愤怒诱饵能卖钱，但代价是什么？

我们甚至会就这个问题展开讨论，这恰恰就是关键所在。

The fact that we're even having discourse about this is exactly the point.

重点不在于那句暗语本身。

The point isn't the dog whistle part.

重点在于人们讨论它是否是一句暗语这一现象。

The point is the discourse about whether or not it is a dog whistle.

《从跳板出发》是由我查理·查茨主持的节目，致力于通过剖析屏幕背后的隐性政治，解读数字文化。

From the Diving Board is a show hosted by me, Charlie Chats, dedicated to decoding digital culture by unpacking the hidden politics behind the screen.

想象一下，你要向一个维多利亚时代的孩子解释‘激怒引流’是什么。

Imagine trying to explain rage bait to a child in the Victorian era.

你会从哪里开始？又该如何解释乔乔·西瓦每一次品牌重塑的演变？

Where would you start, and how would you go about explaining each Jojo Siwa rebrand iteration?

在2025年，激怒引流似乎已成为任何人——从政客到流行明星——希望成名的标配策略。

In 2025, it feels like rage bait has become the MO for anyone hoping to make a name for themselves from politicians to pop stars.

但‘个人品牌’这个概念究竟从何而来？

But where does the idea of personal branding even come from?

如果你的个人品牌就是引发愤怒的内容，这说明了我们当前的价值观处于怎样的状态？

And if your personal brand is rage bait, what does this say about the state of our values right now?

嘿，大家。

Hey, guys.

欢迎回到另一期频道节目。

Welcome back to another channel episode.

我非常兴奋。

I'm very excited.

这期节目我一直希望能制作，但之前总觉得自己的知识储备不够，直到我开始阅读娜奥米·克莱恩的《替身》，我真心觉得这本书正在改变我的人生。

This has been an episode that I've been hoping to make for a very long time, and I just didn't feel like I had the knowledge base to do so until I started reading Doppelganger by Naomi Klein, and I genuinely feel like that book is changing my life.

我还没看完。

I'm not finished.

我才看了大概三分之一。

I'm, like, a third of the way in.

这可能是我2025年至今读过的最好的书。

This might be the best book I've read in 2025 so far.

我也想衷心感谢过去几个月里给予我如此多支持的每一个人。

I also wanna give a massive thank you to everyone who has shown me so much support over the last few months.

一个小提醒：如果你还没有这么做，请在任何播客平台上为这个节目打五颗星，因为这真的能大大帮助其他人发现这个内容，也能让我因为更多人能接触到它而制作出更多内容。

A little plug that if you haven't already, please rate this podcast five stars if you're listening to it on any podcast platform because it seriously helps so much just to allow other people to find the content, and it helps me to then create more content if other people can find it.

所以这对所有相关方来说都是双赢的局面。

So win win situation for everyone involved.

我想我们该开始了。

I think it's time we get on in.

在我看来，个人品牌可以说是晚期资本主义的最终Boss。

The idea of the personal brand is kind of, in my opinion, the late stage capitalist final boss.

个人品牌意味着你选择突出自己某些特质，将它们打包、系上蝴蝶结，然后卖给全世界。

A personal brand suggests that you've chosen to highlight certain qualities about yourself, package them up, tie a bow around it, and sell it off to the rest of the world.

无论是包装你认为能与你心仪公司契合的某些特质，还是你作为名人试图塑造某种形象以获取品牌合作，抑或在网红文化中，我们都生活在一个品牌至上的时代——至少我们被这样告知。

Whether it be packaging up certain qualities that you think will align with a company that you want to work for or whether or not you're a celebrity and you're trying to portray a certain image about yourself to earn certain brand deals, or the same goes for influencer culture, we are living in a time where branding is everything, or at least we're told that's the case.

通常来说，至少在过去，个人品牌都相当一致，这种一致性在一段时间内是成功的。

Usually, and at least in the past, personal brands have been fairly consistent, and that's been successful for a period of time.

目前看来，唯一有效的营销手段就是完全抛弃任何固定模式，通过愤怒诱导和每隔两秒就彻底改变人设来震撼系统，以此获取某种冲击力，而这种方法确实奏效了。

It seems that the only marketing technique that is working at the moment is completely tossing any formula to the side and shocking the system using forms like rage bait and complete brand disconnectedness by changing your image up every two seconds to earn some kind of shock value, which actually does seem to be working.

最近的广告活动，比如美国鹰牌和西德尼·斯威尼的牛仔裤推广，或者像乔乔·西瓦这样的个人案例，都表明，获得公众关注目前似乎比坚守道德更重要。

Recent ad campaigns like American Eagle and Sydney Sweeney's jeans campaign or looking at literal individual people like Jojo Siwa demonstrate that perhaps gaining public attention outweighs any desire to stick to morality at the moment.

因此，在这一集中，我想剖析我们是如何走到这一步的，个人品牌的新自由主义起源，以及我们接下来该何去何从。

So in this episode, I wanna unpack how we got here, the neoliberal origins of the personal brand, and where we go from here.

我常常纠结于这样一个想法：我在网络上的形象其实并不是我在现实中的真实自我，无论我多么努力地去呈现一个所谓的‘真实’版本，都无济于事。

I often grapple with this idea that who I am online isn't actually who I am in real life, and it doesn't matter how hard I try to portray a, quote, unquote, like, authentic version of myself.

这根本就是不可能做到的。

It is literally impossible to do so.

只要你试图在网络上以某种特定形象示人，哪怕你认为这种形象是真实的，它也不可能真正真实。

As soon as you're trying to portray yourself in a particular light online, even if that is a light that you perceive to be authentic, it can't be authentic.

网络上的‘真实性’是个夸张的说法，因为你所选择分享的内容，始终会带有一定的意图性。

The idea of authenticity online is a hyperbole because there's always going to be some level of intentionality behind what you're choosing to share.

由于我们拥有社交媒体上的各种工具，内容无论如何都会被一定程度地筛选和修饰。

Because of the tools that we have on social media, it's always gonna be curated to an extent.

而且我并不认为这是件坏事。

And I don't necessarily think that's a bad thing.

别在意我。

Like, don't mind me.

我喜欢发一堆Instagram动态。

I love an Instagram dump.

其实我也喜欢精心策划的帖子。

I love a curated post, actually.

我喜欢看到有人把帖子修得一丝不苟。

Like, I love when someone has clearly edited their post to a tee.

他们弄了个拼贴图。

They've got some kind of collage going on.

我最近特别喜欢Instagram的布局功能，就是两张照片上下叠在一起的那种。

They've got, like I've been loving the Instagram layout feature recently where you've got like two photos on top of each other.

哦，当两张照片的色彩恰好能对上时。

Oh, when the photos like, the colors align in the in two different photos.

但我最近确实在一个Instagram帖子中尝试过这样做，我为此感到相当自豪，虽然承认这一点有点尴尬。

But I did attempt to do that recently on an Instagram post, and I was pretty proud of myself, which is kind of embarrassing to admit.

我认为，在这个时代，每个人都试图表现得漫不经心。

There's a level of I think also in this era where everyone's trying to be nonchalant.

