-
商品流通、人员流动、观念转变、文化变迁
埃
拉
·
兹温格尔
1.
Today
we
are
in
the
throes
of
a
worldwide
reformation
of
cultures,
a
tectonic
shift
of
habits
and
dreams
called,
in
the
curious
vocabulary
of
social
scientists,
alization.
an
inexact
term
for
a
wild
assortment
of
changes
in
politics,
business,
h
ealth,
entertainment.
industry
has
established
the
world
market.
All
old-establi
shed
national
industries
are
dislodged
by
new
industries
whose
products
are
consumed,
not
only
at
home,
but
in
every
quarter
of
the
globe.
In
place
of
the
old
wants
we
f
ind
new
wants,
requiring
for
their
satisfaction
the
products
of
distant
lands
and
climes.
Karl
Marx
and
Friedrich
Engels
wrote
this
150
years
ago
in
The
Communist
Manif
esto.
Their
statement
now
describes
an
ordinary
fact
of
life.
今天我们正经历着一种世界范围文化巨变的阵痛,
一种习俗与追求的结构性变化
,
用社会
学家奇特的词汇来称呼这种变化,就叫
“
全球化
”
。对于政治、商贸、保健及娱乐领域的
巨大变化,这个词并不贴切。
“
< br>现代工业已建立了世界市场。已建立的所有旧的国民工
业被其产品不仅在国内而且
在世界各地范围内销售的新兴工业所取代。
人们用新的需求
取代
原有的需求,
用外地的产品满足自己的需求。
”
卡尔
.
马克思和弗雷德里希
·
恩格斯早
在
150
年前就在《共产党宣言》中写下了这些。他们那时的陈述描绘了现在生活中的普
遍事
实。
2.
How
people
feel
about
this
depends
a
great
deal
on
where
they
live
and
ho
w
much
money
they
have.
Yet
globalization,
as
one
report
stated,
a
reality,
not
a
choice.
Humans
have
been
weaving
commercial
and
cultural
connections
since
before
the
first
camel
caravan
ventured
afield.
In
the
19th
century
the
postal
service,
newsp
apers,
transcontinental
railroads,
and
great
steam-
powered
ships
wrought
fundamental
c
hanges.
Telegraph,
telephone,
radio,
and
television
tied
tighter
and
more
intricate
knots
between
individuals
and
the
wider
world.
Now
computers,
the
Internet,
cellular
phone
s,
cable
TV,
and
cheaper
jet
transportation
have
accelerated
and
complicated
these
con
nections.
对此人们
有何感受很大程度上取决于他们的生活所在地和所拥有的金钱数。然而,
正如某篇报道所
述,全球化
“
是一种事实,而不是一种选择
”
。早在第一批骆驼商队冒险
出外经商前至今,
人们一直在编织着商贸和文化相互间的交往。
在
1
9
世纪,
邮政服务、
报纸、横跨大陆的
铁路及巨大的蒸汽轮船带来了根本变化。电报、电话、收音机和电视
把个人和外部世界更
紧密地连在一起,这种联系更为复杂、不那么直接也不易察觉。
现在,计算机、互联网、移动电话、有线电视和相对便宜的喷气式飞机空运加速了这种
联系并使这种联系更加复杂。
,
the
basic
dynamic
remains
the
same:
Goods
move.
People
move.
Ideas
m
ove.
And
cultures
change.
The
difference
now
is
the
speed
and
scope
of
these
change
s.
It
took
television
13
years
to
acquire
50
million
users;
the
Internet
took
only
five.
然而,
产生这种变化的动力是一致的:
商品流通、
人
员流动、
观念转变、
文化变迁。
不同的
是这些变化的速度和范围。
电视机拥有
5,000
万用户用了
13
年时间,
互
联网只用
了
5
年时间。
4.
Not
everyone
is
happy
about
this.
Some
Western
social
scientists
and
anthropo
logists,
and
not
a
few
foreign
politicians,
believe
that
a
sort
of
cultural
cloning
will
r
esult
from
what
they
regard
as
the
assault
of
McDonald's,
Coca-Cola,
Disne
y,
Nike,
MTV,
and
the
English
language
itself
—
more
than
a
fifth
of
all
the
people
in
1
/
10
the
world
now
speak
English
to
some
degree.
