BrendaLaurel_1998[布兰达劳莱尔][为女孩子们制作数码游戏].pdf

www.XiYuS锡育软件Back in 1992,I started working for a company called IntervalResearch,which was just then being founded by David Lidelland Paul Allen as a for-profit research enterprise in SiliconValley.一九九二年，我开始在一家叫做IntervalResearch 的公司工作，那间公司当时刚刚成立，是由大卫李德尔和保尔艾伦 创办的一家坐落于硅谷的盈利性研究机构。00:12I met with David to talk about what I might do in hiscompany.我和大卫见面 探讨我在他的公司要做些什么。00:26I was just coming out of a failed virtual reality business andsupporting my self by being on the speaking circuit andwriting books after 20 years or so in the computer gameindustry having ideas that people didnt think they could sell.我当时刚刚从一个失败的网络生意（虚拟现实）中走出来，正以教学工作和 写书来谋生 在从事电脑游戏行业二十年之后，我有些想法，虽然很多人都认为没有市场。00:31And David and I discovered that we had a question incommon,that we really wanted the answer to,and that was,Why hasnt anybody built any computer games for littlegirls?大卫和我发现，我们有一个共同的疑问 并且是我们确实很想知道的 那就是“为什么还沒有人为女孩子们设计制作游戏？”00:45Why is that?为什么会那样呢？00:56It cant just be a giant sexist conspiracy.这不可能仅是一个巨大的性别歧视的阴谋。00:58These people arent that smart.这些人沒有那么聪明。01:01Theres six billion dollars on the table.譬如说有六百万放在桌上，01:04They would go for it if they could figure out how.人们如果想出办法的话就一定会去得到它。01:07for-profit:以盈利为目的的 in common:共同的;共有的 sexist:n.性别歧视者;男性至上主义者/adj.性别主义者的;性别歧视者的 conspiracy:n.阴谋;共谋;阴谋集团 go for it:努力争取;加油So,what is the deal here?那么，问题的症结在哪里？01:10And as we thought about our goals-I should say thatInterval is really a humanistic institution in the classical sensethat humanism,at its best,finds a way to combine clear-eyed empirical research with a set of core values thatfundamentally love and respect people.正如我们想到的目标-我想说Interval在传统经典意义上 真的是一个人性化的机构，人文主义，最佳的就是，找到一种能结合清晰的经验研究 和一套核心价值观，基于爱和尊重人本身的方法。01:12The basic idea of humanism is the improvable quality of life,that we can do good things,that there are things worthdoing because theyre good things to do and that clear-eyedempiricism can help us figure out how to do them.人文主义的基本概念，是提高生活质量，让我们能够做一些善事，值得去做的一些事情，因为它们是好的事情。而且清晰的经验主义 能够帮助我们解决如何去完成那些事情。01:33So,contrary to popular belief,there is not a conflict ofinterest between empiricism and values.那么，与流行信仰相反，在经验论与价值间並沒有利益矛盾。01:50And Interval Research is kind of the living example of howthat can be true.Interval Research公司就是 这两者结合与协调的活生生的例子，01:57So David and I decided to go find out,through the bestresearch we could muster,what it would take to get a littlegirl to put her hands on a computer.大卫和我決定以我们能够做的 最好的研究去寻找（答案）：什么可以令一个小女孩 将她的双手放到电脑上，02:02humanistic:adj.人文主义的;人道主义的 humanism:n.人道主义/adj.人文主义的;人道主义的 clear-eyed:adj.头脑清晰的;视力良好的;有洞察力的 empirical:adj.经验主义的，完全根据经验的；实证的 empiricism:n.经验主义;经验论 contraryto:与相反,违反 muster:vt.召集;对进行点名;使振作/n.集合;检阅;点名册;集合人员/vi.召集;聚集to achieve the level of comfort and ease with the technologythat little boys have because they play video games.去体会科技带來的舒适和放松，而这些正是男孩子们玩游戏时获得的感觉。02:11We spent two and a half years conducting research;we spentanother year and a half in advance development.我们花费了两年半的时间进行研究 然后用另外一年半的时间进行深层开发。