承认自己在精心策划内容，确实有点让人尴尬。

It is a bit cringe to, like, admit that there is a level of curation going on.

但我要再说一遍，对不起。

But again, I have to say, like, I'm sorry.

根本不存在什么漫不经心，这是我愿意坚持到底的观点。

There is no such thing as being nonchalant, and that is a hill I will die on.

但我觉得真正有趣的是，在TikTok等应用出现之前，我们大多数人只向朋友和家人分享生活的片段。

But I think what's really interesting is that until apps like TikTok came around that basically democratized virality, a lot of us were really only sharing parts of our lives for our friends and family.

在2020年TikTok兴起的时代，人们明显意识到任何人都可能走红，比如查理·达阿梅利奥和阿迪森·雷在卧室里跳舞，真正将这种走红转化为可观的经济收益和名声，整个游戏规则瞬间改变了。

In the 2020 era of TikTok when it became quite apparent that you actually could go viral and that anyone could go viral with the likes of Charlie D'Amelio and Addison Rae dancing in their bedrooms and, like, literally generating that virality into significant financial gain and fame, suddenly the game completely changed.

如果你拥有一个公开的个人资料，你就有机会成为下一个明星。

If you had a public profile, you could potentially be the next star.

所以我觉得有趣的是，我们不再针对朋友和家人来定制内容，也不再以可能向亲友传递某种信息的方式提供内容。

And so what I think is funny about this is that we were no longer tailoring our content to our friends and family and providing that content in a way that might send a certain message to our friends and family.

我们必须将内容针对全球大众进行调整，因为这就是TikTok的运作方式。

We had to tailor our content to the world at large because that's how TikTok works.

你的目标根本不是为了朋友。

Your goal wasn't really for your friends.

你的目标是走红。

It was to go viral.

我们突然不得不向全世界那些不认识我们的人展示真实的自己。

We suddenly had to give anyone in the world at large an insight into who we were who didn't know us.

而这需要一定程度的个人品牌建设和营销。

And this required some level of personal branding and marketing.

当你必须以一种近乎品牌化的方式来呈现自己时，很难真正做到独特。

When you have to portray yourself in a way that's almost like a brand, it's very hard to do that in a way that's actually unique.

因此，我们看到的都是健康生活方式的影响、干净女孩风格、家庭生活内容、快时尚内容、慢时尚内容。

And so we end up seeing kind of the healthy lifestyle influences, clean girl influences, homemaking content, fast fashion content, slow fashion content.

而且，这些细分领域中的人往往有着非常相似的风格。

And oftentimes, people in these niches have a very similar vibe to them.

我认为，因为你试图表明自己属于这个群体，并希望这些类型的人观看你的内容，所以会出现一定程度的模仿，以确保算法明白你希望出现在TikTok的这一侧，这导致了个性的几乎同质化，因为每个人的内容都感觉略有相似。

I think because you're trying to identify that you're part of this tribe and that you want these types of people to watch your content, there is a level of kind of mimicking that happens to make sure that the algorithm understands that you wanna be on this side of TikTok, which leads to an almost flattening of individuality because everyone's content feels slightly similar.

但问题是，随着社交媒体变得越来越饱和，人们对这种近乎公式化的内容风格感到厌倦，如今在这一行业取得成功似乎不像2020年时那么容易了。

Except the thing is, as social media has become more and more and more saturated, people are getting bored of this almost formulaic style of content, and it doesn't seem to be as easy to succeed in the industry as it was maybe in 2020.

如果这么多人能够进入这个行业，获得病毒式传播、关注和粉丝，那么进入的难度就会越来越大，因为正如我之前所说，注意力是有限的。

If so many people are able to enter this industry and to gain virality and traction and gain a following, it becomes harder and harder to enter just because, as I said before, attention is finite.

当这么多套路都被尝试并验证过之后，你总是必须抛弃这些套路，去做一些完全激进的事情。

When so many formulas have been tried and tested, you always have to kick the formulas to the curb and do something completely radical.

而在这里，我想谈谈我们目前所进入的TikTok上的打破规则的无政府状态。

And here is where I wanna talk about the rule breaking anarchy on TikTok that we've entered into at the moment.

在这个时代想要成功，你必须提供一种非常独特且鲜明的内容。

To succeed in this era, you have to offer something that is very unique and distinct.

而通常要做到这一点，你就必须触动人们的情感。

And often, to do that, you have to play on people's emotion.

你必须制造一定程度的震撼，让人们愿意停留或鼓励他们继续关注。

You have to create some level of shock that lets people stick around or encourages people to stick around.

个人品牌开始越来越不像其背后的真人，而更趋向于一种持续不断的、脱节的精心策划。

Personal brands start to become far less like the people who have them and more curated to this almost constant disconnectedness.

像乔乔·西瓦这样的人出现了，她的个人品牌似乎就是不断重塑本身。

Enter people like Jojo Siwa, whose personal brand seems to be the rebrand.

但在谈论乔乔·西瓦之前，我认为非常有必要更详细地探讨一下‘个人品牌’这个概念，因为这个概念其实每个人都拥有、一直拥有，并且即使你不在网上发帖、也不打算成为网红或名人，也被鼓励以这种方式看待自己。

But before we talk about Jojo Siwa, I actually think it's very important to talk about this concept of the personal brand in a little more detail because it's a concept that actually everyone kind of has and has had and been encouraged to think themselves in this way even if you're not posting online and not trying your hand as an influencer or celebrity.

在苏西·卡马斯撰写的一篇期刊文章中，她指出，自我品牌化早在20世纪20年代初就已存在，当时已有许多旨在自我提升、成为最好版本自己的书籍。

In a journal article written by Susie Karmas, she wrote that self branding has actually been around since the early nineteen twenties with books aimed at self improvement and being the best version of you.

这些理念的核心其实是提升职场生产力。

These ideas were really to kind of generate productivity in the workplace.

最终，这个想法起源于非常资本主义的动机，核心是如何将你自己优化成一件可以在市场上出售的商品。

Ultimately, the idea started from a very capitalist place, and it was all about how to optimize yourself as if you were a product to be sold in a market.

你就是劳动力，而市场就是工作机会。

You were labor and the market was jobs.

很明显，如果你一直在自我优化，努力成为更好的自己，我实在想象不出有任何雇主或CEO会不想要你。

Obviously, if you were constantly self optimizing and trying to be a better version of yourself, I can't really imagine a single hirer or CEO who wouldn't want you.

当然，由于每个人都开始关注自己以获得更好的工作，CEO和老板们的口袋里也装进了更多的钱，因为你们成了更有生产力的员工。

And, of course, as a result of everyone starting to focus on themselves to get better jobs, CEOs and bosses got way more money in their pockets because you were more productive workers.

快进到现在。

Fast forward to now.

我们很多人从小就被父母和老师不断告知，你们能获得的工作以及招聘你们的人，当然关心你的经验，但更在意的是你是谁，以及你如何与公司价值观契合。

Many of us have grown up constantly told by parents and teachers that the jobs that you get and the people who are hiring you are interested, sure, in your experience, but are more interested in who you are and how you align with company values.