Whatever
their
backgrounds
or
agenda
s,
these
critics
are
convinced
that
Western
—
often
equated
with
Amer
ican
—
influences
will
flatten
every
cultural
crease,
producing,
as
one
observer
terms
it,
one
big
rld.
< br>对这种变化并不是人人满意。
一些西方社会学家、
人类学
家和为数不少的外国政治
家认为文化.
克隆是他们所认为的麦当
劳、
可口可乐、
迪斯尼、
耐克和
MTV“
文化轰炸
”
的结果,
也是英语语言本身的结果,因为现在全球多于五分之一人口都或多或少地讲英<
/p>
语。不管他们的背景和纲领如何
,
这些
对全球化持反对态度的人深信西方的影响
…
往往
等同于美国的影响
...
会
把文化上的差异
—
一压平。
就像一位观
察家所说的,
最终产生一
个麦当劳世界,一个充斥美国货和体现
美国价值观的世界。
r
factions
sprout
to
exploit
nationalist
anxieties.
In
China,
where
xenopho
bia
and
economic
ambition
have
often
struggled
for
the
upper
hand,
a
recent
book
cal
led
China
can
say
no
became
the
best-
seller
by
attacking
what
it
considers
the
Chines
e
willingness
to
believe
blindly
in
foreign
things,
advising
Chinese
travelers
to
not
fly
on
a
Boeing
777
and
suggesting
that
Hollywood
be
burned,
反映公众情绪
(
p>
或得到公众支持
)
的派别不断滋生以便利用
持此观点的国民的焦虑
和不安。在闭关锁国和发展经济两种政策并存并争取其主控地位的
中国,
《中国可以说
不》这本新书成为畅销书,这本书对中国人
的盲目崇洋媚外心理进行了,批驳,建议中
国游客不要乘坐波音
777
飞机,还建议烧掉进口的好莱坞大片。
are
many
Westerners
among
the
denouncers
of
Western
cultural
influence
s,
but
James
Watson,
a
Harvard
anthropologist,
isn't
one
of
them.
lives
of
Chine
se
villagers
I
know
are
infinitely
better
nowthan
they
were
30
years
ago,
he
says.
China
has
become
more
open
partly
because
of
the
demands
of
ordinary
people.
They
want
to
become
part
of
the
world
—
I
would
say
globalism
is
the
major
force
for
de
mocracy
in
China.
People
want
refrigerators,
stereos,
CD
players.
I
feel
it's
a
moral
o
bligation
not
to
say:
?Those
people
out
there
should
continue
to
live
in
a
museum
w
hile
we
will
have
showers
that
work.'
对西方文化影
响持斥责态度的人中有许多西方人.而哈佛人类学家詹姆斯
·
沃
森并
不是其中一员。他说:
“
我知道现
在中国农村人的生活比
30
年前的好多了。中国越来越
开放,
部分原因是出于中国老百姓的要求。他们想成为世界的一部分
p>
---
我要说全球观念
在中国是民主的重要
动力。人们需要冰箱、音响和
CD
机。
?
远在中国的那些人应该继
续过着落后的生活,而我们却可以使
用淋浴器,过着舒适的现代生活
?
。我认为不说这
种话是一种道义。
”
nization,
I
discovered
over
months
of
study
and
travel,
is
a
phenomenon
shot
through
with
inconsistencies
and
populated
by
very
strange
bedfellows.
Critics
o
f
Western
culture
blast
Coke
and
Hollywood
but
not
organ
transplants
and
computers.
Boosters
of
Western
culture
can
point
to
increased
efforts
to
preserve
and
protect
the
environment.
Yet
they
make
no
mention
of
some
less
salubrious
aspects
of
Western
culture,
such
as
cigarettes
and
automobiles,
which,
even
as
they
are
being
eagerlyadop
ted
in
the
developing
world,
are
having
disastrous
effects.
Apparently
westernization
is
not
a
straight
road
to
hell,
or
to
paradise
either.