02:17Then we formed a spin-off company.之后我们成立了一家子公司。02:24And the research phase of the project at Interval,wepartnered with a company called Cheskin Research,andthese people,Davis Masten and Christopher Ireland,关于在Interval公司的研究工作 我们和另一家叫做Cheskin Research的公司合作，包括他们的同事Davis Masten和Christopher Ireland，02:27changed my mind entirely about what market research was,and what it could be.彻底改变了我对于市场调研是什么 和它能够做什么的看法。02:38TED演讲者：Brenda Laurel|布兰达劳莱尔演讲标题：Why didn.t girls play videogames?|为女孩子们制作数码游戏内容概要：Brenda Laurel has been part of several major revolutions in the way humans usecomputers:virtual reality,interactive narratives and some fresh approaches to gaming.在一九九八年的TED，布兰达劳莱尔提出了一个问题:为什么所有热销的数码游戏都是针对男孩子的?她介绍了两年多以来关于制造一款女孩子们喜爱的游戏的研究。这是一项具有前瞻性的工作，并引起了很多的共鸣。They taught me how to look and see,and they did not do theincredibly stupid thing of saying to a child,Of all thesethings we already make you,which do you like best?他们教会我如何去观察和分析，而且他们并沒有愚蠢地 去询问孩子：“在所有我们为你准备的之中，你最喜欢什么？”02:42which gives you zero answer thats usable.这种问题从不会给你有用的答案。02:53So,what we did for the first two and a half years was fourthings:We did an extensive review of the literature in relatedfields like cognitive psychology,spacial cognition,genderstudies,play theory,sociology,primatology-thank youFrans de Waal,wherever you are,我们在刚开始的两年半内 做了四件事情：我们在和文学相关的领域进行了广泛的分析评论，其中包括认知心理学，空间认知，性別研究，游戏理论，社会学，动物学 谢谢你法兰玆杜瓦尔，无论你在哪里，02:55conducting:v.指挥;行为;传导(conduct的ing形式);指导/adj.物传导的/n.指挥;执行;传导 in advance:adv.预先,提前 spin-off:n.副产品;资产分派,让产易股 partnered:n.伙伴;合伙人;配偶/vi.合伙;合股;成为搭档/vt.使合作;与合伙 cognitive:adj.认知的，认识的 psychology:n.心理学;心理状态 spacial:adj.空间的;存在于空间的;占地位的 cognition:n.认识;知识;认识能力 gender:n.性;性别;性交/vt.生(过去式gendered,过去分词gendered,现在分词gendering,第三人称单数genders,形容词genderless)sociology:n.社会学；群体生态学 primatology:n.脊椎灵长类动物学I love you and Id give anything to meet you.我爱你并且愿意付出一切和你见面。03:12After we had done that with a pretty large team of peopleand discovered what we thought the salient issues were withgirls and boys and playing-because,after all,thats reallywhat this is about-we moved to the second phase of ourwork,where we interviewed adult experts in academia,someof the people whod produced the literature that we foundrelevant.当我们一个很庞大的团队完成这项工作的时候，我们发现之前认为明显的问题就是 女孩、男孩和游戏 因为，无论如何，那就是问题的症结。我们进展到了研究工作的第二阶段，采访在学术方面的成年专家，他们中有一些人 已经创作了我们认为相关的文学作品。03:15and also we did focus groups with people who were on theground with kids every day like playground supervisors,talked to them,confirmed some hypotheses,identified someserious questions about gender difference and play.同时我们对每天都和孩子相处的人进行了焦点小组调查 像操场的训导主任，和他们交谈，确认了关于不同性别与游戏 的一些假设和严肃的问题。03:36Then we did what I consider to be the heart of the work-interviewed 1,100 children,boys and girls,ages seven to 12,all over the United States,except for Silicon Valley,Bostonand Austin然后我们进行了我认为是这次研究的心脏工作-采访1100个孩子，包括男孩和女孩，全美地区，7岁到12岁的孩子，除了硅谷，波士顿和奥斯汀，03:46because we knew that their little families would have millionsof computers in them and they wouldnt be a representativesample.因为我们知道那里的家庭拥有上百万的电脑，他们不能成为具有代表性的例子。