我相信你以前一定听过这种说法。

I'm sure you've heard of that before.

天哪。

Oh my god.

天哪。

Oh my god.

那里简直像地狱。

It's hell in there.

你是否具备我们公司价值观和使命所追求的品质？

Do you possess the qualities that the value and mission of our company is trying to reach?

你的个人特质是否与我们公司的价值观一致？

Do your personal attributes align with our company values?

在娜奥米·克莱恩的著作《替身》中，她提到了自己在大学开设的一门课程，名为‘企业化的自我’。

In Naomi Klein's book Doppelganger, she talks about this course that she convenes at university, and the course is called the corporate self.

她的许多学生表示，他们曾多次被提醒，尤其是在大学申请时，要写一段自己失败的经历以及从这些挑战中学到了什么。

Many of her students explain that they've been told on many occasions, particularly with their college admissions, to write about a time where they failed and what they learned from those challenges.

这种提问方式非常有趣，尤其是在面试中，因为你必须以一种不会透露太多的方式来看待自己。

This style of questioning is always very interesting, particularly in job interviews as well, because you have to think of yourself in a way where you don't wanna reveal too much.

比如，你不会说：‘我无意中发了一封邮件，导致公司股价下跌了200%。’

Like, you don't wanna say, like, oh, I accidentally, like, sent out this email which meant our shares dropped by 200%.

这并不是他们想听的内容。

Like, that's not what they're asking.

这其实是一种需要揣摩言外之意的练习。

Like, it's a very read in between the lines exercise.

你得找一个足够小的错误，让公司觉得这确实不好，但也没那么严重。

You have to find something that's, like, a small enough mistake that the company could go, that's that's bad, but not that bad.

然后，想出一个非常出色的补救方案。

And then, like, come up with some really amazing remedy.

而要把这个包装好，其实挺难的。

And that's quite hard to package up.

她的许多学生表示，这种做法感觉像是在重新包装创伤，或者把你的创伤商品化，以便向老板兜售。

The point of this is that many of her students say that it felt like repackaging up trauma or commodifying your trauma to package up in a way that was sellable to your boss.

你得用一种能取悦他们的方式谈论这些事，甚至可以顺便融入一些公司价值观。

You have to talk about these things in a way that's going to appease them and maybe even throw in some company values there.

哦，亲爱的。

Oh, darling.

明天你就能拿到这份工作了，姑娘。

You're getting the job tomorrow, girl.

娜奥米·克莱恩进一步指出，这不仅仅是求职面试和大学申请文书中才会遇到的提问方式，而是你整个职业生涯中都必须持续秉持的思维方式。

Naomi Klein goes on to say that this isn't just the types questioning that you get in job interviews and in college admission essays, but it's the type of thinking that you have to then carry on for the rest of your career.

你必须能够给出那三十秒的电梯演讲，因为这确实能为你在职场中的自身带来实际好处。

You have to be able to give that thirty second elevator pitch because it does genuinely benefit you as a worker in the workplace.

现在说个显而易见的事：在现代社会，拥有一份工作几乎是必需的，除非你是那种富二代。

Now to point out the obvious, having a job is kind of essential in modern day, unless you're an epo baby.

如果你真是那样，我简直嫉妒死了。

I am so jealous if you are.

不幸的是，以这种方式自我营销几乎是不可协商的，尤其是当你周围的人都在这么做时。

Unfortunately, marketing yourself in this way is kind of like a non negotiable, particularly if everyone else around you is doing this.

如果你不做，而别人都在做，这种感觉就会渐渐变成错失恐惧症（FOMO）。

If you're not doing this and everyone else around you is, it kinda starts to feel like FOMO.

从这个视角来看，如果这种理念自二十世纪初就已存在，那么我们几乎已经被社会塑造成以品牌化的方式看待自己，持续了近一个世纪。

From this lens and from this perspective, if this ideology has been going on since the early twentieth century, we've been almost socially conditioned to see ourselves in this branded way for almost a century.

但这个想法本身直到二十世纪九十年代末才开始进入主流，当时汤姆·彼得斯在《快公司》杂志上发表了一篇题为《名为你的品牌》的文章，讨论了这一理念。

But the idea itself was kind of still on the periphery until the late nineteen nineties when Tom Peters wrote about the idea in an article called The Brand Called You for a magazine called Fast Company.

他认为，将品牌化的逻辑应用于个人，不仅可能且可取，更是必要且不可避免的。

He argues that grafting the logic of branding onto individuals is not only possible or desirable, it is imperative and inevitable.

他简化了这个观点，但我必须先给你一个免责声明和警告。

He simplifies this idea, and I have to, like, give you a disclaimer and a warning.

接下来这三十秒会非常尴尬，我向你道歉。

This next, like, thirty seconds is going to be very cringe, and I do apologize.

我真的道歉。

I do apologize.

所以他基本上谈到了这个观点，并将其简化为所谓的‘自我品牌化’，即‘名为我的公司’。

So he basically talks about this idea, and he simplifies it by coining self branding as, quote, the brand called Me Incorporated.

他说，作为‘我的公司’的首席执行官，你需要以自我为中心，发展自己，推广自己，赢得市场，奖励自己。

And says, being CEO of Me Incorporated requires you to act selfishly, to grow yourself, to promote yourself, to get the market, to reward yourself.

我非常讨厌这一点。

I hate that so much.

现在需要注意的是，这篇文章并不是对这一现象的评论。

Now it's important to note that the article wasn't a commentary on the phenomenon.

它基本上是在鼓励每个人以这种方式看待自己。

It was basically an encouragement for everyone to start thinking of themselves in this way.

我觉得这件事特别有趣的是，当时它实际上受到了很差的评价。

And what I found really interesting about this is that it was actually really poorly received at the time.

当时很多人认为这个想法非常反乌托邦。

Many people at the time thought this whole idea was really dystopian.

如果你开始把自己看作一个品牌，这必然会令你憎恨所有其他同事，必然会导致职场中出现不健康的竞争，这对同事的士气不利。

The idea that you would start perceiving yourself as a brand would surely lead to you hating all of your other colleagues, would surely lead to unhealthy levels of competition in the workplace, which would not be good for colleague morale.

三十年后的今天，我认为很多人会同意，在许多公司里，这已经成为现状。

Thirty years on, I think many people would agree that in many companies, this is the status quo.

这已经成为常态。

This is the norm.

我真心认为，很多人很难想象一个没有这种员工间竞争、而是充满合作与友爱的工作环境。

I genuinely think that many people would find it difficult to conceptualize a workplace that didn't have this kind of level of competition between employees and that was collegiate and friendly.

这真的很令人难过，也许还带点夸张，因为我确实在一些非常美好的地方工作过，这样的地方是存在的。

And that's really sad and also maybe dramatic because I have worked in some very, very lovely places, and they do exist.

你知道吗，仅仅三十年前，这个想法还被认为极其个人主义。

You know, only thirty years ago, this idea was really considered, like, so individualistic.

我们从未想过会有人真正把自己视为一个品牌。

We would never see a world where anyone would view themselves legitimately as a brand.

但我确实认为，这正是许多人获得工作和晋升的方式。

And yet I do think this is the way that a lot of people are getting jobs and promotions.

