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你們很興奮,對嗎?2015年畢業生,很高興看見這副充滿活力的景象,我先走一下開場程序。
我想感謝Ernest J. Wilson院長和新聞學院主任Willow Bay邀請我今早來南加大演講,我深感榮幸。很高興來到特洛伊人(南加大暱稱)的地盤,我前來祝賀你們,祝賀你們讓所有學校羨慕的新大樓和媒體中心,祝賀這所大學驚人的多樣性。你們來自世界各地,從中國到洛杉磯西語區,這是相當美妙的事。祝賀我的東家Fusion電視網和南加大安娜堡新聞學院合作培養和激勵年輕記者,祝賀在座許多人是家裡第一位大學畢業生,我聽說佔了畢業生總數的七分之一。我想你們的父母正喜極而泣,因為我們知道這是全家人的大事。你們能坐在這裡意味著家人共同的付出,這正是拉丁家庭的做法。他們共同的付出讓你們能坐在這裡,這代表我們擔負很大的責任,因此這是祝賀的好理由。
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First of all, thanks to Dean Ernest J. Wilson and to the director of the School of Journalism, Willow Bay, for inviting me this morning to USC. I’m honored. It’s great to be here in Trojan territory to celebrate you, to celebrate your new building and media center -the envy of any school-, to celebrate the incredible diversity in this university -we’re from all over the world, from China to the barrios of Los Angeles-, to celebrate the collaboration between Fusion (the company I work for) and USC Annenberg to train and inspire young journalists, and to celebrate the fact that many of you -one in seven, I was told- will be the first in your families to graduate from college. Well, that’s a great reason to celebrate.
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我想我應邀來這裡是為了談論未來,你們的未來,以下是我的經驗談。我是移民,也是記者,這兩件事定義了我身為移民,意味著我把一切拋在腦後。我拋開家人、朋友、房子,我也拋開人生是可預期的想法。身為年輕記者的我在墨西哥受到審查,在1980年代,批評總統是不被允許的,不妨想像一下。我確實發表了一篇批評總統的報導,因此在被開除之前,我自己先辭職。我會被開除,這是無庸置疑的,因此我有機會說:「我不幹了!」我賣掉我的車,一部老舊的-我記得是一部老舊的福斯金龜車,紅色的,也許有人買過。很美的車,我賣了一點錢,我想不到2000美元。藉著這筆錢,我以學生身分來到洛杉磯,當時我才24歲。老實說我對新聞業毫無概念,但我確實知道我不願意做個言論受限的記者,因此我對美國永遠心懷感謝,因為美國給我我的祖國無法給我的機會,我希望美國繼續給予在我之後到來的移民這個機會。
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I guess I was invited to talk about the future. Your future. So this is what I know for sure: I’m an immigrant and I am a journalist. These two things define me.To be an immigrant means that I left everything behind me. Everything: my family, my friends, my house and the sense the life was going to be predictable.As a young reporter, I was censored in Mexico. Back then in the early 1980’s you couldn’t criticize the president. So, of course, I did a story that criticized the president. I quit before I was fired, I sold my car -an old Volkswagen Beetle-, got a little money and moved to Los Angeles as a student.I was only 24. I didn’t know anything about this business but I did know that I didn’t want to be a censored journalist. I’ll always be grateful to the United States. This country gave the opportunities that my country of origin couldn’t give me and I hope that it continues doing the same with the immigrants who came after me.
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因此現在-快轉到現在的情形。我當了將近30年主播,這意味著在你出生之前我已開始播報新聞,但這裡有個問題。多年後,當你告訴孩子和家人,一位主播在你南加大的畢業典禮上演講,他們會問:「爸媽,什麼是主播?」最可能的是,你們把我跟恐龍和其他即將滅絕的物種歸為一類。我不是開玩笑,記住我今早的警告,記住這個警告,因為我很遺憾地告訴各位,你們正進入新聞業和公關業的風暴中心。新聞業正處於如同氣候變化的處境,新聞業的基礎如夏日冰山般不斷融化,被社群媒體淹沒,我們只能在焦慮和不確定中望向窗外。一切瞬息萬變,事實上一切資訊都移向你的手機,人們不再以紙本方式閱讀新聞。你猜如何?當然,我是指電視界,我們正在為甚至沒有電視機的人製作電視節目。現在我迅速說明一下新聞界目前的情況。我們不知道如何運用新科技賺大錢,所以別期待大筆捐款,至少不是現在。另一方面,我不得不承認,身為一名記者,我無法與Facebook、Twitter、Snapchat或Instagram競爭。我無法與它們競爭,例如,如果中國發生地震、法國發生意外事件、或洛杉磯市中心發生槍擊事件,一位有手機的人比我或任何記者更具有報導事件發生情況的優勢。iPhone是史上最成功、最賺錢的消費性電子發明,它清楚證明了這一點。因此新規則是數位化至上,現在我給你們的問題是:難道這就是新聞業的末路嗎?難道在你起步前一切就已結束嗎?當然不。因此別抗拒改變,只要欣然接受。
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Now, let’s fast forward to the present.I have been an anchorman for almost 30 years. Before you were born I was already covering the news. But here’s the problem. Many years from now, when you’ll tell your kids that an anchorman gave your commencement speech at USC, they will ask you: “Mom, Dad, What’s an anchorman?”Most likely, you’ll have to put me in the same category of dinosaurs and other species about to be extinct. I’m not kidding.