03:59salient:adj.显著的;突出的;跳跃的/n.凸角;突出部分 academia:n.学术界;学术生涯 supervisors:n.监察人(supervisor的复数)And at the end of those remarkable conversations with kidsand their best friends across the United States,after twoyears,we pulled together some survey data from another10,000 children在那些精彩的交谈最后，和孩子们还有他们跨越全美的最好的朋友们，两年之后，我们齐心协力从另外一万个孩子那里获得一些调查数据，04:06drew up a set up of what we thought were the key findings ofour research and spent another year transforming them intodesign heuristics,for designing computer-based productsand in fact,any kind of products for little girls,ages eight to12.建构起一套我们认为是此次研究的重要发现，然后又花费一年的时间将他们转化为设计启发点，为了设计以电脑为基础的产品，事实上也适用于任何为8至12岁的女孩子的产品。04:15And we spent that time designing interactive prototypes forcomputer software and testing them with little girls.我们在那一年内设计互动性原型的电脑软件，让女孩子们来试玩。04:35In 1996,in November,we formed the company Purple Moonwhich was a spinoff of Interval Research,and our chiefinvestors were Interval Research,Vulcan Northwest,在1996年11月，我们成立了Purple Moon（紫月亮）公司，作为Interval Research公司的附属公司，首要投资者是Interval Research和VulanNorthwest,04:42Institutional Venture Partners and Allen and Company.Institutional Venture Partners和艾伦及公司。04:52We launched a website on September 2nd,that has nowserved 25 million pages,and has 42,000 registered younggirl users who spend an average of-they visit an average ofone and a half times a day,spend an average of 35 minutes avisit,and look at 50 pages a visit.9月2日我们发行了自己的网页，它现在已经有两千五百万页了，并且有42，000个注册的年轻女性用户，她们平均每天浏览1.5次（我们的网页），平均每次浏览35分钟，50页。04:55survey:n.调查;测量;审视;纵览/vt.调查;勘测;俯瞰/vi.测量土地 transforming:v.转化,转变(transform的ing形式)heuristics:n.启发法;启发式教学法 prototypes:n.原型;技术原型;雏型 spinoff:n.续集(电视剧的);副产品;附带的利益 Northwest:adj.西北的;向西北的;来自西北的/n.西北/adv.在西北;向西北;来自西北 Institutional:adj.制度的;制度上的/学会的;由来已久的;习以为常的/公共机构的;慈善机构的 Venture:vt.敢于/vi.冒险;投机/n.企业;风险;冒险So we feel that weve formed a successful online communitywith girls.所以我们认为我们成立了一个成功的网上女孩子社群。05:15We launched two titles in October-Rocketts New School,10月的时候我们发行了两个游戏“罗基特的新学校”，是系列产品中的第一个，关于一个叫We launched two titles in October-Rocketts New School,which is the first of a series of products about a charactercalled Rockett beginning her first day of school新学校”，是系列产品中的第一个，关于一个叫罗基特的主角从开学第一天开始的经历05:20in eighth grade at a brand new place,with a blank slate,which allows girls to play with the question of What will I belike when Im older?八年级，在一个全新的地方，空白的石板上，允许女孩子带着“我长大了会变成怎样”的问题去玩，05:28Whats it going to be like to be in high school or juniorhigh school?“初中或者高中的生活会是什么样子的呢？”05:37Who are my friends?“谁是我的朋友？”05:40to exercise the love of social complexity and the narrativeintelligence that drives most of their play behavior,andwhich embeds in it values about noticing that we have lots ofchoices in our lives and the ways that we conduct ourselves.借此来学习社会认知的复杂性，和驱动大部分游戏行为的叙述智能，及其本身固有的价值，提示我们有很多选择，在生活中以及在我们引导自己的过程中。05:42The other title that we launched is called Secret Paths in theForest,我们发行的另外一个游戏叫做“森林密径”，05:57that addresses the more fantasy-oriented,inner lives of girlsThese two titles both showed up in the top 50 entertainmenttitles in PC Data-entertainment titles in PC Data,inDecember,right up there with John Madden Football,它更为倾向于梦幻世界和女孩内心的表达。