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嗨，我是Kevin Allocca，YouTube的趨勢經理，我的工作是觀看YouTube影片，萬分不假。因此，我們今天要談一些關於影片為何能在網路上爆紅的原因，以及為什麼這很重要。我們都想成為明星－名人、歌手、喜劇演員－我年輕時，這似乎相當難做到，但現在網路影片已能使這個夢想成真。因此任何人，或我們所做的任何創造性事物，都可能在這個世界部份文化中變得相當出名；到了下星期六，你們當中任何人都可能在網路上出名。但每分鐘有超過48小時影片上傳到YouTube，在這當中，只有很小的比例能夠爆紅，吸引大量瀏覽人次，成為一種文化現象。那麼，這是如何發生的？有三個因素：引領風潮者、社群參與及出人意料。好，我們來看一下。
（影片）
Bear Vasquez：喔，我的天！喔，我的天！喔，我的天！哇！喔－－！哇－－！
KA：Bear Vasquez去年發佈了這部影片，這是他在優勝美地國家公園的家門外拍攝的，2010年，它被瀏覽了2300萬次。（笑聲）。這是一張圖表，描繪出去年夏天它首次開始風行的情況，但其實熊先生並沒有想拍攝一部爆紅影片的意圖，他只是想分享彩虹美景而已，因為這就是名為優勝美地高山熊的人會做的事。（笑聲）。事實上，他發佈了許多大自然景觀影片，這部影片其實是在一段時間前的一月發佈的，所以，這裡發生了什麼事？事實上是因為Jimmy Kimmel（美國著名脫口秀主持人）的緣故，Jimmy Kimmel在Twitter上貼了這個訊息，結果造成這部影片大受歡迎，因為像Jimmy Kimmel這樣的風潮引領者會為我們介紹新鮮有趣的事物，並將它們帶給更多的觀眾。
（影片）
Rebecca Black：「這是星期五，星期五，星期五總得放鬆一下；每個人都期待週末，週末；星期五，星期五，星期五總得放鬆一下。」
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以下為系統擷取之英文原文
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube, and I professionally watch YouTube videos. It's true. So we're going to talk a little bit today about how videos go viral and then why that even matters. We all want to be stars -- celebrities, singers, comedians -- and when I was younger, that seemed so very, very hard to do. But now Web video has made it so that any of us or any of the creative things that we do can become completely famous in a part of our world's culture. Any one of you could be famous on the Internet by next Saturday. But there are over 48 hours of video uploaded to YouTube every minute. And of that, only a tiny percentage ever goes viral and gets tons of views and becomes a cultural moment. So how does it happen? Three things: tastemakers, communities of participation and unexpectedness. All right, let's go.
(Video) Bear Vasquez: Oh, my God. Oh, my God. Oh, my God! Wooo! Ohhhhh, wowwww!
KA: Last year, Bear Vasquez posted this video that he had shot outside his home in Yosemite National Park. In 2010, it was viewed 23 million times. (Laughter) This is a chart of what it looked like when it first became popular last summer. But he didn't actually set out to make a viral video, Bear. He just wanted to share a rainbow. Because that's what you do when your name is Yosemite Mountain Bear. (Laughter) And he had posted lots of nature videos in fact. And this video had actually been posted all the way back in January. So what happened here? Jimmy Kimmel actually. Jimmy Kimmel posted this tweet that would eventually propel the video to be as popular as it would become. Because tastemakers like Jimmy Kimmel introduce us to new and interesting things and bring them to a larger audience.
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫ ♫ Everybody's looking forward to the weekend, weekend. ♫ ♫ Friday, Friday. Gettin' down on Friday. ♫
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KA：所以我希望你們不會認為談論這個話題時可以略過這部影片－Rebecca Black的「星期五」是今年最受歡迎的影片之一，今年瀏覽次數將近2億次，這是描繪它風行趨勢的圖表，類似那部「雙彩虹」影片，它似乎莫名其妙地突然大放異彩。
所以，這一天發生了什麼事？好，這是星期五，確實如此；如果你想知道其他峰值的日期，它們也都是星期五。（笑聲）。但這一天，這個特別的星期五發生了什麼事？好，Tosh.0網站張貼了這部影片，很多部落格開始撰寫與此相關的議題，神秘科學劇場的Michael J. Nelson是第一個在Twitter上張貼關於這部影片笑話的人。但重要的是，這是一個或一群風潮引領者提出一個觀點，將它與更多觀眾分享，加快了它流行的進程。
因此，分享相關笑話的人形成一個社群，他們開始討論它，並加以發揮。現在YouTube上有10000部與「星期五」有關的惡搞影片，甚至在最初七天，每天都有針對一周中每一天的惡搞影片出現。（笑聲）。不同於20世紀的單向娛樂，社群參與使我們成為這個現象的一部分－藉由將它散佈或做出相關的創新。
（音樂）
所以「Nyan Cat」是一部重複循環的動畫，配上重複循環的音樂，就是這個，像這樣。它今年被瀏覽了將近5000萬次，如果你認為這很怪異，你應該知道，還有一部三小時的版本，被瀏覽了400萬次。（笑聲）。甚至連貓也觀看這部影片（笑聲）。貓觀看其他的貓觀看這部影片。
（笑聲）
但重要的是，它在科技迷、電腦迷的網路文化中所激發的創造力。還有重新混和版本。（笑聲）。有人做了一個復古版本。（笑聲）。然後它邁向國際化。（笑聲）。整個重新創作的社群紛紛現身，將它從一個愚蠢的笑話，變成某種我們可以真正參與的東西。因為現在我們不只是欣賞，也參與其中。
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KA: So you didn't think that we could actually have this conversation without talking about this video I hope. Rebecca Black's "Friday" is one of the most popular videos of the year. It's been seen nearly 200 million times this year. This is a chart of what it looked like. And similar to "Double Rainbow," it seems to have just sprouted up out of nowhere.
