Facebook就是個(gè)超級(jí)大泡泡
|
????我不喜歡Facebook公司。我就要這么說(shuō)。你知道嗎，實(shí)話實(shí)說(shuō)的感覺好極了。我不喜歡，不喜歡，就是不喜歡Facebook！我覺得，還有很多人都有我這種感覺，只是他們不好意思這么說(shuō)罷了。我們的流行文化機(jī)器和后工業(yè)資本主義的貪婪引擎已經(jīng)聯(lián)起手來(lái)，炮制了這么一個(gè)碩大無(wú)朋、輿論趨同的大泡沫，而我們大家還都置身于這個(gè)泡沫中向外打量。不過(guò)，這么做真沒道理。之前那些類似的泡沫早就破滅了。說(shuō)白了，所有泡沫到頭來(lái)都得破滅。這就是泡沫的宿命。 ????男人以前都習(xí)慣戴軟呢帽。現(xiàn)在呢？只有時(shí)髦人物才這么干，不過(guò)挖苦味十足。呼啦圈早就消失得不見蹤影了。同樣下場(chǎng)的還有：中層管理人員穿的背帶褲，人人在辦公室里抽煙喝酒的習(xí)氣，微金屬音樂(lè)（hair metal, 微金屬是一個(gè)用以諷刺的術(shù)語(yǔ)，用于那些80年代后期以流行樂(lè)為起源的重金屬和重型搖滾樂(lè)隊(duì)——編者注），還有性愛自由。諸位盡可以把我歸為反潮流分子、勒德分子（Luddite，害怕或者厭惡技術(shù)的人——譯注）、落伍分子。不過(guò)我就是不相信，以后人人還會(huì)總想著到網(wǎng)上分享些啥。 ????實(shí)際上，我就不喜歡跟人分享。我可不會(huì)分享自己的牙刷。我也不會(huì)分享自己的豬排，除非你眨巴著大眼睛、顫抖著雙唇，輕聲細(xì)語(yǔ)地問(wèn)我要一點(diǎn)，我可能會(huì)讓你咬一口。我不分享自己的思想，除非是為了求愛或是賺錢。我不想讓你看到我在鮑勃生日聚會(huì)上拍的照片。我也不想看你拍的卡桑德拉蹣跚學(xué)步的照片，也不想看到你在“西南偏南”（South by Southwest，于奧斯汀舉辦的影音科技文化嘉年華——編者注）上出席社交媒體研討會(huì)的視頻。我尤其不想看這個(gè)！ ????我的所謂“好友”并不是我真正的朋友?，F(xiàn)實(shí)生活中，我也許有那么四五個(gè)真正的朋友。大家知根知底，因?yàn)槲覀兘?jīng)常見面，常常把酒言歡。另一方面，我在網(wǎng)上所謂的“好友”其實(shí)就是一群不同生活階段中結(jié)交的前同事和舊情人，一群烏合之眾而已，我對(duì)他們根本沒什么興趣了，但他們都還在我Facebook賬戶的留言墻上，那里貼滿了他們的高見，各式小照片，還有這樣那樣的職場(chǎng)吐槽。我也討厭這墻上的自己。這家伙是誰(shuí)呢？山寨版的我自己？ ????我也討厭被營(yíng)銷。這也是為什么Facebook無(wú)處不在的原因，它就是個(gè)超級(jí)巨大的營(yíng)銷工具。也許一開始它還有點(diǎn)真玩意，比如讓哈佛（Harvard）的學(xué)生用它尋覓意中人。但現(xiàn)在呢？它就知道營(yíng)銷，不是推廣嘻哈音樂(lè)和精神病藥物，就是猜誰(shuí)會(huì)成為當(dāng)?shù)叵乱粚脜⒆h員。如果你想兜售點(diǎn)什么東西，那就上Facebook吧！好吧，我可不想去“贊”一下（like）漢堡王（Burger King），雖然我確實(shí)喜歡漢堡王。 ????前不久，我在舊金山和一些人共進(jìn)午餐。這座城市盛產(chǎn)泡沫，而且善于把泡沫變成真金白銀。這些人都創(chuàng)辦過(guò)三四家初創(chuàng)公司了。這些公司多數(shù)都價(jià)值上千萬(wàn)美元。它們不生產(chǎn)任何東西，主要業(yè)務(wù)就是創(chuàng)造這么一個(gè)公司化實(shí)體，被其他人高價(jià)收購(gòu)后，立即再次轉(zhuǎn)賣或是拋售。大家喝著濃縮咖啡，分發(fā)小甜餅，這時(shí)，其中一個(gè)家伙不無(wú)得意地說(shuō)：“我們這筆交易募集了10億美元。大概2.5億美元用于業(yè)務(wù)。其余7.5億美元都被投資人撈走了！”話音剛落，就引來(lái)眾人的一片笑聲，大家紛紛點(diǎn)頭附和。 |
????I don't like Facebook. There, I said it, and you know what? It felt good. I don't like Facebook I don't like Facebook I don't like Facebook. I have a feeling there are a lot of people who feel the way I do but are ashamed to say so. Our pop culture machine has come together with the greedy engine of post-industrial capitalism to produce a gigantic bubble of consensus, and we're all inside that bubble looking out. But there's no reason for it, not really. Bubbles just like it have popped before. In fact, in the end, all bubbles pop. That's what bubbles do. ????Men all used to wear fedoras. Now only hipsters do, with irony. Hula-Hoops are gone, as are suspenders for mid-level executives, ubiquitous smoking, drinking at the office, hair metal bands, and free love. Call me a reactionary. Call me a Luddite. Call me late for dinner. But I can't believe that in the future everybody is going to continue to want to share things. ????In fact, I hate sharing things. I don't share my toothbrush. I don't share my pork chop, although if you ask me nicely with big eyes and a trembling lip I might give you a bite. I don't share my thoughts, except for love or money. I don't want you to see my pictures of Bob's birthday party. I don't want to see your pictures of Cassandra's first steps, or that video of you on that panel at South by Southwest about social media. Particularly not that. ????My Friends are not my friends. In reality, I have maybe four or five actual friends. They know who they are, because now and then I see them, usually over drinks. My Friends, on the other hand, are a ragtag bunch of former associates and failed loves from various phases of my life, in whom I have no interest whatsoever. Yet there they are on my Facebook wall, with their observations and grainy little photographs and professional extrusions of one sort or another. I hate myself on my wall, too. Who is that person? Is he really that bogus? ????I hate being Marketed to, too. That's Facebook (FB) all over, just one gigantic tool. Maybe in the beginning it had something genuine about it, like Harvard students looking for sex. But now? Now it's all about Marketing, like hip-hop and psychotropic medication and who's going to be your next senator. If you want to sell something, you gotta be on Facebook! Well, I don't want to Like Burger King, although I do like Burger King. ????I was at a lunch the other day with some people in San Francisco, where bubbles are born and monetized. Everybody was on his third or fourth startup, most worth hundreds of millions of dollars from business activity that had produced nothing but an entity that had been acquired at great cost by another that immediately diffused or abandoned it. "We raised $1 billion on that deal," said one proudly as the tiny cookies were passed around over the decaf espressos. "About $250 million went to the business. And $750 million went to investors!" Then there was a bunch of chuckling and nodding. |
最新文章