这两个游戏并列于前五十名，在PC Data的娱乐排行榜上。12月，发行了“约翰马登足球”，06:00slate:n.板岩;石板;蓝色;石片/vt.铺石板;严厉批评某人;计划/adj.板岩的;石板色的 junior high school:初中 narrative:n.叙述;故事;讲述/adj.叙事的,叙述的;叙事体的 embeds:嵌入/根深蒂固的/使根深蒂固/嵌入的 Madden:vt.使疯狂;激怒/vi.发狂which thrills me to death.让我非常兴奋。06:15So,were real,and weve touched several hundreds ofthousands of little girls.所以，我们是真实的，我们已经接触到了成千上万的小女孩。06:17Now then,weve made half a billion impressions withmarketing and PR for this brand,Purple Moon.我们让半亿人对我们有了印象，通过为PurpleMoon品牌的市场推广营销。06:2396 percent of them roughly,have been positive,four percentof them have been other.96%的用户反应都是正面的，其他的有4%。06:30I want to talk about the other,because the politics of thisenterprise,in a way,have been the most fascinating part ofit,for me.我想谈谈这4%的部分，因为从某种意义上来说，在企业政治上，这部分是最吸引我的。06:35There are really two kinds of negative reviews that wevereceived.我们确实收到了两种负面的评论。06:42One kind of reviewer is a male gamer who thinks he knowswhat games ought to be,and wont show the product tolittle girls.一种是来自男性玩家的，他认为他知道游戏应该是什么，而不是给女孩子们玩的。06:46www.XiYuS锡育软件The other kind of reviewer is a certain flavor of feminist whothinks they know what little girls ought to be.另一种观点是某种加料的女性主义者，他们认为他们知道小女生应该是什么样的。06:55thrills:n.激动;震颤;紧张/vt.使颤动;使紧张;使感到兴奋或激动/vi.颤抖;感到兴奋;感到紧张 impressions:n.印象;观感(impression的复数)in a way:在某种程度上;有点儿;十分激动 reviews:n.综述;评论;复习(review的复数);复核/v.回顾;复习(review的三单形式);检验 reviewer:n.评论者,评论家 gamer:n.玩家,博弈者 flavor:n.情味,风味;香料;滋味/vt.加味于feminist:n.男女平等主义者/adj.主张男女平等的And so its funny to me that these interesting,oddbedfellows have one thing in common.非常有趣的是，我发现这两种人 有一点是共同的：07:02They dont listen to little girls.他们不会倾听女孩子的声音。07:10They havent looked at children and theyre certainly notdemonstrating any love for them.他们甚至没有认真看过孩子，所以他们根本不会知道如何去爱孩子们。07:14Id like to play you some voices of little girls from the twoand a half years of research that we did-actually some ofthe voices are more recent.我想让你来倾听小女孩的声音，从我们所做的两年半的研究中，事实上某些声音是最近发现的。07:21And these voices will be accompanied by photographs thatthey took for us of their lives,of the things that they valueand care about.这些声音将会配上一些图片，他们在生活上的照片，关于他们关心和关注的事情。07:28These are pictures the girls themselves never saw,but theygave to us This is the stuff those reviewers dont know aboutand arent listening to and this is the kind of research Irecommend to you,who want to do humanistic work.这些照片女孩子们自己都没有看过，但他们给了我们。这就是那些批评者不知道也不去知道的部分，这也是我推荐给你们的研究工作，对于那些想做人文主义工作的。07:35Video:Girl 1:Yeah,my character is usually a tomboy Hers ismore into boys.录像：女孩1：恩，我的主角通常是一个假小子，她比男生更男生。07:47Girl 2:Uh,yeah.女孩2：嗯，是的。07:51odd:adj.奇数的;古怪的;剩余的;临时的;零散的/n.奇数;怪人;奇特的事物 bedfellows:n.伙伴;同床者(等于bedmate)demonstrating:n.演示/v.证明;示威(demonstrate的现在分词);显示 reviewers:n.评论者(reviewer的复数);评审员tomboy:n.假小子,行为似男孩的顽皮姑娘Girl 1:We have-in the very beginning of the whole gamealways we do this We each have a piece of paper,we writedown our name,our age,are we rich,very rich,not rich,poor,medium,wealthy,boyfriends,dogs,pets-what else-sisters,brothers,and all those.