不过，关于个人品牌，有趣的是，当时很多人根本无法准确定义它是什么。

The funny thing, though, about the personal brand is that at the time was that a lot of people couldn't really define exactly what it was.

有些人给出了些非常离谱的建议。

There were some people who were giving out some wild advice.

比如，我看到一篇文章，基本主张你可能需要考虑穿特定的服装，或者纹某些纹身。

Like, I came across this article, basically argued that you may wanna consider wearing a particular outfit or getting certain tattoos.

天啊。

Oh my god.

你能想象吗？

Can you imagine?

想象一下，去参加一场律师面试，结果你手臂上纹着《大宪章》或者《宪法》。

Like, imagine going to, like, a law interview and you've got, like, the Magna Carta on your arm or, like, the constitution.

总之，我们继续吧。

Anyway, let's move on.

此外，还有很多类似的文章，比如《福布斯》的这篇文章，要求你进行自我反思。

Also, a lot of other articles like this one by Forbes was asking you to look introspectively.

你自身有什么独特之处？

What is it about yourself that's unique?

在萨拉·伯恩斯代尔为《卫报》撰写的一篇文章中，她质疑个人品牌是否真的与职场声誉有何不同，并进一步批评这一概念，称：‘如果你想找一个荒谬简单的例子来说明现代社会的问题所在，个人品牌或许正是如此。’

In an article by Sarah Burnside for The Guardian, she questions whether the personal brand is really any different to, like, workplace reputation, and she further criticizes the concept by stating that, quote, if you were looking for a cartoonishly simple example of what's wrong with modern society, the personal brand might just be it.

人们被鼓励以一种刻意去人性化的方式看待自己，以便取得成功。

People are encouraged to think of themselves in a deliberately dehumanizing way in order to succeed.

我认为，有必要停下来思考一下‘个人品牌具有去人性化特征’这一观点，因为它实际上有着非常黑暗的历史。

I think it's actually really important to pause on this idea of the personal brand being dehumanizing because it actually has a really dark history.

通过某些特质来呈现和定义自己，需要对人性进行简化。

To present yourself and identify yourself by certain qualities requires an exercise of reduction in your humanity.

而且这在某种程度上几乎是令人沮丧的，因为它将你简化为某些特定的方面，有时这些方面是你根本无法改变的。

And it also requires it's almost demoralizing in a sense because it reduces you to certain factors about you, sometimes that you can't actually change.

进一步探究这一理念的历史时，有一篇引起我注意的文章是娜奥米·克莱恩在《替身》中提到的西蒙妮·布朗所著的书籍。

Looking further into the history of the idea, a piece that stood out to me and that Naomi Klein wrote about in Doppelganger was a book written by Simone Brown.

这本书名为《黑暗之物：对黑人身份的监控》。

It's entitled Dark Matters on the Surveillance of Blackness.

书中，她讲述了在跨大西洋奴隶贸易期间，非洲人如何被以非人化的方式对待，并被施以暴力手段，直接在身体上烙上印记——一个真正的商标。

And in it, she talks about the dehumanizing ways in which African people during the Transatlantic slave trade in America were treated and essentially branded with violent mechanisms to literally print on their person a a brand, an actual brand.

这种做法本质上将这些人标记为奴隶，终身被他人占有。

This essentially branded these people as slaves, as someone who was owned for the rest of their lives.

他们身体上留有明显的物理标记，以界定其身份与社会地位。

They had a literal physical mark on their body to identify them and their place in society.

引述原文：‘在跨大西洋奴隶贸易中，烙印是奴役制度制造、标记和营销黑人作为商品的手段。’

Quote, branding in the Transatlantic slave trade was a measure of slavery's making, marking, and marketing of the black subject as commodity.

在娜奥米·克莱恩的《替身》中，她指出，尽管如今的商标和个人品牌显然含义不同，但若要全面理解这一概念，就无法忽视其黑暗的历史渊源和非人化的起源。

In Naomi Klein's doppelganger, she says that while branding and personal branding today obviously carries a very different meaning, you can't actually look holistically without looking at this very dark history and the dehumanizing origins that it does seem to have.

品牌化本质上是一种压迫人们的方式。

Branding is inherently a way in which people are oppressed.

重要的是要审视这些意识形态以及汤姆·彼得斯的意识形态产生的更广泛背景，那正是上世纪九十年代末和二十一世纪初新自由主义政策与经济盛行的时期。

It's important to look at the broader context in which these ideologies and Tom Peter's ideologies came, and that was in an era of the late nineties and early two thousands was a very strong era for neoliberalist policy and economics.

这种观点认为，让市场自行运作，政府应当减少在各类福利支付和社会保障体系上的支出，而这些体系原本可能惠及社会民众。

This is the idea that basically let the market do its thing, and governments should withdraw their spending on various welfare payments and systems that might benefit people in society.

这最终催生了新自由主义个人主义的理念。

What this ends up doing is it creates this idea of neoliberal individualism.

如果政府不再为福利、医疗、教育等方面投入资金，那么个人的所谓成功责任就被完全推到了自己身上。

If governments aren't spending on kind of welfare, health, education, etcetera, it puts the onus on the individual for their, quote, unquote, success.

正是在这种背景下，人们开始将贫困归咎于个人缺乏努力或懒惰。

This is where ideas like people and their poverty being a result of their lack of work or their laziness come in hand.

这种观点认为，你在社会中的地位完全由你自己负责，与那些支持你的体系、压迫你的体系、你出生时的躯体、家庭、社会环境、代际创伤、心理体验以及健康状况毫无关系。

It's the idea that your position in society is entirely your own responsibility and has nothing to do with the systems that bolster you up, the systems that disenfranchise you, the body you were born into, the family you were born into, the social dynamics you were born into, the intergenerational trauma you carry, the mental experience you have, the health you have.

所有这些因素，你都完全无法掌控。

Like, all of these different factors that have you have absolutely no control over.

我都可以就这个话题谈上好几天。

I could talk about this for for days.

我认为，这种新自由主义个人主义观念创造了一种环境，导致人与人之间缺乏同理心，且对我们的社会系统如何真正塑造我们生活条件的理解严重不足——而事实上，我们对自己的处境往往几乎没有控制力。

I think this whole neoliberalist individualist idea really creates the conditions that foster a dangerous level of lack of empathy between people and a dangerous lack of understanding about the ways in which our systems literally generate the conditions that we live in and the fact that we rarely actually have much control over our situation.

在这种背景下，关于个人品牌，如果我们被灌输了一种观念，认为我们获取资源和机会完全由自己掌控，那么人们会想：‘好吧，我要确保获得好工作，所以我得专注于打造个人品牌’，这也就完全说得通了。

And under this context, in relation to personal branding, if we're sold this idea that our access to certain resources and means is completely in our control, you can totally see why people would start to go, oh, well, I wanna make sure that I get the good job, so I'm gonna focus on my personal branding.

人们如此热衷于这种理念，也就不足为奇了。

It starts to make a lot of sense that people would hop onto this so much.