So what happened on this day? Well it was a Friday, this is true. And if you're wondering about those other spikes, those are also Fridays. (Laughter) But what about this day, this one particular Friday? Well Tosh.0 picked it up, a lot of blogs starting writing about. Michael J. Nelson from Mystery Science Theater was one of the first people to post a joke about the video on Twitter. But what's important is that an individual or a group of tastemakers took a point of view and they shared that with a larger audience, accelerating the process.
And so then this community formed of people who shared this big inside joke and they started talking about it and doing things with it. And now there are 10,000 parodies of "Friday" on YouTube. Even in the first seven days, there was one parody for every other day of the week. (Laughter) Unlike the one-way entertainment of the 20th century, this community participation is how we become a part of the phenomenon -- either by spreading it or by doing something new with it.
(Music)
So "Nyan Cat" is a looped animation with looped music. It's this, just like this. It's been viewed nearly 50 million times this year. And if you think that that is weird, you should know that there is a three-hour version of this that's been viewed four million times. (Laughter) Even cats were watching this video. (Laughter) Cats were watching other cats watch this video.
(Laughter)
But what's important here is the creativity that it inspired amongst this techie, geeky Internet culture. There were remixes. (Laughter) Someone made an old timey version. (Laughter) And then it went international. (Laughter) An entire remix community sprouted up that brought it from being just a stupid joke to something that we can all actually be a part of. Because we don't just enjoy now, we participate.
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誰能預見這種情況？誰能預見「雙彩虹」、Rebecca Black或「Nyan Cat」會爆紅？你能寫出預見這一切的腳本嗎？在一個每分鐘都有超過兩天時間的影片上傳的世界，只有真正獨特和出人意料的內容才能如這些影片般脫穎而出。當一位朋友告訴我，我得看看這部很棒的影片時－關於一個人抗議紐約市對自行車開罰－我承認我不是很感興趣。
（影片）
Casey Niestat：所以，我因為沒騎在自行車道上而收到罰單，但那裡往往充滿障礙物，讓你無法好好騎在自行車道上。
（笑聲）
KA：藉由充滿驚喜和幽默的影片，Casey Niestat表達了他有趣的想法和觀點，它已被瀏覽了500萬次。因此這種方式包含了所有我們充滿創意的新想法，所以這一切帶給我們一個大問題…
（影片）
Bear Vasquez：它有什麼含義？喔－－（笑聲）
KA：它有什麼含義？風潮引領者、充滿創意的社群參與者、完全出人意料之事，這是一種新媒體和新文化的特質，任何人都能參與，觀眾定義了它的風行程度。我的意思是，如之前所述，目前世界上最著名的明星之一－小賈斯汀，他的成名之路由YouTube開始。沒有人的想法必定能照計畫進行，我們現在都認為自己多少擁有流行文化的參與權，這些並非舊時媒體的特點，對今日媒體來說也並非完全如此，但它們將會定義未來的娛樂產業。
謝謝。
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And who could have predicted any of this? Who could have predicted "Double Rainbow" or Rebecca Black or "Nyan Cat?" What scripts could you have written that would have contained this in it? In a world where over two days of video get uploaded every minute, only that which is truly unique and unexpected can stand out in the way that these things have. When a friend of mine told me that I needed to see this great video about a guy protesting bicycle fines in New York City, I admit I wasn't very interested.
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane, but often there are obstructions that keep you from properly riding in the bike lane.
(Laughter)
KA: By being totally surprising and humorous, Casey Niestat got his funny idea and point seen five million times. And so this approach holds for anything new that we do creatively. And so it all brings us to one big question ...
(Video) Bear Vasquez: What does this mean? Ohhhh. (Laughter)
KA: What does it mean? Tastemakers, creative participating communities, complete unexpectedness, these are characteristics of a new kind of media and a new kind of culture where anyone has access and the audience defines the popularity. I mean, as mentioned earlier, one of the biggest stars in the world right now, Justin Bieber, got his start on YouTube. No one has to green-light your idea. And we all now feel some ownership in our own pop culture. And these are not characteristics of old media, and they're barely true of the media of today, but they will define the entertainment of the future.
Thank you.
