????ArchetypeMe的工作原理是怎樣的呢？要想注冊(cè)這個(gè)網(wǎng)站，首先要回答8道多項(xiàng)選擇題，比如：“我的朋友在哪種情況下會(huì)首先想到我？A：需要時(shí)尚方面的建議；B：需要一個(gè)可以哭泣的肩膀；C：想了解全球大事?！庇只颍骸拔胰滩蛔∫篈：幫助人；B：祈禱；C：從與眾不同的角度看問(wèn)題?！痹诿總€(gè)問(wèn)題的10個(gè)選項(xiàng)中，用戶(hù)最多可以選擇3個(gè)答案。網(wǎng)站會(huì)由此了解用戶(hù)的心理“原型”——可能是知心大姐，也可能是時(shí)尚狂人，抑或是睿智達(dá)人。每個(gè)性別都有10種可能的原型，每個(gè)原型都有屬于自己的定制內(nèi)容和社區(qū)頁(yè)面，下個(gè)月還將加入電子商務(wù)的內(nèi)容。

????通過(guò)這樣簡(jiǎn)單的途徑就能了解你的“真我”，聽(tīng)起來(lái)似乎太簡(jiǎn)單了。不過(guò)曼登豪稱(chēng)，在鑒定一個(gè)人的原型上，這個(gè)網(wǎng)站的準(zhǔn)確率是85%。但ArchetypeMe公司花了好幾個(gè)月的時(shí)間研究這些個(gè)性測(cè)試題背后的算法和科學(xué)依據(jù)。這些題目最開(kāi)始是由卡利諾在一個(gè)性格評(píng)估專(zhuān)家的幫助下編寫(xiě)的，并且經(jīng)過(guò)了直覺(jué)與原型學(xué)專(zhuān)家凱洛琳?梅絲以及一些行為心理學(xué)專(zhuān)家學(xué)者的審定。公司最后只敲定了8道題目和10個(gè)“原型”，以避免導(dǎo)致用戶(hù)無(wú)所適從。對(duì)原型理論感興趣的讀者可以訪問(wèn)“Archepedia”網(wǎng)站。

????盡管這是一個(gè)由數(shù)學(xué)算法構(gòu)建起來(lái)的網(wǎng)站，但它事實(shí)上并不死板。曼登豪稱(chēng)：“這不是一個(gè)一成不變的網(wǎng)站?！庇脩?hù)很容易就可以更改自己的“原型”。（心理學(xué)家榮格認(rèn)為，人的“原型”在真實(shí)生活也是會(huì)改變的。）卡利諾坦承這些原型可能并不適用于每一個(gè)人。她還舉了星座理論做例子，不過(guò)她補(bǔ)充道，“原型”是一種用來(lái)組織內(nèi)容、簡(jiǎn)單而全球通用的語(yǔ)言。

????ArchetypeMe的另一個(gè)特征是它的內(nèi)容。雖然Facebook、Twitter和YouTube等網(wǎng)站的內(nèi)容都是由用戶(hù)自己貢獻(xiàn)的，打磨ArchetypeMe的基礎(chǔ)架構(gòu)卻是基于一家媒體公司。這家公司的35名員工里有不少都是撰稿人、編輯和設(shè)計(jì)師出身，他們已經(jīng)出版了20期叫做《每一天的我》（The Daily Me）的讀物，也就是每個(gè)原型一份。Archetype的出版資源和視頻資產(chǎn)也讓網(wǎng)站增色不少。到目前為止，他們已經(jīng)出版了一本由凱洛琳?梅絲撰寫(xiě)的著作。這本書(shū)共有244頁(yè)，而且目前還在創(chuàng)作一部20集的網(wǎng)絡(luò)電視劇，主角是CBS電視臺(tái)《今晨》（This Morning）節(jié)目的主持人李?伍德拉夫。梅絲的書(shū)和這部網(wǎng)絡(luò)劇都談到了“原型”理論。

????ArchetypeMe的內(nèi)容目前有70%是由網(wǎng)站自己制作的，曼登豪表示，這個(gè)比例以后可能會(huì)有所變化。這個(gè)網(wǎng)站的界面有點(diǎn)像另一個(gè)社交網(wǎng)站Pinterest，主要提供短小且易于分享的內(nèi)容。它們大多是短帖，少有長(zhǎng)篇文章，目標(biāo)對(duì)象是各個(gè)不同的“原型”群體。比如對(duì)于“知心大姐”們，她們的頁(yè)面上就有《奧巴馬第一任期內(nèi)的8個(gè)最佳擁抱》（The 8 Best Hugs of President Obama's First Term）、《給朋友的愛(ài)心食物》（Comfort Food for Friends）等網(wǎng)帖。有些帖子是專(zhuān)門(mén)談“原型”的，比如《原型一覽表》，還有些帖子給名人的“原型”進(jìn)行了歸類(lèi)的，比如安妮?海瑟薇是時(shí)尚狂人、伽利略和哈里王子是反抗者等等。還有些帖子與“原型”毫無(wú)關(guān)系（比如有一個(gè)視頻提供的是“超級(jí)碗”杯期間的聚會(huì)建議）。