但如果我们观察现在的名人，有趣的是，在这个时代，不仅普通人开始以这种方式看待自己，名人也是如此。

But if we look at celebrities now, I think what's interesting is in this era, it wasn't just everyday people who are viewing themselves or starting to view themselves in this light.

名人也同样如此。

It was celebrities as well.

名人以非常独特的方式精心打造自己的品牌，以获取特定的公众关注，与某些品牌建立关联，并与特定人士合作赚钱。

Celebrities were really curating their brands in a very unique way in order to gain certain publicity, to align themselves with certain brands, to make money with certain people.

卡戴珊家族可能是这方面最典型的例子，我认为他们最有趣的地方在于，他们将自己去人性化并商业化，最终打造成了一个数十亿美元的产业。

The Kardashians are maybe one of the best examples of this, and I think what's interesting about them, they basically dehumanized and marketed themselves to become a multibillion dollar industry.

魔鬼很努力，但克莉丝·詹纳更努力。

The devil works hard, but Kris Jenner works harder.

在关于个人品牌的文章中，苏西·卡马斯写道，成功的个人品牌，尤其是在名人中，需要至少表现出一贯令人向往的特质，但这种一致性需要警惕、真实性和避免意外障碍——而这些障碍往往需要调整或协商，这对人类来说极难保证。

In her article on personal branding, Susie Kamas writes that successful personal branding, particularly among celebrities, requires, quote, at least a charade of consistently desirable aspirational attributes, except that, quote, consistency requires vigilance, authenticity, and the absence of unexpected hurdles that would require amendments or negotiation, all of which are extremely difficult for humans to ensure.

本质上，人类可以成为极棒的品牌，但他们的不可预测性有时又让他们变得极其糟糕，除非你能将那些糟糕的随机事件包装起来，并将其融入你的整体品牌形象中。

Essentially, humans can be fantastic brands, but their unpredictability lends them to be very, very terrible brands at times unless you're able to package up that terrible random event that's happened and somehow brand it to align with your overarching brand.

我认为，把这件事做得极其出色的人就是克里斯·詹纳。

And I think that the person who does it so incredibly well is Kris Jenner.

我真的不知道还有谁能把这个家庭的缺点包装得如此合理。

Like, I do not know another person who's able to package up the faults of that family in a way that makes sense.

他们已经把这门艺术练到了极致，我认为这就是他们如此成功的原因。

They have got this art down to a tee, and I think this is why they are so, so, so very successful.

但有一个人在这方面并不成功，很遗憾，我要说的是泰格·伍兹。

But someone who wasn't very successful at this, and I am sorry to say, was Tiger Woods.

我觉得这简直就是早期二月品牌形象彻底失败的案例，尤其是因为他曾被塑造为一个可爱的顾家好男人形象。

I feel like this is an example of an early February brand gone wrong, particularly because he was kind of pioneered as, like, this, you know, lovable family guy almost.

然后他发生了婚外情。

And then he had an affair.

婚外情？

Affairs?

问号。

Question mark.

这件事被公之于众，人人都知道，连街坊邻居都一清二楚。

Which literally was exposed to the world, and everyone and their mother knew about it.

前几天我听了一个乔丹·特蕾莎的播客，她谈到了这件事，让我笑得前仰后合。

I was listening to a podcast by Jordan Theresa the other day, and she spoke about this event, and it made me cackle.

为什么大家都有这种集体记忆，仿佛七岁时还惊呼：天哪。

Because why is it that everyone has this collective memory of being, like, seven years old and being like, oh my god.

泰格·伍兹有了婚外情。

Tiger Woods had an affair.

我一个九岁孩子，或者当时我几岁，根本没必要知道这种事。

Like, I had no business knowing about this as a nine year old or however old I was.

我觉得那种震惊的浪潮席卷了整个舆论场，真是令人难以置信，不得不说，非常震撼。

Like, I just feel like the waves of shock that that cursed themselves through the ether was quite incredible and quite impressive, I will say.

如果我们当时是孩子，偶然听说了这件事，甚至可能都不懂什么是婚外情，我只能想象这对他的品牌形象造成了多大的影响。

If we were kids at this time and we somehow heard about this, probably not even understanding what an affair was, I can only imagine what happened to his brand.

现在回头看，情况确实很糟糕。

And, oh, boy, looking at it now, it was bad.

短短几天内，他失去了多家品牌的赞助，包括安盛、AT&T、通用汽车、吉列，还有许多其他品牌。

Within a few days, he lost sponsorships with multiple brands, including Accenture, AT and T, General Motors, Gillette, so many others.

商业杂志写道：‘他们的立场很明确。’

Commerce writes, quote, their message was clear.

伍兹不再体现这些品牌希望通过他代言所希望传达的品牌特质，而其市场价值的下滑也证实了随之而来的实质性损失。

Woods no longer embodied the brand attributes that they hoped to secure through his endorsement and falls in their market value confirmed there was subsequent material loss.

显然，在泰格·伍兹的案例中，并非所有曝光都是有益的。

So clearly, in the case of Tiger Woods, all publicity is not good publicity.

我觉得这非常值得探讨，因为当我们谈论当下时，我认为‘任何曝光都是好事’这个观念至少目前正被广泛利用。

And I think this is very interesting to talk about because when we talk about modern day, I think that the idea of all publicity is good publicity is really being cashed in on at least at the moment.

这并不总是有效，但眼下看来，它似乎奏效了。

It's not always going to work, but at the moment, it seems to be working.

当我查看所有市场营销研究时，我觉得这尤其有趣，当然我并没有市场营销方面的背景。

And I think this is particularly interesting when looking at all the marketing research, and granted I don't have any background in marketing.

这些都是我 personally 做过的研究。

This is, like, research that I've undertaken personally.

如果你有市场营销背景，那会非常有趣。

It'd be fascinating if you do have a marketing background.

如果你能留下一些评论，谈谈你对当前发生的事情、不同的营销现象和技巧的理解，那就太好了。

If you could please like leave some comments about your understanding of what's going on and different marketing phenomenons and techniques.

因为根据我所阅读的内容，品牌在选择合作对象，尤其是名人和网红时，通常重视一致性以及某种程度的道德性。

Because from what I've read, it seems that for the most part, brands tend to value consistency and some degree of morality, at least, when seeking to partner with people, particularly celebrities and influencers.

他们希望在一定程度上知道自己将要面对什么。

They kind of want to know to an extent what they're getting themselves into.

但如今，以引发愤怒和不一致作为制造全球轰动效应的主要手段，似乎这一切都已被抛诸脑后。

Except with rage bait and inconsistency as kind of the key way of making shock waves across the world when it comes to publicity right now, it feels like all of that has kind of gone out the wayside.

所以我想谈谈目前悉尼·斯威尼和乔乔·西瓦以及营销中这种‘引发愤怒’现象背后发生了什么。

So I wanna talk about what is happening with Sydney Sweeney and Jojo Siwa and this whole idea of rage bait in marketing at the moment.

愤怒诱导已经存在多年了。

Rage bait has been around for years.

从点击诱饵式的YouTube缩略图和标题，到一些人在YouTube上实施的近乎犯罪的行为。

From clickbait YouTube thumbnails and titles to sometimes literally criminal acts being undertaken by people on YouTube.