I’m sorry to say but you are entering journalism and public relations in the middle of a storm. In our profession we are living the equivalent of climate change, with the fundamentals of the business melting like icebergs in the summer, being flooded by social media and looking outside the window with anxiety and uncertainty.Everything is changing. Actually, everything is migrating to your cell phones. Newspapers are not being read in paper anymore. And guess what? We are producing television programs for people who don’t even own a television set.
Now, a quick fact check: in journalism we don’t know yet how to make a lot of money with the new technologies, so don’t expect a big paycheck. Not now, at least.On the other hand, I have to confess that, as a journalist, I cannot compete with Facebook, Twitter, Snapchat or Instagram. I just can’t.If there is an earthquake in China, a plane accident in France or a shooting in downtown Los Angeles, someone with a cell phone will be better positioned than me to report about what happened. The iPhone is the most successful and profitable consumer electronic invention in the history of the world. And it shows.The new rule is digital first.So, is this the end of journalism? Is everything lost right before you started?No. Absolutely not. So don’t fight change. Embrace it.
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我今早來這裡是為了告訴你們,新聞工作者、作家、記者的需求更甚以往。我今早來這裡是為了告訴你們,公關業是為了傳達真相、促進人與人之間的聯繫。看,你不會盡信在社群媒體上讀到的一切,對嗎?因此這正是問題的關鍵。你所從事的行業-這一點很重要,你的職業是報導真相,你的職業是不畏強權、說出真相。在你的職業中,信譽和信賴是最重要的事。隨著大量資訊的出現,無論是影片,或老實說多半是垃圾資訊,你的責任就是判斷這些資訊,告訴我們什麼是有用的、什麼是沒用的。以相當客觀的態度,拜託千萬別有黨派性,別傾向民主黨或共和黨,只要盡記者的本分。現在-這是你可以為我和其他人所做的事,這相當重要,因為-當你身為記者,並非總是能認清自己的定位,有時你會認為得取悅權威人士,因此這一點很重要。你必須挑戰權威、做個叛逆者,你最重要的社會責任就是防止濫用權力的人,質疑他們方法是提出尖銳的問題。別害怕,沒有所謂無聊、愚蠢或禁忌的問題。你的態度應該是:如果你不向總統參議員或市長提出這個問題,就沒有人會做這件事。因此別四處張望,期待別人做這件事,這是你的責任,也是你選擇成為記者的原因。承擔責任對公關業的道德和成功也至關緊要,你的誠信和聲譽是職業生涯唯一的資本。從事內部調查、進行公關聯繫需要向公司執行長、民選官員或執行董事提出尖銳的問題,無論他們是為營利機構、政府機構或非營利機構工作。你必需讓一切透明化,始終致力於讓事實顯現。
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I came here this morning to tell you that journalists are needed more than ever before. I came here this morning to tell you that public relations is really about communicating the truth and connecting people to people.Look, you don’t believe everything you read in social media, right? Well, that’s precisely the point.You are in the business of telling the truth, in the business of speaking truth to power. You are in a business in which credibility and trust are the most important things. With millions of tidbits of information, videos and, honestly, a lot of trash, your responsibility is to put that information in perspective, to tell us what is relevant and what is not, and to be fiercely independent.Please, don’t be partisan. Don’t be a Democrat or a Republican. Just be a journalist.Now, this is what you can do for me and for the rest of us. This is very important. You have to challenge authority. Be a rebel. Your most important social responsibility is to prevent the abuse of those who are in power. Question them.Ask tough questions. Don’t be scared. There are no forbidden or silly questions. And your attitude should be that if you don’t ask that question to the President, to the mayor, to the Senator…no one else will. Don’t look around. It is your responsibility. That’s why you chose to be a journalist.Taking responsibility is also vital for ethical and successful public relations professionals. Your integrity and reputation is your only career-long capital.Working in-house, PR pros need to be able to ask tough questions of their CEO, or their elected officials, or executive director — whether they are working at a for-profit, government or non-profit. They need to counsel transparency, and always push for the truth to be shared.
