考甚麼。

and they can't; they're terrible at that.

他們不能，而且 他們做得很糟糕，

But that's not their job.

但那畢竟不是他們的工作。

Media don't tell us what to think.

媒體沒有告訴我們思考甚麼，

Media tell us what to think about.

它只是告訴我們要思考甚麼。

They control the conversation,

媒體控制對話，

and in controlling the conversation,

而且在控制對話同時，

they don't have to get you to think what they want you to think.

你不用去找出媒體要你思考甚麼。

They'll just get you thinking about the things they want you to think about,

媒體直接讓你思考 它想你思考的事情，

and more importantly, not thinking about things they don't want you to think about.

更重要的，不去思考那些 它不想讓你去思考的事情。

They control the conversation.

它們控制對話。

How does this work in practice?

實際上這是如何做到的呢？

Let's just take one of those companies.

讓我們看看其中一間公司，

We'll do an easy one.

來看個簡單的。

Let's talk about the Walt Disney Company for a second.

我們現在來看看 華特迪士尼公司，

The reason why I always pick the Walt Disney Company is this.

我總是選華特迪士尼公司是因為，

Is there a single person in this room who has never seen a Disney movie?

在場有哪位從來沒有看過 一部迪士尼的電影？

Look around. Exactly.

仔細看看四周。

I picked Disney because they have what we call 100 percent penetration

我選擇迪士尼因為他們 擁有所謂的百分百滲透。

in our society.

在我們的社會中，

Every single person has been exposed to Disney,

迪士尼影響著所有人，

so it's an easy one for me to use.

所以對我來講這是個方便的例子。

Since 1937, Disney has made most of its money selling princesses to girls.

從1937年開始，迪士尼通過 給女孩子賣公主玩具

It's made a huge chunk of its money.

賺得盤滿缽滿。

Unless, of course, the princess your daughter is interested in,

當然，除非你的女兒對公主沒興趣，

as my daughter is, is this one.

比如我女兒。

See, in 2012,

看看，在2012年，

Disney purchased LucasFilm for the sum of four billion dollars,

迪士尼花了總數四十億美金 買下了盧卡斯電影公司。

and immediately they flooded the Disney stores with Han Solo

接著迪士尼商店內 是鋪天蓋地的韓・蘇洛，

and Obi-Wan Kenobi, with Darth Vader and Luke Skywalker and Yoda

還有歐比王・肯諾比，達斯・維達 路克・天行者以及尤達，

and not Princess Leia.

但就是沒有莉亞公主。

Why? Because this princess messes up the public pedagogy

為甚麼？因為這個公主

for these princesses.

‌‌‌‌‌‌‌‌‌‌跟公主的形象有出入。

So Disney did not put Princess Leia merchandise in the store,

所以迪士尼沒有把莉亞公主 的商品擺放在店裡。

and when people went to Disney and said,

當人們到迪士尼說：

"Hey, where's all the Princess Leia stuff?"

那些莉亞公主的周邊商品呢：

Disney said, "We have no intention

迪士尼說「我們沒有計畫

of putting Princess Leia merchandise in the store."

售賣莉亞公主的商品。」

And fans were angry and they took to Twitter

粉絲超級生氣，把這件事 發表到了推特，

with the hashtag #WeWantLeia.

標籤名叫“我們要莉亞”。 （#WeWantLeia）

And Disney said, "Wait, that's not what we meant.

然後迪士尼說 「等下,這不是我們的意思。

What we meant was,

我們的意思是

we don't have any Princess Leia merchandise yet, but we will."

目前我們尚沒有任何莉亞公主 的商品，但是我們會生產的。」

And that was in 2012, and it is 2015,

那是2012年的事情， 現在已經2015年了，

and if you go to the Disney Store, as I recently have,

如果你像我一樣 最近去過迪士尼的商店，

and look for Princess Leia merchandise,

尋找莉亞公主的商品，

do you know how many Princess Leia items there are in the Disney Store?

你知道店裡有多少 莉亞公主擺出來嗎？

Zero, because Disney has no intention of putting Princess Leia in the store.

零個，因為迪士尼並不打算把 莉亞公主放到店鋪裡。

And we shouldn't be surprised because we found out that was their policy

而且我們不應該感到驚訝， 因為這就是迪士尼的政策。

when they bought Marvel in 2009

就像在2009年，迪士尼

for the sum of 4.5 billion dollars.

花了45億美金買下漫威。

Because when you make a lot of money selling princesses to girls,

因為當你賺錢的方式是 賣公主給女孩，

you also kind of want to make money from boys.

你也想要從男孩手裡賺錢。

And so what better to sell boys than superheroes?

那麼，還有甚麼比給男孩 賣超級英雄更好的方式呢？

So now Disney had access to Captain America and to Thor,

所以迪士尼現在已經 擁有美國隊長以及雷神，

The Incredible Hulk,

綠巨人，

and they had access even

他們甚至擁有

to a group of superheroes no one had ever even heard of.

一組從未有人聽說過的英雄

That's how good Marvel was at selling superheroes.

漫威總是能令超級英雄暢銷。

Last year, they released a film called "Guardians of the Galaxy."

去年，他們出品了一部電影 叫做「銀河護衛隊」，

It's a film that absolutely should not work.

這是一部本來完全 沒有成功機會的作品。

Nobody knew who they were except for comic book nerds like me.

除了一些像我一樣熱愛漫畫的怪胎 沒有人聽說過他們是誰。

One of the characters is a talking tree.