女孩1：我们有，在全部游戏的最开始，我们这样做 我们每人有一张纸，我们写下自己的姓名，年龄，富有，非常富有，普通，贫穷，中产，有钱，男朋友，狗，宠物，还有什么，姐妹，兄弟，所有这些。07:53Girl 2:Divorced-parents divorced,maybe.女孩2：离婚，父母离婚，可能是。08:12Girl 3:This is my pretend unclear one.女孩3：这是我假扮的。08:16Girl 4:We make a school newspaper on the computer.女孩4：我们在电脑上制作了一份校报。08:19Girl 5:For a girls game also usually theyll have really prettyscenery with clouds and flowers.女孩5：给女孩子的游戏通常需要有非常漂亮的场景，有云和花朵。08:21Like,if you were a girl and you were really adventurous anda real big tomboy you would think that girls games werekinda sissy.如同，假如你是一个女孩而且你真的假小子般喜欢探险 你会觉得女孩子的游戏有点女生气。08:28Girl 6:I run track,I played soccer,I play basketball,and I lovea lot of things to do.女孩6：我开货车，我踢足球，我打篮球，我有很多事情喜欢做。08:36And sometimes I feel like I cant really enjoy myself unless itslike a vacation,like when I get Mondays and all those daysoff.有时候，我觉得自己不开心，除非是在假期，像是生活中没有周一及其他工作日。08:43Girl 7:Well,sometimes there is a lot of stuff going onbecause I have music lessons and Im on swim team and allthis different stuff that I have to do,and sometimes it getsoverwhelming.恩，有时候我有很多事情要做，我有音乐课，我又在游泳队，还有很多类似的很难的事情我需要做，甚至有时候这些事情铺天盖地那么多。08:55write down:写下;减低帐面价值;把描写成 adventurous:adj.爱冒险的;大胆的;充满危险的 sissy:n.胆小鬼;胆小无用的男子;女人气的男人/adj.女人气的,娘娘腔的;柔弱的 overwhelming:adj.压倒性的；势不可挡的/v.压倒；淹没(overwhelm的ing形式)；制服My friend Justine kinda took my friend Kelly,and now theyrebeing mean to me.我的朋友贾斯蒂 似乎带走了我的朋友凯利，而他们现在开始针对我。09:08Girl 8:Well,sometimes it gets annoying when you brothersand sisters,or brother or sister,when they copy you and youget your idea first and they take your idea and they do itthemselves.女孩8：嗯，有时候有兄弟姐妹很烦，当他们抄袭你的时候，明明是你先想到的主意，他们拿走了然后自己做。09:16Girl 9:Because my older sister,she gets everything and,likewhen I ask my mom for something shell say,No,all thetime.女孩9：因为我的姐姐，她拥有一切，当我和妈妈要求东西时，她总是说不。09:30But she gives my sister everything.但是她把一切都给姐姐。09:37Brenda Laurel:I want to show you,real quickly,just a minuteof Rocketts Tricky Decision,which went gold two days ago.布兰达劳莱尔：我想很快速的给你们看，只一分钟，“罗基特的诡计”，两天前刚刚完成的。09:39Lets hope its really stable.希望很稳定。09:44This is the second day in Rocketts life,and the reason Imshowing you this is Im hoping that the scene that Im goingto show you will look familiar and sound familiar,now thatyouve listened to some girls voices.这是罗基特生活的第二天，我之所以给你们看的原因 是因为我希望你们从这里看到熟悉的东西，听到熟悉的东西，现在你已经在倾听女孩的声音了。09:47And you can see how weve tried to incorporate the issuesthat matter to them in the game that weve created.你可以了解我们如何将他们关注的融入到 我们创造的游戏。09:59Video:Miko:Hey Rockett!Cmere!录像：麦可：嗨，罗基特！来这儿！10:09incorporate:vt.包含,吸收;体现;把合并/vi.合并;混合;组成公司/adj.合并的;一体化的;组成公司的Rockett:Hi Miko!Whats going on?罗基特：嗨 麦可！什么事？10:11Miko:Did you hear about Nakilias big Halloween party thisweekend?麦可：你听说娜克利这个周末的大型万圣节晚会了么？10:13She asked me to make sure you knew about it.她让我务必通知你。10:16Nakilia invited Reuben too,but Rockett:But what?Isnt hecoming?娜克利也邀请了鲁本，但是 罗基特：但是什么？他不来了么？10:18Miko:I dont think so.麦可：我想不是这样。10:23I mean,I heard his band is play