经过几个多月的研究和旅行,
我发现西方化是一种内部充满矛盾的现象,
在特别怪
异
之人中占有一席之地。
西方文化批评家斥责可乐和好莱坞,却不斥责器官移植和计算
p>
机。
西方文化支持者指出继续努力保护环境,
但他们不提西方文化中不那么健康的一面,
2
/
10
譬如香烟和汽车,就在发展
中国家急切地接纳这些东西时,它们已带来很坏的后果。显
然,西方化既不会直达地狱,
也不会直通天堂。
I
also
discovered
that
cultures
are
as
resourceful,
resilient,
and
unpredictabl
e
as
the
people
who
compose
them.
In
Los
Angeles,
the
ostensible
fountainhead
of
w
orld
cultural
degradation,
I
saw
more
diversity
than
I
could
ever
have
supposed
—
at
H
ollywood
High
School
the
student
body
represents
32
different
languages.
In
Shanghai
I
found
that
the
television
show
Sesame
Street
has
been
redesigned
by
Chinese
educ
ators
to
teach
Chinese
values
and
traditions.
borrowed
an
American
box,
one
tol
d
me,
put
Chinese
content
into
it.
In
India,
where
there
are
more
than
400
lan
guages
and
several
very
strict
religions,
McDonald's
serves
mutton
instead
of
beef
and
offers
a
vegetarian
menu
acceptable
to
even
the
most
orthodox
Hindu.
不
过我也发现文化就如同构成文化的民族一样,
善于随机应变,
富
有弹性而且不可
预测。在洛杉矶,世界文化堕落明显的源头,我看到的差异要比我想像的
多
——
在好莱
坞高中学生说
32
种完全不同的语言。在上海,我发现
“
芝麻街
”
这一电视节目已被中国
教育家重新改组,用以传授中国人的价值观和传统习惯。一位教育家对我说:
“
我们借
用美国盒子,
装进去的是中国
内容。
”
在有
400
< br>多种语言和几种纪律严明的宗教的印度,
麦当劳供应的是羊肉汉堡而不是牛肉汉堡
,还为那些最正统的印度人提供素食菜谱。
critical
mass
of
teenagers
—
800
million
in
the
world,
the
most
there
have
ever
been
—
with
time
and
money
to
spend
is
one
of
the
powerful
engines
of
merging
global
cultures.
Kids
travel,
they
hang
out,
and
above
all
they
buy
stuffm.
I'm
sorry
to
say
I
failed
to
discover
who
was
the
first
teenager
to
put
his
baseball
cap
on
bac
kward.
Or
the
first
one
to
copy
him.
But
I
do
know
that
rap
music,
which
sprang
fr
om
the
inner-city
ghettos,
began
making
big
money
only
when
rebellious
white
teenag
ers
started
buying
it.
But
how
can
anyone
predict
what
kids
are
going
to
want?
Com
panies
urgently
need
to
know,
so
consultants
have
sprung
up
to
forecast
trends.
They'r
e
called
hunters,
and
Amanda
Freeman
took
me
in
hand
one
morning
to
explai
n
how
it
works.
许多既有时间又有钱的青少年
---
全世界共
有
8
亿
---
是融合全球文化的关键及主要
力量之一。孩子们爱旅行、闲逛,重要的是他们买东西。很
遗憾我没能发现哪个青少年
第一个倒戴垒球帽,
哪个青少年第一
个模仿他,但是我确实知道最先出现在市内黑人区
的说唱乐就是在有叛逆精神的白人青少
年开始买票观看时才开始赚大钱的。
然而,
人们
又会如何预测孩子们需要什么呢
?
许多公司迫切想要了
解孩子们的需要,因此出现了顾
问,
他们预测将来的趋势,
p>
被称之为
“
猎酷者
”
。
阿曼达
·
弗里德曼一天上午向我讲述了其
中的奥秘。
,
who
is
22,
works
for
a
New
York-based
company
called
Youth
Intel
ligence
and
has
come
to
Los
Angeles
to
conduct
one
of
three
annual
surveys,
whose
results
go
to
such
clients
as
Sprint
and
MTV.
She
has
shoulder-
length
brown
hair
and
is
wearing
a
knee-
length
brocade
skirt
and
simple
black
wrap
top.
Amanda
looks
very
cool
to
me,
but
she
says
no.
funny
thi
ng
about
my
work
is
that
you
don't
have
to
be
cool
to
do
it,
she
says.
just
h
ave
to
have
the
eye.