其中一個角色是一顆會講話的樹，

One of the characters is an anthropomorphic raccoon.

還有一個角色 是人格化的浣熊，

It should not work.

本來不會成功的。

And they made a killing off of "Guardians of the Galaxy."

但是迪士尼讓《銀河護衛隊》 大獲成功。

This character here in the middle, her name is Gamora.

中間這個角色， 她的名字叫葛摩，

She's played by Zoe Saldana,

由柔伊・莎達娜扮演，

and she is strong and smart and fast and fights like a ninja,

她堅強，聰慧，敏捷， 像忍者一樣決鬥，

and she is played by a beautiful black woman,

由是一個美麗的黑人女性飾演。

and my daughter fell in love with her.

我的女兒愛上了她，

So like any good nerd dad, I went to buy my daughter Gamora stuff,

像任何一個稱職的怪胎老爸一樣， 我去給女兒買了葛摩菈的周邊商品，

and when I got to the store, I learned a very interesting thing.

當我到商店的時候， 我了解到一件非常有意思的事情：

If I wanted to buy her a Gamora backpack,

如果我想給女兒買一個葛摩菈的背包，

well, Gamora's not on it.

但是，葛摩菈不在上面。

They probably should have marketed this as "some" of the Guardians of the Galaxy.

他們可能把這個書包作為 「某些」銀河護衛隊成員的周邊商品在賣。

(Laughter)

(笑聲)

And if I wanted to buy her a lunchbox, she wasn't on it,

而且如果我想給女兒買一個午餐盒， 葛摩菈不在上頭，

and if I wanted to buy her a t-shirt,

如果我想給女兒買一件葛摩菈的T恤，

she wasn't on it.

葛摩菈不在上面。

And as a matter of fact,

實際情況是：

if I went to the store, as I did,

如果我到店裡

and looked at the display,

看看擺設，

you would find a small picture of Gamora right here,

會看到一張超級小的 葛摩菈圖片在這裡。

but if you look at any of the actual merchandise on that shelf,

如果你尋找貨架上的實際商品，

Gamora is not on any of it.

葛摩菈不在任何一個商品上。

Now, I could have taken to Twitter with the hashtag #WheresGamora,

現在，我可以給推特上 貼標籤#葛摩菈到哪去了，

like millions of fans did across the world,

就好像世界上百萬粉絲過去做的那樣。

but the truth was I wasn't even really that surprised,

但是真相是，我沒有一絲驚訝：

because I was there when Disney had released "The Avengers."

因為當迪士尼發布《復仇者聯盟》 時，我也在現場。

And just this year, we got a new Avengers movie, the "Age of Ultron,"

就在今年，一部新的復仇者聯 盟電影《奧創紀元》上映了，

and we were very excited,

我們當時超級激動，

because there was not one but two female superheroes,

因為裡面有兩個超級女英雄：

Scarlet Witch and Black Widow.

緋紅女巫與黑寡婦。

And we were very excited.

我們超級激動，

But here's the real thing about this.

這事成真了，

Even though Scarlett Johansson,

即使史嘉蕾・喬韓森

who is one of the most popular actresses in America, plays Black Widow,

（美國最受歡迎女演員之一） 她扮演的黑寡婦，

and Black Widow is the star

而且黑寡婦

of not one, not two, but five different Marvel movies,

不僅是一兩部漫威電 影的明星，而是五部。

there is not a single piece of Black Widow merchandise available.

然而，任何關於黑寡婦的商品 仍然不存在。

Not one.

一個都沒有！

And if you go to the Disney store and look for a Black Widow costume,

如果你去迪士尼店裡 尋找黑寡婦的衣服，

what you will find, is you will find Captain America and The Incredible Hulk.

你只能找到美國隊長和綠巨人的，

You will find Iron Man and Thor.

你可以找到鋼鐵人以及雷神，

You will even find War Machine,

你甚至可以找到戰爭機器，

who isn't even really in the movie that long.

即使它們在電影中沒出現多久，

Who you will not find is Black Widow.

但你就是找不到黑寡婦。

And I could have gone to Twitter with the hashtag, as many people did,

我可以去推特貼標籤， 像多數人那樣：

# WheresNatasha.

#娜塔莎在哪裡？

But I'm tired of doing that.

但我懶得這麼做，

I'm tired of having to do that.

我懶得去做這些。

All over the country right now,

現在，全國中，

there are kids playing with the Cycle Blast Quinjet play set,

有孩子在玩復仇者聯盟 的戰鬥機套裝，

where Captain America rides a motorcycle out of a moving jet

美國隊長騎著摩托 從戰鬥機直奔而出，

and it's really awesome.

這真的超級酷。

You know how awesome it is?

你知道有多酷嗎？

So awesome that when it happened in the movie,

酷到當電影中這事發生的時候，

it was Black Widow that did it.

是黑寡婦做到的。

Not only has she been erased,

然而她不僅僅被抹掉了，

but she has been replaced with a male figure.

而且還被男性角色代替，

And so what is this teaching us?

所以這意味著甚麼？

I mean, over the next five years,

我指的是，在未來五年

Disney and Warner Bros. and a bunch of movie studios

迪士尼和華納兄弟， 還有其他電影工作室

are going to release over 30 feature-length films

將要上映超過三十部長篇電影，

with comic book characters,

他们改編自動漫人物。

and of those 30 feature-length films,

而在這三十部長篇電影中，

exactly two of them will have female solo leads.

已經確認有兩部將由 女性擔當主角。

Two.

兩部！

Now, there will be females in the rest of these movies,