2015.02.05【英译中】Branding and the 'Me' Economy 品牌化和“自我”经济(一)

shadowaster (shadowaster)
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译犹未尽
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发表于:2015-02-05 22:10 [只看楼主] [划词开启]

For Benjamin Franklin, it was "early to bed and early to rise. " For Dale Carnegie, it was the dictate"to do and dare. " For Stephen Covey, it was seven simple habits. The principle of self-improvement has taken varie forms throughout history and is perhaps America's most successful export.  But in the digital age,  the idea of improving yourself is under siege by a similar-seeming but utterly different principle: that of self-branding.

纵观美国历史,自我修养的信条形式多样,而它们或许是美国最为成功的出口品:本杰明·富兰克林的是“早睡早起”;戴尔·卡内基的是“敢想敢干”:而斯蒂芬·科维则是七个简单的个人习惯。但在数字化年代,自我修养的观念已四面楚歌,而令其陷入这种境地的,是一种看起来类似但实质上完全不同的信条:自我品牌化。


The Internet-connected class worldwide faces growing pressure to cultivate a personal brand. Ordinary people are now told to acquire what once only companies and celebrities required: online "findability," thousands of Google hits and Twitter followers, a niche of their own, a virtual network of patrons,a personal Wikipedia page and dot-com domain.

全世界的互联网用户在塑造个人品牌方面面临着越来越大的压力。如今,就连普通人都被告知,必须去争取那些曾经只有企业和名人才会去争取的东西:网络“被发现性”,这意味着数以千计的Coogle点击率和Twitter追随者,属于自己的商机,一个虚拟的顾客网,一个维基百科的个人页面,以及一个自己的网站。


The rise of the personal brand reflects changing economic structures, as secure lifetime employment gives way to an agitating market in tasks.  It suggests a new unscriptedness in institutions as we evolve from the broadcast age to the age of retweets.  It predicts a future in which we all function like one-person companies, calculating how every action affects our positioning.

由于安全的终生雇佣制让位于激荡的任务劳动市场,经济结构因此发生了转变,而个人品牌的兴起正反映了这种变化。其表明,随着我们从广播年代发展到锐推年代,各个组织机构已不再照本宣科。它预示了一个未来 ——我们所有人都像一人企业那样运作,计算着每个行动会对自己的定位构成怎样的影响。

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