阿曼达
22
岁,在其基地设在纽约的一家叫作<
/p>
“
青年情报
”
的
公司工作,她到洛杉矶
进行调查,调查的结果要通报给公司很多重要的客户。她留着披肩
的棕发,穿着一条长
3
/
10
及膝盖的织锦短裙。
在我看来,
阿曼达打扮得很酷,
但她自己并不这样认为。
< br>她说:
“
我
的工作有趣之处就在
于做此工作你不必扮酷,你得有眼光。
”
go
to
a
smallish
?50s-style
diner
in
Los
Feliz,
a
slightly
seedy
pocket
eas
t
of
Hollywood
that
has
just
become
trendy.
Then
we
wander
through
a
few
of
the
t
hrift
shops.
it's
not
going
to
be
affordable,
Amanda
remarks,
never
going
to
catch
p>
on.
.我们去了一家小一点的、
50
p>
年代式样的餐馆,这家餐馆位于好莱坞东面一个比
较破落的区域,<
/p>
这个区域刚刚成为时尚聚集点。
然后我们去逛了几家旧货店。
p>
阿曼达说:
“
如果人们买不起,那它就不会
流行起来。
”
trends
does
she
see
forming
now?
the
home
is
becoming
more
of
a
s
ocial
place
again.
And
travel's
huge
right
now
—
you
go
to
a
place
and
bring
stuff
bac
k.
现在她看到将要形成的流行趋势了吗
?“
家正在成为
一个社交的地方,
眼下旅行正热
——
人
们到某地去,买回来许多东西。
”
13.
really
hard
to
be
original
these
days,
so
the
easiest
way
to
come
up
with
new
stuff
is
to
mix
things
that
already
exist.
Fusion
is
going
to
be
the
huge
term
th
at
everybody's
going
to
use,
she
concludes.
going
to
be
more
blending,
like
Spanish
music
and
punk
—
things
that
ar
e
so
unrelated.
她最后说
:
“
现今创新极为困难,因此最容易的办法就是把现存的东西捏
在一起,
拿出一个新玩意儿来。
融合将会成为人人都要使用的大
词,将来会有越来越多的毫不相
关的东西融合在一起,如西班牙乐和蓬克乐。
”
Angeles
is
fusion
central,
where
cultures
mix
and
morph.
Take
Tom
Slop
er
and
mah-jongg.
Tom
is
a
computer
geek
who
is
also
a
mah-jongg
fanatic.
This
bei
ng
America,
he
has
found
a
way
to
marry
these
two
passions
and
sell
the
result.
He
has
designed
a
software
program,
Shanghai:
Dynasty,
that
enables
you
to
play
mah-
jo
ngg
on
the
Internet.
This
ancient
Chinese
game
involves
both
strategy
and
luck,
and
i
t
is
still
played
all
over
Asia
in
small
rooms
that
are
full
of
smoke
and
the
ceaseless
click
of
the
chunky
plastic
tiles
and
the
fierce
concentration
of
the
players.
It
is
also
played
by
rich
society
women
at
country
clubs
in
Beverly
Hills
and
in
apartments
o
n
Manhattan's
Upper
West
Side.
But
Tom,
50,
was
playing
it
at
his
desk
in
Los
Ang
eles
one
evening
in
the
silence
of
a
nearly
empty
office
building.
洛杉矶是融合中心,
各种文化在这里交汇并有所改变。
以汤姆<
/p>
·
斯洛珀和麻将为例:
汤姆是个计算机怪
才,同时还是个麻将迷。由于这是美国,所以他找到了把这两种爱好
结合在一起的方式并
把自己的成果出售。
他设计了一个人们可以在互联网上玩麻将的软
件程序,这个程序叫做
“
上海:帝国
”
。玩这种老式中国麻将既需要技巧又需要运气。亚
洲人仍然在
小屋子里玩麻将,
屋子里弥漫着烟雾,
到处都能听到麻将牌相互
撞击所发出
的不绝于耳的喀哒声。玩家们精神高度集中。居住在比弗利山
(
美国加利福尼亚州西南
部城市,好莱坞影星集居地<
/p>
)
和曼哈顿上西城公寓里的有钱女人们也在俱乐部里玩麻将。
p>
然而,一天晚上,在洛杉矶,
50
岁的汤姆
一个人坐在办公桌旁,在寂静、空旷的办公大
楼里玩麻将。
ly,
he
only
appeared
to
be
alone.