试图激发观众情绪的做法绝对不是什么新花样。

This idea of trying to provoke an emotional response from your audience definitely isn't new.

但问题是，现在它几乎成了一种标准的营销手段，甚至渗透到了政治家们在国际舞台上相互互动的方式中。

Except the thing is that now it's almost become this, like, MO marketing trick, and it seeped through to literally the ways in which politicians are acting with other politicians on the international, like, scape.

这真的让我难以理解。

It's it's beyond me, really.

老实说，当统治世界的人把愤怒诱导当作获取关注的手段时，情况变得更加令人不安。

Like, honestly, it makes it so much more troubling when people who rule the world are using rage bait as their mechanism for gaining publicity.

这感觉不真实。

It doesn't feel real.

我认为这实际上是当今最大的问题之一：一切都显得不真实。

And I think that's actually one of the biggest problems today, is that nothing is feeling real.

而愤怒诱导显著加剧了这种现象。

And rage bait contributes to this significantly.

在克洛伊·劳斯为《Glamour UK》撰写的一篇文章中，她写道，过去一周左右，埃隆·马斯克发推称女性生来就是为了被交易到另一个部落。

In an article written by Chloe Laws for Glamour UK, she writes that in the last week or so, Elon Musk tweeted that women were built to be traded to another tribe.

特朗普声称他从未有过‘荣幸’去过杰弗里·爱泼斯坦的岛屿。

Trump said he had never had the, quote, privilege to go to Jeffrey Epstein's island.

金·卡戴珊的新款塑身衣上市，当然，悉尼·西尼的美国鹰牌广告看起来、听起来和感觉上都像是一则优生学的暗示。

Kim Kardashian's new face shapewear launched, and, of course, Sydney Sweeney's advert with American Eagle looked, sounded, and felt like a Eugenics dog whistle.

在所有这些案例中，我个人认为，天真地认为这些回应背后没有某种程度的故意性，是完全不现实的。

In all of these cases, I personally think it's frankly naive to think that there wasn't some level of intentionality behind the response that was likely to be received.

这些要么是大型企业，要么是政界人物或知名个体，他们对营销至少略知一二。

These are huge either companies, politicians, individuals who know a thing or two about marketing.

我们之所以总能听到这些人的消息，肯定是有原因的。

Like, there's a reason that we have we hear about these people all the time.

他们完全清楚自己会引发怎样的反应，也清楚该拉动哪些情绪弦线来获取公众关注。

They know exactly the response they're going to get, and they know exactly the strings to pull to gain public attention.

但我只想快速聚焦在悉尼·西尼弗的广告活动上，因为这是一个非常有趣的吸引公众注意的机制，而且我认为这绝非无害。

But I wanna focus specifically quickly on Sydney Sweeney's ad campaign because this is a really interesting mechanism to gain public attention and one that I don't think is harmless in the slightest.

我一直在纠结是否要播放这段广告，甚至不确定这样做是否值得，因为感觉真是让人头疼。

I have been debating whether or not to play this advert, and I just don't even know whether it's worth doing so because it's kind of like, ugh.

就连我谈论这个话题时，也一直在犹豫和迟疑，因为我觉得这恰恰正是广告想要达到的效果。

Like, even me talking about this, I've kind of umdened and ahed about because I think that it does just do exactly what the ad is intended to do.

正如我将解释的，我们之所以会讨论这个问题，本身就是它的目的所在。

And as I'll explain, this the fact that we're even having discourse about this is exactly the point.

没错，这正是关键所在。

Like, that is the point.

重点不在于那句暗语部分。

It's not the point isn't the dog whistle part.

重点在于我们是否该把它视为暗语的这场讨论本身。

The point is the discourse about whether or not it is a dog whistle.

总之，我觉得我还是不播放了。

Anyway, I think I'm not gonna play it.

我想我还是直接念出来吧。

I think I'm just gonna read it out.

但基本上，它说基因会从父母传给后代，通常决定头发、肤色、性格甚至眼睛颜色等特征。

But, basically, it says genes are passed down from parents to offspring, often determining traits like hair, color, personality, and even eye color.

然后她盯着镜头，用她那双蓝眼睛说：我的牛仔裤是蓝色的。

Then she looks into the camera with her blue eyes and says, my jeans are blue.

首先，很搞笑的是，当我跟朋友们讨论这个广告时，其中一位朋友敏锐地指出，从逻辑上讲，这个广告本身就荒谬——为什么她说牛仔裤能决定头发颜色、眼睛颜色呢？

Firstly and hilariously, when I was talking about this with my friends, one of them astutely pointed out that, like, the ad was kind of absurd from even the perspective that why did she say that jeans often determine, like, hair color, eye color?

难道这不是一直如此的吗？

Like, don't they always isn't that always the case?

除非你是机器人。

Like, unless you're a robot.

什么？

Like, what?

这让我觉得很好笑。

That was funny to me.

这确实让我笑了。

That did make me giggle.

但显然，人们的不满并不是针对这一点。

But, obviously, the outcry wasn't in relation to that.

而是因为这确实看起来像是某种隐晦的暗示，尤其是考虑到她是一位白人女性，有着金发和蓝眼睛。

It was in relation to the fact that this really does seem like a dog whistle for particularly given she is a white woman with blonde hair, blue eyes.

这感觉像是。

You know, it's giving.

这感觉像是。

It's giving.

现在许多人认为，将这种联系联系起来是荒谬的，或者过于沉迷网络。

Now many think that drawing this connection is, quote, ridiculous or chronically online.

许多人之所以做出这种关联，被安娜斯塔西娅·卡尔奇纳·加布里埃尔博士总结得非常好，她说：想一想你所消费的媒体中所蕴含的意识形态假设，以及这里真正销售的是什么。

The reason why so many people are drawing these links was summarized really well by doctor Anastasia Carclina Gabriel, who said, think a little bit about the ideological assumptions encoded in the media you consume and what's actually being sold here.

这不仅仅是牛仔裤。

It's not just denim.

这是一场牢牢扎根于美国白人意识形态的广告活动。

It's an ad campaign firmly rooted in the ideology of American whiteness.

我认为重要的是要注意，在一个正在实际建立种族主义、性别歧视、恐同且亲企业、亲亿万富翁的制度、计划和政策的国家里，我们看到的条件使得发布任何带有此类暗示的广告都至少可能被解读为具有这种意味，这至少是令人怀疑的。

I think it's important to note that in the context of a country that is literally establishing regimes, schemes, and policies that are racist, sexist, homophobic, and pro corporate, pro billionaire, we are seeing the conditions that resonate at least or resemble Putting an ad out that has at least a nod to that, has the slightest potential of being perceived in that light is at least suspicious.

关键是，人们无法确定这则广告究竟是不是政治性的，这种不确定性本身，或者这种不确定性的存在，恰恰就是重点。

The thing is, the fact that people aren't certain whether or not this ad is or isn't political, says something, or doesn't say something at all is exactly the point.

如果这则广告的含义非常明显，它就不会获得同样的成功、同样的关注度和知名度。

This ad would not have had the same success, the same level of publicity and notoriety if it was very obvious what the ad was saying.