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我知道秘密不會永遠是秘密,你必須瞭解這一點。提出問題是你最大的武器,你如何得知所提的問題是否適當?這很簡單。如果你想到一個令你顫抖、手心冒汗的問題,你就知道那是你必須提出的適當問題。很多時候,身為記者和公關,你不想提出問題,有時你不想製造衝突,你擔心老闆會生氣、公司會開除你,正是這個你心存疑慮的時刻,你得鼓起勇氣提出尖銳的問題。我要求你們,這正是我今早來此的原因。我要求你們選擇立場,別採取中立,中立是足球賽裁判的做法。你必須-你必須選擇立場,真正的好記者總是選擇立場,與那些沒有權力、沒有權利、沒有發言權的群體站在一起。也許你尚不知曉,但事實上你已選擇做一名戰士。因此千萬別放棄,記者不僅是一份職業,也是一項使命。你無法睡個覺或度個假就擺脫記者身分,如果你做得到,不妨現在就放棄,因為這不適合你。現在-我是說真的,我不會度個假或度個週末就不再當記者,你會被派去報導毫無概念的事件,你得將記者不僅視為一份工作。記者確實是一項任務,一種表現方式,因此這正是我想說明身為記者應有的概念。如果你有這個想法,想藉由當記者成名,因為你會上電視之類的。如果你想成名,不妨試著參加《與星共舞》,因為-我講個故事給你們。
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The secrets are never secrets. I know, for sure, that secrets are never secrets and that questions are your greatest weapon.Now, how do you know if it’s the right question? It’s very simple. If when you think of a question it makes you tremble and your hands start sweating, then you know that’s a question you have to ask. Do it.Yes, I’m asking you to take a stand. Don’t be neutral. Neutrality is for referees in a football game. The really -really- good journalists always take a stand with those who have no voice and with those who have no rights. Maybe you don’t know it yet, but actually you chose to be a fighter. Don’t quit now.To be a journalist, more than a profession, is a behavior and a mission. You can’t go to bed or go on vacation and stop being a journalist. If you can do that, quit now. This is not for you. If you want to be famous, well, you better try Dancing with the Stars.
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前幾天我去洛杉磯採訪喬治.克隆尼,他是世上最有名的人之一。他告訴我,名氣-他之所以成名多半是靠運氣。真的,他說如果他扮演醫生的電視影集《急診室的春天》在星期五而非星期四播出,他的事業不會那麼成功。我不確定是否真的如此,但如果喬治.克隆尼說成名多半靠運氣,別跟喬治.克隆尼爭論這一點,好嗎?現在我無法保證當記者能讓你致富,如我之前所說,我們正處於傳媒革命,當中沒人真正知道何處能賺錢。但是-如果地獄是一遍又一遍地做你討厭的工作,新聞業和公關業正好相反。過去幾十年我每天都做不同的工作,對我來說這就是天堂。最後是我想留給你們的話:身為記者最棒的是,你的職業要求就是成為叛逆者。因此尋找讓你充滿熱情的事物,然後報導出來。此外這對你的臉有好處,新聞會讓你永保年輕,真的。新聞是一門只發生在當下的藝術,然後迅速消失,因此你無法在年齡上作文章。但你可以做很多事,讓自己活在當下。因此選擇立場、做個叛逆者、活在當下、無所畏懼提出尖銳的問題、報導真相,還有享受這個過程。這是世上最美妙的行業,因為整個世界都是你的新聞發佈室。因此現在邁出步伐、開始大展身手吧!十分感謝。
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A few days ago I interviewed George Clooney who is one of the most famous people on the planet. And he told me that his fame depended on a lot on luck. He said that if the television show in which he was a doctor, E.R., had been shown on Fridays instead of Thursdays, his career would not have been as successful. I’m not sure about that. But if George Clooney says that fame is a lot of luck, don’t fight with George Clooney on that one.Now, I can’t guarantee that you’ll become rich doing this. As I said before, we’re in the middle of a communications revolution and no one really knows where the money is. But if hell is doing over and over again things that you hate to do, journalism and public relations is exactly the opposite of that. No day has ever been the same for me in decades. And that is paradise.Finally, the great thing about being a journalist is that your job description includes being a rebel. Find what you are passionate about and speak up.Also, journalism will keep you forever young. Journalism is an art that happens only in the present and then disappears, very fast. There’s nothing you can do about your age, but there’s a lot you can do to be present, here, now.
So take a stand, be present, be bold, ask tough questions, tell the truth and, please, enjoy the ride. This is the most marvelous profession in the world because the world is your newsroom.
Now, go out there and start playing.