His
glowing
computer
screen
showed
a
game
already
in
progress
with
several
habitual
partners:
Whale,
a
man
from
4
/
10
Germany,;
Russ,
from
Ohio;
Freddyboy,
a
Chinese-American
who
lives
in
Edina,
Min
nesota.
Tom
played
effortlessly
as
we
talked.
事实上,他只是看上去是一个人。他那亮着的计算机屏幕表明麻将已经玩起来了,
其他几个参与者都是老牌友。他们是德国人
“
蓝鲸<
/p>
”
、俄亥俄州的拉斯和住在明尼苏达州
的
美籍华人弗雷迪。我们一边谈着话,汤姆一边毫不费力地在玩麻将。
16.
learned
about
11
different
styles
of
mah-
jongg,
he
told
me
with
that
det
ached
friendliness
of
those
whose
true
connection
is
with
machines.
are
a
cou
ple
of
different
ways
of
playing
it
in
America.
We
usually
play
Chinese
mah-jongg.
汤姆对我的态度很友好,
但那是那种超然的友好,
他的兴趣在
连线的计算机上。
他
对我说:
“
我已掌握了
11
种麻将的玩法。在美国有几种
不同麻将的玩法。我们常打中国
式麻将。
”
17.I
watched
the
little
tiles,
like
cards,
bounce
around
the
screen.
As
Tom
playe
d,
he
and
his
partners
conversed
by
typing
short
comments
to
each
other.
我看着小小麻将牌像纸牌一样在屏幕上弹来弹去
。
汤姆边玩边打字,
和牌友简短交
流牌
局情况。
he
ever
play
with
real
people?
“Oh
yeah,”
Tom
replied.
“
Once
a
week
at
the
office
in
the
evening,
and
Thursday
at
lunch.”
A
new
name
appeared
on
the
screen.
“There?s
Fred?s
mother.
Can?t
be,
they?
re
in
Vegas.
Oh,
it
must
be
his
siste
r.
TJ?s
online
too,
she?s
the
one
from
Wales-a
real
night
owl.
She?s
getting
married
soon,
and
she
lived
with
her
fiance,
and
sometimes
he
gets
up
and
says
?
Get
off
that
damn
comput
er!?”
他和真人打过麻将吗
?
他回答说:
“
打过。一周一次,晚上在办公室,周四中午。
”
p>
这时,屏幕上出现一个新名字。
“
是弗雷迪
的母亲。不可能是,他们在维加斯。噢
!
一定
< br>是他姐姐。
TJ
也在线,她是威尔士人,一个真正的夜猫
子。她快结婚了,现在与她未婚
夫一起生活。有时她未婚夫起床对她说:
?
离开那讨厌的电脑
!?”
played
on
into
the
night.
At
least
it
was
night
where
I
was.
He
,
an
am
erican
playing
a
Chinese
game
with
people
in
Germany,
Wales,
Ohio,
and
Minnesota,
was
up
in
the
cybersphere
far
above
the
level
of
time
zones.
It
is
a
realm
populated
by
individuals
he?s
never
met
who
may
be
more
real
to
him
than
the
people
who
li
ve
next
door.
汤姆继续玩,一直到深夜。至少我所在的地方是深夜。他
---
一个美国人,和德国
人、威尔士人、俄亥俄人还有明尼苏达人一
起玩中国游戏,他在网络世界活动,这种活
动超越时区。这是他从未谋面的那些人的王国
,对他来说,那些人要远比他的左邻右舍
更真实。
it
seems
that
life
in
the
West
has
become
a
fast-
forward
blur,
consider
Chi
na.
In
just
20
years,
since
market
forces
were
unleashed
by
economic
reforms
begun
in
1978,
life
for
many
urban
Chinese
has
changed
drastically.
A
recent
survey
of
12
major
cities
showed
that
97
percent
of
the
res
pondents
had
televisions,
and
88
percent
had
refrigerators
and
washing
machines.
Anot
her
study
revealed
that
farmers
are
eating
48
percent
more
meat
each
year
and
400
p
ercent
more
fruit.
Cosmopolitan
magazine,
plunging
necklines
and
all,
is
read
by
260,
000
Chinese
women
every
month.
5
/
10