正是因为它引发了争议、讨论和愤怒，而这正是他们推出这则广告的初衷。

The fact that it's created debate and discussion and outrage is exactly what they were intending from this ad.

美国鹰牌的股价在五月下跌了。

Stocks for American Eagle were down in May.

在她的文章中，乔莉·劳斯报道说，自该广告发布以来，股价已上涨了18%。

And in her article, Chloe Laws reports that since the ad, they've gone up by 18%.

如果我们从整体上思考营销和广告，它通常确实反映了当时发生的政治环境。

If we think about marketing in general and advertising, it often does reflect the political circumstances that are happening at the time.

我确实觉得，有这么多人坚决地为这个广告辩护，说它不是政治性的，这非常有趣。

I do find it fascinating that so many people defiantly defend this ad as not being political.

但首先，一切都是政治的。

But, like, first of all, everything's political.

但其次，当然，它必然会反映当前一个国家占主导地位的政策和政治。

But second of all, like, of course, it's going to reflect the policies and politics politics that is currently the dominant in a particular country.

此外，不得不提的是，自从这则广告播出后，《卫报》披露，西德尼·斯威尼是注册的共和党选民，而像J.

Also, not to mention that since the ad aired, Sydney Sweeney was it was revealed by The Guardian that she's a registered Republican voter, and people like J.

D.

D.

万斯和特朗普等人更是直接转发了这则广告。

Vance and Trump have literally decided to, like, retweet this ad.

这则广告的结果非常、非常、非常令人担忧，尤其是当一位如今备受瞩目的公众人物被一个极具危害性的政权所利用时。

The result of this ad is very, very, very concerning, particularly when you've got someone who is so heavily in the public eye right now being adopted in by a very harmful regime.

总之，不管你喜不喜欢，你肯定已经听说过它了。

Anyway, thing is whether you like it or hate it, you've definitely heard about it.

在这种情况下，所有宣传都是好宣传，因为你的股价因此直接上涨了18%。

And all publicity in this case is good publicity when your stocks literally increase by 18% as a result.

像美国鹰牌这样的品牌，在这种情况下正是利用了他们明知会因Campaign中的不确定性而引发的必然讨论来获利。

Brands like American Eagle in these circumstances are profiting off the inevitable discourse that they know it will generate because of the level of uncertainty in their campaign.

目前，左翼主导的圈子里正发生大量所谓的讨论。

Currently, there is a lot of, quote, like, discourse happening in left leading spaces.

此外，当你观察右翼政治时，会发现许多右翼政治都深深植根于反智主义。

Also, when you look at right wing politics, a lot of right wing politics is heavily underpinned by anti intellectualism.

当这两者发生碰撞时，冲突会非常激烈。

When these two things clash, they clash quite significantly.

一边是那些持有强烈观点、并从系统性角度深入分析问题的人，另一边则是大力推动反智主义的人。

When you've got people who have very strong opinions, really critically analyzing things from a systems lens, and then you've got people on the other side who are pioneering anti intellectualism.

这两方永远不可能达成一致。

Those two sides are never going to see eye to eye.

这只会制造出无法被理性讨论的愤怒。

All that does is generate anger that can't be critically discussed.

当一方固执地反击，而双方都激烈地互相对抗时，根本就没有辩论的空间。

Like, there's no room for debate when you've got one side just defiantly pushing back and both sides really defiantly pushing back from each other.

这只会引发一场巨大的爆炸。

Like, all that does is creates, like, a big explosion.

这时候，你会看到有人在认真讨论这个广告，却遭遇右翼人士说：你就是嫉妒。

This is when you have, like, you know, people critically talking about this ad and then be getting faced with people on the right who say, oh, you're just jealous.

你就是嫉妒。

You're just jealous.

好吧，明白了。

Like, it's like, okay.

那这样做的意义何在呢？

Well, what was the point of that then?

我为什么要说那些话呢？

Like, why did I actually even say that?

我为什么还要努力呢？

Why do I even try?

我只是插一句，因为我觉得在这里明确说明我所谈论的内容非常重要。

I'm just jumping in here because I think it's really important to be super specific about what I'm talking about here.

我认为左右两派难以达成共识的原因之一，是像‘时尚’这样的术语太过模糊，不同的人使用时似乎赋予了它完全不同的含义。

And I think one of the reasons that the left and right struggle to see eye to eye is that certain terms like fashion are ambiguous enough to seem to have very different meanings depending on who's actually saying the term.

在劳埃德·考克斯和布伦丹·奥康纳的一篇期刊文章中，作者指出，‘时尚’一词有时被使用得过于宽泛，以至于不同的政治体制都被归入同一个术语之下。

In a journal article by Lloyd Cox and Brendan O'Connor, the authors wrote that fashion is applied sometimes so broadly that distinct political systems are couched under the same term.

但与此同时，它也可能被定义得过于狭窄，从而导致对某些情境中实际发生的事情产生误判。

Except it can also be defined far too narrowly, leading to a misdiagnosis of what is actually happening in certain contexts.

当它被过于具体地定义时，通常仅与两次世界大战之间的欧洲政治相关，且仅限于军事独裁体制下才可能存在，那么一个高度专注于新自由主义政策和资本主义个人主义的国家，就不能被归类为法西斯主义国家。

When it's defined too specifically, usually in relation to interwar European politics with reference to it only being possible under this kind of militarist rule, then a country that has such a heavy focus on neoliberal policies and capitalist individualism couldn't also be considered fascist.

根据考克斯和奥康纳的说法，这种定义过于狭窄。

This according to Cox and O'Connor would be too narrow a definition.

他们将其定义为：一种由激进民族主义意识形态驱动的大众政治运动、政党或政权，关注国家的衰落与复兴，并痴迷于内部和外部敌人，认为这些敌人是国家危机与苦难的根源。

They define it instead as a mass political movement party or regime actuated by a radical nationalist ideology, preoccupied with national decline and rebirth, and obsessed with internal and external enemies who are presumed to be the source of national crisis and suffering.

在特指美国、尤其是特朗普第一任期时，他们指出，尽管美国的情况与两次世界大战期间欧洲的法西斯主义并不相似，但特朗普‘让美国再次伟大’竞选口号中所体现的怀旧式白人民族主义、他的威权倾向与病态的男子气概、他言辞中的反精英主义与反智主义、他对各种种族化内外敌人的污名化、他煽动暴力的语言与行为、他的复仇本能与冷漠的残忍，所有这些都让研究威权主义乃至法西斯主义的人一眼就能认出。

When referring to The United States in particular, and particularly under Donald Trump's first term, they say that although it doesn't resemble the same qualities of interwar European fashion, quote, Trump's nostalgic white nationalism encoded in his MAGA campaign slogan, his authoritarian propensities and toxic masculinity, his rhetorical anti elitism and anti intellectualism, his vilifying of a variety of racialized internal and external enemies, his language and encouragement of violence, his avenging instincts and casual cruelty were all immediately recognizable to students of authoritarianism in general and fashion in particular.