????曼登豪與網(wǎng)站總編輯麗莎?嘉伯希望把《每一天的我》的內(nèi)容做成更大的、具有認(rèn)知度的產(chǎn)品，并且擴(kuò)展到其它媒體平臺(tái)。比如“時(shí)尚狂人”群組的《每一天的我》有一個(gè)每周專(zhuān)欄，取名“赤裸裸”（Bare Naked），由一位很有前途、但不愿透露真實(shí)姓名的外國(guó)時(shí)尚模特?fù)?dān)任主筆。網(wǎng)站方面相信，這個(gè)專(zhuān)欄上的文章可以改編成一個(gè)很好的網(wǎng)絡(luò)電視劇。用戶(hù)也可以通過(guò)“我”和“你”兩個(gè)按鍵發(fā)布、分享或把內(nèi)容轉(zhuǎn)載到其它網(wǎng)站。不過(guò)當(dāng)用戶(hù)發(fā)布或分享內(nèi)容時(shí)，他們得先給內(nèi)容劃分一個(gè)“原型”，曼登豪表示這樣可以形成一個(gè)數(shù)據(jù)點(diǎn)，最終幫助編輯對(duì)內(nèi)容進(jìn)行定制處理。

????這家網(wǎng)站對(duì)自己的市場(chǎng)潛力充滿(mǎn)了信心，同時(shí)也相信它會(huì)更高效地把消費(fèi)者和市場(chǎng)聯(lián)系在一起。比如曼登豪表示，精神主義者可能喜歡蠟燭、薰香或是其它宗教儀式用品，時(shí)尚狂人更喜歡讓他們自行設(shè)計(jì)時(shí)尚產(chǎn)品的營(yíng)銷(xiāo)活動(dòng)。曼登豪有信心發(fā)起一場(chǎng)在線廣告業(yè)革命。他認(rèn)為，更加微妙的營(yíng)銷(xiāo)能改善現(xiàn)狀——而現(xiàn)狀就是“網(wǎng)站讓我們同質(zhì)化了?！蹦敲绰呛赖脑褪鞘裁矗课阌苟嘌?，他屬于夢(mèng)想家型。（財(cái)富中文網(wǎng)）

????譯者：樸成奎

????How does ArchetypeMe work? Signing up for the site begins with a multiple choice, eight-question quiz. The test asks users to complete statements like I'm first on my friends' list for: Fashion advice; a shoulder to cry on; world news, and I can't stop: Helping; praying; seeing things differently. Users can select up to three of 10 possible responses per question. The site then reveals the user's archetype, which can range from Caregiver to Fashionista (a Gentleman if you're male) or Intellectual. There are 10 possible archetypes per gender, each of which comes with its own customized content and community page. Commerce will be added next month.

????That may sound too simple a means to get to the "real you," but Mendenhall claims the process is 85% accurate in identifying a person's primary type. ArchetypeMe spent months honing the math and science behind the quiz, which was developed by Carlino with the help of a personality assessment expert and vetted by medical intuitive and archectype scholar Caroline Myss as well as behavioral psychologists and quants. The company settled on just eight questions and 10 archetypal families to avoid overwhelming users. Those interested in archetypes can explore the site's "Archepedia."

????Despite being rooted in math, ArchetypeMe is not as rigid as it may sound -- "this is not a site about stereotypes," says Mendenhall -- and the site makes it quite easy for users to change archetype. (By Jung's teaching, archetypes change in real life too.) Carlino acknowledges that archetypes might not be for everyone. She likens them to astrology but adds that they're a simple and universal language to organize content.

????Content is another of ArchetypeMe's distinguishing characteristics. While Facebook, Twitter, and YouTube (GOOG) began as platforms for user-generated content, ArchetypeMe launched with the infrastructure of a media company. Among the start-up's 35 employees are writers, editors, and designers who publish 20 editions of the "The Daily Me" -- one for each archetype. Archetype's publishing and video production properties augment the site's offerings; so far they've published a 244-page book by Caroline Myss and are midway through production of a 20-webisode series featuring CBS This Morning's Lee Woodruff, both on the subject of archetypes.

????ArchetypeMe currently produces about 70% of its own content, a figure Mendenhall says could shift over time. The site has the looks of Pinterest and features content that is short, shareable -- posts rather than articles -- and targets the various archetypal groups. The Caregiver page, for example, features "The 8 Best Hugs of President Obama's First Term" and a post on "Comfort Food for Friends." Posts across the site range from archetype-specific -- "Alphabet of Archetypes" and celebrity archetyping posts: Anne Hathaway is a Fashionista; Galileo and Prince Harry are Rebels -- to those that are not at all (a goofy video offering Super Bowl party tips).

????Mendenhall and the site's editor-in-chief, Lisa Gabor, hope to spin-off content from the various Daily Me's into larger, recognizable franchises and onto other media platforms. For example, the Fashionista's Daily Me has a weekly column, 'Bare Naked' penned by an anonymous up-and-coming foreign fashion model that they believe could translate well to a scripted Web series. Users can also post and share content from the site or the wider Web through 'Me' (as in, "this is so me") and 'You' buttons; when they do, the user must first archetype the content, a step that Mendenhall says will be a data point that ultimately helps editors customize content.

????The company is not shy about the marketing potential of the site, or the happy more efficient union it could bring consumers and the marketplace. For example, Mendenhall says Spirituals are into candles, fragrances, and other products that evoke ritual; Fashionistas meanwhile are more responsive to marketing that allows them to style products themselves. Mendenhall has ambitions to revolutionize online advertising. He sees more nuanced marketing as an improvement over the status quo -- "sites homogenize you," he says. His lead archetype? Visionary, naturally.