特朗普曾多次将无证移民称为不是‘人’，但在2023年退伍军人节的一次集会上，他又使用了法西斯式的语言，说：‘我们将铲除那些像害虫一样潜伏在我国境内的共产主义者、马克思主义者、法西斯分子和激进左翼暴徒。’

Trump has referred to undocumented immigrants on numerous occasions as not being, quote, people, yet then used the language of fasc to say in a rally speech on Veterans Day in 2023 by saying, quote, we will root out the communists, Marxist, fasc the radical left thugs that live like vermin within the confines of our country.

真正的威胁来自激进左翼。

The real threat is from the radical left.

再次引用克莱因的话，当谈到这两个极端时，她提到了一种‘镜像世界’。

To refer again to Klein, when speaking of these two sides of the spectrum, she speaks of a certain mirror world.

直接引用克莱因的话：‘如果‘反法西斯’这个词被滥用到如此地步，以至于反法西斯主义者都不敢用它来准确描述现实世界中的事件，这对凝聚法西斯力量来说岂不是太方便了？’

To quote Klein directly, how convenient it is for coalescing fascist forces if the term has been so abused that anti fascists are loath to use it to accurately describe events in the real world.

为了澄清这一点，这就像蜘蛛侠梗那样，人人都在互相指认对方是法西斯，而企业则趁机从这种因术语使用混乱而引发的混乱中获利。

To try and throw some light in there, it's giving the Spider Man meme, but everyone pointing to each other, accusing each other of being fasc Companies are then profiting off of the chaos that ensues when none of us are using the same terms in the same way.

但显然，这并不是我们所见到的唯一一种煽动愤怒的手段。

But, obviously, this isn't just the only type of rage bait that we see.

有时，我甚至认为，某些人所使用的煽动愤怒手段，恰恰表明他们对名声和臭名昭著的上瘾程度如此之深，或者从小就被灌输这种价值观，以至于他们根本不在乎公众关注是正面还是负面的。

And sometimes, I actually think there's a type of rage bait that certain people engage in that perhaps demonstrates they've been so addicted to fame and notoriety or brought up to value this with such an intensity that it doesn't matter to them whether or not the publicity is good or bad.

从非常年幼时就在《舞动人生》节目中亮相，再到售卖发饰让其他小女孩模仿她的造型，乔乔·西瓦似乎从一开始就成长于一种观念之中：她的身份是可以变现的。

From an extremely young age on Dance Moms and then selling her hair bows so that other young girls could look like her, Jojo Siwa appears to have been basically raised with this idea that her identity is monetizable.

她在电视和网络上的形象可以卖很多钱。

Who she is on TV and online can be bought and sold for a lot of money.

事实上，她的发夹生意创造了大约4亿美元的销售额。

In fact, her hair bow business generated something like 400,000,000 US dollars in sales.

坦白说，那些孩子买这些发夹的唯一原因就是他们想变得像乔乔。

And let's face it, the only reason those kids were buying those bows was because they wanted to be like Jojo.

所以，想象一下，从这么小的年纪就开始认为世界爱你，或者至少爱你的某种形象——一种可以被商品化和变现的你。

So imagine from such a young age basically thinking the world loves you or at least a particular portrayal of you, a very commodifiable monetizable version of you.

如今，作为成年人，在过去几年里，我们看到她逐渐转变，甚至随着时间推移彻底重塑了自己，进入了完全不同的阶段。

Now as an adult over the last few years, we've seen her shift and literally shape shift over time into very different, like, eras.

她自己也能拥有属于自己的各个时期。

She could do her own eras too.

抱歉，泰勒。

Like, sorry, Taylor.

让开点。

Move out the way.

对不起。

I'm sorry.

天啊，我觉得。

I feel like, oh my god.

我说的是泰勒·斯威夫特。

I said Taylor Swift.

任何谈论泰勒·斯威夫特的人，都会被网络封杀。

Anyone who says anything about Taylor Swift is, like, canceled from the Internet.

天啊。

God.

总之，抱歉，各位。

Anyway, sorry, guys.

对不起，斯威夫特粉们。

I'm sorry, Swifties.

我那句话并没有恶意。

I didn't mean anything bad by that comment.

总之，尽管我们很多人都在关注，她声称自己正在进行一场前所未有的全新品牌重塑，这种事我们这辈子从未见过，而且会非常新颖、激进、疯狂，但她因此确实吸引到了大量观众。

Anyway, while many of us watch on and she says that she's doing this new never before seen rebrand that we've apparently never ever ever seen in our entire lives, and it's gonna be new and radical and crazy, she is actually capturing a big audience as a result.

即使有人是抱着反感的心态在看，这似乎也取得了成功。

And it does seem to be successful even if people are hate watching.

我并不是真的想散播仇恨。

I'm not actually trying to spread hate here.

我其实会尽量以最富有同理心的方式去解读乔乔·西瓦，但同时我也在大胆猜测，各位。

I'm actually going to try and give an empathetic reading to Jojo Siwa in the best way that I can, but also I am really speculating, guys.

我是真的完全不知道。

Like, I have no idea.

我对这位女士一无所知。

I do not know this woman.

我不愿这么说。

I hate to say it.

我希望我听起来不会太荒谬。

I hope I don't sound ridiculous.

我不认识这个人。

I don't know who this man is.

我认为，对于正在观看的澳大利亚观众来说，过去十二个月中最令人情感上震惊的事情之一，就是Jojo Siwa开始和Kath Ebs约会。

I think for any Aussies watching on, something that was really emotionally jarring over the last twelve months was when Jojo Siwa started dating Kath Ebs.

Kath Ebs是一位以接地气著称的网红。

Kath Ebs was an is an influencer who's kind of known for being really down to earth.

她可能是少数几位真正真诚的网红，或者至少被公众认为是真诚的网红，而Jojo和Kath正在交往。

Perhaps one of the few authentic influencers or at least perceived to be authentic influencers Jojo and Kath were dating.

我感到很困惑。

I was confused.

我认为很多人开始怀疑Jojo是不是在装样子。

And I think a lot of people started to think that maybe Jojo was putting it on.

也许这一切都是演的。

Maybe it was all an act.

但后来Jojo上了《老大哥》节目，彻底重塑了形象，并与Kath分手了。

Except then Jojo went on big brother, had a complete rebrand, broke up with Kath.

现在她成了传统妻子。

Now she's a trad wife.

不过，最近我看了她的个人资料，她正在发布一首叫《沙哑》的歌，这首歌是对她所遭受的种种恶意的一种讽刺性回应。

Although, actually, most recently, I had a look at her profile, and she's doing this, like, song called Raspy, which is kind of like a satirical play on all the hate that she gets.

这可能会很棒，各位。

It could be great, guys.

我真的不知道。

I have no idea.

我再次强调，我并不是想煽动仇恨。

Again, I'm not trying to promote hate.

明白吗？

Okay?

我真的真的不是。

I'm really, really not.

我可以想象，如果你从小在一个环境中长大，被灌输你的个人价值和身份完全取决于你的个人品牌以及你自身的商品化、可销售的自我形象。

I can imagine that if you were raised in an environment where you were told your whole life that your value as an individual and your identity is heavily tied to this personal brand and commodification of who you are, a sellable version of yourself.